This document discusses 3 truths of UX design: 1) UX is not the same as UI and focuses on how users feel when interacting with a system, 2) mapping customers' journeys through an experience helps understand their actions, motivations and barriers, and 3) pairing different research methods provides more powerful insights than using methods individually. It provides examples of common UX research methods like journey mapping, tree testing, first-click testing, top tasks analysis, and user testing to evaluate different parts of a user's experience. The document emphasizes that understanding the user experience requires studying how users feel about a system through various qualitative and quantitative research techniques.

1. 3 Truths of UX
Tom Bubnick

2. 3 truths of UX
1. UX ≠ UI.
2. Map a customers’ journey (it’s magical).
3. Pair research methods to super-power
insights.
"2

3. Truth 1: UX ≠ UI
User interface is the space where
interaction between humans and
computers occurs.
Those who work on UI create
interfaces that are easy (self
exploratory), efficient, and
enjoyable (user friendly) to the
user. These interfaces help
produce a desired result.
User experience is how a person
feels when interfacing with a
system.
Those who work on UX study and
evaluate how users feel about a
system, looking at such things as
ease of use, perception of the
value of the system, utility,
efficiency in performing tasks and
so forth.
"3

4. If you were building a house…
A UX designer is like the architect who
draws up the plans for the house after
carefully considering factors like building
codes, structural requirements, the
homebuyer’s needs, the location of the
house on a plot of land.
A UI designer is part home builder, part
interior designer who stays current with
design trends, understands the benefits
and tradeoffs of using various materials,
and, generally speaking, makes sure the
house is aesthetically pleasing.
"4

5. Question:
Which one is more important?
"5

6. What do UX & UI designers need to be good at?
Field research
Face to face interviewing
Creation and administering
of tests
Gathering, organizing, and
presenting statistics
Documentation of personas
and findings
Product design
Feature writing
Requirement writing
Graphic arts
Interaction design
Information Architecture (IA)
Usability
Prototyping
Interface layout
Interface design
Visual design
Taxonomy creation
Terminology creation
Copy writing
Presentation and speaking
Working tightly with
programmers
Brainstorm coordination
Company culture evangelism
Communication to stakeholders
Understanding color theory
Being empathetic
"6

8. Truth 2: Map a customers’ journey (it’s magical)
Visually illustrate customers’ processes, behaviors, attitudes and
perceptions throughout their interactions with an experience
The activity of evaluating a system, in its entirety, helps us understand
and diagnose experiences before we design them
Gain insight into customer actions, motivations, feelings, and barriers
The activity of mapping an experience as a group helps an organization
build consensus on what’s valuable to the customer
Focuses improvement efforts on key moments and helps prioritize
DesigningCX.com "8

10. Doug and his machine
"10

11. Truth 3: Pair your research
1
5
First-click testing
Tree testing Journey mapping
Top tasks
User testing
Surveys
"11

12. Surveys
Gathering ongoing feedback Reporting bugsEvaluating concepts "12

13. Behavioral observation of a
system user
Testing with 5-7 people reveals
most issues
The sooner you discover an
issue, the cheaper it is to fix
Talking to your customers
generates empathy for them
User testing
"13

14. User testing in action
The user has been tasked with finding information about picking up a card in
store.
"14

15. Tree testing
Only tests the structure of information and
the paths that users take
Removes design from the evaluation
Data is cut and dry: participants either got
it right (or wrong) and felt confident (or
not) about their selection
"15

16. Tree testing in action
"16

17. "17
67%
Successful
74%
Confident
Where would you go to order a box of Christmas cards
that you can mail or give in person?

18. First-click testing
Get the first click right on an interface and people are 2x
to 3x more likely to find what they're looking (vs. an
incorrect first click).
First-click tests present participants with a stimulus –
sketches, wireframes, final mocks – and asks them to
click where s/he would start.
The methodology enables decisions about...
▪ prioritizing content and visual elements for an audience
▪ the language you use for labels, links, and content
▪ where you place things like buttons, icons, and menus
"18

19. Where would you go to order a box of Christmas cards
that you can mail or give in person?
"19
A
83% Successful
76% Confident
B
87% Successful
90% Confident
C
70% Successful
86% Confident

20. Top tasks
Focuses on what really matters (the top tasks)
and defocus on what matters less (the tiny tasks)
Survey a sample of current members/users and
had them “vote” for their top 5 tasks/features
Inform our priorities using the voice of the
customer in a collaborative and cross-functional
"20

21. Top tasks for an ecard website
Top Tasks:
1. Preview ecard before sending
Notification that your ecard was picked up
Set ecard delivery date, schedule ahead
▪ Medium Tasks:
▪ New ecards available
▪ Address book / contact list (create, merge,
use, update, edit)
▪ Email reminders
▪ Message or greeting customization (change
fonts, colors, add photo)
▪ Ecard verse, wording
1
2
3
5
8
35
TOP
MEDIUMSMALL
TINY
The number 1 task has as many votes as the bottom 22 tasks "21

22. Pair your research
1
5
First-click testing
Tree testing Journey mapping
Top tasks
User testing
Surveys
"22

23. 3 truths of UX
1. UX ≠ UI.
2. Map a customers’ journey (it’s magical).
3. Pair research methods to super-power
insights.
"23

24. Questions?
"24