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 Architec...
Design
 Decisions
 Processes
 Conflict Resolution
 Assumptions
 Constraints
 Vision of the future
Design is not just...
Design is not art
 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
2. Look at competition
3. critique
 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
Campaigns
Baskets
Interaction Flows
Free Trial Scenario (Paused)
What do we do when people fill out the form?
Quick Jump
1...
6. hippo fingerprints
7. collaborate
Illustrations by Creating Passionate Users
http://headrush.typepad.com/
7. Not consensus
smart smart
stupid
8. iterate
Smart List Rules
Drag Items to Create Smart List
•Filled Out Form
•Fills out form
•Visits Page
•Clicks on Email
•Registers...
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
UX Design, 2009
UX Design, 2009
UX Design, 2009
UX Design, 2009
UX Design, 2009
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UX Design, 2009

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Presentation I am giving at Stanford in a few weeks. Not much without me narrating, I think.

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  • User Experience covers a lot of stuff. At the end of the day, it’s about predicting and manipulating human psychology
  • Design = Decisions. If you make a decision, you are designing. Even if you aren’t the “designer”
  • Design of Every day things
  • Do not pretend to be the user!
    Pretend to be the application. Users are not one thing. They are every possible thing.
  • Do not fall in love with your own work! You must be able to eat your own young.
  • Guess which is the right choice
    Muddling
  • The 5 ways to enable the user.
  • Don’t get too specific. Otherwise you will build something too constrained.
  • What is good? What is bad?
  • I saw someone describe how they wanted to do it. They used their hands in mid-air to gesture. Your inspiration has to be magical, it has to be fun. Imagine Willie Wonka as the ultimate UX Designer. Start with the fun.
  • Use magic wand thinking
    Have you heard the story of the idea sketched on the back of a napkin or random piece of paper. Keep those around.
  • Not too real, not too fake. Its supposed to look sorta real, but clearly NOT the exact details. Don’t let people get hung up on the details. I use powerpoint, but axure, visio, whatever you got.
  • This is the time to get fingerprints from the hippo. Unless they will squash the idea. Know your hippo. Get other fingerprints too. Get them from everywhere. Collaborate, not consensus.
  • Collaborate, not consensus. Work in small groups. 1-1 or 1-2 not 1-many. A big group will KILL the idea. Take the best ideas and incorporate.
  • Collaborate, not consensus. Work in small groups. 1-1 or 1-2 not 1-many. A big group will KILL the idea. Take the best ideas and incorporate.
  • Do not fall in love with your own work! You must be able to eat your own young.
  • 40 file revisions later
  • Find a real interaction that works on the web. Prove that it can be done easily. If you have to reinvent the wheel you will find support will melt away like the polar icecaps.
  • Don’t stop. Keep improving. Watch users.
  • Lesson: I’d rather a net than a sturdy rope.
  • And bureaucracy
    Test assumptions
  • http://en.wikipedia.org/wiki/Flow_%28psychology%29
  • Names, munchnkin, borks, smartCampaigns.
    Applications should be loveable
  • UX Design, 2009

    1. 1. Building Software Products: From Strategy to Sales (BUS 100) User Experience Design presented by Glen Lipka
    2. 2. User Experience  Psychology  Pre-conceived Ideas  Mental Models  Visual Design  User Interface  Information Architecture  Interaction Design  Support  Perception
    3. 3. 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. Design is not just what it looks like and feels like. Design is how it works.
    4. 4. Design is not art  Cause/Effect  Practice  Training  Experimenting  Measuring  Talent
    5. 5. Pretending
    6. 6. Eat your own young
    7. 7. Dont bend users
    8. 8. Example: Printing
    9. 9. 1. Define the challenge  Need to build a workflow UI  Need to segment audience  Need to define various steps
    10. 10. 2. Look at competition
    11. 11. 3. critique  Too complicated!  Not easy to read or print  Stale, boring  Engineers like it?
    12. 12. 4. find inspiration
    13. 13. 5. sketch on napkin
    14. 14. 5. Make a prototype  Cheap, fast, easy  Animate it  “Golilocks” fidelity
    15. 15. Campaigns Baskets Interaction Flows Free Trial Scenario (Paused) What do we do when people fill out the form? Quick Jump 16 My Marketo Programs Paid Search Nurture Activities Drag to Right Lead Nurturing Email BlastLead Nurturing Email Blasts New Interaction Flow # Detail 1 When a lead enters the “Free Trial Web Leads” group: 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
    16. 16. 6. hippo fingerprints
    17. 17. 7. collaborate Illustrations by Creating Passionate Users http://headrush.typepad.com/
    18. 18. 7. Not consensus smart smart stupid
    19. 19. 8. iterate
    20. 20. 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 Smart List Define who is part of this campaign Drag action from the left Admin | Logged in as: Demo User | Logout My Marketo Lead DatabaseDesign Studio AnalyticsMarketing Activities Campaign Menu DoneDone 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 Important. This will help users understand the inline editing paradigm •Filled Out Form
    21. 21. Iterate in code prototype
    22. 22. 10. keep evolving
    23. 23. Illustrations by Creating Passionate Users http://headrush.typepad.com/
    24. 24. Glen Lipka http://www.commadot.com Director, Produce Design & User Experience Marketo

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