SlideShare ist ein Scribd-Unternehmen logo
1 von 103
Downloaden Sie, um offline zu lesen
UX FUNDAMENTALS FOR STARTUPS
Pithan Rojanawong | VP, Head of UX Design & Analytics at Krungthai-AXA Life Insurance PCL
HELLO, MY NAME IS PITHAN (TOZ)
➤ Short intros
➤ Name
➤ Role
➤ Experience with UX
➤ Expectation
TODAY’S TOPICS
➤ What is UX?
➤ UX ≠ UI
➤ UX and Data
➤ Lean UX for Startups
➤ UX Toolkit
➤ Measuring UX
➤ Free/Affordable Tools for UX
SO, WHAT
EXACTLY IS
UX?
Intro to User Experience
“People ignore design that
ignore people
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)
THE UX QUESTIONS
UX Fundamentals for Startups
UX Fundamentals for Startups
“…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
UX Fundamentals for Startups
UX ≠ UI
Understand The Differences
“A user interface is like a joke.
If you have to explain it, it’s
not that good.
UX Fundamentals for Startups
UI User Interface
UX User Experience
How people interact with websites/mobile apps/products
How they feel while they’re using them
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
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
IMAGE: LUXR.COM
UX + UI TOGETHER
IMAGE: http://www.asinthecity.com
IMAGE: http://shittyuiuxanalogies.tumblr.com/
UX Designer
Product Owner
Developer
UI Designer
Marketing
Manager
Content Specialist
Business AnalystProject Manager
UX AND DATA
Marrying UX and Analytics
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
THE OLD WAY
➤ HIPPO (Highest Paid Person’s Opinion)
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
UX Fundamentals for Startups
619
766
539
400
200
0
600
800
May June July
Other
Referral
Direct
“… 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
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
UX + DATA
LEAN UX FOR
STARTUPS
UX for Startups
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
LEAN UX VS AGILE UX
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
LEAN UX STARTING POINTS
LEAN UX PROCESS
IMAGE: LUXR.COM
UX TOOLKIT
UX Application for Startups
TRADITIONAL UX TOOLS
➤ User Research
➤ Personas
➤ User Journeys
➤ Card Sorting
➤ Wireframes
➤ Mockups & Prototypes
➤ A/B Testing or MVT
USER RESEARCH
Understand Your Users & Their Needs
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
USER RESEARCH
➤ Aim to understand “What are the user needs and pain
points?”
➤ Question types determine research methodology
What do people say? What do people do?
Why? How many/often?
Self-report Observation
Few participants Many participants
SO MANY TYPES OF RESEARCH
SOURCE: H. MUELLER, GOOGLE AUS
USING SOCIAL MEDIA
➤ In many cases, we can
understand user needs from
competitors’ social media
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
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!)
UX Fundamentals for Startups
UX Fundamentals for Startups
USER NEEDS
➤ …Then paraphrase quotes from your research into
format “I want to X”
“I want to online pre-
check in”
“I want to be able to
choose my flight time if
my flight is cancelled”
“I want to know what’s
happening to my flight in
unexpected extreme
weather”
USER NEEDS
➤ and create affinity diagram by
grouping the related needs
into groups
➤ This affinity diagram will also
help us creating personas
easier
PERSONAS
Create Characters from Your Users
PERSONAS
➤ A persona is like a character
that can represent a group of
your users with a combination
of similar demographics,
behaviours, needs, goals, etc.
➤ Good personas are realistic,
give actionable insights
➤ Good reference for future
decisions
PERSONAS
SOURCE: HTTP://WWW.FAKECROW.COM
PERSONAS
SOURCE: MICROSOFT
PERSONAS
UX Fundamentals for Startups
UX Fundamentals for Startups
UX Fundamentals for Startups
UX Fundamentals for Startups
UX Fundamentals for Startups
UX Fundamentals for Startups
UX Fundamentals for Startups
PERSONAS
➤ Check your personas
➤ Could enough people like this
exist? If not, adjust
➤ Is this a specific person you
know? If yes, adjust
USER FLOWS
Understand Your User Journeys
USER FLOWS
SITE MAPS
➤ With user flows, we can create
sitemap
➤ …which can also be used to
test early on if it’s going to
work well for users
TREE TESTING
➤ Tree testing is a great way to
test whether our designed
content structure is really easy
for users to access desired
content
CARD SORTING
Designing Information Architect with Users
CARD SORTING
➤ Card sorting is a good tool for
getting to know how users
would group content or
features of your website or
