SlideShare a Scribd company logo

From B2B to B2C: The UX Path to Innovation

Karen T. Lin, profile picture
Karen T. Lin

The document outlines Karen Lin's presentation on user experience strategy, research, and design. It introduces Karen and her background and experience in UX consulting. The presentation covers what constitutes good UX, why UX is important for innovation and growth, and how the UX process works through research, design, and development.

Business
Related topics:
Human Factors Overview
1 of 93
Downloaded 12 times
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
Karen T. Lin User Experience Strategy, Research & Design +886 988 727 731 | karen.t.lin@gmail.com | karenTL.com Presentation material may be used in perpetuity by Askey Computer Corporation for internal purposes only as long as it is provided at no charge and the copyright statement is attached. © Karen Lin, karenTL.com From B2B to B2C: The UX Path to Product Innovation October 2015
Karen T. Lin User Experience Strategy, Research & DesignIntroduction Who I am: • UX consultant of over 9 years in consumer web • Boston, San Francisco, Washington D.C. and now Taipei. • Degree in Human Factors / Engineering Psychology – Tufts University • Certificate in Interactive Design – Northeastern University • Certified Usability Analyst – Human Factors International, Inc. • I also coach/advise businesses on UX methods. Examples of projects I’ve worked on: • B2C & B2B e-commerce & web applications • Mobile & tablet applications (including responsive web design) • Complex workflow IT applications • Content integration & migration (CMS) • Behavior economics research (ethnography) October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 2
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 3 My Role as a UX Consultant Be Curious Love-Hate Technology Reduce Suffering
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 4 PART ONE What is “good” UX? PART TWO Why is UX important? PART THREE How does it work?
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 5 http://cdn.viralscape.com/wp-content/uploads/2014/03/McDonalds-Big-Mac.jpg An evolution of marketing psychology…
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 6 …and human factors (behavioral science). B M
October 15, 2015 The UX Path to Innovation Success © Karen Lin, karenTL.com 7 Where is the UX happening in this picture?
October 15, 2015 The UX Path to Innovation Success © Karen Lin, karenTL.com 8 How about now?
Karen T. Lin User Experience Strategy, Research & DesignThe “Layers” of the User Experience October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 9 Digital Tactile Physical environment Social Cultural/societal Psychological Spiritual Fulfills immediate tangible, logistical needs. Fulfills human relationship needs. Fulfills group identity or population needs. Fulfills emotional & cognitive needs. Fulfills the soul. USER-CENTERED DESIGN HUMAN-CENTERED DESIGN
October 15, 2015 The UX Path to Innovation Success © Karen Lin, karenTL.com 10
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 11
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 12 PART ONE WHAT IS “GOOD” UX? Visual Design Principles What People See & Sense
Karen T. Lin User Experience Strategy, Research & DesignThe Golden Ratio / Rule of Thirds October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 13
Karen T. Lin User Experience Strategy, Research & DesignThe Savanna Preference October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 14
Karen T. Lin User Experience Strategy, Research & DesignThe Savanna Preference October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 15 Which view would you be willing to pay more for?
Karen T. Lin User Experience Strategy, Research & DesignChunking October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 16 0988727731 0988 727731 The most number of objects an average person can hold in working memory: 7 ± 2 0988 727 731
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 17 PART ONE WHAT IS “GOOD” UX? Cognitive Design Principles How People Think & Behave
Karen T. Lin User Experience Strategy, Research & DesignThe Aesthetic-Usability Effect October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 18 WARNING: If it looks like it should be easy but isn’t actually easy, people will be even more upset.
Karen T. Lin User Experience Strategy, Research & DesignHick’s Law October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 19 AND the more similar the choices are, the more difficult it is to decide = analysis paralysis
Karen T. Lin User Experience Strategy, Research & DesignAffordance October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 20 ?
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 21 Many, many more to consider…
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 22 PART ONE WHAT IS “GOOD” UX? Managing the Experience Is it useful?
USABILITY! October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 23
Karen T. Lin User Experience Strategy, Research & DesignSatisficing October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 24 Dvorak Keyboard The keyboard is actually becoming less and less usable as we switch from type to touch interactions.
Karen T. Lin User Experience Strategy, Research & DesignThe Kano Model October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 25 Over time, what exceeds expectations becomes the norm.
Karen T. Lin User Experience Strategy, Research & DesignThe Positivity/Negativity Ratio October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 26 Make it up to customers when you fail them – don’t stop until you regain their trust and loyalty.
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 27 PART ONE What is “good” UX? PART TWO Why is UX important? PART THREE How does it work?
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 28 Q: Who made the inventor of the wheel famous?
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 29 A: The inventor of the wheelbarrow. FACT: The first wheels were for pottery in 3500 B.C. It took another three hundred years before people figured out how to use them as transportation.
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 30 PART TWO WHY IS UX IMPORTANT? From B2B to B2C Getting (Closer) to the End User
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 31 B1 B2 B3 End Users (OEM = VAR & Direct Sales) (VAR & Direct Sales) (Integrators & Indirect Sales) Distance from End Users – Future
Karen T. Lin User Experience Strategy, Research & DesignPoint of Sale is conducted… October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 32 B2B B2C ONE-TO-ONE Sales team from one business to another business, usually face-to-face. ONE-TO-MANY Via e-commerce and/or retail stores, usually without face-to-face time.
Karen T. Lin User Experience Strategy, Research & DesignCustomer needs are… October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 33 B2B B2C LOGICAL & QUANTIFIED The business customer understands own needs and success criteria. EMOTIONAL & SOCIAL The average consumer is motivated by psychological needs.
Karen T. Lin User Experience Strategy, Research & DesignCustomer’s technical understanding is… October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 34 B2B B2C DEEP & PRECISE Shared understanding of technical vocabulary terms and functions is the job. SHALLOW Little need to understand the technology – only enough to achieve the expected or desired outcome..
