People & Process       Euro IA, Rome   September 27-29, 2012
People & Process Birgit Geiberger & Peter Boersma
16 years professional experience                design & branding            functionality & aesthetics               busi...
17 years professional experience                 user research            requirements analysis                concept des...
Evaluation      typical      Research             User-Centered                Design               Design
Business                these also              influence the Product     User Experience   StrategyEvaluation      typical...
Business                these also              influence the Product     User Experience   Strategy               ProcessE...
Lets explore these elements ofthe UX process by looking at:Who do you meet?What are their deliverables?How can you contrib...
Business Product                     Strategy               ProcessEvaluation      typical      Research             User-...
People like youWHO?
PersonaWHAT?
MoodboardWHAT?
Card SortWHAT?
SketchesWHAT?
Concept MapWHAT?
ScreenflowWHAT?
WireframeWHAT?
InfographicsWHAT?
PrototypeWHAT?
PrototypeWHAT?
StyleguideWHAT?
Usability TestWHAT?
Business Product                Strategy             ProcessEvaluation              Research             Design
ProcessHOW?
na                                   AP            er   so                                   EM           P               ...
ire-     design          wire                    proto-       r equ ts     principles            fr   ame             n   ...
ire-     design          wire                     proto-        r equ ts     principles            fr   ame              n...
ProcessHOW?
ProcessHOW?
ProcessHOW?
ProcessHOW?
ProcessHOW?
ProcessHOW?
ProcessHOW?
ProcessHOW?
ProcessHOW?
ProcessHOW?
Business                these also              influence theProduct      User Experience   Strategy                Process...
Business Product                Strategy             ProcessEvaluation              Research              Design
Account ManagerWHO?
PitchWHAT?
For        (target customers)        who are dissatisfied with        (the current market),        our product/service is  ...
For(target customers)who are dissatisfied with(the current market),our product/service is(a new product/service)that provid...
For                             who is the target(target customers)              audience?who are dissatisfied with(the cur...
EstimateWHAT?
assuming        we design        5 complex wireframes        + 5 medium wireframes        + 15 components        we estima...
assumingwe design5 complex wireframes+ 5 medium wireframes+ 15 componentswe estimatewe need 320 hours(5x16 + 5x12 + 15x12)...
assumingwe design5 complex wireframes+ 5 medium wireframes+ 15 components         assumptionswe estimatewe need 320 hours ...
Speak the languageHOW?
XHOW?       Find the treasure
Show Apple productsHOW?
Help make decisionsHOW?
Business Product                Strategy             ProcessEvaluation              Research             Design
Strategy                        1. Who                        2. What                         3. How       Brand ManagerWHO?
Know Your EnemyHOW?
BusinessProduct                 Strategy             ProcessEvaluation              Research             Design
Manage                         1. Who                         2. What                          3. How       Product Manage...
WHAT?        Scope
essential        quick win   winner!   easy                       hard           repair   qualityWHAT?             contrib...
WHAT?        Optimize
WHAT?        Optimize
28% better
RoadmapHOW?
Area                           Area        Area             Area                 Area               RoadmapHOW?
release                               release        progress                             progress Area                   ...
release        release                release      release                     progress                  progress        p...
Business                these also              influence the Product     User Experience   Strategy               ProcessE...
From Process to People•   UX Process is more than user-centered design•   UCD’s “empathy for the end-user” is not enough• ...
Communication  is influenced by
observable behavior  ( verbal, vocal & visual )
The Social Style Model     The Social Style Model is Trademark of the Tracom Group
The Social Style ModelDavid Merrill found that people display  consistent observable behaviors,and that others consistentl...
