Understanding User Experience           Design
#UnderstandUX
Obligatory slide proving you shouldlisten to me.• I am a comic book  character. Drawn by  Sam Keith, the first  sandman ar...
Who are you and what do you want?
What is user experience?
What experience do you love?•What is it?•Why do you love it?•What’s your favorite part?
Don Norman"User experience"encompasses allaspects of theend-usersinteraction withthe company, itsservices, and itsproducts...
Don Norman            The first            requirement for an            exemplary user            experience is to       ...
Don NormanNext comes simplicityand elegance thatproduce products thatare a joy to own, a joyto use.True user experiencegoe...
Don NormanIn order to achieve high-quality user experiencein a companys offeringsthere must be aseamless merging of theser...
jesse james garrett                           -Jesse James Garrett17
jesse james garrett              User Experience Design:               the design of anything              independent of ...
Historically, online we’ve had:
TEAM ofDESIGNERS
GRAPHICDESIGN
INFORMATION  ARCHITECT
INTERACTION  DESIGNER
User            ResearcherFront-endDeveloper
Startups are       seeking25
They settle   for
Too big?USER EXPERIENCE IS BIG
28     dan saffer
Today                                Launch• We’ll discuss most of  it, focusing on JJG’s  definition• It is big. You will...
DESIGNING FOR BUSINESS
Business is from Mars, Design from Venus   Deductive Reasoning                       Abductive Reasoning   “Traditional fi...
Designers can make great leaps forward
But the business folks can be left behind
How many have you thought about a client or a boss “That’s a moronic                idea”Can you build a bridge to their g...
Yes, and               AND7
Step Back                         Think                         Organize                         Proceed    The Inner Game...
Tools for Thinking• Clarification:  Do I understand what you are saying?• Understanding:  Do I understand your thinking• C...
For Clarification, try Active Listening                    •   Repeat                    •   Paraphrase                   ...
For Understanding, try Five Whys
Five WhysMy car will not start. (the problem)  Why? - The battery is dead. (first why)  Why? - The alternator is not funct...
A little about MarketsCONTEXT
One Word: Plastics
Why the one word?•   Opportunity•   Brand Completeness•   Blocking competition•   Raising money•   Curiosity
Types of Opportunities/Ideas Better       Cheaper         Niche         NewI can do it   I can do it   I can do it   You n...
How big is the opportunity?                  Total Available Market (TAM)                      • How many people would    ...
How big is my slice?                  Served Available Market                  (SAM)                     • How many people...
Your idea is worthless aloneIdea   Execution   Timing   Dumb Luck
What business will you be in?MARKETS
Customer Development            Customer DevelopmentCustomer         Customer           Customer         CompanyDiscovery ...
Who are your customers?            • How many of them are              there?            • Are they price sensitive?      ...
New Product Conundrum• New Product Introductions sometimes  work, yet sometimes fail  – Why?  – Is it the people that are ...
Three Types of Markets     Existing Market   Resegmented   New Market                          Market• Who Cares?• Type of...
Existing: founded 1938
Competitor founded 1972
Competing in an Existing Market• Faster/Better• High end• Somewhere else
Resegmented
Gap’s new entry
Competing by resegmenting• Niche =  marketing/branding  driven• Cheaper = low end
New Market?
NewNew   Existing   Resegmented
New Market• Cheaper/good enough  can create a new class  of product/customer• Innovative/never  existed before
John Gourville, Eager Sellers and Stony Buyers (2006)
Deadpool
Type of Market Changes Everything      Existing             Resegment            New      Market               ed Market  ...
Choose your idea                stupid                The holy grail  Ability  to  provide  unique  product       bankrupt...
Who are your customers?                   What is your market?              How big is the opportunity?ExerciseWHAT IS YOU...
How do we make money?BUSINESS MODELS
Business creates value for which      they receive money   Money allows them the  resources to provide value
Who are you users?WHAT DO YOU USERS HAVE TO DO?
Marketplace Model Advertising Model    Affiliate Model Community ModelSubscription Model
I have always been a woman who arrangesthings,for the pleasure–and the profit–it derives.I have always been a woman who ar...
Can I trust                   I want the                 this seller?                  best price!I want to find   things!...
Advertising ModelThe web advertising model is anupdate of the one we’re familiarwith from broadcast TV. The web“broadcaste...
Users must:• Notice advertising• Interact with adPreconditions: User must visit advertising locationShare their demographi...
Community ModelThe viability of the communitymodel is based on user loyalty.Revenue can be based on the saleof ancillary p...