applications
➤ Increase “findability” of the
web/app
➤ Can be done physically or with
software
CARD SORTING MADE EASY
➤ Prepare at least 30 cards
➤ Write down actions users can do on your website/mobile app,
in plain language
➤ Do not write a card that force category
➤ Make them know that it’s not a test, no right or wrong
➤ Observe how participants group cards
➤ When they finish, ask them to name the category in their own
words
➤ Ask them questions, try to understand their logic of grouping
ANALYSE CARD SORTING RESULT
➤ Standardise group names
➤ Create standardised grid to see frequency
➤ Result of card sorting is just input for us to create information
architect or sitemap that should be tested again later
➤ Card sorting won’t be useful without knowing the “why”
CARD SORTING DIGITALLY
➤ Service like OptimalSort
enables you to conduct card
sorting online
➤ Tools like this automatically
collect all the data and
(almost) ready for you to
analyse
➤ Downside is we don’t get to
talk or observe them like
doing it in person
WIREFRAMES
Making Sure Everyone’s on the Same Page
WIREFRAMES
➤ Wireframes are great for
communicating with all
stakeholders
➤ Make sure everyone’s see the
same thing, on the same page
➤ Adjust until finalised before
UI designer work on mockups
& prototypes
UX Fundamentals for Startups
UX Fundamentals for Startups
UX Fundamentals for Startups
UX Fundamentals for Startups
MOCKUPS &
PROTOTYPES
Get Closer to the Real Thing
WHEN TO DO MOCKUPS
➤ Sometimes we can do wireframes and mockups in parallel
➤ Mockups also let us see the look & feel of the final design
➤ Good for communicating with stakeholders to finalise all the
small details that wireframes couldn’t
WHEN TO DO PROTOTYPES
➤ When we know what’s gonna be on pages/screens and the
agreed look & feel/mood & tone
➤ Hotspot prototypes = interactive prototypes that look and act
similar to the real thing
A/B TESTING &
MULTIVARIATE TEST
Qualitatively Improving Your Products
A/B TESTING
MULTIVARIATE TEST (MVT)
UX Fundamentals for Startups
UX Fundamentals for Startups
UX Fundamentals for Startups
UX Fundamentals for Startups
UX Fundamentals for Startups
UX Fundamentals for Startups
GOOD A/B TEST OR MVT
➤ You test on something that is explainable
➤ Know what it will impact (e.g. conversion rates, more clicks,
more sign ups)
➤ Sufficient visitors to make statistical significance
BONUS STUFF
➤ UX Checklist http://uxchecklist.github.io/
➤ Website UX Checklist https://keepwomen.com/
static_pages/checklist_tool
MEASURING
UX
The Challenging Part
HOW TO MEASURE SUCCESS OF UX
➤ Metrics checklist
GOOD & GREAT METRICS
WEB ANALYTICS FRAMEWORK
KRUNGTHAI-AXA LIFE WEB ANALYTICS
•  E-Commerce
goal
completion
•  Revenue/
online sales
•  Traffic sources
•  Geography
•  Lead form
goal
completion
•  Lead-to-sale
conversion
rate
•  Traffic sources
•  Geography
•  Website traffic
•  Landing
pages
•  SEO
impression
•  SEO click-thru-
rate
•  Traffic sources
•  Media
channels
•  Campaigns
•  Email
collected
•  Game user
registration
•  Traffic sources
•  Media
channels
•  Campaigns
•  Site search
usage
•  Branch
locator usage
•  Nearby
branch (GPS)
usage
•  PDF files
download
•  Live chat
•  Traffic sources
•  Geography
•  Claims form
files
download
•  Specific page
web traffic
•  Contact form
completion
•  Traffic sources
•  Geography
Online
Sales
Sales Lead Awareness
Collect
Lead
Provide
Info.
Facilitate
Customers
Macro Conversions Micro Conversions
Website Goals
E-Commerce / Lead Generation / Customer Portal / Provide Info
GoalsKPIsSegmentation
FREE/
AFFORDABLE
TOOLS FOR
UX
…for StartUps
WEB ANALYTICS
Web Analytics
➤ Google Analytics - Free
Tools to help you record heatmaps, recording sessions, form
analytics, funnels, etc
➤ Hotjar - Free, $29-$89/month
➤ MouseStats (starts $16/month)
➤ MouseFlow (starts $19/month)
CREATING FLOWS, WIREFRAMES, AND PROTOTYPES
Wireframes
➤ Sketch (bohemiancoding.com) $90/license
➤ Omnigraffle ($99/license)
Prototyping
➤ invisionapp.com - Free, starts $20/month
➤ Axure ($289/License)
USER TESTS
➤ OptimalWorkshop.com - Free, various options
➤ usertesting.com (various price plans)
A/B TEST OR MVT
➤ Optimizely - Free, with enterprise plans
➤ Unbounce (starts $49/month)
➤ Visual Website Optimiser (starts $49/month)
PRIORITIES FOR STARTUPS
Recap…
➤ 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
THANK YOU!
Pithan Rojanawong (Toz) - pithan.toz@gmail.com
VP, Head of UX Design & Analytics
Krungthai-AXA Life Insurance PCL

