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UX Fundamentals for Startups

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Learn the basics of lean UX, agile UX and the entire UX process for startups.

Published in: Design, Business
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UX Fundamentals for Startups

  1. UX FUNDAMENTALS FOR STARTUPS Pithan Rojanawong | VP, Head of UX Design & Analytics at Krungthai-AXA Life Insurance PCL
  2. HELLO, MY NAME IS PITHAN (TOZ) ➤ Short intros ➤ Name ➤ Role ➤ Experience with UX ➤ Expectation
  3. TODAY’S TOPICS ➤ What is UX? ➤ UX ≠ UI ➤ UX and Data ➤ Lean UX for Startups ➤ UX Toolkit ➤ Measuring UX ➤ Free/Affordable Tools for UX
  4. SO, WHAT EXACTLY IS UX? Intro to User Experience
  5. “People ignore design that ignore people
  6. USER EXPERIENCE (UX) ➤ UX design is a strategic process aims to create a product that users will find easy to use, and quickly understand ➤ UX mindset focusing on delivering values, inspire the right kinds of ideas, and guides decisions ➤ UX reframes the question “What do we want to make?”, instead ask “what do we want to achieve?” (and a bunch other questions)
  7. THE UX QUESTIONS
  8. “…Not functioning with a case has always been the number one negative to Olloclip's products, so it's nice to have an option. Access to a functional case may persuade some people who have held off buying an Olloclip lens to try one out, and I do recommend bundling any lens purchase with a case if you're someone who doesn't like the risk of a naked iPhone….“ - MacRumor.com
  9. UX ≠ UI Understand The Differences
  10. “A user interface is like a joke. If you have to explain it, it’s not that good.
  11. UI User Interface UX User Experience How people interact with websites/mobile apps/products How they feel while they’re using them
  12. WHAT MOST UX PEOPLE DO User research・User interviewing・ Gathering statistics・Personas・ Information architecture・Creating wireframes・Prototyping・Usability・User interface・Visual design・Interaction design・Content strategy・Accessibility・ Working closely with developers・ Communication with stakeholders
  13. WHAT MOST PEOPLE SEE THEY DO User research・User interviewing・ Gathering statistics・Personas・ Information architecture・Creating wireframes・Prototyping・Usability・User interface・Visual design・Interaction design・Content strategy・Accessibility・ Working closely with developers・ Communication with stakeholders
  14. IMAGE: LUXR.COM
  15. UX + UI TOGETHER IMAGE: http://www.asinthecity.com
  16. IMAGE: http://shittyuiuxanalogies.tumblr.com/
  17. UX Designer Product Owner Developer UI Designer Marketing Manager Content Specialist Business AnalystProject Manager
  18. UX AND DATA Marrying UX and Analytics
  19. DATA, A (VERY) IMPORTANT PART OF UX ➤ UX is also about data-driven decision making ➤ Especially when we already have a product. E.g. a website ➤ We can make use of web analytics data to know where is the opportunities to improve, issues to fix
  20. THE OLD WAY ➤ HIPPO (Highest Paid Person’s Opinion)
  21. DATA HAS NO VALUE ➤ Data and tools have no value ➤ It’s the people who use them, that can make the data valuable ➤ People with analytical skill
  22. 619 766 539 400 200 0 600 800 May June July Other Referral Direct
  23. “… is Krungthai-AXA 12PL a type of savings or an insurance product?” Question posted on 24 Oct 2013 The link to our website that results in “Page not found” because the original page no longer exists
  24. HAVE QUESTIONS THAT DATA CAN (HELP) ANSWER ➤ You can’t expect Google Analytics to tell you what to do with your website ➤ Invest 10% in tools, 90% in people
  25. UX + DATA
  26. LEAN UX FOR STARTUPS UX for Startups
