Post on 28-Jan-2015
description
像傑克的魔豆長得高又壯
冒出頭
開始之前…
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開始之前…
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Who Are We?
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78%
9%
13%
在UX領域上的年資
0-2年
3-7年
10年以上
29%
29%
42%
工作類型
其他
經理
職員
22%
41%
9%
19%
9%
工作職稱
學界
Uxer
Developer
Product manager
Others
為什麼你今天在這?
你在公司中遇到的UX挑戰?
5
10 mins
• 我的上司根本不懂什麼是UX!
• 大家老是搞不懂UX designer與Visual designer的差別? 好像總是以為有漂亮的Visual 就可以解決所有的問題
• 上面的人以為每個人都可以做design.
• 大家總覺得只要談到UX Research就相等於曠日廢時, 所以都很排斥.
• 全公司好像只有我在乎UX…
• 我已經每天加班到十點才回家, 但為何我 (UXer)依舊經常是別人的Bottle neck?
• 我收到的產品需求根本定義不清楚, 但上面的人卻期待我用創意的設計來提升產品的價值.
• 產品需求三天一小改五天一大改, 我該怎麼辦?
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UXer的英勇傷痕
分享主題
•何謂UX Leadership
•五個軟實力原則
•互動與討論…
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何謂UX Leadership
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“Leaders are people who influence others to accomplish shared goals. Whether
explicitly or by tacit example, they establish and foster values, help people envision a future direction, and support
them in getting there.”
- Kim Goodwin
influence
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Feasibility Viability
Desirability
開發的出來嗎?
有人會想要買嗎?
有人會願意買嗎?
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UX Leadership ≠ UX Management
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前線的UXer都需要有Leadership技巧
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堅強的硬功夫
堅韌的軟實力
user centered design
usability testing
user research
user experience design
information architecture
user tasks analysis
user flows design
prototyping
front-end development
visual design
contextual interview
card sorting
participatory design
diary study
service design
ethnography study
interaction design
mobile design
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硬功夫
communication
visionary
collaborative
innovative
organized
flexible
influential
advocate
trustworthy
knowledgeable
motivating
decisive
clear
approachable
open
energetic
engaged
inspirational
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軟實力
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The 5 Principles Of A Successful UXer
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Brain
Start From Problem
Eyes & Ears
Understand the
Audience
Heart
Passion &
Ownership
Mouth
Engagement
Hand
Execution
Heart Passion and Ownership
熱情的對待與願意參與協助
- 孔子 論語
“Choose a job you love, and you will never have to work a day in your life.”
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發掘熱情所在
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Ownership & Empathy
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三重循環的學習 Triple Loop Learning
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Action
Results
React Mental Models
Reflect
Vision
Revision
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1. Know 2. Try 3. Love 4. Buy
傳統UXer主要焦點 在趨勢的E2E Customer Experience Journey
傳統MKT主要焦點
討論
• Mike手伸很長的故事
• 如果你是Mike，你會怎麼做?
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10
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Sales MKT
Architecture
Technology
Consumers
Branding
Support
心 之結語
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Eyes & Ears Understand the Audience
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觀察且聆聽利益攸關者
What UXers Are Doing Everyday?
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10%
40%
50%
Research Design Coordination/Communication
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CEO GM
Executives Business sponsor
Sales Marketer
Legal Project manager
Product manager Architect
RD QA
Support Front-end developer
Visual designer Content provider
Customers
多去認識了解利益攸關者
利益攸關者的類型
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Inte
rest
Influence Power
HIGH LOW
LOW
HIGH
Type 1
Key Player Type 3
Non-supportive
Type 2
Supportive Type 4
Marginal
Collaborate Closely
Keep Satisfied
Keep Informed
Monitor RD
討論 – 你的利益攸關者類型圖
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Inte
rest
Influence Power
HIGH LOW
LOW
HIGH
Type 1
Key Player Type 3
Non-supportive
Type 2
Supportive Type 4
Marginal
Collaborate Closely
Keep Satisfied
Keep Informed
Monitor
©Hirotaka Takeuchi, 2004
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攸關利益者的人格特質
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Dominance
支配型
Influence
人際型
Steadiness
穩定型
Compliance
謹慎型
//Source: DiSC人格特質測驗
Challenge
Action
Collaboration
Stability
聆聽, 真正的聆聽
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眼與耳 之結語
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• 了解利益攸關者的影響力範圍與個性
• 選擇對的stakeholders/project先開始
• 聆聽不同的意見，並加以內化
• 柔軟的身段
Brain Start From Problem
以問題解決與商業分析優先，設計次之
“如果我有一個小時來拯救世界，那我會花55分鐘定義出那個問題，然後只花5分鐘去尋找答案”
- 愛因斯坦
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清楚地定義問題 設計本身
定義問題的三要件
• 確認主要目標對象並進行訪談
• 蒐集資料
• 分析資料
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上哪找資料? 找什麼資料?