Weitere ähnliche Inhalte

Was ist angesagt?

UX Basics Workshop - Guest Lecture at NSCAD University
UX Basics Workshop - Guest Lecture at NSCAD UniversityUX Basics Workshop - Guest Lecture at NSCAD University
UX Basics Workshop - Guest Lecture at NSCAD UniversitySebastian Tory-Pratt
 
UX Experience Design: Processes and Strategy
UX Experience Design: Processes and StrategyUX Experience Design: Processes and Strategy
UX Experience Design: Processes and StrategyCHI UX Indonesia
 
UI & UX Design for Startups
UI & UX Design for StartupsUI & UX Design for Startups
UI & UX Design for StartupsRichard Fang
 
Intro to UX: Enterprise UX
Intro to UX: Enterprise UXIntro to UX: Enterprise UX
Intro to UX: Enterprise UXBart Van Hecke
 
The history of ux by bara' harb
The history of ux by bara' harb The history of ux by bara' harb
The history of ux by bara' harb BaraaHarb
 
Conducting User Research
Conducting User ResearchConducting User Research
Conducting User ResearchJeremy Horn
 
UX? WTF? - Intro To User Experience Design Pt. 1
UX? WTF? - Intro To User Experience Design Pt. 1UX? WTF? - Intro To User Experience Design Pt. 1
UX? WTF? - Intro To User Experience Design Pt. 1Sebastian Tory-Pratt
 
What is UX, in 10 Slides
What is UX, in 10 SlidesWhat is UX, in 10 Slides
What is UX, in 10 SlidesJordan Julien
 
Why UX #FAILS (with notes)
Why UX #FAILS (with notes)Why UX #FAILS (with notes)
Why UX #FAILS (with notes)Chris Feix
 
Simple Steps to UX/UI Web Design
Simple Steps to UX/UI Web DesignSimple Steps to UX/UI Web Design
Simple Steps to UX/UI Web DesignKoombea
 

Was ist angesagt? (20)

The Importance of UX
The Importance of UXThe Importance of UX
The Importance of UX
 
UX Basics Workshop - Guest Lecture at NSCAD University
UX Basics Workshop - Guest Lecture at NSCAD UniversityUX Basics Workshop - Guest Lecture at NSCAD University
UX Basics Workshop - Guest Lecture at NSCAD University
 
UX Experience Design: Processes and Strategy
UX Experience Design: Processes and StrategyUX Experience Design: Processes and Strategy
UX Experience Design: Processes and Strategy
 
UI & UX Design for Startups
UI & UX Design for StartupsUI & UX Design for Startups
UI & UX Design for Startups
 
UX/UI Design 101
UX/UI Design 101UX/UI Design 101
UX/UI Design 101
 
Research Methods in UX
Research Methods in UXResearch Methods in UX
Research Methods in UX
 
Intro to UX: Enterprise UX
Intro to UX: Enterprise UXIntro to UX: Enterprise UX
Intro to UX: Enterprise UX
 
UX Best Practices
UX Best PracticesUX Best Practices
UX Best Practices
 
The history of ux by bara' harb
The history of ux by bara' harb The history of ux by bara' harb
The history of ux by bara' harb
 
Conducting User Research
Conducting User ResearchConducting User Research
Conducting User Research
 
UI/UX Courses
UI/UX Courses UI/UX Courses
UI/UX Courses
 
Basics of UX Research
Basics of UX ResearchBasics of UX Research
Basics of UX Research
 
UX? WTF? - Intro To User Experience Design Pt. 1
UX? WTF? - Intro To User Experience Design Pt. 1UX? WTF? - Intro To User Experience Design Pt. 1
UX? WTF? - Intro To User Experience Design Pt. 1
 
What is UX, in 10 Slides
What is UX, in 10 SlidesWhat is UX, in 10 Slides
What is UX, in 10 Slides
 
Ux design process
Ux design processUx design process
Ux design process
 
Why UX #FAILS (with notes)
Why UX #FAILS (with notes)Why UX #FAILS (with notes)
Why UX #FAILS (with notes)
 
Simple Steps to UX/UI Web Design
Simple Steps to UX/UI Web DesignSimple Steps to UX/UI Web Design
Simple Steps to UX/UI Web Design
 
UX and UI
UX and UIUX and UI
UX and UI
 
Good UX Bad UX
Good UX Bad UXGood UX Bad UX
Good UX Bad UX
 
Ux is not UI
Ux is not UIUx is not UI
Ux is not UI
 

Andere mochten auch

The 3 Stages of Hypergrowth
The 3 Stages of HypergrowthThe 3 Stages of Hypergrowth
The 3 Stages of HypergrowthDrift
 
Lean Startup Day - Atelier - Ce que veulent vraiment vos clients - Les probl...
Lean Startup Day  - Atelier - Ce que veulent vraiment vos clients - Les probl...Lean Startup Day  - Atelier - Ce que veulent vraiment vos clients - Les probl...
Lean Startup Day - Atelier - Ce que veulent vraiment vos clients - Les probl...Pragmatic Giraffe
 
Ux design & ergonomie des interfaces 6ème édition (extrait)
Ux design & ergonomie des interfaces 6ème édition (extrait) Ux design & ergonomie des interfaces 6ème édition (extrait)
Ux design & ergonomie des interfaces 6ème édition (extrait) Usabilis
 
Mobile First to AI First
Mobile First to AI FirstMobile First to AI First
Mobile First to AI FirstLaFrenchMobile
 
How to Make the Switch to Conversation-Driven Sales
How to Make the Switch to Conversation-Driven SalesHow to Make the Switch to Conversation-Driven Sales
How to Make the Switch to Conversation-Driven SalesDrift
 
UX 프로젝트 가이드 (UX Project Guide)
UX 프로젝트 가이드 (UX Project Guide) UX 프로젝트 가이드 (UX Project Guide)
UX 프로젝트 가이드 (UX Project Guide) RightBrain inc.
 
