Guten Morning. How are you? I have to tell you the truth?
When I was and fight it the speaker this conference,
I thought a little bit like in outsider,
you know, this is a world,
that was new to me and I learned a lot about it in probably improparing for this.
And I learned a lot about it action,
even more about it last night,
at the Dinner that we had with the organizers.
As that was listening to all the introductory presentations here the smorning.
I had a lot of familieure phrases. And you go
to here a lot of the same phrases for me as well.
And my hope is the paint kind of a deeper context
for summer those words.
So you're just going to say outcomes in output
Talk a lot about outcomes and output. You heard make
the world, the better place. I wanted talk specifically,
about how we the fine better, we going to talk about that is well.
And I really love this this idea challenges, we talk about the problems,
we like to solve and the ideas that we like to put together.
The ideas that we like to put together to so those problems,
one of the things,
I will challenge you on with this particular the presentation,
is how do know that that idea worked?
How do know that use actually sound the problem?
And we get talk about about that is well.
The other two things that I learned in the last 204 hours,
that bring that, I made if your closer to this community,
is my first job on the web, my first digital job,
actually my first job ever was with the circus and this a circus tempt right outside.
And I found really triggered, kind of coming in an
hood to the ally's flashbacks. I found you that's a
mother time. But my first kind of real job,
if you will on the web, was as an information architect.
And so, I've got background in that,
we certainly welcomed a lot of hosts of library sciences intry that
into that practice as we helped kind of defined what it wasn't and 20 years ago.
So it least thats when I started. The other thing,
I learned, is that this community has this metric that
many of you measure and it's call the age index.
It's freemely of the age. I seem you've not die Agentext.
I didn't here, I did know but this thing and so yesterday.
But it actually turns out that I have one. I had now idea.
In fact, I this is a not omin.
I created my profile, yesterday. And I client my
stuff and it I try and agentext of six.
I think that's not by I right. I think even I
have wants, you know, I'm tell yesterday so.
I said, you want to know that thousand something I learned yesterday.
Now look, my background is design. I do want
more than design, work these days, my background is design.
And the conversation that I want I have with you morning.
It's gut a startup, and really kind of defined
user experience and designs, if your familie with it,
this might be kind of going over the material,
you make if you're not family with it,
my hope is to ground that your thinking of design as as as as broadly as possible, because it is
it's an ambrilled term for a lot of different types of
practices in cinds of work, that also we meet the users needs.
And then when I want to talk about after that,
is how the design of digital systems,
open repositories or any digital system that you're working on,
really has to a dead that to the mother nature ofs suftware and technology,
and the changing expectations of user needs,
there is we living on world, where the downinent tech companies,
created tools that we use every day, right,
Apple and Google,
Netflix and Amazon.
And all of those types of companies, and those expectations,
come home to the those systems that we build.
And it doesn't manualth, you know,
building Netflix or Amazon, of Facebook, Google Maps,
those expectations or what your users ultimately have.
So that we started to make sure,
there always meeting those needs as we design and create,
these exxperiences for our users, or our customers.
Other thing I want to color, before I get started,
that sometimes at full my presentation,
I work a lot in with large companies.
You him is a hustomer. Customer, user,
the people who consume the products and services that you create,
that's when I'm referring to, when I say that customer, okay.
So what's start with this wide here? I'm what is
user exxperience. User experienced designs, specifically, okay. User experience Design is the process,
used to create successful customers or successful, humans,
not that's something that that. I road,
but you heard at a like cathy see here,
always talked about making badass users.
When looking to create the kinds of systems that make our users successful,
that's are goal, in order make it the world a better place,
we have to make oure users able,
but empower them to make to will the better place and make them successful.
But is a clarification, I want to make between terms
that you make a heard this term a lot.
There's this content of UX, UX is user experience,
and there's this concept of UI and often times they are
mixed of the reality is that UX and UI, UI standfor user interface.
And these studings together are not the same thing.
And there are countness, countness attempts at visualizing the difference,
between UI and UX. There are infographics that people of put together to show this,
they're are simple disagrams that's talk about the difference,
between the experience of using something and the interface of using something,
there are things again, the kind of the essence of interface of versus experience.
Not really sure what this one is a superstament.
But it's up there are somewhere right, that really clear.
But to clarify that difference. And it's goes on forever.
If you google, you have UI in ULAX, there,
there are otherse memes that go on, forever, never.
But this is the difference right, this is the difference.
UX, is the told experience of interacting with a system of process or prother.
Not that could be that could be a digital system that
we build, it could be a service that we create.
Anything a long those lines, that's the experience of interacting
with that system is the user experience.
UI is the interface of that system or that product,
that is in addigital road often this played on a screen,
that the UI helps of understand how do use a particular
product and make our service and it make gives an indikation of what the user experience would be like, for example.
