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Focussing on teamwork, deliverables and processes, I walked the audience through a selection of projects from my 20 years of experience with designing interactive systems, sharing the lessons that I learned the hard way, and showing how some things in design agencies have changed while others have stayed exactly the same. I hope that some of the lessons resonate with the audience, and that the models I include (like the T-model, or overviews of where UX can live in organizations) helps them reflect on their practice and consider improvements to the way they design.
Citation preview
What I learned fromoh, I don’t know, around
200 projects
Peter Boersma (@pboersma)Interaction Design Director at Blast Radius
Amsterdam UX MeetupJuly 2, 2014
20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
around 200 projects
1995 - 2000 - General Design 70 102000 - 2002 - Satama Interactive 20 102002 - 2005 - EzGov 15 52005 - 2006 - User Intelligence 10 202006 - 2010 - Info.nl 20 52010 - 2012 - Adaptive Path 5 2.52012 - 2012 - freelance 5 102012 - present - Blast Radius 55 40
Total 200 10
#proj /year
scope, teams, skills, org charts, deliverables
the scope of our projectshas expanded from one-way
webdesign to service design for networked brands
640px
480px
20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
!SOCIAL CONTENT
MOBILE CONTENT
STORES CRM
PR
CSR
ALWAYS-ON CONNECTED PLATFORMS
Starbucks.com
our teams have haddifferent types of people
in them
my roles at interactive agencies
1995 - 2000 - UI Designer2000 - 2002 - Consultant User-Understanding2002 - 2005 - Senior Information Architect2005 - 2006 - UX Consultant & Partner2006 - 2010 - Senior Interaction Designer2010 - 2012 - Experience Designer2012 - 2012 - Freelance (Process) Designer2012 - present - Interaction Design Director
we had different skills, starting at Computer Science, HCI and Design
leading to User Experience
HCICS Des
HCICS DesIxDIAMarCom
InfoDes Copy Usab
User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
shallowknowledge
User Experience
deepknowledge
businessknowledge
User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
since 1995, we have been lookingfor the right place of UX
in the organization
what we call our work,our deliverables,changed too...
“Here is how we work:Step 1: we send you a contractStep 2: we design your site and you approve the designStep 3: we build your site, and you approve the designStep 4: we send you an invoice”
Design
ResearchEvaluation
Prototype
Test
SketchDetailed Design
Concept
Personas
Interviews
Business
Design
ResearchEvaluation
StrategyManage
Pitch
Scenarios
Position
Roadmap
Service Design
Prototype
RequirementsReviewTest
Scope
Optimize
Estimate
Beta
SketchDetailed Design
Concept
Personas
Competition
Process
Roles
Steps
Interviews
20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
GOODBAD
per company
User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
Business
Design
ResearchEvaluation
StrategyManage
Pitch
Scenarios
Position
Roadmap
Service Design
Prototype
RequirementsReviewTest
Scope
Optimize
Estimate
Beta
SketchDetailed Design
Concept
Personas
Competition
Process
Roles
Steps
Interviews
20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
1995-2000 - General DesignCompany profile:- Dutch startup that grew from 3-30 people- made interactive sites for small & large brands
My responsibilities:- in the beginning: everything- from interface design- via software programming- to sales and project management
User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
• A conference is more than the proceedings
• Also: it’s not that hard to get on stage!
Business
Design
ResearchEvaluation
StrategyManage
Prototype
RequirementsReview
Estimate
SketchDetailed Design
Competition
ProcessScope
BrBreakingead
share late-night pizza with developershave lunch with clients
go for drinks with colleagues
35
35
General Design
GOODBAD
* gave me broad experience
* mix of academic research and practical focus
* time to discover what I like (not project management)
* being project manager & UI designer on 10 projects
* leading to a short, 4-week burnout
20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
2000-2002 - SatamaCompany profile:- Finnish web-and-mobile agency going global- General Design turned into Amsterdam office
My responsibilities:- Consultant User-Understanding- concept design, IA, IxD, usability tests- for the first time: process designer
User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
Business
Design
ResearchEvaluation
StrategyManagePosition
Requirements
Scope
Estimate
Detailed Design
Concept
Competition
Process
Roles
Steps
Interviews
Satama Interactive
GOODBAD
* mobile experience: designed WAP sites, and created a mobile portal evaluation tool.