#1 Startups Seminar
#1 Startups Seminar#1 Startups Seminar
#1 Startups SeminarMarcel EBOA
 
Engagement, rétention, UX... dans les App
Engagement, rétention, UX... dans les AppEngagement, rétention, UX... dans les App
Engagement, rétention, UX... dans les AppLaFrenchMobile
 
The Truth About Lead Capture Forms
The Truth About Lead Capture FormsThe Truth About Lead Capture Forms
The Truth About Lead Capture FormsDrift
 
Comment s'articule l'écosystème de l'innovation en France ?
Comment s'articule l'écosystème de l'innovation en France ?Comment s'articule l'écosystème de l'innovation en France ?
Comment s'articule l'écosystème de l'innovation en France ?Justine Fradin
 
10 méthodes UX appliquées à votre projet Web
10 méthodes UX appliquées à votre projet Web10 méthodes UX appliquées à votre projet Web
10 méthodes UX appliquées à votre projet WebCore-Techs
 
Financer votre projet de startup - Le financement de l'innovation par BPI France
Financer votre projet de startup - Le financement de l'innovation par BPI FranceFinancer votre projet de startup - Le financement de l'innovation par BPI France
Financer votre projet de startup - Le financement de l'innovation par BPI FranceLa French Tech Rennes St Malo
 
Comment créer un produit en mode startup Agile @Digicoop - Maxime Bouroumeau-...
Comment créer un produit en mode startup Agile @Digicoop - Maxime Bouroumeau-...Comment créer un produit en mode startup Agile @Digicoop - Maxime Bouroumeau-...
Comment créer un produit en mode startup Agile @Digicoop - Maxime Bouroumeau-...Agile En Seine
 
Comment s'adapter à la croissance d'une startup ? (ConFoo 2017 Montréal)
Comment s'adapter à la croissance d'une startup ? (ConFoo 2017 Montréal)Comment s'adapter à la croissance d'une startup ? (ConFoo 2017 Montréal)
Comment s'adapter à la croissance d'une startup ? (ConFoo 2017 Montréal)Lucien Boix
 
My 3 Biggest Discoveries of the Past 20 Years
My 3 Biggest Discoveries of the Past 20 YearsMy 3 Biggest Discoveries of the Past 20 Years
My 3 Biggest Discoveries of the Past 20 YearsDrift
 
Ux design. Quoi, Comment, Pourquoi. [Downloadable version - French]
Ux design. Quoi, Comment, Pourquoi. [Downloadable version - French]Ux design. Quoi, Comment, Pourquoi. [Downloadable version - French]
Ux design. Quoi, Comment, Pourquoi. [Downloadable version - French]Serena Facchinetti
 
Explorez votre potentiel de réussite grâce au Startup Founder Canvas
Explorez votre potentiel de réussite grâce au Startup Founder CanvasExplorez votre potentiel de réussite grâce au Startup Founder Canvas
Explorez votre potentiel de réussite grâce au Startup Founder CanvasMarseille Innovation
 

Andere mochten auch (20)

What is ux?
What is ux?What is ux?
What is ux?
 
The 3 Stages of Hypergrowth
The 3 Stages of HypergrowthThe 3 Stages of Hypergrowth
The 3 Stages of Hypergrowth
 
Lean Startup Day - Atelier - Ce que veulent vraiment vos clients - Les probl...
Lean Startup Day  - Atelier - Ce que veulent vraiment vos clients - Les probl...Lean Startup Day  - Atelier - Ce que veulent vraiment vos clients - Les probl...
Lean Startup Day - Atelier - Ce que veulent vraiment vos clients - Les probl...
 
4CAD Startup
4CAD Startup4CAD Startup
4CAD Startup
 
Ux design & ergonomie des interfaces 6ème édition (extrait)
Ux design & ergonomie des interfaces 6ème édition (extrait) Ux design & ergonomie des interfaces 6ème édition (extrait)
Ux design & ergonomie des interfaces 6ème édition (extrait)
 
Mobile First to AI First
Mobile First to AI FirstMobile First to AI First
Mobile First to AI First
 
How to Make the Switch to Conversation-Driven Sales
How to Make the Switch to Conversation-Driven SalesHow to Make the Switch to Conversation-Driven Sales
How to Make the Switch to Conversation-Driven Sales
 
UX 프로젝트 가이드 (UX Project Guide)
UX 프로젝트 가이드 (UX Project Guide) UX 프로젝트 가이드 (UX Project Guide)
UX 프로젝트 가이드 (UX Project Guide)
 
#1 Startups Seminar
#1 Startups Seminar#1 Startups Seminar
#1 Startups Seminar
 
Engagement, rétention, UX... dans les App
Engagement, rétention, UX... dans les AppEngagement, rétention, UX... dans les App
Engagement, rétention, UX... dans les App
 
The Truth About Lead Capture Forms
The Truth About Lead Capture FormsThe Truth About Lead Capture Forms
The Truth About Lead Capture Forms
 
Comment s'articule l'écosystème de l'innovation en France ?
Comment s'articule l'écosystème de l'innovation en France ?Comment s'articule l'écosystème de l'innovation en France ?
Comment s'articule l'écosystème de l'innovation en France ?
 
