User Experience is not just about the user interface, it's about understanding customer needs and creating a solution that addresses their needs. Software product managers have a huge, and often understated role, in the creation of a great user experience for customers. At the heart of User Experience is the ability to creatively solve customer problems, which is a key responsibility of a product manager.

1. Solution Design
THE HIDDEN SIDE OF UX
Joe
Baz
Above
the
Fold
joe.baz@abovethefolddesign.com

2. It’s time for a change.

3. We need to
stop wasting time

4. And, create products
people love

5. We need a new framework for
solving problems creatively

7. h:p://www.wta.org/go-­‐hiking/seasonal-­‐hikes/spring-­‐desBnaBons/waterfall-­‐hikes
h:p://commons.wikimedia.org/wiki/File:Gears.JPG
Waterfall vs. Agile
&

8. 34M customers
1.4M paying customers paying $45/year
60M in annual revenue!

10. DISCOVER by…
1. Identifying the Problem
2. Building Personas
3. Creating Scenarios

11. 1. IDENTIFY THE PROBLEM

12. Acquire Supporting Data Points
Online
Forums
Trouble
Tickets
Web
Analytics
Split
Testing
Surveys

13. Problem Statement
According to ___________
___________ [verb] ______________.
(data)
(problem)(customer)

14. Create a shared understanding
with the team

15. Problem Example 1
According to our online survey,
40% of consumers have lost
important notes in the past
accidentally.

16. Problem Example 2
According to mobile app analytics,
85% of business users are using
the Blackberry app once.

17. 2. BUILD THE PERSONAS

18. Persona:
a fictitious character
that represents a segment
of your customer base

19. ­ Hits the gym 3x a week
­ Doesn’t trust online
sites
­ Has almost zero time
for new things
­ Worships his Android
tablet
Workout Will

20. ­ Works for a financial
firm
­ Power user
­ Loves trying new things
but easily frustrated
­ Overworked – 10hr days
­ The fastest texter in the
Blackberry galaxy
Analyst Amy

21. 3. CREATE SCENARIOS

22. Scenario:
a story line that illustrates what
kind of experience a customer may
have with or without your product

23. Scenario Example 1
WorkoutWill
goestothegym
Herecordseach
setinhis
notebook
Hefinisheshis
workoutand
getsreadyfor
work
Hehops
ontheT
Hegetsto
work,andthen
realizesthat…
Heaccidentally
lefthis
notebook
ontheT

24. Scenario Example 2
AnalystAmyis
waitinginlineat
Starbucks
Decidesto
browse
Blackberryapp
catalog
Seeshernote
takingapp,
downloads&
installsit
Logsin&
searchesfor
hernotes
Strugglesfor1
mintofindthem
Shegets
frustratedand
givesup

25. How do you get this info?
Interview your customers.
Shadow them.

26. DISCOVER by…
1. Identifying the Problem
2. Building Personas
3. Creating Scenarios

28. CREATE by…
1. Stating the Hypothesis
2. Generating Ideas
Collaboratively
3. Prototyping
4. Talking to Customers

29. 1. STATE THE HYPOTHESIS

30. We believe that ___________
will ___________ ______________.
(who)
(what)
Hypothesis Template
(because)

31. Hypothesis Example 1
We believe that consumers will
record notes on their tablets
because if they lose their tablet,
the notes are still accessible online.

32. How do we arrive at this?
Insert homework from the
Discover stage

33. Problem Example 1
According to our online survey,
40% of consumers have lost
important notes in the past
accidentally.

34. ­ Hits the gym 3x a week
­ Doesn’t trust online
sites
­ Has almost zero time
for new things
­ Worships his Android
tablet
Workout Will

35. Scenario Example 1
WorkoutWill
goestothegym
Herecordseach
setinhis
notebook
Hefinisheshis
workoutand
getsreadyfor
work
Hehops
ontheT
Hegetsto
work,andthen
realizesthat…
Heaccidentally
lefthis
notebook
ontheT

36. Hypothesis Example 2
We believe business users will use
the Blackberry app more than once
because they will be able to find
their notes easily.

