This document provides an overview of UX fundamentals for startups. It discusses what UX is, how it differs from UI, and how UX works with data. Lean UX approaches for startups are explained, including techniques like user research, personas, card sorting, wireframes, prototypes, and A/B testing. A variety of free and affordable UX tools are also listed.
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UX Fundamentals for Startups
1. UX FUNDAMENTALS FOR STARTUPS
Pithan Rojanawong | VP, Head of UX Design & Analytics at Krungthai-AXA Life Insurance PCL
2. HELLO, MY NAME IS PITHAN (TOZ)
⤠Short intros
⤠Name
⤠Role
⤠Experience with UX
⤠Expectation
3. TODAYâS TOPICS
⤠What is UX?
⤠UX â UI
⤠UX and Data
⤠Lean UX for Startups
⤠UX Toolkit
⤠Measuring UX
⤠Free/AďŹordable Tools for UX
6. USER EXPERIENCE (UX)
⤠UX design is a strategic process aims to create a
product that users will ďŹnd easy to use, and quickly
understand
⤠UX mindset focusing on delivering values, inspire
the right kinds of ideas, and guides decisions
⤠UX reframes the question âWhat do we want to
make?â, instead ask âwhat do we want to achieve?â
(and a bunch other questions)
10. ââŚNot functioning with a case has always been the number one
negative to Olloclip's products, so it's nice to have an option. Access
to a functional case may persuade some people who have held off
buying an Olloclip lens to try one out, and I do recommend bundling
any lens purchase with a case if you're someone who doesn't like the
risk of a naked iPhoneâŚ.â
- MacRumor.com
13. âA user interface is like a joke.
If you have to explain it, itâs
not that good.
15. UI User Interface
UX User Experience
How people interact with websites/mobile apps/products
How they feel while theyâre using them
16. WHAT MOST UX PEOPLE DO
User researchăťUser interviewingăť
Gathering statisticsăťPersonasăť
Information architectureăťCreating
wireframesăťPrototypingăťUsabilityăťUser
interfaceăťVisual designăťInteraction
designăťContent strategyăťAccessibilityăť
Working closely with developersăť
Communication with stakeholders
17. WHAT MOST PEOPLE SEE THEY DO
User researchăťUser interviewingăť
Gathering statisticsăťPersonasăť
Information architectureăťCreating
wireframesăťPrototypingăťUsabilityăťUser
interfaceăťVisual designăťInteraction
designăťContent strategyăťAccessibilityăť
Working closely with developersăť
Communication with stakeholders
23. DATA, A (VERY) IMPORTANT PART OF UX
⤠UX is also about data-driven decision making
⤠Especially when we already have a product. E.g. a
website
⤠We can make use of web analytics data to know
where is the opportunities to improve, issues to ďŹx
25. DATA HAS NO VALUE
⤠Data and tools have no value
⤠Itâs the people who use them,
that can make the data
valuable
⤠People with analytical skill
28. â⌠is Krungthai-AXA 12PL a type of
savings or an insurance product?â
Question posted on 24 Oct 2013
The link to our website that
results in âPage not foundâ
because the original page no
longer exists
29. HAVE QUESTIONS THAT DATA CAN (HELP) ANSWER
⤠You canât expect Google Analytics to tell you what to do with
your website
⤠Invest 10% in tools, 90% in people
32. LEAN UX
⤠Lean UX is researching and validating your user
experience as quickly and cheaply as possible
⤠If youâre already doing UX: itâs all about getting
outcomes (good UX) rather than getting outputs
(UX documents)
⤠If you havenât done UX: itâs all about picking the
best learning tools from UX toolkit to match your
situation
34. WHY DO LEAN UX?
⤠UX doesnât have to be expensive and time
consuming
⤠Many UX tools can be done very cheap
⤠There are many free/aďŹordable tools out there
38. TRADITIONAL UX TOOLS
⤠User Research
⤠Personas
⤠User Journeys
⤠Card Sorting
⤠Wireframes
⤠Mockups & Prototypes
⤠A/B Testing or MVT
40. WHY DO USER RESEARCH?
⤠Itâs cheaper and faster to test assumptions and iterate with
interviews, mockups and prototypes than to do those things
after you launch a product
41. USER RESEARCH
⤠Aim to understand âWhat are the user needs and pain
points?â
⤠Question types determine research methodology
What do people say? What do people do?
Why? How many/often?
