MIW
UX ♥ startups
They are the people
that do wireframes
User Experience Design
A discipline focused on designing the end-to-end experience of a certain product.
To design an experience means to plan and act upon a certain set of actions, which should result in a planned change in the behaviour of a target group (when interacting with a product).
Scope
Layers
Process
Learn
User Centered
Design solutions for users problems
Know your customers!
CPS
Customer-Problem-Solution hypotesis diagram
Everything is a hypothesis until it is measured
Remember Business Canvas Model
Does your design address your target group?
Does it resolve their real problem?
Is your solution an accurate response to your target?
CPS
It's not that easy...
Example
Atari Lynx vs Nintendo Gameboy
GameBoy was the most popular portable console in 1990
Atari wants to build a better portable console
They asked to customers and they build Lynx
Color screen, more powerful, big size.
Lynx was a failure
No one wants a Lynx
Probably the most important thing I learned from the Lynx: never trust focus groups. In all the focus group testing, and we did a lot of it with consumers, we had a bunch of different models that we showed them."which one do you like? Which one would you like to have it be?" We showed them big ones; we showed them little ones. We showed them gigantic ones; we showed them little tiny ones. They loved the big ones. They all told us, "Make it big. Make it big. This one feels like it's substantial and I'm really getting my money's worth." They all told us to make it big, so we made it big. And when it came out on the market, they all said, "Why is this damn thing so big?"
No study about product use cases.
Customers don't want powerful an large devices.
They prefer a small one that kids can put in the bag and carry it in the school.
Lynx consume 4 batteries in just 4 hours.
| Identify problems | Find solutions |
| Discover what are user doing at the moment | Find out how to make then do it, easily and efficiently |
| What the people has to do? What do they hate? |
Find out how to make it more fun |
| What they would like to do? | Try to make it possible |
User Personas
User Personas
The personas are archetypes built after a preceding exhaustive observation of the potential users
Get out!
Reach out to your users!
Whenever they are
Or an aprox of your target
Testing Scripts
Prepare the participants
Record the session
Analyse the results immediately
Customer Interviews
Questions script
Be natural
Skype!
Systematic Surveys
Social Networks
Twitter/Facebook
Forums
Communicate with your customers!
Build
Design techniques
Blueprint
Sitemap
Consumer journey map
Wireframing
Mockups
Prototype
A/B Testing
...
Wireframe
Low level fidelity
Design backbone
The main groups of content
The structure of information
Basic visualisation of interactions between users and the interface
Mockups
High fidelity, static, design representation
Represents the structure of information and content
Demonstrates the basic functionalities in a static way
Encourages people to actually review the visual side of the project.
Prototype
A middle-high fidelity representation of the final product
Simulate user interface interaction
Interactive and dynamic
Experience content and interactions with the interface
Test the main interactions
Expensive and time-consuming
Measure
What you can't measure,
you can't improve
Measure human behaviour and act upon metrics gathered in research (interviews, prototypes, wireframes, mockups, ...)
Come up with solutions to well understood problems
Communicate with the team and facilitate design collaboration
Economic Measures
Track engagement users
Analyze signup conversion fuel without last step (payment)
Test whether customers are "willing to pay"
Number of paying customers
Churn rate
CPA (Cost Per Adquisition)
Recurring revenue per month
LTV (Life-Time user Value)
ARPU (Average Revenue Per User)
Track very specific actions of your users
Track new feature or product
• What’s the main use case? (remember CPS)
• How do you measure whether users are able to succeed in the main use case?
Behavioral Measures
Unique visitors
Registered users
Activated users
Sales per week
Cancelled accounts
Churn rate
Total paying users
Conversion Rate #1
Conversion Rate #2
Example
Less is More!
Avoid vanity metrics (page views, ...)
Iterate, iterate, iterate
A UX design is only as good as its measured performance
Optimisation is constant. We just postpone it when the costs are higher than the assumed gain