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Startups + UX = ♥

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Publié le

Palestra realizada pelo Paulo Floriano, co-founder da Neue Labs, para as startups aceleradas pela 21212.com.

Apresentação sobre como os designers de UX criam experiências mais efetivas de uso por meio de um pensamento lean e como as técnicas de geração e validação de hipotéses pode ajudar sua startup.

Publié dans : Design
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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Startups + UX = ♥

  1. 1. STA RTUPS + UX = ♥ PA U LO R O B E RT O F LO R I A N O
  2. 2. 10+ ANOS DE EXPERIÊNCIA EM PROJE TOSDE PESQUISA, ESTRATÉGIA E PLANEJAMENTODE PRODUTOS DIGITAIS70+ PROJE TOS50 EMPRESASSÓCIO-DIRE TOR DA NEUE STUDIO (NEUE.ST)TWIT TE R: @PRFLORIANOLIN KEDI N: PFLORIANO
  3. 3. 8UMA BREVE HISTÓRIA 7
  4. 4. SEMPRE FOI ASSIM:O VISIONÁRIO E O EXECUTOR
  5. 5. 8ALGUM TEMPO DEPOIS, UMA NOVA LEVA SURGIU 7
  6. 6. Comprado por Comprado por Investimento de Investimento de35 mi 1 bi 37 mi 50 miInvestimento de Investimento de Investimento de Investimento de120 mi 3.7 mi 51 mi 125 miFonte: designerfund.com
  7. 7. 8 O QUE ESTAS STARTUPS TÊMDE DIFERENTE EM RELAÇÃO ÀS PRIMEIRAS? 7
  8. 8.   I N T E R FAC E S M A I S AT R AT I VAS ?  S I M P L I C I DA D E D E U S O ?  E X P E R I Ê N C I A D E U S O V I C I A N T E ?
  9. 9. 8 NÃO SÓ ISSO: ELAS POSSUEMDESIGNERS COMOCO-FUNDADORES 7
  10. 10. Stewart Butterfield Mike Kreiger Evan Sharp Jason GoldbergGame Designer UX Designer Designer UX DesignerJoe Gebbia Alexa Andrezejevski Rob Kalin David KarpIndustrial Designer Visual Designer Chief Creative Officer Interaction DesignerFonte: designerfund.com
  11. 11. 8O QUE TORNOU ESSAS EMPRESAS TÃO BEM-SUCEDIDAS NÃO FOI A HABILIDADE EM CRIAR UM PRODUTO BONITO... 7
  12. 12. 8...MAS SIM O JEITO DE PENSAR. 7
  13. 13. QUAL O JEITO DE PENSAR DE UMDESIGNER DE UX?  E N T E N D E A F U N D O A S N E C E S S I D A D E S D O S USUÁRIOS ANTES DE DESENHAR  P E N S A N A F U N Ç Ã O A N T E S D A F O R M A  R E S O LV E P R O B L E M A S R E A I S  C R I A E X P E R I Ê N C I A S M E M O R ÁV E I S D E U S O
  14. 14. STA RTUPS + UX = ♥ POR QUE MESMO?
  15. 15. STARTUPS UX DESIGNERSPrecisam “sair do prédio” São especialistas nistoPrecisam criar produtos Criam as experiênciasque usuários queiram mais efetivas de usoPrecisam estruturar São ótimos em prototiparconceitos rapidamente coisasPrecisam obter feedback Sabem realizar testesconstante como ninguém
  16. 16. M O D E LO S TA RT U P W E E K E N D Hipóteses do Teste do problema Teste da solução modelo MVP Alguém liga para o Alguém gosta? Clientes problema?Fonte: slideshare.net/sblank/startup-weekend-introduction
  17. 17. M O D E LO S TA RT U P W E E K E N D Hipóteses do Teste do problema Teste da solução modelo UX UX UX MVP Alguém liga para o Alguém gosta? Clientes problema?Fonte: slideshare.net/sblank/startup-weekend-introduction
  18. 18. CONTE-ME MAIS SOBRE COMO ISSO FUNCIONA
  19. 19. “ EXPERIÊNCIA DO USUÁRIO CUSTA CARO
  20. 20. 100x Custo de alteração 6x 1x Design Codificação LançamentoFonte: Pressman, Roger. Software Engineering: A Practitioners Approach.
  21. 21. “ EXPERIÊNCIA DOTEMPO LEVA MUITO USUÁRIO
  22. 22. tempo deelaboração dedocumentaçõescomplexas
  23. 23. tempo deelaboração dedocumentaçõescomplexastempo dedesenvolvimento