Karen T. Lin User Experience Strategy, Research & DesignPublic perception is… October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 35 B2B B2C MINIMAL The client (VAR) is the brand. Public is unaware about the other businesses behind the main brand. CRITICAL It’s your responsibility if consumers even notice you and want to be associated with you.
Karen T. Lin User Experience Strategy, Research & DesignThe biggest competition/threat is… October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 36 B2B B2C OTHER VENDORS The client finds someone else to do business with, probably due to financial costs. APATHY Consumer isn’t convinced enough to give you a try. The behavioral economics cost of breaking old habits is HIGH.
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 37 PART TWO WHY IS UX IMPORTANT? Unintentional vs. Intentional UX Context is Everything
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 38 + PRODUCT CONTEXT OF USE
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 39 Has this ever happened to you?
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 40
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 41
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 42 “diy no sew”
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 43 How else to tell you are having unintended UX: If you are upsetting customers, or if customers are upsetting you, there is a design problem.
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 44 PART TWO WHY IS UX IMPORTANT? Growth & Innovation The ROI of Design-Led Businesses
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 45 WITHOUT UX BUSINESS REQUIREMENTS TECHNOLOGY REQUIREMENTS DECISIONS Will it make money? Will it function?
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 46 WITHOUT UX BUSINESS REQUIREMENTS TECHNOLOGY REQUIREMENTS https://www.experiencedynamics.com/blog/2014/07/making-strong-business-case-roi-ux-infographic
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 47 WITH UX BUSINESS REQUIREMENTS TECHNOLOGY REQUIREMENTS END-USER REQUIREMENTS DECISIONS Will it make money? Will it function? Will it be useful AND usable?
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 48 https://www.experiencedynamics.com/blog/2014/07/making-strong-business-case-roi-ux-infographic
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 49 ROI Calculators available at: http://www.humanfactors.com/coolstuff/roi.asp
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 50 https://www.experiencedynamics.com/blog/2014/07/making-strong-business-case-roi-ux-infographic
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 51 Design-driven companies have outperformed the S&P by 228%
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 52 PART TWO WHY IS UX IMPORTANT? UX & Branding The “Wow” Factor
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 53 http://www.christianvatter.com/great-examples-of-brand-services/
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 54 http://img.shia-labeouf.biz/2015/09/13/ikea-kitchen-planner-l-d3c76bf43141e847.jpg
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 55 http://payload.cargocollective.com/1/0/4976/54233/TNF_iphones_1260.png
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 56 http://www.cyberalert.com/blog/wp-content/uploads/2014/04/Sit-or-Sq
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 57 http://pioneeringooh.com/wp-content/uploads/2011/07/Tesco-Homeplus-Subway-Virtual-Store-in-South-Korea-12.jpg
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 58 http://pioneeringooh.com/wp-content/uploads/2011/07/Tesco-Homeplus-Subway-Virtual-Store-in-South-Korea-12.jpg
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 59 PART ONE What makes “good” UX? PART TWO Why is UX important? PART THREE How does it work?
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 60 Clients often ask: “How can we be the iPhone of our industry?” My answer: “Think and behave like Apple.”
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 61 Would you dig for gold in the exact spot where this man already found gold? Hint: Copying others is not an innovation strategy. Strike out on your own!
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 62 STRATEGY = CLOSE THE GAPS BUSINESS REQUIREMENTS TECHNOLOGY REQUIREMENTS END-USER REQUIREMENTS Makes business sense Technically feasible Not useful to potential users (yet) Technically feasible Useful to potential users Does not make business sense (yet) Makes business sense Useful to potential users Not technically feasible (yet)
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 63 PART THREE HOW DOES IT WORK? Research, Design & Develop Infuse Process with Strategic User Insights
Karen T. Lin User Experience Strategy, Research & DesignThe UX Path October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 64 # of possibilities RESEARCH DESIGN DEV Methods Deliverables User Research Competitive / Landscape Academic / Clinical Industry “Best” Practices Analogous Business Customer Journeys Personas Segmentations Artifact Inventory User Requirements Matrix
Karen T. Lin User Experience Strategy, Research & DesignThe UX Path > Research Phase Example October 15, 2015 UX Insights & Next Steps for FourLeaf | © Karen Lin, karenTL.com 65 Sample questions to identify gaps and opportunities in present day solutions TASKS: 1. Screen for 8-10 prospects in the target segments. 2. Conduct interviews @ 45-60 minutes per participant. 3. Assess findings to distill a set of user requirements. ESTIMATE: 20-25 hours for 16-20 participants.
Karen T. Lin User Experience Strategy, Research & DesignThe UX Path > Research Phase Example October 15, 2015 UX Insights & Next Steps for FourLeaf | © Karen Lin, karenTL.com 66 SOUND & SKILL INDUSTRYEXPERIENCE Segmentation of behavioral and cognitive characteristics of the target market The Dabblers / Hobbyists NOT RECOMMENDED Will require much more resources to move to the next level. The Feet in the Door POTENTIAL TARGET e.g. Demonstrate how 4L provides key resources for building one’s artistry. The Success Stories NOT RECOMMENDED Generally “all set” with what they’ve got – narrow margin to improve upon. The Independents POTENTIAL TARGET e.g. Demonstrate how 4L saves time with qualified “leads” towards building the right partnerships. These are opportunities to help artists crossover from a lower-performing “state” to a higher state. Segments can be used to screen participants for formal interviews and for survey studies to assess the market value of each. Can also be further developed into user personas as key behavioral and/or demographic patterns are uncovered.
Karen T. Lin User Experience Strategy, Research & DesignThe UX Path > Research Phase Example October 15, 2015 UX Insights & Next Steps for FourLeaf | © Karen Lin, karenTL.com 67 Illustration of a customer’s journey through current behaviors, decisions & obstacles TASKS: 1. Conduct auxiliary research to identify work flow inputs and outputs. 2. Create and refine the customer journey as an output of user research findings. ESTIMATE: 10-40 hours depending on complexity and variations between segments. THINK: Board game with a main path/flow and many potential sub-flows, setbacks, shortcuts, etc.
Karen T. Lin User Experience Strategy, Research & DesignThe UX Path > Research Phase Example October 15, 2015 UX Insights & Next Steps for FourLeaf | © Karen Lin, karenTL.com 68 Competitive assessment of UI features needed to meet and exceed user expectations TASKS: 1. Identify all direct competitor sites and additional industry sites via Google Trends. 2. Catalog inventory of UI features across all sites and take count of use. 3. Summarize “common” bench-line features to meet and “emerging” features to consider. 4. Demonstrate to the team well-executed examples to set as the standard or consider doing better than the competition. ESTIMATE: 20 hours to assess 8-10 websites
