Elevating UX with Human Centered Design
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Elevating the Business Analyst with the lens of Human Centered Design Thinking. Learn how Human Centered Thinking and User Experience Design can directly address common software pitfalls.
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Elevating UX with Human Centered Design
- 1. The UX Analyst Elevating the Business Analyst with the lens of Human Centered Design Thinking
- 4. Why Software Fails • Unrealistic or unarticulated project goals. • Inaccurate estimates of needed resources. • Badly defined system requirements. • Poor reporting of the project's status. • Unmanaged risks. • Poor communication among customers, developers, and users. • Use of immature technology. • Inability to handle the project's complexity. • Sloppy development practices. • Poor project management. • Stakeholder politics. • Commercial pressures.
- 5. Why Software Fails • Unrealistic or unarticulated project goals. • Inaccurate estimates of needed resources. • Badly defined system requirements. • Poor reporting of the project's status. • Unmanaged risks. • Poor communication among customers, developers, and users. • Use of immature technology. • Inability to handle the project's complexity. • Sloppy development practices. • Poor project management. • Stakeholder politics. • Commercial pressures.
- 6. Solvable
- 7. What is a Business Analyst? • A Business Analyst identifies business needs and determines solutions to business problems.
- 8. • A UX Designer identifies user needs and determines solutions to user problems. What is a User Experience Designer?
- 9. Differences
- 10. UX DesignerBusiness Analyst Differences • Identify what the new system should do. • What CAN users do? • Create process flow diagrams. • Research Current Process • Identify how the new system should work. • What WILL users do? • Create navigation flow diagrams. • Research Users
- 11. Similarities Solve Problems • By listening. • By communicating. • By problem-solving. • By analyzing. • By visualizing.
- 12. UX DesignerBusiness Analyst Let’s combine them • Business goals • “What will success look like for this product?” • Behavioral goals • “What are the behaviors that support these goals?”
- 13. Let’s combine them “What do users have to do for this product to be successful?”
- 14. Let’s combine them “What do users have to do for this product to be successful?” It’s not about features. It’s about measurable, observable outcomes.
- 15. Examples Before: • We need to increase the number of users who select Plan B and Plan D instead of Plan A. • We need to sell more movie tickets than our competitor down the street. After: • We need people to better understand Plans B and D. • Users need to understand why our movie theater is better than our competitor down the street.
- 16. Brings focus. • To every feature; every user story. Brings ideas. • Objective measurement to evaluate proposed solutions. Accountability for Designers. • Links design work directly to business outcomes. Benefits
- 17. Stakeholder Politics Addressing the first problem
- 20. What are Personas? Representation of a typical user. • Identify behaviors and motivations. • It is a way to summarize trends and patterns, observed through extensive user research.
- 21. Problems with Personas Time consuming and expensive! • Not enough user data. • Often to vague to be useful. • Often contain unvalidated conclusions. Do not incorporate existing beliefs. • Limited company buy-in.
- 22. What are Proto-Personas? Leaner variant of the traditional Persona. • Not initially the result of user research. • Stakeholders encapsulate the organization’s beliefs based on their domain expertise and gut feeling.
- 23. Benefits of Proto-personas Short 4 hour workshop. Creates alignment with Stakeholders. Keeps Stakeholders invested. Reinforces company awareness about the end user. Direction for further user research.
- 25. Badly defined requirements Addressing the second problem
- 27. What are User Stories? A tool used to capture a description of a software feature from an end-user perspective. “As a <user>, I want to <goal>, so that <reason>.”
- 28. Benefits of User Stories Perfect tool for maximizing development throughput. Keeps things manageable and separate.
- 29. Problems with User Stories Locked into a sequence with no context. Proposes unvalidated solutions. Users don’t judge software based on individual features!
- 30. What are Job Stories? Situation vs. Persona Motivation vs. Goal Expected Outcome vs. Reason
- 31. Examples Before: • As a user, I want to save my work, so that my work is saved when I return. • As an administrator, I want to add a new user, so they may access the system. After: • When I return to the application, I want to pick-up where I left off, so I can easily continue my work. • When a new user joins our organization, I want to add them to the system, so they may access the system.
- 32. Benefits of Job Stories Defines motivations, not implementations. • Empowers the designer and developer to build the right solution. Removes assumptions about the user. • Provides contextual information.
- 33. Poor communication among customers, developers, and users. Addressing the third problem
- 35. What is a Customer Journey Map?
- 36. What is a Customer Journey Map? Graphic interpretation of the overall story between a customer and an organization. • From an individual’s perspective. • Correlates key decisions with emotions. • Across all touchpoint and channels.
- 37. Benefits Identifies operational inefficiencies. Helps avoid unnecessary features. Discover new opportunities. Encourage Internal Coordination.
- 38. Key Take-aways
- 39. Key Take-aways • Focus on motivations and outcomes, not just features. • Enhance business goals by incorporating behavioral goals. • Our clients can avoid common pitfalls by incorporating design thinking strategies. “What do users have to do for this product to be successful?”