Lessons From Humans:

Design That Works
ONA 2013
Hong Qu
@hqu
October 17, 2013

Tuesday, October 15, 13
About me

2003

Tuesday, October 15, 13

2006

2012

2013
Ship Early and Often

https://en.wikipedia.org/wiki/Release_early,_release_often
Tuesday, October 15, 13
http://www.neospot.se/usability-vs-user-experience/
Tuesday, October 15, 13
Matt Mullengweg
“if you’re not embarrassed
when you ship your first
version you waited too long”
http://ma.tt/2010/11/one-p...
Minimum Viable Product (MVP)

http://theleanstartup.com/principles
Tuesday, October 15, 13
Lean Methodology

http://theleanstartup.com/principles
Tuesday, October 15, 13
Design Thinking

http://www.ideo.com/about/
Tuesday, October 15, 13
Tuesday, October 15, 13
LOCAL MAXIMUM

5

“The local maximum occurs
frequently when UX
practitioners rely too much on
a/b testing or other testing...
Role of Analytics in UX Design

6
CTR, Subscribe!
Single action level

Page level

Feature level

Time on site, Bounce!
Ta...
Design Process

!

User Centered Design
Tuesday, October 15, 13
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3,4#5267').5(.89$()
!

!"#$#$%&'()

15(.89$()
15(.89$()
My Process

http://bit.ly/UX_process_stages
Tuesday, October 15, 13
Iterative Development

https://en.wikipedia.org/wiki/Iterative_and_incremental_development
Tuesday, October 15, 13
Rocket Surgery Made Easy: The Do-It-Yourself Guide to Finding and Fixing Usability Problems
Tuesday, October 15, 13
Tuesday, September 10, 2013
Tuesday, September 10, 2013
Personas

http://www.adaptivepath.com/ideas/a-little-thing-about-personas/
Tuesday, October 15, 13
Why people don’t share
Privacy
Unknown audience
Exposing yourself to
judgement
Don’t feel a sense of control
Construction ...
Emotional valence

Viral Content: Why We Share Some Things and Not Others
Thursday, February 2, 2012
https://twitter.com/MonBaste/status/319717740548063232
Tuesday, October 15, 13
https://twitter.com/landay/status/14393808841
http://www.parc.com/event/1109/for-example.html
Tuesday, October 15, 13
How to Prototype
Start by modeling system level site map
and navigation flow diagrams
Be specific about what you want to
lea...
Sitemap

Tuesday, October 15, 13
Flow Diagram

Tuesday, October 15, 13
Tuesday, October 15, 13
!""#$%&'()'*+','*+'(!
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;=2%6>$$!1:8%!1%*...
Friday, May 3, 2013
Case Study: Keepr
https://hackpad.com/About-Keepr-9Ns5vU6e8V7

Tuesday, October 15, 13
Design Software
keynotopia.com
balsamiq.com
omnigraffle
Axure

Tuesday, October 15, 13
Project Management Tools

Tuesday, October 15, 13
Books
Sketching the User Experience
by Bill Buxton
The Elements of User Experience
by Jesse James Garrett
Rocket Surgery M...
MOOC

https://www.coursera.org/course/hci
Tuesday, October 15, 13
News Consumption Behavior
...capturing the user interest during
the day by reporting fresh and
interesting news, and encou...
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ONA 2013 Design That Works session by Hong Qu

