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Minimum Viable User Experience: A New Way to Think About Users

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MVUX Minimum Viable User Experience


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Oil Prices jump 30% Booms (Good) The Internet Happens The Dot Bomb & 9/11 Housing Crisis Recessions (Bad) Economic Health in the United States U.S. Economy Size of Project Scopes May 2013 July 2012 Sept 2011 Nov 2010 Jan 2010 March 2009 May 2008 July 2007 Sept 2006 Nov 2005 Jan 2005 March 2004 May 2003 July 2002 Sept 2001 Nov 2000 Jan 2000 March 1999 May 1998 July 1997


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Goal S.W.O.T.S.


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Goal S.W.O.T.S. Break large projects down into individual goals. For each goal, identify the following: Strengths Weaknesses Opportunities Threats Success Criteria


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Goal S.W.O.T.S. • Don’t forget to teach


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Goal S.W.O.T.S. • Don’t forge to teach


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Goal S.W.O.T.S. Goals make it easy to break big projects down into smaller projects. Goals can be achieved when a Weakness or Opportunity is turned into a Strength. Goals must be measurable, otherwise we won’t be able to prove we’ve done it.


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The Four Cs


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The Four Cs The Four Cs are the four different types of people that you encounter every day. 1. Confused People 2. Curious People 3. Convinced People 4. Continuing People


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The Four Cs As designers, we must move people from Confused to Continuing, without getting in anyone’s way. ∠ Confused ∠ Curious ∠ Convinced Continuing


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The Four Cs Confused People Confused People don't always know what it is they need to know and tend to start off slightly lost due to lack of background information. Often times, this person thinks they need to get information about one thing, only to find out later that they would have been better served seeking different information. They are there, in front of you, but they don't know what they need to know or don't know what they don't know. Help Confused people by providing: • Summarizing information upfront • The most popular option or trends • Frequently Asked Questions • Dismissible Help A Confused Person Might Say: I need to know how much paternity leave I am entitled to. I searched my company’s website for “paternity leave” only to discover that I first need to go to my department’s section of the website and begin my search from there.  I wish I had known that before.


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The Four Cs Curious People Curious People have escaped confusion, however they now face what can seem like insurmountable amounts of information - commonly referred to as information overload. Curious people will spin wheels for a very long time trying to figure out if they are obtaining the answers they need. The biggest problem they face is that they are not sure if the answers they get are the right ones. Help Curious people by providing: • Numbered or clearly labeled steps • A list of related information to explore • Keywords to put into a Search Engines A Curious Person Might Say: I need to research monitors, so I search for the word “monitor” only to find the results littered with links to computer monitors, baby monitors, and large lizards.


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The Four Cs Convinced People Convinced People are the easiest to communicate with because they generally know exactly what they need and have a good idea of how to obtain it. Help Convinced people by providing: • Indexes, Table of Contents or Directories • Action items or things to do right now • A way to contact someone if they need help Convinced users generally rush communication, seeming to hurry you up as if impatient. A Convinced Person Might Say: I need to find the correct driver-side windshield wiper replacement for a 2015 Toyota Prius. The part number is JVH003T6 They have clear goals and intentions and need very little guidance, just show them where to begin and get out of their way.


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The Four Cs Continuing People Continuing People are your fully devoted customers. They are mostly happy with what you are providing to them and they want to keep it coming. They usually know exactly where to find information when they need it, but sometimes they may need help finding information they've found previously. For the most part, stay out of this person's way, but don't leave them out of any new or exciting communications. Help Continuing people by providing: • Subscription-based content such as newsletters • Social media accounts and #hashtags to follow • Archives of information A Continuing Person Might Say: My family is going to be in town next week and I want to see if you have any events that they might be interested in attending.


