design studio: the user experience practitioner’s secret weapon

The Design Studio: The User Experience Practitioner’s Secret WeaponJohn Whalen, PhD Principal, Strategy & User Experience jw@brilliantexperience.com brilliantexperience.com @brlexp

Agenda

‣ Introductions

‣ Introduce Brilliant Experience & Methodology

‣ UX Methodology - More than UX

‣ Detail the Design Studio and Its Origins

‣ Introduce Today’s Problem

‣ Work Through Design Studio

‣ Summary Design Studio as Secret Weapon

Introducing Brilliant Experience

Research

Stakeholder Interviews Field Research Competitor Reviews Expert Reviews

Strategy and Ideation

Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement

UX and Design

IA & Flow Interaction Design Concept Realization Visual Design & Branding

Fast Facts

‣ Boutique user experience consultancy

‣ Founded 2011

‣ Founders 15+ years experience in the field

‣ Approximately 1/2 clients large enterprise, 1/2 funded startups

‣ Self-funded, profitable since inception

‣ Annual revenue doubling since founding

Types of Clients

1. Enterprises seeking innovation renewal

- Seek more user research

- Want strategy and ideation guidance

- Need help motivating team

2. Startups seeking professional UX

- Need help getting product to launch

- Want a more professional user experience

Sample Clients

Meet Our Specialists

user experience

usability

designerdeveloper

Innovation Challenge

The world around us is changing faster than ever

Leading companies can falter faster than ever if they fail to innovate.

Having a great brand is not enough.

We support Entrepreneurs and Intrapreneurs by leading mission-critical UX innovation projects.

How do we “cross the chasm”?

User InsightsGreat Experience,

Successful Product

InsertMagicalProcess

Not recommended

Hard to find

Brilliant’s Methodology

To help you understand what “this” is, let’s play ‘Name that Methodology’

User Stories

Design & Develop

Feedback

User Stories

Design & Develop

Feedback

Measure

Lean Startup

1 2 3 4

Empathize with the audience you are designing for.

Brainstorm possible designs

Build a representation of one or more of your ideas

PrototypeIdeateResearch

Test your ideas for feedback

Empathize with the audience you are designing for.

Brainstorm possible designs

Build a representation of one or more of your ideas

PrototypeIdeateResearch

Test your ideas for feedback

Design Thinking

1 2 3 4

Design Thinking

Check out IDEO, or as we like to say:

“Brilliant Experience of the west”

A couple books by IDEO founders:

Brilliant’s Agile/Lean/DT Experience

Brilliant’s Methodology Mix

‣ market research (probing individual psyches for needs/desires)

‣ user-centered design

‣ design thinking / innovation techniques

‣ lean startup / agile UX

‣ behavioral economics / persuasive design

Plus some: management consulting

UX success lies beyond UX

Two TracksProduct Development Team Development

Empathize with your audience Determine management alignment

Baseline measurement Evaluate the team

Design studio

Exploration of solution space Intensive training

Design studio

Partner designers / developers Support UX team

Examples

What do they say? do? think?

Consumer! Lawyer! Banker!

Neuroscien2st! VAD7Nurse! Drug7Researcher!

Farmer! Federal7Administrator! Mom7/7Chauffeur!

Stakeholder Alignment

Baseline Testing

UX Lead Technical Lead

User Researcher

Usability Expert

Front-End Developer

Interaction Designer

‣ Majority of large organizations use hybrid employee/consultant teams

‣ Provides specialized capabilities when needed

‣ Helps to kick start internal team growth

‣ Allows company to determine which roles should be in house

UX Strategist

consultant

employee

Evaluate The Team

Design studio

CEO: I know you had an agenda, but let’s just sketch our ideas anyway...

Elevator Pitch

Business Needs

Personas

Scenarios

Customer Experience Journey

Early Ideation

Design studio

Sketching & Prototyping

Design Iterations

Iterative TestingPRESS GANEY Welcome Lidia | My Account | Customize

Clinical Performer

detail

Volume By Service Line

detail detail detail

detail

Southwest

ORTHOPEDICS

PediatricsEmergency

Surgery

Cardiology

Neurology

Oncology

Hospital Acquired Infection

Physical Restraint Accidental OverdosagesAdverse Blood Reactions

1 2 450% 12%

Complications

Mortality

Core MeasuresReadmissions

16%24%

85%24%

1.2%24%

detail

RevenuePerformanceView:Date Range: 1m 3m 1yr YTD Custom Division/Service Linequick Links:

Performance > System Wide

Intensive Training

Summary

Design studio

PayPalResearch, Strategy, and Redesign

Design Studio in Detail: Origins and Evolution

Design Studio Origins

‣ Design school

- Intensive group critique of work

- Learn through criticism

- Take chances and learn through experimentation

- Everyone learns through design.

Design Studio Evolution

‣ Goals of Design Studio for UX

- Rapidly align team on:

- Internal business goals of project

- Prioritized audiences

- Audience goals and scenarios

- Relationship between business and audience needs

- Rapidly form ideas around

- Possible solutions space

- Early concepts

Design Studio: Components

Elevator Pitch

Business Needs Prioritization

Persona Prioritization & Build

Scenarios

Customer Experience Journey

Early Ideation

Sketching & Prototyping

Design Iterations

Introducing a Design Studio

Introduction

Today, we will create the foundation for a winning web strategy and design direction through a strategy workshop & design studio.

