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Putting the User 
back in User Experience 
@jeremyjohnson
@jeremyjohnson 
(yes, we’re hiring)
http://www.slideshare.net/jeremy/presentations
WORKED FOR
WORKED WITH
Revealing Reality Focused Innovation 
Discovery Ideation 
Contextual Inquiries 
Observe & document user in 
context/enviro...
Uncover user needs, 
Design great solutions, 
and build out solutions to launch.
http://weandthecolor.com/back-to-the-future-poster-trilogy-by-phantom-city-creative/11727
2000
The Elements of User Experience 
A basic duality: The Web was originally conceived as a hypertextual information space; 
b...
http://www.smashingmagazine.com/2014/09/01/think-your-app-is-beautiful-not-without-user-experience-design/
“Beauty is wasted when our 
products don’t address real user 
needs in a usable manner” 
http://www.smashingmagazine.com/2...
http://t.co/vzaW4WSJil
We’re not just painters!
SO MUCH 
MORE 
COMPLEX.
UX
User Experience
The Elements of User Experience 
A basic duality: The Web was originally conceived as a hypertextual information space; 
b...
2010
We own so much more than the website!
SERVICE 
DESIGN
“SEAT AT 
THE 
TABLE”
http://www.forbes.com/sites/anthonykosner/2013/11/23/how-design-and-user-experience-translates-to-the-bottom-line/
We’ve 
#WON
http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/
It’s not that easy.
There are still 100s of 
companies that make 
revenue off software in the 
$100s of millions that don’t 
have a user exper...
“The problem from a user experience perspective is that 
enterprise systems are generally procured and 
implemented with t...
Solving Problems by 
Automating Solutions
Is it harder than doing 
it manually? 
(I didn’t say “is it easy?”) 
https://www.flickr.com/photos/33989236@N00/4214027902...
software users 
have raised the 
bar 
their expectations 
have changed.
Sunday. Monday.
“We’re focusing on 
User Experience”
“We’re focusing on 
User Experience” 
I hired a UX guy! 
(or gal)
# of developers 
# of UX designers
# of developers 
# of UX designers
UX Magic
UX is complex. 
UX is everywhere. 
UX is business.
2015
forgetting…
UX is complex. 
UX is everywhere. 
UX is business. 
UX is for people.
“users”
“users” 
“people”
The Elements of User Experience 
A basic duality: The Web was originally conceived as a hypertextual information space; 
b...
“user needs”
The Elements of User Experience 
A basic duality: The Web was originally conceived as a hypertextual information space; 
b...
What UX isn’t 
https://medium.com/@jamieskella/what-ux-isnt-dee0436a194d
Making informed and intelligent design decisions means the inclusion of 
user research and usability testing. 
Good design...
http://www.nngroup.com/articles/ux-without-user-research/
User experience cannot exist without users. Creating user interfaces involves 
intricate and complex decisions. User resea...
http://blogs.wsj.com/accelerators/2014/02/19/braden-kowitz-why-you-should-listen-to-the-customer/
Investing in user research is just about the only way to consistently 
generate a rich stream of data about customer needs...
Let’s talk about Listening to customers
“Hey, I want you to go 
and understand our 
user’s needs.”
“I’ve read stories about 
our users online” 
Marketing Data / Segmentation / Surveys
“I’ve watched some 
videos about our users” 
Focus Groups / Past Usability Studies / Marketing Research
“I’ve seen our users in 
the lab” 
Usability Testing / Concept Testing / Customer Councils
“I went to our users and 
observed them” 
Contextual Inquires / Field Studies / Interviews
“I understand best 
practices, and I’m a 
student of psychology" 
I have experience / I’m great at what I do
aka Shut up, I’m a 
design genius.
Q. Which one accurately 
answers the question:
“Hey, I want you to go 
and understand our 
user’s needs.”
“I want to know them 
so well, the system we 
design “just works” 
for them.”
User Experience
User Experience
Web Design vs. User Experience
User Experience
“Top Job” 
http://money.cnn.com/pf/best-jobs/2012/snapshots/43.html
“Top Job” 
http://money.cnn.com/pf/best-jobs/2012/snapshots/43.html
http://www.uxutd.com/
“Give me three skills a ux 
designer needs today and 
for the future”
HTML 
ILLUSTRATOR 
PHOTOSHOP
empathy
http://poetpainter.com/
HARD 
http://poetpainter.com/ “EASY”
http://poetpainter.com/
“personal significance” 
“works like I think”
“Hey, I want you to go 
and understand our 
user’s needs, wants, 
and desires.”
You get there by 
understanding 
your users.
5 WAYS 
Getting to know your 
users helps YOU.
Learn the unexpected
https://twitter.com/jmspool/statuses/421414065496289280
1. 
Business needs data to 
backup decisions.
2. 
Mind-blowing, 
astonishing, insights.
3. 
Something 
in-between…
Observations will 
speak volumes for 
your users.
