SlideShare une entreprise Scribd logo
1  sur  26
Télécharger pour lire hors ligne
WHY UX MATTERS 

AS YOU SCALE
Mike Scopino
Experience Designer
WHY UX MATTERS AS YOU SCALE
• I help businesses build digital tools that
enrich their users’ real world experiences.
• I teach General Assembly’s User Experience
Design course. Next session starts 7/20!
MIKE SCOPINO
EXPERIENCE DESIGN CONSULTANT
@JEFFTHETURTLE
WHY UX MATTERS AS YOU SCALE
• The concept of a user experience encompasses people’s
emotional and physical interactions with all aspects of a
product or service
• UX design is a methodical approach to defining those
interactions that a person has with a product
• Design is not a series of deliverables
• Design is not a one size fits all solution
LET’S DEFINE UX
WHY UX MATTERS AS YOU SCALE
HERE’S WHY 

IT MATTERS
WHY UX MATTERS AS YOU SCALE
• Monetization 

The experience changes as your target audience evolves and your
feature set expands
• An Expanding Team

The holistic vision for the product can no longer exist in one brain
• Bigger Competition

You will vie for market share in a competitive landscape that
already invests heavily in design
YOUR BUSINESS’S GROWTH LEADS TO…
WHY UX MATTERS AS YOU SCALE
• Mobile devices, omni-channel commerce, and the growing
internet of things create an environment where digital
experiences are suddenly always present
• This drastically increases daily interactions
• “A pain point can become a ‘pain plane’ on mobile. That’s a lot
of ouch.” – John Maeda
• People will naturally lean toward experiences that offer the
least friction
WHY NOW?
Source: @kpcb @johnmaeda “#DesignInTech Report” (http://www.kpcb.com/design)
WHY UX MATTERS AS YOU SCALE
THE COMPETITIVE
LANDSCAPE
“Being designers, they thought we
were people that worked for people
that ran companies.”
- BRIAN CHESKY, CO-FOUNDER OF AIRBNB
WHY UX MATTERS AS YOU SCALE
• 6 major venture capital firms invited designers onto their
teams (for the first time) in the last year
• 13 of the 2014 Fortune 125 companies have executive-level
positions for design — Nike’s CEO is a designer!
• 27 startups that were co-founded by designers have been
acquired by major tech companies since 2010
INVESTMENT IN DESIGN BY THE NUMBERS
Source: @kpcb @johnmaeda “#DesignInTech Report” (http://www.kpcb.com/design)
WHY UX MATTERS AS YOU SCALE
• Successful tech businesses are realizing that Moore’s Law is
no longer a path to satisfied customers
• Designers are not relegated to making interfaces look better,
they are an active participant in product development
• “Design shouldn’t be designated a specific function or
industry. The discipline is just as fundamental as technology
and profit are to a business… It should be considered part of
every role.” – Sahil Lavingia, founding designer at Pinterest
HOLISTIC INVOLVEMENT
Source: @fastcompany

(http://www.fastcodesign.com/1669189/pinterests-founding-designer-shares-his-dead-simple-design-philosophy)
WHY UX MATTERS AS YOU SCALE
• To compete in an environment where established
competitors are heavily committed to the value of
design thinking, you need to create a business culture
that embraces design
• Treat design-aware leadership as a must
• Apply design holistically rather than as a final polish
TAKEAWAYS
WHY UX MATTERS AS YOU SCALE
A GROWING 

FEATURE SET
“Your scientists were so preoccupied
with whether or not they could, they
never stopped to think if they should.”
- DR. IAN MALCOLM, JURASSIC PARK
WHY UX MATTERS AS YOU SCALE
• Your early users do not
constitute the majority of
your users
• While assumptions can gain
traction early on, growth
dictates that you gather an
accurate understanding of
your audience
IT’S TIME TO MEET YOUR ACTUAL USERS
Source: “Rogers’ bell curve” (https://en.wikipedia.org/wiki/Technology_adoption_lifecycle)
WHY UX MATTERS AS YOU SCALE
When you begin monetizing new aspects of your product, 

the process of UX design will help you avoid:
• Diluting your experience with feature bloat
• Designing for marketers instead of real people
• Letting technology dictate the experience
• Creating “me too” products
NEW FEATURES, DONE RIGHT
Source: @charmingrobot “Why UX Matters” 

