Post on 15-Jul-2015
top three modern product trends
#1 design as an investment #2 product decisions should be based on evidence #3 empowering small teams
@jeremyjohnson
Director of User Experience, Dallas Office
jeremy.johnson@projekt202.com
WORKED FOR
“Uncover user needs, Design great solutions,
and build to launch.”
USER EXPERIENCE?
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
User-Centered Design
The Elements of User ExperienceA basic duality: The Web was originally conceived as a hypertextual information space;but the development of increasingly sophisticated front- and back-end technologies hasfostered its use as a remote software interface. This dual nature has led to much confusion,as user experience practitioners have attempted to adapt their terminology to cases beyondthe scope of its original application. The goal of this document is to define some of theseterms within their appropriate contexts, and to clarify the underlying relationships amongthese various elements.
Jesse James Garrettjjg@jjg.net
Visual Design: graphic treatment of interfaceelements (the "look" in "look-and-feel")
Information Architecture: structural designof the information space to facilitateintuitive access to content
Interaction Design: development ofapplication flows to facilitate user tasks,defining how the user interacts withsite functionality
Navigation Design: design of interfaceelements to facilitate the user's movementthrough the information architectureInformation Design: in the Tuftean sense:designing the presentation of informationto facilitate understanding
Functional Specifications: "feature set":detailed descriptions of functionality the sitemust include in order to meet user needs
User Needs: externally derived goalsfor the site; identified through user research,ethno/techno/psychographics, etc.Site Objectives: business, creative, or otherinternally derived goals for the site
Content Requirements: definition ofcontent elements required in the sitein order to meet user needs
Interface Design: as in traditional HCI:design of interface elements to facilitateuser interaction with functionalityInformation Design: in the Tuftean sense:designing the presentation of informationto facilitate understanding
Web as software interface Web as hypertext system
Visual Design: visual treatment of text,graphic page elements and navigationalcomponents
Concrete
Abstract
time
Conception
Completion
FunctionalSpecifications
ContentRequirements
InteractionDesign
InformationArchitecture
Visual Design
Information DesignInterface Design Navigation Design
Site ObjectivesUser Needs
User Needs: externally derived goalsfor the site; identified through user research,ethno/techno/psychographics, etc.Site Objectives: business, creative, or otherinternally derived goals for the site
This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development)that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within auser experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.
task-oriented information-oriented
30 March 2000
© 2000 Jesse James Garrett http://www.jjg.net/ia/
15 YEARSDesign Research
User Experience
Visual Design
Interaction Design
Design Thinking
User Validation
Usability
http://www.brownwebdesign.com/blog/dont-be-in-a-rush-to-be-a-specialist
http://www.inuse.se/blogg/ux-mognaden-i-sverige-2014-och-hur-du-tar-dig-till-nasta-niva-inuseful/
Companies that invest in Design perform better than those that don’t.
Trend #1
VALUE
http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/
https://twitter.com/DesignUXUI/statuses/563738777596608513
“At Nike, a large and well-resourced design function reports directly to CEO, Mark Parker, who early in his
tenure was a designer himself.”
“Using human-centered design methods, inspiration for the company’s signature products is drawn directly from its cadre of famous and not-so-
famous practicing athletes, with whom the designers directly interact to devise authentic
performance innovations and style updates.”
http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/
"The datacenter has not yet had it’s ‘iPhone moment’, but it will soon. The user interface on the iPhone transformed how we interact with mobile devices. As a company, we’re going to
make that happen in the datacenter."https://mesosphere.com/2014/12/03/mesosphere-acquires-h1-studios/
Sunday. Monday.
ROI
http://www.humanfactors.com/coolstuff/roi.asp
http://www.sapcampaigns.de/us/UX_Calculator/
Productivity | Training | Data Quality | Solution Accuracy
ROI
GETTING IN THE GAME
http://experience.sap.com/designservices/
http://experience.sap.com/designservices/approach
http://techcrunch.com/2014/10/02/adaptive-path-acquired-by-capital-one/
https://www.capitalonelabs.com/#/news
http://www.bizjournals.com/dallas/blog/morning_call/2014/11/apple-cofounder-applauds-capital-ones-new.html
http://www.ibm.com/design/?lnk=msdDS-daib-usen
http://www.ibm.com/design/?lnk=msdDS-daib-usen
“IBM Design emerges as the new standard-setter for user experience. Hundreds of designers and interface
developers start to transform the development process through deeper understanding of the people who use
IBM products and how they use them.”
http://www.ibm.com/smarterplanet/us/en/innovation_explanations/article/phil_gilbert.html
IBM Design Thinking
After the TV
Source: @kpcb @johnmaeda @heif #DesignInTechhttp://kpcb.com/design
Before the TV After the PC and Laptop
In the age of Mobile ...
