© 2005 Intuitive Design Group, Inc. Ready, Fire, Aim Oops, maybe we should Aim 1 st Larry Marine...

© 2005 Intuitive Design Group, Inc.

Ready, Fire, Aim

Oops, maybe we should Aim 1st

Larry Marine

Intuitive Design Group


Some Typical Project Problems

Unclear objectives Vague requirements Inconsistent agendas Assumptions, opinions, and cultures Poor communication across departments Emotionally biased design ideas Ready, Fire, Aim!


Ready, Fire, Aim

Innovate, then build a market around it Define a solution, then find a problem it solves

It’s the common product design approach QFD Six Sigma TQM

A feature or technology-oriented approach Throw the dart, then rush a target under it


The Ready, Fire, Aim Process

Innovate first Align last

Aligns the business to the product Reactive approach 90% product failure rate

Biz Rqts User Rqts Develop Market

Innovate Align

Ready Fire Aim

Build


Ready, Aim, Fire -

Identify the key business objectives Look for the market that fits the objectives Innovate the product to fit that market

Define the problem, THEN the solutions

Creates a cross-cultural team from the outset A more task-oriented approach

Objectives, metrics, and priorities Users and tasks, not features

Find the target, then throw the dart


Process

Align first Define the problem, then the solution

Design the product to fit the business Proactive approach Less emotion, more data driven

Objectives Research Prioritize Research Design Develop Deploy

Ready

Aim

Fire


The Process

AIM - Align, Innovate, Manage Align = identify objectives and targets Innovate = design to the target Manage = prioritize, plan, and implement


Align

Innovate

Manage


Typical Process vs.



Ready

Aim

Fire

Innovate Align

Typical Process

AIM 1st Process

Ready Fire Aim

Build


Establish the Goal, First

If you don’t know where you are going, Any road will get you there – Lewis Carroll

What business goals must be achieved? What marketing objectives support them? Who is in that target market domain? What are their biggest problems? How feasible is it to solve their problems?


Example: Web Content Monitor

Original target: Corporate IT admin level users

Original tasks: Set content filters Run prohibited access attempt reports

Original design Very techie interface “One screen fits all” approach


Identify Objectives (Ready)

Business Goals and Metrics Increase revenue or decrease costs Metrics must be observable and measurable

Marketing Objectives Deepen existing relationships Source customers from competitors Attract new customers in existing market Open new markets


Example: Objectives

Increase revenues Profitability reached after 1,000 licenses sold

Increase market share Wide open market Few competitors Few users signed up Lots of potential users


Observations vs. Interviews

Interviews and Surveys limit your insight Users constrained by their perceptions of the

problems and the current technology You know more about the problem and the

potential opportunities than your users Claimed vs. actual behavior The unspoken info is often more valuable Avoid automating current frustrations


New or Existing Target Users?

Who do you observe? Go to the right users that fit your goals Generally speaking:

Existing users can’t help you sell to new markets Can’t reduce costs by observing non-users New market ideas come from non-users Competitor’s users help you source customers

from your competitors


User Observation Matrix

Reduce Costs

Increase Revenues

Deepen Relationships

Source Customers

Open New Markets

Existing Users

Competitor Users

New Users

Existing Users

N/A

N/A

Business GoalsM

ark

etin

g O

bje

ctiv

es


Initial User Research

Get an idea of what problems exist Focus on identifying key tasks Get more details later

Work backwards Identify the desired outcomes Identify the task artifacts Identify the task triggers

4-6 users of each type Avoid analysis paralysis Users and influencers


Influencer Diagram

$

Loan Officer

Loan Processor

Investor(Fannie, Freddie...)

Broker of Record

Buyer's AgentSeller's Agent

Mortgage Bank/Underwriter (Countrywide, Wells...)

Mortgage Brokerage Firm

Investor

Borrower

Underwriter

Real Estate Firms

Wants to broker the loan that :-Has highest profit for Loan Officer-Has lowest rate for borrower-Is easiest, surest to close

Wants to:-Underwrite loans that are sellable/profitable on secondary market

Wants to buy and service the loan that :-Want borrowers that are not costly to service-Want to maximize long-term stable income of loan

Purchaser Wants To:-Get "purchasing power" (Qualified for highest amount and grade)

Wants:-To present strongest feasible buyer and offer to selling agent

Wants:-To present strongest feasible buyer and offer to seller

Loan Officer must prove value to avoid this link..

(Influences purchases only)

Lender

Refinancer Wants To:-Get the most cash our as possible/desired and still be able to make payments


Example: Research – Round 1

Initial findings showed IT is NOT the user HR executives set content access limits HR managers run reports to verify violations

Need to iterate with different report settings Wait hours and days to get reports from IT HR required by law to address violations by EOD Asking IT to run reports violates privacy laws


Prioritize (Aim)

List the user roles (personas) & influencers List the tasks, not features, for each role Rate the impact from 3 key perspectives

Users Business and Marketing Technology

Focus on the priorities Desirability Profitability Feasibility


Prioritization Process

Users: Importance to their goals Biz: Importance to the stated objectives Tech: Feasibility of implementing MUST have equal distribution of scores

Biz & Users: 1 is lower, 3 is higher priority 3 = right now, 2 = next version, 1 = next year

