user experience for product managers

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User Experience for Product Managers Agile Singapore Conference 2016 Michael Ong Product Team Coach @ The Collab Folks

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Page 1: User Experience for Product Managers

User Experience for Product Managers

Agile Singapore Conference 2016

Michael Ong Product Team Coach @ The Collab Folks

Page 2: User Experience for Product Managers

ABOUT THIS TALK

UX for Product Managers

‣ Why is UX important for Product Managers? Gain an understanding of the concept and discipline of user experience - defined, explained and made actionable for Product Managers.

‣ Learn how UX tools and artifacts can help you make better product decisions, and how to overcome common objections to UX processes.

Page 3: User Experience for Product Managers

AGENDA

What we will cover today

‣ The Value of User Experience, beyond screens and interfaces

‣ Discover how UX is critical to your business and bottom line, including the ROI of UX

‣ Learn to Integrate UX Data points into your product development decision-making process using personas

‣ Learn how to overcome common business objections to implementing UX processes

‣ Q&A

Page 4: User Experience for Product Managers

Site maps

Wireframes

Card sorting

Usability testing

Contextual inquiry

Personas

Scenarios

Prototyping

Heuristic evaluations

Mental models

Affinity diagramming

Concept maps

A/B testing

Flow diagrams

Taxonomies

Storyboards

User interviews

AGENDA

What we will not be able to cover today

How to be a User Experience Designer!

Page 5: User Experience for Product Managers
Page 6: User Experience for Product Managers

Ruth Ho Michael Ong

Focused on digital strategy, marketing, product development, and user experience. Previous projects include Luxury E-Commerce, Global Payments Tech, Telco, and B2B Mobile Applications. Passionate about customer-centric design/product development, marketing analytics, stakeholder management, and bridging the gap between business and IT.

Focused on product strategy and development, agile practices, and user experience. Previous projects include Mobile Payments, Logistics Tracking & Surveying, Cleaning Inspection, Merchant Monitoring, E-Commerce, and Real Estate Portals. Passionate about helping founders chart a path towards growth through startup mentoring and coaching.

Focused on user experience, field and user research, digital strategy and marketing. Previous projects include Online Publishing, E-Commerce, Customer Loyalty, Online Bookings, and Human Capital Management Software. Passionate about customer discovery, aligning business goals with user goals, and problem-solving via user-centric solutions.

Lena Quek

Page 7: User Experience for Product Managers

MICHAEL ONG | @michaelon9 | [email protected]

tech ~ agile ~ ux ~ product ~ team coach ‣ before 1999 : programming in 6

languages ‣ web design / development ‣ research & development ‣ network engineer ‣ full-stack development + sales ‣ programming in +15 languages ‣ business process consulting ‣ internet spaceships ‣ portal development

‣ UXSG.org , Agile Singapore, Product Groups

‣ scrum master ‣ mobile & ux lead ‣ product manager ‣ coo a.k.a even more work including

customer success, operations, logistics & finance

‣ more internet spaceships ‣ cycling + startup ‣ coach for agile, ux & product teams

Page 8: User Experience for Product Managers

MICHAEL ONG | @michaelon9 | [email protected]

i’ve worked with …

‣ Société Générale ‣ NEC Solutions ‣ K.C. Dat ‣ Nippon Express ‣ Air Asia ‣ Singapore Zoo ‣ Jurong Birdpark ‣ Changi Airport Group ‣ M1

‣ Referral Candy ‣ That Green

Space ‣ Arcstone ‣ KMK Online ‣ Bukalapak ‣ Foolproof ‣ SPH ‣ EMC

‣ Mapletree ‣ VISA ‣ Robert BOSCH ‣ SPH, ST701 ‣ iProperty Group ‣ bellabox Australia &

Singapore ‣ Bicycl.asia

at The Collab Folks …

Page 9: User Experience for Product Managers

The Collab Folks Approach

Product Management

Agile Practices

UserExperience Design

Marketing

Founder Mentorship

Product Team Coaching

Talent / Skills Identification

Connect external

Talent / Skills

Explore

Collab

Evaluate

Page 10: User Experience for Product Managers

Who’s here today?

Introductions‣ Are you a

‣ Product Manager

‣ Designer

‣ User Researcher ?

‣ Developer / Engineer

‣ QA ?

‣ Business Development ?

‣ Marketing ?

