Articulating Design Decisions, Communicate with stakeholder, deliver the best user experience, and keep your sanity.

1. HOW TO WIN STAKEHOLDERS
DESIGN NEEDS LEADERSHIP
DWX 2017, NÜRNBERG

2. PETER ROZEK

3. SENIOR UX MANAGER
KPS digital GmbH, an KPS AG Company

4. KPS DIGITAL GMBH
KPS AG
KPS digital GmbH, an KPS AG Company

5. WEBINTERFACE
KPS digital GmbH, an KPS AG Company

6. KPS digital GmbH, an KPS AG Company
HOW TO COMMUNICATE WITH
STAKEHOLDERS AND DELIVER THE
BEST USER EXPERIENCE?

7. I HAVE HUNCHES
WE HAVE HUNCHES

8. KPS digital GmbH, an KPS AG Company
WE HAVE A
COOL APP TO
OPEN YOUR
DOOR

9. KPS digital GmbH, an KPS AG Company
WHAT USER WANT
WELCOME IN THE REAL WORLD

10. KPS digital GmbH, an KPS AG Company
A LIGHT SWITCH IS
SMARTER THAN AN
APP CONTROL!

11. THE USER EATS YOUR PRODUCT FOR
BREAKFAST.

12. KPS digital GmbH, an KPS AG Company
@ Jesse James Garrett, ia/recon
„Of course, it's not enough merely to have
hunches. They have to be good hunches. My
hunches have to be better than the hunches my
clients have—that's why they hire me.“
“

13. THE CEO BUTTON

14. An unusual of otherwise unexpected
request from an executive to add a
feature that completely destroys the
balance of a project and undermines the
very purpose of a designer´s existence

15. HOMEPAGE SYNDROME

16. KPS digital GmbH, an KPS AG Company
A condition whereby the home screen
of an application or website become
a catch-all for everything, creating a
garage-sale of links, buttons, and
banner ads that unravels the fabric
of usability, causing designers to cry
themselves to sleep.

17. KPS digital GmbH, an KPS AG Company
@William Pollard, Physicist
„Learning and innovation go hand
in hand. The arrogance of success
is to think that what you did
yersterday will be sufficient for
tomorrow.“

18. WE HAVE AN
ECOSYSTEM
OF DEVICESBild: http://www.webdesignerdepot.com/2015/03/the-future-of-responsive-web-design/

19. Scource: IBM, Three New Ways to Understand and Improve Your Customers’ Experience, 2016KPS digital GmbH, an KPS AG Company

20. KPS digital GmbH, an KPS AG Company
90% CHANGE
THE DEVICES
IN A TASK

21. KPS digital GmbH, an KPS AG Company
@Giles Colborne
„People use any platform
to do anything.“

22. KPS digital GmbH, an KPS AG Company
DIGITAL CHANGE THE WORLD FROM
INTERACTION TO A PERSONAL
ASSISTANT
FROM MOBILE-
FIRST TO AI-FIRST

23. KPS digital GmbH, an KPS AG Company
HOW DO IMPROVE
OUR GUESSES?

24. KPS digital GmbH, an KPS AG Company
DEVELOP A DEEP UNDERSTANDING
OF YOUR END-USERS THROUGH
ENGAGING THEM OBSERVING AND
LISTENING TO THEM EXPLAIN THEIR
POINT OF VIEW THEIR PROBLEMS
AND THEIR NEEDS.

25. HOW CAN INCREASE PROTOTYPING
USER EXPERIENCE AND MAKING
DECISIONS?

26. A PROTOTYPE IS WORTH A
THOUSAND MEETINGS

27. KPS digital GmbH, an KPS AG Company
Visual Fidelity
Functional Fidelity
Sketches
Interactive Sketches
Wireframe Sketch
Design Comp
Interactive Wireframe Rich Interactive Wireframe
Proof of Concept Prototype
Production „Ready“ Mockup
Fast & cheap
Slow & expensive
Slow & expensive
Visual Design Prototype
Pen & Paper
Paper Prototyping
Pen & Paper
Balsamiq
Axure Axure
Photoshop
Photoshop
Style Tiles
HTML + CSS + jQuery
HTML + CSS + jQuery

28. KPS digital GmbH, an KPS AG Company
Sketches Visual
Design
Prototype
Proof of
Concept
Prototype
Interactive
Wireframe
Rich
Interactive
Wireframe
Production
„Ready“
Mockup
As research tool Content + Layout UI DesignLayout + Interaction Content + Layout +
Interaction + UI
Wireframe
Sketches HTML + CSS
HTML + CSS

29. ASK PEOPLE TO GIVE YOU FEEDBACK
AND USE IT TO IMPROVE THE
DESIGNS.

30. SKETCHING AS
RESEARCH TOOL
COMMUNICATING A FIRST IDEA

31. WIREFRAME
WALKTHROUGHCONTENT AND STRUCTURE

32. KPS digital GmbH, an KPS AG Company
Collaborative design critique
Build team consensus
Understand trade-offs
Post sketches on the wall
Tell a story
“What happens when…”
Annotate and add stickies
WHAT HOW
Wireframe Walkthrough

