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Why me?
Why you need someone like me on your
project
Etienne Garbugli
Product Design & Marketing Consultant
I was born 45°17 N, 73°17 W
I was born 45°17 N, 73°17 W
also known as Greenfield Park
I’m 1/4 italian, 3/4 French-
Canadian
Étienne is French, Garbugli
Italian
I speak
French English Chinese German Italian
I like… and dislike
Hockey
Cheese
Travel
Movies
Sociology
Umbrellas
Ironing
Driving
Baseball
Routine
I studied
High School
English
Arts
Maths
Communications
Bachelor’s Degree
French
Creative Arts
Collegial Degree
Ecommerce
Post-Graduate Degree
Elementary
School
Physics
Economy
Technical designBiology Geography
HistoryChemistry
Ecology
Music
Cinema
MarketingPhotography
Literature
Electronics
Computer animationVideo
Sound design
German
Film
Web design
Chinese history
Zen
Politics
Creative thinking
Usability
Marketing strategy
Ebusiness
Project management
Process reeingeneering
I worked
2005 2006 2007 2008 2009 2010 2011 2012
I worked
2005 2006 2007 2008 2009 2010 2011 2012
Kotsego
Usability & User Experience
Consulting
Reversible Media
Designed & marketed
Flagback, a product we built
Aeroplan
Designed & tested a flight
reservation system
BV Group
Website redesign
& marketing
Thoughtworks (Beijing)
User Experience
practice lead
HireVoice
Designed & marketed
products in recruitment
Overall, my background is
Design
25%
Psychology
25%
Marketing &
Communications
25%
Technical
25%
Overall, my background is
Design
25%
Psychology
25%
Marketing &
Communications
25%
Technical
25%
Chrome logo?
What I do
Many names…
Information Architecture
Interaction Design
Ergonomy
Usability
User Experience Design
UX Strategy
Human Factors
UI design
Human Computer Interactions
User-Centered Design
Some terms I try to avoid
Information Architecture Interaction Design
Human Factors
Human Computer Interaction
User-Centered Design
ISO 9241 Standard Fitt’s Law
Cognitive Walkthrough
Affordance
Hick’s Law
Contingency Design
Mental Memory Load
AbstractReallyAbstract
Concretely…
Which version works best?
A. B.
Which version works best?
A. B.+ 32.5%
Which version works best?
A. B.
Which version works best?
A. B.+ 14%
Which version works best?
A. B.
Which version works best?
A. B.+ 51.8%
Which version works best?
A. B.
Which version works best?
A. B.+ 83.4%
Which version works best?
A. B.
Which version works best?
A. B.+ 13.6%
Find the best model
possible for your product.
I help you
Where can I help?
How do I find out?
How do I find out?
Quantitative research (sometimes me)
Multivariate testing
Testing multiple interface
or product recipes by
breaking it into elements
A/B Testing
Testing one or multiple
versions of an interface in
parallel
Experience testing
Testing one or multiple
versions of a product in
parallel
Analytics
Looking for behavior
patterns through analytics
data
Where can I help?
How do I find out?
Quantitative research (sometimes me)
Qualitative research (me)
Multivariate testing
Testing multiple interface
or product recipes by
breaking it into elements
A/B Testing
Testing one or multiple
versions of an interface in
parallel
Experience testing
Testing one or multiple
versions of a product in
parallel
Analytics
Looking for behavior
patterns through analytics
data
Where can I help?
Usability Testing
Real users performing tasks
on a system, mockups or a
prototype of the system
Expert Reviews
Usability experts evaluating
a system on a set of
established standards
(heuristics)
Cognitive walkthrough
Meeting with real users to better
define and understand their
mental models
Interviews
Uncovering the underlying
narratives and the
reasoning of users by
probing to understand their
behaviors.
•Evaluate product potential prior
to investing too much
•Design a product that sells, converts,
_______, etc
•Correct and improve a user
experience
•Work well with design and avoid
delivery issues
You need me if you want to
Let’s talk.
Etienne Garbugli
Product Design Consultant
Answer
?
Phone
+1 514-298-7102
Nearby?
