UX HACKS. Better Experiences. Faster. Leaner. Smarter.

Sarah Weise, UX Director, Booz Allen Hamilton
UX Hacks
Better Experiences.
Faster. Leaner. Smarter.

I
want
to
tell
you
a
story
about

the
ﬁrst
UX
project
I
ever

worked
on
–
back
when
I
was
a

UX
virgin.
It
was
over
a
decade

ago,
and
it
lasted
a
full
year…

@weisesarah
We
analyzed
customer
segments,
and

idenCfied
and
recruited
a
ton
of
users
in
each

of
those
segments.
We
made
sure
to
select
a

staCsCcally
significant
number
of
parCcipants

from
each
group
so
that
we
could
report
our

findings
with
scienCfic
precision
–
confidence

intervals
and
margin
of
error.

I
was
doing
t-‐
tests
and
z-‐tests
to
find
out
which

recommendaCons
should
go
in
Phase
I
versus

Phase
2.

I
even
remember
bringing
my
old

college
staCsCcs
textbook
to
work
with
me!

@weisesarah
We
conducted
our

research
in
a
lab
with
a

two-‐way
mirror.

We

ﬁlmed
the
test

parCcipants
and
went

back
and
watched
the

tests
mulCple
Cmes,

scruCnizing
facial

expressions
and
body

language.

@weisesarah
By
the
end
of
the
year,
we
had
a
big
honkin’
report.

There
were
over
100
findings.

We
actually
had
tables

to
group
and
categorize
all
of
the
findings.

It
was
in
a
binder
like
this.

With
a
cover
page
slaved

over
by
a
graphic
designer.

This
was
my
first
UX
job,
and
at
the
Cme
I
was
so

proud
of
this
report.

It
was
massive.

It
showed
off
all

the
hard
work
we
did.

The best part…
@weisesarah
Over
10
years
later,
their
website
is
largely
the
same.

Only
2-‐3
recommendaCons
had
been
implemented

out
of
100+,
and
those
were
preRy
much
low
hanging

fruit.

@weisesarah
This
process
stole
a
year
of
my
life.
Countless
billable

hours.
Your
taxpayer
dollars
(it
was
a
government

website,
aVer
all).
Painstaking
work,
meeCngs
and

staCsCcal
nonsense.
You’re
familiar
with
this
type
of

heartbreak?

Well,
let
me
tell
you
a
secret…

“The biggest lie in
software is Phase II.”
Jeff Gothelf
@weisesarah

@weisesarah
Over
a
decade
later,
the
organizaCon
re-‐engaged
us.

Some
of

the
very
same
clients,
actually.
But
this
Cme,
our
process
was

lean.

In
under
a
month,
we
had
a
substanCally
beRer
product.

With
far
less
work
and
hassle.
Clients
parCcipated
in
the

process,
and
became
our
advocates.

It
leV
me
thinking…
Why
can’t
it
always
be
like
this?

PRIX FIXE MENU
Data Gathering :: choose one
Usability testing
Create scenarios based on top tasks, craft post-test survey, and conduct 6
hours worth of one-on-one usability testing*
Web survey
Create survey questions to solicit preference data and discover more
about target audiences*
Existing data trends
Evaluate existing data such as help desk tickets, web analytics, and/or
survey data
Focus group
Plan and lead 6 hours worth of focus group sessions*
Analysis :: choose one
Expert review
SME evaluation of select screens from a website or application
Visual evaluation
Analysis of branding strategy, colors, images, typography
Task analysis
Evaluate paths to streamline information architecture
Persuasion, emotion, trust evaluation
Evaluate how to more effectively move customers to take action
Stakeholder analysis
Based on a web survey, focus group, or existing data if available
Pattern analysis
Identify trends in existing data
Benchmark
Compare my site to my competitors’* Recruiting/scheduling not included
Presented in 2010 by Sarah Weise & Linna Ferguson, User Experience Professionals Association (UXPA)
Now
this
is
not
the
first
Cme
I’ve
asked
myself
this
quesCon.
In

fact,
I’ve
spent
my
career
trying
to
make
UX
as
simple
and

effecCve
as
possible.

5
years
ago,
Linna
Ferguson
and
I
coined
the
term
“Express

Usability”
at
a
UXPA
conference
in
Munich,
where
we

convinced
a
whole
bunch
of
people
to
that
they
could
“do”
UX

faster,
and
that
in
just
40
hours
they
could
make
an
impact.

