UX Designer's Toolkit - to design a better world


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Presented at the Creative Meetup: http://www.meetup.com/Creative-Class/events/162137382/ on 9th April 2014.

A UX Designer's Toolkit to design a better world with case studies of good and bad websites/apps as well as interactive exercises to understand the Lean UX process

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UX Designer's Toolkit - to design a better world

  1. 1. UX Designer’s Toolkit Designing a better world Rachel Liu April 2014
  2. 2. Objective • Understand how UX plays a fundamental part for designing a better world • Become familiar with the Lean UX process • How to develop your skills in UX everyday
  3. 3. Rachel Liu UX Designer @rachelsliu rachelsliu@gmail.com
  4. 4. Why Digital Projects Fails “I can’t find what I want” “Why is it so hard to use?” “I’m so confused, what does this error message mean?” “Oh crap, just made a mistake, how do I undo?”
  5. 5. First impressions The first 10 seconds of the page visit are critical for users' decision to stay or leave
  6. 6. Case Study: Ryanair
  7. 7. Customer’s perceptions “They have a famous (and intentional) unattractive and cluttered website that comes along with a frustrating user experience” - Philip Joyce, Designer
  8. 8. Ryanair’s customer experience
  9. 9. What Ryanair could look like
  10. 10. Consumer Sentiment Comparison
  11. 11. Ryanair’s Design Strategy • Nov 2013: New digital strategy for the ‘new Ryanair experience’, reducing booking process from 17 down to 5 clicks • Feb 2014: Seat allocations, allowing a second bag, duty free bag rather than cramming everything into 1 hand luggage • April 2014: New improved website, aim to be more intuitive and mobile passes • June 2014: Mobile app for smartphone and tablets
  12. 12. "What’s always ‘in’ is good usability and giving consideration to what a consumer wants to achieve when they come to the website - that will never get old”. -Simply Zesty's head of design Rick Monro
  13. 13. UX to the Rescue! Every aspect of the user’s interaction with a product, service, or company that make up the user’s perceptions of the whole. User experience design as a discipline is concerned with all the elements that together make up that interface, including layout, visual design, text, brand, sound, and interaction.
  14. 14. 10 Principles of UX 1. Experience belongs to the user 2. UX is holistic 3. Great UX are invisible 4. UX is a lifecycle 5. Context is king 6. Great experience is about control 7. UX is social 8. Psychology is primary 9. UX is a conversation not a one-off product 10. Great experiences are simple
  15. 15. Case Study: TFL TFL new website
  16. 16. TFL: Putting Users First • User-centred design approach - putting customers at the heart of design process • Beta site launched mid 2013 in parallel to current site • Using social media as a feedback forum • Website officially launched on 25th March 2014
  17. 17. User’s Goals “What people really wanted was a great Journey Planner, maps, live travel information, localised and personalised content – all on their device of choice.   We needed to be great at catering for mobiles, tablets, laptops and desktops”. - Phil Young, Head of Online at TFL
  18. 18. TFL’s Success • “New TFL Journey Planner Crowned Best User Experience of 2013 at UXUK Awards” • “Award for best Mobile Solution at International Design for Experience Design” • 6m pages in 1million visits from over 900,000 customers
  19. 19. UCD Definition User Centred Design is the discipline of generating solutions to problems and opportunities through the act of making something ‘new’, where the activity is driven by the needs, desires and context of the people for whom we design.
  20. 20. 1. Research 2. Define 3. Design 4. Evaluate UCD Process
  21. 21. Why Lean UX? • Evolution of product design, takes the best parts of designer’s toolkit with the ever rapid changing technology and demands of businesses today • Not about features or documents, it’s about how it works: measure what works, learn and adjust
  22. 22. Lean UX Process Lean UX = Design thinking + Agile software development + Lean startup Eric Lies cyclical model Design’s cyclical model
  23. 23. Learn by Doing! 1. Learn 2.Build 3. Measure - Empathy map - User journey - Concept poster- Show & tell Goal: Understand the UCD/lean UX process
  24. 24. Brief: Design a service for group holidays
  25. 25. • Get into groups of 4/5 • Choose a customer segment • Draw customer’s face in the centre • Give customer a name, demographic characteristics • Divide into 6 segments • Post-its to answer questions Exercise: Empathy Map Goal: Understand how product/service will by used by target audience
  26. 26. Persona example Smart Socialite
  27. 27. Persona example Smart Traditionalist
  28. 28. Exercise: Journey Mapping • Main steps for the group holiday service (beginning to end) as headings • Feelings/emotion under each stage • Service solution: Find opportunities to solve pain points and boost joy points • Use your empathy mapping to guide you, relating to user’s needs Goal: Understand all the touch-points across a product/service from a user’s perspective
  29. 29. Exercise: Visualise the vote • Everyone has three votes each • Individually, choose your top three ideas in your head • All together, place the dots next to the solutions • Tally the dots to select best idea/s • Select best idea, discuss or re-vote again Goal: Uncover the strongest ideas or patterns of interest, building consensus and priorities
  30. 30. Exercise: Concept poster • Based on best idea, develop the solution more fully • Design a concept poster • Use empathy map and journey map to aid you Goal: Create compelling poster that summarises your product/service idea
  31. 31. Exercise: Show & Tell Goal: Cross-collaboration, exchanging ideas and learning from each other • Each team pair up with another team from a different customer segment • Walkthrough the empathy map, journey map and your poster pitch • Other team provide feedback on three things to consider/improve on based on their customer segment • Teams swap tasks
  32. 32. Key Takeaways
  33. 33. 1. Re-ask the problem and solve the right problem
  34. 34. 2. Design for emotion by adopting the attitude of: You? Humble Empathetic Imaginative Collaborative Iterative Curious
  35. 35. 3. Practice Lean UX - learn, build, measure, iterate and validate with real users
  36. 36. 4. Designing great products is the responsibility of everyone - advocate cross-functional teams
  37. 37. 5. A great designer isn’t a UX hero but a great facilitator who advocates collaboration and team cohesion
  38. 38. “As you navigate through the rest of your life, be open to collaboration. Other people’s ideas are often better than your own. Find a group of people who challenge and inspire you, spend a lot of time with them, and it will change your life”. -Amy Poehler
  39. 39. Recommended Reading Goodreads - UX list
  40. 40. Questions? Rachel Liu @rachelsliu rachelsliu@gmail.com