How to make it hard to do the wrong thing

A presentation at UX Camp in October 2018 in Edmonton, AB, Canada by Chris Caldwell

• • • • Creative Director at gskinner I approach design from a strategic mindset to solve complex problems in beautiful and useful ways UI/UX work is hard to get right.

• A behind the scenes look at how projects work

• • • Help team get from start to finish successfully Deliver innovation, quality of craft, timelines, budgets, desired outcomes The Messy Middle — Scott Belsky (Has a great book)

• • ‘Creative’— generation of ideas (Ideation) ‘Direction’ — Provide a framework for decision making and evaluating work (Guiding Principles)

• Activities that create and deliver value

• • • Forms basis “Kernel” of strategy — Richard Rumelt “Good Strategy, Bad Strategy” provides a framework for thinking about my work It’s simpler and holistic

• • • Guides everything we do Enables us to speak intelligently about our work and it’s effectiveness It’s how we approach UI/UX dialog.

Apply it to a project (Key Insight — Analysis) • Families aren’t getting it • Low Margin — Advisors won’t sell, takes too long to get people through it. • Find a key insight from research…

• • • 45s Example: type of form required to fill out Drink of water, Look at watch, sit down with audience

Let’s start with “Analysis” • This is our enemy • 200+ input fields • terminology, knowledge gaps, trust issues • Thinking about dying sucks

• Start with a great question • Who are we helping • A moment in the journey • Make it inspiring Ideo, Tim Brown “How might we…” — Creative Leadership Course

• • • • Break it smaller pieces Make it look and feel less like a form. Give them fewer and clear options Reduce cognitive load

• • • Make it fun Surprise them Remind them of their why

• • • Already 45% done Remove unnecessary repetition Capture data once

• • • Give them flexibility Immediacy and relevancy Give them autonomy

• • • emphasis on constant progress Give them a visual rewards Get to the tipping point — help them commit

• • Let them know they’re done Reward them for finishing

• • • • Find your enemy (Analysis) Figure out the rules of engagement (Guiding Principles) work the problem (Execution) and use strategy to make it hard for people to do the wrong thing.

Bring it to life @gskinner.com/ jelly Delight and reward the curious. Great strategic designs • Bumble (how do we make the online dating experience better for women)

Chris Caldwell
@chriscaldwell

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Great design is the product of good strategy, and the ability to analyze, frame your thinking, and take action is needed to deliver fantastic user experience. This short, 10-minute, talk will show you the core pieces of strategy and how it is applied to a challenging real-life user experience problem.