UX: The Power of Getting Things Designed

USER EXPERIENCE
THE POWER OF
DESIGN

Avanade Experience Design delivers projects
that are useful, usable, & beautiful.
Multinational Insurance Company Intranet
BPOS Sharepoint 2007 to Sharepoint 2010
Focus on brand consistency
2

© Copyright 2010 Avanade Inc. All Rights Reserved.

1

THE INSPIRATION

Strategy and the Fat
Smoker
— David Maister

UX: The Power of Design Getting Things Designed by Austin Govella • SchipulCon, Houston, TX, Oct 7, 2011 • www.thinkingandmaking.com • @austingovella • #gtdesign

THE FAT SMOKER


USER EXPERIENCE
THE POWER OF
DESIGN
Getting Things Designed

THE BACKCHANNEL

Use the hashtags to follow the conversation:
#gtdesigned

(Or catch me on Twitter: @austingovella)


THE FRONTCHANNEL

Grab the slides from SlideShare
and follow along:
http://www.slideshare.net/austingovella/ux-the-power-of-getting-things-designed


THE NEXTCHANNEL

Austin Govella
@austingovella
austin.govella@gmail.com

My blog:
www.thinkingandmaking.com


THE MANIFESTO
Designers don't really design anything. Organizations design everything.
What if your organization sucks? Seriously. What do you do then? And then — while
you're at it — do it “agile”, do it “lean”.

Organizations face seven barriers when designing better products and services:
value, focus, time, memory, quality, understanding, and improvement.
We'll look at seven tactics you can use to help overcome these seven barriers.

Instead of changing what you do, change how you do it.
Change the how and enable better design. You can build better, more balanced
teams; better interfaces; and better experiences.


THE INSPIRATION

Don’t look for the next
opportunity.
The one you have in
hand is the
opportunity.
— Paul Arden


MORE THINKING

Undercover UX Design UX Team of One
Cennydd Bowles & James Box Leah Buley
New Riders, 2010 Rosenfeld Media, 2012


WHAT IS UX?
User experience is
understanding context to improve effectiveness.
1. Where will your audience use the interface? From work? From home? The car?

2. How often will they interact? Once. Every hour. Once a month?

3. What do they need to know? Can they learn it? Or will they not have the time?

4. How long will they interact?

5. How critical is the interaction? What happens if they fail? (A nuclear reactor?)

6. How important is it? Likes on Facebook? Signing up for health insurance?

7. How complex is the interaction? One obvious step? Several complex steps?

8. How focused will they be? In a state of ﬂow? At home juggling two kids and dinner?


SEVEN BARRIERS

Organizations face
seven barriers to designing better experiences.
The organization:
...doesn’t VALUE design
...can’t FOCUS on the design activities it needs to focus on
...doesn’t have TIME to design everything it needs designed
...has no MEMORY about its design decisions
...has a low QUALITY of design by non-designers
...has no UNDERSTANDING about what it takes to do UX
...can’t validate IMPROVEMENT in the user experience


SEVEN BARRIERS
Organizations face
seven barriers to designing better effectiveness.
The organization:
...doesn’t VALUE effectiveness
...can’t FOCUS on the effectiveness activities it needs to focus on
...doesn’t have TIME to effective everything it needs effective
...has no MEMORY about its effectiveness decisions
...has a low QUALITY of effectiveness by non-designers
...has no UNDERSTANDING about what it takes to do effectiveness
...can’t validate IMPROVEMENT in effectiveness

Learn more about the barriers in my series at Follow the UX Leader:
http://www.followtheuxleader.com/author/agovella


HOUSTON EXPERIENCE DESIGN

Houston Startup Design Workshop
Tuesday, October 11 (next Tuesday!)
7-10 PM
at
Caroline Collective

http://houstonexperiencedesign.wordpress.com/


BARRIER 1
The organization
doesn’t VALUE design.

A story about a brand
new UX department at
Comcast (the devil you
know is always better)

TRY: TELL A STORY

People understand the world through stories.
Tell a story about design that your coworkers
can use to understand what they can do.
Good stories:
...are TRUE
...use MEMORABLE words and images
...remember something IMPORTANT


Ex: DISCOVERMODELVALIDATE

By Livia Labate for Comcast Interactive Media, January 2006


Ex: UX HONEYCOMB

“The UX Honeycomb” by Peter Morville for Semantic Studios, June 2004


Ex: STUPID USERS

“Are your users S.T.U.P.I.D.” by Stephen Turbek, Boxes and Arrows, March 2011


END: TELL A STORY
Good stories are TRUE.

Good stories use MEMORABLE
words and images.

Good stories remember
something IMPORTANT.
Another tactic to explore:
Design vision (what one thought would you change in the minds of your coworkers)


BARRIER 2
The organization can’t
FOCUS on important
design activities.

A story about the
unsexy UX at Comcast.

TRY: UX BUCKET
Day-to-day user experience maintenance and
improvements are never as exciting or important
as this week’s newest priority.

So, protect your tasks with a UX bucket.
INVIOLABLE: the bucket is ONLY for UX activities
RESPONSIVE: schedule what you want when you want
IRRESPONSIBLE: no one is responsible; unless you want them to be

Another tactic to explore:
Strict roles (split team between strategic and tactical design)


BARRIER 3
The organization
doesn’t have TIME to
complete all designs.

A story about letting
dead design lie at
Convio.

