The document discusses the importance of understanding user experience (UX) through psychological principles like loss aversion and behavioral design, emphasizing the need to identify user personas and their challenges. It outlines strategies for improving UX, such as measuring user behavior, creating effective user stories, and utilizing choice architecture to influence decision-making. The conclusion stresses the necessity of continuous learning from users to create products that genuinely meet their needs and deliver delightful experiences.

1. BRAIN HACKS
TO POWER YOUR UX

2. It’s
SCIENCE
TIME!!!
Are we
ready?

3. 3 years ago you
launched a
designer-bag
ecommerce site.
Business was good
& you grew to
3 countries!
YOU’RE
AWESOME!!!

4. Unfortunately
2 weak quarters
and a poor
investment are
forcing you to
make a TOUGH
DECISION...

5. (A)
Invest company assets to
save operations in
1 country & 20 jobs
____________
100% GUARANTEED
TO SUCCEED
(B)
Invest company assets in
3 countries / 60 jobs
____________
33% CHANCE OF SUCCESS
66% RISK OF FAILURE,
YOU LOSE EVERYTHING

6. (A)
SHUT 2 COUNTRIES
LOSE 40 TEAM
MEMBERS
Keep 1 country
(B)
66% chance of losing
3 countries & 60 jobs
33% OF SAVING
EVERYTHING

7. RAISE YOUR HAND IF
YOU SWAPPED CHOICES
FROM CASE 1 CASE 2

8. (A)
Invest company
assets to save
operations in
1 country & 20 jobs
____________
100% GUARANTEED
TO SUCCEED
(A)
SHUT 2 COUNTRIES
LOSE 40 TEAM
MEMBERS
Keep 1 country
=

9. CONGRATULATIONS!!!
1) You suck at math
2) You’re in good
company - In the
original study ~80% of
people chose option A
in slide 1, but reverse
their choices in slide 2

10. WHY?

11. LOSS AVERSION
...As humans we prefer avoiding a
loss over acquiring an equal gain.
Simply put -
We prefer not losing $5
over finding $5.
Studies show that psychologically
losses are twice as powerful as gains.
Loss aversion was first identified by
Amos Tversky and Daniel Kahneman

12. LOSS AVERSION IS JUST ONE EXAMPLE
OF A PSYCHOLOGICAL HEURISTIC
(AKA Behavioral Bias)
ALL HUMANS ARE AFFECTED
BY THESE BIASES...
...WHICH IS WHY THEY’RE
CRITICAL FOR UX

13. What is
UX?

14. Wireframes &
flowcharts are
commonly
thought of as
being “UX”...

15. Wireframes etc.
are to UX, what
paint-brushes
are to art -
TOOLS for
expressing
something
MUCH
DEEPER

16. UX =
HOW
YOU
MAKE
THEM
FEEL

17. USER EXPERIENCE =
The total of all aspects
of a user's interaction
with the company, its
services, & products
Travis Kalanick
Ousted former CEO at Uber

18. ...So, if users feel don’t like your
corporate culture,
& your CEO is an a$$hole,
that impacts their
experience & they might
BOYCOTT YOU...

19. But first...

20. Who are
THEY
?

21. Start with identifying your User Personas - Your UX must delight all of them.
Above we see Strollguam.com targeting two types of Users
Passengers (left), and Drivers (right)

22. BACKGROUND:
• Basic details
• Relevant background info -
education, hobbies, etc.
DEMOGRAPHICS:
• Gender
• Age Range
• Income
• Urbanicity
IDENTIFIERS:
• Buzz words
• Mannerisms
• Tech skill
GOALS:
• Persona’s primary goal
• Persona’s secondary goal
• Etc.
CHALLENGES:
• Primary challenge to persona’s success
• Secondary challenge to persona’s success
HOW WE HELP:
• How we solve persona’s challenges
• How we help persona achieve goals

23. Sophie Korslund
★ Swedish, 31 years old
★ Married to Jon + 1 child - 2 year old girls
★ Expat family in Bangkok on a 3-year contract
★ Lives on Sukhumvit, Soi 49
★ Licensed clinical dietitian moonlighting in Bangkok
★ Gets clients via Bambi & her column in
Wanderlust newspaper
★ Hobbies / activities - Is an active Bambi member,
hiking, scuba
Concerns as related to the service:
★ Can’t practice her profession legally & is worried
about accepting Bank transfers, but dislikes having
to request cash.
★ Can't have her own bank account & relies on
borrowing her husband's credit card.

