Join Professor Duimstra as he explains how user experience design is shaping the digital world around us. In this presentation he will cover Lean UX Principals, expanding on recent research showing that UX deliverables have lost value, and concentrating on outcomes and conversions is vastly more important. From there he will cover a variety of UX principals including: • Problem Statements • User-Centric Design • Mind Mapping • Stakeholder Interviews and Research • User Testing • Personas • Sitemaps & Information Architecture • Wireframes • Prototypes • Responsive Design • Design Patterns The focus of these topics will be on how well thought out user experience principals can create clearer paths to your chosen conversion goals.

1. Hi.
I’m Jeremy

2. A Southern California Digital
Experience Agency
Established 2007 - Independent
Based in San Diego & Los Angeles
22 Employees

3. Our Clients

4. Perfecting User Experience

5. Perfecting User Experience

6. Perfecting User Experience

7. As soon as you have a nearly perfect UX…

8. Innovation happens

9. Don’t Create Deliverables, Create Outcomes
(The best outcomes to track are Conversions)

10. In other words:
!
Go from Outputs: “We will create a single sign-on feature.”
!
To Outcomes: “We want to increase the number of new
signups to our service.”

11. The Problem Statement
!
1. What are the current goals of the product or system?
2. What are the current problems that business stakeholders want addressed (i.e., where
the goals aren’t being met)?
3. Create an explicit request for improvement that doesn’t dictate a specific solution.
4. Determine measurable criteria that will show success. These ideally are conversions.
!
[Our service/product] was designed to achieve [these goals]. We have observed that
the product/service isn’t meeting [these goals], which is causing [this adverse effect] to
our business. How might we improve [service/product] so that our customers are more
successful based on [these measurable criteria/conversions]?

12. Mind Map

13. Matuse Less is More
White Space
Large Hero
Hocus iwave
Carpe Diem
#lovematuse
Color
Black
White
318c - Robins Egg Blue
Navy Blue
Slate
Charcoal
Minimal Purple
Minimal Crimson
James Purse Shopping Cart
Typography
Helvetica Neue
Arial Bold
Times New Roman Times New Roman Italics
Shopping CKTH (Can’t Knock the Hustle)
ContentArtists
Cerebral
Liberal Arts
Academia
Genghis Khan
Virginia Wolfe
Frederick Douglas
JFK
Mature
TriathlonCulture
Competitors
Oneal
Geoprene
Sustainable
98% Impermeable
Patagonia
Rip Curl
SubstanceEthos
Edge
Fun
James Purse
Nowness
Westerlind
3rd Party Products
Wetsuits
Curators of Cool
Matuse Dollars
Adaptive Homepage Wetsuit by Water Temp
Email
Liked Sites
Vice Creators Project
Patagonia
Purse
Family
Blog
Curation
Big DealBest Suits
CTAs
Upper Left
Lower Right
Social Home Page
Magic Seaweed Surf Report
GOALS
More Sales
Find Wetsuits Easier
Remove Confusion from Wetsuit
Selection
Wetsuit Showroom Banner (lower
right?)
2 clicks to purchase
Educate
Filtering
Japanese RootsKaiyuu
Provide Commerce Blog
ProFlowers Categories
Holidays
Occasions
Seasons
About Flowers
Best Sellers
Flower Stories
Flower News
Buying Flowers
Nature Facts
Desserts, Fruit & Giftbaskets
Halloween Ideas
Thanksgiving
Christmas Decor
Christmas
Wreaths
Gifts for Dad
About Fall
Graduation
Memorial
Get Well Soon
About Sunflowers
About Orchids
Summer Flowers
Spring Flowers
Easter Flowers
Mother’s Day Flowers
About Lilies
Winter Flowers
Valentine’s Day
About Tulips
Just Because
Thank You
Sympathy
Romance
Florist Tips
Plants
Seasonal Flowers
About Daisies
Seasonal Plants
Anniversary
About Irises
Inside ProFlowers
About Roses
Shari’s Berries Categories
Holidays
Occasions
Tastes
Anniversary Gifts
Birthday Gifts
Brownie Pops
Christmas Gifts
Congratulations Gifts
Cookies, Cakes & Cupcakes
Easter Gifts
Father’s Days Gifts
Get Well
Halloween Gifts & Treats
Just Because Gifts
Just Berries
Mother’s Day Gifts
Thank You Gifts
Thanksgiving Gifts
Truffles
Valentine’s Day Gifts
Wedding Gifts
Gourmet Foods
Red Envelope Categories
Holidays
Occasions
Gift Types
Travel
Jewelry
Sports
For That Special Someone
Gifts for Mom
Gifts for Him
Gifts for Her
Home & Spa
Bar & Wine
Furry friends, fur children, four
legged friends
Thank You Gifts
Retirement Gifts
Graduation Gifts
Engagement & Wedding Gifts
Christening Gifts
Birthday Gifts
Anniversary Gifts
Valentine’s Day
New Years Eve
Hanukkah
Easter
Christmas
Sympathy Gifts
Father’s Day
Mother’s Day?
Holidays
Sympathy Gifts
Valentine’s Day
Mother’s Day
Easter
Christmas Gifts