TRY: SLOUGH WORK
If you don’t have time to do it all, then don’t.
Decide what UX you need to do. Leave the rest to
everyone else.
WHAT’S CRITICAL? Important designs want your love.
WHAT’S AWESOME? If it can be awesome, make it so.
WHAT’S HARD? Complex designs need your love.
WHAT FITS? If it ﬁts, do it. If it doesn’t, don’t.

Advantages:
Level-up your team: more practice, more review, better designers.
Demonstrate value: your UX will be distinctly better
Illustrate impact: the interface reveals time trade-offs

More tactics to explore:
Overbook yourself; More, faster; Doc systems


ACTIVITY
Stop. Close your eyes and think for a
moment. What project are you working
on that you know needs better UX?

As we continue, think about what’s
stopping you.

BARRIER 4
The organization has
no MEMORY about its
design decisions.

A story about too many
cooks in the
preferences kitchen.

TRY: DOCUMENT RATIONALE

If you can’t remember, then forget it.
Record your rationale alongside your design so
you don’t need to remember.
Rationale includes:
WHY?
WHAT’S THE GOAL?
WHO’S IT FOR?
WHAT’S THE CONTEXT?
WHAT ARE THE CONSTRAINTS?
OPEN QUESTIONS?


Ex: DOCUMENT CONTEXT


Ex: DOCUMENT WHY


END: DOCUMENT RATIONALE

Record your rationale so everyone remembers.
Rationale includes (in order of importance):
WHY did you identify this need?
WHAT is this for the project’s or the user’s goal?
WHO did you design this for?
WHEN+WHERE is the interaction’s context ?
WHAT are the constraints?
Do you have any OPEN QUESTIONS?

More tactics to explore:
Personas and sample users; Design goals


BARRIER 5
The organization’s
design QUALITY is too
low.

A story about good
engineers designing
bad things.

TRY: BETTER STORIES
Groups deliver the interaction they’re given. If
it’s not the interaction you expected, then you’re
reading different stories.
Stories have:
A MAIN CHARACTER The session attendee
EVENTS tweets a point from the presentation
OTHER ACTORS to their stream
MOTIVATION so they can share the point with their friends.

Shared stories have:
COMMON LANGUAGE The interaction should be like sharing something on Google+.

More tactics to try:
Sketching, Critiques, Guerilla testing, RITE testing, Patterns, Design seeds


BARRIER 6
The organization
doesn’t UNDERSTAND
what it takes to do UX.

A story about bouncing
off the walls at Convio.

TRY: USE THE WALLS

Make the invisible, visible. Photocopy your next
sketch. Print your next wireframe. Create your
next sitemap out of Post-Its on a public wall.
Choose a wall where key inﬂuencers will pass by frequently.
Scribble edits on the pages on your wall.
Post iterations on top of the previous version.

Other tactics to try:
Case studies, Viruses


Ex: THE LADDERS

From “Lean UX: getting out of the deliverables business” by Jeff Gothelf, 2011


BARRIER 7
The organization has
no way to VALIDATE
good UX.

A story about product
physicals at Comcast.

TRY: UX HEALTH CHECK

Evaluating the user experience is as easy said
as done. The UX Health Check lets you evaluate
any user experience.
Choose what you want to measure. (your features)
Choose your scale. (your comparison)
Set your target. (how good do you want to be?)
Measure yourself. (how good are you now?)


Ex: UX HEALTH CHECK


END: UX HEALTH CHECK

Evaluate every user experience.
Choose what you want to measure. (your features)
Choose your scale. (your comparison)
Set your target. (how good do you want to be?)
Measure yourself. (how good are you now?)

More tactics you can try:
System Usability Score, Experience value index


SEVEN BARRIERS

Although organizations face
seven barriers to designing better experiences.
The organization:
...can VALUE design
...can FOCUS on the important design activities
...can ﬁnd enough TIME to accomplish all design
...can have a MEMORY about its design decisions
...can improve the QUALITY of design by others
...can have an UNDERSTANDING about what it takes to do UX
...can validate IMPROVEMENT


WORKING BETTER
Made to Stick Designing With Agile
Chip & Dan Heath, 2007 Anders Ramsey, 2011

Back of the Napkin Getting Real
Dan Roam, 2009 Jason Fried, 2009

The Effective Executive Storytelling for User
Peter Drucker, rev. 2006 Experience
Whitney Quesenbery & Kevin Brooks,
Zag 2010
Marty Neumeier, 2006
Information
Rocket Surgery Architecture: Blueprints
Made Easy for the Web
Steve Krug, 2009 Christina Wodtke & Austin Govella,
2009
The Trusted Advisor
David Maister, Charles Green, &
Robert Galford, 2001


“No” is only part of “Now”


SHARE!
What’s stopping you
from being a ﬁt non-
smoker?

Let’s talk about your
projects.

A NOTE ABOUT AGILE & LEAN
One of the hottest memes in user experience land
continues to be agile+ux and its emerging, younger
sibling, lean+ux.

You’re overworked and under-appreciated. It’s your
job to make sure agile and lean don’t become
synonyms for creating skimpy, malnourished
experiences.

Instead of thinking agile and lean, think about how
you can make you organization a healthy
user experience culture.


BALANCED TEAMS
The Balanced Team blog:
http://www.balancedteam.org/

Lean UX: getting out of the deliverables business
http://uxdesign.smashingmagazine.com/
2011/03/07/lean-ux-getting-out-of-the-
deliverables-business/

What is Lean UX?
http://luxr.posterous.com/what-is-lean-ux


UX: The Power of Getting Things Designed

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