Tech is no longer for Tech-ies, because Mobile is for Everybody (Right) Now
The smartphone revolution brought design’s value into the foreground. We want to do in our palm, while walking, what we used to do on a big screen while sitting down at a desk. The interaction design challenges presented by that shift are huge.
21
Source: @kpcb @johnmaeda #DesignInTechText
22
8AM 4PMonce in
the morningonce in
the evening
User Experience matters so much, because we are Experiencing so much.
A pain point can become a “pain plane” on mobile. That’s a lot of ouch.
150 unlocks = checking your phone every 5.6 minutes
one interaction, one “ouch” just two ouch points
The mobile paradigm should be thought of as “the always with you and in your face” paradigm. For that reason, a bad design will not just hurt once, but the hundreds of times you might use the bad design in a single day. That’s a lot of unnecessary “ouches.”
http://www.kpcb.com/internet-trends
Design is a cost.
To leverage design successfully in tech, don’t spray design on at the end.
B E G I N N I N G M I D D L E E N D
D E S I G N AT T H E V E R Y E N D( o r “ C O S M E T I C S U R G E R Y ” )
D E S I G N A S “ B A K E D - I N ”
$
$ $ $ $
DES I GN
Start with design, rather than just end with it. an investment.
Source: @kpcb @johnmaeda @wsj #DesignInTechhttp://blogs.wsj.com/accelerators/2014/02/21/john-maeda-three-principles-for-using-design-successfully/
13
Product decisions should be based on evidence.
(and design research is here to help you)
Trend #2
I know what to do!
We need to build X with Y features based on my years of experience here at the company!
Will you design this for me?
Sure, I’ll use this verbatim!
Will you design this for me?
*&!@*(^
Will you build this for me?
Sure, I’ll use this verbatim!
Will you design this for me?
Sure, I’ll use this verbatim!
http://www.mindtheproduct.com/
http://www.mindtheproduct.com/2014/11/leisa-reichelt-changing-organisations-to-improve-products/
“…highlights the importance of reducing the distance between the people designing the product and making decisions about them and the people who use them, through increased research and team participation in that research.”
DATA
Creating a steady stream of data.
Qualitative Quantitative
Qualitative Quantitative
Analytics
A/B Testing
Clickstream
404 Testing
Surveys “Voice of Customer”
NPS
Experian
Contextual Inquiries
Personas
Journey Maps
Workflow Diagrams
Affinity Diagramming
Validation Testing
Usability Testing
Qualitative Quantitative
Analytics
A/B Testing
Clickstream
404 Testing
Surveys “Voice of Customer”
NPS
Experian
Contextual Inquiries
Personas
Journey Maps
Workflow Diagrams
Affinity Diagramming
Validation Testing
Usability Testing
Quantitative
Analytics
A/B Testing
Clickstream
404 Testing
Surveys “Voice of Customer”
NPS
Experian
Insights & Opportunities
Data Analysis
Revealing RealityObserve to understand
Contextual InquiriesStakeholder Interviews
We observe your users in their “habitats,” whether that’s an office, a home, or a shopping mall. We have a proven methodology that uncovers what drives your users, so we can create innovation that fits their lives.
“I read a user manual once”
“I’ve watched some videos”
“I’ve sat with actual users”
“I read the Marketing Research”
“I once had that job” “I’ve had users in the lab”
http://www.nngroup.com/articles/ux-without-user-research/
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
http://blogs.wsj.com/accelerators/2014/02/19/braden-kowitz-why-you-should-listen-to-the-customer/
“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!”
- Ventures
http://www.gv.com/sprint/
“Meeting ever-increasing consumer expectations requires senior executives to place design at the center of business strategy.”
