| 00:00 - 00:03 | Führer the new Nazi website build is progressing well |
| 00:04 - 00:05 | We have appointed a web agency... |
| 00:05 - 00:07 | ..located just outside Berlin called BMWWW |
| 00:08 - 00:12 | The site will have a carousel, infinite scroll, and an animated logo |
| 00:12 - 00:15 | alongside a viral social media campaign for South East Berlin |
| 00:17 - 00:19 | How much time has been invested... |
| 00:19 - 00:21 | ...in understanding the user? |
| 00:24 - 00:26 | Mein Führer |
| 00:27 - 00:28 | We |
| 00:31 - 00:33 | We didn't think about the user |
| 00:34 - 00:38 | The web company promised us the wow factor and their creative director had cool red trousers |
| 00:53 - 00:58 | Wroblewski, Berners-Lee, Ives, please stay |
| 01:13 - 01:15 | We are designing for the empowered user! |
| 01:15 - 01:17 | They only give us their attention... |
| 01:18 - 01:23 | ...if we don't waste their time |
| 01:25 - 01:28 | Was any thought given to who our users are? |
| 01:29 - 01:31 | Or the questions they need answered? |
| 01:31 - 01:34 | The user is in complete control |
| 01:34 - 01:37 | Task analysis done? Empathy mapping? |
| 01:37 - 01:40 | Customer journey planning even? |
| 01:40 - 01:42 | Mein Führer, those red trousers were very compelling |
| 01:42 - 01:46 | We are launching a product with unknown end-user value |
| 01:46 - 01:48 | Mein Führer, his iPad Air cover was handmade and crocheted |
| 01:48 - 01:52 | We could be solving problems that our users don't have! |
| 01:53 - 01:54 | No early customer validation! |
| 01:56 - 01:57 | I suppose his red trousers were skin tight? |
| 01:57 - 02:00 | Don't tell me - horn-rimmed glasses worth over 500 Deutschmarks |
| 02:00 - 02:03 | Hair tight and high with a skin fade |
| 02:04 - 02:08 | Takeaway single-origin designer coffee in one hand |
| 02:08 - 02:13 | and overpriced laptop with quirky decal in the other? |
| 02:14 - 02:17 | Our designs are only hypotheses until users validate them |
| 02:17 - 02:21 | We prototype and iterate early and get behavioural user insight inexpensively |
| 02:27 - 02:29 | We might as well have gone the whole hog... |
| 02:30 - 02:34 | ...and added in a Flash intro page... |
| 02:34 - 02:36 | ...with no "Skip intro" button |
| 02:41 - 02:42 | Or a hamburger menu... |
| 02:43 - 02:47 | ...as a primary means of navigation - placed just out of reach of the user's thumb |
| 02:48 - 02:53 | I'd like to see the digital non-natives work that one out |
| 02:54 - 02:56 | The web has been around for over a quarter of a century now |
| 02:56 - 02:59 | The digital pioneers - Amazon - Google - WhatsApp - have shown us how to bake user insight into process |
| 03:00 - 03:02 | You could at least have taken a poll |
| 03:04 - 03:07 | No Poles left to take - he took all of Poland! |
| 03:14 - 03:16 | We should have commissioned stakeholder engagement |
| 03:19 - 03:23 | Qualitative and quantitative research |
| 03:25 - 03:26 | Usability testing and surveys |
| 03:31 - 03:33 | Anything at all to better understand the user |
| 03:40 - 03:46 | Your job is not just to design the thing right - your job is to design the right thing. |
| 03:46 - 03:49 | If only you had read... |
| 03:53 - 03:56 | ...the Fathom blog at fathom.pro/blog. |
