Conceptual Debt & Design Debt

Transcript

3. Thoughts on Design Leadership
4. Ensure strong, visible leadership of a design agenda and culture which inspires employees, partners and customers, by delivering a consistent brand experience, with a focus on detail that defines the culture.
5. There’s no elevator to great design. We have to take the stairs. We all need a hug
6. 5 things: 2 on debt 3 I’ve been testing…
7. This is where I live Player, coach, manager
8. To be the most trusted and used travel brand on the planet.
9. Master, teach, learn.
10. Collaborate to compete
11. Autonomous & accountable
12. Culture of forgiveness
14. Debt
15. Technical Debt Financial Debt Design Debt _______ Debt
16. Conceptual debt Did the product do what I expected? Nicolae Rusan https://medium.com/@nicolaerusan/conceptual-debt-is-worse-than-technical-debt-5b65a910fd46
17. Set sail without a map
18. Best weapon Showing users struggle
19. Discover Consider Evaluate Commit Prepare Depart Stay Intent Pathways Q2 2016 Phases of Travel Intent of User A map to investigate how Skyscanner’s products help move travellers towards their goals. Skyscanner products meet traveller needs Opportunity Areas Plan Once someone has an idea of the kind of travel they wish to make, they will enter a planning frame of mind. When can they travel, and to where? This is where the finer details of the trip begin to take shape. Calendars Different views allow people to consider travel options for their route according to their main influences. Comparison Transparency Other sites where travel can be booked are displayed, allowing people to see alternatives. Plan Accommodation and Transport See and compare options to book hotels and cars for travel duration. Search Across all apps and web, search allows people to consider their travelling possibilities. Day View Travel options are presented in a list, with cheapest and sponsored options at the top. Itinerary People work out the itinerary of their travel, times of departure from home and mode of transport. Journey Logistics People ensure they have all the necessary documents and knowledge to get them to their destination. Book The point at which someone commits themselves to an element of travel by booking it. This requires people to have confidence in their choices and is a more practical aspect of the experience. Recent Searches Pulls out recent searches for people to get quick and easy access to travel already planned. Book Transport Rent a car to use in the destination location, or find an airport transfer. Last Minute Travellers may use the Skyscanner App to book last minute hotels or cars. Book with Skyscanner Feature being rolled out to allow people to book directly rather than with partner sites. Book Hotels Book a place to stay in the destination location. Living the dream Is the trip meeting the traveller’s expectations? Dream Dreaming is the seed that sparks someone’s journey. Whether they feel like going on a weekend jaunt across Europe, or discovering an entire new culture half a World away, being able to explore different destinations is where it all begins. Destination Map Website feature allowing people to see all destinations and cheapest prices. Inspiration Curated, interactive articles providing inspiration for travelling to different destinations. Search Everywhere Flight app feature listing cheapest flights from departure location. Advertising Day view page features alternative options and enticing alternatives. Reminders Skyscanner reminds people of the destinations they have browsed, inciting further action. Anticipation Traveller is imagining their destination and wondering what they will find there. Explore Find new places to travel by popularity, city or country. Cars and Hotels While evaluating flights, cars and hotels are possibly still in ‘dream’ phase. Cross checking People open many tabs to evaluate different options and compare search results.
20. Commit Prepare Depart Stay Return Reflect Repeat Abort Comparison Transparency Other sites where travel can be booked are displayed, allowing people to see alternatives. Plan Accommodation and Transport See and compare options to book hotels and cars for travel duration. Iterate The steps taken between discover and commit are iterated. Itinerary People work out the itinerary of their travel, times of departure from home and mode of transport. Journey Logistics People ensure they have all the necessary documents and knowledge to get them to their destination. Return Journey Logistics People ensure they have all the necessary documents and knowledge to get home. Homeward Bound Traveller has to plan how to get from the airport back home. Unforeseen Events The traveller may have to change or cancel their travel plans beforehand, or while at their destination. Last Minute Travellers may use the Skyscanner App to book last minute flights, hotels or cars. Book Transport Rent a car to use in the destination location, or find an airport transfer. Last Minute Travellers may use the Skyscanner App to book last minute hotels or cars. Returning Hotels are checked out of and hire cars returned. Book with Skyscanner Feature being rolled out to allow people to book directly rather than with partner sites. Book with Skyscanner Continued use of skyscanner to book travel. Book Hotels Book a place to stay in the destination location. Living the dream Is the trip meeting the traveller’s expectations? Reminders Skyscanner reminds people of the destinations they have browsed, inciting further action. Anticipation Traveller is imagining their destination and wondering what they will find there. Memories Remembering the trip and recalling good and bad moments. Browsing Looking for inspiration for another trip or a repeat trip. Cars and Hotels While evaluating flights, cars and hotels are possibly still in ‘dream’ phase. Cross checking People open many tabs to evaluate different options and compare search results.
