uxpadc ux 101 - ux strategy

UXPA-DC UX 101#uxpadc

Agenda‣ 08:30 -9:00: Breakfast/Coffee

‣ 09:00 - 09:15: Introduction to UX

‣ 09:15 - 10:15: UX Fundamentals

‣ 10:15 - 10:30: Morning Break

‣ 10:30 - 11:30: User Research

‣ 11:30 - 12:30: Lunch Break

Agenda‣ 12:30 - 01:30: UX Strategy (From User Research to Strategy: Design

Thinking and Design Studios)

‣ 01:30 - 02:45: Wireframing/Prototyping

‣ 02:45 - 03:00: Afternoon Break

‣ 03:00 - 04:00: Usability Testing

‣ 04:00 - 05:30: Meet Seasoned Professionals and get One-on-One advice/Networking/Happy Hour (Drinks and snacks included)

UX Strategy and the Design Studio: The User Experience Practitioner’s Secret WeaponJohn Whalen, PhD Principal, Strategy & User Experience jw@brilliantexperience.com brilliantexperience.com @brlexp

Agenda

‣ Introductions

‣ Introduce Brilliant Experience & Methodology

‣ UX Methodology - More than UX

‣ Detail the Design Studio and Its Origins

‣ Design Studio as Secret Weapon

Introducing Brilliant Experience

Research

Stakeholder Interviews Field Research Competitor Reviews Expert Reviews

Strategy and Ideation

Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement

UX and Design

IA & Flow Interaction Design Concept Realization Visual Design & Branding

Innovation Challenge

Consumer! Lawyer! Banker!

Neuroscien2st! VAD7Nurse! Drug7Researcher!

Farmer! Federal7Administrator! Mom7/7Chauffeur! User Research

Examples

How do we “cross the chasm”?

User InsightsGreat Experience,

Successful Product

InsertMagicalProcess

Not recommended

Hard to find

To help you understand what “this” is, let’s play ‘Name that Methodology’

User Stories

Design & Develop

Feedback

User Stories

Design & Develop

Feedback

Measure

Lean Startup

1 2 3 4

Empathize with the audience you are designing for.

Brainstorm possible designs

Build a representation of one or more of your ideas

PrototypeIdeateResearch

Test your ideas for feedback

Empathize with the audience you are designing for.

Brainstorm possible designs

Build a representation of one or more of your ideas

PrototypeIdeateResearch

Test your ideas for feedback

Design

Thinking

1 2 3 4

Design Thinking

Brilliant’s Methodology Mix‣ market research (probing individual psyches for needs/desires)

‣ user-centered design

‣ design thinking / innovation techniques

‣ lean startup / agile UX

‣ behavioral economics / persuasive design

Plus some: management consulting

UX success lies beyond UX

Two TracksProduct Development Team Development

Empathize with your audience Determine management alignment

Baseline measurement Evaluate the team

Design studio

Exploration of solution space Intensive training

Design studio

Partner designers / developers Support UX team

Examples

Visit users where they work

Remote Sessions:

Webex Audio/Video

In-Person Sessions (test

facility or user work site):

Chicago

Washington, DC

New York

Boston

San Francisco

Atlanta

Houston

Learn their processes

What do they say? do? think?

Consumer! Lawyer! Banker!

Neuroscien2st! VAD7Nurse! Drug7Researcher!

Farmer! Federal7Administrator! Mom7/7Chauffeur!

Meet Jane: Pattern Analyst

Note: we are visiting her in her normal place of work.

Meet Jane’s work

Stakeholder Alignment

Baseline Testing

No users clicked on any of these links

No users clicked on the video

This section was the most well studied.

Given your goal of increasing registration, the priority should be register, not login.

Not prominent enough. Few people saw this. Reduce total page content to increase conversion.

Recommendation: Provide example of how it works in the video area with a screen capture of the video as the first slide. Reduce content.

Expert Reviews

Homepage Strengths

PayPalBusiness

1. Visuals used wisely to support brand, but also demonstrate benefits.

2. Carefully crafted visual flow directs attention sequentially on page.

3. Content limited to priority messages.

4. Navigation defines needs addressed and problems solved.

5. Offered clear CTA with limited initial commitment.

Competitive Reviews

UX Lead Technical Lead

User Researcher

Usability Expert

Front-End Developer

Interaction Designer

‣ Majority of large organizations use hybrid employee/consultant teams

‣ Provides specialized capabilities when needed

‣ Helps to kick start internal team growth

‣ Allows company to determine which roles should be in house

UX Strategist

consultant

employee

Evaluate The Team

Design studio

Design Studio: Origins and Evolution

Design Studio Origins‣ Design school

- Intensive group critique of work

- Learn through criticism

- Take chances and learn through experimentation

- Everyone learns through design.

