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Squeezing the Snake Oil Out of UX

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I wanted to discuss this because more and more I’m running into people have been burned by terrible UX practices and general misunderstandings about what UX is and what it can and cannot do.

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Squeezing the Snake Oil Out of UX

  1. 1. Squeezing the Snake Oil Out of UX BY KEVIN BRAUN
  2. 2. Email: kevin@brauninteractive.com Twitter: @humanforum Linkedin: https://www.linkedin.com/in/brauninteractive Meetup: https://www.meetup.com/UX-Speakeasy-VT/ KEVIN BRAUN
  3. 3. Before we go any further I’ll introduce the two products we are going to consider as we prepare to go to market. 1. Beer-ios 2.Capt’ Morgan Crunch
  4. 4. What is UX? https://www.youtube.com/watch?v=9BdtGjoIN4E
  5. 5. The UX Toolbox TOOLS Strategy Taxonomy (naming & grouping) Information Architecture Interaction Design Prototyping Usability Testing and Evaluations Graphic Design Front-end Development Analytics THINGS THE TOOLS MIGHT BE APPLIED TO Overall Business Plan Marketing Advertising In Store Experience Packaging Product Documentation Support Lifestyle
  6. 6. To start, you have to have a plan… Goal The business outcome Strategies The broad approaches you are going to take Objectives The measurable tasks that will be undertaken Tactics What you will use to achieve the objective All of this is part of the larger company / product strategy It is VERY important to define and understand. When arguments arise this is where the discussion should turn for a resolution. When a new feature etc. is proposed (or mandated) it should be vetted against this list. If it doesn’t fit you need to reassess this list and come to a new agreement...or you need to put that feature on hold. More info: https://propr.ca/2006/goals-and-objectives-strategies-and-tactics/
  7. 7. Goal: Sell more cereal (Improve Topline Revenue) Improving bottom line efficiencies is another area to explore but we’ll leave that for another talk... It’s important to note that the following strategies are all children if this goal.
  8. 8. Strategies: 1) Create more compelling ads 2) Make it cost less for the customer 3) Help Customers eat more cereal
  9. 9. Objectives (must be measureable): 1) Make it less filling 2) Provide bigger servings 3) Make it so they can eat it quicker so they can eat more before noticing they are full
  10. 10. Tactics: 1) Optimize the shape and texture of the cereal (content) Captn’ Morgan Crunch can hurt your mouth...slowing you down or preventing you from eating it at all. 2) Optimize the bowl (interface) Some bowls work better than others (pictures of flatter bowls vs. deeper ones 3) Optimize the utensil (interaction) Maybe we could design the utensil better or make it out of better materials?
  11. 11. Tactics: 1) Optimize the shape and texture of the cereal (content) Captn’ Crunch can hurt your mouth...slowing you down or preventing you from eating it at all. 2) Optimize the bowl (interface) Some bowls work better than others (flatter bowls vs. deeper ones) 3) Optimize the utensil (interaction) Maybe we could design the utensil better or make it out of better materials?
  12. 12. Tactics: 1) Optimize the shape and texture of the cereal (content) Captn’ Crunch can hurt your mouth...slowing you down or preventing you from eating it at all. 2) Optimize the bowl (interface) Some bowls work better than others (pictures of flatter bowls vs. deeper ones 3) Optimize the utensil (interaction) What’s wrong with our utensil? We based the design off what Google does!
  13. 13. The UX Toolbox TOOLS Strategy Taxonomy (naming & grouping) Information Architecture Interaction Design Prototyping Usability Testing and Evaluations Graphic Design Front-end Development Analytics THINGS THE TOOLS MIGHT BE APPLIED TO Overall Business Plan Marketing Advertising In Store Experience Packaging Product Documentation Support Lifestyle
  14. 14. Usability Testing: 1) Document participant recruitment criteria 2) Identify what is to be tested 3) Recruit participants (pre-screening interview) 4) Write Script and get approved 5) Facilitate testing Sessions 6) Review and document findings 7) Present to team and document next steps
  15. 15. At this point many companies… A) Begin designing a better butter knife B) Begin developing a butter knife out of the best materials available Why would they do that?
  16. 16. The UX Toolbox TOOLS Strategy Taxonomy (naming & grouping) Information Architecture Interaction Design Prototyping Usability Testing and Evaluations Graphic Design Front-end Development Analytics THINGS THE TOOLS MIGHT BE APPLIED TO Overall Business Plan Marketing Advertising In Store Experience Packaging Product Documentation Support Lifestyle
  17. 17. Why doesn’t my Graphic Designer know all this? Because they know many, many other important things about the design of your product. This question is a lot like looking in your toolbox and asking why your screw driver doesn’t do what your wrench does… Different tools, different jobs.
  18. 18. Why do I need usability testing if I have analytics? Because you only get quantitative data from analytics. Quantitative data can help tell you WHAT is happening. Usability testing helps provide qualitative data. Qualitative data can help tell you WHY it’s happening.
  19. 19. Questions?

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