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An introduction at the 2012 Plug and Play bootcamp to show how user experience (UX) can be applied to startups for little money but significant reward.
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Welcome
(boot) (camp)
Today
UX & methodsTurning UX into $$$
ExpectationsConceptual models
About me
More about me
Where I live (Darwinism)
Welcome
Felix
We’re old.
Perks of being old
Friends
Startup friends
Stealth friends
360
What we do
Research Methods
Observation Diary Studies
Surveys Interviews
Design Methods
Wireframing Prototyping
Reviewing Patterns Sketching
Data Analysis / Needs Finding Methods
Personas Storyboarding
Task Flows Affinity Diagramming
Evaluation Methods
Usability Testing Paper Prototyping
Heuristic Analysis Remote Concept Testing
Your users
Growth
Let’s talk UX.
What is UX?
WTF?
A person’s interaction with any product,
service, company or brand experience.
What is UX?
Aim high
But what is UX for, anyway?
Question
(good) UX leads to $$$
Hypothesis
UX = delightgrowth
needs
sharing
engagement
…and more growth
=
=UX =
Q.E.D.
Growth
Let’s see UX at work.
Pandora for everything except
music.
Good user base
iPhone & BlackBerry apps
Seed funding
Stitcher at a glance
Get investment ASAP.
… by proving that their user experience ensures continued user growth.
Stitcher’s goal:
Growth
But first…let’s talk curves.
Ideal
Growth
Reality
Usage
Casual ChurnedHabitual
What makes someone a habitual user?
The “a ha! moment.”
Definition:
The “a ha! moment” is what separates a casual, potentially churned user from
a habitual one.
If an “a ha! moment” can prevent user churn…
…understanding and creating more such moments can retain users over
the long term.
Hypothesis:
User types
New users and the “out of the box” experience
Habitual users and the longer term experience
Usability testing
In search of the “a ha!”
360
Diary study
What we found
Expectations all over the map.
Also known as: “Is this like Pandora? Like regular radio? How should I use
Stitcher?”
What we found
The result?
Lessons from Stitcher
UX can be quick and dirty
Investors like UX
Expectations matter
Lessons from Stitcher
Growth
Let’s talk expectations.
Lessons from Stitcher
Gustav Fechner, Psychophysics Rockstar
George A. Gescheider,Modern day Fechner
Lessons from Stitcher
Lessons from Stitcher
Lessons from Stitcher
Lessons from Stitcher
Lessons from Stitcher
Growth
Let’s talk conceptual models.
What is a conceptual model?
Product designers
End users
(your life, online)
Conceptual model
Voyeurism
EventsEmail
Gifts
Money
Games
Trade
Dating
Address book
Photos
Music
IM/Chat
Activism
Universities
Question
But how do we know if our conceptual model is even making any sense to users?
An archetypal user designed to help focus product design and marketing efforts.
Personas
Marketing
Behavioral
“Personas, as documents, should work for designers the way scent works for memories of your childhood.”
- Andrew Hinton, Boxes and Arrows
Persona types
Behavioral spectrums
Spectrum A
Spectrum B
Spectrum C
Spectrum D
Sample persona
Final thoughts
UX & methods (don’t be afraid to get your hands dirty)
Turning UX into $$$(UX is a gold mine)
Expectations(they matter more than you think)
Conceptual models(talk to real people)
