ux-design-for-startups-marcin-treder

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Remembering about the C-P-S triangle is the firstsmart thing you can do while designing. The secondthing is to actually discuss your strategy with potentialcustomers.Let me share the single most important thing thatI’ve learnt about customer development: you won’tmeet your customers in the reflection on your screen.You have to get out of the building and really talk topeople. It doesn’t matter if you reach them by Skype(you might get out metaphorically) or in- person - theimportant thing is to transcend the boundaries of yourego.Don’t try to hack it, or your design will be lost.If I’m asked to give one piece of design advice, it’salways: Root your design in the actual knowledgeabout your customers and execute mercilessly basedon this. Don’t daydream, don’t say “my mom wouldn’tget it”, or “well I would use it!” - reach out to yourcustomers and ask them what their thoughts are.Back up your design assumptions with knowledge to34Get to know your users
minimize the risk of failure.When we started to negotiate our founding deal withour investors at UXPin, their first piece of advice was:“Pack your stuff and go to San Francisco to talk toyour customers!” (We’re lucky to have wise investors,who were successful as entrepreneurs). We didn’t needmuch persuasion – a 14-hour flight and we were wherethe majority of our clients are – the USA.And yes, it wasn’t easy to break our comfortablehabits and start to have three meetings a day foraround 2 weeks, instead of dilly-dallying in front of acomputer for the whole day... but we did it. We put ourintroversive natures aside and fought for the sake of thepeople who trust us - our users.We needed to know what they think about us, howthey work, what they really need... there’s no otherway to learn that than getting out of a building,approaching the users and asking the right questions.When we got back home, we continued talking toGet to know your users35
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 16 and 17: design a couple of years before the
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 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
Page 66 and 67: epresentation.‘Representation’
Page 68 and 69: and fix interaction with an interfa
Page 70 and 71: A mockup is a visual representation
Page 72 and 73: Prototypes are often written in HTM
Page 74 and 75: Beware that prototyping is rather a
Page 76 and 77: use should leave you just enough sp
Page 78 and 79: growthand designhacking
Page 80 and 81: Despite all this experience, I stru
Page 82 and 83: level, successful UX designers do j
Page 84 and 85:
valid conclusion?Make sure that you
Page 86 and 87:
failure. The minimal amount of info
Page 88 and 89:
Economic metricsThey must clearly s
Page 90 and 91:
a new feature or product, consider:
Page 92 and 93:
them successful? I wouldn’t.The n
Page 94 and 95:
could see all the metrics with our
Page 96 and 97:
work influences business. Metrics b
Page 98 and 99:
at complex knowledge, but actionabl
Page 100 and 101:
Economic and behavioral metrics•
Page 102 and 103:
Get itoptimised
Page 104 and 105:
work and a feeling of anxiety rathe
Page 106 and 107:
this. We all live in an extraordina
Page 108 and 109:
focused on user experience, it does
Page 110 and 111:
Awesome, right?We implemented the w
Page 112 and 113:
Then suddenly our sales dropped. We
Page 114 and 115:
Enough is enoughFair enough, you ma
Page 116 and 117:
The second step is to look for the
Page 118 and 119:
Tools,tools,tools
Page 120 and 121:
• Mockingbird http://gomockingbir
Page 122 and 123:
Web Analytics:• Adobe Analytics h
Page 124 and 125:
ClickTracking:• Clickheat http://
Page 126 and 127:
• Morae http://www.techsmith.com/
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