@BrianPohuski@TuscaloosaWeb

What is this buzzword?

@BrianPohuski@TuscaloosaWeb

What is UX?‘Who, what, where, when, why’... (NOT ‘how!)Every touchpoint of the consumer

@BrianPohuski@TuscaloosaWeb

Example of UX touchpointsWho: Your audienceWhat: Your product/serviceWhere: The place it residesWhen: Time it operatesWhy: What is the benefit to the user/client

@BrianPohuski@TuscaloosaWeb

Not ‘how’UI is typically defined as the ‘how’

Tests in the product flowOrganization of graphical elementsUsability of product/feature controls

@BrianPohuski@TuscaloosaWeb

Typical workflow of a UX designer

● Evaluate the need o what is this solvingo does it relate to our consumers

● Research● User personas / demo & psychographics● Information architecture● Content development & copywriting● Testing & data analysis● Iteration, iteration, iteration

@BrianPohuski@TuscaloosaWeb

Credit: Dan Saffer@BrianPohuski@TuscaloosaWeb

The dark side of UX

The Black Hole@BrianPohuski@TuscaloosaWeb

The dark side of UX

The Black HoleTime, Resources, Energy

More w

ork...@BrianPohuski@TuscaloosaWeb

Typical workflow of UX● Evaluate the need (takes time)

o what is this solving (meetings, takes time)

o does it relate to our consumers (meetings, takes time)

● Research (takes time)

● User personas / demo & psychographics (meetings, takes time)

● Information architecture (takes time)

● Content development & copywriting (takes time)

● Testing & data analysis (takes time, large data sets)

● Iteration, iteration, iteration (TAKES TIME!)@BrianPohuski@TuscaloosaWeb

Data is the only determinate factorDon’t trust blogs,Don’t trust tweets,Don’t trust your boss,Don’t ever trust the client.

Go with your gut… learn from the data,Improve the world.

@BrianPohuski@TuscaloosaWeb

What specifically is the black hole?● Limited time to production (3-5 days)● Limited time running <1 month● Limited audience <1,000● Limited resources (simultaneous projects)● 300-1,000 products produced (per month)● No dedicated UX employee or ‘person’

@BrianPohuski@TuscaloosaWeb

Limited time (3-5 days)

● Difficult to optimize● Focus on known correlating data, not the specific

personaCan’t: expect to use interviews or crowd sourcing

● New user persona based on user interviewsCan: use historical device usage data.

● Persona based on past usage data of similar audiences (thus optimize focused on mobile)

@BrianPohuski@TuscaloosaWeb

● User personas● Wireframes● User Flows● Iteration

Case: Different product, same build type● Reuse previous build

with different content● Test against new build

@BrianPohuski@TuscaloosaWeb

● User personas based on research of industry, trends, historical data,

Case: Different product, same build type● User personas based on

historical device usage tests

Run product-agnostic tests!

@BrianPohuski@TuscaloosaWeb

Target groupings● Use volume to your advantage● Iterate based on mass average, not specific

results● Aggregate data across products to pool

common trends

@BrianPohuski@TuscaloosaWeb

Use rapid testing programs.Use them smartly.

@BrianPohuski@TuscaloosaWeb

Test by modules, NOT Template● Group tests and product builds based on functionality

and concepts● Don’t do tests on:

o General “design” principleso Outlier cases

● Do test:o BIG changes firsto Average commonalities

@BrianPohuski@TuscaloosaWeb

Unlearn what you have learned1. Know your audience agnostically2. Test boldly3. Trust data, not beauty…

@BrianPohuski@TuscaloosaWeb

@BrianPohuski@TuscaloosaWeb