Email
etienne@leanb2bbook.com
Enough
info?Yes
No Yes
No
Yes
No
Blog
Leanb2bbook.com
Twitter
@egarbugli
LinkedIn
/in/egarbugli

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Why You Need Someone Like me on Your Project

  • 1. Why me? Why you need someone like me on your project Etienne Garbugli Product Design & Marketing Consultant
  • 2. I was born 45°17 N, 73°17 W
  • 3. I was born 45°17 N, 73°17 W also known as Greenfield Park
  • 4. I’m 1/4 italian, 3/4 French- Canadian Étienne is French, Garbugli Italian
  • 5. I speak French English Chinese German Italian
  • 6. I like… and dislike Hockey Cheese Travel Movies Sociology Umbrellas Ironing Driving Baseball Routine
  • 7. I studied High School English Arts Maths Communications Bachelor’s Degree French Creative Arts Collegial Degree Ecommerce Post-Graduate Degree Elementary School Physics Economy Technical designBiology Geography HistoryChemistry Ecology Music Cinema MarketingPhotography Literature Electronics Computer animationVideo Sound design German Film Web design Chinese history Zen Politics Creative thinking Usability Marketing strategy Ebusiness Project management Process reeingeneering
  • 8. I worked 2005 2006 2007 2008 2009 2010 2011 2012
  • 9. I worked 2005 2006 2007 2008 2009 2010 2011 2012 Kotsego Usability & User Experience Consulting Reversible Media Designed & marketed Flagback, a product we built Aeroplan Designed & tested a flight reservation system BV Group Website redesign & marketing Thoughtworks (Beijing) User Experience practice lead HireVoice Designed & marketed products in recruitment
  • 10. Overall, my background is Design 25% Psychology 25% Marketing & Communications 25% Technical 25%
  • 11. Overall, my background is Design 25% Psychology 25% Marketing & Communications 25% Technical 25% Chrome logo?
  • 13. Many names… Information Architecture Interaction Design Ergonomy Usability User Experience Design UX Strategy Human Factors UI design Human Computer Interactions User-Centered Design
  • 14. Some terms I try to avoid Information Architecture Interaction Design Human Factors Human Computer Interaction User-Centered Design ISO 9241 Standard Fitt’s Law Cognitive Walkthrough Affordance Hick’s Law Contingency Design Mental Memory Load AbstractReallyAbstract
  • 16. Which version works best? A. B.
  • 17. Which version works best? A. B.+ 32.5%
  • 18. Which version works best? A. B.
  • 19. Which version works best? A. B.+ 14%
  • 20. Which version works best? A. B.
  • 21. Which version works best? A. B.+ 51.8%
  • 22. Which version works best? A. B.
  • 23. Which version works best? A. B.+ 83.4%
  • 24. Which version works best? A. B.
  • 25. Which version works best? A. B.+ 13.6%
  • 26. Find the best model possible for your product. I help you
  • 27. Where can I help? How do I find out?
  • 28. How do I find out? Quantitative research (sometimes me) Multivariate testing Testing multiple interface or product recipes by breaking it into elements A/B Testing Testing one or multiple versions of an interface in parallel Experience testing Testing one or multiple versions of a product in parallel Analytics Looking for behavior patterns through analytics data Where can I help?
  • 29. How do I find out? Quantitative research (sometimes me) Qualitative research (me) Multivariate testing Testing multiple interface or product recipes by breaking it into elements A/B Testing Testing one or multiple versions of an interface in parallel Experience testing Testing one or multiple versions of a product in parallel Analytics Looking for behavior patterns through analytics data Where can I help? Usability Testing Real users performing tasks on a system, mockups or a prototype of the system Expert Reviews Usability experts evaluating a system on a set of established standards (heuristics) Cognitive walkthrough Meeting with real users to better define and understand their mental models Interviews Uncovering the underlying narratives and the reasoning of users by probing to understand their behaviors.
  • 30. •Evaluate product potential prior to investing too much •Design a product that sells, converts, _______, etc •Correct and improve a user experience •Work well with design and avoid delivery issues You need me if you want to
  • 31. Let’s talk. Etienne Garbugli Product Design Consultant Answer ? Phone +1 514-298-7102 Nearby? Email etienne@leanb2bbook.com Enough info?Yes No Yes No Yes No Blog Leanb2bbook.com Twitter @egarbugli LinkedIn /in/egarbugli