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The Experience Design Framework: A Design Thinking Guide for Product Success and Design Excellence
The document presents an experience design framework that emphasizes the importance of user research and insights in product design for achieving business success. It discusses the roles of product managers and designers in optimizing product development processes and highlights strategies for effective design, including iterative testing and customer-focused approaches. Ultimately, the framework aims to align experience design with broader business strategies to drive product innovation and growth.
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The Experience Design Framework: A Design Thinking Guide for Product Success and Design Excellence
- 1. The Experience Design Framework ADesign Thinking Guide for Product Success and Design Excellence PRODUCT MANAGER PRODUCT DESIGNER PRODUCT January 22, 2015
- 2. LIVECAREER(XD) Langston RichardsonSenior CreativeDirector, Experience Design, LiveCareer
- 3. – Mike Montiero “Agood designer finds an elegant way to put everything you need on a page. A great designer convinces you half that shit is unnecessary.”
- 4. • The Problemwith Designing without Insights • Experience Design as a Product/ Marketing/Business Strategy • The XD Team Within The Product Development Ecosystem • The Quickstart Guide to UX Design • Value of Experience Design for Product Companies
- 5. Product Managers tryto solve their revenue goals by volume of tickets Design is an executional and visual consideration and not a strategic and product architecture consideration Use optimization as their only tool for product idea testing validation reenforcing a belief that customers have adoption of a feature. PMs are risk adverse due to this lack of deep contextual insights. The Problem With Current Product Design Methods… ? !…and I still need your figures from last month. MANY PRODUCT BUSINESSES HAVE BEEN OPTIMIZED THE SAME WAY FOR YEARS
- 6. …Have Dire Impactson Product Development Initiating/ Planning Requirements/ Design Development/ Testing Deployment/ Launching Time Scale PLANNING BASED OFF OF ASSUMPTIONS AND GROUP THINK AD HOC GUESSING LEADS TO EVER CHANGING PRODUCT REQUIREMENTS DEV GUESSED AT FUNCTIONALITY DESIGNERS DON’T GET WHAT THEY SPECED PRODUCT MANAGERS LOSE HANDLE OF TIMELINE TEAM CUTS CORNERS AND QUALITY SUFFERS PRODUCT LAUNCHES WITH BUGS AND IS REFACTORED TO ADDRESS MARKET NOT ADOPTING SOLUTION STILL A LOT OF WORK AND COSTS ESCALATING Escalating CostsProduct Dev cost for a recent product launch exceeded $3m becoming a virtual money pit Uninformed PMs try new ideas leading to frustrated team Red Pill or Blue Pill?
- 7. Initiating/ Planning Requirements/ Design Development/ Testing Deployment/ Launching Time Scale Escalating Costs PLANNING BASED ON RUNNINGA FINANCIALLY SOUND BUSINESS REQUIREMENTS BACKED BY IN DEPTH RESEARCH FUNCTIONAL SPECS ARE DETAILED AND LEADS TO FASTER CODING AND LESS REWORK AND FIXING PRODUCT SHIPS PRODUCT MANAGER CAN FOCUS MORE ON MARKETING THE PRODUCT Red Pill or Blue Pill? But with Actual Product Design…
- 8. 80% Product Work withoutUX often fall victim to the 80/20 Rule 80% of most ideas bring us 20% of successful test results 20% of these ideas bring us 80% of successful metric moving wins I want to get better 20%are the most effective product ideas User Research can identify this sweet spotUSER RESEARCHER I don’t want to have to guess at this. are bad guesses for products
- 9. Experience Design isat it’s core the UX of Human Things
- 10. Experience Design looksto understand people in their everyday lives and creates marketing and product touch points that resonates usefulness and delightfulness
- 11. Experience Design isbrand touch points before product, usability with product use, and evangelism after product and other customer connections.
