designing for users: a primer on using ux principles for effective design

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DESIGNING FOR USERS A PRIMER ON USING UX PRINCIPLES FOR EFFECTIVE DESIGN @KBAGOY, HEAD OF UX +DESIGN, @GETALMA

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I created this presentation for graphic design students, with the hope of distilling down some principles of UX design that can be applied to any media. The idea is that a goal-oriented, user-focused approach results in more effective design.

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Page 1: Designing for Users: A Primer on Using UX Principles for Effective Design

DESIGNING FOR USERSA PRIMER ON USING UX PRINCIPLES

FOR EFFECTIVE DESIGN

@KBAGOY, HEAD OF UX +DESIGN, @GETALMA

Page 2: Designing for Users: A Primer on Using UX Principles for Effective Design

ABOUT ME

• FELL IN LOVE WITH DESIGN BACK WHEN IT WAS CALLED “DESKTOP PUBLISHING”

• STARTED CAREER COPYING & PASTING AT NIKE. LEARNED A TON, DESIGNED LITTLE

• JUMPED INTO STARTUP LIFE AFTER GRAD SCHOOL. BECAME JILL OF ALL TRADES.

• LANDED DREAM JOB VIA LINKEDIN

Page 3: Designing for Users: A Primer on Using UX Principles for Effective Design

Burnout Breakdown Broke

PA

2003 2014

MARKETINGMANAGER

PRODUCTMANAGER

CONSULTANT& DESIGNER

UX LEAD

HEADOF UXMy dream job!

Page 4: Designing for Users: A Primer on Using UX Principles for Effective Design

THINGS I’VE LEARNED

• YOU HAVE A UNIQUE SET OF EXPERIENCES, KNOWLEDGE & VALUES. ASK YOURSELF WHERE OR HOW YOU CAN ADD THE MOST VALUE EVERY DAY.

• DONT STAY IN A JOB THAT MAKES YOU MISERABLE. IF YOU AREN’T PASSIONATE ABOUT WHAT YOU DO, YOU’RE NOT DOING ANYONE A FAVOR.

• ITS OKAY TO FAIL. BUT DO IT QUICKLY & LEARN FROM YOUR MISTAKES.

And finally..

Page 5: Designing for Users: A Primer on Using UX Principles for Effective Design

PERFECT IS THE ENEMY OF DONE.

Please forgive me for the lack of design in this deck. Form follows function, right?

Page 6: Designing for Users: A Primer on Using UX Principles for Effective Design

ON A TYPICAL DAY

SKETCHES, WIREFRAMES, COMPS, USER FLOWS, PERSONAS, MARKUP, BRAND ASSETS OR ILLUSTRATIONS

I WORK WITH THE:

AND I CREATE:

• PRODUCT MANAGER & ENGINEERING TEAM TO DEFINE & IMPLEMENT OUR PRODUCT VISION

• SALES & MARKETING TEAMS TO DEFINE CLIENT NEEDS & MAINTAIN BRAND ID

Page 7: Designing for Users: A Primer on Using UX Principles for Effective Design

WHAT IS UX?

OFTEN USED TO DESCRIBE THE OVERLAP OFUSABILITY & VISUAL DESIGN IN THE DIGITAL REALM

FORM(UI)

UX

FUNCTION(USABILITY)

Page 8: Designing for Users: A Primer on Using UX Principles for Effective Design

USER EXPERIENCE IS THE HOLISTIC FEELING A PERSON HAS ABOUT A COMPANY, IT’S

PRODUCTS AND IT’S SERVICES.

But actually...

Page 9: Designing for Users: A Primer on Using UX Principles for Effective Design

UX IS...A CULMINATION OF EVERY INTERACTION FROM

AWARENESS TO POST-PURCHASE ACTIVITY

SUPPORT

BRANDDIGITAL

PRODUCT

SALES

PR

DESIGN

MARKETING

ENGINEERING

BUSINESS

Page 10: Designing for Users: A Primer on Using UX Principles for Effective Design

BUSINESS & MARKETING

PSYCHOLOGY

AESTHETICS

UX DESIGN IS...

UX DESIGN

USER GOALS + BUSINESS GOALS + VISUAL GOALS

Page 11: Designing for Users: A Primer on Using UX Principles for Effective Design

BUSINESS GOALS

• BUILD LOYALTY• REACH A BIGGER AUDIENCE• INFORM, MOTIVATE OR ENTERTAIN• SOLVE A PROBLEM• FILL A NEED

BUSINESS GOALS ARE OFTEN DISCUSSED IN CREATIVE WAYS, BUT 99% OF THE TIME, THE BUSINESS GOAL IS TO MAKE MORE MONEY.

Page 12: Designing for Users: A Primer on Using UX Principles for Effective Design

USERS GOALS

SUCCESSFUL USER-FOCUSED DESIGNS MEET A NEED, EVEN IF THE USER

DOESN’T KNOW IT

• SAVE TIME• SAVE MONEY• LOOK GOOD• FEEL GOOD• SOLVE A PROBLEM

MaslowsHierarchy of Needs

Page 13: Designing for Users: A Primer on Using UX Principles for Effective Design

VISUAL GOALS

• ORGANIZED DATA• CLARITY OF FORM• MOTIVATE & INSPIRE • SURPRISE & DELIGHT

EFFECTIVE VISUAL DESIGNS UTILIZE GESTALT THEORY TO MOTIVATE USERS TO

TAKE ACTION (I.E. MAKE A PURCHASE)

Page 14: Designing for Users: A Primer on Using UX Principles for Effective Design

