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Morgan McKeagney, profile picture
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UX 101: A quick & dirty introduction to user experience strategy & design

This document provides an introduction to user experience (UX) strategy and design. It discusses the history and evolution of UX from early command line interfaces to modern touchscreen interfaces. It outlines fundamental UX principles like designing for users' needs and making their lives easier. The document also describes common UX techniques like personas, journey mapping, prototyping, content writing, and persuasion design. It emphasizes the importance of understanding users through research and testing designs with them. Finally, it provides recommendations for resources to learn more about UX and tips for practitioners.

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User Experience 101: An Introduction & Personal Overview to UX Strategy & Design Essential UX for Startups mckeagney * peak performance for digital businesses
About Me: @morganmck • Founder & Principal, McKeagney Consulting (2014-present) • Co-founder & CEO of iQ Content (2001-2012) • Inventor of iQ Prize (2009) • Co-founder & Director of iQ Labs & iQ Ventures (2012-2014) • Proud co-parent of Antenna, Daddyo & PROVA
Genesis
HCI: Humanising machines PARC Alto, 1973 Command Line Apple LISA, 1983 Windows 1.0, 1985
Source: Unbounce http://unbounce.com/a-b-testing/usability-and-ab-testing-%E2%80%93-a-special-relationship/
Emergence of a meme, circa 2007
The Holy Trinity: Primacy of User Experience “Focus on the user and all else will follow” “I am congenitally customer focused” “Design is how it works”
Most admired?
Kano Model: Intuitive UX as Standard Source: Jared Spool, Understanding the Kano Model - A Tool for Sophisticated Designers http://www.uie.com/articles/kano_model/
Fundamentals
What is user experience? All aspects of the end-user’s interaction with the company, its services, and its products. The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use.….to achieve high-quality user experience in a company’s offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design. Source: Nielsen Norman Group http://www.nngroup.com/articles/definition-user-experience/
Design at the core “Most people make the mistake of thinking design is what it looks like. That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.” “Good design is actually a lot harder to notice than poor design, in part because good designs fit our needs so well that the design is invisible” Steve Jobs Don Norman, “The Design of Everyday Things”
It all begins with understanding your customer user experience “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Peter Druker, American Business Guru
Making someone’s life better, in a meaningful way “Make my life easier & better. Understand me. Surprise me.”
Elements of User Experience Source: Jesse James Garrett, “The Elements of User Experience”. http://www.jjg.net/elements/pdf/elements.pdf
Getting there: typical user centred design process Source: SAP Design Guild http://www.sapdesignguild.org/resources/ucd_process.asp
What about lean? Research & Insights
Understanding the customer: when & how? Product Validation Make something of value, solve a real human’s problem. Product Design & Dev Make something that’s as useful, usable & delightful as possible? Operation & Optimisation Make a good thing better and better?
