Presented by Sarah Weise at the HOW Interactive Design Conference in San Francisco. September 2015 / HOW Design Magazine.
Build better products, faster with actionable, inventive techniques to help you amp up UX sessions with your team, customers, and stakeholders. Boost creativity and participation with activities inspired by lean UX, lean startup, agile coaching, express usability, design thinking and more. After a decade of experimenting with literally hundreds of hands-on activities for commercial and government clients, Sarah Weise will be sharing time-saving tricks for ideating, uncovering deep drivers and crafting better experiences. Learn how to quickly and effectively identify, ideate and refine target audiences, business/site goals, top tasks, key differentiators, personas and more. Take these time-saving UX hacks back to your team tomorrow!
1. Sarah Weise, UX Director, Booz Allen Hamilton
UX Hacks
Better Experiences.
Faster. Leaner. Smarter.
2. I
want
to
tell
you
a
story
about
the
first
UX
project
I
ever
worked
on
–
back
when
I
was
a
UX
virgin.
It
was
over
a
decade
ago,
and
it
lasted
a
full
year…
3. @weisesarah
We
analyzed
customer
segments,
and
idenCfied
and
recruited
a
ton
of
users
in
each
of
those
segments.
We
made
sure
to
select
a
staCsCcally
significant
number
of
parCcipants
from
each
group
so
that
we
could
report
our
findings
with
scienCfic
precision
–
confidence
intervals
and
margin
of
error.
I
was
doing
t-‐
tests
and
z-‐tests
to
find
out
which
recommendaCons
should
go
in
Phase
I
versus
Phase
2.
I
even
remember
bringing
my
old
college
staCsCcs
textbook
to
work
with
me!
4. @weisesarah
We
conducted
our
research
in
a
lab
with
a
two-‐way
mirror.
We
filmed
the
test
parCcipants
and
went
back
and
watched
the
tests
mulCple
Cmes,
scruCnizing
facial
expressions
and
body
language.
5. @weisesarah
By
the
end
of
the
year,
we
had
a
big
honkin’
report.
There
were
over
100
findings.
We
actually
had
tables
to
group
and
categorize
all
of
the
findings.
It
was
in
a
binder
like
this.
With
a
cover
page
slaved
over
by
a
graphic
designer.
This
was
my
first
UX
job,
and
at
the
Cme
I
was
so
proud
of
this
report.
It
was
massive.
It
showed
off
all
the
hard
work
we
did.
6. The best part…
@weisesarah
Over
10
years
later,
their
website
is
largely
the
same.
Only
2-‐3
recommendaCons
had
been
implemented
out
of
100+,
and
those
were
preRy
much
low
hanging
fruit.
7. @weisesarah
This
process
stole
a
year
of
my
life.
Countless
billable
hours.
Your
taxpayer
dollars
(it
was
a
government
website,
aVer
all).
Painstaking
work,
meeCngs
and
staCsCcal
nonsense.
You’re
familiar
with
this
type
of
heartbreak?
Well,
let
me
tell
you
a
secret…
8. “The biggest lie in
software is Phase II.”
Jeff Gothelf
@weisesarah
9. @weisesarah
Over
a
decade
later,
the
organizaCon
re-‐engaged
us.
Some
of
the
very
same
clients,
actually.
But
this
Cme,
our
process
was
lean.
In
under
a
month,
we
had
a
substanCally
beRer
product.
With
far
less
work
and
hassle.
Clients
parCcipated
in
the
process,
and
became
our
advocates.
It
leV
me
thinking…
Why
can’t
it
always
be
like
this?
