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Putting the User 
back in User Experience 
@jeremyjohnson
@jeremyjohnson 
(yes, we’re hiring)
http://www.slideshare.net/jeremy/presentations
WORKED FOR
WORKED WITH
Putting the "User" back in User Experience
Revealing Reality Focused Innovation 
Discovery Ideation 
Contextual Inquiries 
Observe & document user in 
context/environment 
User Journals / Diaries 
Users document their experiences 
over time. 
Participatory Design 
Co-creation explorations with 
users. 
Card Sort 
Explore users’ mental models for 
content and labeling. 
Enterprise Architecture 
Capability Assessment 
Existing enterprise infrastructure. 
Only a subset of these activities will be appropriate for any given project. 
Analysis Foundational Analysis 
Stakeholder Interviews 
Understand staheholders’ 
business goals & strategy. 
Scenario-based System 
Walkthroughs 
Demo of existing solution. 
Application / IA Map 
Document the structure of the 
existing solution. 
Strategic Ideation 
Concepts Validation with 
Users 
Validate design prototypes 
through user feedback. 
KANO Feature 
Prioritization 
Prioritize features with users 
through KANO analysis. 
Qualitative & Quantitative 
Data Synthesis 
Analyze validation data.. 
Design Research 
Qualitative Observation 
Affinity Diagramming 
Construct themes from 
qualitative data. 
Persona Development 
Create customer types based on 
behaviors and values. 
Current Journey Map 
Visualize the user’s perspective of 
the current experience. 
Research Plan 
Design activities to meet research 
goals. 
Technical Organization 
Capability Analysis 
Existing skills and toolsets. 
Solution Architecture 
Assessment 
Existing application architecture. 
Content Inventory 
Catalog the content of the 
website. 
Heuristic Evaluation 
Identify initial breakdowns and 
opportunities. 
Competitive Analysis 
Evaluate competitors and 
comparables on specific axes. 
Client Data Analysis 
Market research, website 
feedback, corporate strategy, etc. 
Brand Analysis 
Evaluate the state of the brand. 
Metrics Evaluation 
Establish quantitative baseline of 
engagement & conversion data. 
Technology Digital Marketing 
User Workflow Modeling 
Visually document workflows & 
work systems. 
Quantitative 
Surveys 
Solicit structured feedback from 
users. 
Quantitative Data 
Visualization 
Present data visually. 
Conceptual User 
Scenari-os 
Scenarios 
Explanation Write high level TBD. 
narratives of an 
ideal future flow. 
Concepts: Paper / 
Interactive / Video 
Develop concepts for testing.with 
users. 
Storyboards 
Illustrate graphical representa-tions 
of scenarios. 
Experience Strategy 
Opportunities Prioritization 
Matrix 
Prioritize in three dimensions, 
including user experience impact. 
Future Journey Map 
Visualize the user’s future, 
improved experience. 
Consolidated User States 
Diagram 
Abstracted from individual user 
workflows. 
Design Principles 
Summarize the vision for the 
product/service in statements to 
guide the design. 
Experience Success 
Metrics 
Agree on business metrics for a 
successful user experience. 
Product / Experience 
Roadmap 
Plan how great UX can be 
achieved through the design. 
Elaboration 
Refined, Validated 
Concepts 
Refine the validated prototype 
based on findings. 
Analysis & Synthesis 
Deep Dive Workshops 
Immerse stakeholders in data and 
brainstorm opportunities. 
Opportunities Generation 
& Evaluation 
Opportunities & prototype choice. 
Marketing Opportunities 
Strategic planning of owned, 
earned, & paid online tactics. 
Optimization 
Consolidated Workflow 
Diagram 
Aggregate individual user 
workflows into one diagram. 
Content Creation Process 
Flow 
Design the content creation 
processes for the organization. 
Content Architecture 
Visualize all the content created, 
including creators and locations. 
Content Governance Plan 
Collaborative design how created 
content will be governed. 
Digital Marketing Creative 
Concepts to support search, 
display, social media, landing.
Uncover user needs, 
Design great solutions, 
and build out solutions to launch.
http://weandthecolor.com/back-to-the-future-poster-trilogy-by-phantom-city-creative/11727
2000
The Elements of User Experience 
A basic duality: The Web was originally conceived as a hypertextual information space; 
but the development of increasingly sophisticated front- and back-end technologies has 
fostered its use as a remote software interface. This dual nature has led to much confusion, 
as user experience practitioners have attempted to adapt their terminology to cases beyond 
the scope of its original application. The goal of this document is to define some of these 
terms within their appropriate contexts, and to clarify the underlying relationships among 
these various elements. 
Jesse James Garrett 
jjg@jjg.net 
Completion 
30 March 2000 
Web as software interface Web as hypertext system 
Visual Design: graphic treatment of interface 
elements (the "look" in "look-and-feel") 
Information Architecture: structural design 
of the information space to facilitate 
intuitive access to content 
Interaction Design: development of 
application flows to facilitate user tasks, 
defining how the user interacts with 
site functionality 
Navigation Design: design of interface 
elements to facilitate the user's movement 
through the information architecture 
Information Design: in the Tuftean sense: 
designing the presentation of information 
to facilitate understanding 
Functional Specifications: "feature set": 
detailed descriptions of functionality the site 
must include in order to meet user needs 
User Needs: externally derived goals 
for the site; identified through user research, 
ethno/techno/psychographics, etc. 
Site Objectives: business, creative, or other 
internally derived goals for the site 
Content Requirements: definition of 
content elements required in the site 
in order to meet user needs 
Interface Design: as in traditional HCI: 
design of interface elements to facilitate 
user interaction with functionality 
Information Design: in the Tuftean sense: 
designing the presentation of information 
to facilitate understanding 
Visual Design: visual treatment of text, 
graphic page elements and navigational 
components 
Concrete 
task-oriented information-oriented 
Abstract 
time 
Interface Design Navigation Design 
Conception 
Visual Design 
Information Design 
Interaction 
Design 
Architecture 
Functional 
Specifications 
Information 
Content 
Requirements 
User Needs 
Site Objectives 
User Needs: externally derived goals 
for the site; identified through user research, 
ethno/techno/psychographics, etc. 
Site Objectives: business, creative, or other 
internally derived goals for the site 
This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development) 
that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a 
user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today. 
© 2000 Jesse James Garrett http://www.jjg.net/ia/
http://www.smashingmagazine.com/2014/09/01/think-your-app-is-beautiful-not-without-user-experience-design/
“Beauty is wasted when our 
products don’t address real user 
needs in a usable manner” 
http://www.smashingmagazine.com/2014/09/01/think-your-app-is-beautiful-not-without-user-experience-design/
http://t.co/vzaW4WSJil
We’re not just painters!
SO MUCH 
MORE 
COMPLEX.
UX
User Experience
The Elements of User Experience 
A basic duality: The Web was originally conceived as a hypertextual information space; 
but the development of increasingly sophisticated front- and back-end technologies has 
fostered its use as a remote software interface. This dual nature has led to much confusion, 
as user experience practitioners have attempted to adapt their terminology to cases beyond 
the scope of its original application. The goal of this document is to define some of these 
terms within their appropriate contexts, and to clarify the underlying relationships among 
these various elements. 
Jesse James Garrett 
jjg@jjg.net 
Completion 
30 March 2000 
Web as software interface Web as hypertext system 
Visual Design: graphic treatment of interface 
elements (the "look" in "look-and-feel") 
Information Architecture: structural design 
of the information space to facilitate 
intuitive access to content 
Interaction Design: development of 
application flows to facilitate user tasks, 
defining how the user interacts with 
site functionality 
Navigation Design: design of interface 
elements to facilitate the user's movement 
through the information architecture 
Information Design: in the Tuftean sense: 
designing the presentation of information 
to facilitate understanding 
Functional Specifications: "feature set": 
detailed descriptions of functionality the site 
must include in order to meet user needs 
User Needs: externally derived goals 
for the site; identified through user research, 
ethno/techno/psychographics, etc. 
Site Objectives: business, creative, or other 
internally derived goals for the site 
Content Requirements: definition of 
content elements required in the site 
in order to meet user needs 
Interface Design: as in traditional HCI: 
design of interface elements to facilitate 
user interaction with functionality 
Information Design: in the Tuftean sense: 
designing the presentation of information 
to facilitate understanding 
Visual Design: visual treatment of text, 
graphic page elements and navigational 
components 
Concrete 
task-oriented information-oriented 
Abstract 
time 
Interface Design Navigation Design 
Conception 
Visual Design 
Information Design 
Interaction 
Design 
Architecture 
Functional 
Specifications 
Information 
Content 
Requirements 
User Needs 
Site Objectives 
User Needs: externally derived goals 
for the site; identified through user research, 
ethno/techno/psychographics, etc. 
Site Objectives: business, creative, or other 
internally derived goals for the site 
This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development) 
that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a 
user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today. 
© 2000 Jesse James Garrett http://www.jjg.net/ia/
2010
We own so much more than the website!
