Why Screen Design is the Second – Not The First – Step in App Design
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UX Antwerp Meetup, 23rd of February 2016 Tommy De Kimpe, UX Designer at Human Interface Group (Belgium) Design-wise, you’ve done everything right, but customers still don’t like the user experience of your app. Chances are you jumped right into early sketching and wireframing without thinking about the experience you want to offer. In this session, he will explain how to start from a UX Framework to create that great user experience you’re looking for.
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Why Screen Design is the Second – Not The First – Step in App Design
- 1. Why screen design is the second - not the first - step in app design Tommy De Kimpe, UX Expert @ UX Beers Antwerp 23/2/2016
- 3. CUSTOMER JOURNEY DESIGN VISIONVALUE PROPOSITION UX Framework © Human Interface Group
- 4. Product/Service Wants Needs Fears Customer Strategy Benefits Features Experience Value Proposition © Human Interface Group
- 6. COMFORT
- 8. ? ?? ?
- 11. WE NEED AN APP!
- 17. 1. How can we provide comfort? 2. How can the app play a role in that? WHERE IS THE COMFORT?
- 18. VALUE PROPOSITION © Human Interface Group Define the value you’re offering
- 19. CUSTOMER JOURNEY DESIGN VISIONVALUE PROPOSITION UX Framework © Human Interface Group
- 23. HERE WE GO AGAIN…
- 24. VERIFICATION NUMBER IN THE APP
- 25. CAN I SEE YOUR eID PLEASE?
- 28. ONE WAY OR RETURN?
- 29. PROCESSING
- 30. LATEST TECHNOLOGY - QR WHAT HAPPENED? HOW DID THIS GO FROM GREAT TO LOUSY? OTHER GREAT APPS USER TESTING – A BABY CAN DO IT
- 31. ENTIRE CUSTOMER JOURNEY ALL TOUCHPOINTS ARE IMPORTANT INFORMATION – WEB & APP LADY BEHIND THE COUNTER TRAIN ATTENDANT
- 34. CUSTOMER JOURNEY © Human Interface Group Map the entire customer journey
- 35. CUSTOMER JOURNEY DESIGN VISIONVALUE PROPOSITION UX Framework © Human Interface Group
- 36. Design vision USABILITY PRINCIPLES DESIGNDESIGN PRINCIPLES © Human Interface Group
- 37. BASED ON HOW PEOPLE Feel Think HearSee InteractBehave Usability principles © Human Interface Group
- 38. Usability principles “People process information better in chunks” “People are lazy, they go for good enough” © Human Interface Group
- 39. 1.People are motivated by mastery and control User in control 2. People are motivated by progress Time is money 3. People use look and feel as their first indicator of trust 100% secure
- 40. COMFORT vs. SECURITY HOW CAN I LOG OUT?
- 54. DESIGN VISION © Human Interface Group Create your own design vision Do not copy from the giants
- 55. CUSTOMER JOURNEY DESIGN VISIONVALUE PROPOSITION UX Framework © Human Interface Group
- 56. 4 THINGS TO TAKE AWAY 4. Make better design decisions Use a UX Framework 1. We need an app is not a strategy Link your app to your value proposition 2. It is a fine line between great and lousy Map the entire customer journey 3. Giants smell Create your own design vision
- 57. Contact us Tommy De Kimpe UX Expert & Project Manager tommy.dekimpe@higroup.com +32 (0)15 40 01 38 Human Interface Group De Regenboog 11 2800 Mechelen Belgium www.higroup.com Follow us Human Interface Group @higroup Human Interface Group WE ARE HIRING Do you want to be a UX Consultant and join our team? Find out more on www.higroup.com/jobs
- 58. Contact us Tommy De Kimpe UX Expert & Project Manager tommy.dekimpe@higroup.com +32 (0)15 40 01 38 Human Interface Group De Regenboog 11 2800 Mechelen Belgium www.higroup.com Follow us Human Interface Group @higroup Human Interface Group Thank you
Notes de l'éditeur
- Launched an app, heavy expectations. Fails. Users don’t like the experience. You did everything right, looked at the greatest apps around. Copied Google Facebook. They have billions of users, they know about UX right? So what happened? You started designing screens to soon.
- A value proposition is where your company’s product offer intersects with your customer’s desires. It’s the magic fit between what you make and why people buy it. Your value proposition is the crunch point between business strategy and brand strategy. A “value proposition canvas” is a chart that maps the key things that make up your product and why people buy it. The value proposition canvas is a simple tool that quickly gets you to the ‘minimum viable clarity’ required to start building and testing. http://www.peterjthomson.com/2013/11/value-proposition-canvas
- Anybody familiar with this? DKV
- DKV is “Mercedes” of health insurance. Value proposition = comfort. In the hospital, you simply need to give that card, and we take care of everything. Don’t worry. You won’t hear a thing
- Anybody familiar with this? DKV
- … And that is exactly what happens, you don’t hear a thing. Is this comforting? No! I have tons of questions: what is in my insurance, what isn’t, what am I ging to pay… Comfort would be to receive an e-mail saying: Tommy, sorry to hear that you are hospitalized. We wish you the best, get well soon. Don’t worry, we take care of everything. Here is what you can do, here is what you cannot do, this is your insurance. But I don’t get these answers in an e-mail, so I look it up myself.
