area but it's Chris and I'm here with Jose and we're going to be talking about
us- design how do you turn UX design it into a website is what I want to know i
think thats what you guys wanna know so we're gonna roll with that
around guys and guys again I want you guys to listen to me my name is host
check out yet and I talked about the business of just got a lot of my name's
Chris delano talk about the business of design at the center of this operating
systems about understood as a showdown always I hate you do you are watching
the process got a couple of people in the studio and we hope that they're
gonna chinaman got it so the question is what exactly is your chance that the
question that you keep gone
so when you say you know what the film as people think of the end product which
is you know moving pictures with music and dialogue and its emotional when you
say filmmaking which is all the components are going to film making
things like you know the cinematography that step designed the script be all
about what else passing casting production design storyboarding affects
all those things collectively are filmmaking so when its process so you ex
describes a collection of activities that you do in order to create
programming and digital devices experiences for users which is what
people call somebody who uses a digital device so everything from research to to
the actual definition of what you're doing to customer profiles to the actual
design of the UI of the user interface itself visual design user testing
development of it falls under user experience now user experience design
the actual definition of a user experience is what we're going to talk
about today that a good answer
yeah so depressed that goal but we want to do today and I think your screen is
actually working is to working on a real project so we're going to be working on
this school's website to school rock salt that yes so if you can put that out
there but i wanna do today is to take the user profiles that we have and we're
going to talk about them briefly and then we're gonna start sketching out our
homepage and I want people to understand because I'm gonna talk I'm gonna do it
out loud and actually talk to my process so that people understand how i'm taking
those in what it is and I'm doing with with a customer profiles in order to get
to that so this is the currency so we've got to get a lot of compliments on the
side and on what what it does we also get a lot of questions about where can
we get your product and its link this shop we also have a lot of disparate
sites and a lot of different things that were using so far
as founders Chris what are the goals that were trying to accomplish why are
we doing a website we're trying to communicate our product were clearly are
also trying to identify to our customers are we need to speak to them directly
and solve their problems can you can do that hopefully more people get
interested in the products and the things that we're doing so what he said
is that he wants to fine tune and what I wanted you to fine-tune what we're
saying to our actual customers that we're discovering more and more they are
more specifically and then second we want to really highlight our products so
that we can sell more and have the business increased in terms of the
financial aspects of right because we believe in the product that we are
making building and developing and we want to make sure that the people are
audience that we're speaking to understand what it is that were doing
cuz if not there's a disconnect and then they won't see the value chart let's
start with that what we're gonna start with this to less due to customer
profiles that we already have really seen from all the feedback and all of
the work that we do online meaning the interaction that we have with people who
are the two and Aaron you know who they are who are they
the two primary customers that we have right now
because what's interesting is how we do user experience we define a customer in
the story the demographics two-story what their challenges are obstacles are
and what their needs are in order to meet those but let's use distill it down
to those two things let's just do it too if it's really basic like if we were to
do real quick up here just the name and age and then the only two things that I
think would be interesting to do is what are the challenges are with their story
like what's your story morning glory and then in order to meet those challenges
even calling solutions you can call it needs you can call me whatever you want
let's actually column solutions just for fun just a very specific in how we do it
in our product called core we call this needs Chris Carlson something slightly
different but it's all the same thing here is this story like what's the story
of this particular user Chris so let's giving a jealous person we were here
ones early thirties early thirties so 33
ok email we have built up a whole profile which is going to give me 10
three letters to the college 1010 Carson making that are doing great and he what
what are the challenges that he's having now we're basing this on going back on
camera here we're basing this on you were basing this on what we're seeing
every time that you buy a school product I asked you specifically email back and
say why did you buy the product which challenges are you going through if you
bought one let us know in the comments and you must have you with a ninety
percent answered question what are the challenges are going through Chris
challenge they're going through is the they're transitioning from being a
freelancer works for other companies to having their own client's and what they
