A talk given to the entrepreneurs at LaunchBox Digital 2009 about how to value and incorporate User Experience principles in their products.

1. HEY LAUNCHBOX:
USER EXPERIENCE
REALLY MATTERS

2. INTRODUCTIONS

3. We work here

4. @ barn
BRIAN WILLIAMS
CEO & President of News Operations

5. @wh afro
M. JACKSON WILKINSON
User Experience Strategist & Music Director

6. That’s
“Michael”
M. JACKSON WILKINSON
User Experience Strategist & Music Director

16. WHAT IS UX?

17. IMPROVING THE USER’S
PERCEPTION OF A PRODUCT
THROUGH GREAT
ARCHITECTURE AND
INTERACTION DESIGN

18. IMPROVING THE USER’S
PERCEPTION OF A PRODUCT
THROUGH GREAT
ARCHITECTURE AND
INTERACTION DESIGN

19. IMPROVING THE USER’S
PERCEPTION OF A PRODUCT
THROUGH GREAT
ARCHITECTURE AND
INTERACTION DESIGN

20. IMPROVING THE USER’S
PERCEPTION OF A PRODUCT
THROUGH GREAT
ARCHITECTURE AND
INTERACTION DESIGN

21. FINDING WHAT YOU NEED

22. SOLVING A PROBLEM

24. IMPORTANT?

25. ONE WORD:

27. & p aste
c opy no MM
S
at&t
DESPITE SHORTCOMINGS
no Fla
sh era
cam
no video

28. We’ve learned and struggled for a
few years here figuring out how to
make a decent phone. PC guys are
not going to just figure this out.
They’re not going to just walk in.
Ed Colligan
CEO, Palm

29. EXPERIENCE

30. But even in version 1.0, the iPhone is
still the most sophisticated, outlook-
changing piece of electronics to come
along in years. It does so many things
so well, and so pleasurably, that you
tend to forgive its foibles.
David Pogue
The New York Times

37. CART SIGN IN CHECK OUT

38. SIGN IN
CART CHECK OUT

39. $300 MILLION

40. QUESTIONS?

41. WHERE IS UX?

44. VISUAL
DESIGN

45. VISUAL USER EXPERIENCE
DESIGN PLANNING

46. VISUAL USER EXPERIENCE
DESIGN PLANNING
INTERACTIVE
DESIGN

48. UX PLANNING
a user-centric approach to determining
our goals and how we can best achieve them
(UX: User Experience)

49. DESIGN RESEARCH
determines goals, needs, omissions, &
pain points through a variety of lenses

50. DESIGN RESEARCH
determines goals, needs, omissions, &
pain points through a variety of lenses
HEURISTIC
ANALYSIS

51. DESIGN RESEARCH
determines goals, needs, omissions, &
pain points through a variety of lenses
HEURISTIC USER
ANALYSIS RESEARCH

52. DESIGN RESEARCH
determines goals, needs, omissions, &
pain points through a variety of lenses
HEURISTIC USER OTHER
ANALYSIS RESEARCH SOURCES

53. STRATEGY
drafts broad objectives to satisfy
established needs and goals within
established parameters

54. TACTICAL
ANALYSIS
determines methods that execute
the strategy for the project in the
most effective way reasonable

55. INTERACTIVE
ARCHITECTURE
structures the final product based on the
tactics and strategy developed previously,
aiming to provide the best user experience

56. VISUAL DESIGN
A brand-centric approach to projecting
the appropriate visual personality for
the project

57. BRAND RESEARCH
establishes the brand’s personality and any
parameters on its use for this project

58. BRAND RESEARCH
establishes the brand’s personality and any
parameters on its use for this project
BRAND
GUIDELINES

59. BRAND RESEARCH
establishes the brand’s personality and any
parameters on its use for this project
BRAND BRAND
GUIDELINES SURVEYS

60. MOODBOARD MOODBOARD MOODBOA
BRAND DESIGN
EXPLORATION
conceptualizes multiple possible design directions
from one or more designer based on the established
brand personality & the project context

61. MOODBOARD MOODBOARD MOODBOA
BRAND DESIGN
EXPLORATION
conceptualizes multiple possible design directions
from one or more designer based on the established
brand personality & the project context

62. DESIGN DIRECTION
synthesizes feedback from the design
exploration to yield a single direction for
the design of the project

63. INITIAL DESIGN
a first-take at a synthesis between the
established visual design direction and the
interactive architecture provided by the
user experience planning process

64. FINAL DESIGN
a completed refinement of the initial design
based on feedback from clients, stakeholders,
and often users themselves.
to build

65. QUESTIONS SO FAR?

66. PRINCIPLES

67. FOCUS ON HUMANS

68. STRIVE FOR SIMPLICITY

69. EMBRACE THE CURVE

70. CONTEXT IS KING

71. ESTABLISH TRUST

72. CREATE DELIGHT

73. It is not enough that we build
products that function, that are
understandable and usable. We also
need to build products that bring joy
and excitement, pleasure and fun,
and, yes, beauty to people’s lives.
Donald Norman
The Design of Everyday Things

74. BE HUMAN

75. QUESTIONS?

76. UX IN PRACTICE

77. USER RESEARCH

80. CONCEPT MODELING

83. USER STORIES

85. USER FLOWS

87. WIREFRAMES &
PROTOTYPES

91. USER RESEARCH

93. QUICK TIPS

94. SPEED MATTERS.
PERCEPTION
MATTERS MORE.

96. BEWARE OF
COGNITIVE OVERLOAD

99. CONSIDER TERMS
YOUR USERS WILL USE

100. TRIGGER WORDS

101. PROVIDE SENSIBLE
DEFAULTS

102. TRY BEFORE YOU BUY

104. TAKE ADVANTAGE OF
HUMAN NATURE

105. FAIL WITH FEEDBACK

106. VOLUNTEERS
FOR A QUICK LIVE AUDIT

107. QUESTIONS?

108. FIN

109. JACKSON@VIGET.COM
BRIAN@VIGET.COM