UX FOR EVERYONE

FIRST THINGS FIRST.

WHAT IS UX?

DON NORMAN CREATED THE FIRST UX ROLES AT APPLE IN THE LATE ‘90S

SIMPLE, AS WELL AS ESSENTIAL.

USER EXPERIENCE.

KIND OF INEVITABLE.

NO EXPERIENCE = NO WEBSITE

CAN’T REALLY AVOID IT.

WHETHER YOU’VE PLANNED FOR IT IT OR NOT, YOUR USERS WILL INEVITABLY EXPERIENCE YOUR SITE.

YOU CAN BE IN CONTROL.

GOOD PLANNING WILL GIVE YOU CONTROL OVER YOUR USERS’ EXPERIENCE.

CAN IT WORK FOR SMALL PEOPLE?

CAN UX HELP SOLO FLYERS & SMALL AGENCIES…

TINY AND LONELY.

…ON A SMALL BUDGET WITHOUT A TEAM

JUST ONE WORD.

YES.

BY THE WAY – THIS IS REALLY IMPORTANT.

GOOD UX IS GOOD DESIGN IS GOOD MARKETING.

BREAKING IT DOWN.

THE 3 ESSENTIAL COMPONENTS

THE 3 BASIC COMPONENTS OF UX.

LOOKFEELUSABILITY

GOOD UX EMPATHISES, FIRST AND FOREMOST.

THE MAIN INGREDIENT: EMPATHY.

BE CAREFUL HOW YOU EMPATHISE.

WE CAN’T KNOW EXACTLY HOW SOMEONE ELSE FEELS.

BE CAREFUL HOW YOU EMPATHISE.

LISTEN, ACCEPT, WALK TOGETHER.

THE BEST FORM OF EMPATHY

INFORMED EMPATHY AND ACCEPTANCE.

100 OUT OF 10 IN LOOK, FEEL AND USABILITY

THE BEST EXAMPLE

STRIVE FOR THIS LEVEL OF EMPATHY.

HOW TO TELL IF YOU’VE DONE A GOOD JOB.

GOOD UX BENCHMARKS.

THE 3 QUESTIONS GOOD UX MUST ANSWER.

YOUR WEBSITE OR APP GIVE GOOD UX WHEN YOU CAN ANSWER ‘YES’ TO THESE 3 QUESTIONS:

‣ Does the site or application give the user value?

‣ Does the user find the site or application simple to use and navigate?

‣ Does the user actually enjoy using the site or the application?

MAKE YOUR USERS HAPPY.

BE LIKE WEBSITE 1.

OUTLINING THE UX PROCESS USING THE DESIGN THINKING METHODOLOGY.

UX PROCESS = DESIGN THINKING PROCESS.

IT’S NOT ABOUT US – IT’S ABOUT THE USERS.

USER-CENTRIC PROCESSES.

DON’T RELY ON THE PAST OR MAKE RISKY BETS.

MAKE DECISIONS BASED ON WHAT CUSTOMERS REALLY NEED

IS THIS WHAT THEY REALLY NEED?

‘WE NEED TO IMPROVE OUR WEB TRAFFIC THIS MONTH BY A THIRD’

THE SAME FIRST QUESTION.

THE DESIGN THINKING APPROACH STARTS WITH ASKING ‘WHY?’

THE CRUCIAL STARTING POINT.

‘WHY AREN’T THE CURRENT USERS CONVERTING’?

THE REAL NEED IS NOT TO INCREASE TRAFFIC: IT’S ON-PAGE OPTIMISATION.ASK ‘WHY?’ASK THE USERS

HELP YOUR SMALL CLIENTS OUT.

FAIRLY TYPICAL SITUATION.

AN ITERATIVE PROCESS.

THE 5 PHASES OF THE DESIGN THINKING PROCESS.

EMPATHISE DEFINE IDEATE PROTOTYPE TEST

THE 3 PHASES OF THE ABBREVIATED UX PROCESS.

RESEARCH DESIGN VALIDATION

OPTIMISATION

EMPATHISE DEFINE IDEATE PROTOTYPE TEST

RESEARCH

DESIGN THINKING PROCESS

DESIGN VALIDATION

RESEARCH

Stakeholders interviews Users interviews

PHASE 1. RESEARCH

PHASE 1. RESEARCH Stakeholders interviews

Questionnaires Workshops

Define

DON’T FORGET EMPLOYEES

PHASE 1. RESEARCH Users interviews

Questionnaires Surveys

Facebook pollsWorkshops

User personas & define

NO USERS YET? ASK THE OWNERS

USER PERSONAS = THE IDEAL HUMAN BEING YOU WANT TO SERVE

CREATE DETAILED CUSTOMER AVATARS.

