4 Things Every UX Designer Should Know Before Integrating UXD into an Existing Product
10 things every CEO needs to know about UX
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Transcript of 10 things every CEO needs to know about UX
10 things every CEOneeds to know about UX
Eric Reiss@elreiss
Keikendo UX SummitAugust 28, 2013
Buenos Aires, Argentina
Why do you have a website ?
“Because everyone has one.”
Why do you have a telephone ?
“Because everyone has one.”
“Because we can’t do business without one”
Why do you have a website ?
“Because we can’t do business without one”
Fact #1
The majority of business leadersturn to the internet as theirfirst source of information.
(And this has been true since 2007!)
Source: Gartner Group
Fact #2
B2B is the fastest-growinginternet segment
Source: IDG
Fact #3
Over 50 billion searches for commercial information are made each month
Source: SEMPO
Fact #4
Argentina has the highest rate ofinternet penetration in South America
(even higher than Spain)
Source: Internet World Statistics
So, what is UX?
us·ernoun1: a person who makes use of a thing;someone who uses or employs something
2: a person who uses something or someone selfishly or unethically
3: a person who takes drugs
ex·per·i·ence noun1: having been affected by or learnedthrough observation or participation
2: the length of such participation
Eric’s 1st Law of UX:
If a site does not solve youruser’s problems, it will notsolve your company’s either.
So, let’s start with the user
When would you use (simultaneously):� An ergonomic seat designed for one person� Optical lenses invented by Benjamin Franklin� Alcoholic mixture invented by Dr. Iain Marshall � Incandescent device invented by Thomas Edison� Fabric made on a loom invented by JM Jacquard� Rouge Royale (marble)� Baskerville Light (typography)� Domesticated mammal
(This is often how our clients look at their content)
When would you use (in simpler terms):� Armchair� Bifocal eyeglasses� Manhattan Cocktail� Lightbulb� Wool pullover� Tabletop� Book� Cat
(This is an easier way to look at content)
Eyeglasses
Wool pullover
Lightbulb
Marble tabletop
Armchair
Book
Gus the Cat
Manhattan Cocktail
Sensory assistance
Warmth/comfort
Sensory assistance
Convenience/comfort
Convenience/comfort
Education/information
Companionship
Chemical stimuli
Needs are always situational !
Eric’s 2nd Law of UX:
User experience is the sum ofa series of interactions betweenpeople, devices, and events.
Eric’s 3rd Law of UX:
There are three types of interaction:active, passive and secondary
Eric’s 4th Law of UX:
UX design represents the consciousact of coordinating interactions,acknowledging interactions, andreducing negative interactions.
Three types of interaction:� Active (things we control)� Passive (things we don’t control)� Secondary (things that have indirect influence)
Active interaction
Photo courtesy of: musthavemenus.com
Active interaction
Copyright could not be traced. Used for educational purposes only.
Passive interaction (partly)
Photo courtesy of: johnmariani.com
Passive interaction
Photo by Massimiliano Uccelletti, photonet.com
Secondary interaction
Photo courtesy of: koit.radiotown.com
Secondary interaction
Photo courtesy of: tomatolover.com
UX design combines all three activites
� Coordinating interactions that we can control� Acknowledging interactions beyond our control� Reducing negative interactions
Coordinating interactions
Photos courtesy of: Brooklyn Public Library, shipwrightsarms.com.au
Coordinating interactions
Photo courtesy of: capetownwineblog.com
Coordinating interactions
Photo courtesy of: Rootology under Wikipedia Commons License
Acknowledging interactions
Photo courtesy of: TinyFarmBlog.com
Reducing negative interactions
Photo courtesty of: kenlevine.blogspot.com
Reducing negative interactions
Photo courtesy of: marchedimanche.typepad.com
Reducing negative interactions
Photo courtesy of Andrew Sullivan
Now, let’s talk with those CEOs
1. Don’t confuse marketing with communication.
1.
Awareness
Interest
Desire
Action
AIDA
Make your online presence part of your total customer-service package
Off-line On-lineCEM
Customer Experience Management
10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
Sources: Paco Underhill, Eric Reiss
10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
1. Don’t view your website as a software development project.
2.
Click to add man-walks-into-bar joke
� Click to add punch line
Dell specifications� 3.6 GHz processor� 256 Gb RAM� CD/DVD writer/reader� 15” screen� Built-in speakers� 6 hour battery life� Portable
> >
Whenever possible, purchase softwarefrom single-focus vendors
1. Don’t couple unrelated initiatives.
3.
CMSCRMERPDMKM
CMS = Content Management SystemPublish to the Web
CRM = Customer Relationship Mgt.Track, use, and maintain customer data
ERP = Enterprise Resource PlanningOptimize use of people and materials
DM = Document ManagementElectronic filing system
KM = Knowledge ManagementShare expertise internally
Deal with just one project(and just your project).
Then take care of the other stuff.
(and stick to single-focus vendors)
1. Don’t be afraid to set measurable goals for yourUX initiatives.
4.
“If you build it,
they will come...”
What are the customer service metrics
for an airline?
“Flying on time.”
What passengers say:� “Why publish schedules if I can’t use them?”� “I plan my meetings according to arrival times”� “I book connecting flights based on your promises.”� “I have people waiting to pick me up when I land.”
� “Faster check-in. Now that’s service!”� “Better food. I’d like that.”� “More legroom. I’ll pay extra for that.”� “On time? That’s your job! So do it!”
Three awful metrics� We want more hits� We want folks to spend more time on our site� We want people to write to us
What are the “right” metrics?� Better lead qualification� Shortened sales process� Streamlined logistics� Increased conversion, conversion, conversion
Insist that UX becomes anintegrated part of your company’s
business activities
1. Don’t confuse your personal needs with those of your visitors.
5.
Five common errors� “We need pictures of ducks. I like ducks.”
(Executive ego)� “Look what they just did”’
(Competitor envy)
� “We should talk about ‘innovation’”(Strategy by buzzword)
� “We need an app”(Tech over tactics)
� “That change doesn’t fit our standard design”(Form over function)
The Creation(of a meaningful experience)
Owner-visitor relationships
We want tobuild loyalty
We want to tellour story
I got whatI came for
I got themessage
I think it soundsreasonable
I’m ready todeal with them
I will come back
We want to beunderstood
We want to bebelieved
We want to betrusted
Valuableexperience
Fact #5
If you do not meet the needs of your visitors ,you will never meet your own business needs.
Encourage research. Accept surprises thatgo against your basic assumptions.
1. Don’t view UX as afixed -term project.
6.
Allocate > Analyze > Architect > Apply > Accumulate > Assemble > Adjust
7 A’s
Once you start the process ,make sure to keep it going .
1. Don’t confuse print design with online design.
7.
Brand
Content Function
(What we want them to remember)
(What we want them to know) (What we want them to do)
”Borrowed” from Dan Roam
“Do you want art?Or do you want yoursales to go up?”
Rosser Reeves
Acknowledge and embrace best-practicesthat run counter to your design guide.
1. Don’t let your personal opinion cloud your focus.
8.
Seek out proven experts andsupport their work.
1. Don’t be afraid to ask stupid questions.
9.
Fact #6
There are no stupid questions ...the first time you ask them.
Fact #7
But there are lots of stupid answers ...the ones you don’t understand .
„Es hört jeder doch nur,was er versteht.“
Goethe
“He hears only thatwhich he understands”
Goethe
XML„Es hört jeder doch nur,was er versteht.“
Goethe
CMSUX
UCDCMUxDCSS
Fact #8
Two-way communicationmust work two ways .
“He hears only thatwhich he understands”IRR
Goethe
TCO PP
DFDCOQBPREBIT
If in doubt, ask. Always.
1. Don’t hide in your office.10.
Lord Marshall of Knightsbridge
A British Airways timeline
Colin Marshalljoins BA
1983 1986
BA named“Airline of the Year”
2004
Colin retires
2009
Willie Walshcan’t meet
payroll
1999
BA has world’slargest fleet of Boeing
747-400s
Demonstrate youractive support for the project.Keep the whole team inspired .
Forever.
Muchas gracias!
You can (usually) find Eric at:The FatDUX Group ApSStrandøre 15DK-2100 CopenhagenDenmarkwww.fatdux.com
Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 [email protected]: ericreisstwitter: @elreiss