want to do is graduate basically from working out of their home studio into
having the office and having some employees could be an intern or maybe
your desire for a salesperson they want to grow and they need to grow because at
this phase in their life at 3330 either married or about to have a kid or
something like that and so their financial needs are much different today
than they were when they were in their twenties so they have to do it and
there's one other challenge that they were always pose which I had and you've
had when you're doing digital projects what happens when the digital projects
get bigger it becomes unwieldy unwielding they become complexity and
pain so people are really scared of it scared of it and the reason I really
think the school's what we do is important is because it's all about the
pain and I think one of the challenges they also have is they wonder is there a
better way can I do this better like how do you get from doing five to ten
thousand other websites 240 5200 $200,000 websites to the russians see
well and and also be able to attract better claims that so so so growth
complexity is there a better way and we'll call it a client's transition real
quick into solutions what our solutions or what do they need in order to be able
to and I like with Christo talks about where he's like tit-for-tat so they can
you need to transition by the way to protect from small to larger what does
he need to grow what does he need for complexity what does he need is there a
better way what does he need like can we say what other things that the solutions
for those problems ya guys like first one you need in order to transition from
small to x-large what do you need to get your practice to be bigger clients so
it's a client's process that you can follow great thank you so much
process appreciate that and pay attention if you're watching this pay
attention to my languages I'm facilitating because your job as it is
liner to level of us to do the same thing I'm doing so I say thank you very
much
awesome idea
to grow to increase sales process but also see need to grow 10 Carson Tim
needs to call the other day we had this call with with with Ben we have this
college at least and they told us I can't remember how to generate enough
leads like what are the activities that you can't you marketing to process it is
a little bit marketing as lead gen it's put it in there
highlighted under the same umbrella that's why it's ok ok that's a really
good point it's better to be more granular cells process might be too
broad ok so let's call it marketing and promotions marketing promotions so far
complexity in pain is a good job
oh good job so what does he need what won't you need in order you've been
doing well a lot of shopping my hire more people hire people in to put him to
work ok so hire and manage teams and what and the fear is that it gets
painfully that those three and let us don't you need to be able to manage
complexity in pain
don't you need a clearly defined process the perfect holiday process just what
those three let's just do this exercise just with those but one thing that I
wanted to point out and we can do the time
we could do another one real quick so we do agency how hardly agency problems
different is a person can be a little older maybe a bit 3838
and that's a good name in Greek let's give her some challenges what challenges
does she have any challenges out there if you can relate with profiles let us
know in the comments what are your challenges we're going to need to see i
mean I had some of these you have family responsibilities you have partners now
you probably hit a ceiling and you're you're trying to figure out how to get
the next level so maybe your 325 people and what started out to be a great ramp
is now kind of petered out and that fat tone in sales are in size and size do
you have a certain amount of projects cash flow I heard that like how to
manage cash loan it's not that different than what Tim Tim going through in that
he is dealing with particular projects and he need to grow he needs to grow
they just need to go with even bigger project than just a similar problem but
just don't get what also they're overwhelmed because it's so much now
that they're they used to be
designers and now they're being managers so in a way they're overwhelmed so
managing overwhelm or managing those three managing over this space as you're
getting bigger and bigger players though it's much more competitive competition
competitions where you begin having to do things like you need to position
itself within your competition to grow and then
managing overwhelm is also about us
you have a bigger kitchen so many solutions alright so what are some
solutions for this week all this needs there's other ways and tons of ways to
name these categories and there's different ways that you can learn how to
do this all of them are really about identifying who the customer is what the
challenges are and how can you solve them and then creating a user experience
based on that Chris just about a solution
ok so what we're talking about could be dissimilar what's the cash flow problems
manager 122 station competition for cash flow contract structure can help solve
the right you can get paid more frequently split up your payment
schedule bigger have delivery and delivery co-payments platinum signs that
means that you need to grow your project sizes with what does that mean in order
for me to charge more but I need to be able to do not demonstrate value higher
value higher sales tools and that's also positioning the big one and a fairly
thick sharpy but I even didn't get it to be thick enough I wanted to get the
really thick one and that's because it needs to look good on camera but also