(https://generalassemb.ly/education/why-ux-matters-dan-maccarone-online-class)
WHY UX MATTERS AS YOU SCALE
• UX designers ask the tough
questions to make educated
decisions on what to build
• Investing in UX will help you
build less frivolously
• Remember: 1 new element
can create 2 problems
QUESTION EVERYTHING
VS.
Hi there
Click Me
Or Click Me
Hi there
Click Me
EXERCISE
TIMING
DELIVERABLE
KEY OBJECTIVE(S)
ACTIVITY
Reverse engineer the design thinking of Facebook at
various points in the past.
Whiteboard sketches
2 min
10 min
1. Review your snapshot of Facebook’s profile
2. Discussion: What does the screen design tell you
are the primary business goals vs. the primary
user goals?”
WHY UX MATTERS AS YOU SCALESource: @PCmag http://www.pcmag.com/slideshow/story/320360/10-years-later-facebook-s-design-evolution/14
SNAPSHOT #1 SNAPSHOT #2 SNAPSHOT #3
WHY UX MATTERS AS YOU SCALE
• Rely on the UX design process to critically
evaluate the new features that come from growth
• Acknowledge that your user base evolves as you
grow and that you must develop a truthful
understanding of what they need and want
• Ask the tough questions yourself to pave the way
for letting your designers ask them too
TAKEAWAYS
Source:
WHY UX MATTERS AS YOU SCALE
EXPANDING TEAMS
“You can use an eraser on the drafting
table or a sledgehammer on the
construction site.”
- FRANK LLOYD WRIGHT
WHY UX MATTERS AS YOU SCALE
• You may have been the sole vision behind the early
versions of your product, but you must begin
sharing that role
• The design process teaches the growing team to
share their ideas — no single person has the right
answer all the time
• Formalize your documentation process so that new
employees can learn from past thinking
IT’S OK TO LET GO
Source:
WHY UX MATTERS AS YOU SCALE
• You must first realize that designers have
specializations and then you can learn when to
employ those skills
• A facet of your leadership is being able to evaluate
when to hire, when to freelance, and when to
outsource to an agency
• If you are not naturally design savvy, find a trusted
partner/advisor that can help you evaluate options
THE RIGHT DESIGN, AT THE RIGHT TIME
WHY UX MATTERS AS YOU SCALE
• A UX designer marries the information gathered
from the business side, the technology side, and the
user’s needs — they need access to all these people
• Observation shows that early-stage design conscious
startups form a 1:5 designer to engineer ratio
• “To achieve great design, you need great business
thinking/doing (to effectively invest in design) and
you need great engineering…” – John Maeda
A WELL BALANCED TEAM
Source: @kpcb @johnmaeda “#DesignInTech Report” (http://www.kpcb.com/design)
WHY UX MATTERS AS YOU SCALE
• Maintain a level of involvement in the design process
so that enables you to:

a) trust in letting go of some product vision 

b) accurately evaluate available resources
• Open up the design conversation to all areas of the
company and give your UX designers access to both
the team at large and the end-users
• Share design thinking through formal documentation
TAKEAWAYS
QUESTIONS?
@JEFFTHETURTLE
Reach out anytime:
@GA_BOSTON

Contenu connexe

Tendances

User Experience: The good, the bad, and the ugly
User Experience: The good, the bad, and the ugly User Experience: The good, the bad, and the ugly
User Experience: The good, the bad, and the ugly IxDA Chicago
 
User Interface Design Style Guides are Not Dead, they Just Smell Funny
User Interface Design Style Guides are Not Dead, they Just Smell FunnyUser Interface Design Style Guides are Not Dead, they Just Smell Funny
User Interface Design Style Guides are Not Dead, they Just Smell FunnyUXPA International
 
The Role of Design Thinking
The Role of Design ThinkingThe Role of Design Thinking
The Role of Design ThinkingNipuna Silva
 
Scaling UX in Organizations
Scaling UX in OrganizationsScaling UX in Organizations
Scaling UX in Organizationsuxpin
 
Portfolios Matter: Building the Portfolio to Win the Job
Portfolios Matter: Building the Portfolio to Win the JobPortfolios Matter: Building the Portfolio to Win the Job
Portfolios Matter: Building the Portfolio to Win the JobLynn Teo
 