- 12. Experience Design StrategyOverview
- 13. Experience Design toDiscover New Product Opportunities Research and Development Exploring Untapped Areas We Can Productize • How we research user behavior and patterns to help uncover the product innovations that will drive our business growth Looks at: Produces: Feedback: Understands The Market Opportunity, Learns the Product User and/or Target Customer, and making sense of all Existing Data. Customer Profile, Journey Maps and other understandings. Later, designs solutions for proof- of-concept prototypes User Tests and Product Optimization results that informs future research CORE XD TEAM UX Designer UI Prototyper Researcher
- 14. Experience Design toLaunch New Product Initiatives Innovation, Research and Development Exploring New Businesses • How we identify, research, validate, design and develop new product solutions for the business Looks at: Produces: Feedback: Receives the Business Proposal, Understands The Market Opportunity, Learns the Product User and/or Target Customer, and making sense of all Existing Data. Customer Profile, Journey Maps and other understandings. Later, designs solutions for proof-of- concept prototypes, tests and validate assumptions User Tests and Product Optimization results that informs future research CORE XD TEAM UX Designer UI Designer Researcher UI Prototyper
- 15. Experience Design toGrow In-Market Products Keeping the Product Business Afloat • How we practically apply learnings into validated design solutions to yield sustained growth in business CORE XD TEAM UX Designer UI Designer Researcher Looks at: Produces: Feedback: Trends and patterns of users within the product so we can better redesign features for user benefit. Flows and interaction options that solve friction points for people using our products and services. From various testing methodologies and user metrics analysis that informs future improvements and product evolution.
- 16. Experience Design to Optimize a Product’s Performance Innovation, Research and Development Exploring New Businesses • How we maximize the results of product wins, learn from product losses and replicate successes to sustain product growth Looks at: Produces: Feedback: Trends and patterns of product users that inhibit conversion into a customer. Flows and interaction options that solve friction points for people using our products and services. Principally from A/B/Multivariate testing methodologies and user metrics analysis that informs future improvements and product evolution. CORE XD TEAM UX Designer UI Designer Researcher
- 17. Experience Design WorksAcross Products CONCEPT PRODUCT PAGE(S) PAGE ELEMENT(S) UI ELEMENT(S) User Experience Research User Experience Design User Interaction Design Fast tracking the next level of product innovation and improving existing products with a more efficient production process. INNOVATION IN PRODUCTS OPTIMIZATION OF EXISTING PRODUCTS Product Discovery Products In Market Studies Users/Potential Users of the Product. Product Innovation Based Off Of Research. Defines Goals and Explores Opportunities for Product Growth. Architects Future Product Roadmaps Develops Interaction Patterns Based Off User Testing. Helps Roadmap Optimization Strategies to Improve Product Conversion performance. Produces Functional Specifications and Works with UI Development To Ensure Proper Interaction
- 18. Research/Design to Innovation TheComplete Lifecycle of Experience Design in Product Cycle User Research User Experience Interaction/Visual Interface Development Marketing Requirements Document Research Validation Product Requirements Document Product UX Design Functional Specification Product UI Design Development Guides and Kit Product Integration and Build Quality Control, Testing and Launch UXR UX UI UID Visual and Finalized Design in HTML Development adds tracking implements code Iterative Design and User Testing Helps learning and definition of problem through research
- 19. Optimize for Improvements TheComplete Optimization Lifecycle of Experience Design in Product Optimization User Research UX Design Interaction/Visual Interface Dev Data Gathering Opportunity Analysis with Product and Marketing Optimization Requirements Product UX Advisory Testing Specification Product UI Updates Toolkit Implementation Product Integration and Build Quality Control, Testing and Launch DATA UX UI UID Visual and Finalized Design in HTML Development adds tracking implements code Testing Planning with XD Analyzing Product Performance
