User Experience

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User Experience

  1. 1. USER EXPERIENCE Information Architecture
  2. 2. Why does user experience matter? <ul><li>“ The improvements in performance gained through usable interface design are 3 or 4 times larger than those gained through designing better search algorithms.” </li></ul><ul><li>~ Sue Dumais, Microsoft </li></ul>
  3. 3. User Experience <ul><li>User Experience is changing the face of the Business World in many ways…….. </li></ul>
  4. 4. IPod / iTunes <ul><li>IPod is lower quality than other devices, so why is it a top seller? </li></ul><ul><ul><li>Its because of its software – iTunes and it has become a fashion statement </li></ul></ul><ul><ul><li>It controls the market </li></ul></ul><ul><li>iTunes – 1,500,000,000 songs sold </li></ul><ul><ul><li>Rate of more than a billion songs per year </li></ul></ul><ul><ul><li>More than 100 songs sold every minute </li></ul></ul><ul><li>What about iPhone?? </li></ul>
  5. 5. NetFlix
  6. 6. NetFlix <ul><li>5.7 Million subscribers </li></ul><ul><li>85% of new subscribers say an existing subscriber recommended them </li></ul><ul><li>93% of subscribers say they highly recommend NetFlix to friends and family </li></ul><ul><li>Forced Blockbuster to provide the same service </li></ul>
  7. 7. Experience Design Disasters <ul><li>Big Box Retailer loses 20% of revenue after spending $100 Million on design </li></ul><ul><li>1,700 employee law firm launches new intranet – almost caused an employee revolt </li></ul><ul><li>Highly-visited information site launches “improved” design – sees 40% drop in page views. </li></ul><ul><li>Microsoft’s new design? Any others? </li></ul>
  8. 8. <ul><li>Integrates the User </li></ul><ul><li>AND </li></ul><ul><li>The Business </li></ul>Successful Experience Design…
  9. 9. <ul><li>is learned, </li></ul><ul><li>but not available to introspection </li></ul><ul><li>introspection: The act or process of self-examination; contemplation of one's own thoughts and feelings; a looking inward. </li></ul><ul><li>- Is a learned behavior and cant be written down </li></ul>Successful Experience Design…
  10. 10. Successful Experience Design… <ul><li>Is Invisible when done right </li></ul><ul><li>NetFlix’s use of AJAX to popup description of a movie when you mouse over it </li></ul><ul><li>Data behind the scenes effects the user experience – Hertz/Expedia – (suggestions for airports) </li></ul><ul><li>Southwest – found the English language for their liability statements </li></ul>
  11. 11. Successful Experience Design… <ul><li>Is Multidisciplinary </li></ul><ul><li>Person has to be able to do multiple jobs </li></ul><ul><ul><li>Code, design, usability, IA, etc……. </li></ul></ul>
  12. 12. Experience Design Ethnography Information Architecture Usability Practices Analytics Use Cases Social Networks Information Design Business Knowledge Copy Writing Editing ROI Technology Domain Knowledge Marketing Visual Design Interaction Design
  13. 13. Successful Experience Design… <ul><li>Is Cultural </li></ul>
  14. 14. Essential Cultural Components <ul><li>Good Communications </li></ul><ul><li>Clear Focus on Vision - everyone should agree on </li></ul><ul><li>The Right People – in the right job </li></ul><ul><li>Feedback Loop </li></ul><ul><ul><li>NetFlix redesigns their site every two weeks based on user feedback </li></ul></ul><ul><li>Fast Iterations </li></ul>Design Use
  15. 15. Making Fast Iterations Happen <ul><li>Eliminate major redesigns </li></ul><ul><ul><li>Change 1-2 pages at a time and get feedback – this way any problems only happen on a small section, not entire site </li></ul></ul><ul><li>Break design challenges into small chunks </li></ul><ul><li>Heavy emphasis on feedback mechanism </li></ul><ul><li>Collect as much information as possible </li></ul><ul><li>Get everyone involved – coders, IA, Managers, etc.. </li></ul><ul><li>Decisions happen everywhere </li></ul>
  16. 16. Approaches to Facilitating Experience Design <ul><li>Consulting </li></ul><ul><ul><li>Design team can only handle a small number of projects </li></ul></ul><ul><li>Review & Approve </li></ul><ul><ul><li>Makes design team into a bottleneck preventing progress – Reactive </li></ul></ul><ul><li>Educate & Administrate </li></ul><ul><ul><li>Entire organization focuses on successful experience design - Proactive </li></ul></ul>
