View
1.642
Download
2
Embed Size (px)
DESCRIPTION
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
Citation preview
WHAT IS UX?
UX is a design approach that focuses on creating the best experience for the end user.
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
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
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
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?
GOOD UX IS INNOVATIVE
GOOD UX SOLVES PROBLEMS
GOOD UX IS SIMPLE
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
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
WHY DO STARTUPS NEED UX?
STARTUPS WITH DESIGNER CO-FOUNDERS
WHERE TO START
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
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?
DESIGN
1. Sketch / White board sessions
2. Brand Development
3. Site maps & Flow diagrams
4. Wireframes w/ Annotations
5. UI / Visual Design
WIREFRAMES
VALIDATE
1. Stats
2. User Feedback (social media is great)
3. Focus Groups
4. User Testing
DOLLAR SHAVE CLUBCase Study
USER NEEDS
1. Value2. Quality3. Convenience
E-COMMERCE BUSINESS OBJECTIVES
1. Lifetime Customer Value
RepeatPurchases
Transaction Now or Later?
TRADITIONAL E-COMMERCE FUNNEL
1. Home2. Browse / Search3. Detail‣ Reviews
4. Add to Cart5. Checkout6. Registration7. Payment Method8. Confirmation9. Repeat Visit10. Repeat Purchase
SUBSCRIPTION E-COMMERCE FUNNEL
1. Home2. Quiz3. Registration (Social OAuth)4. Payment Method5. Confirmation (Share & Earn)
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
31
RESULT
• $1M seed round raised.• 10.5M plays, 96k likes, 52k retweets, 27k followers.• $9.8M series A raised.• International expansion.• New product lines.
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.
SAY HELLO
Jon Fox — @JonFoxUX, jonfoxux.com
Petra Wennberg Cesario — @petrawcesario, interactivism.com
Erik Wingren — @erikwingren, interactivism.com
Kristen Ding — @kyding, idealab.com
@NELAUX