ux-design-for-startups-marcin-treder

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design a couple of years before the revolution, inspiredby the work of Don Norman (father of the term ‘userexperience design’, psychologist and former VP ofApple). I understood that great products create a greatend-to-end experience: they shouldn’t be just usable,but seductive, pleasurable and inspiring.Working as a UX designer, UX manager and finallycreating UXPin – a set of tools for UX designers – Isoaked up the design industry. Even so, the revolutioncame to me as a surprise.When, together with my team-mate, we visited SiliconValley to discuss UXPin’s strategy with our clients,investors and great UX designers, I was surprised tohear, “This is the decade of user experience design”from one prominent business angel.“Design and marketing aren’t just as important asengineering: they are way more important.” says DaveMcClure, founder of 500 Startups – one of the mostimportant startup incubators in the world, and he’sgot a point. The world has changed and products now16The age of user experience design
succeed if they provide stunning UX.YouTube, Airbnb, Flipboard, Square, Pinterest, Etsy,Path, AboutMe, Slideshare – all these well designed,successful products were co-founded by designers.Just think how Samsung and Apple fiercely fightover design patents. They want to conquer customers’emotions with unique designs. Remind yourself ofMicrosoft, who surprised the design world with acoherent, beautiful system across devices – Windows 8.Google, the former engineers’ kingdom, redesigned allits significant products and employs UX designers allover the world. And of course Apple, the most valuablecompany in the world, built its success on well-crafteddesigns. These are all signs of a change of paradigm.An incident that emphasized the growing importanceof UX design was O2 UK’s rejection of the sale of theBlackberry Playbook, because of “issues with end-toendcustomer experience”. Take care of user experiencedesign, or you’ll kill your product before any usertouches it.The age of user experience design17
Page 1: UX DESIGNFOR STARTUPSMarcin Treder
Page 6: The real power of prototyping 71Ge
Page 9: I learn anything about their ideas,
Page 12 and 13: The ageof userexperiencedesign
Page 14 and 15: important to have a product with to
Page 19 and 20: magazines, webinars, courses... but
Page 21 and 22: doors will be able to perform the t
Page 23 and 24: our customers and check what troubl
Page 25: described the solution.Simple as th
Page 28 and 29: It’s divided into two parts: Prod
Page 30 and 31: Get to knowyour users
Page 32 and 33: Designer’s Desk. Photo by irrezol
Page 34 and 35: Remembering about the C-P-S triangl
Page 36 and 37: customers via Skype and till today
Page 38 and 39: disagreed with Krug. I believed tha
Page 40 and 41: community and we all know each othe
Page 42 and 43: which I strongly recommend, stopped
Page 44 and 45: and attention during the test. As s
Page 46 and 47: Skype as a research toolWhat if you
Page 48 and 49: All right, but how can you create a
Page 50 and 51: Set up a feedback forumWhat’s tha
Page 52 and 53: efficientdesigntechniques
Page 54 and 55: In my experience, only two things a
Page 56 and 57: However, before we talk about the a
Page 58 and 59: people consider UX designers as sor
Page 60 and 61: Before you start thinking about the
Page 62 and 63: Our success was possible because pe
Page 64 and 65: works of art, unless you plan to te
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epresentation.‘Representation’
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and fix interaction with an interfa
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A mockup is a visual representation
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Prototypes are often written in HTM
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Beware that prototyping is rather a
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use should leave you just enough sp
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growthand designhacking
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Despite all this experience, I stru
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level, successful UX designers do j
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valid conclusion?Make sure that you
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failure. The minimal amount of info
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Economic metricsThey must clearly s
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a new feature or product, consider:
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them successful? I wouldn’t.The n
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could see all the metrics with our
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work influences business. Metrics b
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at complex knowledge, but actionabl
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Economic and behavioral metrics•
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Get itoptimised
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work and a feeling of anxiety rathe
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this. We all live in an extraordina
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focused on user experience, it does
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Awesome, right?We implemented the w
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Then suddenly our sales dropped. We
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Enough is enoughFair enough, you ma
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The second step is to look for the
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Tools,tools,tools
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• Mockingbird http://gomockingbir
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Web Analytics:• Adobe Analytics h
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ClickTracking:• Clickheat http://
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• Morae http://www.techsmith.com/
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