UXPADC UX 101 - UX Strategy

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<p> 1. UXPA-DC UX 101 #uxpadc 2. Agenda 08:30 -9:00: Breakfast/Coffee 09:00 - 09:15: Introduction to UX 09:15 - 10:15: UX Fundamentals 10:15 - 10:30: Morning Break 10:30 - 11:30: User Research 11:30 - 12:30: Lunch Break 3. Agenda 12:30 - 01:30: UX Strategy (From User Research to Strategy: Design Thinking and Design Studios) 01:30 - 02:45: Wireframing/Prototyping 02:45 - 03:00: Afternoon Break 03:00 - 04:00: Usability Testing 04:00 - 05:30: Meet Seasoned Professionals and get One-on-One advice/Networking/Happy Hour (Drinks and snacks included) 4. UX Strategy and the Design Studio: The User Experience Practitioners Secret Weapon John Whalen, PhD Principal, Strategy &amp; User Experience jw@brilliantexperience.com brilliantexperience.com @brlexp 5. Agenda Introductions Introduce Brilliant Experience &amp; Methodology UX Methodology - More than UX Detail the Design Studio and Its Origins Design Studio as Secret Weapon 6. Introducing Brilliant Experience 7. Research Stakeholder Interviews Field Research Competitor Reviews Expert Reviews Strategy and Ideation Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement UX and Design IA &amp; Flow Interaction Design Concept Realization Visual Design &amp; Branding 8. Innovation Challenge 9. Consumer! Lawyer! Banker! Neuroscien2st! VAD7Nurse! Drug7Researcher! Farmer! Federal7Administrator! Mom7/7Chaueur! UserResearch Examples 10. How do we cross the chasm? User Insights Great Experience, Successful Product Insert Magical Process Here 11. Not recommended 12. Hard to find 13. To help you understand what this is, lets play Name that Methodology 14. User Stories 1 Design &amp; Develop 2 Feedback 3 15. User Stories 1 Design &amp; Develop 2 Feedback 3 Agile 16. Build 1 Measure 2 Learn 3 17. Build 1 Measure 2 Learn 3 Lean Startup 18. Lean Startup 19. Copyright 2012-2013 Brilliant Experience 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 20. 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 21. Design Thinking 22. Brilliants Methodology Mix market research (probing individual psyches for needs/desires) user-centered design design thinking / innovation techniques lean startup / agile UX behavioral economics / persuasive design Plus some: management consulting 23. UX success lies beyond UX 24. Two Tracks Product Development Team Development 25. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment 26. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team 27. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team Design studio 28. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team Design studio Exploration of solution space Intensive training 29. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team Design studio Exploration of solution space Intensive training Partner designers / developers Support UX team 30. Examples 31. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment 32. Visit users where they work 33. Remote Sessions: Webex Audio/Video In-Person Sessions (test facility or user work site): Chicago Washington, DC New York Boston San Francisco Atlanta Houston Learn their processes 34. What do they say? do? think? Consumer! Lawyer! Banker! Neuroscien2st! VAD7Nurse! Drug7Researcher! Farmer! Federal7Administrator! Mom7/7Chaueur! 35. Meet Jane: Pattern Analyst 36. Meet Jane: Pattern Analyst Note: we are visiting her in her normal place of work. 37. Meet Janes work 38. Stakeholder Alignment 39. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team 40. Baseline Testing 41. No users clicked on any of these links No users clicked on the video This section was the most well studied. Given your goal of increasing registration, the priority should be register, not login. Not prominent enough. Few people saw this. Reduce total page content to increase conversion. Recommendation: Provide example of how it works in the video area with a screen capture of the video as the first slide. Reduce content. Expert Reviews 42. Homepage Strengths PayPal Business PayPal Business PayPal Business PayPal Business PayPal Business 1. Visuals used wisely to support brand, but also demonstrate benefits. 2. Carefully crafted visual flow directs attention sequentially on page. 3. Content limited to priority messages. 4. Navigation defines needs addressed and problems solved. 