If you ask a organization "Are you customer centric?" - of course they say "yes", but as you peel back the layers too many organizations have teams of people building products - and the user is nowhere in sight. This talk will go over a number of ways to include users in your product design process, from start to finish. It's time we truly live up to the term "User Experience".
7. Revealing Reality Focused Innovation
Discovery Ideation
Contextual Inquiries
Observe & document user in
context/environment
User Journals / Diaries
Users document their experiences
over time.
Participatory Design
Co-creation explorations with
users.
Card Sort
Explore users’ mental models for
content and labeling.
Enterprise Architecture
Capability Assessment
Existing enterprise infrastructure.
Only a subset of these activities will be appropriate for any given project.
Analysis Foundational Analysis
Stakeholder Interviews
Understand staheholders’
business goals & strategy.
Scenario-based System
Walkthroughs
Demo of existing solution.
Application / IA Map
Document the structure of the
existing solution.
Strategic Ideation
Concepts Validation with
Users
Validate design prototypes
through user feedback.
KANO Feature
Prioritization
Prioritize features with users
through KANO analysis.
Qualitative & Quantitative
Data Synthesis
Analyze validation data..
Design Research
Qualitative Observation
Affinity Diagramming
Construct themes from
qualitative data.
Persona Development
Create customer types based on
behaviors and values.
Current Journey Map
Visualize the user’s perspective of
the current experience.
Research Plan
Design activities to meet research
goals.
Technical Organization
Capability Analysis
Existing skills and toolsets.
Solution Architecture
Assessment
Existing application architecture.
Content Inventory
Catalog the content of the
website.
Heuristic Evaluation
Identify initial breakdowns and
opportunities.
Competitive Analysis
Evaluate competitors and
comparables on specific axes.
Client Data Analysis
Market research, website
feedback, corporate strategy, etc.
Brand Analysis
Evaluate the state of the brand.
Metrics Evaluation
Establish quantitative baseline of
engagement & conversion data.
Technology Digital Marketing
User Workflow Modeling
Visually document workflows &
work systems.
Quantitative
Surveys
Solicit structured feedback from
users.
Quantitative Data
Visualization
Present data visually.
Conceptual User
Scenari-os
Scenarios
Explanation Write high level TBD.
narratives of an
ideal future flow.
Concepts: Paper /
Interactive / Video
Develop concepts for testing.with
users.
Storyboards
Illustrate graphical representa-tions
of scenarios.
Experience Strategy
Opportunities Prioritization
Matrix
Prioritize in three dimensions,
including user experience impact.
Future Journey Map
Visualize the user’s future,
improved experience.
Consolidated User States
Diagram
Abstracted from individual user
workflows.
Design Principles
Summarize the vision for the
product/service in statements to
guide the design.
Experience Success
Metrics
Agree on business metrics for a
successful user experience.
Product / Experience
Roadmap
Plan how great UX can be
achieved through the design.
Elaboration
Refined, Validated
Concepts
Refine the validated prototype
based on findings.
Analysis & Synthesis
Deep Dive Workshops
Immerse stakeholders in data and
brainstorm opportunities.
Opportunities Generation
& Evaluation
Opportunities & prototype choice.
Marketing Opportunities
Strategic planning of owned,
earned, & paid online tactics.
Optimization
Consolidated Workflow
Diagram
Aggregate individual user
workflows into one diagram.
Content Creation Process
Flow
Design the content creation
processes for the organization.
Content Architecture
Visualize all the content created,
including creators and locations.
Content Governance Plan
Collaborative design how created
content will be governed.
Digital Marketing Creative
Concepts to support search,
display, social media, landing.
8. Uncover user needs,
Design great solutions,
and build out solutions to launch.
13. “Beauty is wasted when our
products don’t address real user
needs in a usable manner”
http://www.smashingmagazine.com/2014/09/01/think-your-app-is-beautiful-not-without-user-experience-design/
32. There are still 100s of
companies that make
revenue off software in the
$100s of millions that don’t
have a user experience team.
33. “The problem from a user experience perspective is that
enterprise systems are generally procured and
implemented with the focus purely on solving problems
for the business with little attention paid to who the
users are and how they want to work.”
http://www.foolproof.co.uk/thinking/the-user-experience-of-enterprise-technology/
53. What UX isn’t
https://medium.com/@jamieskella/what-ux-isnt-dee0436a194d
54. Making informed and intelligent design decisions means the inclusion of
user research and usability testing.
Good design requires a deep understanding of your target
demographic, only attained through quality data, being a result of
unbiased research and testing.