3 minutes

Let’s Warm Up :)

Page 11: User Experience for Product Managers

The Value of User Experience, beyond screens and interfaces

User Experience for Product Managers

Page 12: User Experience for Product Managers

A Product Manager’s Job

Credit : http://www.mindtheproduct.com/2011/10/what-exactly-is-a-product-manager/

1. Help your team 2. (and company) 3. ship 4. the right product 5. for your users

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The Role of the Product Manager is challenging

Credit : https://medium.com/@tyahma/how-to-hire-product-people-aab926e077c8

Page 14: User Experience for Product Managers

The Four PillarsWhat it takes to be a great Product Leader

‣ Soft Skills

‣ Communication

‣ Relationship Building

‣ Negotiation

‣ People Management

‣ Business Acumen

‣ Domain Knowledge

‣ Technical and UX Skills

‣ Technology

‣ User Experience (UX)

‣ Product Lifecycle (technical)

‣ Processes, Methodologies and Frameworks

Source : What it takes to be a great Product Leader http://techproductmanagement.com/what-it-takes-to-be-a-great-product-leader-the-four-pillars/

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What is User Experience ? WHAT IS UX?

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It is all-encompassingWhat is User Experience?

“User experience” encompasses all aspects of the end-users interaction with the company, its services, and it’s products.

Image Credit : www.servicedesigntools.org

Page 17: User Experience for Product Managers

It is about peopleWhat is User Experience?

The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother.

Next comes simplicity and elegance that produces products that are a joy to own, a joy to use.

True user experience goes far beyond giving customers what they say they want, or providing checklist of features.

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It is achieved through integration

What is User Experience?

In order to achieve high-quality user experience in a company’s offerings, there must be a seamless merging of services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design

Image Credit : websites.premierit.com/images/pictures/database-integration-people

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for your organisation ?What is User Experience …

‣ What does User Experience mean to you and your organisation ?

‣ Why do you think User Experience is important to your product ?

‣ What Challenges do you face today in your product?

10 minutes

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Designing Products

Today

Physical + Digital

we design for

Tomorrow

we design for

ConnectedExperience!

Yesterday

Desktop

Mobile

we design for

Physical

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Which product(s) do you consider to have a good user experience ?

What is User Experience?

5 minutes

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Positive Experience

Image Credit: Michael Ong Quote from Feedback : https://www.kickstarter.com/projects/1670187625/see-sense-icon-the-intelligent-and-connected-cycle

“1st, I love the new design, charging slots are brilliant and

much improvement from previous versions.

2, App works great. First attempt to update didn't go, so stopped

app and connected 1 at a time to update, worked easily.

3, Quality!”

Page 23: User Experience for Product Managers

Melissa Perri :Do you agree?

“Product Management with no User Experience Design creates functional products that don’t make users excited. User Experience Design with no Product Management produces delightful products that don’t become businesses.”

Source : Melissa Perry on Changing the Conversation about Product Management vs. UX http://melissaperri.com/2016/01/17/pmvsux/#.VrDr4jZ96L7

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Can you think of product(s) that have a bad user experience?

What is User Experience?

5 minutes

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Negative Experience

“I bought two of these... Very unhappy. Both do not work right.

Have to reset every single time as it freezes and just doesn't work.

works for ten minutes. Not happy and wasted money. want my

money back.”

Image Credit: http://thenextweb.com/wp-content/blogs.dir/1/files/2014/02/flyfit2.png Quote from Feedback : https://www.kickstarter.com/projects/522669502/flyfit-unique-ankle-tracker-for-fitness-cycling-an

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Product Management and UX Design Responsibilities

Credit : http://melissaperri.com/2016/01/17/pmvsux/#.VrDr4jZ96L7

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How to work together

User Stories and epics : Define users, goals and value

Product Management can own the acceptance criteria

Requirements

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How to work together

Understand user needs and how they use technology / services

That means customer visits and regular interviews

User Research

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How to work together

Designers facilitate the design process with whiteboard and hand sketch sessions

Ideation

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CommunicationHow to work together

Include both in the regular cadence of product meetings to ensure a regular flow of communication

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What : Product Management vs How : User Experience

Product Managers

Responsible for product’s overall success

UX Designers

Responsible for ensuring users’ needs are met

Page 32: User Experience for Product Managers

Discover how UX is critical to your business and bottom line, including the ROI of UX

User Experience for Product Managers

Page 33: User Experience for Product Managers

Jeneanne RaeDo you agree?

“Integrating Design into your company involves more than just hiring superstar designers. It takes a long-term commitment and developing a culture that brings everyone up to speed”

Source : Jeneanna Rae on 6 Keys for Turning Your Company into a Design Powerhouse http://www.fastcodesign.com/1669433/6-keys-for-turning-your-company-into-a-design-powerhouse?

