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What the f**k is an
Experience Architect?

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms,...
A story in 137 slides and 2 diagrams

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Prof...
But the answer’s obvious, right?

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero ...
Experience = Customer experience
!

Architect = The guy who does the blueprint

What the f**k is an Experience Architect?
...
Therefore...
an experience architect creates a blueprint
of the ideal customer experience
for the rest of the team to buil...
There’s some truth to this

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney...
Personas capture and summarize
customer needs and expectations

What the f**k is an Experience Architect?

¨© Justin Taube...
Wireframes are like an architect's
blueprints - all "boxes and arrows"

What the f**k is an Experience Architect?

¨© Just...
Functional specifications often read
like a development contract

What the f**k is an Experience Architect?

¨© Justin Taub...
But it misunderstands our role

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sy...
It underestimates the need to
understand the business...

What the f**k is an Experience Architect?

¨© Justin Tauber, Hea...
... and the technology

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 201...
It undervalues the creative input of
designers and developers

What the f**k is an Experience Architect?

¨© Justin Tauber...
I’ll attempt a better description

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero...
< refrain >

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
Experience Architects are
problem designers

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platform...
Who build a shared
understanding of value

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms,...
By doing research, analysis and
construction

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platfor...
< /refrain >

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
Say wha...?

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
< refrain >

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
Experience Architects are
problem designers

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platform...
Who build a shared
understanding of value

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms,...
By doing research, analysis and
construction

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platfor...
< /refrain >

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
Let’s break that down

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
What do I mean: “problem design”?

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero...
Anytime a brief is written,
a problem is being articulated

What the f**k is an Experience Architect?

¨© Justin Tauber, H...
There are better and worse
ways of articulating a problem

What the f**k is an Experience Architect?

¨© Justin Tauber, He...
“What are we trying to do here?”

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero ...
“Are you building the right thing?”

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profe...
The target audience just won’t care

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profe...
Designing a problem isn't always hard

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Pro...
Experience architects aren't the only
ones who can do this

What the f**k is an Experience Architect?

¨© Justin Tauber, H...
But experience architects are good at
designing complex problems

What the f**k is an Experience Architect?

¨© Justin Tau...
A well-designed problem has clear
criteria for evaluating solutions

What the f**k is an Experience Architect?

¨© Justin ...
Two kinds of criteria...

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2...
Objectives & Constraints

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2...
Your objective is your focus;
it is the point of the exercise

What the f**k is an Experience Architect?

¨© Justin Tauber...
The objective is where the value is

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profe...
Poorly designed problems tend to focus
on the effort, or the features

What the f**k is an Experience Architect?

¨© Justi...
They focus on output,
rather than outcomes

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms...
“We need a better sign up form”
vs
“We need more people to sign up”

What the f**k is an Experience Architect?

¨© Justin ...
Badly-designed problems
presuppose solutions

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platfor...
Experience architects try to focus on
customer-centred outcomes

What the f**k is an Experience Architect?

¨© Justin Taub...
Allowing people to...
Encouraging people to...

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platf...
This is why I go on about
User Stories

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Pr...
As a...
I want to...
So that...

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero S...
As a... someone
I want to... do something
So that... something good happens

What the f**k is an Experience Architect?

¨©...
If you can’t say what the something
good is, the story is fictional

What the f**k is an Experience Architect?

¨© Justin T...
Articulating outcomes as user stories
helps build a shared understanding of
where the value is for users

What the f**k is...
What about constraints?

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 20...
Constraints are the conditions under
which a solution holds it value

What the f**k is an Experience Architect?

¨© Justin...
...for the business
!

(“is it sustainable?”)

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platfo...
...for the team
!

(“is it achievable?”)

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, ...
Constraints are the difference
between design and art

What the f**k is an Experience Architect?

¨© Justin Tauber, Head o...
Experience architects help
articulate constraints

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Pl...
Experience architects help
turn problems into design problems

What the f**k is an Experience Architect?

