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Make UX
Great Again
Disclaimer
(Not affiliated in any way with Donald Trump)
UX is Pretty Great
(But it hasn’t always been)
Let’s re-wind 20-years
● Kids loved Power Rangers & Pokémon
● People lined up overnight for a cell phone
● New Star Trek & Independence Day movies
● Olympics... which most people ignored
● A Clinton was elected president
Ok, it kind of sucked
But it was new, exciting, and innovation was everywhere.
Let’s not make 2016
Like 1996.
2016 is another inflection point
● Mobile use has overtaken desktop
● Location-aware services are mainstream
● Everyone is a content-creator
● Design is being analyzed & quantified
● VR is a UX event horizon
UX is better in 2016
Deeper Understanding of User Needs
● Personas & Journey Maps
● Balsamiq for wireframes
● Sketch and Photoshop* (us older folks)
● Invision for interactive prototypes
● Optimizely, Heap, and Google Analytics
UX is Results Oriented
Show Your Work
● Define your audience (personas)
● Research interaction context - how & when
● Understand & empathize with your users
● Set objective metrics to evaluate success
● Clearly communicate with stakeholders
Sometimes it pays
to be a little wild.
Build a Wall!
Separate your business
from the competition.
UX focus is the difference
● Marketing driven - why are we special?
● Development driven - does everything work?
● Product driven - what are our features?
● UX driven - what do our customers need?
UX triggers emotional responses
● Loss aversion = threat we must reduce
● Incentives = advantage we desire
● Stress accumulates over time
● Too much stress triggers panic
UX failures compound
Success is often invisible
Most people think small,
because most people are
afraid of making decisions.
UX Professionals Create Momentum
● Identify opportunities for improvement
● Research partners and competitors
● Present options and recommend actions
● Request, incorporate, and credit feedback
● Share credit for positive results
UX Professionals Fail Forward
● We learn more from failure than success
● Cultivate an “always testing” culture
● Quantify and document your results
● 5% to 8% is actually a 38% improvement
● Do not blame team members for failure
Google uses a HEART metaphor
● Happiness: User attitudes & satisfaction
● Engagement: Actions of individual users
● Adoption: Use of a new product or feature
● Retention: Repeat users. Loss = churn rate
● Task success: time to complete / error rate
If you don’t tell people
about your success, they
probably won’t know about it.
Give Yourself Credit for UX Wins
● Get input early from key team members
● Share credit and build consensus
● Be decisive and confident in meetings
● Use positive language, focus on solutions
● Your review is based on your contributions
So how can you help
Make UX Great Again?
Work Smart. Think Yuge.
● Champion the UX process - it really works
● Leverage success and failure - keep moving
● Get opinions from experts - “the best people”
● Rock the boat - be a little outrageous
● Avoid pre-shredded cheese (i.e. Bootstrap)
It’s gonna be great!
Steve Noone
stevenoone@gmail.com
uxceed.comIcons “borrowed” from The Oatmeal

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Make UX Great Again

  • 2. Disclaimer (Not affiliated in any way with Donald Trump)
  • 3. UX is Pretty Great (But it hasn’t always been)
  • 4. Let’s re-wind 20-years ● Kids loved Power Rangers & Pokémon ● People lined up overnight for a cell phone ● New Star Trek & Independence Day movies ● Olympics... which most people ignored ● A Clinton was elected president
  • 5.
  • 6.
  • 7.
  • 8. Ok, it kind of sucked But it was new, exciting, and innovation was everywhere.
  • 9. Let’s not make 2016 Like 1996.
  • 10. 2016 is another inflection point ● Mobile use has overtaken desktop ● Location-aware services are mainstream ● Everyone is a content-creator ● Design is being analyzed & quantified ● VR is a UX event horizon
  • 11. UX is better in 2016
  • 12. Deeper Understanding of User Needs ● Personas & Journey Maps ● Balsamiq for wireframes ● Sketch and Photoshop* (us older folks) ● Invision for interactive prototypes ● Optimizely, Heap, and Google Analytics
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. UX is Results Oriented
  • 20. Show Your Work ● Define your audience (personas) ● Research interaction context - how & when ● Understand & empathize with your users ● Set objective metrics to evaluate success ● Clearly communicate with stakeholders
  • 21. Sometimes it pays to be a little wild.
  • 22.
  • 23.
  • 24.
  • 26. Separate your business from the competition.
  • 27. UX focus is the difference ● Marketing driven - why are we special? ● Development driven - does everything work? ● Product driven - what are our features? ● UX driven - what do our customers need?
  • 28.
  • 29. UX triggers emotional responses ● Loss aversion = threat we must reduce ● Incentives = advantage we desire ● Stress accumulates over time ● Too much stress triggers panic
  • 30. UX failures compound Success is often invisible
  • 31.
  • 32. Most people think small, because most people are afraid of making decisions.
  • 33. UX Professionals Create Momentum ● Identify opportunities for improvement ● Research partners and competitors ● Present options and recommend actions ● Request, incorporate, and credit feedback ● Share credit for positive results
  • 34. UX Professionals Fail Forward ● We learn more from failure than success ● Cultivate an “always testing” culture ● Quantify and document your results ● 5% to 8% is actually a 38% improvement ● Do not blame team members for failure
  • 35. Google uses a HEART metaphor ● Happiness: User attitudes & satisfaction ● Engagement: Actions of individual users ● Adoption: Use of a new product or feature ● Retention: Repeat users. Loss = churn rate ● Task success: time to complete / error rate
  • 36.
  • 37.
  • 38. If you don’t tell people about your success, they probably won’t know about it.
  • 39. Give Yourself Credit for UX Wins ● Get input early from key team members ● Share credit and build consensus ● Be decisive and confident in meetings ● Use positive language, focus on solutions ● Your review is based on your contributions
  • 40.
  • 41. So how can you help Make UX Great Again?
  • 42. Work Smart. Think Yuge. ● Champion the UX process - it really works ● Leverage success and failure - keep moving ● Get opinions from experts - “the best people” ● Rock the boat - be a little outrageous ● Avoid pre-shredded cheese (i.e. Bootstrap)
  • 43. It’s gonna be great! Steve Noone stevenoone@gmail.com uxceed.comIcons “borrowed” from The Oatmeal