• People
– Customers
– Researcher
– Support
– Marketing team
– …
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• External data
– Gartner’s report
– Reviews
– …
• Internal data
– Past research data
– Usability testing result
– MKT Survey data
– Web analytics
– Customer satisfaction survey
– Support data
– …
討論
• 要如何重新定義這個requirement才會讓它更清楚?
• 你可能會跟誰溝通?
• 你可能會收集什麼data來做分析?
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Requirement: 改善技術支援網站的使用經驗
20 mins
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通才 (understanding)
Biz analyst
Data analyst
Brand strategist
prototyping
Interaction design
User research
Storytelling
專才 (craft)
//Source
頭腦 之結語: 轉換自己成為 T-Shaped Person
Mouth Engagement
建立共同的使用經驗願景
User research
Customer journey map
Storyboarding
Sketching
UX goals
Design objectives
Design principles
Information architecture
User scenario
Task flow
Design concept
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是誰說我們都沒有出嘴的 (怒)
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那為什麼被打槍事件如此頻繁?
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世界上最遠的距離 不是生與死的距離
而是design就在你的面前 你卻不買單
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It's NOT about UXer.
你…
• 有將商業目標也考量進去?
• 有利用使用經驗目標來達成商業目標?
• 跟他們口中的目標客戶是同一人?
• 有利用方法將主觀性剔除在決策與設計外?
• 有明確的定義出良好的使用經驗量測標準?
• 跟他們是否有在同樣一條路上，向著同樣的目的地前進?
• 有促使他們穿上客戶的鞋子嗎 (in customer’s shoes)?
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讓利益攸關者買單是關鍵
討論
• 試回想最近一次你與利益攸關者開會
– 你嘗試賣他什麼
– 他的回應或反應
– 你認為成功或不成功的原因
• 桌長在白報紙上寫下成功或不成功的關鍵字
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討論 – 實例分享
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10
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客戶經驗歷程圖
使用者分身
使用者故事
開發優先順序
設計概念
可量測目標
商業目標
設計原則
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Transparency 透明
Involvement 參與
Collaboration 協同
Alliance 結盟
剛剛我們談到了…
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而這些要如何與日常工作相結合呢?
Hand Execution
使用者為中心設計流程與產品開發流程的結合
所以這跟我有啥關係?
我還是不很確定UX是啥東東? 好像是跟User flow還是wireframe有關?
為何你一個Design要搞這麼
久?
Business Partner
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Discover Concept Design &
Iterate Build Measure
How Does UCD Process Fit Into This?
瀑布(Waterfall)模型
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Product Develop Life Cycle
需求分析
設計
開發
測試
維護
需求
設計
開發
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“如果你要造一艘船，別只是讓團隊把木頭搬來，分工與指派任務。而應該試著去燃起他們對征服浩瀚無垠大海的渴望。”
- Antoine De Saint-Exupery
Agile Spirit
Trend Agile “Design” & Development Process
Plan
nin
g
Build
Developer Track
Iteration 1 Iteration 2 Iteration 0
Req. analysis Concept design &
validation
Design for next
iteration
Review build
Design for next
iteration
Implement I2 features &
fix issues found in I1
Implement high dev &
low UI features
Dog Food Testing
Review build
Participate E2E & Beta
testing
Fix issues found from
I3, E2E testing and
beta
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Design & feedback
Designer Track
Re
lease
好的, 我們可以幫忙. 你們何時要開會, 再通知我, 我
會進去.
我們有個project需要design, 你可以幫忙嗎?
Start the Project Right
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The old way
我們有個project需要design, 你可以幫
忙嗎?
