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Think first, design next How a UX framework can make a difference for your web-to-print shop Johan Verhaegen – Web-to-Print, 2.12.2015
“It’s only when [UX] is done poorly that we notice it” Jared Spool
“You cannot NOT have a user experience” Lou Carbone
Portal Mail Email Website App eCommerce Blog PR Ads Manual Event Social
Customer Experience
User Experience
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UX STRATEGY
UX DESIGN
USER ASSISTANCE
USABILITY PRINCIPLES VALUE PROPOSITION CUSTOMER JOURNEY
UX STRATEGY
© Human Interface Group
Value Proposition Canvas
Product / Service
Needs
Wants
Concerns
Customer / User
Strategy
Technology Features
User Experience
© Human Interface Group
SWIFT UX business case
Service safari
“We zullen internet zijn. Of we zullen niet zijn”
Philippe Neyt Commercial Director, Corona Direct
“To be or not to be”
Usability principles
BASED ON HOW PEOPLE
Feel
Think
Hear See
Interact Behave
© Human Interface Group
People are motivated by mastery and control
People search for cues that tell them what to do
Usability principles
PEOPLE ARE MOTIVATED BY MASTERY AND CONTROL
PEOPLE ARE MOTIVATED BY MASTERY AND CONTROL
PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
shows the intended purpose
LIFELINE
perceived affordance, Donald Norman
LIFELINE
keeps you safely on track
PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
put waypoints along the route
WAYPOINTS
PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
It looks real… but it isn’t.
It looks real… but it isn’t.
It looks real… but it isn’t.
It looks real… but it isn’t.
Let’s get out of the theme park…
…and enter into the real world
Designing = visualize assumptions
Assumptions need to be investigated whether they are true (or not)
LEAN UX
How to validate?
Quantitative tests Qualitative tests What?
Prove
Statistically significant
Many users
Minimal interaction – A/B testing
Why?
Improve
What needs fixing
Few users
Interactive observation – live testing
Qualitative – live usability testing 10 test users • 30-55 years • driver’s license and car
Setup
• 2 test scenarios • recording audio and movements on screen • searching for issues - difficulties - improvements
Live usability testing
A/B testing
A/B testing
USABILITY PRINCIPLES VALUE PROPOSITION CUSTOMER JOURNEY
User Experience Framework
Customer journey
SERVICE BLUE PRINT EXPERIENCE MAP
© Human Interface Group - 29.9.2015
3 takeaways
1. Challenge your own value proposition
2. Designing = visualizing and validating assumptions
3. Save time & money with UX techniques
© Human Interface Group - 29.9.2015
- every day
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