What are Social Styles?•   Behavioral patterns that others can observe•   Based on the "outside" of a person    (verbal, v...
What can you learn fromSocial Styles?•   Get to know your personal style & gain an    understanding of how you are perceiv...
Indirect   Direct
Indirect   Direct
OpenIndirect             Direct           Guarded
OpenIndirect             Direct           Guarded
Open  Relator                     Socializer  Amiable Style               Expressive StyleIndirect                        ...
OpenIndirect             Direct           Guarded
Open           People orientedIndirect                     Direct              Guarded
OpenIndirect             Direct           Guarded
OpenIndirect                   Direct           Task oriented             Guarded
OpenIndirect             Direct           Guarded
OpenIndirect           Slow        Direct           pace             Guarded
OpenIndirect             Direct           Guarded
Open                FastIndirect               Direct                pace           Guarded
XPotential conflicts           X
XPotential conflicts X
The Social Styles in detail
Relator: “I feel ...”  Relationship oriented
Relatoropen & indirect•   Very supportive, approachable and cooperative•   Strong & loyal team player•   Good listener and...
RelatorPotential issues•   Reluctant to change•   Sticks to the comfortable and known•   Avoids risks•   Does things in a ...
Socializer: “I want ...”      Intuition oriented
Socializeropen & direct•   Very enthusiastic, energetic and spontaneous•   Highly flexible and adaptable to new situations•...
SocializerPotential issues•   Little concern for practical details•   Easily changes course of action•   Struggles with co...
Director: “I will ...”     Action oriented
Directorguarded & direct•   Knows exactly what he wants, where he is going    and how to get there quickly•   Very focusse...
DirectorPotential issues•   Very forceful•   Says what he thinks•   Highly result driven; it’s not about pleasing people  ...
Thinker: “I think ...”    Process oriented
Thinkerguarded & indirect•   Bases decisions purely on facts    (tangible, practical, realistic evidence)•   Asks question...
ThinkerPotential issues•   Studies data seriously before forming an opinion or    being enthusiastic•   Can come across a ...
We all display some aspects  of each of the Social StylesBut we have one dominant style
No style is better than another
Beware of generalization and     swift judgement
Recognize & communicate with     other Social Styles
To recognize a Social Style,pay attention to...Their way of talking• Loudness & tone of voice• Topics of conversation (per...
How to communicate with aRelator•   Make them feel safe•   Spend some time talking and socializing,    in order to develop...
How to communicate with aSocializer•   Show appreciation for what they have done•   Be supportive of their ideas•   Never ...
How to communicate with aDirector•   Provide options and show benefits•   Provide executive summary upfront•   Be clear and...
How to communicate with aThinker•   Provide a lot of information for them to be able    to discover patterns and factual r...
How about you?
Xany conflicts?        X
Xwhich styles?X
Business Product                Strategy             ProcessEvaluation              Research             Design
Business Product                Strategy             ProcessEvaluation              Research             Design
Relator   SocializerThinker   Director
Two things to remember...
Business Product                Strategy             ProcessEvaluation              Research             Design
Business Product                Strategy             ProcessEvaluation              Research             Design
Always assume good intentions   even if you don’t understand        people’s behavior.
Always assume good intentions   even if you don’t understand        people’s behavior.   They may simply have a       diff...
Thank youBirgit Geiberger & Peter Boersma        Euro IA, Rome    September 27-29, 2012
Thank youBirgit Geiberger & Peter Boersma        Euro IA, Rome    September 27-29, 2012
People & Process (Euro IA 2012)
People & Process (Euro IA 2012)
People & Process (Euro IA 2012)
People & Process (Euro IA 2012)
People & Process (Euro IA 2012)
People & Process (Euro IA 2012)
People & Process (Euro IA 2012)
People & Process (Euro IA 2012)
People & Process (Euro IA 2012)
Nächste SlideShare
Wird geladen in ...5
×