37. Problem Example 2
According to mobile app analytics,
85% of business users are using
the Blackberry app once.

38. ­ Works for a financial
firm
­ Power user
­ Loves trying new things
but easily frustrated
­ Overworked – 10hr days
­ The fastest texter in the
Blackberry galaxy
Analyst Amy

39. Scenario Example 2
AnalystAmyis
waitinginlineat
Starbucks
Decidesto
browse
Blackberryapp
catalog
Seeshernote
takingapp,
downloads&
installsit
Logsin&
searchesfor
hernotes
Strugglesfor1
mintofindthem
Shegets
frustratedand
givesup

40. 2. GENERATE IDEAS
(Collaboratively)

41. ­ The Anti-Problem
­ Empathy Map
­ Post Up
Idea Games

42. How do we address
Hypothesis Example 1?
We believe that consumers will
record notes on their tablets
because if they lose their tablet,
the notes are still accessible online.

43. Solution: Force Sync
Solution: Background Sync
Proposed Solution

44. 3. PROTOTYPE

45. Tools of the trade:

46. The fastest way to
communicate ideas

47. Balsamiq
Balsamiq -
Wireframing Software

49. Axure
Prototyping Software

50. Produce low or high fidelity interactive prototypes. The software will
produce the necessary HTML, CSS & JavaScript for your prototype.

51. How do we address
Hypothesis Example 2?
We believe business users will use
the Blackberry app more than once
because they will be able find their
notes easily.

52. The existing UI

53. Search is hard to find

54. The proposed UI

55. 4. TALK TO THE CUSTOMER

56. Remote testing

57. Photo
Credit:
h:p://www.luma-­‐insBtute.com/images/18.png
On-site testing

58. ­ Interactions
(clicks, input, drag, swipe, etc.)
­ Facial expressions
(looks of confusion, excitement,
ambivalence, nervousness,
anger, etc.)
­ Good & bad opinions
­ Information about how
they do things
currently or in the past
Capture
explicit & implicit
feedback

59. CREATE by…
1. Stating the Hypothesis
2. Generating Ideas
Collaboratively
3. Prototyping
4. Talking to Customers

61. VALIDATE by…
1. Creating a Beta Program
2. Measuring the Results

62. Nope. Not ready yet!

63. Hand off!
Photo
Credit:
h:p://www.stack.com/2013/02/25/relay-­‐sprint-­‐training/
But our team
can start building

64. 1. CREATE A BETA PROGRAM

65. The voice of the
customer. Listen.

66. ­ Ensure feedback is collected,
prioritized and traced.
­ Respond to customers (ideally
on an individual basis)
­ Produce the necessary web or
mobile analytics reports
Duties of the Beta
Program Manager

67. Incentivize beta testers

68. How many? 50? 100?
It depends on the size of your
customer base
h:p://www.newempirebuilders.com/2012/10/11/lots-­‐of-­‐people-­‐lots-­‐of-­‐ideas-­‐lots-­‐of-­‐innovaBon/

69. How many weeks? 4? 8?
It depends on when you get
conclusive results.
Give the program time

70. 2. MEASURE THE RESULTS

71. Tips on what can you measure:
FOR SALES
FOR USAGE
FOR MESSAGING
FOR DISCOVERABILITY
FOR EFFICIENCY
➜ CONVERSION RATE
➜ SINGLE USE RATIO
➜ BOUNCE RATE
➜ HEAT MAPS
➜ TASK TIMES

72. How do we measure for
Hypothesis Example 1?
We believe that consumers will
record notes on their tablets
because if they lose their tablet,
the notes are still accessible online.

73. Metrics for Hypothesis 1
Beta
Customer
Logins
Notes
Created
Tablet Use
Time

74. How do we measure for
Hypothesis Example 2?
We believe business users will use
the Blackberry app more than once
because they will be able to find
their notes easily.

75. Metrics for Hypothesis 2
Beta
Customer
Logins
Search
Inquiries
...Visiting
More than
Once

76. Acquire Supporting Data Points
Online
Forums
Trouble
Tickets
Web
Analytics
Split
Testing
Surveys

77. Did you prove it?
Revisit your Hypothesis

78. VALIDATE by…
1. Creating a Beta Program
2. Measuring the Results

79. It’s time for a change.

80. We need to
stop wasting time

81. And, create products
people love

82. We need a new framework for
solving problems creatively

84. Thank you!
Joe
Baz
Above
the
Fold
joe.baz@abovethefolddesign.com

85. Download our
Free eBook
www.50bestUX.com