Gregg Bernstein's presentation at UX STRAT USA 2015

1. Gregg Bernstein | @greggcorp | for UX STRAT

2. NEW
MY BROTHER-IN-LAW’S
VAN

3. NEW
VAN
White
VAN REQUIREMENTS
AIR CONDITIONING
RADIO
270 CU. FT.

6. Actual
expected

7. Unknown unknowns.

8. Thomas Schelling
When a possibility is unfamiliar to
us, we do not even think about it.

9. Daniel Kahneman
WYSIATI
What You See
Is All There Is

10. wisdomIS YOUR STARTING POINT,
NOT YOUR CLOSING ARGUMENT

11. MIGHTY MIGHTY
boston

14. garbage in
garbage out

24. wisdom data

25. context
wisdom data

26. context
wisdom data

27. Urie bronfenbrenner

28. Urie bronfenbrenner
individual

29. individual
microsystem

30. individual
microsystem
exosystem

31. individual
microsystem
exosystem
macrosystem

32. individual
microsystem
exosystem
macrosystem
chronosystem

33. microsystem
exosystem
macrosystem
chronosystem
context

38. analytics

39. statistics
analytics

40. surveys
statistics
analytics

41. surveys
statistics
feedback
analytics

42. feedback

43. theory
grounded

44. surveys
statistics
feedback
analytics

45. surveys
statistics
case studies
interviews
feedback
analytics

46. case studies
interviews

47. case studies
interviews

48. & Listen
Observe

49. & Listen
Observe
(Don’t Speak)

50. microsystem
exosystem
macrosystem
chronosystem
context

51. Customer Environment Devices Structure
Alex Quiet New Macs, PCs Collaborative
Barb Loud Phones, Fax (!) Isloated
Cal Disruptive
Old PCs
(Gateways!?)
Frantic/
Disruptive
Dora Loud iPad Collaborative

52. listen close
Ask open

53. simple question:
What apps do you use?

54. “I use Gmail and Evernote.
Oh, and we also use
Microsoft Word.”

55. “I use Gmail and Evernote.
Oh, and we also use
Microsoft Word.”

56. “I use Gmail and Evernote.
Oh, and we also use
Microsoft Word.”

57. Listen for
plot, voice,
& roles
analysis
voice relational

58. Listen for
plot, voice,
& roles
analysis
voice relational

59. Customer
Primary
Software
Secondary
Software
Empowered?
Alex
Gmail,
Evernote
Excel Yes
Barb Burgertime Salesforce Yes
Cal Salesforce Evernote No
Dora Excel Google Drive No

60. Customer
Preferred
Software
Meh Software Purchaser? Environment Devices Structure Payment Industry Logins/Week
Alex
Gmail,
Evernote
Excel Yes Quiet New Macs, PCs Collaborative Paid Ecommerce 12
Barb Burgertime Salesforce Yes Loud Phones, Fax (!) Isloated Free Software 3
Cal Salesforce Evernote No Disruptive
Old PCs
(Gateways!?)
Frantic/
Disruptive
Paid Marketing 0.5
Dora Excel Google Drive No Loud iPad Collaborative Free Agriculture 4

61. 100 data points
1 interview

62. MailChimp Snap

63. retailers

64. too busy
retailers

65. phones
too busy
retailers

66. phones
too busy
instagram
retailers

67. phones
too busy
quick
instagram
retailers

70. context
wisdom data

71. context
wisdom data

72. @greggcorp | gregg.io | @theuxnewsletter
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