UX Cambridge 2015. Why Design Matters

How a design-led process delivers better digital services

Transcript

1. UX Cambridge 2015 @benholliday Why design matters. How a design-led process delivers better digital services
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4. Frontend NE @benholliday DWP slide (GOV.UK)
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6. UX Cambridge 2015 @benholliday Design is how we solve problems and make things work
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8. UX Cambridge 2015 @benholliday gov.uk/design-principles
9. UX Cambridge 2015 @benholliday Start with one thing
10. UX Cambridge 2015 @benholliday ica.org.uk
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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)
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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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)
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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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
23. Frontend NE @benholliday benholliday.com/frame-the-problem
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
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
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
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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30. UX Cambridge 2015 @benholliday The job of designers is to help our teams, and ultimately users, navigate complexity
31. UX Cambridge 2015 @benholliday Good products deal 
 with complexity Average products 
 ignore complexity Bad products 
 add complexity
32. UX Cambridge 2015 @benholliday userresearch.blog.gov.uk/doing-less-the-inverted-u
33. UX Cambridge 2015 @benholliday freeagent.com
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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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39. UX Cambridge 2015 @benholliday Do it again with feeling. Emotion helps us navigate complexity
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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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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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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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47. UX Cambridge 2015 @benholliday Insights should feel simple because they are simple. 
 They should also be provocative – this is what makes them actionable
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
49. UX Cambridge 2015 @benholliday Because I think [this] is true 
 I think that doing [this] 
 will mean [this will happen]
50. UX Cambridge 2015 @benholliday Reckon Prediction Theory Guess / Best guess Assumption Punt Givens User statement
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)
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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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
55. UX Cambridge 2015 @benholliday thank you benholliday.com #ofthegovernment