10 méthodes UX appliquées à votre projet Web
10 méthodes UX appliquées à votre projet Web10 méthodes UX appliquées à votre projet Web
10 méthodes UX appliquées à votre projet Web
 
Financer votre projet de startup - Le financement de l'innovation par BPI France
Financer votre projet de startup - Le financement de l'innovation par BPI FranceFinancer votre projet de startup - Le financement de l'innovation par BPI France
Financer votre projet de startup - Le financement de l'innovation par BPI France
 
Comment créer un produit en mode startup Agile @Digicoop - Maxime Bouroumeau-...
Comment créer un produit en mode startup Agile @Digicoop - Maxime Bouroumeau-...Comment créer un produit en mode startup Agile @Digicoop - Maxime Bouroumeau-...
Comment créer un produit en mode startup Agile @Digicoop - Maxime Bouroumeau-...
 
Comment s'adapter à la croissance d'une startup ? (ConFoo 2017 Montréal)
Comment s'adapter à la croissance d'une startup ? (ConFoo 2017 Montréal)Comment s'adapter à la croissance d'une startup ? (ConFoo 2017 Montréal)
Comment s'adapter à la croissance d'une startup ? (ConFoo 2017 Montréal)
 
Retail cops UX guideline
Retail cops UX guidelineRetail cops UX guideline
Retail cops UX guideline
 
My 3 Biggest Discoveries of the Past 20 Years
My 3 Biggest Discoveries of the Past 20 YearsMy 3 Biggest Discoveries of the Past 20 Years
My 3 Biggest Discoveries of the Past 20 Years
 
Ux design. Quoi, Comment, Pourquoi. [Downloadable version - French]
Ux design. Quoi, Comment, Pourquoi. [Downloadable version - French]Ux design. Quoi, Comment, Pourquoi. [Downloadable version - French]
Ux design. Quoi, Comment, Pourquoi. [Downloadable version - French]
 
Explorez votre potentiel de réussite grâce au Startup Founder Canvas
Explorez votre potentiel de réussite grâce au Startup Founder CanvasExplorez votre potentiel de réussite grâce au Startup Founder Canvas
Explorez votre potentiel de réussite grâce au Startup Founder Canvas
 

Ähnlich wie UX Fundamentals for Startups

Intro to User eXperience
Intro to User eXperienceIntro to User eXperience
Intro to User eXperienceMike Gallers
 
Prioritising User Experience
Prioritising User ExperiencePrioritising User Experience
Prioritising User ExperiencePatrick Kennedy
 
Growth Hacking with Lean UX
Growth Hacking with Lean UXGrowth Hacking with Lean UX
Growth Hacking with Lean UXJohn Rockson
 
Product development for B2B web applications: using ad-hoc personas to design...
Product development for B2B web applications: using ad-hoc personas to design...Product development for B2B web applications: using ad-hoc personas to design...
Product development for B2B web applications: using ad-hoc personas to design...tow21
 
Growth Hacking with Lean UX
Growth Hacking with Lean UXGrowth Hacking with Lean UX
Growth Hacking with Lean UXJohn Rockson
 
Designing Better Applications, Website and Intranets
Designing Better Applications, Website and IntranetsDesigning Better Applications, Website and Intranets
Designing Better Applications, Website and IntranetsDennis Breen
 
Designing Better Applications, Websites and Intranets
Designing Better Applications, Websites and IntranetsDesigning Better Applications, Websites and Intranets
Designing Better Applications, Websites and IntranetsnForm User Experience
 
UX Prototyping and Personas 4-25-14
UX Prototyping and Personas 4-25-14UX Prototyping and Personas 4-25-14
UX Prototyping and Personas 4-25-14Shilpa Thanawala
 
UX Prototyping and Personas 11-14-14
UX Prototyping and Personas 11-14-14UX Prototyping and Personas 11-14-14
UX Prototyping and Personas 11-14-14Shilpa Thanawala
 
UX Prototyping and Personas 9-5-14
UX Prototyping and Personas 9-5-14UX Prototyping and Personas 9-5-14
UX Prototyping and Personas 9-5-14Shilpa Thanawala
 
The UX Toolbelt for Developers
The UX Toolbelt for DevelopersThe UX Toolbelt for Developers
The UX Toolbelt for DevelopersSarah Dutkiewicz
 
Do Some UX On It
Do Some UX On ItDo Some UX On It
Do Some UX On ItGarry Finch
 
CRO PROS - Data driven product design
CRO PROS - Data driven product designCRO PROS - Data driven product design
CRO PROS - Data driven product designCatchi
 
User Research on a Shoestring
User Research on a ShoestringUser Research on a Shoestring
User Research on a Shoestringteaguese
 
Show Me You Know Me - An Intro to UX and CRO
Show Me You Know Me - An Intro to UX and CROShow Me You Know Me - An Intro to UX and CRO
Show Me You Know Me - An Intro to UX and CROJeremy Hamman
 
UX Research Methods: Behind the Scenes At Process Street
UX Research Methods: Behind the Scenes At Process StreetUX Research Methods: Behind the Scenes At Process Street
UX Research Methods: Behind the Scenes At Process StreetQuekelsBaro
 

Ähnlich wie UX Fundamentals for Startups (20)

UX is for Losers
UX is for LosersUX is for Losers
UX is for Losers
 
Intro to User eXperience
Intro to User eXperienceIntro to User eXperience
Intro to User eXperience
 
Prioritising User Experience
Prioritising User ExperiencePrioritising User Experience
Prioritising User Experience
 
Growth Hacking with Lean UX
Growth Hacking with Lean UXGrowth Hacking with Lean UX
Growth Hacking with Lean UX
 
Product development for B2B web applications: using ad-hoc personas to design...
Product development for B2B web applications: using ad-hoc personas to design...Product development for B2B web applications: using ad-hoc personas to design...
Product development for B2B web applications: using ad-hoc personas to design...
 
