The challenge of educating people that UX isn't one step in the process, it spans the whole project development process. This is a talk about taking the first steps to change how people think about the project they are doing to deliver a better experience for the customer or user.

1. “Do Some U On It”
Garry Finch
@gazraa

2. UX DESIGN
The process of enhancing user satisfaction by improving the
usability, accessibility and pleasure provided in the interaction
between the user and the company, service or product.

3. WHAT UX DESIGN COMPRISES OF
Field research | Face to face interviewing | Creation and administering of tests |
Gathering, organizing, and presenting statistics | Documentation of personas and
findings | Product design | Feature writing | Requirement writing | Graphic arts |
Interaction design | Information Architecture | Usability | Prototyping | Interface
layout | User Interface design (UI) | Visual design | Taxonomy creation |
Terminology creation | Copy writing | Presentation and speaking | Working tightly
with programmers | Brainstorm coordination | Company culture evangelism |
Communication to stakeholders

4. WHAT A LOT OF PEOPLE THINK IT IS
Field research | Face to face interviewing | Creation and administering of tests |
Gathering, organizing, and presenting statistics | Documentation of personas and
findings | Product design | Feature writing | Requirement writing | Graphic arts |
Interaction design | Information Architecture | Usability | Prototyping | Interface
layout | User Interface design (UI) | Visual design | Taxonomy creation |
Terminology creation | Copy writing | Presentation and speaking | Working tightly
with programmers | Brainstorm coordination | Company culture evangelism |
Communication to stakeholders

5. CONSIDER A CAKE.
UI is the icing, the plates,
the flavour, the utensils,
and the presentation.
UX is the reason we’re
serving cake in the first
place, making sure it has
the correct ingredients and
why people would rather
eat it than eat hamburgers.

6. WHAT UX DEV COMPRISES OF
Page speed optimisation | Accessible code | l18n | Semantic HTML | Browser
support | Tracking | Device independence | Image optimisation | Continuous
delivery | Schema.org markup | AMP

7. LEAN UX

8. LET’S RUN THROUGH A TYPICAL EXAMPLE
This is a hypothetical project brief that is all too common.
I have seen this a lot at companies, both big and small.

9. I’ve seen that
another company
have fancy 4x4s to
get to and from
work in. Please
design me one of
those so I can get
to work and back.

10. OK, LET’S GET ON AND BUILD A FANCY 4X4
Image https://medium.com/@awilkinson/skateboard-bike-car-6bec841ed96e#.jyooj1qf2

11. Several months or
years of
development later,
the stakeholder
still can’t get to
work. But they
have a lovely car
door.

12. So let’s rewind and…
DO SOME
UX ON IT!
YAY!

13. As an employee of the company, I need to get from my house
to work and back again each day so I can do my job.

14. MINIMUM VIABLE/VALUABLE PRODUCT
This is the minimum amount of work we need to do to
produce a product that fulfils the brief. This is quite often how
I have seen IT departments tackle projects like this.
It’s not wrong, but the approach can be improved.

16. DOING SOME UX
We have a very quick conversation with the employee and they give us some
important information:
“I live 75 miles from the office and I don’t like sitting in traffic”
If we give the employee a skateboard or a bicycle they will still be able to get to
the office but their experience of getting to the office is going to be horrible.
A 4x4 will mean they have to sit in traffic. So that’s not right either!

18. MINIMUM VIABLE EXPERIENCE
Or Minimal “Lovable” Product as mentioned in the Lean UX approach.
In UX, we are interested in creating the best user experience, but we still want to do the
minimum amount of work to deliver the experience to the user that fulfils the brief and get
something valuable in front of the customer as quick as we can.
There is a subtle difference.
This is why it’s important to get that conversation with stakeholders (users are stakeholders
too) going early before any key decisions are made or a direction is chosen.

19. “IF I’D ASKED PEOPLE
WHAT THEY WANTED,
THEY’D HAVE SAID FASTER
HORSES.”
Henry Ford
What the user/business thinks
they want, may not actually be
what they want.
What people wanted to was to
get where they were going
faster.
Image: https://oldmotorsguy.com/2010/10/22/1926-model-t-ford-tudor-sara/

20. UNDERSTANDING THE CUSTOMER
By having a better understanding of the customer, we can deliver something that will
allow the customer to have a better experience when using our product or service.
By understanding the Minimum Viable Experience that needs to be delivered, we can
better estimate the task and deliver the correct solution quicker that will add value.
By defining what success is, we can better measure before and after whether what has
been delivered has achieved it’s goal. Revenue is not the only form of measurement we
should be interested in in ecommerce, although it is an important metric.

21. SO WE HAVE DESIGNED
OUR MOTOR BIKE.
NEXT PROJECT?
No.
Now we have our employee
enjoying our minimum viable
experience, we can now
make this experience better
by further understanding how
the employee is using what
we have designed.
Iteration time!

22. LEAN UX

23. (token Star Wars slide)
Until we finally get to the point
where we have optimised the
bike through several or many
iterations and we have the
data to prove it’s the right
solution.
The final solution may not be
what we initially thought it
would be. (but it’s awesome
right?)
Image: http://starwars.wikia.com/wiki/Scout_trooper

24. HOW CAN YOU DO THE UX ON IT?

25. Always take a step back and consider the actual problem you
are trying to solve, rather than diving into the first solution you
think of straight away.
Work out who the stakeholders are. Talk it through with them
first.
Define what success is. Work out how to measure it.

26. YOU ARE NOT THE CUSTOMER. Remember that you are not
a good representation of a
typical internet user.
● You have fast internet
● You have a high spec
computer
● You speak English
● You are familiar with the
website or product you
are working on.
Image from india.com

27. Never assume that just because something is successful on
one ‘thing’ that it will be successful on another.
User research and A/B testing are some of the tools we use
to help prove whether or not it is likely to be successful.
We need to base our decisions on data. This data can be
qualitative or quantitative.

28. QUANTITATIVE DATA
A typical example of “quant” data is the data we get from GA,
or A/B testing. It provides a large amount of specific
measurable data.
Quant data is great for telling us where there could be an
area for further investigation.
This is the WHAT.

29. QUALITATIVE DATA
A typical example of “qual” data is the data we can get from
things like face to face interviews and watching users use the
system or product.
Qual data is great for telling us the reasons for why users
might behave a certain way.
This is the WHY.

30. THE HOLY GRAIL
No longer will we hear “Do some UX on it”.
Instead we’ll hear….
“Let’s deliver the best thing for the customer”
..... And prove it.

31. THANK YOU
Images from https://unsplash.com unless otherwise stated