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UI UX design - talk at NewMe Accelerator


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UI UX design - talk at NewMe Accelerator

  1. 1. UI/UX Ana Albir – Moondrop Entertainment April 2nd,
  2. 2. Objectives Share how we approach UI/UX design at Moondrop Provide applied example List useful resources We don’t have all the answers – tell us what you think! 4/2/13 2
  3. 3. Contents Introduction Framework for UI/UX design Applied Example Iteration Summary 4/2/13 3
  4. 4. What are UI and UX? Standard definitions  UI: the part of the product that faces the user  UX: broad term use to explain all aspects of a person’s experience with “the system” So what makes a UI/UX design successful?  Not the usage of any one element  Not the satisfaction a user might get while using the product A successful UI/UX influences the user to “do what you want” 4/2/13 4
  5. 5. How do you influence the user to “do what you want”? Breakdown the problem:  Your objective: what do you want the user to do?  Your user: What does she care about and expect?  Your tools: And the tools at your disposal? One size NEVER fits all (everyone has different tools, users, and objective) Successful UI/UX design is… 4/2/13 5
  6. 6. Successful design is:An iterative process by which you find increasinglybetter ways… to use tools… to influence users… to meet objectives 4/2/13 6
  7. 7. Our Approach First, identify the different objectives, user contexts, and tools relevant for our product Then, follow an iterative process:  Propose informed designs  Implement design  Measure impact  Identify opportunities for design optimization  Start again Designing UI/UX is an exercise that requires attention to detail and commitment to iteration 4/2/13 7
  8. 8. Contents Introduction Framework for UI/UX design Applied Example Iteration Summary 4/2/13 8
  9. 9. The framework Discovery Intro Engagement 4/2/13 9
  10. 10. Design objectives by stage of engagement Continued Discovery Intro experience Engagement Create incentive to Meet overall app Find the product use product objective • Does it meet my• Does this product expectations? • Is the app meeting meet my need? • Do I understand my needs?• For the right price? how to use it? 4/2/13 10
  11. 11. Understand “the container” Discovery Intro Engagement Decide who you’re targeting Understand user expectations and needs Understand the environment in which they use the product Remember that users are spoiled User context changes across the product lifecycle 4/2/13 11
  12. 12. Where does the user experience the product? Discovery Intro Engagement You will design more than just the 4/2/13 12
  13. 13. Contents Introduction Framework for UI/UX design Applied Example Iteration Summary 4/2/13 13
  14. 14. App Discovery Discovery Intro Engagement Find the Product • The user sees the AppStore in the context of search• Does this product meet a need? • Then sees it on the home screen• For the right price? 4/2/13 14
  15. 15. App Discovery – in the 4/2/13 15
  16. 16. App Discovery – in the 4/2/13 16
  17. 17. App Discovery – in the 4/2/13 17
  18. 18. App Discovery – in the 4/2/13 18
  19. 19. Intro Experience Discovery Intro EngagementNote: 84% of users delete Create incentive to • What does the user needan app after an use product to understand how tounsuccessful intro draw and share?experience • Does it meet my expectations? • What if there’s no one to • Do I understand share with? how to use it? 4/2/13 19
  20. 20. Intro Experience First attempt RevisionOld video New Video 60 second video  5 second Passive  Active Dismiss when done  Easy win  Drawp buddy to share with when alone Of users who sign up, the number of users who shared drawings increased from 46.4% to 72.1% 4/2/13 20
  21. 21. Intro 4/2/13 21
  22. 22. Path is one example of a great intro 4/2/13 22
  23. 23. Subsequent Usage Discovery Intro Engagement Meet overall objective• How do I define overall of the app objective?• How do persuade the user to • Is the app meeting meet those smaller goals? my needs?• How do I take context into account? 4/2/13 23
  24. 24. Subsequent Engagement Comprises many “asks” Key Learnings Discover feature set  Provide incentives, feedback, and rewards Release identity information  Make harder “asks” at times Buy something of user delight Share drawings with others  Minimize number of steps  “Soften” commits  More than ever, be aware of context 4/2/13 24
  25. 25. Evernote: a great example of designing for 4/2/13 25
  26. 26. Subsequent Engagement: push notifications With push notifications, the most important choice is 4/2/13 26
  27. 27. Subsequent engagement: Why should the user sign up? With login requests, the most important choice is 4/2/13 27
  28. 28. Subsequent Engagement:Create succinct argument for ask 4/2/13 28
  29. 29. Drawquest asks for signup after first drawing is complete… 4/2/13 29
  30. 30. … and it leverages facebook 4/2/13 30
  31. 31. Subsequent Experience: 4/2/13 31
  32. 32. Subsequent engagement: monetization in context Remember that pricing affords one of the richest opportunities for 4/2/13 32
  33. 33. Contents Introduction Framework for UI/UX design Applied Example Iteration Summary 4/2/13 33
  34. 34. Iteration: Map user behavior to test hypotheses Map user behavior Test design hypotheses1. Split experience into sub-  Funnel analyses track the % of experiences users who reach target (and where they fall off)2. Identify target action for each sub experience  Cohorts analyses segment users based on date and track3. Identify sets of steps that their behavior over time lead to target actions  Use outside tools (Apsalar,4. Create an event for each Flurry,etc) and inside data step 4/2/13 34
  35. 35. Sample Funnel 4/2/13 35
  36. 36. Cohort 4/2/13 36
  37. 37. Inside tools: leverage own 4/2/13 37
  38. 38. Contents Introduction Framework for UI/UX design Applied Example Iteration Summary 4/2/13 38
  39. 39. Summary The purpose of UI/UX design is to influences the user to meet your objective To do that, you have to understand your objectives, your user, and the tools available to you Our framework is meant to help keep those elements in mind 4/2/13 39
  40. 40. Summary Download product Create incentive to Login, push play notifications, monetization Discovery Intro Engagement (AppStore/iPad) UI, first 5 sec UI, rest of time Product found in the Cold start problem Offline experience context of search -> playing alone Different countries keywords Use funnels and cohorts Iteration Outside and inside tools UI/UX design is the iterative process by which we motivate users to better meet our objectives 4/2/13 40
  41. 41. List of resources Keywords   Blog post on strategy Image optimization  ImageOptim Login:  Case study on using facebook connect 4/2/13 41
  42. 42. Thank you! Feel free to contact me with any questions! 4/2/13 42