The better way
Start the Project Right
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• 介紹自己與你的UX team • 與你的stakeholders建立關係 • 準備一份UX toolkit以備不時之需
• 成功範例 與ROI ! • UCD process包含了哪些活動 • 簡介活動的價值, 所需花費的時間與work
samples • 問清楚product vision, problem statement,
requirements, related data, scope以及timeline.
• 提供一份初步的UX plan: • Design problem statement • Design focus and priority • Planned activities and schedule
更好的回應方式:
Iteration 0 在Iteration 0要做的事:
• Iteration 0 是整個project中最重要的時期, 需要最少1至3個月的時間
• 收集與分析資料
• 規劃與執行設計研究
• 產生UX strategy document:
– Target user group
– UX goal and principle (measureable)
– Major user stories
– Design focus
– Conceptual design
– Plan and roadmap
• 不間斷的讓你的stakeholders參與活動, 以得到他們的buy-in
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Iteration 0
Req. analysis Concept design &
validation
Stay High-Level
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Planning Stage
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在Planning Stage要做的事:
• Planning stage以一個禮拜為基礎
• 報告與討論Iteration 0 results 給整個開發團隊
• 先與內部member確認UX plan, plan必須要包含:
– Research plan
– UI plan
– Visual design plan
– Content delivery plan
• 與開發團隊一起檢視評估user stories和project plan
Plan
nin
g
After Project Kickoff
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在Iteration 1 (or N) stage要做的事:
• UXer必須要design for下一個iteration
• 確認這個Iteration的user stories有被正確與完整的開發 (retrospective) 並且遵循Design principles
• UXer只著重在major scenarios的design, 細節交給開發團隊
• 不須產出沉重的design spec documents
• 與開發團隊坐在一起, 與開發團隊一起做design
Build
Iteration 1 Iteration 2
Design for next iteration
Review build
Design for next iteration
Implement I2 features & fix issues found
in I1
Implement high dev &
low UI features
Design & feedback
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UX Research與Agile Process
Plan
nin
g
Build
Developer Track
Iteration 1 Iteration 2 Iteration 0
Req. analysis Concept design &
validation
Design for next iteration
Review build
Design for Iteration 2
Implement I2 features & fix issues found
in I1
Implement high dev &
low UI features
Dog Food Testing
Review build
Participate E2E & Beta
testing
Fix issues found from I3,
E2E testing and beta
Design & feedback
Designer Track
Re
lease
持續不斷的聆聽Customer的聲音
Long-term Research
Agile Utest
Agile Utest
Agile Utest
E2E test Behavior
data analysis
Persona Analysis
Interview Observation
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手 之結語
• Be flexible
• Be lean
– 只選擇最重要的事情做 (Minimal Viable Product)
– Reduce waste
•選擇對的project 與stakeholders, 創造口碑先
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總結
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所以我們剛剛提到了…
UX Leadership =
堅強的硬功夫 + 堅韌的軟實力
The 5 Principles Of A Successful UXer
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Brain
Start From Problem
Eyes & Ears
Understand the
Audience
Heart
Passion &
Ownership
Mouth
Engagement
Hand
Execution
77
如何讓UX在公司中長得高又壯?
UX是什麼? 可以吃嗎?
UX聽起來很重要 但產品開發的出來更重要
公司知道UX很重要 也願意投資在UX上
UX已經變成公司 很重要的策略之一
A Cast Study – Trend Micro Titanium Internet Security
A Traditional AV Software
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• Really complex products! • Complicated configurations!
• Not sexy at all!
Titanium Design Objectives
• Align with Titanium Spirit—
Light, Fast, and Smart • Design for Patricia
• E2E User Experience Optimization
• Design for Delight
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UCD Methodologies
• Design Thinking in the business exploration phase
• Design with Persona
• MKT, support and user Data Analysis
• Design for Go-to-Market
• And many other general UCD methodologies…
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The Transformation
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“A different, minimalistic interface is what you'll find as the outward face of Trend
Micro's Titanium security suites in 2011. Frankly, it's the easiest-to-use security suite interface we've encountered so far this year.
The interface was that rare combination of uncluttered and helpful, bringing the
featured tools to the fore without feeling overwhelmed... If only other complicated programs were this well designed.”
- 2011 CNET Review
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Support Contact Rate 40%
Feature Complexity 50%