2. Product Design Matters
“I seek for the perfect balance between espresso and
milk with a creamy texture.You have to be able to see
the coffee oils at the rim of the mug.
I like dark roasted beans, a strong roast with a lot of
depth, bitter but smooth, well-rounded aromas...”
6. UX is NOT:
“Making things pretty”
Primarily “Look and Feel”
Doing a usability test before go-live
Designing what YOU think makes sense
The coding of a User Interface
Purely art or purely science
Easy, trivial or optional
7. UX is NOT:
“Making things pretty”
Primarily “Look and Feel”
Doing a usability test before go-live
Designing what YOU think makes sense
The coding of a User Interface
Purely art or purely science
Easy, trivial or optional
NOPE, NONE OF THE ABOVE
9. Strive for Consistent Experience
Across Customer Lifecycle & Channels
Awareness Acquired Engaged Upsold Supported Retained
Website
TV / Radio
Print
Emails
Search Mktg
Display Ads
Landing Pages
Sign Up
Setup/Installation
Training
Web-based
Client-side
Mobile
Appliance
Offline
New Features
Version Upgrade
Subscription Renewal
Other Products
Online Help
Forums
Customer Service
- Phone
- Chat
- Email
- Social
Rewards
Referrals
Win-back
Instant Upgrades
10. We create value
through collaboration
& shared goals:
● Customer focus
● Quality focus
● Joint contribution to
product design
Product
Manager
Design
Lead
Technology
Lead
Research
CUSTOMER NEED
46. Detailed User-Centered R&D Process
1. User
Research
2. Prototype
Design
3. User
Validation
4. UX Design
Delivery
Verify
Design
5. Usage
Analysis
Market Research
User Surveys/Interviews
Field Studies
Focus Groups
Profiles and Personas
Site Assessments
Card sorting
Non-Functional Reqs
Paper Prototypes
Wireframes
Clickable Prototype
Site Map
Process Flows
Analytics Strategy
Usability Testing
Reverse Card Sorting
Eye Tracking
Prototype Revisions
Wireframe Spec
Error Matrix
Clickable Prototype
Graphic Design Comps
SEO and Content Spec
Analytics Design Spec
Design Defect Log Analytics Reports
SEO Reports
A/B Testing
Research Design
47. User Stories Development Sprints QA Test Releases
UX R&D with Agile
Market Research
User Surveys/Interviews
Field Studies
Focus Groups
Profiles and Personas
Site Assessments
Card sorting
Non-Functional Reqs
Paper Prototypes
Wireframes
Clickable Prototype
Site Map
Process Flows
Analytics Strategy
Usability Testing
Reverse Card Sorting
Eye Tracking
Prototype Revisions
Wireframe Spec
Error Matrix
Clickable Prototype
Graphic Design Comps
SEO and Content Spec
Analytics Design Spec
Design Defect Log Analytics Reports
SEO Reports
A/B Testing
Research Design
1. User
Research
2. Prototype
Design
3. User
Validation
4. UX Design
Delivery
Verify
Design
5. Usage
Analysis
48. Scope Project Gather Requirements QA Test Measure
UX R&D with Waterfall
Development Deployment
Market Research
User Surveys/Interviews
Field Studies
Focus Groups
Profiles and Personas
Site Assessments
Card sorting
Non-Functional Reqs
Paper Prototypes
Wireframes
Clickable Prototype
Site Map
Process Flows
Analytics Strategy
Usability Testing
Reverse Card Sorting
Eye Tracking
Prototype Revisions
Wireframe Spec
Error Matrix
Clickable Prototype
Graphic Design Comps
SEO and Content Spec
Analytics Design Spec
Design Defect Log Analytics Reports
SEO Reports
A/B Testing
Research Design
1. User
Research
2. Prototype
Design
3. User
Validation
4. UX Design
Delivery
Verify
Design
5. Usage
Analysis
52. With Research, Course Correction
START GOAL
Focus Group
Prototype
Walkthrough
Usability
Test
A/B
Testing
Branding
Review
53. Every design project requires
some customer research
Or you might not deliver what
the customer really needs
54. Test Early, Quickly and Often
● 80% of all usability issues can be found with 5-8 users in a day or two of testing
● Better to test iteratively 3 times with 5 users than once with 15
55. ● Test on the cheap
● Recruit whoever is available
● Give simple rewards
● Strive for immediate feedback
Better than talking to ZERO users
Guerilla Usability
68. 3 Major Benefits for Business
1. Improve 2. Profit 3. Save
Increase:
• Task success rates
• Productivity
• User satisfaction
• Job satisfaction
• Trust in systems
• Ease of use & learning
• & Reduce Error Rates
Increase:
• Customer acquisition
• Conversion Rates
• Product sales
• Site traffic
• Market share
• Transactions online
• Customer retention
Reduce:
• Time-to-Market
• Development
• Maintenance
• Redesigns
• Training
• Support
• Customer Service
69. Case Study: A Homepage Redesign
Impetus for rebranding: Company Merger
We saw: Opportunity for user-centered redesign!
