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Sponsors
UX Design Process 101
Where to Start with UX
Ari Weissman
Agenda
1. Intro
2. What is UX
3. A UX agency
4. The UX design process
5. Measuring & improving
6. What’s the point
Ari Weissman
Lead Experience Architect888.310.5327
• 10+ years global
experience
• Responsible for all
things UX, from
res...
Insight-driven digital
product company
Locations
2162 Market Street

Denver, CO 80205
DENVER
274 North Goodman St,
Unit B264

Rochester, NY 14607
ROCHESTER
85 Br...
8
Our clients
What is User Experience?
The central premise of user centered
design is that best designed products
and services result from
understanding the need...
UX design is a commitment
to building products with the
customer in mind
~ Marieke McCloskey
Director of Research at UserT...
The design of anything independent
of medium or across [device] with
human experience as an explicit
outcome and human eng...
It is so much more than just designing for
a screen. The user experience is
impacted by decisions made across an
organizat...
Source: Unknown
Spectrum
of UX
http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/
UX is not…
UX is not…
Focus groups 

and aspirations
A task or a phase Expert design Usability
UX is…
Research based
Generative and
evaluative
Analytical 

and probing
A process Cross-
departmental
UX is…
Behaviors
Needs
Goals
Who owns
UX
http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/
Who owns the user
experience?
QUESTION
Who owns the user
experience?
QUESTION
A user experience focused agency
We are passionate about
adapting technology and
systems to human behavior,
not the other way around.
Insight from
everyone CUSTOMERS
BUSINESS TECHNOLOGY
EffectiveUI
teams
DESIGN &
STRATEGY
Technology
Engagement 

management
Design + strategy
Customer
insight
What are your
expectations of a user
experience design agency?
QUESTION
The UX design process
The way it was
31
The design process
32
The design process
33
The design process
34
The design process
35
The design process
36
The design process
Measuring + Improving
THE UX KPI
Key Performance Indicator
A measurable value that demonstrates
how effectively a company is achieving
key business objecti...
“A KPI IS ONLY AS
VALUABLE AS THE ACTION
IT INSPIRES. “
Choosing
Effective KPIs
UNDERSTAND YOUR
ORGANIZATIONAL OBJECTIVES
...
The UX KPI
• Human behavior based
• Key to the business
• Performance indicator
• Easy to measure
• Diagnostic
https://www...
“A KPI IS ONLY AS
VALUABLE AS THE ACTION
IT INSPIRES. “
Example UX
KPIs
- SHOPPING CART ABANDONMENT
- TIME ON TASK
- REPOR...
“A KPI IS ONLY AS
VALUABLE AS THE ACTION
IT INSPIRES. “
Not
UX KPIs
- LOAD TIME
- GEOGRAPHIC LOCATIONS
- BASKET VALUE
- PR...
Measuring + Improving
THE UX KPI
A few more thoughts on process
Design for Beta
Always assume there
will there will be more
to learn, test, and add.
Seek o...
Sooooo……..what’s the point?
#1
OUTCOMES We have a common
understanding of people
and their needs so that we
can define an experience
that meets those n...
We have organizational
alignment on a vision so
that we can plan and craft
the details of the experience
OUTCOMES
#2
#3
OUTCOMES We have created alignment with
users tech and biz on a detailed
definition of the experience so
that the experi...
We have delivered useful
usable desirable experience
so that user engagement is
optimized
OUTCOMES
#4
#5
OUTCOMES We have created the
infrastructure so that clients
can measure adoption and
continuously improve the
experience
The outcome for you
Questions?
Vragen
Preguntas
Des questions
‫שאלות‬
вопросов
คำถาม
frågor
53
A shoutout
Shameless
self promotion
What clients need to know
1. The UX design process
2. Discovery outcomes
3. Kick-off workshops
4. ...
Join us again this week
Death of a Design: 5 Stages of Grief
Raschel Iarocci, Lead Experience Architect
Wednesday, Sept. 1...
Join us again this week
User Testing: Adapt to Fit Your Needs
Ari Weissman, Lead Experience Architect
and Lys Maitland, Se...
Thank you.
Ari Weissman
@travelingre
P.S. We’re hiring!
http://www.effectiveui.com/company/careers/
www.linkedin.com/company/effectiveui
LINKEDIN
https://twitter.com/effectiveui
TWITTER
www.facebook.com/InsideEffectiveUI
F...
UX Design Process 101: Where to start with UX
UX Design Process 101: Where to start with UX
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UX Design Process 101: Where to start with UX