People & Process (Euro IA 2012)

2,559

Published on

People in the field of user experience are taught that empathy for the end-user is the holy grail. We believe that, by studying your fellow project team members and identifying their needs, you can develop another type of empathy, one that may prove to be more important for business success.

We will explain the concept of communication styles, help you identify your own style and that of co-workers. By walking you through the extended user experience design process and introducing stereotypes of the people you will meet on the way, we will show you how to adapt your style to others, to ensure you will be heard during the process.

Published in: Design
0 Kommentare
8 Gefällt mir
Statistiken
Notizen
  • Hinterlassen Sie den ersten Kommentar

Keine Downloads
Views
Gesamtviews
2,559
Bei Slideshare
0
Aus Einbettungen
0
Anzahl an Einbettungen
7
Aktionen
Geteilt
0
Downloads
0
Kommentare
0
Gefällt mir
8
Einbettungen 0
No embeds

No notes for slide
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n\n\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • People & Process (Euro IA 2012)

    1. 1. People & Process Euro IA, Rome September 27-29, 2012
    2. 2. People & Process Birgit Geiberger & Peter Boersma
    3. 3. 16 years professional experience design & branding functionality & aesthetics business & user goals people management international experience IxDA regional coordinator EU & Africa Birgit GeibergerCreative Director UX · Visual & Interaction Designer Freelance · @birgitgcom
    4. 4. 17 years professional experience user research requirements analysis concept design detailed design & prototype usability evaluation presents & teaches Peter BoersmaInteraction Designer · Design Process Consultant Freelance · @pboersma
    5. 5. Evaluation typical Research User-Centered Design Design
    6. 6. Business these also influence the Product User Experience StrategyEvaluation typical Research User-Centered Design Design
    7. 7. Business these also influence the Product User Experience Strategy ProcessEvaluation typical Research User-Centered Design Design
    8. 8. Lets explore these elements ofthe UX process by looking at:Who do you meet?What are their deliverables?How can you contribute to them?
    9. 9. Business Product Strategy ProcessEvaluation typical Research User-Centered Design Design
    10. 10. People like youWHO?
    11. 11. PersonaWHAT?
    12. 12. MoodboardWHAT?
    13. 13. Card SortWHAT?
    14. 14. SketchesWHAT?
    15. 15. Concept MapWHAT?
    16. 16. ScreenflowWHAT?
    17. 17. WireframeWHAT?
    18. 18. InfographicsWHAT?
    19. 19. PrototypeWHAT?
    20. 20. PrototypeWHAT?
    21. 21. StyleguideWHAT?
    22. 22. Usability TestWHAT?
    23. 23. Business Product Strategy ProcessEvaluation Research Design
    24. 24. ProcessHOW?
    25. 25. na AP er so EM P I T S ir e- wire fr ame qu ts re n s usabi e lity m test en design proto- re Sc W principles LO Process ty p eHOW? F
    26. 26. ire- design wire proto- r equ ts principles fr ame n type me s a AP son TE M usabi lity Per SI n test ree Sc W FLO ProcessHOW?
    27. 27. ire- design wire proto- r equ ts principles fr ame n type me s user concept detailed prototype & research design design evaluate a AP son TE M usabi lity Per SI n test ree Sc W FLO ProcessHOW?
    28. 28. ProcessHOW?
    29. 29. ProcessHOW?
    30. 30. ProcessHOW?
    31. 31. ProcessHOW?
    32. 32. ProcessHOW?
    33. 33. ProcessHOW?
    34. 34. ProcessHOW?
    35. 35. ProcessHOW?
    36. 36. ProcessHOW?
    37. 37. ProcessHOW?
    38. 38. Business these also influence theProduct User Experience Strategy ProcessEvaluation Research Design
    39. 39. Business Product Strategy ProcessEvaluation Research Design
    40. 40. Account ManagerWHO?
    41. 41. PitchWHAT?
    42. 42. For (target customers) who are dissatisfied with (the current market), our product/service is (a new product/service) that provides a solution to (key customer problems). Unlike (the product alternative), we have PitchWHAT? (differentiating attributes).
    43. 43. For(target customers)who are dissatisfied with(the current market),our product/service is(a new product/service)that provides a solution to(key customer problems).Unlike(the product alternative),we have(differentiating attributes).
    44. 44. For who is the target(target customers) audience?who are dissatisfied with(the current market),our product/service is what experiences(a new product/service) are compelling tothat provides a solution to them?(key customer problems).Unlike how is your(the product alternative), offering differentwe have from competitors?(differentiating attributes).
