DIY UX
Give Your Users
an Upgrade
(Without Calling In a Pro)



      Whitney Hess
      whitney@whitneyhess.com
         ...
Hi, I’m Whitney Hess

 User Experience Designer
        Consultant
        New Yorker


      @whitneyhess
You
     are a
user experience
   designer
ﬔisIsIndexed.com
Shawn Liu & Danny Wen
Founders
Iridesco
New York, NY
http://getharvest.com
Design research
 Web analytics
Usability testing
Experimentation
  & iteration
Design
  research
What do our users actually need?
Footer
Iridesco’s Gmail labels
Kaizen   means “continuous improvement” in Japanese
Kaizen   means “continuous improvement” in Japanese
http://iridesco.wufoo.com/forms/harvest-survey/
“We don’t just want to
  patch; we want to
  address the core
      problem.”
        – Iridesco
“Customers love to tell
 you their workflow.”
         – Iridesco
Design Research
Make it easy for customers to
reach you

Log their requests & use them to
prioritize new features

Dig dee...
For more on design research...



                 Observing the
                 User Experience

                 Mike K...
Web
   analytics
What are our users actually doing?
“We don’t believe in
              data-driven design,
             but data doesn’t lie .”
                              ...
One month of visits



   Mon        Mon     Mon        Mon




             Highest usage at
             beginning of we...
Crazyegg.com
Crazyegg.com
Google Website Optimizer


   Same exact page with three
   different Free Trial buttons

   Found green and blue buttons
 ...
Matthew Marco
Visual Designer
House of Representatives
Washington, D.C.
Chief Administrative Officer ->
  House Information Resources ->
CAO Advanced Business Solutions ->
       Web Solutions Bra...
House.gov
97 most frequent queries on House.gov
and top 10 results of each
97 most frequent queries on House.gov
and top 10 results of each
Queries are, in fact, case-sensitive.
             “Nancy Pelosi” and “nancy pelosi” produce
             different quantit...
Sunday, September 28, 2008
1347 bailout
419 bailout bill
282 bail out
208 bailout plan
184 financial services
132 Search Ot...
“Stats let me refute the
 client’s notion of how
their constituents were
       behaving.”
     – Matthew Marco, House.gov
Web Analytics
Understand your traffic cycles

Use analytics tools to uncover
usage patterns

Test design variations

Explore...
For more on web analytics...



                Web Analytics:
                An Hour a Day

                Avinash Kaus...
Usability
     testing
How well does our stuff actually work?
NOT Shawn & wife
Usability Testing Light

Shows a build, a prototype, a comp, a
sketch, whatever
Doesn’t tell her what she’s supposed to
be...
“‘It looks good’
is the worst feedback
      we can get.”
        – Iridesco
“You need to have
   humility and listen.
Users aren’t always right,
    but you need to
      hear them.”
          – Iri...
Where to Find Participants

 Friends and family
 Folks in your office who don’t work on
 the project: receptionist, HR, sale...
Usability Testing
Test your designs early and oen
Informal tests are just as valuable
Use people in your environment who
...
For more on usability testing...



                  Handbook of
                  Usability Testing

                  J...
Experimentation
& iteration
How are we always getting better?
Sketch
Photoshop
Test
Static HTML prototype
Test again
Working prototype
Test again
Tweak
Launch quietly
Get feedback
Tweak
Evolution of the Manage Project screen
1   2
3   4
Final design
Roz Duffy
Web Developer
Comcast Interactive Media
Philadelphia, PA
Comcast
 Center
Refresh Philly - June 2009
“We aren’t always
  working on the most
interesting stuff, but we
  always want to work
       smarter.”
  – Roz Duffy, Comc...
Experimentation & Iteration
    Never stop improving your product

    Make your working environment
    a creative one

 ...
For more on experimentation and iteration...



                        Sketching User
                        Experiences...
Design research
 Web analytics
Usability testing
Experimentation
  & iteration
Takeaways
Always be listening

Ask questions to get to underlying problems

Use data and anecdotes to inform the design

T...
Make your users happy
and they will thank you
“Having customers feel like
    they’re being heard
translates to word of mouth
    and more business.”
           – Iride...
ﬔank you!
        Special thanks to:
Danny Wen and Shawn Liu of Iridesco,
   Matthew Marco, and Roz Duffy




             ...
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)
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DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)

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Have you fallen in love with your solution and forgotten the original problem? Are you certain that your product actually makes people’s lives better? Not every company can hire someone like me to help you listen to your users, so you’re gonna have to learn how to do some of this stuff yourself. I’ll show you techniques to find out who your users are, what they really need and how to go about giving it to them in an easy to use and pleasurable way. And it doesn’t have to bankrupt you or kill your release date.

