abcd... ux
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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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http://www.flickr.com/photos/86979666@N00/7623744452/sizes/z/in/photostream/
@matthewjdoty | #abcdux
!
Setting the Stage
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@matthewjdoty | #abcdux
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
@matthewjdoty | #abcdux
The UX Bandwagon
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http://groups.ultimate-guitar.com/antibandwagon/pictures/personal/586278/
UX
@matthewjdoty | #abcdux
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
@matthewjdoty | #abcdux
A15
...is for Awareness
http://www.flickr.com/photos/dreamsjung/4951580120/sizes/l/in/photostream/
A wareness @matthewjdoty | #abcdux
“Knowing is half the battle” !
-GI Joe
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http://www.flickr.com/photos/nerduo/3770972018/sizes/m/in/photostream/
A wareness @matthewjdoty | #abcdux
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
A wareness @matthewjdoty | #abcdux
3. We need to know what UX can really do
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A wareness @matthewjdoty | #abcdux
What CAN UX really do?
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$
@matthewjdoty | #abcdux
A26
Awareness of what UX is, how to explain it and what it can really do.
http://www.flickr.com/photos/dreamsjung/4951580120/sizes/l/in/photostream/
@matthewjdoty | #abcdux
B27
...is for Basics. !
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http://www.flickr.com/photos/35168673@N03/6086229920/sizes/l/in/photostream/
B asics @matthewjdoty | #abcdux
“Gentlemen, this is a football” - Vince Lombardi
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http://www.biography.com/people/vince-lombardi-9385362
B asics @matthewjdoty | #abcdux
What are the basics of UX/HCD?
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“Doing UX” Staffing & Supporting UX
B asics @matthewjdoty | #abcdux
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
B asics @matthewjdoty | #abcdux
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 !
!
!
!
http://www.flickr.com/photos/micronova/7717733878/sizes/l/in/photostream/
C hange @matthewjdoty | #abcdux
Keys to effective change
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1. Identify what you want to change2. Pinpoint critical behaviors 3. Experience critical behaviors
http://farm1.staticflickr.com/91/240926153_a4844af7d4_o_d.jpg
C hange @matthewjdoty | #abcdux
1. Identify changes
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C hange @matthewjdoty | #abcdux
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
C hange @matthewjdoty | #abcdux
2. Pinpoint Critical Behaviors
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C hange @matthewjdoty | #abcdux
Critical Behaviors...
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• Small/Simple • High impact • Yield desired results
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C hange @matthewjdoty | #abcdux
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
C50
Change what needs to be changed. !
!
!
!
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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https://farm8.staticflickr.com/7186/7007372665_b91f1805a3_b.jpg
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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D iscipline @matthewjdoty | #abcdux 62
Is it worth it?
Can I do it?
@matthewjdoty | #abcdux
D63
Discipline ourselves to do things differently
http://www.flickr.com/photos/west_point/5357123117/sizes/l/in/photostream/
@matthewjdoty | #abcdux 64
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
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