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UX INSIGHTS
FROM A DRUNK GUY
Austin Knight
UX Designer at HubSpot
Simplicity is the
ultimate sophistication
HOLD MY BEER
“IT SOUNDS LIKE YOU’RE MEANT FOR
LARGE SCALE CLIENTS WHO ARE WILLING
TO SPEND MONEY ON BUZZWORDS”
Community
Impact
Business
Impact
What our home page said
What our salespeople used
What our home page said
What our salespeople used
What our home page had
What our users wanted
Don’t tell me…
Show me
Conversion Rate

(22% Actual Increase to Product Pages)
○
Exit Rate

(18% Actual Decrease in Exit Rate)
○
Pain Point Behaviors

(FAQ, Search Queries, Misguided Clicks)
○
harsh feedback
IMPACT
True Business
That’s pretty rare
So what caused the drunk
user test to be so great?
Does the user actually
need to be drunk?
NOPE
What are the different
approaches to user testing?
TYPES OF
USER TESTS
1
In-Person
Moderated
Remote
Unmoderated
In-Person Moderated Test
Remote Unmoderated Test
Types of User Tests
Remote Unmoderated
Types of User Tests
Remote Unmoderated
Types of User Tests
Remote Unmoderated
Types of User Tests
Remote Unmoderated
How can I use these tests to get
great feedback out of regular users?
RESPONSIBLE
USER TESTING
2
Testing Results
Segmentation
Segmentation
Know your demographic
Segmentation
Know your demographic
Segmentation
Ask multiple
qualifying questions?
Segmentation
Ask multiple qualifying questions?
Segmentation
Which of the following do you have the
most experience with?

• Sales
• Marketing
• Support
• Design
• None of the above
Ask multiple qualifying questions?
Segmentation
What does CPM stand for?

• Certified Professional Manager
• Community Program Monitor
• Cost Per Mille
• Community Property Manager
• None of the above
Ask multiple qualifying questions?
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a full test
with 3-5 users
Learn more at uxd.to/drunk
Testing
Don’t inadvertently
lead the user☼
Job application form
Name
Desired position
Professional background
Submit
“I want to
submit a form”
“I want to apply
for a job”
Testing
Don’t inadvertently lead the user☼
Fill out and submit the job application form
Find a job that you like and apply for it
Testing
Don’t inadvertently lead the user☼
Results
Pair the data
|
Results
Rainbow Spreadsheet
Pair the data|
Results
Use tangential and
unsolicited feedback
Results
Use tangential and unsolicited feedback
Take a photo for safe keeping
Responsible User Testing
Segmentation
•Know your demographic
•Ask multiple qualifying
questions
Testing
•Run a pilot test
•Run a full test with 3-5
users
•Don’t inadvertently lead the
user
Results
•Pair the data
•Use tangential and
unsolicited feedback
Rainbow Spreadsheet
What are the ideal
tools for these tests?
TOOLSWORTH USING
3
Tools Worth Using
All-in-one platforms
• UserTesting.com
• UserZoom.com
• TryMyUI.com
Screen recorders
• Silverback
• Screencastify
• Loop11
• WebEx / Google Hangouts
Participant recruiting
• uTest.com
• Ethnio / Hotjar
• Amazon Mechanical Turk
• Knowbility
Blended data
• Usabilla
• Usability Hub
• Optimal Workshop
• Inspectlet
Take a photo for safe keeping
How can you set your
design up for success?
DESIGNING
FOR DRUNKS
4
Designing for Drunks
Don’t design in a vacuum
Designing for Drunks
Don’t let your CEO, CMO, or Junior
Designer dictate the design.
Let your users.
Don’t design in a vacuum
Designing for Drunks
Don’t design in a vacuum
Designing for Drunks
Don’t design in a vacuum
Learn more at uxd.to/drunk
Designing for Drunks
Good design is invisible
Designing for Drunks
The best interfaces are so well-
designed that users don’t even
notice them, because they’re too
busy using them
Good design is invisible
Designing for Drunks
Good design is invisible
Designing for Drunks
Don’t overcomplicate
or oversimplify
Designing for Drunks
Simplicity does not mean “less”; it
means “just enough”.
Don’t overcomplicate or oversimplify
“What happens when you let engineers design interfaces”
Designing for Drunks
Don’t overcomplicate or oversimplify
(It also lacks visual hierarchy)
Designing for Drunks
Don’t overcomplicate or oversimplify
Designing for Drunks
Utilize visual hierarchy
Designing for Drunks
Design so that the user can
immediately deduce what you want
them to do.
Utilize visual hierarchy
Utilize Visual HierarchyDesigning for Drunks
Utilize visual hierarchy
Designing for Drunks
Utilize visual hierarchy
Use the tool at uxd.to/drunk
Utilize Visual HierarchyDesigning for Drunks
Utilize visual hierarchy
Use the tool at uxd.to/drunk
Designing for Drunks
Utilize visual hierarchy
Designing for Drunks
Organize information
intuitively
Designing for Drunks
Organize information in a way that
makes sense to the user. Ensure
that users always know where they
are and where they’re going.
Organize information intuitively
Designing for Drunks
Organize information intuitively
Designing for Drunks
Confirm user actions
Designing for Drunks
Let users know that their actions
have been registered with
confirmation messages, subtle
animations, or microinteractions
Confirm user actions
Designing for Drunks
Confirm user actions
Designing for Drunks
Optimize site speed
Designing for Drunks
Run speed tests, compress images,
minify your code, etc.
Optimize site speed
3 seconds
Time in which a site has to load
before the average user will leave.
Learn more at uxd.to/drunk
Designing for Drunks
Optimize site speed
$1.6 Billion
How much a one second load time
delay costs Amazon per sales year.
Learn more at uxd.to/drunk
Designing for Drunks
Optimize site speed
Designing for Drunks
• Don’t design in a vacuum
• Good design is invisible
• Don’t overcomplicate or oversimplify
• Utilize visual hierarchy
• Organize information intuitively
• Confirm user actions
• Optimize site speed
Take a photo for safe keeping
How do I implement
this at my company?
CREATING A
CULTURE OF UX
5
Creating a Culture of UX
Everyone is a
UX Designer
Creating a Culture of UX
Everyone is a UX Designer
Creating a Culture of UX
Involve your designers
and developers
Creating a Culture of UX
Involve your designers and developers
Creating a Culture of UX
Fall in love with
problems, not solutions
Creating a Culture of UX
Fall in love with problems, not solutions
Creating a Culture of UX
Get your hands dirty
Creating a Culture of UX
Get your hands dirty
Creating a Culture of UX
• Everyone is a UX Designer
• Involve your designers and developers
• Fall in love with problems, not
solutions
• Get your hands dirty
Take a photo for safe keeping
@ustinKnight
AustinKnight.com
uxd.to/drunk
@HubSpot
HubSpot.com

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