What I've Learned about UX Design


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This is the slidedeck I used for my talk about UX for the 2016 cohort of Venture for Canada at Queen's University, Kingston, ON. In it, I go over what I've learned about UX over the past 3 years, including a brief history of UX, a look at the design landscape today, and a glimpse into what we can expect in the future. I followed this talk up with a quick hands-on workshop on UX design.

If you feel like this is something your organization or team can benefit from, feel free to reach out to me to coordinate something!

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What I've Learned about UX Design

  1. 1. Hi! I’m Ali Rushdan Tariq and I design digital experiences for human beings www.artariq.com @alirtariq @ManulifeREDLab
  2. 2. What I Know About Design (User Experience)
  3. 3. 2005 BSc. Computer Science Rapid-growth startup 2006 2009 Large investment bank 2013 MBA 2013 Co-founded first startup Manulife RED Lab - Enterprise Innovation Lab 2014
  4. 4. 1. They try to solve problems 11 Characteristics of Good UX Designers
  5. 5. LECTURE WORKSHOP ~1 hr 3 hrs
  6. 6. Part I Breakfast and Cars
  7. 7. Great experiences are better felt than talked about
  8. 8. But even great UX can come at a cost
  9. 9. 2. They care more about experiences than visuals 3. They understand the larger context 11 Characteristics of Good UX Designers
  10. 10. Part II Nuts and Bolts
  11. 11. So, what is User Experience (UX)?
  12. 12. Every aspect of the user's interaction with a product, service, or company that make up the user's perceptions of the whole. User experience design as a discipline is concerned with all the elements that together make up that interface, including layout, visual design, text, brand, sound, and interaction. UX works to coordinate these elements to allow for the best possible interaction by users. - UXPA, Usability Body of Knowledge, Glossary
  13. 13. “If UX is the experience that a user has while interacting with your product, then UX Design is, by definition, the process by which we determine what that experience will be.” - Laura Klein
  14. 14. UX encompasses everything you interact with that makes you feel about a product or service Today, the focus is on people’s interactions with digital and tech
  15. 15. [Source: http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/ - Dan Saffer]
  16. 16. Listen + Understand + Empathize
  17. 17. Listen + Understand + Empathize
  18. 18. Listen + Understand + Empathize
  19. 19. Listen + Understand + Empathize
  20. 20. User Needs Functional (what do they want to achieve) Experiential (what do they want to feel)
  21. 21. So, all I have to do is focus on the user?
  22. 22. Good Design Business goals and context User goals and context
  23. 23. Design closes the gap between Pains Desired Outcomes
  24. 24. 4. They empathize with all their stakeholders 11 Characteristics of Good UX Designers
  25. 25. [Source: Elements of User Experience Design - Jesse James Garrett, 2002] The 5 Planes of UX What are the business objectives? What problem are we solving? What does the market look like? Who are our users? What are our users’ goals? What are the features/functions we care about? What is the MVP? Is it technically feasible? What are the main sections of the solution? How do we navigate to them? How will information be organized? What content do we need? What are the main components of our solution? Where will they be placed? What will each page/screen generally look like? What does the branding look like? What colours and themes are we using? What will it feel like when we use it?
  26. 26. What people see What really happened [Inspired by: Newbie UX http://www.slideshare.net/sachiew91/newbie-ux-something-i- learned-about-ux]
  27. 27. Enterprise UX Team Startup UX Team
  28. 28. [Source: http://www.cafevoltaic.com/]
  29. 29. 5. They try things deliberately and iteratively 11 Characteristics of Good UX Designers
  30. 30. [Source: https://dribbble.com/shots/1851126-Ux-Design-Process] - Chris Kobar
  31. 31. Discover • Business stakeholder interviews • Ethnographic research • Contextual Inquiries • Customer interviews • Competitive Analysis • Ecosystem map
  32. 32. P&G Home Ethnography Key Insights: • Liquid spills were being cleaned by paper towels • People were cleaning their mops as much as they were cleaning their floors
  33. 33. Define • Personas • Key Performance Indicators • User stories • Customer journey maps • User flows
  34. 34. Start commute to work Crave morning lifter-upper Go to McDonald’s Walk in Choose order via kiosk Pay Take order number Pick up order at counter Exit McCustomer Journey Map Possible opportunity? Possible opportunity?
