Ryan Singer

Here’s a little behind-the-scenes look at the development of our newest book, Shape Up: Stop Running in Circles and Ship Work that Matters.

The hardest thing about customer interviews is knowing where to dig. An effective interview is more like a friendly interrogation. We don’t want to learn what customers think about the product, or what they like or dislike — we want to know what happened and how they chose… To get those answers we can’t just ask surface questions, we have to keep digging back behind the answers to find out what really happened.

Domain specific UX means understanding how the supply should fit the demand considering a specific situation and use case.

On the other hand, many aspects of UX don’t require knowledge about a particular situation. They‘re based on the common constraints of human sense faculties, memory and cognition or the net of ergonomic factors around the device and the setting where it’s used. These domain independent elements of the UX are important too.

Domain independent UX should absolutely pervade the organization. It belongs to the general skill and knowledge of each supplier at their link in the chain. It’s part of learning to be a good designer, programmer, marketer, salesperson etc.

How do we choose which level of fidelity is appropriate for a project?

I think about it like this: The purpose of making sketches and mockups before coding is to gain confidence in what we plan to do. I’m trying to remove risk from the decision to build something by somehow “previewing” it in a cheaper form. There’s a trade-off here. The higher the fidelity of the mockup, the more confidence it gives me. But the longer it takes to create that mockup, the more time I’ve wasted on an intermediate step before building the real thing.

I like to look at that trade-off economically. Each method reduces risk by letting me preview the outcome at lower fidelity, at the cost of time spent on it. The cost/benefit of each type of mockup is going to vary depending on the fidelity of the simulation and the work involved in building the real thing.

Analytics apps don’t tell you much about usage behavior. You might be able to see how many users performed an event, or how many times they did it. But none of the analytics packages out there are good at showing you how often people do things. Are they using to-dos once a week? Every day? Only signing into the app once a month but happily paying for years?

Time matters. You can’t understand usage without time.

I’m very conscious of whether I am affording a feature or styling it. It’s important to distinguish because they look the same from a distance.

…Affording a capability and styling it are both important. But it’s essential to know which one you are doing at a given time. Style is a matter of taste. Capability and clarity are not. They are more objective. That person standing at the edge of the chasm cares more about accomplishing their task than the details of the decor.

There’s a distinction to make: The set of features you choose to build is one thing. The level you choose to execute at is another. You can decide whether or not to include a feature like ‘reset password’. But if you decide to do it, you should live up to a basic standard of execution on the experience side.

Features can be different sizes with more or less complexity, but quality of experience should be constant across all features. That constant quality of experience is what gives your customers trust. It demonstrates to them that whatever you build, you build well.

People mix the terms UI and UX together. UX is tricky because it doesn’t refer to any one thing. Interface design, visual styling, code performance, uptime, and feature set all contribute to the user’s “experience.” Books on UX further complicate matters by including research methods and development methodologies. All of this makes the field confusing for people who want to understand the fundamentals.

That’s why I avoid teaching the term ’UX.’ It means too many things to too many different people. Instead I focus on individual skills. Once you understand the individual skills, you can assemble them into a composite system without blurring them together. For software design, the core skill among all user-facing concerns is user interface design.