UX Fundamentals for Startups
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UX FUNDAMENTALS FOR STARTUPSPithan Rojanawong | VP, Head of UX Design & Analytics at Krungthai-AXA Life Insurance PCL
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HELLO, MY NAME IS PITHAN (TOZ)
➤ Short intros
➤ Name
➤ Role
➤ Experience with UX
➤ Expectation
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TODAY’S TOPICS
➤ What is UX?
➤ UX ≠ UI
➤ UX and Data
➤ Lean UX for Startups
➤ UX Toolkit
➤ Measuring UX
➤ Free/Affordable Tools for UX
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SO, WHAT EXACTLY IS
UX?Intro to User Experience
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“People ignore design that ignore people
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USER EXPERIENCE (UX)
➤ UX design is a strategic process aims to create a product that users will find easy to use, and quickly understand
➤ UX mindset focusing on delivering values, inspire the right kinds of ideas, and guides decisions
➤ UX reframes the question “What do we want to make?”, instead ask “what do we want to achieve?” (and a bunch other questions)
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THE UX QUESTIONS
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“…Not functioning with a case has always been the number one negative to Olloclip's products, so it's nice to have an option. Access to a functional case may persuade some people who have held off buying an Olloclip lens to try one out, and I do recommend bundling any lens purchase with a case if you're someone who doesn't like the risk of a naked iPhone….“
- MacRumor.com
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UX ≠ UIUnderstand The Differences
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“A user interface is like a joke. If you have to explain it, it’s not that good.
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UI User Interface
UX User Experience
How people interact with websites/mobile apps/products
How they feel while they’re using them
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WHAT MOST UX PEOPLE DO
User research・User interviewing・
Gathering statistics・Personas・
Information architecture・Creating
wireframes・Prototyping・Usability・User
interface・Visual design・Interaction
design・Content strategy・Accessibility・
Working closely with developers・
Communication with stakeholders
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WHAT MOST PEOPLE SEE THEY DO
User research・User interviewing・
Gathering statistics・Personas・
Information architecture・Creating
wireframes・Prototyping・Usability・User
interface・Visual design・Interaction
design・Content strategy・Accessibility・
Working closely with developers・
Communication with stakeholders
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UX Designer
Product Owner
Developer
UI Designer
Marketing Manager
Content Specialist
Business AnalystProject Manager
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UX AND DATAMarrying UX and Analytics
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DATA, A (VERY) IMPORTANT PART OF UX
➤ UX is also about data-driven decision making
➤ Especially when we already have a product. E.g. a website
➤ We can make use of web analytics data to know where is the opportunities to improve, issues to fix
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THE OLD WAY
➤ HIPPO (Highest Paid Person’s Opinion)
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DATA HAS NO VALUE
➤ Data and tools have no value
➤ It’s the people who use them, that can make the data valuable
➤ People with analytical skill
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619
766
539
400
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0
600
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May June July
Other Referral Direct
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“… is Krungthai-AXA 12PL a type of savings or an insurance product?” Question posted on 24 Oct 2013
The link to our website that results in “Page not found” because the original page no longer exists
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HAVE QUESTIONS THAT DATA CAN (HELP) ANSWER
➤ You can’t expect Google Analytics to tell you what to do with your website
➤ Invest 10% in tools, 90% in people
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UX + DATA
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LEAN UX FOR STARTUPS
UX for Startups
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LEAN UX
➤ Lean UX is researching and validating your user experience as quickly and cheaply as possible
➤ If you’re already doing UX: it’s all about getting outcomes (good UX) rather than getting outputs (UX documents)
➤ If you haven’t done UX: it’s all about picking the best learning tools from UX toolkit to match your situation
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LEAN UX VS AGILE UX
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WHY DO LEAN UX?
➤ UX doesn’t have to be expensive and time consuming
➤ Many UX tools can be done very cheap
➤ There are many free/affordable tools out there
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LEAN UX STARTING POINTS
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UX TOOLKITUX Application for Startups
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TRADITIONAL UX TOOLS
➤ User Research
➤ Personas
➤ User Journeys
➤ Card Sorting
➤ Wireframes
➤ Mockups & Prototypes
➤ A/B Testing or MVT
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USER RESEARCHUnderstand Your Users & Their Needs
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WHY DO USER RESEARCH?
➤ It’s cheaper and faster to test assumptions and iterate with interviews, mockups and prototypes than to do those things after you launch a product
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USER RESEARCH
➤ Aim to understand “What are the user needs and pain points?”
➤ Question types determine research methodology
What do people say? What do people do?
Why? How many/often?
Self-report Observation
Few participants Many participants
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SO MANY TYPES OF RESEARCH
SOURCE: H. MUELLER, GOOGLE AUS
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USING SOCIAL MEDIA
➤ In many cases, we can understand user needs from competitors’ social media
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USING SEARCH VOLUMES
➤ In other cases, we can make use of how people search for things on search engines
➤ Google AdWords provide free tool to get this data
➤ Google Trends also help
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INTERVIEWS
➤ Sometimes, the best way is to talk to users
➤ Keep questions open-ended
➤ Listen, listen, and listen; avoid interrupting users
➤ Plan who to interview (great if we have personas!)
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USER NEEDS
➤ …Then paraphrase quotes from your research into format “I want to X”
“I want to online pre-check in”
“I want to be able to choose my flight time if my flight is cancelled”
“I want to know what’s happening to my flight in
unexpected extreme weather”
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USER NEEDS
➤ and create affinity diagram by grouping the related needs into groups
➤ This affinity diagram will also help us creating personas easier
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PERSONASCreate Characters from Your Users
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PERSONAS
➤ A persona is like a character that can represent a group of your users with a combination of similar demographics, behaviours, needs, goals, etc.