* process focus: I managed a 2-year program to document the Satama Unified Process.
* I wasn’t considered a good fit for consultant team
* leading to a long, 8-month burnout
20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
2002-2005 - EzGovCompany profile:- software & consultancy for online transactions- between governments and citizens/businesses
My responsibilities:- Information Architect- Also: Usability Engineer- And: Process Designer
User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
3 Phases
5 Disciplines System AnalysisInformation Architecture & Interaction DesignUsability & Accessibility TestingContent DesignVisual Design & Information Design
Elaboration ConstructionInception
EzGov Standards for UXEzGov Standards for UX
Business
Design
ResearchEvaluation
StrategyManage
Service Design
Prototype
RequirementsReviewTest
Scope
Estimate
Detailed Design
Personas
Process
Roles
Steps
Interviews
EzGov
GOODBAD
* good cooperation with Development and PM
* spent time defining design process (StUX)
* developed in-house screenflow tool (J-flow)
* styleguides made visual design work boring
* org. overhead made our work expensive
20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
2005-2006 - User IntelligenceCompany profile:- small usability company that expanded into design- founder was looking for a business partner
My responsibilities:- User Experience Consultant and Manager Design
User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
Business
Design
ResearchEvaluation
StrategyManage
RequirementsReviewTest
Scope
Optimize
Estimate
Detailed Design
Concept
Personas
Competition
ProcessInterviews
Pitch
User Intelligence
* we defined the basis for good team & good company
* got to think about corporate strategies
* unprepared for partner talks with founder
* our communication styles made cooperation hard
* had to leave, shortly after bringing in friends
20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
2006-2010 - Info.nlCompany profile:- very Dutch agency ("normal is crazy enough")- founded in1994 and still going strong
My responsibilities:- senior interaction designer- Also: restructured department & renamed job titles- Also: attempted to document design process
info.nl !FULL!SERVICE!INTERNET!AGENCY!!
User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
Life
Play
Learn
Buy
Business
Design
ResearchEvaluation
StrategyManage
Pitch
Scenarios
Position
Roadmap
RequirementsTest
Scope
Estimate
Detailed Design
Concept
Personas
Competition
Process
Info.nl
GOODBAD
* cooperation with developers
* sales reached out to sell UX
* management lacked vision about process
* sales defined projects: teams designed to budget
20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
2010-2012 - Adaptive PathCompany profile:- famous San Francisco agency came to Amsterdam- defined User Experience as we know it- Adaptive Path is run by designers
My responsibilities:- Experience Designer- design, lead projects, sell projects- teach workshops, host UX Week
User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
the elements ofuser experienceHenning FischerDirector, Adaptive Path Amsterdamhenning@adaptivepath.com@henningfischer
Peter BoersmaDesigner, Adaptive Path Amsterdampeter.boersma@adaptivepath.com@pboersma
RGB
108, 190, 7773, 155, 69
First deliverable: NarrativeAs a result of initial conversations with the client, our designer-led sales team would create a Narrative.
A Narrative consists of:
- key business needs
- project summary and team overview
- phase-by-phase description of activities and outcomes
- examples of expected deliverables
- timeline and budget
But what happened to it?Designers’ narratives were translated by Salesinto a Statement of Work with a lot of legalese.
We had to go back to the original narrativeto kick off projects with the team.
