make it right the first time
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J. Boye Conference 2013 Make It Right
Welcome to Make It Right The First TimeDelivering on promises
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J. Boye Conference 2013 Make It Right The First Time
ME
Senior UX Designer at Designit
8 year of UX designing and consulting
Project Manager
Experience
Introducing ME, YOU and the PRESENTATION
YOUDesigning a great user experience is all about making it ‘right’
This doesn’t have to take a 1000 hours of research nor expensive usability tests...
So what does it take?
PRESENTATION
Who are here?
What’s your expectations?
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J. Boye Conference Make It Right
We’re worldwide. That’s right next to you
288 29 32Designits across 13 offices in 10 countries Nationalities and cultures Educational backgrounds
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J. Boye Conference Make It Right
We bring together strategy and design to deliver new products, services, brands and experiences
DIGITAL DESIGN PRODUCT DESIGN
INNOVATION STRATEGY
SERVICE DESIGN
DESIGN RESEARCHBRAND STRATEGY
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J. Boye Conference 2013 Make It Right The First Time
WHAT’S the RIGHT thing?In terms of a good UX process
HOW do you do it RIGHT?Methods and experiences
WHY should you do it RIGHT?What’s the gain
Agenda
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J. Boye Conference Make It Right
Introducing the what
So what’s the right thing to do?
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What’s the mimimun viable product?
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Cake Filling Icing
Cupcake Cake Wedding cake
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Focus on the experience rather than adding features
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Focus on the experience rather than adding features
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Focus on the experience rather than adding features
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Focus on the experience rather than adding features
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GREAT EXPERIENCEEASY TO USE
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Focus on the experience rather than adding features
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GREAT EXPERIENCEEASY TO USE
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Focus on the experience rather than adding features
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GREAT EXPERIENCEEASY TO USE
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Focus on the experience rather than adding features
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GREAT EXPERIENCEEASY TO USE
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Focus on the experience rather than adding features
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GREAT EXPERIENCEEASY TO USE
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Focus on the experience rather than adding features
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GREAT EXPERIENCEEASY TO USE
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Focus on the experience rather than adding features
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GREAT EXPERIENCEEASY TO USE
OK EXPERIENCE‘WE KNOW THEM’
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Focus on the experience rather than adding features
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GREAT EXPERIENCEEASY TO USE
OK EXPERIENCE‘WE KNOW THEM’
1
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Focus on the experience rather than adding features
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GREAT EXPERIENCEEASY TO USE
OK EXPERIENCE‘WE KNOW THEM’
1 2
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Focus on the experience rather than adding features
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1 2 3 5 8
GREAT EXPERIENCEEASY TO USE
OK EXPERIENCE‘WE KNOW THEM’
1 2 3
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Focus on the experience rather than adding features
1 2 3
1 2 3 5 8
GREAT EXPERIENCEEASY TO USE
OK EXPERIENCE‘WE KNOW THEM’
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Focus on the experience rather than adding features
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GREAT EXPERIENCEEASY TO USE
OK EXPERIENCE‘WE KNOW THEM’
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Focus on the experience rather than adding features
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1 2 3 5 8
GREAT EXPERIENCEEASY TO USE
OK EXPERIENCE‘WE KNOW THEM’
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Focus on the experience rather than adding features
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GREAT EXPERIENCEEASY TO USE
OK EXPERIENCE‘WE KNOW THEM’
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Focus on the experience rather than adding features
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GREAT EXPERIENCEEASY TO USE
OK EXPERIENCE‘WE KNOW THEM’
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Focus on the experience rather than adding features
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GREAT EXPERIENCEEASY TO USE
OK EXPERIENCE‘WE KNOW THEM’
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GREAT EXPERIENCEEASY TO USE
OK EXPERIENCE‘WE KNOW THEM’
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WHAT IS THISI DON’T GET IT
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GREAT EXPERIENCEEASY TO USE
OK EXPERIENCE‘WE KNOW THEM’
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WHAT IS THISI DON’T GET IT
1.b
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GREAT EXPERIENCEEASY TO USE
OK EXPERIENCE‘WE KNOW THEM’
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WHAT IS THISI DON’T GET IT
1.b 2.b
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Focus on the experience rather than adding features
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GREAT EXPERIENCEEASY TO USE
OK EXPERIENCE‘WE KNOW THEM’
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WHAT IS THISI DON’T GET IT
1.b 2.b 3.b
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Focus on the experience rather than adding features
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GREAT EXPERIENCEEASY TO USE
OK EXPERIENCE‘WE KNOW THEM’
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WHAT IS THISI DON’T GET IT
1.b 2.b 3.b 4
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Focus on the experience rather than adding features
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GREAT EXPERIENCEEASY TO USE
OK EXPERIENCE‘WE KNOW THEM’
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WHAT IS THISI DON’T GET IT
1.b 2.b 3.b 4
HEY LOOK AT THIS COMPETITORTHEY TOTALLY GOT IT RIGHT
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Make it intuitive
Intuitive is either what suits you the best or a learned experience
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Don’t be afraid of research
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Don’t be afraid of research
Interview
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Don’t be afraid of research
Interview
Questionaire
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Don’t be afraid of research
Interview
Questionaire
Field Study
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Don’t be afraid of research
Interview
Questionaire
Field Study
Observations
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Don’t be afraid of research
Interview
Questionaire
Field Study
Observations
Focus Group
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Don’t be afraid of research
Interview
Questionaire
Field Study
Observations
Focus Group
It doesn’t have to be large scale
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To define the user experience goals
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Lean startup meats Lean UX
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Lean startup meats Lean UX
As opposed to Build, Measure, Learn
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J. Boye Conference Make It Right
Co-create with the users, stakeholders or clients
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J. Boye Conference Make It Right
Introducing the why
WHY is it right ?
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The ROI
Involving users means co-creating and thereby delivering a promise
Investing means use of time and money
But there is a return on this Inv(olve)estment
There is a minimum of backflow
Making it really intuitive will save support costs
Knowing the user needs will make it possible to optimizing task performance efficiency
Making it exploring and user friendly will increase the conversion rate
Delivering on your promise will create loyal users
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Avoiding the SAG
Service Anticipation Gap
The distance between what users expect and what they get
A lot of products or services does not live up to nor exceeds the users expectations
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Avoiding the SAG
SAG
Enormous spendings on ads to sell the perfect product or service
And much less spend on planning and designing these services and products
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J. Boye Conference Make It Right
Introducing the how
How do you do this?
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Get stakeholder commitment and generate business support
Business CaseBusiness Model CanvasROI
Customer ValueBusiness Goals
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Doing agile UX and not waterfall UX
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How do you build and measure in an effective way?
http://www.youtube.com/watch?v=iVFTBj_BYy0torsdag den 7. november 13
How do you find the right NEW features?
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J. Boye Conference Make It Right
Sum Up
MOST IMPORTANT WHAT
Minimum viable product
Focus on experience
Be agile
MOST IMPORTANT WHY
ROI/i
MOST IMPORTANT HOW
Generate business support and understanding
Sketch and involve
Use trendwatching
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Anne Louise Grønnebæk Hansen
annelouise.gronnebak@designit.com
J. Boye Conference Make It Right
Thank You!
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