Twice the Speed& Half the Cost

Interaction Design for fast-paced Startups

Greg Hochmuthzoo-m.com

November 6, 2007Web 2.0 Expo Berlin

In the context of this talk,

“Design is about defining how your users interact with your product, based on your understanding ofwho they are, why they use andwhat they want to achieve.”

– Cost

– Process

– Expertise

Misconceptions

“Easier Habits”

– Code it first,design later

“Easier Habits”

– Feature creep

“Easier Habits”

Notknowingyour users

“Easier Habits”

Design is the difference between

Design is the difference between

&

Design is the difference between

&

&

Good Designdoesn’t have to mean “pretty”

Good Designdoesn’t have to mean “pretty”

Good Designdoesn’t have to mean “pretty”

... and “pretty” is NOTthe same as good design.

Good Design, you say?

“I know it when I see it.”-- Your boss

Good Design, you say?

“I know it when I see it.”

... It’s when you don’t see it.

But you can’t makea cake just by looking at a picture.

So, how do youmake good design?

#1

#1

KNOW

#1

YOUR

#1

USERS

> UCG

Users, Context, Goals.

• Who they are

• What they want to accomplish

• What context they are inWhat constraints they face

• Who else is involvedWhat methods they use today

• What words do they use

• Ask Why 5 times

User Research

“User Research?

< Your VC

...You don’t have time for this.”

Your lead developer>

“Me, interview people?”

the real benefits

• Avoids the “Elastic user”

• Help you answer design questions

• Bring everyone on the same page

• Create a shared understanding

• There is a difference betweenwhat people do and what people say

• Watch for “Post-Its”

• What do they use?

• People love to talk about themselves

When you talk to people

#1. Know your users, know their goals

#2

People don’t want features, they want outcomes.”

-- Jason Fried, 37signals

“

#1. Know your users, know their goals

#2. Turn your features into stories

#1. Know your users, know their goals

#2. Turn your features into stories

#3

TEST

TEST WHILE IT’S

CHEAP

Paper is cheap.

Code is expensive.(just like dead documentation)

Paper to Product

• Tips for testing– The less polished, the better

– The secret life of PowerPoint

– “Wizard of Oz” technique

– Don’t make people “pretend” to be someone else

• Resources– www.paperprototyping.com/

– www.alistapart.com/articles/paperprototyping

– www.uie.com/articles/prototyping_tips/

Paper to Product

• Tips for testing

– The less polished, the better

– The secret life of PowerPoint

– “Wizard of Oz” technique

– Don’t make people “pretend” to be someone else

#1. Know your users, know their goals

#2. Turn your features into stories

#3. Test while it’s cheap

Summary

• Design for your users, not for yourself

• Know who your users are,why they will use your product,and what you’re helping them accomplish

• Maximize shared understanding

Get everyone involved

Be visual &Keep making stuff

Have Fun

together

DESIGN ISSUES THAT GET OVERLOOKED TOO OFTEN

Extra Goodies (not enough time during Expo Presentation)

Web Readability

Writing for the Web

www.useit.com/papers/webwriting/

First Experiencesand Expectations

First Experiences & Expectations

The 5-second test

First Experiences & Expectations

The 5-second testwww.uie.com/articles/five_second_test/

First Experiences & Expectations

10 seconds before

[click!]

5 seconds after

30 seconds (2-3 pages)

5 minutes

...

1 week later

...

Talking to a friend

Do you have a storyfor each of those moments?

Have you really thought aboutthe context of your users at that point?

Thanks.

Thanks.

Get in touch at

grex@cs.stanford.edu

Psst! web2expo@mento.info

Photo Credits!by * Beezy *http://www.flickr.com/photos/53085837@N00/52666083

by e v i lhttp://www.flickr.com/photos/91738385@N00/331663300

Collected using FlickrStorm:

www.zoo-m.com/flickr-storm/

Photo Credits!by josef.stueferhttp://www.flickr.com/photos/20375052@N00/8173741

by Milovanhttp://www.flickr.com/photos/ikero/382108642/

Collected using FlickrStorm:

www.zoo-m.com/flickr-storm/