designing for the 100%

DESIGNING FOR THE 100% FJ van Wingerde @fj / @asktheuxer UX Special Agent

We make digital to Convert

whatever Conversion means

• Understand the thing • Be moved by the thing • Take action about the thing • Buy the thing • Subscribe to the thing

User-centered design

Focus on the person you have to convert

• Define who • Get them on the room when you design • Test on them

Know your user.

UX Tool: Personas

(but you do need some demographics to turn them into “people”.And you can’t have more than 4 or 5)

A utility

A utility8 personas

Clinical trials

A utility8 personas

Our first audience: people living with diabetes

Six interviews later…

• 11 to 86 years old • Male and female • All incomes • All education levels • All levels of digital proficiency

Six interviews later…

• One goal: to not have diabetes

Zero demographics =

Zero “people” to design with

Clinical trials

A utility8 personas

everyone

Clinical trials

A utility8 personas

everyone

Credit score & report

Clinical trials

A utility8 personas

everyone

Credit score & reportall competent adults

UX Tool: Personas Problematic

UX Tool: Qual Testing

UX Tool: Personas Problematic

qualitative behavior ≠ quantitative behavior

qualitative behavior ⬅ quantitative behavior

qualitative behavior ? quantitative behavior

“I’m not really that interested”

qualitative behavior ≠ quantitative behavior

“I’m not really that interested” Double-digit click-through rate

UX Tool: Qual Testing

UX Tool: Personas Problematic

No insight

UX Tool: Qual Testing

UX Tool: Personas Problematic

No insight

UX Tool: Competitor Analysis

2 Carousels?

Where exactly are my search results?

But you can’t see behind the curtain

UX Tool: Qual Testing

UX Tool: Personas Problematic

No insight

UX Tool: Competitor AnalysisNo insight

UX Tool: Qual Testing

UX Tool: Personas Problematic

No insight

UX Tool: Competitor AnalysisNo insight

UX Tool: Lean / Experiments

UX Tool: Qual Testing

UX Tool: Personas Problematic

No insight

UX Tool: Competitor AnalysisNo insight

UX Tool: Lean / Experiments

Brand damage

UX Tool: Qual Testing

UX Tool: Personas Problematic

No insight

UX Tool: Competitor AnalysisNo insight

UX Tool: Lean / Experiments

Brand damage

You still need to do this

“Make it easy”

Accessibility, for reals(The user is beyond drunk)

Heuristic 1:

Accessibility, for reals(The user is beyond drunk)

Heuristic 1:

As a start, Google for ‘GDS Consider the range’ ‘GDS Services that are simple to explain’

Find your Target.

Then find your Floor

Heuristic 2:

Find your Target.

Then find your Floor

Heuristic 2:

You get your personas backYour pitfall is being patronising

Mobile First, for reals

Heuristic 3:

Mobile First, for reals

Heuristic 3:

Desktop is mobile in a wider column

Don’t be clever(Obvious always wins)

Heuristic 4:

Don’t be clever(Obvious always wins)

Heuristic 4:

Luke W is now your best friend.

Think of the caregivers

Heuristic 5:

Take heart and live the challenge

Heuristic 6:

The reason your design tools don’t work

(everyone needs this)

The reason your design tools don’t work

(everyone needs this)is the same reason you are not in trouble

(everyone needs this)

If you have something people want,

you don’t have to be perfect

Thank you! fjvwing@gmail.com