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A summary of the key themes that I uncovered at the UX London conference 2013.
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UX London 2013Simon Pan · April 2013
Conference Overview
• 3 days covering Product Design, Behaviour Design and Design Strategy
• Inspiring talks and intensive workshops
• Awesome atmosphere
Key Themes
We don’t know what will work
• Observe people & learn from emergent behaviour
• It won’t be perfect first go. Test and iterate.
• Learn from failure AND success
Technology is moving FAST
• Computing power doubles every 18 months
• Robots are replacing human labour
• Our lives are littered with crap that doesn’t work
• Change favours the creative
There is no perfect process
• ...only process for the circumstance
• Good work doesn’t come from the “5 D’s”
• It’s important to be honest with ourselves and our clients
• Change favours the creative
Design beyond the interface
• We need to work differently if we want to deliver meaningful experience that deal real value
• The challenge is designing organisations, not UI
Presentation Highlights
Tom Hulme IDEO
Design Disrupted
Key Outtakes
• How can we learn from Urban Design?
• No matter how we design cities, people take their own paths - “Desire Paths”
As Designers...
• We have the vision
• BUT The truth is in how
!
• Our responsibility is ALSO to react
How do we do it?
• Human needs rarely change
• We need to find ways to meet them more meaningfully and delightfully
1. Launch to learn
• Need vision. Need purpose.
• Pick something to launch, we’ll learn far more
• Don’t be precious
• Small 2 pizza teams - line of sight with customer
• Build and learn as you go
2. Don’t fight desire
• Look for desire paths and remove friction
• Accept that we will be wrong
• Whatever users are doing is the truth
• Plenty of good tools to find desire paths
3. Neither open nor closed
• Think of products as a jar
• API’s are your best friend
• Think about ways to open things up. Good for business, good for community.
4. You’re not alone
• Consider the bigger journey
• Work harder to design for how people leave
Jeff Gothelf Neo
Better product definition with Lean UX
Key Outtakes
• Startups fail because they don’t test their hypotheses
• Defining the right product reduces time spent building the wrong product
• You have to fail to learn
Product����������� ������������������ Manager
Rethinking Requirements
• Requirements are actually assumptions we are making about:
• the audience and their needs
• our product and design
We need to shift our thinking
• Requirements =
• We know =
• Let’s build it =
• Build this feature =
On Lean UX
Bring the true nature (experience) of a product to light as quickly as possible, in a collaborative, cross-functional way with less emphasis on deliverables and a greater focus on a shared vision and understanding of the experience being designed.
“
On Design Thinking
• Empathy
• Creativity
• Rationality
Design Thinking + Lean UX
• Prioritise
Product Definition
• Who is our customer?
• What pain-points do they experience?
• What is our differentiation?
• What’s our business model?
• What business problem are we trying to solve?
Requirements as Hypotheses
• We believe that [building this feature] for [these people] will achieve [this outcome] is our customer?
• We know we are successful when we see [this quantifiable signal from the market]
Measure progress by outcome
• Companies currently measure output e.g ‘Did you build this sign-up page?’
• Need to refocus teams on outcomes
• ...outcomes they can actually affect e.g not NPS
Measure progress by outcome
• McDonalds analogy:
• Fries = output
• Fat kid = outcome
• Obese population = impact
Make decisions with data
• Quantitative + Qualitative (objective observation)
• If it’s a bad idea, kill it before it kills you!
• If it’s a step in the right direction - change tactics
• If you’re getting there - double down and scale
Lean UX isn’t just for Designers
• Small, cross-functional “2 pizza teams”
• Bring perspective from all disciplines
• Everyone should understand the “why”
• Learn more, faster by sharing in discovery and creation
Ben Terrett Gov.UK
Building a consistent UX across gov digital services
GOV.UK Vision 2013
Single place for all government services and information online.“
Challenges
• 2000+ websites to consolidate
• Single government domain
• Public sector - large number of stakeholder
• Complex approval process
How they got there
• Creating an environment that keeps learnings within team
• Prioritising ‘good idea’ to ‘actually live’
• Advocating and changing the culture
typical����������� ������������������ approach����������� ������������������ to����������� ������������������ public����������� ������������������ sector
massive����������� ������������������ achievement!
Guiding Principles
• Gov should only do what gov does:
• Design in the environment that it’s going to be used
• Designing information not pushing around pixels - Technology changes, content is forever
Key Learnings
• Gov.uk isn’t a story about Interface Design, it’s a story about organisational design
• To enable design like this, we need to change how we work and how we think
• Need a working culture that values its people, embraces experimentation
What we can learn from the GOV.UK case study
Designing a better team
• Centralised, multi-disciplinary, close proximity
• Better spaces, intimate, focussed, wall space!
• Clearly defined roles within teams
• Specialisms are great, but using ‘UX Designer’ labels - everyone else is off the hook
Designing a better team
• The UX isn’t just the interface, it’s how fast the servers are, the structure of the URL, how the copy is written
• Products are a team sport
Designing better leadership
• Need vocal and consistent support from the highest parts of the organisation
• Continually evangelise for the team higher up and be the battering rams driving change
http://www.flickr.com/photos/benterrett/8576183560/
Designing better learning• Spend time creating artefacts.
• Maintain a shared vision about the way we should approach challenges and define solutions
• Be open to improving methodologies through learning and workspace hacks
• Don’t be dogmatic
Designing a better process
• Focus on delivering small chunks of work
• Visible deadlines and visible progress
• Test driven development (browser and accessibility baked into each sprint) + real people
• Continually deliver...avoid the big reveal
Thanks