Startup Institute: UX & User-Centered Design
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The document discusses user experience (UX) and user-centered design, emphasizing the importance of collaborative approaches like Lean UX and Design Thinking to create meaningful products. It outlines key elements such as identifying user problems, prioritizing assumptions, and employing design sprints for iterative problem solving. The focus is on understanding user motivations, developing prototypes, and using feedback to inform design decisions.
![Problem Statement
[Our product] was designed to achieve [these
goals]. We have observed that the product isn’t
meeting [these goals], which is causing [this
adverse effect] to our business. How might we
improve [product] so that our customers are
more successful based on [these measurable
criteria]?](https://image.slidesharecdn.com/si-ux-workshop-141023085809-conversion-gate02/85/Startup-Institute-UX-User-Centered-Design-18-320.jpg)
![Hypotheses
We believe [this statement is true]. We will
know we’re [right/ wrong] when we see the
following feedback from the market:
[qualitative feedback] and/or [quantitative
feedback] and/or [key performance indicator
change].](https://image.slidesharecdn.com/si-ux-workshop-141023085809-conversion-gate02/85/Startup-Institute-UX-User-Centered-Design-20-320.jpg)
![Activity
Recap
We’re building [experiment] to see if
[feature] leads to [outcome]](https://image.slidesharecdn.com/si-ux-workshop-141023085809-conversion-gate02/85/Startup-Institute-UX-User-Centered-Design-26-320.jpg)
Startup Institute: UX & User-Centered Design
- 1. USER EXPERIENCE & USER-CENTERED DESIGN
- 2. Conor Sheehan Senior Experience Designer @ Cantina
- 3. What makes a good user experience?
- 4. A well designed product has a meaning to the user Good design elicits emotions What makes a good user experience?
- 5. What makes a good user experience?
- 8. Lean UX Agile Design Thinking + + Lean Startup
- 10. Design thinking takes a solution-focused approach to problem solving, working collaboratively to iterate an endless, shifting path toward perfection. It works toward product goals via specific ideation, prototyping, implementation, and learning steps to bring the appropriate solution to light.
- 11. Lean UX is the practice of bringing the true nature of a product to light faster, in a collaborative, cross-functional way that reduces the emphasis on thorough documentation while increasing the focus on building a shared understanding of the actual product experience being designed.
- 13. Outcomes vs Outputs “We will create a single sign-on feature” “We want to increase the number of new sign- ups to our service”
- 17. Assumptions I believe my customers have a need to _______. I will make money by _______. Who is the user? What problems are we solving?
- 18. Problem Statement [Our product] was designed to achieve [these goals]. We have observed that the product isn’t meeting [these goals], which is causing [this adverse effect] to our business. How might we improve [product] so that our customers are more successful based on [these measurable criteria]?
- 20. Hypotheses We believe [this statement is true]. We will know we’re [right/ wrong] when we see the following feedback from the market: [qualitative feedback] and/or [quantitative feedback] and/or [key performance indicator change].
- 26. Activity Recap We’re building [experiment] to see if [feature] leads to [outcome]
- 28. Lean UX Process 1. Identify outcomes 2. Write problem statement 3. Declare assumptions 4. Develop hypotheses 5. Design experiments 6. Run experiments 7. Learn!
- 31. Proto-Persona
- 32. Proto-Persona
- 33. User Stories
- 35. User Stories
- 36. Job Stories
- 38. Causality + anxieties + motivations Hiring a product for a job Purchasing decision factors
- 40. “Create a solution that embraces and satisfies constraints & desires. It must be simultaneous. One cannot ignore the other.”
- 41. “The problems people encounter in their lives rarely change from generation to generation”
- 42. “The enchanted objects that will succeed will be the ones that carry on the traditions and promises of the objects of our age-old fantasies, the ones that connect with and satisfy our fundamental human desires. They will be cars that transport us as safely and as delightfully as flying carpets, writing instruments that remember, rings that connect us, tools with as much utility, familiarity, and character as my family’s barometer”
- 45. Design Sprints 5 Days of Design & Problem Solving
- 46. Design Sprints Day 1: Understand Day 2: Diverge Day 3: Decide Day 4: Prototype Day 5: Validate
- 47. Video Time!
- 48. Activity Diverge
- 49. Lean UX: UX design approach for a product JTBD: Explore users motivations & behaviors Design Sprints: Ideation process for problem-solving
- 51. Dive in further Use the right tool for the job Play and explore! Now What?
- 52. ???
- 53. Pitfalls to avoid in UX. How do I create awesome web applications? Do you create your own templates for different design styles?
- 54. I’m more curious about exploring elements of the design process from general idea to a first prototype. What is the entire process of design/UX from start to finish? What do I want to do with my life?
Editor's Notes
- #2: 11:15
- #3: Digital agency in Fort Point (down the street). Work with clients of all sizes (startups > major financial) Conceive - Design - Deliver
- #4: www.newegg.com 2 things you agree with, 2 things you would change (post its on the screen) What would you prioritize?
