ux? wtf? - intro to user experience design pt. 1

UX? WTF? An Introduction to User Experience Design

I am Sebastian Tory-Pratt

Freelance Creative + Design Lead at Addo

@yellinglouder

The Agenda

◉ What is User Experience Design?

◉ How the Lean Startup changed UX

◉ How to begin a UX project

◉ Obtaining actionable user insights

What this isn’t

A class on how to make awesome UI

A rigid approach to designing experiences

Just for digital products Everything is an experience

What does awesome mean?

Its a flexible set of processes

This is about people, problems + creating value

not tools or deliverables

How we’re gonna work today

◉ Lots of concepts from startup world

◉ We’re gonna get hands on + work really fast

◉ Don’t worry about making the “perfect” thing

◉ Solo + group work

We are gonna work fast. It might be uncomfortable.

Just try it for today.

What is User Experience Design?

Getting Started

User Experience design [..] describes the overarching experience a person has as a result of their interactions

with a particular product or service, its delivery, and related artifacts, according to their design

-Wikipedia

User Experience design [..] describes the overarching experience a person has as a result of their interactions

with a particular product or service, its delivery, and related artifacts, according to their design

-Wikipedia

User Experience encompasses all aspects of the end-user’s

interaction with the company, its services and its products.

-Nielsen/Norman Group

User Experience encompasses all aspects of the end-user’s

interaction with the company, its services and its products.

-Nielsen/Norman Group

User Experience [..] is the quality of experience a person has when interacting with a specific design. This can range from a specific artifact such as a cup, toy or website, up to larger, integrated experiences

such as a museum or airport.-UXnet.org

User Experience [..] is the quality of experience a person has when interacting with a specific design.

This can range from a specific artifact such as a cup, toy or website, up to larger, integrated experiences

such as a museum or airport.-UXnet.org

How people think of UX

What people think UXers do

Interface design

Visual design

How people think of UX

What UXers Actually Do

Field research

Face to face interviews

Creation of user tests

Gathering and organising stats

Creating personas

Product design

Feature writing

Requirement writing

Graphic arts

Interaction design

Information architecture

Usability

Prototyping

Interface design

Visual design

Copywriting

Presenting and speaking

Working tightly with developers

Brainstorm coordination

Design culture evangelism

What people think UXers do

Interface design

Visual design

UX isDeadlines

Touchpoints

Workflow Culture

Context

Interface

Performance

Psycology

Behaviour

UX is...

◉ A mindset

◉ About inspiring the right kind of ideas

◉ Focused on delivering value

◉ Intended to guide decision-making

UX + UI

UX + UIWhat should it be?

What should it look like?

Lean startups, and how they changed UX

Moving on

The secret to a good UX

The secret to good UX

Kill your kittens

Test your assumptions

If you build it they will come

If you build it they will comeWorst assumption ever

If you build it they will comeAssumptions = Risk

Reduce Risk WithValidated Learning

Eric Ries first used lean startup in a 2008 blog post

Build. Measure.

Learn.(As fast as you can)

Two kinds of innovation

IncrementalInnovation

Disruptive Innovation

IncrementalInnovation

Disruptive Innovation

Well understood problem

Incremental Improvements

Customer is believable

Predictable market

Old business methods work

Poorly understood problem

Dramatic change

Customer doesn’t know

Unpredictable market

Old methods fail

Lean Startup

A human institution designed to create new products or services under conditions of extreme uncertainty

ExperimentsValidated LearningReduce Waste

Lean Startup User Experience

BuildMeasure

EmpathyDesign

Products

Two big ideas

Risk The old way

TimeDefine

Design

Develop

Release

Risk A better old way

TimeDefine

Design

Develop

Release

What would make your life easier?

A bridge.

We made the bridge!

So I can go talk to my friends

Why would a bridge make life easier?

Calling them is a lot faster

So we didn’t have to build a bridge?

Risk A different way

1 Think 2 Make 3 Measure

Make the right thing

Then make the thing right

Or this will happen to you...

Gillette wants to sell razors in India Did market research with Indian men in the US

Nobody wanted them

Most Indian men shave without running water

“I care more about not cutting myself than a close shave”

“Affordability is everthing”

Understanding the user + their context changed the product

◉ Only 1 blade

◉ Sold for 15 rupees (30c)

Gillette became 50% of the market in six months

How to begin a successful UX project

The Essentials

Problem Solution

Everything is a hypothesis

Test the user.Test the problem.Test the solution.

Treat design as a dialogue.(Build relationships with Clients, Users, Developers etc.)

Test the user.

◉ What behaviours make them a good ideal user?

