UX	
  for
Startups	
  
by	
  Idean
info@idean.com

Thursday, November 7, 13
Introduction
Idean	
  works	
  very	
  closely	
  with	
  startups	
  through	
  carefully	
  selected	
  incubators	
  an...
Agenda

Tips	
  from	
  a	
  designer
UX	
  demys8fied
Cornerstones	
  for	
  visual	
  style	
  crea8on
Workshop
Q&A

Thur...
Tips	
  from	
  a	
  
designer
Thursday, November 7, 13
Focus. Solve one problem well, rather
than 10 things poorly.

Thursday, November 7, 13
Designing a product is a full time job.

Thursday, November 7, 13
Communicate your value proposition
clearly.

Thursday, November 7, 13
If you outsource design, outsource the
meaningful bits.

Thursday, November 7, 13
Involve your users. Learn from them, but
don’t trust what they say.

Thursday, November 7, 13
Be humble, not excited, when you ask
for impressions or opinions.

Thursday, November 7, 13
UX	
  methods	
  
demystified

Thursday, November 7, 13
Benchmarking
Reviewing	
  compeGng	
  soluGons	
  and	
  analyzing	
  their	
  strengths	
  and	
  weaknesses.	
  Finding	...
Personas
FicGonal	
  users	
  of	
  your	
  product.	
  Represent	
  archetypes,	
  not	
  specific	
  persons.	
  Best	
  ...
Needs	
  analysis
Mapping	
  the	
  needs	
  of	
  different	
  users	
  of	
  service.	
  Especially	
  useful	
  when	
  ...
Scenarios
Thinking	
  of	
  the	
  context	
  of	
  use.	
  WriGng	
  user	
  stories.	
  IdenGfying	
  goals	
  of	
  use...
Analysis	
  of	
  current	
  service
Analyzing	
  exisGng	
  usage	
  paRerns	
  of	
  service,	
  and	
  creaGng	
  acGon...
Product	
  tour
User	
  introduces	
  exisGng	
  or	
  comparable	
  soluGon	
  and	
  demonstrates	
  current	
  usage.	
...
Day	
  in	
  the	
  life	
  /	
  Diary
User	
  introduces	
  a	
  typical	
  day	
  in	
  
their	
  life.	
  How	
  is	
  ...
Match	
  race
User	
  compares	
  exisGng	
  services	
  or	
  concept	
  drags.	
  Services	
  score	
  for	
  the	
  cha...
Co-­‐creation	
  /	
  Co-­‐ideation
With	
  proper	
  facilitaGon	
  users	
  can	
  be	
  equipped	
  to	
  sketch	
  des...
User	
  testing	
  /	
  User	
  validation
User	
  tesGng	
  can	
  be	
  organized	
  with	
  sGll	
  images,	
  image	
 ...
UX	
  in	
  Product	
  Development

User	
  Needs
(par8cipatory	
  design,	
  
feedback,	
  contextual	
  
interviews,	
  ...
Cornerstones	
  
for	
  visual	
  style
Thursday, November 7, 13
Design	
  inspiration…

Colorful	
  without	
  
being	
  naive

So`	
  paper	
  feel

Simple	
  &	
  elegant	
  classic
Co...
…into	
  design	
  principles…

Header
Magazine-­‐like	
  
element	
  calms	
  the	
  
screens

Leather	
  texture
Pres8gi...
…into	
  design

Thursday, November 7, 13
Finding	
  a	
  unique	
  visual	
  gimmick
Icons	
  play	
  important	
  role	
  
throughout	
  the	
  service.	
  	
  Un...
Functional	
  vs.	
  Self-­‐expression	
  value
Any	
  digital	
  service	
  has	
  either	
  funcGonal	
  value	
  (a	
  ...
Application	
  or	
  website?
Juxtaposing	
  the	
  service,	
  and	
  the	
  context	
  of	
  it’s	
  use	
  helps	
  ide...
Workshop

Thursday, November 7, 13
Workshop	
  agenda

	
  
•
•

Typical	
  workshop	
  agenda	
  for	
  working	
  with	
  startups

•
•
•
•

Helps	
  in	
 ...
4	
  Exercises	
  individually	
  and	
  in	
  pairs

Who?

When?

How?

What?

...is	
  the	
  user	
  of	
  
my	
  servi...
Results	
  of	
  exercises

Persona

Scenario

Flow

Features

Descrip8on	
  of	
  
the	
  users

Story	
  that	
  tells	
...
Individual	
  work

5min

Who	
  are	
  the	
  users	
  of	
  your	
  service?

