UX Strategy and Lean UX

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  • Copyright 2012-2013 Brilliant Experience

    UX Strategy & Lean UXJohn Whalen, VP, UXPA-DC

    #leanux #uxdc@johnwhalen

  • Copyright 2012-2013 Brilliant Experience

    Meet John

    John Whalen

    PhD Cognitive Science Johns Hopkins Univ

    Cognitive Neuroscience

    Vision Science Linguistics PhD:

    Math in Brain

    Professor in Psychology CEO, UX Lead Brillian Experience

    Post Doc at UCLA during Dot.Com boom

    Usability/ Accessibility

    Online Strategy

    User Experience

    Information Architecture

  • Copyright 2012-2013 Brilliant Experience

    Meet Brilliant Experience

    User Insights Strategy & Ideation User Experience

  • John tell me more about yourself, it is all so fascinating!

  • Copyright 2012-2013 Brilliant Experience

    Agenda Introduction

    Define a Strategy Session or Design Studio

    Try it here in our session

  • Copyright 2012-2013 Brilliant Experience

    Learn how to create a winning strategy and design concepts through strategy workshops and design studios. Find out how UX is at the heart of hot concepts such as LeanUX, Design Thinking and Agile Development.

  • Copyright 2012-2013 Brilliant Experience

    Or, how do we cross the chasm?

    User InsightsGreat Experience,

    Successful Product

    InsertMagicalProcess

    Here

  • Not recommended

  • Hard to find

  • Try this

  • Copyright 2012-2013 Brilliant Experience

    To help you understand what this is, lets play Name that Methodology

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    1 2 3 4

    Empathize with the audience you are designing for.

    Brainstorm possible designs

    Build a representation of one or more of your ideas

    PrototypeIdeateResearch

    Test your ideas for feedback

    Test

  • Copyright 2012-2013 Brilliant Experience

    Empathize with the audience you are designing for.

    Brainstorm possible designs

    Build a representation of one or more of your ideas

    PrototypeIdeateResearch

    Test your ideas for feedback

    Test

    Design

    Thinking

    1 2 3 4

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    Design Thinking

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    Build

    1

    Measure

    2

    Learn

    3

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    Build

    1

    Measure

    2

    Learn

    3

    Lean

    Startup

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    Lean Startup

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    User Stories

    1

    Design & Develop

    2

    Feedback

    3

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    User Stories

    1

    Design & Develop

    2

    Feedback

    3

    Agile

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    Agile

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    What about LeanUX?

  • LeanUX...

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    LeanUX...

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    Two key points

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    1. Must balance business & user needs

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    2. Iteration improves the product

  • Thats all swell John, but what about those strategy sessions and design concepts?

  • Copyright 2012-2013 Brilliant Experience

    Strategy Session Introduction

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    Prioritize business goals.

    Prioritize your audiences, define them and the scenarios in which they would use your product.

    Brainstorm ways to satisfy 1 & 2.

    IdeationAudience NeedsBusiness Needs

    Flesh out best ideas. Get stakeholders on board with conceptual model.

    Sketching

    Strategy Session Agenda

    1 2 3 4

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    Note to Participants No phones, tablets, or laptops - we need to focus on the project

    - We will give you breaks to get your fix

    We must generate a lot of ideas quickly

    - We will have deadlines to get things done

    We are not in the idea or ego squashing business

    - We succeed through a breadth of perspectives

  • CEO: I know you had an agenda, but lets just sketch our ideas

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    Warm Up The Elevator Pitch

    - Work independently

    - Try to complete all blanks

    - Ill ask you to call out some examples

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    UXPA DC

    For

    who

    UXPA DC is a

    that

    Unlike

    UXPA DC

    (target customer),

    (customer need),

    (market category)

    (one key benefit).

    (competition),

    (unique differentiator).