SERVICE 
DESIGN
Putting the "User" back in User Experience
Putting the "User" back in User Experience
Putting the "User" back in User Experience
“SEAT AT 
THE 
TABLE”
Putting the "User" back in User Experience
http://www.forbes.com/sites/anthonykosner/2013/11/23/how-design-and-user-experience-translates-to-the-bottom-line/
We’ve 
#WON
http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/
It’s not that easy.
There are still 100s of 
companies that make 
revenue off software in the 
$100s of millions that don’t 
have a user experience team.
“The problem from a user experience perspective is that 
enterprise systems are generally procured and 
implemented with the focus purely on solving problems 
for the business with little attention paid to who the 
users are and how they want to work.” 
http://www.foolproof.co.uk/thinking/the-user-experience-of-enterprise-technology/
Solving Problems by 
Automating Solutions
Is it harder than doing 
it manually? 
(I didn’t say “is it easy?”) 
https://www.flickr.com/photos/33989236@N00/4214027902/
software users 
have raised the 
bar 
their expectations 
have changed.
Sunday. Monday.
“We’re focusing on 
User Experience”
“We’re focusing on 
User Experience” 
I hired a UX guy! 
(or gal)
# of developers 
# of UX designers
# of developers 
# of UX designers
UX Magic
UX is complex. 
UX is everywhere. 
UX is business.
2015
forgetting…
UX is complex. 
UX is everywhere. 
UX is business. 
UX is for people.
“users”
“users” 
“people”
Putting the "User" back in User Experience
The Elements of User Experience 
A basic duality: The Web was originally conceived as a hypertextual information space; 
but the development of increasingly sophisticated front- and back-end technologies has 
fostered its use as a remote software interface. This dual nature has led to much confusion, 
as user experience practitioners have attempted to adapt their terminology to cases beyond 
the scope of its original application. The goal of this document is to define some of these 
terms within their appropriate contexts, and to clarify the underlying relationships among 
these various elements. 
Jesse James Garrett 
jjg@jjg.net 
Completion 
30 March 2000 
Web as software interface Web as hypertext system 
Visual Design: graphic treatment of interface 
elements (the "look" in "look-and-feel") 
Information Architecture: structural design 
of the information space to facilitate 
intuitive access to content 
Interaction Design: development of 
application flows to facilitate user tasks, 
defining how the user interacts with 
site functionality 
Navigation Design: design of interface 
elements to facilitate the user's movement 
through the information architecture 
Information Design: in the Tuftean sense: 
designing the presentation of information 
to facilitate understanding 
Functional Specifications: "feature set": 
detailed descriptions of functionality the site 
must include in order to meet user needs 
User Needs: externally derived goals 
for the site; identified through user research, 
ethno/techno/psychographics, etc. 
Site Objectives: business, creative, or other 
internally derived goals for the site 
Content Requirements: definition of 
content elements required in the site 
in order to meet user needs 
Interface Design: as in traditional HCI: 
design of interface elements to facilitate 
user interaction with functionality 
Information Design: in the Tuftean sense: 
designing the presentation of information 
to facilitate understanding 
Visual Design: visual treatment of text, 
graphic page elements and navigational 
components 
Concrete 
task-oriented information-oriented 
Abstract 
time 
Interface Design Navigation Design 
Conception 
Visual Design 
Information Design 
Interaction 
Design 
Architecture 
Functional 
Specifications 
Information 
Content 
Requirements 
User Needs 
Site Objectives 
User Needs: externally derived goals 
for the site; identified through user research, 
ethno/techno/psychographics, etc. 
Site Objectives: business, creative, or other 
internally derived goals for the site 
This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development) 
that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a 
user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today. 
© 2000 Jesse James Garrett http://www.jjg.net/ia/
“user needs”
The Elements of User Experience 
A basic duality: The Web was originally conceived as a hypertextual information space; 
but the development of increasingly sophisticated front- and back-end technologies has 
fostered its use as a remote software interface. This dual nature has led to much confusion, 
as user experience practitioners have attempted to adapt their terminology to cases beyond 
the scope of its original application. The goal of this document is to define some of these 
terms within their appropriate contexts, and to clarify the underlying relationships among 
these various elements. 
Jesse James Garrett 
jjg@jjg.net 
Completion 
30 March 2000 
Web as software interface Web as hypertext system 
Visual Design: graphic treatment of interface 
elements (the "look" in "look-and-feel") 
Information Architecture: structural design 
of the information space to facilitate 
intuitive access to content 
Interaction Design: development of 
application flows to facilitate user tasks, 
defining how the user interacts with 
site functionality 
Navigation Design: design of interface 
elements to facilitate the user's movement 
through the information architecture 
Information Design: in the Tuftean sense: 
designing the presentation of information 
to facilitate understanding 
Functional Specifications: "feature set": 
detailed descriptions of functionality the site 
must include in order to meet user needs 
User Needs: externally derived goals 
for the site; identified through user research, 
ethno/techno/psychographics, etc. 
Site Objectives: business, creative, or other 
internally derived goals for the site 
Content Requirements: definition of 
content elements required in the site 
in order to meet user needs 
Interface Design: as in traditional HCI: 
design of interface elements to facilitate 
user interaction with functionality 
Information Design: in the Tuftean sense: 
designing the presentation of information 
to facilitate understanding 
Visual Design: visual treatment of text, 
graphic page elements and navigational 
components 
Concrete 
task-oriented information-oriented 
Abstract 
time 
Interface Design Navigation Design 
Conception 
Visual Design 
Information Design 
Interaction 
Design 
Architecture 
Functional 
Specifications 
Information 
Content 
Requirements 
User Needs 
Site Objectives 
User Needs: externally derived goals 
for the site; identified through user research, 
ethno/techno/psychographics, etc. 
Site Objectives: business, creative, or other 
internally derived goals for the site 
This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development) 
that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a 
user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today. 
© 2000 Jesse James Garrett http://www.jjg.net/ia/
What UX isn’t 
https://medium.com/@jamieskella/what-ux-isnt-dee0436a194d
Making informed and intelligent design decisions means the inclusion of 
user research and usability testing. 
Good design requires a deep understanding of your target 
demographic, only attained through quality data, being a result of 
unbiased research and testing. 
Designing for yourself is an easy trap to fall into. Even when 
wielding taste and best practice acknowledgement, doing so is a 
sure fire way to get it wrong for your target demographic. 
UX is the consideration of the many aspects of a user’s interactions 
with a product or service. It’s concern for the relationship between 
those interactions, which ultimately define a user’s perception of a 
brand as a whole. 
…acutely empathize with the audience they’re designing for. 
… good UX is the result of understanding the customer, seizing 
technological opportunity, and pursuing simplicity.
http://www.nngroup.com/articles/ux-without-user-research/
User experience cannot exist without users. Creating user interfaces involves 
intricate and complex decisions. User research is a tool that can help you 
achieve your goals. 
! 
Even the most well thought out designs are assumptions until they are 
tested by real users. Different types of research can answer different types of 
questions. Know the tools and apply them accordingly. Leaving the user out 
is not an option. 
UX - U = X
http://blogs.wsj.com/accelerators/2014/02/19/braden-kowitz-why-you-should-listen-to-the-customer/
Investing in user research is just about the only way to consistently 
generate a rich stream of data about customer needs and behaviors. As 
a designer, I can’t live without it. And as data about customers flows 
through your team, it informs product managers, engineers, and just 
about everyone else. It forms the foundation of intuitive designs, 
indispensable products, and successful companies. So what are you 
waiting for? Go listen to your customers!
Let’s talk about Listening to customers
“Hey, I want you to go 
and understand our 
user’s needs.”
“I’ve read stories about 
our users online” 
Marketing Data / Segmentation / Surveys
“I’ve watched some 
videos about our users” 
Focus Groups / Past Usability Studies / Marketing Research
“I’ve seen our users in 
the lab” 
Usability Testing / Concept Testing / Customer Councils
“I went to our users and 
observed them” 
Contextual Inquires / Field Studies / Interviews
“I understand best 
practices, and I’m a 
student of psychology" 
I have experience / I’m great at what I do
aka Shut up, I’m a 
design genius.
Q. Which one accurately 
answers the question:
“Hey, I want you to go 
and understand our 
user’s needs.”
“I want to know them 
so well, the system we 
design “just works” 
for them.”
Putting the "User" back in User Experience
Putting the "User" back in User Experience
Putting the "User" back in User Experience
Putting the "User" back in User Experience
Putting the "User" back in User Experience
Putting the "User" back in User Experience
Putting the "User" back in User Experience
User Experience
User Experience
Web Design vs. User Experience
User Experience
“Top Job” 
http://money.cnn.com/pf/best-jobs/2012/snapshots/43.html
“Top Job” 
http://money.cnn.com/pf/best-jobs/2012/snapshots/43.html
http://www.uxutd.com/
Putting the "User" back in User Experience
“Give me three skills a ux 
designer needs today and 
for the future”
Putting the "User" back in User Experience
HTML 
ILLUSTRATOR 
PHOTOSHOP
empathy
Putting the "User" back in User Experience
http://poetpainter.com/
HARD 
http://poetpainter.com/ “EASY”
http://poetpainter.com/
“personal significance” 
“works like I think”
“Hey, I want you to go 
and understand our 
user’s needs, wants, 
and desires.”
You get there by 
understanding 
your users.
