Building for People
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This document summarizes key points from a presentation about building products for people. It discusses common problems like misinterpreting terms like UX, assumptions about users, and prioritizing aesthetics over functionality. It emphasizes that user experience, customer experience, and brands are shaped by all customer interactions. The presentation encourages product designers to talk to and understand users, find the real problems to solve, design based on user needs not aesthetics, create prototypes, and leave their comfort zone.
Building for People
- 1. BUILDING FOR PEOPLE Marko Dugonjić Creative Nights WebCamp Zagreb, 24. 11. 2012.
- 3. PROBLEMS – Misinterpreted acronyms (UX, CX, UI) – Assumptions about the user – Complicated interfaces – Hiring decorators
- 4. USER EXPERIENCE The sum of all experiences with a product or service before, during and a er the actual use of the product or service.
- 7. CUSTOMER EXPERIENCE The sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier.
- 8. BRAND “A brand is much more than the logo; it is the pa ern our brains expect based on everything we have previously heard, seen, and felt.” — Reuben Steiger Method NYC
- 9. USER INTERFACE A user interface is the point of contact between humans and machines.
- 10. WHO WE ARE? — a few assumptions —
- 14. REALITY CHECK — they don’t live by our rules —
- 15. “You don’t get to decide which platform or device your customers use to access your content: they do.” — Karen McGrane, author Content Strategy for Mobile
- 17. Life > Need > Use case > Feature
- 18. CALL a DECORATOR! — Beautiful UI™ —
- 20. LOCAL MAXIMUM IDEA #2 IDEA #1
- 21. Diffusion of innovations Market share % 16 ds ar gg % La 34 ity or aj M te % La 34 ity or aj % M ly .5 r 13 Ea rs te op Ad r ly Ea 5 % 2. rs to va no In
- 22. FOR EXAMPLE — It can be done! —
- 29. MILLENIALS “They don’t necessarily need to rebel against their parents because they’ve grown so close to them over the years.” — John McFarland Chevrolet’s Senior Manager
- 31. TAKE TWO “Every part of everything I know about young people and the product they want, they actually want to appear older than they are.” — Joe Baker, Designer of the Code
- 35. “Can you explain my bill to me please?” — Frustrated customer
- 37. ACTION ITEMS — You can do it! —
- 38. 5 TALK TO PEOPLE
- 40. Photo credit: Mikey Angels
- 42. “Focus on the hole, not the drill.” — Leisa Reichelt, author A Practical Guide to Strategic User Experience
- 46. 2 PROTOTYPE
- 47. 1 LEAVE YOUR COMFORT ZONE
- 48. Thank you! Marko Dugonjić creativenights.com @markodugonjic
- 49. Credits: Vuk Ćosić, Leisa Reichelt, Andy Budd, Peter-Paul Koch, Karen McGrane, Peter Merholz, Simon Sinek, Whitney Hess, Bill Buxton. h p://en.wikipedia.org/wiki/User_experience h p://en.wikipedia.org/wiki/Customer_experience h p://bit.ly/XKgwFY h p://dribbble.com h ps://www.lytro.com h p://www.nest.com h p://www.chevrolet.com h ps://power2switch.com