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Join Professor Duimstra as he explains how user experience design is shaping the digital world around us. In this presentation he will cover Lean UX Principals, expanding on recent research showing that UX deliverables have lost value, and concentrating on outcomes and conversions is vastly more important. From there he will cover a variety of UX principals including: • Problem Statements • User-Centric Design • Mind Mapping • Stakeholder Interviews and Research • User Testing • Personas • Sitemaps & Information Architecture • Wireframes • Prototypes • Responsive Design • Design Patterns The focus of these topics will be on how well thought out user experience principals can create clearer paths to your chosen conversion goals.
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Hi. I’m Jeremy
A Southern California Digital Experience Agency
Established 2007 - Independent Based in San Diego & Los Angeles
22 Employees
Our Clients
Perfecting User Experience
Perfecting User Experience
Perfecting User Experience
As soon as you have a nearly perfect UX…
Innovation happens
Don’t Create Deliverables, Create Outcomes (The best outcomes to track are Conversions)
In other words: !
Go from Outputs: “We will create a single sign-on feature.” !
To Outcomes: “We want to increase the number of new signups to our service.”
The Problem Statement !1. What are the current goals of the product or system? 2. What are the current problems that business stakeholders want addressed (i.e., where
the goals aren’t being met)? 3. Create an explicit request for improvement that doesn’t dictate a specific solution. 4. Determine measurable criteria that will show success. These ideally are conversions. ![Our service/product] was designed to achieve [these goals]. We have observed that the product/service isn’t meeting [these goals], which is causing [this adverse effect] to our business. How might we improve [service/product] so that our customers are more successful based on [these measurable criteria/conversions]?
Mind Map
Matuse Less is More
White Space
Large Hero
Hocus iwave
Carpe Diem
#lovematuse
Color
Black
White
318c - Robins Egg Blue
Navy Blue
Slate
Charcoal
Minimal Purple
Minimal Crimson
James Purse Shopping Cart
Typography
Helvetica Neue
Arial Bold
Times New Roman Times New Roman Italics
Shopping CKTH (Can’t Knock the Hustle)
ContentArtists
Cerebral
Liberal Arts
Academia
Genghis Khan
Virginia Wolfe
Frederick Douglas
JFK
Mature
TriathlonCulture
Competitors
Oneal
GeopreneSustainable
98% Impermeable
Patagonia
Rip Curl
SubstanceEthos
Edge
Fun
James Purse
Nowness
Westerlind
3rd Party Products
Wetsuits
Curators of Cool
Matuse Dollars
Adaptive Homepage Wetsuit by Water Temp
EmailLiked Sites
Vice Creators Project
Patagonia
Purse
Family
Blog
Curation
Big DealBest Suits
CTAsUpper Left
Lower Right
Social Home Page
Magic Seaweed Surf Report
GOALS
More Sales
Find Wetsuits Easier
Remove Confusion from Wetsuit Selection
Wetsuit Showroom Banner (lower right?)
2 clicks to purchase
Educate
Filtering
Japanese RootsKaiyuu
Provide Commerce Blog
PerformanceBroken Link Checker
Cache
SubscribeEmail
RSS
Related
Post
Title
Text
Images
Tagging
Images
Gallery
InstagramGallery
Side Rail
AuthorNameG+ Profile Link
Avatar
Social Sharing
Sociable No Pinterest
AddThis
G+
Commenting
WP to Twitter
Products
Title
Description
Pricing
Rating
Reviews
# of Reviews
Shop the Look
SEO
Yoast
Title
Meta Desc.
Keyword Analysis
Sitemap.xml
301 Redirects
HeroSlideshow
Video
Featured Posts
CommentingFacebook
Wordpress
NavigationNext/Previous
Categories
Search
ProFlowers Categories
Holidays
Occasions
Seasons
About Flowers
Best Sellers
Flower Stories
Flower News
Buying Flowers
Nature Facts
Desserts, Fruit & Giftbaskets
Halloween Ideas
Thanksgiving
Christmas Decor
Christmas
Wreaths
Gifts for Dad
About Fall
Graduation
Memorial
Get Well Soon
About Sunflowers
About Orchids
Summer Flowers
Spring Flowers
Easter Flowers
Mother’s Day Flowers
About Lilies
Winter Flowers
Valentine’s Day
About Tulips
Just Because
Thank You
Sympathy
Romance
Florist Tips
Plants
Seasonal Flowers
About Daisies
Seasonal Plants
Anniversary
About Irises
Inside ProFlowers
About Roses
Shari’s Berries Categories
Holidays
Occasions
Tastes
Anniversary Gifts
Birthday Gifts
Brownie Pops
Christmas Gifts
Congratulations Gifts
Cookies, Cakes & Cupcakes
Easter Gifts
Gifts for Him
Gifts for Her
Father’s Days Gifts
Get Well
Halloween Gifts & Treats
Just Because Gifts
Just Berries
Mother’s Day Gifts
Thank You Gifts
Thanksgiving Gifts
Truffles
Valentine’s Day Gifts
Wedding Gifts
Gourmet Foods
Red Envelope Categories
Holidays
Occasions
Gift Types
Travel
Jewelry
Sports
For That Special Someone
For That Special Someone
Gifts for Mom
Gifts for Him
Gifts for Her
Home & Spa
Bar & Wine
Furry friends, fur children, four legged friends
Thank You Gifts
Retirement Gifts
Graduation Gifts
Engagement & Wedding Gifts
Christening Gifts
Birthday Gifts
Anniversary Gifts
Valentine’s Day
New Years Eve
Hanukkah
Easter
Christmas
Sympathy Gifts
Father’s Day
Mother’s Day?
