UX is not just about UI. It's about understanding customer needs and creating a technological solution that addresses their needs. Developers have a huge, and often understated role, in the creation of a great user experience for customers. Joe will walk us through principles and techniques that can help you test your ideas and bring them to market successfully

1. Solution Design
THE HIDDEN SIDE OF UX
Joe
Baz
@joebaz
#bostonphp
Above
the
Fold

2. Why?

3. 34M customers
1.4M paying customers

6. 1. IDENTIFY THE PROBLEM

7. Web
Analytics
Split Online
Testing Forums
Acquire Supporting Data Points
Trouble
Surveys
Tickets

8. Problem Statement
(data)
According to __________
(customer) (problem)
______________ [verb] ___________.

9. Problem Example 1
According to our online survey,
40% of consumers have lost
important notes in the past
accidentally.

10. Problem Example 2
According to mobile app analytics,
85% of business users are using
the Blackberry app once.

11. 2. BUILD THE PERSONAS

12. Copyright:
h<p://www.homestarrunner.com/trogdor.html

13. Workout
Will
­ Hits
the
gym
3x
a
week
­ Doesn’t
trust
online
sites
­ Has
almost
zero
Ime
for
new
things
­ Worships
his
Android
tablet

14. Analyst
Amy
­ Works
for
a
financial
firm
­ Power
user
­ Loves
trying
new
things
but
easily
frustrated
­ Overworked
–
10hr
days
­ The
fastest
texter
in
the
Blackberry
galaxy

15. 3. CREATE SCENARIOS

16. Copyright:
h<p://www.deviantart.com/download/32507261/Trogdor_by_DonBranZ.jpg

17. Scenario Example 1
He finishes his
He records each
Workout Will workout and
set in his
goes to the gym gets ready for
notebook
work
He accidentally
He gets to
He hops left his
work, and then
on the T notebook
realizes that…
on the T

18. Scenario Example 2
Analyst Amy is She’s decides She see’s her
waiting in a long to browse the note taking app,
line at app catalog on downloads and
Starbucks her Blackberry installs it
She logs in and She struggles The cashier
wants to find for 1 minute to tries to get her
her meeting find the search aention to
notes bar place an order

19. DISCOVER by…
1. Identifying the Problem
2. Building Personas
3. Creating Scenarios

21. 1. STATE THE HYPOTHESIS

22. Hypothesis Template
(who)
We believe that ___________
(what) (because)
will ___________ ______________.

23. Hypothesis Example 1
We believe that consumers will
record notes on their tablets
because if they lose their tablet,
the notes are still accessible online.

24. Problem Example 1
According to our online survey,
40% of consumers have lost
important notes in the past
accidentally.

25. Workout
Will
­ Hits
the
gym
3x
a
week
­ Doesn’t
trust
online
sites
­ Has
almost
zero
Ime
for
new
things
­ Worships
his
Android
tablet

26. Scenario Example 1
He finishes his
He records each
Workout Will workout and
set in his
goes to the gym gets ready for
notebook
work
He accidentally
He gets to
He hops left his
work, and then
on the T notebook
realizes that…
on the T

27. Hypothesis Example 2
We believe business users will use
the Blackberry app more than once
because they will be able to find
their notes easily.

28. Problem Example 2
According to mobile app analytics,
85% of business users are using
the Blackberry app once.

29. Analyst
Amy
­ Works
for
a
financial
firm
­ Power
user
­ Loves
trying
new
things
but
easily
frustrated
­ Overworked
–
10hr
days
­ The
fastest
texter
in
the
Blackberry
galaxy

30. Scenario Example 2
Analyst Amy is She’s decides She see’s her
waiting in a long to browse the note taking app,
line at app catalog on downloads and
Starbucks her Blackberry installs it
She logs in and She struggles The cashier
wants to find for 1 minute to tries to get her
her meeting find the search aention to
notes bar place an order

31. 2. GENERATE IDEAS
(Collaboratively)

32. Photo
Credit:
h<p://www.ghostvillage.com/resources/2007/gc_02072007.shtml

33. Idea Games
­ The Anti-Problem
­ Empathy Map
­ Post Up

34. Hypothesis Example 1
We believe that consumers will
record notes on their tablets
because if they lose their tablet,
the notes are still accessible online.

35. 3. PROTOTYPE

37. Photo
Credit:
h<p://modifiedcarsandautoparts.blogspot.com/2011/12/famous-­‐sharpie-­‐lamborghini-­‐gallardo.html

38. Balsamiq
Balsamiq

39. Axure

40. Hypothesis Example 2
We believe business users will use
the Blackberry app more than once
because they will be able find their
notes easily.

44. 4. TALK TO THE CUSTOMER

46. Photo
Credit:
h<p://www.luma-­‐insItute.com/images/18.png

47. Capture explicit & implicit
feedback

48. CREATE by…
1. Stating the Hypothesis
2. Generating Ideas
Collaboratively
3. Prototyping
4. Talking to Customers

50. Hand off!
Photo
Credit:
h<p://www.stack.com/2013/02/25/relay-­‐sprint-­‐training/

51. 1. CREATE A BETA PROGRAM

54. 8-10 Weeks

55. 2. MEASURE THE RESULTS

56. Tips on what can you measure:
FOR SALES ➜ CONVERSION RATE
FOR USAGE ➜ SINGLE USE RATIO
FOR MESSAGING ➜ BOUNCE RATE
FOR DISCOVERABILITY ➜ HEAT MAPS
FOR EFFICIENCY ➜ TASK TIMES

57. Hypothesis Example 1
We believe that consumers will
record notes on their tablets
because if they lose their tablet,
the notes are still accessible online.

58. Metrics for Hypothesis 1
Beta
Devices Tablet Use Notes
Customer
Connected Time Created
Logins

59. Hypothesis Example 2
We believe business users will use
the Blackberry app more than once
because they will be able to find
their notes easily.

60. Metrics for Hypothesis 2
Beta ...Visiting
Search
Customer More than
Inquiries
Logins Once

61. Revisit your Hypothesis
Did you prove it?

62. VALIDATE by…
1. Creating a Beta Program
2. Measuring the Results

64. Thank you!
Joe Baz (@joebaz)
www.abovethefolddesign.com