Putting the "User" back in User Experience (Dallas Techfest Edition)

back in User ExperiencePutting the User

@jeremyjohnson

@jeremyjohnson

(yes, we’re hiring)

http://www.slideshare.net/jeremy/presentations

WORKED FOR

WORKED WITH

Uncover user needs, Design great solutions,

and build out solutions to launch.

USER EXPERIENCE

we make things for

we make things for

http://500px.com/jeremyjohnson/sets/buenos_aires_2012

http://500px.com/jeremyjohnson/sets/buenos_aires_2012

We work in ecosystems

http://500px.com/jeremyjohnson/sets/london_2012


we think visually

We learn through observation



we’re curious



USER EXPERIENCE

USER EXPERIENCE

Mr. User

Mr. User Software Development Product Decisions

“Hey, what’s going on over there?”

“I know the users!” “They’ll love this when we release next year!!”

http://www.amazon.com/The-Inmates-Are-Running-Asylum/dp/0672326140

2 I’ve got…

#1 You don’t really know your

customers as well as you think you do

(usually)…

#2 If you’re launching twelve

months from now, and are not involving

your customer, that’s a big gamble…

Getting everything right the first time,

is hard.

http://weandthecolor.com/back-to-the-future-poster-trilogy-by-phantom-city-creative/11727

2000

The Elements of User ExperienceA basic duality: The Web was originally conceived as a hypertextual information space;but the development of increasingly sophisticated front- and back-end technologies hasfostered its use as a remote software interface. This dual nature has led to much confusion,as user experience practitioners have attempted to adapt their terminology to cases beyondthe scope of its original application. The goal of this document is to define some of theseterms within their appropriate contexts, and to clarify the underlying relationships amongthese various elements.

Jesse James [email protected]

Visual Design: graphic treatment of interfaceelements (the "look" in "look-and-feel")

Information Architecture: structural designof the information space to facilitateintuitive access to content

Interaction Design: development ofapplication flows to facilitate user tasks,defining how the user interacts withsite functionality

Navigation Design: design of interfaceelements to facilitate the user's movementthrough the information architectureInformation Design: in the Tuftean sense:designing the presentation of informationto facilitate understanding

Functional Specifications: "feature set":detailed descriptions of functionality the sitemust include in order to meet user needs

User Needs: externally derived goalsfor the site; identified through user research,ethno/techno/psychographics, etc.Site Objectives: business, creative, or otherinternally derived goals for the site

Content Requirements: definition ofcontent elements required in the sitein order to meet user needs

Interface Design: as in traditional HCI:design of interface elements to facilitateuser interaction with functionalityInformation Design: in the Tuftean sense:designing the presentation of informationto facilitate understanding

Web as software interface Web as hypertext system

Visual Design: visual treatment of text,graphic page elements and navigationalcomponents

Concrete

Abstract

time

Conception

Completion

FunctionalSpecifications

ContentRequirements

InteractionDesign

InformationArchitecture

Visual Design

Information DesignInterface Design Navigation Design

Site ObjectivesUser Needs


This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development)that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within auser experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.

task-oriented information-oriented

30 March 2000

© 2000 Jesse James Garrett http://www.jjg.net/ia/

http://www.smashingmagazine.com/2014/09/01/think-your-app-is-beautiful-not-without-user-experience-design/

“Beauty is wasted when our products don’t address real user

needs in a usable manner”http://www.smashingmagazine.com/2014/09/01/think-your-app-is-beautiful-not-without-user-experience-design/

http://t.co/vzaW4WSJil

We’re not just painters!

SO MUCH MORE

COMPLEX.

UX

User Experience













Concrete

Abstract

time

Conception

Completion


ContentRequirements

InteractionDesign


Visual Design






30 March 2000


2010

We own so much more than the website!

SERVICE DESIGN

#$%!

WOOT

Systems Thinking Ecosystems

Service Design

“SEAT AT THE

TABLE”

http://www.forbes.com/sites/anthonykosner/2013/11/23/how-design-and-user-experience-translates-to-the-bottom-line/

We’ve #WON

http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/

It’s not that easy.

There are still 100s of companies that make

revenue off software in the $100s of millions that don’t

have a user experience team.