because if you're in a room
people are going to be within the room you want everybody to see this in to
give you a problem this let's just take these kids a big thing once you have a
lot of these and you might have tended these because there's 10 people in the
room we might have you know ten of these what do you do next
prioritize you prioritize I 23 completely arbitrary here's why and then
the day can't necessarily build everything you want to actually really
funny things through priorities you're gonna push people to choose priorities
it doesn't mean that the seventh when it's going to be addressed it means that
if we have to cut it and we go back is a look you selected these disparities is
it ok this becomes part of the next phase and that's why you when you say I
was really seems like the most pressing challenge in solution that we can
provide and then we will see like everybody seems to be an agreement the
top ones always easy number two is pretty easy the third one that's where
the facility me a minute I'm hearing these things I think it's worth it and
then you got into the process
yeah I got hot options I got this one right now let's go on to choosing let's
just shoot 2 per category 3 good one so I'm sorry challenges in its Chris and I
we're here
transition from small to large total you one of the big things
complexity and pain is a better way growth increased revenue these or
similar complexity in pain will be the next most important one in terms of
their challenge and yeah well the transition from small to extra large is
a big broad topic so that's probably when you get more gradual we should have
done that because we would have had 45 I think the transition point some of them
here so let's say the transition as the main priority so it's basically this one
I just used the last year's growth in complexity so what I'm doing later for
the sake of being able to move forward I'm saying the top two that we have here
which is the transition to grow and complexity in pain we're going to use
those to the mean ones didn't hear basically we would have marketing and
promotions a clear process it's a solution for this and these two sales
and marketing consolidating them into one fair for everybody
so far the agency cash flow is a big 12 we all agree
boom and then I think so here we have complexity in pain here we were thinking
exactly the same thing so for the agency we're gonna Cashman competition so then
solutions higher this one needs to contract structure and positioning are
the solutions to those two great so they're slightly different in their ok
to do that because now if your address here we're also going to do it for this
customer so there's a lot of a push sometimes from clients to do a lot of
customer profiles what did you do 10 because we have all these different
customers at the end of the day you don't need to do that many because a lot
of the needs get highlighted by 12 statistics you know that there's a
sample sizes smaller sample size
well this copy out that the more complex aside is the more profiles are built for
something like this to seem to be just fine right that's a lot different types
of users still true but you still get title primary customer profiles for
example Virgin America isn't for everyone it's for like a professional I
don't like that i mean that might be the mom the professional planner the
government agent they're different archetypes between three and five ten or
fifteen customer profiles will do what I usually do is I might do them with a
customer 8 I've done this and then look at all of them and said what are the
similarities in consolidated them in 25 to 30 this new screen I mean we have one
over here already precut but I just tried again and you can do this in many
many different ways so what's a question that you would have when it comes to say
how do you deal with translating into screen do this so I don't even know why
do it describe a couple of things one the format like mobile or like it's
really dictated you guys answer is very well by the customer actually like this
is we need right now
so the format is a website and that means that there's a bunch of different
already acceptable formats to select from so you do that from research and
from preference for the claim the client's how do we want our website to
look structurally
to be a long page sales page so I like the longest like the film ok so there's
that made the decision to what kind of made it so that means that we have a
hero among the top and then we're gonna have multiple modules on the sales
process
alright so there's talk about that and I'm gonna go over here and I'm gonna
look actually some other parts of the process so the reason why all of this
stuff I like to have it all at one time is because when you have the team in the
room and you're facilitating if you have the definition of the brand if you have
you know who the customer profiles are and if you have your business goals you
can immediately look at all of them cause you're actually designing web
designing live with your actual customer in the room sometimes you could be doing
this with your team you could be doing this with your designer you could be
doing this with your developers but if you're a designer and graphic designer
who is used to sitting in their desk in a dark room which I seen this when I
walk into some studios working on your stuff getting feedback and the manager
behind you know your shoulder
this is not that this is actually everybody working together to come up
with a design that design this is a camera goes is this designer's is just
like a sketch on a piece of paper
in this exercise we have things that they're gonna how does objections is
