Download - Creating Hard & Fast from Soft & Squishy
Creating hard & fast
from soft & squishy
Created for the MITX User Experience Series
Margot Bloomstein | May 19, 2009
A full-service interactive
agency comprising 60 strategy, design, and
development folks in Portland,
Cambridge, Dallas since 1997
UX starts with…
UX starts with…
you!*
UX starts with…
you!* *except not really.
UX starts with…
*except not really:
customers
UX starts with…
*except not really:
“users”
UX starts with…
*except not really:
delivery drivers
UX starts with…
*except not really:
women shopping
UX starts with…
*except not really:
women shopping
for themselves
UX starts with…
*except not really:
women shopping
for their partners &
UX starts with…
*except not really:
women shopping
for their partners & kids & classrooms
UX starts with…
*except not really:
women shopping
for their partners & kids & classrooms
UX starts with…
*except not really:
elderly investors
UX starts with…
*except not really:
20-something rich kids
UX starts with…
*except not really:
urban hipsters
UX starts with…
*except not really:
first-time homebuyers
UX starts with…
*except not really:
parents with sick kids
UX starts with…
*except not really:
potential donors
UX starts with…
*except not really:
college young alumni still in New
England
UX starts with…
*except not really:
gamers fluent in the
writings of Ayn Rand
WTF do they want?!
Why does it matter?
How do you get me to care?
Get beyond the yeah yeah yeahs
Quantify “fluff” on the cheap
Measure success by user goals
Yeah, yeah, yeahs…
http://www.flickr.com/photos/ginger82/3064448895
We already
know our users
We can’t afford that
We don’t have
time for that
We can’t afford that
We can’t afford that
What’s the real cost
of not doing it?
We can’t afford that
What’s the real cost
of risk?
We can’t afford that
Adding a blog
Design a
template:
12 hours
We can’t afford that
Adding a blog
Design a
template:
12 hours
Research &
draft copy:
3 hours
We can’t afford that
Adding a blog
Design a
template:
12 hours
Research &
draft copy:
3 hours
Talking it
up:
2 hours
We can’t afford that
Adding a blog
Design a
template:
12 hours
Research &
draft copy:
3 hours
Talking it
up:
2 hours( )4 times
We can’t afford that
Adding a blog
32 hours @ $125/hour
We can’t afford that!
Adding a blog
$4000 and lost
opportunity cost
If something’s
worth doing,
it’s worth doing
well.”
“
If something’s
worth doing,
it’s worth doing
well.”
So, who defines
well?”
“
“
well?”
“
make me read more
well?”
“
make me read less
well?”
“
show me more options
well?”
“
get me excited for the next release!
Well” takes metrics.
“
Quantify “fluff” on the cheap
http://www.flickr.com/photos/calliope/282246695
fluffy
800 fill power
18 ounces
325 thread ct. case
Well” is measured
in numbers.
“
Well” is measured
in numbers.
“
survey!
Well” is measured
in numbers.
“
conduct group interviews
Well” is measured
in numbers.
“
go fast & cheap!
How did you finance
the purchase?
How did you
get the money?
How did you
choose a lender?
Get reportable,
quantitative results.
Hitch your wagon
to their star
http://www.flickr.com/photos/dawilson/2623785708
Align user goals
with measurements
of success.
Align user goals
with measurements
of success.
Reach users’ goals,
and your clients
will hit their targets
in the process.
Behavioral goals:
Spend 50% less time on the site
Conversion metric:
30% increase in visitor conversions
Tactics:
Trim self-help content and offer
phone number to increase calls
Tweakable tactics, quantitative
numbers
Understanding
them starts with
you.
Tie user metrics
to measurements
of success.
Result:
Happy, engaged, and
eager for more!
Thank you!
Margot Bloomstein
@mbloomstein
Presentation © 2009 Margot Bloomstein;
all images © 2009 Margot Bloomstein except where
noted.