• UNDERSTAND THE CLIENT NEEDS• DEFINE THE PROBLEM• DEFINE THE USERS• DEFINE THE STAKEHOLDERS• DEFINE GOALS & OUTCOMES

DESIGNER GOALS

SOLVE THE RIGHT PROBLEMS,FOR THE RIGHT PEOPLE

Page 15: Designing for Users: A Primer on Using UX Principles for Effective Design

DESIGNS CAN BE USER FOCUSED, REGARDLESS

OF THE MEDIUM

Page 16: Designing for Users: A Primer on Using UX Principles for Effective Design

UX IN PRACTICE

Page 17: Designing for Users: A Primer on Using UX Principles for Effective Design

CLIENTS MAY ASK FOR A SOLUTION, BUT BE

UNAWARE OF THE REAL PROBLEM THEY

NEED TO SOLVE

Page 18: Designing for Users: A Primer on Using UX Principles for Effective Design

We need a new logo

We’ve had it since 1978

We want it to be hip + new

Sales are down and we to appeal to a younger audience

Why now?

Why?

Why?

Core problem

DEFINE THE PROBLEM ASKING A SERIES OF “WHY” QUESTIONS CAN BE

HELPFUL IN FINDING THE ROOT OF PROBLEMS

Page 19: Designing for Users: A Primer on Using UX Principles for Effective Design

DEFINE USERSDESIGNING WITHOUT KNOWING YOUR AUDIENCE IS

LIKE THROWING DARTS BLINDFOLDED.

• WHO IS MY AUDIENCE?• WHO IS MOST IMPORTANT?• HOW DO I REACH THEM?• WHAT DO THEY NEED?• WHAT MOTIVATES THEM?

Q's:

Page 20: Designing for Users: A Primer on Using UX Principles for Effective Design

SOMETIMES WHO YOU ARE DESIGNING FOR IS DIFFERENT THAN WHO PAYS THE BILLS

DEFINE STAKEHOLDERS

• WHO ARE MY STAKEHOLDERS?• WHAT DO THEY NEED?• HOW DO I COMMUNICATE WITH THEM?• HOW WILL I SELL MY DESIGN?

Q's:

Page 21: Designing for Users: A Primer on Using UX Principles for Effective Design

EXAMPLE FROM DTELEPATHY.COM

A QUICK PICTURE OF WHO YOU ARE DESIGNING FOR, WITH BULLET POINTS ON WHO THEY ARE.

PROTOPERSONAS

• “GUESSTIMATED,” & LATER VALIDATED

• USED FOR USERS & STAKEHOLDERS

Page 22: Designing for Users: A Primer on Using UX Principles for Effective Design

MIGHT INCLUDE NEEDS, GOALS, BACKSTORY, FRUSTRATIONS, IDEAL EXPERIENCE,

BEHAVIOR OR MOTIVATORS

DTELEPATHY.COM

Page 23: Designing for Users: A Primer on Using UX Principles for Effective Design

ImeldaThe Teacher

Need: To message my students & parents quickly, individually or by class

Problem: Currently my fastest method is to copy the email link from a students profile and email them outside the app. If I want to include the parents, I need to click through to find their address too.

AdamThe Admin

Need: To message students & parents quickly, individually or by class

Problem: Currently my fastest method is to copy the email link from a students profile and email them outside the app. If I want to include the parents, I need to click through to find their address too.

SarahThe Student

Need: To quickly message my teacher

Problem: Currently I have no access to my teachers contact information, I need to ask a question about an assignments

PeterThe Parent

Need: To message child’s teacher

Problem: Currently I have no access to a teachers contact information, and I’d like to reach out them about my kids grade. I’d also like to be more informed of my childs progress.

MICRO-PERSONASAT ALMA, WE USE MICROPERSONAS TO REMEMBER

OUR USER NEEDS FOR NEW FEATURES

Page 24: Designing for Users: A Primer on Using UX Principles for Effective Design

MAKE A LIST OF GOALS BEFORE YOU DESIGN. LATER, VALIDATE YOUR WORK &

ASSUMPTIONS AGAINST THEM

• WHAT DOES SUCCESS LOOK LIKE?• HOW DO I ACHIEVE SUCCESS?

VALIDATE GOALS

Q's:

Page 25: Designing for Users: A Primer on Using UX Principles for Effective Design

NOW YOU GO MAKE MAGIC HAPPEN.

DON’T FORGET THE “WHY.”

Page 26: Designing for Users: A Primer on Using UX Principles for Effective Design

DESIGN TOOLS & LEARNING RESOURCES

APPENDIX:

Page 27: Designing for Users: A Primer on Using UX Principles for Effective Design

• MOLESKIN & PENCIL• ILLUSTRATOR CC - SYMBOL LIBRARIES, BRUSH LIBRARIES, CHARACTER STYLES & GUI KITS• ALFRED• DROPBOX• EVERNOTE & POCKET• FEEDLY• HARVEST FOR TIME TRACKING• OMNIGRAFFLE FOR SITE MAPS• BOOTSTRAP FOR WEB DESIGN• SUBLIME TEXT FOR CODING• INVISION FOR PROTOTYPING

FAVORITE TOOLS

Page 28: Designing for Users: A Primer on Using UX Principles for Effective Design

• THE DESIGN OF EVERYDAY THINGS• THE LEAN STARTUP• THE ACCIDENTAL CREATIVE• ABOUT FACE 3: THE ESSENTIALS OF INTERACTION DESIGN• CRUCIAL CONVERSATIONS• THE 10-DAY MBA• SECRETS OF 6-FIGURE WOMEN• LEAN IN• DARING GREATLY• SMASHING MAGAZINE• MASHABLE• LITTLE BIG DETAILS• TINY BUDDHA

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