magic startup academy launch : understanding user needs via experience design and system thinking (...
TRANSCRIPT
THIS SESSION:
EXPERIENCE DESIGN
NEXT SESSION:
SYSTEMS THINKING
FOCUS ON YOUR USERS
Know your users and focus on their key needs relentlessly.
SPEAK “USER”
Speak your user’s language, not jargon or acronyms
KEY GOALS + FLOWS
Know your user’s most key goals and your business’ key goals
MAP SYSTEMS
Map the whole system, and connect flows together
KNOW YOUR FUNNEL
Make sure you know the entire lifecycle and experience you’re providing.
FRONT/BACK OF HOUSE
What’s the front and back of your system? Know how internal processes produce user outcomes
UNPACK LINKAGES
Deconstruct systems and find out the best points to create change for your company
LINK TOUCHPOINTS
Command and control communication is easy to break. Have iterative touch points on decisions.
KNOW YOUR OCEAN
What is effecting your system from the outside? How can you anticipate these effects?
FIND BIG LEVERS
How can you change the game and evolve your business over time?
For more info, tools, and workshops, check out: www.thedesigngym.com | @thedesigngym
This work by The Design Gym LLC is licensed under a Creative Commons Attribution 4.0 International License.
EXPERIENCE DESIGN + SYSTEMS THINKING
@thedesigngym
THE DESIGN GYM IS EMPOWERING PEOPLE WITH THE TOOLS TO CREATE CHANGE.
@thedesigngym
WE BUILD COMMUNITY
WE SUPPORT COMPANIES
WE CREATE COLLABORATION
@thedesigngym
WE PARTNER WITH DIVERSE COMPANIES
@thedesigngym
@thedesigngym
#DesignThinking
WE’RE SOCIAL:
FIVE EXPERIENCE DESIGN PRINCIPLES:
FOCUS ON YOUR USERS
KNOW YOUR FUNNEL
SPEAK “USER”
BUILD A SYSTEM MAP
KEY GOALS + FLOWS
PRINCIPLE ONE:
FOCUS ON YOUR USERS
BALANCE VOICES
MONEY
PEOPLE
TECHNOLOGY
“WE KNOW OUR USERS”
CFO
?
CTO
LISTEN TO YOUR USERS Ask open ended questions
Only talk 10% of time
Use Silence….
Ask for stories and for specific examples. Ex. “Tell me about the last time you…”
CONVERSATION ARCS
Rapport building
TIME
Topical questions
Specific research questions
Anything I missed?
SPE
CIF
IC T
O R
ESE
AR
CH
TO
PIC
EXPERIENCE INVENTORY! “Is Coffee part of your routine? Is so, how?”
“Is there something else you can’t imagine
starting the morning without? Tell me about
that…”
ACTIVITY
EXPERIENCE INVENTORY! “Is Coffee part of your routine?
If so, how?”
“Is there something else you
can’t imagine starting the
morning without? Tell me
about that…”
ACTIVITY
Use best practices!
Open ended questions
Talk 10% of time
Use Silence….
Ask for stories and for
specific examples. Ex. “Tell me about the last
time you…”
PLUSSES AND DELTAS How did you do with the interviewing best
practices?
PRINCIPLE TWO:
SPEAK “USER”
L.A.T.C.H. Location
Alphabetical
Time
Category
Hierarchy
L.A.T.C.H. Location
Alphabetical
Time
Category
Hierarchy
CLOCK TIME/HUMAN TIME
USER PERSONAS Could you tell me what “type” of person
you’re speaking with?
Can you find out their personal L.A.T.C.H, not
a universal L.A.T.C.H.?
ACTIVITY
EXPERIENCE INVENTORY! “Is Coffee part of your routine?
If so, how?”
“Is there something else you
can’t imagine starting the
morning without? Tell me
about that…”
ACTIVITY
Use best practices!
Open ended questions
Talk 10% of time
Use Silence….
Ask for stories and for
specific examples. Ex. “Tell me about the last
time you…”
PLUSSES AND DELTAS How did you do with the interviewing best
practices?
LYNDA.COM To be vs. To do
SPEAK USER CASE STUDY
PRINCIPLE THREE:
KEY GOALS + FLOWS
Beginning Middle End
MAP A FLOW Take out your phone
Sketch a the key flow of a
mobile app you use daily
What’s your goal?
What the transformation?
ACTIVITY
PRINCIPLE FOUR:
BUILD A SYSTEM MAP
A Wiring Diagram
How do Flows Connect?
What are the Primary
and Secondary Flows?
SKETCH A SYSTEM What are the secondary flows?
What are the other states of
the system?
What are ALL the screens?
ACTIVITY
PRINCIPLE FIVE:
KNOW YOUR FUNNEL ENTICE
ENTER
ENGAGE
EXIT
EXTEND
MAP THE FUNNEL Re-examine your system map:
How are people Enticed into the System?
What’s the main point of Entry?
How do we know if they’re Engaged?
How do people Exit the System
(in good and bad ways)
How do they or can they Extend your
involvement?
ACTIVITY
BREAK!
FOCUS ON YOUR USERS
Know your users and focus on their key needs relentlessly.
SPEAK “USER”
Speak your user’s language, not jargon or acronyms
KEY GOALS + FLOWS
Know your user’s most key goals and your business’ key goals
MAP SYSTEMS
Map the whole system, and connect flows together
KNOW YOUR FUNNEL
Make sure you know the entire lifecycle and experience you’re providing.