Users need to • Create an identity • Connect with other users • Build a reputation • Create and share   content/work/etcUs...
Subscription ModelUsers are charged a periodic—daily, monthly or annual—fee tosubscribe to a service. It is notuncommon fo...
User must: • Able to evaluate the   offering • Subscribe and   unsubscribe to offering • Realize value offered
CombosAdvertising      Community
CombosAdvertising              Community              Subscription
CombosMarketplace               Community              Affiliate
Prioritize and SequencePattern:                    Wikipedia:User gets value             Looks up contentUser returns, get...
Marketplace Model                  Advertising Model                     Affiliate Model                  Community Model ...
10 Questions1.   Exactly what problem will           6.  Why now? (market window)     this solve? (value                  ...
Questions?        @cwodtke cwodtke@eleganthack.com
Understanding User Experience Design & Why It Matters
Understanding User Experience Design & Why It Matters
Understanding User Experience Design & Why It Matters
Understanding User Experience Design & Why It Matters
Understanding User Experience Design & Why It Matters
Understanding User Experience Design & Why It Matters
Understanding User Experience Design & Why It Matters
Understanding User Experience Design & Why It Matters
Understanding User Experience Design & Why It Matters
Understanding User Experience Design & Why It Matters
Understanding User Experience Design & Why It Matters
Understanding User Experience Design & Why It Matters
Understanding User Experience Design & Why It Matters
Understanding User Experience Design & Why It Matters
Understanding User Experience Design & Why It Matters
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Understanding User Experience Design & Why It Matters

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Intro to today's workshop, and a short explanation about what you need to know about business to design well for it.

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  • Doodles are the fun, surprising, and sometimes spontaneous changes that are made to the Google logo to celebrate holidays, anniversaries, and the lives of famous artists, pioneers, and scientists.How did the idea for doodles originate? In 1998, before the company was even incorporated, the concept of the doodle was born when Google founders Larry and Sergey played with the corporate logo to indicate their attendance at the Burning Man festival in the Nevada desert. They placed a stick figure drawing behind the 2nd "o" in the word, Google, and the revised logo was intended as a comical message to Google users that the founders were "out of office." While the first doodle was relatively simple, the idea of decorating the company logo to celebrate notable events was born.Two years later in 2000, Larry and Sergey asked current webmaster Dennis Hwang, an intern at the time, to produce a doodle for Bastille Day. It was so well received by our users that Dennis was appointed Google's chief doodler and doodles started showing up more and more regularly on the Google homepage. In the beginning, the doodles mostly celebrated familiar holidays; nowadays, they highlight a wide array of events and anniversaries from the Birthday of John James Audubon to the Ice Cream Sundae.Over time, the demand for doodles has risen in the U.S. and internationally. Creating doodles is now the responsibility of a team of talented illlustrators (we call them doodlers) and engineers. For them, creating doodles has become a group effort to enliven the Google homepage and bring smiles to the faces of Google users around the world.How many doodles has Google done over the years? The team has created over 1000 doodles for our homepages around the world.Who chooses what doodles will be created and how do you decide which events will receive doodles? A group of Googlers get together regularly to brainstorm and decide which events will be celebrated with a doodle. The ideas for the doodles come from numerous sources including Googlers and Google users. The doodle selection process aims to celebrate interesting events and anniversaries that reflect Google's personality and love for innovation.Who designs the doodles? There is a team of illustrators (we call them doodlers) and engineers that are behind each and every doodle you see.How can Google users/the public submit ideas for doodles?The doodle team is always excited to hear ideas from users - they can email proposals@google.com with ideas for the next Google doodle. The team receives hundreds of requests every day so we unfortunately can't respond to everyone. But rest assured that we're reading them :)
  • 1938
  • 1972
  • Understanding User Experience Design & Why It Matters

    1. Understanding User Experience Design
    2. #UnderstandUX
    3. Obligatory slide proving you shouldlisten to me.• I am a comic book character. Drawn by Sam Keith, the first sandman artist. Geeks bow before me.• Yes, I know Wolfgang Puck. But not well enough to call him Wolfie• I am an avatar. You can be too.• My child eats broccoli willingly. Lots of broccoli.• Look, you did read the program description, right?
