beyond pretty: creating better products with measurable design
DESCRIPTION
Agile On the Beach 2014TRANSCRIPT
Beyond PrettyCreating better products with measurable design
Melissa Perri | @lissijean Agile On the Beach 2014
say hi.
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5seconds
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like, woah.
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Design is not just “Design”.
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Visual Design
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My profile
User’s Feed Advertisement
Information Architecture
Menu
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UI Design
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UX
UX Design
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Marketing Design
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Intuitive, Personal
Concrete, Unbiased
UX UIVisualMarketing IA
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What cannot be defined, cannot be measured;
what cannot be measured, cannot be managed.
-Paul Lillrank
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idea
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user research
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wireframes
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visual design
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launch
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delighted users
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how we plan for design
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what happens here?
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a series of decisions
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ONE WAY
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Treat your design as a hypothesis?@lissijean
how design process should
work
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quantitative qualitative
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quantitativenoticing trends
measuring against KPIs
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quantitativenoticing trends
measuring against KPIs
50% of our users log in only once a week.
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quantitativenoticing trends
measuring against KPIs
43% of our users do not complete checkout.
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quantitativenoticing trends
measuring against KPIs
76% of our users do not return after first use.
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quantitative can’t tell you why.
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qualitativeobserving behavior
finding meaning
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qualitativeobserving behavior
finding meaning
Those 50% of users only need our data once a week.
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qualitativeobserving behavior
finding meaning
Those 43% find our checkout process very confusing.
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qualitativeobserving behavior
finding meaning
Those 76% couldn’t find what they were looking for.
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Metrics are not a replacement for user research.
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Measurable Design Design judged on qualitative and quantitative measurements that determines if it achieves a goal.
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‣What is our goal?
‣Who is our customer?
‣What is the problem?
‣What small step can we take?
‣How do we measure success?
@lissijean
‣What is our goal?
‣Who is our customer?
‣What is the problem?
‣What small step can we take?
‣How do we measure success?
@lissijean
clear goal@lissijean
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Increase usage by sellers.
goal
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‣What is our goal?
‣Who is our customer?
‣What is the problem?
‣What small step can we take?
‣How do we measure success?
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@lissijean
User Research
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Celebrities short on time, not very tech savvy
users
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‣What is our goal?
‣Who is our customer?
‣What is the problem?
‣What small step can we take?
‣How do we measure success?
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5second
test@lissijean
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Navigation & Medium
problem
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‣What is our goal?
‣Who is our customer?
‣What is the problem?
‣What small step can we take?
‣How do we measure success?
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Small, measured changes.
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Information Hierarchy biggest problem
step
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Dashboard | Products | Comments
My Revenue for April My Revenue for 2012
$25,000 $95,000
My Products Going Live TomorrowThe Super Awesome BlenderThe Leather Chef Mate
My Best SellersThe Great Grill!! ! 500 sold! ! ! $50,000The Grill Master Set!! 300 sold! ! ! $20,000
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Medium phone version
step
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‣What is our goal?
‣Who is our customer?
‣What is the problem?
‣What small step can we take?
‣How do we measure success?
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Decrease in staff time
Increase in usage
success
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Design sprints
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Good design solves a problem.{ }
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best practices?
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