  24. 24. tempo deelaboração dedocumentaçõescomplexastempo dedesenvolvimentorefações
  25. 25. tempo deelaboração dedocumentaçõescomplexastempo dedesenvolvimentorefaçõestempo de teste
  26. 26. tempo deelaboração dedocumentaçõescomplexastempo dedesenvolvimentorefaçõestempo de testesuporte/dúvidas
  27. 27. “ NÃO PRECISO DEAGORAPRODUTO BONITO UM
  28. 28. Interface UX
  29. 29. produto
  30. 30. interface
  31. 31. UX
  32. 32. Fonte: Elements of user experience – Jesse James Garrett
  33. 33. Em um projeto enxuto, muitasvezes o resultado inicial não será “bonito”
  34. 34. “USUÁRIOS O SUFICIENTE EU CONHEÇO OS MEUS
  35. 35. “Nós  tendemos  a  projetar    as  nossas  crenças    e  racionalizações  nas  ações    e  crenças  dos  outros.”   Don  Norman  
  36. 36. } }SELF GENIUSDESIGN DESIGN S E VO C Ê N Ã O SE ENCAIXA EMQ U A N D O VO C Ê Q U A N D O VO C Ê NENHUMÉ REALMENTE O JÁ P R OJ E T O U DESTESUSUÁRIO A LG O PA R A O S MÉTODOS,DA Q U E L E USUÁRIOS – VO C Ê P R E C I S APRODUTO M AS R E A L M E N T E SAIR DOEX: E N T E N D E U S U AS PRÉDIO.37 S I G N A LS N E C E SS I DA D E S
  37. 37. “ OS USUÁRIOS NÃO SABEM DO QUE PRECISAM
  38. 38. “Se  eu  perguntasse  aos  meus  clientes  o  que  eles  queriam,  teriam  dito  –  um  cavalo  mais  rápido”.   Henry  Ford  
  39. 39. tecnologia usuários objetivos organizacionais Experiência do usuário
  40. 40. MAS...E NA PRÁTICA?
  41. 41. C I C LO S D E E X P E R I Ê N C I A D O U S U Á R I O IDEIA Coletar insights e formular as hipóteses CONCEITO Checar direção do projeto VA L I DAÇ Ã O Identificar melhorias e mensurar aceitaçãoAdaptado de: slideshare.net/clevergirl/designstartups-startup-lessons-learned
  42. 42. Quick and Dirty
  43. 43. C I C LO S D E E X P E R I Ê N C I A D O U S U Á R I O IDEIA Coletar insights e formular as hipóteses CONCEITO Checar direção do projeto VA L I DAÇ Ã O Identificar melhorias e mensurar aceitaçãoAdaptado de: slideshare.net/clevergirl/designstartups-startup-lessons-learned
  44. 44. Onde a mágica acontece Sua zona de conforto
  45. 45. QUANTITATIVA QUALITATIVA + ABRANGENTE + APROFUNDADABOA PARA VALIDAÇÃO + ADAPTÁVEL E CONFIRMAÇÃO DE HIPÓTESES BOA PARA CRIAÇÃO DE HIPÓTESES E OBTENÇÃO DE INSIGHTS
  46. 46. O que os usuários fazemComportamento Como O que Por que Quanto Atitude O que os usuários dizem Qualitativa Quantitativa Christian Roher, 2008.
  47. 47. Análise de logsComportamento Testes de usabilidade Etnografia Atitude Grupos Focais Questionários Entrevistas Card sortings Qualitativa Quantitativa Christian Roher, 2008.
  48. 48. O QUE VAI DITAR A ESCOLHA  Contexto e objetivos do projeto  Tempo e equipe disponível  Orçamento  Acesso aos usuários
  49. 49. 8N A P R ÁT I C A 7
  50. 50. SESSÃO DE PROTO-PERSONASCOM A EQUIPE –HIPÓTESES SOBRE OS USUÁRIOS
  51. 51. Quick and Dirty
  52. 52. ENTREVISTAS DE 45 MINUTOS COMATÉ 6 PESSOAS –CONFIRMAÇÃO DE HIPÓTESE EL E VA N T A M E N T O D E N E C E S S I D A D E S
  53. 53. BENCHMARKING / ANÁLISEC O M P E T I T I VA –L E VA N T A R F E A T U R E S
  54. 54. D I A G R A M A S D E A F I N I D A D E PA R AC O N S O L I D A R R E S U LT A D O S
  55. 55. ESTRUTURE / REFINEAS PERSONAS
  56. 56. Necessidade / issue FeatureVisualizarinformações do Página do produtoproduto Comparador deComparar preços preçosTer apoio na decisão Reviews, ratings,de compra tour do produtoComprar produto Carrinho de compras
