Kim Goodwin is VP of Product and User Experience at PatientsLikeMe, where her team helps patients with serious diseases live better today and drive medical research for tomorrow.
14:00 - 17:30Room 1
Turning Data into Design
Once you have data from user research, how do you turn that into a compelling design solution… and herd the cats along with you? It's especially tough when you have to work around limited project scope and organizational silos. That's the focus of this half-day workshop.
Storytelling is a powerful tool, both for unleashing our imaginations and for persuading others. We'll start with how to get the most out of fast qualitative research and journey mapping. From there, we'll use storytelling in a generative way: creating ambitious stories to broaden our thinking and develop a vision, using those to drive storyboard sketching and detailed iteration based on natural workflow and priorities.
Topics will include:
How to get the most out of time with your users, so you have the data you most need for design. Techniques for developing effective journey maps from interview data, with a chance to practice. How to use scenarios alongside Agile user stories or requirements. Creating effective scenarios, with or without personas. Using scenarios to help translate solutions to any channel or platform, whether you're mobile-first, desktop-focused, or translating between digital and brick-and-mortar. Using your initial scenarios to drive structure and flow in your sketching, then using increasingly detailed scenarios to iterate and test the solution—fast! Supporting design decisions with scenarios, even at the pixel level. Expect realistic exercises where you'll put theory into practice. Throughout the session, we'll discuss practical realities like limited scope, skeptical stakeholders, and the challenges inherent in certain industries or consumer settings. Bring your questions and frustrations as well as your success stories!
What you'll learn
Narrow the gap between understanding your users and knowing what to do about it Develop a shared view of the problem, stop feature creep, and minimize opinion-based wrangling about solutions. Create user-centered solutions that don't mirror your org chart or ignore users' real cross-channel behavior. Make your user experience better by examining every touchpoint and using emotion–not just functions and tasks–to inform your choices. Fit scenarios seamlessly into your existing process, whether it's Agile, waterfall, or Agile-fall. Make design choices and trade-offs visible to the team (and even users) quickly and cheaply. Help drive the requirements process instead of responding to it when it's over.
Who is for
This workshop is for any designer, engineer, or product manager who's had to figure out what to build, how it should behave, and how it should look…and sell the rest of the team along the way. A solid grounding in interface design principles and patterns is helpful for the sketching exercises. Those with a lot of experience using scenarios may find parts of the session are a "refresher." The content is equally applicable whether you're designing something new or improving what you already have.
11:25 - 12:00Auditorium I
Practical Jobs To Be Done: A Way Of Seeing
The concept of jobs to be done provides a lens for understanding value creation. It’s straightforward principle: people “hire” products to fulfill a need.
For instance, you might hire a new suit to make you look good at a job interview. Or, you hire Facebook to stay in touch with friends. You could also hire a chocolate bar to relieve stress.
Viewing customers in this way – as goal-driven actors in a given context – shifts focus from the psycho-demographic aspects to needs and motivations. Although the theory of JTBD is rich and has a long history, practical approaches to applying the approach are largely missing.
In this presentation, I will highlight concrete ways to apply the jobs to be done in your work. This will not only help you design better solutions, but also enable you to contribute to broader strategic conversations.