1. HELLO

2. I’M SILKA

3. USERS ARE YOUR
GREATEST
DESIGN ASSET.

4. It’s all about your idea.

5. It’s all about your users.
It’s all about your idea.

6. 1. Listen with empathy.
2. Focus and prioritize.
3. Try it out.
4. Listen again.
The four steps to designing a user experience.

8. Visit people. Follow them around.

10. Truly understand your users.

11. Map the user’s journey

12. Freeform design.
Card sort.

13. 1. Listen with empathy.
2. Focus and prioritize.
3. Try it out.
4. Listen again.
The four steps to designing a user experience.

14. A good product defined
by what it does, but even
more so by what is
doesn’t do.

16. Prioritization

17. No. 1

18. No. 1

19. No. 1

20. 1. Listen with empathy.
2. Focus and prioritize.
3. Try it out.
4. Listen again.
The four steps to designing a user experience.

21. Will it work?
I don’t know… can I test it?

22. Goodbye Wireframes.

23. Hello prototyping

24. Rough mockup
for user testing...
A refined
mockup with a
tear-off tickets
concept. It
worked very
well!!!

25. Ask the right questions
Identify major roadblocks
Don’t test nuances
Be scientific about results
Be aware of your users context

26. Design for “of cause” moments.

27. 1. Listen with empathy.
2. Focus and prioritize.
3. Try it out.
4. Listen again.
The four steps to designing a user experience.

28. Define success
KPI’s
No. 1
1. Increase sales
!
!
!
2. Increase traffic
!
!
!
3. Increase loyalty
• No. of sales
• Average revenue per user
• Conversion rate
!
• No of visitors
• Search performance
• Referral performance
!
• % of new vs repeat customers
• Frequency of visits

29. Don’t speculate

30. Look at this
Need reason
trust you
Getting
started
Accept
invitation

31. Look at this
This step
breaks on
phones
Desktop 100%
iPad 98%
iPhone 9%
Android 10%
Getting
started
Accept
invitation

32. Define success
KPI’s
No. 1
1. Increase sales
!
!
!
2. Increase traffic
!
!
!
3. Increase loyalty
• No. of sales
• Average revenue per user
• Conversion rate
!
• No. of visitors
• Search performance
• Referral performance
!
• % of new vs repeat customers
• Frequency of visits
Down 12%

33. Make stuff people LOVE

34. QUESTIONS
Reach out…
silka@silka.co
@silkamiesnieks

35. Tools
Usertesting.com or userlytics.com - remote user testing
Mixpanel - funnel conversion metrics
Intercom - intercept website visitors for research + email campaigns
Optimizely - Test different layouts
InvisionApp - For mockup testing
WebFlow - For HTML layout