Karen T. Lin User Experience Strategy, Research & DesignThe UX Path > Research Phase Example October 15, 2015 UX Insights & Next Steps for FourLeaf | © Karen Lin, karenTL.com 69 Matrix of end user requirements to prioritize against business & technical feasibility
Karen T. Lin User Experience Strategy, Research & DesignThe UX Path October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 70 # of possibilities RESEARCH DESIGN DEV Methods Deliverables User Research Competitive / Landscape Academic / Clinical Industry “Best” Practices Analogous Business Customer Journeys Personas Segmentations Artifact Inventory User Requirements Matrix Conceptual “Storming” Prototyping Design Critiques & Decisions Internal & External Validation Consensus Building Sketches / Storyboards Proof of Concepts Annotated Wireframes Functional Specifications Design Guidelines & Rationale
Karen T. Lin User Experience Strategy, Research & DesignThe UX Path > Design Phase Examples October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 71
Karen T. Lin User Experience Strategy, Research & DesignThe UX Path October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 72 # of possibilities RESEARCH DESIGN DEV Methods Deliverables User Research Competitive / Landscape Academic / Clinical Industry “Best” Practices Analogous Business Customer Journeys Personas Segmentations Artifact Inventory User Requirements Matrix Conceptual “Storming” Prototyping Design Critiques & Decisions Internal & External Validation Consensus Building Sketches / Storyboards Proof of Concepts Annotated Wireframes Functional Specifications Design Guidelines & Rationale Quality Assurance Expectation Management THE INTEGRITY OF EXPERIENCE
Karen T. Lin User Experience Strategy, Research & DesignThe UX Path > Development Phase Example October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 73 Intended Design vs. Actual Implementation Dedicated UX resources to ensure the integrity of the intended design – because the original specs will ALWAYS have to be revisited.
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 74 PART THREE HOW DOES IT WORK? Team & Process Approaches Outside-In, Inside-Out & In Parallel
Karen T. Lin User Experience Strategy, Research & DesignOutside-In > External Consultancy or Agency October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 75 Requirements Gathering Branding Strategy Field Research Usability Testing Audits & Inventories Conceptual Design Functional Design “Build Kits” Development Project / Program Management
Karen T. Lin User Experience Strategy, Research & DesignInside-Out > Internal, Centralized October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 76 Internal UX Agency Product 1 HR & Internal Processes IT Marketing Product 2
Karen T. Lin User Experience Strategy, Research & Design“Parallel” Teams > Internal, De-centralized October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 77 Product 1 HR & Internal Processes IT Marketing Product 2 UX UX UX UXUX
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 78 PART THREE HOW DOES IT WORK? Leadership & Advocacy If you don’t, who will?
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 79 Inside Lobbying Directly accessing & influencing decision makers Written Appeals Evidence & Testimonials Personal Visits & Elevator Pitches
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 80 Outside Lobbying Indirectly influencing decision makers through other people and/or means Calling on Favors Coalitions Campaigns
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 81 At the end of the day, it shows when your organization is NOT aligned.
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 82 BONUS Frequently Asked Questions
Karen T. Lin User Experience Strategy, Research & Design Isn’t User Research the same as Market Research? October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 83 ANSWER: Yes & No. It is an extension of market research. WHERE WHEN HOW WHYWHO WHAT Market Research Age range Gender Geography Household income Family size ASSUMPTION: These are the people worth acquiring as customers. User Research Behaviors Goals Values & Beliefs Attitudes Motivators / Triggers Blockers VALIDATION: Where, when & how to be more valuable to our customers – and to better serve their needs. Start broad then narrow & shift the research focus as recurring patterns and themes emerge.
Karen T. Lin User Experience Strategy, Research & DesignWhat methods do we choose? October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 84 • What you already know (and have validated) • What you don’t know (including a margin of error for YDKWYDK) • What resources you already have • What resources you don’t have but are willing to invest in ANSWER: It depends.
Karen T. Lin User Experience Strategy, Research & DesignWhat if we can’t talk to users? October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 85 • Internal employees • Friends & family • Starbucks • Amazon Mechanical Turk • Craigslist • Pay customers for their time & feedback ANSWER: Find a way. Designing in a vacuum is for artists, not UX practitioners. Don’t ask for feedback with an online survey.
Karen T. Lin User Experience Strategy, Research & DesignWhat tools or software do we need for UX? October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 86 • Pen and paper • PowerPoint • Excel, • Word • Visio • Omnigraffle • Axure RP • Sketch ANSWER: Use what gets the (communication) job done the fastest. Just because you know how to use a camera doesn’t mean you know how to take good photographs.
Karen T. Lin User Experience Strategy, Research & DesignShould this button be green or blue? October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 87 Better questions to ask: • Should this be a button or another form of a CTA (call-to-action)? • Is this the right CTA for this space/area? • Is this right space/area for this step of the process? • Is this the right process for this solution? • Is this the right solution to this problem? • Is this the right problem to help people solve? If and only if the answer to all of these is YES: • The button color doesn’t matter. You are already getting the real job done. – A/B testing – Usability testing ANSWER: You probably need to broaden the scope of your design question.
Karen T. Lin User Experience Strategy, Research & DesignWhere do I find the person to do all of this? October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 88 Divide up the roles & responsibilities: • Strategists • Researchers • Architects • Graphic Designers • Front-End Developers Ensure all stakeholders are represented throughout product lifecycle: • RACI model for project roles: – Responsible – Accountable – Consulted – Informed ANSWER: Don’t look for purple unicorns. Start your own team. Find ways to include users in the process!
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 89 In Conclusion
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 90 EXPERIENCE ExpectationLogic, Bias, Attitudes, Beliefs, Outcomes AttentionColor/Contrast, Movement, Sound, Touch IntentionHope, Fear, Comfort, Love, Integrity We are designing for humans, not robots.
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 91
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 92 Have no fear, UX is here.
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 93 THANK YOU Questions? karen.t.lin@gmail.com @karenTL

