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Presented at Webvisions 2013 (Portland, Barcelona and Chicago). We live in a world of increasing complexity, time challenges and utter distractions. As designers, we're routinely called upon to create digital experiences that help reduce perceived complexity, remove unnecessary "noise" and potential frustration for our users. It's an attempt to create a bit less stress, ease decision making and perhaps even instill a bit of surprise and delight. So what happens when you experience the same sort of chaos in your own personal life as a designer? A perspective, or a framework, is born to tackle it. And, of course, it's then applied to how you approach the things you create. This presentation will share in the personal discovery that derived a framework for identifying the strategy, purpose and evaluation technique for simplifying the experiences we create.
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DOORS + WALLS + OLD TREESPrioritizing to Get Simple
Jason Ulaszek @webbit Webvisions - ChicagoSeptember 27th, 2013
#WVCHI
How I got here
THE BACKSTORY
2
@webbit
THIS PAST YEAR...
• Loft with 3/4 walls and no doors
• Wife’s opposite work schedule
• New baby & 1st time dad
• Energetic chocolate labrador
• Eat, sleep, work & relax in 1 room
• New and growing clients & team
• Teaching and speaking
• Planning an international event (UX for Good)
oh, boy.
@webbit
KINDA LIKE WHAT YOU SEE HERE...
Take a deep
breath.
Focus.
@webbit
I NEEDED TO CHECK MY ‘VISION’
@webbit
SO, I STARTED MODELING IT
Impo
rtanc
e
Control
Change wife’s work schedule
Save the world
Really budget
Delegate at work
Rent out our current place
Find a new place and move
Win the lottery
Master new video game
See new movie
@webbit
A FEW INSIGHTS EMERGED
1. We needed to revisit our game plan
2. Everything we were doing needed to
be evaluated to ensure we were
focused in the right way
3. We were going to need some
support from friends and family
@webbit
WE REALIZED IT WAS TIME TO MOVE
@webbit
AND THAT’S WHERE THIS FRAMEWORK WAS BORN
@webbit
WE CALLED IT... DOORS, WALLS & OLD TREES
@webbit
MY DISCOVERY - THREE PARTS
1. Set strategy
2. Assess & evaluate
3. Enlist support
Set and articulate the vision for where you want to be
1. SET STRATEGY
14
@webbitSet Strategy1 2 3
@webbit
10 LAWS OF SIMPLICITY
Set Strategy1 2 3
@webbit
Simplicity is about subtracting the obvious and adding the meaningful. It’s about living life with more enjoyment and less pain.
“
”John MaedaThe Laws of Simplicity: Design, Technology, Business, Life
Set Strategy1 2 3
@webbit
ONE DESIGNER’S VIEWPOINT
Giles ColborneSimple and Usable - web, mobile and interaction design
Set Strategy1 2 3
Dan Saffer“The Complexity of Simple”Webvisions ‘12 (Chicago)
http://slidesha.re/ts2xF5
@webbit
WHAT IS “STRATEGY”?
A planned, doable sequence of actions designed to achieve a distinct, measurable goal.
“”
Howell MalhamI Have a Strategy (No You Don’t)
Set Strategy1 2 3
@webbit
FOUR INGREDIENTS
1. purpose
2. plan
3. sequence of actions or tactics
4. distinct, measurable goal
... wrapped in a story that tells it.Set Strategy1 2 3
EVERYDAY EXPERIENCES REQUIRE A STRATEGY
@webbit
THE BROCCOLI GAME (STRATEGY)
Purpose: Help kid grow up strong and healthy.
Plan:
Prepare well-balanced dinners with vegetables that have minerals and iron.
Sequence of actions:
Plan menu. Boil broccoli. Set table. Play game.
Distinct, measurable goal:
Kid must ingest at least 6.2 pieces of broccoli.
Set Strategy1 2 Assess & Evaluate 3 Enlist Support
@webbit
KIDS OR CLIENTS = SAME QUESTIONS
• How do we disrupt the status quo?
• How can we make the experience
delightful?
• What motivates people to do what
they do (how and why)?
• What are our strengths? Weaknesses?
Set Strategy1 2 3
@webbit
OUR ACTIONS INFORM STRATEGY
• Get to know your stakeholders
Interview them to uncover the underlying problem and their perspective (e.g. your spouse, partner, client, end user).
