How to win Stakeholders, Design needs Leadership

HOW TO WIN STAKEHOLDERS DESIGN NEEDS LEADERSHIP DWX 2017, NÜRNBERG

PETER ROZEK

SENIOR UX MANAGER

KPS digital GmbH, an KPS AG Company

KPS DIGITAL GMBHKPS AG

WEBINTERFACE

HOW TO COMMUNICATE WITH STAKEHOLDERS AND DELIVER THE BEST USER EXPERIENCE?

I HAVE HUNCHES

WE HAVE HUNCHES

WE HAVE A COOL APP TO OPEN YOUR DOOR

WHAT USER WANTWELCOME IN THE REAL WORLD

A LIGHT SWITCH IS SMARTER THAN AN APP CONTROL!

THE USER EATS YOUR PRODUCT FOR BREAKFAST.

@ Jesse James Garrett, ia/recon

„Of course, it's not enough merely to have hunches. They have to be good hunches. My

hunches have to be better than the hunches my clients have—that's why they hire me.“

THE CEO BUTTON

An unusual of otherwise unexpected request from an executive to add a feature that completely destroys the balance of a project and undermines the very purpose of a designer´s existence

HOMEPAGE SYNDROME

A condition whereby the home screen of an application or website become a catch-all for everything, creating a garage-sale of links, buttons, and banner ads that unravels the fabric of usability, causing designers to cry themselves to sleep.

@William Pollard, Physicist

„Learning and innovation go hand in hand. The arrogance of success

is to think that what you did yersterday will be sufficient for

tomorrow.“

WE HAVE AN ECOSYSTEM OF DEVICES

Bild: http://www.webdesignerdepot.com/2015/03/the-future-of-responsive-web-design/

Scource: IBM, Three New Ways to Understand and Improve Your Customers’ Experience, 2016 KPS digital GmbH, an KPS AG Company

90% CHANGE THE DEVICES IN A TASK

@Giles Colborne

„People use any platform to do anything.“

DIGITAL CHANGE THE WORLD FROM INTERACTION TO A PERSONAL ASSISTANT

FROM MOBILE-FIRST TO AI-FIRST

HOW DO IMPROVE OUR GUESSES?

DEVELOP A DEEP UNDERSTANDING OF YOUR END-USERS THROUGH ENGAGING THEM OBSERVING AND LISTENING TO THEM EXPLAIN THEIR POINT OF VIEW THEIR PROBLEMS AND THEIR NEEDS.

HOW CAN INCREASE PROTOTYPING USER EXPERIENCE AND MAKING DECISIONS?

A PROTOTYPE IS WORTH A THOUSAND MEETINGS

Visual Fidelity

Functional Fidelity

Sketches

Interactive Sketches

Wireframe Sketch

Design Comp

Interactive Wireframe Rich Interactive Wireframe

Proof of Concept Prototype

Production „Ready“ Mockup

Fast & cheap

Slow & expensive

Visual Design Prototype

Pen & Paper

Paper Prototyping

Pen & PaperBalsamiq

Axure Axure

Photoshop

Photoshop Style Tiles

HTML + CSS + jQuery

Sketches Visual Design Prototype

Proof of Concept Prototype

Interactive Wireframe

Rich Interactive Wireframe

Production „Ready“ Mockup

As research tool Content + Layout UI DesignLayout + Interaction Content + Layout + Interaction + UI

WireframeSketches HTML + CSS

HTML + CSS

ASK PEOPLE TO GIVE YOU FEEDBACK AND USE IT TO IMPROVE THE DESIGNS.

SKETCHING AS RESEARCH TOOLCOMMUNICATING A FIRST IDEA

WIREFRAME WALKTHROUGHCONTENT AND STRUCTURE

Collaborative design critique Build team consensus Understand trade-offs

Post sketches on the wall Tell a story “What happens when…” Annotate and add stickies

WHAT HOWWireframe Walkthrough

PROTOTYPE

MAKE YOUR IDEAS TANGIBLE WITH A SERIES OF FAST, INEXPENSIVE PROTOTYPES

CREATE A SERIOS OF FAST PROTOTYPES TO TEST YOUR DESIGN DIRECTION WITH END USERS

LOW-PROTOTYPE: A PLAN FOR HOW IT WORKS, NOT HOW IT LOOKS

HIGH FIDELITY PROTOTYPE

Design components Working software

GOALS OF PROTOTYPING

INTERACT WITH THE UI IN A WAY SIMILAR TO THE FINAL PRODUCT

THINK ABOUT INTERACTION AND ANIMATION

PERFORMING USABILITY TESTS WITH GROUPS

PREDICT AND SOLVE USABILITY PROBLEMS BEFORE FURTHER DEVELOPMENT

@Sebastian Thrun, Director of the Artificial Intelligence Laboratory at Stanford University

„Few ideas work on the first try. Iteration is key to innovation“

IN A METHOD AGNOSTIC WAY

DESIGN THINKING IS A APPROACH TO PROBLEM FINDING THAT ASSUMES PEOPLE OFTEN WORK ON THE WRONG PROBLEMS AND CAN LEVERAGE AND IMPROVE OUTCOMES BY REFRAMING THEM.

HUMAN CENTRIC DESIGN

THE PROCESS INVOLVES COMMUNICATING VISUALLY WHERE POSSIBLE. HER ARE SOME TOOLS THAT YOU CAN USES TO COMMUNICATE THE MEANING OF COMPLEX DATA.

MEASURING THE USABILITY

HOW TO COMBINE USER EXPERIENCE AND STRATEGIC (BUSINESS) DECISIONS?

@Pamela Pavliscak

„Now that you have an overview of what people are doing on the site, it

is time to focus on the data that is relevant to the questions you have.“

MAKING DECISIONS ON A MEASURABLE WAY:

Target Group Intentions Behavior

Preferences Acceptance

Search Volume Searches Analytics A / B tests User Testing

DATA-INFORMED CUSTOMER JOURNEY

QUANTITATIVE APPROACH HAS A HIGH RELEVANCE FOR BUSINESS SUCCESS! SYSTEMATIC AND DATA-DRIVEN PROCEDURE FOR EVALUATING UX MEASURES.

STRATEGIC UX

ARTICULATING DESIGN DECISIONS, COMMUNICATE WITH STAKEHOLDER, DELIVER THE BEST USER EXPERIENCE, AND KEEP YOUR SANITY

COMMUNICATE THE PRIORITY

DESIGN THE PRIORITY

LEADERSHIP MISSION

A VIBRANT ENGAGED LEADERSHIP CULTURE IS ORGANIC AND EVOLVING

IT IS FUELLED AND INSPIRED BY LEADERSHIP THAT IS ACTIVELY INVOLVED AND INFORMED ABOUT THE REALITIES OF THE BUSINESS.

GREAT COMMUNICATORS AND MOTIVATORS

IMAGINATION IS MORE IMPORTANT THAN KNOWLEDGE

COMMUNICATION IS MORE IMPORTANT THAN TECHNOLOGY

THANKS FOR YOUR TIME!

PETER.ROZEK@KPS.DEQUESTION?

FOR ELLENKPS digital GmbH, an KPS AG Company

MY NEXT WEBINAR @ DEVELOPER MEDIAhttp://developer-media.de/webinare/

USABILITY VS. CROWD TESTING 12.07.2017

PREDICTIVE UX 16.08.2017

How to win Stakeholders, Design needs Leadership

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