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Hi!
I’m Ali Rushdan Tariq
and I design digital experiences for human beings
www.artariq.com
@alirtariq
@ManulifeREDLab
What
I Know About
Design
(User Experience)
2005
BSc. Computer Science
Rapid-growth startup
2006
2009
Large investment bank
2013
MBA
2013
Co-founded first startup
Manulife RED Lab -
Enterprise Innovation Lab
2014
What I've Learned about UX Design
What I've Learned about UX Design
1. They try to solve problems
11 Characteristics of Good UX Designers
LECTURE WORKSHOP
~1 hr 3 hrs
What I've Learned about UX Design
Part I
Breakfast and Cars
What I've Learned about UX Design
What I've Learned about UX Design
What I've Learned about UX Design
What I've Learned about UX Design
What I've Learned about UX Design
What I've Learned about UX Design
Great experiences are better felt than talked about
But even great UX can come at a cost
2. They care more about experiences than visuals
3. They understand the larger context
11 Characteristics of Good UX Designers
Part II
Nuts and Bolts
So, what is User Experience (UX)?
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. UX works to coordinate these elements to allow for
the best possible interaction by users.
- UXPA, Usability Body of Knowledge, Glossary
“If UX is the experience that a user has while
interacting with your product, then UX Design is, by
definition, the process by which we determine what
that experience will be.”

- Laura Klein
UX encompasses
everything you interact
with that makes you feel
about a product or
service
Today, the focus is
on people’s
interactions with
digital and tech
[Source: http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/ - Dan Saffer]
What I've Learned about UX Design
Listen + Understand + Empathize
Listen + Understand + Empathize
Listen + Understand + Empathize
Listen + Understand + Empathize
User Needs
Functional
(what do they want to achieve)
Experiential
(what do they want to feel)
So, all I have to do is focus on the user?
What I've Learned about UX Design
What I've Learned about UX Design
Good
Design
Business goals
and context
User goals
and context
Design closes the gap between
Pains
Desired
Outcomes
4. They empathize with all their stakeholders
11 Characteristics of Good UX Designers
What I've Learned about UX Design
[Source: Elements of User Experience Design - Jesse James Garrett, 2002]
The 5 Planes of UX
What are the business objectives?
What problem are we solving?
What does the market look like?
Who are our users?
What are our users’ goals?
What are the features/functions we care about?
What is the MVP?
Is it technically feasible?
What are the main sections of the solution?
How do we navigate to them?
How will information be organized?
What content do we need?
What are the main components of our solution?
Where will they be placed?
What will each page/screen generally look like?
What does the branding look like?
What colours and themes are we using?
What will it feel like when we use it?
What people see
What really happened
[Inspired by: Newbie UX http://www.slideshare.net/sachiew91/newbie-ux-something-i-
learned-about-ux]
Enterprise UX Team Startup UX Team
[Source: http://www.cafevoltaic.com/]
5. They try things deliberately and iteratively
11 Characteristics of Good UX Designers
[Source: https://dribbble.com/shots/1851126-Ux-Design-Process] - Chris Kobar
Discover
• Business stakeholder interviews
• Ethnographic research
• Contextual Inquiries
• Customer interviews
• Competitive Analysis
• Ecosystem map
P&G Home Ethnography
Key Insights:
• Liquid spills were being
cleaned by paper towels
• People were cleaning their
mops as much as they were
cleaning their floors
Define
• Personas
• Key Performance Indicators
• User stories
• Customer journey maps
• User flows
Start commute
to work
Crave morning
lifter-upper
Go to
McDonald’s
Walk in
Choose
order via
kiosk
Pay
Take order
number
Pick up order
at counter
Exit
McCustomer Journey Map
Possible opportunity? Possible opportunity?
Design
• Mood boards
• Sketches
• Wireframes
• Information Architecture
• Mockups
• Low-fidelity -> High-fidelity
prototypes
[Source: http://boxesandarrows.com/integrating-prototyping-into-your-design-process/]
Tons of prototyping tools!
[Source: http://www.cooper.com/prototyping-tools]
Build & Deploy
• Minimum Viable Product
• Alpha/Beta releases
• Style guides
• Design patterns
• Informational guides
“Your MVP is the simplest version of your product
that test your riskiest assumption.”
