june 2014 - session 2 - user centered design

User-Centered DesignSession 2 - June 26, 2014School of Visual Concepts - UX1

http://svc-ux1.leannagingras.com

Week 1: what does “doing UX” mean?what does UX look like in the real world? how do we talk to users?

Week 2: User-centered designhow do we transform interview insights to design ideas?

Everything below here is tentative and will be adjusted to taste!

Week 3: Sketching and Prototypinghow do we create and prototype good designs?

Week 4: Measuring UXhow do we measure UX impact and make UX actionable?

Week 5: Panel - Making an impact with UXhow do we make our UX work count?

Agenda

Interviews discussionPersonas ScenariosUser flowsStudio: designing for a persona

INTERVIEWS

Homework

1. who did you interview? 2. what was the show and tell?

3. what was the top thing you learned?

Who did you interview? Objective: “learn what information personal trainers and clients are sharing now”

Jeff, interview at a coffeeshop. Jeff teaches crossfit classes downtown and also sees about 5 personal training clients per week.

Claire and Jason, onsite interview at a gym downtown. Claire and Jason have been working together for the last 3 months, meeting every other week.

What was the “show and tell”?Objective: “learn what information personal trainers and clients are sharing now”

Jeff brought a blank client file to the coffeeshop and showed me what information he records in it. Includes client info, client workout goals, the recommended workout regimen (this changes a little every week), his assessment of their progress.

Claire and Jim: observed an on-site personal training session at the Zum gym downtown. The session was a little less than an hour.

What was the top thing you learned?Objective: “learn what information personal trainers and clients are sharing now”

Information about a workout program has to be captured over time, and progress also has to be captured as well as problems and solutions, but nobody was using technical solutions. It was all verbal or over email.

What can we do with our information?Objective: “learn what information personal trainers and clients are sharing now”

- Nobody currently using a targeted collab solution - all verbal / email competitive: are there already solutions on the market that are not being used? why not?

- Personal trainers use individual client files, notes - trends are anecdotal / memorydesign: review file photos & map out what info they contain

- Pain point: meticulous and difficult to track on-the-ground workout details (lifts, reps, weight) as well as program trends over time (rate of progress)

group brainstorm: concepts for easy workout tracking - explore integration with gadgets eg Fuelband

Homework

1. who did you interview? 2. what was the show and tell?

3. what was the top thing you learned?

PERSONAS

http://www.jjg.net/elements/pdf/elements_simpleplanes.pdf

Squarespace’s target user here is the website’s audience: the casual browser. My users!

Squarespace’s target user here is the website’s administrator or content creator. ME!!!

Personas make great straw men throughout the design and decision-making process!● Making sure the team is all aligned on who they’re building for● Communicating user goals and needs● Guiding design decisions (“would Chelsea want this feature?”)● Surfacing different groups using your product (administrator vs. content creator)

Personas don’t have to be fancy to get the job done.

Content● Photo or sketch● Quick quote● Demographics● Goals● Pain points● Motivations

https://uxmag.com/articles/using-proto-personas-for-executive-alignment

Grab ‘n Go Gus Savvy Sally

This section of the Rick Steves website is designed to help both armchair travelers and tour members dig into content.

This section of the Rick Steves website is designed to help the armchair traveler learn, relax, and hopefully get inspired!

This section of the Rick Steves website is designed to help the tour persona evaluate and make decisions about tours.

We didn’t build features around booking: they don’t fit the persona stories that well, nor the business model.

David, Opportunistic Fan“My wife's from Portland and I'm from Seattle. We never miss the Sounders - Timbers game!"

Goals: ● Get great seats as soon as sales open● Follow a specific rivalry● Jump on cheap last-minute tickets

Frustrations:● Too slow to buy tickets on his phone● Doesn't care about following the whole

season● Missed opportunities to get playoff tickets

David, Opportunistic Fan“My wife's from Portland and I'm from Seattle. We never miss the Sounders - Timbers game!"

Goals: ● Get great seats as soon as sales open● Follow a specific rivalry● Jump on cheap last-minute tickets

Frustrations:● Too slow to buy tickets on his phone● Doesn't care about following the whole

season● Missed opportunities to get playoff tickets

Generalizes user groups but is specific enough to be useful!

David, Opportunistic Fan“My wife's from Portland and I'm from Seattle. We never miss the Sounders - Timbers game!"

Goals: ● Get great seats as soon as sales open● Follow a specific rivalry● Jump on cheap last-minute tickets

Frustrations:● Too slow to buy tickets on his phone● Doesn't care about following the whole

season● Missed opportunities to get playoff tickets

Provides context and motivations

David, Opportunistic Fan“My wife's from Portland and I'm from Seattle. We never miss the Sounders - Timbers game!"

