Visual Design is not UXI have turned down countless clients who think that a UXredesign means a visual facelift.But when we speak with their users, the color palette (font,icons, logo, etc..) is far from their most pressing problem.Form should follow function. Nail the UX design, thenenhance the experience with great visuals.
UI is not UXThe next most common request we get is to “just ﬁx thenavigation”. Or, can we provide some page layout patterns andthe development team will just “apply those”?UX precedes UI design to determine the ﬂow and ultimatelywhich pages and interactions will exist.UI design can’t start until the UX foundation has beenlaid. If the foundation is cracked, you have to tackle thatﬁrst.
Knowing Users vs Speaking to Users“We think weve got a really nice start, but are looking foradditional UX expertise to really advance how users will engagewith ______. Basically we believe we need some UX designbreakthroughs. “Q: Have you shown this to any prospective users?A: NoQ: I’d like to speak with some people in your targetmarket. Understanding how they might use this app couldfuel some breakthrough ideas...A: No
Knowing Users vs Speaking to UsersYou probably do know your users, so work that relationshipduring the UX (re)design process. Here’s 3 good times to talk:ResearchConcept ValidationUser Testing
Problem SolvingNeed to start oﬀ tackling the problem at the right level: UX not UI.Marc Hedlund, the founder of Wesabe wrote that “while I was focused on trying to makethe usability of editing data as easy and functional as it could be; Mint was focused onmaking it so you never had to do that at all. Their approach completely kicked ourapproach’s ass.”
PeopleBuild the right collaborative teams: product owner, support, sales, marketing,tech and design. Look for the right skills, experience and personality.Complexiﬁers vs Simpliﬁershttp://scottberkun.com/2006/there-are-two-kinds-of-people-complexiﬁers-and-simplifers/Complexiﬁers are averse to reduction. These arethe people who write 25 page speciﬁcations when apicture will do and send long e-mails to the entireteam when one phone call would suﬃce.Simpliﬁers thrive on concision. They neverlet their ego get in the way of the shortpath. When you give them seeminglycomplicated tasks they simplify,consolidate and re-interpret on instinct,naturally seeking the simplest way toachieve what needs to be done.
ProcessEstablish a quick, iterative, collaborative UX process in your company.Discovery ---- > Strategy -----> Design (prototype, test, revise...)---> Launchhttp://www.uxapprentice.com