for designers: how to get your it department to support your user experience initiatives
DESCRIPTION
Discussion of the challenges that often come up when changes need to be made to a site, strategies for getting the design and IT sides working together, and examples of how designers and IT staff cooperated to improve the online shopping experience.TRANSCRIPT
How to Get Your IT Department to Support Your User Experience Initiatives
Presented by:
&
For Designers:
Who’s Here
Alex SchmelkinPresident & Founder, Ai
David KerstingDirector of eCommerce Technology, Cycling Sports Group
UX
or
IT
Marketer’s Dilemma
All too often, great ideas are met with an angry-faced man that says...
Marketer’s Dilemma
NO!Too expensiveToo longToo complicatedCan’t be done
How UX Folks View IT Nope!
Live behind a fortress of Red Tape Inflexible, “No” & “Can’t” are favorite words Pessimism, problems are seen, but not solutions
How UX Folks View IT Nope!
or
On the positive side: Awe & admiration for technical abilities Really execute these great concepts
How IT Folks View UX Chill out, man.
No concern for budgetsFluffy with no processCompletely unrealistic timelines
How IT Folks View UX
or
Chill out, man.
On the positive side: Creative Big thinkers Focused on a great customer experience
Typical UX ChallengesMonths of planning & design
Cannot explain to IT exactly what we want
Rounds of revisions and approvals
Don’t understand why UX can design a screen in a day but it takes months for IT to build it?
What? We can’t do this!
DEV DEPT.
Nope!Chill out, man.
Ineffective, siloed work streams
TO
Profits
It’s like the Underpants Gnomes once said...
http://www.youtube.com/watch?v=TBiSI6OdqvA
What’s the answer?
Inclusion
It’s Easy!
Inclusion = Involve IT in the process in the right manner, at the right time, with the appropriate buy-in, to yields more positive results
Solutions• Techniques to use before, during,
and after design• Measurement strategies
• Repeatable process• Inclusion checklist
Before Design
Before Design• Business requirements
• Measurement• Focus on user• Speak the language
Business Requirements Get started by asking the right questions of the business• What are we building?• Why are we building it?• Who are we building it for?
Don’t wait, get a head start• Do your homework ahead of time and show how a platform may already support some of these project initiatives
Business Requirements
loves to discuss...or
• Where will these requirements be shared?• How can we reuse these features on other websites?• Who will maintain these websites?
How? The “FFA”Consider the Faceted Feature Analysis
# Themes Sub-Themes User Types Roles User Story Suggestor Notes to Clarify Story Open items Suggested Resolution New?In Scope?
Biz Value
Tech Assess
2.02Bike Comparison
Basic Bike Compare
Brand Marketing n/a
I want to show user ratings of different bikes in the Bike Comparison Patricia
Lori writes the copy for all the Mass Specs: Frame, Speed, Brakes, Suspensions, Miscellaneous (Some feature that is value-added)
Mass Specs differ from IBD Specs
Mass Specs differ from IBD SpecsRecommended: Allow the comparison and let consumers decide for themselves Current Yes 2 3
2.03Bike Comparison
Basic Bike Compare
Customer Generic Browsers
I want to do a side-by-side comparison of 3 bikes, and see how their attributes and images compare Anna
Major Categories that get compared today are Frameset, DriveTrain, Wheels, Components, Extras -- either technical detail or branded product models are shown
Which attributes? Material (Steel, Aluminum, Carbon Fiber), Geometry, others? Current Yes 3 3
8.12 Community ForumCustomer Generic Owners
I want to ask members of the community a question Patricia Current Yes 2 3
24.10
Ratings, Reviews & Recos Forum
Customer Generic Browsers
I want to ask the Bike Model User Forum a question about a specific bicycle model Jaime Current Yes 2 3
30.06Support & Contact Us Forum
Customer Generic Owners
As a consumer I want to post questions for experts to answer Hillary
Assume that posts can be done directly on the Forum Current Yes 2 3
# Themes Sub-Themes User Types Roles User Story Suggestor
2.02Bike Comparison
Basic Bike Compare
Brand Marketing n/a
I want to show user ratings of different bikes in the Bike Comparison Patricia
2.03Bike Comparison
Basic Bike Compare
Customer Generic Browsers
I want to do a side-by-side comparison of 3 bikes, and see how their attributes and images compare Anna
8.12 Community ForumCustomer Generic Owners
I want to ask members of the community a question Patricia
24.10
Ratings, Reviews & Recos Forum
Customer Generic Browsers
I want to ask the Bike Model User Forum a question about a specific bicycle model Jaime
30.06Support & Contact Us Forum
Customer Generic Owners
As a consumer I want to post questions for experts to answer Hillary
MeasurementDefine project success with KPIs• Increased sales?• More customers?• Dealer referrals?• More IT spending?
Speak to the site analytics• Nerds love data• Demonstrate areas for improvement
Nope!Awesome!
Focus on UserCreate Personas for our customer segments• Who are our customers?• What are their needs?• What are their behaviors and expectations?• Where else do they shop online?
Why Personas?
NO!
or
NO!OKNope!
Ends Debates.
Speak the LanguageLearn the parlance, and enjoy it.
NO!HTMLor
NO!AJAX
NO!jQueryNO!CSS
NO!PHP
NO!Java
During Design
During Design• Sketch before wires
• Fail early
• Joint design sessions
• Annotate your wires
• Triangle of doom
SketchCreate sketches before wireframes• Obtain IT buy-in at earliest stage possible• Useful tool to demo ideas to business
Fail EarlyLove success, but also love to fail• Encourage risk-taking and bold thinking• Approve or kill ideas before it’s too late• Everyone has a stake
Joint Design SessionsUX + IT in Same Room• Best ideas come when everyone contributes• IT aware of the latest and greatest• All parties take ownership
or
NO!Love it!NO!Really?
or
NO!Or this?
NO!Wow!
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Sole Proprietorship (?)
Annotated WiresAnnotate your wireframes• Avoid all doubt on features• IT has a roadmap for implementation• Document agreements
Capture all details• Think through the edge cases• Defensive design
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Triangle of Doom
Budget
Scope Schedule
Budget
Schedule
or
Scope
Budget
ScheduleScope
or
Triangle of DoomDemonstrate sensitivity• Longer to build than to design• Cut scope to ensure successful launch• Request phases of deployment
Budget
Scope Scheduleoror
After Design
After Design• Be available to answer questions• Request demos• Complete a designer’s sweep
• Make sure you stay involved• Repeatable process
Inclusion Checklist Before Design
Business requirements Faceted Feature Analysis (FFA) Metrics, KPIs, and Analytics Focus on user Share personas with IT Speak the language: nerd it up!
During Design Sketch before wires Obtain IT approval on sketches Joint design sessions Take risks and fail early Annotate wireframes Cut scope, make it easier on IT!
After Design Be available for questions Request frequent demos Designer’s sweep: be tough on them! Stay involved Conduct postmortems Repeat the process
Inclusion
oror
What We’ve Learned...
Underpants
+
Inclusion
= $Profits
aiwork.com
aiwork.com
Thank You!Drop by the Ai booth #400 to discuss more.