Human Experience Design (Digital Summit Workshop)

Human Experience Design

Lean UX Secrets to Engage & Delight

Sarah Weise, UX Director, Booz Allen Hamilton @weisesarah

Linna Ferguson, Creative Director, Booz Allen Hamilton @linnaferguson

Hello Slideshare Viewers! These slides you’re about to flip through are from a 4 hour, hands-on workshop presented at the Digital Summit conference series in 2014-2015. There are a number of stories and content not included here. We’ve tried to add a few notes along the way, but if you’d like to learn these techniques in more depth, we’d love to see you at our next workshop. Visit www.techmediaco.com for dates and details. Thanks for viewing, Sarah & Linna

I want to tell you a story about the first UX project I ever worked on. It was over a decade ago, and it lasted a full year…

@weisesarah @linnaferguson

We analyzed customer segments, and idenBfied and recruited a ton of users in each of those segments. We made sure to select a staBsBcally significant number of parBcipants from each group so that we could report our findings with scienBfic precision – confidence intervals and margin of error. I was doing t-‐tests and z-‐tests to find out which recommendaBons should go in Phase I versus Phase 2. I even remember bringing my old college staBsBcs textbook to work with me!

We conducted our research in a lab with a two-‐way mirror. We filmed the test parBcipants and went back and watched the tests mulBple Bmes, scruBnizing facial expressions and body language.

By the end of the year, we had a big honkin’ report. There were over 100 findings. We actually had tables to group and categorize all of the findings. It was in a binder like this. With a cover page slaved over by a graphic designer. This was my first UX job, and at the Bme I was so proud of this report. It was massive. It showed off all the hard work we did.

The best part…


Over 10 year later, their website is largely the same. Only 2-‐3 recommendaBons had been implemented out of 100+, and those were preRy much low hanging fruit.

This process stole a year of my life. Countless billable hours, your taxpayer dollars, painstaking work, meeBngs and staBsBcal nonsense. Are you familiar with this heartbreak?

“The biggest lie in software is Phase II.”

Jeff Gothelf

Why can’t it always be like this?

Over a decade later, the organizaBon re-‐engaged us. Some of the very same clients, actually. But this Bme, our process was lean. In under a month, we had a substanBally beRer product. With far less work and hassle. Clients parBcipated in the process, and became our advocates. It leW me thinking… Why can’t it always be like this?

PRIX FIXE MENU

Data Gathering :: choose one

Usability testing Create scenarios based on top tasks, craft post-test survey, and conduct 6 hours worth of one-on-one usability testing*

Web survey Create survey questions to solicit preference data and discover more about target audiences*

Existing data trends Evaluate existing data such as help desk tickets, web analytics, and/or survey data

Focus group Plan and lead 6 hours worth of focus group sessions*

Analysis :: choose one

Expert review SME evaluation of select screens from a website or application

Visual evaluation Analysis of branding strategy, colors, images, typography

Task analysis Evaluate paths to streamline information architecture

Persuasion, emotion, trust evaluation Evaluate how to more effectively move customers to take action

Stakeholder analysis Based on a web survey, focus group, or existing data if available

Pattern analysis Identify trends in existing data

Benchmark Compare my site to my competitors’

* Recruiting/scheduling not included

Presented in 2010 by Sarah Weise / Linna Ferguson, User Experience Professionals Association (UXPA)

Now this is not the first Bme I’ve asked myself this quesBon. In fact, I’ve spent my career trying to make UX as simple and effecBve as possible. 5 years ago, Linna and I even coined the term “Express Usability” at a UXPA conference in Munich, where we convinced a whole bunch of people to implement UX strategies in just 1 week with a fixed price menu approach, an idea that came to us aWer drinking heavily at a fixed price restaurant.

PRIX FIXE MENU

Deliverable :: choose one

Recommendations report Details top recommendations based on our analysis in a finding-rationale-recommendation format

Screen-by-screen findings report Points out areas on each page that can be improved

Design concepts Pair with the visual evaluation: two alternate design concepts

Information architecture recommendations Navigational outline or flow chart detailing enhancements to organization and page flow

Wireframe(s) Visually displays layout recommendations; interactive prototyping may be an option if time permits

Trend report Pair with the pattern analysis or benchmark; couple with stakeholder analysis if data is available and time permits

Presented in 2010 by Sarah Weise / Linna Ferguson, User Experience Professionals Association (UXPA)


By the end of the day, you’ll know 10 new techniques to cultivate

EMPATHY. CREATIVITY. FOCUS.

HUMAN EXPERIENCE DESIGN BEGINS WITH YOU


In my opinion, the key difference between Lean UX and tradiBonal UX methods is the idea that UX professionals are NOT just advocates for the user. In Lean UX, we work to understand and define the business and product vision, and find where that intersects with customer needs. Let’s say we find out that users need bicycles, but the goal of the business is to sell unicycles. If we don’t take that into account, we’re going to be fighBng every step of the way, and our recommendaBons will never be implemented.

