The OverallDen Samlede Brugeroplevelse     User Experience               By Jeppe Henckel
UXWhat is     and ho            w   does it                        work
e nck elJepp eH           ehen ckel@jepp          Analysis-                   Production-       Production-Movies, feeling...
Architects
Digital architects
First launch?
UX hippies?
UX creates customer value1.    Convert users into buyers2.    Make users sign up3.    Create greater retention4.    Minimi...
Need            Feelings                &           InteractionContext
Warning   UX is comprehensive            and complex
Need
Understand your users’ needsand design accordingly
”JamesPersonaPBX user & PBX administratorKey goal: Spend time on reparing cars insted of                                  ...
Context
Buying furnitureThe retail store’s app
Buying furnitureInteraction with the smart phone
Buying furnitureThe online platform
Buying furnitureInspiration
Buying furnitureDiscussing with friends and family                                      Flickr: Presta 
Buying furnitureSupport                   Flickr: Des/nys agent 
Buying furnitureTransport and delivery                            Flickr: Steven Vance 
Paths and points of contact
The user journeyComplexity
The user journeyComplexity
Get full insightUnderstand all of the users’ needs and pointsof contact when using with your product.
Create design based on thisunderstanding
Interactionand feelings
UX principles     Simple    Fun 
Simple
SimpleUsers want it all, and businesses generallywants to accommodate those requests.
Simple
Simple
Simple
Complex          Simple
5 quick take aways1.  Less is more – keep it simple2.  Focus on what you do best3.  Remove features4.  Start out with a si...
UX principles     Simple    Fun 
Fun
Freedom                                              Flickr: Kalyan02  The feeling that everything is possible
Følelsen af frihed                                        Flickr: Kalyan02  Have følelsen af at alt er muligt
Luck and exception                                                 Flickr: Kaktuslampan  Feeling that you are special and...
Luck and exception                                                 Flickr: Kaktuslampan  Feeling that you are special and...
Belonging                                                  Flickr: Vredeseilanden  Everything should not be structured as...
Følelsen af at høre til                                                   Flickr: Vredeseilanden  Alting bør ikke blive t...
Delight                                                   Flickr: Timlewisnm  We all love to be delighted by beautiful th...
Delight                                                Flickr: Timlewisnm  Mennesket er i bund og grund meget simpelt, og...
Pride                                                 Flickr: Iwona_Kellie  The feeling of pride and success can be the s...
Pride                                                 Flickr: Iwona_Kellie  Følelsen af succes og stolthed kan være grund...
References for the UX principles  Guiding principles for UX designers by Whitey Hess     http://uxmag.com/articles/guidi...
Warning   UX is comprehensive            and complex
Overall User Experience - Markedsføring Seminar 2/4
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Overall User Experience - Markedsføring Seminar 2/4

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OVERALL USER EXPERIENCE by Jeppe Henckel
UX is not about the size of icons or the correct font; UX is about the overall user experience that satisfy the users and productowners requirements. Jeppe answers the following:

Why is it important to focus on the overall user experience?
Which methods can be used to do this?
What characterises good digital products?
How is this understanding translated to the product or service?

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Overall User Experience - Markedsføring Seminar 2/4

