8. User Experience Monday München: Google Design Sprints und Persuasive Design

Ob Design Jams, Make-a-Thons oder Design Sprints – für das kreative und intensive Zusammenarbeiten in einem kurzen Zeitraum gibt es viele Schlagwörter. Auf dem 8. User Experience Monday München zeigte Rachel Simpson wie Design Sprints bei Google durchgeführt werden und welche Struktur ein solches Event haben sollte.

Im zweiten Vortrag des Abends stellte René Preußer vor, wie wir mit Hilfe von Persuasive Design unterbewusst zu den “richtigen” Entscheidungen geführt werden. Ob zur Vermittlung der Value Proposition oder zur Optimierung der Conversion – Persuasive Design ist besonders im E-Commerce allgegenwärtig.

Rachel Simpson – Jams, Make-a-Thons & Design Sprints @ Google, High impact collaborative design

8. User Experience Monday München - Rachel Simpson - Jams, Make-a-Thons & Design Sprints @ Google, High impact collaborative design

Das Team für einen Design Sprint sollte sich mit unterschiedlichen Expertisen cross-funktional zusammensetzen – zum Beispiel aus Designer, Entwickler, Produktmanager und einem Evangelisten für das zu bearbeitende Thema.

Der Ablauf des Events setzt sich bei Google aus den folgenden Phasen zusammen:

1. Verstehen

Dem Team wird das Problem, der Kunde und der Zeitrahmen zur Lösungsentwicklung vorgestellt. Wichtig ist zudem, dass Ziel und den Wert des Themas klar zu vermitteln. Hierbei helfen starke Visuals. Im Idealfall kann das Team fünf “echte” Nutzer kennen lernen und sich mit den Stakeholdern austauschen.

2. Definieren

Hier gilt es die User Journey, die Produktpositionierung und letztlich das Produktziel festzulegen. Beim Erstellen der Journey ist es hilfreich, die Dimensionen Denken und Fühlen getrennt voneinander darzustellen.

3. Divergieren

Jetzt kommt die Zeit der Kreativmethoden – zum Beispiel Brainstorming. Zum Niederschreiben und Weiterentwickeln der Ideen reicht oftmals schon ein zweifach gefaltetes Blatt Papier.

4. Entscheiden

Nun muss beschlossen werden, was umgesetzt wird und wie die Lösung aussehen soll. Hier muss man strikt sein, um sich nicht zu verzetteln. Ein Teamlead hilft, die Entscheidung zu moderieren und sich festzulegen.

5. Bauen

Schon mit simplen Prototypen kann Feedback eingesammelt werden. Je nach Idee macht es aber manchmal auch mehr Sinn, gleich das “Richtige” zu bauen.

6. Validieren

Schon acht User reichen aus, um in einem Test ein qualifiziertes Feedback zu erhalten. Durch den Abgleich mit den vorab formulierten konkreten Zielen wird ermittelt, ob der Test erfolgreich war oder nicht.

7. Präsentieren

Die Ergebnisse des Design Sprints werden den Stakeholdern präsentiert. Jetzt kann gefeiert werden!

8. Nachhalten

Per Follow-up-E-Mail wird der weitere Verlauf nachgehalten. Das “echte” Produkt wird gebaut und live gestellt.

Wer auf den Geschmack gekommen ist, für den hatte Rachel zwei Tipps parat: In München findet regelmäßig der Munich Design Jam statt und das Buch “Rocket Surgery Made Easy” von Steve Krug ist ein großartiger Ratgeber zum Thema Usability Testing.

René Preußer – Persuasive Design, User behavior as you want it

8. User Experience Monday München - René Preußer - Persuasive Design, User behavior as you want it

Ob Fliege im Pissoir oder vertrauensbildende Zahnärzte in der Werbung: René zeigte uns zahlreiche Beispiele aus der Welt des Persuasive Designs. Und auch wenn es nicht jedem Designer gefiel, was er da hörte – Persuasive Design ist erfolgreich! Oder um es mit einem Beispiel aus dem Vortrag zu sagen: “Jetzt ist nicht die Zeit zu geizen…”.

The force of conversion optimization: persuasive design #uxmondaymuc8

Meine Sketchnotes des Events gibt es auch direkt bei Slideshare und flickr. Danke an die Organisatoren Fabrice und Andreas sowie an die gastgebenden Produktmacher für das tolle Event!

Sneak Preview: IxDA Munich March 2014 – Design & Product Management

If interaction designers and product owners come together to resolve the most important UX questions of the moment it’s very likely that a new IxDA Munich meeting is taking place. I am hornoured to be part of the selected panel at the “Great UX debate: Design & Product Management” to answer the questions of the IxDA community.

