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Human Experience Design
Lean UX Secrets to Engage & Delight
Sarah Weise, UX Director, Booz Allen Hamilton @weisesarah
Linna Ferguson, Creative Director, Booz Allen Hamilton @linnaferguson
Hello Slideshare Viewers!
These slides you’re about to flip through are from a 4 hour, hands-on workshop
presented at the Digital Summit conference series in 2014-2015.
There are a number of stories and content not included here. We’ve tried to
add a few notes along the way, but if you’d like to learn these techniques in
more depth, we’d love to see you at our next workshop. Visit
www.techmediaco.com for dates and details.
Thanks for viewing,
Sarah & Linna
I	
  want	
  to	
  tell	
  you	
  a	
  story	
  about	
  
the	
  first	
  UX	
  project	
  I	
  ever	
  
worked	
  on.	
  It	
  was	
  over	
  a	
  
decade	
  ago,	
  and	
  it	
  lasted	
  a	
  full	
  
year…	
  
@weisesarah @linnaferguson
We	
  analyzed	
  customer	
  segments,	
  and	
  
idenBfied	
  and	
  recruited	
  a	
  ton	
  of	
  users	
  in	
  each	
  
of	
  those	
  segments.	
  We	
  made	
  sure	
  to	
  select	
  a	
  
staBsBcally	
  significant	
  number	
  of	
  parBcipants	
  
from	
  each	
  group	
  so	
  that	
  we	
  could	
  report	
  our	
  
findings	
  with	
  scienBfic	
  precision	
  –	
  confidence	
  
intervals	
  and	
  margin	
  of	
  error.	
  	
  I	
  was	
  doing	
  t-­‐
tests	
  and	
  z-­‐tests	
  to	
  find	
  out	
  which	
  
recommendaBons	
  should	
  go	
  in	
  Phase	
  I	
  versus	
  
Phase	
  2.	
  	
  I	
  even	
  remember	
  bringing	
  my	
  old	
  
college	
  staBsBcs	
  textbook	
  to	
  work	
  with	
  me!	
  
We	
  conducted	
  
our	
  research	
  in	
  
a	
  lab	
  with	
  a	
  
two-­‐way	
  
mirror.	
  	
  We	
  
filmed	
  the	
  test	
  
parBcipants	
  
and	
  went	
  back	
  
and	
  watched	
  
the	
  tests	
  
mulBple	
  Bmes,	
  
scruBnizing	
  
facial	
  
expressions	
  
and	
  body	
  
language.	
  
By	
  the	
  end	
  of	
  the	
  year,	
  we	
  had	
  a	
  big	
  honkin’	
  report.	
  	
  
There	
  were	
  over	
  100	
  findings.	
  	
  We	
  actually	
  had	
  tables	
  
to	
  group	
  and	
  categorize	
  all	
  of	
  the	
  findings.	
  	
  	
  
	
  	
  
It	
  was	
  in	
  a	
  binder	
  like	
  this.	
  	
  With	
  a	
  cover	
  page	
  slaved	
  
over	
  by	
  a	
  graphic	
  designer.	
  	
  	
  
	
  
This	
  was	
  my	
  first	
  UX	
  job,	
  and	
  at	
  the	
  Bme	
  I	
  was	
  so	
  
proud	
  of	
  this	
  report.	
  	
  It	
  was	
  massive.	
  	
  It	
  showed	
  off	
  all	
  
the	
  hard	
  work	
  we	
  did.	
  	
  	
  
The best part…
@weisesarah @linnaferguson
Over	
  10	
  year	
  later,	
  their	
  website	
  is	
  largely	
  the	
  same.	
  
Only	
  2-­‐3	
  recommendaBons	
  had	
  been	
  implemented	
  
out	
  of	
  100+,	
  and	
  those	
  were	
  preRy	
  much	
  low	
  hanging	
  
fruit.	
  
This	
  process	
  stole	
  a	
  year	
  of	
  my	
  
life.	
  Countless	
  billable	
  hours,	
  
your	
  taxpayer	
  dollars,	
  
painstaking	
  work,	
  meeBngs	
  
and	
  staBsBcal	
  nonsense.	
  
	
  
Are	
  you	
  familiar	
  with	
  this	
  
heartbreak?	
  
“The biggest lie in
software is Phase II.”
Jeff Gothelf
Why can’t it always be like this?
Over	
  a	
  decade	
  later,	
  the	
  organizaBon	
  re-­‐engaged	
  us.	
  	
  Some	
  of	
  
the	
  very	
  same	
  clients,	
  actually.	
  But	
  this	
  Bme,	
  our	
  process	
  was	
  
lean.	
  	
  In	
  under	
  a	
  month,	
  we	
  had	
  a	
  substanBally	
  beRer	
  product.	
  
With	
  far	
  less	
  work	
  and	
  hassle.	
  Clients	
  parBcipated	
  in	
  the	
  
process,	
  and	
  became	
  our	
  advocates.	
  	
  
	
  
It	
  leW	
  me	
  thinking…	
  Why	
  can’t	
  it	
  always	
  be	
  like	
  this?	
  
PRIX FIXE MENU
Data Gathering :: choose one
Usability testing
Create scenarios based on top tasks, craft post-test survey, and
conduct 6 hours worth of one-on-one usability testing*
Web survey
Create survey questions to solicit preference data and discover
more about target audiences*
Existing data trends
Evaluate existing data such as help desk tickets, web
analytics, and/or survey data
Focus group
Plan and lead 6 hours worth of focus group sessions*
Analysis :: choose one
Expert review
SME evaluation of select screens from a website or application
Visual evaluation
Analysis of branding strategy, colors, images, typography
Task analysis
Evaluate paths to streamline information architecture
Persuasion, emotion, trust evaluation
Evaluate how to more effectively move customers to take action
Stakeholder analysis
Based on a web survey, focus group, or existing data if available
Pattern analysis
Identify trends in existing data
Benchmark
Compare my site to my competitors’
* Recruiting/scheduling not included
Presented in 2010 by Sarah Weise / Linna Ferguson, User Experience Professionals Association (UXPA)
Now	
  this	
  is	
  not	
  the	
  first	
  Bme	
  I’ve	
  asked	
  myself	
  this	
  quesBon.	
  In	
  
fact,	
  I’ve	
  spent	
  my	
  career	
  trying	
  to	
  make	
  UX	
  as	
  simple	
  and	
  
effecBve	
  as	
  possible.	
  	
  
	
  
5	
  years	
  ago,	
  Linna	
  and	
  I	
  even	
  coined	
  the	
  term	
  “Express	
  
Usability”	
  at	
  a	
  UXPA	
  conference	
  in	
  Munich,	
  where	
  we	
  
convinced	
  a	
  whole	
  bunch	
  of	
  people	
  to	
  implement	
  UX	
  
strategies	
  in	
  just	
  1	
  week	
  with	
  a	
  fixed	
  price	
  menu	
  approach,	
  an	
  
idea	
  that	
  came	
  to	
  us	
  aWer	
  drinking	
  heavily	
  at	
  a	
  fixed	
  price	
  
restaurant.	
  