This is comingly of ildo on the shelfs right live,
in the stores, not this is the UI for this particular product.
And it gives you would good sense of what the experience of using,
this particular products, might actually be like,
should you choose to use this particular product?
So masing how readily available this thing, is we right live.
But you get a good sense from the UI about the
experience of this particular party. In a digital world,
just to kind of more of a sense, right?
These components, that are on the screen themselves are the
UI, there the user inner faces
Die User effektiver component sind, die Dinge, die helfen,
die particular systemen. NFT work, well,
they make is happy, the credit could user experience.
But if like don't match the expectations that we have,
and we don't allow us or our users to which you the goals.
They said out to achieve, we end the feeling a bit like this.
Right, this is kind of. What a bad user experience
generates? In the people who use our particular systems.
I felt this way, just yesterday. I was trying to
read and enarticle on my phone on the Guardian website.
Now, I pre-sheet with the Guardian is trying to do
. I really do
But every time that I visit a guardian website.
And my found, this is what the screen looks like.
Of every pixel available on the particular screen,
11.11% of the screen is actually a content.
That I can make out. I can actually tell what
I'm trying a read. What they're try.
If you haven't know the good the guardians,
always asking you to support them to give them money,
so I think, can see you to operate.
And that's great. And the sense is,
you want to pay for high quality journalism for high quality content.
I can tell if the content is high quality
Es ist letzten 12 Prozent der Actual Screen. Das ist
eine Frust-Strating-User-Experience, weil ich stand der Business-Reasons verhindert habe.
Und ich denke, ich habe auch das Experience-System,
das mag nicht viel like this. Richtig, that's are goal,
we want to people to be the light it,
when it's relevant, you don't have the design,
the light in the every experience.
But we want our reusers to be the light it or
to meter goals as quickly as efficiently and as successfully as successfully as possible.
Now, good it user experience is critical to successful product.
This is my space. Because my my my space,
right, hugely hugely successful social network, right?
And one of the key aspective my space
was extreme customization
You can make a your own, you could do anything to the point,
we you can have profile pages that but like this.
Fright, a long comes Facebook. And it's hick all
that customization away, in favor of a cleaner user innerface.
Of a more stream line and consistant user experience or cross every profiles.
You know where everything is you know had a fine everything.
You know had a share things from one page to another.
And the know is of the extreme customization from my space isn't there.
And we cannot know who one that that.
For now. Right. So we go, Facebook,
focusing on a great user experience, as access for product.
In the particularly case. Again, good you ex,
is critical to creating success for product. They better you,
anybody one of one of these, yeah, I did two.
I did two. Right. At the time,
das Ding war supercool, but it was really difficult to
get music on in off the stand.
And to listen to it, right, and the interface of using it,
are you had to start on finey screen and and an anderer company called Abo.
So you know, we can make a better user experience.
And they created the iPart and the system,
that supports the iPart. They to be clear,
when able launched the iPart and ultimately iTunes,
they didn't reenvent anything
All the components you see on the screen here,
there were that was on real.
Why the thing I show in this right?
And P3s with there, music management software was there.
What able focus done was creating a creating as creating as
creating as seamless user experience. One that made it easy
to use the product to purchase use to use the trans
for music from one device to an enough to manage that collection.
And automized to build the kind of vegasystem or love and
to grower the app store and all the other things at the do today.
But again, and extreme focus on user experience,
createsy far more successful
Product in this case. And we see this from industry
to industry from from Software, to hardware, right,
this is the interface, the digital interface, in a preace.
And this is what you get, right,
I'm in a car, that is intended to be at
30.000 Euro car, roughly speaking, right?
If you look at the Tesla by compacts in, right,
this is the interface of a Tesla. And again,
this is a company focused on a exhumant user experience,
designing the product that true meets and excites customer expectations and
not only this is a provide a much better
user experience than the interface of the pre-is. But in this particular case,
there are able to charge more for the product now as a business that's a measure of their success.
But as we create better experiences,
in whatever we measure the success of our businesses, our organizations,
it's the better that the more successful that we can make our customers,
the easier is the infract create a better world,
the more successful, the organization ultimately becomes,
if we invest in this.
Now. As I mentioned their liear, User Experience
Design is in our our design general,
especially UX Design if you think about the experience of using as system,
is in ambrilled term,
and there are lots and lats and lats of job titles,
in there.
I'm analyst just the few, just to give your sense of the kinds of work.
You don't this is sairally have to have and individual from
each one of these disciplines on your teams,
but this is the kind of work,
that cause into creating these excellent user experiences.
