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The Design Discovery Jetpack

  2. FACT: The first few days 
 of pretty much 
 any new project 
 is (typically) exciting
  3. Dear Diary, We had a great kickoff meeting today! The client is here. The executives are excited. The team is assembled and ready to go. I’m so excited I just can’t hide it! Mwahuggles, Me
  4. “We should do 
 UX research! Discover the right problem to solve!” - Every UX designer alive…
  5. only to be met with… confusion
  6. or (worse)… resistance!
  7. Today, we’re going to talk about Good Design Discovery 
 by way of 
 Effective User Experience Research
  8. TODAY’S AGENDA: • What is Design Discovery? • The Design Discovery Jetpack • Special Questions in Design Discovery • Conclusion
  9. Design Discovery is the first mile in the design process. This is where we understand the design problem in order to table a strong, solid solution.
  10. INITIAL INSIGHT SHIPPLAN Understand the market Product Strategy Prototype Ideation Experience Strategy Customer Empathy Sketch options Test prototypes User test Build Prototype solutions Flesh out solution Refine Definition Strategy and plan, a.k.a. “Build the right thing” Execution Working through tradeoffs to deliver optimal solutions, a.k.a. “Build the thing right” SOURCE: Org Design for Design Orgs (Peter Merholz and Kristin Skinner, 2017) Ideation / Generation Definition / Requirem ents Iterative design Im plem entation DESIGN MAKES STRATEGY CONCRETE DESIGN SUPPORTS DELIGHTFUL, ENGAGING EXPERIENCES Analyze
  11. So how do you conduct an effective Discovery Phase?
  12. “jetpack" • The right set of 
 UX research methods to get Discovery done • Starts with the 
 design problem, followed by methods (and results)
  13. DISCLAIMER This process worked for me. True, effective design research is contingent on the problem you’re trying to solve. Mix and match accordingly. Also not an exhaustive list.
  14. CLIENT-SIDE RESEARCH USER RESEARCH SYNTHESIS ACTIVITIES communication brief functional specification design documentation 
 (e.g. wireframes, user flows, 
 prototypes, etc.) research presentations stakeholder interviews competitive analysis heuristic evaluation primary and secondary research analytics review content audit (quant & qual) scenario-driven personas usability testing card sorting job stories (and many, many, MANY more)
  15. Typical Activities Include: • stakeholder interviews • competitive analysis • heuristic evaluation • primary and secondary research • analytics review • content audit (quantitative & qualitative) • metrics, metrics, metrics 1 Client-Side Research WHY DO IT? Probe your project’s business context so we know what to optimize or design for with this 
 new product/service offering.
  16. Typical Activities Include: • scenario-driven personas • usability testing • card sorting • tree testing • job stories • and many, many, MANY more 
 (add as needed). 2 User Research WHY DO IT? Understand “the person behind 
 the screen”, i.e. the one who will be interacting with your product 
 (in terms of needs, goals, 
 and job they really want done).
  17. Typical Activities Include: • communication brief • functional specifications • design documentation 
 (e.g. user flows, wireframes, prototypes, etc.) • research presentations 3 Synthesis Activities WHY DO IT? Articulate your findings and jumpstart the strategy process 
 (i.e. actually SOLVING the problem)
  18. Information Architecture: Card sorting, tree testing, etc. UX Research: Journey maps, Kano Model, storyboards, diary studies, A/B testing, surveys, 
 System Usability Scale, etc. Content Strategy: Message architecture, content plan, 
 page tables, content style guides, etc. Visual Design: Moodboards, style tiles, branding basics, colour schemes, typography, visual design style guides, etc. # Add-on Activities WHY DO IT? Some projects will need a specific approach to truly understand it. 
 Mix and match methods that will get your answer accordingly.
  19. Special Questions 
 on Design Discovery Or how to make the process your own.
  20. • Ideal scenario: 
 Fit UX research and design 
 to the sprint schedule (hypothesis, metrics, tests, 
 and all) How does 
 Design Discovery work for 
 Agile projects?
  21. • PROBLEM: 
 UX research and design becomes shoehorned into the process, sacrificing the deep, contextual thought needed in the design process. How does 
 Design Discovery work for 
 Agile projects?
  23. Notice how UX Research only occupies Sprint 1? #lonely
  24. “Agile is Not Easy for UX: (How to) Deal with It” by Page Laubheimer (Nielsen Norman Group) As a result, designers [in an agile process]
 are under enormous pressure to create, test, refine, and deliver their output unrealistically fast, and with little of the context and big-picture thinking that suits consistent, user-centered designs. “
  25. • COMPROMISE: 
 “sprint zero” 
 upfront UX research and design work to get the hard stuff out of the way and devote the sprint cycles on specific user stories. How does 
 Design Discovery work for 
 Agile projects?
  26. • All client-side information used to establish (business) context • e.g. analytics, customer logs, CRM info, service calls, etc. “Data”
  27. BEHAVIOURAL ATTITUDINAL QUANTITATIVE QUALITATIVE Usability lab studiesWeb/mobile analytics Usability benchmarking Remote user testing Interviews/focus groups Card sorting Surveys True intent studies Tree testing Offline channels From Vadim Tslaf (Director, Design & UX, Canada Post)Data Sources/UXR Methods at Canada Post
  28. QUICK ASIDE: Generative vs. Evaluative Research Generative Explore problem space and learn about potential users Evaluative Validate/invalidate design decisions and measure impact TYPICALLY: fresh builds, redesigns TYPICALLY: post-launch, continuous improvement SOURCE: IBM Design
  29. BEHAVIOURAL ATTITUDINAL QUANTITATIVE QUALITATIVE Usability testingAnalytics Heuristic evaluation Interviews Card sorting Personas Competitive analysis Service logs Jem’s Own UX Practice (both in-house/consultant) Field studies Scenario planning Task analysis
  30. • Pick research methods based on where the project is and what you really want to know and why. • Quant + Qual = Full Picture “Data”
  31. • Early and deliberately. • Content and design teams have a crucial responsibility to display information that is not a barrier. • Incorporate folks with a11y needs very early on and incorporate them in the design process. How do you incorporate accessibility into the process?
  32. • Quick design wins: • WCAG 2.0 AA compliance • Font size adjustments • Effective colours + contrast ratios + typography • Keyboard navigation • Closed captioning (and described video) for ALL moving media • Screen reader readable • Explicit controls for all media players • Alt text for ALL visual assets • Rethink that image slider, static PDF • Familiar design patterns vs. reinventing the wheel How do you incorporate accessibility into the process?
  33. Here is a footer that has a 
 “beautiful” but unreadable menu… wow much clean such beautiful! very Dribbble-worthy!
  34. I ran it by a Color Contrast Checker. It failed.
  35. • Two sides of the problem:
 A timeline problem
 A relevance problemThis “research” thing is slowing the $&#! down!
  36. REALITY: There is a huge chasm between good UX research and organizational strategy.
  37. • PRO TIP: 
 Create the ‘Oh’ Moment
 (when sharing UX research findings)
 Make that constant connection between what you are doing and how the company is actually going to benefit.
  38. • REALITY: 
 “Design is only as 
 ‘human-centred’ as the business model allows” 
 (Erika Hall, “Thinking in Triplicate”) • We got to move from 
 human-centred design to 
 value-centred design if our goal 
 is to entrench strategic thinking 
 in the design of products and services.
  39. IN BRIEF • Design Discovery is the first mile of the UX/product design process. • Used to understand 
 both customer and business needs in order to build the right thing.
  40. if you only have to remember one thing…
  41. THANK YOU! Jesse Emmanuel Rosario @jemrosario