User Experience for Product Managers
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Transcript of User Experience for Product Managers
User Experience for Product Managers
Agile Singapore Conference 2016
Michael Ong Product Team Coach @ The Collab Folks
ABOUT THIS TALK
UX for Product Managers
‣ Why is UX important for Product Managers? Gain an understanding of the concept and discipline of user experience - defined, explained and made actionable for Product Managers.
‣ Learn how UX tools and artifacts can help you make better product decisions, and how to overcome common objections to UX processes.
AGENDA
What we will cover today
‣ The Value of User Experience, beyond screens and interfaces
‣ Discover how UX is critical to your business and bottom line, including the ROI of UX
‣ Learn to Integrate UX Data points into your product development decision-making process using personas
‣ Learn how to overcome common business objections to implementing UX processes
‣ Q&A
Site maps
Wireframes
Card sorting
Usability testing
Contextual inquiry
Personas
Scenarios
Prototyping
Heuristic evaluations
Mental models
Affinity diagramming
Concept maps
A/B testing
Flow diagrams
Taxonomies
Storyboards
User interviews
AGENDA
What we will not be able to cover today
How to be a User Experience Designer!
Ruth Ho Michael Ong
Focused on digital strategy, marketing, product development, and user experience. Previous projects include Luxury E-Commerce, Global Payments Tech, Telco, and B2B Mobile Applications. Passionate about customer-centric design/product development, marketing analytics, stakeholder management, and bridging the gap between business and IT.
Focused on product strategy and development, agile practices, and user experience. Previous projects include Mobile Payments, Logistics Tracking & Surveying, Cleaning Inspection, Merchant Monitoring, E-Commerce, and Real Estate Portals. Passionate about helping founders chart a path towards growth through startup mentoring and coaching.
Focused on user experience, field and user research, digital strategy and marketing. Previous projects include Online Publishing, E-Commerce, Customer Loyalty, Online Bookings, and Human Capital Management Software. Passionate about customer discovery, aligning business goals with user goals, and problem-solving via user-centric solutions.
Lena Quek
MICHAEL ONG | @michaelon9 | [email protected]
tech ~ agile ~ ux ~ product ~ team coach ‣ before 1999 : programming in 6
languages ‣ web design / development ‣ research & development ‣ network engineer ‣ full-stack development + sales ‣ programming in +15 languages ‣ business process consulting ‣ internet spaceships ‣ portal development
‣ UXSG.org , Agile Singapore, Product Groups
‣ scrum master ‣ mobile & ux lead ‣ product manager ‣ coo a.k.a even more work including
customer success, operations, logistics & finance
‣ more internet spaceships ‣ cycling + startup ‣ coach for agile, ux & product teams
MICHAEL ONG | @michaelon9 | [email protected]
i’ve worked with …
‣ Société Générale ‣ NEC Solutions ‣ K.C. Dat ‣ Nippon Express ‣ Air Asia ‣ Singapore Zoo ‣ Jurong Birdpark ‣ Changi Airport Group ‣ M1
‣ Referral Candy ‣ That Green
Space ‣ Arcstone ‣ KMK Online ‣ Bukalapak ‣ Foolproof ‣ SPH ‣ EMC
‣ Mapletree ‣ VISA ‣ Robert BOSCH ‣ SPH, ST701 ‣ iProperty Group ‣ bellabox Australia &
Singapore ‣ Bicycl.asia
at The Collab Folks …
The Collab Folks Approach
Product Management
Agile Practices
UserExperience Design
Marketing
Founder Mentorship
Product Team Coaching
Talent / Skills Identification
Connect external
Talent / Skills
Explore
Collab
Evaluate
Who’s here today?
Introductions‣ Are you a
‣ Product Manager
‣ Designer
‣ User Researcher ?
‣ Developer / Engineer
‣ QA ?
‣ Business Development ?
‣ Marketing ?
