My talk from Lean Startup Machine Tokyo 2013 held Dec. 13th - 15th.

1. First Impressions Matter:
LeanUX Design of Landing Page ‘13
@mariosakata
(Courtesy of Jefrey Bulla)
Lean Startup Machine Tokyo | Dec 13th-15th 2013

2. User Experience & User Experience Design

3. What’s the point?
UX Design is NOT new

4. What’s the point?
UX Design is
NOT time consuming

5. What’s the point?
UX Design IS added value

6. What’s the point?
KNOW the User
⌃
UNDERSTAND

7. What’s the point?
Think in their WORKFLOW

8. What’s the point?
Speak in their LANGUAGE

9. Why?
•
There is an intended behavior we want to
create.
•
We have no direct control over user behavior.
•
Design gives us means to control the
contextual environment and evaluate the
resulting effect.

10. Why?
“Customers don’t care about your solution.
They care about their problems.”
- @davemcclure

11. First Touchpoint Experience
Customers are increasingly using the
web as first touchpoint.
*Winning
the
Zero
Moment
of
Truth
(ZMOT)
First impressions are 94% design
related; positive first impressions lead
to higher satisfaction.
*Persuasive
Design
of
Des:na:on
Web
Sites:
An
Analysis
of
First
Impression
*Users
love
simple
and
familiar
designs
–
Why
website
need
to
make
great
first
impression

12. “Powers of 10”
0.1sec: Form first impression about a website.
1sec: Stay focused on their current train of thought.
10sec: Often leave the website.
1min: Able to complete simple task.
10min: Long visit to a website.
(Cont’d)
*Powers
of
10:
Time
Scales
in
User
Experience

13. Starting Point of Journey
*User
Experience
Journey
Map

14. Create & Encourage Emotional Connection
Build ‘Memorable’ Website

15. Create & Encourage Emotional Connection
What’s ‘Memorable’?

16. Create & Encourage Emotional Connection
Attractive
*Plutchik’s
Emo:on
Wheel

17. Create & Encourage Emotional Connection
Useful

18. Create & Encourage Emotional Connection
Empathy

19. ‘Emotional’ Landing Page

20. Tinke

21. Knock

22. Path

23. Simplified Layout
Headline
• Key Benefit
• Key Benefit
• Key Benefit
Social Proof
Large Graphic
ççèè
éé
êê
Call-to-Action

24. Headline
First thing read for customers to search
for specific solution to their problem.
*Airbnb
Big Picture Hypothesis = Solution Hypothesis = Value Proposition

25. Key Benefits
How does your product or service
benefit the customer?
*Instagram

26. Large Graphic
Image high-lighting product and
conveys happy customer experience.
*Square

27. Social Proof
Social networks to establish credibility
and trust by building multitouchpoints.

28. Call-to-Action
Solicit one clear action that tests your
riskiest assumptions.
*Flickr
Total number and ratio of early adaptors, interests, etc.

29. Questions to be answered
Stimulus
Awareness
Relevance
Who is this for?
How long will this take?
What should I do next?
Where should I go next?
How should I do it?
*ARCS
Model
Confidence
Satisfaction

30. Lean Startup + User Experience

31. LeanUX
*
LiU
of
Pi

32. LeanUX
LeanUX book is coming out in
Japanese next month!

33. LeanUX Thinking
Collaborative, Transparent, and Demystify.

34. LeanUX Thinking
Documents don’t solve customer solutions.

35. LeanUX Thinking
Build the right ‘it’ before build ‘it’ right.

36. Make An Assumption of Your Customers
Name and Picture
What does the persona look like? What’s the persona’s name?
Characteristics
What are the persona’s relevant characteristics?
Need and Pain
Why the persona want to use the product ?
*Persona
Sets

37. Make An Assumption of Your Customers

38. Test Your Ideas
*Lean
ways
to
test
your
new
business
idea

39. Test Your Ideas

40. How’s his/her journey?
*User
Experience
Journey
Map

41. Don’t blow it
•
The headline is everything and will probably
have the biggest impact on conversions—A/B
Split Test the Headline.
•
Don’t speak about your product or function,
speak about your vision.
•
Don’t be lazy about the page design.
Polish = Credibility.
•
People don’t read. Keep copy clear & concise.

42. Memorable Landing Page
Attractive
Makes you feel…
Useful
Helps you do…
Empathy
Says about your…

43. CPS Evaluation
Problem
Change
Hypothesis
KPI Setting
Points of
Improvement
No Data
Make an
assumption
Planning
With Data
Identify pattern
Customer
Change
Target User
Success!
Solution
Pivot or
Die
Hypothesis
User Research
Planning
Execute
Evaluation

44. First Impressions Matter:
LeanUX Design of Landing Page
@mariosakata