    4. Who are you and what do you want?
    5. What is user experience?
    6. What experience do you love?•What is it?•Why do you love it?•What’s your favorite part?
    7. Don Norman"User experience"encompasses allaspects of theend-usersinteraction withthe company, itsservices, and itsproducts.11
    8. Don Norman The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother.12
    9. Don NormanNext comes simplicityand elegance thatproduce products thatare a joy to own, a joyto use.True user experiencegoes far beyond givingcustomers what theysay they want, orproviding checklistfeatures.14
    10. Don NormanIn order to achieve high-quality user experiencein a companys offeringsthere must be aseamless merging of theservices of multipledisciplines, includingengineering, marketing, graphical and industrialdesign, and interfacedesign.16
    11. jesse james garrett -Jesse James Garrett17
    12. jesse james garrett User Experience Design: the design of anything independent of medium or across [device] with human experience as an explicit outcome and human engagement as an explicit goal -Jesse James Garrett18
    13. Historically, online we’ve had:
    14. TEAM ofDESIGNERS
    15. GRAPHICDESIGN
    16. INFORMATION ARCHITECT
    17. INTERACTION DESIGNER
    18. User ResearcherFront-endDeveloper
    19. Startups are seeking25
    20. They settle for
    21. Too big?USER EXPERIENCE IS BIG
    22. 28 dan saffer
    23. Today Launch• We’ll discuss most of it, focusing on JJG’s definition• It is big. You will suck if you try to do it all.• That is AWESOME• Not trying=failing• Find your love. Follow it.30
    24. DESIGNING FOR BUSINESS
    25. Business is from Mars, Design from Venus Deductive Reasoning Abductive Reasoning “Traditional firms utilize and “Designers value highly a reward the use of two kinds third type of logic: abductive of logic. The reasoning. Abductive first, inductive, entails reasoning, as described by proving through observation Darden professor Jeanne that something actually Liedtka, embraces the logic works. The of what might be. second, deductive, involves proving -- through reasoning This style of thinking is from principles -- that critical to the creative something must be.” process.”http://www.businessweek.com/innovate/content/aug2005/di20050803_823317.htm
    26. Designers can make great leaps forward
    27. But the business folks can be left behind
    28. How many have you thought about a client or a boss “That’s a moronic idea”Can you build a bridge to their goal?
    29. Yes, and AND7
    30. Step Back Think Organize Proceed The Inner Game of Stress: Outsmart Lifes Challenges and Fulfill Your Potential by W. Timothy Gallwey8
    31. Tools for Thinking• Clarification: Do I understand what you are saying?• Understanding: Do I understand your thinking• Context: Do I understand the world we are acting in?• Evidence: What tells me this is right?
    32. For Clarification, try Active Listening • Repeat • Paraphrase • Extend
    33. For Understanding, try Five Whys
    34. Five WhysMy car will not start. (the problem) Why? - The battery is dead. (first why) Why? - The alternator is not functioning. (second why) Why? - The alternator belt has broken. (third why) Why? - The alternator belt was well beyond its useful service life and has never been replaced. (fourth why) Why? - I have not been maintaining my car according to the recommended service schedule. (fifth why, a root cause) Why? - Replacement parts are not available because of the extreme age of my vehicle. (sixth why, optional footnote)
    35. A little about MarketsCONTEXT
    36. One Word: Plastics
    37. Why the one word?• Opportunity• Brand Completeness• Blocking competition• Raising money• Curiosity
    38. Types of Opportunities/Ideas Better Cheaper Niche NewI can do it I can do it I can do it You neverbetter cheaper for you knew you needed it
    39. How big is the opportunity? Total Available Market (TAM) • How many people would want/need the product?Total Available • How large is the marketMarket (TAM) be (in $’s) if they all bought? • How many units would that be? How Do I Find Out? • Industry Analysts – Gartner, Forrester • Wall Street Analysts – Goldman, Morgan
    40. How big is my slice? Served Available Market (SAM) • How many people need or Served can use product?Total Available Available • How many people have MarketMarket (TAM) the money to (SAM) buy the product • How large would the market be (in $’s) if they all bought? • How many units would that be? How Do I Find Out? • Talk to potential customers
    41. Your idea is worthless aloneIdea Execution Timing Dumb Luck
    42. What business will you be in?MARKETS
    43. Customer Development Customer DevelopmentCustomer Customer Customer CompanyDiscovery Validation Creation Building Steven Gary Blank, Four Steps to the Ephinany
    44. Who are your customers? • How many of them are there? • Are they price sensitive? • How big is their problem? • How often do they have the problem? • How do they solve it today?
    45. New Product Conundrum• New Product Introductions sometimes work, yet sometimes fail – Why? – Is it the people that are different? – Is it the product that are different?• Perhaps there are different “types” of ventures?
