don't just deliver, delight!
TRANSCRIPT
Experience Design
Quarterly Briefing
Don’t Just Deliver: Delight!
#twxd
About Marc ! UX 19 Years ! PhD. Human Factors ! TW 6 years ! Multi-platform ! Multi-skilled ! Financial Services, Retail,
Media etc
About Linz ! UX 15 Years ! TW 4 years ! Multi-platform ! Multi-skilled ! Telecom, TVDigital,
Financial services etc
! The Problem Space ! A Solution Framework ! Actionable Advice – how you do it
What we’re talking about
A quick plotted history…
£££
Business
Business folks
The Problem Space
IT
IT folks
Business
£££
IT
£££
IT Business
!
Customer
IT
!
“I want it faster and cheaper”
“I want it to be easier”
IT Business
Agile
UX
Agile
Stories
Agile
BacklogBacklog
2-4 weeks2-4 weeks
24 hrs24 hrs
Stories
Backlog
Deliverables
Agile
BacklogBacklog
2-4 weeks2-4 weeks
24 hrs24 hrs
Stories
Backlog
Deliverables
Agile
Viable ideas implemented quickly, that are feasible but not
necessarily desirable
Agile – not so good
UX
UX
UX
UX
Build
Test
?!! UX
Build
Test
?!!
UX
Big ideas that may not be feasible, done slowly…
UX – what’s not so good
IT Business
Agile
UX
!
A solution framework
IT Business
AXD
Envision
Evolve Deliver
Showcase Test & Learn
Improve
Envision
Photo credit: http://www.flickr.com/photos/epaul_07/2437555740/
Envision
Envision
Deliver
BacklogBacklog
2-4 weeks2-4 weeks
24 hrs24 hrs
Deliver
BacklogBacklog
2-4 weeks2-4 weeks
24 hrs24 hrs
Deliver
http://www.artinthepicture.com/blog/?p=109 http://www.bloglifetime.com/images/blogs/11-2007/different-versions-of-the-mona-lisa.jpg
25% 25% 25% 25%
Evolve
So how do we do it
Envision
Evolve Deliver
Showcase Test & Learn
Improve
your colleagues are a rich source of inspiration
Looking in…
other departments may already have research
Looking in…
Watching customers can be a revelation!
Looking outside
Your competitors can provide stimulus too
Looking outside
The wall is the new desk Dave Gray
segments actors
Darren (Is a customer whose life is touched by the product we are building)
(not these)
Do ‘Design Thinking’
Looking in
Looking out
colleagues customers
Lot of design ideas
Collaborative design thinking
Rapid prototyping
(2 weeks)
Big up front Design
“Rent a warehouse and build a prototype of a store… go build 20 of them, then discover it didn't work…”
Sources: Steve Jobs in Fortune Magazine March 8 2007 Verdict Global Retail Freview Aug 2010
Apple Store is the most profitable shop in London
At Sony we assume that all products of our competitors have basically the same technology, price, performance and features. Design is the only thing that differentiates one product from another in the marketplace. Norio Ohga Former Chairman and CEO, Sony
Design
Envision
Evolve Deliver
Showcase Test & Learn
Improve
Business Creative Tech UX
Collaboration culture Co-located*
*Yes, offshore is possible
“I’m glad we’re all agreed then.”
“I’m glad we’re all agreed then.”
“Ah...”
“Ah...”
Business Creative Tech UX
Working Together
Personas Content Navigation Interaction
Information architecture Wire frames
Creative concept
Mood boards Creative flats Collateral Styleguide
Stories Testing spikes
Look & feel
Information architecture Wire frames
Creative concept
Stories Testing spikes
Look & feel
Release Inception Iteration 1 Iteration 2 Iteration 3 Iteration n
Dev Dev Dev Dev
Envisioning BA&UX BA&UX BA&UX Envision
Creative, UX spikes, UI dev, User testing
Source: The Standish Group
Feature usage in deployed apps
Never 45%
Rarely 19%
Sometimes 16%
Often 13%
Always 7%
✗ Card slot ✗ 3g ✗ Bluetooth ✗ Infrared ✗ Decent camera ✗ Secondary camera ✗ Camera flash ✗ MMS ✗ Radio
✗ Video ✗ Video calling ✗ TV out ✗ Music ring tones ✗ Voice dialing ✗ Voice commands ✗ GPS ✗ JAVA ✗ Push to talk
Focus on the minimum viable product
“Here’s a tip, pack it and halve it” Lonely Planet
^ delightful
Experiences Not a product backlog
Envision
Evolve Deliver
Showcase Test & Learn
Improve
Customer
Design evaluation Usability testing
Continuous design
Continuous delivery
Actionable advice (how you can do it too)
Research…
Design…
Specification…
Stories… Testing…
Build…
Governance…
Teamwork…
Manage Expectations…
Key takeaways
! Projects don’t start at Dev
! Create a vision and use visual thinking
! Do just enough & get rid of waste
! Collaborate, co-locate, communicate
! AXD It’s not easy but it’s worthwhile
Marc McNeill [email protected]
dancingmango.com/blog Twitter: dancingmango
Lindsay Ratcliffe [email protected]
guigrrrl.blogspot.com Twitter: guigrrrl