  27. LEAN UX ➤ Lean UX is researching and validating your user experience as quickly and cheaply as possible ➤ If you’re already doing UX: it’s all about getting outcomes (good UX) rather than getting outputs (UX documents) ➤ If you haven’t done UX: it’s all about picking the best learning tools from UX toolkit to match your situation
  28. LEAN UX VS AGILE UX
  29. WHY DO LEAN UX? ➤ UX doesn’t have to be expensive and time consuming ➤ Many UX tools can be done very cheap ➤ There are many free/affordable tools out there
  30. LEAN UX STARTING POINTS
  31. LEAN UX PROCESS IMAGE: LUXR.COM
  32. UX TOOLKIT UX Application for Startups
  33. TRADITIONAL UX TOOLS ➤ User Research ➤ Personas ➤ User Journeys ➤ Card Sorting ➤ Wireframes ➤ Mockups & Prototypes ➤ A/B Testing or MVT
  34. USER RESEARCH Understand Your Users & Their Needs
  35. WHY DO USER RESEARCH? ➤ It’s cheaper and faster to test assumptions and iterate with interviews, mockups and prototypes than to do those things after you launch a product
  36. USER RESEARCH ➤ Aim to understand “What are the user needs and pain points?” ➤ Question types determine research methodology What do people say? What do people do? Why? How many/often? Self-report Observation Few participants Many participants
  37. SO MANY TYPES OF RESEARCH SOURCE: H. MUELLER, GOOGLE AUS
  38. USING SOCIAL MEDIA ➤ In many cases, we can understand user needs from competitors’ social media
  39. USING SEARCH VOLUMES ➤ In other cases, we can make use of how people search for things on search engines ➤ Google AdWords provide free tool to get this data ➤ Google Trends also help
  40. INTERVIEWS ➤ Sometimes, the best way is to talk to users ➤ Keep questions open-ended ➤ Listen, listen, and listen; avoid interrupting users ➤ Plan who to interview (great if we have personas!)
  41. USER NEEDS ➤ …Then paraphrase quotes from your research into format “I want to X” “I want to online pre- check in” “I want to be able to choose my flight time if my flight is cancelled” “I want to know what’s happening to my flight in unexpected extreme weather”
  42. USER NEEDS ➤ and create affinity diagram by grouping the related needs into groups ➤ This affinity diagram will also help us creating personas easier
  43. PERSONAS Create Characters from Your Users
  44. PERSONAS ➤ A persona is like a character that can represent a group of your users with a combination of similar demographics, behaviours, needs, goals, etc. ➤ Good personas are realistic, give actionable insights ➤ Good reference for future decisions
  45. PERSONAS SOURCE: HTTP://WWW.FAKECROW.COM
  46. PERSONAS SOURCE: MICROSOFT
  47. PERSONAS
  48. PERSONAS ➤ Check your personas ➤ Could enough people like this exist? If not, adjust ➤ Is this a specific person you know? If yes, adjust
  49. USER FLOWS Understand Your User Journeys
  50. USER FLOWS
  51. SITE MAPS ➤ With user flows, we can create sitemap ➤ …which can also be used to test early on if it’s going to work well for users
  52. TREE TESTING ➤ Tree testing is a great way to test whether our designed content structure is really easy for users to access desired content
  53. CARD SORTING Designing Information Architect with Users
  54. CARD SORTING ➤ Card sorting is a good tool for getting to know how users would group content or features of your website or applications ➤ Increase “findability” of the web/app ➤ Can be done physically or with software
  55. CARD SORTING MADE EASY ➤ Prepare at least 30 cards ➤ Write down actions users can do on your website/mobile app, in plain language ➤ Do not write a card that force category ➤ Make them know that it’s not a test, no right or wrong ➤ Observe how participants group cards ➤ When they finish, ask them to name the category in their own words ➤ Ask them questions, try to understand their logic of grouping
  56. ANALYSE CARD SORTING RESULT ➤ Standardise group names ➤ Create standardised grid to see frequency ➤ Result of card sorting is just input for us to create information architect or sitemap that should be tested again later ➤ Card sorting won’t be useful without knowing the “why”
