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Why me?
Why you need someone like me on your
project
Etienne Garbugli
Product Design & Marketing Consultant
I was born 45°17 N, 73°17 W
I was born 45°17 N, 73°17 W
also known as Greenfield Park
I’m 1/4 italian, 3/4 French-
Canadian
Étienne is French, Garbugli
Italian
I speak
French English Chinese German Italian
I like… and dislike
Hockey
Cheese
Travel
Movies
Sociology
Umbrellas
Ironing
Driving
Baseball
Routine
I studied
High School
English
Arts
Maths
Communications
Bachelor’s Degree
French
Creative Arts
Collegial Degree
Ecommerce
...
I worked
2005 2006 2007 2008 2009 2010 2011 2012
I worked
2005 2006 2007 2008 2009 2010 2011 2012
Kotsego
Usability & User Experience
Consulting
Reversible Media
Designed ...
Overall, my background is
Design
25%
Psychology
25%
Marketing &
Communications
25%
Technical
25%
Overall, my background is
Design
25%
Psychology
25%
Marketing &
Communications
25%
Technical
25%
Chrome logo?
What I do
Many names…
Information Architecture
Interaction Design
Ergonomy
Usability
User Experience Design
UX Strategy
Human Factor...
Some terms I try to avoid
Information Architecture Interaction Design
Human Factors
Human Computer Interaction
User-Center...
Concretely…
Which version works best?
A. B.
Which version works best?
A. B.+ 32.5%
Which version works best?
A. B.
Which version works best?
A. B.+ 14%
Which version works best?
A. B.
Which version works best?
A. B.+ 51.8%
Which version works best?
A. B.
Which version works best?
A. B.+ 83.4%
Which version works best?
A. B.
Which version works best?
A. B.+ 13.6%
Find the best model
possible for your product.
I help you
Where can I help?
How do I find out?
How do I find out?
Quantitative research (sometimes me)
Multivariate testing
Testing multiple interface
or product recipes...
How do I find out?
Quantitative research (sometimes me)
Qualitative research (me)
Multivariate testing
Testing multiple in...
•Evaluate product potential prior
to investing too much
•Design a product that sells, converts,
_______, etc
•Correct and ...
Let’s talk.
Etienne Garbugli
Product Design Consultant
Answer
?
Phone
+1 514-298-7102
Nearby?
Email
etienne@leanb2bbook.co...
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Why You Need Someone Like me on Your Project

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Why You Need Someone Like me on Your Project

  1. Why me? Why you need someone like me on your project Etienne Garbugli Product Design & Marketing Consultant
  2. I was born 45°17 N, 73°17 W
  3. I was born 45°17 N, 73°17 W also known as Greenfield Park
  4. I’m 1/4 italian, 3/4 French- Canadian Étienne is French, Garbugli Italian
  5. I speak French English Chinese German Italian
  6. I like… and dislike Hockey Cheese Travel Movies Sociology Umbrellas Ironing Driving Baseball Routine
  7. I studied High School English Arts Maths Communications Bachelor’s Degree French Creative Arts Collegial Degree Ecommerce Post-Graduate Degree Elementary School Physics Economy Technical designBiology Geography HistoryChemistry Ecology Music Cinema MarketingPhotography Literature Electronics Computer animationVideo Sound design German Film Web design Chinese history Zen Politics Creative thinking Usability Marketing strategy Ebusiness Project management Process reeingeneering
  8. I worked 2005 2006 2007 2008 2009 2010 2011 2012
  9. I worked 2005 2006 2007 2008 2009 2010 2011 2012 Kotsego Usability & User Experience Consulting Reversible Media Designed & marketed Flagback, a product we built Aeroplan Designed & tested a flight reservation system BV Group Website redesign & marketing Thoughtworks (Beijing) User Experience practice lead HireVoice Designed & marketed products in recruitment
  10. Overall, my background is Design 25% Psychology 25% Marketing & Communications 25% Technical 25%
  11. Overall, my background is Design 25% Psychology 25% Marketing & Communications 25% Technical 25% Chrome logo?
  12. What I do
  13. Many names… Information Architecture Interaction Design Ergonomy Usability User Experience Design UX Strategy Human Factors UI design Human Computer Interactions User-Centered Design
  14. Some terms I try to avoid Information Architecture Interaction Design Human Factors Human Computer Interaction User-Centered Design ISO 9241 Standard Fitt’s Law Cognitive Walkthrough Affordance Hick’s Law Contingency Design Mental Memory Load AbstractReallyAbstract
  15. Concretely…
  16. Which version works best? A. B.
  17. Which version works best? A. B.+ 32.5%
  18. Which version works best? A. B.
  19. Which version works best? A. B.+ 14%
  20. Which version works best? A. B.
  21. Which version works best? A. B.+ 51.8%
  22. Which version works best? A. B.
  23. Which version works best? A. B.+ 83.4%
  24. Which version works best? A. B.
  25. Which version works best? A. B.+ 13.6%
  26. Find the best model possible for your product. I help you
  27. Where can I help? How do I find out?
  28. How do I find out? Quantitative research (sometimes me) Multivariate testing Testing multiple interface or product recipes by breaking it into elements A/B Testing Testing one or multiple versions of an interface in parallel Experience testing Testing one or multiple versions of a product in parallel Analytics Looking for behavior patterns through analytics data Where can I help?
  29. How do I find out? Quantitative research (sometimes me) Qualitative research (me) Multivariate testing Testing multiple interface or product recipes by breaking it into elements A/B Testing Testing one or multiple versions of an interface in parallel Experience testing Testing one or multiple versions of a product in parallel Analytics Looking for behavior patterns through analytics data Where can I help? Usability Testing Real users performing tasks on a system, mockups or a prototype of the system Expert Reviews Usability experts evaluating a system on a set of established standards (heuristics) Cognitive walkthrough Meeting with real users to better define and understand their mental models Interviews Uncovering the underlying narratives and the reasoning of users by probing to understand their behaviors.
  30. •Evaluate product potential prior to investing too much •Design a product that sells, converts, _______, etc •Correct and improve a user experience •Work well with design and avoid delivery issues You need me if you want to
  31. Let’s talk. Etienne Garbugli Product Design Consultant Answer ? Phone +1 514-298-7102 Nearby? Email etienne@leanb2bbook.com Enough info?Yes No Yes No Yes No Blog Leanb2bbook.com Twitter @egarbugli LinkedIn /in/egarbugli

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