UX Fundamentals for Startups

If you like this presentation – show it...

Slide 0

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

Slide 1

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

Slide 2

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

Slide 3

SO, WHAT EXACTLY IS UX? Intro to User Experience

Slide 4

“ People ignore design that ignore people

Slide 5

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)

Slide 6


Slide 7

Slide 8

Slide 9

“…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

Slide 10

Slide 11

UX ≠ UI Understand The Differences

Slide 12

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

Slide 13

Slide 14

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

Slide 15

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

Slide 16

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

Slide 17


Slide 18

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

Slide 19

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

Slide 20

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

Slide 21

UX AND DATA Marrying UX and Analytics

Slide 22

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

Slide 23

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

Slide 24

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

Slide 25

Slide 26

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

Slide 27

“… 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

Slide 28

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

Slide 29


Slide 30


Slide 31

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

Slide 32


Slide 33

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

Slide 34


Slide 35


Slide 36

UX TOOLKIT UX Application for Startups

Slide 37

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

Slide 38

USER RESEARCH Understand Your Users & Their Needs

Slide 39

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

Slide 40

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

Slide 41


Slide 42

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

Slide 43

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

Slide 44

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!)

Slide 45

Slide 46

Slide 47

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”

Slide 48

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

Slide 49

PERSONAS Create Characters from Your Users

Slide 50

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

Slide 51


Slide 52


Slide 53


Slide 54

Slide 55

Slide 56

Slide 57

Slide 58

Slide 59

Slide 60

Slide 61

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

Slide 62

USER FLOWS Understand Your User Journeys

Slide 63


Slide 64

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

Slide 65

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

Slide 66

CARD SORTING Designing Information Architect with Users

Slide 67

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

Slide 68

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

Slide 69

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”

Slide 70

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

Slide 71

WIREFRAMES Making Sure Everyone’s on the Same Page

Slide 72

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

Slide 73

Slide 74

Slide 75

Slide 76

Slide 77

MOCKUPS & PROTOTYPES Get Closer to the Real Thing

Slide 78

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

Slide 79

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

Slide 80

A/B TESTING & MULTIVARIATE TEST Qualitatively Improving Your Products

Slide 81


Slide 82


Slide 83

Slide 84

Slide 85

Slide 86

Slide 87

Slide 88

Slide 89

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

Slide 90

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

Slide 91

MEASURING UX The Challenging Part

Slide 92

HOW TO MEASURE SUCCESS OF UX ➤ Metrics checklist

Slide 93


Slide 94


Slide 95

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

Slide 96


Slide 97

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)

Slide 98

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

Slide 99

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

Slide 100

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

Slide 101

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

Slide 102

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

Slide 103