UX Design breakdown and Q&A session @ #createTogether

UXD OMG WTF BBQ
Eric Bell

Director of Product Design, Rakuten Manga

@ericthebell | #createTogether

Oct 6, 2015

@ericthebell #createTogether
What are you doing here?
No seriously what is this talk about
> ROI of Design
What is User Experience

So many words ಠ_ಠ
Skills and roles

Balancing the umbrella
Design process

Breaking it down
1
2
3
Frameworks

Where does it ﬁt
4

Terms & Titles
Semantics
> Designer roles in tech
HCI
UCD
Lean
Agile
Interaction Designer
Information Architect
UX Designer
Product Designer
Visual Designer
Content Strategist
Service Designer
UX Researcher
UXArchitect
Cross-channel
Service Design
Content StrategyUser Research
Information Architecture
Graphic Design
Product Design
Interaction Design

HCI
UCD
Lean
Agile
UX Designer
Product Designer
Visual Designer
Content Strategist
Service Designer
UX Researcher
UXArchitect
Cross-channel
Service Design
Graphic Design
Product Design
Interaction Design
Terms & Titles
In a nutshell
These do all have meaning…
…they also vary by organization,
industry, geography, and time period.
(And you could spend days debating the ﬁner distinctions)

HCI
UCD
Lean
Agile
UX Designer
Product Designer
Visual Designer
Content Strategist
Service Designer
UX Researcher
UXArchitect
Cross-channel
Service Design
Graphic Design
Product Design
Interaction Design
Terms & Titles
In a nutshell
*Worry about them just a little bit
So don’t worry too much* about the words

Terms & Titles
Here’s what to remember
design = problem solving
> Titles and levels of experience
=_____ design solving ____
=interaction design solving intuitive behavior, flows
=UI design solving appearance of the

structure and flow
=information architecture intuitive terms, organization,

findability

Visual Design
What do you do?
I’m glad you asked
> This is how design works
I design digital* products and services.
“You mean graphic design?”
Well, that’s a piece of it.
“Oh, so then you program?”
Not very often.
“So…what else is there?”
Front End Dev

Users & Business
Content
Structure
Interactions
Elements of UX
What else indeed
> @JJG's Elements of User Experience
Look & Feel
Implementation How should we build it?
What does it look like?
How will it work?
How is everything organized?
What are we communicating?
Front End
Visual Design
Interaction Design
Content Strategy
Who is this for…and why? User Research

Skills & Teams
Skinning a cat
> UI is not UX
Frontend
Webanalytics
Attritionflows
A/B/ntests
Graphicdesign
Highfidelitymockup
Scenarios
Userflows
Structuredbrainstorming
Interactiveprototype
Paperprototype
Interactionmodel
Heuristicevaluation
Contentinventory
Cardsorting
Affinitydiagramming
Domainmodel
Ontology
Taxonomy
Wireframes
Contentmatrix
Personas
Usabilitytesting
Workflowmodel
Physicalmodel
Culturalmodel
Contextualinquiry
Contentstrategy
Businessgoals
Projectplanning
Product Strategy User Research Information Architecture Interaction Design Visual Design Analytics & Optimization

Skills & Teams
Distributing roles
> Job postings: UI vs UX
Frontend
Webanalytics
Attritionflows
A/B/ntests
Graphicdesign
Highfidelitymockup
Scenarios
Userflows
Paperprototype
Interactionmodel
Heuristicevaluation
Contentinventory
Cardsorting
Domainmodel
Ontology
Taxonomy
Wireframes
Contentmatrix
Personas
Usabilitytesting
Workflowmodel
Physicalmodel
Culturalmodel
Contextualinquiry
Contentstrategy
Businessgoals
Projectplanning
DevData scientistVisual DesignerInteraction DesignerInformation ArchitectUser ResearcherProject Manager

Skills & Teams
Distributing roles
> Job postings: UI vs UX
Frontend
Webanalytics
Attritionflows
A/B/ntests
Graphicdesign
Highfidelitymockup
Scenarios
Userflows
Paperprototype
Interactionmodel
Heuristicevaluation
Contentinventory
Cardsorting
Domainmodel
Ontology
Taxonomy
Wireframes
Contentmatrix
Personas
Usabilitytesting
Workflowmodel
Physicalmodel
Culturalmodel
Contextualinquiry
Contentstrategy
Businessgoals
Projectplanning
Front End DevProduct DesignerProduct Manager

Skills & Teams
Distributing roles
> Designer salaries
Frontend
Webanalytics
Attritionflows
A/B/ntests
Graphicdesign
Highfidelitymockup
Scenarios
Userflows
Paperprototype
Interactionmodel
Heuristicevaluation
Contentinventory
Cardsorting
Domainmodel
Ontology
Taxonomy
Wireframes
Contentmatrix
Personas
Usabilitytesting
Workflowmodel
Physicalmodel
Culturalmodel
Contextualinquiry
Contentstrategy
Businessgoals
Projectplanning
DevProduct Manager Visual Designer

Skills & Teams
Distributing roles
> Designer salaries
Frontend
Webanalytics
Attritionflows
A/B/ntests
Graphicdesign
Highfidelitymockup
Scenarios
Userflows
Paperprototype
Interactionmodel
Heuristicevaluation
Contentinventory
Cardsorting
Domainmodel
Ontology
Taxonomy
Wireframes
Contentmatrix
Personas
Usabilitytesting
Workflowmodel
Physicalmodel
Culturalmodel
Contextualinquiry
Contentstrategy
Businessgoals
Projectplanning
DevProduct Manager Visual DesignerUXArchitect

