User Experience 101: An Introduction & Personal Overview to UX Strategy & DesignEssential UX for Startups
mckeagney * peak performance for digital businesses
About Me: @morganmck
• Founder & Principal, McKeagney Consulting (2014-present)
• Co-founder & CEO of iQ Content (2001-2012)
• Inventor of iQ Prize (2009)
• Co-founder & Director of iQ Labs & iQ Ventures (2012-2014)
• Proud co-parent of Antenna, Daddyo & PROVA
Source: Unbounce http://unbounce.com/a-b-testing/usability-and-ab-testing-%E2%80%93-a-special-relationship/
The Holy Trinity: Primacy of User Experience
“Focus on the user and all else will follow”
“I am congenitally customer focused”
“Design is how it works”
Kano Model: Intuitive UX as Standard
Source: Jared Spool, Understanding the Kano Model - A Tool for Sophisticated Designers http://www.uie.com/articles/kano_model/
What is user experience?
All aspects of the end-user’s interaction with the company, its services, and its products. The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use.….to achieve high-quality user experience in a company’s offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design.Source: Nielsen Norman Group http://www.nngroup.com/articles/definition-user-experience/
Design at the core
“Good design is actually a lot harder to notice than poor design, in part because
good designs fit our needs so well that the design is invisible”
“Most people make the mistake of thinking design is what it looks like. That’s not what we
think design is. It’s not just what it looks like and feels like. Design is how it works.”
Steve Jobs
Don Norman, “The Design of Everyday Things”
It all begins with understanding your customer
Peter Druker, American Business Guru
“The aim of marketing is to know and understand the
customer so well the product or service fits him
and sells itself.”
user experience
Making someone’s life better, in a meaningful way
“Make my life easier & better. Understand me. Surprise me.”
Elements of User Experience
Source: Jesse James Garrett, “The Elements of User Experience”. http://www.jjg.net/elements/pdf/elements.pdf
Getting there: typical user centred design process
Source: SAP Design Guild http://www.sapdesignguild.org/resources/ucd_process.asp
Understanding the customer: when & how?
Product Validation Make something of value, solve a real human’s problem.
Product Design & Dev Make something that’s as useful, usable & delightful as possible?
Operation & Optimisation Make a good thing better and better?
Customer & market fit: build something meaningful
https://medium.com/@michalbohanes/seven-lessons-i-learned-from-the-failure-of-my-first-startup-dinnr-c166d1cfb8b8
“Lesson #1: Are you solving an actual problem?”
Asking the right questions, in the right way
Source: “The Mom Test”, by Rob Fitzpatrick, referenced in “Seven Lessons I learned from the failure of my first start-up” https://medium.com/@michalbohanes/seven-lessons-i-learned-from-the-failure-of-my-first-startup-dinnr-c166d1cfb8b8
Sketching & wireframing
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Leverage emerging standards: pattern libraries
Source: Zurb University: Library http://zurb.com/university/library
But….leave room for innovation & delight
Source: Business Insider, “The First Ever Email, the First Tweet, and 10 Other Famous Internet Firsts”, April 2013 http://finance.yahoo.com/news/the-first-ever-email--the-first-tweet--and-12-other-famous-internet-firsts-181209886.html
Content & Microcopy: content is experience
“Because interfaces are mostly words, and people mostly get tripped up by
small details, writing good microcopy is the fastest
way to improve your interface.”
Source: “Microcopy: Small, yet powerful copy for web & mobile apps”, by Joshua Porter http://www.slideshare.net/500startups/joshua-porter-10426310?qid=48631550-7b2c-48d4-9494-4fa16a7490cb&v=qf1&b=&from_search=4
Beyond simple: persuasive & seductive
Source: Joshua Porter, referenced in Stephen Anderson’s The Art & Science of Seductive Interactions http://www.slideshare.net/stephenpa/the-art-science-of-seductive-interactions?qid=da941c24-d268-4b6b-b2cf-87a511920318&v=default&b=&from_search=1
Persuasion & Seduction: Two Gurus
Stephen P Anderson
www.codepainter.comwww.codingconduct.cc
Sebastian Deterding
Source: Sebastian Deterding, Persuasive Design http://www.slideshare.net/dings/persuasive-web-design-how-to-separate-users-from-their-bad-behaviours
Source: Stephen P Anderson, The Art & Science of Seductive Interactions http://www.slideshare.net/stephenpa/the-art-science-of-seductive-interactions?qid=da941c24-d268-4b6b-b2cf-87a511920318&v=default&b=&from_search=1
Best UI is no UI?
UX = UI“No matter how cool your interface is, less of it would
be better.”Alan Cooper, About Face Golden Krishnan, 2012
“The best UI is no UI”
Online Resources
• Boxes and Arrows
• UX Booth
• UX Pin
• UX Mag
• Johnny Holland
• A List Apart
• UX Apprentice
Some people to follow• Des Traynor
• Luke W
• Stephen P Anderson
• Sebastien Deterding
• Joshua Porter
• Jared Spool
• Jakob Nielsen
• Alan Cooper
• Don Norman
• Jason Fried
Where to start
1 Spend useful time with your customers
2 Jump into some training
3 Have fun with design: sketch, scribble & prototype
4 Engage, engage, engage - involve your customers throughout
8 Principles to Live By
#1: Know your customer
#2: Simpler is generally better #3: Get the basics right (sign-ups, flows, forms)
#4: Mind your language (content is design)
#5: Be respectful, not annoying
#6: Limit choices: respect paradox of choice
#7: Provide social proof
#8: Drive action, design for the behaviour you want