2. How is this going to work?
This is NOT a lecture…
‣ Interactive discussion
‣ There is no “questions” slide
3.
4. Who Are You?
‣ Designers?
‣ Developers?
‣ Marketers?
‣ Business Dev?
‣ Entrepreneur?
‣ Student?
5.
6. Who Am I?
‣ Adrian Bunge
‣ Alumni of VIP Cohort 1 - TutorX
‣ UX Designer & Developer @ Nona
‣ Google Dev Group - Co-organiser
7. What do you hope to achieve
by starting a company?
8. What do you hope to achieve?
‣ Build a great product
‣ How do we build a great product that users love?
‣ "You know, with Tesla, we're trying to make things that
people love. [...] How many things can you buy that
you really love, that really give you joy? So rare, so rare.
I wish there were more things. That's what we're trying
to do - make things that people love" - Elon Musk
11. The Realm of Experience
‣ Some UX Professionals split up experience into:
‣ User Exp., Customer Exp., Brand Exp.
‣ I don’t really like boxing in “experience”
12. Example - Mr D
‣ Driver need - more income
‣ Business need - decrease overheads
‣ Business need - increase driver
satisfaction/earnings
‣ Design/Solution
‣ Defaults
‣ Order of items
‣ Tip once & you’ll know that the driver
knows you’ve tipped upon delivery
13. Example - Mr D
‣ Ever wondered why your location
can’t be changed after you’ve
added items to your basket?
‣ Changes the delivery cost
‣ Complex backend functionality
‣ Undesirable for drivers
‣ Takes drivers outside of their
assigned operating zones
14. Technically
‣ It is the process of enhancing user satisfaction with a
product by improving the usability, accessibility, and
pleasure provided in the interaction with the product.
‣ User experience design encompasses traditional
human–computer interaction (HCI) design, and extends
it by addressing all aspects of a product or service as
perceived by users.
Source: Wikipedia
15. Approaches To UX Design
1.You rely on your own empathy, proximity to the
problem or experience to ensure product-problem fit
‣ Sometimes okay but DANGEROUS
17. Approaches
2. Look at your competitors
‣ Try fall in love with how they do something - think
about why they did something before criticising it
‣ Potential Negatives
‣ Inheriting bad/untested ideas
‣ Might not work in your use case
‣ Less differentiated product
18. Approaches
3. Design Patterns
‣ This helps with general usability
‣ Google Material Design material.io - devs will love
you
‣ Apple - Human Interface Guidelines
‣ Highly rated Wordpress templates
22. Approaches
5. Get/collect user data (upfront & after)
‣ This is always the pudding (proof is in the…)
‣ More is always better
‣ It always surprises me by how many people opt of
this
‣ NB: Be careful of biases - e.g. recollection/response
bias
23. Excuses for not testing/getting data
1. The users don’t know what they want
2. The feature doesn’t have all of it’s functionality yet….
so their opinion would be meaningless
3. You watching users, use the app changes what their
feedback
4. Users will tell you, what you want to hear
5. Fear of rejection (not said but very common)
24. Side Note
‣ UX is very broad and touches just about everything
‣ So unless you know everything - impossible… it has to
be a very collaborative exercise
‣ What you actually want to do is build a product
improvement engine
25. My Process
1. Business case/requirements (e.g. increase revenue)
2. User needs/wants ==> Personas
26. Personas
‣ Know and constantly keep in mind who you’re design/
building this for
‣ What knowledge are they entering your experience
with?
‣ What motivates them?
27. My Process
1. Business case/requirements (e.g. increase revenue)
2. User needs/wants ==> Personas
3. Constraints (combination of business & users)
4. Design constraints (platform, device capabilities)
5. Think about it - really try to absorb all the information
6. Whiteboard/Paper
7. Low-fi ==> High-fi
28. Important things to bear in mind
‣ Hierarchy of information
‣ Decrease friction where ever possible (some
exceptions)
‣ How can what you design be tested? (Get to this later)
‣ Every choice must be justified/informed by the
data/constraints
29. Example Time
Food delivery company needs to communicate orders to restaurants
Functionality
‣ New orders
‣ In progress
‣ Ready for collection
‣ Emphasis on time
constraints
‣ History
Information
‣ Items & Quantity
‣ Order Number
‣ Type (Deliv/Collec)
‣ Price of items
Constraints
‣ Used from a distance
‣ Competes for attention
‣ Tablets
‣ Literacy
‣ Easy to use
34. Other Useful Testing Tools
‣ A-B Testing
‣ Net Promoter Score - how likely are you to recommend
this to a friend/colleague
‣ Watch people use the app
43. Last Points
‣ Always give users a sense of direction, and visibility
of system status. They should get a feeling that they’re
in control of the situation.
‣ They say “Good design is telepathic”. The user must
understand what they are using your product for what
are their main tasks.
‣ Less friction, more action
‣ Don’t let perfect be the enemy of good enough
