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Stop the Madness
                        A modest proposal for sane software design.


                          Andrew Hinton & Patrick Quattlebaum
                                IIBA Denver / April 2011




Tuesday, May 10, 2011                                                 1
MS Word
       Jack of all trades,
        master of none


                                                       iA Writer
                                                      Nearly perfect
  #uxba
                                                 for a particular context
Tuesday, May 10, 2011                                                                               2

Word has so many features, they often get in the way of one another. When the fact is, the
vast majority of users need only the most basic capabilities it offers.
It’s an example of how a list of requirements can be literally translated into a UI, without real
Design happening. Word is not a “beloved” application. People use it because they have to.
iA Writer, however, is a different application with a very specific audience: people with iPads
who want to be able to write on them without the distraction of unnecessary functions & user
interface widgets. It’s enormously successful -- selling at a fraction of the price of MS Word,
but making tons of money for its creators (a small team) with a rabid fan-base.
It was designed to be something you *want* to use -- that makes you happy about sitting
down to write.
Why can’t we make software like this all the time? There are many reasons that we can’t get
into today but one to focus on has to do with the relationship between technical & business
analysis and design.
WHY CAN’T WE
         MAKE STUFF
       PEOPLE LOVE TO
            USE?
  #uxba
Tuesday, May 10, 2011   3
A Meeting
                                Between People
                         Who are Part of an Organization




                                                            This is
               This is                                     Hawkeye
                Sal                                       - Chief Surgeon
                                                          - Recently given
          the cook for
                                                         charge of mess hall
        M*A*S*H unit 4077
                                                       - Has a favorite family
                                                       recipe for french toast
  #uxba
Tuesday, May 10, 2011                                                            4
#uxba
Tuesday, May 10, 2011   5
The “Outsourced Design” Model

                                                                                                                     Production
                                                         Edge use cases
                                                        often outnumber
                     SMEs &            Business        the most common
                  Stakeholders         Analysts            use cases.

                                                                                     Develop,
                                                                                    Review, Test

                           Task, Process                                                       Design isn't
                                            Requirements              Detailed
                          & Point-of-pain                                                   actually finished
                                          & Process Models          Specification
                            descriptions                                                  but process pretends
                                                     Design, in a bubble,                         it is.
                                                         misses out
                                                       on the inputs it
                                                        needs most.
                Task & Process
               often miss deeper
              context (cognition)
            & interaction (behavior)
                     issues.
                                                                                                     Deliverables
                                                                   UI Description                    missing tacit
                                                           (wireframes + visual design)               knowledge
                                                  Design                                              behind the
                                                  Team                                                  design


                                                                       Content




  #uxba
Tuesday, May 10, 2011                                                                                                             6

A typical process. (Explain each part - then click through the risk points)
What is missing?
Long tail of edge-case
                                   requirements




                                                         Everything flattened into one
 Most important use cases for                             long list of equally-weighted
  highest percentage of users                                     requirements.
                                                               (Also, loses context)




  #uxba
Tuesday, May 10, 2011                                                                     7
CONTEXT
  #uxba
Tuesday, May 10, 2011                                                                        8

This is a big deal. We may think we’re getting the full story when we interview SMEs and stake
holders (and even end-users), but often we aren’t.
Task
                                             Task               Need




                               Task

                                                    Situation

                                                                                     Task



                                                                       Need
                                      Need


                        Task                   Task                                  Task



                                                                              Task




                                                          “Scenario”
  #uxba
Tuesday, May 10, 2011                                                                         9

In addition to the inherent behavioral characteristics of the person,
>> there is the Situation the person is in, which is often the main reason why they are using
what we make to begin with. The situation could be International Travel, Getting Married,
Going to School. And, frankly, it could be all three of those at once!
>> A situation gives rise to needs -- problems the person needs to solve. These are practical,
concrete outcomes of the general situation. I’m traveling: I need to book plane fare and hotel,
and decide what to pack; Wedding: I need to plan the ceremony, get a ring, send
announcements, plan a honeymoon.