UX Talent Availability & Its impact UX-India-2016
UX Talent Availability & Its impact UX-India-2016UX Talent Availability & Its impact UX-India-2016
UX Talent Availability & Its impact UX-India-2016Chandrashekhar Telang
 
Why user experience design fails.
Why user experience design fails.Why user experience design fails.
Why user experience design fails.Patrick Mooney
 
What I've Learned about UX Design
What I've Learned about UX DesignWhat I've Learned about UX Design
What I've Learned about UX DesignAli Rushdan Tariq
 
Why User Experience Matters
Why User Experience MattersWhy User Experience Matters
Why User Experience MattersKshitiz Anand
 
Enterprise UX - The "Next" Last Frontier
Enterprise UX - The "Next" Last FrontierEnterprise UX - The "Next" Last Frontier
Enterprise UX - The "Next" Last FrontierPatrick Neeman
 
2014 Evolving Your UX Process 1up
2014 Evolving Your UX Process 1up2014 Evolving Your UX Process 1up
2014 Evolving Your UX Process 1upTom Brinck
 
UX Designer's Toolkit - to design a better world
UX Designer's Toolkit - to design a better worldUX Designer's Toolkit - to design a better world
UX Designer's Toolkit - to design a better worldRachel Liu
 
How Ethnography Can Save You Money
How Ethnography Can Save You MoneyHow Ethnography Can Save You Money
How Ethnography Can Save You MoneyUXPA International
 
Designing a Sustainable Enterprise UX Process
Designing a Sustainable Enterprise UX ProcessDesigning a Sustainable Enterprise UX Process
Designing a Sustainable Enterprise UX Processuxpin
 
What is UX & UX Design Practice Tips @ TrendingSG, Jan 2015
What is UX & UX Design Practice Tips @ TrendingSG, Jan 2015What is UX & UX Design Practice Tips @ TrendingSG, Jan 2015
What is UX & UX Design Practice Tips @ TrendingSG, Jan 2015Julee (Hyunju Lee)
 
5 Strategies to Maximize your UX Influence
5 Strategies to Maximize your UX Influence5 Strategies to Maximize your UX Influence
5 Strategies to Maximize your UX InfluenceUXPA International
 
UXPA 2021: Accessibility at Scale
UXPA 2021: Accessibility at Scale UXPA 2021: Accessibility at Scale
UXPA 2021: Accessibility at Scale UXPA International
 
UX, Marketing & Brand: Designing customer experiences where digital marketing...
UX, Marketing & Brand: Designing customer experiences where digital marketing...UX, Marketing & Brand: Designing customer experiences where digital marketing...
UX, Marketing & Brand: Designing customer experiences where digital marketing...Lynn Teo
 
How to be a better UX Designer/ UX Consultant
How to be a better UX Designer/ UX ConsultantHow to be a better UX Designer/ UX Consultant
How to be a better UX Designer/ UX ConsultantAboli Maydeo
 

Tendances (20)

User Experience: The good, the bad, and the ugly
User Experience: The good, the bad, and the ugly User Experience: The good, the bad, and the ugly
User Experience: The good, the bad, and the ugly
 
User Interface Design Style Guides are Not Dead, they Just Smell Funny
User Interface Design Style Guides are Not Dead, they Just Smell FunnyUser Interface Design Style Guides are Not Dead, they Just Smell Funny
User Interface Design Style Guides are Not Dead, they Just Smell Funny
 
The Role of Design Thinking
The Role of Design ThinkingThe Role of Design Thinking
The Role of Design Thinking
 
Scaling UX in Organizations
Scaling UX in OrganizationsScaling UX in Organizations
Scaling UX in Organizations
 
Portfolios Matter: Building the Portfolio to Win the Job
Portfolios Matter: Building the Portfolio to Win the JobPortfolios Matter: Building the Portfolio to Win the Job
Portfolios Matter: Building the Portfolio to Win the Job
 
UX Talent Availability & Its impact UX-India-2016
UX Talent Availability & Its impact UX-India-2016UX Talent Availability & Its impact UX-India-2016
UX Talent Availability & Its impact UX-India-2016
 
Why user experience design fails.
Why user experience design fails.Why user experience design fails.
Why user experience design fails.
 
