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DESIGNING
FOR THE 100%
FJ van Wingerde
@fj / @asktheuxer



UX Special Agent
We make digital to Convert
whatever Conversion means
• Understand the thing
• Be moved by the thing
• Take action about the thing
• Buy the thing
• Subscribe to the thing
User-centered design
Focus on the person you have to convert
• Define who
• Get them on the room when you design
• Test on them
Know your user.
UX Tool: Personas
(but you do need some
demographics to turn them into “people”.

And you can’t have more than 4 or 5)
A utility
A utility
8 personas
Clinical trials
A utility
8 personas
Our first audience:
people living with diabetes
Six interviews later…
• 11 to 86 years old
• Male and female
• All incomes
• All education levels
• All levels of digital proficiency
Six interviews later…
• One goal: to not have diabetes
Zero demographics
=
Zero “people” to design with
Clinical trials
A utility
8 personas
everyone
Clinical trials
A utility
8 personas
everyone
Credit score & report
Clinical trials
A utility
8 personas
everyone
Credit score & report
all competent adults
UX Tool: Personas
Problematic
UX Tool: Qual Testing
UX Tool: Personas
Problematic
qualitative behavior ≠ quantitative behavior
qualitative behavior quantitative behavior
qualitative behavior ? quantitative behavior
“I’m not really that interested”
qualitative behavior ≠ quantitative behavior
“I’m not really that interested” Double-digit click-through rate
UX Tool: Qual Testing
UX Tool: Personas
Problematic
No insight
UX Tool: Qual Testing
UX Tool: Personas
Problematic
No insight
UX Tool: Competitor Analysis
2 Carousels?
Where exactly are my
search results?
But you can’t see behind the curtain
UX Tool: Qual Testing
UX Tool: Personas
Problematic
No insight
UX Tool: Competitor Analysis
No insight
UX Tool: Qual Testing
UX Tool: Personas
Problematic
No insight
UX Tool: Competitor Analysis
No insight
UX Tool: Lean / Experiments
UX Tool: Qual Testing
UX Tool: Personas
Problematic
No insight
UX Tool: Competitor Analysis
No insight
UX Tool: Lean / Experiments
Brand damage
UX Tool: Qual Testing
UX Tool: Personas
Problematic
No insight
UX Tool: Competitor Analysis
No insight
UX Tool: Lean / Experiments
Brand damage
You still need to do this
“Make it easy”
Accessibility, for reals

(The user is beyond drunk)
Heuristic 1:
Accessibility, for reals

(The user is beyond drunk)
Heuristic 1:
As a start, Google for ‘GDS Consider the range’
‘GDS Services that are simple to explain’
Find your Target.
Then find your Floor
Heuristic 2:
Find your Target.
Then find your Floor
Heuristic 2:
You get your personas back

Your pitfall is being patronising
Mobile First, for reals
Heuristic 3:
Mobile First, for reals
Heuristic 3:
Desktop is mobile in a wider column
Don’t be clever

(Obvious always wins)
Heuristic 4:
Don’t be clever

(Obvious always wins)
Heuristic 4:
Luke W is now your best friend.
Think of the caregivers
Heuristic 5:
Take heart and live the challenge
Heuristic 6:
The reason your design tools don’t work
(everyone needs this)
The reason your design tools don’t work
(everyone needs this)

is the same reason you are not in trouble
(everyone needs this)
If you have something people want,
you don’t have to be perfect
Thank you!
fjvwing@gmail.com

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