With thanks: http://www.flickr.com/photos/pb-n-james/5048927901/ Cheat your way... with UX? Web2Day, Nantes Stephanie Troeth

Hello! I’m Steph, or @sniffles. #web2day

Hello! I’m Steph, or @sniffles. #web2day (Yes, these slides will be online.)

Sorry for the funny accent. Born here Grew up here Lived here Living here

Who are you?

What is UX?

What makes a unique, great product? What is UX?

user technology business

user brand business Hat tip: David Rollert

user brand business Hat tip: David Rollert fun! adventurous! exotic!

user brand business Hat tip: David Rollert fun! adventurous! exotic! useful serious reliable

user brand business unique Hat tip: David Rollert fun! adventurous! exotic! useful serious reliable

user brand business unique fun! adventurous! exotic! useful serious reliable technology

user brand unique fun! adventurous! exotic! useful serious reliable technology how you sustain yourself

brand unique fun! adventurous! exotic! useful serious reliable technology how you sustain yourself who you affect

brand unique fun! adventurous! exotic! useful serious reliable the vehicle how you sustain yourself who you affect

who you affect your soul how you sustain yourself unique fun! adventurous! exotic! useful serious reliable the vehicle

Eric Ries’ “Build-Measure-Learn” Loop Ideas Build Code Measure Data Learn

Ideas n

Ideas Learn

Ideas Learn solution space

Ideas Learn solution space ?

The great mistake is leaping from facts to solutions, skipping over the play and exploration at the heart of finding new ideas. — Scott Berkun, “The Myths of Innovation”

Ideas Learn solution space ?

Ideas Learn solution space problem space

Ideas Learn solution space

Ideas Learn solution space problem frame

Ideas Learn problem frame Generate

Ideas Learn Problem frame Diversify

A problem well-defined is a problem half-solved. —John Dewey

A badly defined problem can result in:

A badly defined problem can result in:

Who invented the lightbulb?

business user What problem are we solving? What impact do we want to have? How do we measure success?

brand What are the business constraints, organisational visions & goals we need to take into account? business

brand What are the business constraints, organisational visions & goals we need to take into account? business Tool: Stakeholder interviews (or team conversations)

Tool: The SWOT/SPOT

Tool: The SWOT/SPOT Strengths Problems or Weaknesses Threats Opportunities Internal factors External factors

Tool: The SWOT/SPOT Strengths Problems or Weaknesses Threats Opportunities Internal factors External factors convert convert

Tool: The SWOT/SPOT Strengths Problems or Weaknesses Threats Opportunities Internal factors External factors match convert convert

Tool: The SWOT/SPOT Strengths Problems or Weaknesses Threats Opportunities Internal factors External factors match convert convert potential objectives!

business model canvas What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive? ATeT]dTBcaTP\b Through which Channels do our Customer Segments want to be reached? How are we reaching them now? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines? For what value are our customers really willing to pay? For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues? 2WP]]T[b 2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb RWP]]T[_WPbTb) 0fPaT]Tbb 7^fS^fTaPXbTPfPaT]TbbPQ^dc^daR^\_P]hzb_a^SdRcbP]SbTaeXRTb. !4eP[dPcX^] 7^fS^fTWT[_Rdbc^\TabTeP[dPcT^da^aVP]XiPcX^]zbEP[dT?a^_^bXcX^]. "?daRWPbT 7^fS^fTP[[^fRdbc^\Tabc^_daRWPbTb_TRX R_a^SdRcbP]SbTaeXRTb. #3T[XeTah 7^fS^fTST[XeTaPEP[dT?a^_^bXcX^]c^Rdbc^\Tab. $0UcTabP[Tb 7^fS^fT_a^eXST_^bc_daRWPbTRdbc^\Tabd__^ac. _cX\XiPcX^]P]STR^]^\h ATSdRcX^]^UaXbZP]Sd]RTacPX]ch 0R`dXbXcX^]^U_PacXRd[PaaTb^daRTbP]SPRcXeXcXTb Xbh^daQdbX]Tbb\^aT) 2^bc3aXeT][TP]TbcR^bcbcadRcdaT[^f_aXRTeP[dT_a^_^bXcX^]\PgX\d\Pdc^\PcX^]TgcT]bXeT^dcb^daRX]V EP[dT3aXeT]U^RdbTS^]eP[dTRaTPcX^]_aT\Xd\eP[dT_a^_^bXcX^] bP\_[TRWPaPRcTaXbcXRb) 5XgTS2^bcbbP[PaXTbaT]cbdcX[XcXTb EPaXPQ[TR^bcb 4R^]^\XTb^UbRP[T 4R^]^\XTb^UbR^_T fffQdbX]Tbb\^ST[VT]TaPcX^]R^\ CWT1dbX]Tbb<^ST[2P]ePb >]) 8cTaPcX^]) 3TbXV]TSQh) 3TbXV]TSU^a) Day Month Year No. ch_Tb) 0bbTcbP[T DbPVTUTT BdQbRaX_cX^]5TTb ;T]SX]VAT]cX]V;TPbX]V ;XRT]bX]V 1a^ZTaPVTUTTb 0SeTacXbX]V gTS_aXRX]V ;Xbc?aXRT ?a^SdRcUTPcdaTST_T]ST]c 2dbc^\TabTV\T]cST_T]ST]c E^[d\TST_T]ST]c Sh]P\XR_aXRX]V =TV^cXPcX^]QPaVPX]X]V HXT[S

