Make Your UX Ideas Stick

Download Make Your UX Ideas Stick

Post on 21-Apr-2017

10.936 views

Category:

Design

8 download

Embed Size (px)

TRANSCRIPT

<ul><li><p>John DouglassSocial UX Research, Google</p><p>Make Your Ideas StickUXPA DC - July 2014</p></li><li><p>flickr: quinnanya </p></li><li><p> JON SNOW </p><p>www.pakistantoday.com.pk</p><p>http://www.pakistantoday.com.pk/2014/02/08/entertainment/john-snow-to-pay-the-price-for-not-knowing-anything/http://www.pakistantoday.com.pk/2014/02/08/entertainment/john-snow-to-pay-the-price-for-not-knowing-anything/</p></li><li><p>JOHN SNOW </p><p>johnsnow.matrix.msu.edu</p></li><li><p>How did Cholera spread? He had an idea...How did Cholera spread? He had an idea...</p><p>Johnson Cameraface</p><p>https://www.flickr.com/photos/54459164@N00/https://www.flickr.com/photos/54459164@N00/</p></li><li><p>The idea could be expressed many ways.</p></li><li><p>The way he chose made it stick. The way he chose made it stick. </p></li><li><p>UX Tools Help Us Convey Powerful IdeasUX Tools Help Us Convey Powerful Ideas</p><p>Lars Kristian Flem</p><p>https://www.flickr.com/photos/larskflem/https://www.flickr.com/photos/larskflem/</p></li><li><p>We make lives better by expressing great ideas, BIG or small. </p></li><li><p>But our UX education doesnt fully prepare us to be great influencers.</p><p>Nic Price</p><p>https://www.flickr.com/photos/beatnic/https://www.flickr.com/photos/beatnic/</p></li><li><p>Hey,Guess What?</p><p>Hey,Guess What?</p><p>Doug88888</p><p>https://www.flickr.com/photos/doug88888/https://www.flickr.com/photos/doug88888/</p></li><li><p>YOUARE</p><p>CURSEDMikko Luntiala</p><p>https://www.flickr.com/photos/mikko_luntiala/https://www.flickr.com/photos/mikko_luntiala/</p></li><li><p>CURSE OF KNOWLEDGE</p><p>CURSE OF KNOWLEDGE</p><p>timetrax23</p><p>https://www.flickr.com/photos/timetrax/https://www.flickr.com/photos/timetrax/</p></li><li><p>Cant Be an Expert and Novice Simultaneously </p><p>Garry Wilmore </p><p>https://www.flickr.com/photos/gwilmore/https://www.flickr.com/photos/gwilmore/</p></li><li><p>CELL PHONE SALESPEOPLE</p><p>Q: How long do you think it takes people to learn how to set up their phones? </p></li><li><p>Experts said 13 minutes </p><p>Users spent 33 minutes</p><p>154% longer than predicted</p></li><li><p>We need special skills to get stakeholders to pay attention, remember, believe and care. </p><p>We need special skills to get stakeholders to pay attention, remember, believe and care. </p></li><li><p>Ideas arent born interesting, theyre made interesting.</p></li><li><p>Put VELCRO on your ideas. Give each more hooks to get stuck on your audience.</p><p>more hooks = more stickDoun Dounell</p><p>https://www.flickr.com/photos/doun_dounell/https://www.flickr.com/photos/doun_dounell/</p></li><li><p>2</p><p>1</p><p>3</p><p>THREE TECHNIQUES TO MAKE YOUR IDEAS STICK</p><p>Make It Concrete</p><p>Tell Stories</p><p>Know Your First Audience</p></li><li><p>1Make it Concrete</p></li><li><p>When you sell UX, what do you talk about? </p></li><li><p>What do clients or stakeholders hear? </p></li><li><p>UX speak doesnt speak to stakeholders.</p></li><li><p>Lessons are encoded with physical, material details.Lessons are encoded with physical, material details.</p></li><li><p>Concrete ideas engage the senses.</p></li><li><p>An important ecological area to the east of Silicon Valley. An important ecological area to the east of Silicon Valley. </p><p>How do you make this more concrete? How do you make this more concrete? </p></li><li><p>The Mount Hamilton Wilderness</p><p>The Mount Hamilton Wilderness</p><p>via Made to Stick</p></li><li><p>Games engage but can get in the way. </p></li><li><p>How do we maximize the best parts of games and minimize the annoying stuff? What did we call this concept? </p><p>Social gaming aggregator? An entertainment stream?</p></li><li><p>Game ClosetGame Closet</p></li><li><p>Had designs to help new Google+ sign-ups connect with their friends and interests: how did we frame our ideas? </p><p>Better on-boarding? Increasing edge growth? Friend previewing? </p></li><li><p>Warm WelcomeWarm Welcome</p></li><li><p>A new design direction for all of Google - consistent UI and design guidelines. How do we get developers engaged?</p><p>Android &amp; Chrome OS design guidelines?Google UX principles? Google design framework?</p></li><li><p>Material Design</p><p>Material Design</p></li><li><p>Statistics, Analytics, Numbers? </p><p>Use Human Scale. Statistics, Analytics, Numbers? </p><p>Use Human Scale. themarkeworld.com </p><p>http://www.themarkeworld.comhttp://www.themarkeworld.com</p></li><li><p>Facts are stickier when theyre in HUMAN SCALE.</p><p>Rob Pettengill | Mark Vegas </p><p>https://www.flickr.com/photos/robpettengill/https://www.flickr.com/photos/vegas/https://www.flickr.com/photos/robpettengill/</p></li><li><p>Avoid UX speak. Use metaphors of physical and material experiences.