User Experience (UX)
Steve.Barden@LINE.co.uk
29th January 2014
25 years of transforming business
through learning innovati...
Today






The importance of UX

What is UXD?
Why UXD matters

The experience of users
Future thinking
The importance of UX is growing
Today’s users demand more …

© 2004 Scott Adams Inc.

© LINE Communications 2014
The importance of UX is growing
Today’s users demand more …

 Digital applications have become
hugely more complex as our...
The importance of UX is growing
 Digital devices have richer functionality
 More form factors and screen sizes
 Increas...
How we used to work

Before we and our clients understood the value of usercentered design, there was little or no science...
UX design Vs.
Visual (UI) design
© LINE Communications 2014
Booking a flight…
Well-known airline #1

Great Experience is about Control:
The worst feeling in the world is to feel
out ...
© LINE Communications 2014
UX Design is not…

© LINE Communications 2014
UX Design is not…

…only concerned with visual design.

© LINE Communications 2014
UX Design is not…

…about technology.

© LINE Communications 2014
UX Design is not…

…just about the user.

© LINE Communications 2014
UX Design is not…

…optional

© LINE Communications 2014
Why UXD
matters
“You can use an eraser on the drafting
table or a sledge hammer on the
construction site”
Frank Lloyd Wright (a REAL archi...
UX process
Use cases illuminate the system requirements
Sketch flows and navigation maps define the UX
Personas aid the le...
Sketching out the UI

© LINE Communications 2014
Design – Lenses and outputs
SKETCH

Rapid sketched, heavily
iterated

Workshop to sketch

Storyboards
MAP

Storyboard or m...
What’s the value?
Reduced training
and maintenance
costs

Reduced
maintenance and
post launch bug
fixes

Reduced testing
a...
9 Questions to ask about a UX project
1. What is the business goal?
2. What is the strategy?
3. Who are all of the audienc...
Personas &
Use Cases
Why do we need Use Cases?
Because there is less of …

 And more of …

© LINE Communications 2014
Why do we need Use Cases?
Because the old order of
content …

 Is now replaced and
context is king…

© LINE Communicatio...
Seated, predictable environment

Large screen,
keyboard and mouse
for input

© LINE Communications 2014
Variable context and environment
UI takes up entire
screen, difficult to
multi-task.

© LINE Communications 2014
Variable context and environment
Larger screen size,
longer session time,
more immersive tasks

© LINE Communications 2014
The experience
of users
User eXperience Design
Is all about:

 Knowing your audience
 Understanding the barriers your audience will face
 Knowi...
Know your audience
Who they are?
What do they need?
What motivates them?

© LINE Communications 2014
Don’t make me think!
Obvious
Interactivity
Click!

Click!
Click!

Requires
thought
“Is that a
button?”
“I can’t
find
what ...
Future
thinking
It won’t get easier…
With new form factors
and navigation modes

© LINE Communications 2014
Get in touch
Steve Barden

Paul Thorpe

Lead Consultant
steve.barden@line.co.uk

Head of Visual & UX Design
paul.thorpe@li...
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See the line ux lt presentation here