“The problem from a user experience perspective is that enterprise systems are generally procured and

implemented with the focus purely on solving problems for the business with little attention paid to who the

users are and how they want to work.”

http://www.foolproof.co.uk/thinking/the-user-experience-of-enterprise-technology/

Solving Problems by Automating Solutions

Is it harder than doing it manually?

(I didn’t say “is it easy?”)

https://www.flickr.com/photos/33989236@N00/4214027902/

software users have raised the

their expectations have changed.

bar

Sunday. Monday.

“We’re focusing on User Experience”

I hired a UX guy! (or gal)

“We’re focusing on User Experience”

# of developers

# of UX designers

# of developers

# of UX designers

UX Magic

UX is complex. UX is everywhere.

UX is business.

2015

forgetting…

UX is complex. UX is everywhere.

UX is business. UX is for people.

“users”

“users”“people”













Concrete

Abstract

time

Conception

Completion


ContentRequirements

InteractionDesign


Visual Design






30 March 2000


“user needs”













Concrete

Abstract

time

Conception

Completion


ContentRequirements

InteractionDesign


Visual Design






30 March 2000


What UX isn’thttps://medium.com/@jamieskella/what-ux-isnt-dee0436a194d

Designing for yourself is an easy trap to fall into. Even when wielding taste and best practice acknowledgement, doing so is a sure fire way to get it wrong for your target demographic.

… good UX is the result of understanding the customer, seizing technological opportunity, and pursuing simplicity.

Making informed and intelligent design decisions means the inclusion of user research and usability testing.

Good design requires a deep understanding of your target demographic, only attained through quality data, being a result of unbiased research and testing.

UX is the consideration of the many aspects of a user’s interactions with a product or service. It’s concern for the relationship between those interactions, which ultimately define a user’s perception of a brand as a whole.

…acutely empathize with the audience they’re designing for.

http://www.nngroup.com/articles/ux-without-user-research/

User experience cannot exist without users. Creating user interfaces involves intricate and complex decisions. User research is a tool that can help you achieve your goals.

Even the most well thought out designs are assumptions until they are tested by real users. Different types of research can answer different types of questions. Know the tools and apply them accordingly. Leaving the user out is not an option.

UX - U = X

http://blogs.wsj.com/accelerators/2014/02/19/braden-kowitz-why-you-should-listen-to-the-customer/

Investing in user research is just about the only way to consistently generate a rich stream of data about customer needs and behaviors. As a designer, I can’t live without it. And as data about customers flows through your team, it informs product managers, engineers, and just about everyone else. It forms the foundation of intuitive designs, indispensable products, and successful companies. So what are you waiting for? Go listen to your customers!

http://www.jeffgothelf.com/blog/agile-doesnt-have-a-brain/

“…methodologies like Scrum — have no mechanism for determining if they’re building the right feature and whether that implementation is designed well and/or

worth improving.”

http://www.jeffgothelf.com/blog/agile-doesnt-have-a-brain/

Let’s talk about Listening to customers

“Hey, I want you to go and understand our

user’s needs.”

“I’ve read stories about our users online”

Marketing Data / Segmentation / Surveys

“I’ve watched some videos about our users”

Focus Groups / Past Usability Studies / Marketing Research

“I’ve seen our users in the lab”

Usability Testing / Concept Testing / Customer Councils

“I went to our users and observed them”

Contextual Inquires / Field Studies / Interviews

“I understand best practices, and I’m a

student of psychology"I have experience / I’m great at what I do

aka Shut up, I’m a design genius.

Q. Which one accurately answers the question:

“Hey, I want you to go and understand our

user’s needs.”

“I want to know them so well, the system we

design “just works” for them.”

User Experience

User Experience

Web Design vs. User Experience

User Experience

http://money.cnn.com/pf/best-jobs/2012/snapshots/43.html

“Top Job”

http://money.cnn.com/pf/best-jobs/2012/snapshots/43.html

“Top Job”

http://www.uxutd.com/

“Give me three skills a ux designer needs today and

for the future”

HTML

PHOTOSHOPILLUSTRATOR

“empathy”

http://poetpainter.com/


“EASY”

HARD


“personal significance” “works like I think”

“Hey, I want you to go and understand our user’s needs, wants,

and desires.”

You get there by understanding

your users.

5 WAYS Getting to know your

users helps YOU.

Learn the unexpected

https://twitter.com/jmspool/statuses/421414065496289280

1.

Business needs data to backup decisions.

2.

Mind-blowing, astonishing, insights.

