Ran Liron Head of UX at

UX mentor at Google’s

Launchpad

UX – what is it all

about?

UX Misconceptions

UX ROI and core

values

Please -Don’t interrupt

me!interrupt me!

“UX”?User eXperience

Common UX Misconceptions

Misconception #1:

UX is about…?

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UX is about…?

UX = UIUser eXperience User Interface>

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UX is about…?

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UX is about…?

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UX is about…?

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UX is about…?

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UX is about…?

UX = Usability=

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Value

UX is about…?

(Based on: Peter Morville’s UX Honeycomb)

Usability

Accessibility

Findability

Credibility

Delight

Usefulness

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Misconception

#2

I know what users need

We are not our users!

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Misconception

#3

Our customers knowwhat they need

"If I had asked people what they wanted, they would have said faster horses”.

Henry Ford(or not)

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Misconception

#4

More features & Options =

higher satisfaction1) Hick’s law:The time it takes to make a decision is in a direct correlation to the number of choices

OptionsFew many

Task time

Short

Long

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More features & Options =

higher satisfaction2) The Paradox of Choice

https://youtu.be/VO6XEQIsCoM?t=12m29s

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More features & Options =

higher satisfactionThe paradox of ChoiceSo – what to do?•Smart defaults. •Content on demand.•Fit scope to role.

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Misconception

#5

Common practice =Best practice?

Similar problems, different users = Same solution?Nope

What works for the “Big names” - Google / Amazon / Facebook / etc. will work for us!NopeEverybody do it = it is the “best practice”

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Common practice =Best practice?

Multi-lines of tubs?

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Common practice =Best practice?

App. Users by country

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Common practice =Best practice?

CAPTCHAVery common, very bad:

(See: http://www.beatcaptchas.com/index.html and http://www.karlgroves.com/2012/04/03/captcha-less-security/ )

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Common practice =Best practice?

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Questions?

UX RoI

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UX RoI

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Less training required Fewer mistakes and errors Faster task solving

IncreasedProductivity

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UX RoI

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For the customer: Less support required Higher productivity = lower

TCO

For us: UX Standards = faster

development Getting it right the first time

IncreasedProductivity

ReducedCosts

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UX RoI

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IncreasedProductivity

ReducedCosts

IncreasedSatisfaction

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IncreasedProductivity

ReducedCosts

IncreasedSatisfaction

UX RoI

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IncreasedSales and Customers Loyalty

+ Impressive Interface

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Forrester research:“Good customer experience correlates highly to loyalty”

UX return on investment

https://www.forrester.com/report/Customer+Experience+Correlates+To+Loyalty/-/E-RES53794

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When should you care about UX?

UX Should Be Part Of The MVP!

MVP: Minimal Viable ProductMMF: Minimal Marketable FeatureMVF: Minimum Viable Feature

UX Should Be Part Of The MVP!

Usable

Reliable

Functional (features)

Jon H. Pittman on Medium - “The Tyranny of the Minimum Viable Product”

Enjoyable

Functional (features)

Is this really aVIABLE Product?

UX Should Be Part Of The MVP!

Usable

Reliable

Functional (features)

Jon H. Pittman on Medium - “The Tyranny of the Minimum Viable Product”

Enjoyable

Functional (features)

UX Should Be Part Of The MVP!

Laurence McCahill on Medium - “So long MVP. Hello Minimum Loveable Product”

LMinimum Loveable Product

Questions?

Go now and create a great UX, you should! Yes, hmmm.

Ran Liron054-5999947

Lironran@gmail.comwww.slideshare.net/

ranliron