5 WAYS 
Getting to know your 
users helps YOU.
Learn the unexpected
https://twitter.com/jmspool/statuses/421414065496289280
1. 
Business needs data to 
backup decisions.
2. 
Mind-blowing, 
astonishing, insights.
3. 
Something 
in-between…
Observations will 
speak volumes for 
your users.
User Quotes
“I like the idea, but I’d 
never use this.”
“What I really need is a 
way to save this for later.”
“I have no idea how to 
use this, so I just skip 
that whole step”
“I usually just print it out 
and file it away.”
“I use this because it 
makes me feel like I’m 
mastering something”
Affinity Diagramming
Solving the right problems
Product Owner 
“I know” 
CEO 
Designer 
CMO 
Developer
Institutional Knowledge
The 8 Monkeys 
http://speakingofresearch.com/category/news/campus-activism/
http://www.nbcnews.com/feature/making-a-difference/striking-out-als-ice-bucket-challenge-brings-flood-donations-n177896
The 8 Monkeys 
http://speakingofresearch.com/category/news/campus-activism/
Institutional Knowledge
Go observe, talk to, and 
interact with your users! 
Get first hand experience of your 
user’s problems!
Show you care
#1 reaction when 
observing users of 
business-to-business 
software?
“Wow, you care about us? 
I thought we were 
abandoned to the depths 
of bad software!”
+ Signed longer contracts 
+Bought new software 
+ Excited user base
#1 reaction when 
observing users.
Hugs.
You’re the expert
“Hey, who do I go to, I 
have a question 
about what we 
should do here?”
Amount you know about your users Number of questions you’ll get about the direction of your product
“SEAT AT 
THE 
TABLE”
+ You know what will set you apart 
+ Quotes are Business Ammo 
+ You understand the problems 
+ You’re users love you 
+ You’re now the expert
Design Research 
(or User Research)
https://twitter.com/jmspool/statuses/409433591643246592
Usability Testing vs. User Research
Revealing Reality Focused Innovation Building & Evolving 
Pre-Discovery Discovery Ideation Design & Development Release Go to Market 
Contextual Inquiries 
Observe & document user in 
context/environment 
User Journals / Diaries 
Users document their experiences 
over time. 
Participatory Design 
Co-creation explorations with 
users. 
Card Sort 
Explore users’ mental models for 
content and labeling. 
Enterprise Architecture 
Capability Assessment 
Existing enterprise infrastructure. 
Only a subset of these activities will be appropriate for any given project. 
Engagement Readiness Analysis Foundational Analysis 
Innovation Training 
Design Thinking 
Workshop 
Teach the design thinking 
framework. 
Stakeholder Interviews 
Understand staheholders’ 
business goals & strategy. 
Scenario-based System 
Walkthroughs 
Demo of existing solution. 
Application / IA Map 
Document the structure of the 
existing solution. 
Strategic Ideation 
Concepts Validation with 
Users 
Validate design prototypes 
through user feedback. 
KANO Feature 
Prioritization 
Prioritize features with users 
through KANO analysis. 
Qualitative & Quantitative 
Data Synthesis 
Analyze validation data.. 
Align & Assess Workshop 
Assess readiness across 7 
capabilites. 
Design Research 
Qualitative Observation 
Affinity Diagramming 
Construct themes from 
qualitative data. 
Persona Development 
Create customer types based on 
behaviors and values. 
Current Journey Map 
Visualize the user’s perspective of 
the current experience. 
Research Plan 
Design activities to meet research 
goals. 
Technical Organization 
Capability Analysis 
Existing skills and toolsets. 
Solution Architecture 
Assessment 
Existing application architecture. 
Content Inventory 
Catalog the content of the 
website. 
Heuristic Evaluation 
Identify initial breakdowns and 
opportunities. 
Competitive Analysis 
Evaluate competitors and 
comparables on specific axes. 
Client Data Analysis 
Market research, website 
feedback, corporate strategy, etc. 
Brand Analysis 
Evaluate the state of the brand. 
Metrics Evaluation 
Establish quantitative baseline of 
engagement & conversion data. 
Research UX Design Technology Digital Marketing 
User Workflow Modeling 
Visually document workflows & 
work systems. 
Quantitative 
Surveys 
Solicit structured feedback from 
users. 
Quantitative Data 
Visualization 
Present data visually. 
Conceptual User 
Scenari-os 
Scenarios 
Explanation Write high level TBD. 
narratives of an 
ideal future flow. 
Concepts: Paper / 
Interactive / Video 
Develop concepts for testing.with 
users. 
Storyboards 
Illustrate graphical representa-tions 
of scenarios. 
Experience Strategy 
Opportunities Prioritization 
Matrix 
Prioritize in three dimensions, 
including user experience impact. 
Future Journey Map 
Visualize the user’s future, 
improved experience. 
Consolidated User States 
Diagram 
Abstracted from individual user 
workflows. 
Design Principles 
Summarize the vision for the 
product/service in statements to 
guide the design. 
Experience Success 
Metrics 
Agree on business metrics for a 
successful user experience. 
Product / Experience 
Roadmap 
Plan how great UX can be 
achieved through the design. 
Elaboration 
Detailed User Scenarios 
Write detailed narratives for user 
experience flows. 
Application / Navigation 
Framework Concepts 
Create models for the framework 
of the application. 
Workflow Concepts 
Draw high-level wireframes for 
key workflows. 
Sprint Execution Deploy Campaign Execution 
Digital Marketing Go Live 
Campaign launch. 
Skills Transfer 
Educate client development team. 
Ongoing User Research 
Targeted analysis of subsequent 
releases. 
Periodic Strategy and 
Execution Review 
Assess progress towards goals. 
Qualitative Research 
Investigate ongoing opportunities 
and concepts with users. 
Ideation / Validation 
Create testable concepts and 
validate them with users. 
Unit Testing 
Test system units in isolation. 
Development 
Write code and tests to complete 
sprint tasks. 
Requirements / User 
Stories Definition 
Write user stories based on 
detailed user scenarios. 
Application Map / 
Information Architecture 
Map the product from the users’ 
point of view. 
Look & Feel Studies 
Explore different visual 
treatments and styles. 
Refined, Validated 
Concepts 
Refine the validated prototype 
based on findings. 
Zero Feature Release 
Demonstrate CI, automated 
testing, core solution setup. 
High Level Technical 
Architecture 
Describe high level architecture, 
including packaged components. 
IXD / Wireframing 
Create high fidelity wireframes of 
the design. 
Prototypes 
Build paper or coded prototypes 
to validate interactions. 
Deploy 
Release to production. 
Sprint Planning 
Commit to stories, break down 
tasks. 
Retrospective 
Refine approach based on what 
was effective. 
Sprint Demo 
Demo completed work to 
stakeholders. 
Interaction Design Library 
Determine & document 
interaction patterns. 
Backlog Grooming 
Reprioritize backlog, add new 
stories. 
Identify new & emerging 
opportunities 
Analyze research / validation 
results to yield new stories. 
Launch 
Analysis & Synthesis 
Deep Dive Workshops 
Immerse stakeholders in data and 
brainstorm opportunities. 
Opportunities Generation 
& Evaluation 
Opportunities & prototype choice. 
Marketing Opportunities 
Strategic planning of owned, 
earned, & paid online tactics. 
Campaign Optimization 
Testing of creative, media, bids & 
landing experiences. 
Campaign Measurement 
In-depth analysis of campaign 
results and trends. 
Campaign Refinement 
Iterative enhancement of 
campaign tactics. 
Beyond Conversion Optimization 
Digital Marketing SWOT 
Analysis 
Identify strengths, weaknesses, 
opportunities & threats. 
Usability Testing 
Evaluate the product’s designs or 
code through user testing. 
Continuous Integration 
Continuously build, test, deploy, 
and integration test the system. 
Integration Testing 
Test subsystems and their 
integration. 
Run Book Creation 
Create & update artifacts for 
maintenance & monitoring. 
Non-functional 
Requirements Testing 
Test performance & scalability. 
QA Testing 
Validate completed stories 
against acceptance criteria. 
Visual Design 
Apply visual designs to the 
wireframes and generate assets. 
Visual Design Library 
Determine & document visual 
design patterns. 
User Education & Training 
Conduct training sessions, create 
help content. 
Continuous Refinement 
Production-Ready 
Completed Features 
Content Creation Process 
Flow 
Design the content creation 
processes for the organization. 
Content Governance Plan 
Collaborative design how created 
content will be governed. 
Consolidated Workflow Built and tested features. 
Diagram 
Aggregate individual user 
workflows into one diagram. 
Content Architecture 
Visualize all the content created, 
including creators and locations. 
Digital Marketing Creative 
Concepts to support search, 
display, social media, landing. 
Design Validation 
For example, a RITE study. 
Development 
Infrastructure 
Configuration 
Continuous Integration setup. 
Technical Package 
Identification / Evaluation 
Perform product evaluations for 
package solution components. 
Architecture Spikes / 
Proofs of Concept 
Prove candidate architectures via 
top to bottom spikes.
“The perspective and processes ————— 
is focusing on and perfecting will, over time, 
become standard operating procedure for 
any application development project.”
