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People & Process
       Euro IA, Rome
   September 27-29, 2012
People & Process
 Birgit Geiberger & Peter Boersma
16 years professional experience
                design & branding
            functionality & aesthetics
               business & user goals
               people management
             international experience
      IxDA regional coordinator EU & Africa




     Birgit Geiberger
Creative Director UX · Visual & Interaction Designer
             Freelance · @birgitgcom
17 years professional experience
                 user research
            requirements analysis
                concept design
         detailed design & prototype
              usability evaluation
             presents & teaches




     Peter Boersma
Interaction Designer · Design Process Consultant
             Freelance · @pboersma
Evaluation      typical      Research
             User-Centered
                Design


               Design
Business

                these also
              influence the
 Product     User Experience   Strategy




Evaluation      typical        Research
             User-Centered
                Design


                Design
Business

                these also
              influence the
 Product     User Experience   Strategy

               Process

Evaluation      typical        Research
             User-Centered
                Design


                Design
Let's explore these elements of
the UX process by looking at:
Who do you meet?
What are their deliverables?
How can you contribute to them?
Business



 Product                     Strategy

               Process

Evaluation      typical      Research
             User-Centered
                Design


               Design
People like you
WHO?
Persona
WHAT?
Moodboard
WHAT?
Card Sort
WHAT?
Sketches
WHAT?
Concept Map
WHAT?
Screenflow
WHAT?
Wireframe
WHAT?
Infographics
WHAT?
Prototype
WHAT?
Prototype
WHAT?
Styleguide
WHAT?
Usability Test
WHAT?
Business



 Product                Strategy

             Process

Evaluation              Research



             Design
Process
HOW?
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 e
HOW?




         F
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




                                Process
HOW?
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




                                 Process
HOW?
Process
HOW?
Process
HOW?
Process
HOW?
Process
HOW?
Process
HOW?
Process
HOW?
Process
HOW?
Process
HOW?
Process
HOW?
Process
HOW?
Business

                these also
              influence the
Product      User Experience   Strategy

                Process

Evaluation                     Research



                Design
Business



 Product                Strategy

             Process

Evaluation              Research



              Design
Account Manager
WHO?
Pitch
WHAT?
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
                              Pitch
WHAT?




        (differentiating attributes).
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).
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 to
that provides a solution to     them?
(key customer problems).

Unlike                          how is your
(the product alternative),      offering different
we have                         from competitors?
(differentiating attributes).
Estimate
WHAT?
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

                      Estimate
WHAT?
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
assuming
we design
5 complex wireframes
+ 5 medium wireframes
+ 15 components         assumptions
we estimate
we need 320 hours       calculations
(5x16 + 5x12 + 15x12)   (explanations)
but
we don’t know           risks
the developer’s
documentation needs
Speak the language
HOW?
X
HOW?




       Find the treasure
Show Apple products
HOW?
Help make decisions
HOW?
Business



 Product                Strategy

             Process

Evaluation              Research



             Design
Strategy
                        1. Who
                        2. What
                         3. How




       Brand Manager
WHO?
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)
Know Your Enemy
HOW?
Business



Product                 Strategy

             Process

Evaluation              Research



             Design
Manage
                         1. Who
                         2. What
                          3. How




       Product Manager
WHO?
WHAT?




        Scope
essential

        quick win   winner!

   easy                       hard

           repair   quality
WHAT?




             contributes
WHAT?




        Optimize
WHAT?




        Optimize
People & Process (Euro IA 2012)
28% better
Roadmap
HOW?
Area                           Area




        Area             Area

                 Area


               Roadmap
HOW?
release                               release

        progress                             progress
 Area                                                     Area

                  progress              progress
                             progress
        Area                                       Area

                              Area


                       Roadmap
HOW?
release        release                release      release
                     progress                  progress
        progress                                          progress
 Area                   progress          progress                   Area
                                   progress

                  progress                        progress
                                 progress
        Area                                                 Area

                                   Area


                       Roadmap
HOW?
Business

                these also
              influence the
 Product     User Experience   Strategy

               Process

Evaluation      typical        Research
             User-Centered
                Design