3.

Something in-between…

Observations will speak volumes for

your users.

User Quotes

“I like the idea, but I’d never use this.”

“What I really need is a way to save this for later.”

“I have no idea how to use this, so I just skip

that whole step”

“I usually just print it out and file it away.”

“I use this because it makes me feel like I’m mastering something”

Affinity Diagramming

Solving the right problems

“I know”

Product Owner

CEO

Designer

CMO

Developer

Institutional Knowledge

The 8 Monkeys

http://speakingofresearch.com/category/news/campus-activism/

http://www.nbcnews.com/feature/making-a-difference/striking-out-als-ice-bucket-challenge-brings-flood-donations-n177896

The 8 Monkeys

http://speakingofresearch.com/category/news/campus-activism/

Institutional Knowledge

Go observe, talk to, and interact with your users!

Get first hand experience of your user’s problems!

Show you care

#1 reaction when observing users of

business-to-business software?

“Wow, you care about us? I thought we were

abandoned to the depths of bad software!”

+ Signed longer contracts + Bought new software + Excited user base

#1 reaction when observing users.

Hugs.

You’re the expert

“Hey, who do I go to, I have a question about what we

should do here?”

Amou

nt y

ou k

now

abo

ut y

our u

sers

Number of questions you’ll get about the direction of your product

“SEAT AT THE

TABLE”

+ You know what will set you apart + Quotes are Business Ammo + You understand the problems + You’re users love you + You’re now the expert

Design Research (or User Research)

https://twitter.com/jmspool/statuses/409433591643246592

https://twitter.com/userfocus/status/519437111540584449

Usability Testing vs. User Research

Today

6 months

3 years

http://www.fastcodesign.com/3031942/google-ventures-on-8-shortcuts-for-better-faster-design-research

http://www.slideshare.net/jeremy/failing-fast-learning-along-the-way-big-design-2013

8 Design Research practices to kick start your

user knowledge!

Understand Design Refine

Contextual Inquiries

Persona Development

Concept Validation

Workflow Modeling


KANO Feature Prioritization

Participatory Design

Card Sorting

404 testing

User Journals / Diaries

http://michaelvhurley.com/2013/01/04/my-worthless-degree/

Psychology, cognitive science, etc…

http://www.shmula.com/jeff-bezos-5-why-exercise-root-cause-analysis-cause-and-effect-ishikawa-lean-thinking-six-sigma/987/

Why did the associate damage his thumb?

Because his thumb got caught in the conveyor.

Why did his thumb get caught in the conveyor?

Because he was chasing his bag, which was on a running conveyor.

Why did he chase his bag?

Because he placed his bag on the conveyor, but it then turned-on by surprise

Why was his bag on the conveyor?

Because he used the conveyor as a table

So, the likely root cause of the associate’s damaged thumb is that he simply needed a table, there wasn’t one around, so he used a conveyor as a table. To eliminate further safety incidences, we need to provide tables at the appropriate stations or provide portable, light tables for the associates to use and also update and a greater focus on safety training. Also, look into preventative maintenance standard work.

http://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.php

Contextual Inquiries

A contextual inquiry interview is usually structured as an approximately two-hour,

one-on-one interaction in which the researcher watches the user do their normal activities and discusses what they see with

the user.

http://en.wikipedia.org/wiki/Contextual_inquiry

Observing Users.

Persona Development

DavidCorporate Employee, 40 yrs old

Primary Persona

Health Conscious

“I workout a couple times a week, and want to make sure I’m as

healthy as I can be”

Number of doctor visits a year:

5

Years without major health issue:

8

About David:

Health Motivators:

Experience:

Goals:

Ideal State:

Technology Adoption:

David’s Edge:

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55%90% 100%

http://blog.mailchimp.com/new-mailchimp-user-persona-research/

As a user…Jane needs to…

Concept Validation

User-centered design can be characterized as a multi-stage problem solving process that not only requires designers to analyze and foresee how users are likely to use a product, but also to test the validity of their assumptions with regard to user behavior in real world tests with actual users. Such testing is necessary as it is often very difficult for the designers of a product to understand intuitively what a first-time user of their design experiences, and what each user's learning curve may look like.

http://en.wikipedia.org/wiki/User-centered_design

http://en.wikipedia.org/wiki/User-centered_design

“Starbucks Testing”

x

x

Core team makes decisions

Done!

the core team


Participatory Design

“Participatory design aims to bring users into the design process by facilitating conversations through the creation and completion of a wide

range of activities.”

http://designmind.frogdesign.com/blog/bringing-users-into-your-process-through-participatory-design.html

http://www.slideshare.net/frogdesign/bringing-users-into-your-process-through-participatory-design

Card Sorting

http://www.optimalworkshop.com/treejack.htm

404 testing

Comics, fast!

