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Making UXD part of your company's DNA
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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
UXD / DNA August 8, 2013
DNA
esp. when regarded as unchangeable: diversity is part of the company’s DNA
NEW OXFORD AMERICAN DICTIONARY
UXD / DNA August 8, 2013
DNA
...men just don’t get shopping— it’s not in our DNA.
NEW OXFORD AMERICAN DICTIONARY
UXD / DNA August 8, 2013
Buy $1.99$
Buy $0.99$50% OFFTODAY ONLY!
Not a primer on UXD.
Not about Design Process.
UXD / DNA August 8, 2013
The Playbook (in progress...)
A method to reduce churn, reveal opportunity, and plan resources.
UXD / DNA August 8, 2013
As a designer...
we’ve pointed a way to integrate design into your organization.
(PREACHING TO THE CHOIR)
UXD / DNA August 8, 2013
Founder / product / developer...
we’ve pointed a way to integrate design into your organization.
(YEP, IT’S THE SAME LESSON!)
UXD / DNA August 8, 2013
The Venn Diagram
User
Business
Technology
“the Product”
UXD / DNA August 8, 2013
The cycle of frustration
A story about iteration.
(...or is it?)
UXD / DNA August 8, 2013
So basically, it’s like Flickr for Pilots
we need a Flat UI like this one on dribbble.com
So basically, it’s like Flickr for Pilots
So basically, it’s like Flickr for Pilots
we need a Flat UI like this one on dribbble.com
we’re going mobile first
So basically, it’s like Flickr for Pilots
we need a Flat UI like this one on dribbble.com
Where’s the CSS? The team in Russia needs it.
we’re going mobile first
we need a Flat UI like this one on dribbble.com
Where’s the CSS? The team in Russia needs it.
we’re going mobile first
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)
UXD / DNA August 8, 2013
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”
Tools
TasksGoals
Tools
Tasks
Goals
Requirements
Features
Business model
Tools
Tasks
Goals
Product
Screen layoutRequirements
User flowFeatures
User researchBusiness model
Tools
Tasks
Goals
Product UX Design
Screen layoutRequirements Frontend framework
User flowFeatures Application logic
User researchBusiness model Technical architecture
Tools
Tasks
Goals
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
Tools
Tasks
Goals
Product UX Design Development
Tools
Tasks
Goals
Back to ending the cycle of frustration...
UXD / DNA August 8, 2013
Short!
1. Think!2. Make!3. Check!1
2
3
UXD / DNA August 8, 2013
Jeff Patton Change the World
Janice Fraser Learning Loops
Goals
UXD / DNA August 8, 2013
Tasks
Goals
UXD / DNA August 8, 2013
Tools
Tasks
Goals
UXD / DNA August 8, 2013
Tools
Tasks
Goals
Product UX Design Development
Tools
Tasks
Goals
Product UX Design Development
Screen layout
User flow
User research
UX Design
User stories Frontend framework
Features Application logic
Business model Technical architecture
Tools
Tasks
Goals
Product Development
Incorporating UX Design
A discipline, not just a position.
“User Experience Design”
“Product Management”
“Software Development”
“the Company”
UXD / DNA August 8, 2013
If you need a primer, and only have 30 minutes, read this:
A guide for non-designers by Wells Riley.
startupsthisishowdesignworks.com
UXD / DNA August 8, 2013
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
UXD / DNA August 8, 2013
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.
Hire.Contract.Studio.Agency.
Design Contractors:
Tactical and narrow focus.Low investment.Non-contiguous activities.
UXD / DNA August 8, 2013
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
Tools
Tasks
Goals
Product UX Design Development
ContractorVisuals
UX Consultants:
“One-person Band.”Thin slice approach.Committed, but only for so long.
UXD / DNA August 8, 2013
User StoriesAcceptance Criteria
Use CasesTest PlansCSS / JS FrameworkWidget Library
EpicsFeature Prioritization
Application LogicSprints
ResearchPersonas & ScenariosMental & Task Models
Business ModelRelease ScheduleRevenue Model
Platform ArchitectureScalability / Performance
Tools
Tasks
Goals
Product UX Design Development
UX Consultant
PrototypesWireframesVisualsGuidelines
User & Task FlowsNavigationInteraction
Hire.Contract.Studio.Agency.
Design Studio:
5–50 design staff.Integrates into your team.Outcome, not deliverable driven.
UXD / DNA August 8, 2013
User StoriesAcceptance Criteria
Use CasesTest PlansCSS / JS FrameworkWidget Library
EpicsFeature Prioritization
Application LogicSprints
Business ModelRelease ScheduleRevenue Model
Platform ArchitectureScalability / Performance
Tools
Tasks
Goals
Product Development
PrototypesWireframesVisualsGuidelines
User & Task FlowsNavigationInteraction
ResearchPersonas & ScenariosMental & Task Models
UX Design
Studio
“Studio Effect”100’s of tools & activities
Hire.Contract.Studio.Agency.
Agency:
Multi-discipline staff.Absolute industry expertise.Lots of money, little time.
UXD / DNA August 8, 2013
Agency:
“All-in strategy” They lead, you follow.Replacement for UX, Biz, or Dev.
UXD / DNA August 8, 2013
EpicsFeature Prioritization
Business ModelRelease ScheduleRevenue Model
Tools
Tasks
Goals
PrototypesWireframesVisualsGuidelines
User StoriesAcceptance Criteria
Use CasesTest PlansCSS / JS FrameworkWidget Library
User & Task FlowsNavigationInteraction
Application LogicSprints
ResearchPersonas & ScenariosMental & Task Models
Platform ArchitectureScalability / Performance
Product UX Design Development
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
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
Tools
Tasks
Goals
Product UX Design Development
Early stage PivotEnhancementNext generation
Tools
Tasks
Goals
Product UX Design Development
Tools
Tasks
Goals
Product UX Design Development
Tools
Tasks
Goals
Product UX Design Development
!
Tools
Tasks
Goals
Product UX Design Development
!
:-/
Tools
Tasks
Goals
Product UX Design Development
Tools
Tasks
Goals
Product UX Design Development
Tools
Tasks
Goals
Product UX Design Development
Tools
Tasks
Goals
Product UX Design Development
Tools
Tasks
Goals
Product UX Design Development
Tools
Tasks
Goals
Product UX Design Development
!
Tools
Tasks
Goals
Product UX Design Development
:-)
Q&A Roundtable
Try Your Own Playbook!
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
Tools
Tasks
Goals
Product UX Design Development