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8.6.2013 Startup UCLA
WTF UX?

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8.6.2013 Startup UCLA
SKOT CARRUTH
Founding Partner,
philosophie

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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

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8.6.2013 Startup© U 20C0L9 AiA

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8.6.2013 Startup UCLA

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8.6.2013 Startup UCLA
WHO IS YOUR USER?
• Personal History
• Culture
• Education
• Motivations
• Mood
Personal factors

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8.6.2013 Startup UCLA
WHERE, WHY, HOW?
• Location
• Distractions
• Devices
• Other people
Contextual factors

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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?

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8.6.2013 Startup UCLA
FOCUS GROUPS
SURVEYS
ETHNOGRAPHIES
EYE-TRACKING

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8.6.2013 Startup UCLA
DEFINE
• User scenarios
• User tasks
• User stories
• Features
What do you think you need to build?

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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

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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

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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

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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

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8.6.2013 Startup UCLA
Sketches — lo-fi DESIGN

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8.6.2013 Startup UCLA
Sketches — lo-fi DESIGN

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8.6.2013 Startup UCLA
Analogs and conventions DESIGN

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8.6.2013 Startup UCLA
Empathy DESIGN

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• Paper prototypes
youtube.com/watch?v=9wQkLthhHKA
• Wireframes
Omnigraffle, Axure, Hype
• HTML prototype
• Rails prototype
Scaffolding
Make it quickly and cheaply DESIGN

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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

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8.6.2013 Startup UCLA
• Real users are better
• Continually refine your app
• Agile development
Rinse and repeat
Hypothesize → Design → Implement → Measure
BUILD + LAUNCH

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8.6.2013 Startup UCLA
THANKS!
skot@gophilosophie.com
@skotcarruth