Self-report Observation
Few participants Many participants
42. SO MANY TYPES OF RESEARCH
SOURCE: H. MUELLER, GOOGLE AUS
43. USING SOCIAL MEDIA
⤠In many cases, we can
understand user needs from
competitorsâ social media
44. USING SEARCH VOLUMES
⤠In other cases, we can make
use of how people search for
things on search engines
⤠Google AdWords provide free
tool to get this data
⤠Google Trends also help
45. INTERVIEWS
⤠Sometimes, the best way is to
talk to users
⤠Keep questions open-ended
⤠Listen, listen, and listen; avoid
interrupting users
⤠Plan who to interview (great if
we have personas!)
48. USER NEEDS
⤠âŚThen paraphrase quotes from your research into
format âI want to Xâ
âI want to online pre-
check inâ
âI want to be able to
choose my flight time if
my flight is cancelledâ
âI want to know whatâs
happening to my flight in
unexpected extreme
weatherâ
49. USER NEEDS
⤠and create aďŹnity diagram by
grouping the related needs
into groups
⤠This aďŹnity diagram will also
help us creating personas
easier
51. PERSONAS
⤠A persona is like a character
that can represent a group of
your users with a combination
of similar demographics,
behaviours, needs, goals, etc.
⤠Good personas are realistic,
give actionable insights
⤠Good reference for future
decisions
68. CARD SORTING
⤠Card sorting is a good tool for
getting to know how users
would group content or
features of your website or
applications
⤠Increase âďŹndabilityâ of the
web/app
⤠Can be done physically or with
software
69. CARD SORTING MADE EASY
⤠Prepare at least 30 cards
⤠Write down actions users can do on your website/mobile app,
in plain language
⤠Do not write a card that force category
⤠Make them know that itâs not a test, no right or wrong
⤠Observe how participants group cards
⤠When they ďŹnish, ask them to name the category in their own
words
⤠Ask them questions, try to understand their logic of grouping
70. ANALYSE CARD SORTING RESULT
⤠Standardise group names
⤠Create standardised grid to see frequency
⤠Result of card sorting is just input for us to create information
architect or sitemap that should be tested again later
⤠Card sorting wonât be useful without knowing the âwhyâ
71. CARD SORTING DIGITALLY
⤠Service like OptimalSort
enables you to conduct card
sorting online
⤠Tools like this automatically
collect all the data and
(almost) ready for you to
analyse
⤠Downside is we donât get to
talk or observe them like
doing it in person
73. WIREFRAMES
⤠Wireframes are great for
communicating with all
stakeholders
⤠Make sure everyoneâs see the
same thing, on the same page
⤠Adjust until ďŹnalised before
UI designer work on mockups
& prototypes
79. WHEN TO DO MOCKUPS
⤠Sometimes we can do wireframes and mockups in parallel
⤠Mockups also let us see the look & feel of the ďŹnal design
⤠Good for communicating with stakeholders to ďŹnalise all the
small details that wireframes couldnât
80. WHEN TO DO PROTOTYPES
⤠When we know whatâs gonna be on pages/screens and the
agreed look & feel/mood & tone
⤠Hotspot prototypes = interactive prototypes that look and act
similar to the real thing
90. GOOD A/B TEST OR MVT
⤠You test on something that is explainable
⤠Know what it will impact (e.g. conversion rates, more clicks,
more sign ups)
⤠SuďŹcient visitors to make statistical signiďŹcance
98. WEB ANALYTICS
Web Analytics
⤠Google Analytics - Free
Tools to help you record heatmaps, recording sessions, form
analytics, funnels, etc
⤠Hotjar - Free, $29-$89/month
⤠MouseStats (starts $16/month)
⤠MouseFlow (starts $19/month)
101. A/B TEST OR MVT
⤠Optimizely - Free, with enterprise plans
⤠Unbounce (starts $49/month)
⤠Visual Website Optimiser (starts $49/month)
102. PRIORITIES FOR STARTUPS
RecapâŚ
⤠If youâre already doing UX: itâs all about getting
outcomes (good UX) rather than getting outputs
(UX documents)
⤠If you havenât done UX: itâs all about picking the
best learning tools from UX toolkit to match your
situation
103. THANK YOU!
Pithan Rojanawong (Toz) - pithan.toz@gmail.com
VP, Head of UX Design & Analytics
Krungthai-AXA Life Insurance PCL