UX Kick StartStart your UX project           mobil                 eoff on the right foot.PresentedFor DalMob Conclave – Ja...
HE LLO    MY NAM           E   IS     Krae merMark   @kra emer
OUR CLIENTS HIRE US TO OWNTHEIR TOUGHEST PROBLEMSTHEY RETAIN US BECAUSE WEKEEP OUR PROMISES
Agenda:   •  What is UX?          •  The UX Brief          •  UX & Mobile          •  Kick Start
500,000 500,000Apps in Apple’s App Store	                     Android Applications	                 50,000                ...
Is your niche already filled? That’s OK.You can always do it better.
User experience is a term used to describe theoverall experience and satisfaction a user haswhen using a product or system...
Our Goal is to create sites and applications thatpeople like to use.
Great.That’s a lot to cover. Where do I start?
The UX Stack is a useful framework to organizethe success criteria for your next project.                              Wha...
Purpose:Why are stakeholders investing in this project?
The	  more	  you	  understand	  about	  the	  nature	  of	  your	  users,	  the	  be;er	  suited	  you’ll	  be	  for	  suc...
photo	  by	  7-­‐how-­‐7	  /	  steve	  on	  flicrkr.com	                                                                   ...
YOU  YOUR USER
What are your users really doing?Ask them! Watch them? They’ll love you for it.
Content: What do people want to know and dowhile using the site or application?              Script : Motion Picture :: Pr...
Form
Tone
Argentina                  Form is both the logical and the emotional.                                                    ...
1.	  The	  Upper	  Right-­‐Hand	  Corner	  That’s	  the	  prime	  spot	  where	  diners’	  eyes	  automaGcally	  go	  first...
Technology
Technology is not just back end.What will your audience use?                                   What	  operang	  system?	  ...
The framework is universal across all communication.Think of it in terms of today’s event.                         	  what...
The brief is great.But how does thisapply to my app?
How is your current application / site?   Applying	  the	  communicaGon	  framework	  to	  your	       own	  applicaGon	  ...
Self-Assessment Sample Questions  •  How	  does	  the	  current	  applicaGon	  helping	  users	  achieve	  their	  goals?	...
Time for group exercise!
Time for group exercise!
Who is the target customer? What is the customer need? What is the product name? What is its market category? What is its ...
Successful elevator pitches often start with amad-lib-like template:   For (customer) who has   (customer need),   (produc...
Our brand statement:Credera is a management and technologyconsulting firm committed to your success.Our clients hire us to...
Purpose:
Increase theefficiency ofmanaging assets forour remarkable
in-store experience
Audience: Personas
Audience: Field Study
Mobile Usability Testing  Observation is tough,but it can be done.                     Do it yourself mobile usability tes...
How specialized are your audiences?What are you doing to research their needs?
Content: Specialization is Good                    Daily Tracker vs. Weightbot
Design: Mood Board for Existing Brands
Current	  Site	  
Pull	  the	  logos	  and	  major	  colors	  
Complete National                                                  Geographic on 6 DVD-                                   ...
Design: Comps
Designing a new app?Branding WorkshopGet Matt’s materials at http://bit.ly/bigdefend
Time for group exercise!
Every journey startswith a single step.What single, simpleaction will start yourproject moving up theusability hierarchy?
Time for group exercise!
The UX Stack is a useful framework to organizethe success criteria for your next project.                              Wha...
Questions?
Thanks!                  Think of more questions later?      Call +1 (214) 232-3890, or write mkraemer@credera.comhttp://b...
UX Kick Start - Start Your Mobile Project Off On The Right Foot
UX Kick Start - Start Your Mobile Project Off On The Right Foot
UX Kick Start - Start Your Mobile Project Off On The Right Foot
UX Kick Start - Start Your Mobile Project Off On The Right Foot
UX Kick Start - Start Your Mobile Project Off On The Right Foot
UX Kick Start - Start Your Mobile Project Off On The Right Foot
Upcoming SlideShare
Loading in …5
×

UX Kick Start - Start Your Mobile Project Off On The Right Foot

1,733 views

Published on

Today’s app markets are crowded with several competitors in each niche. To stand out from the crowd you’ll need to design and execute a compelling and unique experience for your users.

Mark Kraemer, Credera’s UX Practice Senior Manager, will discuss concrete ways to plan your next project from user-centric approach. We’l walk through the UXD Stack using examples from mobile applications and websites along the way.

