This deck covers:
What is user experience design?
How lean concepts changed our approach to UXD
How to begin a successful UX project
How to implement user research to get actionable insight
2. I am Sebastian Tory-Pratt
Freelance Creative + Design Lead at Addo
@yellinglouder
Hey!
3. The Agenda
◉ What is User Experience Design?
◉ How the Lean Startup changed UX
◉ How to begin a UX project
◉ Obtaining actionable user insights
4. What this isn’t
A class on how to make
awesome UI
A rigid approach to
designing experiences
Just for digital products Everything is an experience
What does awesome mean?
Its a flexible set of processes
(duh)
6. How we’re gonna work today
◉ Lots of concepts from startup world
◉ We’re gonna get hands on + work really fast
◉ Don’t worry about making the “perfect” thing
◉ Solo + group work
7. We are gonna work fast.
It might be uncomfortable.
Just try it for today.
9. “
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
10. “
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
11. “
User Experience encompasses
all aspects of the end-user’s
interaction with the company,
its services and its products.
-Nielsen/Norman Group
12. “
User Experience encompasses all
aspects of the end-user’s
interaction with the company, its
services and its products.
-Nielsen/Norman Group
13. “
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
14. “
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
15. How people think of UX
What people think UXers do
Interface design
Visual design
...
16. How people think of UX
What UXers Actually Do
Field research
Face to face interviews
Creation of user tests
Gathering and organising stats
Creating personas
Product design
Feature writing
Requirement writing
Graphic arts
Interaction design
Information architecture
Usability
Prototyping
Interface design
Visual design
Copywriting
Presenting and speaking
Working tightly with developers
Brainstorm coordination
Design culture evangelism
What people think UXers do
Interface design
Visual design
...
54. “
“I care more about not cutting myself
than a close shave”
“Affordability is everthing”
55. 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
56. How to begin a successful UX project
The Essentials
59. Everything is a hypothesis
Test the user.
Test the problem.
Test the solution.
Treat design as a dialogue.
(Build relationships with Clients, Users, Developers etc.)
60. Test the user.
◉ What behaviours make them a good ideal user?
◉ What are the needs + goals behind those behaviours?
◉ Who are they? Where are they? What is their context?
◉ Does the group we identified actually have the problem
that we are trying to solve?
61. Test the problem.
◉ Is the problem you’re solving really the one you think it is?
◉ In what contexts is the problem experienced?
◉ How intense is the pain?
◉ How are your users solving the problem right now?
62. Test the solution.
◉ What is your one key goal? Is it the right one?
◉ Do people use your solution the way you expect?
◉ What do users find valuable about that?
◉ What is unique about the value you provide?
◉ What does success look like? How will you measure?
67. To create a global partnership to construct and sustain a
scientific platform and the associated trained personnel
to collect, store, share, analyze, and use aquatic tracking
and environmental data to support sustainable
management of valued aquatic species.
OTN Mission Statement
69. Your ideal user is
◉ An audience you can actually reach + research
◉ Likely to engage in your client’s desired goal/behaviour
◉ Defined by behaviours, rather than demographics
88. 5 minutes draw a persona portrait
Activity
Behaviours
Demographics
Needs + Goals
Steve
89. Don’t panic
You can draw a person in 4 easy steps
From Designing With Lean UX, Kate Rutter – http://goo.gl/S9cOKG
90. Not everything has to be drawn! You can use notes, arrows and annotations
to help communicate your idea.
Use simple shapes to give context
From Designing With Lean UX, Kate Rutter – http://goo.gl/S9cOKG
97. For people who ___, and are having
problems with ___, [your solution]
is/provides/lets them ___
99. For people who are trying to design products with great
user experience and are having problems with
documenting their ideas quickly and clearly and sharing
them with their teams, UXPin provides an online, fully
collaborative app that helps them to go through the UX
Design process together with their teammates.
UXPin UPS Hypothesis
–Taken from “UX for Startups,” UXPin Knowledge Library
100. User
UXPin UPS Hypothesis
For people who are trying to design products with a
great user experience and are having problems with
documenting their ideas quickly and clearly and sharing
them with their teams, UXPin provides an online, fully
collaborative app that helps them to go through the UX
Design process together with their teammates.
101. ProblemUser
UXPin UPS Hypothesis
For people who are trying to design products with great
user experience and are having problems with
documenting their ideas quickly and clearly and sharing
them with their teams, UXPin provides an online, fully
collaborative app that helps them to go through the UX
Design process together with their teammates.
102. Problem SolutionUser
UXPin UPS Hypothesis
For people who are trying to design products with great
user experience and are having problems with
documenting their ideas quickly and clearly and sharing
them with their teams, UXPin provides an online, fully
collaborative app that helps them to go through the UX
Design process together with their teammates.
105. For people busy people who want to maximise their
productivity
Evernote UPS Hypothesis
Problem SolutionUser
106. For people busy people who want to maximise their
productivity, but struggle with keeping track of all of the
information in their lives,
Evernote UPS Hypothesis
Problem SolutionUser
107. For people busy people who want to maximise their
productivity, but struggle with keeping track of all of the
information in their lives, Evernote provides an online
platform to store, organise, find and make use of all the
things they might otherwise lose or forget.