Customer & market fit: build something meaningful “Lesson #1: Are you solving an actual problem?” https://medium.com/@michalbohanes/seven-lessons-i-learned-from-the-failure-of-my-first-startup-dinnr-c166d1cfb8b8
Asking the right questions, in the right way Source: “The Mom Test”, by Rob Fitzpatrick, referenced in “Seven Lessons I learned from the failure of my first start-up” https://medium.com/@michalbohanes/seven-lessons-i-learned-from-the-failure-of-my-first-startup-dinnr-c166d1cfb8b8
Toolkit of techniques, one objective: build real insight
Personas: modelling user behaviour
Customer journey mapping
Sketching & wireframing 26/5/2011 Payment of €35 to John Smith Available balance €356.26 as of 12:32 31st July 2011 refresh: Add / Withdraw Funds Cards & Accounts Privacy | Terms | Help Logout Make a Payment Welcome Oliver A.Baker (Initech) Pay Scan & Pay Connections Receipts/ Transaction History Settings Welcome Oliver A.Baker (Initech) Privacy | Terms | Help Logout Home Pay Arnotts Dublin the sum of €35.00 Line Item One €10 Line Item Two € 25 Teller: Mary McDermott Transaction ID: 1234567890 Date: 21st Feb 2001 Funding Source: My Wallet Pay Cancel Welcome Oliver A.Baker (Initech) Privacy | Terms | Help Logout Home Wallet Visa Mastercard Solo Card Delta Air Miles Card Brown Thomas Gift Card Fuel Card
Leverage emerging standards: pattern libraries Source: Zurb University: Library http://zurb.com/university/library
But….leave room for innovation & delight Source: Business Insider, “The First Ever Email, the First Tweet, and 10 Other Famous Internet Firsts”, April 2013 http://finance.yahoo.com/news/the-first-ever-email--the-first-tweet--and-12-other-famous-internet-firsts-181209886.html
Content & Microcopy: content is experience “Because interfaces are mostly words, and people mostly get tripped up by small details, writing good microcopy is the fastest way to improve your interface.” Source: “Microcopy: Small, yet powerful copy for web & mobile apps”, by Joshua Porter http://www.slideshare.net/500startups/joshua-porter-10426310? qid=48631550-7b2c-48d4-9494-4fa16a7490cb&v=qf1&b=&from_search=4
37 Signals/Basecamp: Masters of the written word
Prototyping: Building to think TBank
PROVA: Two weeks, two people
PROVA Demo Web Tablet Phone
Future
2004 - You Could Differentiate Through Simple
Beyond simple: persuasive & seductive Source: Joshua Porter, referenced in Stephen Anderson’s The Art & Science of Seductive Interactions http://www.slideshare.net/stephenpa/the-art-science-of-seductive-interactions?qid=da941c24-d268-4b6b-b2cf- 87a511920318&v=default&b=&from_search=1
Persuasion & Seduction: Two Gurus Stephen P Anderson Sebastian Deterding www.codingconduct.cc www.codepainter.com Source: Sebastian Deterding, Persuasive Design http://www.slideshare.net/dings/persuasive-web-design-how-to-separate- users-from-their-bad-behaviours Source: Stephen P Anderson, The Art & Science of Seductive Interactions http://www.slideshare.net/stephenpa/the-art-science-of-seductive-interactions? qid=da941c24-d268-4b6b-b2cf-87a511920318&v=default&b=&from_search=1
Psychology & Persuasion at work Gamification Social Proof Paradox of Choice
Mobile: Changing behaviour & context March 2011 2044% increase in 15 months Jan 2010
Service & system design: experiences, not interfaces
Internet of Things: Embedded experiences
Best UI is no UI? “No matter how UX = UI cool your interface is, less of it would “The best UI is no UI” be better.” Alan Cooper, About Face Golden Krishnan, 2012
The amazing shrinking interface - cash by email
Invisible interfaces: Goodnight Lamp
Toolkit, actions & takeaways
Tools to play around with Wireframing / Protoyping Analytics User Research / Testing
Online Resources • Boxes and Arrows • UX Booth • UX Pin • UX Mag • Johnny Holland • A List Apart • UX Apprentice
Some people to follow • Des Traynor • Luke W • Stephen P Anderson • Sebastien Deterding • Joshua Porter • Jared Spool • Jakob Nielsen • Alan Cooper • Don Norman • Jason Fried
Where to start 1 Spend useful time with your customers 2 Jump into some training 3 Have fun with design: sketch, scribble & prototype 4 Engage, engage, engage - involve your customers throughout
8 Principles to Live By #1: Know your customer #2: Simpler is generally better #3: Get the basics right (sign-ups, flows, forms) #4: Mind your language (content is design) #5: Be respectful, not annoying #6: Limit choices: respect paradox of choice #7: Provide social proof #8: Drive action, design for the behaviour you want
Questions? Get in touch. morgan.mckeagney@gmail.com +353 87 135 5197