◉ What are the needs + goals behind those behaviours?

◉ Who are they? Where are they? What is their context?

◉ Does the group we identified actually have the problem that we are trying to solve?

Test the problem.

◉ Is the problem you’re solving really the one you think it is?

◉ In what contexts is the problem experienced?

◉ How intense is the pain?

◉ How are your users solving the problem right now?

Test the solution.

◉ What is your one key goal? Is it the right one?

◉ Do people use your solution the way you expect?

◉ What do users find valuable about that?

◉ What is unique about the value you provide?

◉ What does success look like? How will you measure?

What does success look like? How will

you measure it?

Features

Product

UX as aStack

Features

Product

Company purpose, vision, ideas

UX as aStack

Features

Product

Company purpose, vision, ideas

Storyboards, sketches, prototypes

UX as aStack

To create a global partnership to construct and sustain a scientific platform and the associated trained personnel to collect, store, share, analyze, and use aquatic tracking

and environmental data to support sustainable management of valued aquatic species.

OTN Mission Statement

not your UserYour Client is

Your ideal user is

◉ An audience you can actually reach + research

◉ Likely to engage in your client’s desired goal/behaviour

◉ Defined by behaviours, rather than demographics

Persona Creation and the UX Molecule

Make stuff!

Make a persona

Activity

Behaviours

Demographics

Needs + Goals

One idea per post-it

From Designing With Lean UX, Kate Rutter – http://goo.gl/S9cOKG

Persona for a task management app

5 minutes to write 10 persona behaviours

Activity

Behaviours

Demographics

Needs + Goals

Some Tips

◉ What do they do that makes them a good ideal user?

◉ How are they solving the problem now?

◉ Behaviours are verbs

Time’s Up

Sort the Data2 minutes to sort the data into less important + more important

Pool the Data3 minutes to pool your data as a group

5 minutes to write 10 needs + goals

Activity

Behaviours

Demographics

Needs + Goals

Some Tips

◉ What do they need to get done to solve their problem?

◉ Why do they do those behaviours?

◉ How are they solving the problem now?

Time’s Up

Sort the Data2 minutes to sort the data into less important + more important

Pool the Data3 minutes to pool your data as a group

1 minute enter persona facts

Activity

Behaviours

Demographics

Needs + Goals

IncludeCurrent age

Family

Job role

Annual income

Time’s Up

Pool the Data1 minute to pool your data as a group

5 minutes draw a persona portrait

Activity

Behaviours

Demographics

Needs + Goals

Don’t panicYou can draw a person in 4 easy steps

Not everything has to be drawn! You can use notes, arrows and annotations to help communicate your idea.

Use simple shapes to give context

Expressions Matrix

Time’s Up

What we’ve got now

User PersonaWho do we envision using our solution?

Problem Solution

Infrequent

Frequent

Mild Severe

Create value for the user by

solving pains

Infrequent

Frequent

Mild Severe

Look for These

For people who ___, and are having problems with ___, [your solution]

is/provides/lets them ___

For people who are trying to design products with great user experience and are having problems with

documenting their ideas quickly and clearly and sharing them with their teams, UXPin provides an online, fully

collaborative app that helps them to go through the UX Design process together with their teammates.

UXPin UPS Hypothesis

–Taken from “UX for Startups,” UXPin Knowledge Library

For people who are trying to design products with a great user experience and are having problems with

ProblemUser

Problem SolutionUser

Evernote UPS Hypothesis

For people busy people who want to maximise their productivity

For people busy people who want to maximise their productivity, but struggle with keeping track of all of the

information in their lives,

For people busy people who want to maximise their productivity, but struggle with keeping track of all of the

information in their lives, Evernote provides an online platform to store, organise, find and make use of all the

things they might otherwise lose or forget.

Problem Solution

You might not have the right problem

5 minutes to individually:Describe your user group

List the problem you are solving

Explain your solution

UPS Triangle

For people who ___, and are having problems with ___, [your solution]

is/provides/lets them ___

UPS Triangle4 minutes to create a single UPS hypothesis (Don’t stress, these answers aren’t permanent)

Time’s Up

What we’ve got now

User PersonaWho are we creating

for? What are they like?

Core IdeaWhat are the

testable building blocks of our idea?

AKA Mind-reading 101

User Research

There are known knows, known unknowns, and unknown unknowns

– US Defense Secretary Donald Rumsfeld

Paramedics need a log of “interventions” Patient’s vitals, airway, cardiagram etc.

Data entry on the go?

Easy. Mobile app!

