nelaux presents: ux strategies for startups

WHAT IS UX?

UX is a design approach that focuses on creating the best experience for the end user.

UX IS…

Usability

A/B Testing

Research

Requirements

Focus Groups

Prototype

Simplification

CSS

GUI

Wireframes

Performance

Iterate

User Experience

HTML 5

Mobile

Interaction Design

Typography

Marketing

Design

Process Flows

Information Design

COMPONENTS OF UX DESIGN

• Process Flow Diagrams

• Information Architecture

• Wireframes

• Interaction Design

• Copy Writing / Content Strategy

• Data, Information and Layout Design

• Visual Design and Color

• Document Management for easy

iterating

• Research

• Market Understanding

• Business Requirements

• Technology

• Sell ROI

• Social Media

• Global Understanding

• Mobile and Device Knowledge

UX IS…

1. Psychology - Understanding the user

2. Engineering - Technology Involved

3. Business Knowledge - Objectives

4. Science - Experimentation and Testing

5. Design - Layout, Typography, Visual Hierarchy

GOOD UX IS INVISIBLE

• People don’t use a product because of the great design. Great design helps them use the product.

• Don’t make user think. Have them do.

• Challenge for designers: How do you put together a portfolio of invisible stuff?

GOOD UX IS INNOVATIVE

GOOD UX SOLVES PROBLEMS

GOOD UX IS SIMPLE

WHY DO STARTUPS NEED UX?

1. Reduce Risk

2. Validate ideas

3. Understand the user base

4. Bridge Engineering, Design, Marketing and More

5. Streamline the experience

6. Simplify the message

7. Test

WHY DO STARTUPS NEED UX?

UX is about all the areas where a product engages a consumer.

• Product Design

• Engineering

• Branding

• Marketing

• Customer Service

• Social Media

WHY DO STARTUPS NEED UX?

STARTUPS WITH DESIGNER CO-FOUNDERS

WHERE TO START

UX VALIDATION LOOP

1. IDEATEGenerative research, ideation,

mental & behavioral models,

concept maps, test results,

competitive analysis, Personas

2. DESIGNHypotheses, Sketches, Flows,

Wireframes, mockups,

Prototype

3. VALIDATEEvaluative research, A/B testing, site

analytics, usability testing, interviews,

funnel analysis, surveys

PRODUCT/MARKET FIT

IDEATION• Identify Business Vision, Requirements and Goals

• Engage in Conversation

– Get out of the building

– Focus groups and customer interviews

• Get Competitive and Market Analysis

– Is this a high-value problem and will people pay for the product?

– Who are the market stakeholders?

• Use Validated Learning from Previous Rounds of Testing

• Develop Intuitive Conceptual Models

• Create Personas (based on research)

– Who is it for and how/where will they use the product?

– What can they do that wasn’t possible before?

DESIGN

1. Sketch / White board sessions

2. Brand Development

3. Site maps & Flow diagrams

4. Wireframes w/ Annotations

5. UI / Visual Design

WIREFRAMES

VALIDATE

1. Stats

2. User Feedback (social media is great)

3. Focus Groups

4. User Testing

DOLLAR SHAVE CLUBCase Study

USER NEEDS

1. Value2. Quality3. Convenience

E-COMMERCE BUSINESS OBJECTIVES

1. Lifetime Customer Value

RepeatPurchases

Transaction Now or Later?

TRADITIONAL E-COMMERCE FUNNEL

1. Home2. Browse / Search3. Detail‣ Reviews

4. Add to Cart5. Checkout6. Registration7. Payment Method8. Confirmation9. Repeat Visit10. Repeat Purchase

SUBSCRIPTION E-COMMERCE FUNNEL

1. Home2. Quiz3. Registration (Social OAuth)4. Payment Method5. Confirmation (Share & Earn)

FLOWS

Reviews

Home

Browse

Search

Detail Add to Cart Checkout Registration Credit Card Confirmation Repeat Visit Repeat Purchase

Traditional E-Commerce

HomeRegister

to see resultCredit Card Confirmation

(Share & Earn)QuizQuizQuizQuiz

Beachmint et.al

Home Select Register Credit Card Confirmation(Share & Earn)

Dollar Shave Club

31

RESULT

• $1M seed round raised.• 10.5M plays, 96k likes, 52k retweets, 27k followers.• $9.8M series A raised.• International expansion.• New product lines.

TAKE AWAY

• Good UX starts with user needs.• Good UX can offset, but not make up for poor

quality/value.• UX methodology can help re-think (re-

sequence) established business processes.• Details matters. Lean is NOT an excuse for

releasing crap.

SAY HELLO

Jon Fox — @JonFoxUX, jonfoxux.com

Petra Wennberg Cesario — @petrawcesario, interactivism.com

Erik Wingren — @erikwingren, interactivism.com

Kristen Ding — @kyding, idealab.com

@NELAUX