FRONT/BACK OF HOUSE
What’s the front and back of your system? Know how internal processes produce user outcomes
UNPACK LINKAGES
Deconstruct systems and find out the best points to create change for your company
LINK TOUCHPOINTS
Command and control communication is easy to break. Have iterative touch points on decisions.
KNOW YOUR OCEAN
What is effecting your system from the outside? How can you anticipate these effects?
FIND BIG LEVERS
How can you change the game and evolve your business over time?
For more info, tools, and workshops, check out: www.thedesigngym.com | @thedesigngym
This work by The Design Gym LLC is licensed under a Creative Commons Attribution 4.0 International License.
EXPERIENCE DESIGN + SYSTEMS THINKING
FIVE EXPERIENCE DESIGN PRINCIPLES:
FRONT/BACK of HOUSE
FIND BIG LEVERS
UNPACK LINKAGES
KNOW YOUR OCEAN
LINK TOUCHPOINTS
PRINCIPLE SIX:
FRONT/BACK OF HOUSE
FRONT OF THE HOUSE
BACK OF THE HOUSE
PRINCIPLE SIX:
FRONT/BACK OF HOUSE
PRINCIPLE SIX:
FRONT/BACK OF HOUSE Separate consumer pathways from
organizational systems of delivery.
PRINCIPLE SIX:
FRONT/BACK OF HOUSE Know which organizational processes effect
and support user experience
PRINCIPLE SIX:
FRONT/BACK OF HOUSE …And what systems touch those systems.
FRONT/BACK OF THE HOUSE CASE STUDY
BONOBOS: A WEB SITE
FRONT/BACK OF THE HOUSE CASE STUDY
ALSO A STORE+CATALOG
FRONT/BACK OF THE HOUSE CASE STUDY
+NINJAS
UNPACK LINKAGES PRINCIPLE SEVEN
http://www.instituteofplay.org/wp-content/uploads/2013/07/QDesignPack_SystemsThinking_July2013.pdf
LINKAGES: SUB SYSTEMS PRINCIPLE SEVEN
http://www.instituteofplay.org/wp-content/uploads/2013/07/QDesignPack_SystemsThinking_July2013.pdf
WHERE TO CHANGE?!
http://www.instituteofplay.org/wp-content/uploads/2013/07/QDesignPack_SystemsThinking_July2013.pdf
http://ben-evans.com/benedictevans/2014/9/4/why-amazon-has-no-profits-and-why-it-works
UNPACK LINKAGES
UNKNOWN LINKAGES Interview your partner for 3 minutes and ask:
Have you tried to change a system and found
unintended consequences?
ACTIVITY
CHECK IN What did we learn?
ACTIVITY
BLIND ORIGAMI 1. Close you eyes!
2. If you can see this, read step one.
ACTIVITY
BLIND ORIGAMI What happened?
What could make it work better?
ACTIVITY
CONNECT TOUCHPOINTS PRINCIPLE EIGHT
Command and Control vs. Web of Communication
CONNECT TOUCHPOINTS PRINCIPLE EIGHT
Waterfall Product Development vs. Agile
CONNECT TOUCHPOINTS PRINCIPLE EIGHT
2-way listening
Stand-ups and check-ins
to reduce organizational drift
Planning vs. Tactical Touchpoints
Iterate!
KNOW YOUR OCEAN PRINCIPLE NINE
FIVE EXPERIENCE DESIGN PRINCIPLES:
FRONT/BACK of HOUSE
FIND BIG LEVERS
UNPACK LINKAGES
KNOW YOUR OCEAN
LINK TOUCHPOINTS
What are the currents, tides and trends?
Who else is playing in your space?
What’s coming into your space?
What is your riskiest assumption?
KNOW YOUR OCEAN PRINCIPLE NINE
SCENARIO PLANNING KNOW YOUR OCEAN CASE STUDY
FIND BIG LEVERS PRINCIPLE TEN
How can we change the game?
How can we build capacity and tip the scales?
The bigger changes take more time!
FIND BIG LEVERS PRINCIPLE TEN
BUILDING CAPACITY FIND BIG LEVERS CASE STUDY
BUILDING INVENTORY FIND BIG LEVERS CASE STUDY
BUILDING SALES FIND BIG LEVERS CASE STUDY
FOCUS ON YOUR USERS
Know your users and focus on their key needs relentlessly.
SPEAK “USER”
Speak your user’s language, not jargon or acronyms
KEY GOALS + FLOWS
Know your user’s most key goals and your business’ key goals
MAP SYSTEMS
Map the whole system, and connect flows together
KNOW YOUR FUNNEL
Make sure you know the entire lifecycle and experience you’re providing.
FRONT/BACK OF HOUSE
What’s the front and back of your system? Know how internal processes produce user outcomes
UNPACK LINKAGES
Deconstruct systems and find out the best points to create change for your company
LINK TOUCHPOINTS
Command and control communication is easy to break. Have iterative touch points on decisions.
KNOW YOUR OCEAN
What is effecting your system from the outside? How can you anticipate these effects?
FIND BIG LEVERS
How can you change the game and evolve your business over time?
For more info, tools, and workshops, check out: www.thedesigngym.com | @thedesigngym
This work by The Design Gym LLC is licensed under a Creative Commons Attribution 4.0 International License.
EXPERIENCE DESIGN + SYSTEMS THINKING
@thedesigngym
THE DESIGN GYM IS EMPOWERING PEOPLE WITH THE TOOLS TO CREATE CHANGE.
@thedesigngym
WE BUILD COMMUNITY
WE SUPPORT COMPANIES
WE CREATE COLLABORATION
