Today’s app markets are crowded with several competitors in each niche. To stand out from the crowd you’ll need to design and execute a compelling and unique experience for your users. Mark Kraemer, Credera’s UX Practice Senior Manager, will discuss concrete ways to plan your next project from user-centric approach. We’l walk through the UXD Stack using examples from mobile applications and websites along the way.

1. UX Kick Start
Start your UX project
mobil
e
off on the right foot.
Presented
For DalMob Conclave – January 2012
By Mark Kraemer, Credera.com
On January 10, 2012

2. HE LLO
MY NAM
E IS
Krae mer
Mark
@kra emer

3. OUR CLIENTS HIRE US TO OWN
THEIR TOUGHEST PROBLEMS
THEY RETAIN US BECAUSE WE
KEEP OUR PROMISES

4. Agenda: • What is UX?
• The UX Brief
• UX & Mobile
• Kick Start

6. 500,000 500,000
Apps in Apple’s App Store
Android Applications
50,000
Windows Mobile Apps
(doubled between July 2011 and Dec 2012)

7. Is your niche already filled? That’s OK.
You can always do it better.

8. User experience is a term used to describe the
overall experience and satisfaction a user has
when using a product or system.
From Wikipedia

9. Our Goal is to create sites and applications that
people like to use.

11. Great.
That’s a lot to cover.
Where do I start?

12. The UX Stack is a useful framework to organize
the success criteria for your next project.
What
are
we
trying
to
achieve?
Purpose
Who
do
we
need
to
achieve
the
goal?
Audience
What
content
and
features
are
the
audience
expec7ng?
Content
What
logical
and
emo7onal
design
influence
the
experience?
Form
How
is
the
message
physically
presented?
Technology

13. Purpose:
Why are stakeholders investing in this project?

15. The
more
you
understand
about
the
nature
of
your
users,
the
be;er
suited
you’ll
be
for
success.
Keeping
the
client
purpose
in
mind
will
help
avoid
resembling
the
quote
we’re
all
warned
by
in
Jurassic
Park:
“Yeah,
but
your
scienGsts
were
so
preoccupied
with
whether
or
not
they
could,
they
didn’t
stop
to
think
if
they
should.”

16. photo
by
7-­‐how-­‐7
/
steve
on
flicrkr.com
Audience:
Who are your primary (and other) users?

17. YOU YOUR USER

18. What are your users really doing?
Ask them! Watch them? They’ll love you for it.

19. Content: What do people want to know and do
while using the site or application?
Script : Motion Picture :: Product Backlog : Your App

20. Form

21. Tone

22. Argentina
Form is both the logical and the emotional.
Bolivia
Columbia
Puerto Rico
Brazil
Venezuela
Chile
Country Mexico
Countries
Peru
Individual Lines of Panama
Country
Country Business Canada
United States
Operations Holland
France
Country Hungary
Tasks Greece
Israel
Activities Germany
Country-
Belgium
Relevant Switzerland
News Ireland
Events Netherlands
Branches United Kingdom
Jordan
Document Luxembourg
Repository Russia
Fileshare Poland
Regions Individual Italy
Branch Dubai
APAC
Custom Czech Republic
EMEA Business Morocco
US Applications Bahrain
BGS El Salvador
LA South Africa
Turkey
Individual
Malaysia
Region
South Korea
Philippines
Vietnam
China
Japan
India
Maps Taiwan
Directions ailand
Australia
Regional Singapore
Operations Branch- Branch Hong Kong
Relevant Operations
News
Events
Most localization and
Regional translation occurs
Lines of Document Branch here on a local basis.
y Repository
Business FIleshare
Lines of
g Business
Locally Relevant Content

23. 1.
The
Upper
Right-­‐Hand
Corner
That’s
the
prime
spot
where
diners’
eyes
automaGcally
go
first.
Balthazar
uses
it
to
highlight
a
tasteful,
expensive
pile
of
seafood.
Generally,
pictures
of
food
are
powerful
movators
but
also
menu
taboos—mostly
because
they’re
used
extensively
in
lowbrow
chains
like
Chili’s
and
Applebee’s.
This
illustraGon
“is
as
far
as
a
restaurant
of
this
caliber
can
go,
and
it’s
used
to
draw
a?enon
to
two
of
the
most
expensive
orders,”
Poundstone
says.
2.
The
Anchor
The
main
role
of
that
$115
pla;er—the
only
three-­‐digit
thing
on
the
menu—is
to
make
everything
else
near
it
look
like
a
relave
bargain,
Poundstone
says.
3.
Right
Next
Door
At
a
mere
$70,
the
smaller
seafood
pla;er
next
to
Le
Balthazar
seems
like
a
deal,
though
there’s
no
sense
of
how
much
food
you’re
geXng.
It’s
an
indefinite
comparison
that
also
feels
like
an
indulgence—a
win-­‐win
for
the
restaurant.
4.
In
The
Vicinity
The
restaurant’s
high-­‐profit
dishes
tend
to
cluster
near
the
anchor.
Here,
it’s
more
seafood
at
prices
that
seem
comparaGvely
modest.
5.
Columns
Are
Killers
According
to
Brandon
O’Dell,
one
of
the
consultants
Poundstone
quotes
in
Priceless,
it’s
a
big
mistake
to
list
prices
in
a
straight
column.
“Customers
will
go
down
and
choose
from
the
cheapest
items,”
he
says.
At
least
the
Balthazar
menu
doesn’t
use
leader
dots
to
connect
the
dish
to
the
price;
that
draws
the
diner’s
gaze
right
to
the
numbers.
Consultant
Gregg
Rapp
tells
clients
to
“omit
dollar
signs,
decimal
points,
and
cents … It’s
not
that
customers
can’t
check
prices,
but
most
will
follow
whatever
subtle
cues
are
provided.”
6.
The
Benefit
Of
Boxes
“A
box
draws
a?enon
and,
usually,
orders,”
Poundstone
says.
“A
really
fancy
box
is
be;er
yet.
The
fromages
at
the
bo;om
of
the
menu
are
probably
high-­‐profit
puzzles.”
7.
Menu
Siberia
That’s
where
low-­‐margin
dishes
that
the
regulars
like
end
up.
The
examples
here
are
the
easy-­‐to-­‐miss
(and
relavely
inexpensive)
burgers.
8.
Brackeng
A
regular
trick,
it’s
when
the
same
dish
comes
in
different
sizes.
Here,
that’s
done
with
steak
tartare
and
ravioli—but
because
“you
never
know
the
poron
size,
you’re
encouraged
to
trade
up,”
Poundstone
says.
“Usually
the
smaller
size
is
perfectly
adequate.”
h;p://nymag.com/restaurants/features/62498/

