Building Software Products: From Strategy to Sales (BUS 100) User Experience Design presented by Glen Lipka

User Experience Psychology Pre-conceived Ideas Mental Models Visual Design User Interface Information Architecture Interaction Design Support Perception

Psychology

Pre-conceived Ideas

Mental Models

Visual Design

User Interface

Information Architecture

Interaction Design

Support

Perception

Design Decisions Processes Conflict Resolution Assumptions Constraints Vision of the future Design is not just what it looks like and feels like. Design is how it works.

Decisions

Processes

Conflict Resolution

Assumptions

Constraints

Vision of the future

Design is not art Cause/Effect Practice Training Experimenting Measuring Talent

Cause/Effect

Practice

Training

Experimenting

Measuring

Talent

Pretending

Eat your own young

Dont bend users

Example: Printing

1. Define the challenge Need to build a workflow UI Need to segment audience Need to define various steps

Need to build a workflow UI

Need to segment audience

Need to define various steps

2. Look at competition

3. critique Too complicated! Not easy to read or print Stale, boring Engineers like it?

Too complicated!

Not easy to read or print

Stale, boring

Engineers like it?

4. find inspiration

5. sketch on napkin

5. Make a prototype Cheap, fast, easy Animate it “ Golilocks” fidelity

Cheap, fast, easy

Animate it

“ Golilocks” fidelity

Campaigns Baskets Interaction Flows Free Trial Scenario (Paused) What do we do when people fill out the form? My Marketo Programs Paid Search Nurture Activities Drag to Right Lead Nurturing Email Blast Lead Nurturing Email Blasts New Interaction Flow Drag nurture activity from the tree Send Email Send an Alert Create SFDC Task Other SFDC Action Trigger a campaign Change Score Add Contact to Group Custom Activity Wait Schedule a meeting Conditional (Simple) Conditional (Advanced) Edit Save Flow Quick Jump # Detail 1 When a lead enters the “Free Trial Web Leads” group:

Send Email

Send an Alert

Create SFDC Task

Other SFDC Action

Trigger a campaign

Change Score

Add Contact to Group

Custom Activity

Wait

Schedule a meeting

Conditional (Simple)

Conditional (Advanced)

6. hippo fingerprints

7. collaborate Illustrations by Creating Passionate Users http://headrush.typepad.com/

7. Not consensus smart smart stupid

8. iterate

Smart List Define who is part of this campaign Drag action from the left Admin | Logged in as: Demo User | Logout My Marketo Lead Database Design Studio Analytics Marketing Activities Campaign Menu Done Auto-save ON Last Saved: Aug 12, 12:42pm QuickJump… Run Flow test Free Trial Scenario Budget Schedule Flow Campaign Log Smart List Important. This will help users understand the inline editing paradigm Filled Out Form Smart List Rules Drag Items to Create Smart List Filled Out Form Fills out form Visits Page Clicks on Email Registers for Event Opens Email Filters User History Personal Attributes Company Attributes Triggers Visited Page Opened Email Clicked on Email Was sent email Field Changed Data Value Changes

Filled Out Form

Filled Out Form

Fills out form

Visits Page

Clicks on Email

Registers for Event

Opens Email

Visited Page

Opened Email

Clicked on Email

Was sent email

Field Changed

Data Value Changes

Iterate in code prototype

10. keep evolving

Illustrations by Creating Passionate Users http://headrush.typepad.com/

Glen Lipka http://www.commadot.com Director, Produce Design & User Experience Marketo