UX Basics Workshop - Guest Lecture at NSCAD University

UX? WTF?
An Introduction to User Experience Design

I am Sebastian Tory-Pratt
Freelance Creative + Design Lead at Addo
@yellinglouder
Hey!

Today’s Agenda
◉ Defining user experience design
◉ 2 key ingredients to successful projects
◉ Hands on work
Don’t waste time writing what the slides say.
This presentation will be on Slideshare.

What is User Experience Design?
Lets Get Started

“
User Experience encompasses
all aspects of the end-user’s
interaction with the company,
its services and its products.
-Nielsen/Norman Group

“
User Experience encompasses all
aspects of the end-user’s
interaction with the company, its
services and its products.
-Nielsen/Norman Group

“
User Experience [..] is the quality of experience a
person has when interacting with a specific design.
This can range from a specific artifact such as a cup,
toy or website, up to larger, integrated experiences
such as a museum or airport.
-UXnet.org

“
User Experience design [..] describes the overarching
experience a person has as a result of their interactions
with a particular product or service, its delivery, and
related artifacts, according to their design
-Wikipedia

UX + UI
What should it be
What should it look like

UX is
Deadlines
Touchpoints
Workflow Culture
Context
Scope
Interface
Performance
Psycology
Behaviour

UX is...
◉ A mindset
◉ About inspiring the right kind of ideas
◉ Focused on delivering value
◉ Intended to guide decision-making

The secret to good UX
Kill your
kittens

The secret to good UX
Test your
assumptions

Users
Needs
Uses
Features
Product
The UX
Stack

Users
Needs
Uses
Features
Product
The UX
Stack
Company
purpose,
vision, ideas

Users
Needs
Uses
Features
Product
The UX
Stack
Company
purpose,
vision, ideas
Sketches,
wireframes,
prototypes

What would make your life easier?

What would make your life easier?
A bridge.

So I can go
talk to my
friends
Why would a bridge make life easier?

Calling them
is a lot faster
So we didn’t have to build a bridge?

Gillette wants to sell razors in India
Did market research with Indian men in the US

Most Indian men shave
without running water

“
“I care more about not cutting myself
than a close shave”
“Affordability is everthing”

Understanding the user + their
context changed the product
◉ Only 1 blade
◉ Sold for 15 rupees (30c)
Gillette became 50% of the market
in six months

What’s the problem?
Politicians rely on short public memory and
a lack of transparency + citizen engagement
to escape accountability

Solution
An open platform that encourages citizen
participation and makes it easy for anyone
to see if their leaders are following through
on promises

Who needs it the most?
Activists
NGO’s
Journalists

Create an ideal user persona
to guide decisions
◉ Not just demographics
◉ What do they do that makes
them a good ideal user?
◉ How are they solving the
problem now?
These are assumptions. Edit as you
learn new information.

Our Persona - Ercan
Demographics
28 years old
Lives in Ankara
In a relationship
Works for the
National Democratic
Institute
Behaviours
Has non-activist
friends
Heavy reader of
local + global news
Is an information
resource for friends
User of online + RW
activist communities
Needs / Goals
Believes information
flow key to change
Wants more people
to participate in
politics
Wants to inform
friends to inspire
them to act

Then what?
What NGO’s would Ercan work for?
Show them the existing solution
Learn what they really need

Winter is terribleHow might we improve the
experience of Halifax in wintertime?

5 minutes to find out the particular needs of
your partner in this situation
Exercise
5 min Person A
5 min Person B

Some Tips
◉ Don’t ask yes/no questions
◉ Ask “why” a lot
◉ Find out what they really need
3 Minutes leftStart! 1 Minute left

5 minutes to sketch 3 ideas. Be quick.
Try web, mobile, object or service.
Storyboard their pain points and journey.
Sketch
Focus on how your design will
solve their needs.

Go!
3 Minutes leftStart! 1 Minute left

5 minutes to gather information.
Explain your ideas, don’t sell them.
Feedback
5 min Person A
5 min Person B

What did you learn?
What changed from your first idea?
Did anything surprise you?
Got any lingering questions?

Feedback
Make this talk better
◉ Did you find this useful?
◉ Anything confusing?
◉ Something you really liked?
◉ Want to know more?

Shameless Plug
Workshop Sunday, Nov
29
What will be covered
◉ How to make clients + developers love you
◉ UX for Startups
◉ How to test design concepts
◉ UX Tools + Processes

Thank You
You can find me at
◉ @yellinglouder
◉ s.tory.pratt@gmail.com
Workshop registration:
goo.gl/forms/YNqgjHpzyE
Slideshare:
slideshare.net/SebastianToryPratt

Credit where credit is due
◉ http://www.slideshare.net/pboersma/ux-
deliverables-in-practice-1466984
◉ http://www.slideshare.net/AngelaPark2/ux-
workshop-27794832
◉ http://www.slideshare.net/intelleto/designing-
with-lean-ux-rapid-product-design-ux-lisbon-
2014
◉ Base presentation template by SlidesCarnival

UX Basics Workshop - Guest Lecture at NSCAD University

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