Putting the "User" back in User Experience
http://www.fastcodesign.com/3031942/google-ventures-on-8-shortcuts-for-better-faster-design-research
http://www.slideshare.net/jeremy/failing-fast-learning-along-the-way-big-design-2013
Today 
6 months 
3 years
8 Design Research 
practices to kick start your 
user knowledge!
Participatory Design 
Contextual Inquiries 
Affinity Diagramming 
Understand Design Refine 
Persona Development 
Concept Validation 
Workflow Modeling 
KANO Feature Prioritization 
Card Sorting 
404 testing 
User Journals / Diaries
Contextual 
Inquiries
A contextual inquiry interview is usually 
structured as an approximately two-hour, 
one-on-one interaction in which the 
researcher watches the user do their normal 
activities and discusses what they see with 
the user. 
http://en.wikipedia.org/wiki/Contextual_inquiry
Putting the "User" back in User Experience
Observing Users.
Persona 
Development
Primary Persona 
David 
Corporate Employee, 40 yrs old 
Health Conscious 
“I workout a couple times a week, 
and want to make sure I’m as 
healthy as I can be” 
Number of doctor visits a year: 
5 
Years without major health issue: 
8 
About David: 
Experience: 
Health Motivators: 
Goals: 
Technology Adoption: 
90% 55% 100% 
Ideal State: 
David’s Edge: 
Lorem ipsum dolor sit amet, consectetur 
adipiscing elit. Praesent eu ligula est. 
Pellentesque a dolor molestie, vestibulum 
metus a, luctus dolor. Cras est dui, lobortis et 
nisi quis, viverra vehicula purus. Vestibulum 
ultrices ut eros a egestas. Phasellus egestas 
ligula sit amet nulla vehicula egestas. Maecenas 
interdum porta faucibus. Sed id mauris ac turpis 
pretium pretium. Praesent euismod vitae sem 
vitae tincidunt. Mauris interdum. 
• Lorem ipsum dolor sit amet, consectetur 
• adipiscing elit. Praesent eu ligula est. 
• Pellentesque a dolor molestie, vestibulum 
• metus a, luctus dolor. Cras est dui, lobortis et 
• nisi quis, viverra vehicula purus. Vestibulum 
• ]ultrices ut eros a egestas. Phasellus egestas 
Lorem ipsum dolor sit amet, consectetur 
adipiscing elit. Praesent eu ligula est. 
Pellentesque a dolor molestie, vestibulum 
metus a, luctus dolor. 
Lorem ipsum dolor sit amet, consectetur 
adipiscing elit. Praesent eu ligula est. 
Pellentesque a dolor molestie, vestibulum 
metus a, luctus dolor. Cras est dui, lobortis 
et nisi quis, viverra vehicula purus. 
Vestibulum ultrices ut eros a egestas. 
Phasellus egestas ligula sit amet nulla 
vehicula egestas. Maecenas interdum porta 
faucibus. Sed id mauris ac turpis pretium 
pretium. Praesent euismod vitae sem vitae 
tincidunt. Mauris interdum. 
Lorem ipsum dolor sit amet, consectetur 
adipiscing elit. Praesent eu ligula est. 
Pellentesque a dolor molestie, vestibulum 
metus a, luctus dolor. Cras est dui, lobortis et 
nisi quis, viverra vehicula purus. Vestibulum 
ultrices ut eros a egestas. Phasellus egestas 
ligula sit amet nulla vehicula egestas. 
Maecenas interdum porta faucibus. Sed id 
mauris ac turpis pretium pretium. Praesent 
euismod.
http://blog.mailchimp.com/new-mailchimp-user-persona-research/
As a user… 
Jane needs to…
Concept 
Validation
User-centered design can be characterized as a 
multi-stage problem solving process that not only 
requires designers to analyze and foresee how 
users are likely to use a product, but also to test 
the validity of their assumptions with regard to 
user behavior in real world tests with actual 
users. Such testing is necessary as it is often very 
difficult for the designers of a product to 
understand intuitively what a first-time user of 
their design experiences, and what each user's 
learning curve may look like. 
http://en.wikipedia.org/wiki/User-centered_design
Putting the "User" back in User Experience
Putting the "User" back in User Experience
Affinity 
Diagramming
Putting the "User" back in User Experience
Participatory 
Design
“Participatory design aims to bring users into 
the design process by facilitating conversations 
through the creation and completion of a wide 
range of activities.” 
http://designmind.frogdesign.com/blog/bringing-users-into-your-process-through-participatory-design.html
http://www.slideshare.net/frogdesign/bringing-users-into-your-process-through-participatory-design
Card 
Sorting
http://www.optimalworkshop.com/treejack.htm
404 
testing
Comics, fast! 
www.ubercomics.com 
Want comics delivered to your home, fast? 
Download our app!
User 
Journals / 
Diaries
“In interviews, it can be difficult to get a sense of 
behavior over time because you have to rely on the 
participant’s memory of past activities or 
circumstances, and artifacts can only do so much to 
prompt that.” 
http://www.uxbooth.com/articles/jumpstart-design-research-with-a-diary-study/
http://www.slideshare.net/jaremfan/the-goodness-of-diary-studies
http://www.trackyourhappiness.org/
“46.9 percent of the time the responders said 
their minds were wandering when the iPhone 
rang to query their thoughts.” 
http://blogs.discovermagazine.com/80beats/2010/11/11/iphone-users-report-that-daydreams-make-them-sad/
8 Design Research 
practices to kick start your 
user knowledge!
Rockstars!
Tomer Sharon 
User Experience Researcher at Google Search 
https://plus.google.com/+TomerSharon/about
http://rosenfeldmedia.com/books/lean-user-research/
Google I/O 2014 - Perfectly executing the wrong plan 
https://www.youtube.com/watch?v=9TJTbRw4ri8
Research 
+ 
Lean Startup
Leisa Reichelt 
Head of User Research at the Government Digital Service in the Cabinet Office 
http://www.disambiguity.com/
http://www.disambiguity.com/help-joy-help-you/
https://twitter.com/leisa
https://userresearch.blog.gov.uk/
Big Government 
+ 
Empathy
Peter Eckert 
Co-Founder & CXO 
http://projekt202.com/
10+ Years
Enterprise / Complex 
Software 
+ 
Design Research
Revealing Reality Focused Innovation Building & Evolving 
Pre-Discovery Discovery Ideation Design & Development Release Go to Market 
Contextual Inquiries 
Observe & document user in 
context/environment 
User Journals / Diaries 
Users document their experiences 
over time. 
Participatory Design 
Co-creation explorations with 
users. 
Card Sort 
Explore users’ mental models for 
content and labeling. 
Enterprise Architecture 
Capability Assessment 
Existing enterprise infrastructure. 
Only a subset of these activities will be appropriate for any given project. 
Engagement Readiness Analysis Foundational Analysis 
Innovation Training 
Design Thinking 
Workshop 
Teach the design thinking 
framework. 
Stakeholder Interviews 
Understand staheholders’ 
business goals & strategy. 
Scenario-based System 
Walkthroughs 
Demo of existing solution. 
Application / IA Map 
Document the structure of the 
existing solution. 
Strategic Ideation 
Concepts Validation with 
Users 
Validate design prototypes 
through user feedback. 
KANO Feature 
Prioritization 
Prioritize features with users 
through KANO analysis. 
Qualitative & Quantitative 
Data Synthesis 
Analyze validation data.. 
Align & Assess Workshop 
Assess readiness across 7 
capabilites. 
Design Research 
Qualitative Observation 
Affinity Diagramming 
Construct themes from 
qualitative data. 
Persona Development 
Create customer types based on 
behaviors and values. 
Current Journey Map 
Visualize the user’s perspective of 
the current experience. 
Research Plan 
Design activities to meet research 
goals. 
Technical Organization 
Capability Analysis 
Existing skills and toolsets. 
Solution Architecture 
Assessment 
Existing application architecture. 
Content Inventory 
Catalog the content of the 
website. 
Heuristic Evaluation 
Identify initial breakdowns and 
opportunities. 
Competitive Analysis 
Evaluate competitors and 
comparables on specific axes. 
Client Data Analysis 
Market research, website 
feedback, corporate strategy, etc. 
Brand Analysis 
Evaluate the state of the brand. 
Metrics Evaluation 
Establish quantitative baseline of 
engagement & conversion data. 
Research UX Design Technology Digital Marketing 
User Workflow Modeling 
Visually document workflows & 
work systems. 
Quantitative 
Surveys 
Solicit structured feedback from 
users. 
Quantitative Data 
Visualization 
Present data visually. 
Conceptual User 
Scenari-os 
Scenarios 
Explanation Write high level TBD. 
narratives of an 
ideal future flow. 
Concepts: Paper / 
Interactive / Video 
Develop concepts for testing.with 
users. 
Storyboards 
Illustrate graphical representa-tions 
of scenarios. 
Experience Strategy 
Opportunities Prioritization 
Matrix 
Prioritize in three dimensions, 
including user experience impact. 
Future Journey Map 
Visualize the user’s future, 
improved experience. 
Consolidated User States 
Diagram 
Abstracted from individual user 
workflows. 
