Only designers are qualified to craft amazing user experiences, right? We spend years learning, doing, and honing our craft as a reaction to non-designers designing digital things that were difficult to use. But you know what a lot of product managers with little to no design training are now responsible for? The user experience. They do things like talk to users, whip up wireframes and mockups, build interfaces and flows, and determine feature sets and functionality. You know what developers, founders, even executives never stopped doing and don’t think twice about doing? Designing stuff. After years of working as a designer, manager, and developer, Donna finally learned the secret to designing great digital products and user experiences: teach everyone *else* on the team how to do it right and do it well.
Join Donna as she shows you how to inject some pedagogy into your work life so that you can effect change, improve quality, and better create awesome things with a team. See how outsourcing and open-sourcing your job not only fosters an environment of creativity, but renders the designer and design team invaluable and indispensable.
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
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
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