What I've Learned about UX Design
What I've Learned about UX DesignWhat I've Learned about UX Design
What I've Learned about UX Design
 
Why User Experience Matters
Why User Experience MattersWhy User Experience Matters
Why User Experience Matters
 
Enterprise UX - The "Next" Last Frontier
Enterprise UX - The "Next" Last FrontierEnterprise UX - The "Next" Last Frontier
Enterprise UX - The "Next" Last Frontier
 
2014 Evolving Your UX Process 1up
2014 Evolving Your UX Process 1up2014 Evolving Your UX Process 1up
2014 Evolving Your UX Process 1up
 
UX Designer's Toolkit - to design a better world
UX Designer's Toolkit - to design a better worldUX Designer's Toolkit - to design a better world
UX Designer's Toolkit - to design a better world
 
How Ethnography Can Save You Money
How Ethnography Can Save You MoneyHow Ethnography Can Save You Money
How Ethnography Can Save You Money
 
Designing a Sustainable Enterprise UX Process
Designing a Sustainable Enterprise UX ProcessDesigning a Sustainable Enterprise UX Process
Designing a Sustainable Enterprise UX Process
 
What is UX & UX Design Practice Tips @ TrendingSG, Jan 2015
What is UX & UX Design Practice Tips @ TrendingSG, Jan 2015What is UX & UX Design Practice Tips @ TrendingSG, Jan 2015
What is UX & UX Design Practice Tips @ TrendingSG, Jan 2015
 
5 Strategies to Maximize your UX Influence
5 Strategies to Maximize your UX Influence5 Strategies to Maximize your UX Influence
5 Strategies to Maximize your UX Influence
 
UXPA 2021: Accessibility at Scale
UXPA 2021: Accessibility at Scale UXPA 2021: Accessibility at Scale
UXPA 2021: Accessibility at Scale
 
UX to PM
UX to PMUX to PM
UX to PM
 
UX, Marketing & Brand: Designing customer experiences where digital marketing...
UX, Marketing & Brand: Designing customer experiences where digital marketing...UX, Marketing & Brand: Designing customer experiences where digital marketing...
UX, Marketing & Brand: Designing customer experiences where digital marketing...
 
How to be a better UX Designer/ UX Consultant
How to be a better UX Designer/ UX ConsultantHow to be a better UX Designer/ UX Consultant
How to be a better UX Designer/ UX Consultant
 

En vedette

Designing for a Small Screen: Mobile
Designing for a Small Screen: MobileDesigning for a Small Screen: Mobile
Designing for a Small Screen: MobileSara Quinn
 
Top 3 Presentation Mistakes
Top 3 Presentation Mistakes Top 3 Presentation Mistakes
Top 3 Presentation Mistakes Andrea Barrica
 
Beyond usability: Designing with persuasive patterns
Beyond usability: Designing with persuasive patternsBeyond usability: Designing with persuasive patterns
Beyond usability: Designing with persuasive patternsAnders Toxboe
 
Online News Videos - The UX of Subtitle Position
Online News Videos - The UX of Subtitle PositionOnline News Videos - The UX of Subtitle Position
Online News Videos - The UX of Subtitle PositionMike Crabb
 
Presenting Data Webinar
Presenting Data WebinarPresenting Data Webinar
Presenting Data WebinarGavin McMahon
 
Sunny with a Chance of Innovation: A How-To for Product Managers and Designer...
Sunny with a Chance of Innovation: A How-To for Product Managers and Designer...Sunny with a Chance of Innovation: A How-To for Product Managers and Designer...
Sunny with a Chance of Innovation: A How-To for Product Managers and Designer...Future Insights
 
Formula for a Winning Presentation Design
Formula for a Winning Presentation DesignFormula for a Winning Presentation Design
Formula for a Winning Presentation DesignPGi
 
Designing For Smarties
Designing For SmartiesDesigning For Smarties
Designing For SmartiesReadWrite
 
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...Martin Jordan
 
The Art of Storytelling
The Art of StorytellingThe Art of Storytelling
The Art of StorytellingSheSaysSG
 
Basic Chemistry on Your Slide
Basic Chemistry on Your SlideBasic Chemistry on Your Slide
Basic Chemistry on Your SlidePerpa Hsieh
 
