1.
UX
for
Startups
by
Idean
info@idean.com
Thursday, November 7, 13

2.
Introduction
Idean
works
very
closely
with
startups
through
carefully
selected
incubators
and
accelerators.
We
also
work
with
a
few
selected
early
stage
startups
with
our
UX
Ninja
offering,
with
which
we
conceptualize,
wireframe
and
create
visuals
for
typically
5
core
screens
of
the
service
for
the
startup
to
go
and
raise
funding
based
on
the
work
we
have
conducted
for
them.
This
experience
led
Idean's
head
of
design
to
conduct
a
presentaGon
and
a
large
group
workshop
on
October
17,
2013
for
8
startups
at
the
Blackbox
incubator.
Kindly
find
the
presentaGon
aRached.
It
has
some
screens
of
different
research
methodologies.
Enjoy!
Please
don't
hesitate
to
contact
us
to
learn
more:
Idean
Enterprises
411
Kipling
Street,
Palo
Alto,
CA
94301
Phone:
650.241.4870
info@idean.com
Thursday, November 7, 13

3.
Agenda
Tips
from
a
designer
UX
demys8fied
Cornerstones
for
visual
style
crea8on
Workshop
Q&A
Thursday, November 7, 13

4.
Tips
from
a
designer
Thursday, November 7, 13

5.
Focus. Solve one problem well, rather
than 10 things poorly.
Thursday, November 7, 13

6.
Designing a product is a full time job.
Thursday, November 7, 13

7.
Communicate your value proposition
clearly.
Thursday, November 7, 13

8.
If you outsource design, outsource the
meaningful bits.
Thursday, November 7, 13

9.
Involve your users. Learn from them, but
don’t trust what they say.
Thursday, November 7, 13

10.
Be humble, not excited, when you ask
for impressions or opinions.
Thursday, November 7, 13

11.
UX
methods
demystified
Thursday, November 7, 13

12.
Benchmarking
Reviewing
compeGng
soluGons
and
analyzing
their
strengths
and
weaknesses.
Finding
paRerns
of
use,
copy/improve.
Full
screen
naviga.on
#1
Reeder
organizes
data
into
stacks
and
enhances
naviga8on
with
a
s8cky
sidebar.
This
works
for
a
lateral
hierarchy
but
not
that
well
for
more
complex
applica8on
with
different
Thursday, November 7, 13
Full
screen
naviga.on
#2
NPR
organizes
content
into
horizontal
strips
that
are
scrollable.
This
would
be
inline
with
the
current
STB
design.
However,
going
deeper
into
the
sec8ons
or
opening
subsec8ons
will
Fixed
sidebar
naviga.on
Into_Now
uses
a
large
sidebar
for
naviga8on.
This
makes
skimming
content
easy
and
fast.
Sidebar
also
removes
the
need
for
a
single
“main
screen”
that
collects
stuff
from
elsewhere.
Use
standard
naviga8on
in
iPhone
with
this.
No
naviga.on
/
featured
view
BBC
iPlayer
has
“filters”
instead
of
“naviga8on”.
Using
this
method
would
force
to
narrow
the
content
of
the
applica8on
quite
much.
This
type
of
layout
would
work
quite
well
as
“today”-­‐view
with
hidden
naviga8on.

13.
Personas
FicGonal
users
of
your
product.
Represent
archetypes,
not
specific
persons.
Best
built
on
actual
user
studies.
Thursday, November 7, 13

