plug and play tech center startup bootcamp intro
DESCRIPTION
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.TRANSCRIPT
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Welcome
(boot) (camp)
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Today
UX & methodsTurning UX into $$$
ExpectationsConceptual models
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About me
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More about me
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Where I live (Darwinism)
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Welcome
Felix
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We’re old.
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Perks of being old
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Friends
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Startup friends
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Stealth friends
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360
What we do
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Research Methods
Observation Diary Studies
Surveys Interviews
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Design Methods
Wireframing Prototyping
Reviewing Patterns Sketching
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Data Analysis / Needs Finding Methods
Personas Storyboarding
Task Flows Affinity Diagramming
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Evaluation Methods
Usability Testing Paper Prototyping
Heuristic Analysis Remote Concept Testing
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Your users
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Growth
Let’s talk UX.
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What is UX?
WTF?
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A person’s interaction with any product,
service, company or brand experience.
What is UX?
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Aim high
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But what is UX for, anyway?
Question
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(good) UX leads to $$$
Hypothesis
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UX = delightgrowth
needs
sharing
engagement
…and more growth
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=
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=UX =
Q.E.D.
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Growth
Let’s see UX at work.
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Pandora for everything except
music.
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Good user base
iPhone & BlackBerry apps
Seed funding
Stitcher at a glance
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Get investment ASAP.
… by proving that their user experience ensures continued user growth.
Stitcher’s goal:
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Growth
But first…let’s talk curves.
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Ideal
Growth
Reality
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Usage
Casual ChurnedHabitual
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What makes someone a habitual user?
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The “a ha! moment.”
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Definition:
The “a ha! moment” is what separates a casual, potentially churned user from
a habitual one.
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If an “a ha! moment” can prevent user churn…
…understanding and creating more such moments can retain users over
the long term.
Hypothesis:
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User types
New users and the “out of the box” experience
Habitual users and the longer term experience
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Usability testing
In search of the “a ha!”
360
Diary study
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What we found
Expectations all over the map.
Also known as: “Is this like Pandora? Like regular radio? How should I use
Stitcher?”
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What we found
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The result?
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Lessons from Stitcher
UX can be quick and dirty
Investors like UX
Expectations matter
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Lessons from Stitcher
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Growth
Let’s talk expectations.
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Lessons from Stitcher
Gustav Fechner, Psychophysics Rockstar
George A. Gescheider,Modern day Fechner
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Lessons from Stitcher
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Lessons from Stitcher
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Lessons from Stitcher
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Lessons from Stitcher
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Lessons from Stitcher
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Growth
Let’s talk conceptual models.
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What is a conceptual model?
Product designers
End users
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(your life, online)
Conceptual model
Voyeurism
EventsEmail
Gifts
Money
Games
Trade
Dating
Address book
Photos
Music
IM/Chat
Activism
Universities
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Question
But how do we know if our conceptual model is even making any sense to users?
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An archetypal user designed to help focus product design and marketing efforts.
Personas
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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
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Behavioral spectrums
Spectrum A
Spectrum B
Spectrum C
Spectrum D
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Sample persona
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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)