UX INSIGHTS FROM A DRUNK
GUY Austin Knight UX Designer at HubSpot

Simplicity is the
ultimate sophistication

HOLD MY BEER

“IT SOUNDS LIKE YOU’RE MEANT
FOR LARGE SCALE CLIENTS WHO ARE WILLING TO SPEND MONEY ON BUZZWORDS”

Community
Impact

Business
Impact

What our home page said
What our salespeople used

What our home page said
What our salespeople used

What our home page had
What our users wanted

Don’t tell me…
Show me

Conversion Rate (22% Actual Increase
to Product Pages) ○ Exit Rate (18% Actual Decrease in Exit Rate) ○ Pain Point Behaviors (FAQ, Search Queries, Misguided Clicks) ○

harsh feedback

IMPACT
True Business

That’s pretty rare

So what caused the drunk
user test to be so great?

Does the user actually need
to be drunk?

NOPE

What are the different approaches
to user testing?

TYPES OF
USER TESTS
1

In-Person
Moderated
Remote
Unmoderated

In-Person Moderated Test

Remote Unmoderated Test

Types of User Tests Remote
Unmoderated

Types of User Tests Remote
Unmoderated

Types of User Tests Remote
Unmoderated

Types of User Tests Remote
Unmoderated

How can I use these
tests to get great feedback out of regular users?

RESPONSIBLE
USER TESTING
2

Testing Results
Segmentation

Segmentation
Know your demographic

Segmentation
Know your demographic

Segmentation
Ask multiple
qualifying questions?

Segmentation
Ask multiple qualifying questions?

Segmentation Which of the following
do you have the most experience with? • Sales • Marketing • Support • Design • None of the above Ask multiple qualifying questions?

Segmentation What does CPM stand
for? • Certified Professional Manager • Community Program Monitor • Cost Per Mille • Community Property Manager • None of the above Ask multiple qualifying questions?

Testing
Run a pilot test

Testing
Run a pilot test

Testing
Run a pilot test

Testing
Run a pilot test

Testing
Run a pilot test

Testing
Run a pilot test

Testing
Run a pilot test

Testing
Run a pilot test

Testing
Run a pilot test

Testing
Run a pilot test

Testing Run a full test
with 3-5 users Learn more at uxd.to/drunk

Testing Don’t inadvertently lead the
user☼

Job application form Name Desired
position Professional background Submit “I want to submit a form” “I want to apply for a job” Testing Don’t inadvertently lead the user☼

Fill out and submit the
job application form Find a job that you like and apply for it Testing Don’t inadvertently lead the user☼

Results
Pair the data
|

Results Rainbow Spreadsheet Pair the
data|

Results Use tangential and unsolicited
feedback

Results Use tangential and unsolicited
feedback

Take a photo for safe
keeping Responsible User Testing Segmentation •Know your demographic •Ask multiple qualifying questions Testing •Run a pilot test •Run a full test with 3-5 users •Don’t inadvertently lead the user Results •Pair the data •Use tangential and unsolicited feedback Rainbow Spreadsheet

What are the ideal tools
for these tests?

TOOLSWORTH USING
3

Tools Worth Using All-in-one platforms
• UserTesting.com • UserZoom.com • TryMyUI.com Screen recorders • Silverback • Screencastify • Loop11 • WebEx / Google Hangouts Participant recruiting • uTest.com • Ethnio / Hotjar • Amazon Mechanical Turk • Knowbility Blended data • Usabilla • Usability Hub • Optimal Workshop • Inspectlet Take a photo for safe keeping

How can you set your
design up for success?

DESIGNING
FOR DRUNKS
4

Designing for Drunks Don’t design
in a vacuum

Designing for Drunks Don’t let
your CEO, CMO, or Junior Designer dictate the design. Let your users. Don’t design in a vacuum

Designing for Drunks Don’t design
in a vacuum Designing for Drunks Don’t design in a vacuum Learn more at uxd.to/drunk

Designing for Drunks Good design
is invisible

Designing for Drunks The best
interfaces are so well- designed that users don’t even notice them, because they’re too busy using them Good design is invisible

Designing for Drunks Good design
is invisible

Designing for Drunks Don’t overcomplicate
or oversimplify

Designing for Drunks Simplicity does
not mean “less”; it means “just enough”. Don’t overcomplicate or oversimplify

“What happens when you let
engineers design interfaces” Designing for Drunks Don’t overcomplicate or oversimplify

(It also lacks visual hierarchy)
Designing for Drunks Don’t overcomplicate or oversimplify

Designing for Drunks Utilize visual
hierarchy

Designing for Drunks Design so
that the user can immediately deduce what you want them to do. Utilize visual hierarchy

Utilize Visual HierarchyDesigning for Drunks
Utilize visual hierarchy Designing for Drunks Utilize visual hierarchy Use the tool at uxd.to/drunk

Utilize Visual HierarchyDesigning for Drunks
Utilize visual hierarchy Use the tool at uxd.to/drunk Designing for Drunks Utilize visual hierarchy

Designing for Drunks Organize information
intuitively

Designing for Drunks Organize information
in a way that makes sense to the user. Ensure that users always know where they are and where they’re going. Organize information intuitively

Designing for Drunks Organize information
intuitively

Designing for Drunks Confirm user
actions

Designing for Drunks Let users
know that their actions have been registered with confirmation messages, subtle animations, or microinteractions Confirm user actions

Designing for Drunks Confirm user
actions

Designing for Drunks Optimize site
speed

Designing for Drunks Run speed
tests, compress images, minify your code, etc. Optimize site speed

3 seconds Time in which
a site has to load before the average user will leave. Learn more at uxd.to/drunk Designing for Drunks Optimize site speed

$1.6 Billion How much a
one second load time delay costs Amazon per sales year. Learn more at uxd.to/drunk Designing for Drunks Optimize site speed

Designing for Drunks • Don’t
design in a vacuum • Good design is invisible • Don’t overcomplicate or oversimplify • Utilize visual hierarchy • Organize information intuitively • Confirm user actions • Optimize site speed Take a photo for safe keeping

How do I implement this
at my company?

CREATING A CULTURE OF UX
5

Creating a Culture of UX
Everyone is a UX Designer

Creating a Culture of UX
Everyone is a UX Designer

Creating a Culture of UX
Involve your designers and developers

Creating a Culture of UX
Involve your designers and developers

Creating a Culture of UX
Fall in love with problems, not solutions

Creating a Culture of UX
Fall in love with problems, not solutions

Creating a Culture of UX
Get your hands dirty

Creating a Culture of UX
Get your hands dirty

Creating a Culture of UX
• Everyone is a UX Designer • Involve your designers and developers • Fall in love with problems, not solutions • Get your hands dirty Take a photo for safe keeping

@ustinKnight
AustinKnight.com
uxd.to/drunk
@HubSpot
HubSpot.com