3 minutes
Let’s Warm Up :)
The Value of User Experience, beyond screens and interfaces
User Experience for Product Managers
A Product Manager’s Job
Credit : http://www.mindtheproduct.com/2011/10/what-exactly-is-a-product-manager/
1. Help your team 2. (and company) 3. ship 4. the right product 5. for your users
The Role of the Product Manager is challenging
Credit : https://medium.com/@tyahma/how-to-hire-product-people-aab926e077c8
The Four PillarsWhat it takes to be a great Product Leader
‣ Soft Skills
‣ Communication
‣ Relationship Building
‣ Negotiation
‣ People Management
‣ Business Acumen
‣ Domain Knowledge
‣ Technical and UX Skills
‣ Technology
‣ User Experience (UX)
‣ Product Lifecycle (technical)
‣ Processes, Methodologies and Frameworks
Source : What it takes to be a great Product Leader http://techproductmanagement.com/what-it-takes-to-be-a-great-product-leader-the-four-pillars/
What is User Experience ? WHAT IS UX?
It is all-encompassingWhat is User Experience?
“User experience” encompasses all aspects of the end-users interaction with the company, its services, and it’s products.
Image Credit : www.servicedesigntools.org
It is about peopleWhat is User Experience?
The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother.
Next comes simplicity and elegance that produces products that are a joy to own, a joy to use.
True user experience goes far beyond giving customers what they say they want, or providing checklist of features.
It is achieved through integration
What is User Experience?
In order to achieve high-quality user experience in a company’s offerings, there must be a seamless merging of services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design
Image Credit : websites.premierit.com/images/pictures/database-integration-people
for your organisation ?What is User Experience …
‣ What does User Experience mean to you and your organisation ?
‣ Why do you think User Experience is important to your product ?
‣ What Challenges do you face today in your product?
10 minutes
Designing Products
Today
Physical + Digital
we design for
Tomorrow
we design for
ConnectedExperience!
Yesterday
Desktop
Mobile
we design for
Physical
Which product(s) do you consider to have a good user experience ?
What is User Experience?
5 minutes
Positive Experience
Image Credit: Michael Ong Quote from Feedback : https://www.kickstarter.com/projects/1670187625/see-sense-icon-the-intelligent-and-connected-cycle
“1st, I love the new design, charging slots are brilliant and
much improvement from previous versions.
2, App works great. First attempt to update didn't go, so stopped
app and connected 1 at a time to update, worked easily.
3, Quality!”
Melissa Perri :Do you agree?
“Product Management with no User Experience Design creates functional products that don’t make users excited. User Experience Design with no Product Management produces delightful products that don’t become businesses.”
Source : Melissa Perry on Changing the Conversation about Product Management vs. UX http://melissaperri.com/2016/01/17/pmvsux/#.VrDr4jZ96L7
Can you think of product(s) that have a bad user experience?
What is User Experience?
5 minutes
Negative Experience
“I bought two of these... Very unhappy. Both do not work right.
Have to reset every single time as it freezes and just doesn't work.
works for ten minutes. Not happy and wasted money. want my
money back.”
Image Credit: http://thenextweb.com/wp-content/blogs.dir/1/files/2014/02/flyfit2.png Quote from Feedback : https://www.kickstarter.com/projects/522669502/flyfit-unique-ankle-tracker-for-fitness-cycling-an
Product Management and UX Design Responsibilities
Credit : http://melissaperri.com/2016/01/17/pmvsux/#.VrDr4jZ96L7
How to work together
User Stories and epics : Define users, goals and value
Product Management can own the acceptance criteria
Requirements
How to work together
Understand user needs and how they use technology / services
That means customer visits and regular interviews
User Research
How to work together
Designers facilitate the design process with whiteboard and hand sketch sessions
Ideation
CommunicationHow to work together
Include both in the regular cadence of product meetings to ensure a regular flow of communication
What : Product Management vs How : User Experience
Product Managers
Responsible for product’s overall success
UX Designers
Responsible for ensuring users’ needs are met
Discover how UX is critical to your business and bottom line, including the ROI of UX
User Experience for Product Managers
Jeneanne RaeDo you agree?
“Integrating Design into your company involves more than just hiring superstar designers. It takes a long-term commitment and developing a culture that brings everyone up to speed”
Source : Jeneanna Rae on 6 Keys for Turning Your Company into a Design Powerhouse http://www.fastcodesign.com/1669433/6-keys-for-turning-your-company-into-a-design-powerhouse?
