What is the least we can do to create great experiences

1. Minimum Viable UX
What is the least we can do to create great experiences?

2. EXPERIENCE
EXPERIENCE
EXPERIENCE
EXPERIENCE

3. UX provides design direction and insight to make smart,
powerful, efficient products and services that delight users.
What is User Experience?

4. What we see as Product Design
Surface
Visual Design
10%

5. Surface
Visual Design
Prototype
Look & Feel
Research & Validation
Plan & Discovery
10%
90%

6. Design is not just what it looks and feels like
Design is how it all works

7. TOUCH
Typical Apple Product...

8. A Google product
FIND

9. FIRST NAME
LAST NAME
SSN:
id: FT:PT:
PHONE 1
PHONE 2
ADDR 1
ACCT #
Your company’s App
OK APPLY SAVE UNDO HELP DELETE EXIT EDIT
SELECT BROWSE ERRORS
TYPE CD:
TQP STAT:
VER:
CAT CD:
CITY:
STATE:
ZIP:
ORD: #
ENABLED:
4 - K
AA2-
DK98
KKA7
AA-9
3320
43-FB
DELETE
NEW

10. THE EXPERIENCE IS THE PRODUCT

11. THE EXPERIENCE IS THE PRODUCT

12. I’M THE NEW
HERO DESIGNER

13. MARKETING
PRODUCT MANAGER
Customer
Support
DEVELOPER
UI DESIGNER
UX DESIGNER

15. THE EXPERIENCE IS THE
PRODUCT

16. → UX ←
→ DESIGN

17. THE PROCESS
1. Find the problem
2. Analyse the audience
3. Work out the solution
4. Find the medium to deliver the solution to the
audience in the most efficient way

18. 1. WHAT IS THE PROBLEM?
We need to develop a mobile app that...
WHY?
WHY?
WHY?
WHY?
WHY?

19. Problem
Customers don’t have
custom dashboards
Solution
Custom dashboards

20. Lack of focus
on the real
customer
WHAT IS THE PROBLEM?

21. User journey

23. Key takeaways
● A better understanding of the problem will generate
multiple solutions.
● User journeys aligns the vision for the project
● Higher level of what’s involved when achieving a goal
● See all of the steps a user is taking - which might be
too many.

24. 2. WHO HAS THE PROBLEM?
16-67 year old male / female?

27. TYPES OF USERS
● typical user
● non user
● extreme user
● peripheral users
● expert users
● subject matter expert
● wannabe user
● should be user
● future user
● past user
● hater
● loyal to competitor

28. 1 on 1. It’s like fast forwarding into the future

29. DIGITAL GIVE US DATA

30. 3. Testing ideas with prototypes
Invisionapp.com
Marvelapp.com
Proto.io

31. 3. Testing ideas
www.talkingtohumans.com

32. 3. Testing ideas

34. USERS BUY ON VALUE NOT FEATURES

36. Refine the product
Refine the product

37. Great products are understandable (set expectations
and live up to them) and meaningful (help people solve
problems or accomplish goals) and, hopefully, delightful.
What is great product design?

38. ● Reimagine your product spec as a press release defining what the
update is, who it is for and why it matters
● Watch and observe people because what they say they do is often very
different from their actual behavior
● Design flows, not screens – when users complete a task (like signing
up), make sure there are pathways for them to continue down (discover
new products, find friends, etc)
● There are no silver bullets. It is the cumulative effect of lots of little
improvements that create successful products.
● Share your ideas early and often – your designs don’t need to be saved
for a big reveal
WRAP UPP6 H E A R T
Key takeaways

39. Let’s do this...

40. Before this...

41. And definitely before any of this...

42. ➔ UX Matters

43. ➔ UX Matters
➔ Working vs fancy

44. ➔ UX Matters
➔ Working vs fancy
➔ User journey

45. ➔ UX Matters
➔ Working vs fancy
➔ User journey
➔ Learn the language

46. ➔ UX Matters
➔ Working vs Overkill
➔ Mindset
➔ Learn the language

47. Suggested reading

48. THANKS!
@ewydler
edward@madebyheart.co.uk
Edward Wydler
UX Designer

49. Q?