Download - What I learned from 200 projects (IDC Prague)

What I learned fromoh, I don’t know, around

200 projects

Peter Boersma (@pboersma)Interaction Design Director at Blast Radius

Interactive Design ConferenceApril 4-5, 2014, Prague

1

2

20 years at interactive agencies

1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius

3

around 200 projects

1995 - 2000 - General Design 70 102000 - 2002 - Satama Interactive 20 102002 - 2005 - EzGov 15 52005 - 2006 - User Intelligence 10 202006 - 2010 - Info.nl 20 52010 - 2012 - Adaptive Path 5 2.52012 - 2012 - freelance 5 102012 - present - Blast Radius 55 40

Total 200 10

#proj /year

4

scope, teams, skills, org charts, deliverables

5

the scope of our projectshas expanded from one-way

webdesign to service design for networked brands

6

7

http://www.abnamro.nl

8



640px

480px

9

10



11

12

!SOCIAL CONTENT

MOBILE CONTENT

STORES CRM

PR

CSR

ALWAYS-ON CONNECTED PLATFORMS

Starbucks.com

13

14

our teams have haddifferent types of people

in them

15

16

17

18

19

my roles at interactive agencies

1995 - 2000 - UI Designer2000 - 2002 - Consultant User-Understanding2002 - 2005 - Senior Information Architect2005 - 2006 - UX Consultant & Partner2006 - 2010 - Senior Interaction Designer2010 - 2012 - Experience Designer2012 - 2012 - Freelance (Process) Designer2012 - present - Interaction Design Director

20

we had different skills, starting at Computer Science, HCI and Design

leading to User Experience

21

HCICS Des

22

HCICS DesIxDIAMarCom

InfoDes Copy Usab

23

User Experience

HCICS DesIxDIAInfoDes

MarCom Copy Usab

24

shallowknowledge

User Experience

deepknowledge

businessknowledge

25

User Experience


MarCom Copy Usab

26

User Experience


MarCom Copy Usab

27

since 1995, we have been lookingfor the right place of UX

in the organization

28

29

30

31

32

33

34

35

36

37

38

39

what we call our work,our deliverables,changed too...

40

“Here is how we work:Step 1: we send you a contractStep 2: we design your site and you approve the designStep 3: we build your site, and you approve the designStep 4: we send you an invoice”

41

Design

ResearchEvaluation

Prototype

Test

SketchDetailed Design

Concept

Personas

Interviews

42

Business

Design

ResearchEvaluation

StrategyManage

Pitch

Scenarios

Position

Roadmap

Service Design

Prototype

RequirementsReviewTest

Scope

Optimize

Estimate

Beta


Concept

Personas

Competition

Process

Roles

Steps

Interviews

43



44

GOODBAD

per company

45

46

User Experience


MarCom Copy Usab

47

48

Business

Design

ResearchEvaluation

StrategyManage

Pitch

Scenarios

Position

Roadmap

Service Design

Prototype


Scope

Optimize

Estimate

Beta


Concept

Personas

Competition

Process

Roles

Steps

Interviews

49



50

51



52

1995-2000 - General DesignCompany profile:- Dutch startup that grew from 3-30 people- made interactive sites for small & large brands

My responsibilities:- in the beginning: everything- from interface design- via software programming- to sales and project management

53

54

User Experience


MarCom Copy Usab

55

56

57

58

• A conference is more than the proceedings

• Also: it’s not that hard to get on stage!

59

Business

Design

ResearchEvaluation

StrategyManage

Prototype

RequirementsReview

Estimate


Competition

ProcessScope

60

61

BrBreakingead

share late-night pizza with developershave lunch with clients

go for drinks with colleagues

35

35

62

General Design

GOODBAD

* gave me broad experience

* mix of academic research and practical focus

* time to discover what I like (not project management)

* being project manager & UI designer on 10 projects

* leading to a short, 4-week burnout

63



64

2000-2002 - SatamaCompany profile:- Finnish web-and-mobile agency going global- General Design turned into Amsterdam office

My responsibilities:- Consultant User-Understanding- concept design, IA, IxD, usability tests- for the first time: process designer

65

66

User Experience


MarCom Copy Usab

67

68

69

70

71

72

73

74

75

76

Business

Design

ResearchEvaluation

StrategyManagePosition

Requirements

Scope

Estimate

Detailed Design

Concept

Competition

Process

Roles

Steps

Interviews

77

Satama Interactive

GOODBAD

* mobile experience: designed WAP sites, and created a mobile portal evaluation tool.

