ux south africa 2014 - keynote

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Phil Barrett Flow Interactive • UX South Africa 2014 UX in SA: Any second now… ickr.com/photos/djwtwo

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My keynote from the UX South Africa 2014 conference in Cape Town, South Africa It's a look at the state of play including: - It's still easy to find poor website UX in South Africa - Informing digital strategy by making and launching things - Problems that executives of traditionally non-digital companies face as software slowly eats the word - and some solutions: Proactive research, digital product management, agile... - Some of the skills and talents that unicorn UX designers need to have

TRANSCRIPT

Page 1: UX South Africa 2014 - Keynote

Phil Barrett • Flow Interactive • UX South Africa 2014

UX in SA: Any second now…

flickr.com/photos/djw

two

Page 2: UX South Africa 2014 - Keynote

UX design, research and strategy London & Cape Town !Since 1998 !

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UX in South Africa 2014

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That is fine with me. Nice job, guys.

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You speak my language!

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You speak my language!

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I came here to pay my plumber.

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Why indeed? Do you have the tent I want?

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Cats love the multiple carousels.

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Cats love the multiple carousels.

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Move the mouse across the mega menu.

And your target item disappears.

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I came came here to find the best price plan.

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I came came here to find the best price plan.

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You don’t ALWAYS win.

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UXSA: The state of the union

Some pockets of excellence.

Lots of organisations who don’t know:

• What their target users want to do online

• How to help them do it

!

• How to handle their own size and complexity

!

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“Companies that use design strategically grow faster and have higher margins than their competitors.

Apple, Coca-Cola, Ford, Herman-Miller, IBM, Intuit, Newell-Rubbermaid, Procter & Gamble, Starbucks, Starwood, Steelcase, Target, Walt Disney, Whirlpool, and Nike…

Jeneanne Rae, Writing in HBR

UX design = growth

Page 18: UX South Africa 2014 - Keynote

“Companies that use design strategically grow faster and have higher margins than their competitors.

Apple, Coca-Cola, Ford, Herman-Miller, IBM, Intuit, Newell-Rubbermaid, Procter & Gamble, Starbucks, Starwood, Steelcase, Target, Walt Disney, Whirlpool, and Nike…

Jeneanne Rae, Writing in HBR

UX design = growth

Page 19: UX South Africa 2014 - Keynote

And we could do with some growth

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“Software is eating the world.

Mark AndreessenFounder Netscape and Andreessen Horowitz

Many large companies are finding that they’re in the

software business. And they don’t know much about it.

We’re ever more surrounded by it. It had better be good.

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684 people who care

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How will the 648 people bring more positive change?

• Understanding what UX is, now and next

• Understanding what needs to change

• Becoming the people who change it

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“UX” means…

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UX is not UI, ok?

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The craft

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The craft

Hang out with people !Prototype and iterate to discover breakthroughs that work for people !Polish to perfection !Maximise reach and access

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Front end Accessible, responsive, standards compliant, lightweight

Appearance Effective, affective

InteractionEasy to learn and use. Efficient, quick, powerful.

Structure Organised in a way that makes sense.

Information Conveys the information you need in a form you can take in.

Concept A compelling shape, style and vision.

PropositionSomething that lets me doing new things well, or old things better.

StrategyHow we will use our resources to reach the vision.

Vision The nature and value of your future digital product/service/experience

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Shipped product

Strategic direction

Getting the design right

Getting the right Design

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Shipped product

Strategic direction

Research, Measure, learn, REASSESS

Getting the design right

Getting the right Design

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So pretty Must be true.

Front end

Appearance

Interaction

Structure

Information

Concept

Proposition

Strategy Vision

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David Perel CEO of OBox

“You are not a user experience designer. Unless…

There is such a massive difference between creating interfaces which look beautiful, and creating interfaces which your target market can/will actually use.

Until you have observed someone (in silence) using the product you’ve created, you could not possibly understand how mind altering it is to see your work torn apart.

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The impact on traditional product offerings

Just take our existing business online. Nope.

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The impact on behaviour

Photo: Kalamita: flickr.com

/photos/kalamita/

All this amazing digital technology will make us happier. Nope.

Page 34: UX South Africa 2014 - Keynote

The impact on brand

Make the logo shinier? Nope. Brand experience trumps brand promise.

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The impact on society

Wonderful, easy, cheap devices loaded with great materials can bring education to all.

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The impact on society

Wonderful, easy, cheap devices loaded with great materials can bring education to all.

Page 37: UX South Africa 2014 - Keynote

The impact on society

Wonderful, easy, cheap devices loaded with great materials can bring education to all.

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The impact on business models

It’s ok. Our business is far too big to be disrupted. Nope.

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The organisation behind the experience

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Most CEOs have heard that UX, design and customer centricity are important

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Sophisticated digital organisations are perfecting how it’s done

Steve Blank’s Investment readiness level

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Not so many large organisations are demonstrating mastery yet

What’s stopping them?

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Near Asterix’s village, the Romans have been digging up trees in the forest

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Most managers from non-software businesses have never seen an oak tree grow.

software being made.

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Most managers from non-software businesses have never seen an oak tree grow.

software being made.

Which means they have unrealistic expectations about how its done, or how much time and money it takes.

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20 iterations, just on the home screen

“The team spent 20 iterations or more on the home view, trying to figure out how to fit everything in without cluttering it. !

venturebeat.com

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A designer was invited into the boardroom. You’ll never guess what they found…

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!

ConfusionSmart people trying to wrangle too many counter-intuitive truths.

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Handle

Head

Bristles

Giu

sepp

e Co

laru

sso

We‘ve ticked all the boxes. Why isn’t it working?

