This document summarizes a presentation by Roy Sampei on catching up on UX. It discusses why UX is important today given the proliferation of digital touchpoints. It outlines Roy's experience designing apps without properly understanding users through research and emphasizes the importance of user research, personas, and testing with users. The presentation also covers UX trends like lean UX, agile development, and MVPs. It stresses that the key to UX is deep understanding of users and assuming designers are always wrong without user feedback.

1. Catching up on UX
Roy Sampei / UX MILK / 20160227

2. Ryo "Roy" Sampei
Connectstar Co., ltd. (subsidiary of Members Co.,Ltd.)
UX MILK / Editor-in-Chief
UX JAM / Organizer
PUNK ROCK VIDEO GAMES ANIME
MY INTERESTS

3. Career
Nearly 10 years in the mobile content industry
MARKETER DIRECTOR DESIGNER EDITOR
Voltage Inc.
Emiq Inc.
ConnectStar Co., Ltd,

5. Career

10. Career
Web Services Social Gaming Apps
Feature Phones Smartphones
10 years of mobile means...
Monthly Subscriptions Free-to-Play
i-mode, Ezweb, Y! GREE, mobage, Ameba AppStore, Google Play
100KB 1GB~2~3MB

11. Members Co.,Ltd.
Web / Social Media marketing & operations for national clients

12. Subsidiary of Members Co.,Ltd.
Makes apps & services

13. Website for Web/App creators, focusing on UX
http://uxmilk.jp

15. UX JAM
A casual meet-up on UX, probably the most unacademic one in JP

17. Today's Topics
1. about me & why I am here
2. why UX is important today
3. workshop : understanding UX
4. trends in UX
- Q&A

18. My Story

20. How We Designed Apps (the wrong way)
Brainstorm Design LaunchResearch

21. Research
no qualitive data, just quantative data

22. Brainstorm
Each team member had an image of a different user

23. Design
Tons of designs followed by unfocused concepts

24. Launch
We were trying different approaches AFTER the app was made

25. Sound familiar?

26. My Mistake
Who was the user?
Where were they?
What did they want?
When will they have used this?
Why did they need this?
We were so into "Making Apps" inside the screen

28. How we should have done it
Brainstorm Design LaunchResearch
USER USER USER
Interviews Persona User Testing

29. Research
no qualitive data, just quantative data
-> We need to do interviews to get the image of the core user

30. Brainstorm
Each member images a different user
-> We need to make personas to get consensus of who we're
talking about

31. Design
Tons of designs and concepts
-> We need to make lots of prototypes & check w/ users

32. Launch
We were trying different approaches AFTER the app was made
-> The product should claim its own audience

33. Lack of UX

34. What is UX?
Definition :
User Experience Design (UXD or UED or XD) is the process of
enhancing user satisfaction by improving the usability, accessibility,
and pleasure provided in the interaction between the user and the
product.
(taken from Wikipedia)

35. In other words...?
https://www.usertesting.com/blog/2015/09/16/what-is-ux-design-15-user-experience-experts-weigh-in/

36. In other words...?
https://www.usertesting.com/blog/2015/09/16/what-is-ux-design-15-user-experience-experts-weigh-in/

37. UX White Paper
WHEN
WHAT
HOW
BEFORE
USAGE
ANTICIPATED
UX
Imagining
experience
DURING
USAGE
MOMENTARY
UX
Experiencing
AFTER
USAGE
EPISODIC
UX
Reflecting on an
experience
OVER TIME
CUMILATIVE
UX
Recollecting
multiple periods of
use
http://www.allaboutux.org/files/UX-WhitePaper.pdf

38. UX White Paper
WHAT
HOW
ANTICIPATED
UX
Imagining
experience
MOMENTARY
UX
Experiencing
EPISODIC
UX
Reflecting on an
experience
CUMILATIVE
UX
Recollecting
multiple periods of
use
This App looks fun
Cool graphics
Nice sound
Good UI
I want to use that
App again
That App
KICKS ASS!

39. UX = UI?

40. WHAT
HOW
ANTICIPATED
UX
Imagining
experience
MOMENTARY
UX
Experiencing
EPISODIC
UX
Reflecting on an
experience
CUMILATIVE
UX
Recollecting
multiple periods of
use
This App looks fun
Cool graphics
Nice sound
Good UI
I want to use that
App again
That App
KICKS ASS!
UX is not UI

41. UX is not UI

42. Why is everyone talking about UX?

43. Smartphones, tablets, wearables...

44. Many, many touchpoints

45. Internet of things

46. We need to know more about the
user's lifestyles

47. When there are millions of Apps, why
would they choose yours?

48. We need to be more close to the user.
They don't want things that are
irrelevant to their lives.

49. WORKSHOP
20min

50. We need stories
(in other words, context)

51. Gift is UX

52. What kind of colors
does she wear everyday?
Will she be embarassed
to wear this to work?
When will the perfect timing be
to hand this to her?

53. What is the most delightful moment for him/her?
You will know if they are close.

54. But we can't understand millions of users.
That's why we need techniques to understand UX

55. Interviews

56. ペルソナ
Personas

57. カスタマージャーニーマップ ver2 handling controversial content
Customer Journey Maps

58. "Let's make a new feature!"
"The UI needs renewal."

59. Does the user need it?

60. Trends

61. Lean UX
Agile Development
Scrum

62. Making an MVP
(Minimum Viable Product)
Fast and Rapid Development
for user feedback

63. Minimum Valiable Product
is not an "Unfinished Product".
It's about making the core concept
simple and clear.

64. We need to test, test, test!
Make an MVP, test, fix, test, fix...
Fast iteration is key

65. Pair production, Design Sprints...
all for fast feedback
http://pivotal.io/jp/labs/process

66. What skills do we need?

67. Do we need to be an expert?
Design Programming Marketing
Photoshop
Illustrator
HTML5/CSS
...
Swift
Ruby
Python
...
SEO
ASO
Analytics
...

68. Skills for communication, and they evolve fast too.

69. We don't need designers that only do Photoshop.
We need designers that are willing to learn anything,
so that he/she can communicate & design more.

70. Wrapping Up

71. We have to assume we are all WRONG.
Only the users have the key.

72. UX Design is all about knowing the user

73. Don't be afraid to face the users (like me)

74. UX is communication

75. http://uxmilk.jp

76. Thanks!
Roy Sampei / UX MILK / 20160227
twitter : @3mp / facebook : brainmosh