21. Section Title Describe a little bit about the background of the project here.
22. Section Title Describe a little bit about the background of the project here.
23. Vitamin or painkiller?
24. Behaviour Traits User Profile: Lifetime Frequency FR Trips per year 3-4 5-6 7-10 10 + 1-2 Diversity DI Range of trip criteria 2 3 4 5 1 N Necessity Want to travel Need to travel Trip Specific Flexibility FLX Flexibility of trip parameters Location explorer Date explorer Dreamer Certain Purpose P Reason for travel VFR B L U Urgency Time to prepare trip 21 days 3 months 6 months 9 months + Today Grouping GR Number of travellers 2 3-5 6-12 13+ 1 Duration DU Length of trip Weekend One week Two weeks Long term Day
25. N O R M A L LY
28. 03 02 RESEARCH LOOP 01 TRIGGER I WANT TO GO ON HOLIDAY WITH MY FRIEND STAGE When I don’t know where we want to go I want to see possible destinations that fit in our dates so we can go somewhere that pleases both of us. When I’ve found the destination I want to go to I want to check the fine details so I can make sure it’s feasible for us. When I’ve booked the flight I want to keep an itinerary an send an itinerary to my friend so we can stay informed of the plan. When I’ve booked our flights I want to find places to stay and things to do so we have a great holiday. When we’ve got a destination selected I want to send the details to my friend so they can check them too. JOBS 04 03 DECISION LOOP 05 04 COMMIT LOOP CONSULT FRIEND CONSULT FRIEND TRAVEL BLOGS MULTIPLE TABS SHARE DETAILS SHARE SCREENSHOT COMPETITOR SITES COMPETITOR SITES Skyscanner enabled Not Skyscanner enabled User: A frequent traveller planning a leisure trip with a friend. PATHWAYS EXAMPLE 01 COMPARE LOCATIONS SELECT DESTINATION BOOK WITH SKYSCANNER FILTER BY PRICE DESTINATION MAP DAY VIEW READ DETAILS YES/ NO? SKYSCANNER HOMEPAGE SECONDARY COMMITS PATHWAY
29. Traveller first Partner second Skyscanner last
31. I failed to help ship something small
32. Design like we’re right - test like we’re wrong Skyscanner design team
33. MVT Multi Varient Test Acceptance > neg 0.5 F1 (£1million per year rev)
34. 6 months to roll out
35. x5 Why - root cause
36. Blame & complain I can’t Wait & hope Acknowledge reality Own it Seek solutions Make it happen Unconscious unaware Skyscanner Designers use The Accountability Ladder Victim Accountable = influential
37. Coaching Time / Role / Title + +++ Craft Invention Influence ∞
39. The Chasm. The Inflection Point. The bit where everyone is scratching their heads… …and reading loads!
42. The biggest opportunity for design leadership
44. Know your quant. Be prepared to experiment like never before! Is your design system set up and internal open source? Can your team query the data? Do you know what your viral co-efficient is? Understood Pirate metrics? AARRR! Train your team on experiment writing.
45. Traveller first Partner second Skyscanner last
47. Quality - MVP & MLP Too many credits to mention!
48. MVP MLP
49. Pass / fail & A+
52. Zero emotional qualities No personal relationship
54. Design philosophy & positional improvement
55. Design for traveller trust and happiness
58. Credit: Richard Seymour
61. Appeal to users reason, you’ll have them for a little while. Appeal to reason and emotions, you’ll have them for life.
68. Designing for happiness Based on Lippincott Happiness Halo
69. Travel Experience Loop DREAM REFLECT RETURN EXPERIENCE DEPART BOOK COMMIT COMPARE PREPARE BROWSE
70. Memory Event Anticipation DREAM REFLECT RETURN EXPERIENCE DEPART BOOK COMMIT COMPARE PREPARE BROWSE
71. Memory Event Anticipation The Happiness Halo
73. Anticipation & seeking The biggest dopamine release =
74. A few happy ideas Based on Lippincott Happiness Halo
75. Tease What do you hide to build excitement?
76. A treat Limited periods, limited numbers
77. Personal In a digital world of algorithms, how do you show your human side?
78. Surprise How are you rewarding your customers, for their little effort? psss, biggest dopamine hit!
79. Contagion What stories are you spreading?
80. + - Displace How do you make a positive from a negative?
85. Own it. Ship it, ship it real good.
86. Own it. Ship it, ship it real good.
87. Thanks, questions? @stevebuzzpearce Credits: Lippincott, Richard Seymour, Pamela Pavliscak, plus loads more I can’t remember, thank you.