Design Principles 
Summarize the vision for the 
product/service in statements to 
guide the design. 
Experience Success 
Metrics 
Agree on business metrics for a 
successful user experience. 
Product / Experience 
Roadmap 
Plan how great UX can be 
achieved through the design. 
Elaboration 
Detailed User Scenarios 
Write detailed narratives for user 
experience flows. 
Application / Navigation 
Framework Concepts 
Create models for the framework 
of the application. 
Workflow Concepts 
Draw high-level wireframes for 
key workflows. 
Sprint Execution Deploy Campaign Execution 
Digital Marketing Go Live 
Campaign launch. 
Skills Transfer 
Educate client development team. 
Ongoing User Research 
Targeted analysis of subsequent 
releases. 
Periodic Strategy and 
Execution Review 
Assess progress towards goals. 
Qualitative Research 
Investigate ongoing opportunities 
and concepts with users. 
Ideation / Validation 
Create testable concepts and 
validate them with users. 
Unit Testing 
Test system units in isolation. 
Development 
Write code and tests to complete 
sprint tasks. 
Requirements / User 
Stories Definition 
Write user stories based on 
detailed user scenarios. 
Application Map / 
Information Architecture 
Map the product from the users’ 
point of view. 
Look & Feel Studies 
Explore different visual 
treatments and styles. 
Refined, Validated 
Concepts 
Refine the validated prototype 
based on findings. 
Zero Feature Release 
Demonstrate CI, automated 
testing, core solution setup. 
High Level Technical 
Architecture 
Describe high level architecture, 
including packaged components. 
IXD / Wireframing 
Create high fidelity wireframes of 
the design. 
Prototypes 
Build paper or coded prototypes 
to validate interactions. 
Deploy 
Release to production. 
Sprint Planning 
Commit to stories, break down 
tasks. 
Retrospective 
Refine approach based on what 
was effective. 
Sprint Demo 
Demo completed work to 
stakeholders. 
Interaction Design Library 
Determine & document 
interaction patterns. 
Backlog Grooming 
Reprioritize backlog, add new 
stories. 
Identify new & emerging 
opportunities 
Analyze research / validation 
results to yield new stories. 
Launch 
Analysis & Synthesis 
Deep Dive Workshops 
Immerse stakeholders in data and 
brainstorm opportunities. 
Opportunities Generation 
& Evaluation 
Opportunities & prototype choice. 
Marketing Opportunities 
Strategic planning of owned, 
earned, & paid online tactics. 
Campaign Optimization 
Testing of creative, media, bids & 
landing experiences. 
Campaign Measurement 
In-depth analysis of campaign 
results and trends. 
Campaign Refinement 
Iterative enhancement of 
campaign tactics. 
Beyond Conversion Optimization 
Digital Marketing SWOT 
Analysis 
Identify strengths, weaknesses, 
opportunities & threats. 
Usability Testing 
Evaluate the product’s designs or 
code through user testing. 
Continuous Integration 
Continuously build, test, deploy, 
and integration test the system. 
Integration Testing 
Test subsystems and their 
integration. 
Run Book Creation 
Create & update artifacts for 
maintenance & monitoring. 
Non-functional 
Requirements Testing 
Test performance & scalability. 
QA Testing 
Validate completed stories 
against acceptance criteria. 
Visual Design 
Apply visual designs to the 
wireframes and generate assets. 
Visual Design Library 
Determine & document visual 
design patterns. 
User Education & Training 
Conduct training sessions, create 
help content. 
Continuous Refinement 
Production-Ready 
Completed Features 
Content Creation Process 
Flow 
Design the content creation 
processes for the organization. 
Content Governance Plan 
Collaborative design how created 
content will be governed. 
Consolidated Workflow Built and tested features. 
Diagram 
Aggregate individual user 
workflows into one diagram. 
Content Architecture 
Visualize all the content created, 
including creators and locations. 
Digital Marketing Creative 
Concepts to support search, 
display, social media, landing. 
Design Validation 
For example, a RITE study. 
Development 
Infrastructure 
Configuration 
Continuous Integration setup. 
Technical Package 
Identification / Evaluation 
Perform product evaluations for 
package solution components. 
Architecture Spikes / 
Proofs of Concept 
Prove candidate architectures via 
top to bottom spikes.
Putting the "User" back in User Experience
Last…
https://www.behance.net/gallery/PRESENTATION-User-Research/4890075
https://www.behance.net/gallery/PRESENTATION-User-Research/4890075
Thanks! 
@jeremyjohnson
“If you’re not involving your users, you’re not a 
User Experience Designer” #bigd14 
#designresearch via: @jeremyjohnson 
Who needs users! I’m a design genius! 
@jeremyjohnson doesn’t know what he’s 
talking about #iknowbest #forgetusers 
#bigd14

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Putting the "User" back in User Experience

  • 1. Putting the User back in User Experience @jeremyjohnson
  • 7. Revealing Reality Focused Innovation Discovery Ideation Contextual Inquiries Observe & document user in context/environment User Journals / Diaries Users document their experiences over time. Participatory Design Co-creation explorations with users. Card Sort Explore users’ mental models for content and labeling. Enterprise Architecture Capability Assessment Existing enterprise infrastructure. Only a subset of these activities will be appropriate for any given project. Analysis Foundational Analysis Stakeholder Interviews Understand staheholders’ business goals & strategy. Scenario-based System Walkthroughs Demo of existing solution. Application / IA Map Document the structure of the existing solution. Strategic Ideation Concepts Validation with Users Validate design prototypes through user feedback. KANO Feature Prioritization Prioritize features with users through KANO analysis. Qualitative & Quantitative Data Synthesis Analyze validation data.. Design Research Qualitative Observation Affinity Diagramming Construct themes from qualitative data. Persona Development Create customer types based on behaviors and values. Current Journey Map Visualize the user’s perspective of the current experience. Research Plan Design activities to meet research goals. Technical Organization Capability Analysis Existing skills and toolsets. Solution Architecture Assessment Existing application architecture. Content Inventory Catalog the content of the website. Heuristic Evaluation Identify initial breakdowns and opportunities. Competitive Analysis Evaluate competitors and comparables on specific axes. Client Data Analysis Market research, website feedback, corporate strategy, etc. Brand Analysis Evaluate the state of the brand. Metrics Evaluation Establish quantitative baseline of engagement & conversion data. Technology Digital Marketing User Workflow Modeling Visually document workflows & work systems. Quantitative Surveys Solicit structured feedback from users. Quantitative Data Visualization Present data visually. Conceptual User Scenari-os Scenarios Explanation Write high level TBD. narratives of an ideal future flow. Concepts: Paper / Interactive / Video Develop concepts for testing.with users. Storyboards Illustrate graphical representa-tions of scenarios. Experience Strategy Opportunities Prioritization Matrix Prioritize in three dimensions, including user experience impact. Future Journey Map Visualize the user’s future, improved experience. Consolidated User States Diagram Abstracted from individual user workflows. Design Principles Summarize the vision for the product/service in statements to guide the design. Experience Success Metrics Agree on business metrics for a successful user experience. Product / Experience Roadmap Plan how great UX can be achieved through the design. Elaboration Refined, Validated Concepts Refine the validated prototype based on findings. Analysis & Synthesis Deep Dive Workshops Immerse stakeholders in data and brainstorm opportunities. Opportunities Generation & Evaluation Opportunities & prototype choice. Marketing Opportunities Strategic planning of owned, earned, & paid online tactics. Optimization Consolidated Workflow Diagram Aggregate individual user workflows into one diagram. Content Creation Process Flow Design the content creation processes for the organization. Content Architecture Visualize all the content created, including creators and locations. Content Governance Plan Collaborative design how created content will be governed. Digital Marketing Creative Concepts to support search, display, social media, landing.
  • 8. Uncover user needs, Design great solutions, and build out solutions to launch.
  • 10. 2000
  • 11. The Elements of User Experience A basic duality: The Web was originally conceived as a hypertextual information space; but the development of increasingly sophisticated front- and back-end technologies has fostered its use as a remote software interface. This dual nature has led to much confusion, as user experience practitioners have attempted to adapt their terminology to cases beyond the scope of its original application. The goal of this document is to define some of these terms within their appropriate contexts, and to clarify the underlying relationships among these various elements. Jesse James Garrett jjg@jjg.net Completion 30 March 2000 Web as software interface Web as hypertext system Visual Design: graphic treatment of interface elements (the "look" in "look-and-feel") Information Architecture: structural design of the information space to facilitate intuitive access to content Interaction Design: development of application flows to facilitate user tasks, defining how the user interacts with site functionality Navigation Design: design of interface elements to facilitate the user's movement through the information architecture Information Design: in the Tuftean sense: designing the presentation of information to facilitate understanding Functional Specifications: "feature set": detailed descriptions of functionality the site must include in order to meet user needs User Needs: externally derived goals for the site; identified through user research, ethno/techno/psychographics, etc. Site Objectives: business, creative, or other internally derived goals for the site Content Requirements: definition of content elements required in the site in order to meet user needs Interface Design: as in traditional HCI: design of interface elements to facilitate user interaction with functionality Information Design: in the Tuftean sense: designing the presentation of information to facilitate understanding Visual Design: visual treatment of text, graphic page elements and navigational components Concrete task-oriented information-oriented Abstract time Interface Design Navigation Design Conception Visual Design Information Design Interaction Design Architecture Functional Specifications Information Content Requirements User Needs Site Objectives User Needs: externally derived goals for the site; identified through user research, ethno/techno/psychographics, etc. Site Objectives: business, creative, or other internally derived goals for the site This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development) that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today. © 2000 Jesse James Garrett http://www.jjg.net/ia/
  • 13. “Beauty is wasted when our products don’t address real user needs in a usable manner” http://www.smashingmagazine.com/2014/09/01/think-your-app-is-beautiful-not-without-user-experience-design/
  • 15. We’re not just painters!
