Nasdaq Pro/Design Masterclass at the Entrepreneurial Center

PRO Design MasterclassPanel, Lecture & Workshop, Discussion

Chris Avore @erova | @NasdaqDesign

Anne Driscoll Uday Gajendar Indhira RojasPamela Castillo

@annedriscoll @udanium @redindhi@_pame_c

From Design Thinking to Design DoingLecture & Workshop

kicking off

Personas

Design Studio

Critique

During Investor Day, we also said that at NASDAQ our fundamental mission first and

foremost is to serve our customers. We accomplished this through intensive engagement and feedback with

these customers.

We also received much feedback from the early adopters, most of it

overwhelmingly positive, but this feedback loop is also helping us to develop and quickly

deploy innovative new features.

Bob Greifeld CEO, Nasdaq Inc.

NASDAQ INC Q1 2016 EARNINGS CONFERENCE CALL APRIL 27, 2016 8:00 AM ET

The first thing we have to do is listen to our customers, and in fact, great design …

starts with a really deep listening to the customer.

What are the biggest problems they have in doing their job today, or what do they wish they could do better, or where do they wish they

could take their relationships with their own clients?

We’ve found things that when we’ve shown it to the client, they said, oh, that’s exactly what I need, but I didn’t even know I needed it.

So that’s great design.

Adena Friedman COO & President, Nasdaq Inc.

OPENING REMARKS, PRODESIGN CONFERENCE JANUARY 30 2015

What do you want?

What else should the software do?

Would you use this feature a lot?

How much would you be willing to pay for all of this?

Customer

Product

Product

Design

Product

Designer

advisor

Dev

kicking off

Personas

Design Studio

Critique

Miranda the Master Photo Sharer

• 24 years old

• In a relationship

• Cares for an 8 year old black cat

• Drives to work but prefers to bike

I want photos to load in under 3 seconds using the Hoolie compression service when I share high contrast photos of my dinner

• Liked English and history classes

• Wishes software did what she wanted

• Wants more contrasting filters in her

favorite photosharing app

Why personas fail

• There is confusion about the differences between different types of personas (marketing vs. design personas)

• Poorly constructed personas undermine the credibility of all personas

• Poor communication about personas within an organization

• Lack of clarity around how personas should be used throughout design

http://www.uxbooth.com/articles/creating-personas/

Good personas:

• Reflect patterns observed in research

• Focus on the current state, not the future

• Are realistic, not idealized

• Describe a challenging (but not impossible) design target


Help you understand users

• Context

• Behaviors

• Attitudes


• Needs

• Challenges/pain points

• Goals, values, and motivations

Cool story. So how do i get me some of

those fancy personas?

so i just watch people work?

how many people do i need?

What if I don’t know how to make them

look fancy?

What do I say?

• Sequence Describe a typical workday. What do you do when you first sit down at your station? Then what do you do next?

• QuantityHow many files would you delete when that happens?

• RelationshipsHow do you work with new vendors?

• Organizational structureWho does that department report to?

Questions to gather context and collect details

http://www.portigal.com/seventeen-types-of-interviewing-questions/

What do you want?

What else should the software do?

Would you use this feature a lot?

How much would you be willing to pay for all of this?

Other actors or agents to listen to & create personas from

Gaps/blindspots in understanding

Biography & Picture Needs & Goals

DemographicsBehaviors



Biography & Picture Needs & Goals

DemographicsBehaviors



Biography & Picture Needs

GoalsBehaviors

Challenge

• Create a Proto-Persona for an entrepreneur trying to find more resources in the San Francisco Bay Area to scale her new business

Exercise 20 minutes: Create a Proto Persona

SHARE: 15 Minutes

kicking off

Personas

Design Studio

Critique

Design Studio Methodology

• Collaborative exercise to produce as many ideas as possible in a few minutes

• Quickly align team on business goals, audience, needs, concepts

• Safe environment for bad or unfeasible ideas (better now than later!)

• Lead to immediate decisions

Design Studio Methodology

• Fill 6 boxes with drawings in 6 minutes

• Illustrate a workflow or disparate pieces of a system

• Show enough detail to communicate the solution

Challenge

• Using the Proto-Persona your group created, sketch 6 possible solutions to the primary challenges facing your persona.

• Show your group your work and discuss your sketches

• What is strong about each sketch? What should be revised if you did another iteration?

• How does this address the goals, needs, and problems of the persona?

Exercise 6 minutes to sketch

2 minute of critique for each person

kicking off

Personas

Design Studio

Critique

#discussingdsgn

Conversations can hurt.

feedback

#discussingdsgn

“ Sweet fancy Moses! That looks like you vomited 1996 all over the internet!

“ You should have made all of those radio buttons a drop down [,because…]

Reaction

Direction

#discussingdsgn

criticalthinking

#discussingdsgn

critique

#discussingdsgn

“ If the objective is for users to seriously consider the impact to their bank balance before making a purchase, placing the balance at the bottom of the screen at the same size as all the other numbers isn’t effective because it get’s lost in all of the other the information.

Critique

“ Sweet fancy Moses! That looks like you vomited 1996 all over the internet!

“ You should have made all of those radio buttons a drop down because…

Reaction

Direction

#discussingdsgn

We need tools & a plan. #discussingdsgn

What was the creator trying to achieve?

How did they try to achieve it?

How effective were their choices?

Why is or isn’t what they did effective?#discussingdsgn









Why is or isn’t what they did effective?




#discussingdsgn

When giving critique...

Use a filter. Gather initial thoughts and reactions. Revisit them in the right context.

#discussingdsgn


Don’t assume. Find out the reason behind thinking, constraints, or other variables.

#discussingdsgn


Don’t invite yourself. Get in touch and ask to chat about the design.

#discussingdsgn


Lead with questions. Show an interest in their process and learn more about their objectives.

#discussingdsgn


Talk about strengths. Critique isn’t just about the things that aren’t working.

#discussingdsgn

When receiving critique...

Remember the purpose. Critique is about understanding and improvement, not judgement.

#discussingdsgn


Think before responding. Do you understand what the critics are saying?

#discussingdsgn


Participate. Analyze your proposed solution alongside everyone else.

#discussingdsgn


Set the foundation. Use prior agreements and objectives to get everyone on the same page.

#discussingdsgn

Rules of critique

#discussingdsgn

Avoid problem solving.

Rules of critique

#discussingdsgn


Everyone is equal.

Rules of critique

#discussingdsgn


Everyone is a critic.

Everyone is equal.

Rules of critique

#discussingdsgn


The designer is responsible for next steps.

Everyone is a critic.

Everyone is equal.

Rules of critique

#discussingdsgn

#discussingdsgnSetting the right foundation is crucial.

Set your foundation with...

Personas User archetypes that describe their average behaviors, goals, expectations, knowledge, etc.

#discussingdsgn


Goals Desired, measurable outcomes of the user interacting with the product or service. Can be user oriented, business oriented or both.

#discussingdsgn


Principles Statements, often worded as rules, that capture the desired qualities or characteristics of the final solution.

#discussingdsgn


Scenarios Short narratives that the describe the desired behaviors, thoughts, emotions, etc. of the user as they move through a use case.

#discussingdsgn

Synthesize Observations

Create or Refine

Observe & Evaluate

#discussingdsgn

Critique is about iteration and improvement. So long as you’re looking to improve on whatever it is you’re doing, you’ve got an opportunity for critique.

#discussingdsgn

Thank You Chris Avore

@erova | @NasdaqDesign