We
did
this
with
a
fixed
price
menu
approach,
an
idea
that

came
to
us
aVer
drinking
heavily
at
a
fixed
price
restaurant.

PRIX FIXE MENU
Data Gathering :: choose one
Usability testing
Create scenarios based on top tasks, craft post-test survey, and conduct 6
hours worth of one-on-one usability testing*
Web survey
Create survey questions to solicit preference data and discover more
about target audiences*
Existing data trends
Evaluate existing data such as help desk tickets, web analytics, and/or
survey data
Focus group
Plan and lead 6 hours worth of focus group sessions*
Analysis :: choose one
Expert review
SME evaluation of select screens from a website or application
Visual evaluation
Analysis of branding strategy, colors, images, typography
Task analysis
Evaluate paths to streamline information architecture
Persuasion, emotion, trust evaluation
Evaluate how to more effectively move customers to take action
Stakeholder analysis
Based on a web survey, focus group, or existing data if available
Pattern analysis
Identify trends in existing data
Benchmark
Compare my site to my competitors’* Recruiting/scheduling not included

PRIX FIXE MENU
Deliverable :: choose one
Recommendations report
Details top recommendations based on our analysis in a finding-rationale-recommendation format
Screen-by-screen findings report
Points out areas on each page that can be improved
Design concepts
Pair with the visual evaluation: two alternate design concepts
Information architecture recommendations
Navigational outline or flow chart detailing enhancements to organization and page flow
Wireframe(s)
Visually displays layout recommendations; interactive prototyping may be an option if time permits
Trend report
Pair with the pattern analysis or benchmark; couple with stakeholder analysis if data is available and time permits

TOP UX HACKS
Smart, time-saving techniques
1 Play Mad Libs
2 Lean Personas
3 Start with Heuristics
4 Quick & Dirty Usability Testing
5 Journey Mapping… Just Sketch It
@weisesarah
So
today
I’m
going
to
share

with
you
a
my
top
UX
Hacks.

Doesn’t
maRer
what
you
call

them.
They
are
shortcuts

that
work
for
my
team
of
UX-‐
ers
at
Booz
Allen
–

techniques
and
tricks
that

we’ve
adapted
from
Lean
UX,

Lean
Startup,
Agile,
Design

Thinking,
and
all
those
other

methods
de
jour.

HACK 1 / PLAY MAD LIBS
•  There’s no dial-in number
Maximize human connection. 4 – 20 people.
•  No phones, tablets, laptops
We have a short time with you. We need pure attention and focus!
•  Goal is to generate a lot of ideas quickly
There are deadlines and timers for each activity.
•  Call ELMO
Tell people up front that it’s not rude to call “ELMO”. Goal is to talk quickly and stay
on topic. No history discussions here!
•  We are not in the idea or ego squashing business
We succeed through a breadth of perspectives and concepts. Not just execs.
Facilitator required to diffuse tensions.
Step 1: Schedule a Hands-On Visioning Session
@weisesarah

Step 1: Schedule a Hands-On Visioning Session
@weisesarah
E.L.M.O
stands
for

“Enough.
Let’s
Move
On.”

Bring
these
cards
to
your
meeCngs.
Tell
the
group
up
front

that
it’s
everyone’s
job
to
keep
the
group
on
track,
and

that
it’s
not
rude
to
hold
up
these
cards
while
people
are

speaking.

An
agile
team
I
know
actually
uses
these
cards
during
their

daily
stand-‐ups
to
keep
them
to
15
mins.
One
guy
even

holds
it
up
on
himself
quite
a
bit.

Step 2: Mad Libs
FOR: target customer
WHO NEEDS: services/features
UNLIKE: competitors/alternatives
WE ARE A: business type
WE PROVIDE: emotional benefit
WE STAND OUT BY: key differentiator
@weisesarah

Step 3: Wall Voting
Quickly visualize the most agreed-on concepts.
@weisesarah

Step 3: Wall Voting
Dual-colored dots save you time. Only talk about
the ones with red and green.
@weisesarah

Step 4: Move popular stickies to top. Read vision statement across.
@weisesarah

Step 5: Write it out.
@weisesarah

Why would a UX guru
advise me to start by
talking to internal
staff, not users?
@weisesarah
Let’s
say
we
find
out
that
users
need
bicycles,
but
the
goal
of
the

business
is
to
sell
unicycles.
If
we
don’t
take
that
into
account,

we’re
going
to
be
fighCng
stakeholders
every
step
of
the
way,
and

our
recommendaCons
will
never
be
implemented.