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ROI of Design-centric firms

Creating sustainable competitive advantage through design is not a quick or easy task.

Source : DMI Design Value Index (Source: Design Management Institute) http://designforeurope.eu/news-opinion/value-design-business

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Design Maturity Ladder

Source : The Design Maturity Ladder (Source: Danish Design Centre) http://designforeurope.eu/news-opinion/value-design-business

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5 tips for Building Corporate Design Organisations

Source : Jeneanna Rae on 6 Keys for Turning Your Company into a Design Powerhouse http://www.fastcodesign.com/1669433/6-keys-for-turning-your-company-into-a-design-powerhouse?

1) A vision and strategy that is well-articulated and understood by the organization

2) Leadership that is capable and committed to driving its vision

3) An organisation that is structured and resourced for success

4) A talent pool that is diverse in design principles and deployed at key points of functional integration

5) A culture that embraces the myriad dimensions of design

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Think about Direction = Vision + Strategy

Credit : dcnorris.blogspot.co.uk/2013/02/algebra-what-is-role-af-coo.html

Direction = Vision + Strategy

And for the company to be successful it needs to be capable to pursue that direction.Success = Direction x CapabilityCapability has two main drivers...Capability = Competence x Capacity

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think about Direction = Vision + Strategy

Credit : dcnorris.blogspot.co.uk/2013/02/algebra-what-is-role-af-coo.html

Competence is how good we are at doing something and it's driven by 4 main factors;

Competence = Communication x Skills x Experience x Information

Capacity however is how fast we are at doing it and it's driven by how many resources we have (money, people, assets) and how productive or efficient we are with those resources.

Capacity = Resources x Efficiency

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Developing a UX Strategy Blueprint

Credit : https://www.uie.com/articles/ux_strategy_blueprint/

Challenges

Aspirations

Focus Areas

Guiding Principles

Activities

Measurements

30 minutes

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Developing a UX Strategy Blueprint

Credit : https://www.uie.com/articles/ux_strategy_blueprint/

Challenges

Aspirations

Focus Areas

Guiding Principles

Activities

Measurements

Challenges

What Problems are you trying to solve? What obstacles must you overcome?

Examples Lack of coherency Migration of customers Deteriorating image Internal Constraints

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Developing a UX Strategy Blueprint

Credit : https://www.uie.com/articles/ux_strategy_blueprint/

Challenges

Aspirations

Focus Areas

Guiding Principles

Activities

Measurements

Aspirations

What are the ideal desired outcomes? What do you want to achieve?

Examples: Unification of experiences Accelerated Adoption Market Recognition Transformational impact on users

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Developing a UX Strategy Blueprint

Credit : https://www.uie.com/articles/ux_strategy_blueprint/

Challenges

Aspirations

Focus Areas

Guiding Principles

Activities

Measurements

Focus Areas

What is the scope of the strategy? What will you focus on for the most impact?

Types Users and Personas Regions, language, culture Services and Products User Cases and Scenarios Areas of UX (e.g. IA, content)

Page 43: User Experience for Product Managers

Developing a UX Strategy Blueprint

Credit : https://www.uie.com/articles/ux_strategy_blueprint/

Challenges

Aspirations

Focus Areas

Guiding Principles

Activities

Measurements

Guiding Principles

How will you overcome the challenges? What specific mantras will guide teams?

Examples Particular sequence of activities Approach for persuasion Coordination of touchpoint Differentiation play

Page 44: User Experience for Product Managers

Developing a UX Strategy Blueprint

Credit : https://www.uie.com/articles/ux_strategy_blueprint/

Challenges

Aspirations

Focus Areas

Guiding Principles

Activities

Measurements

Activities

What types of activities solve the problem? What capabilities achieve your aspiration?

Types: Research methods Information Architecture Design Activities Prototyping and Testing Best Practice and Patterns Skill Development

Page 45: User Experience for Product Managers

Developing a UX Strategy Blueprint

Credit : https://www.uie.com/articles/ux_strategy_blueprint/

Challenges

Aspirations

Focus Areas

Guiding Principles

Activities

Measurements

Measurements

What type of measurements will you employ? What metrics will be used to gauge success?