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EffectiveUI's Ari Weissman, Lead Experience Architect, spoke at Denver Startup Week 2016. Discussion description:

You’ve probably heard about user experience, design thinking, and a host of other terminology for following a human-centered approach to product design, but where do you start? If you’re thinking about working with a UX agency for the first time or tackling design on your own, this session is for you. EffectiveUI lead experience architect Ari Weissman will cover the key things you need to know:

What UX is (and what it’s not)
The UX design process
Measuring and validating experience
Points of frequent failure and how to avoid them

Published in: Design

UX Design Process 101: Where to start with UX

  1. 1. Sponsors
  2. 2. UX Design Process 101 Where to Start with UX Ari Weissman
  3. 3. Agenda 1. Intro 2. What is UX 3. A UX agency 4. The UX design process 5. Measuring & improving 6. What’s the point
  4. 4. Ari Weissman Lead Experience Architect888.310.5327 • 10+ years global experience • Responsible for all things UX, from research through experience design • Project lead for TimeWarner Cable, AMEX, FreemanCo, and Securian @ EffectiveUI
  5. 5. Insight-driven digital product company
  6. 6. Locations 2162 Market Street
 Denver, CO 80205 DENVER 274 North Goodman St, Unit B264
 Rochester, NY 14607 ROCHESTER 85 Broad Street, 18th fl.
 New York, NY 10004 NEW YORK CITY
  7. 7. 8 Our clients
  8. 8. What is User Experience?
  9. 9. The central premise of user centered design is that best designed products and services result from understanding the needs of the people who will use them. — Design Council
  10. 10. UX design is a commitment to building products with the customer in mind ~ Marieke McCloskey Director of Research at UserTesting “ ”
  11. 11. The design of anything independent of medium or across [device] with human experience as an explicit outcome and human engagement as an explicit goal ~Jesse James Garrett Founder of Adaptive Path and a UXD “ ”
  12. 12. It is so much more than just designing for a screen. The user experience is impacted by decisions made across an organization from the boardroom to the way a developer codes for performance. ~ Paul Boag UX Consultant of Boagworks “ ”
  13. 13. Source: Unknown
  14. 14. Spectrum of UX http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/
  15. 15. UX is not…
  16. 16. UX is not… Focus groups 
 and aspirations A task or a phase Expert design Usability
  17. 17. UX is… Research based Generative and evaluative Analytical 
 and probing A process Cross- departmental
  18. 18. UX is… Behaviors Needs Goals
  19. 19. Who owns UX http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/
  20. 20. Who owns the user experience? QUESTION
  21. 21. Who owns the user experience? QUESTION
  22. 22. A user experience focused agency
  23. 23. We are passionate about adapting technology and systems to human behavior, not the other way around.
  24. 24. Insight from everyone CUSTOMERS BUSINESS TECHNOLOGY
  25. 25. EffectiveUI teams DESIGN & STRATEGY Technology Engagement 
 management Design + strategy Customer insight
  26. 26. What are your expectations of a user experience design agency? QUESTION
  27. 27. The UX design process
  28. 28. The way it was
  29. 29. 31 The design process
  30. 30. 32 The design process
  31. 31. 33 The design process
  32. 32. 34 The design process
  33. 33. 35 The design process
  34. 34. 36 The design process
  35. 35. Measuring + Improving THE UX KPI
  36. 36. Key Performance Indicator A measurable value that demonstrates how effectively a company is achieving key business objectives
  37. 37. “A KPI IS ONLY AS VALUABLE AS THE ACTION IT INSPIRES. “ Choosing Effective KPIs UNDERSTAND YOUR ORGANIZATIONAL OBJECTIVES 1 2 ENGAGE THE WHOLE ORGANIZATION
  38. 38. The UX KPI • Human behavior based • Key to the business • Performance indicator • Easy to measure • Diagnostic https://www.uie.com/articles/power_of_ux_kpi/
