The Business of UX - Being a Designer Is Not Enough

The Business of UX
Being a Designer is Not Enough
Frank Garofalo
Principal Consultant, Garofalo Studios
@fgarofalo
SoCal UX Camp 2017
13-August-2017
© 2017 Garofalo Studios. 1UXSubscription.com | @UXSubscription

The Business of UX
Frank Garofalo
Principal Consultant, Garofalo Studios
@fgarofalo
SoCal UX Camp 2017
13-August-2017

The Business of UX

© 2017 Garofalo Studios. 6
Any fool can know.
The point is to understand.
Albert Einstein
UXSubscription.com | @UXSubscription

4
Attributes
The
Toolbox
The
House
The
Carpenter
Being a Designer is
Not Enough

Design

DevelopmentDesign

ResearchDevelopmentDesign

Research BusinessDevelopmentDesign

…mission of most UX teams is to not only collaborate with all the stakeholders for each project

Needs Of the
Person

Needs Of the
Person
Needs of the
Organization

Needs Of the
Person
Needs of the
Organization
What
Aesthetically
Looks pleasing

Needs Of the
Person
Needs of the
Organization
What
Aesthetically
Looks pleasing
What
Functionally
Works Well

Needs Of the
Person
Needs of the
Organization
What
Aesthetically
Looks pleasing
What
Functionally
Works Well
Customers Business Design Development

…stories and metaphors to illustrate balancing these attributes, but first…

User Experience (ux)

User Experience (ux)
ISO 9241-210
is a person's perceptions and responses that result from
the use or anticipated use of a product, system or service.

Useful

Useful Usable

DelightfulUseful Usable

4
Attributes
The
Toolbox
The
House
The
Carpenter
Being a Designer is
Not Enough

You can use an eraser on the drafting table,
or a sledge hammer on the construction site.
Frank Lloyd Wright

The
Toolbox

4 Aspects
The
Toolbox
The
House
The
Carpenter
Being a Designer is
Not Enough

The
Carpenter

4 Aspects
The
Toolbox
The
House
The
Carpenter
Being a Designer is
Not Enough

The
House

4 Aspects
The
Toolbox
The
House
The
Carpenter
Being a Designer is
Not Enough

…advocate for experiences
Customers Business

…to continually be this advocate

…Toolbox and T-Shaped Specialized Generalist

You need to understand the bigger picture of why
the product you’re working on is being made and
where your company thinks it’s going
Jonathan Courtney, @jicecream
https://www.fastcodesign.com/90135223/the-golden-age-of-ux-wont-last-heres-how-to-prepare-for-whats-next
FastCompany: Co.Design (2-August-2017)
The Golden Age Of UX Won’t Last.
Here’s How To Prepare For What’s Next

approx. 3.5 years

…compiled recommendations for UX practitioners, brings us back to the 4 attributes

Design
Design

Design
enhance your
designs to be
useful, usable,
and compelling
Design

Great user
experiences
should exist for
all your users
Design
enhance your
designs to be
useful, usable,
and compelling
Design

Great user
experiences
should exist for
all your users
Design
enhance your
designs to be
useful, usable,
and compelling
Be mindful
of the latest
Accessibility
standards
Design

Design for your
key target
audience
Great user
experiences
should exist for
all your users
Design
enhance your
designs to be
useful, usable,
and compelling
Be mindful
of the latest
Accessibility
standards
Design

Design for your
key target
audience
Great user
experiences
should exist for
all your users
Design
enhance your
designs to be
useful, usable,
and compelling
Be mindful
of the latest
Accessibility
standards
members of that
audience may be
from around the
world
Design

Design for your
key target
audience
You are not your
target audience
Great user
experiences
should exist for
all your users
Design
enhance your
designs to be
useful, usable,
and compelling
Be mindful
of the latest
Accessibility
standards
members of that
audience may be
from around the
world
Design

Customers
Customers

aka
Research
Customers / Research
Customers

Identify an
accurate target
audience
aka
Research
Customers

Use the
contextual
inquiry research
technique
Identify an
accurate target
audience
aka
Research
Customers

Use the
contextual
inquiry research
technique
Identify an
accurate target
audience
Validate
assumptions and
design decisions
with usability
research studies
aka
Research
Customers

Development
Development

Development
Learn how
to Write Code
Development

Development
understand how
your design
concepts might be
implemented
Learn how
to Write Code
Development

Development
understand how
your design
concepts might be
implemented
better
communicate with
developers
Learn how
to Write Code
Development

Business
Business

Become familiar
with business
terminology
Business
Business

Become familiar
with business
terminology
Business
knowledge of
best practices
about Project
Management.
Business

Become familiar
with business
terminology
Business
knowledge of
best practices
about Project
Management.
understanding of
the “why” behind
each project and
initiative. Ask
questions.
Business

Increase your time
management skills
to be productive
with your time
Become familiar
with business
terminology
Business
knowledge of
best practices
about Project
Management.
understanding of
each project and
initiative. Ask
questions.
Business

Increase your time
management skills
to be productive
with your time
Become familiar
with business
terminology
Business
knowledge of
best practices
about Project
Management.
understanding of
each project and
initiative. Ask
questions.
effectively
communicate.;
open, transparent,
timely, and
effective manner
Business

The goal is not to do business with everybody who
needs what you have. The goal is to do business with
people who believe what you believe.
Simon Sinek

aka Research

The
Human
Experience

4
Attributes
The
Toolbox
The
House
The
Carpenter
Being a Designer is
Not Enough

Do the best you can until you know better.
Then, when you know better, do better.
Maya Angelou

The Business of UX

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Questions
Frank
Garofalo
@fgarofalo
@garofalostudios
frank@garofalo.co

garofalostudios.com

The Business of UX - Being a Designer Is Not Enough

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