>> So those needs then give rise to tasks that must be completed in order to solve the
problems. The tasks require tools, knowledge, and some kind of interactive activity.
Increasingly, the tools we use to solve these problems are *digital* ... fifteen years ago,
Travel, Marriage and Going to School had very little to do with *software*!

>> This nest of contextual facets is what we try to describe with a Scenario. And like the
persona, the goal is *understanding* -- no matter what format, documentation style or
method you choose.
THINKING
                                                                                  cognitive assumptions, education,
                                                                                            learning ability
                                                                         Cognitive




                        DOING                 Physical
               physical activity & ability,
              habits, preferences, sensory




                                                             Emotional

                                                                                     FEELING
                                                                             psychological state, anxiety,
                                                                              confidence, stress, desire




                                                         “Persona”
  #uxba
Tuesday, May 10, 2011                                                                                                 10

First, we have to consider the context of the User -- who is, after all, not only a “user” of our
product, but a whole person with a whole life of behaviors, where many things are much more
important to them than our precious design! Here are several dimensions that exist for the
person, whether we acknowledge them or not:

>> Doing (physical activity and ability, habits, preferences, and their sensory experience)
>> Thinking (cognitive assumptions, education, learning ability)
>> Feeling (psychological state, anxiety, confidence, stress, even desire)

These facets change from one person to the next, and can even change from one day to the
next for the same person, depending on other factors we will look at next.

>> This is in essence what we are wanting to understand when we use a “persona” for user
experience design. How you document the persona doesn’t matter as long as it helps you
gain an *honest* understanding of the person.
Task
                                                 Task                Need




                                                                            Cognitive
                               Task

                                                        Situation
                                      Physical
                                                                                                Task



                                                                                  Need
                                      Need
                                                                Emotional
                        Task                       Task                                         Task



                                                                                         Task



                                                              Time

  #uxba
Tuesday, May 10, 2011                                                                                  11

When you overlay these, diagrams, you have what I call the Situation/Behavior Complex. It’s
helped me to map out the human situations people are in, their likely behavioral patterns and
assumptions, and better understand how my design can help them complete their tasks. This
keeps me from thinking of the user as someone who is doing nothing but using my software
or website.
>> Another important factor to consider is that people change over time, sometimes in a
matter of days or hours.
>> So it’s important to know where your users are in a given narrative. Because even
something as simple as their interaction with your system can cause changes that require the
system to interact with them differently later on.
Scenario-based Design




  #uxba
Tuesday, May 10, 2011                                                     12

Designing with persona & scenario approach is different from use-cases.
!!!




  #uxba
Tuesday, May 10, 2011                                          13

Org I worked with early in my career had a mess of a site.
A typical “site map” architecture




            Organizes information,
            but shapes nothing else.




  #uxba
Tuesday, May 10, 2011                                                                        14

Tried doing basic IA content organization, but it wasn’t enough -- I organized their
information without considering the larger issues they were facing (because I wasn’t listening
for them). Once I showed a normal “sitemap” (this is just a stand-in, not the real one) they
started talking more about the soft-tissue issues in their org -- how while this might
organize things OK for content’s sake,there would be tensions with
A contextual blueprint




  #uxba
Tuesday, May 10, 2011                                                                    15

This diagram describes something more like rooms or neighborhoods -- it’s a description of
context, not (necessarily) literal links & hierarchies. It helped establish the conceptual
structure of the shared information environment.
This was more successful, and ended up driving the vision for the site.
SKETCHING

  #uxba
Tuesday, May 10, 2011                                                                       16

This is a big deal. We may think we’re getting the full story when we interview SMEs and stake
holders (and even end-users), but often we aren’t.
Bill Buxton




  #uxba
Tuesday, May 10, 2011                                                                       17

