Breaking Bad UX

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    20-Jul-2015
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Transcript of Breaking Bad UX

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U

UX Expert & EntrepreneurUX Expert and Mentor

Google Campus TLV

ConferPlace - sold

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almost all startups fall through the same cracks

develop product with BAD UX. Sometimes even the wrong product for the wrong user

mentoring dozens of startups

These are the 7 most common UX tasks that startups fail at better off than 90% of the startups

Lean UX Work Cycle

Startups working with Lean startup - MVPLean UX - 3 phases - Think Check MakeHow the cycle works. Startups tend to fail at specific points at each of the 3 stagesAll startups in All stages.When i 1st meet with a startup - even before I take a look at their product I start with the think - ask them 2 questions:The Startup Bible:

What problem are you solving?Who are you solving it for?

base of every UX user research. This is your bible = from features to business model, messaging and marketing.This is where more than 50% of startups fail.

2 rules: no andNo broad answers.

Feel the pain

Only one pain. if its not a pain its a nice to have product.Proud startups - say they solve 1+ 1That is the wrong answer.Too many features no focusyou get messy and even dangerous products. I tried using the tweezers in this to style my eyebrows and ended up poking a screwdriver in my eye!And Look at what happens to product trying to solve 2 problems...

The Mug-MouseThink / Feel the painLouise Wictoria Klinker very messi. Not functional and not a good experience.Trying to solve 2 pains but actually creating 1 BIG one

iOnRoadThink / Feel the painSolving the problem - preventing car accidents.But that is a very broad problem/What causes car accidents

iOnRoadThink / Feel the painThis creates a products that is ot focused. Confuses the users and also confuses you regarding targeting the user. messaging. business model etc.

Think / Feel the painprecise narrow and focused messaging

Think / Feel the painTo help answer this question it is sometimes better to first know who your user is.

The user and pain are naturally connected.

The Startup Bible:

What problem are you solving?Who are you solving it for?

The answer to these questions is the base of every UX user research. This is your bible = from features to business model, messaging and marketing.This is where more than 50% of startups fail. right and wrong answers2 roles: there is no andNo broad answers. be specific

Know your userlukechueh.comAge & GenderNationalityMarital statusprofessionsocio economic level not more than distinct user

Build the right product for the right audience Like sowing a glove to a specific hand

lukechueh.comThink / Know your user

Both sides of the marketplaceBroad answerThis and that1. different answers - (Tipranks)professionals? beginners? for fun?

2.Broad answer - (dscovered)SMB lawyer? mechanic? hair salon? startups? Who will be working? - accountant? secretary? developer? copywriter?

3.MarketPlace - (many products today - user generated content)provider? consumer?

Think / Know your usertargeting the 2 sides of the marketplace equally.

You have to choose a side.

You can target the other the sides in other ways.

stratagy start with pprovider and move to consumer.

Think / Know your userfocused value proposition and call to action

Think / Know your user

Think / Know your userLean UX Work CycleFeel the pain

Know your userValidate assumptions

When you finish with the Think the hardest past of the work is done.DONT move to build your product.check if what you think is trueRecognize assumptionsBuild toolsValidate assumptionsValidate assumptions

These are crucial assumptions that can completely changed the definition of the product, the messaging, the experience and the business model.

Some of the ConferPlace assumptions

People go to conference mainly to networkprofessionals want to network online

They would like to attend a virtual conference

conference organizers want to increase revenues

sponsors are interested in data

pre determined criteria for success and failure

My biggest mistakes - Validating assumptions with the Beta users and not the real market

dont do itdo it on the wrong market

Lean UX Work CycleFeel the pain

Know your userValidate assumptions

Test with real users

When you finish with the Think the hardest past of the work is done.DONT move to build your product.check if what you think is trueRecognize assumptionsBuild toolsValidate assumptionsTest with real users

real usability testing and not I let my friends use it

Check/ Test with real usersa small example of usability testing I conducted on a product.Lets react that usability testing here:What will happen after I click on Connect with Facebook?

$300 Million Buttonx

Check/ Test with real usersJared Spoolconducted usability testing for an e-commerce site.after the check out page there was a big drop.

simple form 2 fields - email and passworkd and 1 button registerwhy?dont want to get in a relationship

$12 million increase in revenueCheck/ Test with real users

AfterBeforexExpedia used analytics and saw that their customers were not completing a purchase, even after clicking the buy button and entering their billing information.By analysing what was going wrong they worked out that one data field Company was confusing customers

Expedia gained 12m dollar in profit by removing 1 field in the form that said "company" and confused users

Lean UX Work CycleFeel the pain

Know your userValidate assumptions

Test with real users

When you finish with the Think the hardest past of the work is done.DONT move to build your product.check if what you think is trueRecognize assumptionsBuild toolsValidate assumptionsOnboarding during use

1st time user is not the same as a returning user - different flows

The user knows NOTHING about your product

No explanations. If you need to explain then your UX is not good enough.

Making me work too hard with no reward

Value propositiononboard during use

Make/ Onboarding during useBreezoMetertoo much textmaking me worktoo many explanations, seems confusing

Make/ Onboarding during useSnapchat

Make/ Onboarding during usetinder

tinder for work jokeMake/ Onboarding during use

The 3 FsFunctionality

FunFeeling We sometimes focus too much on functionality and forget the feeling and funEvery product has feeling- dating and bank more, todo list sometimes less.And don't forget the fun

Lean UX Work CycleFeel the pain

Know your userValidate assumptions

Test with real users

Onboarding during use

The 3 Fs

When you finish with the Think the hardest past of the work is done.DONT move to build your product.check if what you think is trueRecognize assumptionsBuild toolsValidate assumptionsUX first

I'll do UX later after I raise money.

The benefit from UX is greater the earlier you do i

You need a UX on board from day 1

Same as you wouldn't write the code if you are not a developer.

ON SECOND THOUGHT - his means I'LL BE OUT OF A JOB MENTORING

Hilla ManorUX Experthilla145@gmail.com

THANK YOU!