Post on 18-Feb-2017
DESIGNING A PRODUCT YOUR USERS WILL LOVEMikus Opelts, Liga Letina
WHO WE ARE
MIKUS OPELTS Founder of Giraffe360
LIGA LETINA UX Lead, Service & UX Designer
WHAT YOU WILL GET
We will walk you through 3 main steps in product design:
➤ User identification & market research - who we are designing for - user identification, persona creation and defining the end user pains, needs and desires.
➤ Prototyping - how to transfer the initial insights into the product design,create the solutions and core product features
➤ Product design concept validation and user testing
ONCE THERE WAS AN APP FOR TRACKING YOUR EXPENSES…
https://itunes.apple.com/us/app/next-for-iphone-track-your/id596366290?mt=8
… OBVIOUSLY DESIGNED BY A MALE DESIGNER…
“I can’t design without research
-Personal design approach
THE PROCESS
PRODUCT DESIGN APPROACH
➤ Design thinking
➤ Google design sprints
➤ JTGD - Jobs to get done
➤ Lean UX
➤ Minimal Viable Product
➤ …..
DESIGN THINKING
D.STANFORD 5 STEP MODEL
GOOGLE DESIGN SPRINTS
https://developers.google.com/design-sprint/product/
DOUBLE DIAMOND
http://uxrave.com/post/8951834762/designing-for-ux-poster-by-mike-finch
JOBS TO GET DONE
USER IDENTIFICATION
YOU ARE NOT A USER!
YOU
YOUR COLLEAGUE
GIRLFRIEND
MOM & DAD
RANDOM PERSON IN CAFE
BASED ON DATA
http://www.spikelab.org/img/blog/persona-dev-template-paper-1cbfe9c8.png
SEVERAL PERSONA TYPES
➤ Primary persona (1)
➤ Several secondary personas
➤ Buyer persona - !
➤ Supporting personas
EXERCISE 1 - CREATE A PERSONA -20 MIN
Imagine you are designing a product to address the parking problem
➤ Identify the user types - brainstorm 5 min
➤ Decide on a user type you are going to focus
➤ Draw a persona for selected user type - 15 min
✓ Demographics - age, occupation, family
✓ Typical behaviour context story
✓ User goals / needs
NAME AGE
OCCUPATION
NATIONALITY
MARITAL STATUS
QUOTE
KEY ATTRIBUTES
PROJECT DATE
YOUR RESULTS?NAME AGE
OCCUPATION
NATIONALITY
MARITAL STATUS
QUOTE
KEY ATTRIBUTES
PROJECT DATE
NEXT THING IN RESEARCH PHASE
➤ Market research
➤ User research
➤ Stakeholder interviews
➤ Define interaction scenarios
PRODUCT PROTOTYPING
PEOPLE
PROBLEM SOLUTIONha
ve use
address
“People don’t really by the products. They hire you to get the job done.
-JTGD
“With… [your product/service] ………..[your persona] can …. [accomplish a task/ solve a problem]
-product value proposition /use case
http://businessmodelalchemist.com/blog/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html
http://businessmodelalchemist.com/blog/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html
EXERCISE 1 - 10 MIN
➤ Define your product value proposition
With… [your product/service] ………..[your persona] can …. [accomplish a task/ solve a problem]
EXERCISE 2 - PROTOTYPING - 10 MIN
➤ Sketch out your ideas
➤ If you do mobile app - you might use POP app
YOUR RESULTS?
NEXT THING IN PROTOTYPING PHASE
➤ Feature definition
➤ User flows
➤ HTML prototypes
➤ Design
➤ Develop your MVP
USER TESTING Product concept validation
two hoursevery six weeks
Everyone on the team should observe user research, regularly and often.
It’s the best way to make sure a service meets user needs.
Go
vern
me
nt
Dig
ita
l S
erv
ice
userresearch.blog.gov.uk
http://govdesign.tumblr.com/post/142784324568/download-the-poster-two-hours-every-six-weeks
“Have a research question & goal
“Ask the WHY questions without leading the user
HOW MANY USERS SHOULD I TEST?
0 < 1 < 5 < 10 <15
“The ultimate user experience is improved much more by 3 studies with 5 users each than by a single monster study with 15 users
-Jakob Nielsenhttps://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
ITERATEMix Qualitative & Quantitative research
“Research is a team sport
-Quoting someone in UX field
EXERCISE - USER TESTING - 20 MIN
➤ Pick one of your team as Lead Researcher
➤ Identify 1-2 test scenarios - tasks for user test
➤ Researcher goes to the next table to run user testing session & validate concept(going to the street works too)
➤ Update your prototype based on your findings
WRAP UP
What you did today:
➤ User identification & market research - who we are designing for - user identification, persona creation and defining the end user pains, needs and desires.
➤ Prototyping - how to transfer the initial insights into the product design,create the solutions and core product features
➤ Product design concept validation and user testing
THANK YOU!
MIKUS OPELTS Founder of Giraffe360 mikus@giraffe360.com
LIGA LETINA UX Lead, Service & UX Designer liga.letina@gmail.com
IDEO d.Stanford Google design sprint
USABILITY TEST PLAN DASHBOARD
PROCEDURE
TEST TASKS
What are the test tasks?
What are the main steps in the test procedure?
PRODUCT UNDER TEST
What’s being tested? What are the business and experience goals of the product?
RESPONSIBILITIES
Who is involved in the test and what are their responsibilities?
TEST OBJECTIVES
What are the goals of the usability test? What specific questions will be answered? What hypotheses will be tested?
PARTICIPANTS
How many participants will be recruited? What are their key characteristics?
EQUIPMENT
What equipment is required? How will you record the data?
LOCATION & DATES
Where and when will the test take place? When and how will the results be shared?
The Usability Test Plan Dashboard is licensed under the Creative Commons Attribution-Share Alike 3.0 Un-ported License. Attribution: www.userfocus.co.uk/dashboard
AUTHOR CONTACT DETAILS FINAL DATE FOR COMMENTS
BUSINESS CASE
Why are we doing this test? What are the benefits? What are the risks of not testing?
EXERCISE - EMPATHY MAP - 10 MIN
IDEO MODEL