UX for Everyone: Practical Tips to Design Better Experiences

Shaza’s design team at Stampede has a unique perspective—they work with product teams across industries, improving user experience and delivering products that people love to use. In that process, they also quickly realise that as UX impact gets bigger, the lone designer increasingly plays lesser role in the process of design. UX still requires the designer, but what it needs more is a crack team of problem-solvers, to design their way out of the problem, while still hitting business goals and creating experience that people want to be a part of.

If you’re a developer or a product owner or a tester, you are what UX needs. In this talk Shaza will walk you through the demystification of UX, who designs UX and what they should REALLY do, how UX permeates your interactions with the world, and how you are already an integral and critical part of design, whether you realise it or not, and how you can use this newfound knowledge to change the way you build things.

Transcript

1. UX for Everyone Shaza Hakim UX Principal at Stampede @shazahakim GDG Kuala Lumpur Practical tips to design better experiences
2. I live on Langkawi
3. My team is fully remote Google DevFest 2019 KL @shazahakim
5. 2006 The Netherlands Google DevFest 2019 KL @shazahakim
6. Cuba USA Costa Rica UK Spain Australia United Arab Emirates The Netherlands Germany Singapore Malaysia Saudi Arabia Ireland Turkey 2019 Google DevFest 2019 KL @shazahakim
7. We help teams design and build products and services that people want to use Google DevFest 2019 KL @shazahakim
8. @shazahakim Google DevFest 2019 KL
9. 14 years ago, I started designing Google DevFest 2019 KL @shazahakim
10. Amateur design tinkerer Web designer Creative Lead UI Designer Designer UX Principal Google DevFest 2019 KL @shazahakim
11. Job you love
12. No user, EVER, used my design and stopped to admire the cleverness of my typography, my gradient, my whitespace.
13. Didn’t they know I worked hard for this?
14. What is going on?
15. Good design is a lot harder to notice than poor design. Good designs fit our needs so well that the design becomes invisible.” - Don Norman “ Google DevFest 2019 KL
18. Users have jobs they want to do Google DevFest 2019 KL I could either get in their way. Or I can help them get it done.
19. Google DevFest 2019 KL I could get in their way. Bad UX I could help them get it done. Good UX @shazahakim
21. Google DevFest 2019 KL Everyone can design better experiences @shazahakim
22. Google DevFest 2019 KL 1UX != UI @shazahakim
23. UI design makes interfaces beautiful. UX design makes them useful. Google DevFest 2019 KL @shazahakim
24. Google DevFest 2019 KL UX @shazahakim
25. Google DevFest 2019 KL Nice UX Poor UI
26. Google DevFest 2019 KL Nice UI Evil UX
27. Google DevFest 2019 KL Nice UI (Super) Evil UX @shazahakim
28. UI Questions Which colour complements this hideous orange? Let’s use Helvetica because it is everything Does the look and feel follow our brand guide? Google DevFest 2019 KL UX How much cognitive load are we costing our user? What is the value user is looking for at awareness stage? What is the user’s expectations when they click our Google search result link? Questions UI/UX Which colour improves contrast and can lead to conversion? What can we do to improve the readability on this page? How can we reduce the user’s drop off due to high cognitive load on this long ass form? Questions @shazahakim
29. A sprinkle of UX goes a long way Thanks, Pareto Law! Google DevFest 2019 KL @shazahakim
30. Google DevFest 2019 KL 2Inspect your UX debt
31. Might look good but does not make money so cannot pay your salary how Might be so innovative but no one wants to use it Might look good but the magnitude of effort is pure nonsense Google DevFest 2019 KL @shazahakim Sweet spot!