Let’s meet.


The Numbers Game


This workshop acBvity demonstrated the pi`alls of mulBtasking, namely that you are far less creaBve when you’re switching context between two different tasks.

We think on autopilot. Multitasking makes us less creative.


We lose a lot to context switching

# of simultaneous projects % of time available per project Loss of time to context switching

1 100% 0%

2 40% 20%

3 20% 40%

4 10% 60%

5 5% 75%

This is waste !

Quality Software Management by Gerald Weinberg @weisesarah @linnaferguson

Who is an artist in here?


When you ask this in a kindergarten classroom, almost every hand shoots up. Today, we had 1 or 2 hands go up out of 100.

AGE 5

You used 80% of

your creative

potential.

AGE 12

Your creative

output has

dropped to 2% ADULT Your creative output stays around 2%...

Unless you do something about it! @weisesarah @linnaferguson


Look at a 3-‐5 year old classroom. These spaces are filled with fun and colorful things to do, see and touch.


But then we end up here. How could we be creaBve in a space like this? How do we communicate or connect?

20-Circle Challenge


Was that harder or easier than you thought?

What was your approach?

How did this challenge make you feel? Nervous? Excited? Anxious? Focused?

20-Circle Challenge Discuss with a partner


Everyone can be creative. Use a UFB to cultivate creativity.


UFB = Uninterrupted Focus Block This is a way to protect your Bme, focus on a single thing, and empower yourself to be creaBve.

Creativity is a muscle. Exercise it. Commit to 5 minutes a day for 30 days.


Not only that, start your UX sessions off with a creaBvity booster like one of these acBviBes, and your parBcipants will get in the zone. They’ll be more focused, aRenBve and creaBve in your sessions.

Doodle a picture Draw an animal Make something out of play dough Write a journal entry Find an interesting object from nature, and write 20 words to describe it Discover a new word, and use it in a sentence Do a crossword puzzle or word hunt Write a haiku Try a new food Pin an inspiring picture on Pinterest Build a tower with blocks or legos (I’m partial to MagnaTiles…) Find an interesting texture and do a paper rubbing

30 Days of Creativity Ideas for the challenge. Each day…


Companies like 3M and Google give staff 15-20% of time to work on projects of their choosing

Gmail

Google Ads

Post-it notes Masking

Tape


What creative habit will you start today? What will you try for 30 days straight? How will you bring this back to work?

Creativity Write down on your note-taking page…


Ok, so what’s next?

How do I apply this to my work?

How does creativity relate to

empathy?

Will this really change my life?

Let’s shift from personal to group creativity

1. Mad Libs

2. Wall Voting

3. Target Priorities

4. Personas

5. Empathy Maps

6. Journey Maps

7. User Stories

8. Ideation & Refining

9. Usability Testing

10. Projective Interviews


Rules can be your friends

There’s no dial-in number Let’s maximize connection. Pure attention and focus. Humans only. The optimum number of people is somewhere between 4 and 20. No phones, tablets, laptops We have a short time with you. We have to focus! Goal is to generate a lot of ideas quickly There are deadlines and timers for each activity. Pretend you’re in an elevator Talk quickly and stay on topic. We have a parking lot for off-topic ideas to help everyone stay on track. We are not in the idea or ego squashing business We succeed through a breadth of perspectives and concepts


The Story of Sprout Wealth


This is a case study of a ficBBous wealth management company serving a specific niche – those with a minimum of $5M in assets. You are all founding partners, each with a different viewpoints about how to form this company.

#1 Mad libs FOR: target customer WHO NEEDS: service/feature UNLIKE: alternative/competitor

Entrepreneur

Mobile app to check up

on $

DIY investing


#1 Mad libs WE ARE A: business type WE PROVIDE: emotional benefit WE STAND OUT BY: key differentiator


Financial advisor

Simplicity

High tech

•  Scribble as many ideas as you can in 2 mins (can do this as individuals or in pairs/groups)

•  Ever person/pair/group must fill 5 post-its

•  Build it, ideas will come – Put 50 stickies on the wall, and have people shout out ideas

•  Everyone stands, shouts out 1 idea then sits, selects someone else to go

A few different ways to capture ideas Brainstorming methods with a group


AWer wall voBng, move the most voted on items to the top. You’ll be able to read the vision statement across if they categories are lined up.

Write out the vision statement at the end. It will not be in beauBful prose, but it sure will be powerful. Everyone has parBcipated in creaBng this straw man to build from… in the course of an hour!

