An Effective Design Walkthrough_Taruna Goel_STC Conf India

A step towards delivering the best design.
By – Taruna Goel
Plan Prepare Conduct
An Effective Design Walkthrough
©Taruna Goel STC India Conference , Nov 2010 Slide 1

The $300 Million Button
A button on a major e-commerce site of a big retailer
was costing the company $300,000,000 a year.
A team reviewed the design and changed the button.
The result:
The number of customers purchasing went up by 45%.
The extra purchases resulted in an extra $15 million the first month.
For the first year, the site saw an additional $300,000,000.
A change in a form's design made a
$$$
HUGE difference

Email Address:
Password:
Forgot Password
Login Register
Checkout
The Original Design

The Design Issues
First-time shoppers did not like to
register before buying the product.
The result:
The form prevented sales – a LOT of sales!
Repeat shoppers did not remember
their email addresses or passwords
so several re-registered causing
duplicate registrations.
I'm not here to enter
into a relationship. I
just want to buy
something.
Can’t remember my
email address I used
earlier. Let me just
register again!

Email Address:
Password:
Forgot Password
Note: You do not need to create an account to
make purchases on our site. Simply click Continue
to proceed to checkout. To make your future
purchases even faster, you can create an account
during checkout.
Login Continue
Checkout
The Modified Design

Key Take-Aways From This Story
Don’t assume things about your
users. They can be diverse and may
behave quite differently from what
you think!
Conduct usability tests or involve the
users early in the design process.
Get someone to review the design
as early as possible.
Bad designs can cost far more money than
creating good designs!

As a noun – A plan for the
construction of an object
As a verb – Refers to making this
plan
iPad – Winner of red dot award for
product design, 2010
Design is the blueprint of an idea.
Design is fundamental.
Design is everywhere.
Design

A quality practice
A platform that allows collaborative review of design
A method to obtain early validation of design decisions
A technique to assess whether the design meets the requirements
Design Walkthrough

Planning a Design Walkthrough

Schedule the review
Build time and effort
Invite the right
people
Identify key areas of
review
Identify R&Rs
How to Plan a Design Walkthrough

Make the review a part of the process.
Schedule the walkthrough in the project plan and declare your intent!
Define the key milestones.
Inform all stakeholders in advance.
Schedule the review

Select the right day and time!
Include the time of all stakeholders involved.
Estimate based on average not ideal scenarios.
Build the time and effort

Invite the right quality.
Invite the right number.
Include SMEs, ID & Media team, PM, and if possible, the end-users.
Invite the right people

Nothing is obvious!
Identify what you want to review – Design, Content, Media, Assessment.
Identify key areas of review

Assign different review areas to different people.
Have a moderator, lead reviewer, scribe, and some SMEs as ‘end-users’.
Ensure that everyone understands their role and takes the responsibility!
Identify R&Rs

Preparing For a Design Walkthrough

Share the complete
document
Ask reviewers to
share feedback
Read the feedback
and comments
Prepare your
responses
Give an overview of
the review process
How to Prepare For a Design Walkthrough

Discuss the purpose of the review.
Share information about the client, audience, key design philosophy.
Share details about the process of the design walkthrough.
Discuss key areas of review and the R&Rs.
Give an overview of the review process

Ensure the document has gone through the necessary reviews/checks.
Format the document appropriately.
Confirm the receipt!
Share the complete document

Ask reviewers to share feedback
Ask reviewers to:
Stick to their assigned area(s) and the timeline.
Focus on what is right, what is wrong, what can be improved and how.
Understand in what way, to whom, and by when they should deliver
feedback.

Read all comments and feedback thoroughly.
Note any doubts or clarifications.
Read the feedback and comments

Keep your responses ready.
Note them in the design document against each comment /feedback.
Prepare your responses

Conducting a Design Walkthrough

Provide an overview
of the design
Ask reviewers to
share key feedback
Summarize your
responses
Seek feedback and
share next steps
Use a structured,
time-box mode
How to Conduct a Design Walkthrough

Use a structured, time-box mode to review
Stick to the agenda, process, and time.
Identify a moderator who can guide the meeting.

Make a short presentation.
Share your rationale and design logic.
Describe key components – lessons/modules/units/sections.
Provide an overview of the design

Focus on discussing the review comments, not solving problems.
Discuss the key thoughts about the review of the product – not the designer!
Ask reviewers to share key feedback

Share your responses with the reviewers.
Accept the defects. Acknowledge the highlights.
Do not try to fix everything during the walkthrough.
Move towards an agreement on the suggested course of action.
Summarize your responses

Seek feedback from the participants.
Prioritize defects, assign responsibilities.
Take notes and define the next steps.
Thank everyone for participating!
Seek feedback and share next steps

Timely
Planned
Objective
Independent
Qualitative
A Good Design Walkthrough

The effectiveness of a design walkthrough depends on what happens
after the defects have been identified in the meeting and how the
defects are addressed and closed in the work product.
An Effective Design Walkthrough

Reviewers
Organization
Designer
Advantages of a Design Walkthrough

BOOM
BANG
CRASH
Advantages of a Design Walkthrough
Good
Learning
products that
make a positive
difference!

Hope you enjoyed the session…

Any Questions

Email: tarunagoel@hotmail.com
Blog: http://tarunagoel.blogspot.com
Twitter: http://twitter.com/write2tg
Look forward to hearing from you!

An Effective Design Walkthrough_Taruna Goel_STC Conf India

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