1. BUILDING FOR
PEOPLE
Marko Dugonjić
Creative Nights
WebCamp Zagreb, 24. 11. 2012.

2. Why I’m here?

3. PROBLEMS
– Misinterpreted acronyms (UX, CX, UI)
– Assumptions about the user
– Complicated interfaces
– Hiring decorators

4. USER EXPERIENCE
The sum of all experiences with a
product or service before, during and
a er the actual use of the product or
service.

7. CUSTOMER EXPERIENCE
The sum of all experiences a customer
has with a supplier of goods or
services, over the duration of their
relationship with that supplier.

8. BRAND
“A brand is much more than the logo;
it is the pa ern our brains expect
based on everything we have
previously heard, seen, and felt.”
— Reuben Steiger
Method NYC

9. USER INTERFACE
A user interface is the point of
contact between humans and
machines.

10. WHO WE ARE?
— a few assumptions —

14. REALITY CHECK
— they don’t live by our rules —

15. “You don’t get to decide which
platform or device your customers
use to access your content: they do.”
— Karen McGrane, author
Content Strategy for Mobile

17. Life > Need > Use case > Feature

18. CALL a DECORATOR!
— Beautiful UI™ —

20. LOCAL MAXIMUM
IDEA #2
IDEA #1

21. Diffusion of innovations
Market share
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22. FOR EXAMPLE
— It can be done! —

29. MILLENIALS
“They don’t necessarily need to rebel
against their parents because they’ve
grown so close to them over the
years.”
— John McFarland
Chevrolet’s Senior Manager

31. TAKE TWO
“Every part of everything I know
about young people and the product
they want, they actually want to
appear older than they are.”
— Joe Baker,
Designer of the Code

35. “Can you explain my bill to me please?”
— Frustrated customer

37. ACTION ITEMS
— You can do it! —

38. 5
TALK TO PEOPLE

40. Photo credit: Mikey Angels

41. 4
FIND THE PROBLEM

42. “Focus on the hole, not the drill.”
— Leisa Reichelt, author
A Practical Guide to Strategic User Experience

43. USE CASES
FEATURES

44. 3
DESIGN, DON’T
DECORATE

46. 2
PROTOTYPE

47. 1
LEAVE YOUR
COMFORT ZONE

48. Thank you!
Marko Dugonjić
creativenights.com
@markodugonjic

49. Credits:
Vuk Ćosić, Leisa Reichelt, Andy Budd, Peter-Paul
Koch, Karen McGrane, Peter Merholz, Simon
Sinek, Whitney Hess, Bill Buxton.
h p://en.wikipedia.org/wiki/User_experience
h p://en.wikipedia.org/wiki/Customer_experience
h p://bit.ly/XKgwFY
h p://dribbble.com
h ps://www.lytro.com
h p://www.nest.com
h p://www.chevrolet.com
h ps://power2switch.com