5. Offered clear CTA with limited initial commitment. Competitive Reviews 43. UX Lead Technical Lead User Researcher Usability Expert Front-End Developer Front-End Developer Interaction Designer Majority of large organizations use hybrid employee/consultant teams Provides specialized capabilities when needed Helps to kick start internal team growth Allows company to determine which roles should be in house UX Strategist consultant employee Evaluate The Team 44. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team Design studio 45. Design Studio: Origins and Evolution 46. Design Studio Origins Design school - Intensive group critique of work - Learn through criticism - Take chances and learn through experimentation - Everyone learns through design. 47. Design Studio Evolution Goals of Design Studio for UX - Rapidly align team on: - Internal business goals of project - Prioritized audiences - Audience goals and scenarios - Relationship between business and audience needs - Rapidly form ideas around - Possible solutions space - Early concepts 48. CEO: I know you had an agenda, but lets just sketch our ideas anyway... 49. Elevator Pitch 50. Business Needs 51. Personas 52. Scenarios 53. Customer Experience Journey 54. Early Ideation 55. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team Design studio Exploration of solution space Intensive training 56. Sketching &amp; Prototyping 57. Design Iterations 58. Iterative Testing PRESS GANEY Welcome Lidia | My Account | Customize Clinical Performer detail Volume By Service Line detail detail detail detail detail Southwest ORTHOPEDICS Pediatrics Emergency Surgery Cardiology Neurology Oncology Hospital Acquired Infection 9 16% Physical Restraint Accidental OverdosagesAdverse Blood Reactions 24% 1 2 4 50% 12% Complications 24% 2.7% Mortality Core MeasuresReadmissions 16% 24% 85% 24% 1.2% 24% detail detail RevenuePerformanceView:Date Range: 1m 3m 1yr YTD Custom Division/Service Linequick Links: Performance &gt; System Wide 59. Intensive Training 60. Summary 61. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team Design studio Exploration of solution space Intensive training Partner designers / developers Support UX team 62. Introducing a Design Studio 63. Copyright 2012-2013 Brilliant Experience Today, we will create the foundation for a winning web strategy and design direction through a strategy workshop &amp; design studio. 64. Copyright 2012-2013 Brilliant Experience Introduce the design studio process, our goals and activities. Prioritize business goals. Ensure we are aligned on IRS goals for the project and desired outcomes. Prioritize your audiences, define them create the scenarios in which they would use this product. Audience NeedsEnterprise NeedsIntroduction Flesh out best ideas. Get the team to agree on promising conceptual directions through presenting concepts to the team. Design Studio The Process 1 2 3 4 65. Copyright 2012-2013 Brilliant Experience Schedule - Day 1 Time Activity &amp; Description 12:30 1:00 Kickoff &amp; Introduction 1:00 - 2:00 Elevator Pitch 2:00 - 2:10 Brief Break 2:10 - 3:00 Prioritize Business Objectives 3:00 3:20 Prioritize Site Audiences 2:30 - 2:45 Brief Break 3:30 4:30 Create &amp; Present User Personas 4:30 - 5:00 Summary &amp; Wrap Up 66. Copyright 2012-2013 Brilliant Experience Schedule - Day 2 Time Activity &amp; Description 8:00 - 8:20 Day 2 Kickoff 8:20 - 8:30 Stakeholder Comments on Day 1 Findings 8:30 9:20 Create &amp; Present User Scenarios 9:20 - 9:30 Brief Break, Design Studio Setup 9:30 9:45 Feature Brainstorming Session 9:45- 10:00 Introduction to Conceptual Design &amp; Design Studio 10:00 11:15 Homepage Design Sprints 11:15 11:45 Group Presentations of Designs 11:45 12:00 Wrap up 67. Copyright 2012-2013 Brilliant Experience Goals Collaborate Generate ideas End up with several good ideas 68. Copyright 2012-2013 Brilliant Experience Guidelines for the next two days. 1. Minimal phones, tablets, or laptops - we need to focus on the project - We will give you breaks to get your fix 2. We must generate a lot of ideas quickly - We will have deadlines to get things done 3. We are not in the idea- or ego-squashing business - We succeed through a breadth of perspectives 69. Individual Activities 70. Copyright 2012-2013 Brilliant Experience Elevator Pitch The elevator pitch is a quick assessment of team alignment. The goal is to briefly describe your new product as if you were in an elevator pitching it to a key stakeholder. We want each individual to describe its audience, their need, the products category and biggest benefit, and how it uniquely serves your audience. 