A shared vision; the coordinating force behind great UX
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A shared vision is something that successful companies have in common. Apple CEO Steve Jobs’ stated their vision for the iPod was – “to make it so simple that people would actually use it”. Proven to work, yet little is known about what they are, when This presentation aims to answer all these questions.
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A shared vision; the coordinating force behind great UX
- 1. A Shared Vision The coordinating force behind great UX
- 4. Visions work Bring people together Stay on track Keep focused on who’s important Help make choices Manage complexity Lets designers do what they do best Match how we think Glue in Agile process Consistency across platform, formats, devices Across new models of interaction
- 5. You press the button, we do the rest.
- 7. Design, innovation & the joy of driving
- 8. “To write songs that make people feel the thing that makes them want to hear it again’ Ben Dillard, DEATH CAB FOR CUTIE
- 10. Why visions fail Set up front Not Simple, Attainable, Measurable, Emotional Fiction not fact Try to be perfect Not shared, lack of buy in No one to bang the drum Not focused on users Lack a plan to deliver it
- 11. A good vision is Not set up front Simple, Attainable, Measurable, Emotional Fact not fiction Sometimes imperfect Shared Bought into Championed Focused on users Has a plan to deliver it
- 12. Simple
- 13. Finding the core “Turned out to be about making users feel good about putting things off” "When we thought about why people would use Things, we realised they had a lot on their plate. They wanted to achieve a lot and still feel in control. They needed to be able to capture a thousand items and yet not feel overwhelmed when they looked at the list. Things put a lot of effort into making sure they'd only see a handful of the most important things, but they'd be able to find all their other notes and reminders when they needed them. Jurgen Schweizer
- 14. Attainable ‘A vision a stake in the sand on the horizon. You can’t get there today, but you can clearly see it in the distance. You can see the steps you take in either bringing you towards the vision or taking you away’. Jared Spool
- 15. Telling tales “An insured home and car owner, having just had a tree fall on their garage, will log into the site, explain the damage, upload pictures, and get initial claim approval to start temporary repairs and get a rental car – all within a few minutes. Within the next 24 hours, inspection appointments and a detailed damage assessment are scheduled and reviewed, and the repairs are underway within 48 hours. All the payments are handled electronically from the insurance company, with a single NET-60 bill sent to the policy holder for the deductibles.” Jared Spool
- 16. Measurable ‘A vision is a clearly articulated touchstone to help make choices during the design and development of a web site’ Jesse James Garrett
- 17. All about the map
- 18. Emotional Beauty Proficient Usable Reliable Functional
- 19. Vision framework Simple – express the core Attainable – within reach Measurable – against decisions Emotional - connect with users Story framework: Leading character Ambition Conflict Outcomes.
- 20. Vision workshop Aim Validate insight Open lines of communication Shape the vision. Don't create it! Build shared ownership through involvement Good workshops Are well planned Have ground rules The right people
- 22. Start with a story 'So, you're on holidays in Cuba, taking lots of photos. Back at your hotel, you log onto Flickr, and quickly upload photos to share with friends back home. You easily tag, annotate and organise, before adding location. You’re careful not to share some photos. While on the site, you discover some hidden treasured from other users. Next day, you get notifications to say some people have commented on your photos. One contact has added a photo as a favourite, which is satisfying. A couple of nights later, you do the same, but add some more people to share with. You're still surprised by the speed of upload, and how much space you get’.
- 23. Light the fuse Imagine you’re a Flickr user. What are the qualities of the site that matter to you? Include the feeling associated with these qualities. Method: Post up Fun, useful, innovative, progressive, trustworthy, prestigious, dynamic, responsive, friendly, simple, clear, distinctive, relevant, tailored, discovery, valued, connected, joined up, learn, personal, direct, show off, showcase, quick, helpful, define through photos, capture life, share moments, community, proud, explore, find, collect, own, copyright, remembrance, inspiration, nostalgic, curiosity, serendipity, surprise, delight, accessible, secure, stay in touch, find people, reliable, organised, safe, easy to use, unlimited.
- 24. Here’s a trick Remove the system qualities Experience qualities Fun, innovative, progressive, trustworthy, prestigious, dynamic, friendly, distinctive, relevant, tailored, discovery, valued, connected, joined up, learn, personal, show off, showcase, quick, helpful, define through photos, capture life, share moments, community, proud, explore, find, collect, own, remembrance, inspiration, nostalgic, curiosity, serendipity, surprise, delight, stay in touch, find people, organised. System qualities Useful, responsive, simple, clear, direct, quick, accessible, secure, reliable, safe, easy to use, unlimited.