Explain diagram ...
- moves from cheap, easy, low-risk sketching to higher-cost, more-complex, higher-risk
prototyping
- Ideation = exploring alternatives; prototypes are more for usability & feasibility.
- as our investment increases, so should the weight of the design criteria - you don’t manage
ideation the same way, or with the same rigor, as usability & feasibility.
- circular arrows remind us we include users throughout the process, not just for usability
testing
From Bill Buxton’s “Sketching User Experiences”



  #uxba
Tuesday, May 10, 2011                                                     18
Bill Buxton on the shape of design




  #uxba
Tuesday, May 10, 2011                                                                                                                               19
Bill Buxton talks about how we tend to think design iterates into a tighter and tighter perimeter, until we’ve winnowed and honed to an ultimate,
ideal answer.

>>But he says that’s not how design really works -- design is about exploring alternatives and requires constant consideration of alternative
possibilities, lateral ideation.
You come up with variety, then winnow down, then expand again, until you explore your way to a solution.

But that’s not a very efficient activity, in the eyes of what is still mainstream management thinking by which I mean the thinking style of most
people with management roles. So we have to create a permission space within the linear activity of a project.
Exploration of Alternatives




                        Inflection point: the broad outlines &
                        design rationale are mostly settled
  #uxba
Tuesday, May 10, 2011                                           20
Business
                                              Analysts


                                  SMEs &
                               Stakeholders


                                                 Design
                                                 Team




  #uxba
Tuesday, May 10, 2011                                                      21

This is a collaborative, conversational process -- not an assembly line.
Project Process




                                                    Design Space

  #uxba
Tuesday, May 10, 2011                                                                                                        22
There has to be room for that sort of playful, exploratory thinking to happen.

Now, that certainly makes a lot of managers nervous. But I would argue that giving this room for design is non-negotiable.

If giving designers this room doesn’t result in great work -- don’t take away the room. Get new designers.

It’s our responsibility to be sure that, given the room to do the work, we make the most of it.

That means the responsibility is on us to be ever-vigilant of our own biases & cognitive flaws.
An Integrated Model
                                                   Collaboration
                                                    throughout
                                                      lifecycle
                                       Business
                                       Analysts


                           SMEs &
                        Stakeholders


                                          Design
                                          Team




    Informed
   by Context




                        Exploration & divergence
                        before refinement & final
                                 design.
  #uxba
Tuesday, May 10, 2011                                              23
THANKS!
                   Patrick Quattlebaum
                   patrick.quattlebaum@macquarium.com
                   @ptquattlebaum


                   Andrew Hinton
                   andrew.hinton@macquarium.com
                   @inkblurt




  #uxba
Tuesday, May 10, 2011                                   24
Tuesday, May 10, 2011   25

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UX and Business Analysts - Stop the Madness

