Deliver the best user experience for your business

No matter what your business is, it has users: people who interact with it. Dan's talk will explain why you should be considering the users of your business with every decision that you make, and how you can create the best experience for them.

1. Deliver the best user experience for your business Dan Goodwin, UX Designer at Bluefruit Software
2. Hello
3. Users?
4. Customers?
5. People
6. Users of your organisation • Employees • Customers • Suppliers
7. Users of your organisation • Prospective • Employees • Customers • Suppliers
8. Users of your organisation • Shareholders • Regulatory / financial bodies (bank, HMRC) • Content consumers • …
9. Why?
10. Why? (the all business answer) • Reduce staff turnover • Increase productivity • Reduced operating costs • Farming, not hunting customers • More profit • It’s expensive when people get hurt or die
11. Why? (the warm and fuzzy / pink and squishy answer) • Happier staff • Happier customers • It’s nicer • It’s more fun • Business owners can spend more time doing what they enjoy • It’s not very nice when people get hurt or die
12. Why? • It’s basically the right thing to do
13. Definitions
14. User experience (UX) All aspects of a user’s interactions with an organization.
15. UX design Designing, planning, and influencing a user’s experience around their interactions with an organisation.
16. Service design …
17. Service A thing that someone can interact with or get something from, but that they don’t own.
18. Service design Designing, planning, and influencing a user’s experience around their interactions with a service.
19. Design thinking Applying a design mindset to the analysis of a problem space. Determining the real problem; searching for, evaluating, considering, and testing multiple options and solutions; converging on a solution.
21. Image: Copyright Design Council 2019 https://www.designcouncil.org.uk/news-opinion/what-framework-innovation-design-councils- evolved-double-diamond
22. Design thinking: design principles 1. Be people centred 2. Communicate (visually and inclusively) 3. Collaborate and co-create 4. Iterate, iterate, iterate
23. Design thinking: design principles 1. Be people centred 2. Communicate (visually and inclusively) 3. Collaborate and co-create 4. Iterate, iterate, iterate
24. How?
25. User needs • Context • Motivations • Goals • Behaviours • Emotions • Beliefs • Capabilities • Journeys • Tasks • Pain points
26. [images of UX workshop activities exploring user needs (removed as they contain content which can’t be publicly shared)]
27. What you can do today: 1 Think about who the users of your business are Employees Customers Suppliers …
28. What you can do today: 2 Think about their user needs Context Motivations Goals Behaviours Emotions Beliefs Capabilities Journeys Tasks Pain points
29. What you can do today: 3 Talk to them about their user needs Context Motivations Goals Behaviours Emotions Beliefs Capabilities Journeys Tasks Pain points
30. What you can do today: 4 Consider your users and their user needs as you make decisions Context Motivations Goals Behaviours Emotions Beliefs Capabilities Journeys Tasks Pain points
31. https://www.vogue.com/article/beyonce-september-issue-2018 If people in powerful positions continue to hire and cast only people who look like them, sound like them, come from the same neighborhoods they grew up in, they will never have a greater understanding of experiences different from their own Beyoncé “
32. Thank you dan@bluefruit.co.uk https://www.bluefruit.co.uk/