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People & Process The Web and Beyond - Momentum  September 26, 2012 Amsterdam
This years theme is “Momentum”, inrecognition of the masses of people thatare now convinced that user centereddesign is th...
People & Process Birgit Geiberger & Peter Boersma
16 years professional experience                design & branding            functionality & aesthetics               busi...
17 years professional experience                 user research            requirements analysis                concept des...
Evaluation      typical      Research             User-Centered                Design               Design
Business                these also              influence the Manage      User Experience   StrategyEvaluation      typical...
Business                these also              influence the Manage      User Experience   Strategy               ProcessE...
Lets explore these elements ofthe UX process by looking at:Who do you meet?What are their deliverables?How can you contrib...
Business Manage                      Strategy               ProcessEvaluation      typical      Research             User-...
People like youWHO?
PersonaWHAT?
MoodboardWHAT?
Card SortWHAT?
Concept MapWHAT?
flow: confirm appointment           ScreenflowWHAT?
WireframeWHAT?
StyleguideWHAT?
Usability TestWHAT?
Business Manage                 Strategy             ProcessEvaluation              Research             Design
ProcessHOW?
na                                   AP            er   so                                   EM           P               ...
ire-     design          wire                    proto-       r equ ts     principles            fr   ame             n   ...
ire-     design          wire                     proto-        r equ ts     principles            fr   ame              n...
ProcessHOW?
ProcessHOW?
ProcessHOW?
ProcessHOW?
ProcessHOW?
ProcessHOW?
ProcessHOW?
ProcessHOW?
ProcessHOW?
ProcessHOW?
Business                these also              influence theManage       User Experience   Strategy                Process...
Business Manage                 Strategy             ProcessEvaluation              Research              Design
Account ManagerWHO?
PitchWHAT?
EstimateWHAT?
Speak the languageHOW?
XHOW?       Find the treasure
Show Apple productsHOW?
Help make decisionsHOW?
Business Manage                 Strategy             ProcessEvaluation              Research             Design
Strategy                        1. Who                        2. What                         3. How       Brand ManagerWHO?
Know Your EnemyHOW?
BusinessManage                  Strategy             ProcessEvaluation              Research             Design
Manage                         1. Who                         2. What                          3. How       Project Manage...
WHAT?        Scope
essential        quick win   winner!   easy                       hard           repair   qualityWHAT?             contrib...
RoadmapHOW?
Area                           Area        Area             Area                 Area               RoadmapHOW?
release                               release        progress                             progress Area                   ...
release        release                release      release                     progress                  progress        p...
Business                these also              influence the Manage      User Experience   Strategy               ProcessE...
From Process to People•   UX Process is more than user-centered design•   UCD’s “empathy for the end-user” is not enough• ...
Communication  is influenced by
observable behavior ( verbal, vocal & visual clues)
The Social Style Model     The Social Style Model is Trademark of the Tracom Group
The Social Style ModelDavid Merrill found that people display  consistent observable behaviors,and that others consistentl...
What are Social Styles?•   Behavioral patterns that others can observe•   Based on the "outside" of a person    (verbal, v...
What can you learn fromSocial Styles?•   Get to know your personal style & gain an    understanding of how you are perceiv...
Indirect   Direct
Indirect   Direct
OpenIndirect             Direct           Guarded
OpenIndirect             Direct           Guarded
Open  Relator                     Socializer  Amiable Style               Expressive StyleIndirect                        ...
OpenIndirect             Direct           Guarded
Open           People orientedIndirect                     Direct              Guarded
OpenIndirect             Direct           Guarded
OpenIndirect                   Direct           Task oriented             Guarded
OpenIndirect             Direct           Guarded
OpenIndirect           Slow        Direct           pace             Guarded
OpenIndirect             Direct           Guarded
Open                FastIndirect               Direct                pace           Guarded
XPotential conflicts           X
XPotential 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 a...
RelatorPotential issues•   Reluctant to change•   Sticks to the comfortable and known•   Avoids risks•   Does things in a ...
Socializer: “I want ...”      Intuition oriented
Socializer(open & direct)•   Very enthusiastic, energetic and spontaneous•   Highly flexible and adaptable to new situation...
SocializerPotential issues•   Little concern for practical details•   Easily changes course of action•   Struggles with co...
Director: “I will ...”     Action oriented
Director(guarded & direct)•   Knows exactly what he wants, where he is going    and how to get there quickly•   Very focus...
DirectorPotential issues•   Very forceful•   Says what he thinks•   Highly result driven; it’s not about pleasing people  ...
Thinker: “I think ...”    Process oriented
Thinker(guarded & indirect)•   Bases decisions purely on facts    (tangible, practical, realistic evidence)•   Asks questi...
ThinkerPotential issues•   Studies data seriously before forming an opinion or    being enthusiastic•   Can come across a ...
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 (per...
How to communicate with aRelator•   Make them feel safe•   Spend some time talking and socializing,    in order to develop...
How to communicate with aSocializer•   Show appreciation for what they have done•   Be supportive of their ideas•   Never ...
How to communicate with aDirector•   Provide options and show benefits•   Provide executive summary upfront•   Be clear and...
How to communicate with aThinker•   Provide a lot of information for them to be able    to discover patterns and factual r...
No style is better than another
We all display some aspects  of each of the Social Styles.But we have one dominant style.
Two things to remember...
Business Manage                 Strategy             ProcessEvaluation              Research             Design
Business Manage                 Strategy             ProcessEvaluation              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       diff...
Thank youBirgit Geiberger & Peter BoersmaThe Web and Beyond - Momentum September 26, 2012 Amsterdam
Thank youBirgit Geiberger & Peter BoersmaThe Web and Beyond - Momentum September 26, 2012 Amsterdam
People & Process (TWAB 2012)
People & Process (TWAB 2012)
People & Process (TWAB 2012)
People & Process (TWAB 2012)
People & Process (TWAB 2012)
People & Process (TWAB 2012)
People & Process (TWAB 2012)
People & Process (TWAB 2012)
People & Process (TWAB 2012)
People & Process (TWAB 2012)
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People & Process (TWAB 2012)

