solution design - the hidden side of ux (for developers)
Post on 21-Oct-2014
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DESCRIPTION
UX is not just about UI. It's about understanding customer needs and creating a technological solution that addresses their needs. Developers have a huge, and often understated role, in the creation of a great user experience for customers. Joe will walk us through principles and techniques that can help you test your ideas and bring them to market successfullyTRANSCRIPT
Solution Design
THE HIDDEN SIDE OF UX
Joe Baz @joebaz #bostonphp
Above the Fold
Why?
34M customers
1.4M paying customers
1. IDENTIFY THE PROBLEM
Acquire Supporting Data Points
Online Forums
Trouble Tickets
Web Analytics
Split Testing
Surveys
Problem Statement
According to __________
______________ [verb] ___________.
(data)
(problem) (customer)
Problem Example 1
According to our online survey, 40% of consumers have lost important notes in the past
accidentally.
Problem Example 2
According to mobile app analytics, 85% of business users are using
the Blackberry app once.
2. BUILD THE PERSONAS
Copyright: h<p://www.homestarrunner.com/trogdor.html
Hits the gym 3x a week Doesn’t trust online sites Has almost zero Ime for
new things Worships his Android
tablet
Workout Will
Works for a financial firm Power user Loves trying new things
but easily frustrated Overworked – 10hr days The fastest texter in the
Blackberry galaxy
Analyst Amy
3. CREATE SCENARIOS
Copyright: h<p://www.deviantart.com/download/32507261/Trogdor_by_DonBranZ.jpg
Scenario Example 1
Workout Will goes to the gym
He records each set in his notebook
He !nishes his workout and
gets ready for work
He hops on the T
He gets to work, and then
realizes that…
He accidentally left his
notebook on the T
Scenario Example 2
Analyst Amy is waiting in a long
line at Starbucks
She’s decides to browse the app catalog on her Blackberry
She see’s her note taking app, downloads and
installs it
She logs in and wants to !nd her meeting
notes
She struggles for 1 minute to !nd the search
bar
The cashier tries to get her
aention to place an order
DISCOVER by…
1. Identifying the Problem
2. Building Personas
3. Creating Scenarios
1. STATE THE HYPOTHESIS
We believe that ___________
will ___________ ______________.
(who)
(what)
Hypothesis Template
(because)
Hypothesis Example 1
We believe that consumers will
record notes on their tablets
because if they lose their tablet,
the notes are still accessible online.
Problem Example 1
According to our online survey, 40% of consumers have lost important notes in the past
accidentally.
Hits the gym 3x a week Doesn’t trust online sites Has almost zero Ime for
new things Worships his Android
tablet
Workout Will
Scenario Example 1
Workout Will goes to the gym
He records each set in his notebook
He !nishes his workout and
gets ready for work
He hops on the T
He gets to work, and then
realizes that…
He accidentally left his
notebook on the T
Hypothesis Example 2
We believe business users will use
the Blackberry app more than once
because they will be able to find
their notes easily.
Problem Example 2
According to mobile app analytics, 85% of business users are using
the Blackberry app once.
Works for a financial firm Power user Loves trying new things
but easily frustrated Overworked – 10hr days The fastest texter in the
Blackberry galaxy
Analyst Amy
Scenario Example 2
Analyst Amy is waiting in a long
line at Starbucks
She’s decides to browse the app catalog on her Blackberry
She see’s her note taking app, downloads and
installs it
She logs in and wants to !nd her meeting
notes
She struggles for 1 minute to !nd the search
bar
The cashier tries to get her
aention to place an order
2. GENERATE IDEAS
(Collaboratively)
Photo Credit: h<p://www.ghostvillage.com/resources/2007/gc_02072007.shtml
The Anti-Problem
Empathy Map
Post Up
Idea Games
Hypothesis Example 1
We believe that consumers will
record notes on their tablets
because if they lose their tablet,
the notes are still accessible online.
3. PROTOTYPE
Photo Credit: h<p://modifiedcarsandautoparts.blogspot.com/2011/12/famous-‐sharpie-‐lamborghini-‐gallardo.html
Balsamiq
Balsamiq
Axure
Hypothesis Example 2
We believe business users will use
the Blackberry app more than once
because they will be able find their
notes easily.
4. TALK TO THE CUSTOMER
Photo Credit: h<p://www.luma-‐insItute.com/images/18.png
Capture explicit & implicit feedback
CREATE by…
1. Stating the Hypothesis
2. Generating Ideas Collaboratively
3. Prototyping
4. Talking to Customers
Hand off!
Photo Credit: h<p://www.stack.com/2013/02/25/relay-‐sprint-‐training/
1. CREATE A BETA PROGRAM
8-10 Weeks
2. MEASURE THE RESULTS
Tips on what can you measure:
FOR SALES
FOR USAGE
FOR MESSAGING
FOR DISCOVERABILITY
FOR EFFICIENCY
➜ CONVERSION RATE
➜ SINGLE USE RATIO
➜ BOUNCE RATE
➜ HEAT MAPS
➜ TASK TIMES
Hypothesis Example 1
We believe that consumers will
record notes on their tablets
because if they lose their tablet,
the notes are still accessible online.
Metrics for Hypothesis 1
Beta Customer
Logins
Devices Connected
Tablet Use Time
Notes Created
Hypothesis Example 2
We believe business users will use
the Blackberry app more than once
because they will be able to find
their notes easily.
Metrics for Hypothesis 2
Beta Customer
Logins
Search Inquiries
...Visiting More than
Once
Did you prove it?
Revisit your Hypothesis
VALIDATE by…
1. Creating a Beta Program
2. Measuring the Results
Joe Baz (@joebaz) www.abovethefolddesign.com
Thank you!