bet-the-farm user experience

Bet-the-Farm UXJohn Whalen, PhD Principal, Strategy & User Experience jw@brilliantexperience.com brilliantexperience.com @brlexp

Agenda

‣ Introduce Brilliant Experience

‣ Bet-the-Farm UX Methodology

‣ Questions

Introducing Brilliant Experience

Research

Stakeholder Interviews Field Research Competitor Reviews Expert Reviews

Strategy and Ideation

Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement

UX and Design

IA & Flow Interaction Design Concept Realization Visual Design & Branding

Fast Facts‣ Boutique user experience consultancy

‣ Founded 2011

‣ Founders 15+ years experience in the field

‣ Approximately 1/2 clients large enterprise, 1/2 funded startups

‣ Self-funded, profitable since inception

‣ Annual revenue doubling since founding

Types of Clients

1. Enterprises seeking innovation renewal

- Seek more user research

- Want strategy and ideation guidance

- Need help motivating team

2. Startups seeking professional UX

- Need help getting product to launch

- Want a more professional user experience

Sample Clients

Meet Our Specialists

user experience

usability

designerdeveloper

Bet-the-Farm UX: Introduction

The world around us is changing faster than ever

Leading companies can falter faster than ever if they fail to innovate.

Having a great brand is not enough.

Having a great brand is not enough.

We support Entrepreneurs and Intrapreneurs by leading mission-critical UX innovation projects.

How do we “cross the chasm”?

User InsightsGreat Experience,

Successful Product

InsertMagicalProcess

Here

Not recommended

Hard to find

Overall Process

To help you understand what “this” is, let’s play ‘Name that Methodology’

User Stories

1

Design & Develop

2

Feedback

3

User Stories

1

Design & Develop

2

Feedback

3

Agile

Build

1

Measure

2

Learn

3

Build

1

Measure

2

Learn

3

Lean Startup

Lean Startup

Copyright © 2012-2013 Brilliant Experience

1 2 3 4

Empathize with the audience you are designing for.

Brainstorm possible designs

Build a representation of one or more of your ideas

PrototypeIdeateResearch

Test your ideas for feedback

Test

Copyright © 2012-2013 Brilliant Experience

Empathize with the audience you are designing for.

Brainstorm possible designs

Build a representation of one or more of your ideas

PrototypeIdeateResearch

Test your ideas for feedback

Test

Design

Thinking

1 2 3 4

Design Thinking

Design Thinking

Check out IDEO, or as we like to say:

“Brilliant Experience of the west”

A couple books by IDEO founders:

Brilliant’s Agile/Lean/DT Experience

Brilliant’s Methodology Mix‣ market research (probing individual psyches for needs/desires)

‣ user-centered design

‣ design thinking / innovation techniques

‣ lean startup / agile UX

‣ behavioral economics / persuasive design

!

Plus some: management consulting

UX success lies beyond UX

Two TracksProduct Development Team Development

Two TracksProduct Development Team Development

Empathize with your audience Determine management alignment

Two TracksProduct Development Team Development

Empathize with your audience Determine management alignment

Baseline measurement Evaluate the team

Two TracksProduct Development Team Development

Empathize with your audience Determine management alignment

Baseline measurement Evaluate the team

Design studio

Two TracksProduct Development Team Development

Empathize with your audience Determine management alignment

Baseline measurement Evaluate the team

Design studio

Exploration of solution space Intensive training

Two TracksProduct Development Team Development

Empathize with your audience Determine management alignment

Baseline measurement Evaluate the team

Design studio

Exploration of solution space Intensive training

Partner designers / developers Support UX team

Examples

Two TracksProduct Development Team Development

Empathize with your audience Determine management alignment

What do they say? do? think?

Consumer! Lawyer! Banker!

Neuroscien2st! VAD7Nurse! Drug7Researcher!

Farmer! Federal7Administrator! Mom7/7Chauffeur!

Meet Jane: Pattern Analyst

Meet Jane: Pattern Analyst

Note: we are visiting her in her normal place of work.

Meet Jane’s work

Stakeholder Alignment

Two TracksProduct Development Team Development

Empathize with your audience Determine management alignment

Baseline measurement Evaluate the team

Baseline Testing

UX Lead Technical Lead

User Researcher

Usability Expert

Front-End Developer

Front-End Developer

Interaction Designer

‣ Majority of large organizations use hybrid employee/consultant teams

‣ Provides specialized capabilities when needed

‣ Helps to kick start internal team growth

‣ Allows company to determine which roles should be in house

UX Strategist

consultant

employee

Evaluate The Team

Two TracksProduct Development Team Development

Empathize with your audience Determine management alignment

Baseline measurement Evaluate the team

Design studio

CEO: I know you had an agenda, but let’s just sketch our ideas anyway...

Elevator Pitch

Business Needs

Personas

Scenarios

Customer Experience Journey

Early Ideation

Two TracksProduct Development Team Development

Empathize with your audience Determine management alignment

Baseline measurement Evaluate the team

Design studio

Exploration of solution space Intensive training

Sketching & Prototyping

Design Iterations

Iterative TestingPRESS GANEY Welcome Lidia | My Account | Customize

Clinical Performer

detail

Volume By Service Line

detail detail detail

detail

detail

Southwest

ORTHOPEDICS

PediatricsEmergency

Surgery

Cardiology

Neurology

Oncology

Hospital Acquired Infection

916%

Physical Restraint Accidental OverdosagesAdverse Blood Reactions

24%

1 2 450% 12%

Complications

24%

2.7%

Mortality

Core MeasuresReadmissions

16%24%

85%24%

1.2%24%

detail

detail

RevenuePerformanceView:Date Range: 1m 3m 1yr YTD Custom Division/Service Linequick Links:

Performance > System Wide

Intensive Training

Two TracksProduct Development Team Development

Empathize with your audience Determine management alignment

Baseline measurement Evaluate the team

Design studio

Exploration of solution space Intensive training

Partner designers / developers Support UX team

Summary

Brilliant’s Methodology Mix‣ market research (probing individual psyches for needs/desires)

‣ user-centered design

‣ design thinking / innovation techniques

‣ lean startup / agile UX

‣ behavioral economics / persuasive design

!

Plus some: management consulting

Two TracksProduct Development Team Development

Empathize with your audience Determine management alignment

Baseline measurement Evaluate the team

Design studio

Exploration of solution space Intensive training

Partner designers / developers Support UX team

PayPalResearch, Strategy, and Redesign

Research

Stakeholder Interviews Field Research Competitor Reviews Expert Reviews

Strategy and Ideation

Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement

UX and Design

IA & Flow Interaction Design Concept Realization Visual Design & Branding

Thank you! @brlexp | brilliantexperience.com