The Experience Design Framework

A Design Thinking Guide for Product Success and Design Excellence

PRODUCT MANAGER PRODUCT DESIGNER

PRODUCT

January 22, 2015

LIVECAREER(XD)

Langston RichardsonSenior Creative Director, Experience Design, LiveCareer

– Mike Montiero

“A good designer finds an elegant way to put everything you need on a page. A great designer convinces you half that shit is unnecessary.”

• The Problem with Designing without Insights

• Experience Design as a Product/Marketing/Business Strategy

• The XD Team Within The Product Development Ecosystem

• The Quickstart Guide to UX Design

• Value of Experience Design for Product Companies

Product Managers try to solve their revenue goals by volume of tickets

Design is an executional and visual consideration and not a strategic and product architecture consideration

Use optimization as their only tool for product idea testing validation reenforcing a belief that customers have adoption of a feature.

PMs are risk adverse due to this lack of deep contextual insights.

The Problem With Current Product Design Methods…

?

!…and I still need your figures

from last month.

MANY PRODUCT BUSINESSES HAVE BEEN OPTIMIZED THE SAME WAY FOR YEARS

…Have Dire Impacts on Product Development

Initiating/Planning

Requirements/Design

Development/Testing

Deployment/Launching

TimeScale

PLANNING BASED OFFOF ASSUMPTIONS AND

GROUP THINK

AD HOC GUESSINGLEADS TO EVER

CHANGING PRODUCTREQUIREMENTS

DEV GUESSED AT FUNCTIONALITYDESIGNERS DON’T GET WHAT THEY SPECED

PRODUCT MANAGERS LOSE HANDLE OF TIMELINETEAM CUTS CORNERS AND QUALITY SUFFERS

PRODUCT LAUNCHESWITH BUGS AND

IS REFACTORED TOADDRESS MARKET

NOT ADOPTING SOLUTION

STILL A LOT OFWORK AND COSTS

ESCALATING

EscalatingCostsProduct Dev cost

for a recentproduct launchexceeded $3m

becoming a virtualmoney pit

Uninformed PMs try new ideas leading to frustrated team

Red Pillor

Blue Pill?

Initiating/Planning

Requirements/Design

Development/Testing

Deployment/Launching

TimeScale

EscalatingCosts

PLANNING BASED ONRUNNING A FINANCIALLY

SOUND BUSINESS

REQUIREMENTS BACKEDBY IN DEPTH RESEARCH

FUNCTIONAL SPECS AREDETAILED AND LEADS

TO FASTER CODING ANDLESS REWORK AND FIXING

PRODUCT SHIPSPRODUCT MANAGER

CAN FOCUS MOREON MARKETINGTHE PRODUCT

Red Pillor

Blue Pill?

But with Actual Product Design…

80%Product Work without UX often

fall victim to the 80/20 Rule80% of most ideas

bring us 20% of successful test results

20% of these ideasbring us 80% of

successful metric moving wins

I want to getbetter

20%are the most

effective productideas

User Researchcan identify this

sweet spotUSERRESEARCHER

I don’t want to have to guess

at this.

are bad guesses for products

Experience Design is at it’s core the UX of Human Things

Experience Design looks to understand people in their everyday

lives and creates marketing and product touch points that resonates

usefulness and delightfulness

Experience Design is brand touch points before product, usability

with product use, and evangelism after product and other customer

connections.

Experience Design Strategy Overview

Experience Design to Discover New Product Opportunities

Research and Development Exploring Untapped Areas We Can Productize

• How we research user behavior and patterns to help uncover the product innovations that will drive our business growth

Looks at:

Produces:

Feedback:

Understands The Market Opportunity, Learns the Product User and/or Target Customer, and making sense of all Existing Data.

