UX Fundamentals for Startups
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This document provides an overview of UX fundamentals for startups. It discusses what UX is, how it differs from UI, and how UX works with data. Lean UX approaches for startups are explained, including techniques like user research, personas, card sorting, wireframes, prototypes, and A/B testing. A variety of free and affordable UX tools are also listed.
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) โค Short intros โค Name โค Role โค Experience with UX โค Expectation
- 3. TODAYโS TOPICS โค What is UX? โค UX โ UI โค UX and Data โค Lean UX for Startups โค UX Toolkit โค Measuring UX โค Free/A๏ฌordable Tools for UX
- 4. SO, WHAT EXACTLY IS UX? Intro to User Experience
- 5. โPeople ignore design that ignore people
- 6. USER EXPERIENCE (UX) โค UX design is a strategic process aims to create a product that users will ๏ฌnd easy to use, and quickly understand โค UX mindset focusing on delivering values, inspire the right kinds of ideas, and guides decisions โค UX reframes the question โWhat do we want to make?โ, instead ask โwhat do we want to achieve?โ (and a bunch other questions)
- 10. โโฆNot 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 iPhoneโฆ.โ - MacRumor.com
- 12. UX โ UI Understand The Di๏ฌerences
- 13. โA user interface is like a joke. If you have to explain it, itโs not that good.
- 15. UI User Interface UX User Experience How people interact with websites/mobile apps/products How they feel while theyโre using them
- 16. WHAT MOST UX PEOPLE DO User researchใปUser interviewingใป Gathering statisticsใปPersonasใป Information architectureใปCreating wireframesใปPrototypingใปUsabilityใปUser interfaceใปVisual designใปInteraction designใปContent strategyใปAccessibilityใป Working closely with developersใป Communication with stakeholders
- 17. WHAT MOST PEOPLE SEE THEY DO User researchใปUser interviewingใป Gathering statisticsใปPersonasใป Information architectureใปCreating wireframesใปPrototypingใปUsabilityใปUser interfaceใปVisual designใปInteraction designใปContent strategyใปAccessibilityใป Working closely with developersใป Communication with stakeholders
- 18. IMAGE: LUXR.COM
- 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 โค UX is also about data-driven decision making โค Especially when we already have a product. E.g. a website โค We can make use of web analytics data to know where is the opportunities to improve, issues to ๏ฌx
- 24. THE OLD WAY โค HIPPO (Highest Paid Personโs Opinion)
- 25. DATA HAS NO VALUE โค Data and tools have no value โค Itโs the people who use them, that can make the data valuable โค People with analytical skill
- 28. โโฆ is Krungthai-AXA 12PL a type of savings or an insurance product?โ Question posted on 24 Oct 2013 The link to our website that results in โPage not foundโ because the original page no longer exists
- 29. HAVE QUESTIONS THAT DATA CAN (HELP) ANSWER โค You canโt expect Google Analytics to tell you what to do with your website โค Invest 10% in tools, 90% in people
- 30. UX + DATA
- 31. LEAN UX FOR STARTUPS UX for Startups
- 32. LEAN UX โค Lean UX is researching and validating your user experience as quickly and cheaply as possible โค If youโre already doing UX: itโs all about getting outcomes (good UX) rather than getting outputs (UX documents) โค If you havenโt done UX: itโs 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? โค UX doesnโt have to be expensive and time consuming โค Many UX tools can be done very cheap โค There are many free/a๏ฌordable tools out there
- 35. LEAN UX STARTING POINTS
- 36. LEAN UX PROCESS IMAGE: LUXR.COM
- 37. UX TOOLKIT UX Application for Startups
- 38. TRADITIONAL UX TOOLS โค User Research โค Personas โค User Journeys โค Card Sorting โค Wireframes โค Mockups & Prototypes โค A/B Testing or MVT
- 39. USER RESEARCH Understand Your Users & Their Needs
- 40. WHY DO USER RESEARCH? โค Itโs 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 โค Aim to understand โWhat are the user needs and pain points?โ โค 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 โค In many cases, we can understand user needs from competitorsโ social media
- 44. USING SEARCH VOLUMES โค In other cases, we can make use of how people search for things on search engines โค Google AdWords provide free tool to get this data โค Google Trends also help
- 45. INTERVIEWS โค Sometimes, the best way is to talk to users โค Keep questions open-ended โค Listen, listen, and listen; avoid interrupting users โค Plan who to interview (great if we have personas!)