14.
Needs
analysis
Mapping
the
needs
of
different
users
of
service.
Especially
useful
when
the
soluGon
is
centered
around
different
users
with
conflicGng
interests.
Charles
Mark
THE
CONSUMER
THE
MERCHANT
I
want...
I
want...
• to
be
alerted
on
nearby
deals
on
products
that
I
am
interested
in
• to
increase
traffic
and
sales
in
my
store
• to
get
great
discounts
of
products
(>50%)
• to
see
what
I’m
paying
for
(i.e.
conversion)
• to
have
my
deals
to
be
personalized
based
on
my
interests
• to
cheaply
market
new
products
and
discounts
• to
see
relevant
results
when
searching
items
• to
have
clients
return
to
my
shop
and
purchase
more
• to
find
products
and
see
which
stores
sell
them
and
at
what
price
• to
have
my
clients
recommend
my
store
to
their
friends
• to
be
rewarded
for
my
loyalty
and
efforts
• to
know
more
about
my
customers
and
what
they
want
• to
control
how
the
deals
play
out
(schedules,
amounts
etc.)
I
do
not
want...
• to
be
bombarded
by
irrelevant
adver8sements
I
do
not
want...
• to
bombard
my
friends
with
irrelevant
adver8sements
• to
use
excessive
amounts
of
8me
and
effort
on
any
off
the
above
• to
spent
unnecessary
amount
of
8me
on
finding
beYer
deals
• to
educate
my
staff
with
difficult
processes
• to
pull
out
my
phone
and
do
something
weird
in
front
of
others
• to
invest
in
new
devices
• to
worry
about
my
privacy
• to
bring
any
more
steps
into
the
POS
• to
go
to
redeem
a
deal
to
find
out
that
the
items
are
out-­‐of-­‐stock
• to
worry
about
several
different
services
Thursday, November 7, 13

15.
Scenarios
Thinking
of
the
context
of
use.
WriGng
user
stories.
IdenGfying
goals
of
users.
Translates
into
prioriGzed
feature
lists
and
understanding
the
users
flow.
John
is
walking
across
town
He
gets
a
targeted
adver8sement
for
a
nearby
store.
There
are
other
cool
products
on
offer
too
He
heads
to
the
store
The
Purchase
Jane
is
surfing
the
web
Thursday, November 7, 13
She
sees
an
adver8sement
for
a
product
on
a
website.
She
gets
coupon
offers
and
saves
them
to
her
mobile.
She
heads
to
the
store

16.
Analysis
of
current
service
Analyzing
exisGng
usage
paRerns
of
service,
and
creaGng
acGon
points
based
on
analyGcal
data.
Expert
evaluaGon
and
idenGfying
“quick
wins”
is
a
cheap
way
to
improve.
A
Good
start
The
right
star8ng
place
was
quickly
found.
Ini.al
deposit
This
should
be
on
its
own
page.
Best
prac8ces
tell
us
so.
Where’s
logic?
What
is
the
concept
of
“ePossu”,
it
should
be
explained
on
page
or
with
a
tool8p.
Thursday, November 7, 13

17.
Product
tour
User
introduces
exisGng
or
comparable
soluGon
and
demonstrates
current
usage.
BeRer
in
context.
“Here I’ve picked up the apps I use
most often. But it took me 3
months before I learnt the home
screen can be edited.”
Tuuli,
23
years,
first
smartphone
This
method
has
been
u8lized
to
understand
how
people
interact
with
different
kinds
of
services
and
tools:
cell
phones,
desktop
computers
and
professional
tools
(e.g.
mining
drills
of
firewall
management
so`ware).
We
are
able
to
pick
up
current
usage
paYerns,
task
flows,
contexts
of
use,
user
frustra8ons
and
UX
requirements
out
of
these
sessions.
Thursday, November 7, 13

18.
Day
in
the
life
/
Diary
User
introduces
a
typical
day
in
their
life.
How
is
the
soluGon
involved?
What
features
are
used
on
at
what
Gmes?
For
what
purposes?
This
method
picks
up
usage
paYers,
use
cases
and
contexts
of
use.
O`en
this
method
is
performed
as
a
diary
with
addi8onal
room
to
share
ideas
for
new
services
or
features.
Thursday, November 7, 13

19.
Match
race
User
compares
exisGng
services
or
concept
drags.
Services
score
for
the
characterisGcs
that
users
value,
and
lose
scores
for
annoying
features.
What
is
valued?
What
is
disturbing?
vs.
“Oh, neither is good, but I prefer the list of
services over the step-by-step wizard. But
preferably I’d have the best of both worlds.
In the list I see all available options, and in
the wizard I get help knowing what is most
suitable for me.”
Tarja,
47
years
This
method
helps
draw
out
UX
requirements
and
useful
UI
elements
out
of
exis8ng
services,
and
helps
tune
in
with
the
users
mindset.
This
same
method
can
be
used
with
compe8ng
concept
approaches.
Thursday, November 7, 13

