driving ux, design, & development collaboratively through the enterprise
TRANSCRIPT
Driving UX, design & development collaboratively through the enterpriseAmee Mungo, Product - Capital One
John Whalen, Research & UX - Brilliant Experience
Scott Childs, Design - Capital One
Research: The First & Hardest Frontier
The Brilliance & Beauty of The Design Sprint
Design & Product for the Long Haul
“I know you have a process, but…you see John, we already know what users want and what we want to build. Let’s save some time and show you.”
Is that CEO?• Left-handed
• Green-eyed
• Canadian
• Psychology PhD
• Someone who actually likes to watch curling?
Then why was he so confident about what I wanted from his enterprise?
18,000% differencein sales!
“UX brings between 2 and 100 dollars in return, and IBM plans a 1:10 return for usability testing.”
-The visible and hidden ROI of user experience, Alex Avissar Tim, UX Architect (AVP) at Citi
Why don’t some executives buy in to research?
Here’s what you say:
Delight
EmpathyDisrupt
Synthesis
Prototype
Opportunity Mapping
Usability Testing
Heuristic review
Strategy
Iterative Design
Information Architecture
Feedback
Design-Thinking
Experience Journey
Here’s what they hear:
Delight
Empathy
Disrupt
Synthesis
Experience Journey
PrototypeDesign-Thinking
Opportunity Mapping
Usability Testing
Heuristic review
Strategy
Iterative Design
Information Architecture
Feedback
$$$
COST OVERUN
DELAY MISSED METRICS
3 MORE MONTHS
Here’s what they are listening for:Will it help me to hit my metrics?
Will it inform my strategic decisions?
Will it help me to hit my metrics?“…the first 10% of the design process, when key system-design decisions are made, can determine 90% of a product’s cost and performance.”
Cost Justifying Usability
Research routinely uncovers unexpected opportunities
Will it inform my strategic decisions?
Bonus: Bring them along for the ride
Research makes them empathetic
Remember the Playbook1. Speak their language:
• Hit metrics • Inform decisions
2. Bring them along for the ride • Make them empathetic
Other LeanUX Secrets1. Get the stakeholders aligned on prioritized business goals. 2. Prioritize personas. 3. Sketch personas, don’t over think them. 4. Focus on the experience journey. 5. Debate design direction alternatives early in the process. 6. Develop conceptual models with stakeholders, not the design. 7. Rapidly iterate design. 8. Share broadly. Be attentive to internal feedback. 9. Test continuously. 10. Take the time to produce brilliant experiences.
See me at SxSW
The Brilliance & Beauty of The Design SprintAmee Mungo and Scott Childs
“Collaboration is about love and respect. Other people just have different ideas and want their thoughts to be considered equally to yours.” -Ross Popoff-Walker
The 5 day sprint
Why it works?It forces smart people to stay focused and attack a problem together.
It allows the feedback cycle to happen at the right time and place.
It gets stakeholders in the creative mindset and out of the editorial mindset.
It gives everyone the opportunity to bring the solution to life.
What do our sprints look like?Day 1: Understand the problem
Day 2: Collaborative design
Day 3: Design & prototype
Day 4: Test & learn
Day 5: Iterate & refine
Day 1: Understand the problemUnderstand who your user is, what problems they’re having.
Get a broad range of participants looking at the problem different vantage points.
Day 2: Collaborative designShare your thinking with a diverse set of participants.
You’ll want a lot of ideas, but not too many. Seven to
nine participants is a good size.
Day 3: Design & prototypeWith the overall of UI of your design defined, you’ll spend the third day focused on making final layout decisions, adding some visual polish, and building a prototype.
Day 4: Test & learnNow that you’ve designed a solution in a prototype, the fourth day gives you the opportunity to test your ideas out with real people.
Day 5: Iterate & refineOn the final day you’ll unpack and discuss what we learned in research. Pick out key insights and opportunities to iterate on.
“Kickoffs should be to build consensus.” -Josh Clark
Design & Product for the Long HaulAmee Mungo
01
I am a Baby. I pull your emotions. You will always be
mine & I yours
Your Product is Not Your Baby.
The Product Statement • for clarity (what problem are you solving?)
• for customers (for whom?)
• for direction (how will we do it)
• for focused outcomes for your customers (to do what?)
“But they (customers) don't want an App” - Amee
Don’t Design in a Vacuum
Customers are humans, we have them everywhere - talk to them … the grittier the better
Real environments are always better than testing labs (beta, pilot, MVP launches)
Always be shipping. Always be learning.
Let’s TalkAmee Mungo
John Whalen
Scott Childs
@AMungo
@johnwhalen
@sco_chi