So What is User Experience Design? User Experience Design (UXD)– creating user interactions with devices or systems that provides an overall positive, engaging and productive experience.
So What is User Experience Design? User Experience Design (UXD)– creating user interactions with devices or systems that provides an overall positive, engaging and productive experience. User Experience Design (UXD)– the process of deliberately enticing a person to engage with a device or system.
The UX Process User Personas • Persona Workshops • Develop Personas • Write Persona Report Planning & Discovery • Comparative Analysis • Conduct Field Research • Gather Requirements • Perform User Task Analysis • Brand Research Develop IA • Design Information Architecture • Create Clickable Models • Iterate and Finalize Speciﬁcations • Creative Brief
The UX Process Planning & Discovery • Conduct Field Research • Gather Requirements • Perform User Task Analysis
The UX ProcessGoals Understanding Your Users Environment • Understand user goals and identify behavior patterns • Obtain a 360° understanding of user roles • Capture and document initial requirements of products and processes Behavior Roles Req.’s Trends • Perform a trends and best practices review
The UX ProcessConduct Field Research Understanding Your Users EnvironmentGoal: Obtain a basis of data to supporta user-centered design processActivities • Select Primary User Segments • Develop Testing/Research Protocol • Recruit Users • Perform Ethnographic Studies • Assemble & Analyze Data Behavior Roles Req.’s TrendsGoals • Testing Protocol • Ethnography Report
The UX ProcessEthnographic Research ApproachBeneﬁts Drawbacks • Deep understanding of small • Cannot predict magnitude of group of users ﬁndings in the population • Rich insight into why users • Trends can be generalized to behave in certain way the population • Allow observation of things that • But not statistically – e.g. users themselves are not aware whether 20% or 60% is of, such as brand preferences, unknown interaction models, et al • Provide models of behavior, • However, anecdotally, strong trends tend to be strong interaction, context, and goals statistically • Serve as foundation for information architecture models, interaction models, and personas
The UX ProcessValidity of N (Small Groups) in Usability StudiesDemonstrates value of small-n • As you add more and moresample sizes users, you learn less and less • Cannot predict magnitude of ﬁndings in the population • “After the ﬁfth user, you are wasting your time by • Trends can be generalized to observing the same the population ﬁndings repeatedly but not learning much new” • But not statistically – e.g. whether 20% or 60% is unknown • However, anecdotally, strong trends tend to be strong statistically
The UX ProcessRequirements GatheringObtain a nearly complete set of high level functional requirementsDeﬁne core necessary features to explore in detailActivities Deliverables • Content Application • Audit Results Report Audit • Requirements • Develop Requirements Roadmap Roadmap • Final Requirements • Interview Stakeholders Inventory • Develop Final • Requirements Matrix Requirements Inventory
The UX ProcessUser Task AnalysisMap user behavior and attributesDeﬁne product more deeply, emphasis in user interactionsActivities Deliverables • Analyze & map task data • Use Case Documentation • Identify priority use cases • User Task Flows • Create user ﬂows • Task analysis report • Write Task Analysis repor
The UX Process Personas • Persona Workshops • Develop Personas • Write Persona Report
The UX ProcessCreating PersonasBehavioral patterns observed during interviews with key audiences arederived, documented, and “packaged” in a persona.Gaps in behavioral and user data are ﬁlled by supplementalresearch and data provided by other data channels, such asexisting research and site analytics.
The UX ProcessWhat is a Persona Anyway? • Personas are hypothetical archetypes, or "stand-ins" for actual users that drive the decision making for interface design projects • Personas are not real people, but they represent real people throughout the design process • Although personas are imaginary, they are deﬁned with signiﬁcant rigor and precision. • Names and personal details are made up for personas to make them more realistic • Personas are deﬁned by their goals • Interfaces are built to satisfy personas needs and goals
The UX Process Barry Fasthow Life goals Attributes Barry is driven by his career and financial goals. His › Impulse buyer dream is to retire early and live on the beach. He tries to front-load his life to reach his end goal of a › Price not too important life of comfort. › Not a reader › Relies on others to fix Although Barry’s is ambitious and quite the › Self-reliant decision maker workaholic, maintaining a good work/life balance is Age: 37 important to him. He would love to spend more time › Brand/trend influenced Family: Wife, 2 children (4 & 6) with his wife and kids but can’t seem to do it right › Searcher Gender: Male now. He fears so many moments and opportunities › Product mental model Home: 3 bedroom house with his family are quickly passing him by. Marital Status: Married His career goal is to run his own small to medium Occupation: Sales executive business one day. He wants to be the boss. Income: $175,000/year Location: San Mateo, CA Life is very fast. He expects the best and is willing to Pets: Yellow Labrador - Max pay for it. Status is very important to him and he wants to look good doing the “right” things. This Education: B.S. - UCLA includes not only himself but his family. Ethnic background: Caucasian
The UX ProcessPersona Development • Audit and review existing primary and secondary research • Identify primary and secondary personasActivities Deliverables • Persona Workshops • Primary persona documents • Develop Personas • Secondary persona • Write Persona Report documents
The UX Process Develop IA • Design Information Architecture • Create Clickable Models • Iterate and Finalize Speciﬁcations
The UX ProcessTransitioning Discovery to IASynthesize goals • Experience goals: How does the persona expect to experience the product? • Business goals: Concrete expected results of task Goal Directed Design IA Layout Discovery Personas
The UX ProcessInformation Architecture Turning User Needs Into InteractionsGoals • Deﬁne product/site architecture and core interaction • Create navigation schema • Create interaction patterns of core UI modules and controls (widgets, tools, etc.) • Create User Interface Navigation Schematic Templates
The UX ProcessInformation Architecture • Deﬁne application structure • Create navigation schemaActivities Deliverables • Develop preliminary • Preliminary clickable model Information Architecture • Preliminary IA report • Create mental models • Create navigation schemas
The UX ProcessInteraction Design • Merge IA with tactical UI & interaction design • Prototype over 80% of use cases • Update requirements detailActivities Deliverables • Develop detailed prototype • Clickable product prototype