  35. 35. Design • Mood boards • Sketches • Wireframes • Information Architecture • Mockups • Low-fidelity -> High-fidelity prototypes
  36. 36. [Source: http://boxesandarrows.com/integrating-prototyping-into-your-design-process/]
  37. 37. Tons of prototyping tools! [Source: http://www.cooper.com/prototyping-tools]
  38. 38. Build & Deploy • Minimum Viable Product • Alpha/Beta releases • Style guides • Design patterns • Informational guides
  39. 39. “Your MVP is the simplest version of your product that test your riskiest assumption.” - Justin Wilcox [www.custdevlabs.com]
  40. 40. Measure • Usage metrics • Business analytics • Bug reports • User feedback • Usability testing
  41. 41. [Source: Dave McClure’s Pirate Metrics]
  42. 42. Google’s HEART Framework [Source: https://library.gv.com/how-to-choose-the-right-ux-metrics-for-your-product-5f46359ab5be#.hddbeckvx]
  43. 43. Usability Testing
  44. 44. Usability Testing • Helps gather feedback from users as they are involved with your product or service • Should be used often to make iterative changes • Is humbling
  45. 45. “Usability is about people and how they understand and use things, not about technology.” - Steve Krug Usability Testing
  46. 46. Uhhh… does a UX Designer have to know ALL of that??
  47. 47. No! but … … the best UX Designers have an insatiable appetite to learn!
  48. 48. 6. They adapt their process to the problem at hand 7. They are constantly learning new skills and ideas 11 Characteristics of Good UX Designers
  49. 49. Part III Then, Now, and Beyond
  50. 50. Quick history …
  51. 51. ~1430: DaVinci’s Kitchen Nightmare • Leonardo da Vinci hired by Duke of Milan to help throw a party • Designed conveyor belt and first fire sprinkler [Source: How to Think Like Da Vinci - Michael Gelb]
  52. 52. Early 1900s: Industrial Revolution “There is joy in work. There is no happiness except in the realization that we have accomplished something.” - Henry Ford Shaped the vision of the interaction between labourers and their tools
  53. 53. 1948:The Toyota Way • Valued human input as much as technology • Paved the way for safer, iterative, and less wasteful interactions with tech
  54. 54. 1966: Disney “[Disney World is] a place where the latest technology can be used to improve the lives of people.” - Walt Disney Used technological innovations to bring delight and joy to people
  55. 55. 1995: Don Norman • Joined Apple and coined himself the first ever “User Experience Architect” • Advocated for usability and functionality over aesthetics “Good design is actually a lot harder to notice than poor design, in part because good designs fit our needs so well that the design is invisible.”
  56. 56. 1998: Google! • google.com named top search engine by PC Magazine • The design was starkly minimalist compared to its many rivals • A focus on functionality and ease of use catapulted Google past competitors
  57. 57. 2007: Enter the iPhone • Steve Jobs unveils the first iPhone in a keynote • Blended revolutionary hardware with supportive software in a sleek design • Catapulted Apple to the richest company today • Commoditized the need for user experience
  58. 58. 8. They are fearless to try things others wouldn’t have done for the sake of finding the better way 11 Characteristics of Good UX Designers
  59. 59. Now …
  60. 60. Great design needs to be experienced only once in order to make its preceding alternatives look antiquated
  61. 61. Proliferation of well-designed consumer user experiences are raising user expectations…
  62. 62. … and are putting pressure on Enterprise UX to catch up
  63. 63. Rapid acquisition of design talent Oct 2014 Jan 2015 May 2015 Jan 2016
  64. 64. But what’s the ROI of good UX?