Examples Increase user satisfaction Better task completion Higher frequency of use Increased self support

Page 46: User Experience for Product Managers

Learn to Integrate UX Data points into your product development decision-making process using personas

User Experience for Product Managers

Page 47: User Experience for Product Managers

Design Freedom vs Cost of ChangeDesign Freedom vs Cost Of Change

Credit :Adaptive Path

Design Freedom vs Cost Of Change

Page 48: User Experience for Product Managers

Empathy

For the Product you work on, Understand Your Users

‣ The intellectual identification with the feelings, thoughts, or attitudes of another.

‣ The vicarious experiencing of those feelings, thoughts, or attitudes.

empathy is not sympathy

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Create an Empathy Map

For the Product you work on, Understand Your Users

‣ Think & Feel ‣ Hear ‣ See ‣ Say & Do ‣ Pain ‣ Gain

15 minutes

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That was not easy ?

For the Product you work on, Understand Your Users

‣ Invite your team when you are back in the office ‣ You ‣ Stakeholders ‣ Customer support leads ‣ Vendors ‣ Product developers ‣ Salespeople ‣ Copywriters

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Ask questions like

For the Product you work on, Understand Your Users

‣ How do they think about their fears and hopes? ‣ What do they hear when other people use your product? ‣ What do they see when they use your product? What is the environment? ‣ What do they say or feel when using your product, whether in private or public? ‣ What are their pain points when using your product? ‣ Is this a positive or a painful experience for them? ‣ What does a typical day look like in their world? ‣ Do they hear positive feedback about your company from external sources? ‣ What do they hope to gain from using your product? ‣ Has your customer repeated quotes or defining words?

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Who are your customers?

Creating Personas

‣ A persona is a way to model, summarize and communicate research about people who have been observed or researched in some way.

Image Credit : http://www.slideshare.net/GemmaMacNaught/gemma-macnaught-simplifying-personas-final-2

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Why User Personas?

Image Credit : https://www.smashingmagazine.com/2014/08/a-closer-look-at-personas-part-1/

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How we could create Personas

Image Credit : https://www.smashingmagazine.com/2014/08/a-closer-look-at-personas-part-1/

1. Interview and/or observe an adequate number of people. 2. Find patterns in the interviewees’ responses and actions, and use

those to group similar people together. 3. Create archetypical models of those groups, based on the patterns

found. 4. Drawing from that understanding of users and the model of that

understanding, create user-centered designs. 5. Share those models with other team members and stakeholders.

if we had a lot of time and some help …

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What if you are a lone Product Manager?

10 minutes

Page 56: User Experience for Product Managers

What if you are a lone Product Manager?

Image Credit : http://leanuxtools.com/Lean-UX-templates.html

Sketch & Name

Sketch the scenario in which the user is having a problem

Tips: Add information about the environment he is in

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What if you are a lone Product Manager?

Image Credit : http://leanuxtools.com/Lean-UX-templates.html

Behaviours and Beliefs

What behaviours and beliefs might the person have? How does he conduct himself ?

Tips : Think about the actions the user takes to use your product / or service

Page 58: User Experience for Product Managers

What if you are a lone Product Manager?

Image Credit : http://leanuxtools.com/Lean-UX-templates.html

Demographics

Try to focus on demographic information that predicts a specific type of behaviour

Tips:

Page 59: User Experience for Product Managers

What if you are a lone Product Manager?

Image Credit : http://leanuxtools.com/Lean-UX-templates.html

Needs & Goals

What does the user need and their goals for using your product / services?

Tips: Focusing on pain points can help understand their needs

Page 60: User Experience for Product Managers

Great! I now have a Persona Sketch

but it’s not validated!

Image Credit : https://www.smashingmagazine.com/2011/03/lean-ux-getting-out-of-the-deliverables-business/

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Usability TestingUser Research and Product Validation

In a usability test, people try to do typical tasks with the design, while observers, including the development staff, watch, listen and take notes. The product does not have to be a finished design.

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How many to test?Usability Testing

Are just 5 test participants needed to catch all major usability problems?On average, 5 tests (per user group) catch 85% of usability problems. However, usability-problem detection rates can go as low as 55% for a sample size of 5. With 10 tests, you captures between 82%- 95% of problems.

Credit : Jakob Nielson www.useit.com/alertbox/20000319.html

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How many to test?Usability Testing

More tests means more reliability More tests means fewer new results

Consider conducting multiple rounds of smaller tests than one big test

Page 64: User Experience for Product Managers

What should you test?

Let’s Develop Some Tests for your Product

‣ Write task scenarios that are realistic, encourage an action, and don’t give away how the interface should be used

Image Credit: Michael Ong

Page 65: User Experience for Product Managers

Make the Task Realistic

Let’s Develop Some Tests for your Product

‣ User goal: Browse product offerings and purchase an item.

