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• BulletsA brief expansion on the bullet point above. Maximum of 1 line
Sub header
be something!
Transitioning to UX
1
F eb 2015
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Business Strategists
IA, Library science
Technology
Graphic Designers
Copywriters Content strategists
HCI UI Engineers
Researchers
Product Managers
Industrial Designers
Architects
Front End Dev
Others???
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• Why is UX valuable to business?
• What is UX? How do we create that value?
• How can you begin to develop the skills that deliver that value?
It’s a question of value
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Digital is part of almost every product/service experienceThe “Digital” is silent Digital media Digital services Digital communication Digital marketing Digital technology
Small players are disrup.ng big ecosystems
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Value of Human Centred Design
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OK, so what is UX?
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UX, UI, CX, IXD, XD, HCI, HCD, UCD,IA, PX, WTF…
UX
iPhone
Human Factors & Ergonomics
Cognitive Psych WWWGUI
“Scandanavian” approach
& UCD
(2000s)
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(2020s)(1980s)(1960s)(1940s)
GUI design
Pilot error
IA IXD ?Lean UX
“Ambient Digital”
?
ContextContext
Proposition
Structure & Flow
Interaction
User Interface
Design in context
An exercise in
Context
ContextContext
Proposition
Structure & Flow
Interaction
User Interface
Goals Delight
Persuasion Usefulness
Usability
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Usability• “If something is “usable” it means that …A person of average (or below average) ability and experience can figure out how to use the thing to accomplish something without it being more trouble than its worth.” -Steve Krug
• “Intuitive” actually just means self evident (or at least self-explanatory)
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Usefulness
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Persuasion
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Delight
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Key UX Skillsets: How do we create value?• User research: Understand and models who the users are and what they need and want, as well as testing prototypes and products.
• UX Strategy: Define strategy for product/service that supports customer, business & brand.
• Information Architecture: Design how content is organised, structured and described.
• Interaction design: Design flows, interactions and affordances.
• Content strategy: Design, create/source and govern content in the product.
• Visual design: Design and maintain appealing visual style and branding that supports the experience.
• Prototyping: Create model interactive products/interfaces
• Development and Development support: Code applications that users interact with or support integration with technical systems.
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Components of a UX process
Discover Define Design Implement Test and Optimise
Research Data
Strategy Concept
Visual Content
IA Interaction
Prototype Front-end dev
QA
Usability Analytics
SEO
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Insights
Workshop
Sketch
Prototype
BuildTest
Document?
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Discovery
Discover Define Design Implement Test and Optimise
Research Data
Strategy Concept
Visual Content
IA Interaction
Prototype Front-end dev
QA
Usability Analytics
SEO
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Hands on: Context of experience
• Activities • Environments • Interactions • Objects • Users • Time
MoneyTransactions
Customer Personas
Descrip.on (Name, Image, Relevant details)
Goals (Needs, Wants, Gains sought, JTBD)
Behaviours (Currently doing, Think, Feel, See, Do, Use)
Pain points (Current problems and obstacles)
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Definition
Discover Define Design Implement Test and Optimise
Research Data
Strategy Concept
Visual Content
IA Interaction
Prototype Front-end dev
QA
Usability Analytics
SEO
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Finding the problem
Finding the problem
PLAY
http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2738
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Hands on: Pain points
Top 3-5 pain points related to money transactions
The Vodafone Answer Machine
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Discover Define Design Implement Test and Optimise
Research Data
Strategy Concept
Visual Content
IA Interaction
Prototype Front-end dev
QA
Usability Analytics
SEO
Design
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Site map
Wireframe
Visual, Content and Information design
1
2
3
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Hands on: 6-8 solutions to one of the problems
• Design 8 features • Try 8 ways to do one thing
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Implementation
Discover Define Design Implement Test and Optimise
Research Data
Strategy Concept
Visual Content
IA Interaction
Prototype Front-end dev
QA
Usability Analytics
SEO
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Prototyping
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Test and Optimise
Discover Define Design Implement Test and Optimise
Research Data
Strategy Concept
Visual Content
IA Interaction
Prototype Front-end dev
QA
Usability Analytics
SEO
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Testing and optimisation
Transitioning
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T-shaped people
Depth
Breadth
Some aptitudes of UX
UX
• Passion and curiosity: for people, design, digital tech, etc.
• Creativity, vision, innovative mindset • Logic, organisation, structure • Storytelling, presentation, facilitation
capabilities • Business and commercial awareness • Technical understanding and
capability • Independence of thought
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Business and commercial awareness
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Technical understanding and capability
46
My path
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Building your value
Think Do Use
Read Study
Get curious
Evaluate experiences Make stuff
Research/Empathy Contribute Rehearse
People Events
Hackathons Educational providers
“Clients”
Grow your skills, portfolio and connections
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Think: Passion is more valuable than skill• Read
• Steve Krug: Don’t make me think • Don Norman: The design of everyday things
• Jeff Gothelf: Lean UX • Dan Brown: Designing together
• Study • YouTube • Online courses (Coursera, Udemy, Udacity, NovoEd, etc)
• Classroom courses: General Assembly • Hands on • Meet people • Credibility
• Get curious • About everything digital, design, experience
• Follow interesting companies • Browse bookstores and libraries: Architecture, design, technology, business
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Do: Experience is really just having done stuff• Evaluate experiences
• Websites, apps, products • Airports, dashboards, mail, shops
• Make stuff • Blogs, apps, prototypes • Physical as well as screens? • Code (at least a little)
• Research / Empathy • Get used to asking people • Become more observant
• Contribute • Converse • Write • Evangelise
• Rehearse • Talking about design • Talking about and showing your experience
• Talking about “why” and “so what”
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Use: You are the average of the 5 people you spend the most time with
• People • Follow interesting people. Connect with purpose
• Network (or just talk to people!) • Offer to help
• Events • Attend • Browse, subscribe and keep abreast
• Hackathons / Design sprints • Great place to hothouse your skills
• Education providers • Courses like what GA offers
• “Clients” • Internal teams who need UX help • Volunteer for charities, clubs, startups
Learn the rules so you can break the rules
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