A free, half-day masterclass of panels, lectures, and workshops exploring how startups can create a culture that enables great design to thrive.

1. PRODesignMasterclass
Panel, Lecture & Workshop, Discussion
ChrisAvore
@erova |@NasdaqDesign

2. Anne Driscoll Uday Gajendar Indhira RojasPamela Castillo
@annedriscoll @udanium @redindhi@_pame_c

3. FromDesignThinkingtoDesignDoing
Lecture & Workshop

4. kicking off
Personas
Design Studio
Critique

5. During Investor Day, we also said
that at NASDAQ our fundamental mission first and
foremost is to serve our customers. We accomplished this
through intensive engagement and feedback with
these customers.
We also received much feedback from
the early adopters, most of it
overwhelmingly positive, but this feedback loop
is also helping us to develop and quickly
deploy innovative new features.
Bob Greifeld
CEO, Nasdaq Inc.
NASDAQ INC Q1 2016 EARNINGS CONFERENCE CALL
APRIL27, 2016 8:00AM ET

6. The first thing we have to do is listen
to our customers, and in fact, great design …
starts with a really deep listening to the customer.
What are the biggest problems they have in doing their job today, or
what do they wish they could do better, or where do they wish they
could take their relationships with their own clients?
We’ve found things that when we’ve shown it to the client, they said,
oh, that’s exactly what I need, but I didn’t even know I needed it.
So that’s great design.
Adena Friedman
COO & President, Nasdaq Inc.
OPENING REMARKS, PRODESIGN CONFERENCE
JANUARY30 2015

8. What do you want?
What else should the software do?
Would you use this feature a lot?
How much would you be
willing to pay for all of this?

10. Customer
Product

11. Product
Design

12. Product
Designer
advisor
Dev

13. kicking off
Personas
Design Studio
Critique

15. Miranda the Master Photo Sharer
• 24 years old
• In a relationship
• Cares for an 8 year old black cat
• Drives to work but prefers to bike
I want photos to load in under 3 seconds
using the Hoolie compression service when I
share high contrast photos of my dinner
• Liked English and history classes
• Wishes software did what she wanted
• Wants more contrasting filters in her
favorite photosharing app

17. Why personas fail
• There is confusion about the differences between different types of personas
(marketing vs. design personas)
• Poorly constructed personas undermine the credibility of all personas
• Poor communication about personas within an organization
• Lack of clarity around how personas should be used throughout design
http://www.uxbooth.com/articles/creating-personas/

18. Good personas:
• Reflect patterns observed in research
• Focus on the current state, not the future
• Are realistic, not idealized
• Describe a challenging (but not impossible) design target
http://www.uxbooth.com/articles/creating-personas/

19. Help you understand users
• Context
• Behaviors
• Attitudes
http://www.uxbooth.com/articles/creating-personas/
• Needs
• Challenges/pain points
• Goals, values, and motivations

20. Cool story. So how do
i get me some of
those fancy personas?

21. so i just watch
people work?

22. how many people
do i need?

23. What if I don’t know
how to make them
look fancy?

24. What do I say?

26. • Sequence
Describe a typical workday. What do you do when you first sit down
at your station? Then what do you do next?
• Quantity
How many files would you delete when that happens?
• Relationships
How do you work with new vendors?
• Organizational structure
Who does that department report to?
Questions to gather context and collect details
http://www.portigal.com/seventeen-types-of-interviewing-questions/

27. What do you want?
What else should the software do?
Would you use this feature a lot?
How much would you be
willing to pay for all of this?

29. Other actors or agents to listen to & create personas from
Gaps/blindspots in understanding
Biography & Picture Needs & Goals
DemographicsBehaviors

30. Other actors or agents to listen to & create personas from
Gaps/blindspots in understanding
Biography & Picture Needs & Goals
DemographicsBehaviors

31. Other actors or agents to listen to & create personas from
Gaps/blindspots in understanding
Biography & Picture Needs
GoalsBehaviors

32. Challenge
• Create a Proto-Persona for an entrepreneur trying to find more resources in the San
Francisco Bay Area to scale her new business

33. Exercise
20 minutes: Create a Proto Persona

34. SHARE:15Minutes

35. kicking off
Personas
Design Studio
Critique

37. Design Studio Methodology
• Collaborative exercise to produce as many ideas as possible in a few minutes
• Quickly align team on business goals, audience, needs, concepts
• Safe environment for bad or unfeasible ideas (better now than later!)
• Lead to immediate decisions

39. Design Studio Methodology
• Fill 6 boxes with drawings in 6 minutes
• Illustrate a workflow or disparate pieces of a system
• Show enough detail to communicate the solution

41. Challenge
• Using the Proto-Persona your group created, sketch 6 possible solutions to the primary
challenges facing your persona.
• Show your group your work and discuss your sketches
• What is strong about each sketch? What should be revised if you did another
iteration?
• How does this address the goals, needs, and problems of the persona?