Name	
  them,	
  and	
  describe	
  who	
 ...
Who	
  are	
  the	
  users	
  of	
  your	
  service?
Name	
  them,	
  and	
  describe	
  who	
  they	
  are.	
  1	
  per	
...
Work	
  together

5min

Group	
  up	
  with	
  your	
  startup
Share	
  your	
  personas
You	
  need	
  to	
  pick	
  one	...
Pick	
  a	
  user

Evaluating	
  personas
High	
  value	
  user

High	
  marketsize

Small	
  marketsize

Low	
  value	
  ...
Individual	
  work

10min

When	
  and	
  why	
  would	
  this	
  person	
  need	
  
your	
  solu8on?	
  What	
  are	
  th...
When	
  would	
  this	
  person	
  use	
  your	
  solu.on?	
  What	
  are	
  the	
  contexts?
Write	
  scenarios,	
  1	
  ...
Group	
  work

5min

Group	
  up	
  with	
  your	
  startup
Share	
  your	
  scenarios
You	
  need	
  to	
  pick	
  one	
 ...
Identifying	
  scenarios

Frequency	
  vs.	
  Urgency
Urgent

Frequent

Not	
  frequent

Not	
  urgent
Thursday, November ...
Group	
  work

10min

Think	
  of	
  all	
  the	
  individual	
  steps	
  for	
  the	
  
user	
  to	
  fulfill	
  his	
  go...
How	
  to	
  reserve	
  it?
How	
  to	
  expense	
  it?

Does	
  it	
  have	
  wi-­‐fi?
Does	
  it	
  have	
  
breakfast?

...
Individual	
  work

5min

Now	
  sketch	
  the	
  UI	
  that	
  allows	
  the	
  user	
  
to	
  fulfill	
  his	
  goal	
  t...
Thursday, November 7, 13
1 week later…

Thursday, November 7, 13
Thursday, November 7, 13
Q&A

Thursday, November 7, 13
Thank	
  you	
  
Contact	
  info@idean.com	
  for	
  more	
  information.

Thursday, November 7, 13
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Ux for startups 1107

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Idean works very closely with startups through carefully selected incubators and accelerators.

This experience led Idean's head of design to conduct a presentation and a large group workshop on October 17, 2013 for 8 startups at the Blackbox incubator. 

Kindly find the presentation attached. It has some screens of different research methodologies. Enjoy!

