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Top 6 ways developers mess up on User Experience (and how to avoid them) [SF Rails Meetup, Aug 01 2013, San Francisco]

Kate Rutter
Kate Rutter
Kate RutterStrategic Sketcher at Intelleto

Oh those pesky UI problems! Sadly, only a few are easily answerable. This talk does that and then frames two important underlying beliefs that impact how developers and designers can get the most of of UX by teasing apart UX and UI (they are *so* not the same thing!) and by broadening the perspective on what makes great products (not just great code.)

Top 6 ways developers mess up on User Experience (and how to avoid them) [SF Rails Meetup, Aug 01 2013, San Francisco]

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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

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Top 6 ways developers mess up on User Experience (and how to avoid them) [SF Rails Meetup, Aug 01 2013, San Francisco]

  • 1. Top ways developers mess up on User Experience (and how to avoid them) @ HEAVYBIT • AUGUST 1, 2013 SF Rails + 6
  • 2. LUXR.CO AUGUST 2013 @katerutter @luxrco Kate Rutter Co-Founder www.luxr.co TWEET!
  • 3. LUXR.CO AUGUST 2013 Luxr makes tools to help startups deliver products that people want, need & love to buy.
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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?
  • 9. 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
  • 10. 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?
  • 11. 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?
  • 14. LUXR.CO AUGUST 2013 6 things 3 things
  • 15. LUXR.CO AUGUST 2013 2 things UX > UI #1 Envision + Execute #2
  • 21. LUXR.CO AUGUST 2013 UX =a mindset focused on delivering value to people inspires the right kinds of ideas defines “good” guides decisions
  • 22. 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
  • 23. 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)
  • 24. 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,
  • 25. 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,
  • 34. 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
  • 35. LUXR.CO AUGUST 2013 the Luxr story + 3 people x 20 days = PRODUCT
  • 36. 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
  • 41. 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.
  • 43. LUXR.CO AUGUST 2013 Development is an execution function #2 we think this... so we do this... Delegate the learning
  • 45. LUXR.CO AUGUST 2013 UX&Design Dev & Eng • blah blah blah blah blah blah blah blah PRODUCT IDEAS BALANCED TEAM Biz/PM
  • 46. LUXR.CO AUGUST 2013 Design + Development + Product Management = 1 product team
  • 47. LUXR.CO AUGUST 2013 Design + Development + Product Management = 1 product team mind
  • 48. 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.
  • 49. 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. •
  • 50. 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.
  • 51. LUXR.CO AUGUST 2013 UX&Design Dev & EngBiz/PM executing & evaluating 70% understanding & envisioning20% deciding 10% SHARED RESPONSIBILITY
  • 52. 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 { }
  • 53. 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.
  • 54. LUXR.CO AUGUST 2013 This way of working is hard.
  • 55. 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
  • 56. 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
  • 57. LUXR.CO AUGUST 2013 Geek out & learn more }
  • 58. LUXR.CO AUGUST 2013 go be awesome.
  • 59. 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