Top ways developers mess up
on User Experience (and how to avoid them) @ HEAVYBIT • AUGUST 1, 2013 SF Rails + 6

LUXR.CO AUGUST 2013 @katerutter @luxrco
Kate Rutter Co-Founder www.luxr.co TWEET!

LUXR.CO AUGUST 2013 Luxr makes
tools to help startups deliver products that people want, need & love to buy.

LUXR.CO AUGUST 2013

LUXR.CO AUGUST 2013 “But the
code validated!” “The design was brilliant. It just never launched.” “We made an amazing thing. But nobody wanted it.” Recognizing UX Failure

LUXR.CO AUGUST 2013 “But the
code validated!” “The design was brilliant. It just never launched.” “We made an amazing thing. But nobody wanted it.” Recognizing UX Failure FAIL

LUXR.CO AUGUST 2013 “But the
code validated!” “The design was brilliant. It just never launched.” “We made an amazing thing. But nobody wanted it.” Recognizing UX Failure waste

LUXR.CO AUGUST 2013 what goes
on the sub nav? those pesky questions single long page or many short pages? (scroll vs. click) how do we use data to make decisions? what button color is best? how many calls to action? what’s the best color palette? how do we keep users engaged? how do we maintain consistent design? what’s the best navigation flow? how do we get people to sign up quickly?

LUXR.CO AUGUST 2013 what goes
on the sub nav? those pesky questions single long page or many short pages? (scroll vs. click) how do we use data to make decisions? what button color is best? how many calls to action? what’s the best color palette? how do we keep users engaged? how do we maintain consistent design? what’s the best navigation flow? how do we get people to sign up quickly? how many calls to action? Answer: 1 primary per view

LUXR.CO AUGUST 2013 what goes
on the sub nav? those pesky questions single long page or many short pages? (scroll vs. click) how do we use data to make decisions? what button color is best? how many calls to action? what’s the best color palette? how do we keep users engaged? how do we maintain consistent design? what’s the best navigation flow? how do we get people to sign up quickly? Answer: Define & commit to design patterns http://ui-patterns.com/ http://developer.yahoo.com/ypatterns/ how do we maintain consistent design?

LUXR.CO AUGUST 2013 what goes
on the sub nav? those pesky questions single long page or many short pages? (scroll vs. click) how do we use data to make decisions? what button color is best? how many calls to action? what’s the best color palette? how do we keep users engaged? what’s the best navigation flow? how do we get people to sign up quickly? how do we maintain consistent design?

LUXR.CO AUGUST 2013
which shoes?

LUXR.CO AUGUST 2013
which shoes?

LUXR.CO AUGUST 2013 6 things
3 things

LUXR.CO AUGUST 2013 2 things
UX > UI #1 Envision + Execute #2

LUXR.CO AUGUST 2013 UX !=
UI

LUXR.CO AUGUST 2013
Product

LUXR.CO AUGUST 2013
UI

LUXR.CO AUGUST 2013 UX =
mmmmmm

LUXR.CO AUGUST 2013 UX =
mmmmmm

LUXR.CO AUGUST 2013 UX =a
mindset focused on delivering value to people inspires the right kinds of ideas defines “good” guides decisions

LUXR.CO AUGUST 2013 UX Stack
Uses Mary can... Features Users Sketches, prototypes, wireframes, pixels Biz vision & purpose go here why what how Interactions Brand Voice User stories This Week Needs I need... I want... My goal is... UI goes here BUILD MEASURE LEARN

LUXR.CO AUGUST 2013 UX =
a clear story With _________, _______ can _________ and ___________, product name use #1 use #2{ using these features: ________ and __________feature #2 feature #1 { in a way thatʼs __________, __________, and __________. attribute #1 attribute #2 attribute #3{ Meet ________, a ___________.name user type { uses features product, brand & voice users needs & goals { ______ needs to ________ _______________. Name need (or goal)

LUXR.CO AUGUST 2013 UX =
a clear story Meet Erika, a socially engaged college student. Erika needs to feel closely connected with friends near and far, every day. using status updates on her “wall”, messages, comments and “likes” in a way thatʼs universal, clean, consistent, and fast. With Facebook, Erika can share her latest thoughts and see what her many friends are up to,

