ENTRIES TAGGED "lean startup"
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:
Why "flow" and "context" are more important than screen size
Are we done with the Mobile First meme, yet? Can we be? Please?
Look, don’t get me wrong. I fundamentally agree with a lot of the thoughts behind the annoying catchphrase “mobile first.” For example, I agree that mobile devices are now the primary (if not only) mode of connecting for many markets. I also think that having some sort of mobile strategy is absolutely required for almost every product.
The problem is that “mobile first” often equates “mobile” with “small screen” or “responsive layout” or “native vs. mobile web.” Now, those are all incredibly important decisions. But if you’re thinking about the size of your screen or the technology you’re going to use first, you are designing wrong.
Of course, if you’ve read anything else I’ve ever written, you know that the first thing you must figure out is an important customer problem or need that your product is aimed at solving for real people. We’re going to just skip over that whole part where you get to know your most important users. But that’s always first. Promise.
Once you’ve done all that though, you need to start designing. And there are two things that you should always know before you even start considering things like screen size or technology.
Those two things are: Flow and Context.
The only thing harder to find than a great designer is a unicorn
I know, I know. Founders and entrepreneurs are already being told that they need to learn how to code, hire, raise money, and get customers.
Screw that. What founders and entrepreneurs should really do is learn how to build a useful product. And that means learning the fundamentals of research and design.
Don’t believe me? Here are six reasons you should be your own UX designer (or at least learn enough about UX design to fake it).
1. You need to know what problem you’re solving and for whom
GPS solved the problem of getting lost when going to new places. Kindle solved the problem of my entire house filling up with books I’d already read. Instagram and other similar tools solved the problem of how to share all those great photos on your phone with your friends.
Of course, not every product idea solves a problem, and not every problem is something that people are willing to pay you to solve. That’s why it’s so important to learn the fundamentals of customer development and user research.
If you know how to validate your product ideas, you’ll be able to more accurately predict which products solve important problems for large groups of people. This means that you’ll be more likely to build something that lots of people want to pay you for.