More Related Content

PPTX
Succinyl choline apnea sharath
Sharath Chandra Bheemshetty
 
PPT
Pulmonary rehabilitation dr.samiaa
Samiaa Sadek
 
PPTX
Artificial intelligence in anesthesiology by dr tushar chokshi
dr tushar chokshi
 
PDF
PRP for Chronic Pain
Megan Hughes
 
PPTX
Fluid
Rahul Garg
 
PPT
Challenging Cases in Pediatric Anesthesia
Dr.Mahmoud Abbas
 
PPTX
Usg applications in anaesthesia dr gs
Gowri Shankar
 
PPTX
Patient controlled analgesia(pca)
Priti Patil
 
Succinyl choline apnea sharath
Sharath Chandra Bheemshetty
 
Pulmonary rehabilitation dr.samiaa
Samiaa Sadek
 
Artificial intelligence in anesthesiology by dr tushar chokshi
dr tushar chokshi
 
PRP for Chronic Pain
Megan Hughes
 
Fluid
Rahul Garg
 
Challenging Cases in Pediatric Anesthesia
Dr.Mahmoud Abbas
 
Usg applications in anaesthesia dr gs
Gowri Shankar
 
Patient controlled analgesia(pca)
Priti Patil
 

What's hot (20)

PPT
Transfer of Head Injured Patient
Barbara Stanley
 
PDF
Elite intl laryngoscopes low
gnadeem786
 
PPTX
20-kL-Cryogenic-Liquid-Medical-Oxygen-ppt.pptx
Neometrix_Engineering_Pvt_Ltd
 
PDF
Case presentation of Orthopedic Cse Anaesthesia Management
Mr.Harshad Khade
 
PPT
Sleep disorders
Abdo_452
 
PDF
Awake craniotomy
samaresh Drsamareshdas
 
PPTX
Modes of mechanical ventilation
shashikantsharma109
 
PPTX
Spinal anesthesia (Anatomy and Pharmacology)
Saeid Safari
 
PPTX
ards.pptx
Dr Subodh Shah
 
PPTX
Atypical antipsychotics
Karrar Husain
 
PPT
Vent modes
reisbir
 
PPTX
Post operative care complication management
Aftab Hussain
 
PPTX
Humidification & nebulization
Meghan Phutane
 
PPTX
mechanical ventilation
Reeba Baby thomas
 
PPTX
Chronic pain management
Ankit Gajjar
 
PPT
Clin Neuro Dementia Alz Lec.
Shaikhani.
 
PPTX
Introduction to Regional
Khalid
 
PPTX
Age related changes in cvs and respiratory system
ZIKRULLAH MALLICK
 
PPT
Breathing patterns
Dr.Priyanka Das
 
PPTX
Perioperative management of antithrombotic therapy
Ghaleb Almekhlafi
 
Transfer of Head Injured Patient
Barbara Stanley
 
Elite intl laryngoscopes low
gnadeem786
 
20-kL-Cryogenic-Liquid-Medical-Oxygen-ppt.pptx
Neometrix_Engineering_Pvt_Ltd
 
Case presentation of Orthopedic Cse Anaesthesia Management
Mr.Harshad Khade
 
Sleep disorders
Abdo_452
 
Awake craniotomy
samaresh Drsamareshdas
 
Modes of mechanical ventilation
shashikantsharma109
 
Spinal anesthesia (Anatomy and Pharmacology)
Saeid Safari
 
ards.pptx
Dr Subodh Shah
 
Atypical antipsychotics
Karrar Husain
 
Vent modes
reisbir
 
Post operative care complication management
Aftab Hussain
 
Humidification & nebulization
Meghan Phutane
 
mechanical ventilation
Reeba Baby thomas
 
Chronic pain management
Ankit Gajjar
 
Clin Neuro Dementia Alz Lec.
Shaikhani.
 
Introduction to Regional
Khalid
 
Age related changes in cvs and respiratory system
ZIKRULLAH MALLICK
 
Breathing patterns
Dr.Priyanka Das
 
Perioperative management of antithrombotic therapy
Ghaleb Almekhlafi
 
Ad

Viewers also liked (18)

PDF
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldaba
ux singapore
 
PDF
User experience doesn't happen on a screen: It happens in the mind.
John Whalen
 
PPTX
Mobile App User Experience Myths, Debunked
Apteligent
 
PPTX
Valutare la user experience e la customer experience: quattro casi studio
Adriano Lionetti
 
PDF
A Walk Through of User Experience and User Interface
Network Affiliates
 
PDF
Penn potomac independent audit - karen lin
Karen T. Lin
 
PDF
Big-tent UX (UX Camp West 2016)
Peter Boersma
 
PDF
B2B B2C Marketing Strategies That Work for Both
Silverpop
 
PPTX
Re:ゼロから始めるUI/UX生活
Hiroaki Sano
 
PDF
UX = ROI: It's not just a myth
Jeremy Johnson
 
PDF
Demystifying User Experience
Cake and Arrow
 
PDF
Agile india 1 day workshop quality in use user experience v5 for sharing
Isabel Evans
 
PDF
Campionato italiano sci 2017 - Classifiche slalom gigante maschile
Giuliano Ganassi
 
PPTX
Friends 9 form
Innokentiy Stepanov
 
PDF
3 Methods to Master Agile UX Testing | UserZoom Webinar
UserZoom
 
PDF
User Experience: The good, the bad, and the ugly
IxDA Chicago
 
PDF
Petit dej blockchain-15-03-2017
Bruno Seznec
 
PDF
UX at York: starting small and scaling up (#nclxux)
Ned Potter
 
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldaba
ux singapore
 
User experience doesn't happen on a screen: It happens in the mind.
John Whalen
 
Mobile App User Experience Myths, Debunked
Apteligent
 
Valutare la user experience e la customer experience: quattro casi studio
Adriano Lionetti
 
A Walk Through of User Experience and User Interface
Network Affiliates
 
Penn potomac independent audit - karen lin
Karen T. Lin
 
Big-tent UX (UX Camp West 2016)
Peter Boersma
 
B2B B2C Marketing Strategies That Work for Both
Silverpop
 
Re:ゼロから始めるUI/UX生活
Hiroaki Sano
 
UX = ROI: It's not just a myth
Jeremy Johnson
 
Demystifying User Experience
Cake and Arrow
 
Agile india 1 day workshop quality in use user experience v5 for sharing
Isabel Evans
 
Campionato italiano sci 2017 - Classifiche slalom gigante maschile
Giuliano Ganassi
 
Friends 9 form
Innokentiy Stepanov
 
3 Methods to Master Agile UX Testing | UserZoom Webinar
UserZoom
 
User Experience: The good, the bad, and the ugly
IxDA Chicago
 
Petit dej blockchain-15-03-2017
Bruno Seznec
 
UX at York: starting small and scaling up (#nclxux)
Ned Potter
 
Ad

Similar to From B2B to B2C: The UX Path to Innovation (20)

PPTX
Minimalism Revisited — Let’s Stop Developing Content that No One Wants
dclsocialmedia
 
PPTX
Service Design and the Omnichannel Experience - SpeechTEK 2015
Crispin Reedy
 
PPTX
Restarting Enterprise Architecture in the age of Digital Transformation
Michael Fulton
 
PPTX
Dipping a toe into Service Design
Elisa Miller
 
PDF
UX STRAT USA, Leo Frishberg and Dr. Charles Lambdin, "Presumptive Design Work...
UX STRAT
 
PPTX
Restarting enterprise architecture in the age of digital transformation
Jason Bloomberg
 
PPTX
The ROI of UX
Tara Arnold
 
PDF
Growth Hacking, Product Design, Design Thinking & Company Innovation Culture ...
Burton Lee
 