24. How many users make a
MEANINGFUL
sample?

25. You avoid ~85% of UX
issues by testing with 7
users per persona
...but aim for MORE
BONUS: Early testers often become
evangelists for your product =
You win free marketing!

26. IMPORTANT!
What we say and what we do are very different.
Measure what people do, not what they say about it...

27. How
do they use it?

28. ★ What are your product’s
usage scenarios?
★ What are your user’s
mental & physical states?
★ How do they affect them?
E.g. To avoid causing accidents, an app used while
driving must account for user’s reduced attention.

29. A pregnancy test is an excellent example of a
product that accounts for its user’s unique state
of mind - It’s easy to use and results are clear,
and nearly immediate

30. Imagine if this was
a life saving interface...

31. For good
USER EXPERIENCE
we must have a
USER CENTRIC
mindset

32. When was the
last time you
spoke to a your
users?
Did you involve
them in your
branding?

33. A 1 day
Facebook
survey gives
you insights
that a week
of arguing
with your
team
cannot...

35. Which of these designs is most likely to succeed?

37. Plan Your
CHOICE ARCHITECTURE
Choice architecture governs how options are
explained to a user, and how their presentation
affects the user’s decision-making.
Choice architecture goes beyond process
diagrams - It’s about understanding the
psychology of getting your users to act the way
you want them to.

38. Define your processes
WHAT DO YOU NEED*
USERS TO DO?
* MVP Thinking - Choose what’s
CRITICAL to your business and drop the rest
Example - For ecommerce: Checkout? Registration? Rating?

39. List what happens at each step for
each and every eventuality

40. Beneficiary application manually vetted
Application denied - Beneficiary provided
feedback on how to improve their pitch
Beneficiary provides:
● Logo - AI file
● Story - 150-300 words
● 3 -5 Images - cause, people
● Video URL
● IG, Twitter link
● Google form feedback link (optional)
● Payout details - Bank account /Paypal
Application
approved
Gogoboon creates campaign page, including designs of the products,
and notifies beneficiary campaign is live
Beneficiary shares campaign with their audience - Item group sales
start - Beneficiary given 2 weeks to get at least one item past group sale
minimum
Beneficiary initial contact via website + sign terms and conditions
NO Product reaches group sale
minimum within 2 weeks
ANY Product reaches group
sale minimum within 2 weeks
Funds are returned to backers,
less 5% processing fee
● Tabs are kept on revenue that’s due to be shared with the beneficiary-
Accounting done every 10 items sold.
● Campaign page remains active as long as at least one, non refunded, individual
item sale is made every two weeks.
Sale not made - Project is moved to website archive
section - Contact button replaces self serve sales.
Sale made
FROM APPLICATION TO CROWDFUNDING
● Individual sales are triggered for products that reached group sale minimum
● Order 1st batch of products from LRparis.com, according to design (wait time =
3 weeks)

41. What are
EFFECTIVE
ways to get
users to do
what you want?

42. Tiny
BEHAVIORAL DESIGN
tweaks have huge
impacts...

43. In
Austria
99% of the
population
are organ
donors.
In
Germany
15% of the
population
are organ
donors.

44. WARUM?

45. Organ
donorship in
Germany is
“Opt-in”.
In Austria it’s
“Opt-out.”

46. Which
display sells
more?

47. Thanks to less
DILEMMA OF
CHOICE
showing ¼ of
the choices,
sold 10x jam

48. When it comes to creating behavioral
changes, SOCIAL VALIDATION is
consistently more effective than
monetary incentivization.
It’s LESS EFFECTIVE to bribe folks to
come to an accelerator than it is to
show them how startups benefit
from accelerators.
WITH GOOD BEHAVIORAL DESIGN
YOU CAN PAY LESS AND GET
BETTER RESULTS

