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Creating products that
     people love


          Steve Ballard
     Director of User Experience
Introductions



     Steve Ballard
Director of User Experience
What makes a successful
      product?
Why not just make products
people don’t love? It’s easier

                                             Capability
            Desirability
                             Product
                                       Viability


                           • Makes users feel stupid
                           • Causes users to make big mistakes
                           • Requires too much effort
                           • Is not engaging or enjoyable
In a mature industry, design
   innovation is essential
Believe it or not, product features
     become less important

                           happy user peak
    user happiness




                     “I Rule!”                      “Guess I better look
                                                      at the manual.”

                                                               “Where the heck
                                 “Cool!”                         did they put that?”


                             “I’m so glad they                         “Now I can’t even do the
                             added this.”                                one simple thing
                                                                          I bought this for...”
                         “Nice, but I
                         wish I could do more...”                                 “ I Suck!”


                                 number of features
Enter User Experience Design
I must stop now and address this...
DESIGN
                  (is a big word)



“Design is to design a design to produce a design”
                    – John Heskett
We design things people use
“Design is the conscious and intuitive effort to impose
 meaningful order.”
 - Victor Papanek

• Gooddesign ensures usefulness, usability and emotional
 connection

• Design   is about planning what to build before you build it

• Design   allows permission to explore

• Design   requires collaboration with the builders
Discussion

      What is design?

     How does design
happen in your organization?
What is User Experience Design?
“The user experience development process is all about
ensuring that no aspect of the user’s experience with
your site [product] happens without your conscious
explicit intent. This means taking into account every
possibility and every action the user is likely to take and
understanding the user’s expectations at every step of
the way through that process”
      – Jesse James Garrett
       The Elements of User Experience
What is User Experience Design?


                                   Visual
      Interaction
                                 Interface
        Design
                                  Design

                    Industrial
                     Design
Meet the UXD Cast?
              (more on this later)




                       UX
Interaction          Designer         Visual
 Designer                            Designer




                     Industrial
                     Designer
Meet the UXD Cast?
              (more on this later)




                                UX
Interaction                   Designer                    Visual
 Designer                                                Designer
                               Both
                                (rare)
    Designs product                      Designs products’
       behavior                          visual appearance
     (usefulness usability)              (clarity, emotion brand)
IxD      VD
                Interaction Design
“Every moment of every day millions of people send
e-mail, talk on mobile phones, instant message each
other, record TV shows with TiVo, and listen to their
iPods. All of these things are made possible by good
engineering. But it’s interaction design that makes
them usable, useful, and fun.”
       – Dan Saffer
        Designing for Interaction
What Interaction Designers Do?
User Centered Design
• User   research
                                          Interaction
• Personas                                  Design

• User   Flows & Scenarios

• Brainstorm, Ideation    Sketching

• Wireframes      Prototypes

• Usability   testing design validation
User Centered Design
 User Research
• Contextual    Inquiry (Ethnographic Interviews)

• Be    an Anthropologist

• Let   them teach you, have a beginners mind

• Go    to them, let them do the talking, take notes and photos

• Looking    for patterns in goals, behavior, environment, etc.

• Good  Designers will be suspect of surveys and focus groups
 to gather information about peoples behaviors and desires
“Any attempt to reduce human behavior to statistics is
  likely to overlook important nuances, which make an
        enormous difference to the design of products”
                                        - Alan Cooper
Our Customer Visit Photos
User Centered Design
 Personas
•A precisely defined fictional user based on the
 patterns we observed (goals being the most important)
• Provides a precise unambiguous definition     of the
  “user” (avoids the “elastic user” problem)
• Helpavoid designing for one’s self or
 designing for needs that don’t really exist
• We can more effectively design for just one
 person than for a group
•A communication tool to build commitment
 around a design
User Centered Design
Personas
“If you try to design an
automobile that pleases every
possible driver, you end up with a
car with every possible feature,
but that pleases nobody.”
- Alan Cooper
Our Personas
User Centered Design
 User Flows & Scenarios
• Clearer picture if activities are getting your persona closer to
 their actual goals or not

