The document provides an overview of user experience (UX) design from Ali Rushdan Tariq, a UX designer. It discusses the history and evolution of UX design. It then outlines Tariq's 11 characteristics of good UX designers, which include trying to solve problems, caring more about experiences than visuals, understanding context, empathizing with stakeholders, trying things iteratively, adapting processes, constantly learning, being fearless, making themselves valuable, keeping up with trends without distraction, and putting human needs first. The document concludes with additional recommended resources for learning more about UX design.
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
36. 4. They empathize with all their stakeholders
11 Characteristics of Good UX Designers
37.
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]
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?
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
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
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]
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