Make Your UX Ideas Stick

Download Make Your UX Ideas Stick

Post on 21-Apr-2017

10.936 views

Category:

Design

8 download

TRANSCRIPT

John DouglassSocial UX Research, GoogleMake Your Ideas StickUXPA DC - July 2014flickr: quinnanya JON SNOW www.pakistantoday.com.pkhttp://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/JOHN SNOW johnsnow.matrix.msu.eduHow did Cholera spread? He had an idea...How did Cholera spread? He had an idea...Johnson Camerafacehttps://www.flickr.com/photos/54459164@N00/https://www.flickr.com/photos/54459164@N00/The idea could be expressed many ways.The way he chose made it stick. The way he chose made it stick. UX Tools Help Us Convey Powerful IdeasUX Tools Help Us Convey Powerful IdeasLars Kristian Flemhttps://www.flickr.com/photos/larskflem/https://www.flickr.com/photos/larskflem/We make lives better by expressing great ideas, BIG or small. But our UX education doesnt fully prepare us to be great influencers.Nic Pricehttps://www.flickr.com/photos/beatnic/https://www.flickr.com/photos/beatnic/Hey,Guess What?Hey,Guess What?Doug88888https://www.flickr.com/photos/doug88888/https://www.flickr.com/photos/doug88888/YOUARECURSEDMikko Luntialahttps://www.flickr.com/photos/mikko_luntiala/https://www.flickr.com/photos/mikko_luntiala/CURSE OF KNOWLEDGECURSE OF KNOWLEDGEtimetrax23https://www.flickr.com/photos/timetrax/https://www.flickr.com/photos/timetrax/Cant Be an Expert and Novice Simultaneously Garry Wilmore https://www.flickr.com/photos/gwilmore/https://www.flickr.com/photos/gwilmore/CELL PHONE SALESPEOPLEQ: How long do you think it takes people to learn how to set up their phones? Experts said 13 minutes Users spent 33 minutes154% longer than predictedWe need special skills to get stakeholders to pay attention, remember, believe and care. We need special skills to get stakeholders to pay attention, remember, believe and care. Ideas arent born interesting, theyre made interesting.Put VELCRO on your ideas. Give each more hooks to get stuck on your audience.more hooks = more stickDoun Dounellhttps://www.flickr.com/photos/doun_dounell/https://www.flickr.com/photos/doun_dounell/213THREE TECHNIQUES TO MAKE YOUR IDEAS STICKMake It ConcreteTell StoriesKnow Your First Audience1Make it ConcreteWhen you sell UX, what do you talk about? What do clients or stakeholders hear? UX speak doesnt speak to stakeholders.Lessons are encoded with physical, material details.Lessons are encoded with physical, material details.Concrete ideas engage the senses.An important ecological area to the east of Silicon Valley. An important ecological area to the east of Silicon Valley. How do you make this more concrete? How do you make this more concrete? The Mount Hamilton WildernessThe Mount Hamilton Wildernessvia Made to StickGames engage but can get in the way. How do we maximize the best parts of games and minimize the annoying stuff? What did we call this concept? Social gaming aggregator? An entertainment stream?Game ClosetGame ClosetHad designs to help new Google+ sign-ups connect with their friends and interests: how did we frame our ideas? Better on-boarding? Increasing edge growth? Friend previewing? Warm WelcomeWarm WelcomeA new design direction for all of Google - consistent UI and design guidelines. How do we get developers engaged?Android & Chrome OS design guidelines?Google UX principles? Google design framework?Material DesignMaterial DesignStatistics, Analytics, Numbers? Use Human Scale. Statistics, Analytics, Numbers? Use Human Scale. themarkeworld.com http://www.themarkeworld.comhttp://www.themarkeworld.comFacts are stickier when theyre in HUMAN SCALE.Rob Pettengill | Mark Vegas https://www.flickr.com/photos/robpettengill/https://www.flickr.com/photos/vegas/https://www.flickr.com/photos/robpettengill/Avoid UX speak. Use metaphors of physical and material experiences.Use human scale to represent facts & figures. 