Designing for yourself is an easy trap to fall into. Even when
wielding taste and best practice acknowledgement, doing so is a
sure fire way to get it wrong for your target demographic.
UX is the consideration of the many aspects of a user’s interactions
with a product or service. It’s concern for the relationship between
those interactions, which ultimately define a user’s perception of a
brand as a whole.
…acutely empathize with the audience they’re designing for.
… good UX is the result of understanding the customer, seizing
technological opportunity, and pursuing simplicity.
56. User experience cannot exist without users. Creating user interfaces involves
intricate and complex decisions. User research is a tool that can help you
achieve your goals.
!
Even the most well thought out designs are assumptions until they are
tested by real users. Different types of research can answer different types of
questions. Know the tools and apply them accordingly. Leaving the user out
is not an option.
UX - U = X
58. Investing in user research is just about the only way to consistently
generate a rich stream of data about customer needs and behaviors. As
a designer, I can’t live without it. And as data about customers flows
through your team, it informs product managers, engineers, and just
about everyone else. It forms the foundation of intuitive designs,
indispensable products, and successful companies. So what are you
waiting for? Go listen to your customers!
132. Revealing Reality Focused Innovation Building & Evolving
Pre-Discovery Discovery Ideation Design & Development Release Go to Market
Contextual Inquiries
Observe & document user in
context/environment
User Journals / Diaries
Users document their experiences
over time.
Participatory Design
Co-creation explorations with
users.
Card Sort
Explore users’ mental models for
content and labeling.
Enterprise Architecture
Capability Assessment
Existing enterprise infrastructure.
Only a subset of these activities will be appropriate for any given project.
Engagement Readiness Analysis Foundational Analysis
Innovation Training
Design Thinking
Workshop
Teach the design thinking
framework.
Stakeholder Interviews
Understand staheholders’
business goals & strategy.
Scenario-based System
Walkthroughs
Demo of existing solution.
Application / IA Map
Document the structure of the
existing solution.
Strategic Ideation
Concepts Validation with
Users
Validate design prototypes
through user feedback.
KANO Feature
Prioritization
Prioritize features with users
through KANO analysis.
Qualitative & Quantitative
Data Synthesis
Analyze validation data..
Align & Assess Workshop
Assess readiness across 7
capabilites.
Design Research
Qualitative Observation
Affinity Diagramming
Construct themes from
qualitative data.
Persona Development
Create customer types based on
behaviors and values.
Current Journey Map
Visualize the user’s perspective of
the current experience.
Research Plan
Design activities to meet research
goals.
Technical Organization
Capability Analysis
Existing skills and toolsets.
Solution Architecture
Assessment
Existing application architecture.
Content Inventory
Catalog the content of the
website.
Heuristic Evaluation
Identify initial breakdowns and
opportunities.
Competitive Analysis
Evaluate competitors and
comparables on specific axes.
Client Data Analysis
Market research, website
feedback, corporate strategy, etc.
Brand Analysis
Evaluate the state of the brand.
Metrics Evaluation
Establish quantitative baseline of
engagement & conversion data.
Research UX Design Technology Digital Marketing
User Workflow Modeling
Visually document workflows &
work systems.
Quantitative
Surveys
Solicit structured feedback from
users.
Quantitative Data
Visualization
Present data visually.
Conceptual User
Scenari-os
Scenarios
Explanation Write high level TBD.
narratives of an
ideal future flow.
Concepts: Paper /
Interactive / Video
Develop concepts for testing.with
users.
Storyboards
Illustrate graphical representa-tions
of scenarios.
Experience Strategy
Opportunities Prioritization
Matrix
Prioritize in three dimensions,
including user experience impact.
Future Journey Map
Visualize the user’s future,
improved experience.
Consolidated User States
Diagram
Abstracted from individual user
workflows.
Design Principles
Summarize the vision for the
product/service in statements to
guide the design.
Experience Success
Metrics
Agree on business metrics for a
successful user experience.
Product / Experience
Roadmap
Plan how great UX can be
achieved through the design.
Elaboration
Detailed User Scenarios
Write detailed narratives for user
experience flows.
Application / Navigation
Framework Concepts
Create models for the framework
of the application.
Workflow Concepts
Draw high-level wireframes for
key workflows.
Sprint Execution Deploy Campaign Execution
Digital Marketing Go Live
Campaign launch.
Skills Transfer
Educate client development team.
Ongoing User Research
Targeted analysis of subsequent
releases.
Periodic Strategy and
Execution Review
Assess progress towards goals.
