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HELLO.I’m Matt
@duckymatt
@cyberduck_uk cyber-duck.co.uk
DESIGNING

BETTER
EXPERIENCES
USER CENTRED DESIGN?
SO, WHAT IS
The best designed products and
services result from understanding
the needs of the people who will use
them.
Credit: http://xkcd.com/773/
CREATING MYDLC,
A CROSS-CHANNEL
END-TO-END
CUSTOMER PORTAL

EXPERIENCE
DESIGNING A POSITIVE
USER EXPERIENCE FOR
A DEBT RECOVERY COMPANY.
THE CHALLENGE
OUR OBJECTIVES
INCREASE USER-FRIENDLINESS
EMPOWER CUSTOMERS
STREAMLINE BUSINESS PROCESS
OUR
PROCESS
RESEARCH
STAKEHOLDER
INTERVIEWS
ONE ON ONE
ANONYMOUS
BROAD CROSS-SECTION
LEARNT A LOT ABOUT THEIR CUSTOMERS
AND HOW THEY COMMUNICATE
The turning point in
many interviews is when
the interviewee gets up
and closes the office door
and lowers their voice.
PAU...
USER RESEARCH
CLIENT
EXPOSURE TO
USER RESEARCH
There is a direct
correlation between
this exposure and the
improvements we see
in the designs that
team produces.
JARED S...
PERSONAS
BASED ON RESEARCH
CREATE A PICTURE OF WHO WE’RE
DESIGNING FOR
USED THROUGHOUT DESIGN
ENCOURAGE EMPATHY!
SEMIOTIC ANALYSIS
THE STUDY OF SIGNS AND SYMBOLS AND
SOCIETY’S INTERPRETATION OF THEM
WE LOOKED AT MEANING CODED INTO
DLC’...
ANALYTICS
ON DLC, GOOGLE ANALYTICS
WAS LARGELY UNHELPFUL
AND CREATED A FALSE
PICTURE OF OUR USERS
INSTEAD WE USED BUSINESS...
CROSS CHANNEL
RESPONSIVE DESIGN
ACTIVELY AVOIDING
MISINTERPRETATION
FORK HANDLES
OR FOUR CANDLES?
Image credit: BBC. (The Two Ronnies, 1976)
PRESENTING DESIGNS
RATHER THAN EMAILING THEM
Image credit: Dreamworks SKG, Universal Pictures, Scott Free Productions, Mil...
DESIGNS WON’T
SELL THEMSELVES
Image credit: Gracie Films and 20th Century Fox Television (The Simpsons, 1997)
“WHAT DO YOU THINK?”
IS THE ENEMY OF
CONSTRUCTIVE FEEDBACK
Image credit: Warner Bros, Hawk Films, Peregrine and The Produc...
The client didn’t hire
you to make something
they liked, and
something they like may
not be the thing that
leads to their ...
DEFINE A NARRATIVE
USER STORIES TO DEFINE
A NATURAL FLOW TO THE UX.
KEEPING POSSIBLE DECISIONS
PER STEP TO A MINIMUM.
HICK’S LAW
TIME
TAKEN TO
RESPOND
NUMBER OF OPTIONS
MOBILE FIRST
WE STARTED ALL PROTOTYPES
LOOKING AT THE SMALL SCREEN
FIRST.
IT’S EASIER TO SCALE UP A DESIGN
THAN TO SQUEEZE...
FORM OPTIMISATION
SKETCH
TONE OF VOICE
90% OF INTERFACE DESIGN IS
TONE OF VOICE.
GETTING THIS RIGHT ON MYDLC

WAS CRITICAL TO THE SUCCESS OF
THE DE...
TONE OF VOICE
It was actually really nicely put. I’ve obviously had
letters like this before. I’ve never seen anywhere, yo...
TEST, TEST, AND TEST SOME MORE
Image credit: The Ladd Company, Shaw Brothers and Warner Bros. (Blade Runner, 1982)
▲
72.5%
TRANSACTIONS
INCREASE IN ONLINE
TRANSACTIONS IN FIRST
7 MONTHS SINCE
LAUNCH
▲
66%
REVENUE
INCREASE IN REVENUE
IN F...
Businesses cannot treat their
customers as passive “consumers”
any longer; every company is in the
user experience busines...
THANK YOU
@duckymatt @cyberduck_uk
User Centred Design - Designing Better Experiences - General Assembly - April 2015
User Centred Design - Designing Better Experiences - General Assembly - April 2015
User Centred Design - Designing Better Experiences - General Assembly - April 2015
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User Centred Design - Designing Better Experiences - General Assembly - April 2015

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Slides from my talk at General Assembly (https://twitter.com/ga_london) given on 21st April 2015.