Customer Profile, Journey Maps and other understandings. Later, designs solutions for proof-of-concept prototypes

User Tests and Product Optimization results that informs future research

CORE XD TEAM

UX Designer

UI Prototyper

Researcher

Experience Design to LaunchNew Product Initiatives

Innovation, Research and Development Exploring New Businesses

• How we identify, research, validate, design and develop new product solutions for the business

Looks at:

Produces:

Feedback:

Receives the Business Proposal, Understands The Market Opportunity, Learns the Product User and/or Target Customer, and making sense of all Existing Data.

Customer Profile, Journey Maps and other understandings. Later, designs solutions for proof-of-concept prototypes, tests and validate assumptions

User Tests and Product Optimization results that informs future research

CORE XD TEAM

UX Designer

UI Designer

Researcher

UI Prototyper

Experience Design to Grow In-Market Products

Keeping the Product Business Afloat

• How we practically apply learnings into validated design solutions to yield sustained growth in business

CORE XD TEAM

UX Designer

UI Designer

ResearcherLooks at:

Produces:

Feedback:

Trends and patterns of users within the product so we can better redesign features for user benefit.

Flows and interaction options that solve friction points for people using our products and services.

From various testing methodologies and user metrics analysis that informs future improvements and product evolution.

Experience Design to Optimize a Product’s Performance

Innovation, Research and Development Exploring New Businesses

• How we maximize the results of product wins, learn from product losses and replicate successes to sustain product growth

Looks at:

Produces:

Feedback:

Trends and patterns of product users that inhibit conversion into a customer.

Flows and interaction options that solve friction points for people using our products and services.

Principally from A/B/Multivariate testing methodologies and user metrics analysis that informs future improvements and product evolution.

CORE XD TEAM

UX Designer

UI Designer

Researcher

Experience Design Works Across Products

CONCEPT PRODUCT PAGE(S) PAGE ELEMENT(S) UI ELEMENT(S)

User Experience Research

User Experience Design

User Interaction Design

Fast tracking the next level of product innovation and improving existing products with a more efficient production process.

INNOVATION IN PRODUCTS OPTIMIZATION OF EXISTING PRODUCTS

Product Discovery Products In Market

Studies Users/Potential Users of the Product. Product Innovation Based Off Of Research.Defines Goals and Explores Opportunities for Product Growth.Architects Future Product Roadmaps

Develops Interaction Patterns Based Off User Testing.Helps Roadmap Optimization Strategies to Improve Product Conversion performance.Produces Functional Specifications and Works with UI Development To Ensure Proper Interaction

Research/Design to InnovationThe Complete Lifecycle of Experience Design in Product Cycle

User Research User Experience Interaction/Visual Interface Development

Marketing Requirements

Document

ResearchValidation

ProductRequirements

Document

ProductUX Design

FunctionalSpecification

Product UIDesign

DevelopmentGuides and Kit

ProductIntegrationand Build

Quality Control,Testing and Launch

UXR UX UI UID

Visual and FinalizedDesign in HTML

Development adds trackingimplements code

Iterative Designand User Testing

Helps learning anddefinition of problem

through research

Optimize for ImprovementsThe Complete Optimization Lifecycle of Experience Design in Product Optimization

User Research UX Design Interaction/Visual Interface Dev

DataGathering

OpportunityAnalysis withProduct and Marketing

Optimization Requirements

ProductUX

Advisory

TestingSpecification

Product UIUpdates

ToolkitImplementation

ProductIntegrationand Build

Quality Control,Testing and Launch

DATA UX UI UID

Visual and FinalizedDesign in HTML

Development adds trackingimplements code

Testing Planningwith XD

AnalyzingProduct Performance

Shared Responsibilities: Product Management and UX

Product Management and UX Designers form a team that helps product goals happen faster with far greater % of ROI gains

Product Management Product Designer (UX)

PM UXPR

ODU

CT

ROAD

MAP

S

Product DirectionWork Coordination

Team CommunicationBudgeting and Stakeholders

Scheduling of TestingFeature Coordination

Architects ProductStudies Product UsersDevelop UX Strategies/

Ideas for Product TestingFeature Recommendation

Shared Responsibilities: User Research and User Experience DesignDesign is based off of insights gained by understanding the people who the business, the product and the market sees as an opportunity.

