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Week 18 watch startups.html
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<h1 class="tagged-with">The following posts have been tagged <span class="tag">week 18</span></h1>
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<span class="ornamentation_r">☞</span> <span class="week week_18">Week 18</span> <span class="ornamentation_l">☜</span>
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<a href="http://52weeksofux.com/post/584164217/watch-the-startups" rel="bookmark" title="permanent link to this post">Watch the Startups</a>
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<div class="entry-content"><p class="sketch"><img src="./Week 18 watch startups_files/tumblr_l25ebkir7C1qz8ohs.png" alt="First Flight Ever"></p>
<p>If you want to find the most innovative UX practitioners, watch the startups. Startups are startup companies, newly-formed businesses made up of small teams moving extremely quickly to take advantage of an opportunity they see in the market.</p>
<p>Many of the innovative ways I’m seeing of gathering feedback, testing designs, rapidly evaluating customer satisfaction, and measuring customer engagement are coming straight from startups who are focused squarely on finding out what works best.</p>
<p>Startups are able to do this for several reasons:</p>
<ul><li><strong>Startups are Process Agnostic</strong><br>They don’t have the process baggage that big companies have. They don’t have the “we’ve always done it that way” excuse you hear so often. They don’t have established corporate hierarchies to uphold. They’re simply trying to find out what works and what doesn’t. It is remarkable how quickly this attitude changes as companies grow in size. </li>
<li><strong>Startups are Data-driven</strong><br>Startups often have investors who force them to be data-driven. As one entrepreneur said to me the other day “Having metrics for our product makes it so much easier to talk to investors because they can quickly tell how healthy our company is and point out where to focus our design efforts”. </li>
<li><strong>Startups use New Tools</strong><br>Startups try new things more than most. They use newer tools and techniques like user testing services (e.g. usertesting.com), remote user testing, A/B testing, and other techniques that not everyone has embraced yet.</li>
<li><strong>Startups Iterate Extremely Fast</strong><br>Startups often work fast enough to release code daily or even faster. This is a tremendous advantage over teams who have to create a new project and get permission every time they want to do something. You can learn so much faster by releasing something quickly and knowing you can take it down just as quickly. </li>
</ul><p>The one lesson that any seasoned UX practitioner will tell you is that each design project is different, with its own challenges. There is no process that guarantees success. That’s why startups, who continually try new things and iterate as fast as possible, tend to stumble on the right UX before others do. Sure, they have lots of other problems to deal with, like creating a healthy business, but paying attention to startups can offer insights you won’t find anywhere else.</p></div>
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<span class="date" title="posts on this day"><span class="published updated" title="2010-05-09T11:04:00-00:00"></span>May 9, 2010</span>
<span class="hcard">by <span class="fn">Joshua Porter</span></span>
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<div class="vcard author hidden"><a class="url fn nickname uid" id="author-of-post-584164217" href="http://bokardo.tumblr.com/">bokardo</a></div>
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<a href="http://52weeksofux.com/post/584164393/control" rel="bookmark" title="permanent link to this post">Control</a>
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<p><span><span>A couple weeks ago I wrote about how creating something simple is not that simple at all. One of the things that makes this so difficult is the ever increasing demand to add more features, more settings, or more controls. While all these things are intended to make it easier on the user, it actually serves to create a state of discomfort and even momentary confusion and anxiety.<br><br>The more things a user has to deal with when making a decision, the more likely they are to feel a sense of helplessness and find themselves unable to take the next step. Sometimes, due to the complexity of the interface, there isn’t a clear next step or even a way back. <br><br>Creating great experiences is all about control. For the user, control is knowing and understanding the options and being able to make the “right” decision. For the designer, control is about refining the interface until the user can always take the next step. <br><br>Hick’s Law is a design principle that states: <em>"The time it takes to make a decision increases as the number of alternatives increases."</em> <br><br>Translation: more choices = more anxiety. Less choices = more control. At least in the mind of the user. <br><br>Designers can dramatically affect the experience of the user by paying attention to the tasks common to their product and knowing when to eliminate multiple options in favor of a single, clear action. One of the best examples of this is Apple. Apple has consistently produced products that are minimalist in design, task-focused and consistent. The iPod, iPhone and recently the iPad are all amazing examples of this and obviously the result of the constraints of designing for portable devices. <br><br><span>Especially on these devices, users are often only presented with a few options at any given moment. And usually the options are explicitly related to making a choice that allows the user to take the next step to accomplish their task/goal. Knowing what to do next or even how to escape at any given moment is very empowering for the user. Even if there are numerous features, add-ons and settings behind the scenes, providing them with just enough at each step in their journey will provide them with a sense of being in control and thus, create more passionate users. <br><br>Hicks law doesn’t apply to everything, just as simply removing some choices doesn’t always mean you have made it easier on the user. The point is to be mindful of whether or not your design puts the control in the hands of the user or in the complexity of the interface. </span></span></span></p></div>
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<span class="date" title="posts on this day"><span class="published updated" title="2010-05-09T11:04:00-00:00"></span>May 9, 2010</span>
<span class="hcard">by <span class="fn">Joshua Brewer</span></span>
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<p class="hcard"><span class="fn"><a href="http://www.twitter.com/bokardo" class="url" rel="me">Joshua Porter</a></span> is a long-time interface and product designer and is currently Director of UX at <a href="http://www.hubspot.com/" title="All in one marketing software">HubSpot</a>. He is also the publisher of <a href="http://bokardo.com/">bokardo.com</a> and wrote the book <a href="http://bokardo.com/archives/designing-for-the-social-web-the-book/">Designing for the Social Web</a>. <a href="http://www.twitter.com/bokardo">
Follow Josh Porter on twitter</a>.</p>
<p class="hcard"><span class="fn"><a href="http://www.twitter.com/jbrewer" class="url" rel="me">Joshua Brewer</a></span> is a designer with a love for beautiful, usable products. He is currently Principal Designer at <a href="http://www.twitter.com/">Twitter</a> and the former Director of UX at Socialcast.com. <a href="http://www.twitter.com/jbrewer">Follow Josh Brewer on twitter</a>.</p>
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