Post on 09-Jan-2017
UX FUNDAMENTALS FOR STARTUPSPithan 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
“…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 ≠ UIUnderstand The Differences
“A user interface is like a joke. If you have to explain it, it’s not that good.
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
UX Designer
Product Owner
Developer
UI Designer
Marketing Manager
Content Specialist
Business AnalystProject Manager
UX AND DATAMarrying 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
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
UX TOOLKITUX Application for Startups
TRADITIONAL UX TOOLS
➤ User Research
➤ Personas
➤ User Journeys
➤ Card Sorting
➤ Wireframes
➤ Mockups & Prototypes
➤ A/B Testing or MVT
USER RESEARCHUnderstand 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!)
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
PERSONASCreate 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: MICROSOFT
PERSONAS
PERSONAS
➤ Check your personas
➤ Could enough people like this exist? If not, adjust
➤ Is this a specific person you know? If yes, adjust
USER FLOWSUnderstand 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 SORTINGDesigning 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
WIREFRAMESMaking 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
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 TESTQualitatively Improving Your Products
A/B TESTING
MULTIVARIATE TEST (MVT)
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
LeadProvide
Info.Facilitate
Customers
Macro Conversions Micro Conversions
Website Goals E-Commerce / Lead Generation / Customer Portal / Provide Info
Go
als
KPIs
Se
gm
en
tatio
n
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