Some of the topics will be:

  • How to include design into product management
  • Relationship between product owners and designers
  • What’s the perfect MVP, from the designer and PO points of view
  • Long term vision vs every day UX

Join the IxDA community on Monday, March 10th, 2014, at 19:00 at Google Germany GmbH, Dienerstrasse 12, 80331 Munich and register here!

The Panel

Alexis Brion, UX Designer at Carpooling: Local Leader at IxDA Munich: UX and interaction designer with experience at different internet companies in Munich. Alex will moderate the debate and select the best questions for the panel.

Anneke Rietzel, UX Designer at Google: Anneke has more than a decade experience designing and ideating interfaces, teach at Quantm College, worked for agencies and currently works at Google in Munich.

Sven Read, Lead Designer at BörseGo: Sven is the head of the design team at BörseGo, he has over a decade experience working at UX, visual and web design positions. He is the creator of the Words App.

Tom Jones, Product Manager at InterNations: Tom has over a decade experience working in developing environments, worked for amiando and XING in the past and currently works at InterNations in Munich. Tom is an evangelist of the agile movement.

Michael Ludwig, Senior Product Owner at AutoScout24: Michael is a lean product manager with a strong background knowledge in the automotive industry. Prior to joining AutoScout24, he worked for Axel Springer’s auto portal autobild.de, Carmondo and Porsche. Parallel to his work at AutoScout24 he is a passionate blogger and sketchnoter.

About IxDA

IxDA Munich is the local chapter of the Interaction Design Association, a member-supported organization without cost of membership. The aim of the local chapter is to promote the field, coordinate meetings and serve the local design community.

Mind the Product 2013 Sketchnotes and Videos

Mind the Product 2013 was a one-day, one-track conference that brought together product leaders from around the world to explore the intersection of design, technology and business in order to inspire to build products customers love. My sketchnotes of the presentations are available on Slideshare and flickr.

And here is the summary of the Mind the Product team: Mind the Product 2013: How to Create Amazing Products, Exit for a Billion Dollars and Change the Future.

Recap video

Paul Adamas – Our next product canvas

Mind the Product 2013 - Paul Adamas - Our next product canvas

George Berkowski – How to build a billion dollar app

Mind the Product 2013 - George Berkowski - How to build a billion dollar app

Tim Harford – Creating ideas that matter

Mind the Product 2013 - Tim Harford - Creating ideas that matter

Kelly Goto – Beyond understanding users

Mind the Product 2013 - Kelly Goto - Beyond understanding users

Patrick Vlaskovits, Brant Cooper – Lean product development

Mind the Product 2013 - Patrick Vlaskovits, Brant Cooper - Lean product development

Cennyd Bowles – Product design for tomorrow

Mind the Product 2013 - Cennyd Bowles - Product design for tomorrow

Aziz Musa – Delivering a pure product

Mind the Product 2013 - Aziz Musa - Delivering a pure product

Andy Budd- Design as product strategy

Mind the Product 2013 - Andy Budd- Design as product strategy

The Ten Principles of Good Design

The Ten Principles of “Good Design” by Dieter Rams:

Good Design Is Innovative— The possibilities for innovation are not, by any means, exhausted. Technological development is always offering new opportunities for innovative design. But innovative design always develops in tandem with innovative technology, and can never be an end in itself.

Good Design Makes a Product Useful—A product is bought to be used. It has to satisfy certain criteria, not only functional but also psychological and aesthetic. Good design emphasizes the usefulness of a product while disregarding anything that could possibly detract from it.

Good Design Is Aesthetic—The aesthetic quality of a product is integral to its usefulness because products are used every day and have an effect on people and their well-being. Only well-executed objects can be beautiful.

Good Design Makes A Product Understandable—It clarifies the product’s structure. Better still, it can make the product clearly express its function by making use of the user’s intuition. At best, it is self-explanatory.

Good Design Is Unobtrusive— Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Their design should therefore be both neutral and restrained, to leave room for the user’s self-expression.

Good Design Is Honest— It does not make a product more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept

Good Design Is Long-lasting— It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years – even in today’s throwaway society.

Good Design Is Thorough Down to the Last Detail—Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer.

Good Design Is Environmentally Friendly— Design makes an important contribution to the preservation of the environment. It conserves resources and minimises physical and visual pollution throughout the lifecycle of the product.

Good Design Is as Little Design as Possible—Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.

Quelle: San Francisco Museum of Modern Art

Via: Ralf Becker