LUXR.CO AUGUST 2013 UX =
a clear story Meet Joe, a new startup entrepreneur. Joe needs to feel confident that his product design decisions really serve his customers. using hands-on materials and online video coaching in a way thatʼs simple to complete, warm & engaging, and fun. With Luxr Learning, Joe can practice interviewing customers and validate his assumptions,

LUXR.CO AUGUST 2013 The Luxr
story

LUXR.CO AUGUST 2013
Hello, Bento!

LUXR.CO AUGUST 2013
Hello, Bento!

LUXR.CO AUGUST 2013
Hello, Bento!

LUXR.CO AUGUST 2013
Hello, Bento!

LUXR.CO AUGUST 2013
Hello, Bento!

LUXR.CO AUGUST 2013
Hello, Bento!

LUXR.CO AUGUST 2013 what went
wrong?

LUXR.CO AUGUST 2013 what went
wrong? no clear cue to get online too much text nobody read hard to open the box, grrrr couldn’t see the drawing in the video video set looked boring too many pieces in the box couldn’t keep track of different guides no blank paper in box folded blank paper looked weird hard to set up video account tape kept falling out fixed band on journal was annoying belly band fell off impossible to open Yay box without a knife didn’t know how much time it would take to do stickynotes shouldn’t be wrapped supplies box not interesting quote was off-target casual design didn’t feel “real” velcro closure on band kept ripping off sticker on poster ripped paper where’s the candy? no easy way to post a photo to site too much text on login page confused by different brand on video site mobile app complete fail video instructions didn’t exactly match outcome mono audio on video was distracting wanted more related boxes clearer instructions on video step 5

LUXR.CO AUGUST 2013 the Luxr
story + 3 people x 20 days = PRODUCT

LUXR.CO AUGUST 2013 no clear
cue to get online too much text nobody read hard to open the box, grrrr couldn’t see the drawing in the video video set looked boring too many pieces in the box couldn’t keep track of different guides no blank paper in box folded blank paper looked weird hard to set up video account tape kept falling out fixed band on journal was annoying belly band fell off impossible to open Yay box without a knife didn’t know how much time it would take to do stickynotes shouldn’t be wrapped supplies box not interesting quote was off-target casual design didn’t feel “real” velcro closure on band kept ripping off sticker on poster ripped paper where’s the candy? no easy way to post a photo to site too much text on login page confused by different brand on video site mobile app complete fail video instructions didn’t exactly match oucome mono audio on video was distracting wanted more related boxes clearer instructions on video step 5 risk time MAKE release MEASURE BUILD LEARN MEASURE BUILD

LUXR.CO AUGUST 2013
}

LUXR.CO AUGUST 2013
}

LUXR.CO AUGUST 2013
}

LUXR.CO AUGUST 2013
}

LUXR.CO AUGUST 2013 Create the
full story, and use the entire stack as reference. #1 make the shift... by doing this.... Validate the story with 2 interviews with real people, each month.

LUXR.CO AUGUST 2013 Envision +
Execution #2

LUXR.CO AUGUST 2013 Development is
an execution function #2 we think this... so we do this... Delegate the learning

LUXR.CO AUGUST 2013 Product Owner
Dev Dev Dev Dev Dev Dev Dev} Rest of the World

LUXR.CO AUGUST 2013 UX&Design Dev
& Eng • blah blah blah blah blah blah blah blah PRODUCT IDEAS BALANCED TEAM Biz/PM

LUXR.CO AUGUST 2013 Design +
Development + Product Management = 1 product team

LUXR.CO AUGUST 2013 Design +
Development + Product Management = 1 product team mind

LUXR.CO AUGUST 2013 DESIGN Empathizer-in-Chief
Design Mind Understand the customer at an expert level. Translate high-value needs into product. Hone the craft. Key Responsibility Prioritize customer problems.