32. Google DevFest 2019 KL Questions all product people need to ask 1. What do people want to accomplish by using our product? 2. How well are we delivering that experience? @shazahakim
33. Google DevFest 2019 KL Understanding problem areas Zooming In UX Debt Accrued Scale of Impact User Journey Organisational UX Maturity
34. Google DevFest 2019 KL What is your organisation’s UX Maturity Stage? Macadamian A UX Maturity Model for Introducing User Experience into the Corporate Culture 1 Beginning Timing of Initial UX No UX Availability of Resources None Leadership and Culture None Awareness 2 Timing of Initial UX After coding Availability of Resources Visual design Leadership and Culture None Adopting 3 Timing of Initial UX Mixed: after coding, before coding and in parallel with coding Availability of Resources Visual, interaction, research, lower level management Leadership and Culture No clear owner, shared amongst function Realising 4 Timing of Initial UX Prior to coding Availability of Resources Visual, interaction, research, upper level management Leadership and Culture Clear owner in upper management Exceptional 5 Timing of Initial UX As part of business and market requirements Availability of Resources Visual, interaction, research, management and executive Leadership and Culture Clear owner and well understood and represented at executive levels
35. Google DevFest 2019 KL Awareness Acquisition Activation Retention Revenue Referral Leakages due to drop-off Where are you losing users? Check the Funnel @shazahakim
36. Amount of Work Time Features Developed Debt Introduced Google DevFest 2019 KL @shazahakim
37. Google DevFest 2019 KL Technical Debt Cost of additional rework caused by choosing an easy (limited) solution now instead of using a better approach that would take longer. Design Debt Good design concepts or solutions skipped in order to reach short-term goals. It's all the corners cut during or after the design stage, the moments when somebody said: “Forget it, let's do it the simpler way, the users will make do” All kinds of debts @shazahakim
38. Any unresolved debt cause a shift in money spent Google DevFest 2019 KL @shazahakim
39. UX Debt Deserves special kind of place in hell. UX debt is you spending money and effort to make sure your customers go elsewhere. Really Bad Debt Unvalidated assumptions about the user Not testing with real user Design by committee/competitor Release and don’t measure Knowledge bias Profit/tech first, customer later Poor communication or documentation Inconsistent interaction Misleading value proposed Google DevFest 2019 KL @shazahakim
40. Google DevFest 2019 KL @shazahakim
41. Google DevFest 2019 KL 3Validate early, validate often
42. Lurking beneath every goal are dangerous assumptions. The longer those assumptions remain unexamined, the greater the risk.” — Jake Knapp, Google Ventures “ Google DevFest 2019 KL
43. “It’s not about you” We are not the user
44. “Who is our user?” Google DevFest 2019 KL “Everyone” — Every single stakeholder at some point of their life. True story. @shazahakim
45. Google DevFest 2019 KL What do you know about the user? Walking in their shoes @shazahakim
46. Google DevFest 2019 KL @shazahakim
47. Google DevFest 2019 KL See the world through your user’s lens User Persona @shazahakim
48. When was the last time you made big decisions without talking to the user? Chup! Google DevFest 2019 KL
49. Google DevFest 2019 KL @shazahakim
50. Google DevFest 2019 KL Don’t rat me out to the In-Laws! “I don’t think they should put the photo up there. I may need cleaning help before my in-laws come over and to impress them. If they see my pictures on the website, they will know I didn’t clean my own house as expected of me!” What user says vs what they do
51. Google DevFest 2019 KL Google DevFest 2019 KL @shazahakim
52. Whose lives are you improving (or worsening)? It can’t be THAT bad, can it? Google DevFest 2019 KL
53. Google DevFest 2019 KL “Challenged” @shazahakim
54. Google DevFest 2019 KL @shazahakim
55. Google DevFest 2019 KL @shazahakim
56. Questions to Ask Google DevFest 2019 KL Can you tell me your last experience using our product or service? How are you today? That must have not been easy. How can we do this better? Which specific feature do you use the most? What do you think of it? Thank you for joining today’s session. We do want to make this better. Would you be willing to join our future interviews? How would you rate our product? What can we do to get full marks? What was memorable about the experience? What was frustrating? Walk me through your regular way of doing this task, step-by-step Where do you usually use this product? What time of the day?
