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User Experience & Metrics Design at a startup, from your perspective September 25, 2010 Jan Miksovsky Co-Founder and VP User Experience, Cozi
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User Experience & Metrics
Design at a startup, from your perspective September 25, 2010 Jan Miksovsky Co-Founder and VP User Experience, Cozi
Bare-bones design can be successful
Home page, 2010
First home page, 1998
Design determines what the product IS
Can you design?
Can you design well?
Finding a great designer
1. Has title like
UX Designer
UI Designer
Interaction Designer
Visual Designer
Graphic Designer
2. Talks about users, users, users
3. Worked on something users liked
(maybe not commercially successful)
4. Can weigh a business compromise
5. Cares about shipping, not research
Design starts by talking with users
Photo: Hobvias Sudoneighm
Need finding
Ideation
Pretty Photoshop
Create the simplest thing that could possibly work
Create the simplest thing that could possibly work
Create the simplest thing that could possibly work
Even a great designer will miss 25% of the time
Iterate — September 2006
• Example?
Iterate — December 2006
Iterate – February 2008
Iterate – March 2008
Iterate – June 2008
Iterate – August 2009
Iterate – June 2010
Iterate – August 2010
Iterate – September 9, 2010
Iterate – September 30, 2010
Designs that don’t ship are meaningless
404 Error
The page cannot be found
Your input as founder/executive
Your input as just another user
Feature priorities (what business needs)
Feature priorities (what users want)
Existence of problems with the product
Solutions to problems with the product
Whether design is supporting your brand
Look and feel
Bucket testing (A/B testing)
ROI of design
“It’s impossible to measure ROI for user
experience with a simple equation that
can be applied across a wide swath of
companies and projects.”
“Leveraging Business Value: How ROI Changes User Experience”, Adaptive Path http://adaptivepath.com/ideas/reports/businessvalue
Design requires trust
Design requires trust
Design requires trust
Design requires trust
Design requires trust
Design is not enough
Without
• Funds
• Good management
• Great engineers
• Distribution
• Business model
• Hard work
• And copious amounts of luck
… a great design won’t matter
Design, from your perspective
• Bring a great designer on board
• Start with the simplest thing that could possibly work
• Design will miss 25% of the time
• Expect iteration
• Designs that don’t ship are meaningless
• Trust your designer
• Design is not enough
