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USER EXPERIENCE
DESIGN TACTICS FOR
PRODUCT MANAGERS
MARC WENDELL
DIRECTOR OF PRODUCT, WORLDNOW
WHAT IS USER
EXPERIENCE DESIGN?
1. For our purposes: the process of enhancing user
satisfaction by improving the usability, accessibility,
and effectiveness provided by a product.
THE BOTTOM LINE
“Most business models have focused on self interest instead
of user experience.” – Tim Cook, CEO, Apple
“Does it better” will always beat “did it first.” – Aaron Levie,
CEO, Box
“One reason product management is such an appealing
career is you get to sit at the intersection of technology,
business, and design.”
― Gayle Laakmann McDowell, Cracking the PM Interview:
How to Land a Product Manager Job in Technology
WHY UX FOR PRODUCT
MANAGERS?
Business
Analyst
UX
Designer
Product
Manager
Director of
Product
My Journey
SETTING THE STAGE
1. User Experience concepts: general
paradigms utilized by the UX design
discipline to frame problems.
2. Tools: tactics utilized by the UX design
discipline to solve concrete problems.
Note: this is not the time nor place for
theology!
UX TACTICS FOR
YOUR PM TOOLKIT
Concepts:
1. Context: understanding the novel setting in
which the problem you are solving persists
2. Simplicity: less is more, but practicing this
principle is where the works comes in
3. Empathy: solving a problem for a specific
user is the essence of product management
success
CONTEXT
1.Contextual inquiry:
1.What user?
2.What market?
3.What buyer?
4.What constraints?
2.Avoid confirmation bias and other pitfalls
XContext
Y
SIMPLICITY
'Classic.' A book which people praise and don't read.
-Mark Twain
1. Simplicity: one of the most tired concepts in
business/tech/design chatter today
2. Thoughts on simplicity for the PM:
1. Complexity always costs more
2. Complexity is harder to iterate on
3. Rational simplicity is always a design
differentiator
3. Applications:
1. Putting the “M” in MVP
2. Stop when you can’t simplify the problem or
solution further
EMPATHY
1.Empathy: a general appreciation for the journey
your user is taking when using your product.
2. Can be overlooked as a “soft” skill
3. Acknowledge the emotional activity that
goes into user interaction
TOOLS
1. Workflow analysis: understanding the journey/steps/path your
users take to accomplish a task. Visually represent your input
from contextual inquiry.
2. User Research: validate your assumptions/ideas directly with
your target users.
3. Concepting: visualize your concepts/ideas/iterations using
basic wireframing techniques.
Tell a Story!
WORKFLOW
1. Workflow analysis:
1. What steps does your user take to complete X task?
2. How long do these steps take to complete?
3. What are the dependencies to this process?
4. How can the process be simplified?
5. How do you quantify the value of simplification?
Remember the infamous: “But this is how we’ve always done
it!”
USER RESEARCH
“Small software companies fail because they develop the
products they want to work on and use…and this is also how
the big ones succeed.”
-Unattributed
User Research:
1. Surveys
2. Site interviews
3. Usertesting.com
4. UsabilityTools
Does NOT have to be a cumbersome or prolonged process
CONCEPTING
Concepting:
1. Wireframes, sketches, white-boarding
2. Low fidelity is your friend
3. Aim to put essential brackets around your concepts
4. Use these tactics to accelerate your timelines
5. The quality of your concepts will have as much if not
more impact as the their contents,
BASIC CONCEPTING
AND WIREFRAMING
COLLABORATION & TRUST
1. Build trust and avoid ownership conflict
2. Build trust by appreciating the expertise design brings to
the product and the process
1. The user is everyone's responsibility
RESOURCES
Formal training:
1. General Assembly: https://generalassemb.ly/education/user-
experience-design
2. Human Factors International:
http://www.humanfactors.com/training
General:
1. UX Booth: www.uxbooth.com
2. UXdesign.cc: uxdesign.cc
3. UX Apprentice: www.uxapprentice.com/
TAKE AWAYS
1. A few basic UX design skills will serve as a competitive
differentiator in your career as a product manager
2. Every successful product involves a problem being solved
for a specific user
3. What problem are we solving?
Machines work better when ever gear spins freely!

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UX Design Tactics for Product Managers

