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Lean UX Design #4 features/intentions 路 KPI 路 metroApp 路 search/explore

Andrius Butkus 2013

I


💡


as a user I want something, so that value. Do one thing, and do it really well. Users don’t spend time discovering features. Don’t give users something complain about.


âš™

đ&#x;”Ž

E

đ&#x;”–

đ&#x;‘Ľ

control

find

read

bookmark

share

what publications are being recommended

interesting publications to read

interesting publications on any device

and organize publications for easy access later

my favorite publications with friends

understand recommendations modify my preferences

search explore recommendations

reading experience multiple devices

create stacks delete stacks follow stacks unfollow stacks

share publications share stacks


KPI KPI must have the ability to provide recommendation(s) for action 

users

đ&#x;‘Ľ

geographical uptime reach content customer traffic retention rate

time spent CTR

DSU

đ&#x;‘ś

ď˜‘

engagement

social impact

LTV

revenue cost

CTA ARPU

CPC

 brand awareness

ROI

profit

đ&#x;’˛


Ii

Recommendations what KPIs to use?


current

A

B 30

25

20

15

10

5

0

1

2

3

4


as a user I want something, so that value.

?


KPI

?


Sara Cantor & George Aye Sara Cantor Aye co-founded Greater Good Studio in 2011 to apply her design research and innovation practice to the social sector. Formerly Research Director at IA Collaborative, Sara works as an advocate for the user across every step of the design process. Sara teaches as adjunct faculty at Kellogg School of Management, School of the Art Institute of Chicago, Institute of Design at IIT and Lake Forest College. George Aye cofounded Greater Good Studio in 2011 as a way to increase the impact of his user-centered design practice. George began his design career at IDEO Chicago He holds 9 patents. After 7 years at IDEO, George became the lead designer at the Chicago Transit Authority, where he explored the intersection of design and public policy by envisioning the design of a new bus system for Chicago. George spent a year as Creative Director at IA Collaborative, building a new industrial design team, before transitioning to academia as a full-time, tenure track professor at the School of the Art Institute of Chicago.

http://www.thecity2.org/stories/public-transport-public-design-process



what will it do? It could let you pay your fare without taking out your wallet. It could tell you whether you'll get a seat on this bus, or to wait for a seat on the next one. It could wake you up right before your stop. It could know you were traveling with a stroller, and give you a route with elevators at every stop. It could keep track of how much gas you've saved, so you could justify those new shoes! It could integrate with hyperlocal weather, know it was going to rain between your home and your station, and remind you to grab an umbrella. It could include a coffee shop pit stop on every morning trip. It could sync with your calendar, know you had an appointment, then work backwards to tell you when to leave the house. It could give you great transit-related excuses whenever you were running late. It could help you find locations for bike parking, car-sharing, taxis or the Metra. It could send data back to the CTA, so they could know where to locate their next bus stop.


User I live in Chicago. This app is silly. The trains, metros and busses are everywhere and easy to navigate, and if you can’t figure it out, you just use iphone/android’s native navigator apps, which have ridiculously good support. And if my route takes me by a Starbucks, and I happen to want coffee, I think I’ll be able to see the huge STARBUCKS sign without this app’s help, thankyouverymuch.


http://www.ted.com/tedx/events/9315


đ&#x;”Ž



search

explore


things you know

things you know you don’t know

things you don’t know you don’t know


things you know

things you know you don’t know

things you don’t know you don’t know


explore

search

things you know

things you know you don’t know

things you don’t know you don’t know


intentions eat drink dance educate read watch meet get to a place ...


search preferences availability location (near) time (now) predict / pre-fill


search preferences availability location (near) time (now) predict / pre-fill


explore the content its a space the starting point dimensions to navigate context subdivide the space popular recent local relevant learn / adjust / learn / adjust / ...


explore the content its a space the starting point dimensions to navigate context subdivide the space popular recent local relevant learn / adjust / learn / adjust / ...


explore the content its a space the starting point dimensions to navigate context subdivide the space popular recent local relevant learn / adjust / learn / adjust / ...


explore the content its a space the starting point dimensions to navigate context subdivide the space popular recent local relevant learn / adjust / learn / adjust / ...


explore the content its a space the starting point dimensions to navigate context subdivide the space popular recent local relevant learn / adjust / learn / adjust / ...


explore the content its a space the starting point dimensions to navigate context subdivide the space popular recent local relevant learn / adjust / learn / adjust / ...


✓ as a user I want something so that value What’s the value for the company? Business objectives? Choose KPIs to measure. Identify customer intentions and meet them (no feature creep!) What’s your content? A space or a list? If its a space, what are the dimensions to navigate? Search: apply context, predict, pre-fill, ranking Explore: space, starting point, navigation, subdivide the space


♼ [ thanks ]

www.andriusbutkus.com

Lean UX Design: #4 KPI & Search/Explore  

Choosing the right KPI to track performance. Search vs Explore paradigms for finding content. (DTU 2013)

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