This document provides an overview of UX (user experience) and its importance for startups. It defines UX as the art and science of understanding user needs and championing the best overall experience. UX encompasses tools and techniques to deliver value to both users and business goals. The document encourages startups to get started with UX today by talking to users, sketching ideas, and testing frequently with a focus on simplifying tasks. It argues that UX benefits startups by reducing wasted effort, improving products, and increasing customer satisfaction, adoption, and investment.

1. UXand start-ups

2. Sorry, who are you?
Karl Saynor - @ksaynor
Former functional designer
Former management consultant
Former information architect
Former experience architect
Former Lead UX
Working title: UX entrepreneur

3. Sorry, who are you?
Karl Saynor - @ksaynor
Former functional designer
Former management consultant
Former information architect
Former experience architect
Former Lead UX
Working title: UX entrepreneur

4. simple
often over-complicated
UX is:
inclusive
especially in start-ups
critical
as products and users
become more sophisticated

5. What we’ll cover
01.
02.
03.
04.
What is UX?
Should you care?
Get started. Today.
Top 10 tips & tricks.

6. What
is UX?

7. UX poster boys:
Jakob Nielsen and Don Norman

8. Some of the many definitions...
the overall impression,
feelings, interactions that
a person has while
operating these systems
A broad terms
referring to the whole
experience a person
feels when using a
Web site, both online
and offline.
“A measure of the
effectiveness, efficiency and
satisfaction with which
specified users can achieve
specified goals in a particular
environment.”
The sum of all interactions
and events, both positive
and negative, between a
user and a web site.
a multi-faceted
approach aimed at
making products
more pleasing for
people to use.
a concept that places the
end-user at the focal point of
design and development
efforts, as opposed to the
system, its applications or its
aesthetic value alone
Is it easy to use,
attractive and
appropriate? Does it
meet user needs?
The desired, expected,
or actual experience of
a user interacting with
a product
is about how a
person feels about
using a system
Thanks to: Dana Cohen Baron

9. UX as a discipline is the art and science
of understanding and
championing users’ needs.

10. UX as a discipline is the art and science
of understanding and
championing users’ needs.
It’s an umbrella term for tools &
techniques employed to deliver the
best overall experience for users.

11. UX as a discipline is the art and science
of understanding and
championing users’ needs.
It’s an umbrella term for tools &
techniques employed to deliver the
best overall experience for users.
It’s subjective, and it always will be.

13. What is UX?

14. UX is about value
User
goals
Business
goals
The UX ‘sweet-spot’

15. What does a UX person do?

16. Four key disciplines
Credit: Jason Mesut
Interaction
design
User
research
Information
architecture
Experience
strategy

17. So what exactly is UX then?
Credit: Jesse James Garrett
The elements of user experience
User needs
Site objectives
Functional specifications
Content requirements
Interaction design
Information architecture
Completion Concrete
Conception Abstract
Interface design, navigation
design, information design
Visual Design

18. So what exactly is UX then?
Credit: Dan Saffer, iA inc.
UX: overlapping disciplines The spectrum of user experience

19. How do you judge UX?
Credit: Peter Morville
useful
valuable
credible
usable
findable
desirable
accessible
The ‘UX honeycomb’

20. What is UX not?

26. That looks
good!
Mmm!

27. What is UX?

28. What we’ll cover
01.
02.
03.
04.
What is UX?
Should you care?
Get started. Today.
Top 10 hints & tips.

29. Should
you care?

30. Honest answer:
for start-ups, it depends
How useful is your
product?
How crowded is the
marketplace?
Long-term, it’s critical.

31. The benefits of UX
Less time
doing the
wrong thing

A better
product

Happy
customers


32. The benefits of UX
Increased
word of mouth
Greater
adoption
Happy
investors
  

33. $300m of reasons
Register Continue
http://www.flickr.com/photos/68751915@N05/6355364425/

34. Finally, you can’t really escape it

35. Whether you think about the experience or not,
your users are going to have one. Isn’t it in your
interest to make sure it’s a good one?

36. What we’ll cover
01.
02.
03.
04.
What is UX?
Should you care?
Get started. Today.
Top 10 hints & tips.

37. Get started.
Today.

38. Develop or acquire capabilities
UX
& visual
design
Technology
Strategy
Credit: Laurence McCahill

39. Figure out what
your MVP is.
Know your value
proposition.
You are not the
target market:
talk to your users.

40. Start sketching.
Don’t stop.
Test. Tweak.
Try again.

41. Build a user focus
into your nascent
company culture...
...it will pay off.
Ask why? Ask so what? Ask do I care?

42. Simplify everything.
Users don’t like
thinking.

43. Success is not delivering a
feature; success is learning
how to solve the
customer’s problem.
Mark Cook, Kodak

44. http://headrush.typepad.com/creating_passionate_users/2005/06/featuritis_vs_t.html

45. http://uxdesign.smashingmagazine.com/2011/03/07/lean-ux-getting-out-of-the-deliverables-business/
Less deliverables
More validation
No ivory towers
Greater collaboration
Prototyping internally
(the whole team)
and externally
(5 users)
UX and the lean start-up

46. What we’ll cover
01.
02.
03.
04.
What is UX?
Should you care?
Get started. Today.
Top 10 hints & tips.

47. Own the experience,
care about users
#1

48. Think in terms of tasks
and pain, end-to-end.
Get out of the way.
#2

49. ½ and ½ again.
#3

50. Convention
is king.
#4

51. Consistency
is queen.
#5

52. #6
Your forms
probably suck.

53. #7
Find your voice,
express your
business’s
personality

54. Details are not the details,
they make the design.
Charles Eames
#8
Sweat the details that count.

55. #9
Good enough.
Launch and learn.
Test and tweak.

56. #10
One more time:
talk to users.
Analyse.

57. Thanks!
Karl Saynor
@ksaynor
karl@usabilitysavvy.com