• Examine competing forcesKnow where you need to make a difference. Look at people, organizations and other forces that have influence.
• Get to know your ‘user’
Gather data to inform an understanding of people’s needs.
Set Strategy1 2 3
@webbit
STAKEHOLDERS INFORM STRATEGY
Set Strategy1 2 3
@webbit
SELF-AWARENESS IS KEY
Strengths Weaknesses Opportunities Threats
Set Strategy1 2 3
@webbit
RECOGNIZE WHERE YOU STAND
Company 4
Company 1
Company 2
Company 3
Company 5
Company 6
Competing factors set expectations.
Set Strategy1 2 3
@webbit
WHAT WAS MY STRATEGY?Purpose: Strike a better balance between our personal and professional lives.
Plan:
Rebalance my family’s personal and professional schedules and environment.
Sequence of actions:
Look at all responsibilities and activities. Assess with family what’s important. Remove or push out/away the distractors.
Distinct, measurable goal:
Move our family and rebalance our schedules before summer starts.Set Strategy1 2 Assess & Evaluate 3 Enlist Support
Determine the fate of ‘stuff’ and align with your strategy
2. ASSESS & EVALUATE
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SO NOW WHAT?
•Find patterns and themesIdentify behavioral patterns, gaps in the experience and understand how you (or would) support it
•Model what you’re findingOrganize it into related “chunks”, determine evaluation criteria and prioritize and define potential measures of success
Assess & Evaluate21 3
@webbit
NE
XT
STE
P B
UTT
ON
P
UR
CH
AS
E F
UN
NE
L B
UTT
ON
S
ABSTRACT TO FIND THEMES
Assess & Evaluate21 3
@webbit
ABSTRACT TO FIND THEMESTemplate 01
4 Column Asymmetrical Grid Template 02
3 Column Symmetrical Grid Template 03
3 Column Asymmetrical Grid
Template 04 2 Column Asymmetrical Grid
Template 05 2 Column Asymmetrical Grid
with inset Grid
Template 02 3 Column Symmetrical Grid
Template 04 4 Column Asymmetrical Grid
Template 02 3 Column Symmetrical Grid
TO TO
TO BACK TO
BACK TO
Assess & Evaluate21 3
@webbit
Asking ‘why’ is tricky. It gets to the core of how people think.
“”
Bill DeRouchey“The Power of Why”
UX Week 2012
http://uxweek.com/2012/speakers/bill-derouchey/
Assess & Evaluate21 3
@webbit
‘WHY?’ IS NOT ALWAYS EXPRESSED VERBALLY
@webbit
‘WHY’ UNLOCKS CRITERIA
Technical Feasibility
› Difficulty of implementation › Does solution need front or back-end
coding, or both? › Does the solution require integration with
other systems or third-party solutions?
Resource Feasibility › Do we have the data and tools to do this? › Do we have the people to do this? › Is the solution cost-effective?
FEA
SIB
ILIT
Y
Importance to the Business › Increases investment/conversion › Promotes product and brand awareness › Increases credibility and trust › Provides additional advisor value/education
Importance to the Consumer › Facilitates access to product information › Provides research and insights › Offers client-ready sales/education materials › Helps me with my business IM
POR
TAN
CE
And everything is evaluated against it.
Assess & Evaluate21 3
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THE SOCK LAW Socks perform a simple function. Whether conservative or wacky, matched or not, socks do what they need to. So with function inherently accounted for, its easier, more fun and often more memorable to leave form to chance.
Patrick DiMichele
“
”@theParanoids
Assess & Evaluate21 3
@webbit
SIMPLE TOOLS - THE MATRIXSo 2002, but still effective.
Assess & Evaluate21 3
@webbit
APPLYING THAT TOOL
Assess & Evaluate21 3
Impo
rtanc
e
Control
Change wife’s work schedule
Save the world
Really budget
Delegate at work
Rent out our current place
Find a new place and move
Win the lottery
Master new video game
See new movie
@webbit
ORGANIZE KEY THEMESLook for affinities across features.
Foundational Updates › Site structure, navigation and labeling, branding
and multi-device capability › Content refresh and optimization › Analytics program
Features/Functions › Document accessibility › Advisor site (registration required) › Comments/discussion and event calendar › Context-specific feedback › Targeted content and content syndication
Content › Thought leadership, practice management, and
client-facing content › Multimedia/interactive content › Social/community and third-party content › Content processes: editorial calendar, controlled
vocabulary
Tools › Fund finder and comparison tool, portfolio map › Benchmark performance and exposure analysis › Price performance and premium/discount charts › Correlation tracker and stock screener › Portfolio constructor/analyzer
Assess & Evaluate21 3
@webbit
ILLUSTRATE THE PLANBlend short and long term focus.