ROI of Design-centric firms
Creating sustainable competitive advantage through design is not a quick or easy task.
Source : DMI Design Value Index (Source: Design Management Institute) http://designforeurope.eu/news-opinion/value-design-business
Design Maturity Ladder
Source : The Design Maturity Ladder (Source: Danish Design Centre) http://designforeurope.eu/news-opinion/value-design-business
5 tips for Building Corporate Design Organisations
Source : Jeneanna Rae on 6 Keys for Turning Your Company into a Design Powerhouse http://www.fastcodesign.com/1669433/6-keys-for-turning-your-company-into-a-design-powerhouse?
1) A vision and strategy that is well-articulated and understood by the organization
2) Leadership that is capable and committed to driving its vision
3) An organisation that is structured and resourced for success
4) A talent pool that is diverse in design principles and deployed at key points of functional integration
5) A culture that embraces the myriad dimensions of design
Think about Direction = Vision + Strategy
Credit : dcnorris.blogspot.co.uk/2013/02/algebra-what-is-role-af-coo.html
Direction = Vision + Strategy
And for the company to be successful it needs to be capable to pursue that direction.Success = Direction x CapabilityCapability has two main drivers...Capability = Competence x Capacity
think about Direction = Vision + Strategy
Credit : dcnorris.blogspot.co.uk/2013/02/algebra-what-is-role-af-coo.html
Competence is how good we are at doing something and it's driven by 4 main factors;
Competence = Communication x Skills x Experience x Information
Capacity however is how fast we are at doing it and it's driven by how many resources we have (money, people, assets) and how productive or efficient we are with those resources.
Capacity = Resources x Efficiency
Developing a UX Strategy Blueprint
Credit : https://www.uie.com/articles/ux_strategy_blueprint/
Challenges
Aspirations
Focus Areas
Guiding Principles
Activities
Measurements
30 minutes
Developing a UX Strategy Blueprint
Credit : https://www.uie.com/articles/ux_strategy_blueprint/
Challenges
Aspirations
Focus Areas
Guiding Principles
Activities
Measurements
Challenges
What Problems are you trying to solve? What obstacles must you overcome?
Examples Lack of coherency Migration of customers Deteriorating image Internal Constraints
Developing a UX Strategy Blueprint
Credit : https://www.uie.com/articles/ux_strategy_blueprint/
Challenges
Aspirations
Focus Areas
Guiding Principles
Activities
Measurements
Aspirations
What are the ideal desired outcomes? What do you want to achieve?
Examples: Unification of experiences Accelerated Adoption Market Recognition Transformational impact on users
Developing a UX Strategy Blueprint
Credit : https://www.uie.com/articles/ux_strategy_blueprint/
Challenges
Aspirations
Focus Areas
Guiding Principles
Activities
Measurements
Focus Areas
What is the scope of the strategy? What will you focus on for the most impact?
Types Users and Personas Regions, language, culture Services and Products User Cases and Scenarios Areas of UX (e.g. IA, content)
Developing a UX Strategy Blueprint
Credit : https://www.uie.com/articles/ux_strategy_blueprint/
Challenges
Aspirations
Focus Areas
Guiding Principles
Activities
Measurements
Guiding Principles
How will you overcome the challenges? What specific mantras will guide teams?
Examples Particular sequence of activities Approach for persuasion Coordination of touchpoint Differentiation play
Developing a UX Strategy Blueprint
Credit : https://www.uie.com/articles/ux_strategy_blueprint/
Challenges
Aspirations
Focus Areas
Guiding Principles
Activities
Measurements
Activities
What types of activities solve the problem? What capabilities achieve your aspiration?
Types: Research methods Information Architecture Design Activities Prototyping and Testing Best Practice and Patterns Skill Development
Developing a UX Strategy Blueprint
Credit : https://www.uie.com/articles/ux_strategy_blueprint/
Challenges
Aspirations
Focus Areas
Guiding Principles
Activities
Measurements
Measurements
What type of measurements will you employ? What metrics will be used to gauge success?