- Justin Wilcox
[www.custdevlabs.com]
What I've Learned about UX Design
Measure
• Usage metrics
• Business analytics
• Bug reports
• User feedback
• Usability testing
[Source: Dave McClure’s Pirate Metrics]
Google’s HEART Framework
[Source: https://library.gv.com/how-to-choose-the-right-ux-metrics-for-your-product-5f46359ab5be#.hddbeckvx]
What I've Learned about UX Design
Usability Testing
Usability Testing
• Helps gather feedback from users as they are
involved with your product or service
• Should be used often to make iterative changes
• Is humbling
“Usability is about people and how they
understand and use things, not about
technology.”
- Steve Krug
Usability Testing
Uhhh… does a UX Designer have to
know ALL of that??
No!
but …
… the best UX Designers have an insatiable
appetite to learn!
6. They adapt their process to the problem at hand
7. They are constantly learning new skills and ideas
11 Characteristics of Good UX Designers
Part III
Then, Now, and Beyond
What I've Learned about UX Design
Quick history …
~1430: DaVinci’s Kitchen Nightmare
• Leonardo da Vinci hired
by Duke of Milan to help
throw a party
• Designed conveyor belt
and first fire sprinkler
[Source: How to Think Like Da Vinci - Michael Gelb]
Early 1900s: Industrial Revolution
“There is joy in work. There is
no happiness except in the
realization that we have
accomplished something.”
- Henry Ford
Shaped the vision of the
interaction between
labourers and their tools
1948:The Toyota Way
• Valued human input as
much as technology
• Paved the way for safer,
iterative, and less wasteful
interactions with tech
1966: Disney
“[Disney World is] a place
where the latest technology
can be used to improve the
lives of people.”
- Walt Disney
Used technological
innovations to bring
delight and joy to people
1995: Don Norman
• Joined Apple and coined
himself the first ever “User
Experience Architect”
• Advocated for usability
and functionality over
aesthetics
“Good design is actually a lot
harder to notice than poor
design, in part because
good designs fit our needs
so well that the design is
invisible.”
1998: Google!
• google.com named top
search engine by PC
Magazine
• The design was starkly
minimalist compared to its
many rivals
• A focus on functionality
and ease of use
catapulted Google past
competitors
2007: Enter the iPhone
• Steve Jobs unveils the first
iPhone in a keynote
• Blended revolutionary
hardware with supportive
software in a sleek design
• Catapulted Apple to the
richest company today
• Commoditized the need
for user experience
8. They are fearless to try things others wouldn’t
have done for the sake of finding the better way
11 Characteristics of Good UX Designers
What I've Learned about UX Design
Now …
Great design needs to be experienced only once in order to
make its preceding alternatives look antiquated
Proliferation of well-designed consumer user experiences are
raising user expectations…
What I've Learned about UX Design
… and are putting pressure on Enterprise UX to catch up
Rapid acquisition of design talent
Oct 2014
Jan 2015
May 2015
Jan 2016
But what’s the ROI of good UX?
[Source: http://www.dmi.org/?page=designdrivesvalue]
“… the Design Value Index (DVI), a market
capitalization-weighted index comprised of design-
driven companies, shows 10-year returns of a
remarkable 219% over that of the Standard & Poor’s
500 index (“S&P 500”) from 2004-2014.”
USAA has created a seamless
experience for researching, financing,
and insuring vehicle purchases. As
a result, the company saw a 77%
year-over-year increase in visitors to
its car-buying site, a 15% increase
in completed auto loans, and a 23%
increase in vehicles sold.
Identifying customer need for better and
more respectful financial literacy training,
Mass Mutual, in partnership with IDEO created
an evening program for adulthood, covering
everything from investing in a 401K to having
that hard talk about a budget to how to pick
good, cheap wine. The Society of Grownups,
in 1 year, has grown into a $100m growth
strategy and plans to expand to more than 10
locations by 2017.