14. Stakeholder Interviews & Initial Research
• Do your homework
• Internal stakeholders
• Power users
• Large user base testing
• Don’t cut corners with assumptions

15. Business Assumptions
!
1. I believe my customers have a need to _____.
2. These needs can be solved with _____.
3. My initial customers are (or will be) _____.
4. The #1 value a customer wants to get out of my product/service is _____.
5. The customer can also get these additional benefits _____.
6. I will acquire the majority of my customers through _____.
7. I will make money by _____.
8. My primary competition in the market will be _____.
9. We will beat them due to _____.
10. My biggest product risk is _____.
11. We will solve this through _____.
12. What other assumptions do we have that, if proven false, will cause our business/
project to fail? _____

16. User Assumptions
!
1. Who is the user?
2. Where does our product fit in the user’s work or life?
3. What problems does our product solve?
4. When and how is our product used?
5. What features are important?
6. How should our product look and behave?

17. Test Assumptions
!
1. Create hypothesis statements
!
We believe [this statement is true]. We will know we’re [right/wrong] when we see the
following feedback from the market: [Qualitative feedback] and/or [quantitative
feedback] and/or [KPI change].
!
2. Create sub-hypothesis statements if hypothesis is too big to test.
!
We believe that [doing this/building this feature/creating this experience] for [these
people/personas] will achieve [this outcome]. We will know this is true when we see
[this market feedback, quantitative measure, or qualitative insight.]
!

18. Helpful Items
!
1. Analytics Reports
2. Usability Reports
3. Information on past attempts to fix issues
4. Business stakeholder information on how
solving this problem will affect the
company’s performance
5. Competitive Analysis on how competitors
are solving the same issues
Tools

19. Personas

22. Core User: 92%
of Sales

24. Sitemaps & Information Architecture

25. SEE DETAILS IN 4.0 -
MOTORSPORTS
SEE DETAILS IN 2.0 - TIRES
2.0 Tires
3.0 News &
Events
4.0 Community
5.0 The
Technology
6.0 About Us
8.0 Store
Locator
9.0 Footer
Items
2.1 Passenger
Car
2.2 Light Truck &
SUV
2.3 Truck & Bus
Radial
2.4 Tire Care &
Safety
2.4 Technical &
Warranty
Information
1.0 Home
4.1 Blog (Blog +
Social Feeds)
4.2 Motorsports
4.4 Gallery
4.5 Other Cars
3.1 News
3.2 Events
Interaction Specifications
Falken Tire
Global Navigation Sitemap
Home Page
Overview text, images, video,
Fitment Calculator, Store Locator
Link. Perhaps social feeds and
News & Events
1.0
Tires
Each tire category will have large
calls to action for the Fitment
Calculator/Tire Finder. These
calculators will be displayed on
each of these subpages.
2.0
Site Map 6.0
URL http://www.falkentire.com
Community
The community will combine much
of the content from Falken Fanatic
and the Multimedia site, all in one
easy to navigate area.
4.0
The Technology
A three dimensional tour of what
goes into making a Falken Tire.
5.0
6.1 History of Falken
Tire - Motorsports
Heritage
6.2 Contact
Falken
6.3 Become a
Falken Dealer
6.4 Sponsorship
Information
6.5 Careers
9.1 Terms &
Privacy Policy
9.2 DOT Tire
Recall
Registration
9.3 Dealer Login
3.1.1 News
Detail
3.1.1 News
Detail
3.1.1 News
Detail
3.2.1 Event
Detail
3.2.1 Event
Detail
3.2.1 Event
Detail
4.1.1 Blog Detail
4.1.1 Blog Detail
4.1.1 Blog Detail
5.1 Technology
Detail -
Passenger Cars
5.2 Technology
Detail - Light
Trucks & SUVs
6.5.1 Careers
Detail
Sitemap Example

26. Omnigraffle
Information Architecture

27. Wireframes

28. Sketch Like Crazy!

30. Old School Tools

31. New School Tools

32. Omnigraffle

33. Prototypes

34. ux.mjdinteractive.com

35. Even Better: Prototype with Bootstrap

36. UX Doesn’t Stop at Design

39. Deep Thoughts on Design

40. Fashion is happening now. Art is timeless. In fact
fashion is always passé because it is a reaction to a
past event. Don’t follow fashion, your user experience
will be dated at launch.

41. The function of an object on the screen should
determine its design.

42. Godzilla Encounter

44. Simplify.
Write the story, take out
all the good lines, and
see if it still works.
!
- Ernest Hemingway
“Good design is as little
design as possible.”
!
- Dieter Rams

45. Simple can still delight.

48. Innovation Trumps Invention
2001

49. Patterns Inform
!
Design patterns are effective due to mass usage and a
shared visual lexicon.
!
They increase conversions.
Mmmm… Hamburger

51. www.pttrns.com

52. developer.yahoo.com/ypatterns

53. Test
Review all KPIs and their
performance. Adjust UX to
attain desired outcomes.
!
Test > Tune > Track
Tools

54. More Examples

56. Oakley Golf
Responsive Design
VISIT

58. User Experience

59. From UX to Design

60. Responsive Design
Vail Resorts Epic Life

61. Thanks!
Any questions?
!
www.mjdinteractive.com
jeremy@mjdinteractive.com