Starting UX Design: The Process and Key Considerations
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This document summarizes a presentation on the UX design process. It introduces the speaker, Ari Weissman from EffectiveUI, a UX design agency. It then defines what UX is, explaining perspectives from various experts. It describes the stages of the UX design process used at EffectiveUI. It discusses measuring UX through key performance indicators and examples of metrics. Finally, it argues that the overall point of UX is to create aligned and useful experiences that optimize user engagement through a process of research, design, and continuous improvement.
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Starting UX Design: The Process and Key Considerations
- 2. Sponsors
- 3. UX Design Process 101 Where to Start with UX Ari Weissman
- 4. Agenda 1. Intro 2. What is UX 3. A UX agency 4. The UX design process 5. Measuring & improving 6. What’s the point
- 5. Ari Weissman Lead Experience Architect888.310.5327 • 10+ years global experience • Responsible for all things UX, from research through experience design • Project lead for TimeWarner Cable, AMEX, FreemanCo, and Securian @ EffectiveUI
- 7. Locations 2162 Market Street Denver, CO 80205 DENVER 274 North Goodman St, Unit B264 Rochester, NY 14607 ROCHESTER 85 Broad Street, 18th fl. New York, NY 10004 NEW YORK CITY
- 9. What is User Experience?
- 10. The central premise of user centered design is that best designed products and services result from understanding the needs of the people who will use them. — Design Council
- 11. UX design is a commitment to building products with the customer in mind ~ Marieke McCloskey Director of Research at UserTesting “ ”
- 12. The design of anything independent of medium or across [device] with human experience as an explicit outcome and human engagement as an explicit goal ~Jesse James Garrett Founder of Adaptive Path and a UXD “ ”
- 13. It is so much more than just designing for a screen. The user experience is impacted by decisions made across an organization from the boardroom to the way a developer codes for performance. ~ Paul Boag UX Consultant of Boagworks “ ”
- 14. Source: Unknown
- 16. UX is not…
- 18. UX is not… Focus groups and aspirations A task or a phase Expert design Usability
- 19. UX is… Research based Generative and evaluative Analytical and probing A process Cross- departmental
- 22. Who owns the user experience? QUESTION
- 23. Who owns the user experience? QUESTION
- 24. A user experience focused agency
- 25. We are passionate about adapting technology and systems to human behavior, not the other way around.
- 26. Insight from everyone CUSTOMERS BUSINESS TECHNOLOGY
- 27. EffectiveUI teams DESIGN & STRATEGY Technology Engagement management Design + strategy Customer insight
- 28. What are your expectations of a user experience design agency? QUESTION
- 29. The UX design process
- 30. The way it was
- 37. Measuring + Improving THE UX KPI
- 38. Key Performance Indicator A measurable value that demonstrates how effectively a company is achieving key business objectives
- 39. “A KPI IS ONLY AS VALUABLE AS THE ACTION IT INSPIRES. “ Choosing Effective KPIs UNDERSTAND YOUR ORGANIZATIONAL OBJECTIVES 1 2 ENGAGE THE WHOLE ORGANIZATION
- 40. The UX KPI • Human behavior based • Key to the business • Performance indicator • Easy to measure • Diagnostic https://www.uie.com/articles/power_of_ux_kpi/
- 41. “A KPI IS ONLY AS VALUABLE AS THE ACTION IT INSPIRES. “ Example UX KPIs - SHOPPING CART ABANDONMENT - TIME ON TASK - REPORTED PERFORMANCE - TASK SUCCESS RATE - SEARCH VS NAVIGATION - ERROR RATE - SUBSCRIPTIONS - RETURNING USERS - SHARING - TOTAL CUSTOMER CONTACTS - SUPPORT REQUESTS
- 42. “A KPI IS ONLY AS VALUABLE AS THE ACTION IT INSPIRES. “ Not UX KPIs - LOAD TIME - GEOGRAPHIC LOCATIONS - BASKET VALUE - PROFIT MARGIN - CUSTOMER ACQUISITION COST - EMAILS BOUNCED (BAD ADDRESS) - NET PROMOTER SCORE - NUMBER OF KEYWORDS TRIGGERING RESULTS FOR YOUR SITE
- 43. Measuring + Improving THE UX KPI
- 44. A few more thoughts on process Design for Beta Always assume there will there will be more to learn, test, and add. Seek opportunities Use UX tools to identify opportunities, not just pain points. Track behaviors over time Continue to intermittently conduct research and test. Validate new assumptions or seek explanations for changes. Track metrics over time Track metric and KPI changes over time. Why do things change? What does that mean? 1 2 3 4
- 46. #1 OUTCOMES We have a common understanding of people and their needs so that we can define an experience that meets those needs
- 47. We have organizational alignment on a vision so that we can plan and craft the details of the experience OUTCOMES #2
- 48. #3 OUTCOMES We have created alignment with users tech and biz on a detailed definition of the experience so that the experience can be implemented
- 49. We have delivered useful usable desirable experience so that user engagement is optimized OUTCOMES #4
- 50. #5 OUTCOMES We have created the infrastructure so that clients can measure adoption and continuously improve the experience
- 51. The outcome for you
- 53. 53 A shoutout
- 54. Shameless self promotion What clients need to know 1. The UX design process 2. Discovery outcomes 3. Kick-off workshops 4. Planning contextual research 5. Conducting contextual research 6. Customer research insights 7. Heuristic evaluations 8. UX personas 9. Customer journeys 10. Creativity & ideating solutions 11. User flows 12. Task models 13. Defining the MVP 14. Design sketching 15. Effective design feedback 16. 5 Myths of concept testing 17. Collaborative design workshops And more!
- 55. Join us again this week Death of a Design: 5 Stages of Grief Raschel Iarocci, Lead Experience Architect Wednesday, Sept. 14 4:00 p.m. – 5:00 p.m. When a design tests poorly with usability participants it can feel pretty defeating — especially when it has tested well in the past. After this happens, your UX team may go through a thought process similar to grieving, first denying that feedback is valid, then perhaps experiencing anger, then progressing through bargaining and depression, to finally acceptance. During her talk, Raschel will share contemporary strategies for dealing with each of these five stages, enabling the group to move past initial reactions and get down to the work of addressing the design challenges.
- 56. Join us again this week User Testing: Adapt to Fit Your Needs Ari Weissman, Lead Experience Architect and Lys Maitland, Senior Experience Planner Friday, Sept. 16 2:00 p.m. – 3:30 p.m. Test early, test often. It’s a mantra that’s been proven successful time and again when it comes to innovation and design. So why aren’t you doing it? In the start-up world, when everything is moving so quickly, it can be easy to overlook or postpone collecting feedback from real people because of cost, time, or lack of preparation. Don’t let those things stop you.Valid data can be captured cheaply, quickly, and with half-finished products and strategies.
- 57. Thank you. Ari Weissman @travelingre P.S. We’re hiring! http://www.effectiveui.com/company/careers/