  • 16. SO MUCH MORE COMPLEX.
  • 17. UX
  • 19. The Elements of User Experience A basic duality: The Web was originally conceived as a hypertextual information space; but the development of increasingly sophisticated front- and back-end technologies has fostered its use as a remote software interface. This dual nature has led to much confusion, as user experience practitioners have attempted to adapt their terminology to cases beyond the scope of its original application. The goal of this document is to define some of these terms within their appropriate contexts, and to clarify the underlying relationships among these various elements. Jesse James Garrett jjg@jjg.net Completion 30 March 2000 Web as software interface Web as hypertext system Visual Design: graphic treatment of interface elements (the "look" in "look-and-feel") Information Architecture: structural design of the information space to facilitate intuitive access to content Interaction Design: development of application flows to facilitate user tasks, defining how the user interacts with site functionality Navigation Design: design of interface elements to facilitate the user's movement through the information architecture Information Design: in the Tuftean sense: designing the presentation of information to facilitate understanding Functional Specifications: "feature set": detailed descriptions of functionality the site must include in order to meet user needs User Needs: externally derived goals for the site; identified through user research, ethno/techno/psychographics, etc. Site Objectives: business, creative, or other internally derived goals for the site Content Requirements: definition of content elements required in the site in order to meet user needs Interface Design: as in traditional HCI: design of interface elements to facilitate user interaction with functionality Information Design: in the Tuftean sense: designing the presentation of information to facilitate understanding Visual Design: visual treatment of text, graphic page elements and navigational components Concrete task-oriented information-oriented Abstract time Interface Design Navigation Design Conception Visual Design Information Design Interaction Design Architecture Functional Specifications Information Content Requirements User Needs Site Objectives User Needs: externally derived goals for the site; identified through user research, ethno/techno/psychographics, etc. Site Objectives: business, creative, or other internally derived goals for the site This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development) that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today. © 2000 Jesse James Garrett http://www.jjg.net/ia/
  • 20. 2010
  • 21. We own so much more than the website!
  • 26. “SEAT AT THE TABLE”
  • 32. There are still 100s of companies that make revenue off software in the $100s of millions that don’t have a user experience team.
  • 33. “The problem from a user experience perspective is that enterprise systems are generally procured and implemented with the focus purely on solving problems for the business with little attention paid to who the users are and how they want to work.” http://www.foolproof.co.uk/thinking/the-user-experience-of-enterprise-technology/
  • 34. Solving Problems by Automating Solutions
  • 35. Is it harder than doing it manually? (I didn’t say “is it easy?”) https://www.flickr.com/photos/33989236@N00/4214027902/
  • 36. software users have raised the bar their expectations have changed.
  • 38. “We’re focusing on User Experience”
  • 39. “We’re focusing on User Experience” I hired a UX guy! (or gal)
  • 40. # of developers # of UX designers
  • 41. # of developers # of UX designers
  • 43. UX is complex. UX is everywhere. UX is business.
  • 44. 2015
  • 46. UX is complex. UX is everywhere. UX is business. UX is for people.
  • 50. The Elements of User Experience A basic duality: The Web was originally conceived as a hypertextual information space; but the development of increasingly sophisticated front- and back-end technologies has fostered its use as a remote software interface. This dual nature has led to much confusion, as user experience practitioners have attempted to adapt their terminology to cases beyond the scope of its original application. The goal of this document is to define some of these terms within their appropriate contexts, and to clarify the underlying relationships among these various elements. Jesse James Garrett jjg@jjg.net Completion 30 March 2000 Web as software interface Web as hypertext system Visual Design: graphic treatment of interface elements (the "look" in "look-and-feel") Information Architecture: structural design of the information space to facilitate intuitive access to content Interaction Design: development of application flows to facilitate user tasks, defining how the user interacts with site functionality Navigation Design: design of interface elements to facilitate the user's movement through the information architecture Information Design: in the Tuftean sense: designing the presentation of information to facilitate understanding Functional Specifications: "feature set": detailed descriptions of functionality the site must include in order to meet user needs User Needs: externally derived goals for the site; identified through user research, ethno/techno/psychographics, etc. Site Objectives: business, creative, or other internally derived goals for the site Content Requirements: definition of content elements required in the site in order to meet user needs Interface Design: as in traditional HCI: design of interface elements to facilitate user interaction with functionality Information Design: in the Tuftean sense: designing the presentation of information to facilitate understanding Visual Design: visual treatment of text, graphic page elements and navigational components Concrete task-oriented information-oriented Abstract time Interface Design Navigation Design Conception Visual Design Information Design Interaction Design Architecture Functional Specifications Information Content Requirements User Needs Site Objectives User Needs: externally derived goals for the site; identified through user research, ethno/techno/psychographics, etc. Site Objectives: business, creative, or other internally derived goals for the site This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development) that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today. © 2000 Jesse James Garrett http://www.jjg.net/ia/
  • 52. The Elements of User Experience A basic duality: The Web was originally conceived as a hypertextual information space; but the development of increasingly sophisticated front- and back-end technologies has fostered its use as a remote software interface. This dual nature has led to much confusion, as user experience practitioners have attempted to adapt their terminology to cases beyond the scope of its original application. The goal of this document is to define some of these terms within their appropriate contexts, and to clarify the underlying relationships among these various elements. Jesse James Garrett jjg@jjg.net Completion 30 March 2000 Web as software interface Web as hypertext system Visual Design: graphic treatment of interface elements (the "look" in "look-and-feel") Information Architecture: structural design of the information space to facilitate intuitive access to content Interaction Design: development of application flows to facilitate user tasks, defining how the user interacts with site functionality Navigation Design: design of interface elements to facilitate the user's movement through the information architecture Information Design: in the Tuftean sense: designing the presentation of information to facilitate understanding Functional Specifications: "feature set": detailed descriptions of functionality the site must include in order to meet user needs User Needs: externally derived goals for the site; identified through user research, ethno/techno/psychographics, etc. Site Objectives: business, creative, or other internally derived goals for the site Content Requirements: definition of content elements required in the site in order to meet user needs Interface Design: as in traditional HCI: design of interface elements to facilitate user interaction with functionality Information Design: in the Tuftean sense: designing the presentation of information to facilitate understanding Visual Design: visual treatment of text, graphic page elements and navigational components Concrete task-oriented information-oriented Abstract time Interface Design Navigation Design Conception Visual Design Information Design Interaction Design Architecture Functional Specifications Information Content Requirements User Needs Site Objectives User Needs: externally derived goals for the site; identified through user research, ethno/techno/psychographics, etc. Site Objectives: business, creative, or other internally derived goals for the site This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development) that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today. © 2000 Jesse James Garrett http://www.jjg.net/ia/
  • 53. What UX isn’t https://medium.com/@jamieskella/what-ux-isnt-dee0436a194d
  • 54. Making informed and intelligent design decisions means the inclusion of user research and usability testing. Good design requires a deep understanding of your target demographic, only attained through quality data, being a result of unbiased research and testing. Designing for yourself is an easy trap to fall into. Even when wielding taste and best practice acknowledgement, doing so is a sure fire way to get it wrong for your target demographic. UX is the consideration of the many aspects of a user’s interactions with a product or service. It’s concern for the relationship between those interactions, which ultimately define a user’s perception of a brand as a whole. …acutely empathize with the audience they’re designing for. … good UX is the result of understanding the customer, seizing technological opportunity, and pursuing simplicity.
  • 56. User experience cannot exist without users. Creating user interfaces involves intricate and complex decisions. User research is a tool that can help you achieve your goals. ! Even the most well thought out designs are assumptions until they are tested by real users. Different types of research can answer different types of questions. Know the tools and apply them accordingly. Leaving the user out is not an option. UX - U = X
  • 58. Investing in user research is just about the only way to consistently generate a rich stream of data about customer needs and behaviors. As a designer, I can’t live without it. And as data about customers flows through your team, it informs product managers, engineers, and just about everyone else. It forms the foundation of intuitive designs, indispensable products, and successful companies. So what are you waiting for? Go listen to your customers!
  • 59. Let’s talk about Listening to customers
  • 60. “Hey, I want you to go and understand our user’s needs.”
  • 61. “I’ve read stories about our users online” Marketing Data / Segmentation / Surveys
  • 62. “I’ve watched some videos about our users” Focus Groups / Past Usability Studies / Marketing Research
  • 63. “I’ve seen our users in the lab” Usability Testing / Concept Testing / Customer Councils
  • 64. “I went to our users and observed them” Contextual Inquires / Field Studies / Interviews
  • 65. “I understand best practices, and I’m a student of psychology" I have experience / I’m great at what I do
  • 66. aka Shut up, I’m a design genius.
