In this presentation, we demystify the process of designing effective web and mobile experiences and we will share techniques and approaches we use to create elite experiences. Slides by Chris Lamothe, SVP of Experience Design at Cantina

1. Demystifying Design

2. About Cantina
Cantina is a digital design and development agency
based in Boston since 2007.

3. Alec Francesconi
Current:
President at Cantina
Previous:
Isobar (Molecular),
Edgewater
Contact:
alec@cantina.co

4. Chris Lamothe
Current:
Director, Experience Design at Cantina
Previous:
Harvard Business School,
Isobar (Molecular)
Contact:
chris@cantina.co

5. WHY SO MYSTIFIED?
image source: https://hdwallpapers.cat/

6. 2009 2011 2014

7. What is Design?

8. art?
image source: http://acesweeklyblog.com/

9. immeasurable?
image source: http://wallbasehq.com

10. MAGIC?
image source: http://www.webdesignbooth.com

11. lipstick?
image source: http://visualsearch.tk

12. the process of design

13. Web Design Process
1998-2002

14. +
image source: http://minecrafts.org
https://www.youtube.com

15. +( )x
image source: http://steamcommunity.com

16. image source: https://commons.wikimedia.org

17. image source: http://galleryhip.com
http://unapausaparalapublicidad.com

18. image source: http://www.gloriouscolor.com

19. UX Design Process
2002-2010

20. +

21. + +
image source: http://jennycham.co.uk

22. +( )x+

23. =+( )x+
image source: https://mikespennyforyourthoughts.wordpress.com

24. +(( )x = )x+

25. image source: http://blogs.motortrend.com

26. ...later (if we’re lucky)

27. +(( )x = )x+
x
image source: http://reqtest.com

28. there must be a better way

29. design is art & science
Source: A. Cliché

30. Art Science
Qualitative Quantitative
Method:
Intuition
Validation:
Eye of the beholder
Credit: Teehan & Lax
Method:
Investigation
Validation:
Testing, Metrics

31. design is where science and
art break even

32. Art Science
Qualitative Quantitative
Method:
Intuition
Validation:
Eye of the beholder
Method:
Investigation
Validation:
Testing, Metrics
Credit: Teehan & Lax
Design

33. design is art with objectives
Credit: Diane Leeper

34. Art
Science
Qualitative
Quantitative
Method:
Intuition
Validation:
Eye of the beholder
Method:
Investigation
Validation:
Testing, Metrics
Credit: Teehan & Lax
Design

35. scientific method

36. 1. Define a question or assumption
2. Gather information and resources
3. Form a hypothesis
4. Test the hypothesis
5. Analyze the data
6. Interpret the data and draw conclusions
7. Publish results
8. Retest

37. 1. Define a question or assumption
2. Gather information and resources
3. Form a hypothesis
4. Test the hypothesis
5. Analyze the data
6. Interpret the data and draw conclusions
7. Publish results
8. Retest

38. “lean” methodology
image source: http://100state.com

39. 1. Define a question or assumption
“[Our service/product] was designed to achieve [these goals].
We have observed that the product/service isn’t meeting [these goals], which is causing
[this adverse effect] to our business.
How might we improve [service/product] so that our customers are more successful based
on [these measurable criteria]?
Source: Lean UX

40. 3. Form a hypothesis
If ________________, then _____________.

41. We believe that [doing this/building this feature/creating this experience] for [these
people] will achieve [this outcome].
We will know this is true when we see [this market feedback, quantitative measure, or
qualitative insight].
3. Form a hypothesis
Source: Lean UX

42. 4. Test the hypothesis

43. 6. Interpret the data and draw conclusions

44. UX Design Process
Present

45. +(( )x = )x+
= )x

46. +(( )x = )x+
= )x
X X X X
X

47. ++ Users! +
image source: http://www.interaction-venice.com

48. when are we done?

49. some considerations

50. ● There is only one (deliverable)
● This is sausage making
● Takes two to tango
● Talk with real people
● 5 is enough
● Always be testing
● Lose the Big Reveal
● Rigor required

51. questions?