This document summarizes information about an organization called Cyber-Duck and their approach to user experience (UX) design. It discusses their user-centered approach, some key principles of UX like defining audiences and solving real user needs, and tactics like system mapping, sketching, prototyping, and UX research. The document emphasizes starting with sketches and prototypes early, baking branding and growth strategies into the UX from the start, and defining the overall "experience" in pitches and presentations.

1. Sponsors of StartupBus UK
2nd September 2016
Hello! We are…

2. TODAY
About Cyber-Duck
User-Centred Approach
Creative R&D Efforts
Startup Hackathon Tips
Project Showcase
-
Hacker’s Guide to UX

3. With an ISO accredited, user-centred approach, our
award winning team will ensure your brand, website and
marketing campaigns perform exceptionally, every time.

4. @ Cyber-Duck Ltd 2015
The European Union
BRANDS WE’VE WORKED WITH

5. @ Cyber-Duck Ltd 2015

7. Features in:
Product Hunt Smashing Magazine
We built and launched the Android version after
popular demand
We kicked-off our strategy to boost downloads and awareness (of
UX Companion and Cyber-Duck) by pitching to key publications
and resource libraries
Including a nod at all our speakers’ events, from UX London to SXSW
OCT 2014
MAR 2015
7,000 downloads in a single week
13,800 downloads from 97 countries
534 UPVOTES
Usability Geek

8. As launch excitement fades, it’s easy to let products dwindle. We
quickly noticed downloads had begun to plateau over the summer:
from 1200 to 720 per month
APR 2015
SEP 2015
OCT 2015
Creating a long-term design / content strategy could build
consistent engagement with our passionate community – and
continue bringing value to Cyber-Duck
So… we refreshed UX Companion’s microsite
Critically, we started releasing consistent content updates
Subtly animated graphics made the features crystal clear
and community social reviews increased credibility
2 new articles per month
with user-generated and trending topics

9. TODAY
1,200average installs per month
…and the effect?
We hit our highest number of installs per month in February with 1,630!
22,400 on iOS and 9,600 on Android
32,000 unique installs
Up from 50 during the summer plateau
70 active daily users

10. BARCLAYS HACKATHON WINNER

11. TAKEAWAYS
Define your
audience
Solve real user
needs and desires
Find how you can
stand out
Develop key
features first and
iterate
Steadily engage
and support your
audience

12. The hackers guide to UX
v0102
Danny Bluestone - September 2016

13. • About
• The world we live in
• The lean approach
• What is UX
• Overarching principles
• Tactics
TODAY…

15. The world we live in
1

16. Google sets AI standards Apple sets UI standards
THE WORLD WE LIVE IN

17. Amazon sets
shopping standards
Facebook sets
social standards
THE WORLD WE LIVE IN

18. http://smartiplex.com/2014/09/09/technology-life/
Would you be interested
in wearing a sensor
device assuming it was
from a brand?
WEARABLES

19. FRAMING UX

20. The lean approach
1

21. http://seriesf.com/post/117010627556/eric-ries-takes-page-from-tim-ferriss-begins
The Lean startup
method is not about
cost, its about speed
Eric Ries, The Lean Startup

22. https://www.thoughtworks.com/insights/blog/how-business-leaders-create-lean-enterprise

23. https://www.thoughtworks.com/insights/blog/how-business-leaders-create-lean-enterprise

