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UX INSIGHTS
FROM A DRUNK GUY
Austin Knight
UX Designer at HubSpot
Simplicity is the
ultimate sophistication
HOLD MY BEER
“IT SOUNDS LIKE YOU’RE MEANT FOR
LARGE SCALE CLIENTS WHO ARE WILLING
TO SPEND MONEY ON BUZZWORDS”
Community
Impact
Business
Impact
What our home page said
What our salespeople used
What our home page said
What our salespeople used
What our home page had
What our users wanted
Don’t tell me…
Show me
Conversion Rate

(22% Actual Increase to Product Pages)
○
Exit Rate

(18% Actual Decrease in Exit Rate)
○
Pain Point Behav...
harsh feedback
IMPACT
True Business
That’s pretty rare
So what caused the drunk
user test to be so great?
Does the user actually
need to be drunk?
NOPE
What are the different
approaches to user testing?
TYPES OF
USER TESTS
1
In-Person
Moderated
Remote
Unmoderated
In-Person Moderated Test
Remote Unmoderated Test
Types of User Tests
Remote Unmoderated
Types of User Tests
Remote Unmoderated
Types of User Tests
Remote Unmoderated
Types of User Tests
Remote Unmoderated
How can I use these tests to get
great feedback out of regular users?
RESPONSIBLE
USER TESTING
2
Testing Results
Segmentation
Segmentation
Know your demographic
Segmentation
Know your demographic
Segmentation
Ask multiple
qualifying questions?
Segmentation
Ask multiple qualifying questions?
Segmentation
Which of the following do you have the
most experience with?

• Sales
• Marketing
• Support
• Design
• None o...
Segmentation
What does CPM stand for?

• Certified Professional Manager
• Community Program Monitor
• Cost Per Mille
• Comm...
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a pilot test
Testing
Run a full test
with 3-5 users
Learn more at uxd.to/drunk
Testing
Don’t inadvertently
lead the user☼
Job application form
Name
Desired position
Professional background
Submit
“I want to
submit a form”
“I want to apply
for a...
Fill out and submit the job application form
Find a job that you like and apply for it
Testing
Don’t inadvertently lead th...
Results
Pair the data
|
Results
Rainbow Spreadsheet
Pair the data|
Results
Use tangential and
unsolicited feedback
Results
Use tangential and unsolicited feedback
Take a photo for safe keeping
Responsible User Testing
Segmentation
•Know your demographic
•Ask multiple qualifying
questi...
What are the ideal
tools for these tests?
TOOLSWORTH USING
3
Tools Worth Using
All-in-one platforms
• UserTesting.com
• UserZoom.com
• TryMyUI.com
Screen recorders
• Silverback
• Scre...
How can you set your
design up for success?
DESIGNING
FOR DRUNKS
4
Designing for Drunks
Don’t design in a vacuum
Designing for Drunks
Don’t let your CEO, CMO, or Junior
Designer dictate the design.
Let your users.
Don’t design in a vac...
Designing for Drunks
Don’t design in a vacuum
Designing for Drunks
Don’t design in a vacuum
Learn more at uxd.to/drunk
Designing for Drunks
Good design is invisible
Designing for Drunks
The best interfaces are so well-
designed that users don’t even
notice them, because they’re too
busy...
Designing for Drunks
Good design is invisible
Designing for Drunks
Don’t overcomplicate
or oversimplify
Designing for Drunks
Simplicity does not mean “less”; it
means “just enough”.
Don’t overcomplicate or oversimplify
“What happens when you let engineers design interfaces”
Designing for Drunks
Don’t overcomplicate or oversimplify
(It also lacks visual hierarchy)
Designing for Drunks
Don’t overcomplicate or oversimplify
Designing for Drunks
Utilize visual hierarchy
Designing for Drunks
Design so that the user can
immediately deduce what you want
them to do.
Utilize visual hierarchy
Utilize Visual HierarchyDesigning for Drunks
Utilize visual hierarchy
Designing for Drunks
Utilize visual hierarchy
Use th...
Utilize Visual HierarchyDesigning for Drunks
Utilize visual hierarchy
Use the tool at uxd.to/drunk
Designing for Drunks
Ut...
Designing for Drunks
Organize information
intuitively
Designing for Drunks
Organize information in a way that
makes sense to the user. Ensure
that users always know where they
...
Designing for Drunks
Organize information intuitively
Designing for Drunks
Confirm user actions
Designing for Drunks
Let users know that their actions
have been registered with
confirmation messages, subtle
animations, ...
Designing for Drunks
Confirm user actions
Designing for Drunks
Optimize site speed
Designing for Drunks
Run speed tests, compress images,
minify your code, etc.
Optimize site speed
3 seconds
Time in which a site has to load
before the average user will leave.
Learn more at uxd.to/drunk
Designing for Dr...
$1.6 Billion
How much a one second load time
delay costs Amazon per sales year.
Learn more at uxd.to/drunk
Designing for D...
Designing for Drunks
• Don’t design in a vacuum
• Good design is invisible
• Don’t overcomplicate or oversimplify
• Utiliz...
How do I implement
this at my company?
CREATING A
CULTURE OF UX
5
Creating a Culture of UX
Everyone is a
UX Designer
Creating a Culture of UX
Everyone is a UX Designer
Creating a Culture of UX
Involve your designers
and developers
Creating a Culture of UX
Involve your designers and developers
Creating a Culture of UX
Fall in love with
problems, not solutions
Creating a Culture of UX
Fall in love with problems, not solutions
Creating a Culture of UX
Get your hands dirty
Creating a Culture of UX
Get your hands dirty
Creating a Culture of UX
• Everyone is a UX Designer
• Involve your designers and developers
• Fall in love with problems,...
@ustinKnight
AustinKnight.com
uxd.to/drunk
@HubSpot
HubSpot.com
UX Insights from a Drunk Guy
UX Insights from a Drunk Guy
UX Insights from a Drunk Guy
UX Insights from a Drunk Guy
UX Insights from a Drunk Guy
UX Insights from a Drunk Guy
UX Insights from a Drunk Guy
UX Insights from a Drunk Guy
UX Insights from a Drunk Guy
UX Insights from a Drunk Guy
UX Insights from a Drunk Guy
UX Insights from a Drunk Guy
UX Insights from a Drunk Guy
UX Insights from a Drunk Guy
UX Insights from a Drunk Guy
UX Insights from a Drunk Guy
UX Insights from a Drunk Guy
UX Insights from a Drunk Guy
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UX Insights from a Drunk Guy