Growth Hacking with Lean UX
Growth Hacking with Lean UXGrowth Hacking with Lean UX
Growth Hacking with Lean UX
 
Designing Better Applications, Website and Intranets
Designing Better Applications, Website and IntranetsDesigning Better Applications, Website and Intranets
Designing Better Applications, Website and Intranets
 
Designing Better Applications, Websites and Intranets
Designing Better Applications, Websites and IntranetsDesigning Better Applications, Websites and Intranets
Designing Better Applications, Websites and Intranets
 
UX Prototyping and Personas 4-25-14
UX Prototyping and Personas 4-25-14UX Prototyping and Personas 4-25-14
UX Prototyping and Personas 4-25-14
 
UX Prototyping and Personas 11-14-14
UX Prototyping and Personas 11-14-14UX Prototyping and Personas 11-14-14
UX Prototyping and Personas 11-14-14
 
UX Prototyping and Personas 9-5-14
UX Prototyping and Personas 9-5-14UX Prototyping and Personas 9-5-14
UX Prototyping and Personas 9-5-14
 
The UX Toolbelt for Developers
The UX Toolbelt for DevelopersThe UX Toolbelt for Developers
The UX Toolbelt for Developers
 
Do Some UX On It
Do Some UX On ItDo Some UX On It
Do Some UX On It
 
CRO PROS - Data driven product design
CRO PROS - Data driven product designCRO PROS - Data driven product design
CRO PROS - Data driven product design
 
CH_Portfolio2016
CH_Portfolio2016CH_Portfolio2016
CH_Portfolio2016
 
User Research on a Shoestring
User Research on a ShoestringUser Research on a Shoestring
User Research on a Shoestring
 
Show Me You Know Me - An Intro to UX and CRO
Show Me You Know Me - An Intro to UX and CROShow Me You Know Me - An Intro to UX and CRO
Show Me You Know Me - An Intro to UX and CRO
 
UX for Business Analysts
UX for Business AnalystsUX for Business Analysts
UX for Business Analysts
 
Collaborating with UX
Collaborating with UXCollaborating with UX
Collaborating with UX
 
UX Research Methods: Behind the Scenes At Process Street
UX Research Methods: Behind the Scenes At Process StreetUX Research Methods: Behind the Scenes At Process Street
UX Research Methods: Behind the Scenes At Process Street
 

Mehr von Growth Hacking Asia

When Mobile meets UX/UI powered by Growth Hacking Asia
When Mobile meets UX/UI powered by Growth Hacking AsiaWhen Mobile meets UX/UI powered by Growth Hacking Asia
When Mobile meets UX/UI powered by Growth Hacking AsiaGrowth Hacking Asia
 
Crash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer AcquisitionCrash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer AcquisitionGrowth Hacking Asia
 
Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)
Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)
Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)Growth Hacking Asia
 
Marketing Automation for Lead Conversion
Marketing Automation for Lead ConversionMarketing Automation for Lead Conversion
Marketing Automation for Lead ConversionGrowth Hacking Asia
 
Content Marketing Training by Christa Sabathaly
Content Marketing Training by Christa SabathalyContent Marketing Training by Christa Sabathaly
Content Marketing Training by Christa SabathalyGrowth Hacking Asia
 
Crash Course on Startup Analytics
Crash Course on Startup AnalyticsCrash Course on Startup Analytics
Crash Course on Startup AnalyticsGrowth Hacking Asia
 
How to Impress the Press & Generate Media Coverage for Your Startup
How to Impress the Press & Generate Media Coverage for Your StartupHow to Impress the Press & Generate Media Coverage for Your Startup
How to Impress the Press & Generate Media Coverage for Your StartupGrowth Hacking Asia
 
The Science & Soul of Conversion
The Science & Soul of Conversion The Science & Soul of Conversion
The Science & Soul of Conversion Growth Hacking Asia
 
Startup Weapons for Newbie Entrepreneurs
Startup Weapons for Newbie EntrepreneursStartup Weapons for Newbie Entrepreneurs
Startup Weapons for Newbie EntrepreneursGrowth Hacking Asia
 
Driving Growth Through Email Marketing
Driving Growth Through Email MarketingDriving Growth Through Email Marketing
Driving Growth Through Email MarketingGrowth Hacking Asia
 
Which digital marketing channels are right for you?
Which digital marketing channels are right for you?Which digital marketing channels are right for you?
Which digital marketing channels are right for you?Growth Hacking Asia
 
Startup Engineering for Non-Technical Founders
Startup Engineering for Non-Technical FoundersStartup Engineering for Non-Technical Founders
Startup Engineering for Non-Technical FoundersGrowth Hacking Asia
 