  65. 65. [Source: http://www.dmi.org/?page=designdrivesvalue] “… the Design Value Index (DVI), a market capitalization-weighted index comprised of design- driven companies, shows 10-year returns of a remarkable 219% over that of the Standard & Poor’s 500 index (“S&P 500”) from 2004-2014.”
  66. 66. USAA has created a seamless experience for researching, financing, and insuring vehicle purchases. As a result, the company saw a 77% year-over-year increase in visitors to its car-buying site, a 15% increase in completed auto loans, and a 23% increase in vehicles sold. Identifying customer need for better and more respectful financial literacy training, Mass Mutual, in partnership with IDEO created an evening program for adulthood, covering everything from investing in a 401K to having that hard talk about a budget to how to pick good, cheap wine. The Society of Grownups, in 1 year, has grown into a $100m growth strategy and plans to expand to more than 10 locations by 2017. + [Source: http://solutions.forrester.com/Global/FileLib/ Forr_Perspective_/Forrester-Perspective-CX-2.pdf] [Source: https://www.ideo.com/work/helping-you- find-your-inner-adult]
  67. 67. Good design is good business
  68. 68. 9. They always try to make themselves valuable to others 11 Characteristics of Good UX Designers
  69. 69. … & Beyond
  70. 70. Continued proliferation of technology …
  71. 71. … will require more meaningful and persuasive design [Source: https://sarasoueidan.com/blog/lessons-from-seductive-interaction-design-book/]
  72. 72. www.designofinfluence.com “Use behavioural psychology to design web and mobile experiences that positively persuade your users into action.”
  73. 73. More designers will be needed at the table
  74. 74. [Source: http://www.slideshare.net/iqcontent1/ux-101-a-quick-dirty-introduction-to-user-experience-strategy-design]
  75. 75. Google I/O 2016
  76. 76. “We are imperfect humans designing for other imperfect humans.” - Erika Hall
  77. 77. But with all the changes around us … … we still remain the same
  78. 78. 10. They keep up with the latest trends but are not distracted by them 11. They put the human need at the centre of everything they do 11 Characteristics of Good UX Designers
  79. 79. 11 Characteristics of Good UX Designers 1. They try to solve problems 2. They care more about experiences than aesthetics 3. They understand the larger context 4. They empathize with all their stakeholders 5. They try things deliberately and iteratively 6. They adapt their process to the problem at hand 7. They are constantly learning new skills and ideas 8. They are fearless to try things others wouldn’t have done for the sake of finding the better way 9. They always try to make themselves valuable to others 10. They keep up with the latest trends but are not distracted by them 11. They put the human need at the centre of everything they do
  80. 80. Additional Resources I Recommend for the Curious Newsletters • Kenny Chen’s UX Design Weekly (uxdesignweekly.com) • Hey Designer (heydesigner.com) • UX Booth (uxbooth.com) Free UX Tutorials • UX Fundamentals by Gymnasium (http://www.thegymnasium.com/courses/GYM/103/0/about) • The Hipper Element UX Crash Course (http://thehipperelement.com/post/75476711614/ux-crash-course-31-fundamentals) • 52 Weeks of UX (http://52weeksofux.com/) • Coursera Interaction Design Specialization (https://www.coursera.org/specializations/interaction-design - free as audit) • Search on Youtube. There are a number of great resources for free there. Paid UX Tutorials • Become a UX Designer - a course on udemy.com (https://www.udemy.com/learn-real-world-ux/) • DesignLab (trydesignlab.com) • Thinkful UX Design course (https://www.thinkful.com/courses/learn-ux-online/) People to Follow • Jared Spool • Mike Monteiro • Kim Goodwin • Alan Cooper • Leah Buley • Laura Klein • Tomer Sharon • Jeff Gothelf • Indi Young • Julie Zhou
  81. 81. Thanks for listening! www.artariq.com @alirtariq @ManulifeREDLab Find me here: