Designing for Users: A Primer on Using UX Principles for Effective Design

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I created this presentation for graphic design students, with the hope of distilling down some principles of UX design that can be applied to any media. The idea is that a goal-oriented, user-focused approach results in more effective design.

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Designing for Users: A Primer on Using UX Principles for Effective Design

  1. 1. DESIGNING FOR USERS A PRIMER ON USING UX PRINCIPLES FOR EFFECTIVE DESIGN @KBAGOY, HEAD OF UX +DESIGN, @GETALMA
  2. 2. ABOUT ME • FELL IN LOVE WITH DESIGN BACK WHEN IT WAS CALLED “DESKTOP PUBLISHING” • STARTED CAREER COPYING & PASTING AT NIKE. LEARNED A TON, DESIGNED LITTLE • JUMPED INTO STARTUP LIFE AFTER GRAD SCHOOL. BECAME JILL OF ALL TRADES. • LANDED DREAM JOB VIA LINKEDIN
  3. 3. Burnout Breakdown Broke PA 2003 2014 MARKETING MANAGER PRODUCT MANAGER CONSULTANT & DESIGNER UX LEAD HEAD OF UXMy dream job!
  4. 4. THINGS I’VE LEARNED • YOU HAVE A UNIQUE SET OF EXPERIENCES, KNOWLEDGE & VALUES. ASK YOURSELF WHERE OR HOW YOU CAN ADD THE MOST VALUE EVERY DAY. • DONT STAY IN A JOB THAT MAKES YOU MISERABLE. IF YOU AREN’T PASSIONATE ABOUT WHAT YOU DO, YOU’RE NOT DOING ANYONE A FAVOR. • ITS OKAY TO FAIL. BUT DO IT QUICKLY & LEARN FROM YOUR MISTAKES. And finally..
  5. 5. PERFECT IS THE ENEMY OF DONE. Please forgive me for the lack of design in this deck. Form follows function, right?
  6. 6. ON A TYPICAL DAY SKETCHES, WIREFRAMES, COMPS, USER FLOWS, PERSONAS, MARKUP, BRAND ASSETS OR ILLUSTRATIONS I WORK WITH THE: AND I CREATE: • PRODUCT MANAGER & ENGINEERING TEAM TO DEFINE & IMPLEMENT OUR PRODUCT VISION • SALES & MARKETING TEAMS TO DEFINE CLIENT NEEDS & MAINTAIN BRAND ID
  7. 7. WHAT IS UX? OFTEN USED TO DESCRIBE THE OVERLAP OF USABILITY & VISUAL DESIGN IN THE DIGITAL REALM FORM (UI) UX FUNCTION (USABILITY)
  8. 8. USER EXPERIENCE IS THE HOLISTIC FEELING A PERSON HAS ABOUT A COMPANY, IT’S PRODUCTS AND IT’S SERVICES. But actually...
  9. 9. UX IS... A CULMINATION OF EVERY INTERACTION FROM AWARENESS TO POST-PURCHASE ACTIVITY SUPPORT BRAND DIGITAL PRODUCT SALES PR DESIGN MARKETING ENGINEERING BUSINESS
  10. 10. BUSINESS & MARKETING PSYCHOLOGY AESTHETICS UX DESIGN IS... UX DESIGN USER GOALS + BUSINESS GOALS + VISUAL GOALS
  11. 11. BUSINESS GOALS • BUILD LOYALTY • REACH A BIGGER AUDIENCE • INFORM, MOTIVATE OR ENTERTAIN • SOLVE A PROBLEM • FILL A NEED BUSINESS GOALS ARE OFTEN DISCUSSED IN CREATIVE WAYS, BUT 99% OF THE TIME, THE BUSINESS GOAL IS TO MAKE MORE MONEY.
  12. 12. USERS GOALS SUCCESSFUL USER-FOCUSED DESIGNS MEET A NEED, EVEN IF THE USER DOESN’T KNOW IT • SAVE TIME • SAVE MONEY • LOOK GOOD • FEEL GOOD • SOLVE A PROBLEM Maslows Hierarchy of Needs
  13. 13. VISUAL GOALS • ORGANIZED DATA • CLARITY OF FORM • MOTIVATE & INSPIRE • SURPRISE & DELIGHT EFFECTIVE VISUAL DESIGNS UTILIZE GESTALT THEORY TO MOTIVATE USERS TO TAKE ACTION (I.E. MAKE A PURCHASE)
  14. 14. • UNDERSTAND THE CLIENT NEEDS • DEFINE THE PROBLEM • DEFINE THE USERS • DEFINE THE STAKEHOLDERS • DEFINE GOALS & OUTCOMES DESIGNER GOALS SOLVE THE RIGHT PROBLEMS, FOR THE RIGHT PEOPLE
  15. 15. DESIGNS CAN BE USER FOCUSED, REGARDLESS OF THE MEDIUM
