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People & Process
 The Web and Beyond - Momentum
  September 26, 2012 Amsterdam
People & Process (TWAB 2012)
People & Process (TWAB 2012)
This year's theme is Momentum, in
recognition of the masses of people that
are now convinced that user centered
design is the best approach for
designing successful interactive
experiences [..]
People & Process
 Birgit Geiberger & Peter Boersma
16 years professional experience
                design & branding
            functionality & aesthetics
               business & user goals
               people management
             international experience
      IxDA regional coordinator EU & Africa




     Birgit Geiberger
Creative Director UX 揃 Visual & Interaction Designer
             Freelance 揃 @birgitgcom
17 years professional experience
                 user research
            requirements analysis
                concept design
         detailed design & prototype
              usability evaluation
             presents & teaches




     Peter Boersma
Interaction Designer 揃 Design Process Consultant
             Freelance 揃 @pboersma
Evaluation      typical      Research
             User-Centered
                Design


               Design
Business

                these also
              in鍖uence the
 Manage      User Experience   Strategy




Evaluation      typical        Research
             User-Centered
                Design


                Design
Business

                these also
              in鍖uence the
 Manage      User Experience   Strategy

               Process

Evaluation      typical        Research
             User-Centered
                Design


                Design
Let's explore these elements of
the UX process by looking at:
Who do you meet?
What are their deliverables?
How can you contribute to them?
Business



 Manage                      Strategy

               Process

Evaluation      typical      Research
             User-Centered
                Design


               Design
People like you
WHO?
Persona
WHAT?
Moodboard
WHAT?
Card Sort
WHAT?
Concept Map
WHAT?
鍖ow: con鍖rm appointment




           Screen鍖ow
WHAT?
Wireframe
WHAT?
Styleguide
WHAT?
Usability Test
WHAT?
Business



 Manage                 Strategy

             Process

Evaluation              Research



             Design
Process
HOW?
na                                   AP
            er   so                                   EM
           P                                    I   T
                                               S


        ir e-             wire
                               fr   ame
     qu ts
   re n
                                          s           usabi
       e                                                    lity
     m                                                 test


             en           design              proto-
          re
        Sc W              principles
           LO            Process               ty p e
HOW?




         F
ire-     design          wire                    proto-
       r equ ts     principles            fr   ame
             n                                                type
          me                                         s




                a              AP
             son           TE
                             M                           usabi
                                                               lity
       Per            SI                    n                         test
                                        ree
                                      Sc W
                                       FLO




                                Process
HOW?
ire-     design          wire                     proto-
        r equ ts     principles            fr   ame
              n                                                 type
           me                                         s




         user        concept         detailed             prototype &
       research       design          design               evaluate

                 a              AP
              son           TE
                              M                            usabi
                                                                 lity
        Per            SI                    n                          test
                                         ree
                                       Sc W
                                        FLO




                                 Process
HOW?
Process
HOW?
Process
HOW?
Process
HOW?
Process
HOW?
Process
HOW?
Process
HOW?
Process
HOW?
Process
HOW?
Process
HOW?
Process
HOW?
Business

                these also
              in鍖uence the
Manage       User Experience   Strategy

                Process

Evaluation                     Research



                Design
Business



 Manage                 Strategy

             Process

Evaluation              Research



              Design
Account Manager
WHO?
Pitch
WHAT?
Estimate
WHAT?
Speak the language
HOW?
X
HOW?




       Find the treasure
Show Apple products
HOW?
Help make decisions
HOW?
Business



 Manage                 Strategy

             Process

Evaluation              Research



             Design
Strategy
                        1. Who
                        2. What
                         3. How




       Brand Manager
WHO?
People & Process (TWAB 2012)
People & Process (TWAB 2012)
People & Process (TWAB 2012)
People & Process (TWAB 2012)
People & Process (TWAB 2012)
Know Your Enemy
HOW?
Business



Manage                  Strategy

             Process

Evaluation              Research



             Design
Manage
                         1. Who
                         2. What
                          3. How




       Project Manager
WHO?
WHAT?




