Nasdaq Pro/Design Masterclass at the Entrepreneurial Center
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A free, half-day masterclass of panels, lectures, and workshops exploring how startups can create a culture that enables great design to thrive.
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Nasdaq Pro/Design Masterclass at the Entrepreneurial Center
- 1. PRODesignMasterclass Panel, Lecture & Workshop, Discussion ChrisAvore @erova |@NasdaqDesign
- 2. Anne Driscoll Uday Gajendar Indhira RojasPamela Castillo @annedriscoll @udanium @redindhi@_pame_c
- 5. During Investor Day, we also said that at NASDAQ our fundamental mission first and foremost is to serve our customers. We accomplished this through intensive engagement and feedback with these customers. We also received much feedback from the early adopters, most of it overwhelmingly positive, but this feedback loop is also helping us to develop and quickly deploy innovative new features. Bob Greifeld CEO, Nasdaq Inc. NASDAQ INC Q1 2016 EARNINGS CONFERENCE CALL APRIL27, 2016 8:00AM ET
- 6. The first thing we have to do is listen to our customers, and in fact, great design … starts with a really deep listening to the customer. What are the biggest problems they have in doing their job today, or what do they wish they could do better, or where do they wish they could take their relationships with their own clients? We’ve found things that when we’ve shown it to the client, they said, oh, that’s exactly what I need, but I didn’t even know I needed it. So that’s great design. Adena Friedman COO & President, Nasdaq Inc. OPENING REMARKS, PRODESIGN CONFERENCE JANUARY30 2015
- 8. What do you want? What else should the software do? Would you use this feature a lot? How much would you be willing to pay for all of this?
- 10. Customer Product
- 11. Product Design
- 15. Miranda the Master Photo Sharer • 24 years old • In a relationship • Cares for an 8 year old black cat • Drives to work but prefers to bike I want photos to load in under 3 seconds using the Hoolie compression service when I share high contrast photos of my dinner • Liked English and history classes • Wishes software did what she wanted • Wants more contrasting filters in her favorite photosharing app
- 17. Why personas fail • There is confusion about the differences between different types of personas (marketing vs. design personas) • Poorly constructed personas undermine the credibility of all personas • Poor communication about personas within an organization • Lack of clarity around how personas should be used throughout design http://www.uxbooth.com/articles/creating-personas/
- 18. Good personas: • Reflect patterns observed in research • Focus on the current state, not the future • Are realistic, not idealized • Describe a challenging (but not impossible) design target http://www.uxbooth.com/articles/creating-personas/
- 19. Help you understand users • Context • Behaviors • Attitudes http://www.uxbooth.com/articles/creating-personas/ • Needs • Challenges/pain points • Goals, values, and motivations
- 20. Cool story. So how do i get me some of those fancy personas?
- 21. so i just watch people work?
- 22. how many people do i need?
- 23. What if I don’t know how to make them look fancy?
- 24. What do I say?
- 26. • Sequence Describe a typical workday. What do you do when you first sit down at your station? Then what do you do next? • Quantity How many files would you delete when that happens? • Relationships How do you work with new vendors? • Organizational structure Who does that department report to? Questions to gather context and collect details http://www.portigal.com/seventeen-types-of-interviewing-questions/
- 27. What do you want? What else should the software do? Would you use this feature a lot? How much would you be willing to pay for all of this?
- 29. Other actors or agents to listen to & create personas from Gaps/blindspots in understanding Biography & Picture Needs & Goals DemographicsBehaviors
- 30. Other actors or agents to listen to & create personas from Gaps/blindspots in understanding Biography & Picture Needs & Goals DemographicsBehaviors
- 31. Other actors or agents to listen to & create personas from Gaps/blindspots in understanding Biography & Picture Needs GoalsBehaviors
- 32. Challenge • Create a Proto-Persona for an entrepreneur trying to find more resources in the San Francisco Bay Area to scale her new business
- 33. Exercise 20 minutes: Create a Proto Persona
- 34. SHARE:15Minutes
- 37. Design Studio Methodology • Collaborative exercise to produce as many ideas as possible in a few minutes • Quickly align team on business goals, audience, needs, concepts • Safe environment for bad or unfeasible ideas (better now than later!) • Lead to immediate decisions
- 39. Design Studio Methodology • Fill 6 boxes with drawings in 6 minutes • Illustrate a workflow or disparate pieces of a system • Show enough detail to communicate the solution
- 41. Challenge • Using the Proto-Persona your group created, sketch 6 possible solutions to the primary challenges facing your persona. • Show your group your work and discuss your sketches • What is strong about each sketch? What should be revised if you did another iteration? • How does this address the goals, needs, and problems of the persona?
