abcd... ux
DESCRIPTION
UX is HOT! There are few people who do it! There are even fewer who do it well! Some individuals claiming to “do UX” don’t really understand the full value that it can bring to the table and organizations are struggling to understand what it takes to reap the full benefits of UX. “ABCD… UX” playfully responds to this situation by offering a simple model that… 1. Calls us to re-examine our assumptions about User Experience and human centered design 2. Offers practical insight on how to educate an organization, 3. Demonstrates how to become a change agent in our own circles of influence 4. Outlines key principles for establishing and sustaining the practice human-centered designTRANSCRIPT
A B C D UXUnderstanding, establishing and sustaining human-centered designMatthew Doty | @matthewjdoty | #abcdux
http://www.flickr.com/photos/mytudut/5188623575/sizes/z/in/photostream/
Intros
@matthewjdoty | #abcdux
About Me
3Matthew Doty | @matthewjdoty | #abcdux
@matthewjdoty | #abcdux
About RBA
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@matthewjdoty | #abcdux
About you...
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Setting the Stage
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I’ve seen a lot of places...
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Razorfish!
Pentair!
American Standard!
Lennox!
Ameriprise!
Target
Life Time Fitness !
Best Buy!
OfficeMax!
Sears!
Marriott!
Kraft Foods
Ashley Furniture!
Goldman Sachs!
PNC!
AT&T!
JC Penney !
Acquity Group
@matthewjdoty | #abcdux
I’ve been called a lot of names...
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UX Analyst
Usability Engineer
Information Architect
UX Consultant
UX Architect
UX Manager
UX Practice Lead
UX Director
@matthewjdoty | #abcdux
3 things have been getting clearer and clearer...
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@matthewjdoty | #abcdux
The UX Boom
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UX
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The UX Bandwagon
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http://groups.ultimate-guitar.com/antibandwagon/pictures/personal/586278/
UX
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The UX Bubble
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UX
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What do we do?
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A B C D UX
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A15
...is for Awareness
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“Knowing is half the battle” !
-GI Joe
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1. We need to know what UX is
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UX
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HCD
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2. We need to know how to explain UX
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Understanding, Empathizing & Advocating
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Balanced, thoughtful, interaction design
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User Needs
Business Objectives
Creative/Brand Direction
Technical Capabilities
UX
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!!
!!
Cr
FED
UX
BA
Building on shared objectives
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3. We need to know what UX can really do
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What CAN UX really do?
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A26
Awareness of what UX is, how to explain it and what it can really do.
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B27
...is for Basics. !
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B asics @matthewjdoty | #abcdux
“Gentlemen, this is a football” - Vince Lombardi
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http://www.biography.com/people/vince-lombardi-9385362
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What are the basics of UX/HCD?
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“Doing UX” Staffing & Supporting UX
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Basics: “Doing UX”
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B asics @matthewjdoty | #abcdux
Basic Objectives
1. Understand, empathize with & advocate for the people who actually will use what you’re producing.
2. Design a solution that delivers on user needs while balancing other priorities.
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B asics @matthewjdoty | #abcdux
Basic Activities
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UX Evaluation
Interaction Design
User Research
UX Strategy
UX
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Basics: Staffing & Supporting UX
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B asics @matthewjdoty | #abcdux
Basic Characteristics • Empathetic• Articulate• Technical • Artistic• Systematic• Passionate
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• Practical • Diplomatic• Quick-witted• Observant• Collaborative• Low-maintenance
B asics @matthewjdoty | #abcdux
Basic Characteristics
"The ideal is this hybrid person who's both right-brained and left-brained, high tech and high touch"!http://www.computerworld.com/s/article/9237419/UX_specialists_are_hot_commodities?omyId=18&pageNumber=2
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http://www.flickr.com/photos/tza/3214197147/
B asics @matthewjdoty | #abcdux
Basic Needs
• Access to users/data• Sustained focus• Collaborative iteration• A seat at the table
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@matthewjdoty | #abcdux
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Basics: The critical factors we need for successful HCD !
http://www.flickr.com/photos/35168673@N03/6086229920/sizes/l/in/photostream/
@matthewjdoty | #abcdux
C38
...is for Change !
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!
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Keys to effective change
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1. Identify what you want to change2. Pinpoint critical behaviors 3. Experience critical behaviors
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1. Identify changes
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What changes are we making?
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• Learn more about UX• Hire UX talent• Implement human-centered thinking• Maximize the UX toolkit• Establish a UX practice• Mature the UX offering
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2. Pinpoint Critical Behaviors
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Critical Behaviors...
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• Small/Simple • High impact • Yield desired results
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Critical Behaviors: Establishing HCD
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1. Experience your audience2. Make your thinking tangible3. Take a collaborative stance4. Practice “tactful persistence”
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3. Experience Critical Behaviors
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Is it worth it?
Can I do it?
@matthewjdoty | #abcdux
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Change what needs to be changed. !
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!
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http://www.flickr.com/photos/micronova/7717733878/sizes/l/in/photostream/
@matthewjdoty | #abcdux
D51
...is for Discipline
http://www.flickr.com/photos/west_point/5357123117/sizes/l/in/photostream/
D iscipline @matthewjdoty | #abcdux
“Opportunity is missed by most people because it is dressed in overalls and looks like work.” -Thomas Edison
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D iscipline @matthewjdoty | #abcdux 53
D iscipline @matthewjdoty | #abcdux
Discipline = Work...
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D iscipline @matthewjdoty | #abcdux
... hard, constant work!
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D iscipline @matthewjdoty | #abcdux
Core Aspects of Discipline
1. Buy-in2. Accountability
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D iscipline @matthewjdoty | #abcdux
Generate buy-in
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D iscipline @matthewjdoty | #abcdux
Maintain buy in
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D iscipline @matthewjdoty | #abcdux
BEWARE OF GROUPTHINK!
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D iscipline @matthewjdoty | #abcdux
Hold yourself accountable
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D iscipline @matthewjdoty | #abcdux
Hold each other accountable
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Is it worth it?
Can I do it?
@matthewjdoty | #abcdux
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Discipline ourselves to do things differently
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A B C D UXAwareness Basics Change Discipline
@matthewjdoty | #abcdux
Questions?
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http://www.flickr.com/photos/clarkstonscamp/4855087885/sizes/l/in/photostream/
@matthewjdoty | #abcdux
Recommended Reading
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@matthewjdoty | #abcduxh"p://www.flickr.com/photos/thuanygabriela/4818584778/sizes/l/in/photostream/
THANK YOU!!!
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A B C D UXA practical approach to understanding, establishing and sustaining human-centered design (HCD)Matthew Doty | @matthewjdoty | #abcdux