Design-wise, you’ve done everything right for your latest app. But the results aren’t there: your customers still don’t like the user experience. What has gone wrong? Chances are you jumped right into early sketching and wireframing without thinking through the value proposition for your app and the experience you want to offer to your customers. In this presentation you can learn how to take the first step of creating a UX framework and making strategic UX decisions. It will be the start of the great user experience you’re looking for.

1. Why screen design is the second
- not the first - step in app design
Tommy De Kimpe, UX Expert

2. APP
LAUNCH
APP CRASH

3. CUSTOMER JOURNEY DESIGN VISIONVALUE PROPOSITION
UX Framework
© Human Interface Group

4. Product/Service
Wants
Needs
Fears
Customer
Strategy
Benefits Features Experience
Value Proposition
© Human Interface Group

6. COMFORT

8. ?
??
?

11. WE NEED
AN APP!

17. 1. How can we provide comfort?
2. How can the app play a role in that?
WHERE IS THE COMFORT?

18. VALUE PROPOSITION
© Human Interface Group
Define the value you’re offering

19. CUSTOMER JOURNEY DESIGN VISIONVALUE PROPOSITION
UX Framework
© Human Interface Group

23. HERE WE GO AGAIN…

24. VERIFICATION NUMBER IN THE APP

25. CAN I SEE YOUR eID PLEASE?

26. WHAT’S YOUR BIRTHDAY?

27. WHAT’S YOUR DESTINATION?

28. ONE WAY OR RETURN?

29. PROCESSING

30. LATEST TECHNOLOGY - QR
WHAT HAPPENED?
HOW DID THIS GO FROM GREAT TO LOUSY?
OTHER GREAT APPS
USER TESTING – A BABY CAN DO IT

31. ENTIRE CUSTOMER JOURNEY
ALL TOUCHPOINTS ARE IMPORTANT
INFORMATION – WEB & APP
LADY BEHIND THE COUNTER
TRAIN ATTENDANT

34. CUSTOMER JOURNEY
© Human Interface Group
Map the entire customer journey

35. CUSTOMER JOURNEY DESIGN VISIONVALUE PROPOSITION
UX Framework
© Human Interface Group

36. Design vision
USABILITY
PRINCIPLES
DESIGNDESIGN
PRINCIPLES
© Human Interface Group

37. BASED ON HOW PEOPLE
Feel
Think
HearSee
InteractBehave
Usability principles
© Human Interface Group

38. Usability principles
“People process
information better in chunks”
“People are lazy,
they go for good enough”
© Human Interface Group

39. 1. People are motivated
by mastery and control
User in control
2. People are motivated
by progress
Time is money
3. People use look and feel
as their first indicator of trust
100% secure

40. COMFORT vs. SECURITY
HOW CAN I LOG OUT?

54. DESIGN VISION
© Human Interface Group
Create your own design vision
Do not copy from the giants

55. CUSTOMER JOURNEY DESIGN VISIONVALUE PROPOSITION
UX Framework
© Human Interface Group

56. 4 THINGS TO TAKE AWAY
4. Make better design decisions
Use a UX Framework
1. We need an app is not a strategy
Link your app to your value proposition
2. It is a fine line between great and lousy
Map the entire customer journey
3. Giants smell
Create your own design vision

57. Contact us
Tommy De Kimpe
UX Expert & Project Manager
tommy.dekimpe@higroup.com
+32 (0)15 40 01 38
Human Interface Group
De Regenboog 11
2800 Mechelen
Belgium
www.higroup.com
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@higroup
Human Interface Group
Thank you