- 48. USER NEEDS โค โฆThen paraphrase quotes from your research into format โI want to Xโ โI want to online pre- check inโ โI want to be able to choose my flight time if my flight is cancelledโ โI want to know whatโs happening to my flight in unexpected extreme weatherโ
- 49. USER NEEDS โค and create a๏ฌnity diagram by grouping the related needs into groups โค This a๏ฌnity diagram will also help us creating personas easier
- 50. PERSONAS Create Characters from Your Users
- 51. PERSONAS โค A persona is like a character that can represent a group of your users with a combination of similar demographics, behaviours, needs, goals, etc. โค Good personas are realistic, give actionable insights โค Good reference for future decisions
- 54. PERSONAS
- 62. PERSONAS โค Check your personas โค Could enough people like this exist? If not, adjust โค Is this a speci๏ฌc person you know? If yes, adjust
- 63. USER FLOWS Understand Your User Journeys
- 64. USER FLOWS
- 65. SITE MAPS โค With user ๏ฌows, we can create sitemap โค โฆwhich can also be used to test early on if itโs going to work well for users
- 66. TREE TESTING โค 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 โค Card sorting is a good tool for getting to know how users would group content or features of your website or applications โค Increase โ๏ฌndabilityโ of the web/app โค Can be done physically or with software
- 69. CARD SORTING MADE EASY โค Prepare at least 30 cards โค Write down actions users can do on your website/mobile app, in plain language โค Do not write a card that force category โค Make them know that itโs not a test, no right or wrong โค Observe how participants group cards โค When they ๏ฌnish, ask them to name the category in their own words โค Ask them questions, try to understand their logic of grouping
- 70. ANALYSE CARD SORTING RESULT โค Standardise group names โค Create standardised grid to see frequency โค Result of card sorting is just input for us to create information architect or sitemap that should be tested again later โค Card sorting wonโt be useful without knowing the โwhyโ
- 71. CARD SORTING DIGITALLY โค Service like OptimalSort enables you to conduct card sorting online โค Tools like this automatically collect all the data and (almost) ready for you to analyse โค Downside is we donโt get to talk or observe them like doing it in person
- 72. WIREFRAMES Making Sure Everyoneโs on the Same Page
- 73. WIREFRAMES โค Wireframes are great for communicating with all stakeholders โค Make sure everyoneโs see the same thing, on the same page โค Adjust until ๏ฌnalised before UI designer work on mockups & prototypes
- 78. MOCKUPS & PROTOTYPES Get Closer to the Real Thing
- 79. WHEN TO DO MOCKUPS โค Sometimes we can do wireframes and mockups in parallel โค Mockups also let us see the look & feel of the ๏ฌnal design โค Good for communicating with stakeholders to ๏ฌnalise all the small details that wireframes couldnโt
- 80. WHEN TO DO PROTOTYPES โค When we know whatโs gonna be on pages/screens and the agreed look & feel/mood & tone โค Hotspot prototypes = interactive prototypes that look and act similar to the real thing
- 81. A/B TESTING & MULTIVARIATE TEST Qualitatively Improving Your Products
- 82. A/B TESTING
- 90. GOOD A/B TEST OR MVT โค You test on something that is explainable โค Know what it will impact (e.g. conversion rates, more clicks, more sign ups) โค Su๏ฌcient visitors to make statistical signi๏ฌcance
- 91. BONUS STUFF โค UX Checklist http://uxchecklist.github.io/ โค Website UX Checklist https://keepwomen.com/ static_pages/checklist_tool
- 93. HOW TO MEASURE SUCCESS OF UX โค Metrics checklist
- 94. GOOD & GREAT METRICS
- 96. KRUNGTHAI-AXA LIFE WEB ANALYTICS โขโฏ E-Commerce goal completion โขโฏ Revenue/ online sales โขโฏ Traffic sources โขโฏ Geography โขโฏ Lead form goal completion โขโฏ Lead-to-sale conversion rate โขโฏ Traffic sources โขโฏ Geography โขโฏ Website traffic โขโฏ Landing pages โขโฏ SEO impression โขโฏ SEO click-thru- rate โขโฏ Traffic sources โขโฏ Media channels โขโฏ Campaigns โขโฏ Email collected โขโฏ Game user registration โขโฏ Traffic sources โขโฏ Media channels โขโฏ Campaigns โขโฏ Site search usage โขโฏ Branch locator usage โขโฏ Nearby branch (GPS) usage โขโฏ PDF files download โขโฏ Live chat โขโฏ Traffic sources โขโฏ Geography โขโฏ Claims form files download โขโฏ Specific page web traffic โขโฏ Contact form completion โขโฏ Traffic sources โขโฏ 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 โค Google Analytics - Free Tools to help you record heatmaps, recording sessions, form analytics, funnels, etc โค Hotjar - Free, $29-$89/month โค MouseStats (starts $16/month) โค MouseFlow (starts $19/month)
- 99. CREATING FLOWS, WIREFRAMES, AND PROTOTYPES Wireframes โค Sketch (bohemiancoding.com) $90/license โค Omnigra๏ฌe ($99/license) Prototyping โค invisionapp.com - Free, starts $20/month โค Axure ($289/License)
- 100. USER TESTS โค OptimalWorkshop.com - Free, various options โค usertesting.com (various price plans)
- 101. A/B TEST OR MVT โค Optimizely - Free, with enterprise plans โค Unbounce (starts $49/month) โค Visual Website Optimiser (starts $49/month)
- 102. PRIORITIES FOR STARTUPS Recapโฆ โค If youโre already doing UX: itโs all about getting outcomes (good UX) rather than getting outputs (UX documents) โค If you havenโt done UX: itโs all about picking the best learning tools from UX toolkit to match your situation
- 103. THANK YOU! Pithan Rojanawong (Toz) - [email protected] VP, Head of UX Design & Analytics Krungthai-AXA Life Insurance PCL