  39. 39. “A KPI IS ONLY AS VALUABLE AS THE ACTION IT INSPIRES. “ Example UX KPIs - SHOPPING CART ABANDONMENT - TIME ON TASK - REPORTED PERFORMANCE - TASK SUCCESS RATE - SEARCH VS NAVIGATION - ERROR RATE - SUBSCRIPTIONS - RETURNING USERS - SHARING - TOTAL CUSTOMER CONTACTS - SUPPORT REQUESTS
  40. 40. “A KPI IS ONLY AS VALUABLE AS THE ACTION IT INSPIRES. “ Not UX KPIs - LOAD TIME - GEOGRAPHIC LOCATIONS - BASKET VALUE - PROFIT MARGIN - CUSTOMER ACQUISITION COST - EMAILS BOUNCED (BAD ADDRESS) - NET PROMOTER SCORE - NUMBER OF KEYWORDS TRIGGERING RESULTS FOR YOUR SITE
  41. 41. Measuring + Improving THE UX KPI
  42. 42. A few more thoughts on process Design for Beta Always assume there will there will be more to learn, test, and add. Seek opportunities Use UX tools to identify opportunities, not just pain points. Track behaviors over time Continue to intermittently conduct research and test. Validate new assumptions or seek explanations for changes. Track metrics over time Track metric and KPI changes over time. Why do things change? What does that mean? 1 2 3 4
  43. 43. Sooooo……..what’s the point?
  44. 44. #1 OUTCOMES We have a common understanding of people and their needs so that we can define an experience that meets those needs
  45. 45. We have organizational alignment on a vision so that we can plan and craft the details of the experience OUTCOMES #2
  46. 46. #3 OUTCOMES We have created alignment with users tech and biz on a detailed definition of the experience so that the experience can be implemented
  47. 47. We have delivered useful usable desirable experience so that user engagement is optimized OUTCOMES #4
  48. 48. #5 OUTCOMES We have created the infrastructure so that clients can measure adoption and continuously improve the experience
  49. 49. The outcome for you
  50. 50. Questions? Vragen Preguntas Des questions ‫שאלות‬ вопросов คำถาม frågor
  51. 51. 53 A shoutout
  52. 52. Shameless self promotion What clients need to know 1. The UX design process 2. Discovery outcomes 3. Kick-off workshops 4. Planning contextual research 5. Conducting contextual research 6. Customer research insights 7. Heuristic evaluations 8. UX personas 9. Customer journeys 10. Creativity & ideating solutions 11. User flows 12. Task models 13. Defining the MVP 14. Design sketching 15. Effective design feedback 16. 5 Myths of concept testing 17. Collaborative design workshops And more!
  53. 53. Join us again this week Death of a Design: 5 Stages of Grief Raschel Iarocci, Lead Experience Architect Wednesday, Sept. 14 4:00 p.m. – 5:00 p.m. When a design tests poorly with usability participants it can feel pretty defeating — especially when it has tested well in the past. After this happens, your UX team may go through a thought process similar to grieving, first denying that feedback is valid, then perhaps experiencing anger, then progressing through bargaining and depression, to finally acceptance. During her talk, Raschel will share contemporary strategies for dealing with each of these five stages, enabling the group to move past initial reactions and get down to the work of addressing the design challenges.
  54. 54. Join us again this week User Testing: Adapt to Fit Your Needs Ari Weissman, Lead Experience Architect and Lys Maitland, Senior Experience Planner Friday, Sept. 16 2:00 p.m. – 3:30 p.m. Test early, test often. It’s a mantra that’s been proven successful time and again when it comes to innovation and design. So why aren’t you doing it? In the start-up world, when everything is moving so quickly, it can be easy to overlook or postpone collecting feedback from real people because of cost, time, or lack of preparation. Don’t let those things stop you.Valid data can be captured cheaply, quickly, and with half-finished products and strategies.
  55. 55. Thank you. Ari Weissman @travelingre P.S. We’re hiring! http://www.effectiveui.com/company/careers/
  56. 56. www.linkedin.com/company/effectiveui LINKEDIN https://twitter.com/effectiveui TWITTER www.facebook.com/InsideEffectiveUI FACEBOOK www.instagram.com/effectiveui INSTAGRAM https://medium.com/@effectiveui MEDIUM Stay connected with EffectiveUI

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