PDF
Cets 2015 hybert leveraging technology
Chicago eLearning & Technology Showcase
 
PDF
UX is not UI: An introduction to UX
Pithan Rojanawong
 
PPTX
Tangible User Experience
IIBA UK Chapter
 
PDF
Experience Matters: Understanding the New ROI of UX/CX
Mediacurrent
 
PPTX
Five Ways To Deliver Exceptional Customer Care in 2015
LogMeIn
 
PPTX
UX concepts and how to make it cost-effective
Belatrix Software
 
PDF
Digital First 2015 - Great User Experience, an essential part of your digital...
Human Interface Group
 
PDF
UX STRAT Europe, Susanne van Mulken: "Lifting Off from the UX Plateau"
UX STRAT
 
PDF
ADP ReThink Global HCM 2015: Driving Innovation, Expertise and Insight
ADP, LLC
 
PPTX
Agile metteg 9(agile tooling)-draft-v1.0
APjrousset
 
PDF
UX Capabilities Presentation
Laurel Tripp
 
PDF
3rd Annual International UX Awards- June 2013
Oxford Tech + UX
 
Minimalism Revisited — Let’s Stop Developing Content that No One Wants
dclsocialmedia
 
Service Design and the Omnichannel Experience - SpeechTEK 2015
Crispin Reedy
 
Restarting Enterprise Architecture in the age of Digital Transformation
Michael Fulton
 
Dipping a toe into Service Design
Elisa Miller
 
UX STRAT USA, Leo Frishberg and Dr. Charles Lambdin, "Presumptive Design Work...
UX STRAT
 
Restarting enterprise architecture in the age of digital transformation
Jason Bloomberg
 
The ROI of UX
Tara Arnold
 
Growth Hacking, Product Design, Design Thinking & Company Innovation Culture ...
Burton Lee
 
Cets 2015 hybert leveraging technology
Chicago eLearning & Technology Showcase
 
UX is not UI: An introduction to UX
Pithan Rojanawong
 
Tangible User Experience
IIBA UK Chapter
 
Experience Matters: Understanding the New ROI of UX/CX
Mediacurrent
 
Five Ways To Deliver Exceptional Customer Care in 2015
LogMeIn
 
UX concepts and how to make it cost-effective
Belatrix Software
 
Digital First 2015 - Great User Experience, an essential part of your digital...
Human Interface Group
 
UX STRAT Europe, Susanne van Mulken: "Lifting Off from the UX Plateau"
UX STRAT
 
ADP ReThink Global HCM 2015: Driving Innovation, Expertise and Insight
ADP, LLC
 
Agile metteg 9(agile tooling)-draft-v1.0
APjrousset
 
UX Capabilities Presentation
Laurel Tripp
 
3rd Annual International UX Awards- June 2013
Oxford Tech + UX
 

Recently uploaded (20)

PPTX
Board-Reporting-Package-by-Umbrex-5-23-23.pptx
Pars Six Sigma Excellence
 
PPTX
Principles of Marketing, Industrial, Consumers,
efranciscaantoinette
 
PDF
ANALYZING THE OPPORTUNITIES OF DIGITAL MARKETING IN BANGLADESH TO PROVIDE AN ...
IJMIT JOURNAL
 
PPT
Lecture 3344;;,,(,(((((((((((((((((((((((
princessbliss09
 
PDF
Tata consultancy services case study shri Sharda college, basrur
nityanema19
 
PPTX
sales presentation، Training Overview.pptx
hamdullahazimi3
 
PPTX
2025 Product Deck V1.0.pptxCATALOGTCLCIA
AndreaRominaHoyosSur2
 
PDF
How to Get Approval for Business Funding
Jake Thornhill
 
PDF
Nante Industrial Plug Factory: Engineering Quality for Modern Power Applications
gdhdgee963
 
PDF
IFRS Notes in your pocket for study all the time
jjj81507
 
PDF
Deliverable file - Regulatory guideline analysis.pdf
Quan Risk
 
PDF
Module 3 - Functions of the Supervisor - Part 1 - Student Resource (1).pdf
OmoobaOrun1
 
PDF
Cours de Système d'information about ERP.pdf
pha nguyen
 
PDF
TyAnn Osborn: A Visionary Leader Shaping Corporate Workforce Dynamics
CIO WOMEN MAGAIZNE CIO WOMEN MAGAIZNE
 
PDF
Family Law: The Role of Communication in Mediation (www.kiu.ac.ug)
publication11
 
PPTX
operations management : demand supply ch
JayeshJaiswal23
 
PDF
Introduction to Generative Engine Optimization (GEO)
seoplus+
 
PPTX
svnfcksanfskjcsnvvjknsnvsdscnsncxasxa saccacxsax
ergvedfvef sdvsfvdvd
 
PDF
Outsourced Audit & Assurance in USA Why Globus Finanza is Your Trusted Choice
Globus finanza
 
PDF
Digital Marketing & E-commerce Certificate Glossary.pdf.................
RoobaV2
 
Board-Reporting-Package-by-Umbrex-5-23-23.pptx
Pars Six Sigma Excellence
 
Principles of Marketing, Industrial, Consumers,
efranciscaantoinette
 
ANALYZING THE OPPORTUNITIES OF DIGITAL MARKETING IN BANGLADESH TO PROVIDE AN ...
IJMIT JOURNAL
 
Lecture 3344;;,,(,(((((((((((((((((((((((
princessbliss09
 
Tata consultancy services case study shri Sharda college, basrur
nityanema19
 
sales presentation، Training Overview.pptx
hamdullahazimi3
 
2025 Product Deck V1.0.pptxCATALOGTCLCIA
AndreaRominaHoyosSur2
 
How to Get Approval for Business Funding
Jake Thornhill
 
Nante Industrial Plug Factory: Engineering Quality for Modern Power Applications
gdhdgee963
 
IFRS Notes in your pocket for study all the time
jjj81507
 
Deliverable file - Regulatory guideline analysis.pdf
Quan Risk
 
Module 3 - Functions of the Supervisor - Part 1 - Student Resource (1).pdf
OmoobaOrun1
 
Cours de Système d'information about ERP.pdf
pha nguyen
 
TyAnn Osborn: A Visionary Leader Shaping Corporate Workforce Dynamics
CIO WOMEN MAGAIZNE CIO WOMEN MAGAIZNE
 