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People in the field of user experience are taught that empathy for the end-user is the holy grail. We believe that, by studying your fellow project team members and identifying their needs, you can develop another type of empathy, one that may prove to be more important for business success.

We will explain the concept of communication styles, help you identify your own style and that of co-workers. By walking you through the extended user experience design process and introducing stereotypes of the people you will meet on the way, we will show you how to adapt your style to others, to ensure you will be heard during the process.

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People & Process (TWAB 2012)

  1. 1. People & Process The Web and Beyond - Momentum September 26, 2012 Amsterdam
  2. 2. This years theme is “Momentum”, inrecognition of the masses of people thatare now convinced that user centereddesign is the best approach fordesigning successful interactiveexperiences [..]
  3. 3. People & Process Birgit Geiberger & Peter Boersma
  4. 4. 16 years professional experience design & branding functionality & aesthetics business & user goals people management international experience IxDA regional coordinator EU & Africa Birgit GeibergerCreative Director UX · Visual & Interaction Designer Freelance · @birgitgcom
  5. 5. 17 years professional experience user research requirements analysis concept design detailed design & prototype usability evaluation presents & teaches Peter BoersmaInteraction Designer · Design Process Consultant Freelance · @pboersma
  6. 6. Evaluation typical Research User-Centered Design Design
  7. 7. Business these also influence the Manage User Experience StrategyEvaluation typical Research User-Centered Design Design
  8. 8. Business these also influence the Manage User Experience Strategy ProcessEvaluation typical Research User-Centered Design Design
  9. 9. Lets explore these elements ofthe UX process by looking at:Who do you meet?What are their deliverables?How can you contribute to them?
  10. 10. Business Manage Strategy ProcessEvaluation typical Research User-Centered Design Design
  11. 11. People like youWHO?
  12. 12. PersonaWHAT?
  13. 13. MoodboardWHAT?
  14. 14. Card SortWHAT?
  15. 15. Concept MapWHAT?
  16. 16. flow: confirm appointment ScreenflowWHAT?
  17. 17. WireframeWHAT?
  18. 18. StyleguideWHAT?
  19. 19. Usability TestWHAT?
  20. 20. Business Manage Strategy ProcessEvaluation Research Design
  21. 21. ProcessHOW?
  22. 22. 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 eHOW? F
  23. 23. 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 ProcessHOW?
  24. 24. 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 ProcessHOW?
  25. 25. ProcessHOW?
  26. 26. ProcessHOW?
  27. 27. ProcessHOW?
  28. 28. ProcessHOW?
  29. 29. ProcessHOW?
  30. 30. ProcessHOW?
  31. 31. ProcessHOW?
  32. 32. ProcessHOW?
  33. 33. ProcessHOW?
  34. 34. ProcessHOW?
  35. 35. Business these also influence theManage User Experience Strategy ProcessEvaluation Research Design
  36. 36. Business Manage Strategy ProcessEvaluation Research Design
  37. 37. Account ManagerWHO?
  38. 38. PitchWHAT?
  39. 39. EstimateWHAT?
  40. 40. Speak the languageHOW?
  41. 41. XHOW? Find the treasure
  42. 42. Show Apple productsHOW?
  43. 43. Help make decisionsHOW?
  44. 44. Business Manage Strategy ProcessEvaluation Research Design
  45. 45. Strategy 1. Who 2. What 3. How Brand ManagerWHO?
  46. 46. Know Your EnemyHOW?
  47. 47. BusinessManage Strategy ProcessEvaluation Research Design
  48. 48. Manage 1. Who 2. What 3. How Project ManagerWHO?
  49. 49. WHAT? Scope
  50. 50. essential quick win winner! easy hard repair qualityWHAT? contributes
  51. 51. RoadmapHOW?
  52. 52. Area Area Area Area Area RoadmapHOW?
  53. 53. release release progress progress Area Area progress progress progress Area Area Area RoadmapHOW?