* process focus: I managed a 2-year program to document the Satama Unified Process.

* I wasn’t considered a good fit for consultant team

* leading to a long, 8-month burnout

78



79

2002-2005 - EzGovCompany profile:- software & consultancy for online transactions- between governments and citizens/businesses

My responsibilities:- Information Architect- Also: Usability Engineer- And: Process Designer

80

81

82

User Experience


MarCom Copy Usab

83

84

85

86

87

88

89

90

91

92

User Experience


MarCom Copy Usab

93

3 Phases

5 Disciplines System AnalysisInformation Architecture & Interaction DesignUsability & Accessibility TestingContent DesignVisual Design & Information Design

Elaboration ConstructionInception

EzGov’s Standards for UXEzGov’s Standards for UX

94

95

96

97

98

99

Business

Design

ResearchEvaluation

StrategyManage

Service Design

Prototype


Scope

Estimate

Detailed Design

Personas

Process

Roles

Steps

Interviews

100

EzGov

GOODBAD

* good cooperation with Development and PM

* spent time defining design process (StUX)

* developed in-house screenflow tool (J-flow)

* styleguides made visual design work boring

* org. overhead made our work expensive

101



102

2005-2006 - User IntelligenceCompany profile:- small usability company that expanded into design- founder was looking for a business partner

My responsibilities:- User Experience Consultant and Manager Design

103

104

User Experience


MarCom Copy Usab

105

106

107

108

Business

Design

ResearchEvaluation

StrategyManage


Scope

Optimize

Estimate

Detailed Design

Concept

Personas

Competition

ProcessInterviews

Pitch

109

User Intelligence

* we defined the basis for good team & good company

* got to think about corporate strategies

* unprepared for partner talks with founder

* our communication styles made cooperation hard

* had to leave, shortly after bringing in friends

110



111

2006-2010 - Info.nlCompany profile:- very Dutch agency ("normal is crazy enough")- founded in1994 and still going strong

My responsibilities:- senior interaction designer- Also: restructured department & renamed job titles- Also: attempted to document design process

info.nl !FULL!SERVICE!INTERNET!AGENCY!!

112

113

User Experience


MarCom Copy Usab

114

115

Life

Play

Learn

Buy

116

117

118

Business

Design

ResearchEvaluation

StrategyManage

Pitch

Scenarios

Position

Roadmap

RequirementsTest

Scope

Estimate

Detailed Design

Concept

Personas

Competition

Process

119

Info.nl

GOODBAD

* cooperation with developers

* sales reached out to sell UX

* management lacked vision about process

* sales defined projects: teams designed to budget

120



121

2010-2012 - Adaptive PathCompany profile:- famous San Francisco agency came to Amsterdam- defined User Experience as we know it- Adaptive Path is run by designers

My responsibilities:- Experience Designer- design, lead projects, sell projects- teach workshops, host UX Week

122

123

User Experience


MarCom Copy Usab

124

125

126

127

128

the elements ofuser experienceHenning FischerDirector, Adaptive Path [email protected]@henningfischer

Peter BoersmaDesigner, Adaptive Path [email protected]@pboersma

RGB

108, 190, 7773, 155, 69

129

mailto:[email protected]




130

131

First deliverable: NarrativeAs a result of initial conversations with the client, our designer-led sales team would create a Narrative.

A Narrative consists of:

- key business needs

- project summary and team overview

- phase-by-phase description of activities and outcomes

- examples of expected deliverables

- timeline and budget

132

133

134

What happens to it?Designers’ proposals were translated by Sales

into a Statement of Work with a lot of legalese.

We had to go back to the original proposalto kick off projects with the team.

