1. User Experience 101: An Introduction & Personal
Overview to UX Strategy & Design
Essential UX for Startups
mckeagney * peak performance for digital businesses

2. About Me: @morganmck
• Founder & Principal, McKeagney Consulting
(2014-present)
• Co-founder & CEO of iQ Content (2001-2012)
• Inventor of iQ Prize (2009)
• Co-founder & Director of iQ Labs & iQ Ventures
(2012-2014)
• Proud co-parent of Antenna, Daddyo & PROVA

3. Genesis

4. HCI: Humanising machines
PARC Alto, 1973
Command Line
Apple LISA, 1983 Windows 1.0, 1985

5. Source: Unbounce
http://unbounce.com/a-b-testing/usability-and-ab-testing-%E2%80%93-a-special-relationship/

6. Emergence of a meme, circa 2007

7. The Holy Trinity: Primacy of User Experience
“Focus on the user
and all else will follow”
“I am congenitally
customer focused”
“Design is how it works”

8. Most admired?

9. Kano Model: Intuitive UX as Standard
Source: Jared Spool, Understanding the Kano Model - A Tool for Sophisticated Designers
http://www.uie.com/articles/kano_model/

10. Fundamentals

11. What is user experience?
All aspects of the end-user’s interaction with the
company, its services, and its products. The first
requirement for an exemplary user experience is to meet
the exact needs of the customer, without fuss or
bother. Next comes simplicity and elegance that produce
products that are a joy to own, a joy to use.….to achieve
high-quality user experience in a company’s offerings there
must be a seamless merging of the services of multiple
disciplines, including engineering, marketing, graphical
and industrial design, and interface design.
Source: Nielsen Norman Group
http://www.nngroup.com/articles/definition-user-experience/

12. Design at the core
“Most people make the mistake of thinking
design is what it looks like. That’s not what we
think design is. It’s not just what it looks like and
feels like. Design is how it works.”
“Good design is actually a lot harder to
notice than poor design, in part because
good designs fit our needs so well that
the design is invisible”
Steve Jobs
Don Norman, “The Design of Everyday Things”

13. It all begins with understanding your customer
user experience
“The aim of marketing is to
know and understand the
customer so well the
product or service fits him
and sells itself.”
Peter Druker, American Business Guru

14. Making someone’s life better, in a meaningful way
“Make my life easier & better.
Understand me. Surprise me.”

15. Elements of User Experience
Source: Jesse James Garrett, “The Elements of User Experience”.
http://www.jjg.net/elements/pdf/elements.pdf

16. Getting there: typical user centred design process
Source: SAP Design Guild
http://www.sapdesignguild.org/resources/ucd_process.asp

17. What about lean?
Research &
Insights

18. Understanding the customer: when & how?
Product Validation Make something of value, solve a
real human’s problem.
Product Design & Dev Make something that’s as useful,
usable & delightful as possible?
Operation & Optimisation Make a good thing better and
better?

19. Customer & market fit: build something meaningful
“Lesson #1: Are you solving
an actual problem?”
https://medium.com/@michalbohanes/seven-lessons-i-learned-from-the-failure-of-my-first-startup-dinnr-c166d1cfb8b8

20. Asking the right questions, in the right way
Source: “The Mom Test”, by Rob Fitzpatrick, referenced in “Seven Lessons I learned from the failure of my first start-up”
https://medium.com/@michalbohanes/seven-lessons-i-learned-from-the-failure-of-my-first-startup-dinnr-c166d1cfb8b8

21. Toolkit of techniques, one objective: build real
insight

22. Personas: modelling user behaviour

23. Customer journey mapping

24. Sketching & wireframing
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25. Leverage emerging standards: pattern libraries
Source: Zurb University: Library
http://zurb.com/university/library

26. But….leave room for innovation & delight
Source: Business Insider, “The First Ever Email, the First Tweet, and 10 Other Famous Internet Firsts”, April 2013
http://finance.yahoo.com/news/the-first-ever-email--the-first-tweet--and-12-other-famous-internet-firsts-181209886.html

27. Content & Microcopy: content is experience
“Because interfaces are
mostly words, and people
mostly get tripped up by
small details, writing good
microcopy is the fastest
way to improve your
interface.”
Source: “Microcopy: Small, yet powerful copy for web & mobile apps”, by Joshua Porter
http://www.slideshare.net/500startups/joshua-porter-10426310?
qid=48631550-7b2c-48d4-9494-4fa16a7490cb&v=qf1&b=&from_search=4

28. 37 Signals/Basecamp: Masters of the written word

29. Prototyping: Building to think
TBank

30. PROVA: Two weeks, two people

31. PROVA Demo
Web
Tablet
Phone

32. Future

33. 2004 - You Could Differentiate Through Simple

34. Beyond simple: persuasive & seductive
Source: Joshua Porter, referenced in Stephen Anderson’s The Art & Science of Seductive Interactions
http://www.slideshare.net/stephenpa/the-art-science-of-seductive-interactions?qid=da941c24-d268-4b6b-b2cf-
87a511920318&v=default&b=&from_search=1

35. Persuasion & Seduction: Two Gurus
Stephen P Anderson
Sebastian Deterding
www.codingconduct.cc www.codepainter.com
Source: Sebastian Deterding, Persuasive Design
http://www.slideshare.net/dings/persuasive-web-design-how-to-separate-
users-from-their-bad-behaviours
Source: Stephen P Anderson, The Art & Science of Seductive Interactions
http://www.slideshare.net/stephenpa/the-art-science-of-seductive-interactions?
qid=da941c24-d268-4b6b-b2cf-87a511920318&v=default&b=&from_search=1

36. Psychology & Persuasion at work
Gamification
Social Proof
Paradox of Choice

37. Mobile: Changing behaviour & context
March
2011
2044% increase in 15 months
Jan
2010

38. Service & system design: experiences, not
interfaces

39. Internet of Things: Embedded experiences

40. Best UI is no UI?
“No matter how UX = UI
cool your interface
is, less of it would
“The best UI is no UI”
be better.”
Alan Cooper, About Face Golden Krishnan, 2012

41. The amazing shrinking interface - cash by email

42. Invisible interfaces: Goodnight Lamp

43. Toolkit, actions & takeaways

44. Tools to play around with
Wireframing / Protoyping
Analytics
User Research / Testing

45. Online Resources
• Boxes and Arrows
• UX Booth
• UX Pin
• UX Mag
• Johnny Holland
• A List Apart
• UX Apprentice

46. Some people to follow
• Des Traynor
• Luke W
• Stephen P Anderson
• Sebastien Deterding
• Joshua Porter
• Jared Spool
• Jakob Nielsen
• Alan Cooper
• Don Norman
• Jason Fried

47. Where to start
1 Spend useful time with your customers
2 Jump into some training
3 Have fun with design: sketch, scribble & prototype
4 Engage, engage, engage - involve your customers throughout

48. 8 Principles to Live By
#1: Know your customer
#2: Simpler is generally better
#3: Get the basics right (sign-ups, flows, forms)
#4: Mind your language (content is design)
#5: Be respectful, not annoying
#6: Limit choices: respect paradox of choice
#7: Provide social proof
#8: Drive action, design for the behaviour you want

49. Questions? Get in touch.
morgan.mckeagney@gmail.com
+353 87 135 5197