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UX Cambridge 2015. Why Design Matters

Ben Holliday
September 10, 2015

UX Cambridge 2015. Why Design Matters

How a design-led process delivers better digital services

Ben Holliday

September 10, 2015
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  1. UX Cambridge 2015
    @benholliday
    Why design matters.
    How a design-led process
    delivers better digital services

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  2. UX Cambridge 2015
    @benholliday

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  3. UX Cambridge 2015
    @benholliday

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  4. Frontend NE
    @benholliday
    DWP slide (GOV.UK)

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  5. UX Cambridge 2015
    @benholliday

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  6. UX Cambridge 2015
    @benholliday
    Design is how we solve
    problems and make
    things work

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  7. UX Cambridge 2015
    @benholliday

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  8. UX Cambridge 2015
    @benholliday
    gov.uk/design-principles

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  9. UX Cambridge 2015
    @benholliday
    Start with one thing

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  10. UX Cambridge 2015
    @benholliday
    ica.org.uk

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  11. UX Cambridge 2015
    @benholliday

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  12. UX Cambridge 2015
    @benholliday

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  13. UX Cambridge 2015
    @benholliday

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  14. UX Cambridge 2015
    @benholliday
    I said we needed to think about
    this project like a railway
    network or like the road signs
    Ben Terrett (Government Digital Service)

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  15. UX Cambridge 2015
    @benholliday
    Start with one thing
    1. Work out what's most important
    2. Design something
    3. Test, learn, and iterate
    4. Move on to the next thing

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  16. UX Cambridge 2015
    @benholliday

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  17. UX Cambridge 2015
    @benholliday
    It’s important in a product to
    have a sense of what's
    important and what's not
    important …by removing those
    things that are all vying for your
    attention
    Jonny Ive (Apple)

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  18. UX Cambridge 2015
    @benholliday
    User Need
    As someone thinking about
    retirement I need to know
    when I can get my pension
    User Need
    As someone thinking about
    retirement I need to know 

    how much my pension is worth

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  19. UX Cambridge 2015
    @benholliday

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  20. UX Cambridge 2015
    @benholliday

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  21. UX Cambridge 2015
    @benholliday

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  22. UX Cambridge 2015
    @benholliday
    Start with one thing
    1. Work out what's most important
    2. Design something
    3. Test, learn, and iterate
    4. Move on to the next thing

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  23. Frontend NE
    @benholliday
    benholliday.com/frame-the-problem

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  24. UX Cambridge 2015
    @benholliday
    The hardest part is
    deciding what to do.
    We rely on a combination of
    good judgement and intuition
    when working with complex
    subjects

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  25. UX Cambridge 2015
    @benholliday
    Exposure hours. The number
    of hours each team member
    is exposed directly to real
    users interacting with the
    team’s designs
    Jared Spool

    uie.com/articles/user_exposure_hours

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  26. UX Cambridge 2015
    @benholliday
    User research isn’t
    about making sure we’re
    right all the time, but it
    means that we’re never
    just guessing

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  27. UX Cambridge 2015
    @benholliday
    When you cross the street,
    you remove data, anything
    but the big truck
    Nassim Taleb (Antifragile)

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  28. UX Cambridge 2015
    @benholliday

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  29. UX Cambridge 2015
    @benholliday

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  30. UX Cambridge 2015
    @benholliday
    The job of designers is
    to help our teams, and
    ultimately users,
    navigate complexity

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  31. UX Cambridge 2015
    @benholliday
    Good products deal 

    with complexity
    Average products 

    ignore complexity
    Bad products 

    add complexity

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  32. UX Cambridge 2015
    @benholliday
    userresearch.blog.gov.uk/doing-less-the-inverted-u

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  33. UX Cambridge 2015
    @benholliday
    freeagent.com

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  34. UX Cambridge 2015
    @benholliday

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  35. UX Cambridge 2015
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  36. UX Cambridge 2015
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  37. UX Cambridge 2015
    @benholliday
    “…don’t forget how fast
    things change, how quickly
    people change what they do
    as they conform and shape
    themselves from all that’s
    around them”
    Tony Benn

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  38. UX Cambridge 2015
    @benholliday

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  39. UX Cambridge 2015
    @benholliday
    Do it again with feeling.
    Emotion helps us
    navigate complexity

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  40. UX Cambridge 2015
    @benholliday

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  41. UX Cambridge 2015
    @benholliday
    Emotion lets us feel our way through
    situations that are too complex to
    think through
    Marty Neumeier

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  42. UX Cambridge 2015
    @benholliday

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  43. UX Cambridge 2015
    @benholliday
    Designers learn to purposefully
    embrace intuitive or inferential 

    leaps of logic, and use sketching 

    and drawing as a way of 

    solving problems
    Jon Kolko

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  44. UX Cambridge 2015
    @benholliday

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  45. UX Cambridge 2015
    @benholliday
    The importance 

    of insights.
    Designers need something
    tangible and actionable to get
    hold of from each round of user
    research


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  46. UX Cambridge 2015
    @benholliday

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  47. UX Cambridge 2015
    @benholliday
    Insights should feel simple
    because they are simple. 

    They should also be
    provocative – this is what
    makes them actionable

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  48. UX Cambridge 2015
    @benholliday
    All design is hypothesis-
    driven.
    The real question is if we
    articulate, agree, and write 

    down assumptions or do this
    intuitively as individuals

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  49. UX Cambridge 2015
    @benholliday
    Because I think [this] is true 

    I think that doing [this] 

    will mean [this will happen]

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  50. UX Cambridge 2015
    @benholliday
    Reckon
    Prediction
    Theory
    Guess / Best guess
    Assumption
    Punt
    Givens
    User statement

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  51. UX Cambridge 2015
    @benholliday
    Each design is a proposed business
    solution – a hypothesis. Your goal is 

    to validate the proposed solution as
    efficiently as possible by using
    customer feedback
    Jeff Gothelf (Lean UX)

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  52. UX Cambridge 2015
    @benholliday
    We believe [this statement is true].
    We will know we're [right/wrong]
    when we see the following feedback:
    [qualitative feedback] and/or
    [quantitive feedback] and/or 

    [key performance indicator change]

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  53. UX Cambridge 2015
    @benholliday

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  54. UX Cambridge 2015
    @benholliday
    Less process. More
    progress.
    The more you complicate your
    research and design process,
    the less likely you’ll end up with
    a simple intuitive product

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  55. UX Cambridge 2015
    @benholliday
    thank you
    benholliday.com
    #ofthegovernment


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