UX Fundamentals for Startups

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UX FUNDAMENTALS FOR STARTUPS Pithan Rojanawong | VP, Head of UX Design & Analytics at Krungthai-AXA Life Insurance PCL

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HELLO, MY NAME IS PITHAN (TOZ) ➤ Short intros ➤ Name ➤ Role ➤ Experience with UX ➤ Expectation

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TODAY’S TOPICS ➤ What is UX? ➤ UX ≠ UI ➤ UX and Data ➤ Lean UX for Startups ➤ UX Toolkit ➤ Measuring UX ➤ Free/Affordable Tools for UX

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SO, WHAT EXACTLY IS UX? Intro to User Experience

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“ People ignore design that ignore people

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USER EXPERIENCE (UX) ➤ UX design is a strategic process aims to create a product that users will find easy to use, and quickly understand ➤ UX mindset focusing on delivering values, inspire the right kinds of ideas, and guides decisions ➤ UX reframes the question “What do we want to make?”, instead ask “what do we want to achieve?” (and a bunch other questions)

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“…Not functioning with a case has always been the number one negative to Olloclip's products, so it's nice to have an option. Access to a functional case may persuade some people who have held off buying an Olloclip lens to try one out, and I do recommend bundling any lens purchase with a case if you're someone who doesn't like the risk of a naked iPhone….“ - MacRumor.com

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UX ≠ UI Understand The Differences

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“ A user interface is like a joke. If you have to explain it, it’s not that good.

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UI User Interface How people interact with websites/mobile apps/products UX User Experience How they feel while they’re using them

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WHAT MOST UX PEOPLE DO User research・User interviewing・ Gathering statistics・Personas・ Information architecture・Creating wireframes・Prototyping・Usability・User interface・Visual design・Interaction design・Content strategy・Accessibility・ Working closely with developers・ Communication with stakeholders

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WHAT MOST PEOPLE SEE THEY DO User research・User interviewing・ Gathering statistics・Personas・ Information architecture・Creating wireframes・Prototyping・Usability・User interface・Visual design・Interaction design・Content strategy・Accessibility・ Working closely with developers・ Communication with stakeholders

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UX + UI TOGETHER IMAGE: http://www.asinthecity.com

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IMAGE: http://shittyuiuxanalogies.tumblr.com/

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Product Owner Marketing Manager Content Specialist UX Designer Project Manager Business Analyst UI Designer Developer

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UX AND DATA Marrying UX and Analytics

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DATA, A (VERY) IMPORTANT PART OF UX ➤ UX is also about data-driven decision making ➤ Especially when we already have a product. E.g. a website ➤ We can make use of web analytics data to know where is the opportunities to improve, issues to fix

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THE OLD WAY ➤ HIPPO (Highest Paid Person’s Opinion)

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DATA HAS NO VALUE ➤ Data and tools have no value ➤ It’s the people who use them, that can make the data valuable ➤ People with analytical skill

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766 800 Other Referral Direct 619 600 539 400 200 0 May June July

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“… is Krungthai-AXA 12PL a type of savings or an insurance product?” Question posted on 24 Oct 2013 The link to our website that results in “Page not found” because the original page no longer exists

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HAVE QUESTIONS THAT DATA CAN (HELP) ANSWER ➤ You can’t expect Google Analytics to tell you what to do with your website ➤ Invest 10% in tools, 90% in people

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LEAN UX ➤ Lean UX is researching and validating your user experience as quickly and cheaply as possible ➤ If you’re already doing UX: it’s all about getting outcomes (good UX) rather than getting outputs (UX documents) ➤ If you haven’t done UX: it’s all about picking the best learning tools from UX toolkit to match your situation

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WHY DO LEAN UX? ➤ UX doesn’t have to be expensive and time consuming ➤ Many UX tools can be done very cheap ➤ There are many free/affordable tools out there

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UX TOOLKIT UX Application for Startups

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TRADITIONAL UX TOOLS ➤ User Research ➤ Personas ➤ User Journeys ➤ Card Sorting ➤ Wireframes ➤ Mockups & Prototypes ➤ A/B Testing or MVT

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USER RESEARCH Understand Your Users & Their Needs

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WHY DO USER RESEARCH? ➤ It’s cheaper and faster to test assumptions and iterate with interviews, mockups and prototypes than to do those things after you launch a product

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USER RESEARCH ➤ Aim to understand “What are the user needs and pain points?” ➤ Question types determine research methodology What do people say? Self-report Why? Few participants What do people do? Observation How many/often? Many participants

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USING SOCIAL MEDIA ➤ In many cases, we can understand user needs from competitors’ social media

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USING SEARCH VOLUMES ➤ In other cases, we can make use of how people search for things on search engines ➤ Google AdWords provide free tool to get this data ➤ Google Trends also help

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INTERVIEWS ➤ Sometimes, the best way is to talk to users ➤ Keep questions open-ended ➤ Listen, listen, and listen; avoid interrupting users ➤ Plan who to interview (great if we have personas!)

