The document describes Bill Tribble's experience working for a Japanese company called Alphanote to design their note-taking app. It discusses how they aimed to expand globally but faced challenges with branding and prioritizing features. It also outlines lessons learned, including that UX is experiential, workshops are better than meetings, and business models must be considered. Recommendations are made around books and resources on UX design methods.

1. Tokyo War Story
Bill Tribble - UX & Digital Product Designer, Teacher
@bill_tribble

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I’ve worked for

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Alphanote

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• Alphanote & SENKO
• Global Ambitions
• Branding is UX Too
• What I Learnt
• Some Wins. Some Not so Much

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Alphanote
& SENKO

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Global Ambitions

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Alphanote App OOUX (unprioritised)
7 Nov 2017

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Branding is UX too

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University of Cambridge - Engineering Design Centre

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University of Cambridge - Engineering Design Centre

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University of Cambridge - Engineering Design Centre

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University of Cambridge - Engineering Design Centre

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University of Cambridge - Engineering Design Centre

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What I Learnt

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UX is EXPERIENTIAL

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Presentations
Meetings
Workshops

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Some Wins
Some Not so Much

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Or why not try something new?
Special Offer - Half Price Side Orders
Welcome back, Hiroe! 👋
r
Here’s your last order 😄 🍕
• 12” Pepperoni pizza
• French fries
• Large green salad
Total: ¥3,000
Buy Again
9:41
135-0023 ¥0.00
HOME FAVES PIZZA SIDES DESSERT
Personalised
Experience

57. Or why not try something new?
Special Offer - Half Price Side Orders
Total: ¥3,500
• 12” Meat Feast with shiitake
• Potato wedges, Caesar salad
• Ben & Jerry’s chocolate ice-cream
Add to Order
r
Here’s your last order 😄 🍕
• 12” Pepperoni pizza
• French fries
• Large green salad
Total: ¥3,000
Buy Again
9:41
135-0023 ¥0.00
HOME FAVES PIZZA SIDES DESSERT
Personalised
Experience
Machine Learning
Creates meal
deals based on
user’s
previous orders

58. Or why not try something new?
Special Offer - Half Price Side Orders
Total: ¥3,500
• 12” Meat Feast with shiitake
• Potato wedges, Caesar salad
• Ben & Jerry’s chocolate ice-cream
Add to Order
r
Here’s your last order 😄 🍕
• 12” Pepperoni pizza
• French fries
• Large green salad
Total: ¥3,000
Buy Again
9:41
135-0023 ¥0.00
HOME FAVES PIZZA SIDES DESSERT
Improve
Recommendations
With Tap or
Swipe

59. I’ve got so many ideas!
Or why not try something new?Special Offer - Half Price Side Orders
Total: ¥3,500
• 12” Meat Feast with shiitake
• Potato wedges, Caesar salad
• Ben & Jerry’s chocolate ice-cream
Add to Order
r
Here’s your last order 😄 🍕
• 12” Pepperoni pizza
• French fries
• Large green salad
Total: ¥3,000
Buy Again
9:41
135-0023 ¥0.00
HOME FAVES PIZZA SIDES DESSERT
Learn more about
your user
As they interact
with suggestions

60. I’ve got so many ideas!
New Toppings! Avocado & Prosciutto
Total: ¥2,900
• 12” Avocado & Fresh Basil &
Cress
• Garlic bread, Cheesecake
Add to Order
r
Here’s your last order 😄 🍕
• 12” Pepperoni pizza
• French fries
• Large green salad
Total: ¥3,000
Buy Again
9:41
135-0023 ¥0.00
HOME FAVES PIZZA SIDES DESSERT
Build user
‘personas’
Based on
preferences

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In Summary

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• Consider the context
Users, devices, scenarios
• Workshops over meetings
Include your team. Include users!
• UX is EXPERIENTIAL
• Consider the business model

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Recommended Books
Sprint, Make Time
Jake Knapp & John Zeratsky
It Doesn’t Have to be Crazy at Work
David Heinemeier Hansson & Jason Fried
Lean UX
Jeff Gothelf

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Recommended Reading
Object-Oriented UX
Sophia V Prater
A List Apart

65. THANKS FOR
LISTENING
Questions? Comments?
@bill_tribble
bill@btribble.com
Ask me Anything