The document discusses designing good digital experiences through a user-centered design process. It involves understanding user needs through research, defining problems to solve, ideating and prototyping solutions, testing and iterating based on user feedback, and measuring impact. Key aspects addressed include onboarding users, reducing friction, prompting desired behaviors, and providing rewarding experiences to retain users.

1. What does it take to design a
good digital experience?
Paul Greenhalgh & Ben Cox

2. Part 2
How do we make it a
reality?
UX design process
User needs and behaviours
Ideate and prototype solutions
Test and iterate
Measure impact
Part 1
What makes a good
user experience?
UX for attracting new users
Onboarding
Pairing
Prompting new behaviours
UX for keeping them 5
tips for a good UI
Providing reward

3. Healthcare solutions will be viewed alongside leading
consumer apps, so expectations are set high.
The context for
digital experiences
Image: apple.com/uk/ios/app-store/

4. Aspire to more than just
safe and effective
Consideration must be given to how a solution fits
with a user's existing routine and everyday
distractions.

5. Good onboarding
is critical
Onboarding is a crucial opportunity to inform and
motivate users to adopt a new platform.

6. Fogg behavioural model
Dr BJ Fogg
Behaviour Scientist at Stanford
b=mapbehaviour = motivation + ability + prompt
The Fogg
behavioural model
A tool to consider how we can reinforce
existing behaviours and encourage new ones.

7. Easing the sign-up
experience
Strava provides a streamlined onboarding sequence to
get users set up and introduced to their app.

8. Easing the sign-up
experience
Strava provides a streamlined onboarding sequence to
get users set up and introduced to their app.

9. Easing the sign-up
experience
Strava provides a streamlined onboarding sequence to
get users set up and introduced to their app.

10. Easing the sign-up
experience
Strava provides a streamlined onboarding sequence to
get users set up and introduced to their app.

11. Remove the strain
of pairing
New technologies and interactions such as fast pairing
and app clips can smooth the pairing experience.
Image: apple.com/uk/airpods-pro/

13. External triggers
and prompts
Pop up notifications and red dots on the
home screen promise new content to draw
users in.

14. Many commonly used tools we can learn from, but not
all are relevant within our industry.
Retaining users for
the long term
In-app messages
Email
Push notifications
Geolocation services
Regular feature updates
Loyalty rewards and offers
Two-way communication
Personalisation & value of ownership
Reducing friction in the UI
Choice reduction
Instant gratification
Variable reward
Social proof
Less means more
Use App Store listing to show benefits
Avoid data fatigue

15. Reducing friction
for the user
Visual hierarchy
Real-world language
Accessibility
Micro-interactions
Stick to the system

16. Reducing friction
for the user
Visual hierarchy
Real-world language
Accessibility
Micro-interactions
Stick to the system

17. Reducing friction
for the user
Visual hierarchy
Real-world language
Accessibility
Micro-interactions
Stick to the system

18. Reducing friction
for the user
Visual hierarchy
Real-world language
Accessibility
Micro-interactions
Stick to the system

19. Reducing friction
for the user
Visual hierarchy
Real-world language
Accessibility
Micro-interactions
Stick to the system

20. Reducing friction
for the user
Visual hierarchy
Real-world language
Accessibility
Micro-interactions
Stick to the system

21. Tapping into our primal instincts by providing
experiences which users continue to find rewarding.
Building in
variable reward

22. Tapping into our primal instincts by providing
experiences which users continue to find rewarding.
Building in
variable reward

23. Part 1
What makes a good
user experience?
UX for attracting new users
Onboarding
Pairing
Prompting new behaviours
UX for keeping them
5 tips for a good UI
Providing reward
Part 2
How do we make it a
reality?
UX design process
User needs and behaviours
Ideate and prototype solutions
Test and iterate
Measure impact

24. Be people centred, communicate visually, collaborate,
co-create, prototype and iterate.
Designing a good
digital experience

25. Talk to users, browse forums, review literature, run
surveys – take a deep dive into the problem you are
trying to solve.
Understanding user
needs and behaviours

26. Look to existing solutions to understand the product
ecosystem, common conventions and behaviours.
Assessing existing
products and solutions
Ref: nngroup.com/articles/ten-usability-heuristics/

27. Personas help the design team to focus on core
needs and maintain empathy throughout a technical
process.
Defining the
problem space

28. Experience mapping helps to define the user journey
with pain points and opportunities.
Defining the
problem space

29. Service design techniques can be used to visualise
the relationship between multiple actors and system
components.
Defining the
problem space
Image: nngroup.com/articles/service-blueprints-definition/

30. Bring together commercial and user needs to robustly
define design challenges and measurable behaviours.
Defining the
problem space

31. Design tools support the full UX workflow through
rapid iteration at different resolutions, prototyping for
user testing, and implementation.
Many tools are useful
through the process

32. Prototyping animations and micro-interactions to
provide rich and immersive feedback.
Bringing your user
interface to life

33. Lean tools for moderated and unmoderated user
testing of digital products, in addition to physical and
digital pairings.
Remote user
testing
Image: lookback.io

34. Beta testing to build demonstrator systems, gain
valuable user feedback and catch software bugs.
Perfecting your
product

35. Product Reaction Cards are a trusted method to
record sentiment – your product should be aiming to
move the needle across to positive sentiment.
What does success
look like?

36. Exposure and engagement analytics, insight on
behaviour change and product reviews to measure
impact.
What does success
look like?

37. Not overly full of features, tackles a user problem in a
way that elicits delight or joy, and shows signs that
users will become advocates of the product.
Minimum lovable
product

38. Paul Greenhalgh
Director of Design
paul-greenhalgh@team-consulting.com
Ben Cox
Head of Digital Design
ben.cox@team-consulting.com