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DONNA LICHAW | @DLICHAW | GREATNORTHELECTRIC.COM
TAKE MY JOB!
2
@dlichaw
3
http://inuseful.se/fredagskul-ux-superhero/
Take My Job! @dlichaw | greatnorthelectric.com
FOSTER CREATIVITY
MAKE OTHERS USEFUL
PROMOTE ACCOUNTABILITY
COPING STRATEGIES
Take My Job! @dlichaw | greatnorthelectric.com
FOSTER CREATIVITY 

SKETCHING

WIREFRAMES + MOCKUPS

PROTOTYPES
MAKE OTHERS USEFUL
PROMOTE ACCOUNTABILITY
COPING STRATEGIES
Take My Job! @dlichaw | greatnorthelectric.com
BENOÎT
CHIEF FINANCIAL OFFICER
Take My Job! @dlichaw | greatnorthelectric.com
BENOÎT
CHIEF FINANCIAL OFFICER
Take My Job! @dlichaw | greatnorthelectric.com
“THANK YOU”
Take My Job! @dlichaw | greatnorthelectric.com
https://www.flickr.com/photos/68751915@N05/6355836713
BENOÎT CONTROLS
THE BUDGET
BEN
PRODUCT MANAGER
NOT A DESIGNER
DESIGNS STUFF
Take My Job! @dlichaw | greatnorthelectric.com
BEN
PRODUCT MANAGER
NOT A DESIGNER
DESIGNS STUFF
Take My Job! @dlichaw | greatnorthelectric.com
TEACH BEN
Take My Job! @dlichaw | greatnorthelectric.com
MAKE BEN
LOOK GOOD*
* BEN ALSO CONTROLS THE BUDGET
ED & ALI
LEAD ENGINEER
ART DIRECTOR
DON’T ALWAYS AGREE
WANT REQUIREMENTS
PROBLEM SOLVERS
Take My Job! @dlichaw | greatnorthelectric.com
ED & ALI
LEAD ENGINEER
ART DIRECTOR
DON’T ALWAYS AGREE
WANT REQUIREMENTS
PROBLEM SOLVERS
Take My Job! @dlichaw | greatnorthelectric.com
LOCK THEM AWAY
FOR A MORNING
ED & ALI
LEAD ENGINEER
ART DIRECTOR
DON’T ALWAYS AGREE
WANT REQUIREMENTS
PROBLEM SOLVERS
Take My Job! @dlichaw | greatnorthelectric.com
UNLOCK POTENTIAL
FOSTER CREATIVITY
MAKE OTHERS USEFUL
INTERVIEW NOTES

DATA MODELS & PERSONAS 

USER INTERVIEWS & TESTS
PROMOTE ACCOUNTABILITY
COPING STRATEGIES
SUE
DIRECTOR OF PRODUCT
NEEDS TO INCREASE ENGAGEMENT
WANTS ADVICE
DOESN’T ALWAYS LISTEN
SUE
DIRECTOR OF PRODUCT
NEEDS TO INCREASE ENGAGEMENT
WANTS ADVICE
DOESN’T ALWAYS LISTEN
!
ASK SUE TO
TAKE NOTES
SUE
DIRECTOR OF PRODUCT
NEEDS TO INCREASE ENGAGEMENT
WANTS ADVICE
DOESN’T ALWAYS LISTEN
!
