Focus fast bigd15_roger_belveal_2015-09-19

roger belveal
experience designer
techXpressionist sculptor
roger@belveal.com
belveal.com
@belvealUX
Focus Fast: A Design Think

“The whole world’s living
in a digital dream.
It’s not really there.
It’s all on the screen.
Makes me forget
who I am.
I’m an analog man.”
--
Joe Walsh

iMetaphorman - talk about metaphors
Copyright 2015 Roger Belveal 4

8
TechXpressionism
Digital themes
invading real
space

Interplay
of
Virtual
and
Reality

But we decide which is right
and which is an illusion.
- The Moody Blues

randomartdallas.com

TechXpressions
Sparcline
Art for your
smart device

designing experiences
It’s
about
creating
experiences
randomartdallas.com

Celebrating the digital experience
TechXpressionism: Celebrating the digital eXperience

Now, let’s talk about UX design

UX 2 decades
Aerospace IT
Engineering CAD
Data Visualization
Publishing systems
CRM Call centers
Banking & insurance
Telephony integration
eCommerce
Airline Solutions
SaaS Applications
Usability test consulting
Responsive Cloud apps
Process Analysis
Mobile apps
Product management
UX 2 decades ago
Early 1990s

Today
Countless apps and web sites
Multiple industries
Hundreds of usability tests
Field studies
The GUI Wars
Collaborations
Problems solved
Innovations large and small
Breakthrough Designs
Booms
Busts
Downsizing and outsourcing
Mortgage collapse
Economic disasters
Endless Reorganizations
Two decades later

Introducing
iMetaphorman
co-presenter
and persona placeholder
My representative inside the slide deck
The
Lorem Ipsum
of personas

I get it! He’s a proxy.
Or… what’s that word?
The word
is Avatar

Someone magically
pulls a design
out of the air

Magic Genius Process Principles
Secret formula for design?
Potter Jobs Deming Norman

Usability Testing
There is nothing like
watching real people
interact with your site
to learn how people
interact with your site.
A wonderful Process!

Is this
really
what
Usability
testing is
about?

All you need to
make anything
usable….
Usability Kit

Throw it in,
Roll it around
and knock off
all the sharp
edges.

Why make things
just usable?
Go for freaking
awesome!
Just usable?
Really?

Design Evolution
vs.
Revolution

We need Passing game and the
running game
AND a running game
Your running
game
Reliable tactical
gains, small yet
significant.
Evolutionary design is the short yard run

AND a running game
Steady
incremental
gains are good,
(rock tumbler)

But,
Evolution takes a long time.
Do you have 60 million years?
You need something faster!
You need (iii) hypothesis

“Psst..
Testing is not
really design.”
“You mean
Design is
about ideas?
I knew it!”

Measuring horses
didn’t produce
the automobile

Testing cars did
not land
Neil Armstrong
on the moon

There
are Many
kinds of
Testing

a
b
How do you know
what to test?
lean

Is
this a
Journey in
Design Thinking?

running game
AND a running game
Your passing
game
When you gain a
clear vision of
opportunity and
understand the
dynamics to go for it.
Revolutionary design (iii) is the long pass
Hypotheses can be
complex with risks
and dependences

Purpose Driven
You could call this

Sounds
catchy.
What does
it mean?

As
simple
as
possible
and
no
simpler

Explore
Cause & Effect
Form
Hypotheses
Test and
Implement

Effect
Ishikawa
Fishbone
diagram

Actual
fishbone.
Not a
diagram

What seems to
be the cause of
your problem?
Really useful for Diagnosing Problems
Problem

But Could it be a force for good?

Good Effect
A very useful tool for tracing Cause & Effect
Get it?

68
“Gonna Wannas”
In other words,

I seek
the elusive
Gonna
Wanna

70
What’s a
Gonna
Wanna?
I’m so glad you asked!

Give a mouse a
cookie and He's’
Gonna Wanna
glass of milk”….

Eat a pretzel,
and you’re
Gonna Wanna
drink more beer!
That’s circular, sort of
like a Pretzel.

It’s Maslow’s
hierarchy
of needs

And it always
grows.
That’s the
point!