WHAT YOU NEED TO KNOW IN ORDER TO CREATE USER PERSONAS:

‣ Demographics (the WHO) ‣ Psychographics (the WHY) ‣ Needs ‣ Solutions ‣ …and give them a name.

A REAL-CASE AVATAR.

THE BOUTIQUE TRAVEL AGENCY IDEAL CUSTOMER AVATAR:

‣ WHO: Sharon. 55+, North American, retired, good income, time on her hands, likes the outdoors, healthy but not super-fit.

‣ WHY: She and her husband have a burning desire to complete the Camino de Santiago to fulfil a promise made to a relative who passed away.

‣ FEARS: They are not sure they are fit enough. They are worried that they might need to speak Spanish to get by. And they are not sure if they left it too late to go this year or not.

‣ NEEDS: They also like to have a comfortable time and they’re concerned about having to rough it out on route. They’re worried about having to book hotels on the way.

‣ SOLUTION: We know we are the best agency for Sharon and we have the perfect solution to her needs: we just need to make her aware of it.

RESEARCH

Sitemap Users personas

PHASE 1. RESEARCH

=Defining needs

& solutions

PHASE 2. DESIGN IDEATE PROTOTYPE

DESIGN

DESIGN IS MESSY, JUST LIKE LIFE.

…AND NOW, I’M GOING TO CONTRADICT MYSELF.

SOMETIMES THE WHOLE PROCESS IS OVERKILL.

YOU CAN SOMETIMES WORK ON UX AND UI AT THE SAME TIME. AND THAT’S OK.

DESIGN

Sitemap Wireframes

PHASE 2. DESIGN

EVEN IF IT’S NOT QUITE A FULL SITE.

FUNNEL MAP.

USER FLOWS ARE WHAT MAKES ALL THE DIFFERENCE.

WE LOVE USER FLOWS.

USER FLOWS ARE WHAT MAKES ALL THE DIFFERENCE.

CHART, PREDICT, DIRECT THE SMOOTHEST POSSIBLE JOURNEY.

SOMETIMES NEEDED, SOMETIMES NOT.

WIREFRAMES.

PUT FINAL PAGE OF QUIZ OFFERING PACKING LIST

PHASE 3. VALIDATION TEST

VALIDATION

YOU *NEED* TO GET YOUR PRODUCT TESTED.

USABILITY TESTING IS ESSENTIAL.

IT’S ALWAYS POSSIBLE TO FIND USERS FOR TESTING.

USABILITY TESTING ON A SHOESTRING AND ON DEADLINE:

‣ Guerrilla: enter a cafe and ask strangers.

‣ Literally your partner or your kids or you parents

‣ Your colleagues who haven’t worked on the project

‣ Your friends, their parents, their kids

‣ Facebook groups

LOTS OF ONLINE TOOLS, TOO.

A FEW ONLINE TOOLS TO CARRY OUT USABILITY TESTING:

‣ https://www.usertesting.com/

‣ https://helio.app/

‣ https://www.pickfu.com/

‣ https://usabilityhub.com/

‣ https://www.userlytics.com/

BE LEAN. BE AGILE.

STYLE DEPLOY OPTIMISE

EMPATHISE DEFINE IDEATE PROTOTYPE TEST

BECKETT HAD IT.

TRY AGAIN. FAIL AGAIN. FAIL BETTER.

IN MEMORY OF VAUGHAN

1971-2018

https://wpandup.org/

THANK YOU

@PICCIA PICCIA NERI PICCIA NERI WP

FACEBOOK.COM/GROUPS/DESIGNFORGEEKS/

HTTPS://DESIGNFORGEEKS.COM/FREE-UX-COURSE

MY MAIN SOURCES.

A FEW USEFUL RESOURCES AND PEOPLE I AM THANKFUL TO:

‣ The Interaction Design Foundation

‣ Joe Natoli's podcast and courses

‣ Don Norman's books and talks

‣ Morten Rand Hendriksen's WCEU 2016 Empathy talk

‣ Steve Krug's Don't Make Me Think

‣ Dickiebirds Web Studio

‣ IDEO courses

‣ The UX Collective

‣ The Toptal blog