PRIX FIXE MENU
Deliverable :: choose one
Recommendations report
Details top recommendations based on our analysis in a finding-rationale-recommendation format
Screen-by-screen findings report
Points out areas on each page that can be improved
Design concepts
Pair with the visual evaluation: two alternate design concepts
Information architecture recommendations
Navigational outline or flow chart detailing enhancements to organization and page flow
Wireframe(s)
Visually displays layout recommendations; interactive prototyping may be an option if time permits
Trend report
Pair with the pattern analysis or benchmark; couple with stakeholder analysis if data is available and time permits
Presented in 2010 by Sarah Weise / Linna Ferguson, User Experience Professionals Association (UXPA)
@weisesarah @linnaferguson
By the end of the day, you’ll know 10 new techniques to cultivate
EMPATHY. CREATIVITY. FOCUS.
HUMAN EXPERIENCE DESIGN BEGINS WITH YOU
@weisesarah @linnaferguson
In	
  my	
  opinion,	
  the	
  key	
  difference	
  
between	
  Lean	
  UX	
  and	
  tradiBonal	
  UX	
  
methods	
  is	
  the	
  idea	
  that	
  UX	
  
professionals	
  are	
  NOT	
  just	
  advocates	
  
for	
  the	
  user.	
  	
  In	
  Lean	
  UX,	
  we	
  work	
  to	
  
understand	
  and	
  define	
  the	
  business	
  
and	
  product	
  vision,	
  and	
  find	
  where	
  
that	
  intersects	
  with	
  customer	
  needs.	
  
	
  	
  	
  
Let’s	
  say	
  we	
  find	
  out	
  that	
  users	
  need	
  
bicycles,	
  but	
  the	
  goal	
  of	
  the	
  business	
  
is	
  to	
  sell	
  unicycles.	
  If	
  we	
  don’t	
  take	
  
that	
  into	
  account,	
  we’re	
  going	
  to	
  be	
  
fighBng	
  every	
  step	
  of	
  the	
  way,	
  and	
  
our	
  recommendaBons	
  will	
  never	
  be	
  
implemented.	
  
Let’s meet.
@weisesarah @linnaferguson
The Numbers Game
@weisesarah @linnaferguson
This	
  workshop	
  acBvity	
  demonstrated	
  the	
  pi`alls	
  of	
  
mulBtasking,	
  namely	
  that	
  you	
  are	
  far	
  less	
  creaBve	
  
when	
  you’re	
  switching	
  context	
  between	
  two	
  different	
  
tasks.	
  
We think on autopilot.
Multitasking makes us less creative.
@weisesarah @linnaferguson
We lose a lot to context switching
# of simultaneous projects % of time available per project Loss of time to context switching
1 100% 0%
2 40% 20%
3 20% 40%
4 10% 60%
5 5% 75%
This	
  is	
  waste	
  !	
  
Quality Software Management by Gerald Weinberg
@weisesarah @linnaferguson
Who is an artist in here?
@weisesarah @linnaferguson
When	
  you	
  ask	
  this	
  in	
  a	
  kindergarten	
  classroom,	
  
almost	
  every	
  hand	
  shoots	
  up.	
  	
  	
  
	
  
Today,	
  we	
  had	
  1	
  or	
  2	
  hands	
  go	
  up	
  out	
  of	
  100.	
  	
  
AGE 5
You used 80% of
your creative
potential.
AGE 12
Your creative
output has
dropped to 2% ADULT
Your creative output stays around 2%...
Unless you do something about it!
@weisesarah @linnaferguson
@weisesarah @linnaferguson
Look	
  at	
  a	
  3-­‐5	
  year	
  old	
  classroom.	
  	
  These	
  spaces	
  are	
  
filled	
  with	
  fun	
  and	
  colorful	
  things	
  to	
  do,	
  see	
  and	
  
touch.	
  	
  	
  
@weisesarah @linnaferguson
But	
  then	
  we	
  end	
  up	
  here.	
  	
  How	
  could	
  we	
  be	
  creaBve	
  
in	
  a	
  space	
  like	
  this?	
  	
  How	
  do	
  we	
  communicate	
  or	
  
connect?	
  	
  	
  
20-Circle Challenge
@weisesarah @linnaferguson
Was that harder or easier than you thought?
What was your approach?
How did this challenge make you feel?
Nervous? Excited? Anxious? Focused?
20-Circle Challenge
Discuss with a partner
@weisesarah @linnaferguson
@weisesarah @linnaferguson
@weisesarah @linnaferguson
Was that harder or easier than you thought?
What was your approach?
How did this challenge make you feel?
Nervous? Excited? Anxious? Focused?
20-Circle Challenge
Discuss with a partner
@weisesarah @linnaferguson
Everyone can be creative.
Use a UFB to cultivate creativity.
@weisesarah @linnaferguson
UFB	
  =	
  Uninterrupted	
  Focus	
  Block	
  
	
  
This	
  is	
  a	
  way	
  to	
  protect	
  your	
  Bme,	
  focus	
  on	
  a	
  single	
  
thing,	
  and	
  empower	
  yourself	
  to	
  be	
  creaBve.	
  	
  	
  
Creativity is a muscle. Exercise it.
Commit to 5 minutes a day for 30 days.
@weisesarah @linnaferguson
Not	
  only	
  that,	
  start	
  your	
  UX	
  sessions	
  off	
  with	
  a	
  creaBvity	
  
booster	
  like	
  one	
  of	
  these	
  acBviBes,	
  and	
  your	
  parBcipants	
  
will	
  get	
  in	
  the	
  zone.	
  They’ll	
  be	
  more	
  focused,	
  aRenBve	
  
and	
  creaBve	
  in	
  your	
  sessions.	
  
Doodle a picture
Draw an animal
Make something out of play dough
Write a journal entry
Find an interesting object from nature, and write 20 words to describe it
Discover a new word, and use it in a sentence
Do a crossword puzzle or word hunt
Write a haiku
Try a new food
Pin an inspiring picture on Pinterest
Build a tower with blocks or legos (I’m partial to MagnaTiles…)
Find an interesting texture and do a paper rubbing
30 Days of Creativity
Ideas for the challenge. Each day…
@weisesarah @linnaferguson
Human Experience Design (Digital Summit Workshop)
Companies like
3M and Google
give staff 15-20%
of time to work on
projects of their
choosing
Gmail
Google
Ads
Post-it
notes Masking
Tape
@weisesarah @linnaferguson
What creative habit will you start today?
What will you try for 30 days straight?
How will you bring this back to work?
Creativity
Write down on your note-taking page…
@weisesarah @linnaferguson
Ok, so what’s
next?
How do I apply
this to my work?
How does
creativity relate to
empathy?
Will this really
change my life?
Let’s shift from personal to group creativity
1. Mad Libs
2. Wall Voting
3. Target Priorities
4. Personas
5. Empathy Maps
6. Journey Maps
7. User Stories
8. Ideation & Refining
9. Usability Testing
10. Projective Interviews
@weisesarah @linnaferguson
Rules can be your friends
There’s no dial-in number
Let’s maximize connection. Pure attention and focus. Humans
only. The optimum number of people is somewhere between 4 and
20.
No phones, tablets, laptops
We have a short time with you. We have to focus!
Goal is to generate a lot of ideas quickly
There are deadlines and timers for each activity.
Pretend you’re in an elevator
Talk quickly and stay on topic. We have a parking lot for off-topic
ideas to help everyone stay on track.
We are not in the idea or ego squashing business
We succeed through a breadth of perspectives and concepts
@weisesarah @linnaferguson
The Story of
Sprout Wealth
@weisesarah @linnaferguson
This	
  is	
  a	
  case	
  study	
  of	
  a	
  ficBBous	
  wealth	
  management	
  
company	
  serving	
  a	
  specific	
  niche	
  –	
  those	
  with	
  a	
  
minimum	
  of	
  $5M	
  in	
  assets.	
  	