What are our core values? Who do we want to be when we grow up? Who are we, and who are we not? brand

What are our core values? Who do we want to be when we grow up? Who are we, and who are we not? Tool: Rational vs Emotional Grid brand

Hat tip: David Rollert, whose original method I adapted

rational emotional Hat tip: David Rollert, whose original method I adapted

rational emotional fun psychic (knows exactly what I was looking for) motivating entertaining magical encouraging surprising allow me to influence — have an impact inspire effective affective (people's choice) facilitate discussion to play missions indication of progress Hat tip: David Rollert, whose original method I adapted

Akoha is a fun way to spice up your life. logo Already a member? Sign in. Earn rewards for completing “missions” — exciting and simple activities that turn the ordinary into something extraordinary! • Get access to hundreds of real-world missions •Capture those experiences and share them • Earn rewards for trying out new things! Sign up now Signing up is free and takes less than 2 minutes. What’s this all about? ...

Akoha is a fun way to spice up your life. logo Already a member? Sign in. Earn rewards for completing “missions” — exciting and simple activities that turn the ordinary into something extraordinary! • Get access to hundreds of real-world missions •Capture those experiences and share them • Earn rewards for trying out new things! Sign up now Signing up is free and takes less than 2 minutes. What’s this all about? ... rational!

rational emotional fun psychic (knows exactly what I was looking for) motivating entertaining magical encouraging surprising allow me to influence — have an impact inspire effective affective (people's choice) facilitate discussion to play missions indication of progress

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Key value proposition: customisation

Key value proposition: customisation

Key value proposition: customisation or so they presume...

Bullet points

Bullet points

Bullet points = geek factor = rational quality = think of all the things we can do with it!

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What are our competitors doing? How are we different to them? brand business

What are our competitors doing? How are we different to them? Tool: Competitive analysis brand, business model, (design) strategy, user base, feature sets brand business

“Build it and they will come.” user brand

“Build it and they will come.” user brand really?!

“Build it and they will come.” Who are they? How do they find out about you? Why will they come? Why do they need what you’re building? Why would they choose you over a competitor? user brand really?!

“Build it and they will come.” Who are they? How do they find out about you? Why will they come? Why do they need what you’re building? Why would they choose you over a competitor? user brand Tool: User matrices Hat tip: David Rollert, whose original method I adapted really?!

The “Run Collector” user

1. Establish your axes social individual explore compete frequent occasional visitor local curious engaged

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2. Choose two key axes. 3. Identify questions. ✦ What do they need? ✦ What do they want? ✦ What can they do?

set a record stalk other runners visitor local explore compete What can they do?

find new routes share local insight create most popular route set a record find new routes set a record stalk other runners find new routes set a record visitor local explore compete What can they do? (acquainted)

4. Vary your axes, then your questions. 5. Rinse and repeat.

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key insight

Tool: User modelling with user matrices

Tool: User modelling with user matrices Uncover your underlying assumptions Uncover assumptions on behaviour, needs and motivation Establish hypotheses Validate with research, prototypes or MVPs Find out what you know and what you don’t know

Design principles: synthesising core design requirements. user brand

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Tool: Design principles (for product or page) Allows people to “peel the onion” in whatever way is useful for them. They can start at the “core” or the peel and never get lost. They find what they are looking for and are continually seeing more interesting and engaging content. Communicate passion for good food. Inspire people to eat and cook and bring them and the producers closer together. Feel seasonal and vibrant, like touring the store. Stimulate senses through impactful images and text in a way that’s clean and uncluttered. Show people in the images, not just product.

A sound strategy is informed by research but conceived with conviction.

A sound strategy is informed by research but conceived with conviction. UX

Common user research methods open-ended close-ended “listening labs” “contextual enquiry” interviews scenario testing remote testing tools surveys focus groups card sorting heuristic evaluation personas A/B testing analytics

Common user research methods open-ended close-ended “listening labs” “contextual enquiry” interviews scenario testing remote testing tools surveys focus groups card sorting exploring the problem space improve the solution heuristic evaluation personas A/B testing analytics

Someone else might have done relevant research.

user brand business

Stakeholder interviews user brand business Rational/Emotional grid Competitive analysis User matrices Design principles SWOT/SPOT Business model canvas

Stakeholder interviews user brand business Rational/Emotional grid Competitive analysis User matrices Design principles unique SWOT/SPOT Business model canvas

Don’t be afraid to experiment. Be brave!

There are many right answers. Be bold!

Absorb what is useful, Discard what is not, Add what is essentially your own. — Bruce Lee

Take the time to think. Be intentional.

Thank you! (Yes, these slides will be online.) My eternal gratitude to great shoulders I stand upon: ‘Femi T Adesina, Chris Baum, David Rollert, Johanna Kollmann, Olivier Thereaux Stephanie Troeth @sniffles http://stephanietroeth.com/ http://about.me/stephtroeth funny cat photo “It’s not that I’m smart, it’s just that I stay with problems longer.” — Albert Einstein