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WHAT IS UX?

NELAUX Presents: UX Strategies for Startups

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A presentation for Silicon Beach Fest Pasadena at Idealab deconstructing what UX is, how to apply it and why Startups will benefit from investing in UX strategy. Includes a case study on Dollar Shave Club. Presented by Jon Fox, Petra Cesario Wennberg, Kristen Ding and Erik Wingren Follow @NELAUX on Twitter

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Page 1: NELAUX Presents: UX Strategies for Startups

WHAT IS UX?

Page 2: NELAUX Presents: UX Strategies for Startups

UX is a design approach that focuses on creating the best experience for the end user.

Page 3: NELAUX Presents: UX Strategies for Startups

UX IS…

Usability

A/B Testing

Research

Requirements

Focus Groups

Prototype

Simplification

CSS

GUI

Wireframes

Performance

Iterate

User Experience

HTML 5

Mobile

Interaction Design

Typography

Marketing

Design

Process Flows

Information Design

Page 4: NELAUX Presents: UX Strategies for Startups

COMPONENTS OF UX DESIGN

• Process Flow Diagrams

• Information Architecture

• Wireframes

• Interaction Design

• Copy Writing / Content Strategy

• Data, Information and Layout Design

• Visual Design and Color

• Document Management for easy

iterating

• Research

• Market Understanding

• Business Requirements

• Technology

• Sell ROI

• Social Media

• Global Understanding

• Mobile and Device Knowledge

Page 5: NELAUX Presents: UX Strategies for Startups

UX IS…

1. Psychology - Understanding the user

2. Engineering - Technology Involved

3. Business Knowledge - Objectives

4. Science - Experimentation and Testing

5. Design - Layout, Typography, Visual Hierarchy

Page 6: NELAUX Presents: UX Strategies for Startups

GOOD UX IS INVISIBLE

• People don’t use a product because of the great design. Great design helps them use the product.

• Don’t make user think. Have them do.

• Challenge for designers: How do you put together a portfolio of invisible stuff?

Page 7: NELAUX Presents: UX Strategies for Startups

GOOD UX IS INNOVATIVE

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GOOD UX SOLVES PROBLEMS

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GOOD UX IS SIMPLE

Page 10: NELAUX Presents: UX Strategies for Startups

WHY DO STARTUPS NEED UX?

1. Reduce Risk

2. Validate ideas

3. Understand the user base

4. Bridge Engineering, Design, Marketing and More

5. Streamline the experience

6. Simplify the message

7. Test

Page 11: NELAUX Presents: UX Strategies for Startups

WHY DO STARTUPS NEED UX?

UX is about all the areas where a product engages a consumer.

• Product Design

• Engineering

• Branding

• Marketing

• Customer Service

• Social Media

Page 12: NELAUX Presents: UX Strategies for Startups

WHY DO STARTUPS NEED UX?

Page 13: NELAUX Presents: UX Strategies for Startups

STARTUPS WITH DESIGNER CO-FOUNDERS

Page 14: NELAUX Presents: UX Strategies for Startups

WHERE TO START

Page 15: NELAUX Presents: UX Strategies for Startups

UX VALIDATION LOOP

1. IDEATEGenerative research, ideation,

mental & behavioral models,

concept maps, test results,

competitive analysis, Personas

2. DESIGNHypotheses, Sketches, Flows,

Wireframes, mockups,

Prototype

3. VALIDATEEvaluative research, A/B testing, site

analytics, usability testing, interviews,

funnel analysis, surveys

PRODUCT/MARKET FIT

Page 16: NELAUX Presents: UX Strategies for Startups

IDEATION• Identify Business Vision, Requirements and Goals

• Engage in Conversation

– Get out of the building

– Focus groups and customer interviews

• Get Competitive and Market Analysis

– Is this a high-value problem and will people pay for the product?

– Who are the market stakeholders?

• Use Validated Learning from Previous Rounds of Testing

• Develop Intuitive Conceptual Models

• Create Personas (based on research)

– Who is it for and how/where will they use the product?

– What can they do that wasn’t possible before?

Page 17: NELAUX Presents: UX Strategies for Startups

DESIGN

1. Sketch / White board sessions

2. Brand Development

3. Site maps & Flow diagrams

4. Wireframes w/ Annotations

5. UI / Visual Design

Page 18: NELAUX Presents: UX Strategies for Startups
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WIREFRAMES

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VALIDATE

1. Stats

2. User Feedback (social media is great)

3. Focus Groups

4. User Testing

Page 24: NELAUX Presents: UX Strategies for Startups

DOLLAR SHAVE CLUBCase Study

Page 26: NELAUX Presents: UX Strategies for Startups

USER NEEDS

1. Value2. Quality3. Convenience

Page 27: NELAUX Presents: UX Strategies for Startups

E-COMMERCE BUSINESS OBJECTIVES

1. Lifetime Customer Value

RepeatPurchases

Transaction Now or Later?

Page 28: NELAUX Presents: UX Strategies for Startups

TRADITIONAL E-COMMERCE FUNNEL

1. Home2. Browse / Search3. Detail‣ Reviews

4. Add to Cart5. Checkout6. Registration7. Payment Method8. Confirmation9. Repeat Visit10. Repeat Purchase

Page 29: NELAUX Presents: UX Strategies for Startups

SUBSCRIPTION E-COMMERCE FUNNEL

1. Home2. Quiz3. Registration (Social OAuth)4. Payment Method5. Confirmation (Share & Earn)

Page 30: NELAUX Presents: UX Strategies for Startups

FLOWS

Reviews

Home

Browse

Search

Detail Add to Cart Checkout Registration Credit Card Confirmation Repeat Visit Repeat Purchase

Traditional E-Commerce

HomeRegister

to see resultCredit Card Confirmation

(Share & Earn)QuizQuizQuizQuiz

Beachmint et.al

Home Select Register Credit Card Confirmation(Share & Earn)

Dollar Shave Club

Page 31: NELAUX Presents: UX Strategies for Startups

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RESULT

• $1M seed round raised.• 10.5M plays, 96k likes, 52k retweets, 27k followers.• $9.8M series A raised.• International expansion.• New product lines.

Page 38: NELAUX Presents: UX Strategies for Startups

TAKE AWAY

• Good UX starts with user needs.• Good UX can offset, but not make up for poor

quality/value.• UX methodology can help re-think (re-

sequence) established business processes.• Details matters. Lean is NOT an excuse for

releasing crap.