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USER NEEDS ➤ …Then paraphrase quotes from your research into format “I want to X” “I want to online precheck in” “I want to be able to choose my flight time if my flight is cancelled” “I want to know what’s happening to my flight in unexpected extreme weather”

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USER NEEDS ➤ and create affinity diagram by grouping the related needs into groups ➤ This affinity diagram will also help us creating personas easier

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PERSONAS Create Characters from Your Users

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PERSONAS ➤ A persona is like a character that can represent a group of your users with a combination of similar demographics, behaviours, needs, goals, etc. ➤ Good personas are realistic, give actionable insights ➤ Good reference for future decisions

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PERSONAS ➤ Check your personas ➤ Could enough people like this exist? If not, adjust ➤ Is this a specific person you know? If yes, adjust

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USER FLOWS Understand Your User Journeys

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SITE MAPS ➤ With user flows, we can create sitemap ➤ …which can also be used to test early on if it’s going to work well for users

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TREE TESTING ➤ Tree testing is a great way to test whether our designed content structure is really easy for users to access desired content

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CARD SORTING Designing Information Architect with Users

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CARD SORTING ➤ Card sorting is a good tool for getting to know how users would group content or features of your website or applications ➤ Increase “findability” of the web/app ➤ Can be done physically or with software

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CARD SORTING MADE EASY ➤ Prepare at least 30 cards ➤ Write down actions users can do on your website/mobile app, in plain language ➤ Do not write a card that force category ➤ Make them know that it’s not a test, no right or wrong ➤ Observe how participants group cards ➤ When they finish, ask them to name the category in their own words ➤ Ask them questions, try to understand their logic of grouping

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ANALYSE CARD SORTING RESULT ➤ Standardise group names ➤ Create standardised grid to see frequency ➤ Result of card sorting is just input for us to create information architect or sitemap that should be tested again later ➤ Card sorting won’t be useful without knowing the “why”

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CARD SORTING DIGITALLY ➤ Service like OptimalSort enables you to conduct card sorting online ➤ Tools like this automatically collect all the data and (almost) ready for you to analyse ➤ Downside is we don’t get to talk or observe them like doing it in person

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WIREFRAMES Making Sure Everyone’s on the Same Page

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WIREFRAMES ➤ Wireframes are great for communicating with all stakeholders ➤ Make sure everyone’s see the same thing, on the same page ➤ Adjust until finalised before UI designer work on mockups & prototypes

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MOCKUPS & PROTOTYPES Get Closer to the Real Thing

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WHEN TO DO MOCKUPS ➤ Sometimes we can do wireframes and mockups in parallel ➤ Mockups also let us see the look & feel of the final design ➤ Good for communicating with stakeholders to finalise all the small details that wireframes couldn’t

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WHEN TO DO PROTOTYPES ➤ When we know what’s gonna be on pages/screens and the agreed look & feel/mood & tone ➤ Hotspot prototypes = interactive prototypes that look and act similar to the real thing

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A/B TESTING & MULTIVARIATE TEST Qualitatively Improving Your Products

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GOOD A/B TEST OR MVT ➤ You test on something that is explainable ➤ Know what it will impact (e.g. conversion rates, more clicks, more sign ups) ➤ Sufficient visitors to make statistical significance

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BONUS STUFF ➤ UX Checklist http://uxchecklist.github.io/ ➤ Website UX Checklist https://keepwomen.com/ static_pages/checklist_tool

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MEASURING UX The Challenging Part

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HOW TO MEASURE SUCCESS OF UX ➤ Metrics checklist

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KRUNGTHAI-AXA LIFE WEB ANALYTICS Website Goals E-Commerce / Lead Generation / Customer Portal / Provide Info Segmentation KPIs Goals Macro Conversions Online Sales •  E-Commerce goal completion •  Revenue/ online sales •  Traffic sources •  Geography Sales Lead •  Lead form goal completion •  Lead-to-sale conversion rate •  Traffic sources •  Geography Micro Conversions Awareness •  Website traffic •  Landing pages •  SEO impression •  SEO click-thrurate •  Traffic sources •  Media channels •  Campaigns Collect Lead Provide Info. Facilitate Customers •  Email collected •  Game user registration •  Site search usage •  Branch locator usage •  Nearby branch (GPS) usage •  PDF files download •  Live chat •  Claims form files download •  Specific page web traffic •  Contact form completion •  Traffic sources •  Media channels •  Campaigns •  Traffic sources •  Geography •  Traffic sources •  Geography

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WEB ANALYTICS Web Analytics ➤ Google Analytics - Free Tools to help you record heatmaps, recording sessions, form analytics, funnels, etc ➤ Hotjar - Free, $29-$89/month ➤ MouseStats (starts $16/month) ➤ MouseFlow (starts $19/month)

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CREATING FLOWS, WIREFRAMES, AND PROTOTYPES Wireframes ➤ Sketch (bohemiancoding.com) $90/license ➤ Omnigraffle ($99/license) Prototyping ➤ invisionapp.com - Free, starts $20/month ➤ Axure ($289/License)

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USER TESTS ➤ OptimalWorkshop.com - Free, various options ➤ usertesting.com (various price plans)

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A/B TEST OR MVT ➤ Optimizely - Free, with enterprise plans ➤ Unbounce (starts $49/month) ➤ Visual Website Optimiser (starts $49/month)

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PRIORITIES FOR STARTUPS Recap… ➤ If you’re already doing UX: it’s all about getting outcomes (good UX) rather than getting outputs (UX documents) ➤ If you haven’t done UX: it’s all about picking the best learning tools from UX toolkit to match your situation

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THANK YOU! Pithan Rojanawong (Toz) - pithan.toz@gmail.com VP, Head of UX Design & Analytics Krungthai-AXA Life Insurance PCL

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