UX Camp Brighton 2014 Rob Pearson 1.1
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A collaborative UX project process designed to keep stakeholders happy and deliver great results
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UX Camp Brighton 2014 Rob Pearson 1.1
- 1. @robotperson Smooth simple projects for happy, happy stakeholders Rob Pearson UX Camp Brighton 2014
- 2. @robotperson Slideshare readers Welcome Slideshare viewers. Many of these slides only make sense with the speaker notes. To read them click the ‘notes’ tab below the slides:
- 3. @robotperson Stakeholders Image: shilipoti.blogspot.co.uk/2011/06/steakholder.html
- 4. @robotperson Stakeholders Andy Dennis, UX Brighton 2014
- 5. @robotperson Stakeholders “Be kind. Everyone you meet is fighting a bangle you know nothing about.” Ben Sauer, UX Brighton 2014, quoting someone else, complete with my autocorrect error
- 6. @robotperson
- 7. @robotperson Process 1 2 3 4 7 6 5
- 8. @robotperson Stakeholder interviews 1 2 3 4 7 6 5
- 9. @robotperson Full example script now available! http://goo.gl/YyegNI
- 10. @robotperson
- 11. @robotperson
- 12. @robotperson Audience survey Stakeholder interviews 2 3 4 7 6 5
- 13. @robotperson
- 14. @robotperson Survey: goals hierarchy "What is EDGE?" content 0.86 Join now promotion content 0.74 Advice: becoming a better leader 0.65 Advice: employment matters 0.59 Advice: pedagogy and curriculum 0.58 News 0.53 Training and courses 0.53 Member login 0.46 Member discussion forum content 0.43 Events 0.32 Campaigns content 0.32
- 15. @robotperson Card sort Stakeholder interviews Audience survey 3 4 7 6 5
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- 17. @robotperson
- 18. @robotperson Card sort: proposed top-level sitemap
- 19. @robotperson Stakeholder workshop Stakeholder interviews Audience survey Card sort 4 7 6 5
- 20. @robotperson Three pillars of IA
- 21. @robotperson Stakeholder workshop: SWOT
- 22. @robotperson Stakeholder workshop Gender Age …and lots more
- 23. @robotperson Stakeholder workshop: personas
- 24. @robotperson Stakeholder workshop: personas
- 25. @robotperson Stakeholder workshop: personas
- 28. @robotperson Sketching Stakeholder interviews Audience survey Card sort Stakeholder workshop 7 6 5
- 29. @robotperson
- 30. @robotperson
- 31. @robotperson Wireframing and task-based usability Stakeholder interviews Audience survey Card sort Stakeholder workshop Sketching and concept 7 6 testing
- 32. @robotperson Wireframing and task-based usability
- 33. @robotperson
- 34. @robotperson Visual design Stakeholder interviews Audience survey Card sort Stakeholder workshop Sketching and concept testing Wireframing and task-based usability 7
- 35. @robotperson
- 36. @robotperson The process Stakeholder interviews Audience survey Card sort Stakeholder workshop Sketching and concept testing Wireframing and task-based usability Visual design collaboration
- 37. @robotperson The process Stakeholders involved wherever possible - Shake out the inconsistencies, achieve a shared vision of the website - Collaborate on design: make it their idea - If its their ideal they’re invested, they own it - No surprises, no big reveal - Lean - One path to…
- 38. @robotperson Smooth simple projects for happy, happy stakeholders
- 39. @robotperson Smooth simple projects for happy, happy stakeholders ROB PEARSON Director, Amido @robotperson rob@robotperson.com
Notas del editor
- So my talk is a very simple description of my typical UX team of 1 process I’m really interested in different practitioners’ processes It’s a lean approach because my clients almost always are working to a budget
- Lets start by defining terms. People mean different things by “Stakeholder” SH to me means individuals within the client organisation that have a say or that should have a say in the project Eg. Marketing, Technology, Leader with a vision This is an approach for peacemakers. Not necessarily for super disruptive UX people who are looking to make really memorable websites It’s a pragmatic approach for people in real world projects trying to get the best for the users and their client organisation It’s an approach that allows us to understand what motivates our stakeholders, and develop a relationship with them, which means we’ll be we’re more able to influence them positively when we’re advocating for our users
- Here’s a tweet from Peter Merholz quoted by Andy Dennis as UX Brighton yesterday We’re supposed to be an empathic discipline. Why shouldn’t we extend our empathy to Stakeholders? This process helps to do this