We've got information architect,
which I'm sure many of your from lay with this was
my first job on the web doing with organization,
way finding,
labeling,
sense making,
etc. Interraction design
Wirklich thinking through the workflow we screen to screen visual design,
focusing on those uI elements, making them look good on brand,
intuitive and informated, more looking it content strategy,
understanding, how the content that we keep in our repropositories
or in the systems that we create,
matches the goals of the organizations that were supporting and the
goals are the overall goals of making the world of better place.
Research, absolutely critical, you hold me talk at this
to did more this moreing making sure,
that were always talking to the users.
Somebody should be talking to the users,
of your systems on a regular basis
The understand if the systems that your building or infact meeting their needs. And there's more,
then that we that copyrighters, the people collectually,
make the words, I don't animators, you got product typers,
servicedesigners and many, many, many more roles.
These are all components of building are great user interface. And user experiences,
pulling together the pieces from all of these different disciplines,
to create the kind of sustem that supports the needs of your customers.
Now, the thing, it's a keep in mind is this,
is that Free years, it's feeld like, ein Design war optional.
It was the less thing, we did. In a world where,
in I kind of traditional, whaterful,
liny your world design, was is the face,
we did at the end, we made a look okay.
And then we should it out to our customers.
And we didn't more give it two much thought. But I want to drive this home,
is that the developing the products in the systems,
that we put to get it today,
what are focus on user experience and design,
and all likely hood, is a recipe for failure.
Right, there's those two, as I mentioned before,
the expectations that you have as users of these systems and
as the makers of these systems or the same expectations,
that your users helf.
They go home everyday and they use Amazon and they use
Netflix and they use IOS and Android and Google Maps.
And when they come and use your systems, they have those same expectations.
I work with clients in every industry in an every ridy of
different domains and in different countries and time after time again.
You look at these organizations for example. I give a story,
I was working with the organization in United States, who build
GIS system, geographical information systems products. These are map,
mapping products, that they sell to large businesses for example,
tell from companies.
They hope them to charman, where are the build so
found hours
Okay. And they were losing client, after client,
after client, because there customers recomming in,
and they were looking at the GIS the map,
and they were trying the pensions you more that way.
Fright. And that isn't work like Google Maps.
And what it's not google maps, it's a GIS that.
Yeah, but why doesn't work like Google Maps?
Because that's the expectation. So I wanted to remember that
you might sable our customers don't think like that are.
I'm sorry, our users don't think like that,
or they have different expectations. They don't,
wright there setteling for suburber ofter more user experience,
but their expectations are said by the applications on the systems
that they use on a daily basis in their normal data data day, personalize as well.
Es gibt keeping all that a mind. The components that we look at build,
we think about a steadext, it's important.
Right. More ampoint, maybe want to think about usability,
can they actually use it. And fundamentally,
we want to think about the Utility of the Systems that we're building,
or they valuable, do they solve a real problem for our users in a mining for way.
And by meaningful, I mean, manyful to event,
we might think it's a really great thing that we just build,
but if it doesn't solve and meaningful problem for our users,
then the value of the thing that we build,
it's not in a beast great as we had hoped.
This is a really great diagrant
This user experience cancept. This are the elements of user experience design,
and it was are darknam created, almost 20 years ago.
By again, in Justice James Garrett. Justice James Garrett,
was one of the 10 Founders of the first UX-Agency,
company called a deptive pair throughen and it was 10 Founders wroll,
instrumental, it really happening defined this particular practice.
And what he's done here, es he's broken out,
the components of creating a user experience into the specific
5 layers
Von der User-Needs, all die wahren Ups zu dem Design,
der Visual-Design und der Interface. Das ist die Foundation,
die mit dem modernen User-Experience des Design-Practices ein Build hat.
Und fact, those job titles that I show you,
layer in nicely, and to everyone of this like years
in this practice of the Diagram.
Und was interesting is a we've building this practice,
for a least 20 years, based on these ideas.
Now, the questions that we should ask is what happens,
when we don't pay enough attention to the Design.
What happens is that we end up with products,
that don't meet the needs of our customers.
I mean
, so unexample
This is a picture of the dashboard of my friends geners car.
Gina lives in our higher in the United States.
And she said me a picture of the dashboard of a car.
And she said, Jeff Look, my fancy cardashboard tells me,
that my right reared hire, is low on air.
And it go out. And I put air in the right real tire,
my car, and nothing changes on the dashboard.
And I can figured out, why it's happening?
Energy figured out
When we build systems, we make assumptions, assumptions are
our best guesses, about had designing build that systems.
In this particular case, there was as fundamental assumption,
that went untested, which was,
where the user consums the information.
And where the user acts on the information,
doesn't make a difference
Right. Productionally makes a hother nature the grease of difference.
As so where you really the information, and where you act own it.
If we design systems, and then don't test,
where then other actually meet the use or needs,
we underputs situations like this, can you imagine,
how many tens of thousands of viecals, this dashboard is in.