10. PRIX FIXE MENU
Data Gathering :: choose one
Usability testing
Create scenarios based on top tasks, craft post-test survey, and conduct 6
hours worth of one-on-one usability testing*
Web survey
Create survey questions to solicit preference data and discover more
about target audiences*
Existing data trends
Evaluate existing data such as help desk tickets, web analytics, and/or
survey data
Focus group
Plan and lead 6 hours worth of focus group sessions*
Analysis :: choose one
Expert review
SME evaluation of select screens from a website or application
Visual evaluation
Analysis of branding strategy, colors, images, typography
Task analysis
Evaluate paths to streamline information architecture
Persuasion, emotion, trust evaluation
Evaluate how to more effectively move customers to take action
Stakeholder analysis
Based on a web survey, focus group, or existing data if available
Pattern analysis
Identify trends in existing data
Benchmark
Compare my site to my competitors’* Recruiting/scheduling not included
Presented in 2010 by Sarah Weise & Linna Ferguson, User Experience Professionals Association (UXPA)
Now
this
is
not
the
first
Cme
I’ve
asked
myself
this
quesCon.
In
fact,
I’ve
spent
my
career
trying
to
make
UX
as
simple
and
effecCve
as
possible.
5
years
ago,
Linna
Ferguson
and
I
coined
the
term
“Express
Usability”
at
a
UXPA
conference
in
Munich,
where
we
convinced
a
whole
bunch
of
people
to
that
they
could
“do”
UX
faster,
and
that
in
just
40
hours
they
could
make
an
impact.
We
did
this
with
a
fixed
price
menu
approach,
an
idea
that
came
to
us
aVer
drinking
heavily
at
a
fixed
price
restaurant.
11. PRIX FIXE MENU
Data Gathering :: choose one
Usability testing
Create scenarios based on top tasks, craft post-test survey, and conduct 6
hours worth of one-on-one usability testing*
Web survey
Create survey questions to solicit preference data and discover more
about target audiences*
Existing data trends
Evaluate existing data such as help desk tickets, web analytics, and/or
survey data
Focus group
Plan and lead 6 hours worth of focus group sessions*
Analysis :: choose one
Expert review
SME evaluation of select screens from a website or application
Visual evaluation
Analysis of branding strategy, colors, images, typography
Task analysis
Evaluate paths to streamline information architecture
Persuasion, emotion, trust evaluation
Evaluate how to more effectively move customers to take action
Stakeholder analysis
Based on a web survey, focus group, or existing data if available
Pattern analysis
Identify trends in existing data
Benchmark
Compare my site to my competitors’* Recruiting/scheduling not included
Presented in 2010 by Sarah Weise & Linna Ferguson, User Experience Professionals Association (UXPA)
12. PRIX FIXE MENU
Deliverable :: choose one
Recommendations report
Details top recommendations based on our analysis in a finding-rationale-recommendation format
Screen-by-screen findings report
Points out areas on each page that can be improved
Design concepts
Pair with the visual evaluation: two alternate design concepts
Information architecture recommendations
Navigational outline or flow chart detailing enhancements to organization and page flow
Wireframe(s)
Visually displays layout recommendations; interactive prototyping may be an option if time permits
Trend report
Pair with the pattern analysis or benchmark; couple with stakeholder analysis if data is available and time permits
Presented in 2010 by Sarah Weise & Linna Ferguson, User Experience Professionals Association (UXPA)
13. TOP UX HACKS
Smart, time-saving techniques
1 Play Mad Libs
2 Lean Personas
3 Start with Heuristics
4 Quick & Dirty Usability Testing
5 Journey Mapping… Just Sketch It
@weisesarah
So
today
I’m
going
to
share
with
you
a
my
top
UX
Hacks.
Doesn’t
maRer
what
you
call
them.
They
are
shortcuts
that
work
for
my
team
of
UX-‐
ers
at
Booz
Allen
–
techniques
and
tricks
that
we’ve
adapted
from
Lean
UX,
Lean
Startup,
Agile,
Design
Thinking,
and
all
those
other
methods
de
jour.
15. HACK 1 / PLAY MAD LIBS
• There’s no dial-in number
Maximize human connection. 4 – 20 people.
• No phones, tablets, laptops
We have a short time with you. We need pure attention and focus!