        Scope
essential

        quick win   winner!

   easy                       hard

           repair   quality
WHAT?




             contributes
Roadmap
HOW?
Area                           Area




        Area             Area

                 Area


               Roadmap
HOW?
release                               release

        progress                             progress
 Area                                                     Area

                  progress              progress
                             progress
        Area                                       Area

                              Area


                       Roadmap
HOW?
release        release                release      release
                     progress                  progress
        progress                                          progress
 Area                   progress          progress                   Area
                                   progress

                  progress                        progress
                                 progress
        Area                                                 Area

                                   Area


                       Roadmap
HOW?
Business

                these also
              in鍖uence the
 Manage      User Experience   Strategy

               Process

Evaluation      typical        Research
             User-Centered
                Design


                Design
From Process to People
   UX Process is more than user-centered design
   UCDs empathy for the end-user is not enough
   We should develop empathy for all characters
    that live in the world of User Experience
   For that, we need to learn to communicate with
    all kinds of people
Communication
  is in鍖uenced by
observable behavior
 ( verbal, vocal & visual clues)
The Social Style Model




     The Social Style Model is Trademark of the Tracom Group
The Social Style Model


David Merrill found that people display
  consistent observable behaviors,
and that others consistently agree on
  words to describe each behavior.

           The Social Style Model is Trademark of the Tracom Group
People & Process (TWAB 2012)
What are Social Styles?
   Behavioral patterns that others can observe
   Based on the "outside" of a person
    (verbal, vocal, visual)
   Social Styles do not try to interpret what the
    intentions are: the "inside" of a person
    (thoughts, character or personality assessment)
What can you learn from
Social Styles?
   Get to know your personal style & gain an
    understanding of how you are perceived by others
   Learn about different styles & their behavior
   Learn to optimize your communication & understand
    why people talk to us the way they do
   Learn to not let your typical behavioral preferences
    lead to a failure in communication
   Learn to appreciate the value of the different styles
    with their strengths & qualities
People & Process (TWAB 2012)
Indirect   Direct
Indirect   Direct
Open




Indirect             Direct




           Guarded
Open




Indirect             Direct




           Guarded
Open
  Relator                     Socializer
  Amiable Style               Expressive Style



Indirect                             Direct


  Thinker                     Director
 Analytical Style               Driver Style