+
[Source: http://solutions.forrester.com/Global/FileLib/
Forr_Perspective_/Forrester-Perspective-CX-2.pdf]
[Source: https://www.ideo.com/work/helping-you-
find-your-inner-adult]
What I've Learned about UX Design
Good design is good business
9. They always try to make themselves valuable to
others
11 Characteristics of Good UX Designers
… & Beyond
Continued proliferation of technology …
… will require more meaningful and
persuasive design
[Source: https://sarasoueidan.com/blog/lessons-from-seductive-interaction-design-book/]
www.designofinfluence.com
“Use behavioural psychology to design
web and mobile experiences that
positively persuade your users into
action.”
More designers will be needed at the table
[Source: http://www.slideshare.net/iqcontent1/ux-101-a-quick-dirty-introduction-to-user-experience-strategy-design]
Google I/O 2016
“We are imperfect humans
designing for other imperfect
humans.”

- Erika Hall
But with all the changes around us …
… we still remain the same
10. They keep up with the latest trends but are not
distracted by them
11. They put the human need at the centre of
everything they do
11 Characteristics of Good UX Designers
11 Characteristics of Good UX Designers
1. They try to solve problems
2. They care more about experiences than aesthetics
3. They understand the larger context
4. They empathize with all their stakeholders
5. They try things deliberately and iteratively
6. They adapt their process to the problem at hand
7. They are constantly learning new skills and ideas
8. They are fearless to try things others wouldn’t have
done for the sake of finding the better way
9. They always try to make themselves valuable to
others
10. They keep up with the latest trends but are not
distracted by them
11. They put the human need at the centre of everything
they do
Additional Resources I Recommend for the Curious
Newsletters
• Kenny Chen’s UX Design Weekly (uxdesignweekly.com)
• Hey Designer (heydesigner.com)
• UX Booth (uxbooth.com)
Free UX Tutorials
• UX Fundamentals by Gymnasium (http://www.thegymnasium.com/courses/GYM/103/0/about)
• The Hipper Element UX Crash Course (http://thehipperelement.com/post/75476711614/ux-crash-course-31-fundamentals)
• 52 Weeks of UX (http://52weeksofux.com/)
• Coursera Interaction Design Specialization (https://www.coursera.org/specializations/interaction-design - free as audit)
• Search on Youtube. There are a number of great resources for free there.
Paid UX Tutorials
• Become a UX Designer - a course on udemy.com (https://www.udemy.com/learn-real-world-ux/)
• DesignLab (trydesignlab.com)
• Thinkful UX Design course (https://www.thinkful.com/courses/learn-ux-online/)
People to Follow
• Jared Spool
• Mike Monteiro
• Kim Goodwin
• Alan Cooper
• Leah Buley
• Laura Klein
• Tomer Sharon
• Jeff Gothelf
• Indi Young
• Julie Zhou
Thanks for listening!
www.artariq.com
@alirtariq
@ManulifeREDLab
Find me here:

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What I've Learned about UX Design

  • 1. Hi! I’m Ali Rushdan Tariq and I design digital experiences for human beings www.artariq.com @alirtariq @ManulifeREDLab
  • 3. 2005 BSc. Computer Science Rapid-growth startup 2006 2009 Large investment bank 2013 MBA 2013 Co-founded first startup Manulife RED Lab - Enterprise Innovation Lab 2014
  • 6. 1. They try to solve problems 11 Characteristics of Good UX Designers
  • 16. Great experiences are better felt than talked about
  • 17. But even great UX can come at a cost
  • 18. 2. They care more about experiences than visuals 3. They understand the larger context 11 Characteristics of Good UX Designers
  • 20. So, what is User Experience (UX)?
  • 21. 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. UX works to coordinate these elements to allow for the best possible interaction by users. - UXPA, Usability Body of Knowledge, Glossary
  • 22. “If UX is the experience that a user has while interacting with your product, then UX Design is, by definition, the process by which we determine what that experience will be.” - Laura Klein
  • 23. UX encompasses everything you interact with that makes you feel about a product or service Today, the focus is on people’s interactions with digital and tech
  • 26. Listen + Understand + Empathize
  • 27. Listen + Understand + Empathize
  • 28. Listen + Understand + Empathize
  • 29. Listen + Understand + Empathize
  • 30. User Needs Functional (what do they want to achieve) Experiential (what do they want to feel)
  • 31. So, all I have to do is focus on the user?