- This is the DKV website on my smartphone. This website has two min problems: It’s not mobile friendly It does not seem to answer any of my questions. General information, nothing specific.
- Until I notice a page where I can log in as a user. Great. But unfortunately it’s only a page that says that very soon I will find all the information I need. That I should check back regularly. Well, I’ve been checking regularly, it still isn’t there.
- It doesn’t take long before someone in the company says: hey, the future is mobile, we need an app!
- And yes, they make an app!
- Nice. It even allows me to scan my Medi-card. Advantage: I don’t have to hand over my card, I can hand-over my phone…
- Now that I’ve scanned my card, I expect to see some personal information. So on the tab personal information. But there I see my username and password I just created. Not what I am looking for.
- I discover a really nice feature: a hospital locator with all hospitals that accept this card. Which – I hope – are all hospitals…
- And another nice feature called Medi-Agenda where I can apparantly enter when my next doctors appointment is, and when I am going to do a sportsactivity. Great, but I still haven’t any of my questions answered.
- Conclusion: very nice features, but nothing that is of real value to me. So they really looked at the app, but I’d prefer they first looked at how to give me comfort, and then how the app can help achieve this.
- Let me tell you about a great mobile experience I had a couple of weeks ago. I had to to take the train to Ghent. Getting a ticket is super-simple nowadays. I simply open up the NMBS app on my smartphone, look for my itinirary, buy ticket, pay. Bam! Supereasy, what a great mobile experience. I thought so, until I started to get worried. Where is my sms. Only the sms is valid. OK, I see a QR code, did they change the procedure?
- So I go into the station. Lady behind counter really friendly, looks in her mailbox – looking for a memo I guess. Soon becomes clear she will not be able to help me. Growing line behind me, so I thank her and look it up myself.
- Finally, I find the answer online. On iOS you receive an sms, on Android you see a QR code. I switched recently, so that makes sense. So I board the train fully confident.
- Until the train attendant comes by. I pull out my phone and that is greeted with a heavy sigh. Not the aggressive kind of sigh, more like: here we go again…
- Until the train attendant comes by. I pull out my phone and that is greeted with a heavy sigh. Not the aggressive kind of sigh, more like: here we go again…
- Until the train attendant comes by. I pull out my phone and that is greeted with a heavy sigh. Not the aggressive kind of sigh, more like: here we go again…
- Until the train attendant comes by. I pull out my phone and that is greeted with a heavy sigh. Not the aggressive kind of sigh, more like: here we go again…
- Until the train attendant comes by. I pull out my phone and that is greeted with a heavy sigh. Not the aggressive kind of sigh, more like: here we go again…
- Until the train attendant comes by. I pull out my phone and that is greeted with a heavy sigh. Not the aggressive kind of sigh, more like: here we go again…
- Until the train attendant comes by. I pull out my phone and that is greeted with a heavy sigh. Not the aggressive kind of sigh, more like: here we go again…
- Now, what What happened? How did this experience go from great to lousy? NMBS put a lot of effort in the app Latest tech > QR Code Other great apps User testing: a baby can order a ticket
- But what they did not consider is the entire user journey and all relevant touchpoints. App is important for the experience, but so is the information in the app and on the website, is the answer of the lady behind the counter in the train station and the way the train attendant has to deal with this. TRUE: not easy, requires a lot of time and investment
- WE noticed it wasn’t easy. During development of the Isabel multibanking app, effort was made to design a nice, efficient app.
- But a lot of time was invested in other parts of the customer journey as well. With level of security Isabel requires activation is quite cumbersome. Good wizard to help through steps Thanks to the QR code that users saw on their screen, they could safely activate without having to enter all of their details again.
- Our knowledge about people - How people think, look, react, …
- You start with usability principles: how people learn, see , think, react… (Weinschenk, Norman).
- I’ll use the Isabel banking app as an example
- For our banking app, people like the comfort, but they also care about security. One small aspect of that is the logout. Being able to manually log out gives users a sense of security. But how? Silly to reinvent the hot water, let’s do it like Google does it. OK, let’s look at how Google does it.
- But how? Silly to reinvent the hot water, let’s do it like Google does it. OK, let’s look at how Google does it.
- Hangouts, chat, annoying, so I want to log out.
- Bam… back in. Why is that? Google does not want you to log out, Facebook does not want you to log out. Their objective is to keep you in. So this is designed with this objective in mind. So if you simply copu to the banking app, your in trouble