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UX Meetup #2 - UX strategy and other tales.

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Second UX meetup in Iasi, Romania. We talked about UX strategy and other tales with Ciprian Amaritei, Senior UX designer at Endava and founder at Romanian Interaction Lab.

Veröffentlicht in: Software
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UX Meetup #2 - UX strategy and other tales.

  1. 1. UX MEETUP provided by
  2. 2. UX STRATEGY
  3. 3. UX PLANES SURFACE SKELETON SCOPE STRUCTURE STRATEGY
  4. 4. STRATEGY
  5. 5. STRATEGY CUSTOMER SEGMENT BUSINESS GOALS USER NEEDS TECHNOLOGY CONSIDERATIONS COMPETITION ANALISYS COMPETITIVE ADVANTAGE
  6. 6. UX STRATEGY Platform Current Customer Segment Initial Customer Segment Facebook Entire World Harvard University Google Entire World PHD Students Evernote Entire World Moms sharing receips Tinder All Singles in the world College Students - Univ. of Southern California Customer Segment Group or segment of people with a common need or pain.
  7. 7. User Needs Business Goals Good User Experience
  8. 8. Twitter Business Model Business GoalsUser Needs Share content with the world Get real time content Get relevant content Participate in discussions Profitability • Advertising: promoting tweets, accounts, trends (#) • Data Licensing: sell the collected information from the 500 million tweets sent daily UX STRATEGY
  9. 9. Competition Analysis UX STRATEGY
  10. 10. COMPETITIVE ADVANTAGE
  11. 11. COMPETITIVE ADVANTAGE COST LEADERSHIP BRAND INNOVATION MASS ADOPTION
  12. 12. COMPETITIVE ADVANTAGE COST LEADERSHIP BRAND INNOVATION MASS ADOPTION
  13. 13. COMPETITIVE ADVANTAGE COST LEADERSHIP BRAND INNOVATION MASS ADOPTION
  14. 14. COMPETITIVE ADVANTAGE COST LEADERSHIP BRAND INNOVATION MASS ADOPTION Value Innovation Disruptive Technology Buyer Value Cost
  15. 15. COMPETITIVE ADVANTAGE COST LEADERSHIP BRAND INNOVATION MASS ADOPTION
  16. 16. COMPANIES PROFILES ASSET BUILDERS SERVICE PROVIDERS TECHNOLOGY CREATORS NETWORK ORCHESTRATORS (PLATFORMS)
  17. 17. Uber Case Study
  18. 18. NETWORK EFFECTS The impact that the number of users of a platform has on the value created for each user.
  19. 19. NETWORK EFFECTS POSITIVE NEGATIVE
  20. 20. POSITIVE NETWORK EFFECTS The ability of a large well-managed platform community to produce significant value for each user on the platform.
  21. 21. NEGATIVE NETWORK EFFECTS The possibility that the growth in numbers of a poorly-designed platform community can reduce the value produced for each user.
  22. 22. DESIGN TECHNIQUES TO STIMULATE POSITIVE NETWORK EFFECTS
  23. 23. FRICTIONLESS ENTRY EFFECTIVE CURATION HEALTHY SCALING DESIGN TECHNIQUES TO STIMULATE POSITIVE NETWORK EFFECTS
  24. 24. FRICTIONLESS ENTRY Friction = Interactions that inhibit people from intuitively and painlessly achieving their goals FRICTION EFFECTS Bouncing Reduces conversions Leads to abandoning tasks
  25. 25. FRICTIONLESS ENTRY SHORTEN THE NUMBER OF STEPS USE DEFAULT SETTINGS OFFER PERSONALIZED EXPERIENCE OFFER AUTO-POPULATE DETAILS REAL TIME CONTENT SUGGESTIONS PROVIDE ACCESS TO HISTORY
  26. 26. FRICTIONLESS ENTRY AVOID OVERWHELMING USERS WITH CONTENT OR FEATURES PRIORITIZE CONTENT AND FEATURES PROGRESSIVE DISCLOSURE DIVIDE AND CONQUER
  27. 27. FRICTIONLESS ENTRY DON’T MAKE USERS GUESS VISUAL AND AUDIO FEEDBACK FAST LOADING TIME MAKE LOADING TRANSPARENT Occupied time feels shorter than unoccupied time. Unexplained waits feel longer than explained waits.
  28. 28. FRICTIONLESS ENTRY CLARITY OVER CLEVERNESS CONSISTENT DESIGN EASY NAVIGATION UI PATTERNS
  29. 29. EFFECTIVE CURATION Curation = process by which a platform filters, controls, and limits the access of users & activities to the platform POOR CURATION Greater ‘noise’ Reduce usefulness of the platform Difficulty in finding the best match between producers and consumers
  30. 30. EFFECTIVE CURATION 1. SOCIAL CURATION 2. EDITORIAL CURATION 3. ALGORITHMIC CURATION
  31. 31. EFFECTIVE CURATION 1. SOCIAL CURATION 2. EDITORIAL CURATION 3. ALGORITHMIC CURATION
  32. 32. EFFECTIVE CURATION 1. SOCIAL CURATION 2. EDITORIAL CURATION 3. ALGORITHMIC CURATION
  33. 33. EFFECTIVE CURATION 1. SOCIAL CURATION 2. EDITORIAL CURATION 3. ALGORITHMIC CURATION INFORMATION RETRIEVAL (IR) ALGORITHMS
  34. 34. HEALTHY SCALING Scaling a network requires that both sides of the market grow proportionally. TYPE OF THE NETWORK One sided: WhatsApp Two sided: UpWork, PayPal, AirBnb
  35. 35. Drivers Riders 30$ Free Rides!
  36. 36. Drivers Riders
  37. 37. Guests Hosts 20$ for every friend invited!
  38. 38. Guests Hosts
  39. 39. THANK YOU.

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