My most recent presentation of trends changing the course of user experience design.

1. What's Next
for UX?
Brad Gerstein
VP, Executive Creative Director
ThoughtMatrix
Refresh Chicago
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2. My Background
ü Graduated with a Masters in Architecture at Tulane University in ’95
ü Quickly switched to being a web designer in ’96
ü Went back to school for a MFA with an emphasis on New Media at
Art Center College of Design and graduated in 2000
ü Caught on to User Experience in 2000
ü Joined a new digital agency called Decision Counsel in 2003
§ Lead the creative team
§ Built our UX and Development teams
§ Expanded the firm to NY, Las Vegas and Chicago
ü Joined ThoughtMatrix in 2010 to expand the business in the Midwest
with office in Chicago
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3. What is ThoughtMatrix
ThoughtMatrix is a digital marketing and technology services firm
focused on creating engaging and immersive digital experiences. We
serve diverse organizations defining strategies and finding innovative
ways to build and improve the way they connect with their constituents.
Content Management Web Design Marketing Strategy
Social Media Mobile eCommerce
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4. Select Client List
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5. Recent Work
Polycom SunPower
Outbid
Inspirity DocuSign
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6. Recent Work
Verizon Video Manager (Video Vault)
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7. Recent Work
Builder Concept Home
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8. User Experience is Changing
ü Two major trends in technology are changing the way the design
industry and our clients look at the UX design process
+
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9. Explosive Growth in Mobile
Smartphone Shipments Eclipses
PC/Notebooks This Year
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10. Explosive Growth in Mobile
Smartphone Mobile Access Exceeds
PC/Notebook for Gen Y in 2010
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11. Explosive Growth in Mobile
Why?
ü Great combination of connectivity,
ubiquity and data
ü More and more people are going
mobile first, especially in
international markets
ü Mobile users are engaged
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12. Lean UX and Agile Make their Mark
Lean UX has been a successful
approach allowing start-ups to get
to market quickly with a minimum
viable product
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13. Lean UX and Agile Make their Mark
Lean Startup
ü Coined by entrepreneur and
blogger Eric Ries
ü Inspired by Japanese lean
manufacturing
ü Lean Startup is about testing your
ideas with customers as early and
often as possible
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14. Lean UX and Agile Make their Mark
What is Lean UX?
“Inspired by Lean Startup and Agile
development theories, it’s the practice
of bringing the true nature of our work
to light faster, with less emphasis on
deliverables and greater focus on the
actual experience being designed.”
-Wikipedia
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15. Lean UX and Agile Make their Mark
What is Agile?
ü Individuals and interactions over
processes and tools
ü Working software over
comprehensive documentation
ü Responding to change over
following a plan (no Gantt charts!)
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16. Lean UX and Agile Make their Mark
Agile Development Process
ü Focus on product not deliverables
ü Create just enough design to
get started
ü Build a prototype
ü Test with users often
ü Validate and move on
ü Momentum keeps teams engaged
ü Reduces risks inherent in the
typical waterfall process
§ Walls between teams
§ Lack of collaboration
§ Only verify at the end
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17. Lean UX and Agile Make their Mark
Major Corporations Using Agile
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18. Lean UX and Agile Make their Mark
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19. ü Graduated with a Masters in Architecture at Tulane University in ’95
ü Quickly switched to being a web designer in ’96
So how do UX
ü Went back to school for a MFA with an emphasis on New Media and
graduated in 2000
designers respond?
ü Have worked
ü Insist on ü Embrace the
Developing for Lean UX Design
Mobile First Process
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20. Mobile First
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21. Why Mobile First?
ü Mobile is becoming (or has become) the primary access point to the
web for most users
§ 55% of Twitter users, 70% of Pandora, 40% of searches on Yelp
§ 10% of e-commerce and growing rapidly
§ New opportunities to be a leader in your market
ü Constraints require you to focus on the core value of your offering
creating a better user experience
§ Limited screen space
§ Focus on key actions first
§ Short bursts of interaction
ü Opportunities to innovate
§ Powerful features like geo location and sensors allow for a very
personal experience
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22. Pixels to Burn
1024x768
320x480
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23. Desktop vs. Mobile Browser
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24. Desktop vs. Mobile Browser
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25. Design for a Variety of Screen Sizes
Palm Pre 320x480 3.1in 186ppi
iPhone 3G 320x480 3.5in 164ppi
iPhone 4S 640x960 3.5in 329ppi
Droid 480x854 3.7in 264ppi
HTC Desire 480x800 3.7in 252ppi
Nokia N900 800x480 3.5in 266ppi
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26. Design for a Variety of Screen Sizes
ü Know your target audience
ü Create a default reference design
ü Define rules for content and Responsive design
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27. Short Bursts of Activity
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28. Short Bursts of Activity
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29. Design for one hand touch
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30. Design for One Handed Touch
ü Apple recommends a touch target
size of 44px x 44px
ü Calculator App is a great guide
ü Check out
http://www.mobilexweb.com/
blog/ui-guidelines-mobile-tablet-
design for all mobile and tablet
specs
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31. Design for One Handed Touch
ü Touch gestures allow users to interact directly with content
ü Reduces the need for extraneous navigation and puts content
front and center
ü Supported by all mobile platforms and HTML5
ü Remember no hovers for touch
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32. New Opportunities
Orientation Location Audio Video/Photo
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33. New Opportunities
Orientation + Location
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34. Mobile Site vs. Native App
vs.
