UCD 2013 solving the UX puzzle
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syntagm
Giorgio Venturi
User Experience Lead at blinkbox
Session 6B -‐ Solving the UX Puzzle
[email protected] @gventuri #uxpuzzle @ucduk #ucd2013
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Doing UX is like solving a
puzzle…
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… so many little pieces that need to fit together
Doing UX is like solving a
puzzle…
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… my story …
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design techniques
research methods
UCDADOPTION?
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design techniques
research methods
UCDADOPTION?
management communication
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design techniques
research methods
UCDADOPTION?
management communication
UX KPIs
senior support
inside-in inside-outcompetitor analysis
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left research
work for digital & service design
agencies
(2005)
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left research
work for digital & service design
agencies
theTeamLBi Fjord
Closertag
(2005)
(2010)
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left research
work for digital & service design
agencies
theTeamLBi Fjord
Closertag
(2005)
(2010)
blinkbox(2012)
in-house
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What I loved
• Variety
• Fast pace
• Stimulation
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But…
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… I saw very little UCD along the way
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early prototyping
holistic perspective
active user
participationcontinuous iteration
early focus on
users
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The client/agency engagement model is broken
• No much chance of understanding user needs
• Limited iteration
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Client
Agency
Brief
Ideation Design concepts
Design execution
Development
Launch
Evaluation
back to Start
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Client
Agency
This is your engagement span
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Client
Agency
Brief
Ideation Design concepts
Design execution
Development
Launch
Evaluation
back to Start
Research
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Client
Agency
Brief
Ideation Design concepts
Design execution
Development
Launch
Evaluation
back to Start
Research
Prototype
Test
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Client
Agency
Brief
Ideation Design concepts
Design execution
Development
Launch
Evaluation
back to Start
Research
Prototype
Test
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Client
Agency
Brief Launch
Evaluation
back to Start
Research
?
Ideation Design concepts
Design execution
Development
Prototype
Test
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… not great if you are doing UX agency-side
• Superficial learning
• Project fatigue
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Other people said…
Lisa Reichelt
Client/Agency Engagement is F*cked, Waterfall UX Design is a Symptom
Lisa Reichelt
Client/Agency Engagement is F*cked, Waterfall UX Design is a Symptom
Ross-Popow WalkerUX Design at Digital Agencies is F*cked
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Client
Agency
Brief
Ideation Design concepts
Design execution
Development
Launch
Evaluation
back to Start
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in-house
Brief
Ideation Design concepts
Design execution
Development
Launch
Evaluation
back to Start
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in-house
Brief
Ideation Design concepts
Design execution
Development
Launch
Evaluation
back to Start
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Doing UCD in-house
• Longer engagement span
• Deeper understanding of the user & activities
• More iterations
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Build
MeasureLearn
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in-house
Brief
Ideation Design concepts
Design execution
Development
Launch
Evaluation
back to Start
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in-house
Brief
Ideation Design concepts
Design execution
Development
Launch
Evaluation
back to Start
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Doing UCD in-house
• Longer engagement span
• Deeper understanding of the user & activities
• More iterations
• Less documentation, more collaboration
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UX
What is our relationship with PM?
PM
overlap
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Separation of Marketing and Product disciplines
Marketing Product
Comms CRM
Social Media
UX VD PM
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Separation of Marketing and Product disciplines
Customers
Marketing ProductComms
CRM Social Media
UX VD PM
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Personal challenges in doing in-house UX
• Monotony
• Can generate tunnel-vision
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agency vs. in-house
Pros Cons
agency• Variety
• Fast-pace
• Stimulation
• No much chance of understanding user needs
• Limited iteration
• Superficial learning
• Project fatigue
in-house
• Deeper understanding of users & activities
• Longer engagement span
• More iterations
• Less documentation
• Deeper collaboration
• Monotony
• Can generate tunnel vision
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Unique opportunity
• Create a User Experience culture
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design techniques
research methods
UCDADOPTION?
management communication
UX KPIs
senior support
inside-in inside-out
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I’m still a big UCD fanits principles
go to the roots of what I believe
is right
serve the user
bridge the gap
between people and technology
help people achieving things
unimaginable 10-15 years ago
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3 guiding principles
• Leave your ego at the door
• Build your empathy
• Weave a UX culture into the organisation
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Thank you
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