</p><p>Use human scale to represent facts &amp; figures. </p><p>1 Make It Concrete Recap</p></li><li><p>2Tell Stories</p></li><li><p>Escape from Alcatraz TriathlonEscape from Alcatraz Triathlon</p></li><li><p>Thomas Caleshu</p><p>https://www.flickr.com/photos/8095900@N07/https://www.flickr.com/photos/8095900@N07/</p></li><li><p>Babson College</p><p>https://www.flickr.com/photos/babson_college/https://www.flickr.com/photos/babson_college/</p></li><li><p>Me</p></li><li><p>Bored roomBored room</p></li><li><p>The facts describe the events </p></li><li><p>We are swimming in data and events, not stories</p></li><li><p>Facts Tell, Stories Sell</p></li><li><p>Stories change your audiences physical state. We simulate what we hear.</p></li><li><p>Sorry I put this in your headSorry I put this in your head</p><p>Thomas Caleshu</p><p>https://www.flickr.com/photos/8095900@N07/https://www.flickr.com/photos/8095900@N07/</p></li><li><p>Stories are not just a narrative of events. </p><p>They should have</p><p>1. activities2. motivations3. characters</p></li><li><p>A story focused our design sprint</p><p>Mark</p></li><li><p>Deflate story criticism with stats</p><p>Mark</p><p>5 million people with similar issues</p></li><li><p>But how do you get find, collect and share stories? </p></li><li><p>Ask users: </p><p>tell me about last timebefore/afterwhy/why/why</p><p>Ask users: </p><p>tell me about last timebefore/afterwhy/why/why</p></li><li><p>Use search logs, customer service records, survey data to find stories.</p><p>Use search logs, customer service records, survey data to find stories.</p><p>Jacopo Romei </p><p>https://www.flickr.com/photos/jakuza/https://www.flickr.com/photos/jakuza/</p></li><li><p>Pinterest recruits others to help generate their stories</p><p>Pinterest recruits others to help generate their stories</p></li><li><p>Illustrate stories easily MakeBeliefsComix.com</p></li><li><p>Facts tell, stories sell.</p><p>Look for activities, motivations, characters.</p><p>Find stories in existing data or when talking to users.</p><p>2 Tell Stories Recap</p></li><li><p>3Know Your First Audience</p></li><li><p>You</p><p>Client</p><p>Boss</p><p>Tech Lead</p><p>Users</p><p>In a perfect world: youre all on the same page.</p></li><li><p>You</p><p>Client</p><p>Boss</p><p>Tech Lead</p><p>Users</p><p>In a real world: you have a first audience before the user.</p></li><li><p>You</p><p>Client</p><p>Boss</p><p>Tech Lead</p><p>Users</p><p>These people are your users too.</p></li><li><p>Conduct user research on your first audience. </p></li><li><p>Put your client in an eye-tracker. </p><p>Fernando Rodriguez, Jr.</p><p>https://www.flickr.com/photos/mymalarkey/https://www.flickr.com/photos/mymalarkey/</p></li><li><p>Ask yourself (and them)</p><p>how do they get promoted?what keeps them up at night?what reduces their workload? who are their heroes? </p></li><li><p>In high stakes pitches, people start with solving a problem. </p><p>In high stakes pitches, people start with solving a problem. </p><p>Steve Bowbrick</p><p>https://www.flickr.com/photos/bowbrick/https://www.flickr.com/photos/bowbrick/</p></li><li><p>Define the problem in a way your stakeholders care about. </p></li><li><p>Making requests at Tesla goes better when focusing on the first audience. Making requests at Tesla goes better when focusing on the first audience. </p><p>Patrick Herbert </p><p>https://www.flickr.com/photos/patrick_h/https://www.flickr.com/photos/patrick_h/</p></li><li><p>Strategic leaders - generate and maintain a common vision.</p><p>Managers - keep entire team on track.</p><p>Tech experts - implement the vision, make the detailed decisions.</p></li><li><p>Whats your job? </p></li><li><p>UX Researcher</p><p>I learn about users needs, goals and behaviors to build great products. </p></li><li><p>UX Researcher to Grandma</p><p>You may get frustrated with our products and stop using them. I find out whats going wrong and how to keep you happy. </p></li><li><p>Define the problem</p><p>You may get frustrated with our products and stop using them. I find out whats going wrong and how to keep you happy. </p><p>Give the resolution</p></li><li><p>UX Researcher to Tech Lead</p><p>You know the analytics but not if people enjoy using our product. I find out which experiences feel broken and how to fix them.</p></li><li><p>Conduct user research on your stakeholders. </p><p>Start with a problem they care about. Reveal the solution.</p><p>3 Know Your First Audience Recap</p></li><li><p>2</p><p>1</p><p>3</p><p>THREE TECHNIQUES TO MAKE YOUR IDEAS STICK</p><p>Make It Concrete</p><p>Tell Stories</p><p>Know Your First Audience</p></li><li><p>Apply one technique for your project. </p><p>2</p><p>1</p><p>3</p><p>Use metaphor + human scale</p><p>Find stories that sell</p><p>Research your stakeholders. Start with their problems.</p><p>Concrete</p><p>Stories</p><p>First Audience</p></li><li><p>DO MORE WORK :) </p><p>k thx bye</p></li><li><p>supplements your process</p><p>medium.com/@willdjthrill/</p></li><li><p>BREAKSYOUR</p><p>CURSE</p></li><li><p>makes UX more influential makes UX more influential </p></li><li><p>helps your users</p><p>helps your users</p></li><li><p>John DouglassGoogle.com/+JohnDouglass@JDouglass (twitter)</p><p>Q&amp;A</p></li></ul>