Published in: Design, Technology, Travel

UX Kick Start - Start Your Mobile Project Off On The Right Foot

  1. 1. UX Kick StartStart your UX project mobil eoff on the right foot.PresentedFor DalMob Conclave – January 2012By Mark Kraemer, Credera.comOn January 10, 2012
  2. 2. HE LLO MY NAM E IS Krae merMark @kra emer
  3. 3. OUR CLIENTS HIRE US TO OWNTHEIR TOUGHEST PROBLEMSTHEY RETAIN US BECAUSE WEKEEP OUR PROMISES
  4. 4. Agenda: •  What is UX? •  The UX Brief •  UX & Mobile •  Kick Start
  5. 5. 500,000 500,000Apps in Apple’s App Store Android Applications 50,000 Windows Mobile Apps (doubled between July 2011 and Dec 2012)
  6. 6. Is your niche already filled? That’s OK.You can always do it better.
  7. 7. User experience is a term used to describe theoverall experience and satisfaction a user haswhen using a product or system.From Wikipedia
  8. 8. Our Goal is to create sites and applications thatpeople like to use.
  9. 9. Great.That’s a lot to cover. Where do I start?
  10. 10. The UX Stack is a useful framework to organizethe success criteria for your next project. What  are  we  trying  to  achieve?   Purpose   Who  do  we  need  to  achieve  the  goal?   Audience     What  content  and  features  are  the  audience  expec7ng?   Content   What  logical  and  emo7onal  design  influence  the  experience?   Form   How  is  the  message  physically  presented?     Technology    
  11. 11. Purpose:Why are stakeholders investing in this project?
  12. 12. The  more  you  understand  about  the  nature  of  your  users,  the  be;er  suited  you’ll  be  for  success.  Keeping  the  client  purpose  in  mind  will  help  avoid  resembling  the  quote  we’re  all  warned  by  in  Jurassic  Park:  “Yeah,  but  your  scienGsts  were  so  preoccupied  with  whether  or  not  they  could,  they  didn’t  stop  to  think  if  they  should.”  
  13. 13. photo  by  7-­‐how-­‐7  /  steve  on  flicrkr.com   Audience: Who are your primary (and other) users?
  14. 14. YOU YOUR USER
  15. 15. What are your users really doing?Ask them! Watch them? They’ll love you for it.
  16. 16. Content: What do people want to know and dowhile using the site or application? Script : Motion Picture :: Product Backlog : Your App
  17. 17. Form
  18. 18. Tone
  19. 19. Argentina Form is both the logical and the emotional. Bolivia Columbia Puerto Rico Brazil Venezuela Chile Country Mexico Countries Peru Individual Lines of Panama Country Country Business Canada United States Operations Holland France Country Hungary Tasks Greece Israel Activities Germany Country- Belgium Relevant Switzerland News Ireland Events Netherlands Branches United Kingdom Jordan Document Luxembourg Repository Russia Fileshare Poland Regions Individual Italy Branch Dubai APAC Custom Czech Republic EMEA Business Morocco US Applications Bahrain BGS El Salvador LA South Africa Turkey Individual Malaysia Region South Korea Philippines Vietnam China Japan India Maps Taiwan Directions ailand Australia Regional Singapore Operations Branch- Branch Hong Kong Relevant Operations News Events Most localization and Regional translation occurs Lines of Document Branch here on a local basis. y Repository Business FIleshare Lines ofg Business Locally Relevant Content
  20. 20. 1.  The  Upper  Right-­‐Hand  Corner  That’s  the  prime  spot  where  diners’  eyes  automaGcally  go  first.  Balthazar  uses  it  to  highlight  a  tasteful,  expensive  pile  of  seafood.  Generally,  pictures  of  food  are  powerful  movators  but  also  menu  taboos—mostly  because  they’re  used  extensively  in  lowbrow  chains  like  Chili’s  and  Applebee’s.  This  illustraGon  “is  as  far  as  a  restaurant  of  this  caliber  can  go,  and  it’s  used  to  draw  a?enon  to  two  of  the  most  expensive  orders,”  Poundstone  says.    2.  The  Anchor  The  main  role  of  that  $115  pla;er—the  only  three-­‐digit  thing  on  the  menu—is  to  make  everything  else  near  it  look  like  a  relave  bargain,  Poundstone  says.    3.  Right  Next  Door  At  a  mere  $70,  the  smaller  seafood  pla;er  next  to  Le  Balthazar  seems  like  a  deal,  though  there’s  no  sense  of  how  much  food  you’re  geXng.  It’s  an  indefinite  comparison  that  also  feels  like  an  indulgence—a  win-­‐win  for  the  restaurant.    4.  In  The  Vicinity  The  restaurant’s  high-­‐profit  dishes  tend  to  cluster  near  the  anchor.  Here,  it’s  more  seafood  at  prices  that  seem  comparaGvely  modest.    5.  Columns  Are  Killers  According  to  Brandon  O’Dell,  one  of  the  consultants  Poundstone  quotes  in  Priceless,  it’s  a  big  mistake  to  list  prices  in  a  straight  column.  “Customers  will  go  down  and  choose  from  the  cheapest  items,”  he  says.  At  least  the  Balthazar  menu  doesn’t  use  leader  dots  to  connect  the  dish  to  the  price;  that  draws  the  diner’s  gaze  right  to  the  numbers.  