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Scott Berkun, Author, How Design Makes The World
Is Your Product As Easy 

To Use As You Think?
Business of Software, Spring 2021
NO.
NO?
Mjölnir
•Indestructible
•Can fly
•Returns on command
•Summons lightning
•Teleportation
•Invisibility
•Indestructible
•Can fly
•Returns on command
•Summons lightning
•Teleportation
•Invisibility
COOL.
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
Zzzzzz.
Hans Holein
• What is good?
• What is intuitive?
• User friendly for which user?
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
Phrases to avoid:
• Intuitive
• Easy to use
• User friendly
• Customer centric
Without context
of a specific
person or task
they have no
meaning
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
What task are we trying to improve:
A) Hang a painting on the wall

B) Fight the battle of Ragnarök




Should we be designing for
Thor (the power user)? 



Or mortals? 



BUILDERS
HAVE BIAS.
YOU AND
THOR
ARE HERE
Proficiency with your software
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
ZDA-110-3-15-1
Images from New York Times
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
User Experience
Technology
“It’s as big a deal as the PC.” 

- Steve Jobs

“So revolutionary… you’ll have no problem selling it.” 

- Jeff Bezos

“May be bigger than the internet.” 

- John Doerr
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
Building vs. Designing
• Satisfy requirements
• Finish on time
• Finish on budget
• Product Roadmap
• Solve the right problem
• In the right way
• For the right people
• User journey map
User Experience
Technology
User Experience
Technology
Study your customer first
• What do they know?
• What tasks do they need?
• Where do they get stuck?
• (Avoid bias)
• Interviews
• Site visits
• Usability Studies
• Early prototypes
• Resist coolness
Study your customer first
• What do they know?
• What tasks do they need?
• Where do they get stuck?
• (Avoid bias)
• Interviews
• Site visits
• Usability Studies
• Early prototypes
• Resist coolness
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
How to Measure Ease of Use
• Time on Task
• # of errors made
• Success Rate
• Customer support calls
• Satisfaction ratings
How to Measure Ease of Use
https://www.nngroup.com/articles/usability-metrics/
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
1. Iterative
User centered
Design
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
2. DESIGN
POWER
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
Missoula, MT - 1880s
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
TOO MANY
COOKS SPOILS
THE DESIGN
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
Technology
is never
neutral.
Business
ethics are
part of
business.
Scott Berkun Is Your Product as Easy to se as You Think BoS 2021.pdf
NOW:
Q&A!
Learn more about the book: designmtw.com



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