User Experience has become fundamental in web-based products and applications, and the role of the Product Manager now requires familiarity with new techniques, jargon and workflows. On top of that, understanding what separates great UX people from mediocre ones is hard without a profound knowledge of the subject. This presentation was given at P-Camp 2011 Silicon Valley hosted by Ebay, exposing the 10 things to know about UX and the people that do it right.

1. 10 facts you need to know to recognize,
hire and work with great UX people.
by Luca Candela - @luckymethod

2. • Product Manager for Trubates.com
• Interaction Designer
• Project Manager
• Master thesis on Game Design
• Organize SFBAYUX
• UX Eye for the developer guy
Who is this guy anyway?

3. The obligatory Apple reference

4. Parker Fly Guitar

5. 1954 1993
8 lbs. 5 lbs.
magnetic, hum prone magnetic + piezo
carbon fiber
wood
exoskeleton, wood
nickel steel
4 screws and multi-fingered
plate joint neck joint
Parker Fly vs. Fender Stratocaster

6. "The Parker Fly neck lays perfectly in your hand. The neck shape
swells into the guitar body to give easy access to every note... The
guitar balances beautifully whether you're sitting or standing and
its light weight allows you to stay relaxed and mobile.
Most importantly, the guitar feels alive. You can feel it resonating
against your body, singing along with you. It's a fine thing.
It's a lot of extra work, but we do it because we know you can
feel and hear the difference."
Ken Parker - Parker Guitars
In his own words

7. Let’s define UX
User experience is the
experience a user has
when interacting with
software.

8. Let’s try again...
User experience is how
the design of a whole
system and its
interconnections adapts
to the needs, skills and
taste of its average user
in its normal context

9. 1
Ux is a good investment
When you think it’s too expensive, think again.

10. 1 Ux is a good investment
• Improves satisfaction
• Improves productivity
• Reduces training costs
• Improves employee retention
• Improves consistency of service quality
• Converts customers in your sales team

11. 1 Ux is a good investment
39.3% growth from
Nov 2006 to Nov 2007
102.46% growth
up until March 27 2011
The UX Fund

12. 2
There’s no “UX guy”
When you’re designing for UX, not all roles are created equal.

13. 2 There’s no “UX guy”
Graphic Designers

14. 2 There’s no “UX guy”
Interaction Designers

15. 2 There’s no “UX guy”
Information Architects

16. 2 There’s no “UX guy”
Technical Writers

17. 2 There’s no “UX guy”
Analytics Expert

18. 2 There’s no “UX guy”
User Researcher

19. 2 There’s no “UX guy”
Accessibility Specialist

20. 2 There’s no “UX guy”
Engineers

21. 2 There’s no “UX guy”
Customer Support

22. 2 There’s no “UX guy”
“The Suits”

23. 2 There’s no “UX guy”
You!

24. 2 There’s no “UX guy”
UX
The entire team is in charge of UX

25. 3
I see you play the clarinet...
e best UX people have interesting resumes.

26. 3 I see you play the clarinet...
Creativity, ability to connect the dots

27. 4
Lots of pretty diagrams
Some UX people are in the “deliverables” business, others get stuff
done. is is going to get ugly quick...

28. 4 Lots of pretty diagrams
Wireframe

29. 4 Lots of pretty diagrams
Beautiful Wireframe

30. 4 Lots of pretty diagrams...
Portfolios must tell a story

31. 5
The user comes first. Maybe...
Great UX people understand the business point of view, and work
with business stakeholders, not against them.

32. 5 The user comes first. Maybe...
It’s boring, but somebody gotta do it...

33. 6
I’m 85% sure you’re 100% wrong
A great UX professional knows his metrics,
and is not afraid to use them.

34. 6 I’m 85% sure you’re 100% wrong
UX can be measured

35. 6 I’m 85% sure you’re 100% wrong
• How long does it take to complete a task?
• How many errors do users make in trying
to complete a task?
• How many users fail to notice important
information about a website?
• How many users are delighted using your
product?

36. 7
Deja vu all over again
You need to hire their future, not their past

37. 7 Deja vu all over again
Future ≠ Past

38. 8
Give them the right tools
No need to be expensive, just right for the job.

39. 6 Give them the right tools
They do things differently

40. 9
You need a UX process
It’s not the size of your UX team, it’s how you use it.

41. 9 You need a UX process
They will improve your processes

42. 9 You need a UX process
Give them time to experiment

43. 10
We need another checkbox there
Let them do their job, you’ll thank me later.

44. 10 We need another checkbox here
Don’t be a bad boss!

45. 10 We need another checkbox here

46. Thank you!
follow me on Twitter: @luckymethod

47. Q&A
follow me on Twitter: @luckymethod