42. Exercise
6 minutes to sketch
2 minute of critique for each person

43. kicking off
Personas
Design Studio
Critique

45. #discussingdsgn
Conversations can hurt.

46. feedback
#discussingdsgn

47. “ Sweet fancy Moses! That looks like you vomited
1996 all over the internet!
“You should have made all of those radio buttons a
drop down [,because…]
Reaction
Direction
#discussingdsgn

48. criticalthinking
#discussingdsgn

49. critique
#discussingdsgn

50. “ If the objective is for users to seriously consider the
impact to their bank balance before making a
purchase, placing the balance at the bottom of the
screen at the same size as all the other numbers
isn’t effective because it get’s lost in all of the other
the information.
Critique
“Sweet fancy Moses! That looks like you vomited
1996 all over the internet!
“You should have made all of those radio buttons a
drop down because…
Reaction
Direction
#discussingdsgn

51. We need tools & a plan. #discussingdsgn

52. What was the creator trying to achieve?
How did they try to achieve it?
How effective were their choices?
Why is or isn’t what they did effective?
#discussingdsgn

53. How did they try to achieve it?
What was the creator trying to achieve?
How effective were their choices?
Why is or isn’t what they did effective?
#discussingdsgn

54. How effective were their choices?
What was the creator trying to achieve?
How did they try to achieve it?
Why is or isn’t what they did effective?
#discussingdsgn

55. Why is or isn’t what they did effective?
What was the creator trying to achieve?
How did they try to achieve it?
How effective were their choices?
#discussingdsgn

56. When giving critique...
Use a filter.
Gather initial thoughts and reactions. Revisit them in the right
context.
#discussingdsgn

57. When giving critique...
Don’t assume.
Find out the reason behind thinking, constraints, or other
variables.
#discussingdsgn

58. When giving critique...
Don’t invite yourself.
Get in touch and ask to chat about the design.
#discussingdsgn

59. When giving critique...
Lead with questions.
Show an interest in their process and learn more about their objectives.
#discussingdsgn

60. When giving critique...
Talk about strengths.
Critique isn’t just about the things that aren’t working.
#discussingdsgn

61. When receiving critique...
Remember the purpose.
Critique is about understanding and improvement, not judgement.
#discussingdsgn

62. When receiving critique...
Think before responding.
Do you understand what the critics are saying?
#discussingdsgn

63. When receiving critique...
Participate.
Analyze your proposed solution alongside everyone else.
#discussingdsgn

64. When receiving critique...
Set the foundation.
Use prior agreements and objectives to get everyone on the same
page.
#discussingdsgn

65. Rules of critique
#discussingdsgn

66. Avoid problem solving.
Rules of critique
#discussingdsgn

67. Avoid problem solving.
Everyone is equal.
Rules of critique
#discussingdsgn

68. Avoid problem solving.
Everyone is a critic.
Everyone is equal.
Rules of critique
#discussingdsgn

69. Avoid problem solving.
The designer is responsible for next steps.
Everyone is a critic.
Everyone is equal.
Rules of critique
#discussingdsgn

70. #discussingdsgn
Setting the right foundation is crucial.

71. Set your foundation with...
Personas
User archetypes that describe their average behaviors, goals,
expectations, knowledge, etc.
#discussingdsgn

72. Set your foundation with...
Goals
Desired, measurable outcomes of the user interacting with the
product or service. Can be user oriented, business oriented or
both.
#discussingdsgn

73. Set your foundation with...
Principles
Statements, often worded as rules, that capture the desired
qualities or characteristics of the final solution.
#discussingdsgn

74. Set your foundation with...
Scenarios
Short narratives that the describe the desired behaviors, thoughts,
emotions, etc. of the user as they move through a use case.
#discussingdsgn

75. Synthesize
Observations
Create or
Refine
Observe &
Evaluate
#discussingdsgn

76. Critique is about iteration and improvement.
So long as you’re looking to improve on
whatever it is you’re doing, you’ve got an
opportunity for critique.
#discussingdsgn

77. ThankYou
ChrisAvore
@erova |@NasdaqDesign