  1. 1. The OverallDen Samlede Brugeroplevelse User Experience By Jeppe Henckel
  2. 2. UXWhat is and ho w does it work
  3. 3. e nck elJepp eH ehen ckel@jepp Analysis- Production- Production-Movies, feelings and storytelling Web and video Digital experiences
  4. 4. Architects
  5. 5. Digital architects
  6. 6. First launch?
  7. 7. UX hippies?
  8. 8. UX creates customer value1.  Convert users into buyers2.  Make users sign up3.  Create greater retention4.  Minimize calls to support5.  Minimize need for training6.  Make the users use your service more7.  Higher effeciency8.  Shorten development time9.  Minimize user errors
  9. 9. Need Feelings & InteractionContext
  10. 10. Warning UX is comprehensive and complex
  11. 11. Need
  12. 12. Understand your users’ needsand design accordingly
  13. 13. ”JamesPersonaPBX user & PBX administratorKey goal: Spend time on reparing cars insted of I get frustrated  when I can’t get administration hold of my guys+ Introduction + Profile ” + Phone needs Access to Company’s call recordsJames is 56 and owns his own repair shop in a small town in Age: 56Ohio. His is married to Kelsey for 35 years now, although he Location: Ohio Basic reportingwouldn’t be able to say precisely. He is not good with dates Education: High Schooland years, which is why he is happy that Kelsey comes in Configure and maintain company’s twice a week to help how with the book keeping at his shop. Web experience: Has worked with basic computer software phone systemThis also gives her a chance to catch up with her yougest for the majority of his adult life.  Configures all aspects of the son Jim who is one of the five mechanics working here. who PBX systemhas been working at the shop since he graduated from high Drivers & motivators: Do well at work, appear as an expert  Establishes default settings for school. on the field of the Star Wars movies. the PBX system  Ongoing maintenance and  reconfiguration  Reports  First line of support for end + Character attributes + Work context users of the PBX systemIT skills: James’ focus is on cars, and he hates dealing with computers  Needs an interface that is easy  and systems that don’t do as he wants them. Kelsey is a little to use and powerful enough Patience: more paitient which is why she mainly uses the computers at to complete his tasks without  the office, even though James has to do invoicing and orderings needing documentation /  when Kelsey is not working. customer support Most of the time there are only a couple of people at the office, since they get a lot of on site reparation jobs around the town. It+ Lifestyle touchpoints is important for James to know where his mechanics are and be able to get in touch with them for new assignments. His biggest frustration is when jobs are delayed because he cant get a hold of his workers.
  14. 14. Context
  15. 15. Buying furnitureThe retail store’s app
  16. 16. Buying furnitureInteraction with the smart phone
  17. 17. Buying furnitureThe online platform
  18. 18. Buying furnitureInspiration
  19. 19. Buying furnitureDiscussing with friends and family Flickr: Presta 
  20. 20. Buying furnitureSupport Flickr: Des/nys agent 
  21. 21. Buying furnitureTransport and delivery Flickr: Steven Vance 
  22. 22. Paths and points of contact
  23. 23. The user journeyComplexity
  24. 24. The user journeyComplexity
  25. 25. Get full insightUnderstand all of the users’ needs and pointsof contact when using with your product.
  26. 26. Create design based on thisunderstanding
  27. 27. Interactionand feelings
  28. 28. UX principles Simple Fun 
  29. 29. Simple
  30. 30. SimpleUsers want it all, and businesses generallywants to accommodate those requests.
  31. 31. Simple
  32. 32. Simple
  33. 33. Simple
  34. 34. Complex Simple
  35. 35. 5 quick take aways1.  Less is more – keep it simple2.  Focus on what you do best3.  Remove features4.  Start out with a simple, configurable interface5.  Hide the complexity from the user
  36. 36. UX principles Simple Fun 
  37. 37. Fun
  38. 38. Freedom Flickr: Kalyan02  The feeling that everything is possible
  39. 39. Følelsen af frihed Flickr: Kalyan02  Have følelsen af at alt er muligt
  40. 40. Luck and exception Flickr: Kaktuslampan  Feeling that you are special and surprised  Conformity is safe but it is not fun
  41. 41. Luck and exception Flickr: Kaktuslampan  Feeling that you are special and surprised  Conformity is safe but it is not fun
  42. 42. Belonging Flickr: Vredeseilanden  Everything should not be structured as communitiesbut doing things with others is often more fun
  43. 43. Følelsen af at høre til Flickr: Vredeseilanden  Alting bør ikke blive til communities, men der der er" Alting bør ikke blive til communities, men er mangetilfælde hvor det erhvor detat være flere. være flere. mange tilfælde sjovere er sjovere at
  44. 44. Delight Flickr: Timlewisnm  We all love to be delighted by beautiful things.
  45. 45. Delight Flickr: Timlewisnm  Mennesket er i bund og grund meget simpelt, og vi" elsker ting der er smukke og der glimter.
  46. 46. Pride Flickr: Iwona_Kellie  The feeling of pride and success can be the startingpoint for positive sentiments toward a product orservice.
  47. 47. Pride Flickr: Iwona_Kellie  Følelsen af succes og stolthed kan være grundlag for" en meget stærk positiv følelse rettet mod dit produkt
  48. 48. References for the UX principles  Guiding principles for UX designers by Whitey Hess   http://uxmag.com/articles/guiding-principles-for-ux-designers   http://www.slideshare.net/whitneyhess/design-principles-the-philopsohy-of-ux-higher- ed-edition  10 principles of UX   http://52weeksofux.com/post/475093254/10-principles-of-ux
  49. 49. Warning UX is comprehensive and complex

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