From this presentation you will learn about using data and the importance of talking to users.

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Why Using Data And Talking To Users
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5. It’s About The Users,
Stupid! 🗣
Alternative Headline

6. Introduction (Who Am I?)
• Joseph-Albert Kuuire 🙍🏽♂️
• User Experience Designer/User Researcher 🏽🏽
• Editor (Tech Nova GH) ✍🏽
• Dog Owner 🐕
• Video Game Player 🎮
• Writer (Poetry/Short Fiction/Screenplays) 📖
• Movie/TV Show Enthusiast 📺

7. • What is UX Design (Yes, We Need To Discuss This)
• Numbers/Analytical Data is Great 👍🗣
• But Talking Is Users Is Better 🔥 🔥 🔥
• Tools Of The Trade (How To Get Started in UX Research) 🗣
What Will We Talk About Today

8. What Is UX Design 🗣
User Experience Design Roles:
● Visual Designer
● User Interface Designer
● Interaction Designer
● UX Writer
● UX Researcher
● Content Strategist
● Product Designer
Can A UX Designer Do It All?
• Visual Design
• Interface Design (UI)
• Interaction Design
• Typography
• Content Strategy
• Information Architecture
• Usability
User Experience Design Components:

9. Full Stack Designer (UX Unicorn)

10. Why Using Data In Product Design Is
A Big Deal 📊

11. • Quickly inform development priorities for enhanced user
experience (Inform)
• Improve user satisfaction (Improve)
• Increase adoption rates (Increase)
Why Is Using Data in Product Design Important?

12. “You can’t just ask people what they want and then try
to give it to them” - Steve Jobs

13. (2015)

14. Why Didn’t NFC Payments For Airtel
Take Off?

15. • No research done on payments in the market
• BAD research done
• Bad user experience using NFC Payments
• No incentives
Possible Reasons

16. 86% of Product Managers said they don’t spend enough
time talking to users
Source: Product Management Insights Report 2019
40% of the organizations in the study do not talk to the
customer
Source: McKinsey & Company (The Business Of Design Survey)
Companies Are Not Talking To Their Customers
(Users)

17. UX Research Methodologies
How many people clicked here?
Numbers/Data/Analytics
Quantitative
Why did people click here?
Observations/Feelings
Qualitative

18. Quantitative Method : Netflix

19. • When you pause, rewind, or fast forward
• The date you watch
• Where you watch
• What device you use to watch
• When you pause and leave content (and if you ever come
back)
• Searches (about 3 million per day)
What Data Does Netflix Collect
• What day you watch content (Netflix
has found people watch TV shows
during the week and movies during
the weekend.)
• What time you watch content
• The ratings given (about 4 million per
day)
• Browsing and scrolling behavior

20. How Does Quantitative Data Help Netflix
Make Decisions?

21. Change To Rating System
Feature Improvements

22. 5 Star Rating

23. “Thumbs Up” - “Thumbs Down” Rating

24. 5 Star Rating “Thumbs Up” - “Thumbs
Down” Rating

25. The amount of usage we get with this new approach is over
twice as many ratings. With this additional personal input, we’ll
be able to improve personalization, making your front screen
on Netflix even more relevant.” - Netflix

26. Talking To Users (Qualitative):
Airbnb’s Story

27. Problem:
Airbnb Sign Ups In New York Were Not Good

28. Background
• The number of hosts and guests was rising slowly, but for whatever reason,
Airbnb listings in New York City weren’t performing as strongly
• To learn more about the problem, the two founders booked stays at 24 hosts
across the city

29. Many listing images were dimly lit and poorly framed. Others
had clearly been shot using bad camera phones
Discovery!

30. “The photos were really bad. People were using camera
phones and taking Craigslist-quality pictures. Surprise!
No one was booking because you couldn’t see what you
were paying for.”

31. What Was The Solution?

32. Take Better Pictures!
(and also incorporate user feedback about airbnb listings,
pricing, listing design etc)

33. Let’s Focus On Qualitative Method For
Product Design and Improvement

34. Tools Of The Trade/Methods

35. • Usability Testing
• User Interviews
• Surveys
• *Guerilla Testing
Qualitative Methods

36. Usability Testing

37. User Interviews

38. Surveys (Online/Offline)

39. Guerrilla testing means asking questions about
specific areas of a site or application in public
places or in the field
Guerrilla Testing

40. UX Research
Resources
• Usability.gov
• Nielson Group
• UX Planet: https://uxplanet.org/ultimate-guide-to-user-research-bed4a57d260
Software Tools
• Airtable
• Notion

41. Recap
Quantitative Data can help make
decisions (e.g Improving features)
Qualitative Data can help uncover
problems quantitative data can’t
Usability Testing, User Interviews,
Survey, Guerrilla Testing

42. www.productschool.com
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and Corporate Training