  You	
  are	
  all	
  founding	
  
partners,	
  each	
  with	
  a	
  different	
  viewpoints	
  about	
  how	
  
to	
  form	
  this	
  company.	
  
#1 Mad libs
FOR: target customer
WHO NEEDS: service/feature
UNLIKE: alternative/competitor
Entrepreneur
Mobile app
to check up
on $
DIY
investing
@weisesarah @linnaferguson
#1 Mad libs
WE ARE A: business type
WE PROVIDE: emotional benefit
WE STAND OUT BY: key differentiator
@weisesarah @linnaferguson
Financial
advisor
Simplicity
High tech
•  Scribble as many ideas as you can in 2 mins
(can do this as individuals or in pairs/groups)
•  Ever person/pair/group must fill 5 post-its
•  Build it, ideas will come – Put 50 stickies on the wall, and
have people shout out ideas
•  Everyone stands, shouts out 1 idea then sits, selects
someone else to go
A few different ways to capture ideas
Brainstorming methods with a group
@weisesarah @linnaferguson
Human Experience Design (Digital Summit Workshop)
AWer	
  wall	
  voBng,	
  move	
  the	
  
most	
  voted	
  on	
  items	
  to	
  the	
  
top.	
  	
  
	
  
You’ll	
  be	
  able	
  to	
  read	
  the	
  
vision	
  statement	
  across	
  if	
  
they	
  categories	
  are	
  lined	
  up.	
  
Human Experience Design (Digital Summit Workshop)
Write	
  out	
  the	
  vision	
  
statement	
  at	
  the	
  end.	
  
	
  
It	
  will	
  not	
  be	
  in	
  beauBful	
  
prose,	
  but	
  it	
  sure	
  will	
  be	
  
powerful.	
  Everyone	
  has	
  
parBcipated	
  in	
  creaBng	
  this	
  
straw	
  man	
  to	
  build	
  from…	
  	
  
in	
  the	
  course	
  of	
  an	
  hour!	
  
#1 Mad libs
Inspired creative thinking.
Ideas sprouted off each other.
Everyone rallied behind ‘sherpa’.
@weisesarah @linnaferguson
1. Mad Libs
2. Wall Voting
3. Target Priorities
4. Personas
5. Empathy Maps
6. Journey Maps
7. User Stories
8. Ideation & Refining
9. Usability Testing
10. Projective Interviews
@weisesarah @linnaferguson
#2 Wall voting shows trends & limits discussion to key points
@weisesarah @linnaferguson
#2 Wall voting
Who is our primary target customer?
Wealthy old people /
retirees
Young entrepreneurs
Average Joe with
family inheritance
Busy CEO’s
Middle-aged, successful
business people
@weisesarah @linnaferguson
#2 Wall voting
Who is our primary target customer?
Wealthy old people /
retirees
Young entrepreneurs
Average Joe with
family inheritance
Busy CEO’s
Middle-aged, successful
business people
@weisesarah @linnaferguson
#2 Wall voting
Who is our primary target customer?
Wealthy old people /
retirees
Young entrepreneurs
Average Joe with
family inheritance
Busy CEO’s
Middle-aged, successful
business people
@weisesarah @linnaferguson
Try	
  voBng	
  with	
  2	
  colors	
  –	
  green	
  for	
  
agree	
  most,	
  red	
  for	
  disagree	
  most	
  
#2 Wall voting
Who is our primary target customer?
Wealthy old people /
retirees
Young entrepreneurs
Average Joe with
family inheritance
Busy CEO’s
Middle-aged, successful
business people
@weisesarah @linnaferguson
#2 Wall voting
Who is our primary target customer?
Wealthy old people /
retirees
Young entrepreneurs
Average Joe with
family inheritance
Busy CEO’s
Middle-aged, successful
business people
@weisesarah @linnaferguson
When	
  everyone	
  adds	
  their	
  
votes,	
  which	
  ones	
  do	
  we	
  
need	
  to	
  discuss?	
  	
  VoBng	
  
saves	
  Bme!	
  
#2 Wall voting can also take place over time
@weisesarah @linnaferguson
#3 Wall target helps visualize and narrow key priorities
@weisesarah @linnaferguson
Here’s a twist!
Have a team
prioritize in
silence.
#3 Wall target helps visualize and narrow key priorities
Entrepreneur
Wealthy retirees
Average Joe
with
Inheritance
Busy CEO’s
@weisesarah @linnaferguson
#4 Personas instantly create empathy
@weisesarah @linnaferguson
When I was 10 my father had a
heart attack in front of me. From
then I vowed to be prepared if that
situation ever happened again.
This	
  is	
  Bill	
  Winters.	
  Bill	
  is	
  an	
  EMT	
  in	
  his	
  early	
  40s.	
  When	
  
he	
  was	
  10	
  years	
  old,	
  his	
  father	
  had	
  a	
  heart	
  aRack	
  in	
  
front	
  of	
  him.	
  From	
  that	
  point	
  on,	
  he	
  vowed	
  to	
  always	
  be	
  
prepared.	
  This	
  inspired	
  him	
  to	
  become	
  the	
  EMT	
  he	
  is	
  
today.	
  	
  Bill	
  has	
  2	
  teenage	
  daughters	
  and	
  even	
  though	
  
he’s	
  divorced	
  and	
  only	
  sees	
  them	
  on	
  the	
  weekends,	
  
he’s	
  always	
  sharing	
  his	
  knowledge	
  with	
  them	
  and	
  
insBlling	
  them	
  with	
  a	
  sense	
  of	
  preparaBon.	
  	
  He	
  enjoys	
  
grilling	
  with	
  on	
  Sunday	
  aWernoons,	
  and	
  trying	
  out	
  
grilling	
  apps	
  on	
  his	
  tablet.	
  Bill	
  was	
  extremely	
  influenBal	
  
in	
  redesigning	
  FIrstResponder.gov.	
  	
  
	
  
But	
  there’s	
  one	
  thing	
  I	
  haven’t	
  told	
  you	
  about	
  Bill.	
  	
  
He’s	
  100%	
  fake.	
  	
  
Description
Goals & Needs
Tech Usage (Laptop / Tablet / Phone / Favorite apps…)
Picture (Yes, draw it!)
Age:
Gender:
Occupation:
#4 Personas
Customer Name:
We	
  love	
  all	
  the	
  sketches	
  our	
  
parBcipants	
  do	
  in	
  this	
  
workshop!	
  
