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Beyond Pretty 
Creating better products with measurable design 
Melissa Perri | @lissijean 
Agile On the Beach 2014
Beyond Pretty: Creating Better Products with Measurable Design
say hi. 
@lissijean
5 seconds 
@lissijean
like, woah. 
@lissijean
Design is not just “Design”. 
@lissijean
@lissijean
Visual Design 
@lissijean
My 
profile 
Menu 
User’s Feed Advertisement 
Information Architecture 
@lissijean
UI Design 
@lissijean
UX 
UX Design 
@lissijean
Marketing Design 
@lissijean
@lissijean
Marketing Visual UX UI IA 
Intuitive, 
Personal 
Concrete, 
Unbiased 
@lissijean
What cannot be defined, 
cannot be measured; 
what cannot be measured, 
cannot be managed. 
-Paul Lillrank 
@lissijean
idea 
@lissijean
user research 
@lissijean
wireframes 
@lissijean
visual design 
@lissijean
launch 
@lissijean
delighted users 
@lissijean
how we plan for design 
@lissijean
what happens here? 
@lissijean
a series of decisions 
@lissijean
ONE WAY 
@lissijean
Treat your design 
as a hypothesis ?@lissijean
how design 
process should 
work 
@lissijean
@lissijean
@lissijean
quantitative qualitative 
@lissijean
quantitative 
noticing trends 
measuring against KPIs 
@lissijean
quantitative 
noticing trends 
measuring against KPIs 
50% of our users log in 
only once a week. 
@lissijean
quantitative 
noticing trends 
measuring against KPIs 
43% of our users do not 
complete checkout. 
@lissijean
quantitative 
noticing trends 
measuring against KPIs 
76% of our users do not 
return after first use. 
@lissijean
quantitative can’t tell 
you why. 
@lissijean
@lissijean
@lissijean
qualitative 
observing behavior 
finding meaning 
@lissijean
qualitative 
observing behavior 
finding meaning 
Those 50% of users only 
need our data once a week. 
@lissijean
qualitative 
observing behavior 
finding meaning 
Those 43% find our checkout 
process very confusing. 
@lissijean
qualitative 
observing behavior 
finding meaning 
Those 76% couldn’t find what 
they were looking for. 
@lissijean
Metrics are not a 
replacement for 
user research. 
@lissijean
Measurable Design 
Design judged on qualitative and 
quantitative measurements that 
determines if it achieves a goal. 
@lissijean
@lissijean
‣What is our goal? 
‣Who is our customer? 
‣What is the problem? 
‣What small step can we take? 
‣How do we measure success? 
@lissijean
‣What is our goal? 
‣Who is our customer? 
‣What is the problem? 
‣What small step can we take? 
‣How do we measure success? 
@lissijean
clear goal 
@lissijean
@lissijean
@lissijean
@lissijean
@lissijean
@lissijean
goal 
Increase usage by 
sellers. 
@lissijean
‣What is our goal? 
‣Who is our customer? 
‣What is the problem? 
‣What small step can we take? 
‣How do we measure success? 
@lissijean
@lissijean
User Research 
@lissijean
users 
Celebrities 
short on time, not very tech savvy 
@lissijean
‣What is our goal? 
‣Who is our customer? 
‣What is the problem? 
‣What small step can we take? 
‣How do we measure success? 
@lissijean
@lissijean
5 second 
test 
@lissijean
Beyond Pretty: Creating Better Products with Measurable Design
@lissijean
@lissijean
@lissijean
@lissijean
@lissijean
problem 
Navigation & Medium 
@lissijean
‣What is our goal? 
‣Who is our customer? 
‣What is the problem? 
‣What small step can we take? 
‣How do we measure success? 
@lissijean
Small, measured changes. 
@lissijean
@lissijean
step 
Information Hierarchy 
biggest problem 
@lissijean
Dashboard | Products | Comments 
My Revenue for April My Revenue for 2012 
$25,000 $95,000 
My Products Going Live Tomorrow 
The Super Awesome Blender 
The Leather Chef Mate 
My Best Sellers 
The Great Grill!! ! 500 sold! ! ! $50,000 
The Grill Master Set!! 300 sold! ! ! $20,000 
@lissijean
step 
Medium 
phone version 
@lissijean
@lissijean
‣What is our goal? 
‣Who is our customer? 
‣What is the problem? 
‣What small step can we take? 
‣How do we measure success? 
@lissijean
success 
Decrease in staff time 
Increase in usage 
@lissijean
Design 
sprints 
@lissijean
Beyond Pretty: Creating Better Products with Measurable Design
Good design 
solves a problem. { } 
@lissijean
@lissijean
any questions? 
@lissijean 
melissaperri.com 
melissa@produxlabs.com
best practices? 
@lissijean
Beyond Pretty: Creating Better Products with Measurable Design
Beyond Pretty: Creating Better Products with Measurable Design

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Beyond Pretty: Creating Better Products with Measurable Design