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The Four Cs: Login • This invite was sent to a “Continuing” user, or someone who already had an account. • I can log in and get started • It is also equally easy for a Confused person to get started. • This is a good UX


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The Four Cs: New Stuff • Oh look, there is something new. • Confused & Curious users can explore a bit. • Convinced and Continuing users can skip the tour and start using the new stuff. • This is a good UX


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The Four Cs: Email • A new subscriber (Confused or Curious) may not recall what your company or business does. • A subscriber (“Continuing”) may not have seen an email from strikingly in a long time. • This is NOT a good UX


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nfused, what Im Co strikingly? is The Four Cs: Email • A new subscriber (Confused or Curious) may not recall what your company or business does. • A subscriber (“Continuing”) may not have seen an email from strikingly in a long time. • This is NOT a good UX • What is strikingly? 



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The Four Cs: Comcast • Comcast just boosted the speed for Convinced and Continuing users. • They really should offer the same incentives to Convinced/Continuing users as they do new subscribers (Confused/ Curious) • This is a good UX


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Nice! The Four Cs: Comcast • Comcast just boosted the speed for Convinced and Continuing users. • They really should offer the same incentives to Convinced/Continuing users as the do new subscribers (Confused/ Curious) • This is a good UX For the Confused too!


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The Four Cs: Recap Each goal is subjected to The Four Cs Our job is to move a Confused person to Curious, to Convinced, to Continuing for each goal.


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Should I design it?


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Should I Design It? There are three things that everyone wants: 1. More time 2. More good feelings 3. More money


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Should I Design It? Nobody is going to tell you: I do not need any more time. I don’t want to feel good. I don’t need more money.


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Should I Design It? If you can prove that your design saves time, you have a chance of being successful. If you can prove that your design saves time AND feels good, there is a good chance that it’s going to be successful and make money. If you can prove it does all three, you’ve got a home run on your hands.


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Instagram • What used to take hours to accomplish in Photoshop became possible in a few seconds. (Saves time) • Taking and sharing photos on Instagram is a lot more fun than Flickr (Feels good). • Instagram was acquired by Facebook (Makes money). • KA-CHING!


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Express Lanes • Blow past those suckers in line (Saves time) • So much better than sitting in traffic (Feels good) • E-Z Pass is making money, and customers probably save a bit in gas money too.


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Express Lanes • Grocery stores get it too.


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A Transition From Design to Communicating Design


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Why? How? What?


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Why? How? What? “People don’t buy what you do, they buy why 
 you do it.” he Golden Circle + The Cone - Simon Sinek Simon Sinek TEDTalk: How great leaders inspire action Watch it Why do you believe in the solution or design? How does it work? How did you do it? What problem has been solved.


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Why? How? What? The Design Storytelling Matrix “Name of Solution” Does it save time? Does it feel good? Does it make money? Confused Person (Tell them why, how & what) (Tell them why, how & what) (Tell them why, how & what) Curious Person (Tell them why, how & what) (Tell them why, how & what) (Tell them why, how & what) Continuing Person (Tell them why, how & what) (Tell them why, how & what) (Tell them why, how & what) Convinced Person (Tell them why, how & what) (Tell them why, how & what) (Tell them why, how & what)


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Why? How? What? The Design Storytelling Matrix “Name of Solution” Does it save time? Does it feel good? Does it make money? Confused Person (Tell them why, how & what) (Tell them why, how & what) (Tell them why, how & what) Curious Person (Tell them why, how & what) (Tell them why, how & what) (Tell them why, how & what) Continuing Person (Tell them why, how & what) (Tell them why, how & what) (Tell them why, how & what) Convinced Person (Tell them why, how & what) (Tell them why, how & what) (Tell them why, how & what)


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Verb, Target, Outcome


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Verb. Target. Outcome. As a Designer, you have a mission. Your mission is to design a solution that satisfies each goal’s success criteria. How you present or pitch your design as the solution has as much to do with your success as the design itself.