  16. 16. UX IN PRACTICE
  17. 17. CLIENTS MAY ASK FOR A SOLUTION, BUT BE UNAWARE OF THE REAL PROBLEM THEY NEED TO SOLVE
  18. 18. We need a new logo We’ve had it since 1978 We want it to be hip + new Sales are down and we to appeal to a younger audience Why now? Why? Why? Core problem DEFINE THE PROBLEM ASKING A SERIES OF “WHY” QUESTIONS CAN BE HELPFUL IN FINDING THE ROOT OF PROBLEMS
  19. 19. DEFINE USERS DESIGNING WITHOUT KNOWING YOUR AUDIENCE IS LIKE THROWING DARTS BLINDFOLDED. • WHO IS MY AUDIENCE? • WHO IS MOST IMPORTANT? • HOW DO I REACH THEM? • WHAT DO THEY NEED? • WHAT MOTIVATES THEM? Q's:
  20. 20. SOMETIMES WHO YOU ARE DESIGNING FOR IS DIFFERENT THAN WHO PAYS THE BILLS DEFINE STAKEHOLDERS • WHO ARE MY STAKEHOLDERS? • WHAT DO THEY NEED? • HOW DO I COMMUNICATE WITH THEM? • HOW WILL I SELL MY DESIGN? Q's:
  21. 21. EXAMPLE FROM DTELEPATHY.COM A QUICK PICTURE OF WHO YOU ARE DESIGNING FOR, WITH BULLET POINTS ON WHO THEY ARE. PROTOPERSONAS • “GUESSTIMATED,” & LATER VALIDATED • USED FOR USERS & STAKEHOLDERS
  22. 22. MIGHT INCLUDE NEEDS, GOALS, BACKSTORY, FRUSTRATIONS, IDEAL EXPERIENCE, BEHAVIOR OR MOTIVATORS DTELEPATHY.COM
  23. 23. Imelda The Teacher Need: To message my students & parents quickly, individually or by class Problem: Currently my fastest method is to copy the email link from a students profile and email them outside the app. If I want to include the parents, I need to click through to find their address too. Adam The Admin Need: To message students & parents quickly, individually or by class Problem: Currently my fastest method is to copy the email link from a students profile and email them outside the app. If I want to include the parents, I need to click through to find their address too. Sarah The Student Need: To quickly message my teacher Problem: Currently I have no access to my teachers contact information, I need to ask a question about an assignments Peter The Parent Need: To message child’s teacher Problem: Currently I have no access to a teachers contact information, and I’d like to reach out them about my kids grade. I’d also like to be more informed of my childs progress. MICRO-PERSONAS AT ALMA, WE USE MICROPERSONAS TO REMEMBER OUR USER NEEDS FOR NEW FEATURES
  24. 24. MAKE A LIST OF GOALS BEFORE YOU DESIGN. LATER, VALIDATE YOUR WORK & ASSUMPTIONS AGAINST THEM • WHAT DOES SUCCESS LOOK LIKE? • HOW DO I ACHIEVE SUCCESS? VALIDATE GOALS Q's:
  25. 25. NOW YOU GO MAKE MAGIC HAPPEN. DON’T FORGET THE “WHY.”
  26. 26. DESIGN TOOLS & LEARNING RESOURCES APPENDIX:
  27. 27. • MOLESKIN & PENCIL • ILLUSTRATOR CC - SYMBOL LIBRARIES, BRUSH LIBRARIES, CHARACTER STYLES & GUI KITS • ALFRED • DROPBOX • EVERNOTE & POCKET • FEEDLY • HARVEST FOR TIME TRACKING • OMNIGRAFFLE FOR SITE MAPS • BOOTSTRAP FOR WEB DESIGN • SUBLIME TEXT FOR CODING • INVISION FOR PROTOTYPING FAVORITE TOOLS
  28. 28. • THE DESIGN OF EVERYDAY THINGS • THE LEAN STARTUP • THE ACCIDENTAL CREATIVE • ABOUT FACE 3: THE ESSENTIALS OF INTERACTION DESIGN • CRUCIAL CONVERSATIONS • THE 10-DAY MBA • SECRETS OF 6-FIGURE WOMEN • LEAN IN • DARING GREATLY • SMASHING MAGAZINE • MASHABLE • LITTLE BIG DETAILS • TINY BUDDHA RECOMMENDED READING

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