Oh Hello, Outcomes: Introducing UX in Your Workflow

Oh Hello, OutcomesIntroducing UX in Your Workflow

Erica Quessenberry, Mindfly Studio @reddesigns

“Design without research is like getting in a taxi and saying ‘drive.’” - Leah Buley

Who Am I?Creative Lead @mindflystudio and CMO of @uWestFest

Leading the charge for better UX design and more efficient processes

Master of selfies before they were called selfies

Client Excuses● It’s too expensive

● It takes too long

● It isn’t statistically relevant

● We already know what needs to be done

and what features we want

$1 to correct errors before design =

$10 to fix during product development =

$100 to fix after the product is released

Source: Robert Pressman, Software Engineering: A Practitioner’s Approach

More People to the table

● Collaborative + Cross-Functional

● Think experience not requirements

Output vs Outcome

Output vs OutcomeOutputSoftware we build. Material we produce.Easy to trace. Example: new login page.

OutcomeThe change in the world after we make the outputHarder to trace. Example: increase user login rate.

“We want a map that shows just the upper third portion of Washington along with a portion of British Columbia. It would be great to have each county/province within the company’s operational territory outlined so that when the Viewer’s mouse rolls over the county/province that just a map of the county/province displays showing a more detailed view that would show cities of the county/province along with demographic details of the county/province, such as:

● Total Population● Number of On-Premise, Large Format and Small Format

entitiesThe map needs to be printable and would include the company’s address and contact info”

Highly Customized Map

Framing our ProjectsOld way: Requirements

New way: Outcomes

Hypothesis StatementWe believe __________.

We’ll know this is true when we see● qualitative outcome and/or● quantitative outcome● that improves this KPI.

Hypothesis StatementSystem Level:We believe that people are conscientious about what they eat, and will pay for a service that delivers local, farm fresh food to their doorstep. We know this is true when we see [metric].

Hypothesis StatementFeature Level:Registered users are having trouble logging in on their mobile devices. For those users we believe that masked passwords are an obstacle and unmasking them would lead to a greater success rate.

Every Project has Assumptions

UX Questionnaire

ROI up to

400% greater when using personasSource: Forrester Research, Inc.

IVAN MARSHA (+ HUBBY)

Collecting Assumptions1. Who is the user?2. What outcome do they want to achieve?3. What features will they need in order to do

so?4. What business outcomes are important to

us?

Create a Features List

Gather the Assumptions● Who the user is● What outcomes they want to achieve● What features can meet those● What business outcomes are important

Hypothesis ReviewWe believe that

● doing this [feature]● for [these users]● will achieve [this business or user

outcome]

We’ll know this is true when we see● [this market feedback]

Hypothesis GridWe believe for will achieve

[ Doing this ] [ these people ] [ these outcomes. ]

Adding every other week subscriptions

working professional couples without kids

will increase the rate of ongoing subscriptions

Emailing a $10 off coupon

the occasional box buyer

entice them to purchase again

Email $10 off referral coupons weekly subscribers word of mouth

expansion in Seattle

High-risk

Low-risk

UrgentNon-urgent

Start here with your Minimum Viable Product.

MVP = Minimum Viable Product

“The smallest thing you can make to test your hypothesis.”

kickstarter screenshot

speek.com

The hardest part of creating hypotheses is making them small enough to test.

Why Does UX Matter?

startup examples

via Leah Buley

Books

Questions?

We covered● Outputs vs Outcomes● UX Questionnaire● Hypotheses● MVPs● Why UX Matters

Thanks.erica@mindfly.com@reddesigns