Qualitative Research
Investigate ongoing opportunities
and concepts with users.
Ideation / Validation
Create testable concepts and
validate them with users.
Unit Testing
Test system units in isolation.
Development
Write code and tests to complete
sprint tasks.
Requirements / User
Stories Definition
Write user stories based on
detailed user scenarios.
Application Map /
Information Architecture
Map the product from the users’
point of view.
Look & Feel Studies
Explore different visual
treatments and styles.
Refined, Validated
Concepts
Refine the validated prototype
based on findings.
Zero Feature Release
Demonstrate CI, automated
testing, core solution setup.
High Level Technical
Architecture
Describe high level architecture,
including packaged components.
IXD / Wireframing
Create high fidelity wireframes of
the design.
Prototypes
Build paper or coded prototypes
to validate interactions.
Deploy
Release to production.
Sprint Planning
Commit to stories, break down
tasks.
Retrospective
Refine approach based on what
was effective.
Sprint Demo
Demo completed work to
stakeholders.
Interaction Design Library
Determine & document
interaction patterns.
Backlog Grooming
Reprioritize backlog, add new
stories.
Identify new & emerging
opportunities
Analyze research / validation
results to yield new stories.
Launch
Analysis & Synthesis
Deep Dive Workshops
Immerse stakeholders in data and
brainstorm opportunities.
Opportunities Generation
& Evaluation
Opportunities & prototype choice.
Marketing Opportunities
Strategic planning of owned,
earned, & paid online tactics.
Campaign Optimization
Testing of creative, media, bids &
landing experiences.
Campaign Measurement
In-depth analysis of campaign
results and trends.
Campaign Refinement
Iterative enhancement of
campaign tactics.
Beyond Conversion Optimization
Digital Marketing SWOT
Analysis
Identify strengths, weaknesses,
opportunities & threats.
Usability Testing
Evaluate the product’s designs or
code through user testing.
Continuous Integration
Continuously build, test, deploy,
and integration test the system.
Integration Testing
Test subsystems and their
integration.
Run Book Creation
Create & update artifacts for
maintenance & monitoring.
Non-functional
Requirements Testing
Test performance & scalability.
QA Testing
Validate completed stories
against acceptance criteria.
Visual Design
Apply visual designs to the
wireframes and generate assets.
Visual Design Library
Determine & document visual
design patterns.
User Education & Training
Conduct training sessions, create
help content.
Continuous Refinement
Production-Ready
Completed Features
Content Creation Process
Flow
Design the content creation
processes for the organization.
Content Governance Plan
Collaborative design how created
content will be governed.
Consolidated Workflow Built and tested features.
Diagram
Aggregate individual user
workflows into one diagram.
Content Architecture
Visualize all the content created,
including creators and locations.
Digital Marketing Creative
Concepts to support search,
display, social media, landing.
Design Validation
For example, a RITE study.
Development
Infrastructure
Configuration
Continuous Integration setup.
Technical Package
Identification / Evaluation
Perform product evaluations for
package solution components.
Architecture Spikes /
Proofs of Concept
Prove candidate architectures via
top to bottom spikes.
133. “The perspective and processes —————
is focusing on and perfecting will, over time,
become standard operating procedure for
any application development project.”
141. A contextual inquiry interview is usually
structured as an approximately two-hour,
one-on-one interaction in which the
researcher watches the user do their normal
activities and discusses what they see with
the user.
http://en.wikipedia.org/wiki/Contextual_inquiry
145. Primary Persona
David
Corporate Employee, 40 yrs old
Health Conscious
“I workout a couple times a week,
and want to make sure I’m as
healthy as I can be”
Number of doctor visits a year:
5
Years without major health issue:
8
About David:
Experience:
Health Motivators:
Goals:
Technology Adoption:
90% 55% 100%
Ideal State:
David’s Edge:
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Praesent eu ligula est.
Pellentesque a dolor molestie, vestibulum
metus a, luctus dolor. Cras est dui, lobortis et
nisi quis, viverra vehicula purus. Vestibulum
ultrices ut eros a egestas. Phasellus egestas
ligula sit amet nulla vehicula egestas. Maecenas
interdum porta faucibus. Sed id mauris ac turpis
pretium pretium. Praesent euismod vitae sem
vitae tincidunt. Mauris interdum.
• Lorem ipsum dolor sit amet, consectetur
• adipiscing elit. Praesent eu ligula est.
