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UX Cambridge 2015. Why Design Matters
Ben Holliday
September 10, 2015
Design
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280
UX Cambridge 2015. Why Design Matters
How a design-led process delivers better digital services
Ben Holliday
September 10, 2015
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Transcript
UX Cambridge 2015 @benholliday Why design matters. How a design-led
process delivers better digital services
UX Cambridge 2015 @benholliday
UX Cambridge 2015 @benholliday
Frontend NE @benholliday DWP slide (GOV.UK)
UX Cambridge 2015 @benholliday
UX Cambridge 2015 @benholliday Design is how we solve problems
and make things work
UX Cambridge 2015 @benholliday
UX Cambridge 2015 @benholliday gov.uk/design-principles
UX Cambridge 2015 @benholliday Start with one thing
UX Cambridge 2015 @benholliday ica.org.uk
UX Cambridge 2015 @benholliday
UX Cambridge 2015 @benholliday
UX Cambridge 2015 @benholliday
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)
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
UX Cambridge 2015 @benholliday
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)
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
UX Cambridge 2015 @benholliday
UX Cambridge 2015 @benholliday
UX Cambridge 2015 @benholliday
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
Frontend NE @benholliday benholliday.com/frame-the-problem
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
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
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
UX Cambridge 2015 @benholliday When you cross the street, you
remove data, anything but the big truck Nassim Taleb (Antifragile)
UX Cambridge 2015 @benholliday
UX Cambridge 2015 @benholliday
UX Cambridge 2015 @benholliday The job of designers is to
help our teams, and ultimately users, navigate complexity
UX Cambridge 2015 @benholliday Good products deal with complexity
Average products ignore complexity Bad products add complexity
UX Cambridge 2015 @benholliday userresearch.blog.gov.uk/doing-less-the-inverted-u
UX Cambridge 2015 @benholliday freeagent.com
UX Cambridge 2015 @benholliday
UX Cambridge 2015 @benholliday
UX Cambridge 2015 @benholliday
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
UX Cambridge 2015 @benholliday
UX Cambridge 2015 @benholliday Do it again with feeling. Emotion
helps us navigate complexity
UX Cambridge 2015 @benholliday
UX Cambridge 2015 @benholliday Emotion lets us feel our way
through situations that are too complex to think through Marty Neumeier
UX Cambridge 2015 @benholliday
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
UX Cambridge 2015 @benholliday
UX Cambridge 2015 @benholliday The importance of insights. Designers
need something tangible and actionable to get hold of from each round of user research
UX Cambridge 2015 @benholliday
UX Cambridge 2015 @benholliday Insights should feel simple because they
are simple. They should also be provocative – this is what makes them actionable
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
UX Cambridge 2015 @benholliday Because I think [this] is true
I think that doing [this] will mean [this will happen]
UX Cambridge 2015 @benholliday Reckon Prediction Theory Guess / Best
guess Assumption Punt Givens User statement
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)
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]
UX Cambridge 2015 @benholliday
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
UX Cambridge 2015 @benholliday thank you benholliday.com #ofthegovernment