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STOP CREATING AWESOME UX (make awesome [bad@$$] users instead)

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STOP CREATING AWESOME UX (make awesome [bad@$$] users instead)


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Greetings and intros


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and you?


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What’s on tap today? How do we do user experience at DE? How do we create great user experiences? How do we know they’re great? What are the limitations? What are we supposed to be doing? What are the limitations? A better approach for the kind of work we actually do at DE: make your users awesome


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Your ideal review


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A few reasons UXD: Scenario and role playing You are not your user UXD: Indirect questioning Elicit adjectives and descriptions of feelings Team exercise for rethinking product design


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How do we do UX at DE? UX happens


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How do we do good UX?


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Genius design


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Principles-practices-patterns Write great design principles Distell to the entire team Create pattern libraries Enforce


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Principles


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Patterns – to solve problems


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ccc Practices


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An Example Give good feedback Visibility of system status Offer informative feedback. Feedback


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The problem


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click here The design (solution) pattern


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Best practices and rules of thumb: blue Underlined appearance changes (states) response times progress indicator … Practices


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Drawbacks


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Bringing the user back in QA testing UAT Beta testing Customer feedback Usability testing A/B testing


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Users are in the principles


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Principle-based ? User-centered


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To achieve UCD: Ask what users ask Can I use it? Should I use it? Do I want to use it? Do I value using it?


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A UX-focused organization… is always asking: Is it usable? Is it useful? Is it desirable? Is it delightful?


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The product can be used.


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People trust they can use it to accomplish task(s)


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People want to use it more than other products


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How do we know?


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UCD: research + process Usability heuristics (checklists) Analytics A/B tests Usability testing PRE-totyping Contextual inquiry User testing (lean UX acid tests) Ethographic research Personas User centered designing thinking Competitive usability tests Field research / Journey mapping Diary studies NPS surveys Satisfaction surveys TACTICAL UX STRATEGIC UX


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Desirable? Delightful?


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The D word problem Desirable? Delightful?


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The D word problem Desirable? Delightful?


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Too Squishy for the C Suite When there’s no competition Internal tools When delightful design undermines trust Rounded corners and delightful messaging in a tax app When too squishy for the C suite


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When there’s no competition Internal tools


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When D words undermine trust Rounded corners Delightful messaging


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Mastery?


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Master of what?


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No one wants to master your app


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Design for the post UX UX


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This is the UX


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This is the post-UX UX


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You want sustainable growth, honest product reviews – which should users to think?


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Secret answer is D


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Product is amazing = I’m amazing


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Why are people promoters? When people think they are amazing, they promote your product.


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Why do they tell their friends?


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This is the UX Dashboard ux Our amazing Connect app


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No one wants to master the Connect App


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They want to be excellent at the bigger context


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Dashboard ux Selling the American Dream! Connect is awesome. I can turn leads into sellers and buyers like no one’s business.


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Post UX: when the clicking is over What did the product enable? What does it empower them to do? What can they now show others? What will they now say to others? How are they more powerful after the clicking is over?


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Post UX drives our success Users who are successful in the bigger, motivating context will recommend us Success in the bigger context is why they show up to use your product Making sure they are successful is what keeps them using it.


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User don’t wake asking: No one wants to master search


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They want to be excellent at the bigger context


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Some examples:


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Is there a gift giving gap around Mother’s and Father’s Day? UX researchers wonder: Is there a gender gap Marketing/Search wants to know:


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Context – what users want to share


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Users think think in terms of the bigger context They are thinking about themselves and how their identity is bound up in what they are doing Poll interrupted search AND context


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Another example: Marketing / Search team wants to know:


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How are we doing? What did you come here to do today? Did you accomplish that task? Is there anything we could have done to help you accomplish that task?


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Product wanted to know How can we fix stuff that’s broken? How can we give you better products?


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What did users want? Any guesses?


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They didn’t want better search The want to solve problems that are part of their bigger context: $ Get a loan Prequalify Down payments Save up for a deposit Rent to own Passes credit check Understand the process Knows how they compare to others – where they stand Is this thing on, am I doing this right?


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Don’t make superhero UXers


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The product isn’t a superhero


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Give users super hero powers


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In sum - Stop focusing on making great UX Instead: Make successful users Look for the attributes our successful users share (and stop looking for the attributes that successful products share. It’s an unsustainable arms race)


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For more research-based insights about Homes.com users, check out the UX insights portal: http://insights.homes.com Thoughts? Questions?


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