User Quotes
“I like the idea, but I’d 
never use this.”
“What I really need is a 
way to save this for later.”
“I have no idea how to 
use this, so I just skip 
that whole step”
“I usually just print it out 
and file it away.”
“I use this because it 
makes me feel like I’m 
mastering something”
Affinity Diagramming
Solving the right problems
Product Owner 
“I know” 
CEO 
Designer 
CMO 
Developer
Institutional Knowledge
The 8 Monkeys 
http://speakingofresearch.com/category/news/campus-activism/
http://www.nbcnews.com/feature/making-a-difference/striking-out-als-ice-bucket-challenge-brings-flood-donations-n177896
The 8 Monkeys 
http://speakingofresearch.com/category/news/campus-activism/
Institutional Knowledge
Go observe, talk to, and 
interact with your users! 
Get first hand experience of your 
user’s problems!
Show you care
#1 reaction when 
observing users of 
business-to-business 
software?
“Wow, you care about us? 
I thought we were 
abandoned to the depths 
of bad software!”
+ Signed longer contracts 
+Bought new software 
+ Excited user base
#1 reaction when 
observing users.
Hugs.
You’re the expert
“Hey, who do I go to, I 
have a question 
about what we 
should do here?”
Amount you know about your users Number of questions you’ll get about the direction of your product
“SEAT AT 
THE 
TABLE”
+ You know what will set you apart 
+ Quotes are Business Ammo 
+ You understand the problems 
+ You’re users love you 
+ ...
Design Research 
(or User Research)
https://twitter.com/jmspool/statuses/409433591643246592
Usability Testing vs. User Research
Revealing Reality Focused Innovation Building & Evolving 
Pre-Discovery Discovery Ideation Design & Development Release Go...
“The perspective and processes ————— 
is focusing on and perfecting will, over time, 
become standard operating procedure ...
http://www.fastcodesign.com/3031942/google-ventures-on-8-shortcuts-for-better-faster-design-research
http://www.slideshare.net/jeremy/failing-fast-learning-along-the-way-big-design-2013
Today 
6 months 
3 years
8 Design Research 
practices to kick start your 
user knowledge!
Participatory Design 
Contextual Inquiries 
Affinity Diagramming 
Understand Design Refine 
Persona Development 
Concept V...
Contextual 
Inquiries
A contextual inquiry interview is usually 
structured as an approximately two-hour, 
one-on-one interaction in which the 
...
Observing Users.
Persona 
Development
Primary Persona 
David 
Corporate Employee, 40 yrs old 
Health Conscious 
“I workout a couple times a week, 
and want to m...
http://blog.mailchimp.com/new-mailchimp-user-persona-research/
As a user… 
Jane needs to…
Concept 
Validation
User-centered design can be characterized as a 
multi-stage problem solving process that not only 
requires designers to a...
Affinity 
Diagramming
Participatory 
Design
“Participatory design aims to bring users into 
the design process by facilitating conversations 
through the creation and...
http://www.slideshare.net/frogdesign/bringing-users-into-your-process-through-participatory-design
Card 
Sorting
http://www.optimalworkshop.com/treejack.htm
404 
testing
Comics, fast! 
www.ubercomics.com 
Want comics delivered to your home, fast? 
Download our app!
User 
Journals / 
Diaries
“In interviews, it can be difficult to get a sense of 
behavior over time because you have to rely on the 
participant’s m...
http://www.slideshare.net/jaremfan/the-goodness-of-diary-studies
http://www.trackyourhappiness.org/
“46.9 percent of the time the responders said 
their minds were wandering when the iPhone 
rang to query their thoughts.” ...
8 Design Research 
practices to kick start your 
user knowledge!
Rockstars!
Tomer Sharon 
User Experience Researcher at Google Search 
https://plus.google.com/+TomerSharon/about
http://rosenfeldmedia.com/books/lean-user-research/
Google I/O 2014 - Perfectly executing the wrong plan 
https://www.youtube.com/watch?v=9TJTbRw4ri8
Research 
+ 
Lean Startup
Leisa Reichelt 
Head of User Research at the Government Digital Service in the Cabinet Office 
http://www.disambiguity.com...
http://www.disambiguity.com/help-joy-help-you/
https://twitter.com/leisa
https://userresearch.blog.gov.uk/
Big Government 
+ 
Empathy
Peter Eckert 
Co-Founder & CXO 
http://projekt202.com/
10+ Years
Enterprise / Complex 
Software 
+ 
Design Research
Revealing Reality Focused Innovation Building & Evolving 
Pre-Discovery Discovery Ideation Design & Development Release Go...
Last…
https://www.behance.net/gallery/PRESENTATION-User-Research/4890075
https://www.behance.net/gallery/PRESENTATION-User-Research/4890075
Thanks! 
@jeremyjohnson
“If you’re not involving your users, you’re not a 
User Experience Designer” #bigd14 
#designresearch via: @jeremyjohnson ...
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