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UX without UX 
@UXWENDY 
IS IT EVEN UX AT ALL? 
Wendy Johansson 
Director of UX, Design & Brand 
@ H/F GDL | Oct. 30, 2014
@UXWENDY 
HI, I’M WENDY 
EDUCATION 
• University of California, San Diego 
• Cognitive Science 
= Science of the brain 
! 
EXPERIENCE 
• 1 failed startup 
• 1 YC startup 
• 1 startup that makes lots of $$$ 
• 1 startup that grew large and got acquired 
• Wizeline - founding member
@UXWENDY 
LEAN UX PROCESS 
Learn 
Measure Build
@UXWENDY 
LEAN UX TOOLKIT 
Learn 
LEARN ABOUT YOUR USERS 
Surveys Competitive Analysis 
Userflow Diagram Card Sorting Dot Voting
@UXWENDY 
LEAN UX TOOLKIT 
Build 
RAPID ITERATION 
Whiteboarding Wireframes Prototypes
@UXWENDY 
LEAN UX TOOLKIT 
Measure 
MAKE SURE YOUR GOALS WERE MET
@UXWENDY 
LEAN UX - PRINCIPLES 
Lean 
•Ask why, not what 
•Share early and often 
•Define progress by goal 
success, not by “doing stuff”
@UXWENDY 
TINYURL.COM/UXWENDY 
WIZELINE.COM

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UX without UX for Hackers/Founders GDL

  • 1. UX without UX @UXWENDY IS IT EVEN UX AT ALL? Wendy Johansson Director of UX, Design & Brand @ H/F GDL | Oct. 30, 2014
  • 2. @UXWENDY HI, I’M WENDY EDUCATION • University of California, San Diego • Cognitive Science = Science of the brain ! EXPERIENCE • 1 failed startup • 1 YC startup • 1 startup that makes lots of $$$ • 1 startup that grew large and got acquired • Wizeline - founding member
  • 3. @UXWENDY LEAN UX PROCESS Learn Measure Build
  • 4. @UXWENDY LEAN UX TOOLKIT Learn LEARN ABOUT YOUR USERS Surveys Competitive Analysis Userflow Diagram Card Sorting Dot Voting
  • 5. @UXWENDY LEAN UX TOOLKIT Build RAPID ITERATION Whiteboarding Wireframes Prototypes
  • 6. @UXWENDY LEAN UX TOOLKIT Measure MAKE SURE YOUR GOALS WERE MET
  • 7. @UXWENDY LEAN UX - PRINCIPLES Lean •Ask why, not what •Share early and often •Define progress by goal success, not by “doing stuff”
  • 8.