How Those Two Little Letters Could Transform Your Bottomline

1. THE BUSINESS CASE
FOR UX
Why Successful Companies
Care About Those Two
Letters
Presented by Ovetta Sampson
October 26, 2016

2. TODAY’S CONVERSATION:
• UX Philosophy
• UX Process
• ROI OF UX
• UI Tenets
• Fun and Games
• Q&A

3. • Design inspiration
• Problem solving
• Understanding Users
• Building better
relationships
• Building better products
TODAY’S TAKEAWAYS

4. Design
Neuroscience
Psychology
Technology
Art
Engineering
Artist Rendering: Chris Labrooy: http://www.chrislabrooy.com/

5. Photo: 703Creative.com
WTH
???

6. WHERE UX BEGAN: THE
NORMAN DOOR
PLAY VIDEO

7. WHAT ARE YOUR “NORMAN
DOORS?”

8. What is UX?
So says Don Norman

9. NORMAN’S MANTRAS
o DISCOVERABILITY
o LEARNABILITY
o EFFICIENCY
o JOYFUL/DELIGHTS

10. DISCOVERABILITY=
PRIORITIZING
o Put what people do most often first.
o Put what people do second to most often
second.
o Put what people do sometimes last.

11. SOME TERMINOLOGY
Mockplus on Medium.com

12. UX OR USER EXPERIENCE =
DESIGN PROCESS

13. UI OR USER INTERFACE =
DESIGN EXECUTION

14. UX+UI+IA+IXD = USER-
CENTERED DESIGN

15. THERE’S
ONLY ONE
RULE ABOVE
ALL ELSE IN
UX:

16. UX DESIGN TOOLS
Interviews
Surveys
Observations
Affinity Diagrams
Wireframes
Prototypes
Visual Designs
Photography
Usability Testing

17. HOW DOES UX AFFECT
MY BUSINESS?
Getty Images

18. Card Redesigned by Eric Thomas

19. The goal of UX design in business is to “improve
customer satisfaction and loyalty through the utility,
ease of use, and pleasure provided in the interaction
with a product.”
Photo by Nolan Issac: Unsplash.com

20. UX=WIIFM=FOMO=SALES
ROI IN PRODUCT
DESIGN

21. FROM FRANK SPILLERS:
EXPERIENCE DYNAMICS.COM
EXPERIENCE DYNAMICS

23. The ROI on UX

26. UX
Metrics

31. TELL ME ABOUT YOUR
CREATIONS

32. HOW DO YOU START? DESIGN THINKING
www.ideou.com/pages/deisgn-thinking

33. THE PRINCIPLES OF UX
Observe
AnalyzeDesign
Test
Photo: Jean Gerber/Unsplash.com

34. ANATOMY OF UX
PROCESS
The Making of Home Base

35. HomeBase: Tablet App for
Seniors age 65 +

36. HomeBase Process: Before
Design
Contextual
Inquiry
Expert
Interviews
In-home
Observations
Survey
Analysis
Affinity
Diagram
Paper
Prototyping
Task Flow
Creation
Digital
Prototyping
Usability
Testing
Digital
Prototyping

37. HomeBase
Personas

41. Team
Exercise:
Persona
Creation

42. Create a Persona for Your
Product
Motivations
Behaviors
Attitudes
Values
Beliefs
Technology
adoption
Location

43. THE TEN
COMMANDMENTS OF UI

44. Visibility
Real-World
Match
Consistency
User
Control
Error
Prevention

45. Recognition Ease of use
Minimalist
Design
Error
Recovery
Help

46. UI VISIBILITY= USERS:
Know where they are.
Know where to go.
Know what to do.
Know how to leave.

47. UI ERROR PREVENTION
Warn users
Give users an out
Design better

48. UI USER CONTROL=
NO POPUPS
(annoying)
OPT-IN (not opt-out)
Control the
environment

49. UI CONSITENCY= USERS:
Know what your
controls mean
Do not have to guess
at what an icon/action
will do
Consistent look and
feel

50. UI REAL WORLD
MATCH=USERS:
Understand directions.
Know how to go from
one step to the next.
Do not have to guess.

51. UI USER FREEDOM= USERS:
Can explore without
fear.
Recover from
mistakes easily.
Go back anytime.
Choose disruption or
not.

52. UI RECOGNITION:
Minimize memory load
User objects, icons,
symbols that are well
known.
NO multi-step
processes.

53. UI Easy of Use:
Instruction manual not
needed
Can move from one
state to the other with
ease
Can accomplish tasks
fast and easily.

54. UI Minimalist Design
Few colors
Few fonts
Simple navigations
Clarity of content.

55. UI ERROR RECOVERY
Give users an out
Explain error and how
to correct it
Take away input areas
that are prone to error
ie., (data entry)

56. COOL UI EXAMPLES Device Needed

59. UX IN THE REAL WORLD

60. COOL UI EXAMPLES No Device

61. Zappos

62. Zappos

63. Zappos

64. Zappos

65. Zappos

66. Zappos

67. Zappos

68. Zappos

69. Zappos

70. NORMAN EXAMPLES:
ORDER
UPDATES
ITEMS I’VE
ORDERED
BEFORE

71. UI EXERCISE
Create a
design feature
for your
persona..

72. Questions?
Ovetta Sampson
ovetta@ovetta-Sampson.com
(719) 440-2594
@writingprincess