Introduce the design studio process, our goals and activities.

Prioritize business goals. Ensure we are aligned on IRS’ goals for the project and desired outcomes.

Prioritize your audiences, define them create the scenarios in which they would use this product.

Audience NeedsEnterprise NeedsIntroduction

Flesh out best ideas. Get the team to agree on promising conceptual directions through presenting concepts to the team.

Design Studio

The Process

1 2 3 4

Schedule - Day 1Time Activity & Description

12:30 – 1:00 Kickoff & Introduction

1:00 - 2:00 Elevator Pitch

2:00 - 2:10 Brief Break

2:10 - 3:00 Prioritize Business Objectives

3:00 – 3:20 Prioritize Site Audiences

3:30 – 4:30 Create & Present User Personas

4:30 - 5:00 Summary & Wrap Up

Schedule - Day 2

Time Activity & Description

8:00 - 8:20 Day 2 Kickoff

8:20 - 8:30 Stakeholder Comments on Day 1 Findings

8:30 – 9:20 Create & Present User Scenarios

9:20 - 9:30 Brief Break, Design Studio Setup

9:30 – 9:45 Feature Brainstorming Session

9:45- 10:00 Introduction to Conceptual Design & Design Studio

10:00 – 11:15 Homepage Design Sprints

11:15 – 11:45 Group Presentations of Designs

11:45 – 12:00 Wrap up

‣ Collaborate

‣ Generate ideas

‣ End up with several good ideas

Guidelines for the next two days.

1. Minimal phones, tablets, or laptops - we need to focus on the project

- We will give you breaks to get your fix

2. We must generate a lot of ideas quickly

- We will have deadlines to get things done

3. We are not in the idea- or ego-squashing business

- We succeed through a breadth of perspectives

Today’s Workshop Challenge

Problem Statement:

Meet the Lemieux’s, “speak English little bit”

Lemieux’s plan for Washington DC

Meet the Washington Metro

Qu’est-ce que c’est???!!!

Excusé moi?

Will it take my children away from me?

Are there any signs?

Challenge: !

Use design studio to figure out how to make it easier to get a family through the Washington Metro using their mobile phone(s).

Individual Activities

Elevator Pitch

Warm Up

‣ The Elevator Pitch

- Work independently

- Present to the group

- One Post-It note per space

Elevator Pitch

‣ The elevator pitch is a quick assessment of team alignment. The goal is to briefly describe your new product as if you were in an elevator pitching it to a key stakeholder.

‣ We want each individual to describe its audience, their need, the product’s category and biggest benefit, and how it uniquely serves your audience.

Elevator Pitch

‣ For

‣ who have

‣ _______________ is a

‣ that

‣ Unlike

‣ ______________

(target customer),

(customer need),

(market category)

(one key benefit).

(less efficient option),

(unique differentiator).

Elevator Pitch - Discussion

‣ Benefits

‣ Time duration

‣ Getting clarity on direction

Prioritize Enterprise Goals

Enterprise Goals

‣ List out, group and prioritize all the goals you have as an enterprise.

‣ Goal: Ensure we are all aligned on goals and directions.

‣ Ensure we understand how to create success criteria.

Enterprise Goals - Discussion

‣ Importance of voting and procedure there.

‣ What if senior stakeholder wants to pull rank?

‣ Demonstrates difference between business goal (I want more people to sign up) and a user goal (they don’t necessarily want to sign up)

Prioritizing Site Audiences

‣ We want to be able to think like your target audience(s)

‣ Create personas that will help us relate to that person and anticipate their action

‣ Steps:

1. Brainstorm to create all the major audiences for the site.

2.Prioritize the audiences

12:30 - 1:15

Create Personas

‣ We want to be able to think like your target audience(s) and create personas that will help us relate to that person and anticipate their actions

‣ Team up for this task and provide:

- Name

- Picture

- Description

- Goals & Needs

- Technologies

Personas - Discussion

‣ What do you like to include in personas?

‣ Are these the right level of fidelity for you?

‣ Have you ever made these with senior folks, developers, marketers and UXers in the same room? What happens if you do?

User Scenarios

‣ Create the scenarios in which your persona would be using the tool

- Describe the situation and goal of your persona

- How would they use this tool?

- What are they trying to accomplish?

- What information are they seeking?

User Scenarios - Discussion

‣ Benefits?

‣ How do you do this differently?

‣ What happens when the marketers make one of these (sometimes)?

Introducing the Design Studio

Quantity over visual quality. The more ideas the better.

Sell your concept to the group.

Using prioritized user scenarios and business needs.

CritiquePresentIdeate

Creatively based on feedback.

Refine

The Design Studio Process

1 2 3 42 3

‣ Collaborate

‣ Generate ideas

‣ End up with several good ideas

Guidelines for the next two days.