5 Presentation Design Mistakes to Avoid
5 Presentation Design Mistakes to Avoid5 Presentation Design Mistakes to Avoid
5 Presentation Design Mistakes to AvoidPresentation Panda
 
PechaKucha: The Japanese-inspired Presentation Format
PechaKucha: The Japanese-inspired Presentation FormatPechaKucha: The Japanese-inspired Presentation Format
PechaKucha: The Japanese-inspired Presentation Format24Slides
 

En vedette (17)

Public speaking
Public speakingPublic speaking
Public speaking
 
Lean UX
Lean UXLean UX
Lean UX
 
Designing for a Small Screen: Mobile
Designing for a Small Screen: MobileDesigning for a Small Screen: Mobile
Designing for a Small Screen: Mobile
 
Top 3 Presentation Mistakes
Top 3 Presentation Mistakes Top 3 Presentation Mistakes
Top 3 Presentation Mistakes
 
Elements of Good Design
Elements of Good DesignElements of Good Design
Elements of Good Design
 
Beyond usability: Designing with persuasive patterns
Beyond usability: Designing with persuasive patternsBeyond usability: Designing with persuasive patterns
Beyond usability: Designing with persuasive patterns
 
Online News Videos - The UX of Subtitle Position
Online News Videos - The UX of Subtitle PositionOnline News Videos - The UX of Subtitle Position
Online News Videos - The UX of Subtitle Position
 
Presenting Data Webinar
Presenting Data WebinarPresenting Data Webinar
Presenting Data Webinar
 
Sunny with a Chance of Innovation: A How-To for Product Managers and Designer...
Sunny with a Chance of Innovation: A How-To for Product Managers and Designer...Sunny with a Chance of Innovation: A How-To for Product Managers and Designer...
Sunny with a Chance of Innovation: A How-To for Product Managers and Designer...
 
Formula for a Winning Presentation Design
Formula for a Winning Presentation DesignFormula for a Winning Presentation Design
Formula for a Winning Presentation Design
 
Designing For Smarties
Designing For SmartiesDesigning For Smarties
Designing For Smarties
 
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...
 
The Art of Storytelling
The Art of StorytellingThe Art of Storytelling
The Art of Storytelling
 
Basic Chemistry on Your Slide
Basic Chemistry on Your SlideBasic Chemistry on Your Slide
Basic Chemistry on Your Slide
 
5 Presentation Design Mistakes to Avoid
5 Presentation Design Mistakes to Avoid5 Presentation Design Mistakes to Avoid
5 Presentation Design Mistakes to Avoid
 
Intro to Product Design
Intro to Product DesignIntro to Product Design
Intro to Product Design
 
PechaKucha: The Japanese-inspired Presentation Format
PechaKucha: The Japanese-inspired Presentation FormatPechaKucha: The Japanese-inspired Presentation Format
PechaKucha: The Japanese-inspired Presentation Format
 

Similaire à Why UX Matters As You Scale

Design Thinking Dallas by Chris Bernard
Design Thinking Dallas by Chris BernardDesign Thinking Dallas by Chris Bernard
Design Thinking Dallas by Chris BernardChris Bernard
 
It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...
It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...
It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...Ultan O'Broin
 
User Experience Design
User Experience DesignUser Experience Design
User Experience DesignAngela Wise
 
[Srijan Wednesday Webinars] Opportunities and Challenges in Enterprise UX Design
[Srijan Wednesday Webinars] Opportunities and Challenges in Enterprise UX Design[Srijan Wednesday Webinars] Opportunities and Challenges in Enterprise UX Design
[Srijan Wednesday Webinars] Opportunities and Challenges in Enterprise UX DesignSrijan Technologies
 
How we got everyone at MYOB hooked on UX, and how we're managing their addict...
How we got everyone at MYOB hooked on UX, and how we're managing their addict...How we got everyone at MYOB hooked on UX, and how we're managing their addict...
How we got everyone at MYOB hooked on UX, and how we're managing their addict...Megan Dell
 
Integrating User Experience Design into the Product Lifecycle
Integrating User Experience Design into the Product LifecycleIntegrating User Experience Design into the Product Lifecycle
Integrating User Experience Design into the Product LifecycleICS
 
User Experience and Prototyping
User Experience and PrototypingUser Experience and Prototyping
User Experience and PrototypingKshitiz Anand
 
It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...
It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...
It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...Ultan O'Broin
 
Niiu digital - UX is your secret weapon
Niiu digital - UX is your secret weaponNiiu digital - UX is your secret weapon
Niiu digital - UX is your secret weaponNiiu Digital Inc.
 