  1. 1. User Experience (UX) Steve.Barden@LINE.co.uk 29th January 2014 25 years of transforming business through learning innovation © LINE Communications 2014
  2. 2. Today      The importance of UX What is UXD? Why UXD matters The experience of users Future thinking
  3. 3. The importance of UX is growing Today’s users demand more … © 2004 Scott Adams Inc. © LINE Communications 2014
  4. 4. The importance of UX is growing Today’s users demand more …  Digital applications have become hugely more complex as our industry’s technologies and methodologies progress.  What used to be a one-way static medium has evolved into a rich and interactive experience.  But today an application's © 2004 Scott Adams Inc. success hinges on just one thing: how users feel about it © LINE Communications 2014
  5. 5. The importance of UX is growing  Digital devices have richer functionality  More form factors and screen sizes  Increasing need to access more complex data  Its about the holistic system © LINE Communications 2014
  6. 6. How we used to work Before we and our clients understood the value of usercentered design, there was little or no science behind what designers did. We used to make design decisions based on:  what we thought looked good  what the client said they wanted © LINE Communications 2014
  7. 7. UX design Vs. Visual (UI) design
  8. 8. © LINE Communications 2014
  9. 9. Booking a flight… Well-known airline #1 Great Experience is about Control: The worst feeling in the world is to feel out of control. Well-known airline #2 © LINE Communications 2014
  10. 10. © LINE Communications 2014
  11. 11. UX Design is not… © LINE Communications 2014
  12. 12. UX Design is not… …only concerned with visual design. © LINE Communications 2014
  13. 13. UX Design is not… …about technology. © LINE Communications 2014
  14. 14. UX Design is not… …just about the user. © LINE Communications 2014
  15. 15. UX Design is not… …optional © LINE Communications 2014
  16. 16. Why UXD matters
  17. 17. “You can use an eraser on the drafting table or a sledge hammer on the construction site” Frank Lloyd Wright (a REAL architect) © LINE Communications 2014
  18. 18. UX process Use cases illuminate the system requirements Sketch flows and navigation maps define the UX Personas aid the learning design Wireframes highlight layout and navigation UI Learning architecture define the whole experience © LINE Communications 2014
  19. 19. Sketching out the UI © LINE Communications 2014
  20. 20. Design – Lenses and outputs SKETCH Rapid sketched, heavily iterated Workshop to sketch Storyboards MAP Storyboard or map the user journey Personas User journeys CONCEPTS Visual concepts based on brand Visual concepts © LINE Communications 2014
  21. 21. What’s the value? Reduced training and maintenance costs Reduced maintenance and post launch bug fixes Reduced testing and quality assurance costs Avoids rework Increased product quality Risk Management: avoids costly errors Satisfied Users Embedded product within the business, and spreads it’s value to others Improve product value: Better products lead to greater market share © LINE Communications 2014
  22. 22. 9 Questions to ask about a UX project 1. What is the business goal? 2. What is the strategy? 3. Who are all of the audience groups? 4. What are your audience requirements? 5. What will success look like? 6. How does it make money? 7. How are you solving the end-user 'problem'? 8. What context will this be used in? 9. What mindset is the user in? © LINE Communications 2014
  23. 23. Personas & Use Cases
  24. 24. Why do we need Use Cases? Because there is less of …  And more of … © LINE Communications 2014
  25. 25. Why do we need Use Cases? Because the old order of content …  Is now replaced and context is king… © LINE Communications 2014
  26. 26. Seated, predictable environment Large screen, keyboard and mouse for input © LINE Communications 2014
  27. 27. Variable context and environment UI takes up entire screen, difficult to multi-task. © LINE Communications 2014
  28. 28. Variable context and environment Larger screen size, longer session time, more immersive tasks © LINE Communications 2014
  29. 29. The experience of users
  30. 30. User eXperience Design Is all about:  Knowing your audience  Understanding the barriers your audience will face  Knowing what will make your audience happy  Plotting how your solution maps to their journey “User experience isn’t a layer or component of a product or service. It’s really about the design of whole systems and their interconnections.” Andrew Hinton (Senior Information Architect at Vanguard) © LINE Communications 2014
  31. 31. Know your audience Who they are? What do they need? What motivates them? © LINE Communications 2014
  32. 32. Don’t make me think! Obvious Interactivity Click! Click! Click! Requires thought “Is that a button?” “I can’t find what I need” Exits © LINE Communications 2014
  33. 33. Future thinking
  34. 34. It won’t get easier… With new form factors and navigation modes © LINE Communications 2014
  35. 35. Get in touch Steve Barden Paul Thorpe Lead Consultant steve.barden@line.co.uk Head of Visual & UX Design paul.thorpe@line.co.uk Stand 38 www.LINE.co.uk © LINE Communications 2014
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