the silver bullet of user experience (ux)
TRANSCRIPT
Brief Introduction to UX•A snail button that turns into Barbie
when pushed•A screen with a swimming pool inside•Snow White always attached by
golden string•A red button that, when pushed,
makes the phone turn into anything•A Snow White store and a candy store
attached
Why UX?• Improved UX saves money• Reduce development time• Reduce cost of customer support
• Improved UX increases your revenue• Increase conversion rates• Improve customer retention and loyalty
• Great UX gives you a competitive advantage• Gain competitor insights• Don’t fall behind
Google Search Popularity of “User Experience”
0
20
40
60
80
100
120
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 20152016
Trends
UX Research
Information GatheringPlanningDevelopmentLaunchRe-Design / Optimize
UX Research Is Cost Neutral
The Silver Bullet• Elegant simplicity• Simplicity is not so simple• Brands who do it well are
recognized as leaders in the advertising industry• Amazon• Apple• Google• Zappos
You don’t know, what you don’t know, until you know
• Do some research• Get to know the users• Define personas• Avoid the “speed at all costs”
mentality
Don’t put up barriers• Barriers create an opportunity
for your competition• Don’t include barriers to
standard content
Don’t make them work for it
• Cognitive effort• Human attention span has
gotten shorter• In 2000, 12 seconds• In 2013, 8 seconds• Goldfish, 9 seconds
The Wrap Up• UX Research focuses on understanding the user• Not all users are the same
• UX saves time, money, and gives you an edge• Simplicity is key• Do the research• Minimize barriers• Reduce cognitive effort