How many people have to do with this innerface,
because this now updating this, right,
this is in a continuous system, this is a fixed physical product.
Right. As since then, of course,
they have fixed this, now the design is better,
just has a picture of the viecal,
on the dashboard and it lights up,
the view that is
low on air
Going, put air, in that one. That's one example
of design, not being taken seriously, not being valuated.
Okay, that's one aspect. That's a physical design. This is,
use a nother example, this is where design and capyrighting,
right, the words that we used to convey information have fundamentally failed, right?
You got to fully would my taxi, there are German company.
There it bigging 100 cities in Europe,
it's a way to call a taxi, right?
They have rebranded. Gino, the name of the company
, now.
It's called free now
Okay. This is that when I wants, I use
my taxing over time, but I'm launch the apply other day.
This is what it said. My taxing it will be free
now. Amazing and big letters, look free now.
Amazing. This is bad design. Right,
because somebody didn't think through the assumption of the world,
they were using in this particular in their interface.
Right. So we talk about the asthetics, we talk
about the graphical choices. And we talk about the words,
that we used to convery meaning and the help the user experience.
My expectation is at every single right,
I take on my tax, you know,
is free forever
Right. And every time a tacty driver as me for
money on like look it. So has your free down
. Right. I don't know it. But this is
the kind of stuff that makes it into our systems,
when we don't consider design explicitly, and we don't valuate the assumptions.
After the design shoe is this, that we make not.
Great design, as you result be for success.
And it can be applied in every single instance.
It doesn't matter, what you builder who you target audiences,
who you users are. You can use design to create a better experience for someone. And for those of view who are looking to innervaile,
in places, remote people, don't look to innervaile,
this traumendise opportunity, again,
the successors and I'm going to sure you here today,
or private sector, successors,
but the point is that somebody has taken on,
or product services, that no one thought,
could be better, should be better design,
and as been traumendisely successful.
One my favorite case todays and an every designers going to
sure you this is the nessary step.
The nest learning firmus that, at this was the competition.
For nash, forever, right,
that's what the firmus that's like in my house
Look the same, they all look like this. Nest,
discided, there was an opportunity, to create a better
user experience here, one that not only is more into even more interesting to use,
but one the actually learns and ultimate me at just to
the way that you like to keep your has to maintain your particular house and they designed,
a better firmenstaat, ultimately ending up being a quire for three point to billion dollars,
by Google, right, because they created 88 better user experience,
right?
No, that's that was there go. Right,
the ultimately got that by making their users more successful.
And that's a big thing. Now,
I not a case that it that
I've was instagram
How use instagram, a couple of times today,
because there are company that is continuously improving, there are user experience.
I have a billion users. So it's got large sample
size for all of this. But sechs years ago,
when they were quired for billion dollars,
there were almost 400.000, other fotosharing apps.
In the app store. Why we they equire?
Why the Facebook by Instagram as a post to one of
the other 40.000 fotosharing out? Ore a better question is,
what in Facebook just build the fotosharing up?
They have 10.000 engineers, they could do it over
the weekend
Ryan. He is why. It's the User Experience and
Design. Everything Instagram did was designed to create community.
Welches Streamlines all the processes in their early days,
to make it is easy, as possible.
And as in two difference possible, to take a foto,
edit that foto and share that foto with your friends.
All in service of the goal, there they have you
to create community. Facebook bot the community,
which was the goal that the design was looking to achieve.
They didn't as a sairly we buy the technology and
since then
That community has on my ground from 400 Millionen now
to a billion users, which is really interesting.
Now. One of the biggest risks. The rive experience
that my career as a designer is that user experience
and design becomes as silent practice.
And now only a silent practice, but a silent practice
that's focus on documentation. I spent a good shank on
my career and fact as matter first 10 years of my career,
creating design documentation, not necessarily user experiences or designs,
but design documentation that I with then hand of to developers
And I'm a good day on a good day 50%
of the Design worked that I had's spect a adinities,
decto arguments, got developed.
That was a good day. That matter not good
day have of my work got thrown away. Right.
That has to be a better way the matter.
And let's more of the things we have the thing about as we tried a integrated
design into the way that we worked. Now the nature
of software development has fundamentally changed in a last 10
years and a specially in the last five years.
There was a place in time, where the waterful,
this process here on my left your right, I guess,
ja, on the late greece, right.
Was the standard way for developing, anything, including software systems.
And in a world of more risk and high certainty,
what are found development, makes perfect sense,
it's that stage gate development, we defined it,
we designed, we development, we tested and we launched.
Right. And in a world,
we are sending out these software updates,
was it that was a delanktly process that could only be done,
once every six months or once a year,
or you literal member member,
we need to go the store,
and vice software of a bucks
Right, in that world, the waterful makes sense,
but we works was a fix scope,
a fix deadline, and then we ship the software.