1. Minimal phones, tablets, or laptops - we need to focus on the project

- We will give you breaks to get your fix

2. We must generate a lot of ideas quickly

- We will have deadlines to get things done

3. We are not in the idea- or ego-squashing business

- We succeed through a breadth of perspectives

Design Studio Critique

‣ Present, critique, and prioritize interesting ideas

Concepts & Ideation

Concepts and Ideation

‣ Use the 8-square page.

‣ Sketch unique ways that the tool might work.

‣ Produce as many as possible. Be creative!

‣ Work independently.

‣ Be prepared to present your work to the group when you are done.

Concepts and Ideation - Discussion

‣ What do senior executives say when we ask them to do this?

‣ What do we say in response?

‣ What are ways this would be hard for you to do at your organization?

‣ How is this culture aligned with your organization?

‣ Is there anything else you might do to introduce the concept.

Detailed Design

‣ Use the 1-square sketching page

‣ Provide more detail about what is on the page and how it would work

‣ You can use sticky notes to annotate the features and functionality

‣ Work in teams

‣ At the end of the session you will present your work to the group

Detailed Design - Discussion

‣ How many sprints are typically recommended here?

‣ How long should users take for designs?

‣ What happens when they work on teams? Is that an issue?

‣ What outcome are we looking for? (Finished designs?)

Review Our Work & Shared Understanding

Review our work

‣ Recognize priorities, top audience needs, promising design possibilities.

Thank you. Congratulate the team!

Design Studio: Procedural Details

Duration of Meeting

‣ How long have yours been?

- Mine: 1/2 day to 3 days

- 1/2 day - well defined app

- 2 days - typical for larger group that needs to achieve alignment

- 2 days enough to allow for true design studio - detailed design and critique

- Sometimes need longer when there is detailed information about the users available

Selecting Features

‣ Elevator Pitch

‣ Affinity Diagraming

‣ Business Priorities

‣ Prioritizing and building Personas

‣ Prioritizing and building Scenarios

‣ User Experience Mapping

‣ Brainstorm sketch concepts, revise concepts

‣ Why/When do any of this?

‣ What is missing?

Workshop Agenda - Day 1

Schedule - Day 1 Time Activity & Description

9:00 - 9:30 Kickoff & Introduction

9:30 - 10:00 Elevator Pitch

10:10 - 11:30 Review Business Objectives

11:30 - 12:30 Lunch Break

12:30 - 1:15 Prioritizing Site Audiences

1:15 - 2:30 Create User Personas

2:45 - 3:30 Experience Journey Mapping

3:30 - 4:30 Creating User Scenarios

4:30 - 5:00 Summary & Wrap Up

Workshop Agenda - Day 2

Schedule - Day 2 Time Activity & Description

9:00 - 9:20 Day 2 Kickoff

9:20 - 9:30 Stakeholder Comments on Day 1 Findings

9:30 - 9:40 Brief Break, Design Studio Setup

9:40 - 10:00 Introduction to Conceptual Design & Design Studio

10:00 - 12:00 Homepage Design Sprints

12:00 - 1:00 Lunch Break

1:00 - 3:00 Interior Page Design Sprints

3:15 - 4:30 Final Design Sprint & Presentation Preparation

4:30 - 5:30 Team Presentations

5:30 - 6:30 After Party

Who to Invite? When to get involved?

‣ Senior Executives / Executive Sponsor

‣ UX

‣ Design

‣ Marketing

‣ Development

‣ Operations

‣ Other channels (print, in-store, phone support)

‣ SMEs

‣ Others?

Who to Invite? When to get involved?

Tools You’ll Need

Worksheets, Posters

Elevator Pitch

Defining Characteristics:

persona sketch sheet

Gender:

Occupation:

picture description

goals & needs technologies

Design Studio in Agile Sprints

One Example from client

Design Studio as UX Secret Weapon

Design Studio - Side Benefits

‣ Understand team dynamics

- See the team working together

- Understand the personalities, roadblocks, willingness to learn, try new things

‣ Allow a safe environment to explore new ideas

- Get executive permission (demand) to change

- Give permission to brain storm possibilities

- Provide rare chance for cross discipline interaction (marketing, development, UX, design, sales)

- Align team on way forward, even if underspecified

‣ Let other team members understand UX and Users

- Challenge other teams to think like the user

- Force prioritization of audiences

- Get those team members to role play as a user, develop empathy

- Demonstrate the challenges of UX design

- Get them to prioritize

- Allow other teams to empathize with the challenges and needs of the UX team

‣ Get feeling of accomplishment

- Create immediate decisions and deliverables

- Ensure that the team have built something together, for once

- Create a pact between UX, Execs, Developers, Marketers (when does that happen otherwise?)

- Build team camaraderie

Just one piece of the UX puzzleProduct Development Team Development

Design studio

Research

Stakeholder Interviews Field Research Competitor Reviews Expert Reviews

Strategy and Ideation

Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement

UX and Design

IA & Flow Interaction Design Concept Realization Visual Design & Branding

Thank you! @brlexp | brilliantexperience.com

design studio: the user experience practitioner’s secret weapon

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