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Design Matters How to achieve a stellar user experience
DesignForUse Nishant Jain
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What is Good Design?
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Useful
Engaging Usable
The optimal balance of
Usefulness
Ease-of-use
Emotional Appeal
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What’s
Desirable?
What’s
Possible?
What’s
Viable?
The 3 Constraints
Larry Keely, Doblin Group, among others
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What’s
Desirable?
What’s
Possible?
What’s
Viable?
The 3 Constraints
Business: What can I bear? • How much can we sell it for?
• How much can it cost?
• Is there an acceptable RoI?
Larry Keely, Doblin Group, among others
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What’s
Desirable?
What’s
Viable?
The 3 Constraints
What’s
Possible?
Technology: What can I
do? • With my technology?
• With regulatory constraints?
• With business constraints?
Larry Keely, Doblin Group, among others
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What’s
Desirable?
What’s
Possible?
What’s
Viable?
The 3 Constraints
Design: What should I do? • Who are my users?
• What are their needs?
• What is their mental model?
Larry Keely, Doblin Group, among others
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1
Design is a Process It is not just an input to the development process, it is a process in itself.
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User Centered
Design
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The Problem
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Who?
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Why?
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Hypothesis (Prototype)
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Validate Hypothesis
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2
Make Design Central to Execution Get design team involved from day 1.
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airbnb
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Square
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Path
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3
A Shift from Product to Experience Focus on delighting the user and the product will achieve greatness.
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Diamond Rio (1998)
First MP3 Player
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iPod (2001)
Most Successful
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The Experience
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Extending the Experience
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4
Good Design is Iterative You can never get it right the first time, and seldom on the second try.
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Several quick design iterations are
better than fewer longer ones. “ ”
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www.37signals.com/svn/archives2/the_long_road_to_simple_creating_debating_and_iterating_add_an_event.php
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5
Measure RoI from Design Test early and often.
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Some Measuring Techniques
Guerilla Usability
Testing Web Analytics
A/B Testing Surveys
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1 Design is a process
2 Make design central to execution
3 A shift from product to experience
4 Good design is iterative
5 Measure RoI from design
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Thanks! Questions or Comments?
Nishant Jain [email protected]