The Importance Of User Experience (for developers)

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A presentation to developers as part of the SharePoint for Web BootCamp, held at Microsoft in Johannesburg, Oct 2009.

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The Importance Of User Experience (for developers)

  1. 1. The importance of UX<br />
  2. 2. Who Am I?<br />An (ex) html jockey & web designer<br />A UX evangelist<br />A customer<br />A consumer<br />A user<br />
  3. 3. UX<br />Sharepoint<br />UX<br />intranet<br />web<br />applications<br />
  4. 4. Does this sound familiar?<br />“It’s hard to use& ugly!”<br />“I just don’t understand how to use this!”<br />“The performance of this application sucks!”<br />“Was this application designed for me or an engineer?”<br />
  5. 5. The User’s experience is failing<br />
  6. 6.
  7. 7. ?<br />Why?<br />
  8. 8. WHAT IS Ux??<br />
  9. 9.
  10. 10.
  11. 11.
  12. 12.
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  14. 14. User Experience<br />Makes the difference between being merely functional and actually improving the way business is done via software.<br />User Experience is a CREATIVE part of Software Development.<br />
  15. 15. “I thought it was just about making it pretty”<br />
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  17. 17. Questions about whether design is necessary or affordable are quite beside the point: design is inevitable. The alternative to good design is bad design, not no design at all. <br />Douglas MartinBook Design: A Practical Introduction<br />
  18. 18.
  19. 19. Turns out, no<br />
  20. 20. Turns out, no<br />Design is about making business sense<br />
  21. 21. WHY IT’S IMPORTANT<br />
  22. 22. User Experience<br />(if designed well) well)<br />Differentiates a product or service<br />Creates business opportunities<br />Improves efficiency<br />
  23. 23. It affects your bottom line<br />$<br />
  24. 24. UX differentiates<br />
  25. 25.
  26. 26.
  27. 27. Creates business opportunity<br />
  28. 28. Improves efficiency<br />
  29. 29. Click Stream Analysis<br />Before<br />After<br />Page Interactivity: high % of users left the page without even interacting. <br />0%<br />10%<br />Link Analysis: Links distracted users from the registration process. <br />20%<br />Click Density Analysis: Users frequently clicked the non-linked image<br />30%<br />Field Analysis: Small % of users interacted with the form fields. <br />40%<br />Scrolling Analysis: Over half of users did not even see the first form field.<br />50%<br />Last Field Changed Analysis: High pct. of users who abandoned last changed the State field before leaving, indicating friction. <br />60%<br />70%<br />The page was redesigned based on AO recommendations and resulted in a 50% increase in registration conversions<br />
  30. 30. The proof is in the returns<br />Stock performance of 63 “Design Oriented Companies” versus the S&P 500 over 1, 3 and 5 years <br />Courtesy, Peer Research 2007, Fast Company, October 2007<br />
  31. 31. A valuable investment<br />“Every $1 invested in usability returns between $10 and $100” -- IBM, Cost-Justifying Ease of Use <br />Investing 10% of a total project budget yields:<br />Jakob Nielson, Return on Investment for Usability<br />
  32. 32. Tales from the field<br />A mid-western utility was able to cut average customer support call cost from ~$10 to less that $1.00 per incident as a result of redesigning their web presence<br />A major eCommerce retailer saw a 45% increase in average order size as a result of redesigning their shopping experience<br />The same retailer saw a 10% conversion increase as a result of better organizing product information<br />Implementation / customization costs for an Enterprise Software Vendor were cut by 40% as a result of a better “out-of-the-box” experience<br />Will Tschumy, Microsoft User Experience Evangelist<br />
  33. 33. Just in case<br />You need a bit more...<br />
