Beyond Pretty: Creating Better Products with Measurable Design

Beyond PrettyCreating better products with measurable design

Melissa Perri | @lissijean Agile On the Beach 2014

say hi.

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5seconds

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like, woah.

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Design is not just “Design”.

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Visual Design

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My profile

User’s Feed Advertisement

Information Architecture

Menu

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UI Design

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UX

UX Design

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Marketing Design

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Intuitive, Personal

Concrete, Unbiased

UX UIVisualMarketing IA

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What cannot be defined, cannot be measured;

what cannot be measured, cannot be managed.

-Paul Lillrank

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idea

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user research

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wireframes

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visual design

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launch

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delighted users

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how we plan for design

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what happens here?

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a series of decisions

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ONE WAY

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Treat your design as a hypothesis?@lissijean

how design process should

work

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quantitative qualitative

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quantitativenoticing trends

measuring against KPIs

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50% of our users log in only once a week.

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43% of our users do not complete checkout.

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76% of our users do not return after first use.

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quantitative can’t tell you why.

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qualitativeobserving behavior

finding meaning

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finding meaning

Those 50% of users only need our data once a week.

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finding meaning

Those 43% find our checkout process very confusing.

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finding meaning

Those 76% couldn’t find what they were looking for.

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Metrics are not a replacement for user research.

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Measurable Design Design judged on qualitative and quantitative measurements that determines if it achieves a goal.

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‣What is our goal?

‣Who is our customer?

‣What is the problem?

‣What small step can we take?

‣How do we measure success?

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clear goal@lissijean

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Increase usage by sellers.

goal

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User Research

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Celebrities short on time, not very tech savvy

users

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5second

test@lissijean

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Navigation & Medium

problem

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Small, measured changes.

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Information Hierarchy biggest problem

step

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Dashboard | Products | Comments

My Revenue for April My Revenue for 2012

$25,000 $95,000

My Products Going Live TomorrowThe Super Awesome BlenderThe Leather Chef Mate

My Best SellersThe Great Grill!! ! 500 sold! ! ! $50,000The Grill Master Set!! 300 sold! ! ! $20,000

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Medium phone version

step

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Decrease in staff time

Increase in usage

success

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Design sprints

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Good design solves a problem.{ }

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melissaperri.com

[email protected]

any questions?

best practices?

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Beyond Pretty: Creating Better Products with Measurable Design

Design

Transcript of Beyond Pretty: Creating Better Products with Measurable Design