Family Law: The Role of Communication in Mediation (www.kiu.ac.ug)
publication11
 
operations management : demand supply ch
JayeshJaiswal23
 
Introduction to Generative Engine Optimization (GEO)
seoplus+
 
svnfcksanfskjcsnvvjknsnvsdscnsncxasxa saccacxsax
ergvedfvef sdvsfvdvd
 
Outsourced Audit & Assurance in USA Why Globus Finanza is Your Trusted Choice
Globus finanza
 
Digital Marketing & E-commerce Certificate Glossary.pdf.................
RoobaV2
 

From B2B to B2C: The UX Path to Innovation

  • 1. Karen T. Lin User Experience Strategy, Research & Design +886 988 727 731 | karen.t.lin@gmail.com | karenTL.com Presentation material may be used in perpetuity by Askey Computer Corporation for internal purposes only as long as it is provided at no charge and the copyright statement is attached. © Karen Lin, karenTL.com From B2B to B2C: The UX Path to Product Innovation October 2015
  • 2. Karen T. Lin User Experience Strategy, Research & DesignIntroduction Who I am: • UX consultant of over 9 years in consumer web • Boston, San Francisco, Washington D.C. and now Taipei. • Degree in Human Factors / Engineering Psychology – Tufts University • Certificate in Interactive Design – Northeastern University • Certified Usability Analyst – Human Factors International, Inc. • I also coach/advise businesses on UX methods. Examples of projects I’ve worked on: • B2C & B2B e-commerce & web applications • Mobile & tablet applications (including responsive web design) • Complex workflow IT applications • Content integration & migration (CMS) • Behavior economics research (ethnography) October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 2
  • 3. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 3 My Role as a UX Consultant Be Curious Love-Hate Technology Reduce Suffering
  • 4. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 4 PART ONE What is “good” UX? PART TWO Why is UX important? PART THREE How does it work?
  • 5. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 5 http://cdn.viralscape.com/wp-content/uploads/2014/03/McDonalds-Big-Mac.jpg An evolution of marketing psychology…
  • 6. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 6 …and human factors (behavioral science). B M
  • 7. October 15, 2015 The UX Path to Innovation Success © Karen Lin, karenTL.com 7 Where is the UX happening in this picture?
  • 8. October 15, 2015 The UX Path to Innovation Success © Karen Lin, karenTL.com 8 How about now?
  • 9. Karen T. Lin User Experience Strategy, Research & DesignThe “Layers” of the User Experience October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 9 Digital Tactile Physical environment Social Cultural/societal Psychological Spiritual Fulfills immediate tangible, logistical needs. Fulfills human relationship needs. Fulfills group identity or population needs. Fulfills emotional & cognitive needs. Fulfills the soul. USER-CENTERED DESIGN HUMAN-CENTERED DESIGN
  • 10. October 15, 2015 The UX Path to Innovation Success © Karen Lin, karenTL.com 10
  • 11. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 11
  • 12. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 12 PART ONE WHAT IS “GOOD” UX? Visual Design Principles What People See & Sense
  • 13. Karen T. Lin User Experience Strategy, Research & DesignThe Golden Ratio / Rule of Thirds October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 13
  • 14. Karen T. Lin User Experience Strategy, Research & DesignThe Savanna Preference October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 14
  • 15. Karen T. Lin User Experience Strategy, Research & DesignThe Savanna Preference October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 15 Which view would you be willing to pay more for?
  • 16. Karen T. Lin User Experience Strategy, Research & DesignChunking October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 16 0988727731 0988 727731 The most number of objects an average person can hold in working memory: 7 ± 2 0988 727 731
  • 17. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 17 PART ONE WHAT IS “GOOD” UX? Cognitive Design Principles How People Think & Behave
  • 18. Karen T. Lin User Experience Strategy, Research & DesignThe Aesthetic-Usability Effect October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 18 WARNING: If it looks like it should be easy but isn’t actually easy, people will be even more upset.
  • 19. Karen T. Lin User Experience Strategy, Research & DesignHick’s Law October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 19 AND the more similar the choices are, the more difficult it is to decide = analysis paralysis
  • 20. Karen T. Lin User Experience Strategy, Research & DesignAffordance October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 20 ?
  • 21. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 21 Many, many more to consider…
  • 22. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 22 PART ONE WHAT IS “GOOD” UX? Managing the Experience Is it useful?
  • 23. USABILITY! October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 23
  • 24. Karen T. Lin User Experience Strategy, Research & DesignSatisficing October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 24 Dvorak Keyboard The keyboard is actually becoming less and less usable as we switch from type to touch interactions.
  • 25. Karen T. Lin User Experience Strategy, Research & DesignThe Kano Model October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 25 Over time, what exceeds expectations becomes the norm.
  • 26. Karen T. Lin User Experience Strategy, Research & DesignThe Positivity/Negativity Ratio October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 26 Make it up to customers when you fail them – don’t stop until you regain their trust and loyalty.
  • 27. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 27 PART ONE What is “good” UX? PART TWO Why is UX important? PART THREE How does it work?
  • 28. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 28 Q: Who made the inventor of the wheel famous?
  • 29. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 29 A: The inventor of the wheelbarrow. FACT: The first wheels were for pottery in 3500 B.C. It took another three hundred years before people figured out how to use them as transportation.
  • 30. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 30 PART TWO WHY IS UX IMPORTANT? From B2B to B2C Getting (Closer) to the End User
  • 31. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 31 B1 B2 B3 End Users (OEM = VAR & Direct Sales) (VAR & Direct Sales) (Integrators & Indirect Sales) Distance from End Users – Future
  • 32. Karen T. Lin User Experience Strategy, Research & DesignPoint of Sale is conducted… October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 32 B2B B2C ONE-TO-ONE Sales team from one business to another business, usually face-to-face. ONE-TO-MANY Via e-commerce and/or retail stores, usually without face-to-face time.
  • 33. Karen T. Lin User Experience Strategy, Research & DesignCustomer needs are… October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 33 B2B B2C LOGICAL & QUANTIFIED The business customer understands own needs and success criteria. EMOTIONAL & SOCIAL The average consumer is motivated by psychological needs.
  • 34. Karen T. Lin User Experience Strategy, Research & DesignCustomer’s technical understanding is… October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 34 B2B B2C DEEP & PRECISE Shared understanding of technical vocabulary terms and functions is the job. SHALLOW Little need to understand the technology – only enough to achieve the expected or desired outcome..
