“It’s More of a Mindset Than a Method”: UX Practitioners’ Conception of Design Methods
Incorporating a UX Mindset Early in Product Development
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Transcript of Incorporating a UX Mindset Early in Product Development
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Incorporating a UX mindset
into early stage product developmentPresenters: Corey Dulimba & Eric McGregorPresented at Product Camp AustinFeb 11, 2017
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SponsorsAdvocate
s
In Kind
Supporters
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Goals today
Focus on 3 key areas that we applied to a recent project:
● How to find the right people to talk too
● Ask the right thing to the right people
● Validate the solution
We’ll uncover:
● The advantages of involving UX early on in product development
● How a PM can start having a UX mindset
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Product’s evolving relationship with UX
Old School: Siloed, waterfall style workflow for PM, Engineering and Design.
Modern Approach: Collaborative, parallel workflow of discovery, iteration, and testing across disciplines.
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Partnering early
If you have UX or design resources, incorporate them early on.
If you don’t, bake in a few key practices to enhance your process.
• Could you be getting more of the right people to talk too• Get more out of your client interviews• Help you recognize and overcome biases • Capture, document and communicate at higher fidelity
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The Beginning
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There is a problem
Problem
Communicating technical problems to clients are mostly reactive
Solution
A single client health view that consolidates the "health" of major technical configurations.
Customer Segments
External Business UsersInternal Technical Teams
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Now what...
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Schedule
1-2 3 4-5
Find the right people totalk to
Ask the right people the right thing
Validate the solution
Constraints: ● Limited UX availability● Delivery timeline● Limited access to clients
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Find the right people to talk to
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Find the right people to talk too
UX Mindset/Advantages: Internal Interviews
1. Collaborative knowledge: build a shared reality at the start, not at the end.
2. Overcome blockers: scapegoat your UX partner and play the “new-guy” card.
3. People love to be heard: internal interviews are an opportunity to build relationships.
4. Focus on who: begin to build personas at the same time you validate your business case.
5. Listen without judgement: look for underlying motivations by listening to reactions.
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Outcome
Talked to internal technical user -
Refine persona. Problem scenarios. Who should we talk too
Challenges
1. Don’t want to harm the relationship
2. Renewal
How to overcome
1. Get the group excited2. Set expectations
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Outcome
We choose email to approach the business persona:
1. Clear ask2. What’s in it for them?3. How long is the commitment4. What to expect5. What’s in it for them - rephrased
“Thanks for reaching out. I’d love to carve out some time.”“Happy to help!”“Thanks for the invite to share feedback, I would be happy to partake”
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Ask the right thing to the right people
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Ask the right thing to the right people
UX Mindset/Advantages: Client Discovery Interviews
1. Structure: get more value out of your interviews by building a persona.
2. Overcome bias: sometimes you only hear what you want to.
3. Commitment: scapegoat UX to get the solution interview.
4. Create learning environment: listen and avoid pitching your product.
5. More Jazz: the freedom to go off script but the discipline to get back on.
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How to personaBasic Structure
• Warmup: “What do you do at your company”
• Discovery: “Tell me about your experiences with this problem”
• Ideation: “How would you expect this problem to be solved”
UX mindset• Questions: asking what someone “thinks” or “likes” or “wants” doesn’t count. Focus on what people do.
• Answers: unpack underlying motivations of “think”, “like”, and “want” answers by asking “why”.
• Results: turn motivations into persona goals and design principles.
• Solutions: let them provide ideas for a solution without prompting.
• Stop: as soon as you get bored hearing the same thing again.
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Outcome
1. We validated that the problem was real and worth solving
2. Clients wanted to participate more
PM’s takeaways on having a UX mindset:
3. You are there to learn not to pitch
4. Look for patterns and be ready to move on in the process
5. Have other team members sit in (engineering, UX, etc)
6. Be open to new problems
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Validate the solution
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Validate the solution
UX Mindset/Advantages: Client Solution Interviews
1. Structure testing around persona goals.
2. Let customers struggle... and fail.
3. Silence is ok.
4. It can be ok to iterate your prototypes constantly.
5. The fidelity of your prototype can hurt you.
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Outcome
1. The two personas we identified had two unique workflows2. The business persona itself was broken out more into 2 add’l segments3. Had learnings to finalize UX/design
PM’s takeaways on having a UX mindset:
4. Some testing is better than none
5. Use neutral language
6. Invite team members
7. Leave time afterwards
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Wrap up
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Applying a UX mindset early
In 5 weeks (with part time UX) we were able too
1. Validate customer segments
2. Validate the problem was worth solving
3. Test out biggest assumptions
4. Engage team members
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My aha moment
Empathy
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We used a 3 step process
1.Find the right people to talk to
2.Ask the right thing to the right people
1. Who2. Problem3. Solution
3.Validate the solution
1. Check functionality, design, UX
1. Create persona2. Test and iterate how to
reach them
Lots of other ways to apply a UX mindset, just make sure you do it!
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Questions
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SponsorsAdvocate
s
In Kind
Supporters