Why Screen Design is the Second – Not The First – Step in App Design
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Why screen design is the second - not the first - step in app design Tommy De Kimpe, UX Expert @ UX Beers Antwerp 23/2/2016
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Transcript of Why Screen Design is the Second – Not The First – Step in App Design
Why screen design is the second - not the first - step in app designTommy De Kimpe, UX Expert @ UX Beers Antwerp 23/2/2016
APP LAUNCH
APP CRASH
CUSTOMER JOURNEY
DESIGN VISIONVALUE PROPOSITION
UX Framework
© Human Interface Group
Product/Service
Wants
Needs
Fears
Customer
Strategy
Benefits Features Experience
Value Proposition
© Human Interface Group
COMFORT
???
?
WE NEED AN APP!
1. How can we provide comfort?2. How can the app play a role in that?
WHERE IS THE COMFORT?
VALUE PROPOSITION
© Human Interface Group
Define the value you’re offering
CUSTOMER JOURNEY
DESIGN VISIONVALUE PROPOSITION
UX Framework
© Human Interface Group
HERE WE GO AGAIN…
VERIFICATION NUMBER IN THE APP
CAN I SEE YOUR eID PLEASE?
WHAT’S YOUR BIRTHDAY?
WHAT’S YOUR DESTINATION?
ONE WAY OR RETURN?
PROCESSING
LATEST TECHNOLOGY - QR
WHAT HAPPENED?HOW DID THIS GO FROM GREAT TO LOUSY?
OTHER GREAT APPS
USER TESTING – A BABY CAN DO IT
ENTIRE CUSTOMER JOURNEYALL TOUCHPOINTS ARE IMPORTANT
INFORMATION – WEB & APP
LADY BEHIND THE COUNTER
TRAIN ATTENDANT
CUSTOMER JOURNEY
© Human Interface Group
Map the entire customer journey
CUSTOMER JOURNEY
DESIGN VISIONVALUE PROPOSITION
UX Framework
© Human Interface Group
Design vision
USABILITY PRINCIPLES
DESIGNDESIGN PRINCIPLES
© Human Interface Group
BASED ON HOW PEOPLE
Feel
Think
HearSee
InteractBehave
Usability principles
© Human Interface Group
Usability principles“People process
information better in chunks”
“People are lazy,they go for good
enough”
© Human Interface Group
1.People are motivated by mastery and controlUser in control
2. People are motivated by progress
Time is money
3. People use look and feel as their first indicator of trust100% secure
COMFORT vs. SECURITYHOW CAN I LOG OUT?
DESIGN VISION
© Human Interface Group
Create your own design vision
Do not copy from the giants
CUSTOMER JOURNEY
DESIGN VISIONVALUE PROPOSITION
UX Framework
© Human Interface Group
4 THINGS TO TAKE AWAY
4. Make better design decisions Use a UX Framework
1. We need an app is not a strategy Link your app to your value proposition2. It is a fine line between great and lousy Map the entire customer journey3. Giants smell Create your own design vision
Contact usTommy De KimpeUX Expert & Project [email protected]+32 (0)15 40 01 38
Human Interface GroupDe Regenboog 112800 MechelenBelgiumwww.higroup.com
Follow usHuman Interface
Group
@higroup
Human Interface Group
WE ARE HIRINGDo you want to be a UX Consultant and join our team?
Find out more on www.higroup.com/jobs
Contact usTommy De KimpeUX Expert & Project [email protected]+32 (0)15 40 01 38
Human Interface GroupDe Regenboog 112800 MechelenBelgiumwww.higroup.com
Follow usHuman Interface
Group
@higroup
Human Interface Group
Thank you
