UX & Design Thinking for BI Applications

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UX & Design Thinking for BI Applications
The Subtle Psychology for Process Innovation

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What we’ll cover in this session:
• UX Research and Design Thinking – A Holistic Process for Success

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UX & Design Thinking
Why this is important to you:
• We’re consistently expected to do more with less
• We need to uncover creative opportunities to help
business grow
• Your customers are desperate for you to guide them
• Business isn’t getting easier – it gets tougher every day
• It’s modular, achievable, and consumable

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How it enhances what you currently do:
• It gives both you and your customer identifiable artifacts
• It’s highly customizable, but retains a structure
• It gives you increased partnering leverage
• It provides a holistic view of the project/s
• It can help your stakeholder and/or users to positively
identify what they want and need

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UX = User Experience = WHAT, WHO, WHY
• feeds the design of the UI
• users, roles, data, business, objectives, challenges/problems
• 85% research, independent of application platform
Design Thinking = A Systematic Approach within UX Process
• articulate the challenge from the UX research
• can be for multiple use cases or personas
• team approach, interactive, immersive
• uses techniques like brainstorming & brainwriting
• start wide and then focus down
• ideas to rapid prototyping
• presentations to stakeholders and users
• Gather – Analyze – Refine - Produce

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Users don’t see your UX research
and they don’t see your
wireframes.

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They see and interact with your
presentation layer – the face of
your WebFOCUS application.

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Context
Some courses being offered around the US on UX Design and Design Thinking:
• UX Design
• Coursera
• Springboard
• DesignLab
• CareerFoundry
• UXPin
• UXMastery
• General Assembly
• Design Thinking
• Stanford
• IDEO U
• UVA
• MIT
• General Assembly
• School of Visual Arts
• Lynda.com
• Northwestern

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The Goal:
Design and build an application that
makes life easier for users. The
experience should be effortless and
enjoyable.

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Peter Morville’s User
Experience Honeycomb
“Information Architecture”
This is how EVERY user measures your
application/dashboard/infoapp.
Parts of this are used in EVERY interview
I do and should become an integral part
of your process.
*My interview documents are available to
you as a starting point.

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• Interview with empathy
• Treat data like gold
• Be ruthlessly accurate but
allow for adjustments
• Always, always, always put the
needs of the user first
The BI & Analytics Mastermind Approach:

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When we design and build BI & Analytics
applications for our users, we:
• Provide much needed structure through our technical
expertise (UX/UI, data archeology, strategy, product)
• Give them a personal productivity system
• Enable them to help the business grow
• Enable THEM to grow

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Experience
is about
expectations.

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Six Facets of UX Design

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INNOVATION
vs
STAGNATION

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INNOVATION STAGNATION

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“Design-thinking firms stand apart in their
willingness to engage in the task of continuously
redesigning their business…to create advances
in both innovation and efficiency—the
combination that produces the most powerful
competitive edge.”
—Roger Martin, author of the Design of Business*

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APPROACH
Gather – Analyze – Refine -Produce

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UX & Design Thinking - Approach
“Our mandate was to create
products, but also to enable
nimble innovation.”
Dave Cronin – Executive Design Director, GE

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• Research – get clear on problems and objectives
– UX Project Blueprint – available zip file
– UX User Research Blueprint – available zip file
• Do a Design Thinking work session (or several)
– cross-functional team if possible
– commit up to a full day
• Wireframes
– Hand sketches/whiteboard sessions
– Illustrator/Photoshop/Axure/etc
– App Studio HTML5 Canvas rapid prototyping

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Why do we do UX research? Why do we
spend the time to interview many people,
dig into the data, create wireframes and
mockups? Why do we build a team and do
five hours of design thinking?

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SO THAT WE DON’T WASTE
TIME AND MONEY
BUILDING THE WRONG THING.

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Simple
Four Step
Process
Successful
projects

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Fail Early!
Build the
right thing.

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RESEARCH
Empathy – Primary Questions – Guided Discovery

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Three Major Components
The Data
• Where is it, what is it, and how do we access it?
• How does it support our users’ needs?
The Users
• Who are they and what do they need?
The BI System
• How do I use it?
• Does it make my life easier?

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First Step in Project Research
- with a stakeholder.
This gives you:
• Input for defined problem
statement
• Project deliverables
• Interview process direction
• Hurdles/hills/obstacles
• Goal
• monitor, insight,
optimize, monetize,
transform

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UX & Design Thinking - Research
What do you need?
Are you striving to
innovate?
If “yes”, ask to have
current steps outlined.
What does success
look like?

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What does success look
like?
Get their idea first, then
discuss with team for
your version.

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Second Step in Project
Research
This gives you:
• Specific user input
• Direction for data archeology
• Quantifiable sentiment
• Holes & gaps to design out
• Possible workflow bottlenecks
• True design thinking cross-
function access via the
different user roles

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Pain points
Get their Excel files
1-10 scale for charting
What does it take you
right now to do your
job?

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A B

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A B
I have seen this.

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A B
Design Thinking sessions can
alleviate this problem.

Personas:
Role stories that give a face to a user.

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DATA ARCHEOLOGY
Indiana Jones at the Keyboard

Data Archeology
The art and science of discovering truths hidden within
our data. Further, it is the practice of learning how to
combine disparate data-points to reveal ever greater
insights that will help us run our business and grow to a
position of leadership.

Overview from the stakeholder interviews.
With individual users:
• Send me the Excel spreadsheets you work from
• Walk me through them --- “Why is that important to you?”
• Start to define their data journey
Basics First:

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DESIGN THINKING
A Problem Solving Protocol

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Design Thinking
Considers all angles of a clearly defined
problem, with an attitude of open dialogue,
always including brainwriting sessions that
diverge, shifting to focused convergence to
narrow possible solutions, then prototyping and
testing until complete.

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McKinsey:
“Design oriented companies have outperformed
all others over the last 10 years.”

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Stanford:
• Organizational Psychology
of Design Thinking
• Design Thinking Studio
• Reshaping Engineering
Culture with Design
Thinking

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IBM:
IBM Design Thinking – unveiled at
the O’Reilly Design conf in San
Francisco this year
• www.ibm.com/design/thinking
UX – Design Thinking

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This should be you – working side
by side with your customer,
guiding them through this essential
discovery process.
This is the ultimate partnering
approach and will allow you to gain
deeper trust.
This is a holistic approach because it
defines the customer needs that guide
application design and development.

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YOU:
• Define the problem to be solved
• Use the two blueprints and do
the research
• Gather a cross-functional team*
• Sales, programming,
marketing, product
• Ideate, prototype, test - repeat

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Peter Drucker once said that
business has two main functions:
marketing and innovation.
UX – User Experience Design

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Peter Drucker once said that
business has two main functions:
marketing and innovation.
I’m encouraging you to be innovative.

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“The best creative thinking happens
on a company’s front lines. You just
need to encourage it.”
Roger Martin, Former Dean of the Rotman School of Management

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“The best creative thinking happens
on a company’s front lines. You just
need to encourage it.”
Roger Martin, Former Dean of the Rotman School of Management
I’m encouraging you to be creative thinkers.

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Wrap up:
• Get your interview blueprints
• Keep an open mind
• Always, always, always, put the user first
• Get into a Design Thinking Bootcamp

UX & Design Thinking for BI Applications

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