Design Studio Evolution‣ Goals of Design Studio for UX

- Rapidly align team on:

- Internal business goals of project

- Prioritized audiences

- Audience goals and scenarios

- Relationship between business and audience needs

- Rapidly form ideas around

- Possible solutions space

- Early concepts

CEO: I know you had an agenda, but let’s just sketch our ideas anyway...

Elevator Pitch

Business Needs

Personas

Scenarios

Customer Experience Journey

Early Ideation

Design studio

Sketching & Prototyping

Design Iterations

Iterative TestingPRESS GANEY Welcome Lidia | My Account | Customize

Clinical Performer

detail

Volume By Service Line

detail detail detail

detail

Southwest

ORTHOPEDICS

PediatricsEmergency

Surgery

Cardiology

Neurology

Oncology

Hospital Acquired Infection

Physical Restraint Accidental OverdosagesAdverse Blood Reactions

1 2 450% 12%

Complications

Mortality

Core MeasuresReadmissions

16%24%

85%24%

1.2%24%

detail

RevenuePerformanceView:Date Range: 1m 3m 1yr YTD Custom Division/Service Linequick Links:

Performance > System Wide

Intensive Training

Summary

Design studio

Introducing a Design Studio

Today, we will create the foundation for a winning web strategy and design direction through a strategy workshop & design studio.

Introduce the design studio process, our goals and activities.

Prioritize business goals. Ensure we are aligned on IRS’ goals for the project and desired outcomes.

Prioritize your audiences, define them create the scenarios in which they would use this product.

Audience NeedsEnterprise NeedsIntroduction

Flesh out best ideas. Get the team to agree on promising conceptual directions through presenting concepts to the team.

Design Studio

The Process

1 2 3 4

Schedule - Day 1Time Activity & Description

12:30 – 1:00 Kickoff & Introduction

1:00 - 2:00 Elevator Pitch

2:00 - 2:10 Brief Break

2:10 - 3:00 Prioritize Business Objectives

3:00 – 3:20 Prioritize Site Audiences

2:30 - 2:45 Brief Break

3:30 – 4:30 Create & Present User Personas

4:30 - 5:00 Summary & Wrap Up

Schedule - Day 2Time Activity & Description

8:00 - 8:20 Day 2 Kickoff

8:20 - 8:30 Stakeholder Comments on Day 1 Findings

8:30 – 9:20 Create & Present User Scenarios

9:20 - 9:30 Brief Break, Design Studio Setup

9:30 – 9:45 Feature Brainstorming Session

9:45- 10:00 Introduction to Conceptual Design & Design Studio

10:00 – 11:15 Homepage Design Sprints

11:15 – 11:45 Group Presentations of Designs

11:45 – 12:00 Wrap up

Goals‣ Collaborate

‣ Generate ideas

‣ End up with several good ideas

Guidelines for the next two days.1. Minimal phones, tablets, or laptops - we need to focus on the project

- We will give you breaks to get your fix

2. We must generate a lot of ideas quickly

- We will have deadlines to get things done

3. We are not in the idea- or ego-squashing business

- We succeed through a breadth of perspectives

Individual Activities

Elevator Pitch‣ The elevator pitch is a quick

assessment of team alignment. The goal is to briefly describe your new product as if you were in an elevator pitching it to a key stakeholder.

‣ We want each individual to describe its audience, their need, the product’s category and biggest benefit, and how it uniquely serves your audience.

Elevator Pitch

‣ For

‣ who have

‣ _______________ is a

‣ that

‣ Unlike

‣ ______________

(target customer),

(customer need),

(market category)

(one key benefit).

(less efficient option),

(unique differentiator).

Elevator Pitch - Discussion

‣ Benefits

‣ Time duration

‣ Getting clarity on direction

Prioritize Enterprise Goals

Enterprise Goals‣ List out, group and prioritize all the goals you

have as an enterprise.

‣ Goal: Ensure we are all aligned on goals and directions.

‣ Ensure we understand how to create success criteria.

Enterprise Goals - Discussion‣ Importance of voting and procedure there.

‣ What if senior stakeholder wants to pull rank?

