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Why screen design is the second - not the first - step in app design Tommy De Kimpe, UX Expert
| Date post: | 11-Feb-2017 |
| Category: |
Mobile |
| Upload: | human-interface-group |
| View: | 391 times |
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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
© Human Interface Group
Product/Service
Wants
Needs
Fears
Customer
Strategy
Benefits Features Experience
Value Proposition
© Human Interface Group
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
© Human Interface Group
Define the value you’re offering
CUSTOMER JOURNEY DESIGN VISION VALUE PROPOSITION
UX Framework
© Human Interface Group
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
© Human Interface Group
Map the entire customer journey
CUSTOMER JOURNEY DESIGN VISION VALUE PROPOSITION
UX Framework
© Human Interface Group
Design vision
USABILITY PRINCIPLES
DESIGN DESIGN PRINCIPLES
© Human Interface Group
BASED ON HOW PEOPLE
Feel
Think
Hear See
Interact Behave
Usability principles
© Human Interface Group
Usability principles
“People process information better in chunks”
“People are lazy, they go for good enough”
© Human Interface Group
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
© Human Interface Group
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 [email protected] +32 (0)15 40 01 38 Human Interface Group De Regenboog 11 2800 Mechelen Belgium www.higroup.com
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@higroup
Human Interface Group
Thank you