#1 Mad libs Inspired creative thinking. Ideas sprouted off each other. Everyone rallied behind ‘sherpa’.


1. Mad Libs

2. Wall Voting

3. Target Priorities

4. Personas

5. Empathy Maps

6. Journey Maps

7. User Stories

8. Ideation & Refining

9. Usability Testing

10. Projective Interviews


#2 Wall voting shows trends & limits discussion to key points


#2 Wall voting Who is our primary target customer?

Wealthy old people / retirees

Young entrepreneurs Average Joe with family inheritance

Busy CEO’s

Middle-aged, successful business people





Busy CEO’s



Try voBng with 2 colors – green for agree most, red for disagree most




Busy CEO’s






Busy CEO’s



When everyone adds their votes, which ones do we need to discuss? VoBng saves Bme!

#2 Wall voting can also take place over time


#3 Wall target helps visualize and narrow key priorities


Here’s a twist! Have a team

prioritize in silence.

#3 Wall target helps visualize and narrow key priorities

Entrepreneur

Wealthy retirees

Average Joe with

Inheritance

Busy CEO’s


#4 Personas instantly create empathy


When I was 10 my father had a heart attack in front of me. From then I vowed to be prepared if that situation ever happened again.

This is Bill Winters. Bill is an EMT in his early 40s. When he was 10 years old, his father had a heart aRack in front of him. From that point on, he vowed to always be prepared. This inspired him to become the EMT he is today. Bill has 2 teenage daughters and even though he’s divorced and only sees them on the weekends, he’s always sharing his knowledge with them and insBlling them with a sense of preparaBon. He enjoys grilling with on Sunday aWernoons, and trying out grilling apps on his tablet. Bill was extremely influenBal in redesigning FIrstResponder.gov. But there’s one thing I haven’t told you about Bill. He’s 100% fake.

Description

Goals & Needs

Tech Usage (Laptop / Tablet / Phone / Favorite apps…)

Picture (Yes, draw it!)

Age: Gender: Occupation:

#4 Personas Customer Name:

We love all the sketches our parBcipants do in this workshop!

#4 Personas make a post-it come to life


See how this one (from a real client) looks preRy much the same? We do this idenBcal acBvity with our clients, and it really works!

#4 Personas make a post-it come to life


Yes! We totally agree. Thanks for the shout-‐out, Michael. We’re big fans of personas. Let’s help our clients make these pieces of paper come to life so that they can help drive business decisions.

#4 Personas can be paired with wall voting


#4 Personas can be used to role play


#4 Personas can quickly state what resonates (and what doesn’t) for this customer


#4 Personas can be visual

Check out what’s on Amy’s work

station


#5 Empathy maps let you quickly connect with users

Design Thinking Action Lab 2013 @weisesarah @linnaferguson

#5 Empathy maps can be put into context


#6 Journey maps follow a user’s steps to document experience

Or to streamline it!

#6 Journey maps applied to websites = task analysis

30+ screens to apply for a job!

Using this, we streamlined

USAJobs.gov to 9 screens.


#7 Write-and-pass user stories generate perspectives


#7 User stories I am a YOUNG ENTREPRENEUR I want to…. So that I can…

71

Never have to meet in person Spend my time growing my business

Exclusively use a phone/tablet app Never be bound to a desk

Round 1: Write a full line at a Bme.

#7 User stories I am a YOUNG ENTREPRENEUR I want to…. So that I can…

72

Spend my time growing my business Get VC funding to expand internationally Retire at 45 Save the world Give workshops at Digital Summit Meet a girl Truly create a double bottom line company Buy a jet Bring on a managing partner Leave a legacy to Georgetown University (Hoya Saxa)

Round 2: Fill out the “So that I can…” side only. Get to the boRom of what does this person want to do. Then swap papers and fill out the “I want to…” secBon for somebody else’s “So that I can” lines. Did you get more creaBve features/services offered as soluBons (the “I want to” side) in this round when you had to think of a soluBon for an issue instead of thinking about the soluBon first, then jusBfying it with why the user wants it?

What will you take away from this? How might you apply this at work?

Do you have a specific project in mind?

#7 Write-and-pass user stories Discuss with a partner…

#8 Ideation generates lots of ideas and gets people out of “ruts”


#8 Ideation can be encouraged with prompts


Try this! Generate 5-10 solutions using the following prompts… The most obvious solutions: ___________________________________________ By adding, removing or modifying these: _________________________________ If you were a 5 year old: ______________________________________________ If you were a rebellious teenager: ______________________________________ If you had unlimited budget: ___________________________________________ If you couldn’t spend a dime: __________________________________________ With superhuman powers (invisibility, teleportation, etc): ___________________ If you were <Persona Name>: __________________________________________

#8 Ideation can build off a persona


Brianne (New Hire) Dalton (Supervisor)

Portia (Mid Level Worker Bee) Aiden (Learning Leader)


#8 Ideation can build off a persona

#8 Ideation refinement pulls best elements from each idea


What will you take away from this? How might you apply this at work?