20.
Co-­‐creation
/
Co-­‐ideation
With
proper
facilitaGon
users
can
be
equipped
to
sketch
designs
for
themselves,
or
debate
design
opGons
with
the
Designer.
Example
of
a
tablet
game
sketched
by
a
group
of
3
users
at
Idean’s
co-­‐crea8on
session.
Designing
together
with
the
users
helps
designers
draw
out
ideas
from
the
users
-­‐
they
are
the
best
experts
of
their
own
needs
and
contexts.
The
lowest
fidelity
prototyping
is
to
debate
concept
ideas
sketching
them
on
paper.
Thursday, November 7, 13

21.
User
testing
/
User
validation
User
tesGng
can
be
organized
with
sGll
images,
image
prototypes
linked
together
with
hot
spot
areas,
or
real
clickable
prototypes
with
real
effects
and
transiGons.
It
is
cri8cal
to
involve
users
in
the
design
phase
and
iterate
designs
based
on
the
findings.
However,
it
is
also
important
how
the
feedback
and
observa8ons
are
analyzed,
so
that
the
findings
are
put
in
context
of
the
fidelity-­‐level
of
the
s8mulus
materials.
For
example,
image
prototype
is
missing
some
effects
which
may
have
significant
role
in
communica8ng
func8onali8es.
Thursday, November 7, 13

22.
UX
in
Product
Development
User
Needs
(par8cipatory
design,
feedback,
contextual
interviews,
market
analysis,
user
stories)
Design
sketching
(low
fidelity
dra`s,
wireframes)
Valida.on
(low
fidelity
prototyping,
moderated
and
unmoderated
tes8ng,
par8cipatory
design)
New
Cycle
Follow
up
(surveys,
analy8cs,
interviews,
integrated
feedback
components)
Valida.on
(beta
tes8ng,
high
fidelity
prototyping)
Thursday, November 7, 13
Interface
Design
(detailed
wireframes,
interface
visuals)
Implementa.on

23.
Cornerstones
for
visual
style
Thursday, November 7, 13

24.
Design
inspiration…
Colorful
without
being
naive
So`
paper
feel
Simple
&
elegant
classic
Cosy
and
personal
Statement
Content
makes
the
object
valuable,
not
the
object
itself
Thursday, November 7, 13

25.
…into
design
principles…
Header
Magazine-­‐like
element
calms
the
screens
Leather
texture
Pres8gious,
comfortable
material
Simplified
expression
Subtle
use
of
effects
No
unnecessary
boxes,
borders
and
lines
or
other
messy
elements
Thursday, November 7, 13
Iconography
Simple
no-­‐nonsense
pictograms
PalleMe
Warm
and
ac8ve
colors
palleYe
Efficient,
professional
look
&
feel

26.
…into
design
Thursday, November 7, 13

27.
Finding
a
unique
visual
gimmick
Icons
play
important
role
throughout
the
service.
Unique
icon
style
or
shape
help
you
stand
out.
Unique
illustra.on
styles
can
be
used
to
differen8ate
otherwise
simple
interface
graphics.
PaMerns,
repe..ve
backgrounds
and
color
schemes
also
help
establish
a
par8cular
style
Thursday, November 7, 13

28.
Functional
vs.
Self-­‐expression
value
Any
digital
service
has
either
funcGonal
value
(a
car
navigator)
or
self-­‐expression/social
value
(Instagram).
It
is
either
a
tool,
or
thing
to
be
used
for
leisure.
This
also
affects
how
the
thing
is
expected
to
look
and
feel
-­‐
clarity
vs.
playfulness.
vs.
Thursday, November 7, 13

29.
Application
or
website?
Juxtaposing
the
service,
and
the
context
of
it’s
use
helps
idenGfy
what
it’s
supposed
to
look
like.
What
are
users
expectaGons,
where
do
you
need
to
posiGon
the
service?
vs.
Why
applica.on?
Looking
like
an
applica8on
makes
the
service
feel
more
reliable,
and
the
product
feels
more
valuable:
it
is
a
tool
that
is
worth
paying
for.
Thursday, November 7, 13