LUXR.CO AUGUST 2013 DEVELOPMENT “Raise
high the roof” Development Mind Envision the best possible solutions based on available technology. Commit to the outcome. Key Responsibility Recommend technologies Measure outcomes over time. •

LUXR.CO AUGUST 2013 PM &
BUSINESS Scales of Justice Business Mind Make fast, concrete decisions despite inadequate evidence and conflicting priorities. Identify the business value in customer needs. Key Responsibility Make the tough calls. Delegate decisions to the appropriate person.

LUXR.CO AUGUST 2013 UX&Design Dev
& EngBiz/PM executing & evaluating 70% understanding & envisioning20% deciding 10% SHARED RESPONSIBILITY

LUXR.CO AUGUST 2013 Story Lumatic
See the whole story as told at FailChat: http://www.slideshare.net/ellendunne/failchat-ux- comes-first-because-ux-is-everything-12883354 { }

LUXR.CO AUGUST 2013 Dedicate 20%
to understanding needs & exploring new & emerging solutions. #2 make the shift... by doing this.... Connect tech to specific user needs; measure outcomes with data.

LUXR.CO AUGUST 2013 This way
of working is hard.

LUXR.CO AUGUST 2013 1 true
design process 1. Define the problem you need to solve. 2. Define the as evidence of success. 3. Sketch many ideas. 4. Collaboratively pick the best bet. 5. Prototype it in the simplest, fastest, cheapest way you can. 6. Test it with real people. 7. Iterate it and test it again. 8. Release as often as possible. repeat

LUXR.CO AUGUST 2013 “The (validated)
code validated!” “The design is getting brilliant. We know because people use it more with each iteration.” “We made an amazing thing. Because our customers canʼt live without it.” Evidence you’ve made a shift

LUXR.CO AUGUST 2013 Geek out
& learn more }

LUXR.CO AUGUST 2013 go be
awesome.

LUXR.CO AUGUST 2013 Luxr makes
tools to help startups deliver products that people want, need & love to buy. Luxr.co • 3435 Cesar Chavez, San Francisco, CA • 94110 The Juhl, 353 E. Bonneville Ave., Las Vegas, NV • 89101 info@luxr.co • http://luxr.co • twitter: @luxrco • www.facebook.com/LUXrInc Images + credits • Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal • Balanced Team model via Janice Fraser & Tim McCoy: http://www.slideshare.net/luxrco/a-new-model-of-product- ownership-12867461 • Photos used: http://2.bp.blogspot.com/-OBby1esVyyI/UWORa6t0M-I/AAAAAAAATDA/fELr7Je801I/s640/enjoying+a+big+bowl+of +Honey+Bunches+of+Oats.jpg http://blogs.messiah.edu/expressed/files/2009/12/Adele_cereal.jpg http://clearliferesults.com/wp-content/uploads/2011/09/man-eating-bowl-of-cereal.jpg http://blog.bobsredmill.com//wp-content/uploads/2013/04/black-border1.jpg http://cdn.madamenoire.com/wp-content/uploads/2012/01/Romaneio.png http://i.stpost.com/asolo-fsn-95-gore-tex-hiking-boots-waterproof-for-men-in-cendre-dark-brown~p~72552_72~1500.3.jpg http://www.ipanemaflipflops.co.uk/media/catalog/product/cache/1/image/2000x1200/9df78eab33525d08d6e5fb8d27136e95/s/u/ surf_temas_navy_mens_ipanema_flipflop_1.jpg http://thefashionabledentist.com/wp-content/uploads/2012/03/Men%E2%80%99s-shoes-for-work-and-play.jpg http://boxofficebuz.com/content/movies/249/stills/2010_our_family_wedding_002.jpg http://us.123rf.com/400wm/400/400/paulschlemmer/paulschlemmer1205/paulschlemmer120500042/13845542-young-man-in- orange-jacket-walking-hiking-outdoors-with-backpack-in-green-european-forest.jpg http://www.freakingnews.com/pictures/62500/Tsunami-Coming-Towards-People-on-Beach--62678.jpg • Lean book series via OʼReilly: http://oreilly.com/ * Slides available on slideshare: slideshare.net/intelleto