UX Camp Brighton 2016
✏️ Notes from UX Camp Brighton 2016 sessions
The First 30 Seconds: Let’s Talk User Onboarding
By Andrea Saez @dreasaez
Onboarding
- Not a perfect artform
- Goal to create a successful product + engaged user
- Fails when the user didn’t understand the value of the product
- Design the behavior
- Commit early
- Figure out the blockers
- Examine the outcomes
- Slack as an example as success … but you’re not Slack and your app does more than that
Give them something to focus on
- Shopify e.g. - numbered steps to engage the user
- Prodpad case study
- cohort analysis (time form trial to conversion)
- conversion times 6-10 weeks » 4-6 weeks with onboarding changes
- drip flow emails to increase product engagement
- start with the first 30 seconds
- understanding the why of the tasks (user)
- 3 click rule: no more than that results in difficult to learn the IA
Open discussion
- Anchor.fm - short audio messaging
- Users are impatient
- Tictail onboarding: tasks - suggested text + t+c to move the user through the onboarding process quicker
- Adding friction: increase commitment and value by adding friction where it makes sense
- Feature bloat: Appcues case study.
- aggressive onboarding
- understanding tasks
- through this you gain a better understanding what features your users actually need
- what problem are you trying solve?
- Help mechanisms:
- videos
- demos
- text
- lots of different solutions
- you are not your market!
- assume the user always knows less
- users don’t read
- Pace of onboarding: it depends on the user e.g. service provider/consumer contexts might require slower/quicker more/less speed or friction
Initiating UX Through Resistance
By Gultekin Irengun @mgirengun
How to integrate UX into an established product?
Friction and blockers
- Legacy code
- CEO doesn’t know/understand UX
- Budgets
- Delays
- Methods for CEO buy-in
- UX != visual design
- Testing iterations = time
- Business time and customer barriers
- You can be the only UX team member - cross over skills
Three opportunities and resources
- Usability tests
- Product research
- Business priorities
- Customer snapshot: survey with Google Docs - leveraging customer service knowledge
- Company meetings: presenting UX standpoint - achieve shared understanding across the team and company
- Customer service: collaborative design - different customer touchpoint - what about conflict with marketing? less so with software design but might occur with the marketing site
- UX team is the 1st to understand the customers goals are
- Different objectives
- Feed back into the business
- Goal design - feature requests
Legacy code
- Roadblocks to improvements
- Need of a product owner
- Utilize the scrum master and project manager
- Start a conversation with the the project owner - get them to engage with UX
- UX into scrum - UX sprint 2 weeks prior to any development
- Mock ups and mid-fidelity (axure etc) prototypes to help understand the workings
- Angular templating framework to inject new code and UX into a legacy UI
Flowcharts, Personas and a Love Story
By Natalia Rey @mikitcha
- Use consistent patterns
- Reviewing the overall interaction design: highlights user goals - justify the changes
- Problem based on customer complaints: direct
Users have different motives
- Motivation - Feelings
- Framing - Thinking
- Behaviour - Doing
Questions
- Development engagement and buy-in
- Think into the situations
- Appropriate user persona e.g. motivations etc? Aligned with the business and collaborative process
- Testing the motivation? Done during the user research stage
Iterative Personas
By Adrian Howard @adrianh
How do we understand out customers?
- Twitter for cats: point of reference different for all teams - no shared understanding = a bad customer experience
- UX solution is the persona: deliverable - helps with empathy - good for generating ideas - shared understanding + happy customer
Persona Problems
- Presented as truth: customer’s needs change over time
- Large investment of time and money and people
- Good understanding of customer base
- Out of date persona deliverable
- Products change over time and outgrow the personas
“Personas are to Persona Descriptions as Vacations are to Souvenir Picture Albums” - Jared Spool
The photo album is not the same as the holiday experience.