- Here’s another quote that Ben Sauer said yesterday So let’s show our stakeholders the kind of empathy that we’re so good at showing our users and work with them
- I like the idea that we’re all fighting Suzannah Hoffs
- So I’m going to outline a 7 step process
- The first step is to interview our stakeholders And I like to do this first because you can go in with a largely pro-forma list of questions (i.e. not much prep required) and it’s definitely the quickest way to start getting up to speed We’re idiots to begin with I like to do them 1-1 People feel free to talk You can give people your undivided attention. Their pain often pours out. It can be therapeutic It’s a chance to form a rapport with individuals. Super important! If your stakeholders like you then the chances of you dealing with problems smoothly are much better You absolutely must remember their name!
- Also evaluation: metrics /. Goals / appraised? Opportunities / pitfalls Future developments Best practice Successful project Who else should we be talking to?
- I record the audio and make notes Compile all the points into a big SWOT mindmap I use a free mindmapping tool called Freemind http://freemind.sourceforge.net/wiki/index.php/Main_Page
- Then I compile a SWOT report. The purpose of this is to highlight all the contradictions and gain a common understanding of the problem People will contradict each other – that’s okay People will talk about problems that are outside of the scope of this project – that’s okay too Here I asked about the overly wide focus
- So if the stakeholder interviews were getting the organisation’s view, this step is about getting the user’s view
- I ask a few questions to allow me to segment against audience type – survey for Macmillan – Donor, fundraiser, campaigner, Ask these at the end BTW – priming Criticism: we’re asking an already engaged audience – subscribers, FB followers, Twitter followers and existing committee members We’re doing the best we can with the resources available One critical question – take various forms, but what we’re trying to do is identify a content hierarchy for the site We clear questions with the client, so we’ve collaborated on this
- The primary output is a goals hierarchy for the site: we can aggregate the survey results and get an overall view of how important the different goals are to users. We can also segment the data by the different user types to get goals hierarchies for different user specific landing pages
- Step 3 is a card sort One of the question you ask in the survey is if people would be interested in taking part in further research
- Content inventory to compile a list of cards I use optimal sort online tool. It’s great If you select your cards to test out specific hypotheses you have formed during the content inventory then the analysis becomes a lot easier: you’re basically looking to see if your hypotheses have been resolved Example shown was a sort for the University of Warwick library
- Here’s an example output: a dendrogram Example labels for nodes supplied by participants are given Turn it on its side and draw demarcations to get the new proposed site map – see next slide Example shown was a sort for the University of Warwick library
- Example shown was a sort for the University of Warwick library
- So we’ve got organisational data from the interviews We have user data from the survey And we have a decent idea of optimal content structure Now we have to present all of this back to the stakeholders Gain a shared vision of the purpose of the project
- So if the three activities we’ve done so far feels familiar, here’s why It’s the classic three pillars of information architecture from the Polar Bear book – IA for the WWW by Morville and Rosenfeld Context is the business environment – covered by the stakeholder work Users is obvious – the survey Content is the card sort We’ve covered all the main inputs and now it’s time to present it all back to the stakeholder group in a workshop
- Agenda: SWOT findings: shake out all of the inconsistencies, present contradictions, gain a shared view of the goals of the project Card sort results: agree on a new-top level sitemap Survey results Personas sketching Home page sketching Here: SWOT. Expect lots of discussion Risks to the project are important to highlight
- We run through all the survey data I run through the overall aggregated data, ending in the content hierarchy