• Goal is to generate a lot of ideas quickly
There are deadlines and timers for each activity.
• Call ELMO
Tell people up front that it’s not rude to call “ELMO”. Goal is to talk quickly and stay
on topic. No history discussions here!
• We are not in the idea or ego squashing business
We succeed through a breadth of perspectives and concepts. Not just execs.
Facilitator required to diffuse tensions.
Step 1: Schedule a Hands-On Visioning Session
@weisesarah
16. HACK 1 / PLAY MAD LIBS
Step 1: Schedule a Hands-On Visioning Session
@weisesarah
E.L.M.O
stands
for
“Enough.
Let’s
Move
On.”
Bring
these
cards
to
your
meeCngs.
Tell
the
group
up
front
that
it’s
everyone’s
job
to
keep
the
group
on
track,
and
that
it’s
not
rude
to
hold
up
these
cards
while
people
are
speaking.
An
agile
team
I
know
actually
uses
these
cards
during
their
daily
stand-‐ups
to
keep
them
to
15
mins.
One
guy
even
holds
it
up
on
himself
quite
a
bit.
17. HACK 1 / PLAY MAD LIBS
Step 2: Mad Libs
FOR: target customer
WHO NEEDS: services/features
UNLIKE: competitors/alternatives
WE ARE A: business type
WE PROVIDE: emotional benefit
WE STAND OUT BY: key differentiator
@weisesarah
18. HACK 1 / PLAY MAD LIBS
Step 2: Mad Libs
FOR: target customer
WHO NEEDS: services/features
UNLIKE: competitors/alternatives
WE ARE A: business type
WE PROVIDE: emotional benefit
WE STAND OUT BY: key differentiator
@weisesarah
19. HACK 1 / PLAY MAD LIBS
Step 2: Mad Libs
FOR: target customer
WHO NEEDS: services/features
UNLIKE: competitors/alternatives
WE ARE A: business type
WE PROVIDE: emotional benefit
WE STAND OUT BY: key differentiator
@weisesarah
20. HACK 1 / PLAY MAD LIBS
Step 3: Wall Voting
Quickly visualize the most agreed-on concepts.
@weisesarah
21. HACK 1 / PLAY MAD LIBS
Step 3: Wall Voting
Dual-colored dots save you time. Only talk about
the ones with red and green.
@weisesarah
22. HACK 1 / PLAY MAD LIBS
Step 4: Move popular stickies to top. Read vision statement across.
@weisesarah
23. HACK 1 / PLAY MAD LIBS
Step 5: Write it out.
@weisesarah
24. Why would a UX guru
advise me to start by
talking to internal
staff, not users?
@weisesarah
Let’s
say
we
find
out
that
users
need
bicycles,
but
the
goal
of
the
business
is
to
sell
unicycles.
If
we
don’t
take
that
into
account,
we’re
going
to
be
fighCng
stakeholders
every
step
of
the
way,
and
our
recommendaCons
will
never
be
implemented.
Knowing
the
business
vision
(or
more
specifically
the
vision
for
the
website,
app,
or
product
we’re
building)
gives
us
context.
It
saves
us
Cme
because
we
can
ask
users
targeted
quesCons
–
and
bring
back
recommendaCons
that
no
one
can
argue
with.
25. HACK 2 / LEAN PERSONAS
Hashtags are big.
Let’s make sure there
are at least 4-5 on
our homepage.
26. HACK 2 / LEAN PERSONAS
When I was 10 my father had a heart
attack in front of me. From then I
vowed to be prepared if that situation
ever happened again.
- Bill Winters
@weisesarah
27. HACK 2 / LEAN PERSONAS
Personas instantly create empathy
because it’s much easier for humans
to relate to other humans.
@weisesarah
28. Hi! My name is…
Description
Goals & Needs
Tech Usage (laptop, tablet, phone, wearables, favorite apps…)
Picture (yes, draw it!)
