UX Cambridge 2015. Why Design Matters

196a4242eecbd120dcb4cd9a80899e34?s=47 Ben Holliday
September 10, 2015

UX Cambridge 2015. Why Design Matters

How a design-led process delivers better digital services

196a4242eecbd120dcb4cd9a80899e34?s=128

Ben Holliday

September 10, 2015
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Transcript

  1. 1.
  2. 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)
  3. 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
  4. 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)
  5. 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
  6. 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
  7. 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
  8. 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
  9. 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
  10. 27.

    UX Cambridge 2015 @benholliday When you cross the street, you

    remove data, anything but the big truck Nassim Taleb (Antifragile)
  11. 30.

    UX Cambridge 2015 @benholliday The job of designers is to

    help our teams, and ultimately users, navigate complexity
  12. 31.

    UX Cambridge 2015 @benholliday Good products deal 
 with complexity

    Average products 
 ignore complexity Bad products 
 add complexity
  13. 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
  14. 41.

    UX Cambridge 2015 @benholliday Emotion lets us feel our way

    through situations that are too complex to think through Marty Neumeier
  15. 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
  16. 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

  17. 47.

    UX Cambridge 2015 @benholliday Insights should feel simple because they

    are simple. 
 They should also be provocative – this is what makes them actionable
  18. 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
  19. 49.

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

    
 I think that doing [this] 
 will mean [this will happen]
  20. 50.

    UX Cambridge 2015 @benholliday Reckon Prediction Theory Guess / Best

    guess Assumption Punt Givens User statement
  21. 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)
  22. 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]
  23. 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