Two stories of UX gone bad and why, and a look at how the principles of Lean UX - iterate quickly, talk to customers often - can help avoid building product that users don't need or can't use. From the May 9th, 2012 FailChat event in SF.

1. May 2012
UX Comes First
[ because UX is everything! ]
Ellen Dunne Lumatic City Maps
Director of Product | Lumatic, Inc blog.lumatic.com
@iamdunne
Thursday, May 10, 2012

2. design product development
Thursday, May 10, 2012

3. [ circa 2007 ]
#1 social network for pets
Thursday, May 10, 2012

4. Facebook Platform Launch Partner
Thursday, May 10, 2012

5. The Dogster Hypotheses:
MY DOG RULES
DOGS ARE CUTE
Thursday, May 10, 2012

6. The Dogster Hypotheses:
MY DOG RULES
DOGS ARE CUTE
Thursday, May 10, 2012

7. The Dogster Hypotheses:
MY DOG RULES
DOGS ARE CUTE
Thursday, May 10, 2012

8. Thursday, May 10, 2012

9. image: blog.publicisdigital.com
Thursday, May 10, 2012

10. image: blog.publicisdigital.com
Thursday, May 10, 2012

11. Thursday, May 10, 2012

12. Thursday, May 10, 2012

13. Thursday, May 10, 2012

14. Thursday, May 10, 2012

15. Thursday, May 10, 2012

16. FA IL
Thursday, May 10, 2012

17. Failed to understand the audience
Failed to consider user’s context
Thursday, May 10, 2012

18. Thursday, May 10, 2012

19. Thursday, May 10, 2012

20. Our idea:
Make a city map app for pedestrians that is
photo-based
foolproof (even for the map-weary)
delightful and informative
Thursday, May 10, 2012

21. Our prototype:
built in a few weeks
1 designer + 1 developer
1 pre-set route
tested with 10 users
Thursday, May 10, 2012

22. Our prototype:
built in a few weeks
1 designer + 1 developer
1 pre-set route
tested with 10 users
= CONCEPT VALIDATED
Thursday, May 10, 2012

23. Our 1st iteration app:
Thursday, May 10, 2012

24. HYPOTHESIS #1
Navigation should
be primary function
of app
Thursday, May 10, 2012

25. HYPOTHESIS #1
Navigation should
be primary function
of app
FA IL
Thursday, May 10, 2012

26. HYPOTHESIS #1
Navigation should
be primary function
of app
FA IL
‘Locals’ didn’t see value
in using product.
Thursday, May 10, 2012

27. HYPOTHESIS #2
UI should be centered
around navigation image
Thursday, May 10, 2012

28. HYPOTHESIS #2
UI should be centered
around navigation image
Thursday, May 10, 2012

29. HYPOTHESIS #2
UI should be centered
around navigation image
Thursday, May 10, 2012

30. HYPOTHESIS #2
UI should be centered
around navigation image
Thursday, May 10, 2012

31. HYPOTHESIS #2
UI should be centered
around navigation image
FA IL
Thursday, May 10, 2012

32. HYPOTHESIS #2
UI should be centered
around navigation image
FA IL
UX falls apart if image is
bad or missing.
Thursday, May 10, 2012

33. HYPOTHESIS #3
Discovery/content
is secondary
Thursday, May 10, 2012

34. HYPOTHESIS #3
Discovery/content
is secondary
FA IL
Thursday, May 10, 2012

35. HYPOTHESIS #3
Discovery/content
is secondary
FA IL
Users were missing
it entirely.
Thursday, May 10, 2012

36. Our 2nd iteration app:
SOLVED:
One-box search, nearby
search make it clear that it’s
for more than navigation.
Thursday, May 10, 2012

37. Our 2nd iteration app:
SOLVED:
Stream format
accommodates map tile
if street image is missing.
Thursday, May 10, 2012

38. Our 2nd iteration app:
SOLVED:
We point out interesting
landmarks along the way.
Thursday, May 10, 2012

39. UX is everything
The best DESIGN is the one that provides
the best user experience.
Thursday, May 10, 2012

40. UX is everything
The best ENGINEERING SOLUTION is the
one that delivers the best user experience.
Thursday, May 10, 2012

41. UX is everything
The best FEATURE SET is the one that
creates the best user experience.
Thursday, May 10, 2012

42. THANK YOU.
Ellen Dunne Lumatic City Maps
Director of Product | Lumatic, Inc blog.lumatic.com
@iamdunne
Thursday, May 10, 2012