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[Fluent 2018] Creating Products Users Love with Collaboration

[Fluent 2018] Creating Products Users Love with Collaboration

To create a successful product, you need a solid understanding of your users. In a perfect world, there’s plenty of time available to do extensive user interviews and competitive research. However, most times we’re given a less-than-ideal amount of time to do this before development starts. How can we better understand who we’re building our product for given this short amount of time?

The key to success? Collaboration. Rachel Krause walks you through a collaborative process for creating a product users will love, from establishing users to creating a design that can be taken right into development without the need for high-fidelity mockups or detailed documentation. You’ll discover the value behind working collaboratively with your team and learn techniques on how to do it without a giant shift in corporate culture—including protopersonas, scenarios, user journeys, and design sessions—that you can implement right away.

In small groups, you’ll create proto-personas based on a hypothetical project and feature and then develop scenarios for your users, which will then be used to create a user journey. After the journey map is complete, groups will facilitate design sessions to draw out their features as a team.

Rachel Krause

June 12, 2018
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Transcript

  1. CREATING PRODUCTS
    USERS WITH
    COLLABORATION

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  2. HEY!
    I’M RACHEL

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  3. New Feature
    Create
    Mockups
    Write
    Documentation
    "Test"
    Development
    Write "Fix"
    Documentation
    DESIGN &
    DEVELOPMENT
    CYCLE
    (Current)

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  4. New Feature
    Team
    Consensus
    Development
    Review
    DESIGN &
    DEVELOPMENT
    CYCLE
    (Ideal)

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  5. DISCLAIMER!

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  7. WHAT WORKS BEST
    FOR MY SITUATION?

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  8. Trying to fit UX into the Agile Process

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  9. Cross-functional teams
    Removing waste
    Continuous discovery
    Shared understanding
    Permission to fail
    Getting out of the
    deliverables business
    LEAN UX PRINCIPLES

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  10. REAL LIFE PITFALLS
    We have no time to change.
    We don’t have the resources.
    Our clients don’t work that way.
    Our UX team is separated from development.

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  11. ACTIVITY
    Introductions

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  12. INTRODUCTIONS
    Introduce yourself: name, industry, what you do.
    Where do you struggle in your process?

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  13. COLLABORATION

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  14. “The biggest problem in the design
    community is our mindset.”
    Matthew Lavoie
    The Genius Designer Versus a Mindset of Experimentation

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  15. GENIUS DESIGNER
    Assumes their work is correct.
    Separated from development and rest of the team.
    UI design is to be implemented to pixel perfection.
    Technical constraints or feedback is irrelevant.
    Confused users must be ignorant or stupid.

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  16. MINDSET OF
    EXPERIMENTATION
    Accept that they will be wrong about something.
    Figure out what is wrong as quickly as possible.
    Iterate on process until they find what works for them.

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  17. TIPS FOR SUCCESS
    Give yourself permission to fail.
    Don’t be afraid to show your messy work or ideas.
    Don’t let your excuses get in the way.

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  18. ACTIVITY
    Define Your Product

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  19. DEFINE YOUR
    PRODUCT & TEAM
    What problem does it solve?
    Who will benefit from it?
    Agree on team name.

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  20. PROTO-
    PERSONAS

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  21. PERSONAS
    Your product or service will appeal to multiple demographics.
    Understanding demographics focuses your decisions.
    Removes team and self bias.

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  23. PROTO-PERSONAS
    Before, during, and after development.
    Based on real data and assumptions.
    Validate with real users and modify based on findings.

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  24. NAME & PICTURE
    Puts a face to a name
    BIO & TRAITS
    Description of person
    GOALS
    What makes user happy
    FRUSTRATIONS
    Pain points

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  25. NAME & PICTURE
    Puts a face to a name
    BIO & TRAITS
    Description of person
    GOALS
    What makes user happy
    FRUSTRATIONS
    Pain points

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  26. NAME & SKETCH BIO & TRAITS
    GOALS FRUSTRATIONS

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  27. HOW TO FACILITATE
    Define roles and pick one to focus on.
    Ask open-ended questions.
    Challenge answers if they don’t make sense.

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  28. ACTIVITY
    Create a Proto-Persona

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  29. CREATE A
    PROTO-PERSONA

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  30. SCENARIOS

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  31. SCENARIOS
    Explains the persona’s goal.
    Helps narrow focus and keep team from getting distracted.
    [Persona] wants to [action] because [need].