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35. Mobile Site
Why Mobile Web?
ü Cost of Development
§ Leverage existing infrastructure
and tech if you have a web
product
§ Develop once for multiple
platforms
ü Cost of Change
§ Expect to iterate
§ HTML resources are cheaper
ü Ease of Adoption
§ Easier to drive web traffic to
mobile web
§ Build a user base then launch
app and to drive it up from app
store obscurity
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36. Mobile Site
Why Mobile Web?
ü Time to Market
§ Cheaper to build
§ Cheaper to iterate
§ Makes speed and option
ü Addressable Market
§ iOS used to dominate 90% of
the market
§ Trending toward 30% iOS, 30%
Android, 30% + other
ü Control
§ Release new features, bug fixes,
etc whenever
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37. Native App
Why Native App?
ü Access to OS Features
§ Geolocation
§ Appcache
§ Local Storage
§ 3D
§ Accelerometer
§ Microphone
§ Light sensors
§ And more…
ü Performance
§ Native apps are faster
ü Consistency
§ HTML5 is not standardized yet
§ Big difference in capabilities
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38. Native App
Why Native App?
ü App Store
§ Distribution
§ Sell your app
§ Virtual goods
§ In app purchases
ü Gaming
§ OpenGL
§ 3D acceleration
§ Large assets
ü Media Centric Apps
§ Is your app oriented around
images/video
§ Native still has an edge
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39. Mobile Site vs. Native App
vs.
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40. Embrace Lean UX
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41. Traditional Design Process is Broken
The Traditional Process
ü Discovery
ü Design
ü Development
ü Testing
ü Launch/Maintenance
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42. Traditional Design Process is Broken
The Traditional Process
ü Divided teams by role
ü Poor communication
ü Focused on deliverables not
the product
ü Slow
ü Full of risks
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43. Embracing Lean UX
A New Mindset for UX Designers
ü Focus on the product not
deliverables
ü Create just enough design to
get started
ü Validate your ideas through
prototypes and user testing
ü Get used to refining design
as you iterate
ü Designers still own the vision
§ Still control consistency
§ Integrity of design
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44. Embracing Lean UX
Educating Clients
ü If clients embrace UX than Lean UX
is not much of a stretch
ü Aligns designers and client on the
result rather than the process
§ Not slaves to the process
§ Process is not a differentiator
§ But results are!
ü Reduces risk
ü Allows for more input
ü Different approach to pricing
§ More resource intensive
§ Less deliverable focused
§ More flexible
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45. Embracing Lean UX
Educating Clients
ü Not for every project
§ Best for highly interactive work
or complex flows
§ Not for brochure-ware
§ Not for ad creative
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46. How to Implement Lean UX
User Personas
ü Persona Workshops
ü Develop Personas
Planning & Discovery ü Write Persona Report
ü Conduct Field Research ü Comparative Analysis
ü Gather Requirements
ü Perform User Task Analysis
ü Brand Research
Develop IA
ü Design Information Architecture
ü Create Clickable Models
ü Iterate and Finalize Specifications
ü Creative Brief
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47. How to Implement Lean UX
Planning & Discovery
ü Conduct Field Research
ü Gather Requirements
ü Perform User Task Analysis
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48. How to Implement Lean UX
Goals
Understanding Your
User’s Environment
ü Understand user goals and
identify behavior patterns
ü Obtain a 360° understanding
of user roles
ü Capture and document initial
requirements of products
and processes
ü Perform a trends and best
practices review
Behavior Roles Req.’s Trends
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49. How to Implement Lean UX
Conduct Field Research
Understanding Your
Ø Goal: Obtain a basis of data to
Users Environment
support a user-centered design
process
Activities
ü Select Primary User Segments
ü Develop Testing/Research
Protocol
ü Recruit Users
ü Perform Ethnographic Studies
ü Assemble & Analyze Data
Goals
ü Testing Protocol Behavior Roles Req.’s Trends
ü Ethnography Report
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50. How to Implement Lean UX
Ethnographic Research Approach
Benefits Drawbacks
ü Deep understanding of small ü Cannot predict magnitude of
group of users findings in the population
ü Rich insight into why users ü Trends can be generalized to
behave in certain way the population
ü Allow observation of things that ü But not statistically – e.g.
