Crafting the Discovery Phase: Starting Design Projects Right

1. Crafting the Discovery Phase First Steps in Eﬀective IA Projects IA Summit 2016 Atlanta Dan Brown EightShapes

2. Your group will need… post-its (provided) pen (not provided) sustenance (optional)

3. How designers communicate complicated ideas… … and make sure they don’t kill each other

4. #discovery @brownorama

5. 1 Discovery Deﬁned

6. Design Decisions Navigation Structure Product Objectives Button Style Menu Design

7. Scope Quantity

8. Design Decisions Navigation Structure Product Objectives Button Style Menu Design

9. Navigation Structure Product Objectives Button Style Menu Design Do I have enough information?

10. Symptoms 1. Lack of alignment 2. Lack of definition 3. Lack of participation

11. Discovery Deﬁned A set of activities  that yield shared knowledge  to structure and inform  design decisions  about a particular product.

12. 2 Activities & Outputs

13. What do you do here? What do you deliver here? Discovery Phase?

14. 1.Groupalltheactivitiesandoutputs. 2.Labelyourcategories. 3.Feelfreetoaddmore. DiscoveryActivities&Outputs

15. The Noun Project • Shmidt Sergey

16. 3 Framing & Setting

17. Dan’s Observation Setting  Direction+ Framing Problem

18. Framing Problem

19. Problem Solution

20. Inputs and Relationships Product  Design Interpretation and Methods

21. Inputs and Relationships Product  Design Desired Impact Actual Impact Interpretation and Methods

22. Inputs and Relationships Product Design Desired Impact Actual Impact Interpretation and Methods

23. Dan's Observation Setting  Direction+ Framing Problem

24. Dan's Observation Setting  Direction

25. Inputs and Relationships Product  Design Desired Impact Actual Impact Interpretation and Methods

26. Inputs and Relationships Desired Impact Actual Impact Interpretation and Methods

27. 4 The Tension

28. FramingProblem  SettingDirection Nowgroupyourstickies…

29. Dan's Observation Setting  Direction+ Framing Problem

30. Framing the Problem 1. Problem Statements 2. Objectives 3. Contextual Statements

31. Problem statements Captures the aspect of the world we’re trying to change or improve. Architecturalinternshaveno consistentwayoftracking theirhoursofexperience.

32. Project objectives Defines the project’s desired outcome. Designamobileappfor internstorecordtheirhours.

33. Contextual statements Describe the ecosystem in which the product will live. -Internsareexpertsmartphoneusers -Hoursmustappearin.25increments -TheproductmustbeaniOSapp

34. Setting the Direction 1. Principles or Implications 2. Concepts 3. Models

35. Principles What the product should do. What makes it unique. What makes it better. Eliminateunnecessary obstaclestopublishing.

36. Implications What findings imply. Usefewerstepstopublish draftcontent.

37. Concepts What’s the big idea. Twittermeetshealthcare.

38. Models How the product looks and behaves.

39. Models How the product looks and behaves. sitemap flowchart storyboard wireframes mock-ups samplecopy

40. 5 The Matrix

41. Setting DirectionFraming Problem Card sort User interviews Stakeholder interviews Baseline testing Technical analysis Content audit Brand analysis Survey Expert review Comparative review Requirements gathering Data analysis Story writing Persona writing Task analysis Journey mapping Storyboarding Mood boards Sketching Prototyping Wireframing Design studio Site mapping Concept modeling Prioritizing Planning Batching Brainstorming Scheduling Roadmapping

42. Framing Problem Setting Direction DivergentConvergent

43. Framing Problem Setting Direction DivergentConvergent Gathering Processing Exploring Focusing

44. Framing Problem Setting Direction DivergentConvergent Gathering Processing Exploring Focusing problem statements project objectives contextual statements principles concepts models

45. Framing Problem Setting Direction DivergentConvergent Gathering Processing Exploring Focusing - interview stakeholders - conduct domain research - review existing documentation - conduct user research - evaluate competitors - evaluate current product - watch people use the product

46. Framing Problem Setting Direction DivergentConvergent Gathering Processing Exploring Focusing - find the patterns - capture hunches - group your observations - create a narrative - describe a scenario - visualize the problem

