I created this presentation for graphic design students, with the hope of distilling down some principles of UX design that can be applied to any media. The idea is that a goal-oriented, user-focused approach results in more effective design.

1. DESIGNING FOR USERS
A PRIMER ON USING UX PRINCIPLES
FOR EFFECTIVE DESIGN
@KBAGOY, HEAD OF UX +DESIGN, @GETALMA

2. ABOUT ME
• FELL IN LOVE WITH DESIGN BACK WHEN IT
WAS CALLED “DESKTOP PUBLISHING”
• STARTED CAREER COPYING & PASTING
AT NIKE. LEARNED A TON, DESIGNED LITTLE
• JUMPED INTO STARTUP LIFE AFTER GRAD
SCHOOL. BECAME JILL OF ALL TRADES.
• LANDED DREAM JOB VIA LINKEDIN

3. Burnout Breakdown Broke
PA
2003 2014
MARKETING
MANAGER
PRODUCT
MANAGER
CONSULTANT
& DESIGNER
UX LEAD
HEAD
OF UXMy dream job!

4. THINGS I’VE LEARNED
• YOU HAVE A UNIQUE SET OF EXPERIENCES,
KNOWLEDGE & VALUES. ASK YOURSELF
WHERE OR HOW YOU CAN ADD THE MOST
VALUE EVERY DAY.
• DONT STAY IN A JOB THAT MAKES YOU
MISERABLE. IF YOU AREN’T PASSIONATE
ABOUT WHAT YOU DO, YOU’RE NOT DOING
ANYONE A FAVOR.
• ITS OKAY TO FAIL. BUT DO IT QUICKLY &
LEARN FROM YOUR MISTAKES.
And finally..

5. PERFECT IS THE
ENEMY OF DONE.
Please forgive me for the lack of design in
this deck. Form follows function, right?

6. ON A TYPICAL DAY
SKETCHES, WIREFRAMES, COMPS, USER
FLOWS, PERSONAS, MARKUP, BRAND
ASSETS OR ILLUSTRATIONS
I WORK WITH THE:
AND I CREATE:
• PRODUCT MANAGER & ENGINEERING
TEAM TO DEFINE & IMPLEMENT OUR
PRODUCT VISION
• SALES & MARKETING TEAMS TO DEFINE
CLIENT NEEDS & MAINTAIN BRAND ID

7. WHAT IS UX?
OFTEN USED TO DESCRIBE THE OVERLAP OF
USABILITY & VISUAL DESIGN IN THE DIGITAL REALM
FORM
(UI)
UX
FUNCTION
(USABILITY)

8. USER EXPERIENCE IS THE
HOLISTIC FEELING A PERSON
HAS ABOUT A COMPANY, IT’S
PRODUCTS AND IT’S SERVICES.
But actually...

9. UX IS...
A CULMINATION OF EVERY INTERACTION FROM
AWARENESS TO POST-PURCHASE ACTIVITY
SUPPORT
BRAND
DIGITAL
PRODUCT
SALES
PR
DESIGN
MARKETING
ENGINEERING
BUSINESS

10. BUSINESS &
MARKETING
PSYCHOLOGY
AESTHETICS
UX DESIGN IS...
UX DESIGN
USER GOALS + BUSINESS GOALS + VISUAL GOALS

11. BUSINESS GOALS
• BUILD LOYALTY
• REACH A BIGGER AUDIENCE
• INFORM, MOTIVATE OR ENTERTAIN
• SOLVE A PROBLEM
• FILL A NEED
BUSINESS GOALS ARE OFTEN DISCUSSED IN
CREATIVE WAYS, BUT 99% OF THE TIME, THE
BUSINESS GOAL IS TO MAKE MORE MONEY.

12. USERS GOALS
SUCCESSFUL USER-FOCUSED DESIGNS
MEET A NEED, EVEN IF THE USER
DOESN’T KNOW IT
• SAVE TIME
• SAVE MONEY
• LOOK GOOD
• FEEL GOOD
• SOLVE A PROBLEM
Maslows
Hierarchy
of Needs

13. VISUAL GOALS
• ORGANIZED DATA
• CLARITY OF FORM
• MOTIVATE & INSPIRE
• SURPRISE & DELIGHT
EFFECTIVE VISUAL DESIGNS UTILIZE
GESTALT THEORY TO MOTIVATE USERS TO
TAKE ACTION (I.E. MAKE A PURCHASE)

14. • UNDERSTAND THE CLIENT NEEDS
• DEFINE THE PROBLEM
• DEFINE THE USERS
• DEFINE THE STAKEHOLDERS
• DEFINE GOALS & OUTCOMES
DESIGNER GOALS
SOLVE THE RIGHT PROBLEMS,
FOR THE RIGHT PEOPLE

