'Designing for everyone is designing for no-one' is the admonition in design circles. But what do you do when you are legally or morally mandated do design for the widest possible audience? I discuss how my UX tools break down, and heuristics to go forward anyway.

1. DESIGNING
FOR THE 100%
FJ van Wingerde
@fj / @asktheuxer
UX Special Agent

2. We make digital to Convert
whatever Conversion means
• Understand the thing
• Be moved by the thing
• Take action about the thing
• Buy the thing
• Subscribe to the thing

3. User-centered design
Focus on the person you have to convert
• Define who
• Get them on the room when you design
• Test on them
Know your user.

4. UX Tool: Personas

6. (but you do need some
demographics to turn them into “people”.
And you can’t have more than 4 or 5)

7. A utility

8. A utility
8 personas

9. Clinical trials
A utility
8 personas

10. Our first audience:
people living with diabetes

11. Six interviews later…
• 11 to 86 years old
• Male and female
• All incomes
• All education levels
• All levels of digital proficiency

12. Six interviews later…
• One goal: to not have diabetes

13. Zero demographics
=
Zero “people” to design with

14. Clinical trials
A utility
8 personas
everyone

15. Clinical trials
A utility
8 personas
everyone
Credit score & report

16. Clinical trials
A utility
8 personas
everyone
Credit score & report
all competent adults

17. UX Tool: Personas
Problematic

18. UX Tool: Qual Testing
UX Tool: Personas
Problematic

19. qualitative behavior ≠ quantitative behavior

20. qualitative behavior quantitative behavior

21. qualitative behavior ? quantitative behavior
“I’m not really that interested”

22. qualitative behavior ≠ quantitative behavior
“I’m not really that interested” Double-digit click-through rate

23. UX Tool: Qual Testing
UX Tool: Personas
Problematic
No insight

24. UX Tool: Qual Testing
UX Tool: Personas
Problematic
No insight
UX Tool: Competitor Analysis

26. 2 Carousels?

28. Where exactly are my
search results?

29. But you can’t see behind the curtain

30. UX Tool: Qual Testing
UX Tool: Personas
Problematic
No insight
UX Tool: Competitor Analysis
No insight

32. UX Tool: Qual Testing
UX Tool: Personas
Problematic
No insight
UX Tool: Competitor Analysis
No insight
UX Tool: Lean / Experiments

33. UX Tool: Qual Testing
UX Tool: Personas
Problematic
No insight
UX Tool: Competitor Analysis
No insight
UX Tool: Lean / Experiments
Brand damage

34. UX Tool: Qual Testing
UX Tool: Personas
Problematic
No insight
UX Tool: Competitor Analysis
No insight
UX Tool: Lean / Experiments
Brand damage
You still need to do this

35. “Make it easy”

36. Accessibility, for reals
(The user is beyond drunk)
Heuristic 1:

37. Accessibility, for reals
(The user is beyond drunk)
Heuristic 1:
As a start, Google for ‘GDS Consider the range’
‘GDS Services that are simple to explain’

38. Find your Target.
Then find your Floor
Heuristic 2:

39. Find your Target.
Then find your Floor
Heuristic 2:
You get your personas back
Your pitfall is being patronising

40. Mobile First, for reals
Heuristic 3:

41. Mobile First, for reals
Heuristic 3:
Desktop is mobile in a wider column

42. Don’t be clever
(Obvious always wins)
Heuristic 4:

43. Don’t be clever
(Obvious always wins)
Heuristic 4:
Luke W is now your best friend.

44. Think of the caregivers
Heuristic 5:

45. Take heart and live the challenge
Heuristic 6:

46. The reason your design tools don’t work
(everyone needs this)

47. The reason your design tools don’t work
(everyone needs this)
is the same reason you are not in trouble
(everyone needs this)

48. If you have something people want,
you don’t have to be perfect

49. Thank you!
fjvwing@gmail.com