Traditional marketing and communications often take the form of a one-way conversation. Things are put out into the market and it generally ends there. With the emergence of social media, a two-way conversation has also emerged. It leads to the opportunity for companies to sense what is happening in the market and respond to it. Jeff Gothelf and Josh Seiden previously co-authored the book Lean UX and in their latest, Sense & Respond, they investigate how companies can foster that two-way conversation. In particular, convincing companies that, no matter what industry they're in, they're software companies. In this podcast, Jeff and Josh share some of the highlights from the book and their research. Our hosts, Adam Churchill and Jared Spool dig into those highlights.
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Jeff Gothelf & Josh Seiden’s “Sense & Respond”
21:25Traditional marketing and communications often take the form of a one-way conversation. Things are put out into the market and it generally ends there. With the emergence of social media, a two-way conversation has also emerged. It leads to the opportunity for companies to sense what is happening in the market and respond to it. Jeff Gothelf and Josh Seiden previously co-authored the book Lean UX and in their latest, Sense & Respond, they investigate how companies can foster that two-way conversation. In particular, convincing companies that, no matter what industry they're in, they're software companies. In this podcast, Jeff and Josh share some of the highlights from the book and their research. Our hosts, Adam Churchill and Jared Spool dig into those highlights.
The Tension of Art and Science When Communicating Complex User Research
22:33Art versus Science is the quintessential Left Brain/Right Brain cage match. But in reality, math factors into great works of art as much as developing a treatment plan for a patient could be considered the doctor's design. Andrew Shipe is a developer at MEDITECH, a company that makes Health Records software. Through his research he found that medicine can sometimes be as much art as science, a fact that was getting lost in the cold, analytical research data. He discovered that telling stories helped to span that divide in understanding. Kim Goodwin, Author of Designing for the Digital Age, joins us on this podcast to share her thoughts on Andrew's approach of using stories and how that is the first step down the road of scenario based research. Kim will also be teaching one of the full day workshops at UI22 this November 13-15 in Boston. For more information visit uiconf.com.
More Human than Human?: Designing a Conversational UI
21:12You can draw a direct line in the UX family tree from User Experience Design back to Human Computer Interaction. What if we could make the “computer” aspect of that interaction, feel less like a machine, and more like a human? Robert Sens, the Lead Product Designer of the restaurant reservation app, Reserve, sought to create a conversational user interface to help users get seated at restaurants. They settled on implementing a chatbot to simulate the interaction of speaking to a reservationist. Steph Hay, VP of Design for AI Experiences at Capital One joins us on this podcast to share her experiences in crafting conversational UIs and her insights into Reserve’s approach. Steph will also be teaching a full day workshop at UI22, November 13-15 in Boston on designing conversational UIs.
About Face: How About.com Changed its Design Process and became Dotdash
25:04According to Heraclitus, the only thing that remains constant is change. The internet itself has evolved exponentially over a relatively short amount of time. Few relics from the early days of the web remain, and those that have, have been forced to change. Adam McClean is the SVP of Product at Dotdash. Dotdash was once About.com. The very same About.com that has been around for 21 years. Adam and his team were increasingly aware that the landscape around them was changing, and that they needed to evolve. They made the switch to a new brand, Dotdash, and a new process, to keep up with technological and market changes. Dan Mall, who runs SuperFriendly out of Philadelphia, joins the podcast to share his views on the evolution of dotDash’s process in support of their new brand. Dan will also be teaching one of the daylong workshops at UI22 this November 13-15 in Boston, MA. He’ll show how to develop workflows for the multi-device world we live in.
Brett Harned’s “Project Management for Humans”
16:35Project management encompasses an important set of skills, such as communication, planning, and forecasting. But does someone need the title of project manager to actually do the work? In Brett Harned’s book Project Management for Humans, he makes the argument that project management is always needed on projects but the role itself is less important. You should focus on the skills in order to manage projects well. In this podcast, Brett shares some of the highlights from his book. Our hosts, Adam Churchill and Jared Spool dig into those highlights, in particular, whether designers already possess the skills that project managers have.
Systems and Stages: Building a Design System and a Systems Team
19:45Design systems can organize and clarify a team’s design practice. Made of patterns and component libraries, they add a level of cohesion across designs. This, of course, can only occur once you have a design system in place. So how do you build one in the first place? Nick Stamas, the Creative Lead on the Business Products Team at WeWork, set out to do just that. He surveyed WeWork’s existing designs, noting inconsistencies, and pitched the idea of a design system to help streamline the work being done. His challenge was building this all out while WeWork continued to grow. Nathan Curtis, author of Modular Web Design, has identified stages that occur when implementing a design system. He shares his insights into Nick’s story and how you go from building the system to working as a systems team. He will be joining us in Boston, November 13-15 to teach one of the daylong workshops at the UI22 conference. For more information, visit uiconf.com.
Narrative Virality: Changing Course from a Simple Story
23:59Storytelling is an essential form of human communication. You likely have a favorite story, something really memorable. The more that story is told and retold, the further it travels and the more influence it gains. A good story can be infectious. Stories can also come from unexpected places. LaiYee Ho is the Head of Research at Wink and joins us for this episode. Early in Wink’s research practice one story in particular resonated with the team that was uncovered during an in-home visit, the story of Dominic and Donna. That story spread throughout the organization and fundamentally changed the way Wink approached their products. Also on the podcast is Whitney Quesenbery, the author of Storytelling for User Experience. She shares her insights about Wink’s discovery and how storytelling can be one of the most powerful research tools. Use the power of storytelling as a UX strategy during our Creating A UX Strategy Playbook workshop.
Kevin Hoffman’s “Meeting Design for Managers, Makers, and Everyone”
15:46There’s a stigma surrounding meetings. They’re often seen as unproductive wastes of time. But in Kevin Hoffman’s view, meetings are actually a design problem. In his upcoming book, Meeting Design for Managers, Makers, and Everyone, Kevin lays out strategies to make meetings better for all those involved, making them gateways to success. In this podcast, Adam Churchill and Jared Spool discuss some of the highlights from Kevin’s book.
Empathy as a Service: Applying Service Design to the Homelessness Issue
25:05Empathy. It’s an unavoidable word in the world of user experience design. Too often it is applied to designs in too narrow a fashion. Your empathy should come from the problem your design is solving, not measured in the level of frustration or delight experienced with your design. Ariel Kennan is the Director of Design and Product at the New York City Mayor's Office for Economic Opportunity. She has been working on the HOME-STAT initiative which is an effort of the City of New York to properly provide services to the city’s homeless population. In this episode, Ariel shares her story and is joined by Marc Stickdorn who offers his insights on how service design can be done on such a massive scale. Marc is the CEO and co-founder of More Than Metrics and author of the book Service Design Thinking. He will also be teaching a daylong workshop at the UI22 conference in Boston this November 13-15. To find out more about his workshop, visit uiconf.com.
Getting a Clue: Journey Mapping and the Rashomon Effect
19:33We often talk in terms of silos in organizations, where information isn’t readily shared and communication leaves something to be desired. Another way to think of a team who is heads-down working on the overall journey is to imagine swim lanes. Each department is so focused on their own part of the experience that they might not be fully aware of each step a user has to go through to complete the journey. In this episode, Conor Ward, Head of UX and Design at Centrica & British Gas, tells a story of how mapping out the journey to acquiring a quote for boiler insurance revealed some unexpected insights. Jim Kalbach, author of Mapping Experiences, also joins the podcast to share his expertise on the subject of journey mapping.