    46. Three Types of Markets Existing Market Resegmented New Market Market• Who Cares?• Type of Market changes EVERYTHING• Sales, marketing and business development differ radically by market type
    47. Existing: founded 1938
    48. Competitor founded 1972
    49. Competing in an Existing Market• Faster/Better• High end• Somewhere else
    50. Resegmented
    51. Gap’s new entry
    52. Competing by resegmenting• Niche = marketing/branding driven• Cheaper = low end
    53. New Market?
    54. NewNew Existing Resegmented
    55. New Market• Cheaper/good enough can create a new class of product/customer• Innovative/never existed before
    56. John Gourville, Eager Sellers and Stony Buyers (2006)
    57. Deadpool
    58. Type of Market Changes Everything Existing Resegment New Market ed Market Market• Market • Sales • Customers – Market Size – Sales Model • Needs – Cost of Entry – Margins • Adoption – Sales Cycle – Launch Type – Chasm Width – Competitive • Finance Barriers • Ongoing Capital – Positioning • Time to Profitability
    59. Choose your idea stupid The holy grail Ability to provide unique product bankrupt compete on price or service Value to customerFrom Guy Kawasaki, Art of the Start
    60. Who are your customers? What is your market? How big is the opportunity?ExerciseWHAT IS YOUR IDEA?
    61. How do we make money?BUSINESS MODELS
    62. Business creates value for which they receive money Money allows them the resources to provide value
    63. Who are you users?WHAT DO YOU USERS HAVE TO DO?
    64. Marketplace Model Advertising Model Affiliate Model Community ModelSubscription Model
    65. I have always been a woman who arrangesthings,for the pleasure–and the profit–it derives.I have always been a woman who arrangesthings,like furniture and daffodils and lives.Marketplaces bring buyers andsellers together and facilitatetransactions. They can play a role inbusiness-to-business (B2B), business-to-consumer (B2C), or consumer-to-consumer (C2C) markets. Usually amarketplace charges a fee orcommission for each transaction itenables.
    66. Can I trust I want the this seller? best price!I want to find things! I’ll go where the buyers are Users must find products, evaluate seller, and make a purchase
    67. Advertising ModelThe web advertising model is anupdate of the one we’re familiarwith from broadcast TV. The web“broadcaster” provides contentand services (likeemail, IM, blogs) mixed withadvertising messages. Theadvertising model works bestwhen the volume of viewertraffic is large or highlyspecialized.
    68. Users must:• Notice advertising• Interact with adPreconditions: User must visit advertising locationShare their demographic informationTypes:CPMCPCCPA
    69. Community ModelThe viability of the communitymodel is based on user loyalty.Revenue can be based on the saleof ancillary products and services orvoluntary contributions; or revenuemay be tied to contextualadvertising and subscriptions forpremium services. The Internet isinherently suited to communitybusiness models and today this isone of the more fertile areas ofdevelopment, as seen in rise ofsocial networking. Open Source Red Hat, OpenX Open Content Wikipedia, Freebase
    70. Users need to • Create an identity • Connect with other users • Build a reputation • Create and share content/work/etcUsers must care
    71. Subscription ModelUsers are charged a periodic—daily, monthly or annual—fee tosubscribe to a service. It is notuncommon for sites to combine freecontent with “premium”(i.e., subscriber- or member-only)content. Subscription fees areincurred irrespective of actual usagerates. Subscription and advertisingmodels are frequently combined.Content ServicesSoftware as a ServiceInternet Services Providers
    72. User must: • Able to evaluate the offering • Subscribe and unsubscribe to offering • Realize value offered
    73. CombosAdvertising Community
    74. CombosAdvertising Community Subscription
    75. CombosMarketplace Community Affiliate
    76. Prioritize and SequencePattern: Wikipedia:User gets value Looks up contentUser returns, gets more Keeps finding more value contentUser reciprocates Sees error, corrects User adds content User donates User contributes money
    77. Marketplace Model Advertising Model Affiliate Model Community Model Subscription ModelExerciseHOW DO YOU MAKE MONEY?
    78. 10 Questions1. Exactly what problem will 6. Why now? (market window) this solve? (value 7. How will we get this product proposition) to market? (go-to-market2. For whom do we solve that strategy) problem? (target market) 8. How will we measure3. How big is the opportunity? success/make money from (market size) this product?4. What alternatives are out (metrics/revenue strategy) there? (competitive 9. What factors are critical to landscape) success? (solution5. Why are we best suited to requirements) pursue this? (our 10. Given the above, what’s the differentiator) recommendation? (go or no- go)Marty Cagen http://www.svpg.com/blog/files/assessing_product_opportunities.html
    79. Questions? @cwodtke cwodtke@eleganthack.com
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