Introduction to ux for startups

goals

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1.Develop a high level understanding of UX and how its applied to startups2.Be able to describe your startup company or idea using the CPS hypothesis

3.Identify key UX-metrics and research methods for gathering those metrics4.Hop on the UX bandwagon!

WHY ux?

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https://www.youtube.com/watch?v=O94kYyzqvTc

What is UX?

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-User Experience Research and Design brings human perspective to the development of a technology by describing it in terms of users, goals, tasks, and behaviors.

-Helps companies understand and develop their technology from the users perspective…you are not your user!

-Can make or break your company.

-Relies heavily on knowledge and methods from psychology, anthropology, sociology, design, research, and computer science

-Lies at the crossroads of art and science and requires both analytical thinking and creativity.

CPS Hypothesis

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Problem (and current solutions)

Customer (user)

Solution

By writing out simple definitions of your customer, problem ,and solution, you are creating a hypothesis which can be validated or rejected through UX research methods

The CPS is a basic, minimalist description of any product that defines who your customer is, the problem they have, the current solution to that

problem, and the solution you offer.

mova loves Gustav

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Problem (and current solutions)

Customer (user)

Solution

Customer (user)

Art consumers seeking to purchase art based on personal preference

Problem

Art consumers need guidance for the selection of art they want to purchase, art sellers need to

match their art to potential buyers.

SolutionProvide art curations that match a buyer’s

preferences based on that person’s personality profile

UX research methods

Understand the opportunity

Understand the user

understand the problem

Ideate possible solutions

test solutions

• Opportunity assessment

• Business model canvas

• Competitive analysis

improve on solutions

UX debt analysis

• Personas • Empathy maps • Customer

Journey maps • Ethnography • Contextual

research • Diary studies • Focus groups • Expert Interview

• Problem Hypothesis

• Root cause analysis

• SWOT analysis • Value proposition

canvas • stakeholder

interviews • Ethnography

• Scope technical requirements

• Storyboard • Card sorting • MVP/prototype

ProblemCustomer Solution

• A/B testing • Concept testing • Usability testing • Eye-tracking • Cognitive task

analysis • Mental work load

• Iterative testing • Functional debt • Technical debt • Behavior debt

qualitative ux methods

personas

9Site visits: Total site visitors

Understand the user

https://xtensio.com/user-persona/

ethnography

10Site visits: Total site visitors

understand the problem

stakeholder interviews

11Site visits: Total site visitors

understand the problem

Quantitative ux methods

A/B testing

13Site visits: Total site visitors

test solutions

A/B testing example

14Site visits: Total site visitors

test solutions

A/B testing example

15Site visits: Total site visitors

test solutions

usability testing

16Site visits: Total site visitors

improve on solutions

usability metrics

17Site visits: Total site visitors

Common UX metrics

Effectiveness The accuracy and completeness with which

users achieve specified goals

Efficiency The resources expended in relation to the

accuracy and completeness with which users achieve goals.

Satisfaction The comfort and acceptability of use

Frustration The frequency and type of errors users make

improve on solutions

system usability scale

I think that I would like to use this system frequently. 1

I found the system unnecessarily complex. 2

I thought the system was easy to use. 3

I would need the support of a technical person to be able to use this system. 4

I found the various functions in this system were well integrated. 5

I thought there was too much inconsistency in this system. 6

I would imagine that most people would learn to use this system very quickly. 7

I found the system very cumbersome to use. 8

I felt very confident using the system. 9

I needed to learn a lot of things before I could get going with this system. 10

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1 5

strongly agree strongly disagree 2 3 4

the following questions are administered to end-users following a task-based usability session

The System Usability Scale (SUS) is a tool for measuring the user perception of usability a wide variety of products and services, including physical devices, hardware, software, mobile devices, websites, and digital applications.

improve on solutions

system usability scale

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0%

25%

50%

75%

100%

0 10 20 30 40 50 60 70 80 90 100

score

perc

enti

le r

ank

user 1: 80

user 2: 86

user 3: 73

user 4: 93

user 5: 88

user 6: 78 Average SUS Score: 83 a

• sus calculator: http://willhacker.net/2010/10/17/sus-calculator/

improve on solutions

comparing designs

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design a design b design c

This design is awesome!

Good, not great. Meh…

a c d 82 68 55

www.companyname.comSectionName

validating design iterations

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mvp

version 1

version 2

version3

sus score: 58

sus score: 68

sus score: 76

sus score: 88

competitive analysis

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startup “xyz”

88.2 90.972

startup “xyz” is creating a website for distributing audiobooks. heres how they stack up against the competition

summary

Questions?