1.
Beyond Pretty
Creating better products with measurable design
Melissa Perri | @lissijean
Agile On the Beach 2014

2.
say hi.
@lissijean

3.
5 seconds
@lissijean

4.
like, woah.
@lissijean

5.
Design is not just “Design”.
@lissijean

6.
@lissijean

7.
Visual Design
@lissijean

8.
My
profile
Menu
User’s Feed Advertisement
Information Architecture
@lissijean

9.
UI Design
@lissijean

10.
UX
UX Design
@lissijean

11.
Marketing Design
@lissijean

12.
@lissijean

13.
Marketing Visual UX UI IA
Intuitive,
Personal
Concrete,
Unbiased
@lissijean

14.
What cannot be defined,
cannot be measured;
what cannot be measured,
cannot be managed.
-Paul Lillrank
@lissijean

15.
idea
@lissijean

16.
user research
@lissijean

17.
wireframes
@lissijean

18.
visual design
@lissijean

19.
launch
@lissijean

20.
delighted users
@lissijean

21.
how we plan for design
@lissijean

22.
what happens here?
@lissijean

23.
a series of decisions
@lissijean

24.
ONE WAY
@lissijean

25.
Treat your design
as a hypothesis ?@lissijean

26.
how design
process should
work
@lissijean

27.
@lissijean

28.
@lissijean

29.
quantitative qualitative
@lissijean

30.
quantitative
noticing trends
measuring against KPIs
@lissijean

31.
quantitative
noticing trends
measuring against KPIs
50% of our users log in
only once a week.
@lissijean

32.
quantitative
noticing trends
measuring against KPIs
43% of our users do not
complete checkout.
@lissijean

33.
quantitative
noticing trends
measuring against KPIs
76% of our users do not
return after first use.
@lissijean

34.
quantitative can’t tell
you why.
@lissijean

35.
@lissijean

36.
@lissijean

37.
qualitative
observing behavior
finding meaning
@lissijean

38.
qualitative
observing behavior
finding meaning
Those 50% of users only
need our data once a week.
@lissijean

39.
qualitative
observing behavior
finding meaning
Those 43% find our checkout
process very confusing.
@lissijean

40.
qualitative
observing behavior
finding meaning
Those 76% couldn’t find what
they were looking for.
@lissijean

41.
Metrics are not a
replacement for
user research.
@lissijean

42.
Measurable Design
Design judged on qualitative and
quantitative measurements that
determines if it achieves a goal.
@lissijean

43.
@lissijean

44.
‣What is our goal?
‣Who is our customer?
‣What is the problem?
‣What small step can we take?
‣How do we measure success?
@lissijean

45.
‣What is our goal?
‣Who is our customer?
‣What is the problem?
‣What small step can we take?
‣How do we measure success?
@lissijean

46.
clear goal
@lissijean

47.
@lissijean

48.
@lissijean

49.
@lissijean

50.
@lissijean

51.
@lissijean

52.
goal
Increase usage by
sellers.
@lissijean

53.
‣What is our goal?
‣Who is our customer?
‣What is the problem?
‣What small step can we take?
‣How do we measure success?
@lissijean

54.
@lissijean

55.
User Research
@lissijean

56.
users
Celebrities
short on time, not very tech savvy
@lissijean

57.
‣What is our goal?
‣Who is our customer?
‣What is the problem?
‣What small step can we take?
‣How do we measure success?
@lissijean

58.
@lissijean

59.
5 second
test
@lissijean

60.
@lissijean

61.
@lissijean

62.
@lissijean

63.
@lissijean

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@lissijean

65.
problem
Navigation & Medium
@lissijean

66.
‣What is our goal?
‣Who is our customer?
‣What is the problem?
‣What small step can we take?
‣How do we measure success?
@lissijean

67.
Small, measured changes.
@lissijean

68.
@lissijean

69.
step
Information Hierarchy
biggest problem
@lissijean

70.
Dashboard | Products | Comments
My Revenue for April My Revenue for 2012
$25,000 $95,000
My Products Going Live Tomorrow
The Super Awesome Blender
The Leather Chef Mate
My Best Sellers
The Great Grill!! ! 500 sold! ! ! $50,000
The Grill Master Set!! 300 sold! ! ! $20,000
@lissijean

71.
step
Medium
phone version
@lissijean

72.
@lissijean

73.
‣What is our goal?
‣Who is our customer?
‣What is the problem?
‣What small step can we take?
‣How do we measure success?
@lissijean

74.
success
Decrease in staff time
Increase in usage
@lissijean

75.
Design
sprints
@lissijean

76.
Good design
solves a problem. { }
@lissijean

77.
@lissijean

78.
any questions?
@lissijean
melissaperri.com
melissa@produxlabs.com

79.
best practices?
@lissijean