Skills & Teams
Distributing roles
> Balanced Team and Holacracy
Frontend
Webanalytics
Attritionflows
A/B/ntests
Graphicdesign
Highfidelitymockup
Scenarios
Userflows
Paperprototype
Interactionmodel
Heuristicevaluation
Contentinventory
Cardsorting
Domainmodel
Ontology
Taxonomy
Wireframes
Contentmatrix
Personas
Usabilitytesting
Workflowmodel
Physicalmodel
Culturalmodel
Contextualinquiry
Contentstrategy
Businessgoals
Projectplanning
Product Manager UX Developer

observe ideate prototype
feedback / evaluate generate / refine sketch / polish
contextual inquiry
personas, scenarios
usability test
structured brainstorm
affinity diagram
card sort
user flow
paper
wireframe
interactive prototype
measurebuildlearn
Design Process
Okay but what does this look like?
> Problem of design
scope
investigate
observe
plan
ideate
sketch
broaden
narrow
prototype
test
build
feedback

Observe
Watch and learn
> Research tactics and tools
Scoping your market

Who is your audience? Whose problems are you going
to solve?
What are your business goals? What are your
motivations and constraints for solving this problem.
Go observe your audience. Wherever they are. Talk to
them and ask questions. Observe their behavior Where
do they have problems and annoyances? This is where
you will ﬁnd your opportunities.
Heuristic evaluation
Personas
System map
Contextual inquiry

Hypothesize
Ideate and evaluate
> Structured brainstorming
The ideation diamond

How could the system be better? What breakdowns
and frustrations did you ﬁnd? These pain points are
your opportunities.
How many possible solutions can you think of? Now
take these ideas, group them, and evaluate…which are
most promising? Do it again.
What assumptions do your best ideas make? Each
potential solution is a hypothesis. Identify your biggest
assumptions.
Structured brainstorming
User ﬂows
Storyboards
Sketching

Prototype & Measure
Rinse and repeat
> Prototyping over documentation
Fast cheap testing

What is the simplest way to test the most promising
ideas? Make the quickest and dirtiest prototype to test
your promising solutions. Sketch it on paper. Or maybe
it’s an online form. Or a role-play. Go show it to people.
What feedback did you receive? Did the users
understand your solution? What problems did they
have, and why?
Do it again. Improve your guesses. Make a slightly
higher ﬁdelity prototype. Show it to new people.
Guerrilla user test (3-5 ppl)
Prototype (paper, wire, code)
Quantitative analytics
Qualitative feedback

Agile + UX
IANA scrum master
> Dual track scrum
Tenets of Agile. Co-locate, collaboration, sprint
planning, retrospective, repeat.
Integrating design. Separate research/design/test
sprint ahead of development. (NB: Risk of becoming
waterfall.)
Dual track scrum. One track focuses on discovery and
prototyping, to create a backlog of validated ideas/
features/products. Parallel delivery track implements
production. Design works in tandem with both.
experiment
backlog
delivery
backlog
new learnings
validated

Lean Startup
Small cheap quick iterations
> Lean UX
iterate or new experiment
Tenets of Lean. Identify your biggest assumptions/risks,
and devise the smallest experiment (MVP) to test,
measure, and validate each hypothesis. Repeat this
build-measure-learn cycle with further experiments as
you develop a product.
Integrating design. Lean itself is a solid design process
applied to the whole company. Preach.
build, measure, learn

Thanks
Go forth and iterate

@ericthebell | #createTogether

Appendix: Quick reading
> Ref
Why design https://medium.com/@monteiro/why-you-need-
design-77dce41e0e0c
Designer roles in tech https://bold.pixelapse.com/minming/recruiting-a-
designer-heres-what-you-should-know
Design titles and experience http://www.kickerstudio.com/2010/10/design-
titles-and-levels-of-experience/
How design works https://startupsthisishowdesignworks.com/
Elements of User Experience http://www.jjg.net/elements/pdf/elements.pdf
UI is not UX (roles and skills) http://www.helloerik.com/ux-is-not-ui
UI vs UX (semantic hierarchy) http://alexpoole.info/blog/ui-vs-ux/
Figuring out designer salaries http://www.gv.com/lib/how-top-startups-pay-
designers
Balanced Team http://www.balancedteam.org/
Holocracy Holacracy http://www.holacracy.org/
Problem of design,process https://uxmag.com/articles/solving-the-problem-of-
design-with-karl-ulrich
Google product design sprint https://developers.google.com/design-sprint/
product/
Research tactics and tools http://www.uxbooth.com/articles/guerrilla-research-
tactics-tools/
You only need 5 users http://www.nngroup.com/articles/why-you-only-need-to-
test-with-5-users/
Structured brainstorming http://www.fastcompany.com/3033567/agendas/
brainstorming-doesnt-work-try-this-technique-instead
Ideation double diamond http://www.slideshare.net/peterme/doublediamond-
stage
Prototyping over documentation https://uxmag.com/articles/how-prototyping-
is-replacing-documentation
Prototyping tools chart http://www.cooper.com/prototyping-tools
Dual track agile (case study) https://www.scrumalliance.org/community/articles/
2014/december/dual-track-scrum
Dual track agile (diagram) http://productwarrior.com/blog/2015/4/9/eliminate-
waste-in-your-development-pipeline
Lean Startup in a nutshell http://theleanstartup.com/principles
Lean UX http://www.smashingmagazine.com/2014/01/lean-ux-manifesto-
principle-driven-design/
Lean UX vs Agile UX http://www.andersramsay.com/2012/04/24/agile-ux-vs-
lean-ux/
#createTogether http://createtogether.am https://twitter.com/search?q=
%23createTogether

UX Design breakdown and Q&A session @ #createTogether

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