crafting the discovery phase: starting design projects right

Crafting the Discovery PhaseFirst Steps in Effective IA Projects

IA Summit 2016Atlanta

Dan BrownEightShapes

Your group will need…

post-its (provided)

pen(not provided)

sustenance (optional)

How designers communicate complicated ideas…

… and make sure they don’t kill each other

#discovery @brownorama

1

Discovery Defined

Design Decisions

Navigation Structure

Product Objectives

Button Style

Menu Design

Scope Quantity

Design Decisions

Navigation Structure

Product Objectives

Button Style

Menu Design

Navigation Structure

Product Objectives

Button Style

Menu Design

Do I have enough information?

Symptoms

1. Lack of alignment

2. Lack of definition

3. Lack of participation

Discovery DefinedA set of activitiesthat yield shared knowledgeto structure and informdesign decisionsabout a particular product.

2

Activities & Outputs

What do you do here?

What do you deliver here?

Discovery Phase?

1. Group all the activities and outputs.

2. Label your categories.

3. Feel free to add more.

Discovery Activities & Outputs

The Noun Project • Shmidt Sergey

3

Framing & Setting

Dan’s Observation

SettingDirection+Framing

Problem

FramingProblem

Problem Solution

Inputs and Relationships

ProductDesign

Interpretation and Methods

Inputs and Relationships

ProductDesign

Desired Impact

Actual Impact

Interpretation and Methods

Inputs and Relationships

Product Design

Desired Impact

Actual Impact

Interpretation and Methods

Dan's Observation

SettingDirection+Framing

Problem

Dan's Observation

SettingDirection

Inputs and Relationships

ProductDesign

Desired Impact

Actual Impact

Interpretation and Methods

Inputs and Relationships

Desired Impact

Actual Impact

Interpretation and Methods

4

The Tension

Framing Problem Setting Direction

Now group your stickies…

Dan's Observation

SettingDirection+Framing

Problem

Framing the Problem

1. Problem Statements

2. Objectives

3. Contextual Statements

Problem statementsCaptures the aspect of the world we’re trying to change or improve.

Architectural interns have no consistent way of tracking their hours of experience.

Project objectivesDefines the project’s desired outcome.

Design a mobile app for interns to record their hours.

Contextual statementsDescribe the ecosystem in which the product will live.

- Interns are expert smartphone users - Hours must appear in .25 increments

- The product must be an iOS app

Setting the Direction

1. Principles or Implications

2. Concepts

3. Models

PrinciplesWhat the product should do.

What makes it unique.

What makes it better.

Eliminate unnecessary obstacles to publishing.

ImplicationsWhat findings imply.

Use fewer steps to publish draft content.

ConceptsWhat’s the big idea.

Twitter meets healthcare.

ModelsHow the product looks and behaves.

ModelsHow the product looks and behaves.

site mapflow chart

storyboardwireframesmock-ups

sample copy

5

The Matrix

Setting DirectionFraming Problem

Card sortUser interviews

Stakeholder interviews

Baseline testing

Technical analysis

Content audit

Brand analysisSurvey

Expert reviewComparative review

Requirements gathering

Data analysisStory writing

Persona writing

Task analysis

Journey mapping

Storyboarding

Mood boards

Sketching

Prototyping

Wireframing

Design studio

Site mapping

Concept modeling

Prioritizing

Planning

Batching

Brainstorming

Scheduling

Roadmapping

Framing Problem Setting DirectionDi

verg

ent

Conv

erge

nt

Framing Problem Setting DirectionDi

verg

ent

Conv

erge

nt

Gathering

Processing

Exploring

Focusing

Framing Problem Setting DirectionDi

verg

ent

Conv

erge

nt

Gathering

Processing

Exploring

Focusing

problem statements

project objectives

contextual statements

principles

concepts

models

Framing Problem Setting DirectionDi

verg

ent

Conv

erge

nt

Gathering

Processing

Exploring

Focusing

- interview stakeholders- conduct domain research- review existing documentation- conduct user research- evaluate competitors- evaluate current product- watch people use the product

Framing Problem Setting DirectionDi

verg

ent

Conv

erge

nt

Gathering

Processing

Exploring

Focusing

- find the patterns- capture hunches- group your observations- create a narrative- describe a scenario- visualize the problem

