Make UX Great Again
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Make UX Great Again
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Transcript of Make UX Great Again
Make UXGreat Again
Disclaimer(Not affiliated in any way with Donald Trump)
UX is Pretty Great(But it hasn’t always been)
Let’s re-wind 20-years
● Kids loved Power Rangers & Pokémon● People lined up overnight for a cell
phone● New Star Trek & Independence Day
movies● Olympics... which most people ignored
● A Clinton was elected president
Ok, it kind of suckedBut it was new, exciting, and innovation was everywhere.
Let’s not make 2016Like 1996.
2016 is another inflection point
● Mobile use has overtaken desktop● Location-aware services are
mainstream● Everyone is a content-creator
● Design is being analyzed & quantified● VR is a UX event horizon
UX is better in 2016
Deeper Understanding of User Needs
● Personas & Journey Maps● Balsamiq for wireframes
● Sketch and Photoshop* (us older folks)● Invision for interactive prototypes
● Optimizely, Heap, and Google Analytics
UX is Results Oriented
Show Your Work
● Define your audience (personas)● Research interaction context - how &
when● Understand & empathize with your
users ● Set objective metrics to evaluate
success● Clearly communicate with stakeholders
Sometimes it paysto be a little wild.
Build a Wall!
Separate your businessfrom the competition.
UX focus is the difference
● Marketing driven - why are we special?● Development driven - does everything
work?● Product driven - what are our features?
● UX driven - what do our customers need?
UX triggers emotional responses
● Loss aversion = threat we must reduce● Incentives = advantage we desire
● Stress accumulates over time● Too much stress triggers panic
UX failures compoundSuccess is often invisible
Most people think small, because most people are
afraid of making decisions.
UX Professionals Create Momentum
● Identify opportunities for improvement● Research partners and competitors
● Present options and recommend actions
● Request, incorporate, and credit feedback
● Share credit for positive results
UX Professionals Fail Forward
● We learn more from failure than success
● Cultivate an “always testing” culture● Quantify and document your results
● 5% to 8% is actually a 38% improvement
● Do not blame team members for failure
Google uses a HEART metaphor
● Happiness: User attitudes & satisfaction● Engagement: Actions of individual
users● Adoption: Use of a new product or
feature● Retention: Repeat users. Loss = churn
rate● Task success: time to complete / error
rate
If you don’t tell people about your success, they
probably won’t know about it.
Give Yourself Credit for UX Wins
● Get input early from key team members● Share credit and build consensus
● Be decisive and confident in meetings● Use positive language, focus on solutions● Your review is based on your contributions
So how can you help Make UX Great Again?
Work Smart. Think Yuge.
● Champion the UX process - it really works● Leverage success and failure - keep
moving● Get opinions from experts - “the best
people”● Rock the boat - be a little outrageous
● Avoid pre-shredded cheese (i.e. Bootstrap)
