UX Strategy and Lean UX

Copyright © 2012-2013 Brilliant Experience

UX Strategy & Lean UXJohn Whalen, VP, UXPA-DC

#leanux #uxdc@johnwhalen


Meet John

John Whalen

PhD Cognitive Science Johns Hopkins Univ

Cognitive Neuroscience

Vision Science Linguistics PhD:

Math in Brain

Professor in Psychology CEO, UX Lead Brillian Experience

Post Doc at UCLA during Dot.Com boom

Usability/ Accessibility

Online Strategy

User Experience

Information Architecture


Meet Brilliant Experience

User Insights Strategy & Ideation User Experience

John tell me more about yourself, it is all so fascinating!


Agenda‣ Introduction

‣ Define a “Strategy Session” or “Design Studio”

‣ Try it here in our session


Learn how to create a winning strategy and design concepts through strategy workshops and design studios. Find out how UX is at the heart of hot concepts such as LeanUX, Design Thinking and Agile Development.


Or, how do we “cross the chasm”?

User InsightsGreat Experience,

Successful Product

InsertMagicalProcess

Here

Not recommended

Hard to find

Try this


To help you understand what “this” is, let’s play ‘Name that Methodology’


1 2 3 4

Empathize with the audience you are designing for.

Brainstorm possible designs

Build a representation of one or more of your ideas

PrototypeIdeateResearch

Test your ideas for feedback

Test


Empathize with the audience you are designing for.

Brainstorm possible designs

Build a representation of one or more of your ideas

PrototypeIdeateResearch

Test your ideas for feedback

Test

Design

Thinking

1 2 3 4


Design Thinking


Build

1

Measure

2

Learn

3


Build

1

Measure

2

Learn

3

Lean

Startup


Lean Startup


User Stories

1

Design & Develop

2

Feedback

3


User Stories

1

Design & Develop

2

Feedback

3

Agile


Agile


What about LeanUX?

LeanUX...


Two key points


1. Must balance business & user needs


2. Iteration improves the product

That’s all swell John, but what about those strategy sessions and design concepts?


Strategy Session Introduction


Prioritize business goals.

Prioritize your audiences, define them and the scenarios in which they would use your product.

Brainstorm ways to satisfy 1 & 2.

IdeationAudience NeedsBusiness Needs

Flesh out best ideas. Get stakeholders on board with conceptual model.

Sketching

Strategy Session Agenda

1 2 3 4


Note to Participants‣ No phones, tablets, or laptops - we need to focus on the project

- We will give you breaks to get your fix

‣ We must generate a lot of ideas quickly

- We will have deadlines to get things done

‣ We are not in the idea or ego squashing business

- We succeed through a breadth of perspectives

CEO: I know you had an agenda, but let’s just sketch our ideas


Warm Up‣ The Elevator Pitch

- Work independently

- Try to complete all blanks

- I’ll ask you to call out some examples


UXPA DC

For

who

UXPA DC is a

that

Unlike

UXPA DC

(target customer),

(customer need),

(market category)

(one key benefit).

(competition),

(unique differentiator).


UXPA DC

For

who

UXPA DC is a

that

Unlike

UXPA DC

(target customer),

(customer need),

(market category)

(one key benefit).

(competition),

(unique differentiator).

People who work with ux

pros

People who

want to use

UX in their

job

Web pros in dc area

Fed agencies in dc area

User pros in e-media

UX pros and students

Networking and prof

developmentResources:

books,

guidelines

Access to best practices

Support profession and build credibility

Trade groupProf

associationStrategic

partnerCult

(Beliebers)

In DC Provides continuing ed

(UX Beliebers, eh?!)


Business Goals


Business Goals for UXPA DC‣ Write down business goals independently

‣ Prioritize through collaborative discussion

‣ Examples:

- Make us all rich! Ba bling ba bling!

- Totally wow users!

- Create (opportunity) that provides great value to members.

- Drive (user behavior) by (strategic design goal).

texttexttext


Create Personas


Prioritize Scenarios


Create Personas‣ We want to be able to think like your target audience(s)

‣ Create personas that will help us relate to that person and anticipate their actions

‣ Provide:

- Demographics

- Typical activities and interests (eating out, cat video obsession)

- Defining characteristics (business person, military, college student)

- Why s/he would want to be a part of UXPA DC


Create Personas‣ Present and prioritize

Name & Defining Characteristic

Picture Description

Age:

Gender:

Status:

Occupation:

Other

Goals & Needs Other Motivators Technologies

Persona

Just a quick sketch

No detailed persona exercise. This is LeanUX!


Scenarios


Scenarios‣ List the scenarios in which your persona would participate in UXPA DC

- List as many as possible and prioritize the top two

‣ Describe the situation and goal of your persona

- How would they use UXPA DC resources?

- What makes UXPA DC valuable?

Name & Defining Characteristic Scenario Name

Scenario PictureSituation & Goal

UXPA DC Activity

Outcome

Scenario

What motivates your persona?


Ideation & Sketching


Quantity over visual quality. The more ideas the better.

Sell your concept to the group.

Using prioritized user scenarios and business needs.

CritiquePresentIdeate

Creatively based on feedback.

Refine

The Process

1 2 3 4


Sketching‣ Use the 8-square sketching page

‣ Sketch unique ways that the website might work

‣ Produce as many as possible — be creative!

‣ Work independently

Ideation


Sketching‣ Present, critique, and prioritize


Refine Sketches


Refine Sketches‣ Use the 1-square sketching page

‣ Provide more detail about what is on the page and how it would work

‣ Work in pairs

‣ Present to the group

Sketching

•  Agreed&upon&conceptual&direc0on&

•  Include&wall&with&pictures&

•  Liked&that&this&would&vary&between&user’s&stated&interests&and&related&things&(think&Pandora)&

•  Like&the&faces.&&Need&to&include&way&to&acknowledge&new&members&

•  Need&to&emphasize&who&has&viewed&your&profile,&or&liked&your&content&


Refine Sketches‣ Present, critique, and prioritize


Review Our Work & Shared Understanding


1. Must balance business & user needs


2. Iteration improves the product


Summary


Thank you. Congratulate the team!

65Is he done?

John Whalen@johnwhalen

User Research Strategy User Experience

BrilliantExperience.com

UX Strategy and Lean UX

Design

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