  34. 34. The cost to business of poor user experience and satisfaction is equivalent to $40,000 per person in lost business each year, based on one hour a day being spent sorting out software usability problems (Marketing Opinion Research International/MORI)<br />Users will wait a maximum of 10 seconds for a software response before become distracted or losing interest (Constantine/Lockwood, 1999)<br />63% of Web projects overrun their budgetary estimates, with the top four reasons being usability problems<br />More than 40% of ERP implementations show user adoption issues or lack significant ROI (AMR research)<br />57% of SAP customers don’t believe they’ve achieved a positive ROI from their project because of poor user acceptance (Nucleus Research) <br />*Source: APO UX FY08<br />
  35. 35. It affects your bottom line<br />$<br />
  36. 36. Our entire online existence is based on UX<br />
  37. 37. Our entire online existence is based on UX<br />(good or bad)<br />
  38. 38. The User Experience Lifecycle<br />How do users find you?<br />Do they know what to do?<br />Will they tell their friends?<br />Do you make them feel good?<br />Will they use you again?<br />
  39. 39. Put a different way<br />
  40. 40. Put a different wayAdvocacy is the key indicator of long term customer value and retention<br />
  41. 41. How do I do it?<br />
  42. 42. Maslow’s Hierarchy<br />
  43. 43. A Design View of Maslow<br />Courtesy of Rob Girling, Artefact Group<br />
  44. 44. So if I’m desirable, I’m all set?<br />
  45. 45. So if I’m desirable, I’m all set?Not exactly. There are other considerations…<br />
  46. 46. So if I’m desirable, I’m all set?Not exactly. There are other considerations… Design is a process that balancesconflicting sets of constraints<br />
  47. 47. What’s Viable?<br />What’s Possible?<br />What’s Desirable?<br />For every problem, 3 Constraints<br />Larry Keeley, Doblin Group, among others<br />
  48. 48. What’s Viable?<br />Business: What can I bear?<br /><ul><li>How much can we sell it for?
  49. 49. How much can it cost?
  50. 50. Is there acceptable ROI/NPV?</li></ul>What’s Possible?<br />What’s Desirable?<br />For every problem, 3 Constraints<br />Larry Keeley, Doblin Group, among others<br />
  51. 51. What’s Viable?<br />What’s Possible?<br />What’s Desirable?<br />Technology: What can I do?<br /><ul><li>With my technology?
  52. 52. Within regulatory constraints?
  53. 53. Within business constraints?</li></ul>For every problem, 3 Constraints<br />Larry Keeley, Doblin Group, among others<br />
  54. 54. What’s Viable?<br />What’s Possible?<br />What’s Desirable?<br />Design: What should I do?<br /><ul><li>Who are my users?
  55. 55. What are their needs?
  56. 56. What is their mental model?</li></ul>For every problem, 3 Constraints<br />Larry Keeley, Doblin Group, among others<br />
  57. 57. GUIDELINES<br />
  58. 58. What does the <br />UX pro<br />Visual designer<br />Usability designer<br />motion designer<br />do?<br />
  59. 59. Robbie Ingebretsen “ Design Fundamentals for Developers” MIX09<br />
  60. 60. UX Methodology<br />Project Starts<br />Use cases created<br />IT + User / BA<br />Prototyping<br />IT<br />Development<br />of Services<br />IT<br />UI is created<br />IT<br />User Testing<br />User / BA<br />Project Complete<br />
  61. 61. UX Methodology<br />Project Starts<br />Use cases created<br />IT + User / BA<br />Prototyping<br />IT<br />UI Polishing<br />Development<br />of Services<br />UI Designer<br />IT<br />UI is created<br />IT<br />User Testing<br />User / BA<br />Project Complete<br />
  62. 62. UX Methodology<br />Project Starts<br />Use cases created<br />IT + User / BA<br />Prototyping<br />IT<br />Development<br />of Services<br />IT<br />+ UX Professional + User/BA<br />Development Of UX<br />Development Of<br />Software<br />UX Professional + User/BA<br />IT + UX Professional<br />UI & Services<br />Integrated<br />IT<br />User Testing<br />User / BA<br />Project Complete<br />
  63. 63. UX Methodology<br />Project Starts<br />Use cases created<br />IT + User / BA<br />Prototyping<br />IT<br />Development<br />of Services<br />Development of Services<br />IT<br />+ UX Professional + User/BA<br />Development Of UX<br />Development Of<br />Software<br />IT + UX Professional + User/BA<br />UX Professional + User/BA<br />IT + UX Professional<br />UI & Services<br />Integrated<br />IT<br />User Testing<br />User / BA<br />Project Complete<br />
  64. 64. What users want<br />Users don’t care about how the software is built. They want performance, convenience and results<br />Unless it allows them to get their work/task done faster, they don’t want to learn a new/different way of doing something<br />They want a responsive UI with visual clues as to ‘what next’. They don’t want to guess what to do (or hunt for it)<br />As far as they’re concerned the experience is the product<br />