The world we living today is a continue is world.
You don't buy software and a bugs. Anymore,
in fact, the software, the you buy just shows up,
and shows up in the website, the shows upon your founds,
the chose of in the apps,
and we can update are systems continue usely.
And in that world, but this adual way of working,
as become that defect away, that we build products, now.
I don't could conversation with Kyle Dinneralize night,
and may I share a conversation.
It's good, everything have to be agile
Right seems like, every project we have to do now
is got a being asure. And it's a really fair question.
Okay. And it's really too and my responsible that there's,
this really two ways to really focused on Agile.
There's Capital A, Agile the process,
which is a bit of a religion.
But we're lot of focus a subscribing to. And then
is lower case A, which is Agile or Agility.
Which should be, I would expect,
highly powerable to you and to your can stitch you went in your community,
because it's a process of continue was learning.
Agility simply means that we are going to make a plan
to build
a system
And as we started execute that plan,
we are a going to learn things, that design that
we chosed in a workers, well, the integration of this
API was more complicated to me and this apated.
And in the face of this new evidence, we are
going to change course. That's it, that's it's adjuity,
that's all there is too, we go don't a past,
we learn something new, we changed or rections.
Still in service of the same goal,
that would going to incorporate this new evidence.
Right, that's the goal, that were looking for.
Now the interesting thing is that that's exexactly with the architects of the archual manifesto,
We're talking about on a mountain in Utah,
in the Western United States, back in
2001. They would trying a build software systems, that worked meeting user needs.
They were trying a predict, what combination of features,
cappy services, et cetera, with Satisfy the customer.
And they were inevertably wrong. And ifigured, they had to be
a better way. And so they to kind of road
this agile manufesto idea, which talks about a long continuously,
improving continuously, and working clusely with your customers.
The challenge with this as a a replied to design,
is that they never address or incorporate user experience or design,
in any of the original writings of the azure manifestor,
which is interesting, because Justice James,
Garret over here, did his famous diagram,
year before they had their famous meeting on amountain,
early that year.
And so for the last 20 years or so,
we've been working hard, was is but that way,
to integrate and make sure that that the good process it.
The processes of doing good user experience design,
match The processes of doing good modern software development.
Heute, we are shine, rigital these processes together.
And that's where I want to bring this together now.
If there was a time, there's a time 10 years ago,
where I was in charge of a Design-Team in New York.
And we had to integrate that team, to do actually
with Designwork in an actual software development and environment.
And what we tried to do was research. The look
for companies that towers. Had it to do this.
Had it to build, customer feedback. Had it to build Design-Practices,
entweder these modern ways building software systems and digital systems and services.
And everybody says we didn't We can for your own,
it's terrible. This two things no polaunt together,
just do the design of front and and give it to developers.
But now have that maybe sure anymore. We can,
we got to the world move to quickly,
the system that we build can be updated continuously.
And the expectations of our customers is that the systems update,
imselves more continuously. And so I would hard with my team,
at this particular company in New York,
to help solve this particular issue is adrum and UX-issue.
After sechs months of trial and air experimentation,
I feel like, we had done it.
I feel like, we are done it,
because the level of complaints had died down
for my team
About the sucks, we can figured out, but we
get a film we go. And so one monday morning,
I come in the work and I feeling very good about myself.
We saw the problems, I feeling good a letter team
to this challenge, I good boss, right?
But kind of thing. And I get in my desk,
and sitting on my laptop, I'm my computer and my desk,
is a sheed of paper like this.
It's sitting right now mit computer, like that.
And I get in my desk. And I turn the sheep
a paper over. And this is what's on that sheed
of paper. Little, this is what was on it.
Now, why you see he'd name in the company was
bald letters, that's why siss the letters on then?
And I what you not is here
Is that this is not a happy diagram?
So not a positive diagram. In fact,
you look at the title of the diagram at there.
Es is diagraming a negative environment, you exit the laters.
If you found all that all the arrows to the center,
it a tay that doing UX in an azure way at the laters are
creator a creator a creator a creator a negative environment,
that fasters filure, and generates low mer how.
I parallely, I was not a successful is I
hoped with with bridging these two processes together.
But in high side in high side,
this was a critical moment and really thinking through,
the things that have to change to support design in
modern,
software development environment
Und ich habe mit Expectations unserer User gesprochen. Ich weiß nicht,
wie ich time, um die GoTo-Everythings-Barks zu benutzen.
Aber ich kann nicht sagen, dass ich die touren Präsentationen,
ich weiß nicht, ob es Sixpem very, very quickly ist.
Okay, here's the first one here. The best experience
never ever gets a build. Okay, one of the
things about as a suffere development is that works and shorts cycles.
