Par Michael Rawling, Senior UX designer chez Unruly Media (http://twitter.com/hedshot) Inscrivez-vous au prochain meetup! — http://www.meetup.com/Get-the-SWAG-on/ Inscrivez-vous à la newsletter pour ne pas rater les prochains évènements ! — http://www.thefamily.co/events/ Suggestions, idées de speakers, feedbacks always welcome ! — http://buff.ly/1r0ubkx

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DESIGN IS IN PRODUCT DNA
MICHAEL RAWLING
@hedshot

3. @hedshot
Title position here
Your title sit over itYOUR HOST TODAY…
MIKE RAWLING
LEAD UX AT UNRULY.CO, LONDON:
TEAM-OF-ONE & UX COACH:
INTERACTION DESIGNER, UI ENGINEER, UI DESIGNER, UX RESEARCH,
USER RESEARCH, TEST PARTICIPANT RECRUITER, USABILITY TESTER,
MICRO-COPY WRITER, TRAINER, MENTOR ETC…
UX history dating back to ’98 – pre “UX”!!!
Consulted, designed, engineered, leader of, coached, trained big & small teams and initiatives for:..
Tesco, Wiley Publishing, Camelot, Konami, LoveFilm and Granada Television, ITV and Unruly.co…

4. @hedshot
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ABOUT UNRULY.CO

5. @hedshot
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ABOUT UNRULY.CO

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WARNING - MAY CONTAIN
UNRULY CULTURE…
...and of course, err, creative cultural appropriation and mixing…;)

7. @hedshot
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Your title sit over itWHO’S HERE?

8. @hedshot
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Your title sit over itTHIS EVENING…
• THE PROBLEM WITH PRODUCT DESIGN
• A SOLUTION
• SOME TECHNIQUES TO MAKE THAT HAPPEN
The details are not the details.
They make the design.
C.Eames

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PRODUCT DESIGN & DEV IS BROKEN…
{NOTES}:
• AGENCY DESIGN PROCESS SEPARATE FROM
• TECH AND DESIGN TEAMS SPEAK DIFFERENT LANGUAGES
• SOMETIMES PRODUCT DEVELOPMENT CAN’T DELIVER WHAT 3RD PARTY DESIGN AGENCIES PROVIDE THAT’S BEEN
SIGNED OFF WITH CLIENT
• WE DESIGN AND BUILD THE MOST BEAUTIFUL THING THAT CLIENT WANTS, USERS DON’T WANT IT AFTER ALL…
• TECHNICALLY ORIENTATED COMPANIES ( - START-UPS - ) BUILT PRODUCT AND THEN GET ‘DESIGN’ IN TO POLISH IT
• PRODUCT DESIGN IS CONTINUOUS AND MORE LIKE FARMING THAN BUILDING CONSTRUCTION
• I HAVE HEARD *DESIGNERS* USE THE METAPHOR OF DESIGN AS THE INTERIOR DECORATION IS HOW DESIGN
RELATES TO THE REST OF THE PRODUCT – THIS IS VASTLY INCORRECT – AND MORE AKIN TO BUILDING
ARCHITECT!

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THE PROBLEM

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THE PROBLEM
Fails with modern software products that:
• immediately updateable client<>server applications, like SAAS,
• regularly updated model, like Apps or phone OS software

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THE PROBLEM

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THE PROBLEM
Worst case, teams often have to…
• Design first:
gain client sign-off then pass an PSD ‘spec’ to ‘dev’ then leave…
• Build/dev first:
get in design to ‘skin’ the product after it’s essentially finished…

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SIGNS OF A SOLUTION?

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A SOLUTION
But we can learn some things from product and industrial design of complex products
like automotive design where successful exterior body designers also work closely with
handling, engine, fluid and air dynamics and NVH teams:

16. @hedshot
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It goes both ways –
• ‘Design’ can’t be just an afterthought of engineering team but equally,
• Design can’t work in a vacuum, leaving engineers unable to fulfil the
designers visions…

17. @hedshot
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18. @hedshot
Title position here
Your title sit over itA SOLUTION

19. @hedshot
Title position here
Your title sit over itA SOLUTION?
‘Continuous Delivery’ & ’Continuous Integration’

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A SOLUTION
‘Continuous Delivery’ & ’Continuous Integration’

21. @hedshot
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Your title sit over itCOULD THIS WORK FOR DESIGN?
So..

22. @hedshot
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Your title sit over itA SOLUTION?
Continuous
Creative
Integration

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IN PRACTICE…

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COLOCATION IN TIME AND SPACE

25. @hedshot
Title position here
Your title sit over itTHROWING IDEAS AT EACH OTHER

26. @hedshot
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Your title sit over itCROSS-DISCIPLINARY PAIRING…
https://www.linkedin.com/groups/Pair-design-3315113.S.5968946180594364420
+
+ +
+ +
+

27. @hedshot
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Your title sit over itSTART SIMPLY BUT BOLDLY
Set Vision in text and general design feel - at most!!
•Understand Audience
•Identify core principles and guidelines
•Start a list of potential features.
•That’s it..

