2. Sponsors

3. UX Design Process 101
Where to Start with UX
Ari Weissman

4. Agenda
1. Intro
2. What is UX
3. A UX agency
4. The UX design process
5. Measuring & improving
6. What’s the point

5. Ari Weissman
Lead Experience Architect888.310.5327
• 10+ years global
experience
• Responsible for all
things UX, from
research through
experience design
• Project lead for
TimeWarner Cable,
AMEX, FreemanCo, and
Securian
@ EffectiveUI

6. Insight-driven digital
product company

7. Locations
2162 Market Street
Denver, CO 80205
DENVER
274 North Goodman St,
Unit B264
Rochester, NY 14607
ROCHESTER
85 Broad Street, 18th fl.
New York, NY 10004
NEW YORK CITY

8. 8
Our clients

9. What is User Experience?

10. The central premise of user centered
design is that best designed products
and services result from
understanding the needs of the people
who will use them.
— Design Council

11. UX design is a commitment
to building products with the
customer in mind
~ Marieke McCloskey
Director of Research at UserTesting
“
”

12. The design of anything independent
of medium or across [device] with
human experience as an explicit
outcome and human engagement
as an explicit goal
~Jesse James Garrett
Founder of Adaptive Path and a UXD
“
”

13. It is so much more than just designing for
a screen. The user experience is
impacted by decisions made across an
organization from the boardroom to the
way a developer codes for performance.
~ Paul Boag
UX Consultant of Boagworks
“
”

14. Source: Unknown

15. Spectrum
of UX
http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/

16. UX is not…

18. UX is not…
Focus groups
and aspirations
A task or a phase Expert design Usability

19. UX is…
Research based
Generative and
evaluative
Analytical
and probing
A process Cross-
departmental

20. UX is…
Behaviors
Needs
Goals

21. Who owns
UX
http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/

22. Who owns the user
experience?
QUESTION

23. Who owns the user
experience?
QUESTION

24. A user experience focused agency

25. We are passionate about
adapting technology and
systems to human behavior,
not the other way around.

26. Insight from
everyone CUSTOMERS
BUSINESS TECHNOLOGY

27. EffectiveUI
teams
DESIGN &
STRATEGY
Technology
Engagement
management
Design + strategy
Customer
insight

28. What are your
expectations of a user
experience design agency?
QUESTION

29. The UX design process

30. The way it was

31. 31
The design process

32. 32
The design process

33. 33
The design process

34. 34
The design process

35. 35
The design process

36. 36
The design process

37. Measuring + Improving
THE UX KPI

38. Key Performance Indicator
A measurable value that demonstrates
how effectively a company is achieving
key business objectives

39. “A KPI IS ONLY AS
VALUABLE AS THE ACTION
IT INSPIRES. “
Choosing
Effective KPIs
UNDERSTAND YOUR
ORGANIZATIONAL OBJECTIVES
1
2
ENGAGE THE WHOLE
ORGANIZATION

40. The UX KPI
• Human behavior based
• Key to the business
• Performance indicator
• Easy to measure
• Diagnostic
https://www.uie.com/articles/power_of_ux_kpi/

41. “A KPI IS ONLY AS
VALUABLE AS THE ACTION
IT INSPIRES. “
Example UX
KPIs
- SHOPPING CART ABANDONMENT
- TIME ON TASK
- REPORTED PERFORMANCE
- TASK SUCCESS RATE
- SEARCH VS NAVIGATION
- ERROR RATE
- SUBSCRIPTIONS
- RETURNING USERS
- SHARING
- TOTAL CUSTOMER CONTACTS
- SUPPORT REQUESTS

42. “A KPI IS ONLY AS
VALUABLE AS THE ACTION
IT INSPIRES. “
Not
UX KPIs
- LOAD TIME
- GEOGRAPHIC LOCATIONS
- BASKET VALUE
- PROFIT MARGIN
- CUSTOMER ACQUISITION COST
- EMAILS BOUNCED (BAD ADDRESS)
- NET PROMOTER SCORE
- NUMBER OF KEYWORDS TRIGGERING
RESULTS FOR YOUR SITE

43. Measuring + Improving
THE UX KPI

44. A few more thoughts on process
Design for Beta
Always assume there
will there will be more
to learn, test, and add.
Seek opportunities
Use UX tools to identify
opportunities, not just
pain points.
Track behaviors
over time
Continue to
intermittently conduct
research and test.
Validate new
assumptions or seek
explanations for
changes.
Track metrics over
time
Track metric and KPI
changes over time.
Why do things change?
What does that mean?
1 2 3 4

45. Sooooo……..what’s the point?

46. #1
OUTCOMES We have a common
understanding of people
and their needs so that we
can define an experience
that meets those needs

47. We have organizational
alignment on a vision so
that we can plan and craft
the details of the experience
OUTCOMES
#2

48. #3
OUTCOMES We have created alignment with
users tech and biz on a detailed
definition of the experience so
that the experience can be
implemented

49. We have delivered useful
usable desirable experience
so that user engagement is
optimized
OUTCOMES
#4

50. #5
OUTCOMES We have created the
infrastructure so that clients
can measure adoption and
continuously improve the
experience

51. The outcome for you

52. Questions?
Vragen
Preguntas
Des questions
‫שאלות‬
вопросов
คำถาม
frågor

53. 53
A shoutout

54. Shameless
self promotion
What clients need to know
1. The UX design process
2. Discovery outcomes
3. Kick-off workshops
4. Planning contextual
research
5. Conducting contextual
research
6. Customer research
insights
7. Heuristic evaluations
8. UX personas
9. Customer journeys
10. Creativity & ideating
solutions
11. User flows
12. Task models
13. Defining the MVP
14. Design sketching
15. Effective design feedback
16. 5 Myths of concept testing
17. Collaborative design
workshops
And more!

55. Join us again this week
Death of a Design: 5 Stages of Grief
Raschel Iarocci, Lead Experience Architect
Wednesday, Sept. 14
4:00 p.m. – 5:00 p.m.
When a design tests poorly with usability
participants it can feel pretty defeating —
especially when it has tested well in the past. After
this happens, your UX team may go through a
thought process similar to grieving, first denying
that feedback is valid, then perhaps experiencing
anger, then progressing through bargaining and
depression, to finally acceptance.
During her talk, Raschel will share contemporary
strategies for dealing with each of these five
stages, enabling the group to move past initial
reactions and get down to the work of addressing
the design challenges.

56. Join us again this week
User Testing: Adapt to Fit Your Needs
Ari Weissman, Lead Experience Architect
and Lys Maitland, Senior Experience Planner
Friday, Sept. 16
2:00 p.m. – 3:30 p.m.
Test early, test often.
It’s a mantra that’s been proven successful time
and again when it comes to innovation and design.
So why aren’t you doing it? In the start-up world,
when everything is moving so quickly, it can be
easy to overlook or postpone collecting feedback
from real people because of cost, time, or lack of
preparation. Don’t let those things stop you.Valid
data can be captured cheaply, quickly, and with
half-finished products and strategies.

57. Thank you.
Ari Weissman
@travelingre
P.S. We’re hiring!
http://www.effectiveui.com/company/careers/

58. www.linkedin.com/company/effectiveui
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