This document summarizes a presentation about getting great user experiences delivered through UX design. It discusses challenges in differentiating product experiences, the importance of common goals between teams, understanding user needs through personas and scenarios, iterating designs with users, and ensuring polish and aesthetics. Key principles for product success through UX design include having common goals, understanding user needs through insights and data, strong team relationships, iterative design, and attention to polish.

1. JULY 28TH
TED ROGERS SCHOOL OF MANAGEMENT,
RYERSON UNIVERSITY
ProductCamp
2012
www.productcamptoronto.wordpress.com

2. UCD/UX Design:
Getting Great User Experiences Delivered*
*with inclusion and happy CEO’s
Barb Spanton
July 2012

3. How do You Differentiate Your Product Experience…

4. CHALLENGES
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5. “Cool” Features

6. The Executive Designer

7. Important Additional Features

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where the
magic happens
Product Success

9. Principles of Success: UX Design
• Common Goals
• User Needs, Design Insights
• Team Relationships
• Iterate, Iterate, Iterate
• Polish, Aesthetics Matter
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10. COMMON GOALS
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11. What Should Common UX Design Goals Be?
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12. Business Reason
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13. Defining Business Focus
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Business Requirements

14. 14
The UX Value Proposition

15. USER NEEDS, DESIGN
INSIGHTS
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16. Insights from Genius?
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17. Real Insight from Empathy and Data
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18. What is Their Context?
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19. Context: Personas & Usage Scenarios
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• What’s the real
need/opportunity?
• How do/might they
actually behave?
• What motivates
them?
• What’s their
environment?

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Bring it to Life

21. Understanding UX Value
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User Requirements

22. TEAM RELATIONSHIPS
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23. Break Down Functional Walls
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24. Make Friends
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25. ITERATE
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26. Sketching & Iterating…
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27. Before You Get To…
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28. Representative Users , Actual Usage
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29. POLISH, AESTHETICS
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30. It has to look good
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31. Keep in Mind Execution Is Not Easy
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32. Catalysts to Start Towards Better UX Design
• Internal
− Identify a Pilot Project with UX Design Emphasis
− Create Personas and Use Them in Design Discussions
− Sketch First, Then Build
− Write Down Your Business Objectives then Write Down Your
Three Associated Key UX Design Goals
− Designate an Owner of UX Design
− Do a Storyboard (Even a Play)
• External
− Hire or Rent Experts for the Above
− Get An Assessment: UX Design , Organization Stage, Users
Perspectives, Concept UX Design
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33. Contact Information
Barb Spanton
UX Designer
bspanton@macadamian.com
www.macadamian.com
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