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UX COACH
UX Coach: mentor, train and coach to help the team to help themselves – so
they themselves are immersed in user intelligence and knowledge

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UX COACHING
UX Coach: Most difficult skill is to give away knowledge in this context but…
Don’t worry, no one else can do your job (however much they think they can)

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Don’t be a Lone Ranger – Seek to
marinade the whole team in user intel
Do deputise team members in research
activities:

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USER INTEL
UX or product designers present always to marinade the team in user intel
throughout

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NURTURING EMPATHY
PERSONA WORKSHOPS: WHOLE TEAM INVOLVED

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NURTURING EMPATHY

34. @hedshot
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Your title sit over itARE YOU ‘AGILE’?

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TECHNIQUES

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NURTURING EMPATHY
As {persona name} I would
like to…so that…

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NURTURING EMPATHY
PERSONA STICKERS ON STORY CARDS

38. @hedshot
Title position here
Your title sit over itOK, SO HOW?
Goodbye design phase……….design, synthesis and development get going
together

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MORE WAYS TO COMMUNICATE

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CAN’T DRAW WON’T DRAW
(PROGRAMMER:…)
• “I CAN’T DRAW – LET ALONE ‘DESIGN’!”
• “DESIGN IS FLUFFY!”
• “DESIGNERS DON’T KNOW SH*T”
• “I’M NOT A DESIGNER”
• “WTF?”
LATER…
• “…BUT THAT’S NOT THE BEST DESIGN”
• “..I WON’T DO IT LIKE THAT…”
• “THAT’S JUST TOO WACKY/UNUSABLE/UNUSUAL/
CUSTOM/ETC…”
• “I COULD DO BETTER…”
“I CAN’T DRAW”
OK, SO HOW?

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DARK SECRET OF INTERACTION DESIGN…
OK, SO HOW?

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ENTER: DESIGN CHARRETTES*!!
• ALLEGEDLY BASED REGULAR CRITIQUES AT AN ART ACADEMY IN
PARIS – POSSIBLY BEAUX ARTS
(ALSO CALLED ‘DESIGN STUDIO’)
• ABOUT REGULAR ‘CRITIQUES’
• STUDENTS RACE TO FINISH…
• USEFUL AND EFFECT URGENCY IN THE PROCESS!
*SINCE THEN DOCUMENTED IN LEAN UX,
BY JEFF GOTTHELF
OK, SO HOW?

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INITIAL CHARRETTE PHASE
OK, SO HOW?

44. @hedshot
Title position here
Your title sit over itOK, SO HOW?

45. @hedshot
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OK, SO HOW?

46. @hedshot
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MAKING INTERACTIVE PRODUCTS

47. @hedshot
Title position here
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“Prototyping: where the wheels touch
down on the tarmac”

48. @hedshot
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Goodbye Design Phase!
Static design and doesn’t cut it: design straight into prototypes Axure or
HTML or POP or whatever tool.. #nopsd

49. @hedshot
Title position here
Your title sit over itSUPER LOW RES PROTOTYPING

50. @hedshot
Title position here
Your title sit over itTURN UP THE RESOLUTION

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PROTOTYPES
Prototypes become testable living breathing document for:
•usability/ux testing
and user validation
AND….

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PROTOTYPES
Prototypes become testable living breathing document for:
•usability/ux testing
and user validation
And Client sign off!!

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GUIDELINES & PRINCIPLES

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SET OUT GUIDELINES
…Branding Guidelines?

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SET OUT GUIDELINES
…Branding Guidelines? Interaction guidelines like the BBC’s…??
http://www.bbc.co.uk/gel

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BEYOND BRANDING GUIDELINES, BEYOND INTERACTION GUIDELINES: LIVE UX GUIDELINES
SET OUT GUIDELINES

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Actually sit with engineers to actually code this with them…
SET OUT GUIDELINES

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TESTING

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OK, SO HOW?
Many people show *clients*:
…the results of testing or design but
involving them in it is critical AND…
Many people show their team of:
*Devs, engineers, testers, product owner..
….the results of testing or design but
actually involving them in it is critical
too…

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ENGAGING ALL IN UX…
You and team members and run design experiments…

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UX COACHING…
You and team members design experiments..

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ENGAGING ALL IN UX…
ENGAGE TEAM WITH TESTING…

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USER RESEARCH

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USER RESEARCH

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USER RESEARCH
RESEARCH
Micro surveys and team administered feedback tools

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SO!

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DO THIS EVERY DAY OR WEEK
• Colocation in time and space
• - with close collaboration!
• UX Coach
• Communicate:
• Drafting Together: in charrettes
• Prototype the product itself
• Beyond brand guidelines: live ux guidelines
• Test Together

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QUESTION & ANSWER

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THANKS FOR LISTENING!
MemberVideo Council Whitelisted
Winner Best Content
Distribution Service
Michael.rawling@unrulymedia.com
@hedshot

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PROPS!
Orange bus
seniorgif.com
Team unicorn
Dark parodies
Umbrella corporation
Memegenerator.net
Carter reid
Bodies in the crawlspace
Hollywood
Meme Center
destroyer.tumbler.com
Someecards
SHIELD
Star Trek
Elvis.ro
Gliphy
Gifsoup.com
The department of homeland security
Lolcats everywhere
Random Kittens
Ghosthunters
The Muppets
icanhascheeseburger.com
soundbible.com
Marvel
Anyone else I forgot!!
Sony
Playstation
The NY transit auth.
The Wachowskis
Jeff Gothelf
Jon Innes
Thoughtworks
Manalo Blahnik
Jaguar
Disney
Bentley
Ryan Gosling
Clint Eastward
Etc…