just for me but that work and what is it exactly so in itself
process you're going to have this is to catch your attention
appear that stopping if that's what you seen within next thing Chris gonna be
objection one which is it is for me this is that qualification and in terms of
decision-making what do we literally put into a sales site like this that we
already have migrated here
well usually this next section is to select audience yes you have to tell who
you are then you can say this is me
yes so there's nothing like I'm a freelancer nation see if it does then
I'm gonna keep going if not basically pull the freelancer the freelancer for
the second time and here is the agency and what might have below it
what that means so I'm gonna have the challenges so you're looking to do XYZ
to find those real quick but i wanna talk about my process
proposition the value proposition is basically what is the shortest way for
me to say hey what are your needs so you look at the even the specific needs
those are usually the value proposition meaning you can have the challenge like
what his challenger happy for example design business opposition from here so
we have it in the you know confidence grow is one of the attributes we have in
our value when we did the brand attributes so its growth rate would be
fair to just test out about composition row house or
simple may be here as I'm reading a book on copywriting the headline it wasn't
grab your attention and appeal to persons self-interest yes a lot of
designers make a mistake we just talked about themselves and don't really care
about you yes you can help me solve my problem moving on to the next night yes
so I'm a design business grow great more detail this is what I sound like and
this is what I look like right so do you want to do you want to increase so here
we go
increase when we try to talk about the challenges are you struggling to grow
your design practice and whatever else you become our projects getting more
complex than full free entry point that you're going to have right there and
taking them directly from a customer profile into the copy so who do you have
in the room and we had a larger team you know you're gonna have copywriters you
can have our directors you know about the people who put the agency cash what
competition positioning what are the questions that were going to have to
agency
you know what to say so healing process
differentiate between competitors had a hard time difference between competitors
managing complexity managing higher in ashes at number one
hiring and managing projects and managing projects ok so here is a higher
UN agency having a ceiling are you having a problem hiring and managing
people and managing your projects are already questions yeah alright so what
we gonna give them here until into Chris well as for me is this right and then
does this really work what is it exactly what is this ok so basically this would
be the solution I like what is your last objection objection you got me really
interesting tell me exactly what it is
soon as it were the question there how are we different ways to actually answer
that doesn't work question you have the morning also you have what is what is
called a lot of benefit and social proof social proof for the free agency for the
sake of argument let's do two things it backwards but you want to do the product
last yeah okay so we're here last year last so like Marks you can say I
increased you know
no sales by
percent picture of a person and then here you have the support agency you
know we reposition and I gotta get out so you can change this model to
different places but this is already basically saying here the things that he
did and instead of saying here supplied benefits are here the benefits you're
immediately having somebody else said and chris is driving the people which is
actually do it in the in the sketch you can have a logo so what else can we do
Chris here so the next thing is that it really worries me what is it exactly now
you get to what it was ok so what is it what is it is it so we can have the
different products now we know what those are because we have them then you
try yeah so the project is gonna get you have to kiss you have agency kid and you
have the right strategy though there's a booklet you can keep talking about drugs
so so so so there you have what I call again to protect so you have the two
problems when you have some of you can put product benefits and testimonials
there you put the testimonials afterwards you're going to have to
actually test different ways of doing this landing page with it is not a
finite process so I am a graphic designer chris is a graphic designer by
training we didn't get top this at school right did you get to the school
from customer profile here copy like I didn't think it was a good copywriter
even but what I heard Chrissy and I'll do a testimony on Chris's be happy said
his before I didn't know I write copy now
exactly how to write to that particular customer and we all know how to write
English most of us because of the customer profiles so in user experience
what's the first word in user experience
user so everything is focused around this now again the reason why the
process is set up so that over here with the camera over here you have on your
variables like what your brand is who you are and what your goals are and then
you move on to the center which is where you're actually catching some of the
solutions putting up the boards of your solutions and then on the other side you
have the actual execution and I noted this to everyone who died earlier the
reason why you have all three when you're developing software and Rishabh