  • Copyright 2012-2013 Brilliant Experience

    UXPA DC

    For

    who

    UXPA DC is a

    that

    Unlike

    UXPA DC

    (target customer),

    (customer need),

    (market category)

    (one key benefit).

    (competition),

    (unique differentiator).

    People who work with ux

    pros

    People who

    want to use

    UX in their

    job

    Web pros in dc area

    Fed agencies in dc area

    User pros in e-media

    UX pros and students

    Networking and prof

    developmentResources:

    books,

    guidelines

    Access to best practices

    Support profession and build credibility

    Trade groupProf

    associationStrategic

    partnerCult

    (Beliebers)

    In DC Provides continuing ed

    (UX Beliebers, eh?!)

  • Copyright 2012-2013 Brilliant Experience

    Business Goals

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    Business Goals for UXPA DC Write down business goals independently

    Prioritize through collaborative discussion

    Examples:

    - Make us all rich! Ba bling ba bling!

    - Totally wow users!

    - Create (opportunity) that provides great value to members.

    - Drive (user behavior) by (strategic design goal).

    texttexttext

  • Copyright 2012-2013 Brilliant Experience

    Create Personas

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    Prioritize Scenarios

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    Create Personas We want to be able to think like your target audience(s)

    Create personas that will help us relate to that person and anticipate their actions

    Provide:

    - Demographics

    - Typical activities and interests (eating out, cat video obsession)

    - Defining characteristics (business person, military, college student)

    - Why s/he would want to be a part of UXPA DC

  • Copyright 2012-2013 Brilliant Experience

    Create Personas Present and prioritize

  • Name & Defining Characteristic

    Picture Description

    Age:

    Gender:

    Status:

    Occupation:

    Other

    Goals & Needs Other Motivators Technologies

    Persona

  • Just a quick sketch

  • No detailed persona exercise. This is LeanUX!

  • Copyright 2012-2013 Brilliant Experience

    Scenarios

  • Copyright 2012-2013 Brilliant Experience

    Scenarios List the scenarios in which your persona would participate in UXPA DC

    - List as many as possible and prioritize the top two

    Describe the situation and goal of your persona

    - How would they use UXPA DC resources?

    - What makes UXPA DC valuable?

  • Name & Defining Characteristic Scenario Name

    Scenario PictureSituation & Goal

    UXPA DC Activity

    Outcome

    Scenario

  • What motivates your persona?

  • Copyright 2012-2013 Brilliant Experience

    Ideation & Sketching

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    Quantity over visual quality. The more ideas the better.

    Sell your concept to the group.

    Using prioritized user scenarios and business needs.

    CritiquePresentIdeate

    Creatively based on feedback.

    Refine

    The Process

    1 2 3 4

  • Copyright 2012-2013 Brilliant Experience

    Sketching Use the 8-square sketching page

    Sketch unique ways that the website might work

    Produce as many as possible be creative!

    Work independently

  • Ideation

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    Sketching Present, critique, and prioritize

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    Refine Sketches

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    Refine Sketches Use the 1-square sketching page

    Provide more detail about what is on the page and how it would work

    Work in pairs

    Present to the group

  • Sketching

  • Agreed&upon&conceptual&direc0on&

    Include&wall&with&pictures&

    Liked&that&this&would&vary&between&users&stated&interests&and&related&things&(think&Pandora)&

    Like&the&faces.&&Need&to&include&way&to&acknowledge&new&members&

    Need&to&emphasize&who&has&viewed&your&profile,&or&liked&your&content&

  • Copyright 2012-2013 Brilliant Experience

    Refine Sketches Present, critique, and prioritize

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    Review Our Work & Shared Understanding

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    1. Must balance business & user needs

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    2. Iteration improves the product

  • Copyright 2012-2013 Brilliant Experience

    Summary

  • Copyright 2012-2013 Brilliant Experience

    Thank you. Congratulate the team!

  • 65Is he done?

  • John Whalen@johnwhalen

    User Research Strategy User Experience

    BrilliantExperience.com