CAPABILITIES:!
› Advisor comments and discussion
› Advisor site (registration required)
› Content syndication › Additional third-party
content › Targeted content delivery
CAPABILITIES:!
› Tools for advisor analysis › Multimedia content › Client-facing content › Social media and
community content development
› Feedback and surveys › Event calendar
CAPABILITIES:!
› Thought leadership, research and insights content
› Credibility-enhancing content (case studies, etc.)
› Tools and processes for content maintenance
› Additional Contact Us/About Us content
› Document accessibility › Controlled vocabulary
CAPABILITIES:!
› Updated site structure, navigation and labeling
› Refreshed design/branding › Mobile-friendly platform › Content refresh/
optimization › Web analytics
Assess & Evaluate21 3
@webbit
TIPS TO REMEMBER
• Don’t do this on your ownInvolve key decision makers in the prioritization exercise to ensure buy-in and alignment with your goals (e.g., family, wife, kids, clients).
• Set communication expectations EARLYEnsure an open dialogue exists to tackle the tough decisions that you’ll have to negotiate or compromise (e.g., work schedules, planning dinner, business budgets, tech framework, etc.).
• Framing mattersProblems can be opportunities in disguise. It all depends on how you frame it.
Assess & Evaluate21 3
Build support and advocacy within your team/company
3. ENLIST SUPPORT
44
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SO NOW WHAT?
• Seek out advocates and enlist othersWho are your supporters? Those on the fence? Move them.
• Align incentives with desired outcomeWhat does success look like (e.g., for you, your family, team members, clients)?
• Communicate & share the directionHow do we socialize it with others?
Enlist Support31 2
YOU’LL NEED HELP
@webbit
STRATEGY
+RIGHT INCENTIVES
Aligned to desired...
Cultural Values
Customer Goals
Business Goals
WINEnlist Support31 2
@webbit
I ask the employees to do it [set their goals] once a year, to publish it and make it transparent for all the other employees. To take those five questions and constantly think about where we are positionally.
Marc BenioffCEO, Salesforce.com
http://www.endeavor.org/blog/marc-benioff-keynote/
“
”
Enlist Support31 2
@webbit
CREATE A SHARED UNDERSTANDING
Enlist Support31 2
FWIW
PARTING THOUGHTS
50
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NOT GONNA LIE, THE REALLY HARD PART
•Know what you value (and why)
• Be prepared and willing to move aside less valuable things
•Understand the risk of not doing what you’ve pushed aside
• Tell a great story to get buy-in
@webbit
Out of clutter, FIND SIMPLICITY. From discord, FIND HARMONY. In the middle of difficulty LIES OPPORTUNITY.
“”
AlbertEinstein
@webbit
CONTINUING MY JOURNEY...
✓ Adjusted my wife’s work schedule
✓ Taught a new class
✓ Gave 3 new talks
✓ Built walls and doors in the loft
✓ Planned an international UX for Good event
✓ Found renters for the loft
✓ Moved into a new house
... and enjoying a renewed focus and balance!
@webbit
AND HERE WE GO AGAIN...
Coming December 2013
@webbit
AM I BEING FOLLOWED?
Thank you
FIN.
57
@webbit
PHOTO ATTRIBUTIONS• Doors: http://thenounproject.com/noun/door/#icon-No11816
• Walls: http://thenounproject.com/noun/brick-wall/#icon-No3674
• Eye doctor: http://duckloeyecare.com/services/comprehensive-eye-health-exam/
• Laws of Simplicity: http://www.buzmay.com/turnlight/index.php?option=com_content&view=article&id=84:turnlight-recommends-the-laws-of-simplicity&catid=40:pj
• Broccoli and a kid: http://www.pamfblog.org/category/nutrition/
• Air ForkOne: http://oliveandtweed.storenvy.com/products/140409-airforkone
• Honey-do-list: http://smithocracy.com/2012/07/
• Marc Benioff: http://www.forbes.com/sites/shelisrael/2013/03/18/marc-benioff-to-write-age-of-context-foreword/
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