  • 35. Design closes the gap between Pains Desired Outcomes
  • 36. 4. They empathize with all their stakeholders 11 Characteristics of Good UX Designers
  • 38. [Source: Elements of User Experience Design - Jesse James Garrett, 2002] The 5 Planes of UX What are the business objectives? What problem are we solving? What does the market look like? Who are our users? What are our users’ goals? What are the features/functions we care about? What is the MVP? Is it technically feasible? What are the main sections of the solution? How do we navigate to them? How will information be organized? What content do we need? What are the main components of our solution? Where will they be placed? What will each page/screen generally look like? What does the branding look like? What colours and themes are we using? What will it feel like when we use it?
  • 39. What people see What really happened [Inspired by: Newbie UX http://www.slideshare.net/sachiew91/newbie-ux-something-i- learned-about-ux]
  • 40. Enterprise UX Team Startup UX Team
  • 42. 5. They try things deliberately and iteratively 11 Characteristics of Good UX Designers
  • 44. Discover • Business stakeholder interviews • Ethnographic research • Contextual Inquiries • Customer interviews • Competitive Analysis • Ecosystem map
  • 45. P&G Home Ethnography Key Insights: • Liquid spills were being cleaned by paper towels • People were cleaning their mops as much as they were cleaning their floors
  • 46. Define • Personas • Key Performance Indicators • User stories • Customer journey maps • User flows
  • 47. Start commute to work Crave morning lifter-upper Go to McDonald’s Walk in Choose order via kiosk Pay Take order number Pick up order at counter Exit McCustomer Journey Map Possible opportunity? Possible opportunity?
  • 48. Design • Mood boards • Sketches • Wireframes • Information Architecture • Mockups • Low-fidelity -> High-fidelity prototypes
  • 50. Tons of prototyping tools! [Source: http://www.cooper.com/prototyping-tools]
  • 51. Build & Deploy • Minimum Viable Product • Alpha/Beta releases • Style guides • Design patterns • Informational guides
  • 52. “Your MVP is the simplest version of your product that test your riskiest assumption.” - Justin Wilcox [www.custdevlabs.com]
  • 54. Measure • Usage metrics • Business analytics • Bug reports • User feedback • Usability testing
  • 55. [Source: Dave McClure’s Pirate Metrics]
  • 56. Google’s HEART Framework [Source: https://library.gv.com/how-to-choose-the-right-ux-metrics-for-your-product-5f46359ab5be#.hddbeckvx]
  • 59. Usability Testing • Helps gather feedback from users as they are involved with your product or service • Should be used often to make iterative changes • Is humbling
  • 60. “Usability is about people and how they understand and use things, not about technology.” - Steve Krug Usability Testing
  • 61. Uhhh… does a UX Designer have to know ALL of that??
  • 62. No! but … … the best UX Designers have an insatiable appetite to learn!
  • 63. 6. They adapt their process to the problem at hand 7. They are constantly learning new skills and ideas 11 Characteristics of Good UX Designers
  • 64. Part III Then, Now, and Beyond
  • 67. ~1430: DaVinci’s Kitchen Nightmare • Leonardo da Vinci hired by Duke of Milan to help throw a party • Designed conveyor belt and first fire sprinkler [Source: How to Think Like Da Vinci - Michael Gelb]
  • 68. Early 1900s: Industrial Revolution “There is joy in work. There is no happiness except in the realization that we have accomplished something.” - Henry Ford Shaped the vision of the interaction between labourers and their tools
  • 69. 1948:The Toyota Way • Valued human input as much as technology • Paved the way for safer, iterative, and less wasteful interactions with tech
  • 70. 1966: Disney “[Disney World is] a place where the latest technology can be used to improve the lives of people.” - Walt Disney Used technological innovations to bring delight and joy to people
  • 71. 1995: Don Norman • Joined Apple and coined himself the first ever “User Experience Architect” • Advocated for usability and functionality over aesthetics “Good design is actually a lot harder to notice than poor design, in part because good designs fit our needs so well that the design is invisible.”