                    Guarded
Open




Indirect             Direct




           Guarded
Open


           People oriented

Indirect                     Direct




              Guarded
Open




Indirect             Direct




           Guarded
Open




Indirect                   Direct

           Task oriented


             Guarded
Open




Indirect             Direct




           Guarded
Open




Indirect
           Slow        Direct
           pace



             Guarded
Open




Indirect             Direct




           Guarded
Open




                Fast
Indirect               Direct
                pace



           Guarded
X
Potential con鍖icts


           X
X
Potential con鍖icts


 X
The Social Styles in detail
Relator: I feel ...
  Relationship oriented
Relator
(open & indirect)
   Very supportive, approachable and cooperative
   Strong & loyal team player
   Good listener and sensitive to others feelings
   Open with emotions, warm & friendly
   High priority on friendships and close relationships
   Tends to look for personal motives in actions of others
   Needs people to get along - seeks harmony & stability
   Likes to get direction
Relator
Potential issues
   Reluctant to change
   Sticks to the comfortable and known
   Avoids risks
   Does things in a very slow-paced way
   Undisciplined in their use of time due to sharing
    personal objectives & feelings with others
Socializer: I want ...
      Intuition oriented
Socializer
(open & direct)
   Very enthusiastic, energetic and spontaneous
   Highly 鍖exible and adaptable to new situations
   Acts quickly and is willing to take risks
   Very imaginative, lots of creative ideas
   Communicative and fun
   Involves others with their feelings & thoughts
   Says and shows what they think
   Needs to be appreciated
   Likes to try new & different things
Socializer
Potential issues
   Little concern for practical details
   Easily changes course of action
   Struggles with commitment & follow-through
   Bases decisions on personal opinion & opinion
    of important people in their lives (weighs more
    than facts & data)
   Undisciplined in their use of time (too many
    distractions)
Director: I will ...
     Action oriented
Director
(guarded & direct)
   Knows exactly what he wants, where he is going
    and how to get there quickly
   Very focussed: swift, ef鍖cient, to the point in everything they do
   Prefers to be presented with options
   Makes own decisions, don't like at all to be told what to do or
    what not to do
   Takes risks
   Seeks productivity
   Needs to be in control
   Likes results
Director
Potential issues
   Very forceful
   Says what he thinks
   Highly result driven; its not about pleasing people
    on the way
   Very impatient
   Works best without others or with people who are
    able to move quickly
   Controls emotions, does not show emotions
Thinker: I think ...
    Process oriented
Thinker
(guarded & indirect)
   Bases decisions purely on facts
    (tangible, practical, realistic evidence)
   Asks questions, gathers information
   Steadfast, reliable, and dependable
   Strong sense of duty and obligation
   Natural giver and cooperative team member
   Seem to move slowly but they use their time in a deliberate,
    disciplined manner
   Needs to be right
   Likes pattern and predictability
Thinker
Potential issues
   Studies data seriously before forming an opinion or
    being enthusiastic
   Can come across a bit skeptical, even critical
   Main priority is job at hand and the process to achieve it
   Avoids risks and is very cautious
   High control of emotions
   People and friendships are important, but it does not
    show on initial contact
Recognize & communicate with
     other Social Styles
To recognize a Social Style,
pay attention to...
Their way of talking
 Loudness & tone of voice

 Topics of conversation (personal versus factual)

 we or I form

 Pace



Their body language
 Many gestures

 Facial expressions

 Eye contact



Their listening skills
How to communicate with a
Relator
   Make them feel safe
   Spend some time talking and socializing,
    in order to develop a relationship
   Be friendly and understanding
   Inform early on when changes may occur
   Dont break promises
How to communicate with a
Socializer
   Show appreciation for what they have done
   Be supportive of their ideas
   Never ignore them
   Be positive and show energy
   Help them to stay on track
How to communicate with a
Director
   Provide options and show bene鍖ts
   Provide executive summary upfront
   Be clear and precise
   Dont talk about personal topics
   Get to the point fast, dont irritate by being
    inef鍖cient and indecisive
How to communicate with a
Thinker
   Provide a lot of information for them to be able
    to discover patterns and factual relationships
   Provide thoughtful arguments and facts
   Give time to process
   Provide plans with deadlines to set expectations
   Inform early about potential changes
   Don't misinterpret lack of shown enthusiasm with
    disinterest
People & Process (TWAB 2012)
No style is better than another
We all display some aspects
  of each of the Social Styles.
But we have one dominant style.
Two things to remember...
Business



 Manage                 Strategy

             Process

Evaluation              Research



             Design
Business



 Manage                 Strategy

             Process

Evaluation              Research



             Design
Always assume good intentions
   even if you dont understand
        peoples behavior.
Always assume good intentions
   even if you dont understand
        peoples behavior.


   They may simply have a
       different style.
Thank you
Birgit Geiberger & Peter Boersma

The Web and Beyond - Momentum
 September 26, 2012 Amsterdam
Thank you
Birgit Geiberger & Peter Boersma

The Web and Beyond - Momentum
 September 26, 2012 Amsterdam
Ad

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People & Process (TWAB 2012)

