Your SlideShare is downloading. ×
0
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
The Enemies of User Experience (Camp Digital, Manchester)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The Enemies of User Experience (Camp Digital, Manchester)

780

Published on

The Top 10 Enemies of UX are revealed as well as how "The Best" firms combat them.

The Top 10 Enemies of UX are revealed as well as how "The Best" firms combat them.

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
780
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Clients spanning multiple sectors
  • Transcript

    • 1. @whatusersdo #CampDigital Enemies of UX Lee Duddell Camp Digital Manchester 27 March 2014
    • 2. @whatusersdo #CampDigital Enemies of UX & how to defeat them • 2 slides to keep Marketing happy • 3 reasons why me? • 1 competition • Top 10 Enemies Chart • 10 minute scoring workshop • 5 things to do. Next week.
    • 3. @whatusersdo #CampDigital UX Research platform
    • 4. @whatusersdo #CampDigital You
    • 5. @whatusersdo #CampDigital Why me? • 20+ years digital UX • Founder of WhatUsersDo • Somebody else dropped out LinkedIn
    • 6. @whatusersdo #CampDigital Competition* • Join User Experience Insights on LinkedIn • Comment or start a discussion • Entered into a £2k Managed Service draw *If you are watching on iPlayer competition will be closed.
    • 7. @whatusersdo #CampDigital UX Enemies • Countdown chart based on severity • From clients, research & experts – Case Studies – Anecdotal evidence – What the best do • Score yourself/your neighbour
    • 8. @whatusersdo #CampDigital #10 Analytics & Data = UX insight • Only What and How Many not Why • At best indicate where there is a problem – not Why • You only have Analytics for your site – Most users don’t convert on your site • The Best gather UX insight to understand Why
    • 9. @whatusersdo #CampDigital
    • 10. @whatusersdo #CampDigital #9 Best practice & 3rd party research • What exactly is best practice? – Especially in mobile? • Relying on 3rd party research does not answer Why? • X% of users say they would “do this or not do that”
    • 11. @whatusersdo #CampDigital Why? • Because it’s hard to checkout • Because they think they are missing something 67% of users start on a SmartPhone & finish on a computer (Google Research)
    • 12. @whatusersdo #CampDigital Fashion Brand Case Study
    • 13. @whatusersdo #CampDigital #8 Website refresh will fix it • 20% of incoming sales calls are from failed re- designs • Bad: we re-designed because we thought we needed to • Worse: because we re-platformed • The Best make smaller changes based on evidence
    • 14. @whatusersdo #CampDigital #7 Occasional Usability Labs • Not often enough • Too remote (yes, that’s right) • Not socialised • Hammer to crack a nut
    • 15. @whatusersdo #CampDigital Example video on the next slide shows how remote UX can reveal issues. Without the need for a Lab.
    • 16. @whatusersdo #CampDigital #6 UX Imposters • MVT ≠ UX • Session recording ≠ UX • Hypothesis based on hunches • Incremental improvements • The Best use UX insight to make these tools work harder
    • 17. @whatusersdo #CampDigital #5 Your Design Agency • An enemy of UX • Yes, they are • The Best test their Agency deliverables with users • Checklist later on in this deck
    • 18. @whatusersdo #CampDigital Video on the next slide shows what happens if you let your designers over-design!
    • 19. @whatusersdo #CampDigital #4 Focus Groups/Surveys • Not fit for UX purpose
    • 20. @whatusersdo #CampDigital #3 Aspirational design • Your competitors have not got it right • The Best see competitors through users’ eyes – Observing users starting at Google – Or user benchmarking
    • 21. @whatusersdo #CampDigital #2 Process will fix it • Agile does not = good UX • Culture is more important • The Best are creating Satellite teams
    • 22. @whatusersdo #CampDigital #1 Guessing • Not finding out Why? • Hunches, instinct and opinion • HiPPOs – Worse HiPPPOs! (the extra “P” means Partner i.e. “High Paid Person’s Partner’s Opinion” 62% base design decisions on hunches and guesswork
    • 23. @whatusersdo #CampDigital UX Enemies Chart #1 Guessing #2 Process is a panacea that will fix it #3 Aspirational Design #4 Focus Groups & Surveys #5 Your Design Agency #6 Thinking it’s done with Imposters (e.g. MVT) #7 Occasional Usability Labs #8 Website re-fresh or re-design #9 Relying on best practice & 3rd party research #10 Relying on analytics & data
    • 24. @whatusersdo #CampDigital New Chart entrants discussed during the workshop • It’s qualitative, how can it be so good? • That’s all fine, but the CEO over-ruled the insight!
    • 25. @whatusersdo #CampDigital Enemies are caused by wrong inputs Inputs you have: Inputs you need: • Data • Opinion • Hunches • HiPPOs • Surveys • Focus Groups • Best practice • Insight from User Observation • Backed up by Data
    • 26. @whatusersdo #CampDigital 5 things you can do next week You can’t change culture, but you can chip away at it … otherwise you may become a UX Martyr!
    • 27. @whatusersdo #CampDigital 1 Read • Why most UX is shite by Leisa Reichelt • This CRE article with a long title: We have designed pages for more top-500 websites than any other company. Here’s why they are winning.
    • 28. @whatusersdo #CampDigital 2 Introduce “Why?” into meetings • What if we knew Why? • Rather than guess, shouldn’t we find out Why? • *Boss level+ It’s worth validating with customers to see how right you are!
    • 29. @whatusersdo #CampDigital 3 User Exposure • Guerrilla testing • WhatUsersDo • “Just try and order something or get your husband to!” • Closest thing UX has to Silver Bullet
    • 30. @whatusersdo #CampDigital 4 Use Case Studies • From this presentation • We have many – just ask or tweet us • Mobile Moves On Event & Report
    • 31. @whatusersdo #CampDigital Conversions Up 9.5% By observing users Ripped up their dev plan We deliver incredible results Contact Us: WhatUsersDo, United House, London, N7 9DP P. +44 (0)207 036 1950, nick.imrie@WhatUsersDo.com AO.com Case Study
    • 32. @whatusersdo #CampDigital 5 Choosing “UX” Designers • Emphasis on User Insight – Professional in-house User Researchers – How do you deliver a great UX? – Plan that includes UX Testing & users
    • 33. @whatusersdo #CampDigital 5 things to do next week 1 Read 2 Start asking Why? 3 User Exposure 4 Case Studies 5 Filter UX Designers
    • 34. @whatusersdo #CampDigital Next… • Tweet a link to this deck – Follow @whatusersdo • Fri 4th April announce the competition winner on Twitter – LinkedIn Group
    • 35. @whatusersdo #CampDigital Thank you Q & A

    ×