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Ux for startups 1107

  1. 1. UX  for Startups   by  Idean info@idean.com Thursday, November 7, 13
  2. 2. Introduction Idean  works  very  closely  with  startups  through  carefully  selected  incubators  and  accelerators.   We  also  work  with  a  few  selected  early  stage  startups  with  our  UX  Ninja  offering,  with  which  we   conceptualize,  wireframe  and  create  visuals  for  typically  5  core  screens  of  the  service  for  the   startup  to  go  and  raise  funding  based  on  the  work  we  have  conducted  for  them.   This  experience  led  Idean's  head  of  design  to  conduct  a  presentaGon  and  a  large  group   workshop  on  October  17,  2013  for  8  startups  at  the  Blackbox  incubator.   Kindly  find  the  presentaGon  aRached.  It  has  some  screens  of  different  research  methodologies.   Enjoy! Please  don't  hesitate  to  contact  us  to  learn  more: Idean  Enterprises 411  Kipling  Street,   Palo  Alto,  CA  94301 Phone:  650.241.4870 info@idean.com Thursday, November 7, 13
  3. 3. Agenda Tips  from  a  designer UX  demys8fied Cornerstones  for  visual  style  crea8on Workshop Q&A Thursday, November 7, 13
  4. 4. Tips  from  a   designer Thursday, November 7, 13
  5. 5. Focus. Solve one problem well, rather than 10 things poorly. Thursday, November 7, 13
  6. 6. Designing a product is a full time job. Thursday, November 7, 13
  7. 7. Communicate your value proposition clearly. Thursday, November 7, 13
  8. 8. If you outsource design, outsource the meaningful bits. Thursday, November 7, 13
  9. 9. Involve your users. Learn from them, but don’t trust what they say. Thursday, November 7, 13
  10. 10. Be humble, not excited, when you ask for impressions or opinions. Thursday, November 7, 13
  11. 11. UX  methods   demystified Thursday, November 7, 13
  12. 12. Benchmarking Reviewing  compeGng  soluGons  and  analyzing  their  strengths  and  weaknesses.  Finding   paRerns  of  use,  copy/improve. Full  screen  naviga.on  #1 Reeder  organizes  data  into  stacks  and   enhances  naviga8on  with  a  s8cky   sidebar.  This  works  for  a  lateral   hierarchy  but  not  that  well  for  more   complex  applica8on  with  different   Thursday, November 7, 13 Full  screen  naviga.on  #2 NPR  organizes  content  into  horizontal   strips  that  are  scrollable.  This  would  be   inline  with  the  current  STB  design.   However,  going  deeper  into  the   sec8ons  or  opening  subsec8ons  will   Fixed  sidebar  naviga.on Into_Now  uses  a  large  sidebar  for   naviga8on.  This  makes  skimming   content  easy  and  fast.  Sidebar  also   removes  the  need  for  a  single  “main   screen”  that  collects  stuff  from   elsewhere.  Use  standard  naviga8on  in   iPhone  with  this. No  naviga.on  /  featured  view BBC  iPlayer  has  “filters”  instead  of   “naviga8on”.  Using  this  method  would   force  to  narrow  the  content  of  the   applica8on  quite  much.  This  type  of   layout  would  work  quite  well  as   “today”-­‐view  with  hidden  naviga8on.
  13. 13. Personas FicGonal  users  of  your  product.  Represent  archetypes,  not  specific  persons.  Best  built  on   actual  user  studies. Thursday, November 7, 13
  14. 14. Needs  analysis Mapping  the  needs  of  different  users  of  service.  Especially  useful  when  the  soluGon  is   centered  around  different  users  with  conflicGng  interests. Charles Mark THE  CONSUMER THE  MERCHANT I  want... I  want... • to  be  alerted  on  nearby  deals  on  products  that  I  am  interested  in • to  increase  traffic  and  sales  in  my  store • to  get  great  discounts  of  products  (>50%) • to  see  what  I’m  paying  for  (i.e.  conversion) • to  have  my  deals  to  be  personalized  based  on  my  interests • to  cheaply  market  new  products  and  discounts • to  see  relevant  results  when  searching  items • to  have  clients  return  to  my  shop  and  purchase  more • to  find  products  and  see  which  stores  sell  them  and  at  what  price • to  have  my  clients  recommend  my  store  to  their  friends • to  be  rewarded  for  my  loyalty  and  efforts • to  know  more  about  my  customers  and  what  they  want • to  control  how  the  deals  play  out  (schedules,  amounts  etc.) I  do  not  want... • to  be  bombarded  by  irrelevant  adver8sements I  do  not  want... • to  bombard  my  friends  with  irrelevant  adver8sements • to  use  excessive  amounts  of  8me  and  effort  on  any  off  the  above • to  spent  unnecessary  amount  of  8me  on  finding  beYer  deals • to  educate  my  staff  with  difficult  processes • to  pull  out  my  phone  and  do  something  weird  in  front  of  others • to  invest  in  new  devices • to  worry  about  my  privacy • to  bring  any  more  steps  into  the  POS • to  go  to  redeem  a  deal  to  find  out  that  the  items  are  out-­‐of-­‐stock • to  worry  about  several  different  services Thursday, November 7, 13