CREATES BUY-IN
LISA
CUSTOMER SERVICE
DIRECTOR
YOUR NEW BEST FRIEND
LISA KNOWS EVERYTHING
Take My Job! @dlichaw | greatnorthelectric.com
LISA
CUSTOMER SERVICE
DIRECTOR
YOUR NEW BEST FRIEND
LISA KNOWS EVERYTHING
Take My Job! @dlichaw | greatnorthelectric.com
GIVE LISA A
PROJECT TO DO
LISA
CUSTOMER SERVICE
DIRECTOR
YOUR NEW BEST FRIEND
LISA KNOWS EVERYTHING
Take My Job! @dlichaw | greatnorthelectric.com
HELP LISA
DO HER JOB
DAVID
FOUNDER
DAVID NEEDS “UX”
NOT USER RESEARCH
Take My Job! @dlichaw | greatnorthelectric.com
DAVID
FOUNDER
DAVID NEEDS “UX”
NOT USER RESEARCH
Take My Job! @dlichaw | greatnorthelectric.com
GET DAVID OUT
OF THE BUILDING*
* WORKING FOR YOU
DAVID
FOUNDER
DAVID NEEDS “UX”
NOT USER RESEARCH
Take My Job! @dlichaw | greatnorthelectric.com
HELP DAVID
DO HIS JOB
FOSTER CREATIVITY
MAKE OTHERS USEFUL
PROMOTE ACCOUNTABILITY
COPING STRATEGIES
Take My Job! @dlichaw | greatnorthelectric.com
Take My Job! @dlichaw | greatnorthelectric.com
DONNA
FIXER
WANT TO MAKE THINGS BETTER
Take My Job! @dlichaw | greatnorthelectric.com
! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Seamless!|!iPad!Usability!Testing!Report!!|!November!21,!2011!|!p!7!
!!
!
!
• 6/6!were!finally!able!to!add!a!coke!to!their!bag!
Task!5:!Actually,!make!that!two!cokes.!
• 5/6!successfully!increased!the!amount!of!cokes!from!1!to!2!in!their!bag!!
• 1/6!did!not!realize!they!could!tap!on!an!item!in!the!bag!to!increase!the!quantity!and!
navigated!back!to!the!menu,!added!a!second!coke!and!then!wondered!why!they!had!two!
separate!line!items!in!their!bag!instead!of!one!line!item!with!a!quantity!of!2!
Severity:!Negligible!
Task!6:!Let’s!maybe!get!a!dessert!too…never!mind,!we’re!good!–!let’s!just!order!
what!we!have.!
• 5/6!successfully!navigated!back!to!the!bag!by!using!the!app!menu!
• Issue:!1/6!wondered!why!the!icon!with!the!subtotal!in!the!bottom!right!corner!of!the!app!
didn’t!take!them!directly!to!the!bag!like!they!expected!it!to.!This!participant!preferred!to!
reach!the!bag!in!one!click!rather!than!the!two!required.!
DONNA
FIXER
WANT TO MAKE THINGS BETTER
Take My Job! @dlichaw | greatnorthelectric.com
! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Seamless!|!iPad!Usability!Testing!Report!!|!November!21,!2011!|!p!7!
!!
!
!
• 6/6!were!finally!able!to!add!a!coke!to!their!bag!
Task!5:!Actually,!make!that!two!cokes.!
• 5/6!successfully!increased!the!amount!of!cokes!from!1!to!2!in!their!bag!!
• 1/6!did!not!realize!they!could!tap!on!an!item!in!the!bag!to!increase!the!quantity!and!
navigated!back!to!the!menu,!added!a!second!coke!and!then!wondered!why!they!had!two!
separate!line!items!in!their!bag!instead!of!one!line!item!with!a!quantity!of!2!
Severity:!Negligible!
Task!6:!Let’s!maybe!get!a!dessert!too…never!mind,!we’re!good!–!let’s!just!order!
what!we!have.!
• 5/6!successfully!navigated!back!to!the!bag!by!using!the!app!menu!
• Issue:!1/6!wondered!why!the!icon!with!the!subtotal!in!the!bottom!right!corner!of!the!app!
didn’t!take!them!directly!to!the!bag!like!they!expected!it!to.!This!participant!preferred!to!
reach!the!bag!in!one!click!rather!than!the!two!required.!
DONNA
FIXER
WANT TO MAKE THINGS BETTER
CRICKETS
Take My Job! @dlichaw | greatnorthelectric.com
! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Seamless!|!iPad!Usability!Testing!Report!!|!November!21,!2011!|!p!7!
!!
!
!
• 6/6!were!finally!able!to!add!a!coke!to!their!bag!
Task!5:!Actually,!make!that!two!cokes.!
• 5/6!successfully!increased!the!amount!of!cokes!from!1!to!2!in!their!bag!!
• 1/6!did!not!realize!they!could!tap!on!an!item!in!the!bag!to!increase!the!quantity!and!
navigated!back!to!the!menu,!added!a!second!coke!and!then!wondered!why!they!had!two!
separate!line!items!in!their!bag!instead!of!one!line!item!with!a!quantity!of!2!