- 20. Shared Responsibilities: Product Managementand UX Product Management and UX Designers form a team that helps product goals happen faster with far greater % of ROI gains Product Management Product Designer (UX) PM UX PRODUCT ROADMAPS Product Direction Work Coordination Team Communication Budgeting and Stakeholders Scheduling of Testing Feature Coordination Architects Product Studies Product Users Develop UX Strategies/ Ideas for Product Testing Feature Recommendation
- 21. Shared Responsibilities: User Researchand User Experience Design Design is based off of insights gained by understanding the people who the business, the product and the market sees as an opportunity. User Research (UXR) Product Designer (UX) UXR UX FINDINGSAND INSIGHTS Primary Research Customer Interviews Surveys Architects product Studies Product Users Develop UX Strategies/ Ideas for Product Testing
- 22. Shared Responsibilities: User ExperienceDesign and Interaction Design All Design is not equal. UX and UI equal a stronger final product where form and function merge into a usable and enjoyable product. Product UX Design Product UI Design UXDes UIDes DESIGN/ INTERACTION Designing Product Flows Designing Low Fidelity Iterative Design/Testing Designing Page Structure Designing Features based off on Research Designing High Fidelity Interaction Details Designing Final Details Planning HTML/CSS with UI Development
- 23. Shared Responsibilities: UI Designand UI Development Modern design is as much about development as it is about the visual. UI design brings a form and function to the code that creates great experiences. Product UI Design Product UI Developer UIDes UIDev HTML/CSS Toolkit Designing Interactions Designing the Visual Brand Maintaining Toolkit and Styleguide Coding the Responsive Framework Implementing HTML Designs as ASPX/ via Toolkit AngularJS, adding backend OPTIZ tagging
- 24. The Experience DesignProcess Benefits Business Innovation Ordinary World LAUNCH GROWTH MATURE DECLINE Improved World New Baseline World START OF A PRODUCT NEW PRODUCT TO EXPAND BUSINESS XD can help products to climb hills of the “local maximum” curve Optimization puts to breaks on decline for only so long. WHERE THE NEXT INNOVATION POINT CAN OCCUR / FAIL TO OCCUR Revenue Product Evolution in Time (Launch/Growth towards Innovation before maturation) We’re going places. #movingOnUp Future Growth Goals
- 25. Experience Design Process BenefitsCommunication • Makes the relationship between stakeholders a 360° connection. • Predetermined review stages so that the project doesn't progress in the wrong direction. • Ensures that all parts of an organization are on board with the evolving design process. PRODUCT MANAGER TIMELINES STAKEHOLDERS PRODUCT UX PRODUCT UI PRODUCT UI DEV DESIGN STRATEGY UPDATES PRODUCT REQS Updates! Best Solution! Reliable Product! Easy to Use!
- 26. Experience Design ProcessBenefits Implementation • Doesn't let designers exit the scene during implementation. They are important in this process. • Establishes assessment procedures so that the design process can be improved in the future. BOOYAH! PRODUCT DEVPRODUCT MGR PRODUCT DESIGN + + QUALITY CONTROL + We’re on time with our marketing and partner launches. + ANALYTICS Users are happy. Everything is built. Passed all tests. We’re gathering data.
- 27. Experience Design Evangelism forProduct Success • Promoting the concept of UX in general. • Training leaders and managers in both the theory of Experience Design and the benefits of a UX approach to Product wins. • Aligning Experience Design work now and in the future with the companies goals. • Ensuring that Experience Design is an agenda item when it is relevant. TELL ME… ARE YOU EXPERIENCED?
- 28. Experience Design Strategyis Business Strategy • Supporting Product leaders and managers to articulate the importance of Product Design process • Build deep relationships with stakeholders, leaders and other functions where Experience Design (XD) brings the most benefit. • Champion executive sponsorship of Experience Design in order to flourish within the Product business. • Demonstrate how Experience Design efforts currently supports the business strategy and assists in achieving the objectives set forth from that strategy. IT’S ALL ABOUT THE BUSINESS, BABY!
- 29. Thanks. PROFITABLE PRODUCT MANAGER EVEN MORESUCCESSFUL PRODUCT EFFECTIVE PRODUCT DESIGNER