What is user experience? Things we can control [click] Information design Visual design Technology choice Code Platform support Marketing Copy and content Things we can’t... [click] Hunger Batterylife Connectivity Other people Previous experience Good user experience is one that matches expectations [click] Manage those expecation and deliver on them. How does this relate to brands?
What is brand? [click] Emotional Its a feeling about a product or company [click] Instantaneous Especially online. 5 years ago, made up their minds in a fraction of a second. Today, tabbed browsing and volume of sites – even quicker. [click] Pervasive Sticky – across context , location, products etc. You can’t leave your brand behind. Every time you are visible, you are creating you brand. [click] Ubiquitous. We all have brand Lets see how UX can contribute to a brand
[click] Brand Values:Easy and trustworthy (no adverts) + 4 tenets of usable design [clicks] ‘ whew, thank goodness for google’ Never advertised – word of mouth based on UX. Do it like google? No Changing – process Talk later about change see what happened to google... [click]
Still relevant All you need Still no adverts (really? – oh, only our adverts – their helpful, right?)
The point I’m making is that online experience is analogous to offline experiences like physical spaces and products [click] [click] Same respect First contact – not home – like the entrance or foyer [click] This can be modern [click]
And those choices create an impression of our brand
The transitions between content and authentication procesess [click ] Are like physical doors [click]
We might want them to be transparent Do this with clear labelling and descriptive linking Users know what to expect when they pass through [click]
Or we might want them to be opaque This one’s creates a ‘secure’, ‘refuge’ brand impression.
Or they can be locked. How we deal with these locks is an important aspect of the online user experience.
[click] Also navigation design, = signage
Should be clear
May need to be specific to your audience From Iran, woman wearing a veil
Still good design
What’s happening right now that will affect our approaches to designing user experience in the future? [click] Users undergoing a sea-change, much more digital literacy Particularly in academia, particularly in social sciences and humanities
Of course there’s itunes Done an enormous amount to raise the expectations, interest and literacy of online content users
But there’s also increase usage of publishing channels like Scribd This is interesting [go to http://www.scribd.com] Unlike the torrent downloads associated with DRM breaking previously, where you need a bit of tech know how to acquire and use the files, this is a gentle, very user-oriented interface and discovery environment (pirate bay, last week)
There’s lots of nice visual elements, cross-linking and recommendations and when you view a document there is a good amount of data and a pretty powerful viewer. ? Search term list? ? Cabi Economic & Social Issues in Agricultural Biology – retail £85 Random House, (US) done a publishing deal – not pirates!
Things like Twitter – and other API oriented applications (Application Programming Interface) Do what they want with data and content. http://twittervision.com/maps/show_3d http://twistori.com/
Things like Twitter – and other API oriented applications Do what they want with data and content. http://twittervision.com/maps/show_3d http://twistori.com/
The world of Browsers is changing too. Tabbed browsing now mainstream Ubiquity
Ubiquity Don’t know how visible, Mozilla labs Overlay (triggered by a keystroke) Type to command it Google, Wiki Email Maps Define Open API, public developing new commands. Driven by data, Forget bypassing the home page Bypass the entire gui.
Paradoxically, Visual content more important Changes in HCI X mouse/keyboard/monitor Touch screen, gestural interfaces Very intuitive, quick adoption – faster change
iPhone Visual elements important Almost three dimensional, behavioural designs Closer to designing physical objects. Tapped, shaken, turned, Also ePaper Very close to viable.
Also connectivity – the speed of downloading or updating all this stuff Last 5 years, all about speed [click] [click] Microsoft report (Europe Logs On, European Trends of Tomorrow, April 2009) stated that broadband use has increased by almost 95% in the last 5 years. It also predicts that in the next 5 years, desktops will no longer dominate the use – dropping from 95% to only 50%. What opportunities ?
So how to we translate these changes into design Need to have great interfaces – look at what else their using. Can’t be worse. [click] Content is sussed – interface standards are still emerging User expectations for delivery = semantic markup. [click] Disambiguated content. Fragmentation Incorporate visual identifiers for our brands and for our content. [click] Return to the concept of books, not platforms. Digital books Provide instant access, instant response. [click] whatever the context.
Where do we fit in. Last year – what is an IA Jesse James Garrett “ No Information Architects, only user experience designers” User Oriented Design Is a cycle [click] Research Design Validate
Demonstrate two of these techniques
Finish by summarising how to achieve a good user experience. [read slide]
UX is about bringing together the elements of the user experience, and anticipating those we can’t control Its about finding the best-fit solution, but there is always scope in every budget for something. Even just pinning a fictional persona to the wall and saying outloud “What would she want?” can produce real improvements. What is an IA? Essentially a communicator – who knows how to ask the right questions A translator, creating linkage between business goals, technical requirements, and user expectations. Thank you for listening.
Digital Publishing And The User Experience (No Chart)
Digital Publishing and The User Experience
What is User Experience <ul><li>Things we control </li></ul><ul><li>Things we can’t control </li></ul><ul><li>Managing expectations </li></ul>
What is brand <ul><li>Emotional </li></ul><ul><li>Instantaneous </li></ul><ul><li>Pervasive </li></ul><ul><li>Ubiquitous </li></ul>
Google example Tell people where they are Make it clear what they can do And how to do it And don’t let anything else get in the way
Future of User Experience online <ul><li>Users </li></ul><ul><li>Browsers </li></ul>
Future of User Experience online <ul><li>Users </li></ul><ul><li>Browsers </li></ul><ul><li>Interfaces (HCI) </li></ul>
Future of User Experience online <ul><li>Users </li></ul><ul><li>Browsers </li></ul><ul><li>Interfaces (HCI) </li></ul><ul><li>Connectivity </li></ul><ul><ul><li>95% increase in broadband </li></ul></ul><ul><ul><li>Mobile devices will take over </li></ul></ul>
Future of User Experience online <ul><li>Great interfaces </li></ul><ul><li>Semantic markup </li></ul><ul><li>Visual markers for content </li></ul><ul><li>Instant access </li></ul>
Why invest in UX <ul><li>Protect and enhance your brand </li></ul><ul><li>Avoid expensive redevelopments </li></ul><ul><li>Customer engagement </li></ul><ul><li>Reusable learning </li></ul><ul><li>Embeded philosophy </li></ul><ul><li>Cost effective </li></ul>
What is an IA / UXD <ul><li>User Oriented Design </li></ul>
IA / UX methods Research Design Validation User research Personas User testing Card Sorting User pathways Web stats Web Stats Navigation design Heuristic evaluations Site Audit Wireframes Questionnaires Metadata (faceted search) Site maps Content plans
Methods Research Design Validation User research Personas User testing Card Sorting User pathways Web stats Web Stats Navigation Design Heuristic evaluations ( or walkthrough or usability assessment) Site Audit Wireframes Questionnaires Metadata (faceted search) Site maps Content plans
What, why and when of UXD <ul><li>Start with research </li></ul><ul><li>Target activities </li></ul><ul><li>Use lo-fi techniques </li></ul><ul><li>Test early </li></ul><ul><li>Iterate </li></ul><ul><li>Never in isolation </li></ul>