“What a user-centered approach enables companies to do is to take insights into the consumer decision journey and the marketplace and convert them into products and services customers actually want… In the new competitive marketplace, designing “usable” is just table stakes. Customers now expect products and services to be not only usable but also useful and desirable.”
http://www.mckinsey.com/insights/marketing_sales/what_every_executive_needs_to_know_about_design
“Users should be a part of the design process from the very beginning to help validate concepts and refine final direction. Your team needs to be open to experimenting and taking risks and then quickly learning and iterating…”
http://www.mckinsey.com/insights/marketing_sales/what_every_executive_needs_to_know_about_design
“A success indicator for an entrepreneur is not about how hard you work, it's about how well you know your customers”
- Ben Horowitz
http://designmind.frogdesign.com/blog/sxsw-lean-startup-for-big-brands.html
SXSW: Lean Startup for Big Brands
“…In actuality, there is never a guarantee that customers are going to get excited when a new product is brought to market. In our work, we employ a number of tools to eliminate that
uncertainty as much as possible, often through consumer research or validation testing…”
“…while a startup has nowhere to go but up, known companies risk brand erosion with the release of a
substandard product to the market. We encourage clients to distill innovations to the most valuable, tangible, and
deliverable attributes for initial launch but not to compromise on the intended experience…
…Overtime, the company can add features and functionality, but the overall experience begins and
remains excellent.”http://designmind.frogdesign.com/blog/sxsw-lean-startup-for-big-brands.html
“I can launch this app in three
months”
“This solution will launch in 18 months”vs.
Opportunities Matrix Personas Scenario Design
Journey Maps Contextual Inquiries KANO Study
A/B Testing Concept Validation Prototyping
Matrix
Concept
“The company, for example, did a study of 8,292 people in eight cities, examining morning routines.”
“With this data in hand, Ikea came up with a freestanding mirror that has a rack on the back for hanging clothes and
jewelry. The Knapper…”
“Even surveying 8,292 people doesn’t always get you the right answer. The problem is that people lie. Ydholm puts it more delicately. “Sometimes we are not aware about how we
behave,” he says, “and therefore we can say things that maybe are not the reality. Or it could be that we consciously or
unconsciously express something because we want to stand out as a better person. That’s very human to do it like that.””
http://fortune.com/ikea-world-domination/
I have some ideas… But I need to validate them with our users so that I can make an
informed decision.
Small, autonomous product teams can really get your
organization moving.
Trend #3
AGILE
“Agile methods like Scrum and XP both rely on a close and collaborative relationship and continual interaction with the customer – the people who are paying for the software and who are going to use the system.”
http://swreflections.blogspot.com/2012/02/agiles-customer-problem.html
http://scaledagileframework.com/ux
http://scaledagileframework.com/ux
http://scaledagileframework.com/ux
“…a small, centralized UX design team who provides the basic design standards and
preliminary mock-ups for each UI, but the teams have team-based UX implementation experts for
the implementation.”
“…methodologies like Scrum — have no mechanism for determining if they’re building the right feature and whether that implementation is designed well and/or
worth improving.”
http://www.jeffgothelf.com/blog/agile-doesnt-have-a-brain/
MVP
“MVP should be a polished slice of your experience, that meets the basic
needs of your customers.
By launching you’ll learn what they do with your product - and use that
learning to prioritize enhancements going forward”
TEAMS
Co-Located, autonomous, metrics driven
A throwback to their days with Jeff Bezos at Amazon, projects are assigned to "two pizza teams," groups of engineers small enough for them to be fed on two large pies. "We want the team to be flat and allow everyone to communicate with each other," Rajaraman says.
http://www.fastcompany.com/1811934/walmartlabs-brings-two-pizza-team-startup-culture-walmart-empire
Designers Developers
Product Owner (mini-CEO)
Project Manager
# of developers
# of UX designers
# of developers
# of UX designers
# of developers
# of UX designers
https://twitter.com/jjg/status/565613568314572801
Devs rather write good code.
Devs like Designers after they get their first taste.
Shipping Software Based on Priority to achieve metrics
To the Right Customers To Meet their Goals.
Research what to
build…
Learn from
Shipping…
“Center of Excellence”
UX Leadership Research
Enterprise Design Language
METRICS
http://www.businessweek.com/articles/2014-01-10/how-ihops-new-menu-design-gets-customers-to-spend-more
http://www.slideshare.net/jysimon/product-tankparis-jysimon16may2013
Sign-up Abandonment
Getting First Task
Repeat Usage
Duration in App
Conversion
Traffic
“fail fast” is actually better framed as “experiment fast.” The most effective innovators succeed through experimentation.
http://www.uxbooth.com/articles/fail-fast-fail-often-an-interview-with-victor-lombardi/
- Victor Lombardi
http://en.wikipedia.org/wiki/Freeman_Dyson
Freeman Dyson
Freeman John Dyson FRS is an English American theoretical physicist and
mathematician, famous for his work in quantum electrodynamics, solid-state physics,
astronomy and nuclear engineering.