    45. 45. EstimateWHAT?
    46. 46. assuming we design 5 complex wireframes + 5 medium wireframes + 15 components we estimate we need 320 hours (5x16 + 5x12 + 15x12) but we don’t know the developer’s documentation needs EstimateWHAT?
    47. 47. assumingwe design5 complex wireframes+ 5 medium wireframes+ 15 componentswe estimatewe need 320 hours(5x16 + 5x12 + 15x12)butwe don’t knowthe developer’sdocumentation needs
    48. 48. assumingwe design5 complex wireframes+ 5 medium wireframes+ 15 components assumptionswe estimatewe need 320 hours calculations(5x16 + 5x12 + 15x12) (explanations)butwe don’t know risksthe developer’sdocumentation needs
    49. 49. Speak the languageHOW?
    50. 50. XHOW? Find the treasure
    51. 51. Show Apple productsHOW?
    52. 52. Help make decisionsHOW?
    53. 53. Business Product Strategy ProcessEvaluation Research Design
    54. 54. Strategy 1. Who 2. What 3. How Brand ManagerWHO?
    55. 55. Know Your EnemyHOW?
    56. 56. BusinessProduct Strategy ProcessEvaluation Research Design
    57. 57. Manage 1. Who 2. What 3. How Product ManagerWHO?
    58. 58. WHAT? Scope
    59. 59. essential quick win winner! easy hard repair qualityWHAT? contributes
    60. 60. WHAT? Optimize
    61. 61. WHAT? Optimize
    62. 62. 28% better
    63. 63. RoadmapHOW?
    64. 64. Area Area Area Area Area RoadmapHOW?
    65. 65. release release progress progress Area Area progress progress progress Area Area Area RoadmapHOW?
    66. 66. release release release release progress progress progress progress Area progress progress Area progress progress progress progress Area Area Area RoadmapHOW?
    67. 67. Business these also influence the Product User Experience Strategy ProcessEvaluation typical Research User-Centered Design Design
    68. 68. From Process to People• UX Process is more than user-centered design• UCD’s “empathy for the end-user” is not enough• We should develop empathy for all characters that live in the world of User Experience• For that, we need to learn to communicate with all kinds of people
    69. 69. Communication is influenced by
    70. 70. observable behavior ( verbal, vocal & visual )
    71. 71. The Social Style Model The Social Style Model is Trademark of the Tracom Group
    72. 72. The Social Style ModelDavid Merrill found that people display consistent observable behaviors,and that others consistently agree on words to describe each behavior. The Social Style Model is Trademark of the Tracom Group
    73. 73. What are Social Styles?• Behavioral patterns that others can observe• Based on the "outside" of a person (verbal, vocal, visual)• Social Styles do not try to interpret what the intentions are: the "inside" of a person (thoughts, character or personality assessment)
    74. 74. What can you learn fromSocial Styles?• Get to know your personal style & gain an understanding of how you are perceived by others• Learn about different styles & their behavior• Learn to optimize your communication & understand why people talk to us the way they do• Learn to not let your typical behavioral preferences lead to a failure in communication• Learn to appreciate the value of the different styles with their strengths & qualities
    75. 75. Indirect Direct
    76. 76. Indirect Direct
    77. 77. OpenIndirect Direct Guarded
    78. 78. OpenIndirect Direct Guarded
    79. 79. Open Relator Socializer Amiable Style Expressive StyleIndirect Direct Thinker Director Analytical Style Driver Style Guarded
    80. 80. OpenIndirect Direct Guarded
    81. 81. Open People orientedIndirect Direct Guarded
    82. 82. OpenIndirect Direct Guarded
    83. 83. OpenIndirect Direct Task oriented Guarded
    84. 84. OpenIndirect Direct Guarded
    85. 85. OpenIndirect Slow Direct pace Guarded
    86. 86. OpenIndirect Direct Guarded
    87. 87. Open FastIndirect Direct pace Guarded
    88. 88. XPotential conflicts X
    89. 89. XPotential conflicts X
    90. 90. The Social Styles in detail
    91. 91. Relator: “I feel ...” Relationship oriented
    92. 92. Relatoropen & indirect• Very supportive, approachable and cooperative• Strong & loyal team player• Good listener and sensitive to others feelings• Open with emotions, warm & friendly• High priority on friendships and close relationships• Tends to look for personal motives in actions of others• Needs people to get along - seeks harmony & stability• Likes to get direction
    93. 93. RelatorPotential issues• Reluctant to change• Sticks to the comfortable and known• Avoids risks• Does things in a very slow-paced way• Undisciplined in their use of time due to sharing personal objectives & feelings with others
    94. 94. Socializer: “I want ...” Intuition oriented