¨© Justin Tauber...
By articulating constraints, we build a
shared understanding of value for a
project team and their stakeholders

What the ...
<rant>

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
Usability is not an objective

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Syd...
...because it is not a reason
for doing anything

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Pla...
Usability is a constraint

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney ...
Usability = the conditions
under which someone
can extract some value
from your site

What the f**k is an Experience Archi...
You can’t make a site “usable in general”

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms,...
A site is usable
for someone
who is trying to
do something

What the f**k is an Experience Architect?

¨© Justin Tauber, H...
</rant>

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
< refrain >

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
Experience Architects are
problem designers

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platform...
Who build a shared
understanding of value

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms,...
By doing research, analysis and
construction

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platfor...
< /refrain >

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
3 bags of tricks
(in no particular order)

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms,...
Bag #1: Research

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
Research = asking pointed questions

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profe...
... of the business

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
... of consumers

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
... of the team

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
(At Profero...)

The point of research is
not to gather information

What the f**k is an Experience Architect?

¨© Justin ...
The point of research is
1) to uncover hidden constraints

What the f**k is an Experience Architect?

¨© Justin Tauber, He...
The point of research is
2) to test assumptions about value

What the f**k is an Experience Architect?

¨© Justin Tauber, ...
Because every brief
and every design
contains a theory

What the f**k is an Experience Architect?

¨© Justin Tauber, Head ...
...about what users want

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2...
...how they behave

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
...what the business can offer

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sy...
...and what’s technically feasible

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profer...
Bag #2: Analysis

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
Analysis = interpreting patterns
(in the performance team)

What the f**k is an Experience Architect?

¨© Justin Tauber, H...
Analysis = digging up metaphors
(in the UX team)

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Pla...
Metaphors are pictures we use
as a shorthand for reality

What the f**k is an Experience Architect?

¨© Justin Tauber, Hea...
They always conceal forgotten
assumptions

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms,...
Metaphors get buried
...inside requirements

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platform...
...inside designs

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
...even inside databases

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2...
Experience architects dig up
buried metaphors to ensure
they are actually fit for the job

What the f**k is an Experience A...
and build better metaphors
as required

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Pr...
Because a bad metaphor is
like a bad smell

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms...
It’s very hard to track down,
and makes everything seem just
a little bit... off

What the f**k is an Experience Architect...
But a good metaphor can make
the next step obvious

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of P...
...and helps everyone make
better compromises

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platfo...
Bag #3: Construction

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
I don’t mean building things

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydn...
I’m thinking about geometry

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydne...
Constructions are visual
thought-experiments

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platfor...
What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
Constructions are a way of
stress-testing problems

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of P...
... to reveal a way of simplifying
them

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, P...
...to break them down into
smaller, more digestible parts

What the f**k is an Experience Architect?

¨© Justin Tauber, He...
... or, at worst, to get a handle on
the kind and level of complexity
we’re dealing with

What the f**k is an Experience A...
Most of the time, wireframes are
constructions in this sense

What the f**k is an Experience Architect?

¨© Justin Tauber,...
That’s why wireframes are not
like blueprints

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platfo...
What’s important is the act of
wireframing, or explaining the
wireframes.

What the f**k is an Experience Architect?

¨© J...
Because that’s how we clarify
and articulate the problem

What the f**k is an Experience Architect?

¨© Justin Tauber, Hea...
Ok, last bit...

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
< refrain >

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
Experience Architects are
problem designers

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platform...
Who build a shared
understanding of value

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms,...
By doing research, analysis and
construction

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platfor...
< /refrain >

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
So...
What’s the point of all those
deliverables?

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Pl...
Research Plans
Recommendations
Roadmaps
Personas
User Stories
Site Structures
Navigation Patterns
Wireframes
Prototypes
Fu...
Sometimes these deliverables
do end up defining the solution

What the f**k is an Experience Architect?

¨© Justin Tauber, ...
Because, often, expressing a
problem is finding the solution

What the f**k is an Experience Architect?

¨© Justin Tauber, ...
But that’s not their purpose

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydn...
We make them to share our
understanding of the problem and
the value trapped within it

What the f**k is an Experience Arc...
The more these deliverables
dominate the design process, the
less creative that process can be

What the f**k is an Experi...
and the less room there is for
other creative members of the
team (incl. the client)

What the f**k is an Experience Archi...
Ideally, these deliverables are
more like scaffolding...