#4 Personas make a post-it come to life
@weisesarah @linnaferguson
See	
  how	
  this	
  one	
  (from	
  a	
  real	
  client)	
  
looks	
  preRy	
  much	
  the	
  same?	
  	
  	
  
	
  
We	
  do	
  this	
  idenBcal	
  acBvity	
  with	
  our	
  
clients,	
  and	
  it	
  really	
  works!	
  
#4 Personas make a post-it come to life
@weisesarah @linnaferguson
Yes!	
  	
  We	
  totally	
  agree.	
  	
  
Thanks	
  for	
  the	
  shout-­‐out,	
  
Michael.	
  	
  	
  
	
  
We’re	
  big	
  fans	
  of	
  personas.	
  
Let’s	
  help	
  our	
  clients	
  make	
  
these	
  pieces	
  of	
  paper	
  come	
  
to	
  life	
  so	
  that	
  they	
  can	
  help	
  
drive	
  business	
  decisions.	
  	
  
#4 Personas can be paired with wall voting
@weisesarah @linnaferguson
#4 Personas can be used to role play
@weisesarah @linnaferguson
#4 Personas
can quickly state what
resonates
(and what doesn’t)
for this customer
@weisesarah @linnaferguson
#4 Personas
can be visual
Check out what’s
on Amy’s work
station
@weisesarah @linnaferguson
#5 Empathy maps let you quickly connect with users
Design Thinking Action Lab 2013
@weisesarah @linnaferguson
#5 Empathy maps can be put into context
@weisesarah @linnaferguson
#6 Journey maps follow a user’s steps to document experience
Or	
  to	
  streamline	
  it!	
  
#6 Journey maps applied to websites = task analysis
30+ screens to
apply for a job!
Using this, we
streamlined
USAJobs.gov to 9
screens.
@weisesarah @linnaferguson
#7 Write-and-pass user stories generate perspectives
@weisesarah @linnaferguson
#7 User stories I am a YOUNG ENTREPRENEUR
I want to…. So that I can…
71
Never have to meet in person Spend my time growing my business
Exclusively use a phone/tablet app Never be bound to a desk
Round	
  1:	
  Write	
  a	
  full	
  line	
  at	
  a	
  Bme.	
  
#7 User stories I am a YOUNG ENTREPRENEUR
I want to…. So that I can…
72
Spend my time growing my business
Get VC funding to expand internationally
Retire at 45
Save the world
Give workshops at Digital Summit
Meet a girl
Truly create a double bottom line company
Buy a jet
Bring on a managing partner
Leave a legacy to Georgetown University (Hoya Saxa
Round	
  2:	
  Fill	
  out	
  the	
  “So	
  that	
  I	
  
can…”	
  side	
  only.	
  Get	
  to	
  the	
  
boRom	
  of	
  what	
  does	
  this	
  person	
  
want	
  to	
  do.	
  	
  	
  
	
  
Then	
  swap	
  papers	
  and	
  fill	
  out	
  the	
  
“I	
  want	
  to…”	
  secBon	
  for	
  
somebody	
  else’s	
  “So	
  that	
  I	
  can”	
  
lines.	
  
	
  
Did	
  you	
  get	
  more	
  creaBve	
  
features/services	
  offered	
  as	
  
soluBons	
  (the	
  “I	
  want	
  to”	
  side)	
  in	
  
this	
  round	
  when	
  you	
  had	
  to	
  think	
  
of	
  a	
  soluBon	
  for	
  an	
  issue	
  instead	
  
of	
  thinking	
  about	
  the	
  soluBon	
  
first,	
  then	
  jusBfying	
  it	
  with	
  why	
  
the	
  user	
  wants	
  it?	
  
What will you take away from this?
How might you apply this at work?
Do you have a specific project in mind?
#7 Write-and-pass user stories
Discuss with a partner…
#8 Ideation generates lots of ideas and gets people out of “ruts”
@weisesarah @linnaferguson
Human Experience Design (Digital Summit Workshop)
#8 Ideation can be encouraged with prompts
@weisesarah @linnaferguson
Try this! Generate 5-10 solutions using the following prompts…
The most obvious solutions: ___________________________________________
By adding, removing or modifying these: _________________________________
If you were a 5 year old: ______________________________________________
If you were a rebellious teenager: ______________________________________
If you had unlimited budget: ___________________________________________
If you couldn’t spend a dime: __________________________________________
With superhuman powers (invisibility, teleportation, etc): ___________________
If you were <Persona Name>: __________________________________________
#8 Ideation can build off a persona
@weisesarah @linnaferguson
Brianne (New Hire) Dalton (Supervisor)
Portia (Mid Level Worker Bee) Aiden (Learning Leader)
@weisesarah @linnaferguson
#8 Ideation can build off a persona
#8 Ideation refinement pulls best elements from each idea
@weisesarah @linnaferguson
Human Experience Design (Digital Summit Workshop)
Human Experience Design (Digital Summit Workshop)
Human Experience Design (Digital Summit Workshop)
Human Experience Design (Digital Summit Workshop)
What will you take away from this?
How might you apply this at work?
Do you have a specific project in mind?
#8 Ideation
Write down on your note-taking page…
#9 Usability testing shows what real, live users experience
Moderated Un-moderated
USABILITY TESTING
Open-ended Scenario-based
@weisesarah @linnaferguson
#9 Usability testing
Structure for moderated, scenario-based testing
@weisesarah @linnaferguson
1.  Opening script
2.  Intro questions
Warmup / baseline data / recall last time
3.  First impressions
Without clicking, what are your first impressions? How does it make you feel?
4.  Scenarios
At the end of each, ask for a rating of difficulty or ease.
1 = very difficult; 5 = very easy
5.  Post-test questions
Level of agreement with statements; open-ended questions;
tester rating of web savvy
#9 Usability testing
Opening script
@weisesarah @linnaferguson
Thank you for volunteering to participate in this study. To begin, I need to read an orientation script to you. I’m reading it
directly so that all participants receive identical instructions.
<Company name> is working to improve its website, and today they are collecting feedback directly from users like you. The
input gathered here today will help identify what works well, and what needs improvement.
In this session, I'll first ask a few questions about your first impressions. After that, I'll present you with scenarios that ask you
to locate information on the site. Please speak aloud as you navigate, telling me what's going through your mind as you decide
where to go or what to click, as if you were on a game show.
This study is in no way a test of you, your skills, or your knowledge. It's a test of the system. If you feel frustrated because you
can’t find something or don’t know where to go, please let me know because this will help identify areas of the website that
need improvement. Since I'm here as a neutral observer, though, I won't be able to give you hints about where to go or what to
click.
The data from this study will be presented in aggregate form only, and your name will not be tied to your responses.
I’ll also mention that I’ve been hired just to conduct these studies and did not build or design this site in any way, so you won’t
be hurting my feelings by critiquing the site. The most important thing is to be honest about what works for you and what
doesn't, so we can fix it.
Questions at this point?
#9 Usability testing
Intro/baseline questions… some examples
@weisesarah @linnaferguson
•  How often do you use the XYZ website?
•  How do you feel about the current site?
•  When you've come to the site in the past, are you typically looking for something in
particular, or just browsing?
•  What pages do you have bookmarked?
•  How do you typically come to the site? For instance, do you navigate directly to
the URL, do you click a link you've previously bookmarked, or do you find a page
from this site after you've Googled something?
•  Based on your past experiences, how helpful has the XYZ site been to you? 1 =
Not at all helpful, 5 = Very helpful
#9 Usability testing
Intro/baseline questions… some examples
@weisesarah @linnaferguson
•  How often do you use the XYZ website?
•  How do you feel about the current site?
•  When you've come to the site in the past, are you typically looking for something in
particular, or just browsing?
•  What pages do you have bookmarked?
•  How do you typically come to the site? For instance, do you navigate directly to
the URL, do you click a link you've previously bookmarked, or do you find a page
from this site after you've Googled something?
•  Based on your past experiences, how helpful has the XYZ site been to you? 1 =
Not at all helpful, 5 = Very helpful
#9 Usability testing
First impression questions… some examples
@weisesarah @linnaferguson
•  When you look at the homepage, what are your first impressions? How does it
make you feel?
•  Based on your first impressions, how useful do you think this site would be to you
on a scale of 1-5?
•  Without clicking on anything, just scroll up and down the homepage and tell me
what information would be most useful to you?
•  In your own words, how would you describe the purpose of this site?
•  Is there too much information on the homepage?
•  What do you think of the layout / colors / images / labeling / etc.
•  Does any of the text make you want to click to find out more?
#9 Usability testing
Scenarios
@weisesarah @linnaferguson
•  Avoid saying the actual label of what you want someone to click
•  Provide context with words like “Imagine” or “Pretend”
Here’s an example where it’s vital:
Imagine you are a soldier having your medical condition evaluated. You would like
to know how your disability rating is determined, and whether or not you can stay
in the Army. Please find this information.
How it would read without the “Imagine”
You are having your medial condition evaluated…
“Huh? What? Are you saying I have a problem? That’s messed up, man.”
•  Stay neutral. Try not to agree during a testing session. “Mmm-hmm” and “Go on”
is better than “Yes” or “Sure” or “Right”
#9 Usability testing
Metrics
Task	
  compleBon	
   Perceived	
  ease	
  	
