Think first, design next: How a UX framework will make a difference for your web-to-print shop.

1. Think first, design next
How a UX framework can make a difference for your web-to-print shop
Johan Verhaegen – Web-to-Print, 2.12.2015

11. “It’s only when [UX] is done poorly that we
notice it”
Jared Spool
“You cannot NOT have a user experience”
Lou Carbone

13. PortalMail Email Website App eCommerceBlogPR Ads Manual Event Social
Customer Experience
User Experience
© Human Interface Group
UX STRATEGY
UX DESIGN
USER
ASSISTANCE

14. USABILITY PRINCIPLESVALUE PROPOSITION CUSTOMER JOURNEY
UX STRATEGY
© Human Interface Group

15. Value Proposition Canvas
Product / Service
Needs
Wants
Concerns
Customer / User
Strategy
Technology Features
User Experience
© Human Interface Group

16. SWIFT UX business case

18. Service safari

23. “We zullen internet zijn.
Of we zullen niet zijn”
Philippe Neyt
Commercial Director, Corona Direct
“To be or not to be”

25. Usability principles
BASED ON HOW PEOPLE
Feel
Think
HearSee
InteractBehave
© Human Interface Group

26. People are motivated by mastery and control
People search for cues that tell them what to do
Usability principles

28. PEOPLE ARE MOTIVATED BY MASTERY AND CONTROL

29. PEOPLE ARE MOTIVATED BY MASTERY AND CONTROL

30. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

31. shows the intended purpose
LIFELINE
perceived affordance, Donald Norman

32. LIFELINE
keeps you safely on track

33. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

34. put waypoints along the route
WAYPOINTS

36. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

37. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

38. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

39. It looks real… but it isn’t.

40. It looks real… but it isn’t.

41. It looks real… but it isn’t.

43. It looks real… but it isn’t.

44. Let’s get out of the theme park…

45. …and enter into the real world

46. Designing = visualize assumptions
Assumptions need to be investigated whether they
are true (or not)
LEAN UX

47. How to validate?
Quantitative tests Qualitative tests
What?
Prove
Statistically significant
Many users
Minimal interaction – A/B testing
Why?
Improve
What needs fixing
Few users
Interactive observation – live testing

48. Qualitative – live usability testing
10 test users
• 30-55 years
• driver’s license and car
Setup
• 2 test scenarios
• recording audio and movements on screen
• searching for issues - difficulties - improvements

49. Live usability testing

51. A/B testing

52. A/B testing

53. USABILITY PRINCIPLESVALUE PROPOSITION CUSTOMER JOURNEY
User Experience Framework

54. Customer journey
SERVICE BLUE PRINTEXPERIENCE MAP

58. © Human Interface Group - 29.9.2015

63. 3 takeaways
1. Challenge your own value proposition
2. Designing = visualizing and validating assumptions
3. Save time & money with UX techniques
© Human Interface Group - 29.9.2015
- every day

64. Contact us
De Regenboog 11
2800 Mechelen
Belgium
www.higroup.com
+32 (0)15 40 01 38
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Human Interface Group
@higroup
Human Interface Groupjohan.verhaegen@higroup.com
Thank you!