33. PROTOTYPE

34. KPS digital GmbH, an KPS AG Company
MAKE YOUR IDEAS TANGIBLE WITH A
SERIES OF FAST, INEXPENSIVE
PROTOTYPES

35. KPS digital GmbH, an KPS AG Company
CREATE A SERIOS OF FAST
PROTOTYPES TO TEST YOUR DESIGN
DIRECTION WITH END USERS

36. KPS digital GmbH, an KPS AG Company
LOW-PROTOTYPE:
A PLAN FOR
HOW IT WORKS,
NOT HOW IT LOOKS

37. KPS digital GmbH, an KPS AG Company
HIGH FIDELITY PROTOTYPE

38. KPS digital GmbH, an KPS AG Company
Design components Working software

39. KPS digital GmbH, an KPS AG Company
GOALS OF
PROTOTYPING

40. KPS digital GmbH, an KPS AG Company
INTERACT WITH THE UI IN A WAY
SIMILAR TO THE FINAL PRODUCT

41. KPS digital GmbH, an KPS AG Company
THINK ABOUT INTERACTION AND
ANIMATION

42. KPS digital GmbH, an KPS AG Company
PERFORMING USABILITY TESTS WITH
GROUPS

43. KPS digital GmbH, an KPS AG Company
PREDICT AND SOLVE USABILITY
PROBLEMS BEFORE FURTHER
DEVELOPMENT

44. KPS digital GmbH, an KPS AG Company
@Sebastian Thrun, Director of the Artificial Intelligence
Laboratory at Stanford University
„Few ideas work on the first try.
Iteration is key to innovation“

45. KPS digital GmbH, an KPS AG Company
IN A METHOD
AGNOSTIC WAY

46. KPS digital GmbH, an KPS AG Company
DESIGN THINKING IS A APPROACH TO
PROBLEM FINDING THAT ASSUMES
PEOPLE OFTEN WORK ON THE
WRONG PROBLEMS AND CAN
LEVERAGE AND IMPROVE OUTCOMES
BY REFRAMING THEM.

47. KPS digital GmbH, an KPS AG Company
HUMAN CENTRIC
DESIGN

48. KPS digital GmbH, an KPS AG Company
THE PROCESS INVOLVES
COMMUNICATING VISUALLY WHERE
POSSIBLE. HER ARE SOME TOOLS
THAT YOU CAN USES TO
COMMUNICATE THE MEANING OF
COMPLEX DATA.

49. KPS digital GmbH, an KPS AG Company
MEASURING THE
USABILITY

50. KPS digital GmbH, an KPS AG Company
HOW TO COMBINE USER EXPERIENCE
AND STRATEGIC (BUSINESS)
DECISIONS?

51. KPS digital GmbH, an KPS AG Company
@Pamela Pavliscak
„Now that you have an overview of
what people are doing on the site, it
is time to focus on the data that is
relevant to the questions you have.“

52. KPS digital GmbH, an KPS AG Company
MAKING DECISIONS ON A
MEASURABLE WAY:
Target Group
Intentions
Behavior
Preferences
Acceptance
Search Volume
Searches
Analytics
A / B tests
User Testing

53. KPS digital GmbH, an KPS AG Company
DATA-INFORMED
CUSTOMER JOURNEY

54. KPS digital GmbH, an KPS AG Company
QUANTITATIVE APPROACH HAS A
HIGH RELEVANCE FOR BUSINESS
SUCCESS! SYSTEMATIC AND DATA-
DRIVEN PROCEDURE FOR
EVALUATING UX MEASURES.
STRATEGIC UX

55. KPS digital GmbH, an KPS AG Company
ARTICULATING DESIGN DECISIONS,
COMMUNICATE WITH STAKEHOLDER, DELIVER
THE BEST USER EXPERIENCE, AND KEEP YOUR
SANITY

56. KPS digital GmbH, an KPS AG Company
COMMUNICATE THE
PRIORITY

57. KPS digital GmbH, an KPS AG Company
DESIGN THE
PRIORITY

58. KPS digital GmbH, an KPS AG Company
LEADERSHIP
MISSION

59. KPS digital GmbH, an KPS AG Company
A VIBRANT ENGAGED LEADERSHIP
CULTURE IS ORGANIC AND EVOLVING

60. KPS digital GmbH, an KPS AG Company
IT IS FUELLED AND INSPIRED BY
LEADERSHIP THAT IS ACTIVELY
INVOLVED AND INFORMED ABOUT
THE REALITIES OF THE BUSINESS.

61. KPS digital GmbH, an KPS AG Company
GREAT COMMUNICATORS AND
MOTIVATORS

62. KPS digital GmbH, an KPS AG Company
IMAGINATION IS
MORE IMPORTANT
THAN KNOWLEDGE

63. KPS digital GmbH, an KPS AG Company
COMMUNICATION IS
MORE IMPORTANT
THAN TECHNOLOGY

64. THANKS FOR YOUR TIME!

65. PETER.ROZEK@KPS.DE
QUESTION?
FOR ELLEN
KPS digital GmbH, an KPS AG Company

66. KPS digital GmbH, an KPS AG Company
MY NEXT WEBINAR @ DEVELOPER MEDIA
http://developer-media.de/webinare/
USABILITY VS. CROWD TESTING
12.07.2017
PREDICTIVE UX
16.08.2017