  • 35. Karen T. Lin User Experience Strategy, Research & DesignPublic perception is… October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 35 B2B B2C MINIMAL The client (VAR) is the brand. Public is unaware about the other businesses behind the main brand. CRITICAL It’s your responsibility if consumers even notice you and want to be associated with you.
  • 36. Karen T. Lin User Experience Strategy, Research & DesignThe biggest competition/threat is… October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 36 B2B B2C OTHER VENDORS The client finds someone else to do business with, probably due to financial costs. APATHY Consumer isn’t convinced enough to give you a try. The behavioral economics cost of breaking old habits is HIGH.
  • 37. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 37 PART TWO WHY IS UX IMPORTANT? Unintentional vs. Intentional UX Context is Everything
  • 38. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 38 + PRODUCT CONTEXT OF USE
  • 39. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 39 Has this ever happened to you?
  • 40. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 40
  • 41. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 41
  • 42. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 42 “diy no sew”
  • 43. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 43 How else to tell you are having unintended UX: If you are upsetting customers, or if customers are upsetting you, there is a design problem.
  • 44. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 44 PART TWO WHY IS UX IMPORTANT? Growth & Innovation The ROI of Design-Led Businesses
  • 45. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 45 WITHOUT UX BUSINESS REQUIREMENTS TECHNOLOGY REQUIREMENTS DECISIONS Will it make money? Will it function?
  • 46. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 46 WITHOUT UX BUSINESS REQUIREMENTS TECHNOLOGY REQUIREMENTS https://www.experiencedynamics.com/blog/2014/07/making-strong-business-case-roi-ux-infographic
  • 47. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 47 WITH UX BUSINESS REQUIREMENTS TECHNOLOGY REQUIREMENTS END-USER REQUIREMENTS DECISIONS Will it make money? Will it function? Will it be useful AND usable?
  • 48. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 48 https://www.experiencedynamics.com/blog/2014/07/making-strong-business-case-roi-ux-infographic
  • 49. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 49 ROI Calculators available at: http://www.humanfactors.com/coolstuff/roi.asp
  • 50. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 50 https://www.experiencedynamics.com/blog/2014/07/making-strong-business-case-roi-ux-infographic
  • 51. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 51 Design-driven companies have outperformed the S&P by 228%
  • 52. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 52 PART TWO WHY IS UX IMPORTANT? UX & Branding The “Wow” Factor
  • 53. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 53 http://www.christianvatter.com/great-examples-of-brand-services/
  • 54. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 54 http://img.shia-labeouf.biz/2015/09/13/ikea-kitchen-planner-l-d3c76bf43141e847.jpg
  • 55. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 55 http://payload.cargocollective.com/1/0/4976/54233/TNF_iphones_1260.png
  • 56. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 56 http://www.cyberalert.com/blog/wp-content/uploads/2014/04/Sit-or-Sq
  • 57. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 57 http://pioneeringooh.com/wp-content/uploads/2011/07/Tesco-Homeplus-Subway-Virtual-Store-in-South-Korea-12.jpg
  • 58. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 58 http://pioneeringooh.com/wp-content/uploads/2011/07/Tesco-Homeplus-Subway-Virtual-Store-in-South-Korea-12.jpg
  • 59. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 59 PART ONE What makes “good” UX? PART TWO Why is UX important? PART THREE How does it work?
  • 60. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 60 Clients often ask: “How can we be the iPhone of our industry?” My answer: “Think and behave like Apple.”
  • 61. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 61 Would you dig for gold in the exact spot where this man already found gold? Hint: Copying others is not an innovation strategy. Strike out on your own!
  • 62. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 62 STRATEGY = CLOSE THE GAPS BUSINESS REQUIREMENTS TECHNOLOGY REQUIREMENTS END-USER REQUIREMENTS Makes business sense Technically feasible Not useful to potential users (yet) Technically feasible Useful to potential users Does not make business sense (yet) Makes business sense Useful to potential users Not technically feasible (yet)
  • 63. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 63 PART THREE HOW DOES IT WORK? Research, Design & Develop Infuse Process with Strategic User Insights
  • 64. Karen T. Lin User Experience Strategy, Research & DesignThe UX Path October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 64 # of possibilities RESEARCH DESIGN DEV Methods Deliverables User Research Competitive / Landscape Academic / Clinical Industry “Best” Practices Analogous Business Customer Journeys Personas Segmentations Artifact Inventory User Requirements Matrix
  • 65. Karen T. Lin User Experience Strategy, Research & DesignThe UX Path > Research Phase Example October 15, 2015 UX Insights & Next Steps for FourLeaf | © Karen Lin, karenTL.com 65 Sample questions to identify gaps and opportunities in present day solutions TASKS: 1. Screen for 8-10 prospects in the target segments. 2. Conduct interviews @ 45-60 minutes per participant. 3. Assess findings to distill a set of user requirements. ESTIMATE: 20-25 hours for 16-20 participants.
  • 66. Karen T. Lin User Experience Strategy, Research & DesignThe UX Path > Research Phase Example October 15, 2015 UX Insights & Next Steps for FourLeaf | © Karen Lin, karenTL.com 66 SOUND & SKILL INDUSTRYEXPERIENCE Segmentation of behavioral and cognitive characteristics of the target market The Dabblers / Hobbyists NOT RECOMMENDED Will require much more resources to move to the next level. The Feet in the Door POTENTIAL TARGET e.g. Demonstrate how 4L provides key resources for building one’s artistry. The Success Stories NOT RECOMMENDED Generally “all set” with what they’ve got – narrow margin to improve upon. The Independents POTENTIAL TARGET e.g. Demonstrate how 4L saves time with qualified “leads” towards building the right partnerships. These are opportunities to help artists crossover from a lower-performing “state” to a higher state. Segments can be used to screen participants for formal interviews and for survey studies to assess the market value of each. Can also be further developed into user personas as key behavioral and/or demographic patterns are uncovered.
  • 67. Karen T. Lin User Experience Strategy, Research & DesignThe UX Path > Research Phase Example October 15, 2015 UX Insights & Next Steps for FourLeaf | © Karen Lin, karenTL.com 67 Illustration of a customer’s journey through current behaviors, decisions & obstacles TASKS: 1. Conduct auxiliary research to identify work flow inputs and outputs. 2. Create and refine the customer journey as an output of user research findings. ESTIMATE: 10-40 hours depending on complexity and variations between segments. THINK: Board game with a main path/flow and many potential sub-flows, setbacks, shortcuts, etc.
  • 68. Karen T. Lin User Experience Strategy, Research & DesignThe UX Path > Research Phase Example October 15, 2015 UX Insights & Next Steps for FourLeaf | © Karen Lin, karenTL.com 68 Competitive assessment of UI features needed to meet and exceed user expectations TASKS: 1. Identify all direct competitor sites and additional industry sites via Google Trends. 2. Catalog inventory of UI features across all sites and take count of use. 3. Summarize “common” bench-line features to meet and “emerging” features to consider. 4. Demonstrate to the team well-executed examples to set as the standard or consider doing better than the competition. ESTIMATE: 20 hours to assess 8-10 websites
