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Solving UX problems (part 1)

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There's more to creating great user experiences than just technical design chops.

This presentation explores the concept of how wonder is created through the fusion of the science and the art of design, by understanding yourself, your market, your users and their context.

Published in: Design
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Solving UX problems (part 1)

  1. 1. whoisPaulyting.com DESIGN BETTER: Solving UX problems (Part 1) with Pauly Ting
  2. 2. whoisPaulyting.com My name is Pauly Ting and I’m an experience designer.
  3. 3. whoisPaulyting.com I’ve helped brands reveal their purpose, express their personality, and deliver a complete and authentic experience.
  4. 4. whoisPaulyting.com TWO THINGS: Science vs Art Doing Your Homework
  5. 5. whoisPaulyting.com #1: Science vs Art
  6. 6. whoisPaulyting.com Science of Achievement Logical patterns of action, and specific pathways to excellence
  7. 7. whoisPaulyting.com Art of Fulfillment Finding joy in the appreciation and contribution through the process of understanding
  8. 8. whoisPaulyting.com Art of Fulfillment Finding joy in the appreciation and contribution through the process of understanding Science of Achievement Logical patterns of action, and specific pathways to excellence vs
  9. 9. whoisPaulyting.com COMPETING WITH ONLY SCIENCE: Your brand is differentiated by mechanics. Mechanics can be copied, stolen, replaced, and cheapened.
  10. 10. whoisPaulyting.com COMPETING WITH ONLY ART: Your brand is differentiated by biotics. Biotics can be obfuscated, costly, unpredictable, and susceptible.
  11. 11. whoisPaulyting.com Science AND Art Leveraging the practicalities and logic of science with the possibilities and joy of art
  12. 12. whoisPaulyting.com COMPETING WITH SCIENCE AND ART: Your brand is differentiated by character. Character is the integral manifestation of morals, originality, and intrinsic qualities.
  13. 13. whoisPaulyting.com TAKEAWAY: Most consumers don’t know the mechanics or art of what they want. They know the feeling they want. They know what wonder feels like.
  14. 14. whoisPaulyting.com So what does this mean?
  15. 15. whoisPaulyting.com #2: Doing Your Homework
  16. 16. whoisPaulyting.com “We need to build the sign up form.” Step 1 DESIGN PROCESS OF MANY BRANDS:
  17. 17. whoisPaulyting.com “We need to build the sign up form.” Step 1 Step 2 DESIGN PROCESS OF MANY BRANDS:
  18. 18. whoisPaulyting.com “We need to build the sign up form.” Step 1 Step 2 Step 3 DESIGN PROCESS OF MANY BRANDS:
  19. 19. whoisPaulyting.com MANY BRANDS: Mechanical Function-based Utilitarian Generic Complicated Heavy
  20. 20. whoisPaulyting.com And it can definitely work. For a while. Until…
  21. 21. whoisPaulyting.com “We need more sign ups” “We need more conversions” “We need more engagement” “We need better retention”
 
 Or my favorite…
  22. 22. whoisPaulyting.com “We need to be more like UBER” – Many brands
  23. 23. whoisPaulyting.com SMART BRANDS: Natural Value-based Identity driven Progressive Personalized Clear and simple
  24. 24. whoisPaulyting.com So how do we create experiences like this?
  25. 25. whoisPaulyting.com What if I told you that your sign-up problem may be more than just your form design? That it was your approach to understanding the problem?
  26. 26. whoisPaulyting.com DESIGN PROCESS OF SMART BRANDS: Know thyself! Know thy ecosystem! Know thy users! Know thy context!
  27. 27. whoisPaulyting.com DESIGN PROCESS OF SMART BRANDS: Science: What do you do and how? Art: What do you stand for, and why Wonder: How do we want others to feel?
 (Pro Tip: don’t say delight) Know thyself!
  28. 28. whoisPaulyting.com DESIGN PROCESS OF SMART BRANDS: Knowing thyself helps to better articulate how you’ll solve the problem
  29. 29. whoisPaulyting.com SO, WHAT ARE YOU SELLING?
  30. 30. whoisPaulyting.com SO, WHAT ARE YOU SELLING? WHAT ARE YOU GIVING?
  31. 31. whoisPaulyting.com SMART STARTUPS: “We need to design a way that our ideal users will join us because they value what we’re doing” MOST STARTUPS: “We need to build the sign up page.”
  32. 32. whoisPaulyting.com DESIGN PROCESS OF SMART BRANDS: Know thy ecosystem! Science: Who do we need to make this work? Art: Who else wants it to be this way? Wonder: How would they want to help?
  33. 33. whoisPaulyting.com DESIGN PROCESS OF SMART BRANDS: Eventually everything connects; people, ideas, objects. The quality of the connections is the key to quality, per se.
  34. 34. whoisPaulyting.com SMART STARTUPS: “We will partner with those who care about the problem in the same way we do, who are invested in being part of our solution, and who need the culture we have, to succeed. MOST STARTUPS: “We need to get businesses, customers, and suppliers on board”
  35. 35. whoisPaulyting.com DESIGN PROCESS OF SMART BRANDS: Science: Who could use this? Art: Who would ‘get’ this? Wonder: Why would they want/need this? Know thy users!
  36. 36. whoisPaulyting.com DESIGN PROCESS OF SMART BRANDS: Understand your user’s psychology, not just their A/S/L
  37. 37. whoisPaulyting.com WHO ARE YOU SELLING TO? Parents Children Teachers
  38. 38. whoisPaulyting.com WHO ARE YOU REALLY SELLING TO?
  39. 39. whoisPaulyting.com SMART STARTUPS: “We work with those who care about the problem the same way we do, because we know their contentment is created by the sum of the full experience, and not just the parts. MOST STARTUPS: “We are selling to people who need or want what we have”
  40. 40. whoisPaulyting.com DESIGN PROCESS OF SMART BRANDS: Science: When could this be used? Art: How else could this be used? Wonder: Why would they choose to use this? Know thy context!
  41. 41. whoisPaulyting.com DESIGN PROCESS OF SMART BRANDS: Be ruthless to identify the context - is the payoff worth it?
  42. 42. whoisPaulyting.com SMART STARTUPS: “We know that people seek to achieve a felt result, how ever it can be realized. We want our value to be perceived through our commitment to understanding and fulfilling their desired result, rather than simply selling our solution.” MOST STARTUPS: “We sell value in these specific situations”
  43. 43. whoisPaulyting.com TAKE AWAY: People are always looking for things to make their lives better, to save more, to lose less, to improve their chances at success and fulfillment and so forth. In order to provide value, how better can you understand yourself, the ecosystem, your users, and their context?
  44. 44. whoisPaulyting.com THANK YOU! TUNE IN NEXT TIME: Solving UX problems (Part 2) • Reframing to create focus areas • Design Case Study • Documenting UX Work

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