‣ Demonstrates difference between business goal (I want more people to sign up) and a user goal (they don’t necessarily want to sign up)

Prioritizing Site Audiences

Prioritizing Site Audiences‣ We want to be able to think like your

target audience(s)

‣ Create personas that will help us relate to that person and anticipate their action

‣ Steps:

1. Brainstorm to create all the major audiences for the site.

2.Prioritize the audiences

12:30 - 1:15

Create Personas

Create Personas‣ We want to be able to think like your

target audience(s) and create personas that will help us relate to that person and anticipate their actions

‣ Team up for this task and provide:

- Name - Picture - Description - Goals & Needs - Technologies

Personas - Discussion‣ What do you like to include in personas?

‣ Are these the right level of fidelity for you?

‣ Have you ever made these with senior folks, developers, marketers and UXers in the same room? What happens if you do?

User Scenarios

User Scenarios‣ Create the scenarios in which your

persona would be using the tool

- Describe the situation and goal of your persona

- How would they use this tool?

- What are they trying to accomplish?

- What information are they seeking?

User Scenarios - Discussion‣ Benefits?

‣ How do you do this differently?

‣ What happens when the marketers make one of these (sometimes)?

Concepts & Ideation

Concepts and Ideation‣ Use the 8-square page.

‣ Sketch unique ways that the tool might work.

‣ Produce as many as possible. Be creative!

‣ Work independently.

‣ Be prepared to present your work to the group when you are done.

Concepts and Ideation - Discussion‣ What do senior executives say when we ask them to do this?

‣ What do we say in response?

‣ What are ways this would be hard for you to do at your organization?

‣ How is this culture aligned with your organization?

‣ Is there anything else you might do to introduce the concept.

Detailed Design‣ Use the 1-square sketching page

‣ Provide more detail about what is on the page and how it would work

‣ You can use sticky notes to annotate the features and functionality

‣ Work in teams

‣ At the end of the session you will present your work to the group

Detailed Design - Discussion‣ How many sprints are typically recommended here?

‣ How long should users take for designs?

‣ What happens when they work on teams? Is that an issue?

‣ What outcome are we looking for? (Finished designs?)

Review our work‣ Recognize priorities, top audience needs, promising design possibilities.

Thank you. Congratulate the team!

Design Studio: Procedural Details

Duration of Meeting‣ How long have yours been?

- Mine: 1/2 day to 3 days

- 1/2 day - well defined app

- 2 days - typical for larger group that needs to achieve alignment

- 2 days enough to allow for true design studio - detailed design and critique

- Sometimes need longer when there is detailed information about the users available

Selecting Features‣ Elevator Pitch

‣ Affinity Diagraming

‣ Business Priorities

‣ Prioritizing and building Personas

‣ Prioritizing and building Scenarios

‣ User Experience Mapping

‣ Brainstorm sketch concepts, revise concepts

‣ Why/When do any of this?

‣ What is missing?

Who to Invite? When to get involved?‣ Senior Executives / Executive Sponsor

‣ UX

‣ Design

‣ Marketing

‣ Development

‣ Operations

‣ Other channels (print, in-store, phone support)

‣ SMEs

‣ Others?

Who to Invite? When to get involved?

Tools You’ll Need

Worksheets, PostersElevator Pitch

Defining Characteristics:

persona sketch sheet

Gender:

Occupation:

picture description

goals & needs technologies

Design Studio as UX Secret Weapon

Design Studio - Side Benefits‣ Understand team dynamics

- See the team working together

- Understand the personalities, roadblocks, willingness to learn, try new things

‣ Allow a safe environment to explore new ideas

- Get executive permission (demand) to change

- Give permission to brain storm possibilities

- Provide rare chance for cross discipline interaction (marketing, development, UX, design, sales)

- Align team on way forward, even if underspecified

Design Studio - Side Benefits‣ Let other team members understand UX and Users

- Challenge other teams to think like the user

- Force prioritization of audiences

- Get those team members to role play as a user, develop empathy

- Demonstrate the challenges of UX design

- Get them to prioritize

- Allow other teams to empathize with the challenges and needs of the UX team

Design Studio - Side Benefits‣ Get feeling of accomplishment

- Create immediate decisions and deliverables

- Ensure that the team have built something together, for once

- Create a pact between UX, Execs, Developers, Marketers (when does that happen otherwise?)

- Build team camaraderie

Just one piece of the UX puzzleProduct Development Team Development

Design studio

Research

Stakeholder Interviews Field Research Competitor Reviews Expert Reviews

Strategy and Ideation

Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement

UX and Design

IA & Flow Interaction Design Concept Realization Visual Design & Branding

Thank you! @brlexp | brilliantexperience.com

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