I just need
oxygen, water,
food, …

Effect
Effect
Effect
Hmmmm,
Looks like a
chain reaction..
Multiple
levels of
cause &
effect

Give analysts a
KPI and they’re
Gonna Wanna
dashboard!
2
1

Give an analyst a
dashboard and
he’s Gonna
Wanna custom
query!
23

Give him a
custom query
and he’s Gonna
Wanna save
query as favorite!
3
4

Let him save the
query as a
favorite and he’s
Gonna Wanna
make it’s output
into a custom KPI
& dashboard!
5
4

Give him his own
custom
dashboard and
he’s Gonna
Wanna look at it
every day!

People like it when you make them
smarter People like
products that
make them
smarter

At least
feel
smarter,
please!

Whole brain
nutrition
Design for:

Give any user any really
useful information and
maybe they’re Gonna
Wanna see it every day!

A customer on
your site every
day can become
aware or your
other offerings!
Reason for Repeat use
That’s the “Captain
Kangaroo Effect”

What is the
Captain
Kangaroo
Effect?
Popular MORNING kid’s TV show for twenty years

Why was he
the highest
paid person
at CBS?
Answer: The morning time slot drove the whole day

"The
Captain is
bigger than
all of us,"
-
Richard Salant,
president of
CBS News.

iMetaphorman
I can’t Focus on everything!Does your web site look like an episode of Hoarder's?
I can’t Focus on everything!Where to begin?

Usability Testing
Minimum Viable
Optimizely
Prototyping
AB Testing
Wireframes
Card Sort
Personas
Buyers’ journey
Mental models
Task Analysis
Process Engineering
Six Sigma
Design Studio
Workshops
iRise
Axure
HTML5unicorns
Heuristics
Web Stats
Design Thinking
Hypothesis Testing
WebFlow
WebFlow
wireframes
User stories
Use cases
Agile SDLC
RUP
Six Sigma
DMAIC
Kaizan
Deming
Scrum
Sprint
RAD Extreme
Adobe
Muse
CMS
Surveys
Lean
So many UX tools – what to do?

Gonna take an
empathic
journey

It’s a journey of imagination

imagineImagine you
are a user…

imagine
Imagine you are a user.
I know there may be many
types of users. Pick just
one for this exercise.
imagineWait,
This
might
be fun!

Rank
input by
customer
proximity
Customers
All Others
Customer
Facing

Concentration
of
Reflected Signal

Gathering data
also means
considering the
source and
methods and
interpreting and
adjusting
accordingly

106You gotta distill it jis’ right.

Here are
your tools
Let’s role play customers / users
Obviously, if we do this with real users, no role playing needed
There are no wrong answers.

Write a brief
description
of yourself
step 1 imagine you are a customer
“I am ------
There may be multiple types. Pick just one to role play
u
whatever details you feel
might affect the user’s
attitude, approach, or
experience.

Tell me why
you are
here?
step 2 What is your goal?
“I want to ---
What brought you here to this site or product?
g
You may have multiple
goals. Pick one that you
think is most important to
focus on first.

“I expect --Tell me what
you expect to
see here
(at the site or product)
step 3 What are your Expectations?
May or may not be directly related to your goal
e

“I need ---Tell me what
you need to
find here.
step 4 What is the thing you need?
What is the object or feature you need to accomplish your goal?
o
Getting back to the
reason you came to the
site or product…

“I will--What you will
do with the
thing to
accomplish
your goal?
step 5 What is your action ?
Now, having found the thing you need, what will you do with it?
a

“You gotta
have ----
What details
really matter
for success?
step 6 Are there any critical details?
Not every detail, what are the critical make or break details?
d
Just the most important
details, not every bloody
idiosyncrasy.

Tell us what
you wrote on
the post-its
and why.
step 7 Share your story
Mutual sharing of stories – always a great conversation
The thing that
I need to to
accomplish
my goal
The Acton I
take to
accomplish it
Any
important
details
ao d
The thing that
I need to to
accomplish
my goal
The Acton I
take to
accomplish it
Any
important
details
ao d
May repeat with other tasks
Let this become a
conversation among
participants and probe
for elaboration.

Capture the
arrangement
step 11 Collect up notes – Examine Patterns!
Sometimes the arrangement means something

“We also
want the user
to…
Is it enough
that we enable
a customer to
accomplish
their goals?
step 8 What about company goals?
Now, stepping back into your self - Is empowering users enough ?

“What If we --What would
make this
really zing?
step 9 What would make this awesome?
Give us your best insights and tell us why
Now we collect insights
and innovative ideas as
hypotheses. More later.