And if a doing design in shorts, cycles,
you're never going to build the first, you know,
going to build the best experience in that first ideration,
we iderate every way tolds a better products over time.
That was something that we had to learn
Of that, the designed in dinfield business critical,
if you going to integrate designers onto your team,
you've got to provide them with the ability, the contribute,
to the successor the product overall on a continue is basis.
They don't this as really have to sweet face anymore,
we have to actually integrate them more successfully.
One of the challenges, and it was talk about this a lot,
in just a couple of minutes, is when are you done? Right,
one of the nice things of building, these fine night systems,
is that at the end of a whaterful fall project,
why you had a dead mind,
you launch the software, you're done, you ship that,
you have a party, you get a t-shirt,
maybe with name of the project on it,
right,
and you move on to the next thing
If you working in this new agile continue as way,
when you don't? It just sprint forever,
that's a change. No ideation time, designers,
need time to think about their work, just like everybody else,
have we build ideation time into every psycho.
And in the lasting up here is this concept of minimum viable product.
The idea that we can put versions of the system into
the hands of the users, that are technically incomplete.
But thank you do liver some value and then based on
a value we can learn, whether our assumptions work orrect.
And then idea rate the system towards a better version of
itself on an ongoing basis.
But when is a good enough the putting front of
a user
That to really great question,
because everybody in your team, I guarant too,
as a different opinion, about when is a good time,
to move it in front of a user.
And so had we solve for all this, well, we iderated.
And we figured out some solutions. And I'm managed to
right and article, that's we're one those sitations,
and fact one as a agent excitations, this political.
This is a a agears ago, I publicities as a article,
mean you ex, getting out of the deliverables business.
Why getting out of making documentation and getting back into the business of creating,
create user experiences for the people who consume our products and services.
This turned into a book, the book really change the conversation,
that I was having with the community,
about how do do design in a modern Software environment,
the book as don't relatively world over the years,
we managed the challenge to a broadway musical, which was fantastic.
We didn't do that. Tschüss. That's make. Wir sind die Amtler,
so ein Hashtag, das lasse Discussions about this online,
for the leading UX, it's been going on for what.
And look, what is has had me,
is had me and airplanes all over the world,
talking the teams and morning we teams to have to improve
the way that they do designed today.
And over the course of that time, I've learned to important things,
and I'm going to rapper with the two things and specifics
or meets one of those things, and then would you some
Q&A. Now, in order to make to build great User Experiences today,
with the nature of software being, what it is today,
User Experience design has to changed,
the way that we do the work has to change.
We do not have the lodgery of the screed design face anymore.
We have the blend the process, into everything out that,
were doing continuesly, now show you how,
and just the second. In edition to that though,
the product development organization that's around the design also has to change,
right, the way we make the sourceage, if you will,
right, also has to change and adapt to that.
And my goal ultimately is that lean UX,
kind of this this laterweight design processes, that happens what frequent Other me,
some of the comes, UX, the way,
there we do user experienced design, over time.
Now, the three things about design that really, I think,
was speak to a lot of the Themes that you shocking that here,
they have to change to support, this modern way it working,
I find a spart.
I don't know where it is. It's here. I
think it's here. Three things that have to change.
First and formers, okay, how do we enable conversation,
between the developers of our systems and the designers of our systems?
We want to move a way from archives,
to trains into artifacts. It's a concert that I like
to come minimum
weible conversation
And you alrivated a conversation, by answering three specific questions,
every single time, you trying to communicate something either as a designer,
or as a developer, right?
The first question is this, what do I need to get a cross?
What do I need to communicate? Second question, who,
who do I need to communicate it to? And then lastly,
what is the least amount of work that I need to do to communicate that? Now,
if I'm a Designer and my developer is sitting next to me
all day and where working on a system together all day,
I can turn to that person,
I can pole the mover to the whiteboard,
I can sketch something out of peace of paper and that will move the conversation forward,
not I'm like the lot effect, it's on the screen.
If I have to show something to a user,
you may have the use a higher
fedality artifact
To move the conversation forward. If you have to show
to a thunder or stakeholder, you may have to really
put something on, that's a bit more higher fidelity.
But the idea is to do just enough design work to move the conversation forward.
So the we can valuate that the design shows is that
were making are feasable or usable and provide value to the
people that were actionally building the services for.
So that's absolutely criticals to change the nature of a conversation.
Next, radical transparency, I think that I know
is near and dear to the hearts of the open
or pository community. Right, the same kind
of transparency that you looking for in the work that you
promote to
the world
Or looking for in the design worked that's happening to build
the systems that provide that service.
We one our designers, really and often to share their work.
In it raw form. So that we can provide that kind
of feedback. So let's me know that this is working
or this is not working to really test those assumptions.