49. What’s a fair price
for a cup of Coffee?
THB 115
THB 130
THB 145

50. Maybe the only reason any of
these prices looks reasonable is
because we’re ANCHORED by
comparison to the others?

51. State requirements as
USER STORIES:
“...As a <user>,
I want to <complete task>
so I can <get benefit>...”

52. Feature I want to... So that I can... Acceptance Criteria
Email
Login
I want to login
with my email
so I can access
the app.
1. Login screen layout as shown in design
2. Existing user must enter email and password to login
3. When user enters invalid email, app shows error message.
4. When user enters wrong password, app shows error message.
Faceboo
k Login
I want to login
with my Facebook
account
so I can avoid
typing in
information
Facebook
already has
1. Login screen layout as Facebook provides.
2. Request access from user's Facebook's account.
3. If login fails, app shows error code/message
4. If login succeeds, confirmation is returned from Facebook.
5. User information is granted and pull from Facebook account and
pre-populate correct in user's account information
Register I want to sign-up so I can access all
features/benefits
1. The Registration form appears
2. User must enter a valid Email.
3. User must enter correct Password.
4. User must enter First Name and Last Name.
5. User must enter Mobile number.
6. If user doesn't enter required information, app shows matching
error message
7. Registration success automatically logs the user into the App and
sends a confirmation email.
Well written user
stories are key to
successful UX

53. WIREFRAMES &
SPECIFICATIONS

54. Pro tips:
➔ Simple wireframes - These
MUSTN’T be screen designs.
➔ Use pencil & paper for rapid
iterations.
➔ Test with users & revise often to
move forward effectively.
➔ Draw wireframes for mobile
screens first - It’s much harder,
and keeps you on your toes.

55. Designing user
interfaces before
doing detailed
wireframes,
is like picking
furniture for
your condo,
before you know
where the
kitchen will be...

56. A serious development team
will reject a poorly specified
project, or GREATLY pad their
estimate to cover their risk

57. Your specification
should be detailed
enough to brief a team
you’ll never meet
face-to-face...

58. ...this is
how much
of the top
software
on the
planet is
made

59. It’s easier, smarter
and cheaper to
prevent mistakes
during planning,
than it is to fix
them later...

60. CONCLUSION

61. USER EXPERIENCE DESIGN
★ Design thinking
Process diagrams
★ User stories
★ Wireframes
★ Concept testing
★ User testing
USER INTERFACE DESIGN
★ Design thinking
★ Screen designs
★ Interaction designs
★ Animations
★ User testing
DEPLOYMENT / WARRANTY /
CONTINUED DEVELOPMENT
★ Continuous monitoring for
usability and performance
issues
★ Routine maintenance
★ Improvements according to
product roadmap and user
feedback
DEVELOPMENT
★ Code writing
★ Developer run tests
★ QA
★ User testing
PROJECT LIFECYCLE
5
2 3
1 4
IDEATION
★ Concept formulation
★ Business logic
★ Branding
★ Setup project
★ Gather requirements
★ Plan timeline, cost &
resources
★ User testing

62. “...Love the problem,
not your solution…”
Too often we’re driven by our own ideas, losing the
opportunity to learn and find opportunities in the
world around us.
Who will you learn from?

63. To create a great
product you must
KNOW how your users
FEEL & what they
WANT, & you must
create experiences
that DELIGHT them.
ALWAYS.

64. LEARN MORE UX
Complete the worksheets provided during this workshop -
Create workflows, user stories and wireframes for an app
providing a shareable alarm clock.
Visit:
Smashingmagazine.com | Uxbooth.com | Uxmastery.com
| Nngroup.com | Coursera.org UX courses

65. Need more?
CALL ME!
mi@vimi.co
Line/skype: mikedarnell
Whatsapp/mobile: 09-1003-7545