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Stop Creating Awesome UX (Make awesome users instead)

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Drawing on the work of Kathy Sierra and others, I presented this talk at DevCon 2015, Hampton Roads, VA

Publié dans : Design
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Stop Creating Awesome UX (Make awesome users instead)

  1. 1. STOP CREATING AWESOME UX (make awesome [bad@$$] users instead)
  2. 2. Greetings and intros
  3. 3. What’s on tap today? • How do we do user experience at DE? • How do we create great UX at DE? • How do we know it’s great? • What are the limitations of this approach? • What are we supposed to be doing? • What are the limitations of this model for our businesses? • A better approach for our businesses: make your users awesome
  4. 4. Write your ideal review 1. Amazon has upgraded Reviews. Our users can review our stuff. Write the ideal review. What would you love to hear your customers say about your product? -OR- 2. Think back to a time when you had a great user experience. What did you want to say to tell other people how great a product was? Write that review.
  5. 5. There’s no new Amazon Review product It was a heuristic device to get us talking
  6. 6. Why did I do that? 1. To model a UX technique: scenario and role playing • You are not your user 2. To model a UX technique: Indirect questioning • People tell you what they think you want to hear • To elicit adjectives and descriptions of feelings 3. Use this as your own team exercise for rethinking product design
  7. 7. How do we do UX at DE? UX happens
  8. 8. Genius design
  9. 9. Principles-practices-patterns • Write great design principles • Distill to the team • Create pattern libraries • Police and enforce infractions
  10. 10. Principles
  11. 11. Design patterns solve problems
  12. 12. ccc Practices
  13. 13. An Example: feedback Give good feedback Visibility of system status Offer informative feedback. Feedback
  14. 14. An Example: basic problem for the Web
  15. 15. click here A design (solution) pattern
  16. 16. What are the best practices for designing a link: • blue • Underlined • appearance changes (states) • response times • progress indicator • … Practices
  17. 17. So, that’s how we do UX now
  18. 18. How do we know it’s good UX?
  19. 19. Too late: when it’s done • QA testing • UAT • Beta testing • Customer feedback • Usability testing • A/B testing
  20. 20. Users are in the principles (abstractly)
  21. 21. Principle-based  User-centered
  22. 22. UX goodness is Asking what users ask: 1. Can I use it? 2. Should I use it? 3. Do I want to use it? 4. Do I value using it?
  23. 23. People can use the product
  24. 24. People trust they can use it to accomplish task(s)
  25. 25. People want to use it more than other products
  26. 26. How do we know it’s good UX?
  27. 27. Usability heuristics (checklists) Analytics A/B tests Usability testing PRE-totyping Contextual inquiry User testing (lean UX acid tests) Ethographic research Personas User centered designing thinking Competitive usability tests Field research / Journey mapping Diary studies NPS surveys Satisfaction surveys TACTICAL UX STRATEGIC UX Good UX = research + process
  28. 28. The D word problem
  29. 29. The D word problem This? Desirable? Delightful?
  30. 30. The D word problem This? Desirable? Delightful?
  31. 31. 1. Too squishy for the C Suite • When there’s no competition –Internal tools • When delightful design undermines trust –Rounded corners and delightful messaging in a tax app • When too squishy for the C suite
  32. 32. Internal tools When there’s no competition Enterprise UX (internal tools)
  33. 33. When stereotypically “delightful” design undermines trust • Rounded corners • Delightful messaging
  34. 34. What about mastery?
  35. 35. Master of what?
  36. 36. No one wants to master your app
  37. 37. Design for the post UX UX
  38. 38. This is the UX Images from Kathy Sierra, BadAss: Making Users Awesome
  39. 39. This is the post-UX UX Images from Kathy Sierra, BadAss: Making Users Awesome
  40. 40. This is GREAT UX
  41. 41. You want sustainable growth, honest product reviews – which should your users be thinking? Images from Kathy Sierra, BadAss: Making Users Awesome
  42. 42. Secret answer is D Images from Kathy Sierra, BadAss: Making Users Awesome
  43. 43. Product is amazing = I’m amazing Images from Kathy Sierra, BadAss: Making Users Awesome
  44. 44. Why are people promoters? When people think they are amazing, they promote your product.
  45. 45. Why do they tell their friends?
  46. 46. This is the UX Dashboard ux Our amazing Connect app
  47. 47. No one wants to master Homes Connect
  48. 48. They want to be excellent at the bigger context
  49. 49. Dashboard ux Selling the American Dream! Connect is awesome. I can turn leads into sellers and buyers like no one’s business.
  50. 50. Product design the new way Images from Kathy Sierra, BadAss: Making Users Awesome
  51. 51. Post UX drives our success • Users who are successful in their motivating context will recommend us • Success in their motivating context is why they start using your product • Making sure they are successful is what keeps them using it.
  52. 52. Users don’t get up in the morning thinking, I wonder… No one wants to master search
  53. 53. They want to be excellent at the bigger context
  54. 54. When the clicking’s over (post UX) • What did the product enable? • What does it empower them to do? • What can they now show others? • What will they now say to others? • How are they more powerful after the clicking’s over?
  55. 55. Some examples
  56. 56. Marketing / SEO team wants to know: Is there a gift giving gap around Mother’s and Father’s Day? (They’re producing “fun” content for our users) Product team and UX researchers wonder: Is there a gender gap between what Moms want and what Dads want? (Us? We’re just curious: are users are people, so let’s get to know them as people who do more than search for homes) So, users, we were wondering:
  57. 57. What users tell us: Who they want to be
  58. 58. • The poll interrupted them while they did something that was part of their bigger, motivating context • They don’t stop caring about their context just because we ask them a question • What’s important to them: achieve bigger goals (not the mechanics of searching for listings) • What they are doing with our “tools” is crucially tied to their identity, who they are, why they get up in the morning Why?
  59. 59. Another example: Marketing / Search team wants to know:
  60. 60. Product team wants to know 1. What did you come here to do today? 2. Did you accomplish that task? 3. Is there anything we could have done to help you accomplish that task?
  61. 61. What the team wanted to know:What the team wanted to know: • What’s broken? • Any other features you want? • Are the forms right? • Are there too many banner ads? • Are the photos big enough? • Can you navigate? • Can you find the stuff we made for you? (We’re really asking: how do we get you to fill out a lead form?)
  62. 62. What did users tell us instead? Any guesses?
  63. 63. They didn’t want better search They want to get rid of the problems in their bigger context:
  64. 64. They want these things: • Get a loan • Get prequalified • Save up for down payments or deposits • Find rent to own options • Get credit checked / fix their credit • Understand the home buying process • Know how they compare to others – where they stand financially (income, debt, savings)
  65. 65. We don’t need superhero UXers
  66. 66. The product isn’t a superheroWe don’t need superhero apps
  67. 67. Give users superhero powers
  68. 68. Stop focusing on making great UX Instead: • Help people become successful at their bigger context • Look for the attributes our successful users share (and stop looking for the attributes that successful products share. It’s an unsustainable feature war)
  69. 69. For more research-based insights about Homes.com users, check out the UX insights portal: http://insights.homes.com Thoughts? Questions?
  70. 70. Can it be delightful?

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