47. Framing Problem Setting Direction DivergentConvergent Gathering Processing Exploring Focusing - use a common pattern - ignore constraints to provoke ideas - sketch together - get some feedback

48. Framing Problem Setting Direction DivergentConvergent Gathering Processing Exploring Focusing - revise and refine - prioritize insights and ideas - draft a project plan - consider implications

49. Framing Problem Setting Direction DivergentConvergent Gathering Processing Exploring Focusing - revise and refine - prioritize insights and ideas - draft a project plan - consider implications - use a common pattern - ignore constraints to provoke ideas - sketch together - get some feedback - find the patterns - capture hunches - group your observations - create a narrative - describe a scenario - visualize the problem - interview stakeholders - conduct domain research - review existing documentation - conduct user research - evaluate competitors - evaluate current product - watch people use the product http://j.mp/discovery-matrix

50. Arrangeyourpost-itsinroughchronologicalorder. Imagineatime-frame. Considerhowyouwillbalancegathering/processing andexploring/focusing. Createaprojectplan

51. Short on user insights User interviews Analysis F E P G Sketch Wireframe Plan

52. Produce ideas quickly Test Kick- oﬀ Wireframe Test Wireframe Test Wireframe F E P G Plan & Prioritize

53. Just give us “blue sky” F E P G User Interviews Sketching

54. Creating concepts only F E P G User Interviews Sketching User Interviews Sketching Plan Plan

55. 6 The Attitude

56. Navigation Structure Product Objectives Button Style Menu Design Do I have enough information?

57. Embracing the Attitude PERCEIVE Deﬁciency in knowledge

58. Embracing the Attitude UNDERSTAND Need to ﬁll gaps

59. Embracing the Attitude CHOOSE Engage in activities to increase knowledge

60. Mindset Deﬁned PERCEIVE UNDERSTAND CHOOSE ACT MINDSET

61. Carol Dweck’s Mindset ❦ ❦

62. Fixed vs. Growth

63. Curious You are excited to learn new things. ❦ Skeptical You don’t accept all assertions at face value. ❦ Humble You embrace your naivety and ignorance.

64. Curious PERCEIVE → UNDERSTAND → CHOOSE There are gaps in my knowledge. We can’t know everything, but I’m excited to learn as much as I can. I will take the time to learn about areas in this project I don’t understand. You are excited to learn new things.

65. Curiosity in Discovery ASK QUESTIONS Our ﬁrst instinct is often to provide answers and opinions. Short circuit your natural inclination and force yourself to ask questions. ❦

66. Skeptical You don’t accept all assertions at face value. PERCEIVE → UNDERSTAND → CHOOSE Some of our work depends on making assumptions. We can’t validate all assumptions, but we can look at those with greatest impact. I will uncover and question assumptions.

67. Skepticism in Discovery PLAY DEVIL’S ADVOCATE It’s easy to buy into assumptions when other people hold them sincerely and tenaciously. Gently pry open those assumptions by representing a diﬀerent perspective. ❦

68. Humble You embrace your naivety and ignorance. PERCEIVE → UNDERSTAND → CHOOSE Though I have some experience with this domain, I don’t know everything about it. Even my experience doesn’t qualify me as an expert, nor does it let me make presumptions about the target users. I will assume that most other people are experts about this particular domain.

69. Humility in Discovery SAY “I DON’T KNOW” Part of being humble is being OK with admitting weakness. Lack of knowledge is often perceived as weakness. Be honest with your colleagues and yourself when you’re not clear on something. ❦

70. Wrap-Up

71. Discovery Deﬁned A set of activities  that yield shared knowledge  to structure and inform  design decisions  about a particular product.

72. Problem & Direction Inputs and Relationships Desired Impact Actual Impact Interpretation and Methods

73. Assertions Stating the Problem Envisioning the Solution • Problem Statements • Objectives • Contextual Statements • Principles or Implications • Concepts • Models

74. The Matrix Framing Problem Setting Direction DivergentConvergent Gathering Processing Exploring Focusing

75. Discovery is Attitude Curious You are excited to learn new things. ❦ Skeptical You don’t accept all assertions at face value. ❦ Humble You embrace your naivety and ignorance.

76. THANK YOU Want to learn more about the book? Dan Brown dan@eightshapes.com http://j.mp/designdiscoverybook