  57. 57. DINÂMICA DE PRIORIZAÇÃO  Sócios e stakeholders – representantes de tecnologia, negócios e design  Processo de discussão, não apenas votação  Cria-se uma visão compartilhada do projeto  Decisões tomadas em conjunto (e o entendimento compartilhado) evita regressos ou discussões desnecessárias em fases posteriores
  58. 58. Facilidade de Relevância estratégica implementaçãoPágina do produtoComparador de preçosReviewsCarrinho de compras
  59. 59. ROADMAP Carrinho Página do produto 2 Comparador 1Relevância Reviews 3 Tour virtual 4 Rating Facilidade
  60. 60. ROADMAP Fonte: Enterprise IA Roadmap – Louis Rosenfeld
  61. 61. C I C LO S D E E X P E R I Ê N C I A D O U S U Á R I O IDEIA Coletar insights e formular as hipóteses CONCEITO Checar direção do projeto VA L I DAÇ Ã O Identificar melhorias e mensurar aceitaçãoAdaptado de: slideshare.net/clevergirl/designstartups-startup-lessons-learned
  62. 62. COMECE MAPEANDOA J O R N A DA D O U S U Á R I O
  63. 63. P O D E S E R U M F LU XO S I M P L E S
  64. 64. O U U M S T O RY B O A R D
  65. 65. O I M P O RTA N T E É I D E N T I F I C A RO Q U E F U N C I O N A P R A VO C Ê
  66. 66. PROTOTIPE
  67. 67. PODE SER UM WIREFRAME D E A LTA F I D E L I DA D E
  68. 68. O U U M D E B A I X A Q U A L I DA D E
  69. 69. M AS N A M A I O R I A DA S V E Z E S U MDESENHO FUNCIONA MUITO BEM
  70. 70. ESTES MÉTODOS SÃO MEIOSPA R A C O M U N I C A R C O N C E I T O S
  71. 71. Q U A LQ U E R U M VA L E , D E S D E Q U E A E Q U I P E C O N S I GA E N T E N D E R
  72. 72. POR QUE NÃO UMA COLAGEMI LU S T R A N D O O S C O M P O N E N T E S ?
  73. 73. Quick and Dirty :)
  74. 74. 8U S E AC E L E R A D O R E S , S E M M E D O 7
  75. 75. C I C LO S D E E X P E R I Ê N C I A D O U S U Á R I O IDEIA Coletar insights e formular as hipóteses CONCEITO Checar direção do projeto VA L I DAÇ Ã O Identificar melhorias e mensurar aceitaçãoAdaptado de: slideshare.net/clevergirl/designstartups-startup-lessons-learned
  76. 76. T E S TA R C O M 1 U S U Á R I O É 100% melhorD O Q U E N Ã O T E S TA R C O M N E N H U M .
  77. 77. 5 usuários = 85% dos problemas de usabilidade Fonte: http://www.useit.com/alertbox/20000319.html
  78. 78. 8M AS T E S T E S D E U S A B I L I DA D E N Ã O SÃO CAROS? 7
  79. 79. SIM, ELES PODEM SER.
  80. 80. MAS TAMBÉM PODEM CUSTARMUITO POUCO.
  81. 81. 8N A P R ÁT I C A 7
  82. 82. F A Ç A T E S T E S A N T E C I PA D O S ,C O M A S I D E I A S A I N D A N O PA P E L
  83. 83. TESTES REMOTOS
  84. 84. AUTO TESTE / TESTES NÃO MODERADOS
  85. 85. TESTE DE MOBILE EM CAMPO
  86. 86. 8INCORPORANDO OS RESULTADOS AO PROJE TO 7
  87. 87. WIREFRAME COM ANOTAÇÕES 1 2 3 4
  88. 88. MATRIZ DE FINDINGSCategoria Finding Severidade Evidência Recomendação Complexidade Usuários não Dar mais conseguemNavegação Alta T1, T3, T8 destaque ao Baixa encontrar conteúdo conteúdo x
  89. 89. NOVOS DESENHOS E MOCKUPSCommunica)ng  User  Research  Findings  -­‐  Jim  Ross  
  90. 90. NÃO SE ESQUEÇA DE REFINAR AS PERSONAS!
  91. 91. E REVISAR O ROADMAP Carrinho Página do produto Nova feature! 2 Comparador 1Relevância Reviews 3 Tour virtual 4 Rating Facilidade
  92. 92. Crie Teste Aprenda Adapte
  93. 93. OBRIGADO! 7 paulo@neuestudio.com.br twitter @prfloriano http://neue.stA apresentação estará em slideshare.net/neuestudio

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