                Design
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
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 Model


David 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
People & Process (Euro IA 2012)
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)
What can you learn from
Social 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
People & Process (Euro IA 2012)
Indirect   Direct
Indirect   Direct
Open




Indirect             Direct




           Guarded
Open




Indirect             Direct




           Guarded
Open
  Relator                     Socializer
  Amiable Style               Expressive Style



Indirect                             Direct


  Thinker                     Director
 Analytical Style               Driver Style

                    Guarded
Open




Indirect             Direct




           Guarded
Open


           People oriented

Indirect                     Direct




              Guarded
Open




Indirect             Direct




           Guarded
Open




Indirect                   Direct

           Task oriented


             Guarded
Open




Indirect             Direct




           Guarded
Open




Indirect
           Slow        Direct
           pace



             Guarded
Open




Indirect             Direct




           Guarded
Open




                Fast
Indirect               Direct
                pace



           Guarded
X
Potential conflicts


           X
X
Potential conflicts


 X
The Social Styles in detail
Relator: “I feel ...”
  Relationship oriented
Relator
open & 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
Relator
Potential 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
Socializer: “I want ...”
      Intuition oriented
Socializer
open & 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
Socializer
Potential 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)
Director: “I will ...”
     Action oriented
Director
guarded & 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, don't 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
Director
Potential 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
Thinker: “I think ...”
    Process oriented
Thinker
guarded & 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
Thinker
Potential 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
People & Process (Euro IA 2012)
We all display some aspects
  of each of the Social Styles
But 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 (personal versus factual)

• “I” or “we” form

• Pace



Their body language
• Many gestures

• Facial expressions

• Eye contact



Their listening skills
How to communicate with a
Relator
•   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
How to communicate with a
Socializer
•   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
How to communicate with a
Director
•   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
How to communicate with a
Thinker
•   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
•   Don't misinterpret lack of enthusiasm with lack of
    interest
How about you?
X
any conflicts?


        X
X
which styles?


X
Business



 Product                Strategy

             Process

Evaluation              Research



             Design
Business



 Product                Strategy

             Process

Evaluation              Research



             Design
Relator   Socializer




Thinker   Director
Two things to remember...
Business



 Product                Strategy

             Process

Evaluation              Research



             Design
Business



 Product                Strategy

             Process

Evaluation              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
       different style.
Thank you
Birgit Geiberger & Peter Boersma

        Euro IA, Rome
    September 27-29, 2012
Thank you
Birgit Geiberger & Peter Boersma

        Euro IA, Rome
    September 27-29, 2012

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People & Process (Euro IA 2012)

