Top 10 UX Guidelines

transcript

UX Guidelines

Jasson A Schrock

Head of User Experience at Onefootball

Melanie Daveid

Senior Product Designer at Onefootball

Top 10

3 © Onefootball GmbH / Top 10 UX Guidelines / 2015

PlanningUX Guidelines

It’s about the user

/ Speed and simplicity are important but are not always the answer.

/ Empathize with the user to understand their needs.

Increase user happiness

5 © Onefootball GmbH / Top 10 UX Guidelines / 2015 https://youtu.be/iueVZJVEmEs?t=6m21s

Perspective is Everything

“…six million pounds was spent to reduce the journey time between Paris London by about 40 minutes.

With 0.01% of that money you could put wifi on the trains which wouldn't reduce the duration of the journey but would have improved its enjoyment.”

– Rory Sutherland, TEDx Athens

600 M Construction work

WIFIVS

Toothbrush Test

"Is this something you will use once or twice a day, and does it make your life better?”

— Larry Page, CEO of Google

/ Timing and context are critical.

/ Ask, “What are the user’s needs?”

When and Why? Solve a users need and make it a habit

7 © Onefootball GmbH / Top 10 UX Guidelines / 2015-06-20

Toothbrush Test "Is this something you will use once or twice a day, and does it make your life better?” — Larry Page, CEO of Google

MVP = Minimum Viable Product

/ To gain traction the MVP needs to be more than just what’s feasible.

What is the MVP? Make it valuable not feasible

NOOOOOOO!!!

/ To gain traction the MVP needs to be more than just what’s feasible.

What is the MVP? Make it valuable not feasible

YES! That’s perfect.

MVP = Minimum Viable Product

What is the MVP?Make it valuable not just feasible

NOOOOOOO!!! YES! That’s perfect.

/ Collecting ideas for the future shouldn’t derail the process.

/ Prioritize items to move forward.

P0 – Mandatory P1 – Important P2 – Needed P3 – Nice to have

Make priorities Plan for the next steps but focus on the MVP

Complexity Balloon

Implicit over explicit personalization

6 Tailor to the User

/ Keep the complexity on our end, not the users.

Tailor to the user

Total Complexity

Tailor to the user

Hard to Use Easy to Use

Exposed to the User

Handled by the Product

Interface Handled by the Product

Interface Exposed to the User

15 © Onefootball GmbH / Top 10 UX Guidelines / 2015-06-20

Option = Decision

" Every time you give a user an option, you are asking them to make a decision.

When a user doesn’t care or understand the option this ultimately leads to frustration. “

— Tom McFarlin, Developer

https://tommcfarlin.com/wordpress-philosophy-decisions-not-options/15 © Onefootball GmbH / Top 10 UX Guidelines / 2015

DesigningUX Guidelines

The Monomyth aka The Hero’s Journey

Tell a story

6 It’s not a feature list

/ We’re all hardwired for stories… create a story not a list of the feature functions.

Have a clear visual hierarchy

7 Visually guide users

/ When everything is important, nothing is important.

/ Does it pass the squint test?

Squint Test

Have a clear visual hierarchy

7 Visually guide users

/ When everything is important, nothing is important.

/ Does it pass the squint test?

/ React to the user’s actions through visual, audible, or haptic feedback.

Is this working?Provide feedback for every interaction

“Because you watched House of Cards”

Encourage interaction with context.

9 Explain why

/ Tangental content needs a reference point.

/ Use community details to improve gamification and encourage exploration (eg. view count, ratings, shared by, etc).

/ However beware of too many repeated elements.

Do you know the answer?

Be consistent

10 Don’t reinvent the wheel

/ Use common design frameworks so the user knows what’s happening next.

Overview

Planning

1. Increase user happiness

2. Solve a user need and make it a habit

3. Make it valuable not just feasible

4. Plan for the next steps but focus on the MVP

5. Implicit over explicit personalization

6. Tell a story

Designing

7. Have a clear visual hierarchy

8. Provide feedback for every interaction

9. Encourage interaction with context

10. Be consistent

Top 10 – UX Guidelines

Thanks!Melanie Daveid

Senior Product Designer at Onefootball

Melanie.Daveid@Onefootball.com

melaniedaveid.com

Jasson A Schrock

Head of User Experience at Onefootball

Jasson.Schrock@Onefootball.com

about.me/Jasson

@jasson

@melaniedaveid