  • 1. People & Process The Web and Beyond - Momentum September 26, 2012 Amsterdam
  • 4. This year's theme is Momentum, in recognition of the masses of people that are now convinced that user centered design is the best approach for designing successful interactive experiences [..]
  • 5. People & Process Birgit Geiberger & Peter Boersma
  • 6. 16 years professional experience design & branding functionality & aesthetics business & user goals people management international experience IxDA regional coordinator EU & Africa Birgit Geiberger Creative Director UX 揃 Visual & Interaction Designer Freelance 揃 @birgitgcom
  • 7. 17 years professional experience user research requirements analysis concept design detailed design & prototype usability evaluation presents & teaches Peter Boersma Interaction Designer 揃 Design Process Consultant Freelance 揃 @pboersma
  • 8. Evaluation typical Research User-Centered Design Design
  • 9. Business these also in鍖uence the Manage User Experience Strategy Evaluation typical Research User-Centered Design Design
  • 10. Business these also in鍖uence the Manage User Experience Strategy Process Evaluation typical Research User-Centered Design Design
  • 11. Let's explore these elements of the UX process by looking at: Who do you meet? What are their deliverables? How can you contribute to them?
  • 12. Business Manage Strategy Process Evaluation typical Research User-Centered Design Design
  • 18. 鍖ow: con鍖rm appointment Screen鍖ow WHAT?
  • 22. Business Manage Strategy Process Evaluation Research Design
  • 24. na AP er so EM P I T S ir e- wire fr ame qu ts re n s usabi e lity m test en design proto- re Sc W principles LO Process ty p e HOW? F
  • 25. ire- design wire proto- r equ ts principles fr ame n type me s a AP son TE M usabi lity Per SI n test ree Sc W FLO Process HOW?
  • 26. ire- design wire proto- r equ ts principles fr ame n type me s user concept detailed prototype & research design design evaluate a AP son TE M usabi lity Per SI n test ree Sc W FLO Process HOW?
  • 37. Business these also in鍖uence the Manage User Experience Strategy Process Evaluation Research Design
  • 38. Business Manage Strategy Process Evaluation Research Design
  • 43. X HOW? Find the treasure
  • 46. Business Manage Strategy Process Evaluation Research Design
  • 47. Strategy 1. Who 2. What 3. How Brand Manager WHO?
  • 54. Business Manage Strategy Process Evaluation Research Design
  • 55. Manage 1. Who 2. What 3. How Project Manager WHO?
  • 56. WHAT? Scope
  • 57. essential quick win winner! easy hard repair quality WHAT? contributes
  • 59. Area Area Area Area Area Roadmap HOW?
  • 60. release release progress progress Area Area progress progress progress Area Area Area Roadmap HOW?
  • 61. release release release release progress progress progress progress Area progress progress Area progress progress progress progress Area Area Area Roadmap HOW?
  • 62. Business these also in鍖uence the Manage User Experience Strategy Process Evaluation typical Research User-Centered Design Design
  • 63. From Process to People UX Process is more than user-centered design UCDs empathy for the end-user is not enough We should develop empathy for all characters that live in the world of User Experience For that, we need to learn to communicate with all kinds of people
  • 64. Communication is in鍖uenced by
  • 65. observable behavior ( verbal, vocal & visual clues)
  • 66. The Social Style Model The Social Style Model is Trademark of the Tracom Group
  • 67. The Social Style Model David Merrill found that people display consistent observable behaviors, and that others consistently agree on words to describe each behavior. The Social Style Model is Trademark of the Tracom Group
  • 69. What are Social Styles? Behavioral patterns that others can observe Based on the "outside" of a person (verbal, vocal, visual) Social Styles do not try to interpret what the intentions are: the "inside" of a person (thoughts, character or personality assessment)
  • 70. What can you learn from Social Styles? Get to know your personal style & gain an understanding of how you are perceived by others Learn about different styles & their behavior Learn to optimize your communication & understand why people talk to us the way they do Learn to not let your typical behavioral preferences lead to a failure in communication Learn to appreciate the value of the different styles with their strengths & qualities
  • 72. Indirect Direct
  • 73. Indirect Direct
  • 74. Open Indirect Direct Guarded
  • 75. Open Indirect Direct Guarded
  • 76. Open Relator Socializer Amiable Style Expressive Style Indirect Direct Thinker Director Analytical Style Driver Style Guarded
  • 77. Open Indirect Direct Guarded
  • 78. Open People oriented Indirect Direct Guarded
  • 79. Open Indirect Direct Guarded
  • 80. Open Indirect Direct Task oriented Guarded
  • 81. Open Indirect Direct Guarded
  • 82. Open Indirect Slow Direct pace Guarded
  • 83. Open Indirect Direct Guarded