“Say something about failure in experiments or businesses or anything else.
What's the value of failure?”
http://www.wired.com/wired/archive/6.02/dyson.html?pg=7&topic=
1998
“You can't possibly get a good technology going without an
enormous number of failures. It's a universal rule. If you look at
bicycles, there were thousands of weird models built and tried before
they found the one that really worked. You could never design a
bicycle theoretically. Even now, after we've been building them for 100
years, it's very difficult to understand just why a bicycle works - it's even
difficult to formulate it as a mathematical problem. But just by trial and error, we found out how to
do it, and the error was essential. The same is true of airplanes.”
“So you're saying just go ahead and try stuff and you'll sort out the right way.”
“That's what nature did. And it's almost always true in technology. That's why computers never
really took off until they built them small.”
“Why is small good?”
“Because it's cheaper and faster, and you can make many more. Speed is the most important
thing - to be able to try something out on a small scale quickly.”
“Fail fast.”
“Yes. These big projects are guaranteed to fail because you never have time to fix everything.”
1998
“fail fast” is actually better framed as “experiment fast.” The most effective innovators succeed through experimentation.
http://www.uxbooth.com/articles/fail-fast-fail-often-an-interview-with-victor-lombardi/
- Victor Lombardi
Design is an investment, and has proven success
Product decisions should be based on evidence
Small teams should work together to improve metrics
How to start…
1. Determine a product-market fit by seeking signals from communities of users.
2. Identify behavioral insights by conducting ethnographic research.
3. Sketch a product strategy by synthesizing complex research data into simple insights.
4. Polish the product details using visual representations to simplify complex ideas.
““Before we deal with world domination, let’s back up.” I help people walk back up the ladder to get to: Who’s the user? What problem are you solving for the user? Does your proposed solution actually solve that problem—
and how can you answer that? Then, how can you answer that faster?”
http://how.co/the-right-questions-to-ask-before-you-build-software/
People + Technology
Insights & Opportunities
Data Analysis
Revealing RealityObserve to understand
Contextual InquiriesStakeholder Interviews
We observe your users in their “habitats,” whether that’s an office, a home, or a shopping mall. We have a proven methodology that uncovers what drives your users, so we can create innovation that fits their lives.
GenerateNew Concepts
User-ValidatedConcept
Validate Concepts with Users
We put insights into action, developing concepts for innovation based on what we understand about your audience. We create a grounded vision for the product and design principles to guide it through the process of being designed and built.
Focused InnovationBring the solution into focus
1
Building & EvolvingDesign & develop user-centered software
Launch
Analytics &Digital Marketing
Development Testing
IterativeReleases
User Stories
Our cross-functional team of designers and developers works together to iteratively design, build, test, and validate features that scale and evolve to meet tomorrow's challenges.
Design
http://poetpainter.com/
Functional (Useful)
Reliable
Usable
Convenient
Pleasurable
Meaning
http://poetpainter.com/
Functional (Useful)
Reliable
Usable
Convenient
Pleasurable
Meaning
http://poetpainter.com/
Functional (Useful)
Reliable
Usable
Convenient
Pleasurable
Meaning
Experience Driven
Technology Driven
KEY TAKEAWAYS
“The software design and development
process has changed for the better”
“Getting everything right the first time, is hard.”
“UX is a robust methodology, while
relatively new, is tested with success”
“You don’t really know your
customers as well as you think you do…”
“User Experience has a large number of
methods to help create empathy and data for
products teams”
“Empathy and understanding of users is key in product success”
“If you’re launching twelve months from now, and are not involving your
customer, that’s a big gamble…”
“Software is always evolving, and a mix of qualitative research, market research, and
analytics are needed to improve and prioritize.”
“Talking with one user* is better than talking
with no users.”
“A well-made product is not enough. A successful product must meet the needs and aspirations of its users” IDC Report Building Experience-Driven software: Insights for Modern Application Development