   Time	
  to	
  complete	
  
Post-­‐test	
  quesBons	
  	
  
	
  
(Level	
  of	
  agreement	
  with	
  
statements	
  about	
  visual	
  
and	
  funcBonal	
  aspects)	
  
Comparison	
  metrics	
  
#10 Image-based projective interviews
uncover deep feelings
Fear
Of the unknown
For my life (helplessness)
For my health and body
For my family and kids
For my home.
For nature, environment, planet
Protection
For loved ones, especially kids
Anger
At the government
@weisesarah @linnaferguson
I will try these 3 things at work:
3.
2.
1.
Tweet your top takeaway to @weisesarah @linnaferguson
#dsclt15
94
Mad Libs
Wall Voting
Target Prioritization
Personas
Empathy Mapping
Journey Mapping
Write-and-Pass User Stories
Ideation & Refinement
Usability Testing
Projective Interviews
You now know new techniques
to connect quicker and
build better products, leaner.
BUILD.
AWESOME.
THINGS.
Sarah Weise
@weisesarah
linkedin.com/in/sarahweise/
Linna Ferguson
@linnaferguson
linkedin.com/in/linnaferguson/
Get the slides & handbook
www.slideshare.net/weisesarah

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Human Experience Design (Digital Summit Workshop)

  • 1. Human Experience Design Lean UX Secrets to Engage & Delight Sarah Weise, UX Director, Booz Allen Hamilton @weisesarah Linna Ferguson, Creative Director, Booz Allen Hamilton @linnaferguson
  • 2. Hello Slideshare Viewers! These slides you’re about to flip through are from a 4 hour, hands-on workshop presented at the Digital Summit conference series in 2014-2015. There are a number of stories and content not included here. We’ve tried to add a few notes along the way, but if you’d like to learn these techniques in more depth, we’d love to see you at our next workshop. Visit www.techmediaco.com for dates and details. Thanks for viewing, Sarah & Linna
  • 3. I  want  to  tell  you  a  story  about   the  first  UX  project  I  ever   worked  on.  It  was  over  a   decade  ago,  and  it  lasted  a  full   year…  
  • 4. @weisesarah @linnaferguson We  analyzed  customer  segments,  and   idenBfied  and  recruited  a  ton  of  users  in  each   of  those  segments.  We  made  sure  to  select  a   staBsBcally  significant  number  of  parBcipants   from  each  group  so  that  we  could  report  our   findings  with  scienBfic  precision  –  confidence   intervals  and  margin  of  error.    I  was  doing  t-­‐ tests  and  z-­‐tests  to  find  out  which   recommendaBons  should  go  in  Phase  I  versus   Phase  2.    I  even  remember  bringing  my  old   college  staBsBcs  textbook  to  work  with  me!  
  • 5. We  conducted   our  research  in   a  lab  with  a   two-­‐way   mirror.    We   filmed  the  test   parBcipants   and  went  back   and  watched   the  tests   mulBple  Bmes,   scruBnizing   facial   expressions   and  body   language.  
  • 6. By  the  end  of  the  year,  we  had  a  big  honkin’  report.     There  were  over  100  findings.    We  actually  had  tables   to  group  and  categorize  all  of  the  findings.           It  was  in  a  binder  like  this.    With  a  cover  page  slaved   over  by  a  graphic  designer.         This  was  my  first  UX  job,  and  at  the  Bme  I  was  so   proud  of  this  report.    It  was  massive.    It  showed  off  all   the  hard  work  we  did.      
  • 7. The best part… @weisesarah @linnaferguson Over  10  year  later,  their  website  is  largely  the  same.   Only  2-­‐3  recommendaBons  had  been  implemented   out  of  100+,  and  those  were  preRy  much  low  hanging   fruit.  
  • 8. This  process  stole  a  year  of  my   life.  Countless  billable  hours,   your  taxpayer  dollars,   painstaking  work,  meeBngs   and  staBsBcal  nonsense.     Are  you  familiar  with  this   heartbreak?  
  • 9. “The biggest lie in software is Phase II.” Jeff Gothelf
  • 10. Why can’t it always be like this? Over  a  decade  later,  the  organizaBon  re-­‐engaged  us.    Some  of   the  very  same  clients,  actually.  But  this  Bme,  our  process  was   lean.    In  under  a  month,  we  had  a  substanBally  beRer  product.   With  far  less  work  and  hassle.  Clients  parBcipated  in  the   process,  and  became  our  advocates.       It  leW  me  thinking…  Why  can’t  it  always  be  like  this?  
  • 11. PRIX FIXE MENU Data Gathering :: choose one Usability testing Create scenarios based on top tasks, craft post-test survey, and conduct 6 hours worth of one-on-one usability testing* Web survey Create survey questions to solicit preference data and discover more about target audiences* Existing data trends Evaluate existing data such as help desk tickets, web analytics, and/or survey data Focus group Plan and lead 6 hours worth of focus group sessions* Analysis :: choose one Expert review SME evaluation of select screens from a website or application Visual evaluation Analysis of branding strategy, colors, images, typography Task analysis Evaluate paths to streamline information architecture Persuasion, emotion, trust evaluation Evaluate how to more effectively move customers to take action Stakeholder analysis Based on a web survey, focus group, or existing data if available Pattern analysis Identify trends in existing data Benchmark Compare my site to my competitors’ * Recruiting/scheduling not included Presented in 2010 by Sarah Weise / Linna Ferguson, User Experience Professionals Association (UXPA) Now  this  is  not  the  first  Bme  I’ve  asked  myself  this  quesBon.  In   fact,  I’ve  spent  my  career  trying  to  make  UX  as  simple  and   effecBve  as  possible.       5  years  ago,  Linna  and  I  even  coined  the  term  “Express   Usability”  at  a  UXPA  conference  in  Munich,  where  we   convinced  a  whole  bunch  of  people  to  implement  UX   strategies  in  just  1  week  with  a  fixed  price  menu  approach,  an   idea  that  came  to  us  aWer  drinking  heavily  at  a  fixed  price   restaurant.  
  • 12. PRIX FIXE MENU Deliverable :: choose one Recommendations report Details top recommendations based on our analysis in a finding-rationale-recommendation format Screen-by-screen findings report Points out areas on each page that can be improved Design concepts Pair with the visual evaluation: two alternate design concepts Information architecture recommendations Navigational outline or flow chart detailing enhancements to organization and page flow Wireframe(s) Visually displays layout recommendations; interactive prototyping may be an option if time permits Trend report Pair with the pattern analysis or benchmark; couple with stakeholder analysis if data is available and time permits Presented in 2010 by Sarah Weise / Linna Ferguson, User Experience Professionals Association (UXPA)