  17. 17. Successful Experience Design… <ul><li>Integrates the user and the business </li></ul><ul><li>Is learned but not open to introspection </li></ul><ul><li>Is invisible </li></ul><ul><li>Is multidisciplinary </li></ul><ul><li>Is cultural </li></ul><ul><li>Is something we’re still learning how to do, and we’re getting better everyday </li></ul>
  18. 18. Designing for Lifestyle
  19. 19. Lifestyle & innovation focused companies
  20. 20. JetBlue &quot;The customer is always front and center at JetBlue…our goal was to develop a system based on what our customers want.” Christian Rishel, Director of Interactive Marketing for JetBlue
  21. 21. TiVo “ My TiVo lets me schedule TV around my life, instead of scheduling it around TV.” - - Tony Christopher, 26 (Quoted from USA Today
  22. 22. Google Maps “ Mobility assumes constant location change. People on the go need to understand what services they can find around their current location.” - Ian Mitrovic, K-Maps
  23. 23. IPod is personality & Lifestyle driven, appropriately designed and targeted to user needs
  24. 24. announced merging of workouts and music, tying exercise in with the beats of your IPOD Apple + Nike
  25. 25. 3 TAKE-AWAYS: <ul><li>See how large brands are incorporating lifestyle research into innovating new products and services. </li></ul><ul><li>Gain insight on the trends impacting our society including “mo-so-so” and ubiquitous computing. </li></ul><ul><li>Take away practical methods of rapid research incorporating usability and ‘deep hanging out’ into your design and development process. </li></ul>
  26. 26. Designing for lifestyle <ul><li>More than usable: </li></ul><ul><li>Are you emotionally attached? </li></ul><ul><li>Do you think it is useful ? </li></ul><ul><li>Does it meet you needs? </li></ul><ul><li>Can you integrate it into your life? </li></ul><ul><li>Just because something is usable </li></ul><ul><li>Does not mean it is meeting your audience’s needs. </li></ul>
  27. 28. Lights on a car as you start Seat Belts Check Engine Air Bags Anti Lock
  28. 29. Reliable?
  29. 31. Emotional Interfaces Personality-Driven
  30. 32. Personally driven interfaces
  31. 33. Other Personally Driven Interfaces?
  32. 34. MO-SO-SO “Social Networking Revolution”
  33. 35. Social Networking Interface
  34. 36. Social Networking Interface
  35. 37. MERGING RESEARCH AND DESIGN
  36. 38. Research and Design <ul><li>“ An old professor of mine </li></ul><ul><li>called it 'deep hanging </li></ul><ul><li>out, ' ”… you've got to </li></ul><ul><li>actually be there, hang out </li></ul><ul><li>with people, and participate </li></ul><ul><li>in their daily activities.“ </li></ul><ul><li>(Genevieve Bell - talking about ethnography) </li></ul>
  37. 39. Research and Design TRADITIONAL: Research informs design GOAL: Disciplines are merged R D R D
  38. 40. Lifestyle User Experience “ I’m ready to try this out” USABILITY/ USEFULNESS BRAND REPUTATION LIFESTYLE “ This works for me” PERCEPTION INTERACTION INTEGRATION
  39. 41. Methods of Contextual Inquiry
  40. 42. Methodology
  41. 43. Methodology
  42. 44. Entire Process http://www.extremeprogramming.org/map/project.html
  43. 45. HOW DO YOU APPROACH “RAPID ETHNOGRAPHY?”
  44. 46. Designing for Lifestyle
  45. 47. “ Deep Hanging Out”
  46. 48. “ Deep Hanging Out”
  47. 49. CASE STUDY: MOBILE LIVES
  48. 50. <ul><li>Globally, mobile data services is </li></ul><ul><li>projected to grow from $25 billion </li></ul><ul><li>in 2003 to $115 billion by 2008. </li></ul><ul><li>Mobile subscribers are slated to </li></ul><ul><li>grow to 1.3 billion at a rate of 175 </li></ul><ul><li>- 200 million per year. </li></ul><ul><li>(IDC, JUPITER ) </li></ul>
  49. 51. Mobile Lives Case Study
  50. 52. Mobile Lives Case Study
  51. 53. Mobile Lives Case Study
  52. 54. Mobile Lives Case Study
  53. 55. Mobile Lives Case Study
  54. 56. Mobile Lives Case Study
  55. 57. Mobile Lives Case Study
  56. 58. Mobile Lives Case Study
  57. 59. Mobile Lives Case Study
  58. 60. Mobile Lives Case Study
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