Do you have a specific project in mind?

#8 Ideation Write down on your note-taking page…

#9 Usability testing shows what real, live users experience

Moderated Un-moderated

USABILITY TESTING

Open-ended Scenario-based


#9 Usability testing Structure for moderated, scenario-based testing


1.  Opening script

2.  Intro questions Warmup / baseline data / recall last time

3.  First impressions Without clicking, what are your first impressions? How does it make you feel?

4.  Scenarios At the end of each, ask for a rating of difficulty or ease. 1 = very difficult; 5 = very easy

5.  Post-test questions Level of agreement with statements; open-ended questions; tester rating of web savvy

#9 Usability testing Opening script


Thank you for volunteering to participate in this study. To begin, I need to read an orientation script to you. I’m reading it directly so that all participants receive identical instructions. <Company name> is working to improve its website, and today they are collecting feedback directly from users like you. The input gathered here today will help identify what works well, and what needs improvement. In this session, I'll first ask a few questions about your first impressions. After that, I'll present you with scenarios that ask you to locate information on the site. Please speak aloud as you navigate, telling me what's going through your mind as you decide where to go or what to click, as if you were on a game show. This study is in no way a test of you, your skills, or your knowledge. It's a test of the system. If you feel frustrated because you can’t find something or don’t know where to go, please let me know because this will help identify areas of the website that need improvement. Since I'm here as a neutral observer, though, I won't be able to give you hints about where to go or what to click. The data from this study will be presented in aggregate form only, and your name will not be tied to your responses. I’ll also mention that I’ve been hired just to conduct these studies and did not build or design this site in any way, so you won’t be hurting my feelings by critiquing the site. The most important thing is to be honest about what works for you and what doesn't, so we can fix it. Questions at this point?

#9 Usability testing Intro/baseline questions… some examples


•  How often do you use the XYZ website?

•  How do you feel about the current site?

•  When you've come to the site in the past, are you typically looking for something in particular, or just browsing?

•  What pages do you have bookmarked?

•  How do you typically come to the site? For instance, do you navigate directly to the URL, do you click a link you've previously bookmarked, or do you find a page from this site after you've Googled something?

•  Based on your past experiences, how helpful has the XYZ site been to you? 1 = Not at all helpful, 5 = Very helpful

#9 Usability testing First impression questions… some examples


•  When you look at the homepage, what are your first impressions? How does it make you feel?

•  Based on your first impressions, how useful do you think this site would be to you on a scale of 1-5?

•  Without clicking on anything, just scroll up and down the homepage and tell me what information would be most useful to you?

•  In your own words, how would you describe the purpose of this site?

•  Is there too much information on the homepage?

•  What do you think of the layout / colors / images / labeling / etc.

•  Does any of the text make you want to click to find out more?

#9 Usability testing Scenarios


•  Avoid saying the actual label of what you want someone to click

•  Provide context with words like “Imagine” or “Pretend” Here’s an example where it’s vital: Imagine you are a soldier having your medical condition evaluated. You would like to know how your disability rating is determined, and whether or not you can stay in the Army. Please find this information. How it would read without the “Imagine” You are having your medial condition evaluated…

“Huh? What? Are you saying I have a problem? That’s messed up, man.” •  Stay neutral. Try not to agree during a testing session. “Mmm-hmm” and “Go on”

is better than “Yes” or “Sure” or “Right”

#9 Usability testing Metrics

Task compleBon Perceived ease Time to complete

Post-‐test quesBons

(Level of agreement with statements about visual and funcBonal aspects)

Comparison metrics

#10 Image-based projective interviews uncover deep feelings

Fear Of the unknown For my life (helplessness) For my health and body For my family and kids For my home. For nature, environment, planet

Protection For loved ones, especially kids

Anger At the government


I will try these 3 things at work:

3.

2.

1.

Tweet your top takeaway to @weisesarah @linnaferguson #dsclt15

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Mad Libs

Wall Voting

Target Prioritization

Personas

Empathy Mapping

Journey Mapping

Write-and-Pass User Stories

Ideation & Refinement

Usability Testing

Projective Interviews

You now know new techniques to connect quicker and build better products, leaner.

BUILD. AWESOME. THINGS.

Sarah Weise @weisesarah linkedin.com/in/sarahweise/ Linna Ferguson @linnaferguson linkedin.com/in/linnaferguson/

Get the slides & handbook www.slideshare.net/weisesarah

Human Experience Design (Digital Summit Workshop)

Technology

Transcript of Human Experience Design (Digital Summit Workshop)