24. Technology

25. Technology is not just back end.
What will your audience use?
What
operang
system?
• iOS
• Android
• Windows
Mobile
What
device?
• Smart
phone
/
small
handheld
• Tablet
(what
resoluGon)
What
delivery
mechanism?
• NaGve
app
• Web
app
/
site

26. The framework is universal across all communication.
Think of it in terms of today’s event.
what
was
the
goal
today?
Purpose
who
was
the
audience?
Audience
what
were
the
primary
and
secondary
messages?
Content
what
kind
of
tone
did
we
use?
Form
what
kind
of
media
/
technology
did
we
use?
Technology

27. The brief is great.
But how does this
apply to my app?

28. How is your current application / site?
Applying
the
communicaGon
framework
to
your
own
applicaGon
or
website
is
a
good
way
to
consider
how
it
can
be
improved
to
be;er
serve
your
business

29. Self-Assessment Sample Questions
• How
does
the
current
applicaGon
helping
users
achieve
their
goals?
• Does
it
reach
out
/
accommodate
each
specific
audience?
• Does
it
provide
all
the
content
/
funcGonality
they
need?
• Is
your
brand
represented
with
the
quality
and
value
you’re
seeking?
Is
the
site
a
pleasure
for
its
visitors?
• How
does
the
site
render
on
a
variety
of
devices?
Landscape?
Portrait?

30. Time for group exercise!

31. Time for group exercise!

33. Who is the target customer?
What is the customer need?
What is the product name?
What is its market category?
What is its key benefit?
Who or what is the competition?
What is the product’s unique differentiator?
?p=125
rm.com/
ww.gogamesto
ming - http://w
G amestor
ssly stolen from
Shamele

34. Successful elevator pitches often start with a
mad-lib-like template:
For (customer) who has
(customer need),
(product name) is a (market
category) that (one key
benefit).
Unlike (competition), the
product (unique
differentiator).

35. Our brand statement:
Credera is a management and technology
consulting firm committed to your success.
Our clients hire us to own their toughest problems
and retain us because we fulfill our promises.

37. Purpose:
Increase the
efficiency of
managing assets for
our remarkable
in-store experience

38. Audience: Personas

39. Audience: Field Study

40. Mobile Usability Testing Observation is tough,
but it can be done.
Do it yourself mobile usability testing at IA Summit 2011
By Belen Barros Pena
http://www.slideshare.net/beleniq/diy-mobile-usability-testing-ia-summit-2011

41. How specialized are your audiences?
What are you doing to research their needs?

42. Content: Specialization is Good
Daily Tracker vs. Weightbot

43. Design: Mood Board for Existing Brands

44. Current
Site

45. Pull
the
logos
and
major
colors

46. Complete National
Geographic on 6 DVD-
ROMs - Updated Edition
Read 5 Reviews | Write a Review
Pull
other
common
elements
like
fonts,
bu;ons,
etc.

47. Design: Comps

48. Designing a new app?
Branding Workshop
Get Matt’s materials at http://bit.ly/bigdefend

49. Time for group exercise!

50. Every journey starts
with a single step.
What single, simple
action will start your
project moving up the
usability hierarchy?

51. Time for group exercise!

52. The UX Stack is a useful framework to organize
the success criteria for your next project.
What
are
we
trying
to
achieve?
Purpose
Who
do
we
need
to
achieve
the
goal?
Audience
What
content
and
features
are
the
audience
expec7ng?
Content
What
logical
and
emo7onal
design
influence
the
experience?
Form
How
is
the
message
physically
presented?
Technology

54. Questions?

55. Thanks!
Think of more questions later?
Call +1 (214) 232-3890, or write mkraemer@credera.com
http://blog.credera.com/topic/management-consulting/the-uxd-stack/
There’s more on the Twitter » @kraemer