Except paramedics are too busy

Physically Socially

Taking vitalsCarrying bags

Talking to patientsDealing with family

Ipad in ambulance lets them tell a story afterwards with better recall

Any research is better than no research

User InterviewsUser TestingOnline ResearchCo-Creation

More at When to Use Which UX Research Methods, Neilsen Norman Group – https://goo.gl/YB6gDg

User InterviewsOnline ResearchCo-CreationUser Testing

User Interviews

◉ Have a specific list of topics to explore

◉ You don’t need to talk to a lot of people (5-7)

◉ Don’t interview anyone that doesn’t fit the profile

◉ Record the results!!!! (An assistant helps)

The first rule of user research: never ask anyone what they want.

— Erika Hall, Just Enough Research

What are you trying to get done?Use the Five Why’s

What are you trying to get done?

Build a fence

So I can surround my front yard

Build a fence

So that I can plant a garden

Build a fence

What are you trying to get done?Build a fence

So that I can grow my own food

What are you trying to get done?Build a fenceWhy?

What are you trying to get done?Build a fenceWhy?So I can surround my front yard

So that I can save money on groceries

What are you trying to get done?Build a fenceWhy?So I can surround my front yardWhy?

So that I can save money on groceries

Bingo!

Good Interview Q’s

◉ Start with Who, What, Where, When, Why, and How

◉ Use open phrasing like “To what extent do you…” or “Tell me more about…”

◉ Ask about problems they have, not about your solution

◉ Try to get to the root of problems being described

Bad Interview Q’s

◉ Are formal, mechanical and closed ended

◉ Start with, “Do you…”

◉ Ask about feelings rather than behaviours

◉ Only deal with superficial concerns

Sales Safari

◉ Is just as much work as in person research

◉ You need a lot of data. (100’s of data points)

◉ Need to make sure your data is current. (Forum posts from 2008 are not going to help you)

Sales Safari

Find Online Watering Holes

Look for Pain + Goal Patterns

Use Data to Refine Idea

Good places to look for information

ForumsReview SitesQuoraRedditComments Sections*

Co-Creation

◉ Need to have a good reason for others to participate

◉ Managing co-creation sessions can take a lot of time and effort

◉ Need to have a good idea of who your user is + the problem you are solving

People everywhere need this

For people trying to create political change who struggle with holding politicians accountable for what they say and do, Politirank is an open platform of citizen promise-trackers that makes information about a politician easy to access and understand

Politirank - Persona - Ercan

Demographics

28 years old

Lives in Ankara

In a relationship

Works for the National Democratic Institute

Behaviours

Has non-activist friends

Heavy reader of local + global news

Is an information resource for friends

User of online + RW activist communities

Needs / Goals

Believes information flow key to change

Wants more people to participate in politics

Wants to inform friends to inspire them to act

Who needs it the most?

Activists

NGO’s

Journalists

Who will use it best?

Activists

NGO’s

Journalists

Who can we reach?

Activists

NGO’s

Journalists

Then what?What NGO’s would Ercan work for?

Host an online discussion forum

Learn what they really need

Make a research plan

Activity

Know the user.Know the problem.Know the solution.

Know the user.

◉ What behaviours make them a good ideal user?

◉ What are the needs + goals behind those behaviours?

◉ Who are they? Where are they? What is their context?

◉ Does the group we identified actually have the problem that we are trying to solve?

Know the problem.

◉ Is the problem you’re solving really the one you think it is?

◉ In what contexts is the problem experienced?

◉ How intense is the pain?

◉ How are your users solving the problem right now?

Know the solution.

◉ What is your one key goal?

◉ Do people use your solution the way you expect?

◉ What do users find valuable about that?

◉ What is unique about the value you provide?

◉ What does success look like? How will you measure?

10 minutes to make a research plan

Activity

Who are you targeting?

How/where will you find them?

What do you want to learn?

How will you learn about that?

Implement research plan and update persona + UPS triangle with findings

Homework

FeedbackMake this workshop better

◉ Did you find this useful?◉ Anything confusing?◉ Something you really liked?◉ Want to know more?

Thank YouYou can find me at

◉ @yellinglouder◉ s.tory.pratt@gmail.com

Slideshare:slideshare.net/SebastianToryPratt

Credit where credit is due

◉ http://www.slideshare.net/pboersma/ux-deliverables-in-practice-1466984

◉ http://www.slideshare.net/AngelaPark2/ux-workshop-27794832

◉ http://www.slideshare.net/intelleto/designing-with-lean-ux-rapid-product-design-ux-lisbon-2014

◉ Base presentation template by SlidesCarnival

ux? wtf? - intro to user experience design pt. 1

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