DotYork 2017 – Conference Notes – User Experience and Needs

Insight Driven Design – Llara Geddes


Llara Geddes is Head of UX at Beauty Bay

Wireframes ≠ UX

Design gone wrong – A project for a big bank that had no empathy for the users. The idea was to provide resources for students and teachers. It had a great design that everyone loved but then, as an afterthought, the bank provided money for some user testing. The users were confused. They had no idea how to navigate or use the website, and they did not understand the point of it.

What might we have done?

  • Decide what problem we’re trying to solve
  • Ask ourselves:
    • Is this useful?
    • Is it meeting a user need?
    • Are we improving something already existing?

To convince stakeholders of the need for UX show the value of it, show what other people and projects have gotten out of it.

Keep stakeholders involved. An example: the client forgot to show the head of brand the latest designs. Everyone else loved them but she said that icons could not be used, they had to roll back to the last design the head of brand had seen.

Use a stakeholder engagement map.

stakeholder engagement map

Design for the Developing World – Zarino Zappia


Zarino Zappia is a designer and coder at My Society

Understand local culture. Eg, don’t use green in Costa Rica because it is the colour of the main political party and makes your website look like they control it. If a website in South Africa looks like it has anything to do with Great Britain then people will not use it.

Go where the users are. Talk to them. Get to know them. In some countries, Facebook is the way people access the internet. They do not have emails so Facebook login is essential.

Design for multiple devices. Find out what your users use. Kenya and Nigeria 50% of users come through Opera Mini. Know your audience. User browser stack to test on devices you do not have.

Make a start right now. Do something. Spend a couple of days looking at front-end performance, carry out a performance audit. Test in the streets where your users will be using your website or app.

Design for the whole world.

Who Needs Dashboards – Jessica White


Jessica White is a developer

Who needs dashboards longer post on Jessica’s blog.

If you don't measure it you can't manage it
Source – @selfmadeheroes

In order to make informed decisions you need a baseline and to measure progress. In order to fix or improve things, you need to be able to see when something is broken or can be improved.

Dashboards are a clear and easy way to see info you need or info you may need to react to.

Dashboard designers need to think about when to surface the right info.

Users need coaching on how to use the information shown in the dashboards.

Four different types:

Business Intelligence (Strategic)

For upper management these dashboards are temporal and show how the business is performing and customer behaviour. They aid in coming up with goals.

Management Information (Tactical)

These are useful for marketing and finance teams. They contain information that can be used to measure the health of the business financially and the progress of initiatives to help reach the business goals.

These dashboards can be used for smaller projects that help towards the bigger goals.

Operational Information (Execution)

How things are working in production. Hardware information e.g. CPU speed. Software information e.g. database read / write times.

Development Information (Execution)

Are things working the way you expect? Performance monitoring, monitoring the health of your system and aiding debugging. Guiding improvement.

Business Intelligence (Strategic)

For upper management these dashboards are temporal and show how the business is performing and customer behaviour. They aid in coming up with goals.


Products Come and Go, But Needs Never Change – Adam Warbuton

Needs are static but products change. Needs can always be traced back to Maslow’s hierarchy of needs. Weather apps – comes down to safety. Do I need an umbrella? Do I need a jacket?

Maslow’s hierarchy of needs - pyshological, safety, love and belonging, esteem, self-actualisation

People don’t want a drill, they want a hole. Actually, no one wants a hole, we want to look at pictures, we want somewhere to hang a coat or we want to be able to find out what time it is.

Instagram serves the need of being able to look at pictures. Is Instagram a competitor of the drill?

British Airways see video conferencing as a threat to business class flights. Skype is one of their competitors.

Think about core needs – how does our product or service align to users basic needs?

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