像傑克的魔豆長得高又壯

冒出頭

開始之前…

2

開始之前…

3

Who Are We?

4

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?

6

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…

7

何謂UX Leadership

8

“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

9

10

Feasibility Viability

Desirability

開發的出來嗎?

有人會想要買嗎?

有人會願意買嗎?

11

UX Leadership ≠ UX Management

12

前線的UXer都需要有Leadership技巧

13

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

14

硬功夫

communication

visionary

collaborative

innovative

organized

flexible

influential

advocate

trustworthy

knowledgeable

motivating

decisive

clear

approachable

open

energetic

engaged

inspirational

15

軟實力

16 16

The 5 Principles Of A Successful UXer

17

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.”

19

發掘熱情所在

20

Ownership & Empathy

21

三重循環的學習 Triple Loop Learning

22

Action

Results

React Mental Models

Reflect

Vision

Revision

23

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?

24

10

25

Sales MKT

Architecture

Technology

Consumers

Branding

Support

心 之結語

26

Eyes & Ears Understand the Audience

27

觀察且聆聽利益攸關者

What UXers Are Doing Everyday?

28

10%

40%

50%

Research Design Coordination/Communication

29

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

30

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

31

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

32

攸關利益者的人格特質

33

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

34

眼與耳 之結語

35

• 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

37

38

39

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

40

上哪找資料? 找什麼資料?

• People

– Customers

– Researcher

– Support

– Marketing team

– …

41

• 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?

42

Requirement: 改善技術支援網站的使用經驗

20 mins

43

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

45

是誰說我們都沒有出嘴的 (怒)

46

那為什麼被打槍事件如此頻繁?

47

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

48

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)?

49

50

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

51

10

討論 – 實例分享

52

10

53

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

54

Transparency 透明

Involvement 參與

Collaboration 協同

Alliance 結盟

剛剛我們談到了…

55

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

57

Discover Concept Design &

Iterate Build Measure

How Does UCD Process Fit Into This?

瀑布(Waterfall)模型

58

Product Develop Life Cycle

需求分析

設計

開發

測試

維護

需求

設計

開發

Agile 流程

59 //Source

60

“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

61

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

62

The old way

我們有個project需要design, 你可以幫

忙嗎?

The better way

Start the Project Right

63

• 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

64

Iteration 0

Req. analysis Concept design &

validation

Stay High-Level

65

Planning Stage

66

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

67

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

68

69

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

70

71

72

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

73

總結

74

75

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

76

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

79

• 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

80

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…

81

The Transformation

82

“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

83

Support Contact Rate 40%

Feature Complexity 50%

徐有儀 yuyi_hsu@gmail.com

周一鵬

Thank You!

84