Framing Problem Setting DirectionDi

verg

ent

Conv

erge

nt

Gathering

Processing

Exploring

Focusing- use a common pattern- ignore constraints to provoke ideas- sketch together- get some feedback

Framing Problem Setting DirectionDi

verg

ent

Conv

erge

nt

Gathering

Processing

Exploring

Focusing

- revise and refine- prioritize insights and ideas- draft a project plan- consider implications

Framing Problem Setting DirectionDi

verg

ent

Conv

erge

ntGathering

Processing

Exploring

Focusing- revise and refine- prioritize insights and ideas- draft a project plan- consider implications

- use a common pattern- ignore constraints to provoke ideas- sketch together- get some feedback

- find the patterns- capture hunches- group your observations- create a narrative- describe a scenario- visualize the problem

- interview stakeholders- conduct domain research- review existing documentation- conduct user research- evaluate competitors- evaluate current product- watch people use the product

http://j.mp/discovery-matrix

Arrange your post-its in rough chronological order.

Imagine a time-frame.

Consider how you will balance gathering/processing and exploring/focusing.

Create a project plan

Short on user insights

User interviews

Analysis

F

E

P

G

Sketch Wireframe Plan

Produce ideas quickly

Test

Kick-off

Wireframe

Test

Wireframe

Test

Wireframe

F

E

P

G

Plan & Prioritize

Just give us “blue sky”

F

E

P

G

User Interviews

Sketching

Creating concepts only

F

E

P

G

User Interviews

Sketching

User Interviews

Sketching

Plan Plan

6

The Attitude

Navigation Structure

Product Objectives

Button Style

Menu Design

Do I have enough information?

Embracing the Attitude

PERCEIVE

Deficiency in knowledge

Embracing the Attitude

UNDERSTAND

Need to fill gaps

Embracing the Attitude

CHOOSE

Engage in activities to increase knowledge

Mindset Defined

PERCEIVE UNDERSTAND CHOOSE

ACT

MINDSET

Carol Dweck’sMindset

❦

❦

Fixed vs. Growth

Curious You are excited to learn new things.

❦

Skeptical You don’t accept all assertions at face value.

❦

Humble You embrace your naivety and ignorance.

Curious

PERCEIVE → UNDERSTAND → CHOOSE

There are gaps in my knowledge.

We can’t know everything, but I’m excited to learn as

much as I can.

I will take the time to learn about areas

in this project I don’t understand.

You are excited to learn new things.

Curiosity in Discovery

ASK QUESTIONS

Our first instinct is often to provide

answers and opinions.

Short circuit your natural inclination and

force yourself to ask questions.

❦

SkepticalYou don’t accept all assertions at face value.

PERCEIVE → UNDERSTAND → CHOOSE

Some of our work depends on making

assumptions.

We can’t validate all assumptions,

but we can look at those with greatest

impact.

I will uncover and question

assumptions.

Skepticism in Discovery

PLAY DEVIL’S ADVOCATE

It’s easy to buy into assumptions when

other people hold them sincerely and

tenaciously.

Gently pry open those assumptions by

representing a different perspective.

❦

HumbleYou embrace your naivety and ignorance.

PERCEIVE → UNDERSTAND → CHOOSE

Though I have some experience with

this domain, I don’t know everything

about it.

Even my experience doesn’t qualify me as an expert, nor

does it let me make presumptions about

the target users.

I will assume that most other people are experts about

this particular domain.

Humility in Discovery

SAY “I DON’T KNOW”

Part of being humble is being OK with

admitting weakness. Lack of knowledge is

often perceived as weakness.

Be honest with your colleagues and yourself

when you’re not clear on something.

❦

Wrap-Up

Discovery DefinedA set of activitiesthat yield shared knowledgeto structure and informdesign decisionsabout a particular product.

Problem & Direction

Inputs and Relationships

Desired Impact

Actual Impact

Interpretation and Methods

AssertionsStating the Problem Envisioning the Solution

• Problem Statements• Objectives• Contextual Statements

• Principles or Implications• Concepts• Models

The MatrixFraming Problem Setting Direction

Dive

rgen

tCo

nver

gent

Gathering

Processing

Exploring

Focusing

Discovery is Attitude

Curious You are excited to learn new things.

❦

Skeptical You don’t accept all assertions at face value.

❦

Humble You embrace your naivety and ignorance.

THANK YOU

Want to learn more about the book?

Dan Browndan@eightshapes.com

http://j.mp/designdiscoverybook