NELAUX Presents: UX Strategies for Startups
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NELAUX Presents: UX Strategies for Startups

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A presentation for Silicon Beach Fest Pasadena at Idealab deconstructing what UX is, how to apply it and why Startups will benefit from investing in UX strategy. Includes a case study on Dollar Shave ...

A presentation for Silicon Beach Fest Pasadena at Idealab deconstructing what UX is, how to apply it and why Startups will benefit from investing in UX strategy. Includes a case study on Dollar Shave Club.

Presented by Jon Fox, Petra Cesario Wennberg, Kristen Ding and Erik Wingren

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    NELAUX Presents: UX Strategies for Startups NELAUX Presents: UX Strategies for Startups Presentation Transcript

    • WHAT IS UX?
    • UX is a design approach thatfocuses on creating the bestexperience for the end user.
    • UX IS…UsabilityA/B TestingResearchRequirementsFocus GroupsPrototypeSimplificationCSSGUIWireframesPerformanceIterateUser ExperienceHTML 5MobileInteraction DesignTypographyMarketingDesignProcess FlowsInformation Design
    • COMPONENTS OF UX DESIGN• Process Flow Diagrams• Information Architecture• Wireframes• Interaction Design• Copy Writing / Content Strategy• Data, Information and Layout Design• Visual Design and Color• Document Management for easyiterating• Research• Market Understanding• Business Requirements• Technology• Sell ROI• Social Media• Global Understanding• Mobile and Device Knowledge
    • UX IS…1. Psychology - Understanding the user2. Engineering - Technology Involved3. Business Knowledge - Objectives4. Science - Experimentation and Testing5. Design - Layout, Typography, Visual Hierarchy
    • GOOD UX IS INVISIBLE• People don’t use a product becauseof the great design.Great design helps them use theproduct.• Don’t make user think.Have them do.• Challenge for designers:How do you put together a portfolioof invisible stuff?
    • GOOD UX IS INNOVATIVE
    • GOOD UX SOLVES PROBLEMS
    • GOOD UX IS SIMPLE
    • WHY DO STARTUPS NEED UX?1. Reduce Risk2. Validate ideas3. Understand the user base4. Bridge Engineering, Design, Marketing and More5. Streamline the experience6. Simplify the message7. Test
    • WHY DO STARTUPS NEED UX?UX is about all the areas where a product engages a consumer.• Product Design• Engineering• Branding• Marketing• Customer Service• Social Media
    • WHY DO STARTUPS NEED UX?
    • STARTUPS WITH DESIGNER CO-FOUNDERS
    • WHERE TO START
    • UX VALIDATION LOOP1. IDEATEGenerative research, ideation,mental & behavioral models,concept maps, test results,competitive analysis, Personas2. DESIGNHypotheses, Sketches, Flows,Wireframes, mockups,Prototype3. VALIDATEEvaluative research, A/B testing, siteanalytics, usability testing, interviews,funnel analysis, surveysPRODUCT/MARKET FIT
    • IDEATION• Identify Business Vision, Requirements and Goals• Engage in Conversation– Get out of the building– Focus groups and customer interviews• Get Competitive and Market Analysis– Is this a high-value problem and will people pay for the product?– Who are the market stakeholders?• Use Validated Learning from Previous Rounds of Testing• Develop Intuitive Conceptual Models• Create Personas (based on research)– Who is it for and how/where will they use the product?– What can they do that wasn’t possible before?
    • DESIGN1. Sketch / White board sessions2. Brand Development3. Site maps & Flow diagrams4. Wireframes w/ Annotations5. UI / Visual Design
    • WIREFRAMES
    • VALIDATE1. Stats2. User Feedback (social media is great)3. Focus Groups4. User Testing
    • DOLLAR SHAVE CLUBCase Study
    • USER NEEDS1. Value2. Quality3. Convenience
    • E-COMMERCE BUSINESS OBJECTIVES1. Lifetime Customer ValueRepeatPurchasesTransaction Now or Later?
    • TRADITIONAL E-COMMERCE FUNNEL1. Home2. Browse / Search3. Detail‣ Reviews4. Add to Cart5. Checkout6. Registration7. Payment Method8. Confirmation9. Repeat Visit10. Repeat Purchase
    • SUBSCRIPTION E-COMMERCE FUNNEL1. Home2. Quiz3. Registration (Social OAuth)4. Payment Method5. Confirmation (Share & Earn)
    • FLOWSReviewsHomeBrowseSearchDetail Add to Cart Checkout Registration Credit Card Confirmation Repeat Visit Repeat PurchaseTraditional E-CommerceHomeRegisterto see resultCredit CardConfirmation(Share & Earn)QuizQuizQuizQuizBeachmint et.alHome Select Register Credit CardConfirmation(Share & Earn)Dollar Shave Club
    • 31
    • RESULT• $1M seed round raised.• 10.5M plays, 96k likes, 52k retweets, 27k followers.• $9.8M series A raised.• International expansion.• New product lines.
    • TAKE AWAY• Good UX starts with user needs.• Good UX can offset, but not make up for poorquality/value.• UX methodology can help re-think (re-sequence) established business processes.• Details matters. Lean is NOT an excuse forreleasing crap.
    • SAY HELLOJon Fox — @JonFoxUX, jonfoxux.comPetra Wennberg Cesario — @petrawcesario, interactivism.comErik Wingren — @erikwingren, interactivism.comKristen Ding — @kyding, idealab.com@NELAUX