In 2017, I was invited to give a 1.5hr talk to the Women Hack For Nonprofits (@WHFNP) group about the fundamentals of UX design.

1. The Fundamentals of User Experience
Oscar Lozano
UX Designer at Burberry
@olzn_

2. The Agenda
I talk.
You ask.
We chill.

4. Why design matters

5. Organ donors by country
%ofdriversconsenting

6. ORGAN DONORS
Low % Donors
Check the box if you want to join the organ
donor program
High % Donors
Check the box if you don’t want to join the
organ donor program

7. Subscription to the economist
Option 1
Digital subscription = $59.00
Option 2
Print subscription = $125.00
Option 3
Digital + Print = $125.00

8. Subscription to the economist
Option 1
Digital subscription = $59.00
Option 2
Print subscription = $125.00
Option 3
Digital + Print = $125.00
16%
0%
84%

9. Subscription to the economist
Option 1
Digital subscription = $59.00
Option 3
Digital + Print = $125.00
16%
84%

10. Subscription to the economist
Option 1
Digital subscription = $59.00
Option 3
Digital + Print = $125.00
16%
84%
68%
32%

11. Subscription to the economist
Option 1
Digital subscription = $59.00
Option 2
Print subscription = $125.00
Option 3
Digital + Print = $125.00

12. WE ARE BAD AT BEING RATIONAL

13. in order to design for humans we
must understand human nature

14. What is UX?

15. What is UX?
A field within design whose goal is to improve
customer satisfaction and loyalty through the
utility, ease of use, and pleasure provided in
the interaction with a product or service.

19. EXPERIENCES HAPPEN INside
AND OUTside THE DIGITAL realm

20. Research Design Testing
UX Building Blocks

21. Research Design Testing
User Research
• Ethnography
• Interviews
• Shadowing sessions
• Focus groups
• Persona development
Stakeholder research
• Project planning
• Interviews / workshop
• Gather requirements
• Business goals
• Understand limitations

23. Research Design Testing
Design
• Sketching
• Taxonomy (card sorting)
• User journey flows
• Wireframes
• Mockups
• Accessibility (W3C)

24. Research Design Testing
Design
• Sketching
• Taxonomy (card sorting)
• User journey flows
• Wireframes
• Mockups
OMS: UX JOURNEY MOBILE
CHECKOUT: SHIPPING PAGE FLOWS
Users are prompted to select a
shipping method. Selection initiates
two different journeys.
Shipping address slates work the
same way they currently do. No
changes necessary.
Delivery dates are displayed inside
the Delivery card.
Items are grouped by delivery date
Users are prompted to select a city
from the store they’re checking out
from.
In countries where region is required,
users will select region instead of city.
DELIVERY
COLLECT IN STORE
Payment
Payment
A list of the stores available in the
selected city/region are displayed.
Stores are grouped by full order
collection date. This means that if the
order could be collected in two
separate dates, the latest one will be
displayed as the full order collection
date.
On tap, the card expands to reveal
more details about the collection.
Individual collection dates along with
their respective items are shown.
The card can be expanded even more
if user taps on ‘View [store] information’.
The information displayed here is what
we currently display on store finder.
The card collapses back when user hits
‘Hide information’
The card can be expanded even more
if user taps on ‘View [store] information’.
The information displayed here is what
we currently display on store finder.
DELIVERY
COLLECT IN STORE
PARTIAL
AVAILABILITY
Out of stock cards can be closed to
declutter page

25. Research Design Testing
Design
• Sketching
• Taxonomy
• User journey flows
• Wireframes
• Mockups
• Accessibility

26. Research Design Testing
Testing
• Prototyping
• Moderated usability tests
• Unmoderated usability tests
• A/B Tests

28. THANK YOU
Oscar Lozano
UX Designer at Burberry
@olzn_