Solution Design - The Hidden Side of UX (for Developers)

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UX is not just about UI. It's about understanding customer needs and creating a technological solution that addresses their needs. Developers have a huge, and often understated role, in the creation of a great user experience for customers. Joe will walk us through principles and techniques that can help you test your ideas and bring them to market successfully

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Solution Design - The Hidden Side of UX (for Developers)

  1. 1. Solution Design THE HIDDEN SIDE OF UX Joe  Baz     @joebaz  #bostonphp   Above  the  Fold  
  2. 2. Why?
  3. 3. 34M customers1.4M paying customers
  4. 4. 1. IDENTIFY THE PROBLEM
  5. 5. Web Analytics Split Online Testing ForumsAcquire Supporting Data Points Trouble Surveys Tickets
  6. 6. Problem Statement (data) According to __________ (customer) (problem)______________ [verb] ___________.
  7. 7. Problem Example 1According to our online survey, 40% of consumers have lost important notes in the past accidentally.
  8. 8. Problem Example 2According to mobile app analytics, 85% of business users are using the Blackberry app once.
  9. 9. 2. BUILD THE PERSONAS
  10. 10. Copyright:  h<p://www.homestarrunner.com/trogdor.html  
  11. 11. Workout  Will  ­  Hits  the  gym  3x  a  week  ­  Doesn’t  trust  online  sites  ­  Has  almost  zero  Ime  for   new  things  ­  Worships  his  Android   tablet  
  12. 12. Analyst  Amy  ­  Works  for  a  financial  firm  ­  Power  user  ­  Loves  trying  new  things   but  easily  frustrated  ­  Overworked  –  10hr  days  ­  The  fastest  texter  in  the   Blackberry  galaxy  
  13. 13. 3. CREATE SCENARIOS
  14. 14. Copyright:  h<p://www.deviantart.com/download/32507261/Trogdor_by_DonBranZ.jpg  
  15. 15. Scenario Example 1 He finishes his He records each Workout Will workout and set in hisgoes to the gym gets ready for notebook work He accidentally He gets to He hops left his work, and then on the T notebook realizes that… on the T
  16. 16. Scenario Example 2Analyst Amy is She’s decides She see’s herwaiting in a long to browse the note taking app, line at app catalog on downloads and Starbucks her Blackberry installs itShe logs in and She struggles The cashier wants to find for 1 minute to tries to get her her meeting find the search aention to notes bar place an order
  17. 17. DISCOVER by…1.  Identifying the Problem2.  Building Personas3.  Creating Scenarios
  18. 18. 1. STATE THE HYPOTHESIS
  19. 19. Hypothesis Template (who) We believe that ___________ (what) (because)will ___________ ______________.
  20. 20. Hypothesis Example 1 We believe that consumers will record notes on their tablets because if they lose their tablet,the notes are still accessible online.
  21. 21. Problem Example 1According to our online survey, 40% of consumers have lost important notes in the past accidentally.
  22. 22. Workout  Will  ­  Hits  the  gym  3x  a  week  ­  Doesn’t  trust  online  sites  ­  Has  almost  zero  Ime  for   new  things  ­  Worships  his  Android   tablet  
  23. 23. Scenario Example 1 He finishes his He records each Workout Will workout and set in hisgoes to the gym gets ready for notebook work He accidentally He gets to He hops left his work, and then on the T notebook realizes that… on the T
  24. 24. Hypothesis Example 2 We believe business users will usethe Blackberry app more than once because they will be able to find their notes easily.
  25. 25. Problem Example 2According to mobile app analytics, 85% of business users are using the Blackberry app once.
  26. 26. Analyst  Amy  ­  Works  for  a  financial  firm  ­  Power  user  ­  Loves  trying  new  things   but  easily  frustrated  ­  Overworked  –  10hr  days  ­  The  fastest  texter  in  the   Blackberry  galaxy  
  27. 27. Scenario Example 2Analyst Amy is She’s decides She see’s herwaiting in a long to browse the note taking app, line at app catalog on downloads and Starbucks her Blackberry installs itShe logs in and She struggles The cashier wants to find for 1 minute to tries to get her her meeting find the search aention to notes bar place an order
  28. 28. 2. GENERATE IDEAS (Collaboratively)
  29. 29. Photo  Credit:  h<p://www.ghostvillage.com/resources/2007/gc_02072007.shtml  
  30. 30. Idea Games­  The Anti-Problem­  Empathy Map­  Post Up
  31. 31. Hypothesis Example 1 We believe that consumers will record notes on their tablets because if they lose their tablet,the notes are still accessible online.
  32. 32. 3. PROTOTYPE
  33. 33. Photo  Credit:  h<p://modifiedcarsandautoparts.blogspot.com/2011/12/famous-­‐sharpie-­‐lamborghini-­‐gallardo.html  
  34. 34. BalsamiqBalsamiq  
  35. 35. Axure
  36. 36. Hypothesis Example 2 We believe business users will usethe Blackberry app more than once because they will be able find their notes easily.
  37. 37. 4. TALK TO THE CUSTOMER
  38. 38. Photo  Credit:  h<p://www.luma-­‐insItute.com/images/18.png  
  39. 39. Capture explicit & implicit feedback
  40. 40. CREATE by…1.  Stating the Hypothesis2.  Generating Ideas Collaboratively3.  Prototyping4.  Talking to Customers
  41. 41. Hand off!Photo  Credit:  h<p://www.stack.com/2013/02/25/relay-­‐sprint-­‐training/  
  42. 42. 1. CREATE A BETA PROGRAM
  43. 43. 8-10 Weeks
  44. 44. 2. MEASURE THE RESULTS
  45. 45. Tips on what can you measure:FOR SALES ➜  CONVERSION RATEFOR USAGE ➜  SINGLE USE RATIOFOR MESSAGING ➜  BOUNCE RATEFOR DISCOVERABILITY ➜  HEAT MAPSFOR EFFICIENCY ➜  TASK TIMES
  46. 46. Hypothesis Example 1 We believe that consumers will record notes on their tablets because if they lose their tablet,the notes are still accessible online.
  47. 47. Metrics for Hypothesis 1 Beta Devices Tablet Use NotesCustomer Connected Time Created Logins
  48. 48. Hypothesis Example 2 We believe business users will usethe Blackberry app more than once because they will be able to find their notes easily.
  49. 49. Metrics for Hypothesis 2 Beta ...Visiting SearchCustomer More than Inquiries Logins Once
  50. 50. Revisit your Hypothesis Did you prove it?
  51. 51. VALIDATE by…1.  Creating a Beta Program2.  Measuring the Results
  52. 52. Thank you!     Joe Baz (@joebaz) www.abovethefolddesign.com

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