- 25. Hidden patterns Affinity mapping Fun Discovery Unique Memories Friendly Surprise Innovative Define yourself Trustworthy Delight Dynamic Define through Valued Serendipity Distinctive photos Tailored Community Progressive Capture moments Personal Explore Prestigious Remembrance Helpful Connected Nostalgic Learn Joined up Curiosity Excited Collect Record memories Proud Find people Organise Stay in touch Share Show off Showcase Relevant
- 26. Hidden patterns Affinity mapping Trusted Social Intelligent Moments & memories Fun Discovery Unique Memories Friendly Surprise Innovative Define yourself Trustworthy Delight Dynamic Define through Valued Serendipity Distinctive photos Tailored Community Progressive Capture moments Personal Explore Prestigious Remembrance Helpful Connected Nostalgic Learn Joined up Curiosity Excited Collect Record memories Proud Find people Organise Stay in touch Share Show off Showcase Relevant
- 27. Prioritise Dot voting Trusted Social Intelligent Moments & memories Fun Discovery Unique Memories Friendly Surprise Innovative Define yourself Trustworthy Delight Dynamic Photos define Valued Serendipity Distinctive Capture moments Tailored Community Progressive Remembrance Personal Explore Prestigious Nostalgic Helpful Connected Curiosity Learn Joined up Record memories Excited Collect Organise Proud Find people Stay in touch Share Show off Showcase Relevant
- 28. Refine qualities Best fit: Define yourself through photos Trust that your photos are in good hands Feeling good about staying in touch Excited about discovering new things Fun that comes with sharing photos Pride from a good photo Delight in discovery Reward from people responses Excitement created from notification Satisfaction with keep on top of my photos Comforted that my memories are captures Happy with ease of showcasing photos
- 29. Vision template Vision Trusted, social, delightful, easy Insight People define themselves through photos Upload a photo, share a story, showcase your life, relive a memory, Themes discover the world Define, Trust, Discovery, Share, Find, Showcase, Qualities Stay in touch, Capture moments, Record memories, Relive 'So, you're on holidays in Cuba, taking lots of photos. Back at your hotel, you log onto Flickr, and quickly upload photos to share with friends back home. You easily tag, annotate and organise, before adding location. You’re careful not to share some photos. While on the site, you discover some hidden treasured from Story other users. Next day, you get notifications to say some people have commented on your photos. One contact has added a photo as a favourite, which is satisfying. A couple of nights later, you do the same, but add some more people to share with. You're still surprised by the speed of upload, and how much space you get’. Upload, share, tag, annotate, organise, locate, set privacy, Goals explore, discover, notify, favourite, comment, contact, record Guiding principles Your photos are yours. In good hands. Photos look better here. It’s your stuff, you decide who sees it. Tension points Yahoo log in, speed of upload, social, out dated design Remembrance, inspiration, pride, curiosity, delight, nostalgia, fun, Emotions to evoke satisfaction, comfort, trust
- 30. Conclusion Share your inner most thoughts! Successful companies have a vision in common Define the experience upfront Creating a vision can be daunting We need a standard way A framework and template can help Telling stories helps too Remember, a vision is better late, than early It’s a team effort Find a perfect vision or not, the journey is worthwhile Every vision needs a plan Lastly . . .
- 31. Essential reading Simple and Usable Web, mobile, and interaction design by Giles Colborne Gamestorming A playbook for innovators, rulebreakers, and changemakers by Dave Grey, Sunni Brown, James Macanufo Undercover User Experience Design Great UX with a tiny budget by Cennydd Bowles and James Box Back of the Napkin Solve problems and sell ideas with pictures by Dan Roam Made to Stick Why some ideas take hold by Chip and Dan Heath Start with why How great leaders inspire by Simon Sinek
- 32. Thanks! Email me: alan@analog.coop Personal site: http://alancolville.org/ Work with me: http://analog.coop/ Twitter: http://twitter.com/#!/alancolville Flickr: http://www.flickr.com/photos/alancolville/
- 33. Shoulders of giants Thanks to Jane Ward, Richard Caddick, and Giles Colborne Inspired by Giles Colborne, Jared Spool, Cindy Chastain, Jesse James Garrett
- 34. Links Johnny Holland ‘What is an Experience Strategy’ http://johnnyholland.org/2009/06/04/what- is-an-experience-strategy/ Cindy Chastain from Boxes & Arrows - Experience Themes - How a storytelling method can help unify teams and create better products. Slideshare (http://www.slideshare.net/ cchastain/experience-themes-an-element-of-story-applied-to-design-1190389) Jared Spool 'The Experience Vision'- http://www.uie.com/brainsparks/2006/05/31/the- experience-vision/ Joe Lamantia from Beyond Findability - IA Summit 09 (http://2010.iasummit.org/talks/9693 Making a User Experience Strategy Tangible by Catriona Cornett http://www.inspireux.com/2010/05/31/making-a-user-experience-strategy-tangible/? utm_source=twitterfeed&utm_medium=twitter For more useful tips of facilitating a collaborative workshop visit Leisa Reichelt's notes on her workshop for facilitating workshops - http://www.disambiguity.com/uxdo-workshop- facilitation/ How to fit story telling element in better by Sarah Doody- http://www.slideshare.net/ sarahdoody/the-need-for-storytelling-in-user-experience-design-8999357
Editor's Notes
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- Telewest as a Product Manager, tasked with improving the user interface for DTV customers. A task that touched on every part of the business, from call centres to developers.\n\nAfter research, I discovered that the service was causing considerable dissatisfaction, resulting in people leaving. A new UI wouldn't cut it. It needed a complete overhaul. \n\nThe company needed to understand how bad it was. Then overcome the fear of change because:\n- Everything we'd done before was complex\n- Had needed fixing after release\n- Was irritatingly slow\n\nI needed to convince the company that this project was going to be different. Different in that it focused on the users of the service. To bring this new focus, I wanted to deliver something that was the opposite to what we'd done in the past by being Simple, Stable and Fast.\n\nThese three words became the guiding principle for every decision. I knew it was working when I was on a weekly conference call and the project manager was telling me that an idea had been dropped. She told me that it would have made it simpler and possible stabler, but not faster - so we're not going ahead with it, she said.\n\nThe stress fell away and the project started going right. Normally the company would have haemorrhaged money with every code release. This time, when we released the software, our support call volume was negligible. We saved 3 million on that alone.\n
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