• Betterunderstand users’ mental (how does the user actually
 think about they way something works)

•Aprototype of words that describes what your persona’s day
 would be like using the product you imagine

• Helps stakeholders envision   what the product may be like.
  (great for getting buy-in)
Our User Flows
User Centered Design
Brainstorm, Ideation Sketching
IDEO’s 7 Rules
• Be Visual

• Defer    judgment
• Encourage Wild      Ideas
• Build   on the Ideas of Others
• Go   for Quantity
• One     Conversation at a Time
• Stay   Focused on the Topic
User Centered Design
Brainstorm, Ideation Sketching
User Centered Design
Wireframes Prototypes
Wireframing is at the heart of Interaction Design, and it’s important
          that it is done independently of Visual Design
                        and UI Development
Our Clickable Wireframes
User Centered Design
Usability Testing Validation
What Visual Designers Do?
• Design    research (brand emotion)

• Visual   Language Studies            Visual Interface
                                           Design
• Final   High-Res Screen Design

• Icon    Information Design

• Visual   Style Guide
Visual Language Studies
High-Res Screen Design
Meet the UXD Cast?
(I told you we’d come back to this)




                UX
Interaction   Designer        Visual
 Designer                    Designer
How to hire a real UX Designer
• Many designers with no UX or IxD experience are calling
  themselves UX or IxD Designers - don’t get fooled

• Great print designers often make very poor Visual Interface
  Designers

• Reach  out to them where they the real ones congregate
  (IxDA, UPA, UIE, Adaptive Path, Conferences)

• If
   they are any good they will already be employed and be
  making good money.
What to look for
• Portfolio, portfolio, portfolio
                             - that contains good examples of
 research, personas, flows and wireframes.

• Askthem to describe why they made the design decisions
 they did. Have them explain their wireframes.

• Give them a written design problem and have them sketch a
 solution - design test to uncover design thinking skills

• Ask   references specifically about IxD skills.

• Did   I mention portfolio.
Discussion

Working with Product Managers

 How do you currently work
      with designers?

   Challenges, Suggestions?
If you want to learn more
If you want to learn more

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Utah PMA Quarterly Meeting, June, 2010