- #5: To answer questions early. Important to remember as you build. Quick to iterate Come back to the questions in a bit
- #6: A ton of answers out there. Here are a few that stand out to me
- #7: Design hierarchy of needs - Based on Maslow’s hierarchy of needs
- #8: [11:30-11:45] Plan out login feature Topics: Checkout as guest? What do we capture? When do they need to login? Password format? 3rd party login?
- #9: Now you, too, can be just like this stock photo! Meeting didn’t accomplish much Go in circles, anecdotal arguments, trumping with authority Need to put the users back in user experience. Who shops online? Social media? Understand what works and doesn’t? Experts? UX: petition for users. Process facilitators
- #10: Remove waste from UX process (e.g. deliverables) Harmonize team - everyone joins in on design Experimentation & learning Design thinking: Holistic approach from IDEO
- #13: Enough of the big blocks of text
- #14: Prevent waterfall handoffs Encourage communication and shared understanding Easier to keep on track. Fewer meetings, more conversations
- #15: Meaningful way of changing the product Design based on why, not what
- #16: Frequent opportunities to validate ideas The success or failure of your product isn’t the team’s decision — it’s the customers’. Tie back to the meeting
- #17: Lean Startup Cycle
- #18: Lean Startup Cycle
- #19: Starting a project, explicitly call out your assumptions
- #20: Assumptions come more easily after defining a problem statement
- #22: Hypotheses and sub-hypotheses Break them into small, testable
- #23: [12:15-12:20] Write outcomes. Vote on most desired outcome
- #24: [12:20-12:25] Form a problem statement, based on the outcome
- #25: [12:25-12:35] List assumptions Biz v. user assumptions Assess on risk/known scale
- #26: [12:35-12:45] Form hypothesis and sub-hypotheses Aim for isolated, testable hypotheses
- #27: [12:45-12:50] Could be prototype (paper, low/high fi, code) Could be interview or survey Could be sign up form Many options
- #28: 12:50
- #29: Now you test, rinse, and repeat Always be iterating on this! Key principle of lean ux - always be learning This should continue through the life of a product
- #30: [1:00] Hypotheses and sub-hypotheses Break them into small, testable
- #31: [2:00] This is great design! We’ve covered Lean UX - Used to uncover how to develop a product and its features
- #32: Now it’s time to pull the users into the fold
- #33: Name Behavioral demographic info Bottom two pieces are more important
- #34: For a product made to improve parental involvement in student education
- #36: [2:15-2:30] Groups of 3 - Develop personas - Develop user stories OR (time saver): Pick a persona for them, go around the room, they say one user story each
- #37: Problem with user stories (source: job story vs user story) Too many assumptions Causation is not causality (Doesn’t acknowledge causality) Persona is irrelevant - Half the time, it’s “as a user”
- #38: Job story is based on motivation, rather than implementation Gives context Can still include roles when necessary (e.g. customer, seller)
- #39: [2:45-3:00] Convert user stories from previous activity to job stories Add motivation
- #40: JTBD is an emerging framework for approaching product design, but it has quickly gained traction. Keep an eye out for it, especially where it can solve some of the gaps left by user-centered design
- #41: Used to identify why people switch to a new product Plugs into the outcomes vs outputs
- #42: Broaden your horizon from personas Don’t box yourself into solving problems for particular people Design for everyone
- #43: From Intercom Best products keep solving the same problems in new ways (e.g. dropbox solving storage)
- #44: Enchanted Objects Sourcing fairy-tales and age-old stories for timeless, fundamental human desires
- #45: 6 human drives Come up in stories all throughout history
- #46: [3:15-3:25] Quick activity: Identify timeless problems What are some problems that cut across generations? How have they been solved?
- #47: Used to work with startups Design problem solving Purpose-built for tackling big problems
- #48: Day 1: Understand Dig into the design problem through research, competitive review, and strategy exercises. Day 2: Diverge Rapidly develop as many solutions as possible. Day 3: Decide Choose the best ideas and hammer out a user story. Day 4: Prototype Build something quick and dirty that can be shown to users. Day 5: Validate Show the prototype to real humans (in other words, people outside your company) and learn what works and what doesn’t work.
- #49: https://www.youtube.com/watch?v=qvdO0G4uQgc#t=34
- #50: [3:35-3:50] Use big timeless problem: “Umbrellas are terrible” Individual: Based on job stories, pick a piece and write down a bunch of approach ideas (5 min) Group: Write them on the board Group: Mind map (5 min) If time: Storyboard If time: Critique If time: Super vote
- #53: You’re armed with tools for different parts of the UX process Play around. Make things! Read more. This is just the tip of the iceberg Just a selection of the frameworks out there to help through the job of product and UX design Don’t be afraid of having multiple tools at your disposal. Find the ones better suited to different situations
- #54: [4:05-4:30] Q&A
- #55: Burning Questions
- #56: Burning Questions