UX Fundamentals for Startups

1. UX FUNDAMENTALS FOR STARTUPS Pithan Rojanawong | VP, Head of UX Design & Analytics at Krungthai-AXA Life Insurance PCL

2. HELLO, MY NAME IS PITHAN (TOZ) ➤ Short intros ➤ Name ➤ Role ➤ Experience with UX ➤ Expectation

3. TODAY’S TOPICS ➤ What is UX? ➤ UX ≠ UI ➤ UX and Data ➤ Lean UX for Startups ➤ UX Toolkit ➤ Measuring UX ➤ Free/Affordable Tools for UX

4. SO, WHAT EXACTLY IS UX? Intro to User Experience

5. “People ignore design that ignore people

6. USER EXPERIENCE (UX) ➤ UX design is a strategic process aims to create a product that users will find easy to use, and quickly understand ➤ UX mindset focusing on delivering values, inspire the right kinds of ideas, and guides decisions ➤ UX reframes the question “What do we want to make?”, instead ask “what do we want to achieve?” (and a bunch other questions)

7. THE UX QUESTIONS

10. “…Not functioning with a case has always been the number one negative to Olloclip's products, so it's nice to have an option. Access to a functional case may persuade some people who have held off buying an Olloclip lens to try one out, and I do recommend bundling any lens purchase with a case if you're someone who doesn't like the risk of a naked iPhone….“ - MacRumor.com

12. UX ≠ UI Understand The Differences

13. “A user interface is like a joke. If you have to explain it, it’s not that good.

15. UI User Interface How people interact with websites/mobile apps/products UX User Experience How they feel while they’re using them

16. WHAT MOST UX PEOPLE DO User research・User interviewing・ Gathering statistics・Personas・ Information architecture・Creating wireframes・Prototyping・Usability・User interface・Visual design・Interaction design・Content strategy・Accessibility・ Working closely with developers・ Communication with stakeholders

17. WHAT MOST PEOPLE SEE THEY DO User research・User interviewing・ Gathering statistics・Personas・ Information architecture・Creating wireframes・Prototyping・Usability・User interface・Visual design・Interaction design・Content strategy・Accessibility・ Working closely with developers・ Communication with stakeholders

18. IMAGE: LUXR.COM

19. UX + UI TOGETHER IMAGE: http://www.asinthecity.com

20. IMAGE: http://shittyuiuxanalogies.tumblr.com/

21. Product Owner Marketing Manager Content Specialist UX Designer Project Manager Business Analyst UI Designer Developer

22. UX AND DATA Marrying UX and Analytics

23. DATA, A (VERY) IMPORTANT PART OF UX ➤ UX is also about data-driven decision making ➤ Especially when we already have a product. E.g. a website ➤ We can make use of web analytics data to know where is the opportunities to improve, issues to fix

24. THE OLD WAY ➤ HIPPO (Highest Paid Person’s Opinion)

25. DATA HAS NO VALUE ➤ Data and tools have no value ➤ It’s the people who use them, that can make the data valuable ➤ People with analytical skill

27. 766 800 Other Referral Direct 619 600 539 400 200 0 May June July

28. “… is Krungthai-AXA 12PL a type of savings or an insurance product?” Question posted on 24 Oct 2013 The link to our website that results in “Page not found” because the original page no longer exists

29. HAVE QUESTIONS THAT DATA CAN (HELP) ANSWER ➤ You can’t expect Google Analytics to tell you what to do with your website ➤ Invest 10% in tools, 90% in people

30. UX + DATA

31. LEAN UX FOR STARTUPS UX for Startups

32. LEAN UX ➤ Lean UX is researching and validating your user experience as quickly and cheaply as possible ➤ If you’re already doing UX: it’s all about getting outcomes (good UX) rather than getting outputs (UX documents) ➤ If you haven’t done UX: it’s all about picking the best learning tools from UX toolkit to match your situation

33. LEAN UX VS AGILE UX

34. WHY DO LEAN UX? ➤ UX doesn’t have to be expensive and time consuming ➤ Many UX tools can be done very cheap ➤ There are many free/affordable tools out there

35. LEAN UX STARTING POINTS

36. LEAN UX PROCESS IMAGE: LUXR.COM

37. UX TOOLKIT UX Application for Startups

38. TRADITIONAL UX TOOLS ➤ User Research ➤ Personas ➤ User Journeys ➤ Card Sorting ➤ Wireframes ➤ Mockups & Prototypes ➤ A/B Testing or MVT

39. USER RESEARCH Understand Your Users & Their Needs

40. WHY DO USER RESEARCH? ➤ It’s cheaper and faster to test assumptions and iterate with interviews, mockups and prototypes than to do those things after you launch a product

41. USER RESEARCH ➤ Aim to understand “What are the user needs and pain points?” ➤ Question types determine research methodology What do people say? Self-report What do people do? Observation How many/often? Many participants Why? Few participants

42. SO MANY TYPES OF RESEARCH SOURCE: H. MUELLER, GOOGLE AUS

43. USING SOCIAL MEDIA ➤ In many cases, we can understand user needs from competitors’ social media

44. USING SEARCH VOLUMES ➤ In other cases, we can make use of how people search for things on search engines ➤ Google AdWords provide free tool to get this data ➤ Google Trends also help

45. INTERVIEWS ➤ Sometimes, the best way is to talk to users ➤ Keep questions open-ended ➤ Listen, listen, and listen; avoid interrupting users ➤ Plan who to interview (great if we have personas!)

48. USER NEEDS ➤ …Then paraphrase quotes from your research into format “I want to X” “I want to know what’s happening to my flight in unexpected extreme weather” “I want to be able to choose my flight time if my flight is cancelled” “I want to online pre- check in”

49. USER NEEDS ➤ and create affinity diagram by grouping the related needs into groups ➤ This affinity diagram will also help us creating personas easier

50. PERSONAS Create Characters from Your Users