'Hold my beer.' Those three words have preceded some of the greatest moments in history. But who would’ve thought they’d pave the way for an epic user testing session? In this talk, Austin will discuss a drunken usability experiment and the unexpected influence that it had on the way that user research is conducted. Learn about new and unconventional methods for overcoming the struggles and pitfalls of traditional user testing, obtaining true and honest user feedback, and verifying the usability and simplicity of a design. Discover the resulting impact on bottom-line metrics like conversion rate, retention, engagement, and revenue. Walk away with a list of tools that you can use to conduct similar research and experiments on your own projects. Finally, learn about what it means to have a Culture of UX and gain actionable advice on how you can create it within your own company.

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UX Insights from a Drunk Guy

  1. UX INSIGHTS FROM A DRUNK GUY Austin Knight UX Designer at HubSpot
  2. Simplicity is the ultimate sophistication
  3. HOLD MY BEER
  4. “IT SOUNDS LIKE YOU’RE MEANT FOR LARGE SCALE CLIENTS WHO ARE WILLING TO SPEND MONEY ON BUZZWORDS”
  5. Community Impact
  6. Business Impact
  7. What our home page said What our salespeople used
  8. What our home page said What our salespeople used
  9. What our home page had What our users wanted
  10. Don’t tell me… Show me
  11. Conversion Rate
 (22% Actual Increase to Product Pages) ○ Exit Rate
 (18% Actual Decrease in Exit Rate) ○ Pain Point Behaviors
 (FAQ, Search Queries, Misguided Clicks) ○
  12. harsh feedback
  13. IMPACT True Business
  14. That’s pretty rare
  15. So what caused the drunk user test to be so great?
  16. Does the user actually need to be drunk?
  17. NOPE
  18. What are the different approaches to user testing?
  19. TYPES OF USER TESTS 1
  20. In-Person Moderated Remote Unmoderated
  21. In-Person Moderated Test
  22. Remote Unmoderated Test
  23. Types of User Tests Remote Unmoderated
  24. Types of User Tests Remote Unmoderated
  25. Types of User Tests Remote Unmoderated
  26. Types of User Tests Remote Unmoderated
  27. How can I use these tests to get great feedback out of regular users?
  28. RESPONSIBLE USER TESTING 2
  29. Testing Results Segmentation
  30. Segmentation Know your demographic
  31. Segmentation Know your demographic
  32. Segmentation Ask multiple qualifying questions?
  33. Segmentation Ask multiple qualifying questions?
  34. Segmentation Which of the following do you have the most experience with?
 • Sales • Marketing • Support • Design • None of the above Ask multiple qualifying questions?
  35. Segmentation What does CPM stand for?
 • Certified Professional Manager • Community Program Monitor • Cost Per Mille • Community Property Manager • None of the above Ask multiple qualifying questions?
  36. Testing Run a pilot test
  37. Testing Run a pilot test
  38. Testing Run a pilot test
  39. Testing Run a pilot test
  40. Testing Run a pilot test
  41. Testing Run a pilot test
  42. Testing Run a pilot test
  43. Testing Run a pilot test
  44. Testing Run a pilot test
  45. Testing Run a pilot test
  46. Testing Run a full test with 3-5 users Learn more at uxd.to/drunk
  47. Testing Don’t inadvertently lead the user☼
  48. Job application form Name Desired position Professional background Submit “I want to submit a form” “I want to apply for a job” Testing Don’t inadvertently lead the user☼
  49. Fill out and submit the job application form Find a job that you like and apply for it Testing Don’t inadvertently lead the user☼
  50. Results Pair the data |
  51. Results Rainbow Spreadsheet Pair the data|
  52. Results Use tangential and unsolicited feedback
  53. Results Use tangential and unsolicited feedback
  54. Take a photo for safe keeping Responsible User Testing Segmentation •Know your demographic •Ask multiple qualifying questions Testing •Run a pilot test •Run a full test with 3-5 users •Don’t inadvertently lead the user Results •Pair the data •Use tangential and unsolicited feedback Rainbow Spreadsheet
  55. What are the ideal tools for these tests?
  56. TOOLSWORTH USING 3
  57. Tools Worth Using All-in-one platforms • UserTesting.com • UserZoom.com • TryMyUI.com Screen recorders • Silverback • Screencastify • Loop11 • WebEx / Google Hangouts Participant recruiting • uTest.com • Ethnio / Hotjar • Amazon Mechanical Turk • Knowbility Blended data • Usabilla • Usability Hub • Optimal Workshop • Inspectlet Take a photo for safe keeping
  58. How can you set your design up for success?
