Knowing and Understanding Your Audience

Measuring impact and changing behavior

I had the opportunity to sit down with Laura Klein (@lauraklein) and talk about the importance of creating effective user experiences. Laura is a UX expert and consultant. She stresses the need to figure out what works by talking to users and determining what works through usability testing. She’s also author of O’Reilly Media’s UX for Lean Startups: Faster, Smarter User Experience Research and Design. It hit home when Laura told me, “If people aren’t getting it, you’re probably doing it wrong.”

Key highlights include:

  • How to figure out what works, so you can avoid a poor user experience. [Discussed at 0:19]
  • It’s important to avoid porting a traditional process to a new product and service. Instead you need to think about how to design a new and natural experience. [Discussed at 2:16]
  • Think about context when designing new processes. [Discussed at 2:37]
  • The first step in creating a successful UX is knowing and understanding your audience. [Discussed at 3:49]
  • Using these principles beyond web sites. In all good UX applications, the goal is not to notice the interface. [Discussed at 5:16]
  • It’s critical to observe people, so you’re not assuming a knowledge base. [Discussed at 7:35]
  • The importance of A/B Testing. And how design is not an art; it’s trying to solve a problem. [Discussed at 9:54]
  • How the build, measure, learn lean methodology fits with UX design. It’s all about measuring the impact and changing behavior. [Discussed at 11:11]
  • You can view the full interview here:

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topic: Programming, UI/UX