User Experience For Startups
User Experience For StartupsUser Experience For Startups
User Experience For StartupsSultan Shalakhti
 
IT Executive's Guide to Design thinking | Algarytm
IT Executive's Guide to Design thinking | AlgarytmIT Executive's Guide to Design thinking | Algarytm
IT Executive's Guide to Design thinking | AlgarytmPropel Apps
 
People Over Process: Turning Assumptions into Shared Understanding
People Over Process: Turning Assumptions into Shared UnderstandingPeople Over Process: Turning Assumptions into Shared Understanding
People Over Process: Turning Assumptions into Shared Understandingmjovel
 
User Experience Design + Agile: The Good, The Bad, and the Ugly
User Experience Design + Agile: The Good, The Bad, and the UglyUser Experience Design + Agile: The Good, The Bad, and the Ugly
User Experience Design + Agile: The Good, The Bad, and the UglyJoshua Randall
 
The Professional Design Process
The Professional Design ProcessThe Professional Design Process
The Professional Design Processugencarelle
 

Similaire à Why UX Matters As You Scale (20)

Design Thinking Dallas by Chris Bernard
Design Thinking Dallas by Chris BernardDesign Thinking Dallas by Chris Bernard
Design Thinking Dallas by Chris Bernard
 
It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...
It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...
It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...
 
UX101
UX101UX101
UX101
 
Embedding UX In Any project, AMIS UX Event
Embedding UX In Any project, AMIS UX EventEmbedding UX In Any project, AMIS UX Event
Embedding UX In Any project, AMIS UX Event
 
User Experience Design
User Experience DesignUser Experience Design
User Experience Design
 
[Srijan Wednesday Webinars] Opportunities and Challenges in Enterprise UX Design
[Srijan Wednesday Webinars] Opportunities and Challenges in Enterprise UX Design[Srijan Wednesday Webinars] Opportunities and Challenges in Enterprise UX Design
[Srijan Wednesday Webinars] Opportunities and Challenges in Enterprise UX Design
 
How we got everyone at MYOB hooked on UX, and how we're managing their addict...
How we got everyone at MYOB hooked on UX, and how we're managing their addict...How we got everyone at MYOB hooked on UX, and how we're managing their addict...
How we got everyone at MYOB hooked on UX, and how we're managing their addict...
 
Integrating User Experience Design into the Product Lifecycle
Integrating User Experience Design into the Product LifecycleIntegrating User Experience Design into the Product Lifecycle
Integrating User Experience Design into the Product Lifecycle
 
User Experience and Prototyping
User Experience and PrototypingUser Experience and Prototyping
User Experience and Prototyping
 
It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...
It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...
It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...
 
Niiu digital - UX is your secret weapon
Niiu digital - UX is your secret weaponNiiu digital - UX is your secret weapon
Niiu digital - UX is your secret weapon
 
UX India 2016 Conference
UX India 2016 ConferenceUX India 2016 Conference
UX India 2016 Conference
 
UX in an agile environment, 6 December 2016, Copenhagen
UX in an agile environment, 6 December 2016, CopenhagenUX in an agile environment, 6 December 2016, Copenhagen
UX in an agile environment, 6 December 2016, Copenhagen
 
User Experience For Startups
User Experience For StartupsUser Experience For Startups
User Experience For Startups
 
IT Executive's Guide to Design thinking | Algarytm
IT Executive's Guide to Design thinking | AlgarytmIT Executive's Guide to Design thinking | Algarytm
IT Executive's Guide to Design thinking | Algarytm
 
People Over Process: Turning Assumptions into Shared Understanding
People Over Process: Turning Assumptions into Shared UnderstandingPeople Over Process: Turning Assumptions into Shared Understanding
People Over Process: Turning Assumptions into Shared Understanding
 