What the f**k is an Experience Architect?

¨© Justin Tauber, Hea...
... supports for creative
engineering.

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Pr...
But no less important...

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2...
... because, without a shared
understanding of the problem

What the f**k is an Experience Architect?

¨© Justin Tauber, H...
... you can’t even begin to find a
solution worth having.

What the f**k is an Experience Architect?

¨© Justin Tauber, Hea...
</thanks>

What the f**k is an Experience Architect?

¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
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What the f**k is an experience architect?

My attempt to explain the role of an Experience Architect to my agency, Profero Sydney. This is not a review of UX techniques. It's a philosophical take on what makes those techniques useful.

The key refrain is "Experience Architects are problem designers, who build a shared understanding of value, by doing research, analysis and construction". You can see this as closely related to lean UX, but in an agency context.

Don't be put off by the number of slides. The presentation is done in the rapid-fire black and white style of Lawrence Lessig. It takes less than 10mins to read through.

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What the f**k is an experience architect?

  1. 1. What the f**k is an Experience Architect? What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  2. 2. A story in 137 slides and 2 diagrams What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  3. 3. But the answer’s obvious, right? What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  4. 4. Experience = Customer experience ! Architect = The guy who does the blueprint What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  5. 5. Therefore... an experience architect creates a blueprint of the ideal customer experience for the rest of the team to build What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  6. 6. There’s some truth to this What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  7. 7. Personas capture and summarize customer needs and expectations What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  8. 8. Wireframes are like an architect's blueprints - all "boxes and arrows" What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  9. 9. Functional specifications often read like a development contract What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  10. 10. But it misunderstands our role What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  11. 11. It underestimates the need to understand the business... What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  12. 12. ... and the technology What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  13. 13. It undervalues the creative input of designers and developers What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  14. 14. I’ll attempt a better description What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  15. 15. < refrain > What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  16. 16. Experience Architects are problem designers What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  17. 17. Who build a shared understanding of value What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  18. 18. By doing research, analysis and construction What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  19. 19. < /refrain > What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  20. 20. Say wha...? What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  21. 21. < refrain > What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  22. 22. Experience Architects are problem designers What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  23. 23. Who build a shared understanding of value What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  24. 24. By doing research, analysis and construction What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  25. 25. < /refrain > What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  26. 26. Let’s break that down What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  27. 27. What do I mean: “problem design”? What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  28. 28. Anytime a brief is written, a problem is being articulated What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  29. 29. There are better and worse ways of articulating a problem What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  30. 30. “What are we trying to do here?” What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  31. 31. “Are you building the right thing?” What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  32. 32. The target audience just won’t care What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  33. 33. Designing a problem isn't always hard What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  34. 34. Experience architects aren't the only ones who can do this What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  35. 35. But experience architects are good at designing complex problems What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  36. 36. A well-designed problem has clear criteria for evaluating solutions What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  37. 37. Two kinds of criteria... What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  38. 38. Objectives & Constraints What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  39. 39. Your objective is your focus; it is the point of the exercise What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  40. 40. The objective is where the value is What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  41. 41. Poorly designed problems tend to focus on the effort, or the features What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  42. 42. They focus on output, rather than outcomes What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  43. 43. “We need a better sign up form” vs “We need more people to sign up” What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  44. 44. Badly-designed problems presuppose solutions What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  45. 45. Experience architects try to focus on customer-centred outcomes What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  46. 46. Allowing people to... Encouraging people to... What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  47. 47. This is why I go on about User Stories What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  48. 48. As a... I want to... So that... What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  49. 49. As a... someone I want to... do something So that... something good happens What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  50. 50. If you can’t say what the something good is, the story is fictional What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  51. 51. Articulating outcomes as user stories helps build a shared understanding of where the value is for users What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  52. 52. What about constraints? What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  53. 53. Constraints are the conditions under which a solution holds it value What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  54. 54. ...for the business ! (“is it sustainable?”) What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  55. 55. ...for the team ! (“is it achievable?”) What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  56. 56. Constraints are the difference between design and art What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  57. 57. Experience architects help articulate constraints What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  58. 58. Experience architects help turn problems into design problems What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  59. 59. By articulating constraints, we build a shared understanding of value for a project team and their stakeholders What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  60. 60. <rant> What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  61. 