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User Experience

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