24. PROBLEM
Ethnography to research
customer problems and
find opportunities. What
will be the triggers and
motivations?
LEAN CANVAS
SOLUTION
Start with task tables and
move into prototypes.
Bake in ‘shareability’ and
distribution in from outset
Consideration:
Alternatives and mental
models
KEY METRICS
Put customer satisfaction
at the core and think
about the KPIs you will use
UVP
Make sure your UVP is
clear within your
messaging and brand
strategy. Can you build
in connection tools?
Consideration:
Education curve, brand
awareness as well as
retention.
CHANNELS
Which channels will you
use and why, think about
availability, consistency
and seamlessness
UNFAIR ADVANTAGE
Your brand’s infrastructure,
personalisation and your
psychological ‘hook model’
CUSTOMER SEGMENTS
List your personas
and verify them with
real people. Use
your personas to
inform your designs.
CYBER-DUCK LTD
Consideration:
Early adopters,
different generations,
rewards
COST STRUCTURE
From a UX perspective, plan the importance of ongoing design,
usability reviews, CRO, quality assurance and organic marketing.
Is there a way to crowd source features and content? Can you
create a tribe of early adopters within your CRM?
REVENUE STREAMS
How can you build in co-efficient revenue models to minimise
advertising costs? Think about how you can increase user
retention and ‘bake’ in reward models as well as up-selling and
partnerships.
Through a UX lens

25. What is UX
2

26. The overall experience of a person using a
product such as a website or computer
application, especially in terms of how easy or
pleasing it is to use.
According to Wikipedia

27. UX IS NOT UI
Strategy
User centred design
Ethnography
Use case analysis
Stakeholder interviews
Feature audits
User interviews
Usability plans
Data analysis
Persona driven design
Task analysis
Information architecture
Prototyping
Wireframing
Usability studies
Graphics
Iconography
Interface design
Visual design
Strategy
User centred design
Ethnography
Use case analysis
Stakeholder interviews
Feature audits
User interviews
Usability plans
Data analysis
Persona driven design
Task analysis
Information architecture
Prototyping
Wireframing
Usability studies
Graphics
Iconography
Interface design
Visual design
HOW UX HAS BEEN VIEWED (“THE WHAT”) HOW UX NEEDS TO BE VIEWED (“THE WHY”)

28. Overarching principles
3

29. CORE MODEL
http://alistapart.com/article/the-core-model-designing-inside-out-for-better-results

30. TECHNOLOGY
• IoT - The Internet of Things is a precursor of fashion technology.
• Innovation - Miniaturisation of sensors (e.g. GPS, NFC, accelerometer),
temperature, pressure, magnetometer, microphone and even chemical sensors.
• Limitations - Batteries, healthcare approval, regulations, different demographics.

31. DESIGN A SYSTEM ‘NOT A DESTINATION’
When designing a product, think about the ‘entire system’, not just a ‘destination’.

33. BRAND STRATEGY
• Essence - The brand essence and values need to tie into the manifestation of the
UX (e.g. Amazon smile, customer is always put first).
• Names - Descriptive names are loved by search engines whereas distinctive
names are favoured by trademark lawyers.
• Visual aspect - “What is beautiful is usable”, invest in your art direction.
• Originality- Make sure your visual language, photography, videos and icons are
authentic and unique.

34. http://www.thevisibilityproject.com/2014/12/31/this-music-video-brings-maya-angelous-final-project-to-life/
I’ve learned that people
will forget what you said,
people will forget what you did,
but people will never forget
how you made them feel.
Maya Angelou, Artist and activist

35. Tactics
4

36. SYSTEM MAPPING TOOL To create system, sitemaps and app maps
http://quirktools.com/smaps

37. SKETCH A visual design tool
http://bohemiancoding.com/sketch/

38. MARVEL APP Quickly produce interactive prototypes with no coding
https://marvelapp.com

39. UX RESEARCH Conduct online usability testing with verify app
http://verifyapp.com/tour

40. Take aways
5

41. CONCLUSION
• Use comics to create user scenarios while working on the lean canvass
• Get sketching as soon as you can, start with the most ridiculous ideas
• Start branding and growth strategy from the outset and ‘bake it in’ to the UX
• Prototype early and do field research
• Your pitches will need to show what the ‘experience’ is about

42. Thank you
We help brands run UX workshops and hackathons, get in touch for more info:
@danny_bluestone
@cyberduck_uk
www.slideshare.net/mesibot