users themselves are not aware whether 20% or 60% is
of, such as brand preferences, unknown
interaction models, et al ü However, anecdotally, strong
ü Provide models of behavior, trends tend to be strong
interaction, context, and goals statistically
ü Serve as foundation for
information architecture models,
interaction models, and
personas
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51. How to Implement Lean UX
Validity of N (Small Groups) in Usability Studies
Demonstrates value of small-n ü As you add more and more
sample sizes users, you learn less and less
ü “After the fifth user, you are
ü With single test user, learn wasting your time by
almost 1/3 of all there is to know observing the same findings
about the usability of the repeatedly but not learning
design much new”
ü With second test user, discover
some overlap with first user, but
also some new observations -
so add a bit more insight
ü With third user, will observe
many things seen with first and
second users, and less
incremental new data
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52. How to Implement Lean UX
Requirements Gathering
Ø Obtain a nearly complete set of high level functional requirements
Ø Define core necessary features to explore in detail
Activities Deliverables
ü Content Application Audit ü Audit Results Report
ü Develop Requirements Roadmap ü Requirements Roadmap
ü Interview Stakeholders ü Final Requirements Inventory
ü Develop Final Requirements ü Requirements Matrix
Inventory
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53. How to Implement Lean UX
User Task Analysis
Ø Map user behavior and attributes
Ø Define product more deeply, emphasis in user interactions
Activities Deliverables
ü Analyze & map task data ü Use Case Documentation
ü Identify priority use cases ü User Task Flows
ü Create user flows ü Task analysis report
ü Write Task Analysis report
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54. How to Implement Lean UX
We have data, now what?
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55. How to Implement Lean UX
Personas
ü Persona Workshops
ü Develop Personas
ü Write Persona Report
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56. How to Implement Lean UX
Creating Personas
Behavioral patterns observed during interviews with key audiences are
derived, documented, and “packaged” in a persona.
Users Behavior Personas
Apparent
Patters
Gaps in behavioral and user data are filled by supplemental research and
data provided by other data channels, such as existing research and site
analytics.
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57. What is a Persona Anyway?
ü Personas are hypothetical
archetypes, or "stand-ins" for
actual users that drive the decision
making for interface design
projects
ü Personas are not real people, but
they represent real people
throughout the design process
ü Although personas are imaginary,
they are defined with significant
rigor and precision.
ü Names and personal details are
made up for personas to make
them more realistic
ü Personas are defined by their goals
ü Interfaces are built to satisfy
personas' needs and goals
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58. How to Implement Lean UX
Persona Development
Ø Audit and review existing primary and secondary research
Ø Identify primary and secondary personas
Activities Deliverables
ü Persona Workshops ü Primary persona documents
ü Develop Personas ü Secondary persona documents
ü Write Persona Report
Users Behavior Personas
Apparent
Patters
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59. How to Implement Lean UX
Develop IA
ü Design Information Architecture
ü Create Clickable Models
ü Iterate and Finalize Specifications
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60. How to Implement Lean UX
Transitioning Discovery to IA
Ø Synthesize goals
ü Experience goals: How does the persona expect to experience
the product?
ü Business goals: Concrete expected results of tasks
Goal-Directed Design
IA Layout
Discovery Personas
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61. How to Implement Lean UX
Information Architecture Turning User Needs
Into Interactions
Goals
ü Define product/site architecture
and core interaction
ü Create navigation schema
ü Create interaction patterns of core
UI modules and controls (widgets,
tools, etc.)
ü Create User Interface Templates
Navigation Schematic
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62. How to Implement Lean UX
Information Architecture
Ø Define application structure
Ø Create navigation schema
Activities Deliverables
ü Develop preliminary Information ü Preliminary clickable model
Architecture ü Preliminary IA report
ü Create mental models
ü Create navigation schemas
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63. How to Implement Lean UX
Interaction Design
Ø Merge IA with tactical UI & interaction design
Ø Prototype over 80% of use cases
Ø Update requirements detail
Activities Deliverables
ü Develop detailed prototype ü Clickable product prototype
Mobile
Prototype
»
Desktop
Prototype
»
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64. Thank You!
@iambradgerstein
Brad Gerstein
linkedin.com/gersteinb
brad@thought-matrix.com
San Francisco Office Chicago Office
The Flood Building Two Prudential Plaza
870 Market St. 180 North Stetson
Suite 642 Suite 3500
San Francisco, CA 94102 Chicago, IL 60601
Phone: 415.217.0009 Phone: 312.268.5731
Fax: 925.886.4601 Fax: 312.268.5801
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