  65. 65. Robbie Ingebretsen “ Design Fundamentals for Developers” MIX09<br />
  66. 66. A few basic rules<br />Make your application consistent<br />Let users know what&apos;s going on<br />Keep It simple and pretty<br />Put the user in control<br />Forgive the User<br />
  67. 67. WEB 101<br />
  68. 68. Banner<br />Search<br />Website<br />Life use to be simple<br />
  69. 69. Paid Search<br />Organic Search<br />Banner<br />Games<br />Widgets<br />Video<br />Mobile<br />Social<br />IP TV<br />Email<br />Website<br />convert<br />inform<br />entertain<br />assist<br />connect<br />But the consumer/user changed<br />
  70. 70. Paid Search<br />Organic Search<br />Direct<br />Mail<br />Lead<br />Gen<br />Rating<br />Sites<br />Web site<br />Banner<br />Widgets<br />Video<br />Mobile<br />Social<br />Games<br />IP TV<br />Email<br />Print<br />TV<br />Blogs<br />Branch<br />Call Centre<br />convert<br />inform<br />entertain<br />assist<br />connect<br />And integrated<br />
  71. 71. What is Social Media and Web 2.0?<br />Groundswell: A social trend in which people use technologies to get the things they need from each other instead of from companies. <br />Web 2.0: A set of applications enabling efficient interaction among people, content, and data to collectively fostering new business practices and social structures.<br />Social media: Blending Web 2.0 tactics into the marketing mix to engage with customer communities and draw value from social interaction.<br />According to a 10/2008 Forrester report “3 in 4 US Online adults now use social tools to connect with each other.”<br />Forrester Research <br />
  72. 72. Social Media: What’s the fuss?<br />1. It’s enormous<br />2. Broadening demographic<br />3. Everyday routine<br />
  73. 73. Impact of Social Influence MarketingTM<br />Razorfish Digital Outlook Report 09: March 2009 – “Social Influence Measurement: What’s It Worth?”<br />
  74. 74. UX<br />Sharepoint<br />UX<br />intranet<br />web<br />applications<br />
  75. 75. UX<br />Sharepoint<br />intranet<br />web<br />applications<br />DocumentManagement<br />Customer Information<br />Applications<br />Learning<br />
  76. 76. UX<br />Sharepoint<br />intranet<br />web<br />DocumentManagement<br />Customer Information<br />Applications<br />Learning<br />
  77. 77. Similarities & differences<br />INTRANET<br />Taxonomy <br />Document storage*<br />Potentially large volumes of documents<br />Traditionally narrow scope of content and little attention to how user accesses or finds info.<br />WEB<br />Navigation<br />Customer information*<br />Copy kept brief, to the point<br />Traditionally rich in types of media and ways for user to access. Experience is key. <br />
  78. 78. Similarities & differences – cont.<br />INTRANET<br />Brand low priority<br />A designer and/or devs involved in UI<br />No SEO<br />Internal facing applications get low UI priority<br />Social media, web 2.0, web 3.0 not yet part of every day use within corporate structure<br />WEB<br />Brand representation is everything<br />Designers/IA/UX involved in UI<br />Sites lives or dies by SEO rankings<br />External applications get high UI priority<br />Social media, web 2.0 etc key for reaching users and creating community around brand<br />
  79. 79. Lastly<br />INTRANET <br />Accessibility low priority<br />*<br />WEB<br />Accessiblity is becoming law<br />*<br />
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  88. 88. IN CLOSING<br />
  89. 89. UX = ROI (TIME & $)<br />GOOD UX REQUIRES EMPATHY FROM BOTH DESIGNER & DEVELOPER<br />A WEBSITE IS PRIMARILY A BRAND EXERCISE IN ALL THAT IT DOES (AND MORE THAN JUST A LOGO)<br />WEB & INTRANET ARE CONVERGING<br />WEBSITES CONTINUE TO EVOLVE, THE PLATFORM NEEDS TO BE AGILE<br />
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  91. 91. Acknowledgements<br />Will Tschumy: Design Matters (Microsoft)<br />Robbie Ingebretsen: Design Fundamentals for Developers (Pixel Lab)<br />Michael Köster: Introduction to UX (Microsoft)<br />Forrester Research: Groundswell<br />Rob Girling: Artefact Group<br />Larry Keely: Dablin Group<br />

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