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John DouglassSocial UX Research, Google
Make Your Ideas StickUXPA DC - July 2014
flickr: quinnanya
JON SNOW
www.pakistantoday.com.pk
JOHN SNOW
johnsnow.matrix.msu.edu
How did Cholera spread? He had an idea...How did Cholera spread? He had an idea...
Johnson Cameraface
The idea could be expressed many ways.
The way he chose made it stick. The way he chose made it stick.
UX Tools Help Us Convey Powerful IdeasUX Tools Help Us Convey Powerful Ideas
Lars Kristian Flem
We make lives better by expressing great ideas, BIG or small.
But our UX education doesn’t fully prepare us to be great influencers.
Nic Price
Hey,Guess What?
Hey,Guess What?
Doug88888
YOUARE
CURSEDMikko Luntiala
CURSE OF KNOWLEDGE
CURSE OF KNOWLEDGE
timetrax23
Can’t Be an Expert and Novice Simultaneously
Garry Wilmore
CELL PHONE SALESPEOPLE
Q: How long do you think it takes people to learn how to set up their phones?
Experts said 13 minutes
Users spent 33 minutes
154% longer than predicted
We need special skills to get stakeholders to pay attention, remember, believe and care.
We need special skills to get stakeholders to pay attention, remember, believe and care.
Ideas aren’t born interesting, they’re made interesting.
Put VELCRO on your ideas. Give each more hooks to get stuck on your audience.
more hooks = more stickDoun Dounell
2
1
3
THREE TECHNIQUES TO MAKE YOUR IDEAS STICK
Make It Concrete
Tell Stories
Know Your First Audience
1Make it Concrete
When you sell UX, what do you talk about?
What do clients or stakeholders hear?
UX speak doesn’t speak to stakeholders.
Lessons are encoded with physical, material details.Lessons are encoded with physical, material details.
Concrete ideas engage the senses.
“An important ecological area to the east of Silicon Valley.” “An important ecological area to the east of Silicon Valley.”
How do you make this more concrete? How do you make this more concrete?
The Mount Hamilton Wilderness
The Mount Hamilton Wilderness
via Made to Stick
Games engage but can get in the way.
How do we maximize the best parts of games and minimize the annoying stuff? What did we call this concept?
Social gaming aggregator? An entertainment stream?
Game ClosetGame Closet
Had designs to help new Google+ sign-ups connect with their friends and interests: how did we frame our ideas?
Better on-boarding? Increasing edge growth? Friend previewing?
Warm WelcomeWarm Welcome
A new design direction for all of Google - consistent UI and design guidelines. How do we get developers engaged?
Android & Chrome OS design guidelines?Google UX principles? Google design framework?
Material Design
Material Design
Statistics, Analytics, Numbers?
Use Human Scale. Statistics, Analytics, Numbers?
Use Human Scale. themarkeworld.com
Facts are stickier when they’re in HUMAN SCALE.
Rob Pettengill | Mark Vegas
Avoid UX speak. Use metaphors of physical and material experiences.
Use human scale to represent facts & figures.
1 Make It Concrete Recap
2Tell Stories
Escape from Alcatraz TriathlonEscape from Alcatraz Triathlon
Thomas Caleshu
Babson College
Me
Bored roomBored room
The facts describe the events
We are swimming in data and events, not stories
Facts Tell, Stories Sell
Stories change your audience’s physical state. We simulate what we hear.
Sorry I put this in your headSorry I put this in your head
Thomas Caleshu
Stories are not just a narrative of events.
They should have
1. activities2. motivations3. characters
A story focused our design sprint
Mark
Deflate story criticism with stats
Mark
≈5 million people with similar issues
But how do you get find, collect and share stories?
Ask users:
tell me about last timebefore/afterwhy/why/why
Ask users:
tell me about last timebefore/afterwhy/why/why
Use search logs, customer service records, survey data to find stories.
Use search logs, customer service records, survey data to find stories.
Jacopo Romei
Pinterest recruits others to help generate their stories
Pinterest recruits others to help generate their stories
Illustrate stories easily MakeBeliefsComix.com
Facts tell, stories sell.
Look for activities, motivations, characters.
Find stories in existing data or when talking to users.
2 Tell Stories Recap
3Know Your First Audience
You
Client
Boss
Tech Lead
Users
In a perfect world: you’re all on the same page.
You
Client
Boss
Tech Lead
Users
In a real world: you have a first audience before the user.
You
Client
Boss
Tech Lead
Users
These people are your users too.
Conduct user research on your first audience.
Put your client in an eye-tracker.
Fernando Rodriguez, Jr.
Ask yourself (and them)
how do they get promoted?what keeps them up at night?what reduces their workload? who are their heroes?
In high stakes pitches, people start with solving a problem.
In high stakes pitches, people start with solving a problem.
Steve Bowbrick
Define the problem in a way your stakeholders care about.
Making requests at Tesla goes better when focusing on the first audience. Making requests at Tesla goes better when focusing on the first audience.
Patrick Herbert
Strategic leaders - generate and maintain a common vision.
Managers - keep entire team on track.
Tech experts - implement the vision, make the detailed decisions.
What’s your job?
UX Researcher
I learn about users’ needs, goals and behaviors to build great products.
UX Researcher to Grandma
You may get frustrated with our products and stop using them. I find out what’s going wrong and how to keep you happy.
Define the problem
You may get frustrated with our products and stop using them. I find out what’s going wrong and how to keep you happy.
Give the resolution
UX Researcher to Tech Lead
You know the analytics but not if people enjoy using our product. I find out which experiences feel broken and how to fix them.
Conduct user research on your stakeholders.
Start with a problem they care about. Reveal the solution.
3 Know Your First Audience Recap
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1
3
THREE TECHNIQUES TO MAKE YOUR IDEAS STICK
Make It Concrete
Tell Stories
Know Your First Audience
Apply one technique for your project.
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1
3
Use metaphor + human scale
Find stories that sell
Research your stakeholders. Start with their problems.
Concrete
Stories
First Audience
DO MORE WORK :)
k thx bye
supplements your process
medium.com/@willdjthrill/
BREAKSYOUR
CURSE
makes UX more influential makes UX more influential
helps your users
helps your users
John DouglassGoogle.com/+JohnDouglass@JDouglass (twitter)
Q&A