57. Google DevFest 2019 KL Refine your persona After the interview • Prefer to reserve financial questions with parents or family Comfortable to go cashless @shazahakim
58. Google DevFest 2019 KL 4 Bring the user home
59. Google DevFest 2019 KL
60. Empathy sessions
61. Google DevFest 2019 KL Help others “see” the user High-impact empathy Download learnings Share inspiring stories Find repeating patterns Create user insights Turn insights into opportunities @shazahakim
62. UX Workshop Ethnography is just fancy name for “following the user around” Google DevFest 2019 KL
63. Google DevFest 2019 KL 5 Say No to SST (Shipping Shitty Things)
64. Google DevFest 2019 KL Shipping Shitty Things kills your soul
65. How to avoid SST Is there an effective method that is magical and infectious and cheap too? Google DevFest 2019 KL
66. Observation Room Interview Room Usability Testing Setup Google DevFest 2019 KL @shazahakim
67. Things I Know to be True “Observation Room” “Interview Room” Google DevFest 2019 KL
68. Google DevFest 2019 KL 1 day, 5 users 10 am 11 am 12 pm 2 pm 3 pm RM30
69. Google DevFest 2019 KL Wait, just 5?!
70. Things I Know to be True Watch user’s actions Watch his facial expression
71. Google DevFest 2019 KL @shazahakim
72. Three Simple Rules of usability testing Say no to SST RULE 1 Your user’s job is to identify both good and shitty experiences Google DevFest 2019 KL @shazahakim RULE 2 Your job is to watch and listen RULE 3 If enough users say something is shit, don’t ship it
73. Google DevFest 2019 KL @shazahakim
74. Things I Know to be True Cluster your findings to discover patterns
75. Google DevFest 2019 KL Patterns emerging from Usability Testing @shazahakim
76. Google DevFest 2019 KL 6 Measure after tinker
77. Google DevFest 2019 KL
78. Google DevFest 2019 KL @shazahakim Validate your assumptions often Be data-informed
79. Google DevFest 2019 KL @shazahakim
80. Google DevFest 2019 KL
81. Google DevFest 2019 KL
82. Google DevFest 2019 KL
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84. Google DevFest 2019 KL
85. Month 1 Month 2 Month 3 Month 4 Before Google DevFest 2019 KL
86. New DriveMark Launched Google DevFest 2019 KL Before After
88. ROI of Design Bukalapak’s monthly Gross Merchandise Value (GMV) is RM 1.1 billion. Bukalapak’s latest redesign contributed to GMV increase between 3%-7%. That’s at least RM330 million increase per month because of design. Google DevFest 2019 KL @shazahakim
89. We have the responsibility to give a damn. Google DevFest 2019 KL It is our job to know whether we have actually solved the problem. @shazahakim
90. Google DevFest 2019 KL 7Get UX sidekicks
91. Makers 4: Design Sprint
92. Google DevFest 2019 KL @shazahakim
93. Google DevFest 2019 KL Allies are everywhere @shazahakim Sidekick
94. Google DevFest 2019 KL @shazahakim
95. Designer CEO COO CTO Head of Product Community Support
96. Google DevFest 2019 KL 8 Think of UX beyond users
97. People say, ‘I’m a user experience designer, I design websites’, or ‘I design apps’ and they think the experience is that simple device, the website, or the app. No! It’s everything—it’s the way you experience the world, it’s the way you experience your life.” — Don Norman Probably the Grandfather of UX “ Google DevFest 2019 KL @shazahakim
98. Google DevFest 2019 KL @shazahakim How might we design better experience for people we work with? UXing the UXers Take the quiz at 16personalities.com
99. Google DevFest 2019 KL @shazahakim How might we make someone’s first remote day off to a great start? UXing the UXers
100. Google DevFest 2019 KL To be interesting, be interested Greatest People Hack 101 @shazahakim
101. Key Takeaways Google DevFest 2019 KL 1. UX != UI 2. Inspect your UX debt 3. Validate early, validate often 4. Bring the user home 5. Say no to Shipping Shitty Things 6. Measure after tinker 7. Get a UX sidekick 8. Think of UX beyond users @shazahakim
102. Worthy journeys are never meant to be seamless and smooth
103. Thank you! Shaza Hakim, Stampede @shazahakim