• Pellentesque a dolor molestie, vestibulum
• metus a, luctus dolor. Cras est dui, lobortis et
• nisi quis, viverra vehicula purus. Vestibulum
• ]ultrices ut eros a egestas. Phasellus egestas
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Praesent eu ligula est.
Pellentesque a dolor molestie, vestibulum
metus a, luctus dolor.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Praesent eu ligula est.
Pellentesque a dolor molestie, vestibulum
metus a, luctus dolor. Cras est dui, lobortis
et nisi quis, viverra vehicula purus.
Vestibulum ultrices ut eros a egestas.
Phasellus egestas ligula sit amet nulla
vehicula egestas. Maecenas interdum porta
faucibus. Sed id mauris ac turpis pretium
pretium. Praesent euismod vitae sem vitae
tincidunt. Mauris interdum.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Praesent eu ligula est.
Pellentesque a dolor molestie, vestibulum
metus a, luctus dolor. Cras est dui, lobortis et
nisi quis, viverra vehicula purus. Vestibulum
ultrices ut eros a egestas. Phasellus egestas
ligula sit amet nulla vehicula egestas.
Maecenas interdum porta faucibus. Sed id
mauris ac turpis pretium pretium. Praesent
euismod.
149. User-centered design can be characterized as a
multi-stage problem solving process that not only
requires designers to analyze and foresee how
users are likely to use a product, but also to test
the validity of their assumptions with regard to
user behavior in real world tests with actual
users. Such testing is necessary as it is often very
difficult for the designers of a product to
understand intuitively what a first-time user of
their design experiences, and what each user's
learning curve may look like.
http://en.wikipedia.org/wiki/User-centered_design
155. “Participatory design aims to bring users into
the design process by facilitating conversations
through the creation and completion of a wide
range of activities.”
http://designmind.frogdesign.com/blog/bringing-users-into-your-process-through-participatory-design.html
162. “In interviews, it can be difficult to get a sense of
behavior over time because you have to rely on the
participant’s memory of past activities or
circumstances, and artifacts can only do so much to
prompt that.”
http://www.uxbooth.com/articles/jumpstart-design-research-with-a-diary-study/
165. “46.9 percent of the time the responders said
their minds were wandering when the iPhone
rang to query their thoughts.”
http://blogs.discovermagazine.com/80beats/2010/11/11/iphone-users-report-that-daydreams-make-them-sad/
180. Revealing Reality Focused Innovation Building & Evolving
Pre-Discovery Discovery Ideation Design & Development Release Go to Market
Contextual Inquiries
Observe & document user in
context/environment
User Journals / Diaries
Users document their experiences
over time.
Participatory Design
Co-creation explorations with
users.
Card Sort
Explore users’ mental models for
content and labeling.
Enterprise Architecture
Capability Assessment
Existing enterprise infrastructure.
Only a subset of these activities will be appropriate for any given project.
Engagement Readiness Analysis Foundational Analysis
Innovation Training
Design Thinking
Workshop
Teach the design thinking
framework.
Stakeholder Interviews
Understand staheholders’
business goals & strategy.
Scenario-based System
Walkthroughs
Demo of existing solution.
Application / IA Map
Document the structure of the
existing solution.
Strategic Ideation
Concepts Validation with
Users
Validate design prototypes
through user feedback.
KANO Feature
Prioritization
Prioritize features with users
through KANO analysis.
Qualitative & Quantitative
Data Synthesis
Analyze validation data..
Align & Assess Workshop
Assess readiness across 7
capabilites.
Design Research
Qualitative Observation
Affinity Diagramming
Construct themes from
qualitative data.
Persona Development
Create customer types based on
behaviors and values.
Current Journey Map
Visualize the user’s perspective of
the current experience.
Research Plan
Design activities to meet research
goals.
Technical Organization
Capability Analysis
Existing skills and toolsets.
Solution Architecture
Assessment
Existing application architecture.
Content Inventory
Catalog the content of the
website.
Heuristic Evaluation
Identify initial breakdowns and
opportunities.
Competitive Analysis
Evaluate competitors and
comparables on specific axes.
Client Data Analysis
Market research, website
feedback, corporate strategy, etc.
Brand Analysis
Evaluate the state of the brand.
Metrics Evaluation
Establish quantitative baseline of
engagement & conversion data.
Research UX Design Technology Digital Marketing
User Workflow Modeling
Visually document workflows &
work systems.
Quantitative
Surveys
Solicit structured feedback from
users.
Quantitative Data
Visualization
Present data visually.
Conceptual User
Scenari-os
Scenarios
Explanation Write high level TBD.
narratives of an
ideal future flow.