  • 67. Q. Which one accurately answers the question:
  • 68. “Hey, I want you to go and understand our user’s needs.”
  • 69. “I want to know them so well, the system we design “just works” for them.”
  • 79. Web Design vs. User Experience
  • 85. “Give me three skills a ux designer needs today and for the future”
  • 94. “Hey, I want you to go and understand our user’s needs, wants, and desires.”
  • 95. You get there by understanding your users.
  • 96. 5 WAYS Getting to know your users helps YOU.
  • 99. 1. Business needs data to backup decisions.
  • 102. Observations will speak volumes for your users.
  • 104. “I like the idea, but I’d never use this.”
  • 105. “What I really need is a way to save this for later.”
  • 106. “I have no idea how to use this, so I just skip that whole step”
  • 107. “I usually just print it out and file it away.”
  • 108. “I use this because it makes me feel like I’m mastering something”
  • 110. Solving the right problems
  • 111. Product Owner “I know” CEO Designer CMO Developer
  • 113. The 8 Monkeys http://speakingofresearch.com/category/news/campus-activism/
  • 115. The 8 Monkeys http://speakingofresearch.com/category/news/campus-activism/
  • 117. Go observe, talk to, and interact with your users! Get first hand experience of your user’s problems!
  • 119. #1 reaction when observing users of business-to-business software?
  • 120. “Wow, you care about us? I thought we were abandoned to the depths of bad software!”
  • 121. + Signed longer contracts +Bought new software + Excited user base
  • 122. #1 reaction when observing users.
  • 123. Hugs.
  • 125. “Hey, who do I go to, I have a question about what we should do here?”
  • 126. Amount you know about your users Number of questions you’ll get about the direction of your product
  • 127. “SEAT AT THE TABLE”
  • 128. + You know what will set you apart + Quotes are Business Ammo + You understand the problems + You’re users love you + You’re now the expert
  • 129. Design Research (or User Research)
  • 131. Usability Testing vs. User Research
  • 132. Revealing Reality Focused Innovation Building & Evolving Pre-Discovery Discovery Ideation Design & Development Release Go to Market Contextual Inquiries Observe & document user in context/environment User Journals / Diaries Users document their experiences over time. Participatory Design Co-creation explorations with users. Card Sort Explore users’ mental models for content and labeling. Enterprise Architecture Capability Assessment Existing enterprise infrastructure. Only a subset of these activities will be appropriate for any given project. Engagement Readiness Analysis Foundational Analysis Innovation Training Design Thinking Workshop Teach the design thinking framework. Stakeholder Interviews Understand staheholders’ business goals & strategy. Scenario-based System Walkthroughs Demo of existing solution. Application / IA Map Document the structure of the existing solution. Strategic Ideation Concepts Validation with Users Validate design prototypes through user feedback. KANO Feature Prioritization Prioritize features with users through KANO analysis. Qualitative & Quantitative Data Synthesis Analyze validation data.. Align & Assess Workshop Assess readiness across 7 capabilites. Design Research Qualitative Observation Affinity Diagramming Construct themes from qualitative data. Persona Development Create customer types based on behaviors and values. Current Journey Map Visualize the user’s perspective of the current experience. Research Plan Design activities to meet research goals. Technical Organization Capability Analysis Existing skills and toolsets. Solution Architecture Assessment Existing application architecture. Content Inventory Catalog the content of the website. Heuristic Evaluation Identify initial breakdowns and opportunities. Competitive Analysis Evaluate competitors and comparables on specific axes. Client Data Analysis Market research, website feedback, corporate strategy, etc. Brand Analysis Evaluate the state of the brand. Metrics Evaluation Establish quantitative baseline of engagement & conversion data. Research UX Design Technology Digital Marketing User Workflow Modeling Visually document workflows & work systems. Quantitative Surveys Solicit structured feedback from users. Quantitative Data Visualization Present data visually. Conceptual User Scenari-os Scenarios Explanation Write high level TBD. narratives of an ideal future flow. Concepts: Paper / Interactive / Video Develop concepts for testing.with users. Storyboards Illustrate graphical representa-tions of scenarios. Experience Strategy Opportunities Prioritization Matrix Prioritize in three dimensions, including user experience impact. Future Journey Map Visualize the user’s future, improved experience. Consolidated User States Diagram Abstracted from individual user workflows. Design Principles Summarize the vision for the product/service in statements to guide the design. Experience Success Metrics Agree on business metrics for a successful user experience. Product / Experience Roadmap Plan how great UX can be achieved through the design. Elaboration Detailed User Scenarios Write detailed narratives for user experience flows. Application / Navigation Framework Concepts Create models for the framework of the application. Workflow Concepts Draw high-level wireframes for key workflows. Sprint Execution Deploy Campaign Execution Digital Marketing Go Live Campaign launch. Skills Transfer Educate client development team. Ongoing User Research Targeted analysis of subsequent releases. Periodic Strategy and Execution Review Assess progress towards goals. Qualitative Research Investigate ongoing opportunities and concepts with users. Ideation / Validation Create testable concepts and validate them with users. Unit Testing Test system units in isolation. Development Write code and tests to complete sprint tasks. Requirements / User Stories Definition Write user stories based on detailed user scenarios. Application Map / Information Architecture Map the product from the users’ point of view. Look & Feel Studies Explore different visual treatments and styles. Refined, Validated Concepts Refine the validated prototype based on findings. Zero Feature Release Demonstrate CI, automated testing, core solution setup. High Level Technical Architecture Describe high level architecture, including packaged components. IXD / Wireframing Create high fidelity wireframes of the design. Prototypes Build paper or coded prototypes to validate interactions. Deploy Release to production. Sprint Planning Commit to stories, break down tasks. Retrospective Refine approach based on what was effective. Sprint Demo Demo completed work to stakeholders. Interaction Design Library Determine & document interaction patterns. Backlog Grooming Reprioritize backlog, add new stories. Identify new & emerging opportunities Analyze research / validation results to yield new stories. Launch Analysis & Synthesis Deep Dive Workshops Immerse stakeholders in data and brainstorm opportunities. Opportunities Generation & Evaluation Opportunities & prototype choice. Marketing Opportunities Strategic planning of owned, earned, & paid online tactics. Campaign Optimization Testing of creative, media, bids & landing experiences. Campaign Measurement In-depth analysis of campaign results and trends. Campaign Refinement Iterative enhancement of campaign tactics. Beyond Conversion Optimization Digital Marketing SWOT Analysis Identify strengths, weaknesses, opportunities & threats. Usability Testing Evaluate the product’s designs or code through user testing. Continuous Integration Continuously build, test, deploy, and integration test the system. Integration Testing Test subsystems and their integration. Run Book Creation Create & update artifacts for maintenance & monitoring. Non-functional Requirements Testing Test performance & scalability. QA Testing Validate completed stories against acceptance criteria. Visual Design Apply visual designs to the wireframes and generate assets. Visual Design Library Determine & document visual design patterns. User Education & Training Conduct training sessions, create help content. Continuous Refinement Production-Ready Completed Features Content Creation Process Flow Design the content creation processes for the organization. Content Governance Plan Collaborative design how created content will be governed. Consolidated Workflow Built and tested features. Diagram Aggregate individual user workflows into one diagram. Content Architecture Visualize all the content created, including creators and locations. Digital Marketing Creative Concepts to support search, display, social media, landing. Design Validation For example, a RITE study. Development Infrastructure Configuration Continuous Integration setup. Technical Package Identification / Evaluation Perform product evaluations for package solution components. Architecture Spikes / Proofs of Concept Prove candidate architectures via top to bottom spikes.
  • 133. “The perspective and processes ————— is focusing on and perfecting will, over time, become standard operating procedure for any application development project.”
  • 137. Today 6 months 3 years
  • 138. 8 Design Research practices to kick start your user knowledge!
