Presented at the Creative Meetup: http://www.meetup.com/Creative-Class/events/162137382/ on 9th April 2014.
A UX Designer's Toolkit to design a better world with case studies of good and bad websites/apps as well as interactive exercises to understand the Lean UX process
2. Objective
• Understand how UX plays a fundamental
part for designing a better world
• Become familiar with the Lean UX process
• How to develop your skills in UX everyday
4. Why Digital Projects Fails
“I can’t find what I want”
“Why is it so hard to use?”
“I’m so confused, what
does this error message
mean?”
“Oh crap, just made a
mistake, how do I undo?”
5. First impressions
The first 10 seconds of the
page visit are critical for users'
decision to stay or leave
7. Customer’s perceptions
“They have a famous (and
intentional) unattractive and
cluttered website that comes along
with a frustrating user experience”
- Philip Joyce, Designer
12. Ryanair’s Design Strategy
• Nov 2013: New digital strategy for the ‘new
Ryanair experience’, reducing booking
process from 17 down to 5 clicks
• Feb 2014: Seat allocations, allowing a
second bag, duty free bag rather than
cramming everything into 1 hand luggage
• April 2014: New improved website, aim to
be more intuitive and mobile passes
• June 2014: Mobile app for smartphone and
tablets
13. "What’s always ‘in’ is good usability and
giving consideration to what a consumer
wants to achieve when they come to the
website - that will never get old”.
-Simply Zesty's head of design Rick Monro
14. UX to the Rescue!
Every aspect of the user’s interaction with
a product, service, or company that make
up the user’s perceptions of the whole.
User experience design as a discipline is
concerned with all the elements that
together make up that interface,
including layout, visual design, text, brand,
sound, and interaction.
15. 10 Principles of UX
1. Experience belongs to the user
2. UX is holistic
3. Great UX are invisible
4. UX is a lifecycle
5. Context is king
6. Great experience is about control
7. UX is social
8. Psychology is primary
9. UX is a conversation not a one-off
product
10. Great experiences are simple
17. TFL: Putting Users First
• User-centred design approach - putting
customers at the heart of design process
• Beta site launched mid 2013 in parallel to
current site
• Using social media as a feedback forum
• Website officially launched on 25th March
2014
18. User’s Goals
“What people really wanted was a great
Journey Planner, maps, live travel
information, localised and personalised
content – all on their device of choice.
We needed to be great at catering for
mobiles, tablets, laptops and desktops”.
- Phil Young, Head of Online at TFL
19. TFL’s Success
• “New TFL Journey Planner Crowned Best
User Experience of 2013 at UXUK Awards”
• “Award for best Mobile Solution at
International Design for Experience Design”
• 6m pages in 1million visits from over
900,000 customers
20. UCD Definition
User Centred Design is the discipline of
generating solutions to problems and
opportunities through the act of making
something ‘new’, where the activity is driven by
the needs, desires and context of the people
for whom we design.
22. Why Lean UX?
• Evolution of product design, takes the best
parts of designer’s toolkit with the ever
rapid changing technology and demands of
businesses today
• Not about features or documents, it’s about
how it works: measure what works, learn
and adjust
23. Lean UX Process
Lean UX = Design thinking + Agile software development + Lean startup
Eric Lies cyclical model Design’s cyclical model
24. Learn by Doing!
1. Learn
2.Build
3.
Measure
- Empathy map
- User journey
- Concept poster- Show & tell
Goal: Understand the UCD/lean UX process
26. • Get into groups of 4/5
• Choose a customer segment
• Draw customer’s face in the centre
• Give customer a name, demographic
characteristics
• Divide into 6 segments
• Post-its to answer questions
Exercise: Empathy Map
Goal: Understand how product/service will by used
by target audience
29. Exercise: Journey Mapping
• Main steps for the group holiday service
(beginning to end) as headings
• Feelings/emotion under each stage
• Service solution: Find opportunities to solve
pain points and boost joy points
• Use your empathy mapping to guide you,
relating to user’s needs
Goal: Understand all the touch-points across a
product/service from a user’s perspective
30. Exercise: Visualise the vote
• Everyone has three votes each
• Individually, choose your top three ideas in
your head
• All together, place the dots next to the
solutions
• Tally the dots to select best idea/s
• Select best idea, discuss or re-vote again
Goal: Uncover the strongest ideas or patterns of
interest, building consensus and priorities
31. Exercise: Concept poster
• Based on best idea, develop the solution
more fully
• Design a concept poster
• Use empathy map and journey map to aid
you
Goal: Create compelling poster that summarises
your product/service idea
32. Exercise: Show & Tell
Goal: Cross-collaboration, exchanging ideas and
learning from each other
• Each team pair up with another team from a
different customer segment
• Walkthrough the empathy map, journey map
and your poster pitch
• Other team provide feedback on three
things to consider/improve on based on
their customer segment
• Teams swap tasks
35. 2. Design for emotion by
adopting the attitude of:
You?
Humble
Empathetic
Imaginative
Collaborative
Iterative
Curious
36. 3. Practice Lean UX - learn,
build, measure, iterate and
validate with real users
37. 4. Designing great products is the
responsibility of everyone - advocate
cross-functional teams
38. 5. A great designer isn’t a UX
hero but a great facilitator
who advocates collaboration
and team cohesion
39. “As you navigate through the rest of your life, be open to collaboration.
Other people’s ideas are often better than your own.
Find a group of people who challenge and inspire you, spend a lot of
time with them, and it will change your life”.
-Amy Poehler