Design Studio: The User Experience Practitioner’s Secret Weapon

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

2. 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

3. Introducing Brilliant Experience

4. 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

5. 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

6. 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

7. Sample Clients

8. Meet Our Specialists user experience usability designerdeveloper

9. Innovation Challenge

10. The world around us is changing faster than ever

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

12. Having a great brand is not enough.

13. Having a great brand is not enough.

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

15. How do we “cross the chasm”? User Insights Great Experience,  Successful Product Insert  Magical  Process  Here

16. Not recommended

17. Hard to find

18. Brilliant’s Methodology

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

20. User Stories 1 Design &   Develop 2 Feedback 3

21. User Stories 1 Design &   Develop 2 Feedback 3 Agile

22. Build 1 Measure 2 Learn 3

23. Build 1 Measure 2 Learn 3 Lean Startup

24. Lean Startup

25. Copyright © 2012-2013 Brilliant Experience 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 Test

26. Copyright © 2012-2013 Brilliant Experience 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 Test Design Thinking 1 2 3 4

27. Design Thinking

28. Design Thinking Check out IDEO, or as we like to say: “Brilliant Experience of the west” A couple books by IDEO founders:

29. Brilliant’s Agile/Lean/DT Experience

30. 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

31. UX success lies beyond UX

32. Two Tracks Product Development Team Development

33. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment

34. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team

35. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team Design studio

36. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team Design studio Exploration of solution space Intensive training

37. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team Design studio Exploration of solution space Intensive training Partner designers / developers Support UX team

38. Examples

39. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment

40. What do they say? do? think? Consumer! Lawyer! Banker! Neuroscien2st! VAD7Nurse! Drug7Researcher! Farmer! Federal7Administrator! Mom7/7Chauﬀeur!

41. Stakeholder Alignment

42. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team

43. Baseline Testing

44. UX Lead Technical Lead User Researcher Usability Expert Front-End Developer 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

45. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team Design studio

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

47. Elevator Pitch

48. Business Needs

49. Personas

50. Scenarios

51. Customer Experience Journey

52. Early Ideation

53. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team Design studio Exploration of solution space Intensive training

54. Sketching & Prototyping

55. Design Iterations

56. Iterative Testing PRESS GANEY Welcome Lidia | My Account | Customize Clinical Performer detail Volume By Service Line detail detail detail detail detail Southwest ORTHOPEDICS Pediatrics Emergency Surgery Cardiology Neurology Oncology Hospital Acquired Infection 9 16% Physical Restraint Accidental OverdosagesAdverse Blood Reactions 24% 1 2 4 50% 12% Complications 24% 2.7% Mortality Core MeasuresReadmissions 16% 24% 85% 24% 1.2% 24% detail detail RevenuePerformanceView:Date Range: 1m 3m 1yr YTD Custom Division/Service Linequick Links: Performance > System Wide

57. Intensive Training

58. Summary

59. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team Design studio Exploration of solution space Intensive training Partner designers / developers Support UX team

60. PayPal Research, Strategy, and Redesign

61. Design Studio in Detail:   Origins and Evolution

62. Design Studio Origins ‣ Design school - Intensive group critique of work - Learn through criticism - Take chances and learn through experimentation - Everyone learns through design.

63. 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

64. Design Studio: Components

65. Elevator Pitch

66. Business Needs Prioritization

67. Persona Prioritization & Build

68. Scenarios

69. Customer Experience Journey

70. Early Ideation

71. Sketching & Prototyping

72. Design Iterations

73. Introducing a Design Studio

76. Copyright © 2012-2013 Brilliant Experience 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

77. Copyright © 2012-2013 Brilliant Experience Schedule - Day 1 Time 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 2:30 - 2:45 Brief Break 3:30 – 4:30 Create & Present User Personas 4:30 - 5:00 Summary & Wrap Up

78. Copyright © 2012-2013 Brilliant Experience 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

80. Copyright © 2012-2013 Brilliant Experience 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

81. Today’s Workshop Challenge

82. Problem Statement:

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

84. Lemieux’s plan for Washington DC

85. Meet the Washington Metro

86. Qu’est-ce que c’est???!!!

87. Excusé moi?

88. Will it take my children away from me?

89. Are there any signs?

90. 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).

91. Individual Activities

94. Copyright © 2012-2013 Brilliant Experience 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.

95. Copyright © 2012-2013 Brilliant Experience Elevator Pitch ‣ For ‣ who have ‣ _______________ is a ‣ that ‣ Unlike ‣ ______________ (target customer), (customer need), (market category) (one key benefit). (less efficient option), (unique differentiator).

98. Copyright © 2012-2013 Brilliant Experience 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.

99. Copyright © 2012-2013 Brilliant Experience 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)

101. Copyright © 2012-2013 Brilliant Experience 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

103. Copyright © 2012-2013 Brilliant Experience 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

104. Copyright © 2012-2013 Brilliant Experience 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?

105. Copyright © 2012-2013 Brilliant Experience 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?

108. Copyright © 2012-2013 Brilliant Experience 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

110. Copyright © 2012-2013 Brilliant Experience 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

113. Copyright © 2012-2013 Brilliant Experience 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.

114. Copyright © 2012-2013 Brilliant Experience 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.

115. Copyright © 2012-2013 Brilliant Experience 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

116. Copyright © 2012-2013 Brilliant Experience 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?)

120. Design Studio: Procedural Details

121. 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

122. 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?

123. Workshop Agenda - Day 1 Copyright © 2012-2013 Brilliant Experience Schedule - Day 1 Time Activity & Description 9:00 - 9:30 Kickoff & Introduction 9:30 - 10:00 Elevator Pitch 10:00 - 10:10 Brief Break 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 2:30 - 2:45 Brief Break 2:45 - 3:30 Experience Journey Mapping 3:30 - 4:30 Creating User Scenarios 4:30 - 5:00 Summary & Wrap Up

124. Workshop Agenda - Day 2 Copyright © 2012-2013 Brilliant Experience 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 3:00 - 3:15 Brief Break 3:15 - 4:30 Final Design Sprint & Presentation Preparation 4:30 - 5:30 Team Presentations 5:30 - 6:30 After Party

125. 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?

126. Who to Invite? When to get involved?

127. Tools You’ll Need

128. Worksheets, Posters Elevator Pitch Defining Characteristics: Name: persona sketch sheet Age: Gender: Occupation: picture description other goals & needs technologies

129. Design Studio in Agile Sprints

130. One Example from client

131. Design Studio as UX Secret Weapon

132. 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

133. Design Studio - Side Benefits ‣ 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

134. Design Studio - Side Benefits ‣ 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

135. Just one piece of the UX puzzle Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team Design studio Exploration of solution space Intensive training Partner designers / developers Support UX team

136. 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