Severity:!Negligible!
Task!6:!Let’s!maybe!get!a!dessert!too…never!mind,!we’re!good!–!let’s!just!order!
what!we!have.!
• 5/6!successfully!navigated!back!to!the!bag!by!using!the!app!menu!
• Issue:!1/6!wondered!why!the!icon!with!the!subtotal!in!the!bottom!right!corner!of!the!app!
didn’t!take!them!directly!to!the!bag!like!they!expected!it!to.!This!participant!preferred!to!
reach!the!bag!in!one!click!rather!than!the!two!required.!
DONNA
FIXER
WANT TO MAKE THINGS BETTER
FA = −FB
Take My Job! @dlichaw | greatnorthelectric.com
COLLABORATIVE
PRIORITIZIATION	

IMG: HOLDING HANDS
Take My Job! @dlichaw | greatnorthelectric.com
COLLABORATE
EVERYONE WANTS
TO BE A HERO
Take My Job! @dlichaw | greatnorthelectric.com
Take My Job! @dlichaw | greatnorthelectric.com
DAVID
Created a product that
people use, love, and pay for
LISA
Got fewer complaints
BENOIT
Felt useful
BEN
Launched on time
SUE
Increased engagement
ED & ALI
Increased engagement
Take My Job! @dlichaw | greatnorthelectric.com
WHO IS YOUR USER?
WHAT IS THEIR GOAL?
WHAT PROBLEM DO THEY HAVE?
HOW CAN YOU:
FOSTER CREATIVITY?
MAKE THEM USEFUL?
PROMOTE ACCOUNTABILITY?
} MAKE THEM
A HERO
Take My Job! @dlichaw | greatnorthelectric.com
FA = −FB
HEROA = −HEROB
Take My Job! @dlichaw | greatnorthelectric.com
DAVID
Asked me back and refers me
EMMA
Lost touch
BENOIT
Moved back to France
BEN
Hired me for another project
SUE
Hired me for another project
ED & ALI
Asked me back and refers me
THEY’RE A HERO
YOU’RE A HERO
Take My Job! @dlichaw | greatnorthelectric.com
THANK YOU.
Donna Lichaw
@dlichaw
greatnorthelectric.com

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Take My Job!

  • 1. DONNA LICHAW | @DLICHAW | GREATNORTHELECTRIC.COM TAKE MY JOB!
  • 3. 3
  • 5. Take My Job! @dlichaw | greatnorthelectric.com
  • 6. FOSTER CREATIVITY MAKE OTHERS USEFUL PROMOTE ACCOUNTABILITY COPING STRATEGIES Take My Job! @dlichaw | greatnorthelectric.com
  • 7. FOSTER CREATIVITY 
 SKETCHING
 WIREFRAMES + MOCKUPS
 PROTOTYPES MAKE OTHERS USEFUL PROMOTE ACCOUNTABILITY COPING STRATEGIES
  • 8. Take My Job! @dlichaw | greatnorthelectric.com BENOÎT CHIEF FINANCIAL OFFICER
  • 9. Take My Job! @dlichaw | greatnorthelectric.com BENOÎT CHIEF FINANCIAL OFFICER Take My Job! @dlichaw | greatnorthelectric.com “THANK YOU”
  • 10. Take My Job! @dlichaw | greatnorthelectric.com https://www.flickr.com/photos/68751915@N05/6355836713 BENOÎT CONTROLS THE BUDGET
  • 11. BEN PRODUCT MANAGER NOT A DESIGNER DESIGNS STUFF Take My Job! @dlichaw | greatnorthelectric.com
  • 12. BEN PRODUCT MANAGER NOT A DESIGNER DESIGNS STUFF Take My Job! @dlichaw | greatnorthelectric.com TEACH BEN
  • 13. Take My Job! @dlichaw | greatnorthelectric.com MAKE BEN LOOK GOOD* * BEN ALSO CONTROLS THE BUDGET
  • 14. ED & ALI LEAD ENGINEER ART DIRECTOR DON’T ALWAYS AGREE WANT REQUIREMENTS PROBLEM SOLVERS Take My Job! @dlichaw | greatnorthelectric.com
  • 15. ED & ALI LEAD ENGINEER ART DIRECTOR DON’T ALWAYS AGREE WANT REQUIREMENTS PROBLEM SOLVERS Take My Job! @dlichaw | greatnorthelectric.com LOCK THEM AWAY FOR A MORNING