Drive User Engagement with Gamification
Drive User Engagement with  GamificationDrive User Engagement with  Gamification
Drive User Engagement with GamificationGrowth Hacking Asia
 
Facebook Advertising Deep Dive Workshop
Facebook Advertising Deep Dive WorkshopFacebook Advertising Deep Dive Workshop
Facebook Advertising Deep Dive WorkshopGrowth Hacking Asia
 
Crash Course on Google Analytics
Crash Course on Google AnalyticsCrash Course on Google Analytics
Crash Course on Google AnalyticsGrowth Hacking Asia
 

Mehr von Growth Hacking Asia (20)

When Mobile meets UX/UI powered by Growth Hacking Asia
When Mobile meets UX/UI powered by Growth Hacking AsiaWhen Mobile meets UX/UI powered by Growth Hacking Asia
When Mobile meets UX/UI powered by Growth Hacking Asia
 
Crash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer AcquisitionCrash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer Acquisition
 
Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)
Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)
Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)
 
Marketing Automation for Lead Conversion
Marketing Automation for Lead ConversionMarketing Automation for Lead Conversion
Marketing Automation for Lead Conversion
 
MVP: The Steps After Ideation
MVP: The Steps After IdeationMVP: The Steps After Ideation
MVP: The Steps After Ideation
 
UX Fundamentals for Beginners
UX Fundamentals for BeginnersUX Fundamentals for Beginners
UX Fundamentals for Beginners
 
Content Marketing Training by Christa Sabathaly
Content Marketing Training by Christa SabathalyContent Marketing Training by Christa Sabathaly
Content Marketing Training by Christa Sabathaly
 
Crash Course on Startup Analytics
Crash Course on Startup AnalyticsCrash Course on Startup Analytics
Crash Course on Startup Analytics
 
UX for Beginners
UX for BeginnersUX for Beginners
UX for Beginners
 
How to Impress the Press & Generate Media Coverage for Your Startup
How to Impress the Press & Generate Media Coverage for Your StartupHow to Impress the Press & Generate Media Coverage for Your Startup
How to Impress the Press & Generate Media Coverage for Your Startup
 
The Science & Soul of Conversion
The Science & Soul of Conversion The Science & Soul of Conversion
The Science & Soul of Conversion
 
Startup Weapons for Newbie Entrepreneurs
Startup Weapons for Newbie EntrepreneursStartup Weapons for Newbie Entrepreneurs
Startup Weapons for Newbie Entrepreneurs
 
Driving Growth Through Email Marketing
Driving Growth Through Email MarketingDriving Growth Through Email Marketing
Driving Growth Through Email Marketing
 
Which digital marketing channels are right for you?
Which digital marketing channels are right for you?Which digital marketing channels are right for you?
Which digital marketing channels are right for you?
 
Startup Engineering for Non-Technical Founders
Startup Engineering for Non-Technical FoundersStartup Engineering for Non-Technical Founders
Startup Engineering for Non-Technical Founders
 
Drive User Engagement with Gamification
Drive User Engagement with  GamificationDrive User Engagement with  Gamification
Drive User Engagement with Gamification
 
Facebook Advertising Deep Dive Workshop
Facebook Advertising Deep Dive WorkshopFacebook Advertising Deep Dive Workshop
Facebook Advertising Deep Dive Workshop
 
Product Management Workshop
Product Management WorkshopProduct Management Workshop
Product Management Workshop
 
Pre-launch User Acquisition
Pre-launch User AcquisitionPre-launch User Acquisition
Pre-launch User Acquisition
 
Crash Course on Google Analytics
Crash Course on Google AnalyticsCrash Course on Google Analytics
Crash Course on Google Analytics
 

Kürzlich hochgeladen

Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsBlock Party
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtTeeFusion
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazineRivanEleraki
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillCre8iveskill
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Amil baba
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Ted Drake
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfsaidbilgen
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before ConstructionResDraft
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024mikailaoh
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxSamKuruvilla5
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Ed Orozco
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLkenzukiri
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTThink 360 Studio
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxb2kshani34
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024Alan Dix
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfHctorFranciscoSnchez1
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...khushisharma298853
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxHasan S
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comjakyjhon00
 

Kürzlich hochgeladen (19)

Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teams
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy Shirt
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazine
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkill
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before Construction
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptx
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPT
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptx
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdf
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.com
 

