Plug and Play Tech Center Startup Bootcamp Intro

Welcome

(boot) (camp)

Today

UX & methodsTurning UX into $$$

ExpectationsConceptual models

About me

More about me

Where I live (Darwinism)

Welcome

Felix

We’re old.

Perks of being old

Friends

Startup friends

Stealth friends

360

What we do

Research Methods

Observation Diary Studies

Surveys Interviews

Design Methods

Wireframing Prototyping

Reviewing Patterns Sketching

Data Analysis / Needs Finding Methods

Personas Storyboarding

Task Flows Affinity Diagramming

Evaluation Methods

Usability Testing Paper Prototyping

Heuristic Analysis Remote Concept Testing

Your users

Growth

Let’s talk UX.

What is UX?

WTF?

A person’s interaction with any product,

service, company or brand experience.

What is UX?

Aim high

But what is UX for, anyway?

Question

(good) UX leads to $$$

Hypothesis

UX = delightgrowth

needs

sharing

engagement

…and more growth

=

=UX =

Q.E.D.

Growth

Let’s see UX at work.

Pandora for everything except

music.

Good user base

iPhone & BlackBerry apps

Seed funding

Stitcher at a glance

Get investment ASAP.

… by proving that their user experience ensures continued user growth.

Stitcher’s goal:

Growth

But first…let’s talk curves.

Ideal

Growth

Reality

Usage

Casual ChurnedHabitual

What makes someone a habitual user?

The “a ha! moment.”

Definition:

The “a ha! moment” is what separates a casual, potentially churned user from

a habitual one.

If an “a ha! moment” can prevent user churn…

…understanding and creating more such moments can retain users over

the long term.

Hypothesis:

User types

New users and the “out of the box” experience

Habitual users and the longer term experience

Usability testing

In search of the “a ha!”

360

Diary study

What we found

Expectations all over the map.

Also known as: “Is this like Pandora? Like regular radio? How should I use

Stitcher?”

What we found

The result?

Lessons from Stitcher

UX can be quick and dirty

Investors like UX

Expectations matter

Lessons from Stitcher

Growth

Let’s talk expectations.

Lessons from Stitcher

Gustav Fechner, Psychophysics Rockstar

George A. Gescheider,Modern day Fechner

Lessons from Stitcher

Lessons from Stitcher

Lessons from Stitcher

Lessons from Stitcher

Lessons from Stitcher

Growth

Let’s talk conceptual models.

What is a conceptual model?

Product designers

End users

(your life, online)

Conceptual model

Voyeurism

EventsEmail

Gifts

Money

Games

Trade

Dating

Address book

Photos

Music

IM/Chat

Activism

Universities

Question

But how do we know if our conceptual model is even making any sense to users?

An archetypal user designed to help focus product design and marketing efforts.

Personas

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

Behavioral spectrums

Spectrum A

Spectrum B

Spectrum C

Spectrum D

Sample persona

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)

Thanks! Ping me if you’d like some bootcamp help.

jfdesroches@gmail.com

@felixdesroches