overview ➝ assumptions about analphabetes ➝ ﬁrst feedback (best questions, topics, surprises) UX design ➝ situating ➝ motivation ➝ concepts ➝ UX techniques ➝ personas ➝ scenarios ➝ storyboardsthis lecture is partly based on Forum Nokias course on UX conceptingand a Hogeschool van Amsterdam class
assumptions about analphabetes
ﬁrst feedback from interviews➝ best questions➝ best topics for elicitating➝ big surprises
concept descriptionConcept descriptions types prototype Suzuki Kiashi Concept Car graphical Ego, VWs 2028 concepts sketch Fiat FCC concept textual
concepts for Mobile Devices Concepts for mobile devices By Robert Davis Nokia Berg, Taylor, Harper 2003 Nokia By Aaron Besson Motorola Nokia Spinner by Zimmerman 2003
concept deﬁnitions Concept definition➝ something understood, and retained in the mind, from experience, reasoning and/or imagination *) ➝ a concept can describe something that does not yet exist ➝ some parts of the product are explained, the rest is left to imagination and reasoning➝ generalizationor abstraction, of a particular set of instances or occurrences *) features and functionality ➝ concept description is a subset of a full product or service description (e.g. detailed speciﬁcation document) ➝ a concept can describe also a product that already exists ➝ a high-level summary, not going into product details ➝ focusing on what is the meat of the product Wikipedia
concepts for risk management Concepting as riskmanagement The earlier we discover that an idea does not fly , the better. OK XX X OK➝ supporting product management decision making, minimizing risks➝ early and systematic validation of ideas ➝ if the product idea is a failure it would be good to realize it when it is still a concept, not after launching it to a global market➝ for small sw applications trial-and-error might be a sufﬁcient way to validate a concept idea
concept objectives Concept objectives objectives to... summarize describe the essence of your product (idea) visualize make your ideas more visible and concrete convince some stakeholder (investor, product prove a point management, product development,…) to invest more on your idea study different design and implementationshare to evaluate alternatives to provoke discussion.
UX concept descriptionsUX Concept descriptionsMy cool travel-mate concept the level of detail of the UX concept description can vary based on: ➝ maturity of your concept idea " verbal à working prototype ➝ the target audience you are trying to impress: " investors, product management, product development ➝ the next Go / No-go decisions to make; " related to management or development
exercise let s say you are handed a very detailed concept description that you need to start to further design and develop. What are the potential… draw-backs benefits• •
design drivers and inhibitors UX Design Drivers practical hedonic➝ deﬁne the UX design drivers and inhibitors ➝ what would further the user experiences you are targeting? ➝ what would stand in the way of it➝ share them with the product development team Adapted from: Roto & Rautava: User Experience Elements and Brand promise (2008)
user segments User Segments ➝ noteveryone will want to use your product ➝ different user groups have different needs and reasons for their purchase and usage decisions ➝ there is no point to try to make a design that will satisfy everyone ➝ segmentation is a tool identify potential end users and end user groups ➝ the aim is to recognize user groups where the product /service can serve best and be most proﬁtable
user segments example User Segments Example➝ technology enthusiasts ➝ keen on new technology things ➝ buy new technology items often and they own a lot of devices and equipments ➝ have larger than average income ➝ important to be the ﬁrst ones using the new technologies, no matter the cost ➝ study functions curiously ➝ gather technology related information ➝ compare features, functions and prices before buying ➝ have high living standards ➝ like games, TV and movies
personas User persona(s) ➝ Who is s/he? ➝ Where does s/he lives? ➝ What s his/her family situation? ➝ What is her/his lifestyle? ➝ What motivates her/him? ➝ What are her/his goals and needs? ➝ What is her/his profession? ➝ What is her/his relation to mobile devices, computers, etc.? ➝ How much of her disposable income does she/he usually spend on ICT? ➝ What does s/he look like? " illustration or picture ➝ Other important issues related to your persona, describe
persona examples Melvin, 35 Jason, 25 Louise, 27• Engineer from Germany • Customer Service • Web designer, graduate• Lives with his wife, 2 kids Assistant. student on university.and a dog. • Keeps a blog for his friends • SMS addict - 50• Both parents need to and family messages every day.sometimes travel due their Uses his device for capturing • Likes arts, especially indiejobs, and kids have lots of images to blog. movies and old films.hobbies. Most of the images • Is currently organizing• Would like better manage surprise parties for her related to snowboarding.his everyday schedules friend. • Plays guitar in a wildlywith family. not-yet-so-popular band.
exercisedescribe the persona for your design• 3 min (alone)• 4 min (in pairs)• 9 min sharing (all) from: http://www.scribd.com
scenarios➝ persona-based scenario = concise narrative description of how persona interacts with system to achieve goals➝ context-based scenario = how product can serve needs of persona➝ scenarios focus on illustrate requirements (the WHAT), top-down decomposition leads to functionality (the HOW)
use of scenarios in product developmenteach of these has a role➝ context based scenarios are used to deﬁne user requirements➝ key path scenarios are used to deﬁne the interaction framework➝ validation scenarios are used to reﬁne the design and make sure it deals with exceptions and special cases
what are context based user scenarios?context based scenarios are stories that use personas to describe what a user wants to achieve through use of a product in order to suggest a list of user requirementsthey can also suggest what is wrong with the situaon as is it is currently
why persona based?➝ they are archetypes of the various users of a product (or people with a particular problem)➝ they have goals and behaviours – " they want to achieve certain things and will behave in particular ways to achieve them ➝ they allow us to construct a story of an ideal usage scenario to help us to ➝ see how the UX can be improved ➝ develop (or change) products that allow users to achieve their goals ➝ personas keep us at the level of goals rather than tasks in initial development
exercisecreate a storyboard for your design idea • 3 min (alone) • 4 min (in pairs) • 9 min sharing (all)
UX benchmarkingUX Benchmarking ➝ What is the core concept? ➝ What kinds of UX targets might they have? ➝ What kinds of tasks can users perform with the application? ➝ What kind of UI solutions are there for certain tasks? ➝ What are task times and task steps? ➝ What kind of visual design styles and solutions are being used?
context ofthe context of use Describe use people places mobile things time context culture
prototypes and simulations Prototypes and simulations ➝ visualize and simulate the product concept ➝ representation of all or part of the UI ➝ for simulating the functionality of the UI ➝ a prototype can be a ➝ paper-prototype (even hand made) ➝ screenshots ➝ computer/terminal-based prototype ➝ ﬂash demo ➝ anything that is complete enough that it is possible for users to follow through the main task ﬂow ➝ usedifferent level of simulations or prototypes for different purposes
why wireframing?➝ fast➝ lightweight➝ early sense of UX➝ spot potential problems early➝ helps clients focus " (no graphical design distraction)➝ teaches you about the client (preferences/dislikes)
tips and hints Tips and hints ➝ the bigger the risks related to your product the more effort you need to put to UX concepting ➝ use UX artefacts that are useful in the later stages of product development ➝ usefulas input ➝ reusable ➝ consider carefully the appropriate level of detail of your concept description ➝ do it only to the level necessary for the next management decision ➝ the more effort you put into the concept ➝ the more impressive it will be ➝ the more disappointing it will be if rejected
studio hints Tips and
studio hints Tips and➝ brainstorming on problems➝ storyboarding➝ elevator pitching➝ advice on presentations
well motivated idea
well motivated idea
mock up – nice and very effective !but not a requirement at this stage
task ﬂow Time Limit! Create! mail! Invitation! sms! other! Reminder! Finished => notify every participant! Idea => people not answering!
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