15. DESIGNS CAN BE USER
FOCUSED, REGARDLESS
OF THE MEDIUM

16. UX IN PRACTICE

17. CLIENTS MAY ASK FOR
A SOLUTION, BUT BE
UNAWARE OF THE
REAL PROBLEM THEY
NEED TO SOLVE

18. We need a new logo
We’ve had it since 1978
We want it to be hip + new
Sales are down and we to
appeal to a younger audience
Why now?
Why?
Why?
Core problem
DEFINE THE PROBLEM
ASKING A SERIES OF “WHY” QUESTIONS CAN BE
HELPFUL IN FINDING THE ROOT OF PROBLEMS

19. DEFINE USERS
DESIGNING WITHOUT KNOWING YOUR AUDIENCE IS
LIKE THROWING DARTS BLINDFOLDED.
• WHO IS MY AUDIENCE?
• WHO IS MOST IMPORTANT?
• HOW DO I REACH THEM?
• WHAT DO THEY NEED?
• WHAT MOTIVATES THEM?
Q's:

20. SOMETIMES WHO YOU ARE DESIGNING FOR IS
DIFFERENT THAN WHO PAYS THE BILLS
DEFINE STAKEHOLDERS
• WHO ARE MY STAKEHOLDERS?
• WHAT DO THEY NEED?
• HOW DO I COMMUNICATE WITH THEM?
• HOW WILL I SELL MY DESIGN?
Q's:

21. EXAMPLE FROM DTELEPATHY.COM
A QUICK PICTURE OF WHO YOU ARE DESIGNING
FOR, WITH BULLET POINTS ON WHO THEY ARE.
PROTOPERSONAS
• “GUESSTIMATED,”
& LATER VALIDATED
• USED FOR USERS &
STAKEHOLDERS

22. MIGHT INCLUDE NEEDS, GOALS, BACKSTORY,
FRUSTRATIONS, IDEAL EXPERIENCE,
BEHAVIOR OR MOTIVATORS
DTELEPATHY.COM

23. Imelda
The Teacher
Need: To message my students & parents
quickly, individually or by class
Problem: Currently my fastest method is to
copy the email link from a students profile
and email them outside the app. If I want to
include the parents, I need to click through
to find their address too.
Adam
The Admin
Need: To message students & parents
quickly, individually or by class
Problem: Currently my fastest method is to
copy the email link from a students profile
and email them outside the app. If I want to
include the parents, I need to click through
to find their address too.
Sarah
The Student
Need: To quickly message my teacher
Problem: Currently I have no access to my
teachers contact information, I need to ask
a question about an assignments
Peter
The Parent
Need: To message child’s teacher
Problem: Currently I have no access to a
teachers contact information, and I’d like to
reach out them about my kids grade. I’d
also like to be more informed of my childs
progress.
MICRO-PERSONAS
AT ALMA, WE USE MICROPERSONAS TO REMEMBER
OUR USER NEEDS FOR NEW FEATURES

24. MAKE A LIST OF GOALS BEFORE YOU
DESIGN. LATER, VALIDATE YOUR WORK &
ASSUMPTIONS AGAINST THEM
• WHAT DOES SUCCESS LOOK LIKE?
• HOW DO I ACHIEVE SUCCESS?
VALIDATE GOALS
Q's:

25. NOW YOU GO MAKE
MAGIC HAPPEN.
DON’T FORGET
THE “WHY.”

26. DESIGN TOOLS &
LEARNING RESOURCES
APPENDIX:

27. • MOLESKIN & PENCIL
• ILLUSTRATOR CC
- SYMBOL LIBRARIES, BRUSH LIBRARIES,
CHARACTER STYLES & GUI KITS
• ALFRED
• DROPBOX
• EVERNOTE & POCKET
• FEEDLY
• HARVEST FOR TIME TRACKING
• OMNIGRAFFLE FOR SITE MAPS
• BOOTSTRAP FOR WEB DESIGN
• SUBLIME TEXT FOR CODING
• INVISION FOR PROTOTYPING
FAVORITE TOOLS

28. • THE DESIGN OF EVERYDAY THINGS
• THE LEAN STARTUP
• THE ACCIDENTAL CREATIVE
• ABOUT FACE 3: THE ESSENTIALS
OF INTERACTION DESIGN
• CRUCIAL CONVERSATIONS
• THE 10-DAY MBA
• SECRETS OF 6-FIGURE WOMEN
• LEAN IN
• DARING GREATLY
• SMASHING MAGAZINE
• MASHABLE
• LITTLE BIG DETAILS
• TINY BUDDHA
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