users are your greatest asset june 2014
TRANSCRIPT
HELLO
I’M SILKA
USERS ARE YOUR
GREATEST
DESIGN ASSET.
It’s all about your idea.
It’s all about your users.
It’s all about your idea.
1. Listen with empathy. 2. Focus and prioritize. 3. Try it out. 4. Listen again.
The four steps to designing a user experience.
Visit people. Follow them around.
Truly understand your users.
Map the user’s journey
Freeform design.Card sort.
1. Listen with empathy. 2. Focus and prioritize. 3. Try it out. 4. Listen again.
The four steps to designing a user experience.
A good product defined by what it does, but even
more so by what is doesn’t do.
Prioritization
No. 1
No. 1
No. 1
1. Listen with empathy. 2. Focus and prioritize. 3. Try it out. 4. Listen again.
The four steps to designing a user experience.
Will it work?I don’t know… can I test it?
Goodbye Wireframes.
Hello prototyping
Rough mockup
for user testing...
A refined
mockup with a
tear-off tickets
concept. It
worked very
well!!!
Ask the right questions
Identify major roadblocks
Don’t test nuances
Be scientific about results
Be aware of your users context
Design for “of cause” moments.
1. Listen with empathy. 2. Focus and prioritize. 3. Try it out. 4. Listen again.
The four steps to designing a user experience.
Define success
KPI’s
No. 1
1. Increase sales !
!
!
2. Increase traffic !
!
!
3. Increase loyalty
• No. of sales
• Average revenue per user
• Conversion rate !
• No of visitors
• Search performance
• Referral performance !
• % of new vs repeat customers
• Frequency of visits
Don’t speculate
Look at this
Need reason trust you
Getting started
Accept invitation
Look at thisThis step breaks on phones
Desktop 100% iPad 98% iPhone 9% Android 10%
Getting started
Accept invitation
Define success
KPI’s
No. 1
1. Increase sales !
!
!
2. Increase traffic !
!
!
3. Increase loyalty
• No. of sales
• Average revenue per user
• Conversion rate !
• No. of visitors
• Search performance
• Referral performance !
• % of new vs repeat customers
• Frequency of visits
Down 12%
Make stuff people LOVE
ToolsUsertesting.com or userlytics.com - remote user testing
Mixpanel - funnel conversion metrics
Intercom - intercept website visitors for research + email campaigns
Optimizely - Test different layouts
InvisionApp - For mockup testing
WebFlow - For HTML layout