ux beyond ucd (seattle)

UX Beyond UCDor

the impact ofBusiness, Strategy,

Management and Processon the User Experience

the impact of

Business Strategy

Managementand Process

on theUser Experience

power up!UX beyond UCD

@pboersmaAugust 2, PS-SIGCHI & Ixda, seattle, USA

Peter BoersmaP B

FreelanceInteraction DesignerDesign Process Consultant

* since 1995* user research* requirements analysis* concept design* detailed design & prototype* usability evaluation* present* teach* present

Design Process Consultant

Birgit GeibergerB G

FreelanceCreative Director UXVisual & Interaction Designer

* since 1996* international experience* design & branding* functionality & aesthetics* business & user goals* people management* active in IxDA

Peter Boersma Birgit Geiberger

2001

2012

?

DesignResearchStrategy

Process

Evaluation

Manage

Business

Design

Strategy

Research

Process

Manage

Business

Strategy

Evaluation

Design

ResearchElement

s of

User

Experie

nce

Process

Manage

Business

Strategy

Evaluation

Design

ResearchtypicalUser-Centered

Design

Process

Manage

Business

Strategy

Evaluation

Design

Research

MoreElements of

User Experience

Process

Manage

Business

Strategy

Evaluation

Design

Research

theseinfluence the

User Experience too!

Business

Design

ResearchEvaluation

StrategyManage

Pitch

Scenarios

Position

Roadmap

Service Design

Prototype

RequirementsReviewTest

Scope

Optimize

Estimate

Beta

ConceptDetailed Design

Sketch

Personas

Competition

Process

Roles

Steps

Interviews

power up!UX beyond ucD

for each deliverable I will show:deliverable

an exampletips & tricksinput from the ux teaminfluence on UX

BusinessPitchScenarios

Estimate

press play to startplay

opponent:

The Account Manager

opponent:

The Account Manager

X

Tips & tricks for the pitch:the pitch

en-vision the futureby visualizing itset expectationsaround client-contribution

input from ux team on the pitch:the pitch

visions of the futuresketches of partial solutionsdescription of the design process

INFLUENCE OF THE PITCH ON UX:

* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully

* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition

BusinessPitch

Scenarios

Estimate

Select Game Length:1 min

5 min15 min

30 min60 min

15 min

opponent:

The Estimator

how many dots do you

see?

“many”and

“a lot”are good first guesses!

output

assumptionscalculationsexplanations

risks

when possible

input for estimates

scope itemsrequirements

approachteam skills

experience with subject

experience with clientexperience of client

when available

example output

assumingwe design 10 wireframes(5 complex + 5 medium)

plus 15 components

output

assumptions

calculations

(explanations)risks

we estimatewe need 300 hours

butwe don’t know the

documentation needs

of the developer

(5x16 + 5x8) + (15x12)

Tips & tricks for estimating:estimating

you determine what gets estimatedexplore every assumption

you

input by ux team on estimates:estimates

assumptions & riskswhat is easy/hard?estimates for deliverables

INFLUENCE OF an estimate ON UX:

* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully

* determine budget* set expectations

* focus attention* define way of working

StrategyPosition

Competition

select player 1player 1

opponent:

The Brand Strategist

sales service

communitiescore brandclient

client

Competitor

CompetitorCompetitor

CompetitorCompetitor

Big Competitor

Big Competitor

sales service

core brand

communities

client

client Competitor

Competitor

Tips & tricks for positioning:positioning

1. create a map2. find the spot that matches your ux vision3. see who else is there4. identify differences

input by ux team on positioning:positioning

attributes that are important to userscompetitors, in terms of UXscope items that differentiate

INFLUENCE OF positioning ON UX:

* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully

* define ux vision

* analyze competition* focus attention

StrategyPosition

Competition

select player 2player 2

opponent:

The Competitor

Tips & tricks for competitive analysis:competitive analysis

“know your enemy”(sun tzu, the art of war)

input by ux team on competitive analysis:competitive analysis:

competitors, in terms of UXswot analyses(strengths-weaknesses-opportunities-threats)

INFLUENCE OF competitive analysis ON UX:

* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully

* inspire & get inspired

* analyze competition

* know what (not) to do

Evaluation

Prototype

Test

typicalUser-Centered

Design

DesignConceptDetailed Design

Sketch

Research

Personas

Interviews

Quizuser-centered design

2012 Olympics Edition

whichdeliverable

is this?

Instructions:1. shout the name of

the deliverable2. keep your own score

(be honest)3. win a fabulous prize!

First a

TESTround

whichdeliverable

is this?

Wireframe

okay, let’s

START

whichdeliverable

is this?

Eyetracking heatmap

(Evaluation)

whichdeliverable

is this?

Moodboard(Design)

whichdeliverable

is this?