Examples Increase user satisfaction Better task completion Higher frequency of use Increased self support
Learn to Integrate UX Data points into your product development decision-making process using personas
User Experience for Product Managers
Design Freedom vs Cost of ChangeDesign Freedom vs Cost Of Change
Credit :Adaptive Path
Design Freedom vs Cost Of Change
Empathy
For the Product you work on, Understand Your Users
‣ The intellectual identification with the feelings, thoughts, or attitudes of another.
‣ The vicarious experiencing of those feelings, thoughts, or attitudes.
empathy is not sympathy
Create an Empathy Map
For the Product you work on, Understand Your Users
‣ Think & Feel ‣ Hear ‣ See ‣ Say & Do ‣ Pain ‣ Gain
15 minutes
That was not easy ?
For the Product you work on, Understand Your Users
‣ Invite your team when you are back in the office ‣ You ‣ Stakeholders ‣ Customer support leads ‣ Vendors ‣ Product developers ‣ Salespeople ‣ Copywriters
Ask questions like
For the Product you work on, Understand Your Users
‣ How do they think about their fears and hopes? ‣ What do they hear when other people use your product? ‣ What do they see when they use your product? What is the environment? ‣ What do they say or feel when using your product, whether in private or public? ‣ What are their pain points when using your product? ‣ Is this a positive or a painful experience for them? ‣ What does a typical day look like in their world? ‣ Do they hear positive feedback about your company from external sources? ‣ What do they hope to gain from using your product? ‣ Has your customer repeated quotes or defining words?
Who are your customers?
Creating Personas
‣ A persona is a way to model, summarize and communicate research about people who have been observed or researched in some way.
Image Credit : http://www.slideshare.net/GemmaMacNaught/gemma-macnaught-simplifying-personas-final-2
Why User Personas?
Image Credit : https://www.smashingmagazine.com/2014/08/a-closer-look-at-personas-part-1/
How we could create Personas
Image Credit : https://www.smashingmagazine.com/2014/08/a-closer-look-at-personas-part-1/
1. Interview and/or observe an adequate number of people. 2. Find patterns in the interviewees’ responses and actions, and use
those to group similar people together. 3. Create archetypical models of those groups, based on the patterns
found. 4. Drawing from that understanding of users and the model of that
understanding, create user-centered designs. 5. Share those models with other team members and stakeholders.
if we had a lot of time and some help …
What if you are a lone Product Manager?
10 minutes
What if you are a lone Product Manager?
Image Credit : http://leanuxtools.com/Lean-UX-templates.html
Sketch & Name
Sketch the scenario in which the user is having a problem
Tips: Add information about the environment he is in
What if you are a lone Product Manager?
Image Credit : http://leanuxtools.com/Lean-UX-templates.html
Behaviours and Beliefs
What behaviours and beliefs might the person have? How does he conduct himself ?
Tips : Think about the actions the user takes to use your product / or service
What if you are a lone Product Manager?
Image Credit : http://leanuxtools.com/Lean-UX-templates.html
Demographics
Try to focus on demographic information that predicts a specific type of behaviour
Tips:
What if you are a lone Product Manager?
Image Credit : http://leanuxtools.com/Lean-UX-templates.html
Needs & Goals
What does the user need and their goals for using your product / services?
Tips: Focusing on pain points can help understand their needs
Great! I now have a Persona Sketch
but it’s not validated!
Image Credit : https://www.smashingmagazine.com/2011/03/lean-ux-getting-out-of-the-deliverables-business/
Usability TestingUser Research and Product Validation
In a usability test, people try to do typical tasks with the design, while observers, including the development staff, watch, listen and take notes. The product does not have to be a finished design.
How many to test?Usability Testing
Are just 5 test participants needed to catch all major usability problems?On average, 5 tests (per user group) catch 85% of usability problems. However, usability-problem detection rates can go as low as 55% for a sample size of 5. With 10 tests, you captures between 82%- 95% of problems.
Credit : Jakob Nielson www.useit.com/alertbox/20000319.html
How many to test?Usability Testing
More tests means more reliability More tests means fewer new results
Consider conducting multiple rounds of smaller tests than one big test
What should you test?
Let’s Develop Some Tests for your Product
‣ Write task scenarios that are realistic, encourage an action, and don’t give away how the interface should be used
Image Credit: Michael Ong
Make the Task Realistic
Let’s Develop Some Tests for your Product
‣ User goal: Browse product offerings and purchase an item.
