Why screen design is the second - not the first - step in app design Tommy De Kimpe, UX Expert

APP LAUNCH

APP CRASH

CUSTOMER JOURNEY DESIGN VISION VALUE PROPOSITION

UX Framework

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Product/Service

Wants

Needs

Fears

Customer

Strategy

Benefits Features Experience

Value Proposition

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COMFORT

???

?

WE NEED AN APP!

1. How can we provide comfort? 2. How can the app play a role in that?

WHERE IS THE COMFORT?

VALUE PROPOSITION

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Define the value you’re offering

CUSTOMER JOURNEY DESIGN VISION VALUE PROPOSITION

UX Framework

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HERE WE GO AGAIN…

VERIFICATION NUMBER IN THE APP

CAN I SEE YOUR eID PLEASE?

WHAT’S YOUR BIRTHDAY?

WHAT’S YOUR DESTINATION?

ONE WAY OR RETURN?

PROCESSING

LATEST TECHNOLOGY - QR

WHAT HAPPENED? HOW DID THIS GO FROM GREAT TO LOUSY?

OTHER GREAT APPS

USER TESTING – A BABY CAN DO IT

ENTIRE CUSTOMER JOURNEY ALL TOUCHPOINTS ARE IMPORTANT

INFORMATION – WEB & APP

LADY BEHIND THE COUNTER

TRAIN ATTENDANT

CUSTOMER JOURNEY

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Map the entire customer journey

CUSTOMER JOURNEY DESIGN VISION VALUE PROPOSITION

UX Framework

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Design vision

USABILITY PRINCIPLES

DESIGN DESIGN PRINCIPLES

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BASED ON HOW PEOPLE

Feel

Think

Hear See

Interact Behave

Usability principles

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Usability principles

“People process information better in chunks”

“People are lazy, they go for good enough”

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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

COMFORT vs. SECURITY HOW CAN I LOG OUT?

DESIGN VISION

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Create your own design vision

Do not copy from the giants

CUSTOMER JOURNEY DESIGN VISION VALUE PROPOSITION

UX Framework

© Human Interface Group

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

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

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