There is this concept that a lot designers what a high
behind their emanadas and to the design is perfect and beautiful and their point.
It that points to late,
two many some shows and too much effort has going to
that process and you find that that you wrong,
it's more difficult to change course.
And the third thing about design that has to change is this.
We have to really start to change the conversation Around Design,
Kritik and Design, Feedback.
There is this feeling like, once I have the design than,
I can say it for my personal experience.
I then have to show it to everybody and we can't everybody.
Everybody has the them provide me their opinion on the design.
We will changed a conversation,
but increasing the transparency and moving to us those transy in Artifacts,
we want to provide the ability, for people the provide feedback to
was on an ongoing informal basis, so doesn't feel
like in interarrigation. What's happening in missfoto here,
this is a company colled West Pack,
there are they are the olders bank and company and Australia
Das ist eine Cross-Functional-Team of Designers, die risking complianced people,
legal people, looking at a customer journey,
from the beginning of a plank for a critical, to the end.
And there using these trains in artifacts,
they have this these informal conversations,
somebody walks by the wall, and they ask question about,
hey, what is his mean over here?
But they mean tell you. And I mean move you
are with it. The more informal we have this conversations,
the easier that you with the design conversation forward.
That the product development organization have to chease it well,
so support that. I think the
spart moved
Scheibe hier. Number one,
and this is by far the most important thing,
and forgive me for this next light,
but the most important thing as your building me is open rerepresentary systems is this,
you have to ask the question, so what?
Just because you build it, does not mean,
that you do liver value. Okay, just because you
think it's a good idea, does not mean that you do
livered value to your users. It does not mean,
that you created a good user experience. You have to ask the question,
so what, that's somebody use it,
that are used again, that they share are URL,
with somebody else are we singing increased in the number of users.
And as product, after product, after product,
where we see, that people fairly head to great idea,
what's ship it, because everybody will wanted and it makes no sense.
This is google was, right? We seem like a
fans has to guide year, the folks film inventided.
But now one's to talk this and body with the camera in their face.
Wright, as it turns out. Now,
there are our situations where having a camera in the screening
from your face, makes absolutely perfect sense.
Tright, publy of the consider of the user and the
context of use
And that's user experienced decides, not orgainer standing,
the customer, right? And as you build these systems,
I want you the think about, these questions, right?
I just because you build it, doesn't mean people are using it.
And the could be because it's too complex,
I want a pick on Google again, this is Google away,
but you guys a member of this particular system.
Right, this didn't make it, because who use this thing,
right? Why not people use my system, because it
doesn't fit the way, I do things, right?
And the standing your customer needs and meeting all those user needs,
means understanding, how people do things, right?
You are coast, I'm a tags savy,
really adapter of technology for the last 25 years.
I've never scan to QR-Code in my life
Right, doesn't fit my word. Right,
think about your customers anderway using, a can,
always as the question, so what, right,
you have because you can build it,
does not mean that you should it build it.
Okay. I alrives hear on an airplane, yes,
today, that had 7 fewer wings, doing this point.
And it worked just fine. At's my point. Now,
so what is if so what,
so how do we know that we do livered value?
And this is the thing up and I want talk about
and to kind of closings at the next five ministers,
is outcomes
Okay, outcomes are more important them output. That's peakly.
Output is the thing that you make. It's the system,
the open repository system. Outcome is the change and behavior,
that you want to see in the Users of your system,
that is how you know, you have delivered something a value,
you're changed there behavior for the better, you've design something,
that songs are real problem for them,
in a meaningful way.
And because we can do liver software continue westly these days,
to livering output creating a thing and putting into
the hands of our customers is the beginning of a conversation
with them
And we want to have that conversation on and on going
basis, what we're building here, is
a users center perspective to the development of our systems.
Not a feature center perspective. Users center. Right.
And the outcomes towers that we're actually changed behavior.
They tell us one meet the livered value. And most emportantly,
they tell us when we are done, that's absolutely critical.
So all this. I wanted share it to more case
study and in a couple of closing points in the modus
im Q&A. I told you are olier.
I wante user this outcomes point very, very clearly.
I would to the company call the latters.
Now. The latters was as his
jarp world
For people who made 100.000 Dollars or more. That was
the service. We had job secrets, we had employers,
who were looking for each other in the system.
One of the behaviors that we measured,
when they outcomes that we measured in our system,
was judge secret responsed rate.
Who was the percentage of times that a judge secret
responded edition in employer communication in our system.
Both sides are paint, to participate in the system, that number
was 14 Prozent, which is horble. Right,
to people pain to user system,
communicating with the judger and only connecting 14 Prozent of
time,
only replying
On this particular project. And we said, your job
is to move this number from 14% to 75%.