BEFORE
• Good feedback on simple
visual design
• Loved by internal
stakeholders
• But completely unintuitive
• Never usability tested
70. Case Study: A Homepage Redesign
Researched, Designed, Comparative Tested and
fully implemented in 8 weeks
AFTER
At first “overwhelming” but…
90% less failures on key tasks
31% shorter paths to
conversions
Up 111% in brand perception
Up 21% in task satisfaction
Up 17 points in Customer
Satisfaction to 88%
71. To Recap:
● UX Design is a collaboration between PM, UX & Dev
● Research is critical before & after design
● User experiences are highly measurable
● UX is high-reward in respect to the investment
● Great experience design is a market differentiator
http://www.presstrends.io/wp-content/uploads/2012/09/ab-testing.jpghttp://whichtestwon.com/blazemeters-radical-redesign-testActual Test Results:(Click back to see Versions A & B) Version B increased leads by 119%, however the impact on revenue was only in the single digits. Why?Blazemeter, a B2B SaaS that provides performance testing, conducted this test in-house as the first step in their conversion optimization overhaul. They learned that, for products with a long sales process, it may not matter how many more leads you gather at the start of the funnel if the rest of the funnel hasn’t been optimized as well. Happily, after conducting prospect research – including contacting individual leads to find out what would help them make a buying decision – the team implemented a series of follow-up lead communications. Lead-to-sales conversion rates then rose by more than 10%. Blazemeter’s SVP Digital Marketing OphirPrusak explained his biggest lesson learned from this test,”Leads don’t convert to customers. Leads convert to conversations!”
http://www.presstrends.io/wp-content/uploads/2012/09/ab-testing.jpghttp://whichtestwon.com/blazemeters-radical-redesign-testActual Test Results:(Click back to see Versions A & B) Version B increased leads by 119%, however the impact on revenue was only in the single digits. Why?Blazemeter, a B2B SaaS that provides performance testing, conducted this test in-house as the first step in their conversion optimization overhaul. They learned that, for products with a long sales process, it may not matter how many more leads you gather at the start of the funnel if the rest of the funnel hasn’t been optimized as well. Happily, after conducting prospect research – including contacting individual leads to find out what would help them make a buying decision – the team implemented a series of follow-up lead communications. Lead-to-sales conversion rates then rose by more than 10%. Blazemeter’s SVP Digital Marketing OphirPrusak explained his biggest lesson learned from this test,”Leads don’t convert to customers. Leads convert to conversations!”
We conduct usability tests with only 5-8 users for each user profilePlanning, recruiting, testing and analysis can be done in a few days or weeks80% of all usability issues can be confidently identified with small sample sizesThe benefits are measurable and far outweigh the time and cost of testing
http://www.theverge.com/2013/1/24/3904134/google-redesign-how-larry-page-engineered-beautiful-revolutionIn stark contrast to Eric Schmidt’s tenure as CEO where data-driven product invention and design was standard operating procedure, Page’s Google is more willing to let humans make design decisions instead of algorithms. "At some point the engineering and product organizations were just focused on solving big data problems," say Doronichev, "but as time went on the organization became more mature, and we started focusing on the little things." And so far, it’s paid off. Google’s had a fantastic run of over a year and a half releasing core web and mobile product redesigns that are competitive with anything on the web, Android, and iOS.
Design makes people LOVE your ProductsConveys quality, tone and brandImproves usabilityEnhances engagement
User Experience is as important as Customer Service, Marketing, Sales, Engineering and Training in a mature organization. It’s not optional.User Experience is a differentiator.ROI of UX activities is usually immediate and generous.UX effects are both measurable and intangible.The company will look more professional, credible and forward thinking through stellar product design and branding.UX is a customer-oriented and a value-oriented initiative.Remember – BMW can brag about their engineering & their design. Fans just care about how Beemers make them LOOK AND FEEL