  • 13. @weisesarah @linnaferguson By the end of the day, you’ll know 10 new techniques to cultivate EMPATHY. CREATIVITY. FOCUS. HUMAN EXPERIENCE DESIGN BEGINS WITH YOU
  • 14. @weisesarah @linnaferguson In  my  opinion,  the  key  difference   between  Lean  UX  and  tradiBonal  UX   methods  is  the  idea  that  UX   professionals  are  NOT  just  advocates   for  the  user.    In  Lean  UX,  we  work  to   understand  and  define  the  business   and  product  vision,  and  find  where   that  intersects  with  customer  needs.         Let’s  say  we  find  out  that  users  need   bicycles,  but  the  goal  of  the  business   is  to  sell  unicycles.  If  we  don’t  take   that  into  account,  we’re  going  to  be   fighBng  every  step  of  the  way,  and   our  recommendaBons  will  never  be   implemented.  
  • 16. The Numbers Game @weisesarah @linnaferguson This  workshop  acBvity  demonstrated  the  pi`alls  of   mulBtasking,  namely  that  you  are  far  less  creaBve   when  you’re  switching  context  between  two  different   tasks.  
  • 17. We think on autopilot. Multitasking makes us less creative. @weisesarah @linnaferguson
  • 18. We lose a lot to context switching # of simultaneous projects % of time available per project Loss of time to context switching 1 100% 0% 2 40% 20% 3 20% 40% 4 10% 60% 5 5% 75% This  is  waste  !   Quality Software Management by Gerald Weinberg @weisesarah @linnaferguson
  • 19. Who is an artist in here? @weisesarah @linnaferguson When  you  ask  this  in  a  kindergarten  classroom,   almost  every  hand  shoots  up.         Today,  we  had  1  or  2  hands  go  up  out  of  100.    
  • 20. AGE 5 You used 80% of your creative potential. AGE 12 Your creative output has dropped to 2% ADULT Your creative output stays around 2%... Unless you do something about it! @weisesarah @linnaferguson
  • 21. @weisesarah @linnaferguson Look  at  a  3-­‐5  year  old  classroom.    These  spaces  are   filled  with  fun  and  colorful  things  to  do,  see  and   touch.      
  • 22. @weisesarah @linnaferguson But  then  we  end  up  here.    How  could  we  be  creaBve   in  a  space  like  this?    How  do  we  communicate  or   connect?      
  • 24. Was that harder or easier than you thought? What was your approach? How did this challenge make you feel? Nervous? Excited? Anxious? Focused? 20-Circle Challenge Discuss with a partner @weisesarah @linnaferguson
  • 27. Was that harder or easier than you thought? What was your approach? How did this challenge make you feel? Nervous? Excited? Anxious? Focused? 20-Circle Challenge Discuss with a partner @weisesarah @linnaferguson
  • 28. Everyone can be creative. Use a UFB to cultivate creativity. @weisesarah @linnaferguson UFB  =  Uninterrupted  Focus  Block     This  is  a  way  to  protect  your  Bme,  focus  on  a  single   thing,  and  empower  yourself  to  be  creaBve.      
  • 29. Creativity is a muscle. Exercise it. Commit to 5 minutes a day for 30 days. @weisesarah @linnaferguson Not  only  that,  start  your  UX  sessions  off  with  a  creaBvity   booster  like  one  of  these  acBviBes,  and  your  parBcipants   will  get  in  the  zone.  They’ll  be  more  focused,  aRenBve   and  creaBve  in  your  sessions.  
  • 30. Doodle a picture Draw an animal Make something out of play dough Write a journal entry Find an interesting object from nature, and write 20 words to describe it Discover a new word, and use it in a sentence Do a crossword puzzle or word hunt Write a haiku Try a new food Pin an inspiring picture on Pinterest Build a tower with blocks or legos (I’m partial to MagnaTiles…) Find an interesting texture and do a paper rubbing 30 Days of Creativity Ideas for the challenge. Each day… @weisesarah @linnaferguson
  • 32. Companies like 3M and Google give staff 15-20% of time to work on projects of their choosing Gmail Google Ads Post-it notes Masking Tape @weisesarah @linnaferguson
  • 33. What creative habit will you start today? What will you try for 30 days straight? How will you bring this back to work? Creativity Write down on your note-taking page… @weisesarah @linnaferguson
  • 34. Ok, so what’s next? How do I apply this to my work? How does creativity relate to empathy? Will this really change my life?
  • 35. Let’s shift from personal to group creativity
  • 36. 1. Mad Libs 2. Wall Voting 3. Target Priorities 4. Personas 5. Empathy Maps 6. Journey Maps 7. User Stories 8. Ideation & Refining 9. Usability Testing 10. Projective Interviews @weisesarah @linnaferguson
  • 37. Rules can be your friends There’s no dial-in number Let’s maximize connection. Pure attention and focus. Humans only. The optimum number of people is somewhere between 4 and 20. No phones, tablets, laptops We have a short time with you. We have to focus! Goal is to generate a lot of ideas quickly There are deadlines and timers for each activity. Pretend you’re in an elevator Talk quickly and stay on topic. We have a parking lot for off-topic ideas to help everyone stay on track. We are not in the idea or ego squashing business We succeed through a breadth of perspectives and concepts @weisesarah @linnaferguson
  • 38. The Story of Sprout Wealth @weisesarah @linnaferguson This  is  a  case  study  of  a  ficBBous  wealth  management   company  serving  a  specific  niche  –  those  with  a   minimum  of  $5M  in  assets.    You  are  all  founding   partners,  each  with  a  different  viewpoints  about  how   to  form  this  company.  
  • 39. #1 Mad libs FOR: target customer WHO NEEDS: service/feature UNLIKE: alternative/competitor Entrepreneur Mobile app to check up on $ DIY investing @weisesarah @linnaferguson
  • 40. #1 Mad libs WE ARE A: business type WE PROVIDE: emotional benefit WE STAND OUT BY: key differentiator @weisesarah @linnaferguson Financial advisor Simplicity High tech
  • 41. •  Scribble as many ideas as you can in 2 mins (can do this as individuals or in pairs/groups) •  Ever person/pair/group must fill 5 post-its •  Build it, ideas will come – Put 50 stickies on the wall, and have people shout out ideas •  Everyone stands, shouts out 1 idea then sits, selects someone else to go A few different ways to capture ideas Brainstorming methods with a group @weisesarah @linnaferguson
  • 43. AWer  wall  voBng,  move  the   most  voted  on  items  to  the   top.       You’ll  be  able  to  read  the   vision  statement  across  if   they  categories  are  lined  up.  
  • 45. Write  out  the  vision   statement  at  the  end.     It  will  not  be  in  beauBful   prose,  but  it  sure  will  be   powerful.  Everyone  has   parBcipated  in  creaBng  this   straw  man  to  build  from…     in  the  course  of  an  hour!  