- 42. Exercise 6 minutes to sketch 2 minute of critique for each person
- 47. “ Sweet fancy Moses! That looks like you vomited 1996 all over the internet! “You should have made all of those radio buttons a drop down [,because…] Reaction Direction #discussingdsgn
- 50. “ If the objective is for users to seriously consider the impact to their bank balance before making a purchase, placing the balance at the bottom of the screen at the same size as all the other numbers isn’t effective because it get’s lost in all of the other the information. Critique “Sweet fancy Moses! That looks like you vomited 1996 all over the internet! “You should have made all of those radio buttons a drop down because… Reaction Direction #discussingdsgn
- 51. We need tools & a plan. #discussingdsgn
- 52. What was the creator trying to achieve? How did they try to achieve it? How effective were their choices? Why is or isn’t what they did effective? #discussingdsgn
- 53. How did they try to achieve it? What was the creator trying to achieve? How effective were their choices? Why is or isn’t what they did effective? #discussingdsgn
- 54. How effective were their choices? What was the creator trying to achieve? How did they try to achieve it? Why is or isn’t what they did effective? #discussingdsgn
- 55. Why is or isn’t what they did effective? What was the creator trying to achieve? How did they try to achieve it? How effective were their choices? #discussingdsgn
- 56. When giving critique... Use a filter. Gather initial thoughts and reactions. Revisit them in the right context. #discussingdsgn
- 57. When giving critique... Don’t assume. Find out the reason behind thinking, constraints, or other variables. #discussingdsgn
- 58. When giving critique... Don’t invite yourself. Get in touch and ask to chat about the design. #discussingdsgn
- 59. When giving critique... Lead with questions. Show an interest in their process and learn more about their objectives. #discussingdsgn
- 60. When giving critique... Talk about strengths. Critique isn’t just about the things that aren’t working. #discussingdsgn
- 61. When receiving critique... Remember the purpose. Critique is about understanding and improvement, not judgement. #discussingdsgn
- 62. When receiving critique... Think before responding. Do you understand what the critics are saying? #discussingdsgn
- 63. When receiving critique... Participate. Analyze your proposed solution alongside everyone else. #discussingdsgn
- 64. When receiving critique... Set the foundation. Use prior agreements and objectives to get everyone on the same page. #discussingdsgn
- 66. Avoid problem solving. Rules of critique #discussingdsgn
- 67. Avoid problem solving. Everyone is equal. Rules of critique #discussingdsgn
- 68. Avoid problem solving. Everyone is a critic. Everyone is equal. Rules of critique #discussingdsgn
- 69. Avoid problem solving. The designer is responsible for next steps. Everyone is a critic. Everyone is equal. Rules of critique #discussingdsgn
- 70. #discussingdsgn Setting the right foundation is crucial.
- 71. Set your foundation with... Personas User archetypes that describe their average behaviors, goals, expectations, knowledge, etc. #discussingdsgn
- 72. Set your foundation with... Goals Desired, measurable outcomes of the user interacting with the product or service. Can be user oriented, business oriented or both. #discussingdsgn
- 73. Set your foundation with... Principles Statements, often worded as rules, that capture the desired qualities or characteristics of the final solution. #discussingdsgn
- 74. Set your foundation with... Scenarios Short narratives that the describe the desired behaviors, thoughts, emotions, etc. of the user as they move through a use case. #discussingdsgn
- 76. Critique is about iteration and improvement. So long as you’re looking to improve on whatever it is you’re doing, you’ve got an opportunity for critique. #discussingdsgn