➤ Good personas are realistic, give actionable insights
➤ Good reference for future decisions
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PERSONAS
SOURCE: MICROSOFT
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PERSONAS
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PERSONAS
➤ Check your personas
➤ Could enough people like this exist? If not, adjust
➤ Is this a specific person you know? If yes, adjust
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USER FLOWSUnderstand Your User Journeys
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USER FLOWS
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SITE MAPS
➤ With user flows, we can create sitemap
➤ …which can also be used to test early on if it’s going to work well for users
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TREE TESTING
➤ Tree testing is a great way to test whether our designed content structure is really easy for users to access desired content
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CARD SORTINGDesigning Information Architect with Users
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CARD SORTING
➤ Card sorting is a good tool for getting to know how users would group content or features of your website or applications
➤ Increase “findability” of the web/app
➤ Can be done physically or with software
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CARD SORTING MADE EASY
➤ Prepare at least 30 cards
➤ Write down actions users can do on your website/mobile app, in plain language
➤ Do not write a card that force category
➤ Make them know that it’s not a test, no right or wrong
➤ Observe how participants group cards
➤ When they finish, ask them to name the category in their own words
➤ Ask them questions, try to understand their logic of grouping
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ANALYSE CARD SORTING RESULT
➤ Standardise group names
➤ Create standardised grid to see frequency
➤ Result of card sorting is just input for us to create information architect or sitemap that should be tested again later
➤ Card sorting won’t be useful without knowing the “why”
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CARD SORTING DIGITALLY
➤ Service like OptimalSort enables you to conduct card sorting online
➤ Tools like this automatically collect all the data and (almost) ready for you to analyse
➤ Downside is we don’t get to talk or observe them like doing it in person
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WIREFRAMESMaking Sure Everyone’s on the Same Page
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WIREFRAMES
➤ Wireframes are great for communicating with all stakeholders
➤ Make sure everyone’s see the same thing, on the same page
➤ Adjust until finalised before UI designer work on mockups & prototypes
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MOCKUPS & PROTOTYPES
Get Closer to the Real Thing
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WHEN TO DO MOCKUPS
➤ Sometimes we can do wireframes and mockups in parallel
➤ Mockups also let us see the look & feel of the final design
➤ Good for communicating with stakeholders to finalise all the small details that wireframes couldn’t
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WHEN TO DO PROTOTYPES
➤ When we know what’s gonna be on pages/screens and the agreed look & feel/mood & tone
➤ Hotspot prototypes = interactive prototypes that look and act similar to the real thing
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A/B TESTING & MULTIVARIATE TESTQualitatively Improving Your Products
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A/B TESTING
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MULTIVARIATE TEST (MVT)
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GOOD A/B TEST OR MVT
➤ You test on something that is explainable
➤ Know what it will impact (e.g. conversion rates, more clicks, more sign ups)
➤ Sufficient visitors to make statistical significance
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BONUS STUFF
➤ UX Checklist http://uxchecklist.github.io/
➤ Website UX Checklist https://keepwomen.com/static_pages/checklist_tool
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MEASURING UX
The Challenging Part
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HOW TO MEASURE SUCCESS OF UX
➤ Metrics checklist
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GOOD & GREAT METRICS
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WEB ANALYTICS FRAMEWORK
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KRUNGTHAI-AXA LIFE WEB ANALYTICS
• E-Commerce goal completion
• Revenue/online sales
• Traffic sources • Geography
• Lead form goal completion
• Lead-to-sale conversion rate
• Traffic sources • Geography
• Website traffic • Landing
pages • SEO
impression • SEO click-thru-
rate
• Traffic sources • Media
channels • Campaigns
• Email collected
• Game user registration
• Traffic sources • Media
channels • Campaigns
• Site search usage
• Branch locator usage
• Nearby branch (GPS) usage
• PDF files download
• Live chat
• Traffic sources • Geography
• Claims form files download
• Specific page web traffic
• Contact form completion
• Traffic sources • Geography
Online Sales Sales Lead Awareness Collect
LeadProvide
Info.Facilitate
Customers
Macro Conversions Micro Conversions
Website Goals E-Commerce / Lead Generation / Customer Portal / Provide Info
Go
als
KPIs
Se
gm
en
tatio
n
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FREE/AFFORDABLE
TOOLS FOR UX
…for StartUps
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WEB ANALYTICS
Web Analytics
➤ Google Analytics - Free
Tools to help you record heatmaps, recording sessions, form analytics, funnels, etc
➤ Hotjar - Free, $29-$89/month
➤ MouseStats (starts $16/month)
➤ MouseFlow (starts $19/month)
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CREATING FLOWS, WIREFRAMES, AND PROTOTYPES
Wireframes
➤ Sketch (bohemiancoding.com) $90/license
➤ Omnigraffle ($99/license)
Prototyping
➤ invisionapp.com - Free, starts $20/month
➤ Axure ($289/License)
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USER TESTS
➤ OptimalWorkshop.com - Free, various options
➤ usertesting.com (various price plans)
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A/B TEST OR MVT
➤ Optimizely - Free, with enterprise plans
➤ Unbounce (starts $49/month)
➤ Visual Website Optimiser (starts $49/month)
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PRIORITIES FOR STARTUPS
Recap…
➤ If you’re already doing UX: it’s all about getting outcomes (good UX) rather than getting outputs (UX documents)
➤ If you haven’t done UX: it’s all about picking the best learning tools from UX toolkit to match your situation
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THANK YOU!
Pithan Rojanawong (Toz) - [email protected] VP, Head of UX Design & Analytics Krungthai-AXA Life Insurance PCL