Cheat Your Way With UX

With thanks: http://www.flickr.com/photos/pb-n-james/5048927901/

Cheat your way...with UX?

Beyond Tellerrand, 2011. Düsseldorf

Stephanie Troeth

http://www.flickr.com/photos/pb-n-james/5048927901/

http://www.flickr.com/photos/pb-n-james/5048927901/

user experience strategist

user experience designer

Who?

jewellery artist

improvisation musicianEditor-in-Chief, Web Standards Sherpa

Stephanie

Who are you?

What is UX?

What makes a unique, great product?

What is UX?

user

technologybusiness

user

brandbusiness

Hat tip: David Rollert

user

brandbusiness


fun!adventurous!

exotic!

user

brandbusiness


fun!adventurous!

exotic!

useful

seriousreliable

user

brandbusinessunique


fun!adventurous!

exotic!

useful

seriousreliable

“9 Steps For Creative Problem Solving”

—Ronald Brown

http://mashable.com/2011/09/30/creative-problem-solving/



Identify

Gather

Examine

Incubate

RetrieveDifferentiate

Plan

Execute

Track



—Ronald Brown





—Ronald Brown

Identify

Gather

Examine

Incubate


Plan

Execute

Track

Finding





—Ronald Brown

Identify

Gather

Examine

Incubate


Plan

Execute

Track

Finding

Shaping





—Ronald Brown

Identify

Gather

Examine

Incubate


Plan

Execute

Track

Finding

Shaping

Deciding





—Ronald Brown

Identify

Gather

Examine

Incubate


Plan

Execute

Track

Finding

Shaping

Deciding

Implementing





—Ronald Brown

Identify

Gather

Examine

Incubate


Plan

Execute

Track

Finding

Shaping

Deciding

Implementing

Assessing





—Ronald Brown

Identify

Gather

Examine

Incubate


Plan

Execute

Track

Finding

Shaping

Deciding

Implementing

Assessing

Problem space






—Ronald Brown

Identify

Gather

Examine

Incubate


Plan

Execute

Track

Finding

Shaping

Deciding

Implementing

Assessing

Solution space

Problem space




The great mistake is leaping from facts to solutions, skipping over the play and exploration at the heart of finding new ideas.

— Scott Berkun, “The Myths of Innovation”

Identify Gather Examine Incubate Retrieve Differentiate

DecidingShapingFinding



ProblemNaming



ProblemNaming

ProblemFraming



ProblemNaming

User & MarketResearch

ProblemFraming



Create new ideas here!Sketch!

Prototype!

ProblemNaming


ProblemFraming

Identify Examine Incubate


Gather Retrieve Differentiate



Prototype!

ProblemNaming

ProblemFraming

Identify Examine IncubateGather Retrieve Differentiate



Prototype!

ProblemNaming

ProblemFraming

bridging research into ideas

framing research

A problem well-defined is a problem half-solved.

—John Dewey

Who invented the lightbulb?

business

userWhat problem are we solving?

What impact do we want to have?

How do we measure success?

brand

What are the business constraints, organisational visions & goals we need to take into account?

business

brand

What are the business constraints, organisational visions & goals we need to take into account?

business

Tool: Stakeholder interviews

Tool: The SWOT/SPOT

Tool: The SWOT/SPOT

StrengthsProblems

or

Weaknesses

ThreatsOpportunities

Inte

rnal

fact

ors

Exte

rnal

fact

ors

Tool: The SWOT/SPOT

StrengthsProblems

or

Weaknesses


Inte

rnal

fact

ors

Exte

rnal

fact

ors

convert

convert

Tool: The SWOT/SPOT

StrengthsProblems

or

Weaknesses


Inte

rnal

fact

ors

Exte

rnal

fact

ors

match

convert

convert

Tool: The SWOT/SPOT

StrengthsProblems

or

Weaknesses


Inte

rnal

fact

ors

Exte

rnal

fact

ors

match

convert

convert

potential objectives!

What are our core values?

Who do we want to be when we grow up?

brand

What are our core values?