Publié dans : Design
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User Centred Design - Designing Better Experiences - General Assembly - April 2015

  1. HELLO.I’m Matt @duckymatt
  2. @cyberduck_uk cyber-duck.co.uk
  3. DESIGNING
 BETTER EXPERIENCES
  4. USER CENTRED DESIGN? SO, WHAT IS
  5. The best designed products and services result from understanding the needs of the people who will use them.
  6. Credit: http://xkcd.com/773/
  7. CREATING MYDLC, A CROSS-CHANNEL END-TO-END CUSTOMER PORTAL
 EXPERIENCE
  8. DESIGNING A POSITIVE USER EXPERIENCE FOR A DEBT RECOVERY COMPANY. THE CHALLENGE
  9. OUR OBJECTIVES INCREASE USER-FRIENDLINESS EMPOWER CUSTOMERS STREAMLINE BUSINESS PROCESS
  10. OUR PROCESS
  11. RESEARCH
  12. STAKEHOLDER INTERVIEWS ONE ON ONE ANONYMOUS BROAD CROSS-SECTION LEARNT A LOT ABOUT THEIR CUSTOMERS AND HOW THEY COMMUNICATE
  13. The turning point in many interviews is when the interviewee gets up and closes the office door and lowers their voice. PAUL BOAG Photo credit: Andreas Øverland: http://www.flickr.com/photos/andreasoverland/4954194732/ Source: http://boagworld.com/business-strategy/how-to-improve-your-site-using-stakeholder-interviews/
  14. USER RESEARCH
  15. CLIENT EXPOSURE TO USER RESEARCH
  16. There is a direct correlation between this exposure and the improvements we see in the designs that team produces. JARED SPOOL Photo credit: Jeffrey Zeldman: http://www.flickr.com/photos/zeldman/8614173005/ http://www.uie.com/articles/user_exposure_hours/
  17. PERSONAS BASED ON RESEARCH CREATE A PICTURE OF WHO WE’RE DESIGNING FOR USED THROUGHOUT DESIGN ENCOURAGE EMPATHY!
  18. SEMIOTIC ANALYSIS THE STUDY OF SIGNS AND SYMBOLS AND SOCIETY’S INTERPRETATION OF THEM WE LOOKED AT MEANING CODED INTO DLC’S EXISTING DESIGNS
  19. ANALYTICS ON DLC, GOOGLE ANALYTICS WAS LARGELY UNHELPFUL AND CREATED A FALSE PICTURE OF OUR USERS INSTEAD WE USED BUSINESS DATA TO HELP INFORM OUR PERSONA RESEARCH
  20. CROSS CHANNEL RESPONSIVE DESIGN
  21. ACTIVELY AVOIDING MISINTERPRETATION FORK HANDLES OR FOUR CANDLES? Image credit: BBC. (The Two Ronnies, 1976)
  22. PRESENTING DESIGNS RATHER THAN EMAILING THEM Image credit: Dreamworks SKG, Universal Pictures, Scott Free Productions, Mill Film, C&L, Dawliz and Red Wagon Entertainment (Gladiator, 2000)
  23. DESIGNS WON’T SELL THEMSELVES Image credit: Gracie Films and 20th Century Fox Television (The Simpsons, 1997)
  24. “WHAT DO YOU THINK?” IS THE ENEMY OF CONSTRUCTIVE FEEDBACK Image credit: Warner Bros, Hawk Films, Peregrine and The Producer Circle Company (The Shining, 1980)
  25. The client didn’t hire you to make something they liked, and something they like may not be the thing that leads to their success. MIKE MONTEIRO Photo credit: Amber Gregory: https://www.flickr.com/photos/fontshop/7091584773/ RECOMMENDED READING: http://www.abookapart.com/products/design-is-a-job Source: https://medium.com/@monteiro/13-ways-designers-screw-up-client-presentations-51aaee11e28c
  26. DEFINE A NARRATIVE USER STORIES TO DEFINE A NATURAL FLOW TO THE UX. KEEPING POSSIBLE DECISIONS PER STEP TO A MINIMUM.
  27. HICK’S LAW TIME TAKEN TO RESPOND NUMBER OF OPTIONS
  28. MOBILE FIRST WE STARTED ALL PROTOTYPES LOOKING AT THE SMALL SCREEN FIRST. IT’S EASIER TO SCALE UP A DESIGN THAN TO SQUEEZE A DESKTOP SITE ON MOBILE.
  29. FORM OPTIMISATION
  30. SKETCH
  31. TONE OF VOICE 90% OF INTERFACE DESIGN IS TONE OF VOICE. GETTING THIS RIGHT ON MYDLC
 WAS CRITICAL TO THE SUCCESS OF THE DESIGN.
  32. TONE OF VOICE It was actually really nicely put. I’ve obviously had letters like this before. I’ve never seen anywhere, you know ‘please call us and we will take your circumstances into account’. I really liked that on that letter. You are more willing to actually deal with it, than shoving it in the bin and saying you never received the letter.
  33. TEST, TEST, AND TEST SOME MORE Image credit: The Ladd Company, Shaw Brothers and Warner Bros. (Blade Runner, 1982)
  34. ▲ 72.5% TRANSACTIONS INCREASE IN ONLINE TRANSACTIONS IN FIRST 7 MONTHS SINCE LAUNCH ▲ 66% REVENUE INCREASE IN REVENUE IN FIRST 7 MONTHS SINCE LAUNCH 40 HOURS SAVED AGENT TIME SAVED A HUGE AMOUNT OF AGENT TIME PER MONTH
  35. Businesses cannot treat their customers as passive “consumers” any longer; every company is in the user experience business. KAREN MCGRANE Source: http://alistapart.com/column/explaining-water-to-fish Photo credit: Eirik Helland Urke: http://www.flickr.com/photos/webdagene/6149954950/
  36. THANK YOU @duckymatt @cyberduck_uk

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