  • 1. Creating products that people love Steve Ballard Director of User Experience
  • 2. Introductions Steve Ballard Director of User Experience
  • 3. What makes a successful product?
  • 4. Why not just make products people don’t love? It’s easier Capability Desirability Product Viability • Makes users feel stupid • Causes users to make big mistakes • Requires too much effort • Is not engaging or enjoyable
  • 5. In a mature industry, design innovation is essential
  • 6. Believe it or not, product features become less important happy user peak user happiness “I Rule!” “Guess I better look at the manual.” “Where the heck “Cool!” did they put that?” “I’m so glad they “Now I can’t even do the added this.” one simple thing I bought this for...” “Nice, but I wish I could do more...” “ I Suck!” number of features
  • 8. I must stop now and address this...
  • 9. DESIGN (is a big word) “Design is to design a design to produce a design” – John Heskett
  • 10. We design things people use “Design is the conscious and intuitive effort to impose meaningful order.” - Victor Papanek • Gooddesign ensures usefulness, usability and emotional connection • Design is about planning what to build before you build it • Design allows permission to explore • Design requires collaboration with the builders
  • 11. Discussion What is design? How does design happen in your organization?
  • 12. What is User Experience Design? “The user experience development process is all about ensuring that no aspect of the user’s experience with your site [product] happens without your conscious explicit intent. This means taking into account every possibility and every action the user is likely to take and understanding the user’s expectations at every step of the way through that process” – Jesse James Garrett The Elements of User Experience
  • 13. What is User Experience Design? Visual Interaction Interface Design Design Industrial Design
  • 14. Meet the UXD Cast? (more on this later) UX Interaction Designer Visual Designer Designer Industrial Designer
  • 15. Meet the UXD Cast? (more on this later) UX Interaction Designer Visual Designer Designer Both (rare) Designs product Designs products’ behavior visual appearance (usefulness usability) (clarity, emotion brand)
  • 16. IxD VD Interaction Design “Every moment of every day millions of people send e-mail, talk on mobile phones, instant message each other, record TV shows with TiVo, and listen to their iPods. All of these things are made possible by good engineering. But it’s interaction design that makes them usable, useful, and fun.” – Dan Saffer Designing for Interaction
  • 17. What Interaction Designers Do? User Centered Design • User research Interaction • Personas Design • User Flows & Scenarios • Brainstorm, Ideation Sketching • Wireframes Prototypes • Usability testing design validation
  • 18. User Centered Design User Research • Contextual Inquiry (Ethnographic Interviews) • Be an Anthropologist • Let them teach you, have a beginners mind • Go to them, let them do the talking, take notes and photos • Looking for patterns in goals, behavior, environment, etc. • Good Designers will be suspect of surveys and focus groups to gather information about peoples behaviors and desires
  • 19. “Any attempt to reduce human behavior to statistics is likely to overlook important nuances, which make an enormous difference to the design of products” - Alan Cooper
  • 21. User Centered Design Personas •A precisely defined fictional user based on the patterns we observed (goals being the most important) • Provides a precise unambiguous definition of the “user” (avoids the “elastic user” problem) • Helpavoid designing for one’s self or designing for needs that don’t really exist • We can more effectively design for just one person than for a group •A communication tool to build commitment around a design
  • 22. User Centered Design Personas “If you try to design an automobile that pleases every possible driver, you end up with a car with every possible feature, but that pleases nobody.” - Alan Cooper
  • 24. User Centered Design User Flows & Scenarios • Clearer picture if activities are getting your persona closer to their actual goals or not • Betterunderstand users’ mental (how does the user actually think about they way something works) •Aprototype of words that describes what your persona’s day would be like using the product you imagine • Helps stakeholders envision what the product may be like. (great for getting buy-in)
  • 26. User Centered Design Brainstorm, Ideation Sketching IDEO’s 7 Rules • Be Visual • Defer judgment • Encourage Wild Ideas • Build on the Ideas of Others • Go for Quantity • One Conversation at a Time • Stay Focused on the Topic
  • 27. User Centered Design Brainstorm, Ideation Sketching
  • 28. User Centered Design Wireframes Prototypes Wireframing is at the heart of Interaction Design, and it’s important that it is done independently of Visual Design and UI Development
  • 30. User Centered Design Usability Testing Validation
  • 31. What Visual Designers Do? • Design research (brand emotion) • Visual Language Studies Visual Interface Design • Final High-Res Screen Design • Icon Information Design • Visual Style Guide
  • 34. Meet the UXD Cast? (I told you we’d come back to this) UX Interaction Designer Visual Designer Designer
  • 35. How to hire a real UX Designer • Many designers with no UX or IxD experience are calling themselves UX or IxD Designers - don’t get fooled • Great print designers often make very poor Visual Interface Designers • Reach out to them where they the real ones congregate (IxDA, UPA, UIE, Adaptive Path, Conferences) • If they are any good they will already be employed and be making good money.
  • 36. What to look for • Portfolio, portfolio, portfolio - that contains good examples of research, personas, flows and wireframes. • Askthem to describe why they made the design decisions they did. Have them explain their wireframes. • Give them a written design problem and have them sketch a solution - design test to uncover design thinking skills • Ask references specifically about IxD skills. • Did I mention portfolio.
  • 37. Discussion Working with Product Managers How do you currently work with designers? Challenges, Suggestions?
  • 38. If you want to learn more
  • 39. If you want to learn more