  15. 15. Scenarios Thinking  of  the  context  of  use.  WriGng  user  stories.  IdenGfying  goals  of  users.  Translates   into  prioriGzed  feature  lists  and  understanding  the  users  flow. John  is  walking  across  town He  gets  a  targeted  adver8sement   for  a  nearby  store. There  are  other  cool  products  on   offer  too He  heads  to  the  store The  Purchase Jane  is  surfing  the  web Thursday, November 7, 13 She  sees  an  adver8sement  for  a   product  on  a  website. She  gets  coupon  offers  and  saves   them  to  her  mobile. She  heads  to  the  store
  16. 16. Analysis  of  current  service Analyzing  exisGng  usage  paRerns  of  service,  and  creaGng  acGon  points  based  on  analyGcal   data.  Expert  evaluaGon  and  idenGfying  “quick  wins”  is  a  cheap  way  to  improve.   A  Good  start The  right  star8ng  place   was  quickly  found. Ini.al  deposit This  should  be  on  its  own   page.  Best  prac8ces  tell  us   so. Where’s  logic? What  is  the  concept  of   “ePossu”,  it  should  be   explained  on  page  or  with   a  tool8p. Thursday, November 7, 13
  17. 17. Product  tour User  introduces  exisGng  or  comparable  soluGon  and  demonstrates  current  usage.  BeRer  in   context. “Here I’ve picked up the apps I use most often. But it took me 3 months before I learnt the home screen can be edited.” Tuuli,  23  years,  first  smartphone This  method  has  been  u8lized  to  understand  how  people  interact  with  different  kinds  of  services  and  tools:  cell  phones,   desktop  computers  and  professional  tools  (e.g.  mining  drills  of  firewall  management  so`ware).  We  are  able  to  pick  up   current  usage  paYerns,  task  flows,  contexts  of  use,  user  frustra8ons  and  UX  requirements  out  of  these  sessions. Thursday, November 7, 13
  18. 18. Day  in  the  life  /  Diary User  introduces  a  typical  day  in   their  life.  How  is  the  soluGon   involved?  What  features  are  used   on  at  what  Gmes?  For  what   purposes? This  method  picks  up  usage  paYers,  use  cases  and   contexts  of  use.  O`en  this  method  is  performed  as  a   diary  with  addi8onal  room  to  share  ideas  for  new   services  or  features. Thursday, November 7, 13
  19. 19. Match  race User  compares  exisGng  services  or  concept  drags.  Services  score  for  the  characterisGcs  that   users  value,  and  lose  scores  for  annoying  features.  What  is  valued?  What  is  disturbing? vs. “Oh, neither is good, but I prefer the list of services over the step-by-step wizard. But preferably I’d have the best of both worlds. In the list I see all available options, and in the wizard I get help knowing what is most suitable for me.” Tarja,  47  years This  method  helps  draw  out  UX  requirements  and  useful  UI  elements  out  of  exis8ng  services,  and  helps  tune  in  with   the  users  mindset.  This  same  method  can  be  used  with  compe8ng  concept  approaches.   Thursday, November 7, 13
  20. 20. Co-­‐creation  /  Co-­‐ideation With  proper  facilitaGon  users  can  be  equipped  to  sketch  designs  for  themselves,  or  debate   design  opGons  with  the  Designer. Example  of  a  tablet  game   sketched  by  a  group  of  3  users  at   Idean’s  co-­‐crea8on  session. Designing  together  with  the  users  helps  designers  draw  out  ideas  from  the  users  -­‐  they  are  the  best  experts  of  their  own   needs  and  contexts.  The  lowest  fidelity  prototyping  is  to  debate  concept  ideas  sketching  them  on  paper. Thursday, November 7, 13
  21. 21. User  testing  /  User  validation User  tesGng  can  be  organized  with  sGll  images,  image  prototypes  linked  together  with  hot   spot  areas,  or  real  clickable  prototypes  with  real  effects  and  transiGons. It  is  cri8cal  to  involve  users  in  the  design  phase  and  iterate  designs  based  on  the  findings.  However,  it  is  also  important  how  the   feedback  and  observa8ons  are  analyzed,  so  that  the  findings  are  put  in  context  of  the  fidelity-­‐level  of  the  s8mulus  materials.  For   example,  image  prototype  is  missing  some  effects  which  may  have  significant  role  in  communica8ng  func8onali8es. Thursday, November 7, 13
  22. 22. UX  in  Product  Development User  Needs (par8cipatory  design,   feedback,  contextual   interviews,  market   analysis,  user  stories) Design  sketching (low  fidelity  dra`s,   wireframes) Valida.on (low  fidelity  prototyping,   moderated  and   unmoderated  tes8ng,   par8cipatory  design) New  Cycle Follow  up (surveys,  analy8cs,   interviews,  integrated   feedback  components) Valida.on (beta  tes8ng,  high  fidelity   prototyping) Thursday, November 7, 13 Interface  Design (detailed  wireframes,   interface  visuals) Implementa.on
  23. 23. Cornerstones   for  visual  style Thursday, November 7, 13
  24. 24. Design  inspiration… Colorful  without   being  naive So`  paper  feel Simple  &  elegant  classic Cosy  and  personal Statement Content  makes  the  object   valuable,  not  the  object  itself Thursday, November 7, 13
  25. 25. …into  design  principles… Header Magazine-­‐like   element  calms  the   screens Leather  texture Pres8gious,   comfortable  material Simplified  expression Subtle  use  of  effects No  unnecessary  boxes,  borders  and  lines  or   other  messy  elements Thursday, November 7, 13 Iconography Simple  no-­‐nonsense   pictograms PalleMe Warm  and  ac8ve  colors   palleYe Efficient,  professional  look  &  feel