61. Usability is not an objective What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  62. 62. ...because it is not a reason for doing anything What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  63. 63. Usability is a constraint What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  64. 64. Usability = the conditions under which someone can extract some value from your site What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  65. 65. You can’t make a site “usable in general” What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  66. 66. A site is usable for someone who is trying to do something What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  67. 67. </rant> What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  68. 68. < refrain > What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  69. 69. Experience Architects are problem designers What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  70. 70. Who build a shared understanding of value What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  71. 71. By doing research, analysis and construction What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  72. 72. < /refrain > What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  73. 73. 3 bags of tricks (in no particular order) What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  74. 74. Bag #1: Research What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  75. 75. Research = asking pointed questions What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  76. 76. ... of the business What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  77. 77. ... of consumers What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  78. 78. ... of the team What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  79. 79. (At Profero...) The point of research is not to gather information What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  80. 80. The point of research is 1) to uncover hidden constraints What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  81. 81. The point of research is 2) to test assumptions about value What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  82. 82. Because every brief and every design contains a theory What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  83. 83. ...about what users want What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  84. 84. ...how they behave What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  85. 85. ...what the business can offer What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  86. 86. ...and what’s technically feasible What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  87. 87. Bag #2: Analysis What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  88. 88. Analysis = interpreting patterns (in the performance team) What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  89. 89. Analysis = digging up metaphors (in the UX team) What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  90. 90. Metaphors are pictures we use as a shorthand for reality What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  91. 91. They always conceal forgotten assumptions What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  92. 92. Metaphors get buried ...inside requirements What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  93. 93. ...inside designs What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  94. 94. ...even inside databases What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  95. 95. Experience architects dig up buried metaphors to ensure they are actually fit for the job What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  96. 96. and build better metaphors as required What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  97. 97. Because a bad metaphor is like a bad smell What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  98. 98. It’s very hard to track down, and makes everything seem just a little bit... off What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  99. 99. But a good metaphor can make the next step obvious What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  100. 100. ...and helps everyone make better compromises What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  101. 101. Bag #3: Construction What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  102. 102. I don’t mean building things What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  103. 103. I’m thinking about geometry What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  104. 104. Constructions are visual thought-experiments What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  105. 105. What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  106. 106. What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  107. 107. Constructions are a way of stress-testing problems What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  108. 108. ... to reveal a way of simplifying them What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  109. 109. ...to break them down into smaller, more digestible parts What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  110. 110. ... or, at worst, to get a handle on the kind and level of complexity we’re dealing with What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  111. 111. Most of the time, wireframes are constructions in this sense What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  112. 112. That’s why wireframes are not like blueprints What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  113. 113. What’s important is the act of wireframing, or explaining the wireframes. What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  114. 114. Because that’s how we clarify and articulate the problem What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  115. 115. Ok, last bit... What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  116. 116. < refrain > What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  117. 117. Experience Architects are problem designers What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  118. 118. Who build a shared understanding of value What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  119. 119. By doing research, analysis and construction What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  120. 120. < /refrain > What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  121. 121. So... What’s the point of all those deliverables? What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  122. 122. Research Plans Recommendations Roadmaps Personas User Stories Site Structures Navigation Patterns Wireframes Prototypes Functional Specifications Usability Tests What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  123. 123. Sometimes these deliverables do end up defining the solution What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  124. 124. Because, often, expressing a problem is finding the solution What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  125. 125. But that’s not their purpose What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  126. 126. We make them to share our understanding of the problem and the value trapped within it What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  127. 127. The more these deliverables dominate the design process, the less creative that process can be What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  128. 128. and the less room there is for other creative members of the team (incl. the client) What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  129. 129. Ideally, these deliverables are more like scaffolding... What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  130. 130. ... supports for creative engineering. What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  131. 131. But no less important... What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  132. 132. ... because, without a shared understanding of the problem What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  133. 133. ... you can’t even begin to find a solution worth having. What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
  134. 134. </thanks> What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013

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