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  32. SCENARIOS ARE NOT
    A sales goal.
    An internal marketing focus.
    Focused on development.

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  33. SCENARIOS
    Told from the user’s perspective.
    Are narrow enough to tell a story about your user.
    Have a clear user goal represented.

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  34. SOME EXAMPLES
    Jane purchased a new iPad and wants to draw with the Apple
    Pencil she purchased with it. She is looking for a tutorial or
    guide for how to get started.
    Adam wants to order dinner delivered to his hotel room
    because he doesn’t know the area.
    Beverly feels she is paying too much for internet. She wants to
    compare plans so she can save money every month.

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  35. ACTIVITY
    Create a Scenario for your Persona

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  36. CREATE A
    SCENARIO
    What potential issue will your persona run into?
    What is a main goal for your persona?
    [Persona] wants to [action] because [need].

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  37. BREAK
    BACK AT 11AM

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  38. USER JOURNEYS

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  39. USER JOURNEYS
    Puts focus on user tasks, goals, and expectations.
    Identifies user needs and pain points.
    Puts yourself and your team in your user’s shoes.

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  40. FIVE MAIN COMPONENTS
    Persona & Scenario
    User Steps
    Needs, Activities, & Expectations
    User’s Emotional State
    Opportunities for Improvement

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  41. PERSONA &
    SCENARIO
    USER STEPS
    NEEDS, ACTIVITIES,
    & EXPECTATIONS
    USER’S EMOTIONAL
    STATE
    OPPORTUNITIES FOR
    IMPROVEMENT

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  45. PERSONA &
    SCENARIO
    USER STEPS
    NEEDS, ACTIVITIES,
    & EXPECTATIONS
    USER’S EMOTIONAL
    STATE
    OPPORTUNITIES FOR
    IMPROVEMENT

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  46. USER JOURNEYS
    Knowledge comes from the process, not the deliverable.
    Visualize how users currently use feature.
    Visualize how users could use feature.

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  47. HOW TO FACILITATE
    Ask open-ended questions.
    Challenge self-reflection of user’s emotional state.
    Be open-minded of potential solutions.

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  48. ACTIVITY
    Create a User Journey Map

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  49. CREATE A USER
    JOURNEY MAP
    Base on the scenario you created in the last activity.
    Think about user actions inside and outside of product.
    Choose your own format.

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  50. CREATE
    A USER
    JOURNEY
    MAP

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  51. DESIGN
    SESSIONS

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  52. DESIGN SESSIONS
    Help everyone get on the same page.
    Visualize a feature as a team.
    Bring up potential issues of design immediately.

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  53. “I’m glad we all agree then.”

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  54. ”Oh…”

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  55. ”Ah ha!”

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  56. “I’m glad we all agree then.”

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  57. What We Do
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    amet, consectetur
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    augue sit amet nisi
    viverra ullamcorper.
    How We Do It
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    amet, consectetur
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    vel tempor justo, eget
    placerat purus. In ut
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    Our Cool Website
    This carousel will show you lots of content
    and only give you 5 seconds to read it.
    COMPANY NAME What We Do How We Do It Contact
    We Build
    for You
    We create custom software.
    View our work and get to
    know us better.
    View Our Work
    Get in Touch

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  62. HOW TO FACILITATE
    Define goals up front.
    Let everyone actively participate.
    Summarize and agree before leaving.

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  63. ACTIVITY
    Run a Design Session

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  64. RUN A DESIGN
    SESSION
    Base on the user journey map you just created.
    Try to think from perspective of multiple team roles.
    Choose your own format.

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  65. HOW IT ALL
    CONNECTS

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  66. FOCUS ON USERS
    Use personas to empathize with users.
    Put personas in scenarios to create journey maps.
    Create journey maps to tell stories and evaluate experiences.

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  67. GET EVERYONE
    INVOLVED
    Collaboration introduces multiple perspectives into process.
    Reduces back-and-forth and breaks down unnecessary silos.
    Entire team takes ownership of the user experience.

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  68. LETTING GO IS HARD
    Be open-minded to multiple perspectives.
    Don’t be afraid to show messy work.
    Don’t get caught up in excuses.

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  69. TWEAK TO
    YOUR LIKING
    These concepts are not all or nothing.
    Each team will work differently – embrace it!
    Keep iterating on your process.

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  70. THANK YOU!

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