    95. 95. Socializeropen & direct• Very enthusiastic, energetic and spontaneous• Highly flexible and adaptable to new situations• Acts quickly and is willing to take risks• Very imaginative, lots of creative ideas• Communicative and fun• Involves others with their feelings & thoughts• Says and shows what they think• Needs to be appreciated• Likes to try new & different things
    96. 96. SocializerPotential issues• Little concern for practical details• Easily changes course of action• Struggles with commitment & follow-through• Bases decisions on personal opinion & opinion of important people in their lives (weighs more than facts & data)• Undisciplined in their use of time (too many distractions)
    97. 97. Director: “I will ...” Action oriented
    98. 98. Directorguarded & direct• Knows exactly what he wants, where he is going and how to get there quickly• Very focussed: swift, efficient, to the point in everything they do• Prefers to be presented with options• Makes own decisions, dont like at all to be told what to do or what not to do• Takes risks• Seeks productivity• Needs to be in control• Likes results
    99. 99. DirectorPotential issues• Very forceful• Says what he thinks• Highly result driven; it’s not about pleasing people on the way• Very impatient• Works best without others or with people who are able to move quickly• Controls emotions, does not show emotions
    100. 100. Thinker: “I think ...” Process oriented
    101. 101. Thinkerguarded & indirect• Bases decisions purely on facts (tangible, practical, realistic evidence)• Asks questions, gathers information• Steadfast, reliable, and dependable• Strong sense of duty and obligation• Natural giver and cooperative team member• Seem to move slowly but they use their time in a deliberate, disciplined manner• Needs to be right• Likes pattern and predictability
    102. 102. ThinkerPotential issues• Studies data seriously before forming an opinion or being enthusiastic• Can come across a bit skeptical, even critical• Main priority is job at hand and the process to achieve it• Avoids risks and is very cautious• High control of emotions• People and friendships are important, but it does not show on initial contact
    103. 103. We all display some aspects of each of the Social StylesBut we have one dominant style
    104. 104. No style is better than another
    105. 105. Beware of generalization and swift judgement
    106. 106. Recognize & communicate with other Social Styles
    107. 107. To recognize a Social Style,pay attention to...Their way of talking• Loudness & tone of voice• Topics of conversation (personal versus factual)• “I” or “we” form• PaceTheir body language• Many gestures• Facial expressions• Eye contactTheir listening skills
    108. 108. How to communicate with aRelator• Make them feel safe• Spend some time talking and socializing, in order to develop a relationship• Be friendly and understanding• Inform early on when changes may occur• Don’t break promises
    109. 109. How to communicate with aSocializer• Show appreciation for what they have done• Be supportive of their ideas• Never ignore them• Be positive and show energy• Help them to stay on track
    110. 110. How to communicate with aDirector• Provide options and show benefits• Provide executive summary upfront• Be clear and precise• Don’t talk about personal topics• Get to the point fast, don’t irritate by being inefficient and indecisive
    111. 111. How to communicate with aThinker• Provide a lot of information for them to be able to discover patterns and factual relationships• Provide thoughtful arguments and facts• Give time to process• Provide plans with deadlines to set expectations• Inform early about potential changes• Dont misinterpret lack of enthusiasm with lack of interest
    112. 112. How about you?
    113. 113. Xany conflicts? X
    114. 114. Xwhich styles?X
    115. 115. Business Product Strategy ProcessEvaluation Research Design
    116. 116. Business Product Strategy ProcessEvaluation Research Design
    117. 117. Relator SocializerThinker Director
    118. 118. Two things to remember...
    119. 119. Business Product Strategy ProcessEvaluation Research Design
    120. 120. Business Product Strategy ProcessEvaluation Research Design
    121. 121. Always assume good intentions even if you don’t understand people’s behavior.
    122. 122. Always assume good intentions even if you don’t understand people’s behavior. They may simply have a different style.
    123. 123. Thank youBirgit Geiberger & Peter Boersma Euro IA, Rome September 27-29, 2012
    124. 124. Thank youBirgit Geiberger & Peter Boersma Euro IA, Rome September 27-29, 2012

    ×