Lecture at design school Apollo https://www.facebook.com/events/197030107901872/

1. User-centered Design Practices
Practical Approach
Anna Iurchenko
Medium, Twitter, Facebook
@anatinge

2. @anatinge
UX designer
Design mentor
Stanfy (Intellectsoft Group)
San Francisco
Medium, Twitter, Facebook

4. 1. Learn one new thing
2. Get inspired to try it on my project
GOAL of this lecture

5. TRANSPLANT HERO

6. super-simple app that
helps my patients take
drugs on time

7. What problem
we are trying to solve?

8. Why it exists?

9. Who cares about it?

10. forget about their pills
50 %
= medical non-adherence

11. 15%transplant patients
who forget pills
🤒loose their transplant
and die

13. Our users remember more of their
immunosuppressive regimen and have
better lab results.
Studies were conducted at Montefiore Medical Center
RESULTS

15. Research Help us Design the right experience for
Real people who will USE THE product

16. Goal and
questions
Plan and
prepare
Collect the
data
Research flow

17. Identify main reasons why
transplant patients forget to
take their medications?
Research goal

18. How patients lives are
changed after the surgery?
1.
2. What are the main challenges
they face with after?
3. What is the context?
Research questions

19. Research plan
• Who you might talk with
• Where you might go
• What questions you might ask

20. Who to learn from
Extremes and Mainstreams

21. Where to look for inspiration

26. How to learn
• Interview
• Observation
• Role playing
• Diary study
• Intercepts
• Surveys

30. Invite your
developers!

31. Topics we discussed
How life changed after surgery
Life before the surgery1.
2.
Habits around taking medications3.
Computer and mobile habits4.
…

32. life before and after the surgery
Research

33. Elaborate usability tests are a waste of resources. The best results come from testing no more
than 5 users and running as many small tests as you can afford.
How many users you need
https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/

34. 90%
listen
10%
speak

35. • don’t speak about your product
• don’t ask the leading questions
• don’t ask about behavior in a future
• don’t ask YES/NO questions
• don’t argue

36. • make notes
• smile
• ask open-ended questions
• get to know their stories and feelings
• listen more than you talk

37. The art of asking questions

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40. What I heard
What I saw
What surprised
10 minutes
One idea per sticker

41. Testing
Interactive (or not) prototype
Screen sharing
Recruiting for moderated testing and interviews

42. https://library.gv.com/@mmargolis
Michael Margolis

43. https://www.anatinge.com/design-tips
My weekly newsletter with visual tips for designers

44. &

45. persona

47. Don’t mind taking medications
I have an obligation to take
good care of this kidney
I do not have any influence on things going wrong; I will
do the best I can.

48. Concerned and careful
I do not want to blame myself for ruining
this kidney.
You have to follow the rules.

49. I do not feel sick; not everybody knows I have a kidney
transplant. I want to do things without thinking about my
disease.
Negative towards medications
This kidney is from my mum and that is special to me, but
I am not extra careful with my kidney because it is from
my mum.

50. Affinity mapping

52. Customer Journey Map

53. Persona 1 steps
App UX
Ideas/comments
Persona 2 steps
Persona 3 steps

54. Change categories of your journey map to
match YOUR needs and processes.

58. show process with usability tests
Sketch UI concepts
Together

59. Transplant Hero Experience

60. Transplant Hero is
ABOUT transplant
patients ONLY

62. Transplant Hero is
your smart guide
to the anti-
rejection medicine.

64. Transplant Hero is
the bright part of
your post-
transplant life.

66. HeRoes
patients
(because words are
important)

67. Be ethical

68. Be a friend, not
a doctor.

72. - Do people understand our product?
- Do they care?
- Can they figure out how to use it?
- Which messages are most effective at explaining it?
Validating prototype with users

73. (of usability sessions)
• ask to speak out loud (repeat if a user forgets)
• ask what this screen is about, what they can do there
• ask to “guess” what will happen if… (they press a
button/link)
• ask how it could be improved
• ensure that there is no right or wrong answers

74. (of usability sessions)
• don’t advocate for your design/solution
• don’t blame them if they make a wrong guess
• don’t argue!

75. validating ideas

76. metrics

77. Improve
adherence
Medications
check in
Missed rate
(missed/all pills)

78. Missed rate per active user / week
Retention rate per user / week
Activation rate per user / week

79. Define metrics
Happiness: User attitudes, often collected by a survey.
Engagement: Frequency, intensity or depth of interaction.
Adoption: Gaining new users of a product or feature
Retention: The rate at which existing users are returning.
Task completion: Efficiency, effectiveness and error rate.
H.E.A.R.T.
https://library.gv.com/how-to-choose-the-right-ux-metrics-for-your-product-5f46359ab5be
by Kerry Rodden

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81. Simplified on-boarding and improve adherence metrics
Changes based on usage data

84. 2 guardians
–better adherence

86. Collaborative design
Invite your team members to your research sessions

87. KEEP them ENGAGED!
Ask to make notes during a session.
What was good, confusing and what ideas they had during the session?

88. ALL IN one ROOm

89. process
OCCUPY WALLS

90. Weekly retro

92. BYTEFOODS

95. Research
PROCESS
• Understand the product and reveal problems
• Emphasize with the user
• Reveal tech constraints
• Understand business goals
• Define goals for re-design
• Define metrics
Ideation & Prototyping
Visual Design
Validation & Iteration

96. Existing user flow(observation)

97. Interview questions
• When do you use it? What did you buy / do you usually buy at [each time]? (breakfast,
morning snack, lunch, afternoon snack, dinner)
• Can you tell me why you picked [item]? (repeat per item)
• What criteria goes into selecting what you want to eat?
• What is your usual lunch routine?
• Where do you go? What do you eat there? Why?
• Imagine this is a magic wand, you could get any improvement you want.

98. Keywords & phrases

99. Key metrics

100. Research
PROCESS
Prototyping & Testing
Visual Design
Validation & Iteration
• Informational architecture
• Card sorting
• Vocabulary
• Low-fi and hi-fi wireframes
• Testing

101. Deciding on menu and filters categories via card sorting with users
Card sorting

102. Testing in the field
Intercepting people near the fridge to
test early prototype and find gaps in
our thinking.

103. Research
PROCESS
Prototyping & Testing
Visual Design
Validation & Iteration
• Aligning app design with the brand
guidelines
• Defining visual style

107. Research
PROCESS
Prototyping & Testing
Visual Design
Validation & Iteration
• Usability testing with new and returned
users
• Observation
• Fixing UX problems

111. Eliminating confusion
around fridge’s food
inventory and the
tablet content.
IMPROVEMENTS

112. Changes on the
product page to
guide users on the
next steps
IMPROVEMENTS

113. Stickers to attract
users to the brand
new tablet and
updated menu
IMPROVEMENTS

115. 1. One thing I learned tonight
2. One thing I will try at my project (with my users)
WRITE!

116. https://www.anatinge.com/design-tips
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117. anna.iurchenko@gmail.com
anatinge.com/design-tips