  • 84. Open Fast Indirect Direct pace Guarded
  • 87. The Social Styles in detail
  • 88. Relator: I feel ... Relationship oriented
  • 89. Relator (open & indirect) Very supportive, approachable and cooperative Strong & loyal team player Good listener and sensitive to others feelings Open with emotions, warm & friendly High priority on friendships and close relationships Tends to look for personal motives in actions of others Needs people to get along - seeks harmony & stability Likes to get direction
  • 90. Relator Potential issues Reluctant to change Sticks to the comfortable and known Avoids risks Does things in a very slow-paced way Undisciplined in their use of time due to sharing personal objectives & feelings with others
  • 91. Socializer: I want ... Intuition oriented
  • 92. Socializer (open & direct) Very enthusiastic, energetic and spontaneous Highly 鍖exible and adaptable to new situations Acts quickly and is willing to take risks Very imaginative, lots of creative ideas Communicative and fun Involves others with their feelings & thoughts Says and shows what they think Needs to be appreciated Likes to try new & different things
  • 93. Socializer Potential issues Little concern for practical details Easily changes course of action Struggles with commitment & follow-through Bases decisions on personal opinion & opinion of important people in their lives (weighs more than facts & data) Undisciplined in their use of time (too many distractions)
  • 94. Director: I will ... Action oriented
  • 95. Director (guarded & direct) Knows exactly what he wants, where he is going and how to get there quickly Very focussed: swift, ef鍖cient, to the point in everything they do Prefers to be presented with options Makes own decisions, don't like at all to be told what to do or what not to do Takes risks Seeks productivity Needs to be in control Likes results
  • 96. Director Potential issues Very forceful Says what he thinks Highly result driven; its not about pleasing people on the way Very impatient Works best without others or with people who are able to move quickly Controls emotions, does not show emotions
  • 97. Thinker: I think ... Process oriented
  • 98. Thinker (guarded & indirect) Bases decisions purely on facts (tangible, practical, realistic evidence) Asks questions, gathers information Steadfast, reliable, and dependable Strong sense of duty and obligation Natural giver and cooperative team member Seem to move slowly but they use their time in a deliberate, disciplined manner Needs to be right Likes pattern and predictability
  • 99. Thinker Potential issues Studies data seriously before forming an opinion or being enthusiastic Can come across a bit skeptical, even critical Main priority is job at hand and the process to achieve it Avoids risks and is very cautious High control of emotions People and friendships are important, but it does not show on initial contact
  • 100. Recognize & communicate with other Social Styles
  • 101. To recognize a Social Style, pay attention to... Their way of talking Loudness & tone of voice Topics of conversation (personal versus factual) we or I form Pace Their body language Many gestures Facial expressions Eye contact Their listening skills
  • 102. How to communicate with a Relator Make them feel safe Spend some time talking and socializing, in order to develop a relationship Be friendly and understanding Inform early on when changes may occur Dont break promises
  • 103. How to communicate with a Socializer Show appreciation for what they have done Be supportive of their ideas Never ignore them Be positive and show energy Help them to stay on track
  • 104. How to communicate with a Director Provide options and show bene鍖ts Provide executive summary upfront Be clear and precise Dont talk about personal topics Get to the point fast, dont irritate by being inef鍖cient and indecisive
  • 105. How to communicate with a Thinker Provide a lot of information for them to be able to discover patterns and factual relationships Provide thoughtful arguments and facts Give time to process Provide plans with deadlines to set expectations Inform early about potential changes Don't misinterpret lack of shown enthusiasm with disinterest
  • 107. No style is better than another
  • 108. We all display some aspects of each of the Social Styles. But we have one dominant style.
  • 109. Two things to remember...
  • 110. Business Manage Strategy Process Evaluation Research Design
  • 111. Business Manage Strategy Process Evaluation Research Design
  • 112. Always assume good intentions even if you dont understand peoples behavior.
  • 113. Always assume good intentions even if you dont understand peoples behavior. They may simply have a different style.
  • 114. Thank you Birgit Geiberger & Peter Boersma The Web and Beyond - Momentum September 26, 2012 Amsterdam
  • 115. Thank you Birgit Geiberger & Peter Boersma The Web and Beyond - Momentum September 26, 2012 Amsterdam

Editor's Notes