- Next I ask stakeholders to sketch out archetypal users for all the different constituencies Round the table may be 10 stakeholders: I try to assign a particular user type to a pair of stakeholders responsible for those goal, i.e. a course attendee user type to the training team members present. I give each pair a printed-out set of graphs that relate to that user type: demographics, goals hierarchy etc. It’s important to present this as evidence for discussion: it’s not proscriptive, we want stakeholders to combine this evidence with their own expertise and experience to come up with personas
- Here’s an example result from an actual stakeholder workshop. I have a massive stack of stock images printed out, and whilst the pairs are working I’ll spread these out on the table and ask stakeholders to choose an image. It’s incredibly important for them to do this, and to choose a name and biographical details. Once a stakeholder has named a persona they ‘own’ it: collectively the organisation owns the personas, rather than me as the UX guy. These are personas that we create collaboratively, and they’re better than you or I could have produced independently. When they’re done we go around the table, with pairs presenting back their user type. I invite other participants to add anything to the description or call out anything that doesn’t ring true. It’s rare for anything to get added or removed, but again it’s important to allow the opportunity for participants to feed back. Simply giving them the opportunity makes them very unlikely to question this work downstream: they’ve had their say. The personas are a way for us to collaboratively synthesise all of the information we’ve covered so far: SWOT, survey, goals hierarchy.
- After the workshop I’ll basically copy their work into the template for a super fast set of personas. Useful for: Getting the design team in the right space Stakeholders evangelising internally: I ask them to print them out A3 and stick them up on the wall Agreed standard against which to recruiting usability test participants Articulate goals and motivations
- Last exercise is a sketching activity, the purpose of which is to establish a design direction This is Brad Frost idea: check here, step 4: http://bradfrost.com/blog/post/establishing-design-direction/ The goal is to do 4 sketches of the new home page in 3 mins. Stakeholders usually freak a bit at this point! The idea is for them to articulate all of the findings so far in a sketch. I ask participants to present back their ideas and explicitly state that everyone should listen and steal ideas that they like. We then repeat the exercise: 4 designs in 3 minutes. Hopefully the results show some improvement and consistency. I do 4 sketches in 3 minutes – 6 feels a bit much, and usually stakeholders are hard pushed to do more than 2 The idea is to provide a platform on which to begin the deisgn phase such that we can tie the eventual wireframes back to this collaborative process. This lessens the risk of criticism when it comes to presenting the UX designs because features and functions can generally be tied back to something we did collaboratively
- After the workshop I pin these up and draw out commonalities. It forms the foundation of the design phase.
- Example refined sketch for a retirement finances organisation
- So we validate the concept: I took this into a pub and for the price of a few pints I got some amazingly valuable feedback. Great to have your client with you at this point – selecting participants, seeing the feedback is impossible to argue with I’ve done guerrilla testing at conferences, in Starbucks, at the pub… think creatively: where can you find your target audience? You get used to the rejection pretty quickly. About 1 in 6 usually says yes.
- Wireframing … we know about this. I create clickable prototypes in Axure Usability testing follows: usually one day with 6 users in 50m sessions. Again, get your stakeholders to witness And get them to do the recruitment if you can, or build in recruitment via a 3rd party market research agency to the costs (£120 / participants typically) because this is a massive pain otherwise.
- I capture my usability notes on a printed-out grab of each page, using a different colour for each participant. It’s much easier to compile a report this way as opposed to going through loads of text notes. I usually do it without assistance, btw. The resulting sheet is like a heat map of issues. This is some testing I did for Medecins sans Frontieres
- Of course, the visual design is where we ditch absolutely everything we’ve done so far and decide to make something “memorable” …Not. This slide is a sarcastic reference to Andy Clarke’s talk at UX Brighton (the previous day) where he called for memorable web design like the classic TV ads of our youth (eg. The PG Tips chimp adverts). I did not agree with this.
- Contact me if you’d like more info: @robotperson