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)
  • 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 UX User Experience How people interact with websites/mobile apps/products 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
  • 19. UX + UI TOGETHER IMAGE: http://www.asinthecity.com
  • 21. UX Designer Product Owner Developer UI Designer Marketing Manager Content Specialist Business AnalystProject Manager
  • 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
  • 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
  • 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
  • 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? What do people do? Why? How many/often? Self-report Observation Few participants Many 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 online pre- check in” “I want to be able to choose my flight time if my flight is cancelled” “I want to know what’s happening to my flight in unexpected extreme weather”
  • 49. USER NEEDS ➤ and create affinity diagram by grouping the related needs into groups ➤ This affinity diagram will also help us creating personas easier
  • 51. PERSONAS ➤ A persona is like a character that can represent a group of your users with a combination of similar demographics, behaviours, needs, goals, etc. ➤ Good personas are realistic, give actionable insights ➤ Good reference for future decisions
  • 62. PERSONAS ➤ Check your personas ➤ Could enough people like this exist? If not, adjust ➤ Is this a specific person you know? If yes, adjust
  • 63. USER FLOWS Understand Your User Journeys
  • 65. SITE MAPS ➤ With user flows, we can create sitemap ➤ …which can also be used to test early on if it’s going to work well for users
  • 66. TREE TESTING ➤ Tree testing is a great way to test whether our designed content structure is really easy for users to access desired content
  • 67. CARD SORTING Designing Information Architect with Users
  • 68. CARD SORTING ➤ Card sorting is a good tool for getting to know how users would group content or features of your website or applications ➤ Increase “findability” of the web/app ➤ Can be done physically or with software
  • 69. CARD SORTING MADE EASY ➤ Prepare at least 30 cards ➤ Write down actions users can do on your website/mobile app, in plain language ➤ Do not write a card that force category ➤ Make them know that it’s not a test, no right or wrong ➤ Observe how participants group cards ➤ When they finish, ask them to name the category in their own words ➤ Ask them questions, try to understand their logic of grouping
  • 70. ANALYSE CARD SORTING RESULT ➤ Standardise group names ➤ Create standardised grid to see frequency ➤ Result of card sorting is just input for us to create information architect or sitemap that should be tested again later ➤ Card sorting won’t be useful without knowing the “why”
  • 71. CARD SORTING DIGITALLY ➤ Service like OptimalSort enables you to conduct card sorting online ➤ Tools like this automatically collect all the data and (almost) ready for you to analyse ➤ Downside is we don’t get to talk or observe them like doing it in person
  • 73. WIREFRAMES ➤ Wireframes are great for communicating with all stakeholders ➤ Make sure everyone’s see the same thing, on the same page ➤ Adjust until finalised before UI designer work on mockups & prototypes
  • 78. MOCKUPS & PROTOTYPES Get Closer to the Real Thing
  • 79. WHEN TO DO MOCKUPS ➤ Sometimes we can do wireframes and mockups in parallel ➤ Mockups also let us see the look & feel of the final design ➤ Good for communicating with stakeholders to finalise all the small details that wireframes couldn’t
  • 80. WHEN TO DO PROTOTYPES ➤ When we know what’s gonna be on pages/screens and the agreed look & feel/mood & tone ➤ Hotspot prototypes = interactive prototypes that look and act similar to the real thing
  • 81. A/B TESTING & MULTIVARIATE TEST Qualitatively Improving Your Products
  • 90. GOOD A/B TEST OR MVT ➤ You test on something that is explainable ➤ Know what it will impact (e.g. conversion rates, more clicks, more sign ups) ➤ Sufficient visitors to make statistical significance
  • 91. BONUS STUFF ➤ UX Checklist http://uxchecklist.github.io/ ➤ Website UX Checklist https://keepwomen.com/ static_pages/checklist_tool
  • 93. HOW TO MEASURE SUCCESS OF UX ➤ Metrics checklist
  • 94. GOOD & GREAT METRICS
  • 96. KRUNGTHAI-AXA LIFE WEB ANALYTICS •  E-Commerce goal completion •  Revenue/ online sales •  Traffic sources •  Geography •  Lead form goal completion •  Lead-to-sale conversion rate •  Traffic sources •  Geography •  Website traffic •  Landing pages •  SEO impression •  SEO click-thru- rate •  Traffic sources •  Media channels •  Campaigns •  Email collected •  Game user registration •  Traffic sources •  Media channels •  Campaigns •  Site search usage •  Branch locator usage •  Nearby branch (GPS) usage •  PDF files download •  Live chat •  Traffic sources •  Geography •  Claims form files download •  Specific page web traffic •  Contact form completion •  Traffic sources •  Geography Online Sales Sales Lead Awareness Collect Lead Provide Info. Facilitate Customers Macro Conversions Micro Conversions Website Goals E-Commerce / Lead Generation / Customer Portal / Provide Info GoalsKPIsSegmentation
  • 98. WEB ANALYTICS Web Analytics ➤ Google Analytics - Free Tools to help you record heatmaps, recording sessions, form analytics, funnels, etc ➤ Hotjar - Free, $29-$89/month ➤ MouseStats (starts $16/month) ➤ MouseFlow (starts $19/month)
  • 99. CREATING FLOWS, WIREFRAMES, AND PROTOTYPES Wireframes ➤ Sketch (bohemiancoding.com) $90/license ➤ Omnigraffle ($99/license) Prototyping ➤ invisionapp.com - Free, starts $20/month ➤ Axure ($289/License)
  • 100. USER TESTS ➤ OptimalWorkshop.com - Free, various options ➤ usertesting.com (various price plans)
  • 101. A/B TEST OR MVT ➤ Optimizely - Free, with enterprise plans ➤ Unbounce (starts $49/month) ➤ Visual Website Optimiser (starts $49/month)
  • 102. PRIORITIES FOR STARTUPS Recap… ➤ 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
  • 103. THANK YOU! Pithan Rojanawong (Toz) - pithan.toz@gmail.com VP, Head of UX Design & Analytics Krungthai-AXA Life Insurance PCL