135

Business

Design

ResearchEvaluation

StrategyManage

Scenarios

Position

Roadmap

Service Design


Scope

Estimate

Sketch

Concept

Personas

Competition

ProcessInterviews

136

Adaptive Path

GOODBAD

* designers lead projects from sales to delivery

* many internal discussions about the field

* time to teach back to community

* 13 hour workdays due to time zones

* European sales handed over to America

137



138

2012-2012 - FreelanceCompany profile:- me :-)- interaction designer & design process consultant

My responsibilities:- set up the business, pay tax, do sales & PM- define processes and design concepts for clients

139

140

User Experience


MarCom Copy Usab

141

142

143

144

145

MOBILEAPP

MUSIC PLAYER IN BAR

out of scope

MUSICMATCH

146

147

148

149

150

Business

Design

ResearchEvaluation

StrategyManageRoadmap

Prototype

RequirementsReview

Scope

Estimate

Sketch

Concept

Process

Roles

Steps

151

Freelance

GOODBAD

* freedom in deciding when to work

* freedom in deciding how much to work

* freedom in deciding for whom to work

* office/tax/legal stuff is hard!

* no team = no feedback

* no idea if I was at good at freelancing

152



153

2012-present - Blast RadiusCompany profile:- “agency for the connected world” (= Marketing)- owned by global digital agency network Wunderman

My responsibilities:- Interaction Design Director in Amsterdam office- design concepts and prototypes (with freelancers)- manage a Business Analyst- support offices in Hamburg, London and Paris

154

155

156

User Experience


MarCom Copy Usab

157

158

159

160

161

162

163

164

165

Small ± 9 x 6 cm!Galaxy S2/S3/S4, iPhone, HTC One !

!

Medium ± 11 x 16 cm!Nexus 7, iPad mini, Kindle 7!

!

Large ± 21 x 14 cm!

Nexus 10, iPad (1, 2, Air), Tab 10.1, Kindle 8.9!

Small

Medium

Large

166

small portrait

small landscape

medium landscape & large portrait

small medium large

medium portrait

large landscape

desktop (large & non–touch)

640 px? 1024 px? %#@&*iPad Mini!

167

Business

Design

ResearchEvaluation

StrategyManage

Pitch

Scenarios

Position

Roadmap

Service Design

Prototype


Scope

Optimize

Estimate


Concept

Personas

Competition

ProcessInterviews

168

Blast Radius

* international work environment

* working for small number of big accounts

* allows for tracking of success of designs

* project were never ran by UX (often by Developers or Art Directors)

* limited input in early stages of projects

169



170

171

Best team?

172

173

Jesse James GarrePeter MerholzJeff VeenJanice FraserDan SafferLane BeckerIndi Young

174

Best place for UX?

175

176

Best deliverable?

177

Business

Design

ResearchEvaluation

StrategyManage

Pitch

Scenarios

Position

Roadmap

Service Design

Prototype


Scope

Optimize

Estimate

Beta


Concept

Personas

Competition

Process

Roles

Steps

Interviews

178

NarrativeAs a result of initial conversations with the client, our designer-led sales team would create a Narrative.

A Narrative consists of:

- key business needs

- project summary and team overview

- phase-by-phase description of activities and outcomes

- examples of expected deliverables

- timeline and budget

179

180

181

MOBILEAPP

MUSIC PLAYER IN BAR

out of scope

MUSICMATCH

182

183

Best process?

184

185

SUP wasn’t used, and SUP-Light was created to fix that

186

187

188

189

190

191

192

193

194

195

196

197

198

199

Best process?

your process

200

userreseach

concept design

detaileddesign

prototype & evaluate

Persona

SITEMAP

wireframesrequire-

ments

usability testScreen

FLOW

proto-type

designprinciples

201

Best client

202

the elements ofuser experienceHenning FischerDirector, Adaptive Path [email protected]@henningfischer

Peter BoersmaDesigner, Adaptive Path [email protected]@pboersma

RGB

108, 190, 7773, 155, 69

203





Government of Jamaica

204

Best business lesson?

205

Office Managers manage the company

office managers run the agency206

don’t postpone talking about money

don’t be afraid to talk about money

207

it takes A LOT of work to get work done

208



209

Thank you!210

What I learned fromoh, I don’t know, around

200 projects

Peter Boersma (@pboersma)Interaction Design Director at Blast Radius

Interactive Design ConferenceApril 4-5, 2014, Prague

211