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UX14 - Role Of UX Design In Building Products: How I Learnt To Stop Designing And Love Developers? (Praneet Koppula)

October 10, 2014

UX14 - Role Of UX Design In Building Products: How I Learnt To Stop Designing And Love Developers? (Praneet Koppula)

The role of the UX designers is mostly seen as that of gate keepers to keep bad interface decisions away from the users and customers. In most cases this turns into a them vs us situations for the designer/ design team leading to an overwhelming task of multiple designs and unproductive meetings to get buy-in.

The role of the UX designer lately is being transitioning into that of coaching and training the product teams make better design choices. Most of the traditional processes are deterrent to this new way of working within the product teams.

This talk will concentrate on tools and practices with anecdotes from personal experiences that other designers can adopt to deliver better value for their users and customers. Will highlight how redesigning the design processes and workflows by building empathy inwards towards the teams they work with daily.

Key concepts that will be covered:
1) Designing interfaces and strategies for involving the development team in the process
2) Testing interfaces and how to get the buy in from the development team to make changes to their baby, aka code
3) Tools and practices that help designers to involve the teams to be the user advocates


October 10, 2014

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  1. A little personal bio: UX Consultant: Designed client’s products and

    services Customer Experience Specialist at a Telco: Designed customer journeys UX Designer at product companies : Facilitate building of usable products Praneet Koppula Senior UX Specialist MathWorks Inc. @mphaxise
  2. Company UX Users / Customers How UX Design fits in

    an Organization Role of UX Design: User Advocate & Gatekeepers to keep bad design choices away
  3. Company Users / Customers How UX Design should fit in

    an Organization Changing Role of UX Design: Facilitate and Coach so that the company empathizes with the end customers and is constantly thinking about them. UX
  4. UX Process in Product Development Waterfall Design Phase It started

    here… A UX designer (internal or external) can do their job on the project and move… But Once the design phase is over(if), you see your work right before release for testing. A lot might have changed in between!
  5. UX Process in Product Development Waterfall Design Phase Agile Upfront

    Design Sprints Then… A UX designer would be a step ahead of development and design deliverables But Handoffs of the deliverables could be costly Requirements changes but does it allow design to evolve
  6. UX Process in Product Development Waterfall Design Phase Agile Upfront

    Design Sprints Lean Design + Dev Iterations For the WIN! UX designers design and test what’s being built. But Design still owned by designers When was the last time you had a designer for every developer/project?
  7. “There is no such thing as UX Strategy” “A company

    has to believe that user experience is part of this broader recipe for success” -Jeff Gothelf http://www.jeffgothelf.com/blog/there-is-no-such-thing-as-ux-strategy
  8. If you want to build great world class products, you

    cannot have the responsibility of delighting the users be with a person or a team Role of the UX Designer is not to do UX design but to work on the product along with the team
  9. Building Empathy Outwards: customers/users/vendors Inwards: Upstream Teams/Downstream Teams/ Partners Building

    empathy towards inward teams leads to a better position to build world class delightful/useful products
  10. Building Empathy How we see people isn't necessarily how they

    see themselves. We need to learn to see them the way they do.
  11. Empathy towards inward teams Know the teams’ mission/objectives Understand their

    goals/task flows/pain points Practice active listening with colleagues in cross functional teams Know when to push / pull back
  12. Research & Testing Documenting research for what reasons? “ ..

    You will be recording right, I will go through the recordings next week…” “… can you summarise your findings in bullet points in an email…”
  13. Research & Testing Involve your project team in the research

    and testing phases. Video recording is not a substitute for attending research. Buy-in for both budgets and resource time for research.
  14. Case Study 1 Policy at Grameenphone “Data collection and on

    site visits done by the product managers/dev, UX team facilitates and trains them on moderation” Benefit: “Drastically reduce idea to execution” A strategic new business user voice plan was released in record time giving the organization first mover advantage.
  15. Case Study 2 Policy at MathWorks – “ UX team

    will test designs/software only if there is at least 1 developer observing” Benefit: “no more long hours of report generation and convincing teams about your design decisions”
  16. Who owns the design? … and how many? “…I don’t

    have photoshop, can you add the checkbox we discussed in this image and send it back to me?” “…can you change the label in this design and we are good to go…” “…based on this requirements….. …can you send me the wireframe by Wednesday?”
  17. Who owns the design? Responsibility vs ownership Be an advocate

    of the user Let go of the design: Design owned by the team - your design tools play a major part: low vs high fidelity - hand hold your team during the initial steps - let them create the design artifacts
  18. Designing Interfaces with or by Developers Using paper/whiteboards gets everyone

    to participate Wireframing tools are great for documenting digitally only! Let your developers design the UI first as part of their process “Designing in the Browser”
  19. Conceptualization and Story Boarding Paper Prototypes Day 1 Building EHQ

    Mobile : Design Workshop Design workshop agenda: - Brainstorm - Affnitization - Story Boarding - Paper Prototypes Design workshop outcomes: - Problem and pain points clearly defined - Project plan with priorities - Everyone knew what was being built