ux 101: a quick & dirty introduction to user experience strategy & design

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

Genesis

HCI: Humanising machines

PARC Alto, 1973

Apple LISA, 1983 Windows 1.0, 1985

Command Line

Source: Unbounce http://unbounce.com/a-b-testing/usability-and-ab-testing-%E2%80%93-a-special-relationship/

Emergence of a meme, circa 2007

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”

Most admired?

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/

Fundamentals

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

What about lean?

Research & Insights

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

Toolkit of techniques, one objective: build real insight

Personas: modelling user behaviour

Customer journey mapping

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

37 Signals/Basecamp: Masters of the written word

Prototyping: Building to think

TBank

PROVA: Two weeks, two people

PROVA Demo

Web

Tablet

Phone

Future

2004 - You Could Differentiate Through Simple

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

Psychology & Persuasion at work

Gamifi

catio

n

Socia

l Pro

of

Paradox of C

hoice

Mobile: Changing behaviour & context

March 2011

2044% increase in 15 months

Jan 2010

Service & system design: experiences, not interfaces

Internet of Things: Embedded experiences

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”

The amazing shrinking interface - cash by email

Invisible interfaces: Goodnight Lamp

Toolkit, actions & takeaways

Tools to play around with

Wireframing / Protoyping

Analytics

User Research / Testing

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

Questions? Get in touch.

morgan.mckeagney@gmail.com+353 87 135 5197