The Ecology of UX - Exploring how Babbel combines methodologies to learn from its users
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Scott is a UX design visionary who has led design teams in the US, UK and Germany for more than 20 years. He is currently VP Product Design at Babbel, a leading language learning app. He previously was VP of Design for SwiftKey, acquired by Microsoft in 2016. Scott explores how ecological thinking can inform user experience, walking us through Babbel's strategy for understanding its users. He presents panning analytics, surveys, customer service data, usability research, and other methodologies you can use to inform your design choices!
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The Ecology of UX - Exploring how Babbel combines methodologies to learn from its users
- 1. The Ecology of UX Scott Weiss, VP Product Design March 2018 Hola!
- 2. Language learning app 14 languages 1 million paying subscribers
- 3. Why do we exist? EVERYONE LEARNING LANGUAGES
- 4. We’re for everyoneWe’re for everyone
- 10. Learning. Together.Learning. Together.Learning. Together. These guys went. Things got ugly.
- 11. These guys got cocky. Things got worse.
- 12. These guys got over eaten. Things got... yeah.
- 13. Dam.
- 14. Gone.
- 15. Gone.
- 16. Gone.
- 17. Seemingly small changes. Huge downstream effects.
- 18. What’s this got to do with UX?
- 19. Glad you asked.
- 20. That time we burned our German brand ambassadors.
- 21. What happened when we ditched PayPal.
- 23. Customer service App Store Reviews User Research User Research Customer service Prospects Proxies Surveys Customers
- 24. Watching. Users.
- 25. Old New
- 26. Oops.
- 27. 20.0 17.5 15.0 12.5 10.0 7.5 5.0 2.5 0.0 unknown 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-59 80-84 Age Demographics
- 28. Electric
- 29. Blur
- 30. Rainbow
- 31. Light
- 32. Old New
- 33. Old New
- 34. NewerNew
- 35. Millenials don’t read much spam. Boomers Millenials Delivered Opens Clicks Emails 0 10.000 20.000 30.000 40.000 Emails sent 43.205 19.599 8.722 (20.30%) 3.053 (15.58%) 671 (7.65%) 90 (2.95%)
- 36. 0 200 400 600 800 Data Points (Questions) 0 100 200 300 Qs correct Qs answered Qs asked Yo tengo 34 años, ¿y tú? ¿Cuántos años tienes? ¡Qué bien!Yo hable inglés y espanol, ¿y tú? ¿Qué idiomas hablas? ¡Mucho gusto! Yo soy de México, ¿y tú? ¿De dónde eres? Hola, me llamo Bea, ¿y tú? ¿Cómo te llamas? Boomer Subscribers Millenial Subscribers
- 37. Boomer Leads Yo tengo 34 años, ¿y tú? ¿Cuántos años tienes? ¡Qué bien!Yo hable inglés y es- panol, ¿y tú? ¿Qué idiomas hablas? ¡Mucho gusto! Yo soy de México, ¿y tú? ¿De dónde eres? Hola, me llamo Bea, ¿y tú? ¿Cómo te llamas? Qs correct Qs answered Qs asked 0 100 200 300 Boomer Subscribers 0 200 400 600 800
- 38. Meanwhile, back in Yellowstone...
- 39. 14.
- 40. Hero.
- 41. Scattered.
- 42. Triggers & Events: Unanticipated Outcomes.
- 43. (Louder for the people in the back) This is not just crisis-prevention
- 44. We can write new possibilities.
- 45. Dear Babbel
- 46. What did we do? FAQ in Babbel Apps: Immediate answers Full Transparency Right at the spot
- 47. What happened in CS? -10.000 user requests/month +80.000 FAQ requests/month
- 48. Ecosystems are highly contingent and vulnerable. Even slight interventions can ripple throughout. Ecological thinking allows us to anticipate UX erosion. And it enables us to mobilize elements of UX pro-actively.
- 49. User research must be layered. From multiple angles. Intersecting. And deeply humble.