UX is not a bolt-on but many agencies and founders approach it as the icing on the cake where really it is the cake itself. If you are in the process of planning, creating or improving your MVP this presentation will help you understand what UX is and how to go about making it happen for your product. The presentation will also help you understand how the UX process should happen correctly in your organisation and advises on different heuristics and models that can aid your team to ensure your product is produced correctly. The keynote was presented to the Founders Nation boot-camp by Danny Bluestone from Cyber-Duck at The Wayra Academy,Capper Street, WC1E 6JA London during March 2014.

1. UX principles
!
FOR CO-FOUNDERS
Part 1, March 2014
Co-founders bootcamp, Founders Nation, London - A talk by Danny Bluestone, Cyber-Duck

2. About Danny Bluestone
Founder and CEO
@danny_bluestone

3. WHAT UX REALLY IS

4. What is user experience (UX)?
“
User experience encompasses all aspects of the end
user’s interaction with the company, its services and its
products
Jakob Nielsen, Ph.D. and Principal at Nielsen Norman Group

5. What UX is not
It is not usability. The user experience is the
feeling of making someone feel delighted.

6. So what should UX accomplish?
A great product has meaning to the user,
it’s something they want to continually use.

7. Great UX is logically functional / useful

8. Great UX is very credible

9. Great UX is emotional

10. Is UX different to UI?
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11. Motivations behind great UX - Firefox
“
How can our tools help bridge the gap between
the shallow understanding of a beginner and the
proficiency of an expert web developer?
Darrin Henein
Image credit:

12. Motivations behind great UX - Firefox
How can we enable new-comers to feel empowered
and not intimidated?

13. Motivations behind great UX - Firefox
Complexity is allowed, as long as it doesn’t breed
complication.

14. Dealing with legacy UX - Adobe

15. Motivations behind great UX - Adobe
“
Designing UI in Photoshop is like using a chainsaw
to cut paper when all you need is a pair of scissors
Baz Deas
UI/UX designer
Image credit:https://

16. Design isn't about making it pretty
“
Design is a funny word. Some people think design
means how it looks. But of course, if you dig deeper, it’s
really how it works.
Steve Jobs, Apple
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17. To summarise what user experience is
Visual design
Marketing
Utility
Brand
UX
System performance
Usability
Accessibility

18. HOW UX SHOULD HAPPEN
(In your organisation)

19. How UX should happen
“
User centred design means understanding what
your users need, how they think, and how they
behave - and incorporating that understanding into
every aspect of your process
James Jesse Garret, Author, The Elements of User Experience
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20. How UX should happen
Assemble an experienced team with a UX expert at
the heart of it.

21. How UX should happen
People expect your experience everywhere. Produce
your product or MVP with the future in mind.

22. How UX should happen
A great user experience is customer and data driven
and based on tangible research

23. How UX should happen
It is imperative that the design is content and goal
orientated around the audience’s needs

24. How UX should happen
The design should be iterative and start off as low
fidelity, yet sprinted with the technical team

25. How UX should happen
While iterating, make sure you present the design
twice a week and get plenty of critique

26. How UX should happen
Get your prototype tested frequently before any beta
release so that you verify your assumptions

27. How UX should happen
Similar to the technology, your marketing should be
developed as your product - not a bolt-on

28. How UX should happen
As opposed to creating a business plan, your
prototype is your functional and technical spec
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29. RULES FOR EFFECTIVE UX

30. Shneiderman's
"Eight Golden Rules of Interface Design
Ben Shneiderman professor for Computer Science at the University of
Maryland Human-Computer Interaction Lab
View the rules:
1 Strive for consistency.
2 Enable frequent users to use shortcuts.
3 Offer informative feedback.
4 Design dialog to yield closure.
5 Offer simple error handling.
6 Permit easy reversal of actions.
7 Support internal locus of control.
8 Reduce short-term memory load.

31. Mental model
If the product’s conceptual model doesn’t match the
user’s mental model, then the user will find the product
hard to learn and use.

32. Dieter Rams
10 Principles of “Good Design”
Dieter Rams,
of Arts, UK
View the rules:
1 Is innovative
2 Makes a product useful
3 Is aesthetic
4 Makes a product understandable
5 Is unobtrusive
6 Is honest
7 Is long-lasting
8 Is thorough down to the last detail
9 Is environmentally friendly
10 Is as little design as possible

33. The kano model
Think about your product: as time progresses, excitement
becomes performance and then turns into basic needs
Slide taken from:

34. Final tips
!
1.
Be fanatical about details and quality
2.
User centred design is a proven methodology for UX design
3.
Constantly test iterations and features via usability / AB testing
!
Finally: Follow rules and psychology principles like Fitts law, Hicks law,
Gestalt principles and Edward Tufte on design
Thank you for your time: @danny_bluestone from @cyberduck_uk

35. Other rules and frameworks
The top three benefits of qualitative research in UX
https://econsultancy.com/blog/63487-the-top-three-benefits-of-qualitative-research-in-ux
UX: Psychology of great design – part 1
http://www.webdesignermag.co.uk/features/ux-psychology-of-great-design-part-1
Jakob Nielsen’s usability heuristics
http://www.nngroup.com/articles/ten-usability-heuristics
Bruce Tognazzini, First Principles of Interaction Design
http://www.asktog.com/basics/firstPrinciples.html
Edward Tufte, data design principles
http://uxdesign.smashingmagazine.com/2011/11/15/data-pixel-approach-improving-user-experience/
Gestalt principles of design
http://www.slideshare.net/gchristo94/gestalt-principles-of-design
!
!
Thank you for your time: @danny_bluestone from @cyberduck_uk