Module 03: UX Thinking

transcript

UX/Design Thinking

It’s how we discover problems

It’s how we approach problems

UX/Design Thinking

Eivind Mølster, Posten Norway

UX/Design Thinking

A few basic questions: !"What problem does this solve?" !"For whom?" !"And how do we know this?" !(Pro tip: Ask these at a job interview.)

UX/Design Thinking

A lot of founders or managers will say: !"Well, I want it." !"I know the market." !"The investors like it, so it must be proven." !(Pro tip: This leads to bad things.)

UX/Design Thinking

Customer-facing page: The company knew where all its products lived, buried in "family" categories.

UX/Design Thinking

(This is one of the family categories.) !(Products were many clicks under there.)

UX/Design Thinking

Result: confused, frustrated user, unlikely customer

UX/Design Thinking

If you know how it works,

you are not the user

UX/Design Thinking

Sketchnote by @ElviaVasc, after talk by Christina Wodtke (@cwodtke)

UX/Design Thinking

We’re looking for a balance of all these concerns, skills, and talents. !And a unicorn.

UX/Design Thinking

Who are the audience? !What do they do? !What do they think? !What insights did you learn about what the problem really is?

UX/Design Thinking

Vendor Gourmet

Harried DadCity Official Traffic Planner

Bored Kid

UX/Design Thinking

FRAME THE PROBLEM: !What are the users really trying to solve? !What roadblocks/pain points do they face? !What opportunities might there be for creative solutions?

UX/Design Thinking

USER: !NEEDS TO: !BECAUSE: !(… and that’s an insight)

UX/Design Thinking

Come up with as many solutions as possible. !Don’t be constrained by “well we can’t do that because...” thinking. !Be open to all ideas. !Looking for quality and quantity (thorough exploration of problem space).

UX/Design Thinking

Generate a range of solutions

UX/Design Thinking

Prototyping is SHARING !Communicate the core elements of your solution to others. !Simple, fast, low-cost creative expression. !Learn through design & testing.

UX/Design Thinking

Iterate RAPIDLY

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PROFESSIONAL

PRODUCTS COMPANY®

But test with users, stakeholders (RITE methodology).

UX/Design Thinking

Iterate RAPIDLY

UX/Design Thinking

Learn from the prototyping and testing. !The idea is to learn through building, learn from responses, learn through the building process !Gradually increase fidelity

UX/Design Thinking

All design decisions are hypotheses that need to be tested against actual data. !Do so, and you’ll be able to answer the questions we started with. !And your product will have a better shot at succeeding.

Next up:

User research

ddt@twoangstroms.com

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