‣ Poor task: Purchase a pair of orange Nike running shoes.
‣ Better task: Buy a pair of shoes for under $40.
Make the tasks actionable
Let’s Develop Some Tests for your Product
‣ User goal: Find movie and show times.
‣ Poor task: You want to see a movie Sunday afternoon. Go to www.google.com and tell me where you’d click next.
‣ Better task: Use cathay.com.sg to find a movie you’d be interested in seeing on Sunday afternoon.
Avoid Clues and Describing the Steps
Let’s Develop Some Tests for your Product
‣ User goal: Look up grades.
‣ Poor task: You want to see the results of your midterm exams. Go to the website, sign in, and tell me where you would click to get your transcript.
‣ Better task: Look up the results of your midterm exams.
What would you test?
Let’s Develop Some Tests for your Product
Describe 2 scenarios in which you would test with real users with your product
5 minutes
Usability Tests : Sharing Results
Usability Tests : Aster addressing pain points
Usability Evaluation : Time to Complete Task and Goals
Learn how to overcome common business objections to implementing UX processes
User Experience for Product Managers
What are the common objections?Do you face objections in introducing User Experience?
When introducing User Experience topics to your organisation, what questions do you face?
10 minutes
but Change is _HARD_, what if … Sounds worrying ?
‣ Talking to Customers Isn’t a Part of an Organization’s Culture ‣ Leadership Doesn’t Have a Clear Vision ‣ Leadership and the Design Team Don’t Share the Same Vision ‣ The Design Team Hasn’t Laid a Sound Foundation by Establishing a
Design Process ‣ The Designers on a Team Aren’t on the Same Page ‣ An Organization Doesn’t Allocate Its Resources Properly ‣ An Organization Encourages Feature Creep ‣ There’s No Effort Dedicated to Fit and Finish
Source : http://www.uxmatters.com/mt/archives/2012/04/organizational-challenges-for-ux-professionals.php
As a product manager, you are in the ideal position to
Take charge
‣ Listen up!
‣ Be the voice of honesty and open-mindedness
‣ Get practical and collaborative
‣ Make it good enough, but no better
Source : http://uxmastery.com/how-to-apply-ux-in-an-organisation-new-to-user-centred-design/
Who are your customers?
Understand Your Environment
Can you develop personas to determine
Demographics Behaviours Needs & Goals
Who are your stakeholders?
Understand Your Environment
designers developers qa marketing sales operations customers service finance
Where are the problem areas?
Understand Organisational Key Concerns
Communication ?
IT Responsiveness?
Bad Customer Service?
Agile?How are you delivering projects?
it is also helpful to identify what type of project delivery method you are using in your team
perhaps you are in transition and it is helpful to know the contraints and paths towards each state (whether it will succeed or fail)
Put it togetherGoals , Vision, Strategy
‣ Run workshops to educate basics of User Experience
‣ Hire dedicated UX team members or go at it yourself
‣ Measure
‣ Present
‣ Repeat
What we covered today
The Value of User Experience, beyond screens and interfaces
Discover how UX is critical to your business and bottom line, including the ROI of UX
Learn to Integrate UX Data points into your product development decision-making process using personas
Learn how to overcome common business objections to implementing UX processes
User Experience for Product Managers : RECAP
GREAT BOOKS YOU SHOULD READ
Tools you can use
‣ Primarily use Google Docs
‣ Draw is great for task flow diagrams
‣ I favor BPMN
‣ We also use diagramming tools like Cacoo
‣ For prototyping
‣ Paper, Sketch, Mockflow, Balsamiq, Mockflow, Fireworks, Photoshop works depending on your team
‣ For sharing visual designs and collaboration
‣ Google Draw, Invision
‣ For usability testing
‣ Silverback or Morae
‣ For Mobile Usability testing, setting up a rig for camera is quite easy.
Q&AAgile Singapore Conference 2016 : User Experience for Product Managers
MICHAEL ONG | @michaelon9 | [email protected] questions? contact me via e-mail or setup a time to chat.
Thank You
& enjoy the rest of Agile Conference!
Agile Singapore Conference 2016 : User Experience for Product Managers