UX Design Process 101: Where to start with UX

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UX Design Process 101Where to Start with UX Ari Weissman

Agenda

1. Intro 2. What is UX 3. A UX agency 4. The UX design process 5. Measuring & improving 6. What’s the point

Ari WeissmanLead Experience Architect

888.310.5327

• 10+ years global experience

• Responsible for all things UX, from research through experience design

• Project lead for TimeWarner Cable, AMEX, FreemanCo, and Securian

@ EffectiveUI

Insight-driven digital product company

Locations

2162 Market StreetDenver, CO 80205

DENVER

274 North Goodman St, Unit B264Rochester, NY 14607

ROCHESTER

85 Broad Street, 18th fl.New York, NY 10004

NEW YORK CITY

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Our clients

What is User Experience?

The central premise of user centered design is that best designed products and services result from understanding the needs of the people who will use them. — Design Council

UX design is a commitment to building products with the customer in mind ~ Marieke McCloskey Director of Research at UserTesting

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The design of anything independent of medium or across [device] with human experience as an explicit outcome and human engagement as an explicit goal ~Jesse James Garrett Founder of Adaptive Path and a UXD

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It is so much more than just designing for a screen. The user experience is impacted by decisions made across an organization from the boardroom to the way a developer codes for performance. ~ Paul Boag UX Consultant of Boagworks

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Source: Unknown

Spectrum of UX

http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/

UX is not…

UX is not…

Focus groups and aspirations

A task or a phase Expert design Usability

UX is…

Research based Generative and

evaluative

Analytical and probing

A process Cross-departmental

UX is…

Behaviors

Needs

Goals

Who owns UX

http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/

Who owns the user experience?

QUESTION

Who owns the user experience?

QUESTION

A user experience focused agency

We are passionate about adapting technology and systems to human behavior, not the other way around.

Insight from everyone CUSTOMERS

BUSINESS TECHNOLOGY

EffectiveUI teams

DESIGN & STRATEGY

Technology

Engagement management

Design + strategy

Customer insight

What are your expectations of a user

experience design agency?

QUESTION

The UX design process

The way it was

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The design process

32

The design process

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The design process

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The design process

35

The design process

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The design process

Measuring + Improving

THE UX KPI

Key Performance Indicator

A measurable value that demonstrates how effectively a company is achieving key business objectives

“A KPI IS ONLY AS VALUABLE AS THE ACTION IT INSPIRES. “

Choosing Effective KPIs

UNDERSTAND YOUR ORGANIZATIONAL OBJECTIVES

1

2ENGAGE THE WHOLE ORGANIZATION

The UX KPI

• Human behavior based • Key to the business • Performance indicator • Easy to measure • Diagnostic

https://www.uie.com/articles/power_of_ux_kpi/

“A KPI IS ONLY AS VALUABLE AS THE ACTION IT INSPIRES. “

Example UX KPIs

- SHOPPING CART ABANDONMENT

- TIME ON TASK

- REPORTED PERFORMANCE

- TASK SUCCESS RATE

- SEARCH VS NAVIGATION

- ERROR RATE

- SUBSCRIPTIONS

- RETURNING USERS

- SHARING

- TOTAL CUSTOMER CONTACTS

- SUPPORT REQUESTS

“A KPI IS ONLY AS VALUABLE AS THE ACTION IT INSPIRES. “

Not UX KPIs

- LOAD TIME

- GEOGRAPHIC LOCATIONS

- BASKET VALUE

- PROFIT MARGIN

- CUSTOMER ACQUISITION COST

- EMAILS BOUNCED (BAD ADDRESS)

- NET PROMOTER SCORE

- NUMBER OF KEYWORDS TRIGGERING

RESULTS FOR YOUR SITE

Measuring + Improving

THE UX KPI

A few more thoughts on process

Design for Beta Always assume there will there will be more to learn, test, and add.

Seek opportunities Use UX tools to identify opportunities, not just

pain points.

Track behaviors over time Continue to

intermittently conduct research and test.

Validate new assumptions or seek

explanations for changes.

Track metrics over time

Track metric and KPI changes over time.

Why do things change?

What does that mean?

1 2 3 4

Sooooo……..what’s the point?

#1OUTCOMES We have a common

understanding of people and their needs so that we can define an experience that meets those needs

We have organizational alignment on a vision so that we can plan and craft the details of the experience

OUTCOMES

#2

#3OUTCOMES We have created alignment with

users tech and biz on a detailed definition of the experience so that the experience can be implemented

We have delivered useful usable desirable experience so that user engagement is optimized

OUTCOMES

#4

#5OUTCOMES We have created the

infrastructure so that clients can measure adoption and continuously improve the experience

The outcome for you

Questions?

Vragen Preguntas

Des questions

שאלותвопросов คำถาม frågor

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A shoutout

Shameless self promotion

What clients need to know

1. The UX design process

2. Discovery outcomes

3. Kick-off workshops

4. Planning contextual research

5. Conducting contextual research

6. Customer research insights

7. Heuristic evaluations

8. UX personas

9. Customer journeys

10. Creativity & ideating solutions

11. User flows

12. Task models

13. Defining the MVP

14. Design sketching

15. Effective design feedback

16. 5 Myths of concept testing

17. Collaborative design workshops

And more!

Join us again this week

Death of a Design: 5 Stages of Grief

Raschel Iarocci, Lead Experience Architect Wednesday, Sept. 14 4:00 p.m. – 5:00 p.m.

When a design tests poorly with usability participants it can feel pretty defeating — especially when it has tested well in the past. After this happens, your UX team may go through a thought process similar to grieving, first denying that feedback is valid, then perhaps experiencing anger, then progressing through bargaining and depression, to finally acceptance.

During her talk, Raschel will share contemporary strategies for dealing with each of these five stages, enabling the group to move past initial reactions and get down to the work of addressing the design challenges.

Join us again this week

User Testing: Adapt to Fit Your Needs

Ari Weissman, Lead Experience Architect and Lys Maitland, Senior Experience Planner Friday, Sept. 16 2:00 p.m. – 3:30 p.m.

Test early, test often.

It’s a mantra that’s been proven successful time and again when it comes to innovation and design. So why aren’t you doing it? In the start-up world, when everything is moving so quickly, it can be easy to overlook or postpone collecting feedback from real people because of cost, time, or lack of preparation. Don’t let those things stop you. Valid data can be captured cheaply, quickly, and with half-finished products and strategies.

Thank you.Ari Weissman

@travelingre

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