  59. DESIGNING FOR DRUNKS 4
  60. Designing for Drunks Don’t design in a vacuum
  61. Designing for Drunks Don’t let your CEO, CMO, or Junior Designer dictate the design. Let your users. Don’t design in a vacuum
  62. Designing for Drunks Don’t design in a vacuum Designing for Drunks Don’t design in a vacuum Learn more at uxd.to/drunk
  63. Designing for Drunks Good design is invisible
  64. Designing for Drunks The best interfaces are so well- designed that users don’t even notice them, because they’re too busy using them Good design is invisible
  65. Designing for Drunks Good design is invisible
  66. Designing for Drunks Don’t overcomplicate or oversimplify
  67. Designing for Drunks Simplicity does not mean “less”; it means “just enough”. Don’t overcomplicate or oversimplify
  68. “What happens when you let engineers design interfaces” Designing for Drunks Don’t overcomplicate or oversimplify
  69. (It also lacks visual hierarchy) Designing for Drunks Don’t overcomplicate or oversimplify
  70. Designing for Drunks Utilize visual hierarchy
  71. Designing for Drunks Design so that the user can immediately deduce what you want them to do. Utilize visual hierarchy
  72. Utilize Visual HierarchyDesigning for Drunks Utilize visual hierarchy Designing for Drunks Utilize visual hierarchy Use the tool at uxd.to/drunk
  73. Utilize Visual HierarchyDesigning for Drunks Utilize visual hierarchy Use the tool at uxd.to/drunk Designing for Drunks Utilize visual hierarchy
  74. Designing for Drunks Organize information intuitively
  75. Designing for Drunks Organize information in a way that makes sense to the user. Ensure that users always know where they are and where they’re going. Organize information intuitively
  76. Designing for Drunks Organize information intuitively
  77. Designing for Drunks Confirm user actions
  78. Designing for Drunks Let users know that their actions have been registered with confirmation messages, subtle animations, or microinteractions Confirm user actions
  79. Designing for Drunks Confirm user actions
  80. Designing for Drunks Optimize site speed
  81. Designing for Drunks Run speed tests, compress images, minify your code, etc. Optimize site speed
  82. 3 seconds Time in which a site has to load before the average user will leave. Learn more at uxd.to/drunk Designing for Drunks Optimize site speed
  83. $1.6 Billion How much a one second load time delay costs Amazon per sales year. Learn more at uxd.to/drunk Designing for Drunks Optimize site speed
  84. Designing for Drunks • Don’t design in a vacuum • Good design is invisible • Don’t overcomplicate or oversimplify • Utilize visual hierarchy • Organize information intuitively • Confirm user actions • Optimize site speed Take a photo for safe keeping
  85. How do I implement this at my company?
  86. CREATING A CULTURE OF UX 5
  87. Creating a Culture of UX Everyone is a UX Designer
  88. Creating a Culture of UX Everyone is a UX Designer
  89. Creating a Culture of UX Involve your designers and developers
  90. Creating a Culture of UX Involve your designers and developers
  91. Creating a Culture of UX Fall in love with problems, not solutions
  92. Creating a Culture of UX Fall in love with problems, not solutions
  93. Creating a Culture of UX Get your hands dirty
  94. Creating a Culture of UX Get your hands dirty
  95. Creating a Culture of UX • Everyone is a UX Designer • Involve your designers and developers • Fall in love with problems, not solutions • Get your hands dirty Take a photo for safe keeping
  96. @ustinKnight AustinKnight.com uxd.to/drunk @HubSpot HubSpot.com
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'Hold my beer.' Those three words have preceded some of the greatest moments in history. But who would’ve thought they’d pave the way for an epic user testing session? In this talk, Austin will discuss a drunken usability experiment and the unexpected influence that it had on the way that user research is conducted. Learn about new and unconventional methods for overcoming the struggles and pitfalls of traditional user testing, obtaining true and honest user feedback, and verifying the usability and simplicity of a design. Discover the resulting impact on bottom-line metrics like conversion rate, retention, engagement, and revenue. Walk away with a list of tools that you can use to conduct similar research and experiments on your own projects. Finally, learn about what it means to have a Culture of UX and gain actionable advice on how you can create it within your own company.

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