It’s All About The
Belfast Technology Conference 2014
Vulgar self-promotional slide
Barry Adams is…
15 year veteran of the technology industry
Digital Director at The Tomorrow Lab in Belfast
Twitter ranter @badams
Blogger StateofDigital.com & BarryAdams.co.uk
Educator & lecturer for University of Ulster, Queen’s
University Belfast, Digital Marketing Institute
Definition of UX
“A person's perceptions and responses that result from the use
or anticipated use of a product, system or service.”
Designing an experience
• Products and services can – and should – be designed to elicit a
specific response from its users.
• The best designed user experiences are easy and seamless.
• We only notice UX design when it’s done wrong.
• Even the absence of UX design results in a user experience (and
usually not a good one).
Technology exists to be used
Technology is there to solve problems and improve lives.
If technology is not being used, it does not fulfil its purpose.
We cannot separate technology from the people who use it.
Great UX means...
less cognitive energy wasted = more focus on the actual task
a pleasant experience = more new & returning users
fewer obstacles and hassles = more conversions and leads
The Value of UX
1. Good UX makes technology easier to use
2. Technology that is easy to use is used more often
3. Technology that is used more often adds more value
UX is more than UI
UX can be complicated...
...but doesn’t have to be
Agile UX Process
UX should be fully embedded
What it boils down to...
• Design for users – not for geeks;
It needs to make sense to everyone.
HiPPOs don’t matter.
• Do your research;
Understand your users and their requirements.
• Integrate UX from the start;
It’s not a last minute add-on.
Test with real users at every stage.