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DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)

  1. 1. DIY UX Give Your Users an Upgrade (Without Calling In a Pro) Whitney Hess whitney@whitneyhess.com @whitneyhess http://whitneyhess.com
  2. 2. Hi, I’m Whitney Hess User Experience Designer Consultant New Yorker @whitneyhess
  3. 3. You are a user experience designer
  4. 4. ﬔisIsIndexed.com
  5. 5. Shawn Liu & Danny Wen Founders Iridesco New York, NY
  6. 6. http://getharvest.com
  7. 7. Design research Web analytics Usability testing Experimentation & iteration
  8. 8. Design research What do our users actually need?
  9. 9. Footer
  10. 10. Iridesco’s Gmail labels
  11. 11. Kaizen means “continuous improvement” in Japanese
  12. 12. Kaizen means “continuous improvement” in Japanese
  13. 13. http://iridesco.wufoo.com/forms/harvest-survey/
  14. 14. “We don’t just want to patch; we want to address the core problem.” – Iridesco
  15. 15. “Customers love to tell you their workflow.” – Iridesco
  16. 16. Design Research Make it easy for customers to reach you Log their requests & use them to prioritize new features Dig deeper to discover the underlying problems Keep in touch
  17. 17. For more on design research... Observing the User Experience Mike Kuniavsky
  18. 18. Web analytics What are our users actually doing?
  19. 19. “We don’t believe in data-driven design, but data doesn’t lie .” * – Iridesco * Sometimes it does
  20. 20. One month of visits Mon Mon Mon Mon Highest usage at beginning of week Dropoffs on weekends Somewhat lower usage mid-month
  21. 21. Crazyegg.com
  22. 22. Crazyegg.com
  23. 23. Google Website Optimizer Same exact page with three different Free Trial buttons Found green and blue buttons performed much better than muted gray button 10% improvement in trial acquisition over two buttons (Learn More and Free Trial)
  24. 24. Matthew Marco Visual Designer House of Representatives Washington, D.C.
  25. 25. Chief Administrative Officer -> House Information Resources -> CAO Advanced Business Solutions -> Web Solutions Branch
  26. 26. House.gov
  27. 27. 97 most frequent queries on House.gov and top 10 results of each
  28. 28. 97 most frequent queries on House.gov and top 10 results of each
  29. 29. Queries are, in fact, case-sensitive. “Nancy Pelosi” and “nancy pelosi” produce different quantities of results ﬔe Pell Grant Underfunding PDF by the Oversight Committee appears in the top-ten results of most state searches; more relevant than any member-generated page in Colorado, Missouri, North Carolina, and Texas ﬔere is no apparent weight given to the title of a document. Untitled documents are not subdued in the results http://www.matthewtmarco.com/studies/2007/pathetic-to-absurd-to-disheartening-in-97-queries/
  30. 30. Sunday, September 28, 2008 1347 bailout 419 bailout bill 282 bail out 208 bailout plan 184 financial services 132 Search Other Sites 130 Emergency Economic Stabilization Act of 2008 103 bail out bill 95 financial bailout 80 Bailout 78 tarp 68 email 68 700 billion 66 rescue plan 66 rescue bill 66 old AND eye AND 6 64 financial 62 rescue 62 financial markets bill 58 contact
  31. 31. “Stats let me refute the client’s notion of how their constituents were behaving.” – Matthew Marco, House.gov
  32. 32. Web Analytics Understand your traffic cycles Use analytics tools to uncover usage patterns Test design variations Explore your search logs to see what people are looking for
  33. 33. For more on web analytics... Web Analytics: An Hour a Day Avinash Kaushik
  34. 34. Usability testing How well does our stuff actually work?
  35. 35. NOT Shawn & wife
  36. 36. Usability Testing Light Shows a build, a prototype, a comp, a sketch, whatever Doesn’t tell her what she’s supposed to be doing Asks “What are your general feelings about this?” and then lets her talk
  37. 37. “‘It looks good’ is the worst feedback we can get.” – Iridesco
  38. 38. “You need to have humility and listen. Users aren’t always right, but you need to hear them.” – Iridesco
  39. 39. Where to Find Participants Friends and family Folks in your office who don’t work on the project: receptionist, HR, sales Twitter followers Starbucks Craigslist
  40. 40. Usability Testing Test your designs early and oen Informal tests are just as valuable Use people in your environment who aren’t involved in the project Choose participants of different backgrounds & capabilities Do it yourself & acknowledge your poor design choices
  41. 41. For more on usability testing... Handbook of Usability Testing Jeffrey Rubin and Dana Chisnell
  42. 42. Experimentation & iteration How are we always getting better?
  43. 43. Sketch Photoshop Test Static HTML prototype Test again Working prototype Test again Tweak Launch quietly Get feedback Tweak
  44. 44. Evolution of the Manage Project screen
  45. 45. 1 2
  46. 46. 3 4
  47. 47. Final design
  48. 48. Roz Duffy Web Developer Comcast Interactive Media Philadelphia, PA
  49. 49. Comcast Center
  50. 50. Refresh Philly - June 2009
  51. 51. “We aren’t always working on the most interesting stuff, but we always want to work smarter.” – Roz Duffy, Comcast Interactive Media
  52. 52. Experimentation & Iteration Never stop improving your product Make your working environment a creative one Encourage everyone on the team to solve problems together Soak up inspiration from everywhere
  53. 53. For more on experimentation and iteration... Sketching User Experiences Bill Buxton
  54. 54. Design research Web analytics Usability testing Experimentation & iteration
  55. 55. Takeaways Always be listening Ask questions to get to underlying problems Use data and anecdotes to inform the design Test your designs and have the humility to admit you’re wrong Complete the feedback loop Never stop trying to make things better
  56. 56. Make your users happy and they will thank you
  57. 57. “Having customers feel like they’re being heard translates to word of mouth and more business.” – Iridesco
  58. 58. ﬔank you! Special thanks to: Danny Wen and Shawn Liu of Iridesco, Matthew Marco, and Roz Duffy Whitney Hess whitney@whitneyhess.com @whitneyhess http://whitneyhess.com
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