Peter Boersma has worked on around 200 projects over 20 years at various interactive agencies. The scope of projects expanded from web design to service design for digital brands, and teams grew to include more user experience skills. Deliverables also evolved from simple site designs and builds to include design research, prototyping, and strategy work. Throughout his career, Boersma took on different roles including UI designer, information architect, and experience design director, and saw organizations structure user experience teams in various ways.
Soviet pilot Yuri Gagarin was the first person to ever orbit the Earth
What I Learned from 200+ Projects Over 20 Years in UX
1. What I learned from
oh, I don’t know, around
200 projects
Peter Boersma (@pboersma)
Interaction Design Director at Blast Radius
Amsterdam UX Meetup
July 2, 2014
29. since 1995, we have been looking
for the right place of UX
in the organization
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42. what we call our work,
our deliverables,
changed too...
43. “Here is how we work:
Step 1: we send you a contract
Step 2: we design your site
and you approve the design
Step 3: we build your site,
and you approve the design
Step 4: we send you an invoice”
55. 1995-2000 - General Design
Company profile:
- Dutch startup that grew from 3-30 people
- made interactive sites for small & large brands
My responsibilities:
- in the beginning: everything
- from interface design
- via software programming
- to sales and project management
64. General Design
GOOD
BAD
* gave me broad experience
* mix of academic research and practical focus
* time to discover what I like (not project management)
* being project manager & UI designer on 10 projects
* leading to a short, 4-week burnout
66. 2000-2002 - Satama
Company profile:
- Finnish web-and-mobile agency going global
- General Design turned into Amsterdam office
My responsibilities:
- Consultant User-Understanding
- concept design, IA, IxD, usability tests
- for the first time: process designer
77. Satama Interactive
GOOD
BAD
* mobile experience: designed WAP sites, and created a
mobile portal evaluation tool.
* process focus: I managed a 2-year program to
document the Satama Unified Process.
* I wasn’t considered a good fit for consultant team
* leading to a long, 8-month burnout
79. 2002-2005 - EzGov
Company profile:
- software & consultancy for online transactions
- between governments and citizens/businesses
My responsibilities:
- Information Architect
- Also: Usability Engineer
- And: Process Designer
100. EzGov
GOOD
BAD
* good cooperation with Development and PM
* spent time defining design process (StUX)
* developed in-house screenflow tool (J-flow)
* styleguides made visual design work boring
* org. overhead made our work expensive
102. 2005-2006 - User Intelligence
Company profile:
- small usability company that expanded into design
- founder was looking for a business partner
My responsibilities:
- User Experience Consultant and Manager Design
109. User Intelligence
* we defined the basis for good team & good company
* got to think about corporate strategies
* unprepared for partner talks with founder
* our communication styles made cooperation hard
* had to leave, shortly after bringing in friends
111. 2006-2010 - Info.nl
Company profile:
- very Dutch agency ("normal is crazy enough")
- founded in1994 and still going strong
My responsibilities:
- senior interaction designer
- Also: restructured department & renamed job titles
- Also: attempted to document design process
info.nl!FULL!SERVICE!INTERNET!AGENCY!!
119. Info.nl
GOOD
BAD
* cooperation with developers
* sales reached out to sell UX
* management lacked vision about process
* sales defined projects: teams designed to budget
121. 2010-2012 - Adaptive Path
Company profile:
- famous San Francisco agency came to Amsterdam
- defined User Experience as we know it
- Adaptive Path is run by designers
My responsibilities:
- Experience Designer
- design, lead projects, sell projects
- teach workshops, host UX Week
128. the elements of
user experience
Henning Fischer
Director, Adaptive Path Amsterdam
henning@adaptivepath.com
@henningfischer
Peter Boersma
Designer, Adaptive Path Amsterdam
peter.boersma@adaptivepath.com
@pboersma
129.
130.
131.
132. First deliverable: Narrative
As a result of initial conversations with the client, our
designer-led sales team would create a Narrative.
A Narrative consists of:
- key business needs
- project summary and team overview
- phase-by-phase description of activities and outcomes
- examples of expected deliverables
- timeline and budget
133. But what happened to it?
Designers’ narratives were translated by Sales
into a Statement of Work with a lot of legalese.
We had to go back to the original narrative
to kick off projects with the team.
135. Adaptive Path
GOOD
BAD
* designers lead projects from sales to delivery
* many internal discussions about the field
* time to teach back to community
* 14 hour workdays due to time zones
* European sales handed over to America
137. 2012-2012 - Freelance
Company profile:
- me :-)
- interaction designer & design process consultant
My responsibilities:
- set up the business, pay tax, do sales & PM
- define processes and design concepts for clients
151. Freelance
GOOD
BAD
* freedom in deciding when to work
* freedom in deciding how much to work
* freedom in deciding for whom to work
* office/tax/legal stuff is hard!
* no team = no feedback
* no idea if I was at good at freelancing
153. 2012-present - Blast Radius
Company profile:
- “agency for the connected world” (= Marketing)
- owned by global digital agency network Wunderman
My responsibilities:
- Interaction Design Director in Amsterdam office
- design concepts and prototypes (with freelancers)
- manage a Business Analyst
- support offices in Hamburg, London and Paris
164. Small
± 9 x 6 cm!
Galaxy S2/S3/S4, iPhone, HTC One !
!
Medium
± 11 x 16 cm!
Nexus 7, iPad mini, Kindle 7!
!
Large
± 21 x 14 cm!
Nexus 10, iPad (1, 2, Air), Tab 10.1,
Kindle 8.9!
Small
Medium
Large
167. Blast Radius
* international work environment
* working for small number of big accounts
* allows for tracking of success of designs
* project were never ran by UX
(often by Developers or Art Directors)
* limited input in early stages of projects
177. Narrative
As a result of initial conversations with the client, our
designer-led sales team would create a Narrative.
A Narrative consists of:
- key business needs
- project summary and team overview
- phase-by-phase description of activities and outcomes
- examples of expected deliverables
- timeline and budget
201. the elements of
user experience
Henning Fischer
Director, Adaptive Path Amsterdam
henning@adaptivepath.com
@henningfischer
Peter Boersma
Designer, Adaptive Path Amsterdam
peter.boersma@adaptivepath.com
@pboersma
209. What I learned from
oh, I don’t know, around
200 projects
Peter Boersma (@pboersma)
Interaction Design Director at Blast Radius
Amsterdam UX Meetup
July 2, 2014