Age / Gender:
Occupation:
Key Emotional Driver:
@weisesarah
29. HACK 2 / LEAN PERSONAS
Have people create
personas in the
strategy session.
Instant empathy!
It’s much easier for
humans to relate to
other humans.
@weisesarah
30. 1 page is more than enough
Bullets are great. Quickly state what resonates
(and what doesn’t) for a customer.
Role play
Stubborn exec or client? Have them role play. Ask
them to take on a persona and then ask a bunch of
questions.
Hack of a hack
Only have 10 mins? Give a team a half-started
persona and have them fill in the rest.
HACK 2 / LEAN PERSONAS
@weisesarah
31. Can be visual
Check out what’s on Amy’s
work station!
HACK 2 / LEAN PERSONAS
@weisesarah
32. HACK 2 / LEAN PERSONAS
Deepen with image-based
projective interviews
Want to see if your hypothesis is
right? Image-based projective
interviews identify deep feelings
behind behavior.
Talk about images
Ask participants to bring 10-15
images to the interview that reflect
how they feel about your product /
problem you are trying to solve.
@weisesarah
33. FEAR
Of the unknown
For my life (helplessness)
For my health and body
For my family and kids
For my home.
For nature, environment, planet
PROTECTION
For loved ones, especially kids
ANGER
At the government
HACK 2 / LEAN PERSONAS
@weisesarah
34. HACK 3 / START WITH HEURISTICS
For me, the site
might work better
with a search.
No shit.
35. Argh!
There’s nothing worse than wasting your time with
users validating best practices.
Start with best practices
Don’t conduct usability testing on wireframes,
mockups, prototypes or the website until you’ve fixed
the basics.
HACK 3 / START WITH HEURISTICS
@weisesarah
36. Do this even if when sketching
quickly!
Patterns to follow…
• Presentation – Especially
first impressions
• Navigation – Information
architecture, page flow
• Top Tasks – Findable,
action-oriented
• Content – Value, structure,
timeliness
HACK 3 / START WITH HEURISTICS
@weisesarah
38. Bare minimum “tools”
You can use a free screen share software like join.me, Google
Hangout or WebEx and the phone. You don’t need pricey tools.
Keep it small, then iterate!
You’ll see trends with just 3-5 users. Make a few key changes,
then test again with 3-5 users.
Forget unmoderated testing
Sounds tempting, but you’ll learn more qualitative data in less
time from just a couple moderated sessions.
You don’t need scenarios
If you don’t have time or aren’t sure what to ask, have users
walk you through what they generally do on the site.
Don’t wait.
Test wireframes or even sketches!
HACK 4 / QUICK & DIRTY USABILITY TESTING
@weisesarah
39. Get out from behind your desk.
People talk about how hard recruiting is. But honestly, people are everywhere. Strike up a conversation.
HACK 4 / QUICK & DIRTY USABILITY TESTING
@weisesarah
42. HACK 5 / JOURNEY MAPPING… JUST SKETCH
A
sketch
is
all
you
need
to
visually
communicate
the
journey
that
your
average
user
goes
through.
This
way,
we
can
understand
the
complexity
in
order
to
simplify
it…
44. A journey map for each persona is often helpful to visualize differences between target users.
HACK 5 / JOURNEY MAPPING… JUST SKETCH
@weisesarah
45. 30+ screens to apply for a job???
We streamlined it to 9 screens on the
first pass using this technique.
HACK 5 / JOURNEY MAPPING… JUST SKETCH
46. TOP UX HACKS
Time-saving shortcuts to bring
back to your team
1 Play Mad Libs
2 Lean Personas
3 Start with Heuristics
4 Quick & Dirty Usability Testing
5 Journey Mapping… Just Sketch It
@weisesarah
47. You now know new tricks for a
super fast cycle to design & test.
Scientific precision is overrated. A little push here,
little pull there is all you need to build better
experiences, faster.
@weisesarah