Business
Design
ResearchEvaluation
StrategyManage
Scenarios
Position
Roadmap
Service Design
RequirementsReviewTest
Scope
Estimate
Sketch
Concept
Personas
Competition
ProcessInterviews
Adaptive Path
GOODBAD
* designers lead projects from sales to delivery
* many internal discussions about the field
* time to teach back to community
* 14 hour workdays due to time zones
* European sales handed over to America
20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
2012-2012 - FreelanceCompany profile:- me :-)- interaction designer & design process consultant
My responsibilities:- set up the business, pay tax, do sales & PM- define processes and design concepts for clients
User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
MOBILEAPP
MUSIC PLAYER IN BAR
out of scope
MUSICMATCH
Business
Design
ResearchEvaluation
StrategyManageRoadmap
Prototype
Requirements
Scope
Estimate
Sketch
Concept
Process
Business
Design
ResearchEvaluation
StrategyManage
Review
Process
Roles
Steps
Freelance
GOODBAD
* freedom in deciding when to work
* freedom in deciding how much to work
* freedom in deciding for whom to work
* office/tax/legal stuff is hard!
* no team = no feedback
* no idea if I was at good at freelancing
20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
2012-present - Blast RadiusCompany profile:- “agency for the connected world” (= Marketing)- owned by global digital agency network Wunderman
My responsibilities:- Interaction Design Director in Amsterdam office- design concepts and prototypes (with freelancers)- manage a Business Analyst- support offices in Hamburg, London and Paris
User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
Small ± 9 x 6 cm!Galaxy S2/S3/S4, iPhone, HTC One !
!
Medium ± 11 x 16 cm!Nexus 7, iPad mini, Kindle 7!
!
Large ± 21 x 14 cm!
Nexus 10, iPad (1, 2, Air), Tab 10.1, Kindle 8.9!
Small
Medium
Large
small portrait
small landscape
medium landscape & large portrait
small medium large
medium portrait
large landscape
desktop (large & non–touch)
640 px? 1024 px? %#@&*iPad Mini!
Business
Design
ResearchEvaluation
StrategyManage
Pitch
Scenarios
Position
Roadmap
Service Design
Prototype
RequirementsReviewTest
Scope
Optimize
Estimate
SketchDetailed Design
Concept
Personas
Competition
ProcessInterviews
Blast Radius
* international work environment
* working for small number of big accounts
* allows for tracking of success of designs
* project were never ran by UX (often by Developers or Art Directors)
* limited input in early stages of projects
20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
Best team?
Jesse James GarrePeter MerholzJeff VeenJanice FraserDan SafferLane BeckerIndi Young
Best place for UX?
Best deliverable?
Business
Design
ResearchEvaluation
StrategyManage
Pitch
Scenarios
Position
Roadmap
Service Design
Prototype
RequirementsReviewTest
Scope
Optimize
Estimate
Beta
SketchDetailed Design
Concept
Personas
Competition
Process
Roles
Steps
Interviews
NarrativeAs a result of initial conversations with the client, our designer-led sales team would create a Narrative.
A Narrative consists of:
- key business needs
- project summary and team overview
- phase-by-phase description of activities and outcomes
- examples of expected deliverables
- timeline and budget
MOBILEAPP
MUSIC PLAYER IN BAR
out of scope
MUSICMATCH
Best process?
SUP wasn’t used, and SUP-Light was created to fix that
Best process?
your process
userreseach
concept design
detaileddesign
prototype & evaluate
Persona
SITEMAP
wireframesrequire-
ments
usability testScreen
FLOW
proto-type
designprinciples
Best client
the elements ofuser experienceHenning FischerDirector, Adaptive Path Amsterdamhenning@adaptivepath.com@henningfischer
Peter BoersmaDesigner, Adaptive Path Amsterdampeter.boersma@adaptivepath.com@pboersma
RGB
108, 190, 7773, 155, 69
Government of Jamaica
Best business lesson?
Office Managers manage the company
office managers run the agency
don’t postpone talking about money
don’t be afraid to talk about money
it takes A LOT of work to get work done
20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
Thank you!
What I learned fromoh, I don’t know, around
200 projects
Peter Boersma (@pboersma)Interaction Design Director at Blast Radius
Amsterdam UX MeetupJuly 2, 2014
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