  54. 54. release release release release progress progress progress progress Area progress progress Area progress progress progress progress Area Area Area RoadmapHOW?
  55. 55. Business these also influence the Manage User Experience Strategy ProcessEvaluation typical Research User-Centered Design Design
  56. 56. 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
  57. 57. Communication is influenced by
  58. 58. observable behavior ( verbal, vocal & visual clues)
  59. 59. The Social Style Model The Social Style Model is Trademark of the Tracom Group
  60. 60. The Social Style ModelDavid 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
  61. 61. 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)
  62. 62. What can you learn fromSocial 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
  63. 63. Indirect Direct
  64. 64. Indirect Direct
  65. 65. OpenIndirect Direct Guarded
  66. 66. OpenIndirect Direct Guarded
  67. 67. Open Relator Socializer Amiable Style Expressive StyleIndirect Direct Thinker Director Analytical Style Driver Style Guarded
  68. 68. OpenIndirect Direct Guarded
  69. 69. Open People orientedIndirect Direct Guarded
  70. 70. OpenIndirect Direct Guarded
  71. 71. OpenIndirect Direct Task oriented Guarded
  72. 72. OpenIndirect Direct Guarded
  73. 73. OpenIndirect Slow Direct pace Guarded
  74. 74. OpenIndirect Direct Guarded
  75. 75. Open FastIndirect Direct pace Guarded
  76. 76. XPotential conflicts X
  77. 77. XPotential conflicts X
  78. 78. The Social Styles in detail
  79. 79. Relator: “I feel ...” Relationship oriented
  80. 80. 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
  81. 81. RelatorPotential 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
  82. 82. Socializer: “I want ...” Intuition oriented
  83. 83. 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
  84. 84. SocializerPotential 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)
  85. 85. Director: “I will ...” Action oriented
  86. 86. 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, dont 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
  87. 87. DirectorPotential 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
  88. 88. Thinker: “I think ...” Process oriented
  89. 89. 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
  90. 90. ThinkerPotential 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
  91. 91. Recognize & communicate with other Social Styles
  92. 92. To recognize a Social Style,pay attention to...Their way of talking• Loudness & tone of voice• Topics of conversation (personal versus factual)• “we” or “I” form• PaceTheir body language• Many gestures• Facial expressions• Eye contactTheir listening skills
  93. 93. How to communicate with aRelator• 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
  94. 94. How to communicate with aSocializer• 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
  95. 95. How to communicate with aDirector• 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
  96. 96. How to communicate with aThinker• 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• Dont misinterpret lack of shown enthusiasm with disinterest
  97. 97. No style is better than another
  98. 98. We all display some aspects of each of the Social Styles.But we have one dominant style.
  99. 99. Two things to remember...
  100. 100. Business Manage Strategy ProcessEvaluation Research Design
  101. 101. Business Manage Strategy ProcessEvaluation Research Design
  102. 102. Always assume good intentions even if you don’t understand people’s behavior.
  103. 103. Always assume good intentions even if you don’t understand people’s behavior. They may simply have a different style.
  104. 104. Thank youBirgit Geiberger & Peter BoersmaThe Web and Beyond - Momentum September 26, 2012 Amsterdam
  105. 105. Thank youBirgit Geiberger & Peter BoersmaThe Web and Beyond - Momentum September 26, 2012 Amsterdam

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