Presented at the Creative Meetup: http://www.meetup.com/Creative-Class/events/162137382/ on 9th April 2014. A UX Designer's Toolkit to design a better world with case studies of good and bad websites/apps as well as interactive exercises to understand the Lean UX process

1. UX Designer’s Toolkit
Designing a better world
Rachel Liu
April 2014

2. Objective
• Understand how UX plays a fundamental
part for designing a better world
• Become familiar with the Lean UX process
• How to develop your skills in UX everyday

3. Rachel Liu
UX Designer
@rachelsliu
rachelsliu@gmail.com

4. Why Digital Projects Fails
“I can’t find what I want”
“Why is it so hard to use?”
“I’m so confused, what
does this error message
mean?”
“Oh crap, just made a
mistake, how do I undo?”

5. First impressions
The first 10 seconds of the
page visit are critical for users'
decision to stay or leave

6. Case Study: Ryanair

7. Customer’s perceptions
“They have a famous (and
intentional) unattractive and
cluttered website that comes along
with a frustrating user experience”
- Philip Joyce, Designer

8. Ryanair’s customer experience

9. What Ryanair could look like

11. Consumer Sentiment Comparison

12. Ryanair’s Design Strategy
• Nov 2013: New digital strategy for the ‘new
Ryanair experience’, reducing booking
process from 17 down to 5 clicks
• Feb 2014: Seat allocations, allowing a
second bag, duty free bag rather than
cramming everything into 1 hand luggage
• April 2014: New improved website, aim to
be more intuitive and mobile passes
• June 2014: Mobile app for smartphone and
tablets

13. "What’s always ‘in’ is good usability and
giving consideration to what a consumer
wants to achieve when they come to the
website - that will never get old”.
-Simply Zesty's head of design Rick Monro

14. UX to the Rescue!
Every aspect of the user’s interaction with
a product, service, or company that make
up the user’s perceptions of the whole.
User experience design as a discipline is
concerned with all the elements that
together make up that interface,
including layout, visual design, text, brand,
sound, and interaction.

15. 10 Principles of UX
1. Experience belongs to the user
2. UX is holistic
3. Great UX are invisible
4. UX is a lifecycle
5. Context is king
6. Great experience is about control
7. UX is social
8. Psychology is primary
9. UX is a conversation not a one-off
product
10. Great experiences are simple

16. Case Study: TFL TFL new website

17. TFL: Putting Users First
• User-centred design approach - putting
customers at the heart of design process
• Beta site launched mid 2013 in parallel to
current site
• Using social media as a feedback forum
• Website officially launched on 25th March
2014

18. User’s Goals
“What people really wanted was a great
Journey Planner, maps, live travel
information, localised and personalised
content – all on their device of choice.
We needed to be great at catering for
mobiles, tablets, laptops and desktops”.
- Phil Young, Head of Online at TFL

19. TFL’s Success
• “New TFL Journey Planner Crowned Best
User Experience of 2013 at UXUK Awards”
• “Award for best Mobile Solution at
International Design for Experience Design”
• 6m pages in 1million visits from over
900,000 customers

20. UCD Definition
User Centred Design is the discipline of
generating solutions to problems and
opportunities through the act of making
something ‘new’, where the activity is driven by
the needs, desires and context of the people
for whom we design.

21. 1. Research 2. Define 3. Design 4. Evaluate
UCD Process

22. Why Lean UX?
• Evolution of product design, takes the best
parts of designer’s toolkit with the ever
rapid changing technology and demands of
businesses today
• Not about features or documents, it’s about
how it works: measure what works, learn
and adjust

23. Lean UX Process
Lean UX = Design thinking + Agile software development + Lean startup
Eric Lies cyclical model Design’s cyclical model

24. Learn by Doing!
1. Learn
2.Build
3.
Measure
- Empathy map
- User journey
- Concept poster- Show & tell
Goal: Understand the UCD/lean UX process

25. Brief: Design a service for group holidays

26. • Get into groups of 4/5
• Choose a customer segment
• Draw customer’s face in the centre
• Give customer a name, demographic
characteristics
• Divide into 6 segments
• Post-its to answer questions
Exercise: Empathy Map
Goal: Understand how product/service will by used
by target audience

27. Persona example Smart Socialite

28. Persona example Smart Traditionalist

29. Exercise: Journey Mapping
• Main steps for the group holiday service
(beginning to end) as headings
• Feelings/emotion under each stage
• Service solution: Find opportunities to solve
pain points and boost joy points
• Use your empathy mapping to guide you,
relating to user’s needs
Goal: Understand all the touch-points across a
product/service from a user’s perspective

30. Exercise: Visualise the vote
• Everyone has three votes each
• Individually, choose your top three ideas in
your head
• All together, place the dots next to the
solutions
• Tally the dots to select best idea/s
• Select best idea, discuss or re-vote again
Goal: Uncover the strongest ideas or patterns of
interest, building consensus and priorities

31. Exercise: Concept poster
• Based on best idea, develop the solution
more fully
• Design a concept poster
• Use empathy map and journey map to aid
you
Goal: Create compelling poster that summarises
your product/service idea

32. Exercise: Show & Tell
Goal: Cross-collaboration, exchanging ideas and
learning from each other
• Each team pair up with another team from a
different customer segment
• Walkthrough the empathy map, journey map
and your poster pitch
• Other team provide feedback on three
things to consider/improve on based on
their customer segment
• Teams swap tasks

33. Key Takeaways

34. 1. Re-ask the problem and
solve the right problem

35. 2. Design for emotion by
adopting the attitude of:
You?
Humble
Empathetic
Imaginative
Collaborative
Iterative
Curious

36. 3. Practice Lean UX - learn,
build, measure, iterate and
validate with real users

37. 4. Designing great products is the
responsibility of everyone - advocate
cross-functional teams

38. 5. A great designer isn’t a UX
hero but a great facilitator
who advocates collaboration
and team cohesion

39. “As you navigate through the rest of your life, be open to collaboration.
Other people’s ideas are often better than your own.
Find a group of people who challenge and inspire you, spend a lot of
time with them, and it will change your life”.
-Amy Poehler

40. Recommended Reading
Goodreads - UX list

41. Questions?
Rachel Liu
@rachelsliu
rachelsliu@gmail.com