UX principles for co-founders

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UX is not a bolt-on but many agencies and founders approach it as the icing on the cake where really it is the cake itself. If you are in the process of planning, creating or improving your MVP this …

UX is not a bolt-on but many agencies and founders approach it as the icing on the cake where really it is the cake itself. If you are in the process of planning, creating or improving your MVP this presentation will help you understand what UX is and how to go about making it happen for your product. The presentation will also help you understand how the UX process should happen correctly in your organisation and advises on different heuristics and models that can aid your team to ensure your product is produced correctly. The keynote was presented to the Founders Nation boot-camp by Danny Bluestone from Cyber-Duck at The Wayra Academy,Capper Street, WC1E 6JA London during March 2014.

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  • 1. UX principles ! FOR CO-FOUNDERS Part 1, March 2014 Co-founders bootcamp, Founders Nation, London - A talk by Danny Bluestone, Cyber-Duck
  • 2. About Danny Bluestone Founder and CEO @danny_bluestone
  • 3. WHAT UX REALLY IS
  • 4. What is user experience (UX)? “ User experience encompasses all aspects of the end user’s interaction with the company, its services and its products Jakob Nielsen, Ph.D. and Principal at Nielsen Norman Group
  • 5. What UX is not It is not usability. The user experience is the feeling of making someone feel delighted.
  • 6. So what should UX accomplish? A great product has meaning to the user, it’s something they want to continually use.
  • 7. Great UX is logically functional / useful
  • 8. Great UX is very credible
  • 9. Great UX is emotional
  • 10. Is UX different to UI? Image credit:
  • 11. Motivations behind great UX - Firefox “ How can our tools help bridge the gap between the shallow understanding of a beginner and the proficiency of an expert web developer? Darrin Henein Image credit:
  • 12. Motivations behind great UX - Firefox How can we enable new-comers to feel empowered and not intimidated?
  • 13. Motivations behind great UX - Firefox Complexity is allowed, as long as it doesn’t breed complication.
  • 14. Dealing with legacy UX - Adobe
  • 15. Motivations behind great UX - Adobe “ Designing UI in Photoshop is like using a chainsaw to cut paper when all you need is a pair of scissors Baz Deas UI/UX designer Image credit:https://
  • 16. Design isn't about making it pretty “ Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works. Steve Jobs, Apple Image credit:
  • 17. To summarise what user experience is Visual design Marketing Utility Brand UX System performance Usability Accessibility
  • 18. HOW UX SHOULD HAPPEN (In your organisation)
  • 19. How UX should happen “ User centred design means understanding what your users need, how they think, and how they behave - and incorporating that understanding into every aspect of your process James Jesse Garret, Author, The Elements of User Experience Image credit:
  • 20. How UX should happen Assemble an experienced team with a UX expert at the heart of it.
  • 21. How UX should happen People expect your experience everywhere. Produce your product or MVP with the future in mind.
  • 22. How UX should happen A great user experience is customer and data driven and based on tangible research
  • 23. How UX should happen It is imperative that the design is content and goal orientated around the audience’s needs
  • 24. How UX should happen The design should be iterative and start off as low fidelity, yet sprinted with the technical team
  • 25. How UX should happen While iterating, make sure you present the design twice a week and get plenty of critique
  • 26. How UX should happen Get your prototype tested frequently before any beta release so that you verify your assumptions
  • 27. How UX should happen Similar to the technology, your marketing should be developed as your product - not a bolt-on
  • 28. How UX should happen As opposed to creating a business plan, your prototype is your functional and technical spec Image credit:
  • 29. RULES FOR EFFECTIVE UX
  • 30. Shneiderman's "Eight Golden Rules of Interface Design Ben Shneiderman professor for Computer Science at the University of Maryland Human-Computer Interaction Lab View the rules: 1 Strive for consistency. 2 Enable frequent users to use shortcuts. 3 Offer informative feedback. 4 Design dialog to yield closure. 5 Offer simple error handling. 6 Permit easy reversal of actions. 7 Support internal locus of control. 8 Reduce short-term memory load.
  • 31. Mental model If the product’s conceptual model doesn’t match the user’s mental model, then the user will find the product hard to learn and use.
  • 32. Dieter Rams 10 Principles of “Good Design” Dieter Rams, of Arts, UK View the rules: 1 Is innovative 2 Makes a product useful 3 Is aesthetic 4 Makes a product understandable 5 Is unobtrusive 6 Is honest 7 Is long-lasting 8 Is thorough down to the last detail 9 Is environmentally friendly 10 Is as little design as possible
  • 33. The kano model Think about your product: as time progresses, excitement becomes performance and then turns into basic needs Slide taken from:
  • 34. Final tips ! 1. Be fanatical about details and quality 2. User centred design is a proven methodology for UX design 3. Constantly test iterations and features via usability / AB testing ! Finally: Follow rules and psychology principles like Fitts law, Hicks law, Gestalt principles and Edward Tufte on design Thank you for your time: @danny_bluestone from @cyberduck_uk
  • 35. Other rules and frameworks The top three benefits of qualitative research in UX 
 https://econsultancy.com/blog/63487-the-top-three-benefits-of-qualitative-research-in-ux UX: Psychology of great design – part 1 
 http://www.webdesignermag.co.uk/features/ux-psychology-of-great-design-part-1 Jakob Nielsen’s usability heuristics
 http://www.nngroup.com/articles/ten-usability-heuristics Bruce Tognazzini, First Principles of Interaction Design http://www.asktog.com/basics/firstPrinciples.html Edward Tufte, data design principles http://uxdesign.smashingmagazine.com/2011/11/15/data-pixel-approach-improving-user-experience/ Gestalt principles of design http://www.slideshare.net/gchristo94/gestalt-principles-of-design ! ! Thank you for your time: @danny_bluestone from @cyberduck_uk