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Questions like…

• How did my competitors get so far ahead so fast?

• Why can’t we organise and focus our business on doing the right thing in digital?

• Why is my digital presence so stale, and permanently in need of a re-design?

• Why do we keep shipping things that our customers ignore or dislike?

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How did my competitors get so far ahead so fast?

Because they started work two years ago.

So our team needs to work with customers to start discovering now what will matter in two years time. Then build enough belief to ship it.

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Why can’t we organise and focus our business on doing the right thing in digital?

Your website and apps are key to the customer experience. The whole organisation is riding on them. Manage them as carefully as your core product.

!

Get a digital product manager.

!

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UX + product management

• Understanding user needs + market opportunities and strategy

• Envisioning how the software could be + building consensus

• Working with developers to create deliverable + planning how

• Evaluating outcomes + and choosing next steps

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Why is my website permanently in need of a re-design?

Because you view digital in terms of projects. They ship and then you leave them to go stale.

!Understand that software projects never have an end. Your product manager needs a continuous budget.

Page 58: UX South Africa 2014 - Keynote

Digital products are soap operas not movies

• Keep releasing new versions, listen to audience feedback and enhance. • The first episode is the beginning of the project, not the end.

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Why do we keep shipping things that have no impact?

No-one (especially managers) can really predict whether a digital design will be successful.

!

Accelerate trial and error with prototypes and rapid software releases.

Managers should define desired outcomes, not list of features.

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“Prototyping is a cheaper way to learn

Instead of using one prototyper for a few weeks, almost every company uses the full engineering team to build the software that is then deployed.

That is why it takes so many companies one to two years to get something usable and useful. They are using the engineering organisation to build a very, very expensive prototype, and they use their live customers as unwitting test subjects.

Marty Cagan, Partner SVPG and author of “Inspired”

Page 61: UX South Africa 2014 - Keynote

Seek out opportunities to observe

No opinion Tentative opinion Strong opinion

Not using

Trying out

Casual user

Evangelist/Beta group

User

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Seek out opportunities to observe

Feedback

Silence

No opinion Tentative opinion Strong opinion

Not using

Trying out

Casual user

Evangelist/Beta group

User

Page 63: UX South Africa 2014 - Keynote

Traditional UCD: Innovate before launch

CONCEPT

DESIGN ANDDELIVERRESEARCH

MEASURE

TEST CUSTOMER RESPONSES USING PROTOYPES

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Would you use this?The most important thing you can’t find out in a usability test

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CONCEPT

DESIGN ANDDELIVERRESEARCH

MEASURE

TEST CUSTOMER RESPONSES USING PROTOYPES

OBSERVE AND MEAUSRECUSTOMERS IN THE MARKET

Agile: Innovate in the market

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Change requirements into assumptions and hypotheses

We believe that building this feature for these people will achieve this outcome.

!We will know this is true when we see this quantitative measure AND this qualitative response.

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Control risk with small experiments

Risk

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Control risk with small experiments

Risk

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Control risk with small experiments

Risk

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A unified product management model

Optimise and extend

Design

Learn

Build

Plan

Discover Ship first releaseEstablish product market fit Release a small but valuable product Build and learn towards a great product

• Establish product market fit with research and iterative testing.

• Get into the market with a small, but useful feature set.

• Re-prioritise the backlog as the business and the product moves and learns.

• Keep the releases coming.

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You

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Enormous organisation

One little designer

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“And will you succeed? Yes! You will, indeed! (Ninety eight and three quarters percent guaranteed).

Dr Seuss Oh! the places you’ll go!

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Time to master this lot, then?

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Become a design unicorn

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T S H P E

E

O

A D

P

L

E

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To become a design unicorn

Step one: Train yourself

Step two: Practice your new skills

Step three: Deconstruct as many designs as you can

Step four: Seek out feedback (and listen to it)

Step five: Teach others

Jared Spool Founder, UIE

Page 78: UX South Africa 2014 - Keynote

5 things good UX designers do

• Storytelling

• Sketching

• Presenting

• Critique

• Facilitating

Jared Spool Founder, UIE

Page 79: UX South Africa 2014 - Keynote

“A prototype is worth a thousand meetings.

Todd Wilkens Design Principal at IBM Design

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Knowledge Navigator (1987) Apple Computer

Tell stories

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“Ask “stupid” questions

What is a stupid question? It is one which questions the obvious to redefine existing solutions, approaches, and beliefs.

This is where breakthroughs come from.

Donald Norman Donald Norman

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What the organisation thought users should do.

What users wanted to do.

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“Any idiot can simplify by ignoring the complications.

But it takes real genius to simplify by including the complications.

Work your way to the far side of complexity

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Ride the curve past complexity

Time

Complexity

Release here “before it gets any worse?” Not a good idea.

Keep going and find a new way to reach simplicity

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“There is a direct correlation between the number of hours each team member is exposed directly to real users and the improvements we see in the designs. !It's the closest thing we've found to a silver bullet.

Jared Spool UIE

And it all comes from working with users

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CEOs want design thinking. UX designers have got heaps of experience.

• Empathy: Hang out with target users and see the world through their eyes

• Creativity: Synthesise new ideas from what you learn and the ideas you see and hear around you

• Rationality: Measure your results, and use that to drive the changes your organisation needs

Tim Brown CEO of IDEO

Page 88: UX South Africa 2014 - Keynote

“You're off to Great Places! Today is your day! Your mountain is waiting, So... get on your way!”

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Thanks!Phil Barrett • [email protected] • @philbuktoo

Flickr: Lars ploughmanflickr.com

/photos/lestaylorphoto