Why 75? It's more than 14. Really,
that was it, it was just a stretch goal and
it was more than 14. A 100 is impossible.
So 75 was better. That team was a cross functional
team of Designers and Software Engineers and Product Managers and Business Sammelists.
And they did stuff like this, we sketched and we brainstone.
And we work together. And over the course of
6 months, we moved that needle to 608%,
514% a 60%
The features, that team build were discovered on long the way,
they interrated a learn and experimented their way to was the systems
that they build know and told me what to build.
And we build things that we then end up not shipping at all,
because they did not changed customer the have year in a positive way.
We thought we should build it all we didn't build in the end,
because we murdered that the outcome than change,
the measure of success was not building the system,
it was changing that customer behavior,
from 14% of the time, responding,
the 75% recent of the time, responding.
That was absolutely the key. Neverthing that we build into this was learning,
learning was absolutely und learning over delivery which should be welcome to this community,
when I make sure, that was always making evidence based decisions,
about the things that would building,
a mother not to delivering value.
So I have to stand you to see that one.
It's building products like this. Okay, I should you
the airplay with 9-Wings. This is another example of an
airplane with 9-Wings. This is the smart. Okay,
it's the world's first connected salt shaker. Okay. This
salts No problem for anyone, no an astro this,
and that shit, there's a somebody's idea that they just build.
What is we outcome that they were looking for? Right.
As we started build learning into the way, that we work.
We want experiments to test our ideas, our designs,
whether we making our customers, successful.
And we can make decisions, based own objective abservations.
Right, we choose, whether not to move forward based on data.
Now look, if we have an idea for a systemer
feature and the evidence that we've collected about that system,
this agree with our idea.
We have the kill that idea in that particularly case.
Okay, because it's a better idea.
Okay. Is the better idea? I don't know,
there's fate of this change on and but?
I can't managing it's positive. Now that real,
as a as you engage your customers. And you learn
where there the design decisions and the product decisions that your making,
meet there needs.
It's really going to be this black away.
That's a better idea. It's someone, you make a
sense that, that's kind of a good idea.
But it's not to get you their festen off,
that's when you pivot you maintain your strategy
But you change the tactics, we innerally tours a better
version of the system, that changes the outcome.
And then ultimately we find the right combination of features
and services that drive the kind of a customer vitator,
that we are ultimately looking for.
And so the thing that I want to take away in
I told guys for the noise,
one second as we moody this core, is the as ensue problem.
As we build the design practice, into the way that we work.
In the same way that are features are sets of a sumptions,
I would design choices or a set of a sumptions
is well
Of the build research in the web processes, well,
sure chance of resorts,
the give a success of what there and out,
we positively impacting the behavior of the people,
who you ever products and services.
And that research that continuous reachers build resuspensive ness into the way
that we build our systems. So that new männer,
what we learn, we cannot was feel like this time.
I mean, what's going on around us? Right,
or always maining that, because we've going,
we can get around, which is learn something do.
And we can no one to the next thing.
That's the guy you want to be. And continuous learning
build that into the way that we build systems.
Now, to rap the sup
I wanted give you a world of worning. If you
do start a integrate design, into the way that your working.
And you start to integrate continue with learning into the way that you our working.
As you start to iderate in listen to your users,
one of the things that you might free on might excellently and of doing,
is viring of the path, because customers key telling you said,
your users, key telling you something,
as you could trying meet their needs and you lose side of the vision.
That's the biggest thing that take a way,
here's the maintain said of the vision. At say your
rilly quick story and then and then our rap to sup.
Is this? I've a friending 10 diverky, he's an academic.
And he is to teacher the university of can't in England
He's teacher entrepreneurship course. When of this 12,
we course is where Teamforms at the beginning of the Semester,
they come up of the business idea,
and then at the end of the Semester,
they launch a new productor or service.
So the beginning of the Semester is one team that comes,
we want to build, a help the food,
the livery service for University Students.
He said, great, go do it.
They was that there are sumptions, they designs on services,
they got student feedback, they innorated,
and it the end of 12 weeks,
they are are matched and alcoholed
elivery service.
Because that's what that students told them that they wanted.
Right, that's what it help you I wanted drink.
But the point here is that I want to continue to own your vision,
that steve jobs is always start two his vision.
Right, that's the goal here,
is that as you learn things, you're going to one against,
you use it to tell we don't want to do that.
You're goals to understand, why they don't want to do that?
And then design systems that help overcome does always to does.
That's the goal. And may sure that you maintain the vision for the open,
three, and better world that you're ausdriving to create. Oltimately,
the goal as we build our our teams and our communities,
to move away from a culture focused on, delivery,
right delivering the systems and one focused on learning,
what the customer needs and ultimately improving those on together.
And so which that I wanted to think you very
much for listenings in mean up those hopeful