User Research (UXR) Product Designer (UX)

UXR UXFI

NDI

NGS

AN

D IN

SIGH

TSPrimary Research

Customer InterviewsSurveys

Architects productStudies Product UsersDevelop UX Strategies/

Ideas for Product Testing

Shared Responsibilities: User Experience Design and Interaction DesignAll Design is not equal. UX and UI equal a stronger final product where form and function merge into a usable and enjoyable product.

Product UX Design Product UI Design

UXDes UIDesDE

SIGN

/ IN

TERA

CTIO

N

Designing Product FlowsDesigning Low FidelityIterative Design/Testing

Designing Page StructureDesigning Features based

off on Research

Designing High FidelityInteraction Details

Designing Final DetailsPlanning HTML/CSS with

UI Development

Shared Responsibilities: UI Design and UI Development

Modern design is as much about development as it is about the visual. UI design brings a form and function to the code that creates great experiences.

Product UI Design Product UI Developer

UIDes UIDevH

TML/

CSS

Tool

kit

Designing InteractionsDesigning the Visual Brand

Maintaining Toolkit and Styleguide

Coding the ResponsiveFramework

ImplementingHTML Designs

as ASPX/ via ToolkitAngularJS, adding

backend OPTIZtagging

The Experience Design Process Benefits Business Innovation

OrdinaryWorld

LAUNCH GROWTH MATURE DECLINE

ImprovedWorld

New BaselineWorld

START OF A PRODUCT

NEW PRODUCTTO EXPAND BUSINESS

XD can help products to climb hills of the “local maximum” curve

Optimization puts to breaks on decline for

only so long.

WHERE THE NEXTINNOVATION POINT

CAN OCCUR / FAIL TO OCCUR

Rev

enue

Product Evolution in Time (Launch/Growth towards Innovation before maturation)

We’re going places.

#movingOnUp

Future Growth Goals

Experience Design Process Benefits Communication

• Makes the relationship between stakeholders a 360° connection.

• Predetermined review stages so that the project doesn't progress in the wrong direction.

• Ensures that all parts of an organization are on board with the evolving design process.

PRODUCT MANAGER

TIMELINES

STAKEHOLDERS

PRODUCT UX PRODUCT UI PRODUCT UI DEV

DESIGN STRATEGY

UPDATES

PRODUCT REQS

Updates! Best Solution!

ReliableProduct!

Easy toUse!

Experience Design Process Benefits Implementation

• Doesn't let designers exit the scene during implementation. They are important in this process.

• Establishes assessment procedures so that the design process can be improved in the future.

BOOYAH!

PRODUCT DEVPRODUCT MGR PRODUCT DESIGN

+ +QUALITY CONTROL

+

We’re on time with our marketing and partner launches.

+ANALYTICS

Users arehappy.

Everything is built.

Passed all tests.

We’re gathering data.

Experience Design Evangelism for Product Success

• Promoting the concept of UX in general. • Training leaders and managers in both the

theory of Experience Design and the benefits of a UX approach to Product wins.

• Aligning Experience Design work now and in the future with the companies goals.

• Ensuring that Experience Design is an agenda item when it is relevant.

TELL ME…ARE YOU

EXPERIENCED?

Experience Design Strategy is Business Strategy

• Supporting Product leaders and managers to articulate the importance of Product Design process

• Build deep relationships with stakeholders, leaders and other functions where Experience Design (XD) brings the most benefit.

• Champion executive sponsorship of Experience Design in order to flourish within the Product business.

• Demonstrate how Experience Design efforts currently supports the business strategy and assists in achieving the objectives set forth from that strategy.

IT’S ALL ABOUTTHE BUSINESS,

BABY!

Thanks.

PROFITABLE PRODUCT MANAGER

EVEN MORE SUCCESSFUL PRODUCT

EFFECTIVE PRODUCT DESIGNER