Building User Experience Culture

Paul Boag

Start with a users need

I want to…

Do your research

Consolidate your research

Interview users

Survey users

Review the analytics

Carry out home visits

Map the user

Empathy Map

Story cards

I am… I want to… so I can…

Focus on questions and tasksHow do I…

Top tasks

Answer questions

What is the VAT rate?

Why is this so complicated?

Beware of edge cases

Test and iterate

Continually iterate

Expenditure on digitalEffectiveness of site

Time

Cos

tvs

Effec

tive

nes

s

Redesign project

Site begins to damage brand

I have hadan idea

Don't build a product like this. You only discover if you have succeeded at the end.

Instead start with something basic and gather feedback as you get more complex.

Time

Expe

ndi

ture

ondi

gita

l

What we know aboutthe user.

Launching new website

Alpha, Beta, Live

Multi-variance testing

40

60

505050

80

60

30

20

Prototype and workshop

Workshop journey mapping

User attention points

Design sprints

Prototype fidelity

Regular testing

Number of rounds

1 2 3 4 5 6 7 8 9

Corridor testingCan you take a look at this?

Sure. It is looking good.

Look outside the organisation

?

I don’t recognise that acronym

Unfacilitated remote

Facilitated remote

Demographic

In home

Go beyond the screen

Challenge constraints

You have got to start with the customer experience and work backwards

towards the technology.

Steve Jobs

Risk and compliance

That is not how we do things here.

Prototype without limitation

Mind the gap

Gaps between platforms

Gaps between devices

Gaps between departments

Adjust our attitude

How we assess

How we incentivise

Resourcing

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Education

Advocacy

Final Yeah Buts