Solution Design

THE HIDDEN SIDE OF UX

Joe  Baz    @joebaz  #bostonphp  

Above  the  Fold  

Why?

34M customers

1.4M paying customers

1. IDENTIFY THE PROBLEM

Acquire Supporting Data Points

Online Forums

Trouble Tickets

Web Analytics

Split Testing

Surveys

Problem Statement

According to __________

______________ [verb] ___________.

(data)

(problem) (customer)

Problem Example 1

According to our online survey, 40% of consumers have lost important notes in the past

accidentally.

Problem Example 2

According to mobile app analytics, 85% of business users are using

the Blackberry app once.

2. BUILD THE PERSONAS

Copyright:  h<p://www.homestarrunner.com/trogdor.html  

­  Hits  the  gym  3x  a  week  ­  Doesn’t  trust  online  sites  ­  Has  almost  zero  Ime  for  

new  things  ­  Worships  his  Android  

tablet  

Workout  Will  

­  Works  for  a  financial  firm  ­  Power  user  ­  Loves  trying  new  things  

but  easily  frustrated  ­  Overworked  –  10hr  days  ­  The  fastest  texter  in  the  

Blackberry  galaxy  

Analyst  Amy  

3. CREATE SCENARIOS

Copyright:  h<p://www.deviantart.com/download/32507261/Trogdor_by_DonBranZ.jpg  

Scenario Example 1

Workout Will goes to the gym

He records each set in his notebook

He !nishes his workout and

gets ready for work

He hops on the T

He gets to work, and then

realizes that…

He accidentally left his

notebook on the T

Scenario Example 2

Analyst Amy is waiting in a long

line at Starbucks

She’s decides to browse the app catalog on her Blackberry

She see’s her note taking app, downloads and

installs it

She logs in and wants to !nd her meeting

notes

She struggles for 1 minute to !nd the search

bar

The cashier tries to get her

aention to place an order

DISCOVER by…

1.  Identifying the Problem

2.  Building Personas

3.  Creating Scenarios

1. STATE THE HYPOTHESIS

We believe that ___________

will ___________ ______________.

(who)

(what)

Hypothesis Template

(because)

Hypothesis Example 1

We believe that consumers will

record notes on their tablets

because if they lose their tablet,

the notes are still accessible online.

Problem Example 1

According to our online survey, 40% of consumers have lost important notes in the past

accidentally.

­  Hits  the  gym  3x  a  week  ­  Doesn’t  trust  online  sites  ­  Has  almost  zero  Ime  for  

new  things  ­  Worships  his  Android  

tablet  

Workout  Will  

Scenario Example 1

Workout Will goes to the gym

He records each set in his notebook

He !nishes his workout and

gets ready for work

He hops on the T

He gets to work, and then

realizes that…

He accidentally left his

notebook on the T

Hypothesis Example 2

We believe business users will use

the Blackberry app more than once

because they will be able to find

their notes easily.

Problem Example 2

According to mobile app analytics, 85% of business users are using

the Blackberry app once.

­  Works  for  a  financial  firm  ­  Power  user  ­  Loves  trying  new  things  

but  easily  frustrated  ­  Overworked  –  10hr  days  ­  The  fastest  texter  in  the  

Blackberry  galaxy  

Analyst  Amy  

Scenario Example 2

Analyst Amy is waiting in a long

line at Starbucks

She’s decides to browse the app catalog on her Blackberry

She see’s her note taking app, downloads and

installs it

She logs in and wants to !nd her meeting

notes

She struggles for 1 minute to !nd the search

bar

The cashier tries to get her

aention to place an order

2. GENERATE IDEAS

(Collaboratively)

Photo  Credit:  h<p://www.ghostvillage.com/resources/2007/gc_02072007.shtml  

­  The Anti-Problem

­  Empathy Map

­  Post Up

Idea Games

Hypothesis Example 1

We believe that consumers will

record notes on their tablets

because if they lose their tablet,

the notes are still accessible online.

3. PROTOTYPE

Photo  Credit:  h<p://modifiedcarsandautoparts.blogspot.com/2011/12/famous-­‐sharpie-­‐lamborghini-­‐gallardo.html  

Balsamiq

Balsamiq  

Axure

Hypothesis Example 2

We believe business users will use

the Blackberry app more than once

because they will be able find their

notes easily.

4. TALK TO THE CUSTOMER

Photo  Credit:  h<p://www.luma-­‐insItute.com/images/18.png  

Capture explicit & implicit feedback

CREATE by…

1.  Stating the Hypothesis

2.  Generating Ideas Collaboratively

3.  Prototyping

4.  Talking to Customers

Hand off!

Photo  Credit:  h<p://www.stack.com/2013/02/25/relay-­‐sprint-­‐training/  

1. CREATE A BETA PROGRAM

8-10 Weeks

2. MEASURE THE RESULTS

Tips on what can you measure:

FOR SALES

FOR USAGE

FOR MESSAGING

FOR DISCOVERABILITY

FOR EFFICIENCY

➜  CONVERSION RATE

➜  SINGLE USE RATIO

➜  BOUNCE RATE

➜  HEAT MAPS

➜  TASK TIMES

Hypothesis Example 1

We believe that consumers will

record notes on their tablets

because if they lose their tablet,

the notes are still accessible online.

Metrics for Hypothesis 1

Beta Customer

Logins

Devices Connected

Tablet Use Time

Notes Created

Hypothesis Example 2

We believe business users will use

the Blackberry app more than once

because they will be able to find

their notes easily.

Metrics for Hypothesis 2

Beta Customer

Logins

Search Inquiries

...Visiting More than

Once

Did you prove it?

Revisit your Hypothesis

VALIDATE by…

1.  Creating a Beta Program

2.  Measuring the Results

    Joe Baz (@joebaz) www.abovethefolddesign.com

Thank you!