bet-the-farm user experience
DESCRIPTION
Bet-the-Farm UX: How to harness User-Centered Design, Design Thinking and Lean Startup to drive mission critical UX innovation and lasting organizational change. Startups and large organizations alike have to be nimble and react to market change faster than ever. The entrepreneurs and intrapreneurs within these organizations know that, but don’t always have the talent and tools at their disposal to be successful. John’s team has increasingly been asked to support these innovators and support their existing teams so they can drive both exceptional experiences and organizational change. Find out how John and his team approach “bet-the-farm” innovation projects by taking the best elements from major movements (User-Centered Design, Design Thinking, Lean Startup) plus the psychology of persuasive design in order to gather critical insights about users, workshop with stakeholders and align on goals, and nurture both the product and the team behind it. John will show concrete examples where they helped at the world’s biggest online payment company, the world’s biggest academic association and a major governmental agency all succeed at innovating where they were unable to do so in the past.TRANSCRIPT
Bet-the-Farm UXJohn Whalen, PhD Principal, Strategy & User Experience [email protected] brilliantexperience.com @brlexp
Agenda
‣ Introduce Brilliant Experience
‣ Bet-the-Farm UX Methodology
‣ Questions
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
Fast Facts‣ Boutique user experience consultancy
‣ Founded 2011
‣ Founders 15+ years experience in the field
‣ Approximately 1/2 clients large enterprise, 1/2 funded startups
‣ Self-funded, profitable since inception
‣ Annual revenue doubling since founding
Types of Clients
1. Enterprises seeking innovation renewal
- Seek more user research
- Want strategy and ideation guidance
- Need help motivating team
2. Startups seeking professional UX
- Need help getting product to launch
- Want a more professional user experience
Sample Clients
Meet Our Specialists
user experience
usability
designerdeveloper
Bet-the-Farm UX: Introduction
The world around us is changing faster than ever
Leading companies can falter faster than ever if they fail to innovate.
Having a great brand is not enough.
Having a great brand is not enough.
We support Entrepreneurs and Intrapreneurs by leading mission-critical UX innovation projects.
How do we “cross the chasm”?
User InsightsGreat Experience,
Successful Product
InsertMagicalProcess
Here
Not recommended
Hard to find
Overall Process
To help you understand what “this” is, let’s play ‘Name that Methodology’
User Stories
1
Design & Develop
2
Feedback
3
User Stories
1
Design & Develop
2
Feedback
3
Agile
Build
1
Measure
2
Learn
3
Build
1
Measure
2
Learn
3
Lean Startup
Lean Startup
Copyright © 2012-2013 Brilliant Experience
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
Test
Copyright © 2012-2013 Brilliant Experience
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
Test
Design
Thinking
1 2 3 4
Design Thinking
Design Thinking
Check out IDEO, or as we like to say:
“Brilliant Experience of the west”
A couple books by IDEO founders:
Brilliant’s Agile/Lean/DT Experience
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
Two TracksProduct Development Team Development
Empathize with your audience Determine management alignment
Two TracksProduct Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Two TracksProduct Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio
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
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
Partner designers / developers Support UX team
Examples
Two TracksProduct Development Team Development
Empathize with your audience Determine management alignment
What do they say? do? think?
Consumer! Lawyer! Banker!
Neuroscien2st! VAD7Nurse! Drug7Researcher!
Farmer! Federal7Administrator! Mom7/7Chauffeur!
Meet Jane: Pattern Analyst
Meet Jane: Pattern Analyst
Note: we are visiting her in her normal place of work.
Meet Jane’s work
Stakeholder Alignment
Two TracksProduct Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Baseline Testing
UX Lead Technical Lead
User Researcher
Usability Expert
Front-End Developer
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
Two TracksProduct Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio
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
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
Sketching & Prototyping
Design Iterations
Iterative TestingPRESS GANEY Welcome Lidia | My Account | Customize
Clinical Performer
detail
Volume By Service Line
detail detail detail
detail
detail
Southwest
ORTHOPEDICS
PediatricsEmergency
Surgery
Cardiology
Neurology
Oncology
Hospital Acquired Infection
916%
Physical Restraint Accidental OverdosagesAdverse Blood Reactions
24%
1 2 450% 12%
Complications
24%
2.7%
Mortality
Core MeasuresReadmissions
16%24%
85%24%
1.2%24%
detail
detail
RevenuePerformanceView:Date Range: 1m 3m 1yr YTD Custom Division/Service Linequick Links:
Performance > System Wide
Intensive Training
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
Partner designers / developers Support UX team
Summary
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
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
Partner designers / developers Support UX team
PayPalResearch, Strategy, and Redesign
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