Solving UX problems (part 1)

whoisPaulyting.com

DESIGN BETTER:

Solving UX problems (Part 1) with Pauly Ting

whoisPaulyting.com

My name is Pauly Ting

and I’m an experience designer.

whoisPaulyting.com

I’ve helped brands reveal their purpose, express their personality, and deliver a complete and authentic experience.

whoisPaulyting.com

TWO THINGS:

Science vs Art

Doing Your Homework

whoisPaulyting.com

#1:

Science vs Art

whoisPaulyting.com

Science of Achievement

Logical patterns of action, and specific pathways to excellence

whoisPaulyting.com

Art of Fulfillment

Finding joy in the appreciation and contribution through the process of understanding

whoisPaulyting.com

Art of Fulfillment

Finding joy in the appreciation and contribution through the

process of understanding

Science of Achievement

Logical patterns of action, and specific pathways to excellence

vs

whoisPaulyting.com

COMPETING WITH ONLY SCIENCE:

Your brand is differentiated by mechanics.

Mechanics can be copied, stolen,

replaced, and cheapened.

whoisPaulyting.com

COMPETING WITH ONLY ART:

Your brand is differentiated by biotics.

Biotics can be obfuscated, costly,

unpredictable, and susceptible.

whoisPaulyting.com

Science AND Art

Leveraging the practicalities and logic of science with the possibilities and joy of art

whoisPaulyting.com

COMPETING WITH SCIENCE AND ART:

Your brand is differentiated by character.

Character is the integral manifestation of

morals, originality, and intrinsic qualities.

whoisPaulyting.com

TAKEAWAY:

Most consumers don’t know the

mechanics or art of what they want.

They know the feeling they want.

They know what wonder feels like.

whoisPaulyting.com

So what does this mean?

whoisPaulyting.com

#2:

Doing Your Homework

whoisPaulyting.com

“We need to build the sign up form.”

Step 1

DESIGN PROCESS OF MANY BRANDS:

whoisPaulyting.com

“We need to build the sign up form.”

Step 1 Step 2

DESIGN PROCESS OF MANY BRANDS:

whoisPaulyting.com

“We need to build the sign up form.”

Step 1 Step 2 Step 3

DESIGN PROCESS OF MANY BRANDS:

whoisPaulyting.com

MANY BRANDS:

Mechanical Function-based Utilitarian Generic Complicated Heavy

whoisPaulyting.com

And it can definitely work. For a while.

Until…

whoisPaulyting.com

“We need more sign ups”

“We need more conversions”

“We need more engagement”

“We need better retention”

Or my favorite…

whoisPaulyting.com

“We need to be more like UBER”

– Many brands

whoisPaulyting.com

SMART BRANDS:

Natural Value-based Identity driven Progressive Personalized Clear and simple

whoisPaulyting.com

So how do we create experiences like this?

whoisPaulyting.com

What if I told you that your

sign-up problem may be more

than just your form design?

That it was your approach to understanding the problem?

whoisPaulyting.com

DESIGN PROCESS OF SMART BRANDS:

Know thyself! Know thy

ecosystem!

Know thy users!

Know thy context!

whoisPaulyting.com

DESIGN PROCESS OF SMART BRANDS:

Science: What do you do and how?

Art: What do you stand for, and why

Wonder: How do we want others to feel? (Pro Tip: don’t say delight)

Know thyself!

whoisPaulyting.com

DESIGN PROCESS OF SMART BRANDS:

Knowing thyself helps to better

articulate how you’ll solve the problem

whoisPaulyting.com

SO, WHAT ARE YOU SELLING?

whoisPaulyting.com

SO, WHAT ARE YOU SELLING?

WHAT ARE YOU GIVING?

whoisPaulyting.com

SMART STARTUPS:

“We need to design a way that our ideal users

will join us because they value what we’re doing”

MOST STARTUPS:

“We need to build the sign up page.”

whoisPaulyting.com

DESIGN PROCESS OF SMART BRANDS:

Know thy ecosystem!

Science: Who do we need to make this work?

Art: Who else wants it to be this way?

Wonder: How would they want to help?

whoisPaulyting.com

DESIGN PROCESS OF SMART BRANDS:

Eventually everything connects;

people, ideas, objects. The quality

of the connections is the key to

quality, per se.

whoisPaulyting.com

SMART STARTUPS:

“We will partner with those who care about the problem in

the same way we do, who are invested in being part of our

solution, and who need the culture we have, to succeed.

MOST STARTUPS:

“We need to get businesses, customers, and suppliers on board”

whoisPaulyting.com

DESIGN PROCESS OF SMART BRANDS:

Science: Who could use this?

Art: Who would ‘get’ this?

Wonder: Why would they want/need this?

Know thy users!

whoisPaulyting.com

DESIGN PROCESS OF SMART BRANDS:

Understand your user’s

psychology, not just their A/S/L

whoisPaulyting.com

WHO ARE YOU SELLING TO?

Parents

Children Teachers

whoisPaulyting.com

WHO ARE YOU REALLY SELLING TO?

whoisPaulyting.com

SMART STARTUPS:

“We work with those who care about the problem the same

way we do, because we know their contentment is created

by the sum of the full experience, and not just the parts.

MOST STARTUPS:

“We are selling to people who need or want what we have”

whoisPaulyting.com

DESIGN PROCESS OF SMART BRANDS:

Science: When could this be used?

Art: How else could this be used?

Wonder: Why would they choose to use this?

Know thy context!

whoisPaulyting.com

DESIGN PROCESS OF SMART BRANDS:

Be ruthless to identify the

context - is the payoff worth it?

whoisPaulyting.com

SMART STARTUPS:

“We know that people seek to achieve a felt result, how ever it

can be realized. We want our value to be perceived through

our commitment to understanding and fulfilling their desired

result, rather than simply selling our solution.”

MOST STARTUPS:

“We sell value in these specific situations”

whoisPaulyting.com

TAKE AWAY:

People are always looking for things to make their lives

better, to save more, to lose less, to improve their chances

at success and fulfillment and so forth.

In order to provide value, how better can you understand

yourself, the ecosystem, your users, and their context?

whoisPaulyting.com

THANK YOU!

TUNE IN NEXT TIME:

Solving UX problems (Part 2) • Reframing to create focus areas

• Design Case Study

• Documenting UX Work