1. DO IT ON PURPOSE
Tech & UX - Local Rock Stars
Helle Jensen, Senior UX Consultant
Asle Høeg-Mikkelsen, Senior UX Consultant

2. DO IT ON PURPOSE!
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HELLE SENIOR UX CONSULTANT
ASLE SENIOR UX CONSULTANT
NICE TO MEET YOU

5. 0. What is it?
1. Process
2. Vision
3. UX Values
4. Best Practice
5. Takeaways
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AGENDA

6. WHAT IS “DOING IT ON PURPOSE”?
WHY IS THIS IMPORTANT?
HOW IS IT DONE?
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INTRODUCTION

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INTRODUCTION
WHAT IS “DOING IT ON PURPOSE”?
Using the vision to make
decisions.

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INTRODUCTION
WHY IS THIS IMPORTANT?
1. Faster decisions
2. Better communication
3. Better and more consistent results

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INTRODUCTION
HOW IS THIS DONE?
Stick to the vision!

10. PROCESS
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11. PROCESS
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12. PROCESS
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13. INPUT
User Research
Personas
UX Analysis
Scenarios
Best practice
Brand Personas
Values
Design-guide
Design know-how
Analytics
User Testing
Technical Specifications
Market Analysis
Support Insights
Digital Strategy / Roadmap
Client Requirements
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14. REALITY HITS
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Limited budget Tight deadlines

15. REDUCED SCOPE
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User Research
Personas
UX Analysis
Scenarios
Best practice
Brand Personas
Vision & Values
Design-guide
Design know-how
Analytics
User Testing
Technical Specifications
Market Analysis
Digital Strategy / Roadmap
Client Requirements

16. (UX) VISION
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THE GOOD

17. THE GOOD (UX) VISION
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Business
Goals
Platform or
service focus
Target group User
Experience
values
A solid, common point of reference.
Based on UX Vision by Susan J. Wolfe

18. THE GOOD (UX) VISION
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Make it a part of the development.
Actionable Understandable
Up-to-dateActive
Realistic
Accessible

19. THE GOOD (UX) VISION
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Ask the client, or co-define in a
workshop.
Limited budget?

20. THE GOOD (UX) VISION
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Business
Goals
Platform or
service focus
Target group User
Experience
values
Based on UX Vision by Susan J. Wolfe

21. VALUES
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USER EXPERIENCE

22. WHY ARE UX VALUES IMPORTANT?
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Reliable
Pleasurable
By Aarron Walter “Designing for Emotion”
Usable
Functional

23. WHY ARE UX VALUES IMPORTANT?
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Car #1 Car #2 Beetle

24. WHY ARE UX VALUES IMPORTANT?
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25. WHY ARE UX VALUES IMPORTANT?
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Activity
Tracker #1
Activity
Tracker #2
Jawbone UP
Human tone
of voice

26. DEFINING THE RIGHT VALUES
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A description of the intended user experience - the “personality” of the product.
Values that relate to:
Brand &
profile
Business
goals
Market
position
Target group

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EXAMPLE
WHICH VALUES COULD
MATCH A LAW FIRM?

28. EXAMPLE
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- Efficient
- Professional
- Serious
- Trustworthy

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EXAMPLE
HOW ABOUT “YOUR LOCAL”
LAW FIRM THAT HANDLES
FAMILY MATTERS?

30. EXAMPLE
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- Experienced
- Friendly
- Optimistic
- Traditional

31. MAKE IT ACTIONABLE
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- Experienced
- Friendly
- Optimistic
- Traditional
Navigation
Tone of Voice
Graphics
Transitions
Functions
Colors Sounds
Content
Layout, Interactions, Focus, Flow,
Grouping, Headlines, Remove, etc.

32. MAKE IT ACTIONABLE
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- Experienced
- Friendly
- Optimistic
- Traditional
- Images to support focus
- Colors (Not black and white)
- A positive tone of voice
- Helpful/supportive actions
- Profile images - and remember to smile :D
- Simple, non-confusing focus and feedback
- A balance where professional meets personal

33. IT’S OK TO BE 50% FRIENDLY
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Neutral Ultra personal50%

34. PRACTICE
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BEST

35. WORKING WITH BEST PRACTICE
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Standards for layout, design direction and interactions. These examples can
serve as inspiration for the new solution.
Sources tend to be:
Platforms Major players
(Facebook,
Amazon etc.)
Trends Awards

36. IT’S A GREAT START
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- A fast way to get started
- A common starting point
- A great source of inspiration
- Users are familiar with it
- Risk of forgetting purpose..

37. A HOLISTIC EXPERIENCE
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- Frontpage & navigation
- Primary features
- Subpages & content
- Footer, About, Contact
- Sign in, Profile settings
- Loading animations, 404,
etc.

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EXAMPLE
HOW COULD OUR
FOOTER LOOK?

39. EXAMPLE
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EXAMPLE
SO HOW CAN WE
MAKE IT FRIENDLY?

41. ENGAGING
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• A positive tone of voice
• Professional meets personal

42. ENGAGING
& HELPFUL
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• A positive tone of voice
• Helpful functions

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EXAMPLE
HOW COULD OUR
SIGN IN LOOK?

44. EXAMPLE
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EXAMPLE
SO HOW CAN WE
MAKE IT FRIENDLY?

47. SIMPLE &
POSITIVE
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• A positive tone of voice
• Simple, non-confusing focus
and feedback

48. WE JUST SAY?
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SO WHAT DID

49. TAKEAWAYS
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- It takes very little to establish a vision
- Make your vision actionable
- Use your vision to innovate best practice
- Use the vision to improve communication
- Consider all aspects for a holistic user experience
- Do it on purpose!

50. THANK YOU!
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