Goals: ● Get great seats as soon as sales open● Follow a specific rivalry● Jump on cheap last-minute tickets

Frustrations:● Too slow to buy tickets on his phone● Doesn't care about following the whole

season● Missed opportunities to get playoff tickets

Clearly identifies user goals and key tasks

David, Opportunistic Fan“My wife's from Portland and I'm from Seattle. We never miss the Sounders - Timbers game!"

Goals: ● Get great seats as soon as sales open● Follow a specific rivalry● Jump on cheap last-minute tickets

Frustrations:● Too slow to buy tickets on his phone● Doesn't care about following the whole

season● Missed opportunities to get playoff tickets

Calls out pain points and frustrations

DESIGN NARRATIVES

http://www.jjg.net/elements/pdf/elements_simpleplanes.pdf

SCENARIOSScenarios continue where we left off with personas.

They build a narrative description of a problem or a key task.

SCENARIOS

BAD: Diana wants to book a tour

BAD: As a tour member, Diana needs a “buy” button so she can pay us

BAD: Diana goes to the tours landing page and then clicks the primary CTA which takes her to the tour listing page which provides her with a radio button select of tour dates blah blah blah

My rule of thumb: If you were explaining it to someone on the phone, they’d be able to follow along and it would be plausible as a real story.

BUILDING GOOD SCENARIOS

Diana is an armchair traveler who lives vicariously through her globetrotting 23-year-old son. He put some pictures from Rome on Facebook, which sparked her curiosity about the Pantheon. This turned into hours learning about ancient Rome, watching TV episodes and reading articles. She’s always been nervous about travel, but now she’s inspired and wants to book a Rick Steves tour!

Describe who the persona is

BUILDING GOOD SCENARIOS

Diana is an armchair traveler who lives vicariously through her globetrotting 23-year-old son. He put some pictures from Rome on Facebook, which sparked her curiosity about the Pantheon. This turned into hours learning about ancient Rome, watching TV episodes and reading articles. She’s always been nervous about travel, but now she’s inspired and wants to book a Rick Steves tour!

Describe their context of use

BUILDING GOOD SCENARIOS

Diana is an armchair traveler who lives vicariously through her globetrotting 23-year-old son. He put some pictures from Rome on Facebook, which sparked her curiosity about the Pantheon. This turned into hours learning about ancient Rome, watching TV episodes and reading articles. She’s always been nervous about travel, but now she’s inspired and wants to book a Rick Steves tour!

Describe what happens (not how)

BUILDING GOOD SCENARIOS

Diana is an armchair traveler who lives vicariously through her globetrotting 23-year-old son. He put some pictures from Rome on Facebook, which sparked her curiosity about the Pantheon. This turned into hours learning about ancient Rome, watching TV episodes and reading articles. She’s always been nervous about travel, but now she’s inspired and wants to book a Rick Steves tour!

Describe reaching a user goal (or solving a problem)

SCENARIODiana is an armchair traveler who lives vicariously through her globetrotting 23-year-old son. He put some pictures from Rome on Facebook, which sparked her curiosity about the Pantheon. This turned into hours learning about ancient Rome, watching TV episodes and reading articles. She’s always been nervous about travel, but now she’s inspired and looking at Rick Steves tours!

BREAK IT DOWNLet’s whiteboard this!

USER FLOWSStep-by-step representation of completing a task or reaching a goal. They’re good for:● showing where elements are are connected● mapping out conditionality and decision points● identifying screens to be considered in the design

Amazon likes to make the path to your wallet as short as possible. Adding a feature like this requires looking at the entire experience from 1000 feet up.

Add to cart View cart Shipping options

Payment options

Review order

Order confirmation

Select address and add to cart

Use default payment

Review order

Order confirmation

Typical e-commerce workflow

Amazon’s workflow

Select address and one-click it

Order confirmation

Amazon’s one-click workflow

User flow showing how librarians make purchasing decisions. This also shows contingencies and decision treeing.

LET’S ROLL UP OUR SLEEVES

User-centered designSplit into groups of 2-3.

You decide: Jessie or Joseph?

Discuss the problem and brainstorm potential solutions.Write a scenario or two, and use it to create a workflow of the solution.

Get ready to share your results with us!

Jessie, the ComebackJessie used to be in great shape! But now that she works on a computer all day, she’s not as strong as she wants to be.

Goals: Jessie wants to be able to do 100 pushups a day. Right now she can only do 10!

Pain points: she doesn’t have time to go to the gym a lot.

Motivations: She has $100 on getting to 100 pushups before Selena!

Joseph, the team playerJoseph is part of a team competing in a Tough Mudder race in September.

Goals: Set up a training regimen that accomplishes his goals before September

Pain points: hard to know how close he is to his goals, hard to know how the team as a whole is doing

Motivations: to WIN! and be a good asset to his team

DiscussionLet’s share our solutions.

How did the persona and problem framing affect the solution?

Homework

Use personas, scenarios, and design narratives to brainstorm and develop design solutions.

Be ready to describe the problem and solution to us!We want to see your user flow!

(It’s ok if it’s rough around the edges!)