designing for the 100%
TRANSCRIPT
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DESIGNING FOR THE 100% FJ van Wingerde @fj / @asktheuxer UX Special Agent
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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
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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.
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UX Tool: Personas
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(but you do need some demographics to turn them into “people”.And you can’t have more than 4 or 5)
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A utility
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A utility8 personas
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Clinical trials
A utility8 personas
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Our first audience: people living with diabetes
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Six interviews later…
• 11 to 86 years old • Male and female • All incomes • All education levels • All levels of digital proficiency
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Six interviews later…
• One goal: to not have diabetes
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Zero demographics =
Zero “people” to design with
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Clinical trials
A utility8 personas
everyone
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Clinical trials
A utility8 personas
everyone
Credit score & report
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Clinical trials
A utility8 personas
everyone
Credit score & reportall competent adults
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UX Tool: Personas Problematic
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UX Tool: Qual Testing
UX Tool: Personas Problematic
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qualitative behavior ≠ quantitative behavior
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qualitative behavior ⬅ quantitative behavior
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qualitative behavior ? quantitative behavior
“I’m not really that interested”
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qualitative behavior ≠ quantitative behavior
“I’m not really that interested” Double-digit click-through rate
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UX Tool: Qual Testing
UX Tool: Personas Problematic
No insight
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UX Tool: Qual Testing
UX Tool: Personas Problematic
No insight
UX Tool: Competitor Analysis
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2 Carousels?
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Where exactly are my search results?
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But you can’t see behind the curtain
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UX Tool: Qual Testing
UX Tool: Personas Problematic
No insight
UX Tool: Competitor AnalysisNo insight
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UX Tool: Qual Testing
UX Tool: Personas Problematic
No insight
UX Tool: Competitor AnalysisNo insight
UX Tool: Lean / Experiments
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UX Tool: Qual Testing
UX Tool: Personas Problematic
No insight
UX Tool: Competitor AnalysisNo insight
UX Tool: Lean / Experiments
Brand damage
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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
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“Make it easy”
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Accessibility, for reals(The user is beyond drunk)
Heuristic 1:
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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’
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Find your Target.
Then find your Floor
Heuristic 2:
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Find your Target.
Then find your Floor
Heuristic 2:
You get your personas backYour pitfall is being patronising
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Mobile First, for reals
Heuristic 3:
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Mobile First, for reals
Heuristic 3:
Desktop is mobile in a wider column
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Don’t be clever(Obvious always wins)
Heuristic 4:
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Don’t be clever(Obvious always wins)
Heuristic 4:
Luke W is now your best friend.
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Think of the caregivers
Heuristic 5:
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Take heart and live the challenge
Heuristic 6:
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The reason your design tools don’t work
(everyone needs this)
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The reason your design tools don’t work
(everyone needs this)is the same reason you are not in trouble
(everyone needs this)
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If you have something people want,
you don’t have to be perfect