  26. 26. …into  design Thursday, November 7, 13
  27. 27. Finding  a  unique  visual  gimmick Icons  play  important  role   throughout  the  service.    Unique   icon  style  or  shape  help  you  stand   out.   Unique  illustra.on  styles  can  be   used  to  differen8ate  otherwise   simple  interface  graphics. PaMerns,  repe..ve  backgrounds  and   color  schemes  also  help  establish  a   par8cular  style Thursday, November 7, 13
  28. 28. Functional  vs.  Self-­‐expression  value Any  digital  service  has  either  funcGonal  value  (a  car  navigator)  or  self-­‐expression/social   value  (Instagram).  It  is  either  a  tool,  or  thing  to  be  used  for  leisure.  This  also  affects  how  the   thing  is  expected  to  look  and  feel  -­‐  clarity  vs.  playfulness. vs. Thursday, November 7, 13
  29. 29. Application  or  website? Juxtaposing  the  service,  and  the  context  of  it’s  use  helps  idenGfy  what  it’s  supposed  to  look   like.  What  are  users  expectaGons,  where  do  you  need  to  posiGon  the  service? vs. Why  applica.on? Looking  like  an  applica8on  makes  the  service  feel  more  reliable,  and  the  product  feels  more  valuable:  it  is  a  tool  that  is  worth  paying  for.   Thursday, November 7, 13
  30. 30. Workshop Thursday, November 7, 13
  31. 31. Workshop  agenda   • • Typical  workshop  agenda  for  working  with  startups • • • • Helps  in  crea8ng  a  unified  vision  that  all  can  agree  on Goes  from  defining  the  users  and  their  problems  into  offering  solu8ons   through  the  service  features Helps  in  priori8zing  features  and  flows Gain  basic  understanding  of  target  audience Typically  takes  about  3h  to  run  through Thursday, November 7, 13
  32. 32. 4  Exercises  individually  and  in  pairs Who? When? How? What? ...is  the  user  of   my  service? ...  and  under  what   circumstances,would  he   use  my  service? ...will  he  achieve   his  goals  through   my  service? ...is  the  solu8on  I   provide  him  with? Thursday, November 7, 13
  33. 33. Results  of  exercises Persona Scenario Flow Features Descrip8on  of   the  users Story  that  tells   the  use  contexts   and  needs Analysis  of   scenario,  lis8ng  of   features Drawing  of  the   service  and  it’s   features Thursday, November 7, 13
  34. 34. Individual  work 5min Who  are  the  users  of  your  service? Name  them,  and  describe  who  they  are.  1  per  post  it. Thursday, November 7, 13
  35. 35. Who  are  the  users  of  your  service? Name  them,  and  describe  who  they  are.  1  per  post  it. Jim is a salesman for a large corporation. He travels a lot, often to places he hasn’t been and meets new people constantly. He is very people-oriented, competitive and outward. He is used to managing everything on the go. Imaginary  user  of  “Hotel  Tonight” Thursday, November 7, 13
  36. 36. Work  together 5min Group  up  with  your  startup Share  your  personas You  need  to  pick  one  together Thursday, November 7, 13
  37. 37. Pick  a  user Evaluating  personas High  value  user High  marketsize Small  marketsize Low  value  user Thursday, November 7, 13
  38. 38. Individual  work 10min When  and  why  would  this  person  need   your  solu8on?  What  are  the  contexts? Write  scenarios,  1  per  post  it. Thursday, November 7, 13
  39. 39. When  would  this  person  use  your  solu.on?  What  are  the  contexts? Write  scenarios,  1  per  post  it. Jim is on a business trip that got extended suddenly. He needs to find a hotel for next night. It needs to be within walking distance of tomorrows client meeting, needs to have breakfast, needs wi-fi. Thursday, November 7, 13
  40. 40. Group  work 5min Group  up  with  your  startup Share  your  scenarios You  need  to  pick  one  together Thursday, November 7, 13
  41. 41. Identifying  scenarios Frequency  vs.  Urgency Urgent Frequent Not  frequent Not  urgent Thursday, November 7, 13
  42. 42. Group  work 10min Think  of  all  the  individual  steps  for  the   user  to  fulfill  his  goal  through  your   service.  Draw  a  mindmap. Thursday, November 7, 13
  43. 43. How  to  reserve  it? How  to  expense  it? Does  it  have  wi-­‐fi? Does  it  have   breakfast? Is  it  in  walking   distance  of  client? How  do  I  pay? Purchase  service What  does  it  look   like?   Browse  places How  much  does it  cost? Find  a  place to  crash  tonight How  do  I  get   there? Navigate  to  place Arrive  in  place How  do  I  check  in? Thursday, November 7, 13 How  much  .me   from  there  to  my   morning  mee.ng?
  44. 44. Individual  work 5min Now  sketch  the  UI  that  allows  the  user   to  fulfill  his  goal  through  your  service. Thursday, November 7, 13
  45. 45. Thursday, November 7, 13
  46. 46. 1 week later… Thursday, November 7, 13
  47. 47. Thursday, November 7, 13
  48. 48. Q&A Thursday, November 7, 13
  49. 49. Thank  you   Contact  info@idean.com  for  more  information. Thursday, November 7, 13
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