  • 1. People & Process Euro IA, Rome September 27-29, 2012
  • 2. People & Process Birgit Geiberger & Peter Boersma
  • 3. 16 years professional experience design & branding functionality & aesthetics business & user goals people management international experience IxDA regional coordinator EU & Africa Birgit Geiberger Creative Director UX · Visual & Interaction Designer Freelance · @birgitgcom
  • 4. 17 years professional experience user research requirements analysis concept design detailed design & prototype usability evaluation presents & teaches Peter Boersma Interaction Designer · Design Process Consultant Freelance · @pboersma
  • 5. Evaluation typical Research User-Centered Design Design
  • 6. Business these also influence the Product User Experience Strategy Evaluation typical Research User-Centered Design Design
  • 7. Business these also influence the Product User Experience Strategy Process Evaluation typical Research User-Centered Design Design
  • 8. Let's explore these elements of the UX process by looking at: Who do you meet? What are their deliverables? How can you contribute to them?
  • 9. Business Product Strategy Process Evaluation typical Research User-Centered Design Design
  • 23. Business Product Strategy Process Evaluation Research Design
  • 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 e HOW? F
  • 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 Process HOW?
  • 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 Process HOW?
  • 38. Business these also influence the Product User Experience Strategy Process Evaluation Research Design
  • 39. Business Product Strategy Process Evaluation Research Design
  • 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 Pitch WHAT? (differentiating attributes).
  • 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. 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 to that provides a solution to them? (key customer problems). Unlike how is your (the product alternative), offering different we have from competitors? (differentiating attributes).
  • 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 Estimate WHAT?
  • 47. 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
  • 48. assuming we design 5 complex wireframes + 5 medium wireframes + 15 components assumptions we estimate we need 320 hours calculations (5x16 + 5x12 + 15x12) (explanations) but we don’t know risks the developer’s documentation needs
  • 50. X HOW? Find the treasure
  • 53. Business Product Strategy Process Evaluation Research Design
  • 54. Strategy 1. Who 2. What 3. How Brand Manager WHO?
  • 61. Business Product Strategy Process Evaluation Research Design
  • 62. Manage 1. Who 2. What 3. How Product Manager WHO?
  • 63. WHAT? Scope
  • 64. essential quick win winner! easy hard repair quality WHAT? contributes
  • 65. WHAT? Optimize
  • 66. WHAT? Optimize
  • 70. Area Area Area Area Area Roadmap HOW?
  • 71. release release progress progress Area Area progress progress progress Area Area Area Roadmap HOW?
  • 72. release release release release progress progress progress progress Area progress progress Area progress progress progress progress Area Area Area Roadmap HOW?
  • 73. Business these also influence the Product User Experience Strategy Process Evaluation typical Research User-Centered Design Design
  • 74. 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
  • 75. Communication is influenced by
  • 76. observable behavior ( verbal, vocal & visual )
  • 77. The Social Style Model The Social Style Model is Trademark of the Tracom Group
  • 78. The Social Style Model David 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
  • 80. 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)
  • 81. What can you learn from Social 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
  • 83. Indirect Direct
  • 84. Indirect Direct
  • 85. Open Indirect Direct Guarded
  • 86. Open Indirect Direct Guarded
  • 87. Open Relator Socializer Amiable Style Expressive Style Indirect Direct Thinker Director Analytical Style Driver Style Guarded
  • 88. Open Indirect Direct Guarded
  • 89. Open People oriented Indirect Direct Guarded
  • 90. Open Indirect Direct Guarded
  • 91. Open Indirect Direct Task oriented Guarded
  • 92. Open Indirect Direct Guarded
  • 93. Open Indirect Slow Direct pace Guarded
  • 94. Open Indirect Direct Guarded
  • 95. Open Fast Indirect Direct pace Guarded
  • 98. The Social Styles in detail
  • 99. Relator: “I feel ...” Relationship oriented
  • 100. Relator open & 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
  • 101. Relator Potential 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
  • 102. Socializer: “I want ...” Intuition oriented
  • 103. Socializer open & 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
  • 104. Socializer Potential 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)
  • 105. Director: “I will ...” Action oriented
  • 106. Director guarded & 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, don't 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
  • 107. Director Potential 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
  • 108. Thinker: “I think ...” Process oriented
  • 109. Thinker guarded & 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
  • 110. Thinker Potential 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
  • 112. We all display some aspects of each of the Social Styles But we have one dominant style
  • 113. No style is better than another
  • 114. Beware of generalization and swift judgement
  • 115. Recognize & communicate with other Social Styles
  • 116. 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 • Pace Their body language • Many gestures • Facial expressions • Eye contact Their listening skills
  • 117. How to communicate with a Relator • 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
  • 118. How to communicate with a Socializer • 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
  • 119. How to communicate with a Director • 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
  • 120. How to communicate with a Thinker • 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 • Don't misinterpret lack of enthusiasm with lack of interest
  • 124. Business Product Strategy Process Evaluation Research Design
  • 125. Business Product Strategy Process Evaluation Research Design
  • 126. Relator Socializer Thinker Director
  • 127. Two things to remember...
  • 128. Business Product Strategy Process Evaluation Research Design
  • 129. Business Product Strategy Process Evaluation Research Design
  • 130. Always assume good intentions even if you don’t understand people’s behavior.
  • 131. Always assume good intentions even if you don’t understand people’s behavior. They may simply have a different style.
  • 132. Thank you Birgit Geiberger & Peter Boersma Euro IA, Rome September 27-29, 2012
  • 133. Thank you Birgit Geiberger & Peter Boersma Euro IA, Rome September 27-29, 2012

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