10 Commandments of UX

1. Understand

the User’s Perspective

“You are not the user. Neither is your boss.”

Jessyca Frederick

Director of Product Management, ThisNext

User Interface

Logic

Data

How we see our

product

User Interface

Logic

Data

User Interface

Magic

How we see our

product How the user sees it

2. Understand the Goal

What problem are we trying to solve?

What problem are we trying to solve?

Identify THAT…

What problem are we trying to solve?

Identify THAT…

THEN formulate solutions.

3. Avoid Over-thinking

Seriously. Stop it.

Most of the time, more is not better. It’s just more.

Unless there’s a DOT regulation, aim for 80% of

the audience.

We can always go back and add if there is a need.

Most of the time, there’s not.

4. Simplify

Google

Google

Apple

Google

Apple

Most Websites

Google

Apple

(Why I will always have a job)

Most Websites

Actually… most of the time it is.

5. Context is King

•Where is the user?•What is their frame of mind?•What is their time frame?

•What does the user expect?

6. Innovate, Do Not Imitate

Innovate = dream up as many possible solutions as you can think of.

Innovate = dream up as many possible solutions as you can think of.

Don’t just do what the other guy does.

Do not Imitate…

Do not Imitate…But if you do, be smart.

Do not Imitate…But if you do, be smart.

oAre they successful?oDo they have good research?o Is it a like product?

7. Consider All Then Trim

All solutions should be considered.

Not all solutions should be used.

Which solutions only address fringe?

Which solutions only address fringe?

Which solutions don’t have good ROI?

Which solutions only address fringe?

Which solutions don’t have good ROI?

Which solutions aren’t expected by the user?

Which solutions only address fringe?

Which solutions don’t have good ROI?

Which solutions aren’t expected by the user?

Trim those.

8. Plan Before Design

Lack of planning = expensive + illogical

9. Balance Needs

What UX Aims For…

Biz

Obje

ctiv

e

Biz

Obje

ctiv

eTech

Con

sideration

s

What UX Aims For…

Biz

Obje

ctiv

eTech

Con

sideration

s

Customer Needs

What UX Aims For…

Biz

Obje

ctiv

eTech

Con

sideration

s

Customer Needs

What UX Aims For…

10. Question, question,

question

UX Fav Questions• What are we trying to solve for?• • • • • • • •

UX Fav Questions• What are we trying to solve for?• Is there a different way to do this?• • • • • • •

UX Fav Questions• What are we trying to solve for?• Is there a different way to do this?• Is this necessary?• • • • • •

UX Fav Questions• What are we trying to solve for?• Is there a different way to do this?• Is this necessary?• WWUD? (what would the user do?)• • • • •

UX Fav Questions• What are we trying to solve for?• Is there a different way to do this?• Is this necessary?• WWUD? (what would the user do?)• Is there a better place for this to live?• • • •

UX Fav Questions• What are we trying to solve for?• Is there a different way to do this?• Is this necessary?• WWUD? (what would the user do?)• Is there a better place for this to live?• Is this consistent with our standards?• • •

UX Fav Questions• What are we trying to solve for?• Is there a different way to do this?• Is this necessary?• WWUD? (what would the user do?)• Is there a better place for this to live?• Is this consistent with our standards?• Is this best practice?• •

UX Fav Questions• What are we trying to solve for?• Is there a different way to do this?• Is this necessary?• WWUD? (what would the user do?)• Is there a better place for this to live?• Is this consistent with our standards?• Is this best practice?• What does the user expect?•

UX Fav Questions• What are we trying to solve for?• Is there a different way to do this?• Is this necessary?• WWUD? (what would the user do?)• Is there a better place for this to live?• Is this consistent with our standards?• Is this best practice?• What does the user expect?• Have we accounted for all scenarios?

Questions?

10 Commandments1. Understand the user’s perspective2. Understand the goal3. Avoid over-thinking4. Simplify5. Context is king6. Innovate, do not imitate7. Consider all, then trim8. Plan before design9. Balance needs10.Question, question, question

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