UXD / DNA - DesignMap, Inc

UXD / DNA#LEANUXSF #DMPLAYBOOK

Making UXD, part of your company’s DNA.

(HOPEFULLY, I’M AT THE RIGHT MEETUP)

UXD / DNA August 8, 2013

Talk Q&AApply

30m 30m30m

DNA (noun)

The fundamental and distinctive characteristics or qualities of someone or something,

NEW OXFORD AMERICAN DICTIONARY

esp. when regarded as unchangeable: diversity is part of the company’s DNA

...men just don’t get shopping— it’s not in our DNA.

Buy $1.99$

Buy $0.99$50% OFFTODAY ONLY!

Not a primer on UXD.

Not about Design Process.

The Playbook (in progress...)

A method to reduce churn, reveal opportunity, and plan resources.

As a designer...

we’ve pointed a way to integrate design into your organization.

(PREACHING TO THE CHOIR)

Founder / product / developer...

we’ve pointed a way to integrate design into your organization.

(YEP, IT’S THE SAME LESSON!)

The Venn Diagram

Business

Technology

“the Product”

The cycle of frustration

A story about iteration.

(...or is it?)

So basically, it’s like Flickr for Pilots

we need a Flat UI like this one on dribbble.com

we’re going mobile first

Where’s the CSS? The team in Russia needs it.

it’s like Instagram for Policemen who take Selfies

There has to be a better way...

“The User Experience” versus “User Experience Design”

(I’M ABOUT TO BRING IT OLD-SCHOOL)

Strategy is where it all begins: What do we want to get out of the site? What do our users want?

Scope transforms strategy into requirements: What features will the site need to include?

Structure gives shape to scope: How will the pieces of the site fit together and behave?

Skeleton makes structure concrete: What components will enable people to use the site?

Surface brings everything together visually: What will the finished product look like?

“UX Design”

SurfaceSkeletonStructureScopeStrategy

Jeff Patton “User Experience Distilled” 2008

SurfaceSkeletonStructureScopeStrategy

“UX Design”

TasksGoals

Requirements

Features

Business model

Product

Screen layoutRequirements

User flowFeatures

User researchBusiness model

Product UX Design

Screen layoutRequirements Frontend framework

User flowFeatures Application logic

User researchBusiness model Technical architecture

Product UX Design Development

PrototypesWireframesVisualsGuidelines

User StoriesAcceptance Criteria

Use CasesTest PlansCSS / JS FrameworkWidget Library

User & Task FlowsNavigationInteraction

EpicsFeature Prioritization

Application LogicSprints

ResearchPersonas & ScenariosMental & Task Models

Business ModelRelease ScheduleRevenue Model

Platform ArchitectureScalability / Performance

Back to ending the cycle of frustration...

Short!

1. Think!2. Make!3. Check!1

Jeff Patton Change the World

Janice Fraser Learning Loops

Screen layout

User flow

User research

UX Design

User stories Frontend framework

Features Application logic

Business model Technical architecture

Product Development

Incorporating UX Design

A discipline, not just a position.

“User Experience Design”

“Product Management”

“Software Development”

“the Company”

If you need a primer, and only have 30 minutes, read this:

A guide for non-designers by Wells Riley.

startupsthisishowdesignworks.com

78 CEOs, marketers, engineers, and designers...

78% said their product was well designed.

81% said designers belong on the founding team.

Hire.Contract.Studio.Agency.

Hiring design staff:

Know what you’re looking for.Get a design advisor.Use multiple recruiters.

Advertising for the Unicorn will prevent you from getting the smart candidates, and attract the wrong ones.

Hard Skills / Soft Skills

Braden Kowitzdesignstaff.org/

Jared Spooluie.com/articles/assessing_ux_teams/

“Hard skills” are UXD-specific competencies such as tools, methods, deliverables, and processes.

“Soft skills” are skills that might apply to any role or job. They include planning, working with others, empathy, principles, and being effective and efficient.

Alex Cornelltheworstportfolioever.com

Best worst portfolio ever.

Look for their personal story of design, approach to problem solving.

Bonus points for details. Minus for jargon. Pictures, not words.

Hiring design staff:

Craft your UXD story.Act fast: Review and Interview.Commit: Product & Engineering

if you have to choose between...

TALENTFITEmphasize overall personality fit.

EXPERIENCEFLEXIBILITYAbility to adjust on-the-fly.

VISIONARYHUMILITY

Is this too obvious?

if you really can’t decide...

What you’re assessing:• how they solve problems.

• how they ask questions.

• how they make progress with limited information.

• their ability to create intuitive interfaces.

Design Contractors:

Tactical and narrow focus.Low investment.Non-contiguous activities.

ContractorVisuals

UX Consultants:

“One-person Band.”Thin slice approach.Committed, but only for so long.

UX Consultant

Design Studio:

5–50 design staff.Integrates into your team.Outcome, not deliverable driven.

Product Development

UX Design

Studio

“Studio Effect”100’s of tools & activities

Agency:

Multi-discipline staff.Absolute industry expertise.Lots of money, little time.

Agency:

“All-in strategy” They lead, you follow.Replacement for UX, Biz, or Dev.

Agency

IDEO has deep expertise in healthcare, 7 years from start to hospital open, with disciplines across interior design, architecture, branding, contextual research, and more.

Finally, thePlaybook!

:-/:-/Phase 0 Phase 1 Phase 2 Phase 3

Early stage PivotEnhancementNext generation

Q&A Roundtable

Try Your Own Playbook!

UXD / DNA - DesignMap, Inc

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