‣ Poor task: Purchase a pair of orange Nike running shoes.

‣ Better task: Buy a pair of shoes for under $40.

Page 66: User Experience for Product Managers

Make the tasks actionable

Let’s Develop Some Tests for your Product

‣ User goal: Find movie and show times.

‣ Poor task: You want to see a movie Sunday afternoon. Go to www.google.com and tell me where you’d click next.

‣ Better task: Use cathay.com.sg to find a movie you’d be interested in seeing on Sunday afternoon.

Page 67: User Experience for Product Managers

Avoid Clues and Describing the Steps

Let’s Develop Some Tests for your Product

‣ User goal: Look up grades.

‣ Poor task: You want to see the results of your midterm exams. Go to the website, sign in, and tell me where you would click to get your transcript.

‣ Better task: Look up the results of your midterm exams.

Page 68: User Experience for Product Managers

What would you test?

Let’s Develop Some Tests for your Product

Describe 2 scenarios in which you would test with real users with your product

5 minutes

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Usability Tests : Sharing Results

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Usability Tests : Aster addressing pain points

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Usability Evaluation : Time to Complete Task and Goals

Page 72: User Experience for Product Managers

Learn how to overcome common business objections to implementing UX processes

User Experience for Product Managers

Page 73: User Experience for Product Managers

What are the common objections?Do you face objections in introducing User Experience?

When introducing User Experience topics to your organisation, what questions do you face?

10 minutes

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but Change is _HARD_, what if … Sounds worrying ?

‣ Talking to Customers Isn’t a Part of an Organization’s Culture ‣ Leadership Doesn’t Have a Clear Vision ‣ Leadership and the Design Team Don’t Share the Same Vision ‣ The Design Team Hasn’t Laid a Sound Foundation by Establishing a

Design Process ‣ The Designers on a Team Aren’t on the Same Page ‣ An Organization Doesn’t Allocate Its Resources Properly ‣ An Organization Encourages Feature Creep ‣ There’s No Effort Dedicated to Fit and Finish

Source : http://www.uxmatters.com/mt/archives/2012/04/organizational-challenges-for-ux-professionals.php

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As a product manager, you are in the ideal position to

Take charge

‣ Listen up!

‣ Be the voice of honesty and open-mindedness

‣ Get practical and collaborative

‣ Make it good enough, but no better

Source : http://uxmastery.com/how-to-apply-ux-in-an-organisation-new-to-user-centred-design/

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Who are your customers?

Understand Your Environment

Can you develop personas to determine

Demographics Behaviours Needs & Goals

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Who are your stakeholders?

Understand Your Environment

designers developers qa marketing sales operations customers service finance

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Where are the problem areas?

Understand Organisational Key Concerns

Communication ?

IT Responsiveness?

Bad Customer Service?

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Agile?How are you delivering projects?

it is also helpful to identify what type of project delivery method you are using in your team

perhaps you are in transition and it is helpful to know the contraints and paths towards each state (whether it will succeed or fail)

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Put it togetherGoals , Vision, Strategy

‣ Run workshops to educate basics of User Experience

‣ Hire dedicated UX team members or go at it yourself

‣ Measure

‣ Present

‣ Repeat

Page 81: User Experience for Product Managers

What we covered today

The Value of User Experience, beyond screens and interfaces

Discover how UX is critical to your business and bottom line, including the ROI of UX

Learn to Integrate UX Data points into your product development decision-making process using personas

Learn how to overcome common business objections to implementing UX processes

User Experience for Product Managers : RECAP

Page 82: User Experience for Product Managers

GREAT BOOKS YOU SHOULD READ

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Tools you can use

‣ Primarily use Google Docs

‣ Draw is great for task flow diagrams

‣ I favor BPMN

‣ We also use diagramming tools like Cacoo

‣ For prototyping

‣ Paper, Sketch, Mockflow, Balsamiq, Mockflow, Fireworks, Photoshop works depending on your team

‣ For sharing visual designs and collaboration

‣ Google Draw, Invision

‣ For usability testing

‣ Silverback or Morae

‣ For Mobile Usability testing, setting up a rig for camera is quite easy.

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Q&AAgile Singapore Conference 2016 : User Experience for Product Managers

MICHAEL ONG | @michaelon9 | [email protected] questions? contact me via e-mail or setup a time to chat.

Page 85: User Experience for Product Managers

Thank You

& enjoy the rest of Agile Conference!

Agile Singapore Conference 2016 : User Experience for Product Managers