User Experience Design + Agile: The Good, The Bad, and the Ugly
User Experience Design + Agile: The Good, The Bad, and the UglyUser Experience Design + Agile: The Good, The Bad, and the Ugly
User Experience Design + Agile: The Good, The Bad, and the Ugly
 
The Professional Design Process
The Professional Design ProcessThe Professional Design Process
The Professional Design Process
 
UX/UI Introduction
UX/UI IntroductionUX/UI Introduction
UX/UI Introduction
 
The Design Discovery Jetpack
The Design Discovery JetpackThe Design Discovery Jetpack
The Design Discovery Jetpack
 

Dernier

LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfHctorFranciscoSnchez1
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxb2kshani34
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Amil baba
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before ConstructionResDraft
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtTeeFusion
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLkenzukiri
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazineRivanEleraki
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024mikailaoh
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxHasan S
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024Alan Dix
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTThink 360 Studio
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxSamKuruvilla5
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...khushisharma298853
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfsaidbilgen
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsBlock Party
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comjakyjhon00
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Ted Drake
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillCre8iveskill
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Ed Orozco
 

Dernier (19)

LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdf
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptx
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before Construction
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy Shirt
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazine
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPT
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptx
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teams
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.com
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkill
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
 

Why UX Matters As You Scale

  • 1. WHY UX MATTERS 
 AS YOU SCALE Mike Scopino Experience Designer
  • 2. WHY UX MATTERS AS YOU SCALE • I help businesses build digital tools that enrich their users’ real world experiences. • I teach General Assembly’s User Experience Design course. Next session starts 7/20! MIKE SCOPINO EXPERIENCE DESIGN CONSULTANT @JEFFTHETURTLE
  • 3. WHY UX MATTERS AS YOU SCALE • The concept of a user experience encompasses people’s emotional and physical interactions with all aspects of a product or service • UX design is a methodical approach to defining those interactions that a person has with a product • Design is not a series of deliverables • Design is not a one size fits all solution LET’S DEFINE UX
  • 4. WHY UX MATTERS AS YOU SCALE HERE’S WHY 
 IT MATTERS
  • 5. WHY UX MATTERS AS YOU SCALE • Monetization 
 The experience changes as your target audience evolves and your feature set expands • An Expanding Team
 The holistic vision for the product can no longer exist in one brain • Bigger Competition
 You will vie for market share in a competitive landscape that already invests heavily in design YOUR BUSINESS’S GROWTH LEADS TO…
  • 6. WHY UX MATTERS AS YOU SCALE • Mobile devices, omni-channel commerce, and the growing internet of things create an environment where digital experiences are suddenly always present • This drastically increases daily interactions • “A pain point can become a ‘pain plane’ on mobile. That’s a lot of ouch.” – John Maeda • People will naturally lean toward experiences that offer the least friction WHY NOW? Source: @kpcb @johnmaeda “#DesignInTech Report” (http://www.kpcb.com/design)
  • 7. WHY UX MATTERS AS YOU SCALE THE COMPETITIVE LANDSCAPE
  • 8. “Being designers, they thought we were people that worked for people that ran companies.” - BRIAN CHESKY, CO-FOUNDER OF AIRBNB
  • 9. WHY UX MATTERS AS YOU SCALE • 6 major venture capital firms invited designers onto their teams (for the first time) in the last year • 13 of the 2014 Fortune 125 companies have executive-level positions for design — Nike’s CEO is a designer! • 27 startups that were co-founded by designers have been acquired by major tech companies since 2010 INVESTMENT IN DESIGN BY THE NUMBERS Source: @kpcb @johnmaeda “#DesignInTech Report” (http://www.kpcb.com/design)
