Tom Petty, Head of UX at GoCardless at 383's Byte Breakfast talking about employing the right design principles and how they influence everyday decisions.
5. - You do this by celebrating tough decisions and trade-offs, and their consequences, rather than
smoothing them away
- This is important because it will give your product a clear identity, meaning users will
know if it’s for them or not, what to do with it, and how they should use it
- I’m going to go through a few things we’ve tried to achieve this at GoCardless
- In the process I’ll show you some really shitty work that thankfully never made the cut
6.
7. - GoCardless make recurring payments software
- Process $1bn every year…
8. - For companies like TripAdvisor, Box.com, The Guardian, The FT, The DVLA
9. - We started with a small business offering
- Ideal for small subscription businesses, like gyms
10. - But wanted to move into serving larger organisations
- So we kept our small business product, and built something for enterprises
- We soon discovered there was a huge gap between the two
11. - Everyone falls into into the middle
- These are accountants, agencies, start-ups — any business that grows when they’re with us
12. - We’re now focused on a product to bridge that gap
- Something that will work for everyone
13. - ‘Something for everyone’ is a red flag as a designer
- How on earth can you do that?
- And how can you do it whilst avoiding an identity crisis?
- I’m going to show you how we’re exploring this challenge
- Hopefully some of it will be useful for you, too
14. - Trying to build something for everyone leads to something for no one.
- There are plenty of examples of this happening elsewhere
16. - This is an early attempt at something for small and large businesses
- Ignore the shitty UI
- It’s the content that worries me
17.
18.
19.
20.
21. - Thousands of tiny decisions and trade-offs
- Celebrate the fact you’re not pleasing everyone
- Trust, that they will thank you for it in the long-run
- They won’t thank you for the opposite
22. - you need to know what it’s not as well as what it is
- because if you don’t…
24. - Beg stole and borrowed processes and best practices from some awesome people
- I used to work for an agency where I learned a lot about designing with purpose in mind
- Three things we do to inject a point of view and opinion into our work, hopefully some of them are useful to you
25.
26.
27.
28. - If you want to create something for a diverse group of people, you need to know who they are
- vegetable boxes to box.com
- So we dug in to our merchant base to find out what jobs they hire us to do…
32. - … to cash in hand
- So, what questions do they ask of your product?
- What jobs do they hire us to do?
33. - Small businesses hire us to…
- Improve their cashflow
- Teach them about their business
- Reduce hassle
34. - Professional services hire us to…
- Improve cashflow
- Save admin time
- Work for their clients, too
35. - Large enterprises hire us to…
- Reduce payment failures
- Automate the process
- White label everything
36. - What unites everyone?
- Who should you give most attention to?
37. - So once we know what our users ask of us, we can create something to respond to
- ‘Provocations’ (or ‘questions’) are what start us down the road of injecting a point of view
38. - The unit of building a product is the project
39. - This is controlled by ‘The Roadmap’
- An all powerful presence in the organisation
41. - Usually discreet projects
- ‘Password reset’, or ‘settings’
- Put it all together and you probably have a product…
42. - But it can end up like homer’s unfinished robot
- just desperate for legs
- A seemingly random collection of features
- we wanted a roadmap of questions, not answers
43. - Things that map directly to the needs of our users
- We want to answer the questions they ask of our product
- Borrowed the format from IDEO, used to use it at Wolff Olins for big brand transformations.
- Works well for small projects too
44. - Hopefully it will lead to a product designed to meet the exact needs of its users
45. - I know, I know
- We know that getting something built is all about making decisions & having a point of view
- As a design team, we use principles framed as choices to help us make good design decisions
- You all know about design principles
46. - It started with Deiter Rams’ 10 principles of good design
- Good design is honest, inevitable, long-lasting etc.
47. - GDS bought them online with their awesome design principles
- We wanted to have a go
- We started really badly
48. - This stuff is hygiene, it’s the baseline for a product
- It needs to be a point of view, meaning you should be able to disagree with it, just like in real life
49. - The reverse needs to be a valid strategy / opinion
- You need to consciously inject that point of view to bring it to life
- We choose something over something else
52. - Some may disagree with it, but that’s exactly the point
53. - The decisions you make should be real decisions
- ‘Keep it simple’ isn’t a decision
- After lots of debate, here’s what we settled on
54.
55.
56.
57. - This is an example of the gnarly stuff
- we might have annoyed payments pros and developers
- It’s not looking them directly in the eye
58. - All the time someone is using us, they’re not running their business
- We’ll design to prioritise the things that require our users' immediate attention — the rest can wait
- Not surprising, but the total opposite strategy to something like a social site
- I’d like a measure of success to be how short the average session length is
59. - GoCardless is designed to solve one problem really, really well. We could be great at other things, but we’ll design to ensure that we’re the be
- Only examples are things we’ve NOT done: invoicing, analytics, e-commerce, loans, becoming a bank
- we might have annoyed x million potential customers
60. - We’ve gone through this strange ‘point of view’ process, here’s an example to bring it to life
62. - We’ve got a good understanding of their needs
63. - Let’s focus on how we might reduce hassle for small businesses
64. - This is the provocation / question on our roadmap
- One way of answering that is improving the time it takes to sign up and get started
- Which previously was very long
65. - Our old sign up form had 18 fields
- We needed — and still need — them all for regulatory reasons
- But we can delay when we ask for that info…
66. - and get it down to 5
- it means you can be taking payments in 30 seconds
- this might annoy pro users with all the info to hand
- but it helps small businesses. and we choose small users over all users
67. - We’ve seen how we’re trying to inject a point of view into the design of GoCardless
- and I guess we can apply some of this to the restaurant at the end of my road, the tapas / indian / coffee / club fusion I mentioned
- Perhaps they could adopt some design principles.
- I had a think of some on the train on the way up
- The best I could come up with were ‘tapas over terrible coffee’ or ‘curry over clubnights’
- At least that might help them with their identity crisis
68. Copyright 2016 383 project ltd. All Rights Reserved.
The contents of this document are the property of 383. They represent the intellectual property in the form of, but not limited to, processes, ideas and creative designs. They may not
be used without prior written agreement and only upon full compensation to 383 for the use or partial use of any of the material contained.
Thank you.
We hope you enjoyed this Byte talk. For
information on future events, drop an email to
kath@383project.com
Hinweis der Redaktion
As mentioned, I’m going to be talking about avoiding identity crisis
or to put it a nicer way…