ux concepts and how to make it cost-effective
TRANSCRIPT
No dejes de completar nuestra encuentra online
isa.ixda.org/2015/encuesta
¡Muchas gracias!
Bruno Vilches@bvilches
UX concepts and how to make it cost-
effective
About meUniversidad de Buenos Aires.
Usability and accessibility consultant for the Spanish government.
Working on front-end development for over 10 years.
Started and managed a company that creates web apps for global clients
2013: joined Belatrix as a Senior Web Developer
Now: Product Manager of a talent management app in the HR world
QUESTIONS #ISA2015Q&A
AgendaWhat is UX?UX strategy
UX impact on business UX process
Five quick tips that can rapidly improve user satisfaction
QUESTIONS #ISA2015Q&A
What is UX?
QUESTIONS #ISA2015Q&A
What is UX?UX is any interaction that the customer has with the product or
service
“Build it and they will come”
“User is the center of the
spotlight”
Mindset shift
QUESTIONS #ISA2015Q&A
UX steps1.User learns about your product or brand2.User see your products, enter your stores or website,
interact with your people3.Buying experience4.Using the product
“In every step of the process the user will have expectations”
QUESTIONS #ISA2015Q&A
How do we measure
user satisfaction?
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Features customers expect.
Qualities that increase user satisfaction and their absence causes dissatisfaction.
Outstanding qualities that give a boost to satisfaction but their absence doesn’t cause dissatisfaction.
Quality ranks
QUESTIONS #ISA2015Q&A
Kano Model QUESTIONS
#ISA2015Q&A
KANO MODELhttp://asq.org/learn about quality/qfd quality function
deployment/overview/kano model.html
User experience is
communication
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The eternal question:
What’s the
difference between UX and UI?
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UXhow they feel about
itUI
what the user see
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User experience versususer interface
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DESIGN FOR INTERACTION, DAN SAFFERhttp://www.designingforinteraction.com/
UX strategy implies:
Authority
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Resources
Access to the right people
Business Information
“The creation of a great experience for the user is as
important as spending time and effort on understanding and
achieving the business goals.”
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We don’t actually create great experiences just to make users happy, we do it because we understand that is an outstanding tool to meet the company’s goals: it’s a means to an end.
ALIGNING UX STRATEGY WITH BUSINESS GOALShttp://uxpamagazine.org/aligning_ux_business_goals/
The primary focus of user experience experts should be fulfilling the business objectives set by the organization.
QUESTIONS #ISA2015Q&A
The conceptual knowledge of what an organization wants for its products or services revolves around understanding how these three pillars work:
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1.The company culture and goals2.Its competition3.Its customers
Ask yourself
“What are the specific business levers that enable your company to attract and retain customers and win out over competitors, and how can user experience directly impact them?”
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Learn to ask the right questions
WHY Business goal(s)WHAT UX visionHOW Success metricWHO Cross-functional team members
WHENSchedule for:- Communications among team members- Presentations/updates to stakeholders- When milestones will be reached
QUESTIONS #ISA2015Q&A
How does UX impact business?
Money earned. E.g. conversions or ARPU (Average Revenue Per User)
Money saved. E.g. support costs or task performance efficiency.Non-monetary results. E.g. user loyalty or recommendations
to people
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Every $ invested in UX yields a return between $2 and $100
Source: The American Genius, 2014
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Business goals encourage
UX strategy change
Understanding the user is key to maximize ROI.
QUESTIONS #ISA2015Q&A
QUESTIONS #ISA2015Q&A
What is it that you need to learn to make a decision
based on research results?
The UX process
Running surveys
Interviews
Ask users to
use diaries
Watch them
use your app
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5tips to rapidly improve user
satisfaction
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Focus on “Usable Architecture” over
“Impressive Design”
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Remove Unvalidated Features
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See what customers use rather than listening to what
they want
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Create a Search Function
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Optimize for Mobile
5QUESTIONS #ISA2015Q&A
Key Takeaways QUESTIONS
#ISA2015Q&A
QUESTIONS #ISA2015Q&A
• UX is always present• We can measure the quality of interactions• User experience is about communicating• UI is not UX• Great UX should be a tool to achieve business goals• UX strategy and impact• Tips to increase user satisfaction
Key Takeaways
No dejes de completar nuestra encuentra online
isa.ixda.org/2015/encuesta
¡Muchas gracias!
UX and how to make it cost-effective
Bruno Vilches@bvilches