1 Make It Concrete Recap2Tell StoriesEscape from Alcatraz TriathlonEscape from Alcatraz TriathlonThomas Caleshuhttps://www.flickr.com/photos/8095900@N07/https://www.flickr.com/photos/8095900@N07/Babson Collegehttps://www.flickr.com/photos/babson_college/https://www.flickr.com/photos/babson_college/MeBored roomBored roomThe facts describe the events We are swimming in data and events, not storiesFacts Tell, Stories SellStories change your audiences physical state. We simulate what we hear.Sorry I put this in your headSorry I put this in your headThomas Caleshuhttps://www.flickr.com/photos/8095900@N07/https://www.flickr.com/photos/8095900@N07/Stories are not just a narrative of events. They should have1. activities2. motivations3. charactersA story focused our design sprintMarkDeflate story criticism with statsMark5 million people with similar issuesBut how do you get find, collect and share stories? Ask users: tell me about last timebefore/afterwhy/why/whyAsk users: tell me about last timebefore/afterwhy/why/whyUse search logs, customer service records, survey data to find stories.Use search logs, customer service records, survey data to find stories.Jacopo Romei https://www.flickr.com/photos/jakuza/https://www.flickr.com/photos/jakuza/Pinterest recruits others to help generate their storiesPinterest recruits others to help generate their storiesIllustrate stories easily MakeBeliefsComix.comFacts tell, stories sell.Look for activities, motivations, characters.Find stories in existing data or when talking to users.2 Tell Stories Recap3Know Your First AudienceYouClientBossTech LeadUsersIn a perfect world: youre all on the same page.YouClientBossTech LeadUsersIn a real world: you have a first audience before the user.YouClientBossTech LeadUsersThese people are your users too.Conduct user research on your first audience. Put your client in an eye-tracker. Fernando Rodriguez, Jr.https://www.flickr.com/photos/mymalarkey/https://www.flickr.com/photos/mymalarkey/Ask yourself (and them)how do they get promoted?what keeps them up at night?what reduces their workload? who are their heroes? In high stakes pitches, people start with solving a problem. In high stakes pitches, people start with solving a problem. Steve Bowbrickhttps://www.flickr.com/photos/bowbrick/https://www.flickr.com/photos/bowbrick/Define the problem in a way your stakeholders care about. Making requests at Tesla goes better when focusing on the first audience. Making requests at Tesla goes better when focusing on the first audience. Patrick Herbert https://www.flickr.com/photos/patrick_h/https://www.flickr.com/photos/patrick_h/Strategic leaders - generate and maintain a common vision.Managers - keep entire team on track.Tech experts - implement the vision, make the detailed decisions.Whats your job? UX ResearcherI learn about users needs, goals and behaviors to build great products. UX Researcher to GrandmaYou may get frustrated with our products and stop using them. I find out whats going wrong and how to keep you happy. Define the problemYou may get frustrated with our products and stop using them. I find out whats going wrong and how to keep you happy. Give the resolutionUX Researcher to Tech LeadYou know the analytics but not if people enjoy using our product. I find out which experiences feel broken and how to fix them.Conduct user research on your stakeholders. Start with a problem they care about. Reveal the solution.3 Know Your First Audience Recap213THREE TECHNIQUES TO MAKE YOUR IDEAS STICKMake It ConcreteTell StoriesKnow Your First AudienceApply one technique for your project. 213Use metaphor + human scaleFind stories that sellResearch your stakeholders. Start with their problems.ConcreteStoriesFirst AudienceDO MORE WORK :) k thx byesupplements your processmedium.com/@willdjthrill/BREAKSYOURCURSEmakes UX more influential makes UX more influential helps your usershelps your usersJohn DouglassGoogle.com/+JohnDouglass@JDouglass (twitter)Q&A