People & Process (Euro IA 2012)

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People & Process
Euro IA, Rome
September 27-29, 2012

People & Process
Birgit Geiberger & Peter Boersma

16 years professional experience
design & branding
functionality & aesthetics
b...

17 years professional experience
user research
requirements analysis
concept ...

Evaluation typical Research
User-Centered
Design

Design

Business

these also
inﬂuence the
Product User Experience Strategy

Evaluation ...

Business

these also
inﬂuence the
Product User Experience Strategy

Pr...

Let's explore these elements of
the UX process by looking at:
Who do you meet?
What are their deliverables?
How can you co...

Business

Product Strategy

Process

Evaluation typical Research
...

People like you
WHO?

Persona
WHAT?

Moodboard
WHAT?

Card Sort
WHAT?

Sketches
WHAT?

Concept Map
WHAT?

Screenﬂow
WHAT?

Wireframe
WHAT?

Infographics
WHAT?

Prototype
WHAT?

Prototype
WHAT?

Styleguide
WHAT?

Usability Test
WHAT?

Business

Product Strategy

Process

Evaluation Research

Design

Process
HOW?

na AP
er so EM
P ...

ire- design wire proto-
r equ ts principles fr ame
n ...

ire- design wire proto-
r equ ts principles fr ame
...

Process
HOW?

Process
HOW?

Process
HOW?

Process
HOW?

Process
HOW?

Process
HOW?

Process
HOW?

Process
HOW?

Process
HOW?

Process
HOW?

Business

these also
inﬂuence the
Product User Experience Strategy

P...

Business

Product Strategy

Process

Evaluation Research

Desi...

Account Manager
WHO?

Pitch
WHAT?

For
(target customers)
who are dissatisﬁed with
(the current market),

our product/service...

For
(target customers)
who are dissatisﬁed with
(the current market),

our product/service is
(a new product/service)
that...

For who is the target
(target customers) audience?
who are dissatisﬁed with
(the ...

Estimate
WHAT?

assuming
we design
5 complex wireframes
+ 5 medium wireframes
+ 15 components
we e...

assuming
we design
5 complex wireframes
+ 5 medium wireframes
+ 15 components
we estimate
we need 320 hours
(5x16 + 5x12 +...

assuming
we design
5 complex wireframes
+ 5 medium wireframes
+ 15 components assumptions
we estimate
we need 320 ...

Speak the language
HOW?

X
HOW?

Find the treasure

Show Apple products
HOW?

Help make decisions
HOW?

Business

Product Strategy

Process

Evaluation Research

Design

Know Your Enemy
HOW?

Business

Product Strategy

Process

Evaluation Research

Design

Manage
1. Who
2. What
3. How

Produc...

WHAT?

Scope

essential

quick win winner!

easy hard

repair quality
WHAT?

...

WHAT?

Optimize

WHAT?

Optimize

28% better

Roadmap
HOW?

Area Area

Area Area

Area

Roadmap
HOW?

release release

progress progress
Area ...

release release release release
progress progress
...

Business

these also
inﬂuence the
Product User Experience Strategy

Pr...

From Process to People
• UX Process is more than user-centered design
• UCD’s “empathy for the end-user” is not enough...

Communication
is inﬂuenced by

observable behavior
( verbal, vocal & visual )

The Social Style Model

The Social Style Model is Trademark of the Tracom Group

The Social Style Model

David Merrill found that people display
consistent observable behaviors,
and that others consis...

What are Social Styles?
• Behavioral patterns that others can observe
• Based on the "outside" of a person
(verbal...

What can you learn from
Social Styles?
• Get to know your personal style & gain an
understanding of how you are perc...

Indirect Direct

Indirect Direct

Open

Indirect Direct

Guarded

Open

Indirect Direct

Guarded

Open
Relator Socializer
Amiable Style Expressive Style

Indirect ...

Open

Indirect Direct

Guarded

Open

People oriented

Indirect Direct

Guarded

Open

Indirect Direct

Guarded

Open

Indirect Direct

Task oriented

Guarded

Open

Indirect Direct

Guarded

Open

Indirect
Slow Direct
pace

Guarded

Open

Indirect Direct

Guarded

Open

Fast
Indirect Direct
pace

Guarded

X
Potential conﬂicts

X

X
Potential conﬂicts

X

The Social Styles in detail

Relator: “I feel ...”
Relationship oriented

Relator
open & indirect
• Very supportive, approachable and cooperative
• Strong & loyal team player
• Good listener...

Relator
Potential issues
• Reluctant to change
• Sticks to the comfortable and known
• Avoids risks
• Does things ...

Socializer: “I want ...”
Intuition oriented

Socializer
open & direct
• Very enthusiastic, energetic and spontaneous
• Highly ﬂexible and adaptable to new situatio...

Socializer
Potential issues
• Little concern for practical details
• Easily changes course of action
• Struggles wit...

Director: “I will ...”
Action oriented

Director
guarded & direct
• Knows exactly what he wants, where he is going
and how to get there quickly
• Very foc...

Director
Potential issues
• Very forceful
• Says what he thinks
• Highly result driven; it’s not about pleasing peop...

Thinker: “I think ...”
Process oriented

Thinker
guarded & indirect
• Bases decisions purely on facts
(tangible, practical, realistic evidence)
• Asks ques...

Thinker
Potential issues
• Studies data seriously before forming an opinion or
being enthusiastic
• Can come acros...

We all display some aspects
of each of the Social Styles
But we have one dominant style

No style is better than another

Beware of generalization and
swift judgement

Recognize & communicate with
other Social Styles

To recognize a Social Style,
pay attention to...
Their way of talking
• Loudness & tone of voice

• Topics of conversation...

How to communicate with a
Relator
• Make them feel safe
• Spend some time talking and socializing,
in order to dev...

How to communicate with a
Socializer
• Show appreciation for what they have done
• Be supportive of their ideas
• Ne...

How to communicate with a
Director
• Provide options and show beneﬁts
• Provide executive summary upfront
• Be clear...

How to communicate with a
Thinker
• Provide a lot of information for them to be able
to discover patterns and factua...

How about you?

X
any conﬂicts?

X

X
which styles?

X

Business

Product Strategy

Process

Evaluation Research

Design

Business

Product Strategy

Process

Evaluation Research

Design

Relator Socializer

Thinker Director

Two things to remember...

Business

Product Strategy

Process

Evaluation Research

Design

Business

Product Strategy

Process

Evaluation Research

Design

Always assume good intentions
even if you don’t understand
people’s behavior.

Always assume good intentions
even if you don’t understand
people’s behavior.

They may simply have a
...

Thank you
Birgit Geiberger & Peter Boersma

Euro IA, Rome
September 27-29, 2012

Thank you
Birgit Geiberger & Peter Boersma

Euro IA, Rome
September 27-29, 2012

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