Styleguide(Design)

whichdeliverable

is this?

Usability test report(Evaluation)

whichdeliverable

is this?

Card Sort Dendogram(Research)

whichdeliverable

is this?

InfoGraphic(Design)

whichdeliverable

is this?

ManageScope

Optimize

Beta

select difficulty

easymediumhardexpert

easy

opponent:

The Project Manageror the product manager

easy hard

merely contributes

essential

quickwin

repair quality

winner!

pickjust a few of these for your

project!

Tips & tricks for scoping:scoping

1. rank all scope-item candidates2.determine their dependencies3.select the winners

input by ux team on scoping:scoping

what is easy / hard?what contributes / is essential?what should go together?

INFLUENCE OF scoping ON UX:

* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully

* determine budget* set expectations

* know what (not) to do

* focus attention

ManageScope

Optimize

Beta

opponent:

The (alfa) BETA jock

Tips & tricks for beta testing:beta testing

1. tell users what you plan to do2. do it3. tell them what you have done4. ask them how they feel about it

input by ux team on beta testing:beta testing

what to test togetherwhat to measure or askanalysis of feedbackresponse to feedback

INFLUENCE OF beta testing ON UX:

* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully* know what (not) to do

* set expectations

ManageScope

OptimizeBeta

play again?yesnoyes

opponent:

The Perfectionist

A

B

C

28% better

Tips & tricks for optimizing:optimizing

10 experiment to learn what works for your users20 goto 10

input by ux team on optimizing:optimizing

ux version of KPI’s(key performance indicators)alternative designsanalysis of usage

INFLUENCE OF optimizing ON UX:

* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully* know what (not) to do

ManageScope

Optimize

Beta

Process

BusinessPitch

Scenarios

Estimate

Design

ResearchEvaluation

StrategyPosition

Prototype

Test

ConceptDetailed Design

Sketch

Personas

Competition

Interviews

ProcessRoadmap

Service Design

RequirementsReview

Roles

Steps

set up campaigncampaign

opponent:

The Procrastinator

progress

progress

progress

progress

Area

Area

Area Area

Area

progress

progress progress

progress progress

progress

progress progress

progress progress

moment momentmoment moment

Tips & tricks for roadmaps:roadmaps

1. define the future of the system2.identify incremental steps3.group into meaningful releases4.learn & adjust the roadmap

input by ux team on roadmaps:roadmaps

areas for progressscope-items (progress) per areaestimates per scope-itemwhat should go together?

INFLUENCE OF roadmaps ON UX:

* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully

* define ux vision

* determine budget* set expectations

* deliver successfully

Process

Roadmap

Service Design

RequirementsReview

Roles

Steps

Create new map?yesno

opponent:

The Process Freak

A B?

A B21 3 4

C D2a

1 3 5

2b

4b

4a

4c

6

SITEMAP

wireframesrequire-

mentsusability test

Screen

FLOWproto-type

designprinciples

Persona

1 2 3 4

Persona

SITEMAP

wireframesrequire-

ments

usability testScreen

FLOW

proto-type

designprinciples

userresearchconceptdesign

detaileddesign

prototype & evaluate

Persona

SITEMAP

wireframesrequire-

ments

usability testScreen

FLOW

proto-type

designprinciples

1 2 3 4

C Dconceptdesign

detaileddesign

userresearch

prototype & evaluate

prototype & evaluate

A B21 3 4

?

userreseach

concept design

detaileddesign

prototype & evaluate

Persona

SITEMAP

wireframesrequire-

ments

usability testScreen

FLOW

proto-type

designprinciples

Tips & tricks for the design processes:the design processes

1. brainstorm deliverables2. create a diagram3. document the entire process

do not copy someone else’s diagramnot

input by ux team on the design process:the design process

ux team deliverablesux team responsibilities preferred way of working

INFLUENCE OF the design process ON UX:

* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully

* define ux vision

* focus attention

* set expectations

* deliver successfully

* define way of working* know what (not) to do

Business

Design

ResearchEvaluation

StrategyManage

Pitch

Scenarios

Position

Roadmap

Service Design

Prototype

RequirementsReviewTest

Scope

Optimize

Estimate

Beta

ConceptDetailed Design

Sketch

Personas

Competition

Process

Roles

Steps

Interviews

Process

Manage

Business

Strategy

Evaluation

Design

Research

you caninfluence these

non-design deliverables

Process

Manage

Business

Strategy

Evaluation

Design

ResearchElement

s of

User

Experie

nce

MoreElements of

User Experience

These opponents:

influence the UX

These opponents:

influence the UX

INFLUENCE OF non-design deliverables ON UX:

* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully

* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully

power up!UX beyond ucD

@pboersmaAugust 2, PS-SIGCHI & Ixda, seattle, USA

game over

@pboersma