  • 139. Participatory Design Contextual Inquiries Affinity Diagramming Understand Design Refine Persona Development Concept Validation Workflow Modeling KANO Feature Prioritization Card Sorting 404 testing User Journals / Diaries
  • 141. A contextual inquiry interview is usually structured as an approximately two-hour, one-on-one interaction in which the researcher watches the user do their normal activities and discusses what they see with the user. http://en.wikipedia.org/wiki/Contextual_inquiry
  • 145. Primary Persona David Corporate Employee, 40 yrs old Health Conscious “I workout a couple times a week, and want to make sure I’m as healthy as I can be” Number of doctor visits a year: 5 Years without major health issue: 8 About David: Experience: Health Motivators: Goals: Technology Adoption: 90% 55% 100% Ideal State: David’s Edge: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent eu ligula est. Pellentesque a dolor molestie, vestibulum metus a, luctus dolor. Cras est dui, lobortis et nisi quis, viverra vehicula purus. Vestibulum ultrices ut eros a egestas. Phasellus egestas ligula sit amet nulla vehicula egestas. Maecenas interdum porta faucibus. Sed id mauris ac turpis pretium pretium. Praesent euismod vitae sem vitae tincidunt. Mauris interdum. • Lorem ipsum dolor sit amet, consectetur • adipiscing elit. Praesent eu ligula est. • Pellentesque a dolor molestie, vestibulum • metus a, luctus dolor. Cras est dui, lobortis et • nisi quis, viverra vehicula purus. Vestibulum • ]ultrices ut eros a egestas. Phasellus egestas Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent eu ligula est. Pellentesque a dolor molestie, vestibulum metus a, luctus dolor. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent eu ligula est. Pellentesque a dolor molestie, vestibulum metus a, luctus dolor. Cras est dui, lobortis et nisi quis, viverra vehicula purus. Vestibulum ultrices ut eros a egestas. Phasellus egestas ligula sit amet nulla vehicula egestas. Maecenas interdum porta faucibus. Sed id mauris ac turpis pretium pretium. Praesent euismod vitae sem vitae tincidunt. Mauris interdum. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent eu ligula est. Pellentesque a dolor molestie, vestibulum metus a, luctus dolor. Cras est dui, lobortis et nisi quis, viverra vehicula purus. Vestibulum ultrices ut eros a egestas. Phasellus egestas ligula sit amet nulla vehicula egestas. Maecenas interdum porta faucibus. Sed id mauris ac turpis pretium pretium. Praesent euismod.
  • 147. As a user… Jane needs to…
  • 149. User-centered design can be characterized as a multi-stage problem solving process that not only requires designers to analyze and foresee how users are likely to use a product, but also to test the validity of their assumptions with regard to user behavior in real world tests with actual users. Such testing is necessary as it is often very difficult for the designers of a product to understand intuitively what a first-time user of their design experiences, and what each user's learning curve may look like. http://en.wikipedia.org/wiki/User-centered_design
  • 155. “Participatory design aims to bring users into the design process by facilitating conversations through the creation and completion of a wide range of activities.” http://designmind.frogdesign.com/blog/bringing-users-into-your-process-through-participatory-design.html
  • 160. Comics, fast! www.ubercomics.com Want comics delivered to your home, fast? Download our app!
  • 161. User Journals / Diaries
  • 162. “In interviews, it can be difficult to get a sense of behavior over time because you have to rely on the participant’s memory of past activities or circumstances, and artifacts can only do so much to prompt that.” http://www.uxbooth.com/articles/jumpstart-design-research-with-a-diary-study/
  • 165. “46.9 percent of the time the responders said their minds were wandering when the iPhone rang to query their thoughts.” http://blogs.discovermagazine.com/80beats/2010/11/11/iphone-users-report-that-daydreams-make-them-sad/
  • 166. 8 Design Research practices to kick start your user knowledge!
  • 168. Tomer Sharon User Experience Researcher at Google Search https://plus.google.com/+TomerSharon/about
  • 170. Google I/O 2014 - Perfectly executing the wrong plan https://www.youtube.com/watch?v=9TJTbRw4ri8
  • 171. Research + Lean Startup
  • 172. Leisa Reichelt Head of User Research at the Government Digital Service in the Cabinet Office http://www.disambiguity.com/
  • 176. Big Government + Empathy
  • 177. Peter Eckert Co-Founder & CXO http://projekt202.com/
  • 179. Enterprise / Complex Software + Design Research
  • 180. Revealing Reality Focused Innovation Building & Evolving Pre-Discovery Discovery Ideation Design & Development Release Go to Market Contextual Inquiries Observe & document user in context/environment User Journals / Diaries Users document their experiences over time. Participatory Design Co-creation explorations with users. Card Sort Explore users’ mental models for content and labeling. Enterprise Architecture Capability Assessment Existing enterprise infrastructure. Only a subset of these activities will be appropriate for any given project. Engagement Readiness Analysis Foundational Analysis Innovation Training Design Thinking Workshop Teach the design thinking framework. Stakeholder Interviews Understand staheholders’ business goals & strategy. Scenario-based System Walkthroughs Demo of existing solution. Application / IA Map Document the structure of the existing solution. Strategic Ideation Concepts Validation with Users Validate design prototypes through user feedback. KANO Feature Prioritization Prioritize features with users through KANO analysis. Qualitative & Quantitative Data Synthesis Analyze validation data.. Align & Assess Workshop Assess readiness across 7 capabilites. Design Research Qualitative Observation Affinity Diagramming Construct themes from qualitative data. Persona Development Create customer types based on behaviors and values. Current Journey Map Visualize the user’s perspective of the current experience. Research Plan Design activities to meet research goals. Technical Organization Capability Analysis Existing skills and toolsets. Solution Architecture Assessment Existing application architecture. Content Inventory Catalog the content of the website. Heuristic Evaluation Identify initial breakdowns and opportunities. Competitive Analysis Evaluate competitors and comparables on specific axes. Client Data Analysis Market research, website feedback, corporate strategy, etc. Brand Analysis Evaluate the state of the brand. Metrics Evaluation Establish quantitative baseline of engagement & conversion data. Research UX Design Technology Digital Marketing User Workflow Modeling Visually document workflows & work systems. Quantitative Surveys Solicit structured feedback from users. Quantitative Data Visualization Present data visually. Conceptual User Scenari-os Scenarios Explanation Write high level TBD. narratives of an ideal future flow. Concepts: Paper / Interactive / Video Develop concepts for testing.with users. Storyboards Illustrate graphical representa-tions of scenarios. Experience Strategy Opportunities Prioritization Matrix Prioritize in three dimensions, including user experience impact. Future Journey Map Visualize the user’s future, improved experience. Consolidated User States Diagram Abstracted from individual user workflows. Design Principles Summarize the vision for the product/service in statements to guide the design. Experience Success Metrics Agree on business metrics for a successful user experience. Product / Experience Roadmap Plan how great UX can be achieved through the design. Elaboration Detailed User Scenarios Write detailed narratives for user experience flows. Application / Navigation Framework Concepts Create models for the framework of the application. Workflow Concepts Draw high-level wireframes for key workflows. Sprint Execution Deploy Campaign Execution Digital Marketing Go Live Campaign launch. Skills Transfer Educate client development team. Ongoing User Research Targeted analysis of subsequent releases. Periodic Strategy and Execution Review Assess progress towards goals. Qualitative Research Investigate ongoing opportunities and concepts with users. Ideation / Validation Create testable concepts and validate them with users. Unit Testing Test system units in isolation. Development Write code and tests to complete sprint tasks. Requirements / User Stories Definition Write user stories based on detailed user scenarios. Application Map / Information Architecture Map the product from the users’ point of view. Look & Feel Studies Explore different visual treatments and styles. Refined, Validated Concepts Refine the validated prototype based on findings. Zero Feature Release Demonstrate CI, automated testing, core solution setup. High Level Technical Architecture Describe high level architecture, including packaged components. IXD / Wireframing Create high fidelity wireframes of the design. Prototypes Build paper or coded prototypes to validate interactions. Deploy Release to production. Sprint Planning Commit to stories, break down tasks. Retrospective Refine approach based on what was effective. Sprint Demo Demo completed work to stakeholders. Interaction Design Library Determine & document interaction patterns. Backlog Grooming Reprioritize backlog, add new stories. Identify new & emerging opportunities Analyze research / validation results to yield new stories. Launch Analysis & Synthesis Deep Dive Workshops Immerse stakeholders in data and brainstorm opportunities. Opportunities Generation & Evaluation Opportunities & prototype choice. Marketing Opportunities Strategic planning of owned, earned, & paid online tactics. Campaign Optimization Testing of creative, media, bids & landing experiences. Campaign Measurement In-depth analysis of campaign results and trends. Campaign Refinement Iterative enhancement of campaign tactics. Beyond Conversion Optimization Digital Marketing SWOT Analysis Identify strengths, weaknesses, opportunities & threats. Usability Testing Evaluate the product’s designs or code through user testing. Continuous Integration Continuously build, test, deploy, and integration test the system. Integration Testing Test subsystems and their integration. Run Book Creation Create & update artifacts for maintenance & monitoring. Non-functional Requirements Testing Test performance & scalability. QA Testing Validate completed stories against acceptance criteria. Visual Design Apply visual designs to the wireframes and generate assets. Visual Design Library Determine & document visual design patterns. User Education & Training Conduct training sessions, create help content. Continuous Refinement Production-Ready Completed Features Content Creation Process Flow Design the content creation processes for the organization. Content Governance Plan Collaborative design how created content will be governed. Consolidated Workflow Built and tested features. Diagram Aggregate individual user workflows into one diagram. Content Architecture Visualize all the content created, including creators and locations. Digital Marketing Creative Concepts to support search, display, social media, landing. Design Validation For example, a RITE study. Development Infrastructure Configuration Continuous Integration setup. Technical Package Identification / Evaluation Perform product evaluations for package solution components. Architecture Spikes / Proofs of Concept Prove candidate architectures via top to bottom spikes.
  • 186. “If you’re not involving your users, you’re not a User Experience Designer” #bigd14 #designresearch via: @jeremyjohnson Who needs users! I’m a design genius! @jeremyjohnson doesn’t know what he’s talking about #iknowbest #forgetusers #bigd14