Evernote UPS Hypothesis
Problem SolutionUser
119. Except paramedics are too busy
Physically Socially
Taking vitals
Carrying bags
Talking to patients
Dealing with family
120. Ipad in ambulance lets them tell a
story afterwards with better recall
121. Any research is better than no research
User Interviews
User Testing
Online Research
Co-Creation
More at When to Use Which UX Research Methods, Neilsen Norman Group – https://goo.gl/YB6gDg
122. Any research is better than no research
User Interviews
Online Research
Co-Creation
User Testing
More at When to Use Which UX Research Methods, Neilsen Norman Group – https://goo.gl/YB6gDg
123. User Interviews
◉ Have a specific list of topics to explore
◉ You don’t need to talk to a lot of people (5-7)
◉ Don’t interview anyone that doesn’t fit the profile
◉ Record the results!!!! (An assistant helps)
124. “
The first rule of user research:
never ask anyone what they want.
— Erika Hall, Just Enough Research
125. What are you trying to get done?
Use the Five Why’s
128. What are you trying to get done?
Build a fence
Why?
129. What are you trying to get done?
Build a fence
Why?
So I can surround my front yard
130. What are you trying to get done?
Build a fence
Why?
So I can surround my front yard
Why?
131. What are you trying to get done?
Build a fence
Why?
So I can surround my front yard
Why?
So that I can plant a garden
132. Build a fence
Why?
So I can surround my front yard
Why?
So that I can plant a garden
Why?
133. Why?
So I can surround my front yard
Why?
So that I can plant a garden
Why?
So that I can grow my own food
134. So I can surround my front yard
Why?
So that I can plant a garden
Why?
So that I can grow my own food
Why?
135. Why?
So that I can plant a garden
Why?
So that I can grow my own food
Why?
So that I can save money on groceries
136. So that I can plant a garden
Why?
So that I can grow my own food
Why?
So that I can save money on groceries
Bingo!
137. Good Interview Q’s
◉ Start with Who, What, Where, When, Why, and How
◉ Use open phrasing like “To what extent do you…” or “Tell
me more about…”
◉ Ask about problems they have, not about your solution
◉ Try to get to the root of problems being described
138. Bad Interview Q’s
◉ Are formal, mechanical and closed ended
◉ Start with, “Do you…”
◉ Ask about feelings rather than behaviours
◉ Only deal with superficial concerns
139. Any research is better than no research
User Interviews
Online Research
Co-Creation
User Testing
More at When to Use Which UX Research Methods, Neilsen Norman Group – https://goo.gl/YB6gDg
140. Sales Safari
◉ Is just as much work as in person research
◉ You need a lot of data. (100’s of data points)
◉ Need to make sure your data is current. (Forum posts
from 2008 are not going to help you)
143. Good places to look for information
Forums
Review Sites
Quora
Reddit
Comments Sections*
144. Any research is better than no research
User Interviews
Online Research
Co-Creation
User Testing
More at When to Use Which UX Research Methods, Neilsen Norman Group – https://goo.gl/YB6gDg
145. Co-Creation
◉ Need to have a good reason for others to participate
◉ Managing co-creation sessions can take a lot of time
and effort
◉ Need to have a good idea of who your user is + the
problem you are solving
148. For people trying to create political change
who struggle with holding politicians
accountable for what they say and do,
Politirank is an open platform of citizen
promise-trackers that makes information
about a politician easy to access and
understand
149. Politirank - 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
150. Who needs it the most?
Activists
NGO’s
Journalists
151. Who will use it best?
Activists
NGO’s
Journalists
152. Who can we reach?
Activists
NGO’s
Journalists
153. Then what?
What NGO’s would Ercan work for?
Host an online discussion forum
Learn what they really need
155. Know the user.
Know the problem.
Know the solution.
Treat design as a dialogue.
(Build relationships with Clients, Users, Developers etc.)
156. Know the user.
◉ What behaviours make them a good ideal user?
◉ What are the needs + goals behind those behaviours?
◉ Who are they? Where are they? What is their context?
◉ Does the group we identified actually have the problem
that we are trying to solve?
157. Know the problem.
◉ Is the problem you’re solving really the one you think it is?
◉ In what contexts is the problem experienced?
◉ How intense is the pain?
◉ How are your users solving the problem right now?
158. Know the solution.
◉ What is your one key goal?
◉ Do people use your solution the way you expect?
◉ What do users find valuable about that?
◉ What is unique about the value you provide?
◉ What does success look like? How will you measure?
159. 10 minutes to make a research plan
Activity
Who are you targeting?
How/where will you find them?
What do you want to learn?
How will you learn about that?
161. Feedback
Make this workshop better
◉ Did you find this useful?
◉ Anything confusing?
◉ Something you really liked?
◉ Want to know more?
162. Thank You
You can find me at
◉ @yellinglouder
◉ s.tory.pratt@gmail.com
Slideshare:
slideshare.net/SebastianToryPratt
163. 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