Personal Creations Categories
Holidays
Occasions
For That Special Someone
Sympathy Gifts
Men’s Accessories
Religious Gifts
Gifts for Kids
Gift TypesGifts for the Home
Gifts for Him
Gifts for Her
Personalized Apparel
Baby Gifts
Wedding Gifts
Baby Gifts
Valentine’s Day
Mother’s Day
Easter
Christmas Gifts
Birthday Gifts
Anniversary Gifts
Stakeholder Interviews & Initial Research
• Do your homework • Internal stakeholders • Power users • Large user base testing
• Don’t cut corners with assumptions
Business Assumptions !1. I believe my customers have a need to _____. 2. These needs can be solved with _____. 3. My initial customers are (or will be) _____. 4. The #1 value a customer wants to get out of my product/service is _____. 5. The customer can also get these additional benefits _____. 6. I will acquire the majority of my customers through _____. 7. I will make money by _____. 8. My primary competition in the market will be _____. 9. We will beat them due to _____. 10. My biggest product risk is _____. 11. We will solve this through _____. 12. What other assumptions do we have that, if proven false, will cause our business/
project to fail? _____
User Assumptions !1. Who is the user? 2. Where does our product fit in the user’s work or life? 3. What problems does our product solve? 4. When and how is our product used? 5. What features are important? 6. How should our product look and behave?
Test Assumptions !1. Create hypothesis statements !We believe [this statement is true]. We will know we’re [right/wrong] when we see the following feedback from the market: [Qualitative feedback] and/or [quantitative feedback] and/or [KPI change]. !2. Create sub-hypothesis statements if hypothesis is too big to test. !We believe that [doing this/building this feature/creating this experience] for [these people/personas] will achieve [this outcome]. We will know this is true when we see [this market feedback, quantitative measure, or qualitative insight.] !
Helpful Items !1. Analytics Reports 2. Usability Reports 3. Information on past attempts to fix issues 4. Business stakeholder information on how
solving this problem will affect the company’s performance
5. Competitive Analysis on how competitors are solving the same issues
Tools
Personas
Core User: 92% of Sales
Sitemaps & Information Architecture
SEE DETAILS IN 4.0 -
MOTORSPORTS
SEE DETAILS IN 2.0 - TIRES
2.0 Tires3.0 News &
Events4.0 Community
5.0 The
Technology6.0 About Us
8.0 Store
Locator
9.0 Footer
Items
2.1 Passenger
Car
2.2 Light Truck &
SUV
2.3 Truck & Bus
Radial
2.4 Tire Care &
Safety
2.4 Technical &
Warranty
Information
1.0 Home
4.1 Blog (Blog +
Social Feeds)
4.2 Motorsports
4.4 Gallery
4.5 Other Cars
3.1 News
3.2 Events
Interaction Specifications
Falken TireGlobal Navigation Sitemap
Home PageOverview text, images, video, Fitment Calculator, Store Locator Link. Perhaps social feeds and News & Events
1.0
TiresEach tire category will have large calls to action for the Fitment Calculator/Tire Finder. These calculators will be displayed on each of these subpages.
2.0
Site Map 6.0
URL http://www.falkentire.com
CommunityThe community will combine much of the content from Falken Fanatic and the Multimedia site, all in one easy to navigate area.
4.0
The TechnologyA three dimensional tour of what goes into making a Falken Tire.
5.0
6.1 History of Falken
Tire - Motorsports
Heritage
6.2 Contact
Falken
6.3 Become a
Falken Dealer
6.4 Sponsorship
Information
6.5 Careers
9.1 Terms &
Privacy Policy
9.2 DOT Tire
Recall
Registration
9.3 Dealer Login
3.1.1 News
Detail3.1.1 News
Detail3.1.1 News
Detail
3.2.1 Event
Detail3.2.1 Event
Detail3.2.1 Event
Detail
4.1.1 Blog Detail4.1.1 Blog Detail
4.1.1 Blog Detail
5.1 Technology
Detail -
Passenger Cars
5.2 Technology
Detail - Light
Trucks & SUVs
6.5.1 Careers
Detail
Sitemap Example
Omnigraffle
Information Architecture
Wireframes
Sketch Like Crazy!
Old School Tools
New School Tools
Omnigraffle
Prototypes
Even Better: Prototype with Bootstrap
UX Doesn’t Stop at Design
Deep Thoughts on Design
Fashion is happening now. Art is timeless. In fact fashion is always passé because it is a reaction to a
past event. Don’t follow fashion, your user experience will be dated at launch.
The function of an object on the screen should determine its design.
Godzilla Encounter
Simplify.
Write the story, take out all the good lines, and
see if it still works. !
- Ernest Hemingway
“Good design is as little design as possible.”
!- Dieter Rams
Simple can still delight.
Innovation Trumps Invention
2001
Patterns Inform !
Design patterns are effective due to mass usage and a shared visual lexicon.
!
They increase conversions.
Mmmm… Hamburger
Test Review all KPIs and their performance. Adjust UX to attain desired outcomes. !Test > Tune > Track
Tools
More Examples
Oakley Golf Responsive Design
VISIT
User Experience
From UX to Design
Responsive DesignVail Resorts Epic Life
Thanks! Any questions?
!
www.mjdinteractive.com jeremy@mjdinteractive.com
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