  • 1. Stop the Madness A modest proposal for sane software design. Andrew Hinton & Patrick Quattlebaum IIBA Denver / April 2011 Tuesday, May 10, 2011 1
  • 2. MS Word Jack of all trades, master of none iA Writer Nearly perfect #uxba for a particular context Tuesday, May 10, 2011 2 Word has so many features, they often get in the way of one another. When the fact is, the vast majority of users need only the most basic capabilities it offers. It’s an example of how a list of requirements can be literally translated into a UI, without real Design happening. Word is not a “beloved” application. People use it because they have to. iA Writer, however, is a different application with a very specific audience: people with iPads who want to be able to write on them without the distraction of unnecessary functions & user interface widgets. It’s enormously successful -- selling at a fraction of the price of MS Word, but making tons of money for its creators (a small team) with a rabid fan-base. It was designed to be something you *want* to use -- that makes you happy about sitting down to write. Why can’t we make software like this all the time? There are many reasons that we can’t get into today but one to focus on has to do with the relationship between technical & business analysis and design.
  • 3. WHY CAN’T WE MAKE STUFF PEOPLE LOVE TO USE? #uxba Tuesday, May 10, 2011 3
  • 4. A Meeting Between People Who are Part of an Organization This is This is Hawkeye Sal - Chief Surgeon - Recently given the cook for charge of mess hall M*A*S*H unit 4077 - Has a favorite family recipe for french toast #uxba Tuesday, May 10, 2011 4
  • 6. The “Outsourced Design” Model Production Edge use cases often outnumber SMEs & Business the most common Stakeholders Analysts use cases. Develop, Review, Test Task, Process Design isn't Requirements Detailed & Point-of-pain actually finished & Process Models Specification descriptions but process pretends Design, in a bubble, it is. misses out on the inputs it needs most. Task & Process often miss deeper context (cognition) & interaction (behavior) issues. Deliverables UI Description missing tacit (wireframes + visual design) knowledge Design behind the Team design Content #uxba Tuesday, May 10, 2011 6 A typical process. (Explain each part - then click through the risk points) What is missing?
  • 7. Long tail of edge-case requirements Everything flattened into one Most important use cases for long list of equally-weighted highest percentage of users requirements. (Also, loses context) #uxba Tuesday, May 10, 2011 7
  • 8. CONTEXT #uxba Tuesday, May 10, 2011 8 This is a big deal. We may think we’re getting the full story when we interview SMEs and stake holders (and even end-users), but often we aren’t.
  • 9. Task Task Need Task Situation Task Need Need Task Task Task Task “Scenario” #uxba Tuesday, May 10, 2011 9 In addition to the inherent behavioral characteristics of the person, >> there is the Situation the person is in, which is often the main reason why they are using what we make to begin with. The situation could be International Travel, Getting Married, Going to School. And, frankly, it could be all three of those at once! >> A situation gives rise to needs -- problems the person needs to solve. These are practical, concrete outcomes of the general situation. I’m traveling: I need to book plane fare and hotel, and decide what to pack; Wedding: I need to plan the ceremony, get a ring, send announcements, plan a honeymoon. >> So those needs then give rise to tasks that must be completed in order to solve the problems. The tasks require tools, knowledge, and some kind of interactive activity. Increasingly, the tools we use to solve these problems are *digital* ... fifteen years ago, Travel, Marriage and Going to School had very little to do with *software*! >> This nest of contextual facets is what we try to describe with a Scenario. And like the persona, the goal is *understanding* -- no matter what format, documentation style or method you choose.
  • 10. THINKING cognitive assumptions, education, learning ability Cognitive DOING Physical physical activity & ability, habits, preferences, sensory Emotional FEELING psychological state, anxiety, confidence, stress, desire “Persona” #uxba Tuesday, May 10, 2011 10 First, we have to consider the context of the User -- who is, after all, not only a “user” of our product, but a whole person with a whole life of behaviors, where many things are much more important to them than our precious design! Here are several dimensions that exist for the person, whether we acknowledge them or not: >> Doing (physical activity and ability, habits, preferences, and their sensory experience) >> Thinking (cognitive assumptions, education, learning ability) >> Feeling (psychological state, anxiety, confidence, stress, even desire) These facets change from one person to the next, and can even change from one day to the next for the same person, depending on other factors we will look at next. >> This is in essence what we are wanting to understand when we use a “persona” for user experience design. How you document the persona doesn’t matter as long as it helps you gain an *honest* understanding of the person.
