Why is

UX Design important?
 What is
UX/UI Design?
 The main objective of UX design is to
improve the way users interact with devices,
apps and websites, provide value to them
and thus enhance overall user satisfaction.
Create the optimal digital experiences
for the user
What is the difference between
UX and UI Design?
UI UI
“Good design is actually a lot harder to notice than
poor design, in part because good designs fit our
needs so well that the design is invisible, serving us
without drawing attention to itself.”

– Don Norman, The Design of Everyday Things

“It seems that perfection is attained not when there
is nothing more to add, but when there is nothing
more to remove.”

– Antoine de Saint Exupéry

 Interviews
Surveys
Second hand data
What’s out there?
Competitor research
Empathize Publications
Passive observation
Active Participation
 Personas
Scenarios
User (customer) journey
Use cases
What did we learn?
User stories
Define Empathy maps
Roleplay
Goals
Artefacts
 Brainstorming
How do we make it work?
Bad options
Ideate Opinion without judgement
 Card sorting
Paper prototypes
Low fidelity prototypes
How do we make our idea better?
Wireframes
Prototype Sitemap
Diagram
Flowcharts
 Usability testing
Interviews
Walkthrough
How do we test our idea? Wizard of Oz
Test Analytics
Heuristic evolution
Learnings
Improvement priorities
"We need to design with people, not for people."
– Gerry McGovern
Thanks for listening
Questions?