The creation of interactive experiences is often too heavily influenced by personal biases and internal politics (especially in large organizations). UX should be about understanding and empathizing with the people who will actually be using what we design. This workshop will equip you with strategies for getting out of your own heads (and helping you organizations do the same).

2. PREPARED FOR
AGENDA
- Empathy
- Barriers to Empathy
- Get Out of Your Head in
3-Steps
- Case Study: Life Time Fitness
- Key Principles: An In-House
Perspective
2

3. COMMON LANGUAGE

4. Useful
Enjoyable
Usable
User Desirable
Experience Beautiful
UX
Credible
Valuable
Findable
4

5. Discover
User Define
Centered
Design Develop
Design
5

6. Strategy User
Modeling
Research
Information
Interaction Architecture
Design Content
IXD
Development
Creative
Design
Front-End
Development Copywriting
6

7. Noun:
Empathy The capacity to recognize feelings that
em● pa●thy are being experienced by another.
http://dictionary.reference.com/browse/empathy
7

8. EXAMPLES

9. http://www.startribune.com/world/170533526.html
9

10. If we get it,
then why don’t we do it?

11. BARRIERS

12. Personal
Bias
Elephant Illustration © Jason Hunt
http://www.naturalchild.org/jason
12

13. “Religious”
Debates
© 2006 Steve Krug. Used with permission of the author.
13

14. Design-by
Committee
http://www.youtube.com/watch?v=Wac3aGn5twc
14

15. Ivory Tower
Design
http://www.flickr.com/photos/dplanet/94441587/
15

16. Elastic User
16

17. THE SOLUTION?

18. GET OUT
OF YOUR OWN HEAD.

19. FOR EXAMPLE, TAKE THESE GENTLEMEN ...
http://www.flickr.com/photos/justinhoch/ http://www.flickr.com/photos/atempletonphoto/ http://www.flickr.com/ http://www.flickr.com/photos/ http://www.flickr.com/photos/scottchene/
4998133254/ 3332105386 photos/shankbone/ modenadude/3655997137/ 7046992619
4573217643/
19

20. THE METHOD
UX METHOD
“A technique in which actors try to replicate
designers try to
understand the conditions under which
the emotional conditions under which a a
user operates, in an effort to create useful,
character operates, in an effort to create a
and enjoyable experiences.”
life-like, realistic performance.”
http://psychology.wikia.com/wiki/Method_acting
20

21. STEP 1.
EXPERIENCE YOUR
AUDIENCE

22. Talk to Them!
Observe Them
Get Feedback
22

23. STEP 2.
MAKE IT TANGIBLE

24. Strategy Decks
Guiding Principles
User Profiles
Personas
Findings &
Recommendations
24

25. STEP 3.
KEEP IT ALIVE

26. SELF
ACTUALIZATION
Maslow's ESTEEM
Hierarchy of SOCIAL
Needs SAFETY
PHYSIOLOGICAL
Adapted from http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs
26

27. Care SELF
ACTUALIZATION
Feed
ESTEEM
SOCIAL
Protect SAFETY
PHYSIOLOGICAL
Reproduce Adapted from http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs
27

28. CASE STUDY:
LIFE TIME FITNESS

29. THE CHALLENGE
NEW PHILOSOPHY – for how Life Time
approaches the interactive space.
NEW PROCESS – for identifying,
prioritizing, designing and building
interactive technology.
NEW PLATFORM – for deploying and
maintaining customer-facing interactive
technologies.
29

30. WHAT WE’VE DONE SO FAR

31. Minneapolis
Contextual Washington D.C.
Interviews
Dallas/Ft. Worth
STEP 1. STEP 2. STEP 3.
EXPERIENCE MAKE IT KEEP IT
YOUR AUDIENCE TANGIBLE ALIVE
31

32. “Just let me get to the schedules”
Baseline “Scheduling court time—hard to find”
69%
Survey Report current execution of
basic features keeps them
from using the site
“Lots of steps to get to the group
fitness schedules”
38%
Didn’t know that you
could make reservations
STEP 1. STEP 2. STEP 3.
EXPERIENCE MAKE IT KEEP IT
YOUR AUDIENCE TANGIBLE ALIVE
32

33. Interactive
Strategy
STEP 1. STEP 2. STEP 3.
EXPERIENCE MAKE IT KEEP IT
YOUR AUDIENCE TANGIBLE ALIVE
33

34. Persona
Creation
STEP 1. STEP 2. STEP 3.
EXPERIENCE MAKE IT KEEP IT
YOUR AUDIENCE TANGIBLE ALIVE
34

35. Card
Sorting
STEP 1. STEP 2. STEP 3.
EXPERIENCE MAKE IT KEEP IT
YOUR AUDIENCE TANGIBLE ALIVE
35

36. Tree
Testing
STEP 1. STEP 2. STEP 3.
EXPERIENCE MAKE IT KEEP IT
YOUR AUDIENCE TANGIBLE ALIVE
36

37. User
Testing
STEP 1. STEP 2. STEP 3.
EXPERIENCE MAKE IT KEEP IT
YOUR AUDIENCE TANGIBLE ALIVE
37

38. Persona
Usage
STEP 1. STEP 2. STEP 3.
EXPERIENCE MAKE IT KEEP IT
YOUR AUDIENCE TANGIBLE ALIVE
38

39. KEY PRINCIPLES:
AN IN-HOUSE PERSPECTIVE

40. PRACTICE TACTFUL
PERSISTENCE

41. IT TAKES TIME
Choose the higher ground.
Understand your
organization.
Add value.
Take every opportunity.
Steadily educate.
41

42. COLLABORATE

43. COLLABORATE
Discover >> Design >>
CREATIVE
Collaboration
Curve
USER
EXPERIENCE
43

44. NEVER LOSE SIGHT

45. NEVER LOSE SIGHT
HAVE A VISION!
Meet the organization where
they are and take them to
the next level.
11
45

46. LET’S TALK
46

47. RECOMMENDED READING
47

48. http://www.flickr.com/photos/33498942@N04/5760828730/ http://www.flickr.com/photos/b-p/2512675068/
http://www.flickr.com/photos/nateone/3259989456/ http://www.flickr.com/photos/audihertz/4643575271/
http://www.flickr.com/photos/himenohogosha/4381717692/ http://www.flickr.com/photos/andram/4503810981/