Catt Small // We're All Designers // UX Week 2018
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Product design and development often involves many people with different skillsets. Unfortunately, communication problems can arise. Designers may hear responses that sound like "you're the designer", "that'll take too much time", or "that's not my job" when they attempt to collaborate. Catt Small, a Product Designer and Developer, will discuss methods used to cross silos in order to speed up the design and development process while also building camaraderie, agency, and transparency. She will also discuss ways to encourage teams that may be reluctant to change and ways to get upper management on board with a more collaborative design process.
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Catt Small // We're All Designers // UX Week 2018
- 1. @cattsmall We’re All Designers UX Week 2018 – Catt Small
- 2. @cattsmall@cattsmall ◇ Senior Product Designer at Etsy ◇ Independent Game Developer ◇ Maker of various things! A little about me:
- 3. @cattsmall@cattsmall Today we’ll discuss: ◇ Collaborative design ◇ Why it matters ◇ How to do it ◇ How to get everyone on board
- 7. @cattsmall I don’t understand why these decisions were made! Confusion
- 9. @cattsmall I have a feeling that this isn’t going to turn out well. Concern
- 11. @cattsmall Frustration This design is virtually impossible to build!
- 15. @cattsmall I can’t believe they mangled my design Rage
- 16. @cattsmall We’re too far in now! We can’t quit! Inflexibility
- 17. @cattsmall This is a waste of time, effort, and money.
- 18. @cattsmall This is how products fail.
- 19. @cattsmall Good products are built by good product teams.
- 21. @cattsmall 90% of U.S. households contain at least one of these devices (smartphone, desktop/laptop computer, tablet or streaming media device), with the typical (median) American household containing five of them. Pew Research Center, 2016
- 23. @cattsmall “Collaborative Design — Not Just for UX”, Jess Eddy Collaborative design is a great facilitation tool that helps get the best ideas on the table by engaging various different stakeholders with different perspectives.
- 24. @cattsmall Everyone contributes to the product design
- 27. @cattsmall
- 29. @cattsmall People aren’t using this feature. Let’s increase usage to 75% by the end of this year.
- 30. @cattsmall
- 32. @cattsmall
- 33. @cattsmall
- 34. @cattsmall Mohini Dutta, Sr. Product Designer & Design Professor [I] set up small breakout groups of 3 with no overlap of skills ... and give them a small design task to ideate on. Having some ways to [solve] this encourages others jump in and build on those ideas, which is a good way to leave them with a sense of satisfaction and creative output.
- 35. @cattsmall DESIGNER How about we highlight it on the home page? PRODUCT MANAGER Maybe we can send an email about it. ENGINEER Maybe the page could load faster. DESIGNER “Call to action” ENGINEER “User story” PRODUCT MANAGER “Click-through rate”
- 36. @cattsmall
- 42. @cattsmall 1 year 3 months 1 month
- 43. @cattsmall It’s okay to fail when there’s less at stake.
- 44. @cattsmall
- 46. @cattsmall Step 1: Identify the problem
- 47. @cattsmall This is a real issue. We’re losing money. Manager Let’s fix it! Product Designer
- 49. @cattsmall This would benefit us. Can we try it? Manager Ooh! Product Designer
- 50. @cattsmall Identify problem 1-week sprint Ideate solutions 1-week sprint Prototype solutions 1-week sprint Test solutions 3 days Build solutions 2-week sprint Ramp-up 1 week Product Delivery Efficiency Plan Staffing requests: ● Product manager coach (3 weeks) ● Design strategy coach (2 weeks) Contractor costs: $12,000 Time savings: 9 months
- 51. @cattsmall Step 3: Do the thing!
- 52. @cattsmall Would you like to participate in this? Manager Sure! Product Designer
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- 56. @cattsmall Everyone loved sketching! It aligned the entire team. Amazing! Manager Product Designer
- 58. @cattsmall Step 1: Ask unanswered questions
- 59. @cattsmall Questions to ask ● What is the customer problem? ● What are the KPIs? ● What’s our definition of success? ● Who will be building this?
- 60. @cattsmall What user need is this feature solving? Good question... PM Product Designer
- 61. @cattsmall Step 2: Share your opinion
- 62. @cattsmall I am the advocate for our customers. Yes! Product Designer PM
- 63. @cattsmall User research says our customers won’t pay for this product. We should make it more valuable to them! Product Designer PM
- 65. @cattsmall Do you want to be more involved? Yes, please! Engineer Product Designer
- 66. @cattsmall I think you’d have a lot to contribute to this discussion. Thank you for thinking of me! Engineer Product Designer
- 68. @cattsmall Can you try this and tell me what you think? Okay! Engineer Product Designer
- 69. @cattsmall Here’s the design I’m working on right now! Cool! Engineer Product Designer
- 70. @cattsmall Step 5: Invest in others
- 71. @cattsmall Are you interested in product design? Yes, I am! Brand Designer Product Designer
- 72. @cattsmall You said you were interested in Product Design. Want to make a prototype with me? Yes! A thousand times, yes! Product Designer Brand Designer
- 74. @cattsmall Ideas aren’t precious. Your time is.
- 76. @cattsmall@cattsmall In summary: ◇ Failure shouldn’t be lethal. ◇ Collaborative design is efficient. ◇ Ask for feedback early and often. ◇ Invest in your collaborators.
- 77. @cattsmall Thank you! Questions? Tweet @cattsmall Email catt@cattsmall.com