you know that's pretty well why is that what you would have thought you would
have put the way you produce and the output next to each other visually
everything and you can move with an entire team through the process and its
gonna change that's the reason why all these tools I stickies and chris said
you know at the beginning that you can reposition everything that way use these
it's a living process so when you see a Google image of Google's design process
when you see an image of your company and you have all these two keys and all
these things and you know whiteboards it's because there is no longer about
this idea of an end product design is now about the site look at that should
do like life sketching at conferences so you have two products awesome beautiful
matter for like an iPad that's really nice job do you see it as a designer
with this quote from Steve Jobs creativity is just connecting things
when you ask creative people how they did something they feel a little guilty
because they didn't really do it they just saw something some connections
between things it seemed obvious to them after a while Chris let me ask you can
put it back to you you always ask me how you know what's your process going
through what did you get out of this is about all I think there's a big gap
between these profiles that you guys build from using corps and not
connecting it to this there seems to be a pretty big gap between you guys doing
this and then doing this because they did a very good job of taking isn't
showing you exactly how we structure and its all through the lens of the customer
user-centered design is all about the user the customer and so stop talking
about yourself talk sometime I your software hardware unless it's a question
that they have that's a challenge that was hard word to use and talk about that
in most cases it's not this is where your skills in empathy organic matter a
lot to pay attention to what the customers want and need and the
solutions that are going to solve that
entries in a way that they can absorb the story when we did you guys think
they may not know right I guess I was wondering
and so here you're focusing on one single page and i wanna know how user
experience for their steps that might come before doing this are also part of
the question that the next episode with tax structure based on actual customer
profiles privatization like what features are a network features are out
planning of those things are part of it and you use a similar process can ask
followup question to what you're asking now he said the very beginning what's
the structure of the site and a couple of years ago was multiple pages and lots
of things to deal with
there has been a shift toward something that is kind of more like easier for
somebody to use
and is a story in itself and by scrolling down it's very easy and driven
by the client so there's nothing for them to get confused by call to action
would be at the bottom here is a little story that takes them through the
customer journey and we we do the call to action of one page yet all on one
page versus though you have linked to go to the e-commerce story you have linked
to go to a landing page for the products so we worked on that shopping I worked
on that what's called the product architecture or it's called in this case
you know there's a bunch of different partners vendors that were using to
build the site like different services so you have to actually find that a
large part of that is functional like okay when somebody clicks on by we build
an ecommerce page do we actually use the service so there's a lot of questions it
with the technical so I'm collaborating with shoppers computer science major
from UCLA and he and I are discussing the pros and cons of the platforms that
we use and that we dropped out like a diagram of all the different platforms
that's a technical architecture issue now comes on every one of those pages so
we repeat this process on each of those pages
what's the format what needs to be on it the best thing to do is to copy existing
formats in creativity that's like a copy somebody else's work because it's about
originality when it comes to functional aspects of a website there are things
that are proven to work and you want to have those general structures take the
structure structure you can change color you can change funds into all these
different things can move the structure on a little bit but you don't want to
necessarily be the guy who has this unique it's not necessarily about how it
looks visually it how it displays on a format like an iPhone I just think about
car cars four wheel steering wheel drive motor and it needs to work the same from
manufacturer to manufacturer their copy each other structure but everything else
about the experiences different the way it looks the way it runs away sounds
everything's different but we do have a problem with that and i'm glad you
brought that up because the web web four point out
this thing and then they create a complete disaster doesn't function is
spent all their time
reengineering something they didn't need to be fix now the time that you do that
is maybe there's new emerging technology platforms yet to start thinking about
that I'm just think about new structures yeah he had a response now everybody's
on mobile devices and then you're designing for 23 screens at a time so
that's what's driving the function and structure thank you guys if you have
questions about user experience
ask below what other episodes about user experience you wanna see what is
available topic how did we do how are we doing you like me had I don't know what
everyone comment on below
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