The Silver Bullet of User Experience (UX)
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This presentation explores how to start on the right path to a great user experience.
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The Silver Bullet of User Experience (UX)
- 2. Brief Introduction to UX •A snail button that turns into Barbie when pushed •A screen with a swimming pool inside •Snow White always attached by golden string •A red button that, when pushed, makes the phone turn into anything •A Snow White store and a candy store attached
- 3. Why UX? • Improved UX saves money • Reduce development time • Reduce cost of customer support • Improved UX increases your revenue • Increase conversion rates • Improve customer retention and loyalty • Great UX gives you a competitive advantage • Gain competitor insights • Don’t fall behind
- 4. Google Search Popularity of “User Experience” 0 20 40 60 80 100 120 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2 0 1 6 Trends
- 5. UX Research Information Gathering Planning Development Launch Re-Design / Optimize UX Research Is Cost Neutral
- 6. The Silver Bullet • Elegant simplicity • Simplicity is not so simple • Brands who do it well are recognized as leaders in the advertising industry • Amazon • Apple • Google • Zappos
- 7. You don’t know, what you don’t know, until you know • Do some research • Get to know the users • Define personas • Avoid the “speed at all costs” mentality
- 8. Don’t put up barriers • Barriers create an opportunity for your competition • Don’t include barriers to standard content
- 9. Don’t make them work for it • Cognitive effort • Human attention span has gotten shorter • In 2000, 12 seconds • In 2013, 8 seconds • Goldfish, 9 seconds
- 10. The Wrap Up • UX Research focuses on understanding the user • Not all users are the same • UX saves time, money, and gives you an edge • Simplicity is key • Do the research • Minimize barriers • Reduce cognitive effort
- 11. Get in touch Mike Whitson | Chief Research Scientist mike@itrackingresearch.com iTrackingResearch.com /itrackingresearch @itr_inc | @mike_itr
Notas do Editor
- Imagine you could design your perfect smartphone. What would it look like? What features would it have? When a 5 year old was asked to design her perfect smartphone… she asked for….(on slide) Not everyone wants or needs the same things. That’s where UX research comes in.
- Saves Money 50% of engineering time is spent on rework that could be avoided Fixing an error after development is 100x more expensive as fixing it before Errors aren’t always bugs Assumption of how a user might behave is incorrect Unique value proposition doesn’t make sense to users Confusing navigation causes user to get stuck or lost Design choice isn’t accessible (color/contrast, etc.) You’ve added a ‘really cool’ feature that nobody actually wants to or knows how to use Increase Revenue Easier to double revenue by doubling conversion rate rather than doubling traffic A/B testing and analytics are great. But they don’t always tell you what is the root of the problem. UX testing and research is a great complement to A/B testing. UX=CX Positive UX means a positive CX. Positive CX leads to customers who are more likely to be brand loyal. Investing in customer experience will help you reduce churn and ensure loyalty Competitive Advantage Guerilla marketing. Run tests on your competitors to find out what they’re doing right and if your target audience prefers them over you. Odds are good your competitors are using UX testing. The use of UX research has grown substantially over the last five years and continues to become a standard practice If customers have an easier time doing business with your competitors, then that’s what they’ll do. Good UX saves lives https://medium.com/tragic-design/how-bad-ux-killed-jenny-ef915419879e#.lgj8u5pes
- I get asked all the time, is there one thing that we can do to improve our UX? Yes, actually there is. I call it the silver bullet of UX. Simplicity, elegant simplicity. So, how do you achieve simplicity. It’s not all about white space, flat design, and minimalism.
- Research You need to be conducting design research. Research is the basis for designing great products, and it’s the only way you’ll truly understand your users. Getting to know your users Your users are not you and that’s okay Like Genevieve's ideal mobile phone isn’t your ideal, different people want different things What is a Persona? Personas are fictional characters that are created to represent real people. Not tasks or functional requirements, personas are a real-life representation of the user. Not only are we looking at what we want the user to do but who they are outside of our calls to action. This helps us understand how the site should be structured. Avoid speed at all costs mentality Clients demand high speed Research is sometimes viewed as an extra expense Throwing crap at a wall and seeing what sticks will not lead to success Research saves money here. Create the right foundations For example, Apple invests several millions of dollars in research every year
- Barriers If you are going to put something behind a barrier, such as an info form, make sure whatever is on the other side of that form is as valuable to the customer as their contact information is to you. It must be an equal trade. Standard Content Don’t add barriers to content visitors have come to expect as a site standard. Information such as pricing, product videos or features should be front and center, allowing a more passive visitor to understand your offerings.