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8.6.2013 Startup UCLA 
WTF UX?
8.6.2013 Startup UCLA 
SKOT CARRUTH 
Founding Partner, 
philosophie
8.6.2013 Startup UCLA 
WHAT IS UX? 
“User experience” encompasses all 
aspects of the end-user’s interaction 
with the company, its services, and its 
products. 
Nielsen Norman Group
8.6.2013 Startup© U 20C0L9 AiA
8.6.2013 Startup UCLA
8.6.2013 Startup UCLA 
WHO IS YOUR USER? 
• Personal History 
• Culture 
• Education 
• Motivations 
• Mood 
Personal factors
8.6.2013 Startup UCLA 
WHERE, WHY, HOW? 
• Location 
• Distractions 
• Devices 
• Other people 
Contextual factors
8.6.2013 Startup UCLA 
USER RESEARCH 
• Use market research 
• Look at competitors 
• Conduct a survey 
• Interview people 
What do they need? How will they use it?
8.6.2013 Startup UCLA 
FOCUS GROUPS 
SURVEYS 
ETHNOGRAPHIES 
EYE-TRACKING
8.6.2013 Startup UCLA 
DEFINE 
• User scenarios 
• User tasks 
• User stories 
• Features 
What do you think you need to build?
8.6.2013 Startup UCLA 
You are stuck in North Korea and trying to 
book a flight out of the country from your 
Blackberry. Speed is of the essence. 
User scenario DEFINE
8.6.2013 Startup UCLA 
• Find and select the departure 
• Find and select the destination 
• Select travel time and date 
• View available flights 
• Pay for flight 
• Get ticket 
User tasks DEFINE
8.6.2013 Startup UCLA 
As a user, I want to filter flights by time so 
that I can get out of North Korea as 
quickly as possible. 
User stories DEFINE
8.6.2013 Startup UCLA 
• Affordances = UI elements 
• Start with sketches 
• Think about how users move through the 
app 
• Use empathy 
Boxes and arrows > colors and typography DESIGN
8.6.2013 Startup UCLA 
Sketches — lo-fi DESIGN
8.6.2013 Startup UCLA 
Sketches — lo-fi DESIGN
8.6.2013 Startup UCLA 
Analogs and conventions DESIGN
8.6.2013 Startup UCLA 
Empathy DESIGN
8.6.2013 Startup UCLA 
• Paper prototypes 
youtube.com/watch?v=9wQkLthhHKA 
• Wireframes 
Omnigraffle, Axure, Hype 
• HTML prototype 
• Rails prototype 
Scaffolding 
Make it quickly and cheaply DESIGN
8.6.2013 Startup UCLA 
• “Hallway testing” 
• Ask users to complete tasks 
Example: how would you edit this widget? 
• Watch for confusion 
• Incorporate feedback 
Show it to some people — “beta” testers VALIDATE
8.6.2013 Startup UCLA 
• Real users are better 
• Continually refine your app 
• Agile development 
Rinse and repeat 
Hypothesize → Design → Implement → Measure 
BUILD + LAUNCH
8.6.2013 Startup UCLA 
THANKS! 
skot@gophilosophie.com 
@skotcarruth

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WTF UX? Skot Carruth Talks User Experience Design at Startup UCLA

  • 2. 8.6.2013 Startup UCLA SKOT CARRUTH Founding Partner, philosophie
  • 3. 8.6.2013 Startup UCLA WHAT IS UX? “User experience” encompasses all aspects of the end-user’s interaction with the company, its services, and its products. Nielsen Norman Group
  • 4. 8.6.2013 Startup© U 20C0L9 AiA
  • 6. 8.6.2013 Startup UCLA WHO IS YOUR USER? • Personal History • Culture • Education • Motivations • Mood Personal factors
  • 7. 8.6.2013 Startup UCLA WHERE, WHY, HOW? • Location • Distractions • Devices • Other people Contextual factors
  • 8. 8.6.2013 Startup UCLA USER RESEARCH • Use market research • Look at competitors • Conduct a survey • Interview people What do they need? How will they use it?
  • 9. 8.6.2013 Startup UCLA FOCUS GROUPS SURVEYS ETHNOGRAPHIES EYE-TRACKING
  • 10. 8.6.2013 Startup UCLA DEFINE • User scenarios • User tasks • User stories • Features What do you think you need to build?
  • 11. 8.6.2013 Startup UCLA You are stuck in North Korea and trying to book a flight out of the country from your Blackberry. Speed is of the essence. User scenario DEFINE
  • 12. 8.6.2013 Startup UCLA • Find and select the departure • Find and select the destination • Select travel time and date • View available flights • Pay for flight • Get ticket User tasks DEFINE
  • 13. 8.6.2013 Startup UCLA As a user, I want to filter flights by time so that I can get out of North Korea as quickly as possible. User stories DEFINE
  • 14. 8.6.2013 Startup UCLA • Affordances = UI elements • Start with sketches • Think about how users move through the app • Use empathy Boxes and arrows > colors and typography DESIGN
  • 15. 8.6.2013 Startup UCLA Sketches — lo-fi DESIGN
  • 16. 8.6.2013 Startup UCLA Sketches — lo-fi DESIGN
  • 17. 8.6.2013 Startup UCLA Analogs and conventions DESIGN
  • 18. 8.6.2013 Startup UCLA Empathy DESIGN
  • 19. 8.6.2013 Startup UCLA • Paper prototypes youtube.com/watch?v=9wQkLthhHKA • Wireframes Omnigraffle, Axure, Hype • HTML prototype • Rails prototype Scaffolding Make it quickly and cheaply DESIGN
  • 20. 8.6.2013 Startup UCLA • “Hallway testing” • Ask users to complete tasks Example: how would you edit this widget? • Watch for confusion • Incorporate feedback Show it to some people — “beta” testers VALIDATE
  • 21. 8.6.2013 Startup UCLA • Real users are better • Continually refine your app • Agile development Rinse and repeat Hypothesize → Design → Implement → Measure BUILD + LAUNCH
  • 22. 8.6.2013 Startup UCLA THANKS! skot@gophilosophie.com @skotcarruth