Concepts: Paper /
Interactive / Video
Develop concepts for testing.with
users.
Storyboards
Illustrate graphical representa-tions
of scenarios.
Experience Strategy
Opportunities Prioritization
Matrix
Prioritize in three dimensions,
including user experience impact.
Future Journey Map
Visualize the user’s future,
improved experience.
Consolidated User States
Diagram
Abstracted from individual user
workflows.
Design Principles
Summarize the vision for the
product/service in statements to
guide the design.
Experience Success
Metrics
Agree on business metrics for a
successful user experience.
Product / Experience
Roadmap
Plan how great UX can be
achieved through the design.
Elaboration
Detailed User Scenarios
Write detailed narratives for user
experience flows.
Application / Navigation
Framework Concepts
Create models for the framework
of the application.
Workflow Concepts
Draw high-level wireframes for
key workflows.
Sprint Execution Deploy Campaign Execution
Digital Marketing Go Live
Campaign launch.
Skills Transfer
Educate client development team.
Ongoing User Research
Targeted analysis of subsequent
releases.
Periodic Strategy and
Execution Review
Assess progress towards goals.
Qualitative Research
Investigate ongoing opportunities
and concepts with users.
Ideation / Validation
Create testable concepts and
validate them with users.
Unit Testing
Test system units in isolation.
Development
Write code and tests to complete
sprint tasks.
Requirements / User
Stories Definition
Write user stories based on
detailed user scenarios.
Application Map /
Information Architecture
Map the product from the users’
point of view.
Look & Feel Studies
Explore different visual
treatments and styles.
Refined, Validated
Concepts
Refine the validated prototype
based on findings.
Zero Feature Release
Demonstrate CI, automated
testing, core solution setup.
High Level Technical
Architecture
Describe high level architecture,
including packaged components.
IXD / Wireframing
Create high fidelity wireframes of
the design.
Prototypes
Build paper or coded prototypes
to validate interactions.
Deploy
Release to production.
Sprint Planning
Commit to stories, break down
tasks.
Retrospective
Refine approach based on what
was effective.
Sprint Demo
Demo completed work to
stakeholders.
Interaction Design Library
Determine & document
interaction patterns.
Backlog Grooming
Reprioritize backlog, add new
stories.
Identify new & emerging
opportunities
Analyze research / validation
results to yield new stories.
Launch
Analysis & Synthesis
Deep Dive Workshops
Immerse stakeholders in data and
brainstorm opportunities.
Opportunities Generation
& Evaluation
Opportunities & prototype choice.
Marketing Opportunities
Strategic planning of owned,
earned, & paid online tactics.
Campaign Optimization
Testing of creative, media, bids &
landing experiences.
Campaign Measurement
In-depth analysis of campaign
results and trends.
Campaign Refinement
Iterative enhancement of
campaign tactics.
Beyond Conversion Optimization
Digital Marketing SWOT
Analysis
Identify strengths, weaknesses,
opportunities & threats.
Usability Testing
Evaluate the product’s designs or
code through user testing.
Continuous Integration
Continuously build, test, deploy,
and integration test the system.
Integration Testing
Test subsystems and their
integration.
Run Book Creation
Create & update artifacts for
maintenance & monitoring.
Non-functional
Requirements Testing
Test performance & scalability.
QA Testing
Validate completed stories
against acceptance criteria.
Visual Design
Apply visual designs to the
wireframes and generate assets.
Visual Design Library
Determine & document visual
design patterns.
User Education & Training
Conduct training sessions, create
help content.
Continuous Refinement
Production-Ready
Completed Features
Content Creation Process
Flow
Design the content creation
processes for the organization.
Content Governance Plan
Collaborative design how created
content will be governed.
Consolidated Workflow Built and tested features.
Diagram
Aggregate individual user
workflows into one diagram.
Content Architecture
Visualize all the content created,
including creators and locations.
Digital Marketing Creative
Concepts to support search,
display, social media, landing.
Design Validation
For example, a RITE study.
Development
Infrastructure
Configuration
Continuous Integration setup.
Technical Package
Identification / Evaluation
Perform product evaluations for
package solution components.
Architecture Spikes /
Proofs of Concept
Prove candidate architectures via
top to bottom spikes.
186. “If you’re not involving your users, you’re not a
User Experience Designer” #bigd14
#designresearch via: @jeremyjohnson
Who needs users! I’m a design genius!
@jeremyjohnson doesn’t know what he’s
talking about #iknowbest #forgetusers
#bigd14