Who do we want to be when we grow up?

Tool: Rational vs Emotional Grid

brand

Hat tip: David Rollert, whose original method I adapted

rationalemotional


rationalemotionalfun

psychic(knows exactly what I was looking for)

motivating

entertaining

magical

encouraging

surprising

allow me to influence — have an impact

inspire

effective

affective(people's choice)

facilitatediscussion to play missions

indication of progress


What are our competitors doing?

How are we different to them? brand

business

What are our competitors doing?

How are we different to them?

Tool: Competitive analysisbrand, business model, (design) strategy, user base, feature sets

brand

business

“Build it and they will come.” user

brand

“Build it and they will come.”

Who are they?

How do they find out about you?

Why will they come?

Why do they need what you’re building?

Why would they choose you over a competitor?

user

brand

“Build it and they will come.”

Who are they?

How do they find out about you?

Why will they come?

Why do they need what you’re building?

Why would they choose you over a competitor?

user

brand

Tool: User matrices


The “Run Collector”

user

1. Establish your axes

social individual

explore compete

frequent occasional

visitor local

curious engaged

2. Choose two key axes.

3. Identify questions.✦ What do they need?

✦ What do they want?

✦ What can they do?

set a record

stalk other runners

visitor

local

explore compete

What can they do?

find new routes

share local insight

create most popular

route

set a record

find new routes

set a record

stalk other runners

find new routes

set a record

visitor

local

explore compete

What can they do?

(acquainted)

4. Vary your axes, then your questions.

5. Rinse and repeat.

key insight

Tool: User modelling with user matrices

Tool: User modelling with user matrices

Uncover your underlying assumptions

Uncover assumptions on behaviour, needs and motivation

Establish hypotheses

Validate with research

Find out what you know and what you don’t know

Design principles:

synthesising core design requirements.

user

brand

Tool: Design principles (for product or page)

Allows people to “peel the onion” in whatever way is useful for them. They can start at the “core” or the peel and never get lost. They find what they are looking for and are continually seeing more interesting and engaging content.

Communicate passion for good food. Inspire people to eat and cook and bring them and the producers closer together.

Feel seasonal and vibrant, like touring the store. Stimulate senses through impactful images and text in a way that’s clean and uncluttered. Show people in the images, not just product.

A sound strategy is informed by research but conceived with conviction.

A sound strategy is informed by research but conceived with conviction.

UX

Common user research methods

open-endedclose-ended

“listening labs”

“contextual enquiry”

interviews

usability testing

remote testing tools

surveys

focus groups

card sorting

heuristic evaluation

personas

A/B testing

Common user research methods

open-endedclose-ended

“listening labs”

“contextual enquiry”

interviews

usability testing

remote testing tools

surveys

focus groups

card sorting

exploring the problem spaceimprove the

solution

heuristic evaluation

personas

A/B testing

Common design tools

hi-fidelitylow-fidelity

realisticprototypes

sketchesgraphic

mockups

paper prototype

detailedwireframes

functionalprototype

hi-levelwireframes

dynamic

static

storyboard functionalspecifications

content inventory

flow diagrams

problem-space friendly

solution-space friendly

Stakeholder interviews

user

brandbusiness

Rational/Emotional grid

Competitive analysis

User matrices

Design principles

SWOT/SPOT

Stakeholder interviews

user

brandbusiness

Rational/Emotional grid

Competitive analysis

User matrices

Design principles

uniqueSWOT/SPOT

Don’t be afraid to experiment.

Be brave!

There are many right answers.

Be bold!

Take the time to think.

Be intentional.

Thank you!

My eternal gratitude to great shoulders I stand upon:‘Femi T Adesina, Chris Baum, Robert Hoekmann Jr., David Rollert, Olivier Thereaux

(Yes, these slides will be online.)

Stephanie Troeth

@sniffles

http://about.me/stephtroeth

funny cat photo

http://about.met/stephtroeth

http://about.met/stephtroeth

Cheat Your Way With UX

Technology

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