FailChat: UX Comes First Because UX is Everything!

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Two stories of UX gone bad and why, and a look at how the principles of Lean UX - iterate quickly, talk to customers often - can help avoid building product that users don't need or can't use. From the May 9th, 2012 FailChat event in SF.

Design Technologie Business

May 2012

UX Comes First
[ because UX is everything! ]

Ellen Dunne Lumatic City Maps
Director of Product | Lumatic, Inc blog.lumatic.com
@iamdunne

Thursday, May 10, 2012

design product development

Thursday, May 10, 2012

[ circa 2007 ]

#1 social network for pets

Thursday, May 10, 2012

Facebook Platform Launch Partner

Thursday, May 10, 2012

The Dogster Hypotheses:
MY DOG RULES
DOGS ARE CUTE

Thursday, May 10, 2012

image: blog.publicisdigital.com

Thursday, May 10, 2012

Failed to understand the audience
Failed to consider user’s context

Thursday, May 10, 2012

Our idea:
Make a city map app for pedestrians that is
photo-based
foolproof (even for the map-weary)
delightful and informative

Thursday, May 10, 2012

Our prototype:
built in a few weeks
1 designer + 1 developer
1 pre-set route
tested with 10 users

Thursday, May 10, 2012

Our prototype:
built in a few weeks
1 designer + 1 developer
1 pre-set route
tested with 10 users

= CONCEPT VALIDATED

Thursday, May 10, 2012

Our 1st iteration app:

Thursday, May 10, 2012

HYPOTHESIS #1
Navigation should
be primary function
of app

Thursday, May 10, 2012

HYPOTHESIS #1
Navigation should
be primary function
of app

FA IL

Thursday, May 10, 2012

HYPOTHESIS #1
Navigation should
be primary function
of app

FA IL
‘Locals’ didn’t see value
in using product.

Thursday, May 10, 2012

HYPOTHESIS #2
UI should be centered
around navigation image

Thursday, May 10, 2012

HYPOTHESIS #2
UI should be centered
around navigation image

FA IL

Thursday, May 10, 2012

HYPOTHESIS #2
UI should be centered
around navigation image

FA IL
UX falls apart if image is
bad or missing.

Thursday, May 10, 2012

HYPOTHESIS #3
Discovery/content
is secondary

Thursday, May 10, 2012

HYPOTHESIS #3
Discovery/content
is secondary

FA IL

Thursday, May 10, 2012

HYPOTHESIS #3
Discovery/content
is secondary

FA IL
Users were missing
it entirely.

Thursday, May 10, 2012

Our 2nd iteration app:
SOLVED:
One-box search, nearby
search make it clear that it’s
for more than navigation.

Thursday, May 10, 2012

Our 2nd iteration app:
SOLVED:
Stream format
accommodates map tile
if street image is missing.

Thursday, May 10, 2012

Our 2nd iteration app:
SOLVED:
We point out interesting
landmarks along the way.

Thursday, May 10, 2012

UX is everything
The best DESIGN is the one that provides
the best user experience.

Thursday, May 10, 2012

UX is everything
The best ENGINEERING SOLUTION is the
one that delivers the best user experience.

Thursday, May 10, 2012

UX is everything
The best FEATURE SET is the one that
creates the best user experience.

Thursday, May 10, 2012

THANK YOU.

Ellen Dunne Lumatic City Maps
Director of Product | Lumatic, Inc blog.lumatic.com
@iamdunne

Thursday, May 10, 2012

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FailChat: UX Comes First Because UX is Everything!

1. May 2012 UX Comes First [ because UX is everything! ] Ellen Dunne Lumatic City Maps Director of Product | Lumatic, Inc blog.lumatic.com @iamdunne Thursday, May 10, 2012

2. design product development Thursday, May 10, 2012

3. [ circa 2007 ] #1 social network for pets Thursday, May 10, 2012

4. Facebook Platform Launch Partner Thursday, May 10, 2012

5. The Dogster Hypotheses: MY DOG RULES DOGS ARE CUTE Thursday, May 10, 2012

6. The Dogster Hypotheses: MY DOG RULES DOGS ARE CUTE Thursday, May 10, 2012

7. The Dogster Hypotheses: MY DOG RULES DOGS ARE CUTE Thursday, May 10, 2012

8. Thursday, May 10, 2012

9. image: blog.publicisdigital.com Thursday, May 10, 2012

10. image: blog.publicisdigital.com Thursday, May 10, 2012

11. Thursday, May 10, 2012

12. Thursday, May 10, 2012

13. Thursday, May 10, 2012

14. Thursday, May 10, 2012

15. Thursday, May 10, 2012

16. FA IL Thursday, May 10, 2012

17. Failed to understand the audience Failed to consider user’s context Thursday, May 10, 2012

18. Thursday, May 10, 2012

19. Thursday, May 10, 2012

20. Our idea: Make a city map app for pedestrians that is photo-based foolproof (even for the map-weary) delightful and informative Thursday, May 10, 2012

21. Our prototype: built in a few weeks 1 designer + 1 developer 1 pre-set route tested with 10 users Thursday, May 10, 2012

22. Our prototype: built in a few weeks 1 designer + 1 developer 1 pre-set route tested with 10 users = CONCEPT VALIDATED Thursday, May 10, 2012

23. Our 1st iteration app: Thursday, May 10, 2012

24. HYPOTHESIS #1 Navigation should be primary function of app Thursday, May 10, 2012

25. HYPOTHESIS #1 Navigation should be primary function of app FA IL Thursday, May 10, 2012

26. HYPOTHESIS #1 Navigation should be primary function of app FA IL ‘Locals’ didn’t see value in using product. Thursday, May 10, 2012

27. HYPOTHESIS #2 UI should be centered around navigation image Thursday, May 10, 2012

28. HYPOTHESIS #2 UI should be centered around navigation image Thursday, May 10, 2012

29. HYPOTHESIS #2 UI should be centered around navigation image Thursday, May 10, 2012

30. HYPOTHESIS #2 UI should be centered around navigation image Thursday, May 10, 2012

31. HYPOTHESIS #2 UI should be centered around navigation image FA IL Thursday, May 10, 2012

32. HYPOTHESIS #2 UI should be centered around navigation image FA IL UX falls apart if image is bad or missing. Thursday, May 10, 2012

33. HYPOTHESIS #3 Discovery/content is secondary Thursday, May 10, 2012

34. HYPOTHESIS #3 Discovery/content is secondary FA IL Thursday, May 10, 2012

35. HYPOTHESIS #3 Discovery/content is secondary FA IL Users were missing it entirely. Thursday, May 10, 2012

36. Our 2nd iteration app: SOLVED: One-box search, nearby search make it clear that it’s for more than navigation. Thursday, May 10, 2012

37. Our 2nd iteration app: SOLVED: Stream format accommodates map tile if street image is missing. Thursday, May 10, 2012

38. Our 2nd iteration app: SOLVED: We point out interesting landmarks along the way. Thursday, May 10, 2012

39. UX is everything The best DESIGN is the one that provides the best user experience. Thursday, May 10, 2012

40. UX is everything The best ENGINEERING SOLUTION is the one that delivers the best user experience. Thursday, May 10, 2012

41. UX is everything The best FEATURE SET is the one that creates the best user experience. Thursday, May 10, 2012

42. THANK YOU. Ellen Dunne Lumatic City Maps Director of Product | Lumatic, Inc blog.lumatic.com @iamdunne Thursday, May 10, 2012

FailChat: UX Comes First Because UX is Everything!

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FailChat: UX Comes First Because UX is Everything!