Want comics delivered to your home, fast? Download our app!

www.ubercomics.com

The Wizard Of Oz Techniques For Social Prototyping – You don’t need to build everything at first. You can be the man behind the curtain. Krieger says him and Systrom tested an early version of a feature which would notify you when friends joined the service. Instead of building it out, they manually sent people notifications “like a human bot” saying ‘your friend has joined.’ It turned out not to be useful. “We wrote zero lines of Python, so we had zero lines to throw away.”

http://techcrunch.com/2012/11/30/instagram-co-founder-mike-kriegers-8-principles-for-building-products-people-want/

- Mike Krieger, Instagram’s founder

http://techcrunch.com/2012/11/30/instagram-co-founder-mike-kriegers-8-principles-for-building-products-people-want/

http://jeremyjohnsononline.com/2012/12/19/answering-the-question-would-they-use-it-before-you-build-it/

http://jeremyjohnsononline.com/2012/12/19/answering-the-question-would-they-use-it-before-you-build-it/

http://www.leemunroe.com/lean-product-development-validate-feature-ideas/


It was an MVP (Minimal Viable Product). I skipped a bunch of features I figured I would implement later. First I wanted to see if people would use it and how they would use it.

Implementing user accounts (in Rails) would take me 2 weekends of work; registration, accounts, saving lists, removing lists, tracking, designing screens, edge cases etc.

I didn’t want to spend the time if it turned out no one signed up so I ran an experiment.

I dropped in a link on the top of the page that said “Sign up to save multiple lists.” and tracked the number of clicks it got with Mixpanel.

(...)





User Journals / Diaries

“In interviews, it can be difficult to get a sense of behavior over time because you have to rely on the

participant’s memory of past activities or circumstances, and artifacts can only do so much to

prompt that.”

http://www.uxbooth.com/articles/jumpstart-design-research-with-a-diary-study/

http://www.slideshare.net/jaremfan/the-goodness-of-diary-studies

http://www.trackyourhappiness.org/

“46.9 percent of the time the responders said their minds were wandering when the iPhone

rang to query their thoughts.”

http://blogs.discovermagazine.com/80beats/2010/11/11/iphone-users-report-that-daydreams-make-them-sad/

8 Design Research practices to kick start your

user knowledge!

Rockstars!

Tomer Sharon https://plus.google.com/+TomerSharon/about

User Experience Researcher at Google Search

http://rosenfeldmedia.com/books/lean-user-research/

https://www.youtube.com/watch?v=9TJTbRw4ri8

Google I/O 2014 - Perfectly executing the wrong plan

Research +

Lean Startup

Leisa Reichelthttp://www.disambiguity.com/

Head of User Research at the Government Digital Service in the Cabinet Office

http://www.disambiguity.com/help-joy-help-you/

https://twitter.com/leisa

https://userresearch.blog.gov.uk/

Big Government +

Empathy

http://inside.mygov.scot/2014/09/09/five-principles-user-research/

1. Research with project teams, not for them 2. Research with users, as opposed to

carrying out research on users 3. Usability testing should be (as) light, fast

and frequent (as possible) 4. Research practices and contexts, as well

as use 5. Research needs to be visible and shared

quickly

Peter EckertCo-Founder & CXOhttp://projekt202.com/

10+ Years

Enterprise / Complex Software

+ Design Research

Last…

https://www.behance.net/gallery/PRESENTATION-User-Research/4890075

https://www.behance.net/gallery/PRESENTATION-User-Research/4890075

@jeremyjohnson

Thanks!

“If you’re not involving your users, you’re not a User Experience Designer” #techfest #designresearch via: @jeremyjohnson

Who needs users! I’m a design genius! @jeremyjohnson doesn’t know what he’s talking about #iknowbest #forgetusers #techfest

Thanks!

Questions?

@jeremyjohnson

Jeremy Johnson Director of User Experience @

214-228-2894

.com

[email protected]@projekt202