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