  • 11. Task Task Need Cognitive Task Situation Physical Task Need Need Emotional Task Task Task Task Time #uxba Tuesday, May 10, 2011 11 When you overlay these, diagrams, you have what I call the Situation/Behavior Complex. It’s helped me to map out the human situations people are in, their likely behavioral patterns and assumptions, and better understand how my design can help them complete their tasks. This keeps me from thinking of the user as someone who is doing nothing but using my software or website. >> Another important factor to consider is that people change over time, sometimes in a matter of days or hours. >> So it’s important to know where your users are in a given narrative. Because even something as simple as their interaction with your system can cause changes that require the system to interact with them differently later on.
  • 12. Scenario-based Design #uxba Tuesday, May 10, 2011 12 Designing with persona & scenario approach is different from use-cases.
  • 13. !!! #uxba Tuesday, May 10, 2011 13 Org I worked with early in my career had a mess of a site.
  • 14. A typical “site map” architecture Organizes information, but shapes nothing else. #uxba Tuesday, May 10, 2011 14 Tried doing basic IA content organization, but it wasn’t enough -- I organized their information without considering the larger issues they were facing (because I wasn’t listening for them). Once I showed a normal “sitemap” (this is just a stand-in, not the real one) they started talking more about the soft-tissue issues in their org -- how while this might organize things OK for content’s sake,there would be tensions with
  • 15. A contextual blueprint #uxba Tuesday, May 10, 2011 15 This diagram describes something more like rooms or neighborhoods -- it’s a description of context, not (necessarily) literal links & hierarchies. It helped establish the conceptual structure of the shared information environment. This was more successful, and ended up driving the vision for the site.
  • 16. SKETCHING #uxba Tuesday, May 10, 2011 16 This is a big deal. We may think we’re getting the full story when we interview SMEs and stake holders (and even end-users), but often we aren’t.
  • 17. Bill Buxton #uxba Tuesday, May 10, 2011 17 Explain diagram ... - moves from cheap, easy, low-risk sketching to higher-cost, more-complex, higher-risk prototyping - Ideation = exploring alternatives; prototypes are more for usability & feasibility. - as our investment increases, so should the weight of the design criteria - you don’t manage ideation the same way, or with the same rigor, as usability & feasibility. - circular arrows remind us we include users throughout the process, not just for usability testing
  • 18. From Bill Buxton’s “Sketching User Experiences” #uxba Tuesday, May 10, 2011 18
  • 19. Bill Buxton on the shape of design #uxba Tuesday, May 10, 2011 19 Bill Buxton talks about how we tend to think design iterates into a tighter and tighter perimeter, until we’ve winnowed and honed to an ultimate, ideal answer. >>But he says that’s not how design really works -- design is about exploring alternatives and requires constant consideration of alternative possibilities, lateral ideation. You come up with variety, then winnow down, then expand again, until you explore your way to a solution. But that’s not a very efficient activity, in the eyes of what is still mainstream management thinking by which I mean the thinking style of most people with management roles. So we have to create a permission space within the linear activity of a project.
  • 20. Exploration of Alternatives Inflection point: the broad outlines & design rationale are mostly settled #uxba Tuesday, May 10, 2011 20
  • 21. Business Analysts SMEs & Stakeholders Design Team #uxba Tuesday, May 10, 2011 21 This is a collaborative, conversational process -- not an assembly line.
  • 22. Project Process Design Space #uxba Tuesday, May 10, 2011 22 There has to be room for that sort of playful, exploratory thinking to happen. Now, that certainly makes a lot of managers nervous. But I would argue that giving this room for design is non-negotiable. If giving designers this room doesn’t result in great work -- don’t take away the room. Get new designers. It’s our responsibility to be sure that, given the room to do the work, we make the most of it. That means the responsibility is on us to be ever-vigilant of our own biases & cognitive flaws.
  • 23. An Integrated Model Collaboration throughout lifecycle Business Analysts SMEs & Stakeholders Design Team Informed by Context Exploration & divergence before refinement & final design. #uxba Tuesday, May 10, 2011 23
  • 24. THANKS! Patrick Quattlebaum patrick.quattlebaum@macquarium.com @ptquattlebaum Andrew Hinton andrew.hinton@macquarium.com @inkblurt #uxba Tuesday, May 10, 2011 24
  • 25. Tuesday, May 10, 2011 25