  • 1. USER EXPERIENCE DESIGN TACTICS FOR PRODUCT MANAGERS MARC WENDELL DIRECTOR OF PRODUCT, WORLDNOW
  • 2. WHAT IS USER EXPERIENCE DESIGN? 1. For our purposes: the process of enhancing user satisfaction by improving the usability, accessibility, and effectiveness provided by a product.
  • 3. THE BOTTOM LINE “Most business models have focused on self interest instead of user experience.” – Tim Cook, CEO, Apple “Does it better” will always beat “did it first.” – Aaron Levie, CEO, Box “One reason product management is such an appealing career is you get to sit at the intersection of technology, business, and design.” ― Gayle Laakmann McDowell, Cracking the PM Interview: How to Land a Product Manager Job in Technology
  • 4. WHY UX FOR PRODUCT MANAGERS? Business Analyst UX Designer Product Manager Director of Product My Journey
  • 5. SETTING THE STAGE 1. User Experience concepts: general paradigms utilized by the UX design discipline to frame problems. 2. Tools: tactics utilized by the UX design discipline to solve concrete problems. Note: this is not the time nor place for theology!
  • 6. UX TACTICS FOR YOUR PM TOOLKIT Concepts: 1. Context: understanding the novel setting in which the problem you are solving persists 2. Simplicity: less is more, but practicing this principle is where the works comes in 3. Empathy: solving a problem for a specific user is the essence of product management success
  • 7. CONTEXT 1.Contextual inquiry: 1.What user? 2.What market? 3.What buyer? 4.What constraints? 2.Avoid confirmation bias and other pitfalls XContext Y
  • 8. SIMPLICITY 'Classic.' A book which people praise and don't read. -Mark Twain 1. Simplicity: one of the most tired concepts in business/tech/design chatter today 2. Thoughts on simplicity for the PM: 1. Complexity always costs more 2. Complexity is harder to iterate on 3. Rational simplicity is always a design differentiator 3. Applications: 1. Putting the “M” in MVP 2. Stop when you can’t simplify the problem or solution further
  • 9. EMPATHY 1.Empathy: a general appreciation for the journey your user is taking when using your product. 2. Can be overlooked as a “soft” skill 3. Acknowledge the emotional activity that goes into user interaction
  • 10. TOOLS 1. Workflow analysis: understanding the journey/steps/path your users take to accomplish a task. Visually represent your input from contextual inquiry. 2. User Research: validate your assumptions/ideas directly with your target users. 3. Concepting: visualize your concepts/ideas/iterations using basic wireframing techniques. Tell a Story!
  • 11. WORKFLOW 1. Workflow analysis: 1. What steps does your user take to complete X task? 2. How long do these steps take to complete? 3. What are the dependencies to this process? 4. How can the process be simplified? 5. How do you quantify the value of simplification? Remember the infamous: “But this is how we’ve always done it!”
  • 12. USER RESEARCH “Small software companies fail because they develop the products they want to work on and use…and this is also how the big ones succeed.” -Unattributed User Research: 1. Surveys 2. Site interviews 3. Usertesting.com 4. UsabilityTools Does NOT have to be a cumbersome or prolonged process
  • 13. CONCEPTING Concepting: 1. Wireframes, sketches, white-boarding 2. Low fidelity is your friend 3. Aim to put essential brackets around your concepts 4. Use these tactics to accelerate your timelines 5. The quality of your concepts will have as much if not more impact as the their contents,
  • 15. COLLABORATION & TRUST 1. Build trust and avoid ownership conflict 2. Build trust by appreciating the expertise design brings to the product and the process 1. The user is everyone's responsibility
  • 16. RESOURCES Formal training: 1. General Assembly: https://generalassemb.ly/education/user- experience-design 2. Human Factors International: http://www.humanfactors.com/training General: 1. UX Booth: www.uxbooth.com 2. UXdesign.cc: uxdesign.cc 3. UX Apprentice: www.uxapprentice.com/
  • 17. TAKE AWAYS 1. A few basic UX design skills will serve as a competitive differentiator in your career as a product manager 2. Every successful product involves a problem being solved for a specific user 3. What problem are we solving? Machines work better when ever gear spins freely!

Notas do Editor

  1. 1. User experience design for me is 2. For the purposes of this presentation, we’ll be discussing the UX design I the context of the user-centered design process 3. impress the idea of constant iteration and experimentation and why it matters and how discoveries made at any time can be incorporated into the product to improve various parts of the UX: acquisition, onboarding, FTUX, retention, etc.
  2. About me: Preface: part of what attracted to me to TMP is that I am often asked how I got into PM. I think it’s a shame that no little kids wake up in the morning saying they want to be a product manager when they grow up. I’m a former UX designer Get asked a lot, how did you get into Product Management? 2. My story: transitioning from UX to PM At first I was concerned about skill gaps: financial modeling, business acumen, had been a business analyst previously 3. Quickly realized that design thinking approach to problem solving gave me an advantage 4. How? In general terms, design thinking is about solutions, which dovetails nicely with the problem-solution paradigm of product management.
  3. 1. When I made the transition, here are the principles of UX design I kept in my toolkit 2. Note: we’re not going into theological detail on UX concepts; speaking in directional terms
  4. Contextual inquiry: is a semi-structured interview method to obtain information about the context of use, where users are first asked a set of standard questions and then observed and questioned while they work in their own environments. Truly observe, be scientific, be sure you’re not cherry picking What user: a news consumer What market: the local news media market What buyer: media groups What constraints: consolidation; content expires quickly
  5. Best example of design simplicity: the wall socket.
  6. Real world examples: designing for accessibility: screen readers for the blind; icongraphy for deaf communities In general: why isn’t user x using this feature we shipped, its so much better than the previous iteration. Answering these types of questions with empathy for the user will be better for user adoption.
  7. These are somewhat in step order User research: strong cross-over with process flows and other PM deliverables These don’t have to take a lot of time – Important Thanks captain obvious!
  8. Resources: survey monkey, usertesting.com: easy and inexpensive
  9. Resources: Axure, Omnigraffle, Vizio, Balsamiq
  10. Resources: Axure, Omnigraffle, Vizio, Balsamiq