  • 46. #1 Mad libs Inspired creative thinking. Ideas sprouted off each other. Everyone rallied behind ‘sherpa’. @weisesarah @linnaferguson
  • 47. 1. Mad Libs 2. Wall Voting 3. Target Priorities 4. Personas 5. Empathy Maps 6. Journey Maps 7. User Stories 8. Ideation & Refining 9. Usability Testing 10. Projective Interviews @weisesarah @linnaferguson
  • 48. #2 Wall voting shows trends & limits discussion to key points @weisesarah @linnaferguson
  • 49. #2 Wall voting Who is our primary target customer? Wealthy old people / retirees Young entrepreneurs Average Joe with family inheritance Busy CEO’s Middle-aged, successful business people @weisesarah @linnaferguson
  • 50. #2 Wall voting Who is our primary target customer? Wealthy old people / retirees Young entrepreneurs Average Joe with family inheritance Busy CEO’s Middle-aged, successful business people @weisesarah @linnaferguson
  • 51. #2 Wall voting Who is our primary target customer? Wealthy old people / retirees Young entrepreneurs Average Joe with family inheritance Busy CEO’s Middle-aged, successful business people @weisesarah @linnaferguson Try  voBng  with  2  colors  –  green  for   agree  most,  red  for  disagree  most  
  • 52. #2 Wall voting Who is our primary target customer? Wealthy old people / retirees Young entrepreneurs Average Joe with family inheritance Busy CEO’s Middle-aged, successful business people @weisesarah @linnaferguson
  • 53. #2 Wall voting Who is our primary target customer? Wealthy old people / retirees Young entrepreneurs Average Joe with family inheritance Busy CEO’s Middle-aged, successful business people @weisesarah @linnaferguson When  everyone  adds  their   votes,  which  ones  do  we   need  to  discuss?    VoBng   saves  Bme!  
  • 54. #2 Wall voting can also take place over time @weisesarah @linnaferguson
  • 55. #3 Wall target helps visualize and narrow key priorities @weisesarah @linnaferguson Here’s a twist! Have a team prioritize in silence.
  • 56. #3 Wall target helps visualize and narrow key priorities Entrepreneur Wealthy retirees Average Joe with Inheritance Busy CEO’s @weisesarah @linnaferguson
  • 57. #4 Personas instantly create empathy @weisesarah @linnaferguson When I was 10 my father had a heart attack in front of me. From then I vowed to be prepared if that situation ever happened again. This  is  Bill  Winters.  Bill  is  an  EMT  in  his  early  40s.  When   he  was  10  years  old,  his  father  had  a  heart  aRack  in   front  of  him.  From  that  point  on,  he  vowed  to  always  be   prepared.  This  inspired  him  to  become  the  EMT  he  is   today.    Bill  has  2  teenage  daughters  and  even  though   he’s  divorced  and  only  sees  them  on  the  weekends,   he’s  always  sharing  his  knowledge  with  them  and   insBlling  them  with  a  sense  of  preparaBon.    He  enjoys   grilling  with  on  Sunday  aWernoons,  and  trying  out   grilling  apps  on  his  tablet.  Bill  was  extremely  influenBal   in  redesigning  FIrstResponder.gov.       But  there’s  one  thing  I  haven’t  told  you  about  Bill.     He’s  100%  fake.    
  • 58. Description Goals & Needs Tech Usage (Laptop / Tablet / Phone / Favorite apps…) Picture (Yes, draw it!) Age: Gender: Occupation: #4 Personas Customer Name:
  • 59. We  love  all  the  sketches  our   parBcipants  do  in  this   workshop!  
  • 60. #4 Personas make a post-it come to life @weisesarah @linnaferguson See  how  this  one  (from  a  real  client)   looks  preRy  much  the  same?         We  do  this  idenBcal  acBvity  with  our   clients,  and  it  really  works!  
  • 61. #4 Personas make a post-it come to life @weisesarah @linnaferguson Yes!    We  totally  agree.     Thanks  for  the  shout-­‐out,   Michael.         We’re  big  fans  of  personas.   Let’s  help  our  clients  make   these  pieces  of  paper  come   to  life  so  that  they  can  help   drive  business  decisions.    
  • 62. #4 Personas can be paired with wall voting @weisesarah @linnaferguson
  • 63. #4 Personas can be used to role play @weisesarah @linnaferguson
  • 64. #4 Personas can quickly state what resonates (and what doesn’t) for this customer @weisesarah @linnaferguson
  • 65. #4 Personas can be visual Check out what’s on Amy’s work station @weisesarah @linnaferguson
  • 66. #5 Empathy maps let you quickly connect with users Design Thinking Action Lab 2013 @weisesarah @linnaferguson
  • 67. #5 Empathy maps can be put into context @weisesarah @linnaferguson
  • 68. #6 Journey maps follow a user’s steps to document experience Or  to  streamline  it!  
  • 69. #6 Journey maps applied to websites = task analysis 30+ screens to apply for a job! Using this, we streamlined USAJobs.gov to 9 screens. @weisesarah @linnaferguson
  • 70. #7 Write-and-pass user stories generate perspectives @weisesarah @linnaferguson
  • 71. #7 User stories I am a YOUNG ENTREPRENEUR I want to…. So that I can… 71 Never have to meet in person Spend my time growing my business Exclusively use a phone/tablet app Never be bound to a desk Round  1:  Write  a  full  line  at  a  Bme.  
  • 72. #7 User stories I am a YOUNG ENTREPRENEUR I want to…. So that I can… 72 Spend my time growing my business Get VC funding to expand internationally Retire at 45 Save the world Give workshops at Digital Summit Meet a girl Truly create a double bottom line company Buy a jet Bring on a managing partner Leave a legacy to Georgetown University (Hoya Saxa Round  2:  Fill  out  the  “So  that  I   can…”  side  only.  Get  to  the   boRom  of  what  does  this  person   want  to  do.         Then  swap  papers  and  fill  out  the   “I  want  to…”  secBon  for   somebody  else’s  “So  that  I  can”   lines.     Did  you  get  more  creaBve   features/services  offered  as   soluBons  (the  “I  want  to”  side)  in   this  round  when  you  had  to  think   of  a  soluBon  for  an  issue  instead   of  thinking  about  the  soluBon   first,  then  jusBfying  it  with  why   the  user  wants  it?  
  • 73. What will you take away from this? How might you apply this at work? Do you have a specific project in mind? #7 Write-and-pass user stories Discuss with a partner…
  • 74. #8 Ideation generates lots of ideas and gets people out of “ruts” @weisesarah @linnaferguson
  • 76. #8 Ideation can be encouraged with prompts @weisesarah @linnaferguson Try this! Generate 5-10 solutions using the following prompts… The most obvious solutions: ___________________________________________ By adding, removing or modifying these: _________________________________ If you were a 5 year old: ______________________________________________ If you were a rebellious teenager: ______________________________________ If you had unlimited budget: ___________________________________________ If you couldn’t spend a dime: __________________________________________ With superhuman powers (invisibility, teleportation, etc): ___________________ If you were <Persona Name>: __________________________________________