  • 72. 1998: Google! • google.com named top search engine by PC Magazine • The design was starkly minimalist compared to its many rivals • A focus on functionality and ease of use catapulted Google past competitors
  • 73. 2007: Enter the iPhone • Steve Jobs unveils the first iPhone in a keynote • Blended revolutionary hardware with supportive software in a sleek design • Catapulted Apple to the richest company today • Commoditized the need for user experience
  • 74. 8. They are fearless to try things others wouldn’t have done for the sake of finding the better way 11 Characteristics of Good UX Designers
  • 77. Great design needs to be experienced only once in order to make its preceding alternatives look antiquated
  • 78. Proliferation of well-designed consumer user experiences are raising user expectations…
  • 80. … and are putting pressure on Enterprise UX to catch up
  • 81. Rapid acquisition of design talent Oct 2014 Jan 2015 May 2015 Jan 2016
  • 82. But what’s the ROI of good UX?
  • 83. [Source: http://www.dmi.org/?page=designdrivesvalue] “… the Design Value Index (DVI), a market capitalization-weighted index comprised of design- driven companies, shows 10-year returns of a remarkable 219% over that of the Standard & Poor’s 500 index (“S&P 500”) from 2004-2014.”
  • 84. USAA has created a seamless experience for researching, financing, and insuring vehicle purchases. As a result, the company saw a 77% year-over-year increase in visitors to its car-buying site, a 15% increase in completed auto loans, and a 23% increase in vehicles sold. Identifying customer need for better and more respectful financial literacy training, Mass Mutual, in partnership with IDEO created an evening program for adulthood, covering everything from investing in a 401K to having that hard talk about a budget to how to pick good, cheap wine. The Society of Grownups, in 1 year, has grown into a $100m growth strategy and plans to expand to more than 10 locations by 2017. + [Source: http://solutions.forrester.com/Global/FileLib/ Forr_Perspective_/Forrester-Perspective-CX-2.pdf] [Source: https://www.ideo.com/work/helping-you- find-your-inner-adult]
  • 86. Good design is good business
  • 87. 9. They always try to make themselves valuable to others 11 Characteristics of Good UX Designers
  • 89. Continued proliferation of technology …
  • 90. … will require more meaningful and persuasive design [Source: https://sarasoueidan.com/blog/lessons-from-seductive-interaction-design-book/]
  • 91. www.designofinfluence.com “Use behavioural psychology to design web and mobile experiences that positively persuade your users into action.”
  • 92. More designers will be needed at the table
  • 95. “We are imperfect humans designing for other imperfect humans.” - Erika Hall
  • 96. But with all the changes around us … … we still remain the same
  • 97. 10. They keep up with the latest trends but are not distracted by them 11. They put the human need at the centre of everything they do 11 Characteristics of Good UX Designers
  • 98. 11 Characteristics of Good UX Designers 1. They try to solve problems 2. They care more about experiences than aesthetics 3. They understand the larger context 4. They empathize with all their stakeholders 5. They try things deliberately and iteratively 6. They adapt their process to the problem at hand 7. They are constantly learning new skills and ideas 8. They are fearless to try things others wouldn’t have done for the sake of finding the better way 9. They always try to make themselves valuable to others 10. They keep up with the latest trends but are not distracted by them 11. They put the human need at the centre of everything they do
  • 99. Additional Resources I Recommend for the Curious Newsletters • Kenny Chen’s UX Design Weekly (uxdesignweekly.com) • Hey Designer (heydesigner.com) • UX Booth (uxbooth.com) Free UX Tutorials • UX Fundamentals by Gymnasium (http://www.thegymnasium.com/courses/GYM/103/0/about) • The Hipper Element UX Crash Course (http://thehipperelement.com/post/75476711614/ux-crash-course-31-fundamentals) • 52 Weeks of UX (http://52weeksofux.com/) • Coursera Interaction Design Specialization (https://www.coursera.org/specializations/interaction-design - free as audit) • Search on Youtube. There are a number of great resources for free there. Paid UX Tutorials • Become a UX Designer - a course on udemy.com (https://www.udemy.com/learn-real-world-ux/) • DesignLab (trydesignlab.com) • Thinkful UX Design course (https://www.thinkful.com/courses/learn-ux-online/) People to Follow • Jared Spool • Mike Monteiro • Kim Goodwin • Alan Cooper • Leah Buley • Laura Klein • Tomer Sharon • Jeff Gothelf • Indi Young • Julie Zhou