make ux great again

Make UXGreat Again

Disclaimer(Not affiliated in any way with Donald Trump)

UX is Pretty Great(But it hasn’t always been)

Let’s re-wind 20-years

● Kids loved Power Rangers & Pokémon● People lined up overnight for a cell

phone● New Star Trek & Independence Day

movies● Olympics... which most people ignored

● A Clinton was elected president

Ok, it kind of suckedBut it was new, exciting, and innovation was everywhere.

Let’s not make 2016Like 1996.

2016 is another inflection point

● Mobile use has overtaken desktop● Location-aware services are

mainstream● Everyone is a content-creator

● Design is being analyzed & quantified● VR is a UX event horizon

UX is better in 2016

Deeper Understanding of User Needs

● Personas & Journey Maps● Balsamiq for wireframes

● Sketch and Photoshop* (us older folks)● Invision for interactive prototypes

● Optimizely, Heap, and Google Analytics

UX is Results Oriented

Show Your Work

● Define your audience (personas)● Research interaction context - how &

when● Understand & empathize with your

users ● Set objective metrics to evaluate

success● Clearly communicate with stakeholders

Sometimes it paysto be a little wild.

Build a Wall!

Separate your businessfrom the competition.

UX focus is the difference

● Marketing driven - why are we special?● Development driven - does everything

work?● Product driven - what are our features?

● UX driven - what do our customers need?

UX triggers emotional responses

● Loss aversion = threat we must reduce● Incentives = advantage we desire

● Stress accumulates over time● Too much stress triggers panic

UX failures compoundSuccess is often invisible

Most people think small, because most people are

afraid of making decisions.

UX Professionals Create Momentum

● Identify opportunities for improvement● Research partners and competitors

● Present options and recommend actions

● Request, incorporate, and credit feedback

● Share credit for positive results

UX Professionals Fail Forward

● We learn more from failure than success

● Cultivate an “always testing” culture● Quantify and document your results

● 5% to 8% is actually a 38% improvement

● Do not blame team members for failure

Google uses a HEART metaphor

● Happiness: User attitudes & satisfaction● Engagement: Actions of individual

users● Adoption: Use of a new product or

feature● Retention: Repeat users. Loss = churn

rate● Task success: time to complete / error

rate

If you don’t tell people about your success, they

probably won’t know about it.

Give Yourself Credit for UX Wins

● Get input early from key team members● Share credit and build consensus

● Be decisive and confident in meetings● Use positive language, focus on solutions● Your review is based on your contributions

So how can you help Make UX Great Again?

Work Smart. Think Yuge.

● Champion the UX process - it really works● Leverage success and failure - keep

moving● Get opinions from experts - “the best

people”● Rock the boat - be a little outrageous

● Avoid pre-shredded cheese (i.e. Bootstrap)

It’s gonna be great!Steve Noone

stevenoone@gmail.comuxceed.comIcons “borrowed” from The Oatmeal