  • 69. Karen T. Lin User Experience Strategy, Research & DesignThe UX Path > Research Phase Example October 15, 2015 UX Insights & Next Steps for FourLeaf | © Karen Lin, karenTL.com 69 Matrix of end user requirements to prioritize against business & technical feasibility
  • 70. Karen T. Lin User Experience Strategy, Research & DesignThe UX Path October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 70 # of possibilities RESEARCH DESIGN DEV Methods Deliverables User Research Competitive / Landscape Academic / Clinical Industry “Best” Practices Analogous Business Customer Journeys Personas Segmentations Artifact Inventory User Requirements Matrix Conceptual “Storming” Prototyping Design Critiques & Decisions Internal & External Validation Consensus Building Sketches / Storyboards Proof of Concepts Annotated Wireframes Functional Specifications Design Guidelines & Rationale
  • 71. Karen T. Lin User Experience Strategy, Research & DesignThe UX Path > Design Phase Examples October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 71
  • 72. Karen T. Lin User Experience Strategy, Research & DesignThe UX Path October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 72 # of possibilities RESEARCH DESIGN DEV Methods Deliverables User Research Competitive / Landscape Academic / Clinical Industry “Best” Practices Analogous Business Customer Journeys Personas Segmentations Artifact Inventory User Requirements Matrix Conceptual “Storming” Prototyping Design Critiques & Decisions Internal & External Validation Consensus Building Sketches / Storyboards Proof of Concepts Annotated Wireframes Functional Specifications Design Guidelines & Rationale Quality Assurance Expectation Management THE INTEGRITY OF EXPERIENCE
  • 73. Karen T. Lin User Experience Strategy, Research & DesignThe UX Path > Development Phase Example October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 73 Intended Design vs. Actual Implementation Dedicated UX resources to ensure the integrity of the intended design – because the original specs will ALWAYS have to be revisited.
  • 74. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 74 PART THREE HOW DOES IT WORK? Team & Process Approaches Outside-In, Inside-Out & In Parallel
  • 75. Karen T. Lin User Experience Strategy, Research & DesignOutside-In > External Consultancy or Agency October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 75 Requirements Gathering Branding Strategy Field Research Usability Testing Audits & Inventories Conceptual Design Functional Design “Build Kits” Development Project / Program Management
  • 76. Karen T. Lin User Experience Strategy, Research & DesignInside-Out > Internal, Centralized October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 76 Internal UX Agency Product 1 HR & Internal Processes IT Marketing Product 2
  • 77. Karen T. Lin User Experience Strategy, Research & Design“Parallel” Teams > Internal, De-centralized October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 77 Product 1 HR & Internal Processes IT Marketing Product 2 UX UX UX UXUX
  • 78. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 78 PART THREE HOW DOES IT WORK? Leadership & Advocacy If you don’t, who will?
  • 79. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 79 Inside Lobbying Directly accessing & influencing decision makers Written Appeals Evidence & Testimonials Personal Visits & Elevator Pitches
  • 80. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 80 Outside Lobbying Indirectly influencing decision makers through other people and/or means Calling on Favors Coalitions Campaigns
  • 81. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 81 At the end of the day, it shows when your organization is NOT aligned.
  • 82. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 82 BONUS Frequently Asked Questions
  • 83. Karen T. Lin User Experience Strategy, Research & Design Isn’t User Research the same as Market Research? October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 83 ANSWER: Yes & No. It is an extension of market research. WHERE WHEN HOW WHYWHO WHAT Market Research Age range Gender Geography Household income Family size ASSUMPTION: These are the people worth acquiring as customers. User Research Behaviors Goals Values & Beliefs Attitudes Motivators / Triggers Blockers VALIDATION: Where, when & how to be more valuable to our customers – and to better serve their needs. Start broad then narrow & shift the research focus as recurring patterns and themes emerge.
  • 84. Karen T. Lin User Experience Strategy, Research & DesignWhat methods do we choose? October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 84 • What you already know (and have validated) • What you don’t know (including a margin of error for YDKWYDK) • What resources you already have • What resources you don’t have but are willing to invest in ANSWER: It depends.
  • 85. Karen T. Lin User Experience Strategy, Research & DesignWhat if we can’t talk to users? October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 85 • Internal employees • Friends & family • Starbucks • Amazon Mechanical Turk • Craigslist • Pay customers for their time & feedback ANSWER: Find a way. Designing in a vacuum is for artists, not UX practitioners. Don’t ask for feedback with an online survey.
  • 86. Karen T. Lin User Experience Strategy, Research & DesignWhat tools or software do we need for UX? October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 86 • Pen and paper • PowerPoint • Excel, • Word • Visio • Omnigraffle • Axure RP • Sketch ANSWER: Use what gets the (communication) job done the fastest. Just because you know how to use a camera doesn’t mean you know how to take good photographs.
  • 87. Karen T. Lin User Experience Strategy, Research & DesignShould this button be green or blue? October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 87 Better questions to ask: • Should this be a button or another form of a CTA (call-to-action)? • Is this the right CTA for this space/area? • Is this right space/area for this step of the process? • Is this the right process for this solution? • Is this the right solution to this problem? • Is this the right problem to help people solve? If and only if the answer to all of these is YES: • The button color doesn’t matter. You are already getting the real job done. – A/B testing – Usability testing ANSWER: You probably need to broaden the scope of your design question.
  • 88. Karen T. Lin User Experience Strategy, Research & DesignWhere do I find the person to do all of this? October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 88 Divide up the roles & responsibilities: • Strategists • Researchers • Architects • Graphic Designers • Front-End Developers Ensure all stakeholders are represented throughout product lifecycle: • RACI model for project roles: – Responsible – Accountable – Consulted – Informed ANSWER: Don’t look for purple unicorns. Start your own team. Find ways to include users in the process!
  • 89. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 89 In Conclusion
  • 90. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 90 EXPERIENCE ExpectationLogic, Bias, Attitudes, Beliefs, Outcomes AttentionColor/Contrast, Movement, Sound, Touch IntentionHope, Fear, Comfort, Love, Integrity We are designing for humans, not robots.
  • 91. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 91
  • 92. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 92 Have no fear, UX is here.
  • 93. October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 93 THANK YOU Questions? karen.t.lin@gmail.com @karenTL