  • 77. #8 Ideation can build off a persona @weisesarah @linnaferguson Brianne (New Hire) Dalton (Supervisor) Portia (Mid Level Worker Bee) Aiden (Learning Leader)
  • 78. @weisesarah @linnaferguson #8 Ideation can build off a persona
  • 79. #8 Ideation refinement pulls best elements from each idea @weisesarah @linnaferguson
  • 84. What will you take away from this? How might you apply this at work? Do you have a specific project in mind? #8 Ideation Write down on your note-taking page…
  • 85. #9 Usability testing shows what real, live users experience Moderated Un-moderated USABILITY TESTING Open-ended Scenario-based @weisesarah @linnaferguson
  • 86. #9 Usability testing Structure for moderated, scenario-based testing @weisesarah @linnaferguson 1.  Opening script 2.  Intro questions Warmup / baseline data / recall last time 3.  First impressions Without clicking, what are your first impressions? How does it make you feel? 4.  Scenarios At the end of each, ask for a rating of difficulty or ease. 1 = very difficult; 5 = very easy 5.  Post-test questions Level of agreement with statements; open-ended questions; tester rating of web savvy
  • 87. #9 Usability testing Opening script @weisesarah @linnaferguson Thank you for volunteering to participate in this study. To begin, I need to read an orientation script to you. I’m reading it directly so that all participants receive identical instructions. <Company name> is working to improve its website, and today they are collecting feedback directly from users like you. The input gathered here today will help identify what works well, and what needs improvement. In this session, I'll first ask a few questions about your first impressions. After that, I'll present you with scenarios that ask you to locate information on the site. Please speak aloud as you navigate, telling me what's going through your mind as you decide where to go or what to click, as if you were on a game show. This study is in no way a test of you, your skills, or your knowledge. It's a test of the system. If you feel frustrated because you can’t find something or don’t know where to go, please let me know because this will help identify areas of the website that need improvement. Since I'm here as a neutral observer, though, I won't be able to give you hints about where to go or what to click. The data from this study will be presented in aggregate form only, and your name will not be tied to your responses. I’ll also mention that I’ve been hired just to conduct these studies and did not build or design this site in any way, so you won’t be hurting my feelings by critiquing the site. The most important thing is to be honest about what works for you and what doesn't, so we can fix it. Questions at this point?
  • 88. #9 Usability testing Intro/baseline questions… some examples @weisesarah @linnaferguson •  How often do you use the XYZ website? •  How do you feel about the current site? •  When you've come to the site in the past, are you typically looking for something in particular, or just browsing? •  What pages do you have bookmarked? •  How do you typically come to the site? For instance, do you navigate directly to the URL, do you click a link you've previously bookmarked, or do you find a page from this site after you've Googled something? •  Based on your past experiences, how helpful has the XYZ site been to you? 1 = Not at all helpful, 5 = Very helpful
  • 89. #9 Usability testing Intro/baseline questions… some examples @weisesarah @linnaferguson •  How often do you use the XYZ website? •  How do you feel about the current site? •  When you've come to the site in the past, are you typically looking for something in particular, or just browsing? •  What pages do you have bookmarked? •  How do you typically come to the site? For instance, do you navigate directly to the URL, do you click a link you've previously bookmarked, or do you find a page from this site after you've Googled something? •  Based on your past experiences, how helpful has the XYZ site been to you? 1 = Not at all helpful, 5 = Very helpful
  • 90. #9 Usability testing First impression questions… some examples @weisesarah @linnaferguson •  When you look at the homepage, what are your first impressions? How does it make you feel? •  Based on your first impressions, how useful do you think this site would be to you on a scale of 1-5? •  Without clicking on anything, just scroll up and down the homepage and tell me what information would be most useful to you? •  In your own words, how would you describe the purpose of this site? •  Is there too much information on the homepage? •  What do you think of the layout / colors / images / labeling / etc. •  Does any of the text make you want to click to find out more?
  • 91. #9 Usability testing Scenarios @weisesarah @linnaferguson •  Avoid saying the actual label of what you want someone to click •  Provide context with words like “Imagine” or “Pretend” Here’s an example where it’s vital: Imagine you are a soldier having your medical condition evaluated. You would like to know how your disability rating is determined, and whether or not you can stay in the Army. Please find this information. How it would read without the “Imagine” You are having your medial condition evaluated… “Huh? What? Are you saying I have a problem? That’s messed up, man.” •  Stay neutral. Try not to agree during a testing session. “Mmm-hmm” and “Go on” is better than “Yes” or “Sure” or “Right”
  • 92. #9 Usability testing Metrics Task  compleBon   Perceived  ease     Time  to  complete   Post-­‐test  quesBons       (Level  of  agreement  with   statements  about  visual   and  funcBonal  aspects)   Comparison  metrics  
  • 93. #10 Image-based projective interviews uncover deep feelings Fear Of the unknown For my life (helplessness) For my health and body For my family and kids For my home. For nature, environment, planet Protection For loved ones, especially kids Anger At the government @weisesarah @linnaferguson
  • 94. I will try these 3 things at work: 3. 2. 1. Tweet your top takeaway to @weisesarah @linnaferguson #dsclt15 94 Mad Libs Wall Voting Target Prioritization Personas Empathy Mapping Journey Mapping Write-and-Pass User Stories Ideation & Refinement Usability Testing Projective Interviews
  • 95. You now know new techniques to connect quicker and build better products, leaner.