71. Copyright 2012-2013 Brilliant Experience Elevator Pitch For who have _______________ is a that Unlike ______________ (target customer), (customer need), (market category) (one key benefit). (less efficient option), (unique differentiator). 72. Copyright 2012-2013 Brilliant Experience Elevator Pitch - Discussion Benefits Time duration Getting clarity on direction 73. Copyright 2012-2013 Brilliant Experience Prioritize Enterprise Goals 74. Copyright 2012-2013 Brilliant Experience Enterprise Goals List out, group and prioritize all the goals you have as an enterprise. Goal: Ensure we are all aligned on goals and directions. Ensure we understand how to create success criteria. 75. Copyright 2012-2013 Brilliant Experience Enterprise Goals - Discussion Importance of voting and procedure there. What if senior stakeholder wants to pull rank? Demonstrates difference between business goal (I want more people to sign up) and a user goal (they dont necessarily want to sign up) 76. Copyright 2012-2013 Brilliant Experience Prioritizing Site Audiences 77. Copyright 2012-2013 Brilliant Experience Prioritizing Site Audiences 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 action Steps: 1. Brainstorm to create all the major audiences for the site. 2.Prioritize the audiences 12:30 - 1:15 78. Copyright 2012-2013 Brilliant Experience Create Personas 79. Copyright 2012-2013 Brilliant Experience Create Personas We want to be able to think like your target audience(s) and create personas that will help us relate to that person and anticipate their actions Team up for this task and provide: - Name - Picture - Description - Goals &amp; Needs - Technologies 80. Copyright 2012-2013 Brilliant Experience Personas - Discussion What do you like to include in personas? Are these the right level of fidelity for you? Have you ever made these with senior folks, developers, marketers and UXers in the same room? What happens if you do? 81. Copyright 2012-2013 Brilliant Experience User Scenarios 82. Copyright 2012-2013 Brilliant Experience User Scenarios Create the scenarios in which your persona would be using the tool - Describe the situation and goal of your persona - How would they use this tool? - What are they trying to accomplish? - What information are they seeking? 83. Copyright 2012-2013 Brilliant Experience User Scenarios - Discussion Benefits? How do you do this differently? What happens when the marketers make one of these (sometimes)? 84. Copyright 2012-2013 Brilliant Experience Concepts &amp; Ideation 85. Copyright 2012-2013 Brilliant Experience Concepts and Ideation Use the 8-square page. Sketch unique ways that the tool might work. Produce as many as possible. Be creative! Work independently. Be prepared to present your work to the group when you are done. 86. Copyright 2012-2013 Brilliant Experience Concepts and Ideation - Discussion What do senior executives say when we ask them to do this? What do we say in response? What are ways this would be hard for you to do at your organization? How is this culture aligned with your organization? Is there anything else you might do to introduce the concept. 87. Copyright 2012-2013 Brilliant Experience Detailed Design Use the 1-square sketching page Provide more detail about what is on the page and how it would work You can use sticky notes to annotate the features and functionality Work in teams At the end of the session you will present your work to the group 88. Copyright 2012-2013 Brilliant Experience Detailed Design - Discussion How many sprints are typically recommended here? How long should users take for designs? What happens when they work on teams? Is that an issue? What outcome are we looking for? (Finished designs?) 89. Copyright 2012-2013 Brilliant Experience Review our work Recognize priorities, top audience needs, promising design possibilities. 90. Copyright 2012-2013 Brilliant Experience Thank you. Congratulate the team! 91. Design Studio: Procedural Details 92. Duration of Meeting How long have yours been? - Mine: 1/2 day to 3 days - 1/2 day - well defined app - 2 days - typical for larger group that needs to achieve alignment - 2 days enough to allow for true design studio - detailed design and critique - Sometimes need longer when there is detailed information about the users available 93. Selecting Features Elevator Pitch Affinity Diagraming Business P...</p>