  1. 1. Lessons From Humans: Design That Works ONA 2013 Hong Qu @hqu October 17, 2013 Tuesday, October 15, 13
  2. 2. About me 2003 Tuesday, October 15, 13 2006 2012 2013
  3. 3. Ship Early and Often https://en.wikipedia.org/wiki/Release_early,_release_often Tuesday, October 15, 13
  4. 4. http://www.neospot.se/usability-vs-user-experience/ Tuesday, October 15, 13
  5. 5. Matt Mullengweg “if you’re not embarrassed when you ship your first version you waited too long” http://ma.tt/2010/11/one-point-oh/ Tuesday, October 15, 13
  6. 6. Minimum Viable Product (MVP) http://theleanstartup.com/principles Tuesday, October 15, 13
  7. 7. Lean Methodology http://theleanstartup.com/principles Tuesday, October 15, 13
  8. 8. Design Thinking http://www.ideo.com/about/ Tuesday, October 15, 13
  9. 9. Tuesday, October 15, 13
  10. 10. LOCAL MAXIMUM 5 “The local maximum occurs frequently when UX practitioners rely too much on a/b testing or other testing approaches to make improvements” http://52weeksofux.com/post/694598769/the-local-maximum!
  11. 11. Role of Analytics in UX Design 6 CTR, Subscribe! Single action level Page level Feature level Time on site, Bounce! Task completion! Register, Checkout! 7 day actives! User level Cost per customer acq.! Business KPI Revenue, ARPU! Net promoter score! Life-time value!
  12. 12. Design Process ! User Centered Design Tuesday, October 15, 13
  13. 13. !"#0+,$)10'2() ! *'(#+",'() ! ! ! -./') ! 3,4#5267').5(.89$() ! !"#$#$%&'() 15(.89$() 15(.89$()
  14. 14. My Process http://bit.ly/UX_process_stages Tuesday, October 15, 13
  15. 15. Iterative Development https://en.wikipedia.org/wiki/Iterative_and_incremental_development Tuesday, October 15, 13
  16. 16. Rocket Surgery Made Easy: The Do-It-Yourself Guide to Finding and Fixing Usability Problems Tuesday, October 15, 13
  17. 17. Tuesday, September 10, 2013
  18. 18. Tuesday, September 10, 2013
  19. 19. Personas http://www.adaptivepath.com/ideas/a-little-thing-about-personas/ Tuesday, October 15, 13
  20. 20. Why people don’t share Privacy Unknown audience Exposing yourself to judgement Don’t feel a sense of control Construction different identities for different groups of friends Thursday, February 2, 2012 Like to consume guilty pleasures, but don’t want anyone to know Self censoring Socially awkwardness to bring up controversial issues Cannot unshare Easy to copy and forward
  21. 21. Emotional valence Viral Content: Why We Share Some Things and Not Others Thursday, February 2, 2012
  22. 22. https://twitter.com/MonBaste/status/319717740548063232 Tuesday, October 15, 13
  23. 23. https://twitter.com/landay/status/14393808841 http://www.parc.com/event/1109/for-example.html Tuesday, October 15, 13
  24. 24. How to Prototype Start by modeling system level site map and navigation flow diagrams Be specific about what you want to learn from building and testing the prototype Help team to gain an understanding the feature set Collect qualitative data point to guide design direction Validation testing to ensure that users “get it” Tuesday, October 15, 13
  25. 25. Sitemap Tuesday, October 15, 13
  26. 26. Flow Diagram Tuesday, October 15, 13
  27. 27. Tuesday, October 15, 13
  28. 28. !""#$%&'()'*+','*+'(! "##$%!&%'()*%+'!,-.%!/#!0(12!34!%*5+%$6! &(7%+%*1!.-,8!/#'!-9!:*6!*%0!9%:1/+%;<! ! ;=2%6>$$!1:8%!1%*?!:*&!)(@%!12%.'%$@%'!+--.!1-! &%'()*!0(12-/1!+%'1+(,5-*<!A:1%+!12%6!02(B$%!12:1! */.C%+!1-!12+%%?!'#%*&!.-+%!.-*12'!-*!12-'%! 12+%%!:*&!12%*!D*:$$6!%*&!/#!0(12!-*%!'1+-*)! &%,('(-*<! 2B#EFF000<C/'(*%''0%%8<,-.F12%G12+%:&F1%,2C%:1F:+,2(@%'FH44IF4JF:##$%'G&%'()*G#+-,%''<21.$!
  29. 29. Friday, May 3, 2013
  30. 30. Case Study: Keepr https://hackpad.com/About-Keepr-9Ns5vU6e8V7 Tuesday, October 15, 13
  31. 31. Design Software keynotopia.com balsamiq.com omnigraffle Axure Tuesday, October 15, 13
  32. 32. Project Management Tools Tuesday, October 15, 13
  33. 33. Books Sketching the User Experience by Bill Buxton The Elements of User Experience by Jesse James Garrett Rocket Surgery Made Easy:The DoIt-Yourself Guide to Finding and Fixing Usability Problems by Steve Krug Tuesday, October 15, 13
  34. 34. MOOC https://www.coursera.org/course/hci Tuesday, October 15, 13
  35. 35. News Consumption Behavior ...capturing the user interest during the day by reporting fresh and interesting news, and encouraging readers to follow up later on when they have the time to devote to a more in-depth analysis. http://www.journalismfestival.com/news/hal-varian-on-the-economics-of-the-newspaper-business/ Tuesday, October 15, 13

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