Consultant  Gregg  Rapp  tells  clients  to  “omit  dollar  signs,  decimal  points,  and  cents … It’s  not  that  customers  can’t  check  prices,  but  most  will  follow  whatever  subtle  cues  are  provided.”    6.  The  Benefit  Of  Boxes  “A  box  draws  a?enon  and,  usually,  orders,”  Poundstone  says.  “A  really  fancy  box  is  be;er  yet.  The  fromages  at  the  bo;om  of  the  menu  are  probably  high-­‐profit  puzzles.”    7.  Menu  Siberia  That’s  where  low-­‐margin  dishes  that  the  regulars  like  end  up.  The  examples  here  are  the  easy-­‐to-­‐miss  (and  relavely  inexpensive)  burgers.    8.  Brackeng  A  regular  trick,  it’s  when  the  same  dish  comes  in  different  sizes.  Here,  that’s  done  with  steak  tartare  and  ravioli—but  because  “you  never  know  the  poron  size,  you’re  encouraged  to  trade  up,”  Poundstone  says.  “Usually  the  smaller  size  is  perfectly  adequate.”  h;p://nymag.com/restaurants/features/62498/  
  21. 21. Technology
  22. 22. Technology is not just back end.What will your audience use? What  operang  system?   • iOS   • Android   • Windows  Mobile   What  device?   • Smart  phone  /  small  handheld   • Tablet  (what  resoluGon)   What  delivery  mechanism?   • NaGve  app   • Web  app  /  site  
  23. 23. The framework is universal across all communication.Think of it in terms of today’s event.  what  was  the  goal  today?     Purpose    who  was  the  audience?     Audience    what  were  the  primary  and  secondary  messages?     Content    what  kind  of  tone  did  we  use?     Form    what  kind  of  media  /  technology  did  we  use?     Technology  
  24. 24. The brief is great.But how does thisapply to my app?
  25. 25. How is your current application / site? Applying  the  communicaGon  framework  to  your   own  applicaGon  or  website  is  a  good  way  to   consider  how  it  can  be  improved  to  be;er   serve  your  business  
  26. 26. Self-Assessment Sample Questions •  How  does  the  current  applicaGon  helping  users  achieve  their  goals?   •  Does  it  reach  out  /  accommodate  each  specific  audience?   •  Does  it  provide  all  the  content  /  funcGonality  they  need?   •  Is  your  brand  represented  with  the  quality  and  value  you’re  seeking?   Is  the  site  a  pleasure  for  its  visitors?   •  How  does  the  site  render  on  a  variety  of  devices?  Landscape?  Portrait?  
  27. 27. Time for group exercise!
  28. 28. Time for group exercise!
  29. 29. Who is the target customer? What is the customer need? What is the product name? What is its market category? What is its key benefit? Who or what is the competition? What is the product’s unique differentiator? ?p=125 rm.com/ ww.gogamesto ming - http://w G amestor ssly stolen fromShamele
  30. 30. Successful elevator pitches often start with amad-lib-like template: For (customer) who has (customer need), (product name) is a (market category) that (one key benefit). Unlike (competition), the product (unique differentiator).
  31. 31. Our brand statement:Credera is a management and technologyconsulting firm committed to your success.Our clients hire us to own their toughest problemsand retain us because we fulfill our promises.
  32. 32. Purpose:
Increase theefficiency ofmanaging assets forour remarkable
in-store experience
  33. 33. Audience: Personas
  34. 34. Audience: Field Study
  35. 35. Mobile Usability Testing Observation is tough,but it can be done. Do it yourself mobile usability testing at IA Summit 2011 By Belen Barros Pena http://www.slideshare.net/beleniq/diy-mobile-usability-testing-ia-summit-2011
  36. 36. How specialized are your audiences?What are you doing to research their needs?
  37. 37. Content: Specialization is Good Daily Tracker vs. Weightbot
  38. 38. Design: Mood Board for Existing Brands
  39. 39. Current  Site  
  40. 40. Pull  the  logos  and  major  colors  
  41. 41. Complete National Geographic on 6 DVD- ROMs - Updated Edition Read 5 Reviews | Write a ReviewPull  other  common  elements  like  fonts,  bu;ons,  etc.  
  42. 42. Design: Comps
  43. 43. Designing a new app?Branding WorkshopGet Matt’s materials at http://bit.ly/bigdefend
  44. 44. Time for group exercise!
  45. 45. Every journey startswith a single step.What single, simpleaction will start yourproject moving up theusability hierarchy?
  46. 46. Time for group exercise!
  47. 47. The UX Stack is a useful framework to organizethe success criteria for your next project. What  are  we  trying  to  achieve?   Purpose   Who  do  we  need  to  achieve  the  goal?   Audience     What  content  and  features  are  the  audience  expec7ng?   Content   What  logical  and  emo7onal  design  influence  the  experience?   Form   How  is  the  message  physically  presented?     Technology    
  48. 48. Questions?
  49. 49. Thanks! Think of more questions later? Call +1 (214) 232-3890, or write mkraemer@credera.comhttp://blog.credera.com/topic/management-consulting/the-uxd-stack/ There’s more on the Twitter » @kraemer

×