“and ----I’m listening.
Please
elaborate…
step 10 What else?
There’s always more. And it comes through an empathy filter!
All additional information
gets told against a
backdrop of empathy

• Focus fast on Customer point of view
• Proven Solutions from professionals
• Empathy Filter – All input comes through an
empathetic persepctive
• Cultural Impact – Customer empathy is a unifying
factor in a healthy organization
Other Role Playing Benefits

You can make Personas
Enterprise
Decision-
maker
Enterprise
Researcher
Small
Business
Midsized
Company
Consumer Reseller Academic
Researcher

Stuart Torvalds - Enterprise Solutions Researcher
Senior IT Architect
Stuart is a seasoned Senior IT analyst
for a fortune company. He knows the
architecture inside out. He is the go-to
for an expert perspective on any IT
topic. Security is one of his many
responsibilities. He has a wide personal
network of experts and resources to
consult on any issue IT.
Goals:
Style / Approach
Pain
Delighter
“Tell me how it works”
Provide a sound technical assessment of a solution.
Needs to get to the facts about capability,
scalability, etc. and report them to decision makers.
Story / Description
Wants to understand the basics of the system for
himself, then and what other experts have to say,
key pros and cons. Will want to connect directly
with the experts to ask specific questions.
Hates having to sift through marketing material
to get at the facts. Hates bureaucracy.
Clear product descriptions and supporting
technical information, hierarchy presented to
enable easy drill down to his areas of interest.
Industry comparisons with competitors.
Primary Use Case
Assess available solutions, from scratch or from
a list of candidates. Evaluate the capabilities and
benefits of each with regard to addressing the
specific current and future needs business needs
Questions:
• What is the basic product
• Is it match for our needs?
• What do the industry experts say about it?
• What does my network say about it?
• How does it work?
• Capabilities? Specs? Options? Add-ons?
• Deficiencies? Weaknesses?
• Metrics on performance & reliability?
• Are there Case Studies?
• Agility to address new threats?
• Ease of installation and Maintenance
Products:
• Enterprise solutions
Enterprise

Customer Journey Maps
Trust in the
company &
Relationship
Technical Fit
What does this
company offer
me?
Does it fit my
needs?
Evaluate &
Implement
Who is this
company?
Discover this
company
I have needs
Ownership
Use
Buying
Decisions
Should I Trust
this company?
Exploration CustomerNegotiationAwareness Serious Shopping
? ???

This can compliment
and assist with other
popular methods
Connect this to:
• Agile User Stories
• Marketing customer Journey
• Use cases ( SDLC )
• Scenarios for usability testing
• Test cases (UAT & functional)
• Six Sigma / business process
engineering flows

focus
fast
But these people still don’t get it!
The designer’s
struggle

Externalizing Design
Thinking
Its not enough to internalize a knack
for great design. You have to bring
along a whole team of non-designers.

insight
inspired
innovations
Translating insights into design
Making the magic part visible

And how to avoid jumping to conclusions

insight knowledge+ =
iii formula for innovation
Let’s capture it in the
Hypotheses Matrix

Observation Hypothesis Innovation Other
Relevant
Evidence
Observed
What sparked
the idea?
> X = > y
Cause & Effect
(or correlation) What if
we…?
If this is true,
we should be
seeing…..
insight
O H I O O R E O
“Make X
larger.”

Risks Experiment Data Enjoy
What could
possibly go
wrong?
Decision
How can
this be
tested?
What do
the results
indicate?
Now what are
you going to do?
Enjoy the
benefits
R E D D I E

Don’t miss this
important step.
Manage Risk

1. What could go wrong?
2. Likelihood that it will?
3. Impact if it does?
Risk Assessment:

Why not to
over-do it with
ACRONYMS
Arbitrary
Confusing
Rhetoric
Only
Nullifies
Your
Meaning

Or, How about no Maze, just Cheese?

What if the
prize were
on the top of
the box?
With
even
more
inside?
Yes!

Short Yardage Running Game - Beast Mode

running game
AND a running game
Revolutionary design (iii) is the long pass

running game
AND a running game
You need both
Running
+
Passing

Thank you!
roger belveal
experience designer
roger@belveal.com
belveal.com
@belvealUX

UX is the Simon
UXSEO
perfect
Harmony

“The whole world’s living
in a digital dream.
It’s not really there.
It’s all on the screen.
Makes me forget
who I am.
I’m an analog man.”
Joe Walsh

roger belveal
experience designer
roger@belveal.com
belveal.com
@belvealUX
IT’S ABOUT EXPERIENCES

Focus fast bigd15_roger_belveal_2015-09-19

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