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Getting and keeping your team aligned while designing a product or service is an ongoing effort. By visualizing our context and purpose we can ensure that everyone involved knows what they’re working towards and why. In this workshop we went through the early phases of a typical design project to set that context and chart a path towards designing solutions. We started by making the context of our project visual by finding imagery that communicates the essence of our mission. This material would go on the wall of our “war room” and be the first thing everyone sees when they enter the project space. The next important aspect to understand is the customer. We used a fun, low-fi method to express the characters involved in our story, giving us a starting place to validate the assumptions we are making about them. Finally, we visualized the journey our customers take and identified their potential pain points, our solutions, and the assumptions we need to test along the way. All of these exercises focused on the visual artifacts and how, when accessible to everyone, they create a shared sense of purpose, encourage participation, and foster group ownership of the solution.
Citation preview
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LeanUX NYC 2014
Show Me What You’re ThinkingVisualizing process to foster feeling
April 11, 2014
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Hi. I’m Ray
Ray DeLaPenaDirector of Strategy, Catalyst Group
catalystnyc.com
Introduction
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Who are you?
Introduction
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About this workshop
Introduction
• Preface
• Setting the Stage
• Collage Exercise
• Understanding the Players
• Character Exercise
• Telling the Story
• Storymapping Exercise
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Let’s start a project!
Preface
We’re going to identify a product opportunity in a known market space.
We’ll fous on how “interim artifacts,” visible together, tell a story the team can connect with and evolve.
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Attending a Conference
Our Problem
Travel & Logistics• Where am I going and when?
Social & Networking• Where’s the party? Who should/did I meet?
Content• What did I learn?
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Setting the Stage
Setting the Stage
• Work in a space with feeling
• Sets the tone for the project
• Not just pictures, but words too
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Collage
Setting the Stage
Definition: A technique of an art production, primarily used in the visual arts, where the artwork is made from an assemblage of different forms, thus creating a new whole.
• Helps overcome hinderances
• Fear of drawing
• Lack of inspiration
• Not just pictures... Words help too
Image courtesy of Susannah Conway www.susannahconway.com.
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Concept Mapping
Setting the Stage
Definition: A diagram that depicts suggested relationships between concepts. It is a graphical tool that designers, engineers, technical writers, and others use to organize and structure knowledge.
• Similar to mind maps or topic maps
• Adding collage will infuse it with depth and emotion.
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Cut! Paste! Draw! Write!(30 minutes)
Collage Exercise
• What speaks to you about the problem space?
• Help your team relate to the attendee
• What do you want the experience to look and feel like?
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The Players
The Players
Personas, proto-personas, characters…
• What are they?
• Why do we create them?
• How do we use them?
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Characters
The Players
How are they different from “traditional” personas?*
• Create them vs. describe them
• Deeper emotional connection
* Keep in mind, you’d revise and evolve these as you engage with real customers.
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Our method
The Players
1. Fill in their attributes
2. Draw them. Represent important characteristics.
3. Speak for them
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Who are we desinging for?(10 minutes)
Character Exercise
Fill in the attributes of your characterWhat’s their role?
How far did they travel?
Who paid?
How connected are they?
Why are they here?
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Give them a face(10 minutes)
Character Exercise
Draw your characterDon’t worry if it’s ugly
Put them in context
Have fun with it!
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Tell us what bothers you(15 minutes)
Character Exercise
WW_S (What Would your character Say?)
Take 5 minutes each to role play your character
What are they nervous about?
What are they annoyed about?
Use their voice
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Telling the Story
Telling the Story
Track our characters through all the steps/stages of our story
Call out moments of:
• opportunity
• pain
• emotion
• conversion
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The Narrative Arc
Telling the Story
Beginning > middle > end1. Exposition
2. Inciting Incident
3. Rising Action
4. Crisis
5. Climax
6. Denouement, or Falling Action
7. Resolution
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Finding our moments
Characters
Identify key moments of opportunity for your product along the arc
Think about hypotheses that could validate the value of your product
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LeanUX NYC II -- Journey to Jersey(15 minutes)
Exercise
Plot your story• Awareness (Exposition)
• Investigation (Inciting Incident)
• Decision/Justification (Rising Action)
• Registration & Payment (Crisis)
• Conference Begins! (Climax)
• Talks & Workshops (Denouement or Falling Action)
• Post-conference Reflection and Sharing (Resolution)
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LeanUX NYC II -- Journey to Jersey(30 minutes)
Exercise
Insert your moments*• Confusion
• Need for information
• Opportunity to delight
* These are the assumptions you’d validate or the hypotheses you’d test
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Let’s share.
Characters
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The End.Thank you!
Ray DeLaPenaDirector of Strategy, Catalyst Group
catalystnyc.com
Thank You
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