  57. CARD SORTING DIGITALLY ➤ Service like OptimalSort enables you to conduct card sorting online ➤ Tools like this automatically collect all the data and (almost) ready for you to analyse ➤ Downside is we don’t get to talk or observe them like doing it in person
  58. WIREFRAMES Making Sure Everyone’s on the Same Page
  59. WIREFRAMES ➤ Wireframes are great for communicating with all stakeholders ➤ Make sure everyone’s see the same thing, on the same page ➤ Adjust until finalised before UI designer work on mockups & prototypes
  60. MOCKUPS & PROTOTYPES Get Closer to the Real Thing
  61. WHEN TO DO MOCKUPS ➤ Sometimes we can do wireframes and mockups in parallel ➤ Mockups also let us see the look & feel of the final design ➤ Good for communicating with stakeholders to finalise all the small details that wireframes couldn’t
  62. WHEN TO DO PROTOTYPES ➤ When we know what’s gonna be on pages/screens and the agreed look & feel/mood & tone ➤ Hotspot prototypes = interactive prototypes that look and act similar to the real thing
  63. A/B TESTING & MULTIVARIATE TEST Qualitatively Improving Your Products
  64. A/B TESTING
  65. MULTIVARIATE TEST (MVT)
  66. GOOD A/B TEST OR MVT ➤ You test on something that is explainable ➤ Know what it will impact (e.g. conversion rates, more clicks, more sign ups) ➤ Sufficient visitors to make statistical significance
  67. BONUS STUFF ➤ UX Checklist http://uxchecklist.github.io/ ➤ Website UX Checklist https://keepwomen.com/ static_pages/checklist_tool
  68. MEASURING UX The Challenging Part
  69. HOW TO MEASURE SUCCESS OF UX ➤ Metrics checklist
  70. GOOD & GREAT METRICS
  71. WEB ANALYTICS FRAMEWORK
  72. KRUNGTHAI-AXA LIFE WEB ANALYTICS •  E-Commerce goal completion •  Revenue/ online sales •  Traffic sources •  Geography •  Lead form goal completion •  Lead-to-sale conversion rate •  Traffic sources •  Geography •  Website traffic •  Landing pages •  SEO impression •  SEO click-thru- rate •  Traffic sources •  Media channels •  Campaigns •  Email collected •  Game user registration •  Traffic sources •  Media channels •  Campaigns •  Site search usage •  Branch locator usage •  Nearby branch (GPS) usage •  PDF files download •  Live chat •  Traffic sources •  Geography •  Claims form files download •  Specific page web traffic •  Contact form completion •  Traffic sources •  Geography Online Sales Sales Lead Awareness Collect Lead Provide Info. Facilitate Customers Macro Conversions Micro Conversions Website Goals E-Commerce / Lead Generation / Customer Portal / Provide Info GoalsKPIsSegmentation
  73. FREE/ AFFORDABLE TOOLS FOR UX …for StartUps
  74. WEB ANALYTICS Web Analytics ➤ Google Analytics - Free Tools to help you record heatmaps, recording sessions, form analytics, funnels, etc ➤ Hotjar - Free, $29-$89/month ➤ MouseStats (starts $16/month) ➤ MouseFlow (starts $19/month)
  75. CREATING FLOWS, WIREFRAMES, AND PROTOTYPES Wireframes ➤ Sketch (bohemiancoding.com) $90/license ➤ Omnigraffle ($99/license) Prototyping ➤ invisionapp.com - Free, starts $20/month ➤ Axure ($289/License)
  76. USER TESTS ➤ OptimalWorkshop.com - Free, various options ➤ usertesting.com (various price plans)
  77. A/B TEST OR MVT ➤ Optimizely - Free, with enterprise plans ➤ Unbounce (starts $49/month) ➤ Visual Website Optimiser (starts $49/month)
  78. PRIORITIES FOR STARTUPS Recap… ➤ If you’re already doing UX: it’s all about getting outcomes (good UX) rather than getting outputs (UX documents) ➤ If you haven’t done UX: it’s all about picking the best learning tools from UX toolkit to match your situation
  79. THANK YOU! Pithan Rojanawong (Toz) - pithan.toz@gmail.com VP, Head of UX Design & Analytics Krungthai-AXA Life Insurance PCL

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