Lean Iterative Persona
- Define: initial alignment - who are we building it for - customer touch - empathy maps Dave Gray - shared understanding
- Apply a
“made shit up” «» “true”scale - have conversations - surface the details - get stability - push “true” point of reference - Add structure - sift through the details - used with empathy maps
- Visualizing the customer - supporting details to further the character and motives of the customer - e.g. gender - more research
- Apply a
- Define rules - visualizing ongoing research - leads to product decisions and prototypes - prompts further questions
- Realign - split and merge personas
- Communicates risk and confidence, not truth - start with the simpler routes and decisions
- Whole team commits
- Buy-in
Summing Up
- Early alignment
- Scale up with truth
- Add rules
- Step back
Questions
- Hypothisis about users, customere and product features
- Go for the truth straight away
Practical Analytics Tips
By Luke Hay @hayluke
- Reasons to use google Analytics
- easy to setup
- documented
- free
- gachecker.com - checks whole website for tracking
- Filter out spam/bots traffic
- google doing well to filter this out
- filter out unwanted spam
- link to follow see slides
- Find out about your users
- international visits
- demographics (newish)
- from adword data
- interesting when combined with other data e.g. gender split of visitors
- analyze changes
- Most visited pages - quality vs quantity
- Bounce vs Exits - see diagram - don]t confuse the touchpoint
- Analyze the user/behavior flow - better ways to view bigger sites
- Tracking in-page elements - what visitors do on the page - carrousels
- Goals:
- What is a goal - e.g. signing up for a newsletter
- Goal reports - device analysis
- Goal values
- Page value - calculate the value of each page see slide
- Page value formula
- Calculate leakage
- sum see slide
- prompt changes to user journey
- Device specific issues
- page performance
- testing page
- Heat mapping - user behavior and intent e.g. unclickable links = more information needed
- Scroll mapping - where the focus is on the page
- Compare the competition - benchmarking against other sites
- How users arrive - e.g. social, email, direct etc
- Prove your hypothesis - back up the ideas … or not.
- A/B testing
- Identify user groups - e.g. segment age groups
- Automate some of your reports - automated email
- Customise your reports - easy access
- Use it often - better insight
Organizational Culture and UX Design
speaker unknown
- Each culture is different
- Communication map
Workshop objectives
- 4 company culture types based on Competing Values Framework by Cameron & Quinn
- (see slide diagram)
- xy axis =
- Adhocracy - values are to create something new - shy away from processes
- Clan - create a good community - all-in meeting - avoid conflict - very slow
- Hierarchy - focused on processes - top down
- Market - externally focused - stable - e.g. Google, need to be iterative want to be first and best - need proof to validate this
Questions and discussion
- We change our behavior when dealing with one of the above
- Further Reading: Kim Goodwin’s presentation - competing values framework - communication techniques
The Project Pre-Mortem
By Tom Prior @tomprior
- Hindsight is a great things
- How to avoid making the same mistakes?
- Post-mortom - mitigate pitfalls
- everyone benefits apart from the patient (project)
- Inner-team conflict - uncomfotable -
- Flushes out potential other problems (company culture)
- Pre-mortem - from Gamestorming book - Gary Klein
- Harnesses predicted faluire - improves 30%
- Project is already a disaster
How it runs
- All present involved in the Project
- Include the client
- Frame the project
- Image complete disaster
- Generate reasons for failure - competition to find unfound ways of failure
- Theme and prioritise - focus on showstoppers or frequent problems - vote on themes (priority dot voting)
- Brainstorm solutions
- Agree actions - owner scrum master
Recap
- Image compelte failure
- Generate reasons for failure
- Themes and prioritise
- BrainstormAgree actions
Making course corrections - use retrospectives to route check and change tack
Benefits
- Improves the odds of success
- Encourages team work
- Starts the project with a win
Questions & discussion
- Client billing? Yes. More to maintain afterward.
How To Ask Better Questions From Asking Better Questions
By Chris How @chrishow
What makes a good question?
Better questions move things forward - Einstein quote Questions are scary - senior
- Ends in a question mark
- who?
- why?
- what?
- when?
- how?
- Has a purpose
- what do they want to get out of the session?
- what’s the hypothesis?
- Gives insight that is actionable - cash for answers
- Opens up a conversation
- closed questions - yes or no answers
- clarification if fine
- don’t constrain the answers
- Neutral and free of bias
- charged words e.g. “do you think”, “would you agree”, “tell me about about our new and exciting designs”
- It’s interesting
- it’s a tiring process
- omit useless questions
- Is short
- avoid “and”, commas, to many words >12 words should be trimmed lesses understanding of question
- Can be answered
- “what do you do…” rather than “what would you do…”