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Verb. Target. Outcome. Kevin Starr’s “Verb, Target, Outcome” format communicates design very well. • Verb - What action does the designed solution help users accomplish? • Target - Who is the design for? (Think about a target audiences now.) • Outcome - This is the Goal S.W.O.T.S. success criteria. The Eight-Word Mission Statement, https://hbr.org/2010/10/the-eight-word-mission-stateme/


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Verb. Target. Outcome. Nonprofit Organizations do this really well Save endangered species from extinction V T O


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Verb. Target. Outcome. Nonprofit Organizations do this really well Save endangered species from extinction Improve African children's health. V T O


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Verb. Target. Outcome. Communicating your design to customers and target audiences works the same way. Pitch the designed solution to you customer: We designed a solution that reduced time per transaction by 30% We wireframed a user flow that allows users to create a prototype without signing up. Pitch the same designed solution on the marketing site:
 Finish your stock trading over a cup of coffee. Create a prototype in 10 minutes.


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Conversion


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Conversion Whoa! Pause… Mind is Blown. Let’s Recap 1. We’ve focused on a goal and it’s S.W.O.T. S. 2. We’ve designed a solution for The Four Cs. 3. We can demonstrate how the solution saves time, feels good or makes money and communicate the “Why, How and What” of the solution. 4. Now we are ready to put the solution in front of real people to see how well it converts people from Confused, to Curious to Convinced.


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Conversion What is the conversion path (the sequential steps and actions) someone must take to satisfy the goal’s success criteria? 1. Open email 2. Click on a link 3. Go to landing page 4. Create a prototype using Proto.io 5. Share the prototype with your team Design each step


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Target Audience


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Target Audience It is time to move past The Four Cs to real target audiences 1. We have a solution designed for The Four Cs. 2. We can communicate how it saves time, feels good and makes money. 3. We’ve got the Why, How and What down. 4. We can pitch the design in Verb, Target, Outcome format 5. It’s time to test our solution with real people to see if we have met the goal’s success criteria. 6. Testing needs we need to know what to measure.


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Measure


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Measure Keep it simple. Does it save time? • How long does it take to complete a goal’s conversion path? Does it feel good? • How many people were able to compete each goal? Does it make money? • If each conversion has an associated value, multiply the number of conversions by the value of the conversion. • 80% of 30 participants were able to purchase a shirt on the first try. Each shirt costs $20. We currently get 300 visitors a day to our “Shirt” page. • 80% of 300 = 240 x $20 = $4,800


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Prototype


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Prototype Prototypes can be napkin sketches or refined wireframes and design comps. Design the complete conversion path for each goal. Design in whatever you are comfortable with.


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Prototype Fast Keep iterating and testing as fast as possible. • Pencil and paper is fine for early stage decision making • Wireframes and design comps work better. • Design the complete conversion path for each goal. • Test over and over again until you hit your success criteria. • If you cannot achieve success with the design, this is the best time to raise the issue to your project team.


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Prototype Tools • POP (Prototype on Paper) • InVision • Keynotopia Proto.io • Pixate • Quartz + Origami • Sketch • Creative Suite •


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Test, Learn, Iterate.


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Test, Learn, Iterate UsabilityHub makes it easy to test, iterate and prove whether or not the designed solution saves time, feels good or makes money. Upload and test goal conversion paths See how long a conversion takes See how long each click took See where the conversion path failed


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Navigation Flow Upload static screens, add successful click targets and conduct a test publicly or in private with a list of target audiences. • Test conversion rate • Test time • See what went wrong • See test demographics • Iterate and compare Try UsabilityHub (Get 10 free Karma pts.)


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Navigation Flow Upload static screens, add successful click targets and conduct a test publicly or in private with a list of target audiences. • Test conversion rate • Test time • See what went wrong • See test demographics • Iterate and compare Try UsabilityHub (Get 10 free Karma pts.)


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Navigation Flow Upload static screens, add successful click targets and conduct a test publicly or in private with a list of target audiences. • Test conversion rate • Test time • See what went wrong • See test demographics • Iterate and compare Try UsabilityHub (Get 10 free Karma pts.)


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