Knowing
the
business
vision
(or
more
specifically
the
vision
for
the

website,
app,
or
product
we’re
building)
gives
us
context.
It
saves

us
Cme
because
we
can
ask
users
targeted
quesCons
–
and
bring

back
recommendaCons
that
no
one
can
argue
with.

HACK 2 / LEAN PERSONAS
Hashtags are big.
Let’s make sure there
are at least 4-5 on
our homepage.

When I was 10 my father had a heart
attack in front of me. From then I
vowed to be prepared if that situation
ever happened again.
- Bill Winters
@weisesarah

Personas instantly create empathy
because it’s much easier for humans
to relate to other humans.
@weisesarah

Hi! My name is…
Description
Goals & Needs
Tech Usage (laptop, tablet, phone, wearables, favorite apps…)
Picture (yes, draw it!)
Age / Gender:
Occupation:
Key Emotional Driver:
@weisesarah

Have people create
personas in the
strategy session.
Instant empathy!
It’s much easier for
humans to relate to
other humans.
@weisesarah

1 page is more than enough
Bullets are great. Quickly state what resonates
(and what doesn’t) for a customer.
Role play
Stubborn exec or client? Have them role play. Ask
them to take on a persona and then ask a bunch of
questions.
Hack of a hack
Only have 10 mins? Give a team a half-started
persona and have them fill in the rest.
@weisesarah

Can be visual
Check out what’s on Amy’s
work station!
@weisesarah

Deepen with image-based
projective interviews
Want to see if your hypothesis is
right? Image-based projective
interviews identify deep feelings
behind behavior.
Talk about images
Ask participants to bring 10-15
images to the interview that reflect
how they feel about your product /
problem you are trying to solve.
@weisesarah

FEAR
Of the unknown
For my life (helplessness)
For my health and body
For my family and kids
For my home.
For nature, environment, planet
PROTECTION
For loved ones, especially kids
ANGER
At the government
@weisesarah

HACK 3 / START WITH HEURISTICS
For me, the site
might work better
with a search.
No shit.

Argh!
There’s nothing worse than wasting your time with
users validating best practices.
Start with best practices
Don’t conduct usability testing on wireframes,
mockups, prototypes or the website until you’ve fixed
the basics.
@weisesarah

Do this even if when sketching
quickly!
Patterns to follow…
•  Presentation – Especially
first impressions
•  Navigation – Information
architecture, page flow
•  Top Tasks – Findable,
action-oriented
•  Content – Value, structure,
timeliness
@weisesarah

HACK 4 / QUICK & DIRTY USABILITY TESTING

Bare minimum “tools”
You can use a free screen share software like join.me, Google
Hangout or WebEx and the phone. You don’t need pricey tools.
Keep it small, then iterate!
You’ll see trends with just 3-5 users. Make a few key changes,
then test again with 3-5 users.
Forget unmoderated testing
Sounds tempting, but you’ll learn more qualitative data in less
time from just a couple moderated sessions.
You don’t need scenarios
If you don’t have time or aren’t sure what to ask, have users
walk you through what they generally do on the site.
Don’t wait.
Test wireframes or even sketches!
@weisesarah

Get out from behind your desk.
People talk about how hard recruiting is. But honestly, people are everywhere. Strike up a conversation.
@weisesarah

HACK 5 / JOURNEY MAPPING… JUST SKETCH

A
sketch
is
all
you
need
to
visually
communicate
the
journey
that
your
average
user

goes
through.

This
way,
we
can
understand
the
complexity
in
order
to
simplify
it…

A journey map for each persona is often helpful to visualize differences between target users.
@weisesarah

30+ screens to apply for a job???
We streamlined it to 9 screens on the
first pass using this technique.

TOP UX HACKS
Time-saving shortcuts to bring
back to your team
1 Play Mad Libs
2 Lean Personas
3 Start with Heuristics
4 Quick & Dirty Usability Testing
5 Journey Mapping… Just Sketch It
@weisesarah

You now know new tricks for a
super fast cycle to design & test.
Scientific precision is overrated. A little push here,
little pull there is all you need to build better
experiences, faster.
@weisesarah

BUILD.
AWESOME.
THINGS.
@weisesarah

Sarah Weise
@weisesarah
linkedin/in/sarahweise/
weise_sarah@bah.com

UX HACKS. Better Experiences. Faster. Leaner. Smarter.

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UX HACKS. Better Experiences. Faster. Leaner. Smarter.