Tech: 1 is harder, 3 is easier to implement


Priority Matrix

Function/Task User Experience

Business Tech. Feasibility

Overall

Attend to Violation Alerts 3 3 1 7

Review Violator History 3 3 2 8

Create Reports 1 1 2 4

Reuse Reports 3 3 3 9

Schedule Reports 2 2 3 7

Create the Content Filter List 3 3 1 7

Monitor Activity 3 3 2 8

Track Activity Violations 1 1 3 5

Review Filter Performance 2 2 2 6

Review Filter Details 2 2 3 7

Administer Users 2 2 1 5

Review Filter Performance 2 2 3 7

Attend to Filter Alerts 2 2 2 6

Manage System 1 1 3 5

Set up System 1 1 2 4

Verify System Integrity & Validity 1 1 1 3


Calculating the Results

Which tasks have high scores Which roles have high ratings

Support user roles, not just tasks What fits within your schedule and budget

Figure in the dependencies What can wait until next release Design for everything that fits Design with the next release in mind


Common Difficulties

Marketing says EVERYTHING is a 3 Tech says everything is a 1 Features instead of tasks Task dependencies Prioritizing for lesser objectives

Keep in mind, the matrix is just a guideline


Priority Matrix Benefits

Gets buy-in from everyone – “cross-cultural” Tells you what to focus on now Provides a roadmap for the future Provides a tool to address scope creep, later Depersonalizes ideas or feature ownership Toughest step for the team made easier

Informed, cross-functional trade-off decisions


Example: Priorities

New users mean new marketing approach Refocus product for new users and tasks

Interaction and navigation design Task and feature organization Take advantage of existing architecture Cast out existing interface design (and users)


User Research – Round 2

Focus on the prioritized user & tasks Identify complete tasks Get more details Collect artifacts Test ideas or concepts on users


Example: Research – Round 2

Focus on HR users and their tasks Content filter settings Report templates Report archiving (for later use in case of lawsuit) Automatic alert mechanism


Create Task Flows

Focus on one user role at a time Focus on one task at a time, per user role

Flow out the complete task

Work backwards What’s the goal What does it take to achieve that goal

We use colored sticky-notes


Task Flow Select Report

Run Report

Display report parameters

Modify report

View report

Create APR report view

Create APR as word doc

Save Report Schedule ReportPrint Report


Real Task Flow Design Integrated Protection

Will the software operate upon insertion of the key, or must the key be activated with a password?

Time Limit?

Expiration Date?

MANAGEMENT!

Determine Goal State

Rainbow can assist the user in selecting a desired end state.

!

Protection Scheme (Design)

Wizard vs. Advanced : Wizard walks user through decision process.

!

Active? No

Unlocking Code

Feature Disabled Demo

Full FeaturedThis application assumes that the product will be freely available, but certain features will be disabled, such as saving files or modifying defaults.

How Long?Yes

When?Yes

No API algorithm is currently available to count number of days or set expiration data

Currently, user must select shelling to implement these algorithms.

!

Execution Limit How Many?Yes

Reactivate?

Counter?

Yes

How Many?

If two counters are used, the first to reach zero will deactivate the software. (Execution

Limit is a type of counter)

MANAGEMENT!

MANAGEMENT!

User Data? Description

Parameters

?

MANAGEMENT!

Locked?

Sublicense

All values need option of fixed or variable. If it is 'Variable', then the system queries the user for the values when the key is programmed. If it is

fixed, the developer defines the value of the algorithm in the SDK and that value is carried into

the API

How Many?

If selected, user should be reminded that specific hardware (a Network Key)

is required to implement this feature.

If a non-network key is inserted, can user have the option of programming

all other features?

User Data? Description

Parameters

?

Wizard vs. Advanced : Advanced lets user apply parameters directly to key.

!

This will be generated when the key is programmed. It can either be generated by the system or by the user.

Yes

Don’t be fooled by the simple example

Real world task flows are more complex


Design (Fire)

Follow the priority matrix Focus on the key users’ tasks

Task-oriented design model Similar features replicated in several places

Design for the target users New users means new interface model Existing users means leverage an interface model

Allow for growth of next priority tasks Design for now, with an eye on the future


Design for the Tasks (Fire)

Again, work backwards Focus on the desired results Design interfaces for the greens Hide the yellows Stick to the task

Avoid “cool” ideas that don’t directly fit the task Design for the task not the technology Keep in mind what “success” is for the user


Example: Design

Role based access HR executive HR manager Department manager

Distributed tasks across users Set/change content limits (per dept. or user) Run violation reports and address violations Monitor users for continued violations


Example: Blueprints


Final Deliverable

Objectives and Metrics Users and Tasks Priorities Design blueprints

Navigation Interaction Screen/Page Layouts System Behaviors


Rely on Checklists, not Memory Most processes depend on memory to know

how and when to perform each step They also generate irrelevant paperwork

AIM First uses deliverables as a checklist to drive your user research and design process Objectives & Metrics User research Matrix Priority Matrix Task Flows Design Wireframes


Fitting into Your Process Not a matter of what to do but when to do it

Reorganize your current processes

Define the problem, first Clarify business & marketing objectives Get a target market and go observe them Identify potential directions, but not designs General ideas and product concepts

Prioritize objectives and tasks Design to solve the prioritized problems


Typical Process vs.



Ready

Aim

Fire

Innovate Align

Typical Process

AIM 1st Process

Ready Fire Aim

Build


Successful Results

Task-oriented designs Make it easier for your users to succeed at the

tasks that make you money Easily fits into your current processes

Doesn’t require much process re-engineering Avoids wasting time and resources

Improves communication between depts. Gets cross-functional input early Avoids opinion wars Sets clear and appropriate expectations

© 2005 Intuitive Design Group, Inc. Ready, Fire, Aim Oops, maybe we should Aim 1 st Larry Marine...

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