The master chef lesson. Luz De-León
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Transcript of The master chef lesson. Luz De-León
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
www.diga-33.com
@diga33
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
UX for Ecommerce The Masterchef Lesson
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
About me…
Who are we cooking for?
The importance of each ingredient
Planification: the recipe
Teams in the kitchen
ROI: Show me the green paper
Continuus improvement of CRO
My little spanish restaurant
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
About me…
Who are we cooking for?
The importance of each ingredient
Planification: the recipe
Teams in the kitchen
ROI: Show me the green paper
Continuus improvement of CRO
My little spanish restaurant
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
ABOUT ME
UX designer since 1999
Founder at Diga33!
Creator of UXfighters
Coordinator of the 4th edition of the UX Master
Author of 13 books for MacGraw Hill ed.
Mother of three (and a dog)
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
2009, we design Mooimakk for interactiv4, our first ecommerce site”
2007, we started Diga33!
2014, with 7 people on staff, we create UXfighters.
ABOUT ME
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
2009, we design Mooimakk for interactiv4, our first ecommerce site”
2007, we started Diga33!
2014, with 7 people on staff, we create UXfighters.
ABOUT ME
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
2007, the real start of crisis in Spain
Best moment to start up a business, when all the other businesses need to save money
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
UX: a very good way to save money!
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
But… let me talk about how to be a
Masterchef
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
About me…
Who are we cooking for?
The importance of each ingredient
Planification: the recipe
Teams in the kitchen
ROI: Show me the green paper
Continuus improvement of CRO
My little spanish restaurant
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
WHO ARE WE COOKING FOR?
Age ! Experience
Culture
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
WHO ARE WE COOKING FOR?
Are snails a good idea?
Maybe!!!
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
“When working UX with e-Commerce sites, I don’t care
about the users”
Me ; )
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
WHO ARE WE COOKING FOR?
How can i use this knowledge?
!
What does the user know?
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
WHO ARE WE COOKING FOR?
Approach Phase
Efectivennes Phase
Improvement Phase
Exp
ert
ise
Time
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
Approach Phase
WHO ARE WE COOKING FOR?
Efectivennes Phase
Improvement Phase
Time
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
In order to please a guest, that we know loves chicken…
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
In order to please a guest, that we know loves chicken…
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
Let´s take advantage of the Chicken!
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
About me…
Who are we cooking for?
The importance of each ingredient
Planification: the recipe
Teams in the kitchen
ROI: Show me the green paper
Continuus improvement of CRO
My little spanish restaurant
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
THE IMPORTANCE OF EACH INGREDIENT
A bad dish
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
THE IMPORTANCE OF EACH INGREDIENT
UX cannot save a bad dish
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
temperature
taste
looksmell
combination of textures
surprise factor
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
Whether you are cooking a simple egg or the most exquisite dish, the experience need to be
planned and need to be taken into account from the very beginning of the project
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
It does not matter the size of the project because there will always be a user behind
Our goal is to achieve this grateful experience
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
THE IMPORTANCE OF EACH INGREDIENT
different design options
money spenton changes
REQUIREMENT DEVELOP LAUNCH
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
Ten years ago…
The client had to use theironline banking application
although applications do not work well!
THE IMPORTANCE OF EACH INGREDIENT
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
But don´t fool yourselves This can’t NEVER be applied
to e-Commerce
THE IMPORTANCE OF EACH INGREDIENT
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
Experience matters, experience sells.
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
About me…
Who are we cooking for?
The importance of each ingredient
Planification: the recipe
Teams in the kitchen
ROI: Show me the green paper
Continuus improvement of CRO
My little spanish restaurant
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
Recipes show us the steps we need to follow and the time we need to add each
of the ingredients.
PLANIFICATION: THE RECIPE
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
To work user experience in the planning phase allow us to foresee the interaction
problems that the users will face and solve them before they actually occur.
PLANIFICATION: THE RECIPE
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
When cooking a Sunday Dinner we will need 5 ingredients: meat, potato, onion, gravy and carrots.
Who hasn’t forget the gravy?
but "?
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
When the problems are solved after developing phase, the cost of coming back
to planning doubles up. When the problems are solved in the launching phase or even after, then returning to planning can mean to start all over.
PLANIFICATION: THE RECIPE
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
UX is not painting over something, means creating.
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
Grab your pens A master chef dish can’t be
improvised: Planification is key
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
About me…
Who are we cooking for?
The importance of each ingredient
Planification: the recipe
Teams in the kitchen
ROI: Show me the green paper
Continuus improvement of CRO
My little spanish restaurant
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
Nobody works alone in the kitchen, the same happens on an
e-Commerce project
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
Nowasays great chefs are surrounded with multiskills profiles such as the PR guy, the wine and the dessert experts, even with chemists!!
