This document discusses designing user experiences without explicit requirements from clients. It explains that clients now often don't know their detailed requirements and want to see potential solutions first before defining specifics. The document then presents techniques like flipbooking, brainwriting, and role-playing to collaboratively generate new ideas and propositions for clients. It provides an example brief to develop ideas for the National Trust and guides the group through using techniques like flipbooking and brainwriting to develop an idea for a "My Great British Day Out" Facebook app to promote National Trust locations.

1. Designing UX without
requirements

2. Today
• Why we‟re working on projects without
requirements?
• What this means to the way we work and the
evolving role of UX
• Techniques we use to define a proposition
without requirements
• Some exercises to get your brains working

3. Who are we?

4. Why we‟re talking
about this?

5. It used to be client led
Client defines
objectives and requirements
We deliver
strategy/UX/design/build

6. Times have changed..
• Clients don‟t always know their detailed
requirements
– know their business, we know digital
• Work with them to define the proposition
• Client engagement
– Want to see what „it could be‟ before we define
exactly „what it is‟
– Bringing UX into the process earlier

7. No requirements
Client defines - challenge
Agree high level objectives
Collaborative –
client/internally
proposition
Define
Collaborative idea/proposition generation
Define the „must haves‟
Visualise ideas to get client sign off
We deliver - UX/design/build

8. Evolve process…
• How we go about generating ideas around the
proposition with the client
– Not about standard Q&A and brainstorming
– Bring out the best - clients and digital
– Driving innovation is key in ensuring it doesn‟t become
„the same old stuff‟
• Strategy/UX/creative/tech all define the experience
That‟s the focus of today.

9. Generating creative
ideas together

10. “Creativity is just connecting things”
Steve Jobs

11. Flipbook
• Draw on a 2 pools of different „elements‟ to stimulate thinking
around a new (and slightly bizarre) concept
• Makes unfamiliar connections between familiar possibilities
• Helps explores new areas of thinking

12. Brainwriting
• Ideas recorded on paper in a set amount of time, passed on
• Produces lots of ideas quickly
• Good way to get ideas from everyone (shy, political)
• Can be used at any phase of product development

13. 6-3-5
• Similar to Brainwriting but you are asked to write down 3
ideas in a fixed amount of time before passing on
• The innovative potentials of a group can be used
• It is useful if there are conflicts in the group
• Ideas can be systematically developed further in the session

14. Superhero
• Role-play technique that encourages participants to think
broadly around a specific problem using their characters
particular traits (real or fictional)
• Fun and engaging activity suited to early stage idea
generation
• Superpowers can be traits from personas, insights or
characters

15. Analogical
Reasoning
• Analogy is a basic human reasoning process, based on a
fundamental process of human thinking, to remember
similarities and to transfer them to a given problem or
situation and find an adequate solution.

16. Over to you…

17. The task
Use some of these techniques to
generate some ideas around a „real
life‟ project

18. The brief
• National Trust
• Support their standard summer push
to drive foot fall
• Change people‟s perceptions of
National Trust
• Reach a new audience through use
of social (ideally 20-30 year olds)
• Open for us to suggest use of
properties or host events

19. Flipbook
What does the What do our
„British Summer‟ target audience
mean to you do online/
digitally?
e.g. Sunsets
e.g. Video on
demand

20. Brainwriting

21. Round 1
• Must use your 2 flipbook categories plus a
National Trust venue
• 2 ideas (if you can)… around 5 words for each
• Any ideas - don‟t have to be digital
• Write your ideas in the top row
• 3 mins….GO!

22. Round 2
• Read the previous ideas
• 2 more ideas… around of 5 words
• Based on the categories on the top of your
new sheet
• 3 mins…

23. Round 3
• Refining the ideas against objective
• Choose a single idea - circle it
• How would this drive footfall to National Trust?
• 3 mins…

24. Your ideas
• Each share your final idea with your group
• Agree on „the best‟
• Be prepared to share it in less than 30
seconds with the wider group
• 5 mins…

25. Your award winning
ideas

27. How we
progressed…

28. Proposition
Client defines - challenge
Agree high level objectives
Collaborative –
client/internally
proposition
Collaborative idea/proposition generation
Define
Define the „must haves‟
Visualise ideas to get client sign off
We deliver - UX/design/build

29. „My Great British Day Out‟
Create and win your Great British Day Out
with the National Trust.

30. Campaign Mood board

31. Deliver the brief
Campaign objective
Drive visits to National Trust properties
It must
Create Change perception Appeal to new Easy to Must WANT
awareness of National Trust audience engage to share it
Proposition
Online
Facebook a Be Provide NT Fun and
key unexpected with some engaging
platform for control
audience
Refined idea

32. Refined idea
• Facebook app
• Create your own unique day out
• Inspire users with National Trust locations
• You invite your friends to drive awareness
• Sharing and voting

33. Whiteboard

34. Scamps
UX & creative
working together
to sell idea.r to
sell the idea

35. Wireframes

37. Questions

38. Feel free to drop us a line…
www.e3.co.uk nicola@e3.co.uk
http://twitter.com/e3_media tristan.pride@e3.co.uk
0117 9021333