  • 16. ED & ALI LEAD ENGINEER ART DIRECTOR DON’T ALWAYS AGREE WANT REQUIREMENTS PROBLEM SOLVERS Take My Job! @dlichaw | greatnorthelectric.com UNLOCK POTENTIAL
  • 17. FOSTER CREATIVITY MAKE OTHERS USEFUL INTERVIEW NOTES
 DATA MODELS & PERSONAS 
 USER INTERVIEWS & TESTS PROMOTE ACCOUNTABILITY COPING STRATEGIES
  • 18. SUE DIRECTOR OF PRODUCT NEEDS TO INCREASE ENGAGEMENT WANTS ADVICE DOESN’T ALWAYS LISTEN
  • 19. SUE DIRECTOR OF PRODUCT NEEDS TO INCREASE ENGAGEMENT WANTS ADVICE DOESN’T ALWAYS LISTEN ! ASK SUE TO TAKE NOTES
  • 20. SUE DIRECTOR OF PRODUCT NEEDS TO INCREASE ENGAGEMENT WANTS ADVICE DOESN’T ALWAYS LISTEN ! CREATES BUY-IN
  • 21. LISA CUSTOMER SERVICE DIRECTOR YOUR NEW BEST FRIEND LISA KNOWS EVERYTHING Take My Job! @dlichaw | greatnorthelectric.com
  • 22. LISA CUSTOMER SERVICE DIRECTOR YOUR NEW BEST FRIEND LISA KNOWS EVERYTHING Take My Job! @dlichaw | greatnorthelectric.com GIVE LISA A PROJECT TO DO
  • 23. LISA CUSTOMER SERVICE DIRECTOR YOUR NEW BEST FRIEND LISA KNOWS EVERYTHING Take My Job! @dlichaw | greatnorthelectric.com HELP LISA DO HER JOB
  • 24. DAVID FOUNDER DAVID NEEDS “UX” NOT USER RESEARCH Take My Job! @dlichaw | greatnorthelectric.com
  • 25. DAVID FOUNDER DAVID NEEDS “UX” NOT USER RESEARCH Take My Job! @dlichaw | greatnorthelectric.com GET DAVID OUT OF THE BUILDING* * WORKING FOR YOU
  • 26. DAVID FOUNDER DAVID NEEDS “UX” NOT USER RESEARCH Take My Job! @dlichaw | greatnorthelectric.com HELP DAVID DO HIS JOB
  • 27. FOSTER CREATIVITY MAKE OTHERS USEFUL PROMOTE ACCOUNTABILITY COPING STRATEGIES Take My Job! @dlichaw | greatnorthelectric.com
  • 28. Take My Job! @dlichaw | greatnorthelectric.com DONNA FIXER WANT TO MAKE THINGS BETTER
  • 29. Take My Job! @dlichaw | greatnorthelectric.com ! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Seamless!|!iPad!Usability!Testing!Report!!|!November!21,!2011!|!p!7! !! ! ! • 6/6!were!finally!able!to!add!a!coke!to!their!bag! Task!5:!Actually,!make!that!two!cokes.! • 5/6!successfully!increased!the!amount!of!cokes!from!1!to!2!in!their!bag!! • 1/6!did!not!realize!they!could!tap!on!an!item!in!the!bag!to!increase!the!quantity!and! navigated!back!to!the!menu,!added!a!second!coke!and!then!wondered!why!they!had!two! separate!line!items!in!their!bag!instead!of!one!line!item!with!a!quantity!of!2! Severity:!Negligible! Task!6:!Let’s!maybe!get!a!dessert!too…never!mind,!we’re!good!–!let’s!just!order! what!we!have.! • 5/6!successfully!navigated!back!to!the!bag!by!using!the!app!menu! • Issue:!1/6!wondered!why!the!icon!with!the!subtotal!in!the!bottom!right!corner!of!the!app! didn’t!take!them!directly!to!the!bag!like!they!expected!it!to.!This!participant!preferred!to! reach!the!bag!in!one!click!rather!than!the!two!required.! DONNA FIXER WANT TO MAKE THINGS BETTER