TEAMWORK
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
From the UX point of view:
TEAMWORK
It´s key to work hand by hand with designers, copywriters and
technology experts, so that the product works as a whole
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
TEAMWORK
We don´t need to create a One Step Checkout,
because it already exists, it´s tested, and it works
perfectly.
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
I try to keep informed about the latest versions and ask my technology partners how to use them in every case or if there are any difficulties or how can it work together with the rest of the application.
TEAMWORK
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
UX Consultant should be your bestie
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
Prototyping is not the main task of a UX Consultant but is the easiest way to show to a client how an application works.
TEAMWORK
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
A prototype could be the base of your functional definition document in a ‘universal language’ that not only developers will understand
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
ONCE AGAIN GRAB YOUR HIGHLIGHTERS:
COOKERS GET A KITCHEN ASSISTANT. UX CONSULTANTS WILL UNDOUBTEDLY SAVE
YOUR LIFE.
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
About me…
Who are we cooking for?
The importance of each ingredient
Planification: the recipe
Teams in the kitchen
ROI: Show me the green paper
Continuus improvement of CRO
My little spanish restaurant
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
SHOW ME THE GREEN PAPER
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
SHOW ME THE GREEN PAPER
$ $ $$ $
You will get it, when this person is going to share his experience and come back to the restaurant but this time with his relatives
You don’t make the big money by getting someone to eat once in your restaurant
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
To please the expectations of the user will allow us to
engage with them and to make them prescriptors
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
What matters to the chef is the returning of the guest.
SHOW ME THE GREEN PAPER
It takes so much to get a new client or a new guest, you know it is, that to invest
in UX in order to guarantee the recurrence is nothing.
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
Does UX really have an impact on ROI?
Is it a trend or is here to stay?
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
UX tasks are not done on one shoot
SHOW ME THE GREEN PAPER
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
The business environment might have change, therefore the project needs to be followed
SHOW ME THE GREEN PAPER
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
About me…
Who are we cooking for?
The importance of each ingredient
Planification: the recipe
Teams in the kitchen
ROI: Show me the green paper
Continuus improvement of CRO
My little spanish restaurant
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
CRO = Conversion Rate Optimization
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
change in the environment change in the environment change in the environment
UX UX UX
CONTINUUS IMPROVEMENT OF CRO
Punctual continuous actions help us to optimize results, this is what we know as CRO.
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
Our grandma’s favourite dish was not always as delicious as we might think
CONTINUUS IMPROVEMENT OF CRO
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
CONTINUUS IMPROVEMENT OF CRO
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
CONTINUUS IMPROVEMENT OF CRO
If we present UX to the client as a circle model, he will be scared to lose all the effort
and money in the new cycle.
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
CONTINUUS IMPROVEMENT OF CRO
If we present UX to the client as a circle model, he will be scared to lose all the effort
and money in the new cycle.
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
CONTINUUS IMPROVEMENT OF CRO
If we work following the linear model, the client will understand we are not starting over but we are just optimizing the project, going one step forward
RESEARCH ANALYSIS STRATEGY GOAL PLAN DELIVERY
MEASUREMENT RESULTS
OPTIMIZATION
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
CONTINUUS IMPROVEMENT OF CRO
We love A/B Testing!
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
About me…
Who are we cooking for?
The importance of each ingredient
Planification: the recipe
Teams in the kitchen
ROI: Show me the green paper
Continuus improvement of CRO
My little spanish restaurant
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
We all know how to cook, however when you have a big event at your house you let things under professional hands
THE RIGHT PARTNERS
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
This collaboration is so important that the catering provider becomes your
If your guests do not like the food, then they will not be paid.
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
We understand UX as a partnership not a service:
We join our clients and go along with you making sure to get your clients to love the experience at your site ensuring the engage with your business.
THE RIGHT PARTNERS
UX Client
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
We want to build a business relationship, where we will work on
their project throughout the time
We want to share with them our methodology and improve
it with their know-how.
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
THE RIGHT PARTNERS
One thing we love about working online and not offline is that UX is measurable.
[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
THE RIGHT PARTNERS
People think UX is about colours and painting over. But it is a question of numbers and numbers don’t lie.
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
You can have your opinion about colours, and you might like blue over yellow
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
You can have your opinion about colours, and you might like blue over yellow
but what is a FACT is that everybody loves 5% over 3% of rate conversion.
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
You can have your opinion about colours, and you might like blue over yellow
but what is a FACT is that everybody loves 5% over 3% of rate conversion.
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
Hope you enjoy the meal!!
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com
diga-33.com
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