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Centerline Digital - UX vs UI - 050613
 

Centerline Digital - UX vs UI - 050613

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Kate Williamson and Cait Vlastakis Smith — UX Designers at Centerline Digital — explore the differences between UX and UI. ...

Kate Williamson and Cait Vlastakis Smith — UX Designers at Centerline Digital — explore the differences between UX and UI.

Good UX is the manifestation of deeply understanding people.

Learn more at: http://www.centerline.net

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    Centerline Digital - UX vs UI - 050613 Centerline Digital - UX vs UI - 050613 Presentation Transcript

    • What’s the difference?@caitvsmith | @kateawilliamsonvsUX UI
    • UX = USER EXPERIENCEUI = USER INTERFACEUSER EXPERIENCE = USER INTERFACE
    • UIA USER INTERFACE IS:• A TOOL• A POINT OF INTERACTION• A MEANS OF COMMUNICATION BETWEEN PERSON AND SYSTEM
    • UXUSER EXPERIENCE:• IS THE INTERACTION ITSELF• INCLUDES INTERFACES• ADDRESSES ALL ASPECTS OF A THING AS PERCEIVED BY A PERSON
    • CONTENTALL TOGETHER NOW...Images and concept modified from Ed Lea’s infographic at:http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cerealUSER INTERFACE USER EXPERIENCEWhat people are looking for. The tool that serves it up. Consumption.
    • Let’s apply this to a website.
    • This is a button.It’s one element of an interface.PRESS MEYou know you want to.
    • All these elements together on ascreen make up a UI.American Express Open Forum Website
    • Why is “My Account”located here? Why are thesespecific topicshighlighted?Why is it important tohighlight social sharinghere?Why are these therelated key words?Why is somecontent hiddenbehind this menu?UX answers the “Why?”Why is there a Log In button?Why is it important to make “Rewards”so prominent?Why do we assumereaders would alsolike this content?
    • Where do you find theanswers to “why?”
    • UXPeople. Good UX is themanifestation of deeplyunderstanding people.Aka: “Users”
    • Adaptive Path Experience Map featured athttp://adaptivepath.com/ideas/the-anatomy-of-an-experience-mapWhat understanding peoplelooks like:
    • What do UX people do?
    • EXPLORATORY DEEP DIVESTHROUGH:What UXers Do• Interviews• Content/IA* Audits• Analytics Analyses• Usability Testing• Competitive Analyses{And more...}• Personas• Messaging Frameworks• Experience Maps• Site Maps• Sketches/Wireframes• Storyboards{And more...}GUIDING SYNTHESIS DOCUMENTSFOR DESIGN, SUCH AS:The Outputs*IA = Information Architecture
    • Tuning Your UX Ear• We’re not sure what people want/need.• All our content is a mess.• We don’t know which content resonates most.• It’s hard for people to find what they need.• People have a hard time using [fill in the blank].• Interviews/market research/surveys• Content audit/restructured information architecture• Analytics analysis• Information architecture audit + restructuring• Usability testing/re-designThese methods are good high-level starting points to further definethe problem. Using more than one discovery method in tandem willreveal a deeper understanding of the meaning behind your findings.The depth of these methods will vary depending on needs.WHAT CLIENTS SAY: WHAT WE HEAR:
    • WHAT DO YOU WANTTO MAKE?WHAT DO YOU WANTTO ACHIEVE?UX requires reframing this question:
    • WHAT DOYOUWANT TOACHIEVE?• Satisfied customers• Engaged prospects• Smarter, more relevant content• Seamless usability• Improved site engagement• Social shares• Word-of-mouth marketing• Brand recognition• Long-term customer relationshipsbuilt on mutual respect
    • THANK YOU!Connect here:Here:Here:And here, too:centerline.net@caitvsmith@kateawilliamson@centerline