  • 10. WHY UX MATTERS AS YOU SCALE • Successful tech businesses are realizing that Moore’s Law is no longer a path to satisfied customers • Designers are not relegated to making interfaces look better, they are an active participant in product development • “Design shouldn’t be designated a specific function or industry. The discipline is just as fundamental as technology and profit are to a business… It should be considered part of every role.” – Sahil Lavingia, founding designer at Pinterest HOLISTIC INVOLVEMENT Source: @fastcompany
 (http://www.fastcodesign.com/1669189/pinterests-founding-designer-shares-his-dead-simple-design-philosophy)
  • 11. WHY UX MATTERS AS YOU SCALE • To compete in an environment where established competitors are heavily committed to the value of design thinking, you need to create a business culture that embraces design • Treat design-aware leadership as a must • Apply design holistically rather than as a final polish TAKEAWAYS
  • 12. WHY UX MATTERS AS YOU SCALE A GROWING 
 FEATURE SET
  • 13. “Your scientists were so preoccupied with whether or not they could, they never stopped to think if they should.” - DR. IAN MALCOLM, JURASSIC PARK
  • 14. WHY UX MATTERS AS YOU SCALE • Your early users do not constitute the majority of your users • While assumptions can gain traction early on, growth dictates that you gather an accurate understanding of your audience IT’S TIME TO MEET YOUR ACTUAL USERS Source: “Rogers’ bell curve” (https://en.wikipedia.org/wiki/Technology_adoption_lifecycle)
  • 15. WHY UX MATTERS AS YOU SCALE When you begin monetizing new aspects of your product, 
 the process of UX design will help you avoid: • Diluting your experience with feature bloat • Designing for marketers instead of real people • Letting technology dictate the experience • Creating “me too” products NEW FEATURES, DONE RIGHT Source: @charmingrobot “Why UX Matters” 
 (https://generalassemb.ly/education/why-ux-matters-dan-maccarone-online-class)
  • 16. WHY UX MATTERS AS YOU SCALE • UX designers ask the tough questions to make educated decisions on what to build • Investing in UX will help you build less frivolously • Remember: 1 new element can create 2 problems QUESTION EVERYTHING VS. Hi there Click Me Or Click Me Hi there Click Me
  • 17. EXERCISE TIMING DELIVERABLE KEY OBJECTIVE(S) ACTIVITY Reverse engineer the design thinking of Facebook at various points in the past. Whiteboard sketches 2 min 10 min 1. Review your snapshot of Facebook’s profile 2. Discussion: What does the screen design tell you are the primary business goals vs. the primary user goals?”
  • 18. WHY UX MATTERS AS YOU SCALESource: @PCmag http://www.pcmag.com/slideshow/story/320360/10-years-later-facebook-s-design-evolution/14 SNAPSHOT #1 SNAPSHOT #2 SNAPSHOT #3
  • 19. WHY UX MATTERS AS YOU SCALE • Rely on the UX design process to critically evaluate the new features that come from growth • Acknowledge that your user base evolves as you grow and that you must develop a truthful understanding of what they need and want • Ask the tough questions yourself to pave the way for letting your designers ask them too TAKEAWAYS Source:
  • 20. WHY UX MATTERS AS YOU SCALE EXPANDING TEAMS
  • 21. “You can use an eraser on the drafting table or a sledgehammer on the construction site.” - FRANK LLOYD WRIGHT
  • 22. WHY UX MATTERS AS YOU SCALE • You may have been the sole vision behind the early versions of your product, but you must begin sharing that role • The design process teaches the growing team to share their ideas — no single person has the right answer all the time • Formalize your documentation process so that new employees can learn from past thinking IT’S OK TO LET GO Source:
  • 23. WHY UX MATTERS AS YOU SCALE • You must first realize that designers have specializations and then you can learn when to employ those skills • A facet of your leadership is being able to evaluate when to hire, when to freelance, and when to outsource to an agency • If you are not naturally design savvy, find a trusted partner/advisor that can help you evaluate options THE RIGHT DESIGN, AT THE RIGHT TIME
  • 24. WHY UX MATTERS AS YOU SCALE • A UX designer marries the information gathered from the business side, the technology side, and the user’s needs — they need access to all these people • Observation shows that early-stage design conscious startups form a 1:5 designer to engineer ratio • “To achieve great design, you need great business thinking/doing (to effectively invest in design) and you need great engineering…” – John Maeda A WELL BALANCED TEAM Source: @kpcb @johnmaeda “#DesignInTech Report” (http://www.kpcb.com/design)
  • 25. WHY UX MATTERS AS YOU SCALE • Maintain a level of involvement in the design process so that enables you to:
 a) trust in letting go of some product vision 
 b) accurately evaluate available resources • Open up the design conversation to all areas of the company and give your UX designers access to both the team at large and the end-users • Share design thinking through formal documentation TAKEAWAYS