30.
Workshop
Thursday, November 7, 13

31.
Workshop
agenda
•
•
Typical
workshop
agenda
for
working
with
startups
•
•
•
•
Helps
in
crea8ng
a
unified
vision
that
all
can
agree
on
Goes
from
defining
the
users
and
their
problems
into
offering
solu8ons
through
the
service
features
Helps
in
priori8zing
features
and
flows
Gain
basic
understanding
of
target
audience
Typically
takes
about
3h
to
run
through
Thursday, November 7, 13

32.
4
Exercises
individually
and
in
pairs
Who?
When?
How?
What?
...is
the
user
of
my
service?
...
and
under
what
circumstances,would
he
use
my
service?
...will
he
achieve
his
goals
through
my
service?
...is
the
solu8on
I
provide
him
with?
Thursday, November 7, 13

33.
Results
of
exercises
Persona
Scenario
Flow
Features
Descrip8on
of
the
users
Story
that
tells
the
use
contexts
and
needs
Analysis
of
scenario,
lis8ng
of
features
Drawing
of
the
service
and
it’s
features
Thursday, November 7, 13

34.
Individual
work
5min
Who
are
the
users
of
your
service?
Name
them,
and
describe
who
they
are.
1
per
post
it.
Thursday, November 7, 13

35.
Who
are
the
users
of
your
service?
Name
them,
and
describe
who
they
are.
1
per
post
it.
Jim is a salesman for a large corporation.
He travels a lot, often to places he hasn’t
been and meets new people constantly.
He is very people-oriented, competitive
and outward. He is used to managing
everything on the go.
Imaginary
user
of
“Hotel
Tonight”
Thursday, November 7, 13

36.
Work
together
5min
Group
up
with
your
startup
Share
your
personas
You
need
to
pick
one
together
Thursday, November 7, 13

37.
Pick
a
user
Evaluating
personas
High
value
user
High
marketsize
Small
marketsize
Low
value
user
Thursday, November 7, 13

38.
Individual
work
10min
When
and
why
would
this
person
need
your
solu8on?
What
are
the
contexts?
Write
scenarios,
1
per
post
it.
Thursday, November 7, 13

39.
When
would
this
person
use
your
solu.on?
What
are
the
contexts?
Write
scenarios,
1
per
post
it.
Jim is on a business trip that got
extended suddenly. He needs to find a
hotel for next night. It needs to be within
walking distance of tomorrows client
meeting, needs to have breakfast, needs
wi-fi.
Thursday, November 7, 13

40.
Group
work
5min
Group
up
with
your
startup
Share
your
scenarios
You
need
to
pick
one
together
Thursday, November 7, 13

41.
Identifying
scenarios
Frequency
vs.
Urgency
Urgent
Frequent
Not
frequent
Not
urgent
Thursday, November 7, 13

42.
Group
work
10min
Think
of
all
the
individual
steps
for
the
user
to
fulfill
his
goal
through
your
service.
Draw
a
mindmap.
Thursday, November 7, 13

43.
How
to
reserve
it?
How
to
expense
it?
Does
it
have
wi-­‐fi?
Does
it
have
breakfast?
Is
it
in
walking
distance
of
client?
How
do
I
pay?
Purchase
service
What
does
it
look
like?
Browse
places
How
much
does
it
cost?
Find
a
place
to
crash
tonight
How
do
I
get
there?
Navigate
to
place
Arrive
in
place
How
do
I
check
in?
Thursday, November 7, 13
How
much
.me
from
there
to
my
morning
mee.ng?

44.
Individual
work
5min
Now
sketch
the
UI
that
allows
the
user
to
fulfill
his
goal
through
your
service.
Thursday, November 7, 13

45.
Thursday, November 7, 13

46.
1 week later…
Thursday, November 7, 13

47.
Thursday, November 7, 13

48.
Q&A
Thursday, November 7, 13

49.
Thank
you
Contact
info@idean.com
for
more
information.
Thursday, November 7, 13