5. Who I am
15+ years of experience in UX and Product
Has worked with established brands (The
Economist, Yahoo!, Microsoft) as well as startups
C U R R E N T LY
• Lead UX at The Economist
• UXD Instructor at General Assembly
• Product/UX mentor at Starta Accelerator
11. @dsetia_1dSetia
Proto-persona
• What is it?
• A sketch of a fictional character that
represents your target customer
segment
• Why do it?
• Helps focus product conversation on
the end-user without
• Leverages internal knowledge (no
expensive research)
13. How to make Proto-persona
1. Block out the different types of users you might
have
2. Try and work out roughly what % of the user base
each is
3. Turn those segments into “people”
4. Give some color : Add personal details, but don’t
get too irrelevant
16. @dsetia_1dSetia
Problem Framing Story
• What is it?
• A narrative that describes the end-
user’s problem and its consequences
• Why do it?
• Allows us to validate if the problem
would motivate the user to take action
• Good brainstorming tool to identify
potential customer segment with the
same problem
17. Problem Framing Story
Hi, my name is __________ [the person who has a problem]
Iʼm a __________ [who she is? what does she do?]
and I have a real problem: __________ [the problem]
This hurts me because __________. [what are the consequences of the
problem?]
Besides me, __________ [who else suffers from it]
I have tried __________ [alternative solutions]
but it didnʼt work because __________. [what failed on each alternative]
Source: Problem Framing Story: find problems before solutions
Allison
25 years old progressive female working as a business analyst
of forming an informed opinion on world events
I can’t contribute in conversations at work,
which makes me look ignorant
my friends who work in Finance sector have this problem
reading multiple news sources (CNN, HuffPo, NYT)
I rarely have time to read multiple news sources
18. @dsetia_1dSetia
User journey mapping
take out
phone, open
app
set pick up,
destination
locations
review
estimate,
order car
(pay $)
wait for car ride car
arrive at
destination
Value= convenience + peace of mind + time + energy
Cost= Time (1m+2m+1m+5m+15m)+ Money ($20)
1 min 2 mins 1 min + $20 5 min 15 min
19. @dsetia_1dSetia
Storyboarding
• What is it?
• A visual representation of how the
end-user would interact with your
product in a given scenario (where/
when)
• Why do it?
• Helps uncovers the limitations and
opportunities based on the context
the end-user is in
20. @dsetia_1dSetia
Survey
• Why do it?
• Gather large numbers of responses
very quickly
• Get quantitative feedback
immediately
• Good way to recruit people for user
interviews
21. Good survey questions
• short and to the point
• have a clear, distinct answer
• low cognitive load
• don’t get fancy
22. Good or Bad?
In the last week, what percentage of your social media time online do
you estimate that you spent on your computer vs your mobile device
with Twitter vs Facebook?
On average, how many hours per week do you spend on Twitter?
23. @dsetia_1dSetia
User Interviews
• What is it?
• Series of 1-on-1 conversations with
people who represent your end-users
• Why do it?
• Can gather rich, targeted information
• Flexible, can explore tangents or
unexpected areas
24. How to ask questions
• Be wary of priming
• Don’t ask leading questions
• Never ask about intention, always probe behavior
BAD QUESTION
“How many times do you
plan to go to the gym?”
GOOD QUESTION
“How many times have
you been to the gym in the
last 3 months?”
25. Focus on specific instances
“Have you ever had ________ problem”?
“Tell about the last time you ....”
Avoid generalizations and speculations:
“What do you usually ...”
26. Keep people talking
“Tell me more about that”
“What do you mean by...”
but also embrace awkward silences
…
Often the best insights come up when participants feel the
need to fill silent voids.
27. Interview preparation
• Record interviews if possible
• Always ask permission
• Explain why and that it’s for private use
• Prepare a discussion guide
• Focus on topics rather than list of questions
• Should be a conversation
28. During the interview
• Start off with small talk, even if you hate it
• Don’t finish sentences
• Take notes but remain focussed on participant
• Spend equal energy listening as talking
• But only talk 20% of the time
• Ask follow-up questions (5 why’s)
• If you divert off topic:
“That’s really interesting. Can you tell me how that connects to...”
29. Where to find participants
• The hardest part is finding the
right people.
• Where to find them:
‣ Coffee shops
‣ Social networks and forums (i.e. Meetup)
‣ Craigslist ads
‣ Recruiters
‣ Friends of friends/family
• Anywhere you believe your users spend
time
30. @dsetia_1dSetia
Usability Testing
• What is it?
• Validating your solution by observing
users complete predefined tasks
• Why do it?
• uncovers ways to minimize the effort
to complete the tasks that solve the
user’s problem
31. @dsetia_1dSetia
What to test?
• Flow : any missing step/screen?
• Content : any missing content?
• Use cases : any major use case we missed?
32. @dsetia_1dSetia
• Remote with static screens : usabilityhub.com
• First impression (credibility, who is it for, what is it)
• Missing info
• CTA effectiveness
• Remote with prototype : usertesting.com
• In-person with prototype
How to test
34. @dsetia_1dSetia
How can I help you?
• 1:1 coaching sessions
• Workshop (i.e. storyboarding workshop)
• Training (i.e. how to conduct user interview)
• Support (i.e. helping your team run usability test)
NOTE: I’m not supplementing your team to produce UX/UI
deliverables (i.e. wireframing).
35. @dsetia_1dSetia
How to Book My Time
• Google Calendar (Lena can help if you have issue)
• Email: dnystwn@gmail.com
