UXD / DNA - DesignMap, Inc.

UXD / DNA
#LEANUXSF #DMPLAYBOOK

Making UXD, part of
your company’s DNA.
(HOPEFULLY, I’M AT THE RIGHT MEETUP)
UXD / DNA August 8, 2013

DNA (noun)
The fundamental and distinctive
characteristics or qualities of
someone or something,
NEW OXFORD AMERICAN DICTIONARY

DNA
esp. when regarded as
unchangeable: diversity is part
of the company’s DNA

DNA
...men just don’t get shopping—
it’s not in our DNA.

Not a primer on UXD.
Not about Design Process.

The Playbook (in progress...)
A method to reduce churn,
reveal opportunity, and plan
resources.

As a designer...
we’ve pointed a way to
integrate design into your
organization.
(PREACHING TO THE CHOIR)

Founder / product / developer...
we’ve pointed a way to
integrate design into your
organization.
(YEP, IT’S THE SAME LESSON!)

The Venn Diagram
User
Business
Technology
“the Product”

A story about iteration.
(...or is it?)

So basically, it’s like
Flickr for Pilots

we need a Flat UI like this
one on dribbble.com
Flickr for Pilots

Flickr for Pilots
one on dribbble.com
we’re going mobile first

Flickr for Pilots
one on dribbble.com
Where’s the CSS?
The team in Russia needs it.

one on dribbble.com
Where’s the CSS?
The team in Russia needs it.
it’s like Instagram for
Policemen who take Selfies

There has to be a better way...
“The User Experience” versus
“User Experience Design”
(I’M ABOUT TO BRING IT OLD-SCHOOL)

Strategy is where it all
begins: What do we
want to get out of the
site? What do our users
want?

Scope transforms
strategy into
requirements: What
features will the site
need to include?

Structure gives shape to
scope: How will the
pieces of the site fit
together and behave?

Skeleton makes
structure concrete: What
components will enable
people to use the site?

Surface brings
everything together
visually: What will the
finished product look
like?

“UX Design”
Surface
Skeleton
Structure
Scope
Strategy

Jeff Patton
“User Experience Distilled” 2008

Surface
Skeleton
Structure
Scope
Strategy
“UX Design”
Tools
Tasks
Goals

Requirements
Features
Business model
Tools
Tasks
Goals
Product

Screen layoutRequirements
User flowFeatures
User researchBusiness model
Tools
Tasks
Goals
Product UX Design

Screen layoutRequirements Frontend framework
User flowFeatures Application logic
User researchBusiness model Technical architecture
Tools
Tasks
Goals
Product UX Design Development

Prototypes
Wireframes
Visuals
Guidelines
User Stories
Acceptance Criteria
Use Cases
Test Plans
CSS / JS Framework
Widget Library
User & Task Flows
Navigation
Interaction
Epics
Feature Prioritization
Application Logic
Sprints
Research
Personas & Scenarios
Mental & Task Models
Business Model
Release Schedule
Revenue Model
Platform Architecture
Scalability / Performance
Tools
Tasks
Goals

Back to ending the cycle of
frustration...

Short!
1. Think!
2. Make!
3. Check!
1
2
3

Jeff Patton
Change the World
Janice Fraser
Learning Loops

Goals

Tasks
Goals

Tools
Tasks
Goals

Screen layout
User flow
User research
UX Design
User stories Frontend framework
Features Application logic
Business model Technical architecture
Tools
Tasks
Goals
Product Development

A discipline, not just a position.
“User Experience Design”
“Product Management”
“Software Development”
“the Company”

If you need a primer,
and only have 30
minutes, read this:
A guide for
non-designers by
Wells Riley.
startupsthisishow
designworks.com

78 CEOs,
marketers,
engineers, and
designers...
78% said their
product was well
designed.
81% said
designers belong
on the founding
team.

Hire.
Contract.
Studio.
Agency.

Hiring design staff:
Know what you’re looking for.
Get a design advisor.
Use multiple recruiters.

Advertising for the Unicorn will
prevent you from getting the
smart candidates, and attract
the wrong ones.
Hard Skills / Soft Skills
Braden Kowitz
designstaff.org/
Jared Spool
uie.com/articles/assessing_ux_teams/

“Hard skills” are UXD-specific
competencies such as tools, methods,
deliverables, and processes.
“Soft skills” are skills that might apply to
any role or job. They include planning,
working with others, empathy, principles,
and being effective and efficient.

Alex Cornell
theworstportfolioever.com

Best worst portfolio ever.
Look for their personal story of
design, approach to problem
solving.
Bonus points for details. Minus
for jargon. Pictures, not words.

Hiring design staff:
Craft your UXD story.
Act fast: Review and Interview.
Commit: Product & Engineering

if you have to choose between...
TALENTFIT
Emphasize overall personality fit.
EXPERIENCEFLEXIBILITY
Ability to adjust on-the-fly.
VISIONARYHUMILITY
Is this too obvious?

if you really can’t decide...

What you’re assessing:
• how they solve problems.
• how they ask questions.
• how they make progress with limited
information.
• their ability to create intuitive interfaces.

Design Contractors:
Tactical and narrow focus.
Low investment.
Non-contiguous activities.

Prototypes
Wireframes
Visuals
Guidelines
User Stories
Acceptance Criteria
Use Cases
Test Plans
CSS / JS Framework
Widget Library
User & Task Flows
Navigation
Interaction
Epics
Application Logic
Sprints
Research
Business Model
Release Schedule
Revenue Model
Tools
Tasks
Goals
Contractor
Visuals

UX Consultants:
“One-person Band.”
Thin slice approach.
Committed, but only for so long.

User Stories
Acceptance Criteria
Use Cases
Test Plans
CSS / JS Framework
Widget Library
Epics
Application Logic
Sprints
Research
Business Model
Release Schedule
Revenue Model
Tools
Tasks
Goals
UX Consultant
Prototypes
Wireframes
Visuals
Guidelines
User & Task Flows
Navigation
Interaction

Design Studio:
5–50 design staff.
Integrates into your team.
Outcome, not deliverable driven.

User Stories
Acceptance Criteria
Use Cases
Test Plans
CSS / JS Framework
Widget Library
Epics
Application Logic
Sprints
Business Model
Release Schedule
Revenue Model
Tools
Tasks
Goals
Product Development
Prototypes
Wireframes
Visuals
Guidelines
User & Task Flows
Navigation
Interaction
Research
UX Design
Studio

“Studio Effect”
100’s of tools & activities

Agency:
Multi-discipline staff.
Absolute industry expertise.
Lots of money, little time.

Agency:
“All-in strategy”
They lead, you follow.
Replacement for UX, Biz, or Dev.

Epics
Business Model
Release Schedule
Revenue Model
Tools
Tasks
Goals
Prototypes
Wireframes
Visuals
Guidelines
User Stories
Acceptance Criteria
Use Cases
Test Plans
CSS / JS Framework
Widget Library
User & Task Flows
Navigation
Interaction
Application Logic
Sprints
Research
Agency

IDEO has deep
expertise in healthcare,
7 years from start to
hospital open, with
disciplines across
interior design,
architecture, branding,
contextual research,
and more.

:-/
:-/Phase 0 Phase 1 Phase 2 Phase 3

Early stage
Pivot
Enhancement
Next generation

Tools
Tasks
Goals
!

!
Tools
Tasks
Goals

Q&A Roundtable
Try Your Own
Playbook!

UXD / DNA - DesignMap, Inc.

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UXD / DNA - DesignMap, Inc.