  • 30. Take My Job! @dlichaw | greatnorthelectric.com ! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Seamless!|!iPad!Usability!Testing!Report!!|!November!21,!2011!|!p!7! !! ! ! • 6/6!were!finally!able!to!add!a!coke!to!their!bag! Task!5:!Actually,!make!that!two!cokes.! • 5/6!successfully!increased!the!amount!of!cokes!from!1!to!2!in!their!bag!! • 1/6!did!not!realize!they!could!tap!on!an!item!in!the!bag!to!increase!the!quantity!and! navigated!back!to!the!menu,!added!a!second!coke!and!then!wondered!why!they!had!two! separate!line!items!in!their!bag!instead!of!one!line!item!with!a!quantity!of!2! Severity:!Negligible! Task!6:!Let’s!maybe!get!a!dessert!too…never!mind,!we’re!good!–!let’s!just!order! what!we!have.! • 5/6!successfully!navigated!back!to!the!bag!by!using!the!app!menu! • Issue:!1/6!wondered!why!the!icon!with!the!subtotal!in!the!bottom!right!corner!of!the!app! didn’t!take!them!directly!to!the!bag!like!they!expected!it!to.!This!participant!preferred!to! reach!the!bag!in!one!click!rather!than!the!two!required.! DONNA FIXER WANT TO MAKE THINGS BETTER CRICKETS
  • 31. Take My Job! @dlichaw | greatnorthelectric.com ! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Seamless!|!iPad!Usability!Testing!Report!!|!November!21,!2011!|!p!7! !! ! ! • 6/6!were!finally!able!to!add!a!coke!to!their!bag! Task!5:!Actually,!make!that!two!cokes.! • 5/6!successfully!increased!the!amount!of!cokes!from!1!to!2!in!their!bag!! • 1/6!did!not!realize!they!could!tap!on!an!item!in!the!bag!to!increase!the!quantity!and! navigated!back!to!the!menu,!added!a!second!coke!and!then!wondered!why!they!had!two! separate!line!items!in!their!bag!instead!of!one!line!item!with!a!quantity!of!2! Severity:!Negligible! Task!6:!Let’s!maybe!get!a!dessert!too…never!mind,!we’re!good!–!let’s!just!order! what!we!have.! • 5/6!successfully!navigated!back!to!the!bag!by!using!the!app!menu! • Issue:!1/6!wondered!why!the!icon!with!the!subtotal!in!the!bottom!right!corner!of!the!app! didn’t!take!them!directly!to!the!bag!like!they!expected!it!to.!This!participant!preferred!to! reach!the!bag!in!one!click!rather!than!the!two!required.! DONNA FIXER WANT TO MAKE THINGS BETTER FA = −FB
  • 32. Take My Job! @dlichaw | greatnorthelectric.com COLLABORATIVE PRIORITIZIATION IMG: HOLDING HANDS Take My Job! @dlichaw | greatnorthelectric.com COLLABORATE
  • 33. EVERYONE WANTS TO BE A HERO Take My Job! @dlichaw | greatnorthelectric.com
  • 34. Take My Job! @dlichaw | greatnorthelectric.com DAVID Created a product that people use, love, and pay for LISA Got fewer complaints BENOIT Felt useful BEN Launched on time SUE Increased engagement ED & ALI Increased engagement
  • 35. Take My Job! @dlichaw | greatnorthelectric.com WHO IS YOUR USER? WHAT IS THEIR GOAL? WHAT PROBLEM DO THEY HAVE? HOW CAN YOU: FOSTER CREATIVITY? MAKE THEM USEFUL? PROMOTE ACCOUNTABILITY? } MAKE THEM A HERO
  • 36. Take My Job! @dlichaw | greatnorthelectric.com FA = −FB HEROA = −HEROB
  • 37. Take My Job! @dlichaw | greatnorthelectric.com DAVID Asked me back and refers me EMMA Lost touch BENOIT Moved back to France BEN Hired me for another project SUE Hired me for another project ED & ALI Asked me back and refers me
  • 38. THEY’RE A HERO YOU’RE A HERO Take My Job! @dlichaw | greatnorthelectric.com