The XDF: Foolproof's framework for designing great experiences

November 2014 1@elsaplumley #foolproofsg #IXDASG
London | Norwich | Singapore
IxDA meet-up:
A framework for designing
great experiences
Elsa Plumley
November 2014
@elsaplumley
#foolproofsg
#IXDASG

Hello I’m Elsa.
I have 10yrs experience in industry
I’m a life-long student: psychology, interface design,
marketing, visual design, front-end web development
I am currently working as a Director at Foolproof in London

What is your job?

Hello I’m Elsa.
I’m an Experience Designer.

Experience Design is a
design practice focused
on human outcomes
What is Experience Design?

An interface is a means to
an end, not the end itself.
To be a great designer, you need to look
through the interface and see the
people you are trying to help on the
other side.

We are not designing this…

We are actually designing this
“That process felt really
quick and easy, I’d
recommend it to a friend”

We are actually designing this
Feelings
e.g.
Behaviours
e.g.
This is what we mean by ‘human outcomes’
“I feel confident
about what I’m doing
on this website”
“It feels like this
company really
understands what
matters to me”
Customer uses the
website instead of
calling the customer
service centre
Shopper buys the
product from us
instead of a competitor

@elsaplumley #foolproofsg #IXDASG November 2014 10
Your job is not what
you think it is.
Focus on the people,
not the interface.

Designing human
outcomes is hard.
Using insights takes some of the guesswork out of
how to engineer the right reaction in someone.
And it reduces the risk of getting it wrong.
Gather data. Watch people. Understand how they
currently act and think and feel. Understand their
biases and errors. And their motivations and needs
and desires.

It’s not all about
The User.

Our Experience Design philosophy
Where is the business?

The most successful
designs work for
businesses AND users

This is not 1999.
You need to think
about business
outcomes.

Designing business
outcomes is hard.
Figure out what you are trying to achieve for your
business. Don’t shy away from discussions about
commercials and Key Performance Indicators.
Cultivate interest in them like you do for customer
behaviours and design patterns.

A framework for
designing great
experiences

Introducing the Experience Design Framework
The problem:
Designing experiences is hard.
Designing consistently great*
experiences is even harder.
*engaging and satisfying for users AND
commercial viable for businesses

Our framework can
help you focus on
the right things.
It’s useful for problems large and
small. It helps keep you focused on
the humans you are trying to reach
as well as the business you are
trying to help.

The Experience Design Framework (XDF)
Agree what you want to
achieve.
Understand what is
known about the
problem and what still
needs to be explored.
Plan how to fill gaps in
knowledge.
Explore user and
business requirements
to fill gaps in knowledge.
Explore a range of
potential solutions and
choose the most
suitable based on user
and business feedback.
Design the solution in
detail.
Iterate and refine the
solution using user and
business feedback.
Communicate the
solution with impact.
Ensure it is implemented
as intended.
Gather feedback to
validate that it has the
desired business impact.
Evaluate the quality of your thinking, learn and improve the solution

Cultivate the right
attitude.
– Be economical: don’t waste time and effort
where it isn’t needed
– Be pragmatic: you will need to find
compromises that work for everyone
– Always look to learn: see mistakes as
opportunities to change and improve
– Be open to feedback: don’t assume you are
right. Use real data to guide your decisions.
– Take your ego out of the equation: don’t take
feedback personally. It’s not about you.

Lifting the curtain:
developing the
framework

Lifting the curtain: tips for developing a framework
The Experience Design
Framework was created to
help us scale excellence
We are a fast growing company. The
XDF helps ensure that every part of
our business is staying true to our
philosophy and is applying the best
practices we’ve developed.

What we learnt:
– Give people slightly less structure than you
think they need, to encourage learning and
creativity
– Documenting is not enough. Think about how
to communicate and drive adoption too
– The framework is most useful for those with
mid-skills level but getting people with high-
skills levels to buy-in is most important

You are welcome to
use our framework.
Elsa.plumley@foolproof.co.uk
We are always looking for suggestions and ideas to
improve it.
But please share
your feedback!

Remember these 3 things:
– Your job is to help people, not create wireframes
– Your designs have to help businesses too
– Plan, Explore, Create, Deliver
Thank you!

The XDF: Foolproof's framework for designing great experiences

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