Don't Just Deliver, Delight!

Experience Design

Quarterly Briefing

Don’t Just Deliver: Delight!

#twxd

About Marc !   UX 19 Years !   PhD. Human Factors !   TW 6 years !   Multi-platform !   Multi-skilled !   Financial Services, Retail,

Media etc

About Linz !   UX 15 Years !   TW 4 years !   Multi-platform !   Multi-skilled !   Telecom, TVDigital,

Financial services etc

!   The Problem Space !   A Solution Framework !   Actionable Advice – how you do it

What we’re talking about

A quick plotted history…

£££

Business

Business folks

The Problem Space

IT

IT folks

Business

£££

IT

£££

IT Business

!

Customer

IT

!

“I want it faster and cheaper”

“I want it to be easier”

IT Business

Agile

UX

Agile

Stories

Agile

BacklogBacklog

2-4 weeks2-4 weeks

24 hrs24 hrs

Stories

Backlog

Deliverables

Agile

BacklogBacklog

2-4 weeks2-4 weeks

24 hrs24 hrs

Stories

Backlog

Deliverables

Agile

Viable ideas implemented quickly, that are feasible but not

necessarily desirable

Agile – not so good

UX

UX

UX

UX

Build

Test

?!! UX

Build

Test

?!!

UX

Big ideas that may not be feasible, done slowly…

UX – what’s not so good

IT Business

Agile

UX

!

A solution framework

IT Business

AXD

Envision

Evolve Deliver

Showcase Test & Learn

Improve

Envision

Photo credit: http://www.flickr.com/photos/epaul_07/2437555740/

Envision

Envision

Deliver

BacklogBacklog

2-4 weeks2-4 weeks

24 hrs24 hrs

Deliver

BacklogBacklog

2-4 weeks2-4 weeks

24 hrs24 hrs

Deliver

http://www.artinthepicture.com/blog/?p=109 http://www.bloglifetime.com/images/blogs/11-2007/different-versions-of-the-mona-lisa.jpg

25% 25% 25% 25%

Evolve

So how do we do it

Envision

Evolve Deliver

Showcase Test & Learn

Improve

your colleagues are a rich source of inspiration

Looking in…

other departments may already have research

Looking in…

Watching customers can be a revelation!

Looking outside

Your competitors can provide stimulus too

Looking outside

The wall is the new desk Dave Gray

segments actors

Darren (Is a customer whose life is touched by the product we are building)

(not these)

Do ‘Design Thinking’

Looking in

Looking out

colleagues customers

Lot of design ideas

Collaborative design thinking

Rapid prototyping

(2 weeks)

Big up front Design

“Rent a warehouse and build a prototype of a store… go build 20 of them, then discover it didn't work…”

Sources: Steve Jobs in Fortune Magazine March 8 2007 Verdict Global Retail Freview Aug 2010

Apple Store is the most profitable shop in London

At Sony we assume that all products of our competitors have basically the same technology, price, performance and features. Design is the only thing that differentiates one product from another in the marketplace. Norio Ohga Former Chairman and CEO, Sony

Design

Envision

Evolve Deliver

Showcase Test & Learn

Improve

Business Creative Tech UX

Collaboration culture Co-located*

*Yes, offshore is possible

“I’m glad we’re all agreed then.”

“I’m glad we’re all agreed then.”

“Ah...”

“Ah...”

Business Creative Tech UX

Working Together

Personas Content Navigation Interaction

Information architecture Wire frames

Creative concept

Mood boards Creative flats Collateral Styleguide

Stories Testing spikes

Look & feel

Information architecture Wire frames

Creative concept

Stories Testing spikes

Look & feel

Release Inception Iteration 1 Iteration 2 Iteration 3 Iteration n

Dev Dev Dev Dev

Envisioning BA&UX BA&UX BA&UX Envision

Creative, UX spikes, UI dev, User testing

Source: The Standish Group

Feature usage in deployed apps

Never 45%

Rarely 19%

Sometimes 16%

Often 13%

Always 7%

✗ Card slot ✗ 3g ✗ Bluetooth ✗ Infrared ✗ Decent camera ✗ Secondary camera ✗ Camera flash ✗ MMS ✗ Radio

✗ Video ✗ Video calling ✗ TV out ✗ Music ring tones ✗ Voice dialing ✗ Voice commands ✗ GPS ✗ JAVA ✗ Push to talk

Focus on the minimum viable product

“Here’s a tip, pack it and halve it” Lonely Planet

^ delightful

Experiences Not a product backlog

Envision

Evolve Deliver

Showcase Test & Learn

Improve

Customer

Design evaluation Usability testing

Continuous design

Continuous delivery

Actionable advice (how you can do it too)

Research…

Design…

Specification…

Stories… Testing…

Build…

Governance…

Teamwork…

Manage Expectations…

Key takeaways

!   Projects don’t start at Dev

!   Create a vision and use visual thinking

!   Do just enough & get rid of waste

!   Collaborate, co-locate, communicate

!   AXD It’s not easy but it’s worthwhile

Marc McNeill [email protected]

dancingmango.com/blog Twitter: dancingmango

Lindsay Ratcliffe [email protected]

guigrrrl.blogspot.com Twitter: guigrrrl