User Experience DesignWhat is it? Why should I care? and How to do it!
Who is James Wilkinson?• Digital Media Architect, User Experience Designer, Social Media Specialist• Freelancer, and full-time employment seeker• Past: University of Waterloo, Info-Tech Research Group, Huron County Health Unit• Other interests: photography, public speaking/teaching, customer service stickler, video games and board games!
What is User Experience Design?• The act of designing your product with a user-centric focus• Listening to user feedback and adapting accordingly• Soliciting an emotional response from your users towards your product
User Experience is not Usability• User Experience = emotional response• Usability = appeasing cognitive brain functions for input/output processing• However they do go hand in hand• Good usability helps foster good user experiences
Why is UX Important?• Raises loyalty with your company = good for business• Rings through the organization, not just your users will see good results• If your users don’t like using your product, they won’t
How Do I UXD?• Develop surveys and personas• Gathering requirements for product/site• Develop a solid Information Architecture (IA)• Develop the user ﬂow through the application• Develop interactive wireframes/prototypes• Test Everything, Adapt, Redo, Re-Test• Launch & Listen
Develop Surveys & Personas• Survey your potential users or users you are looking to appeal to• Questions around how you would use and how you would feel about a particular action• Develop a persona of users from those results• Keep the personas visible through out the project and reference them• NO ASSUMING! To assume makes an ASS out of U and ME
Gathering Requirements• Develop user stories from personas (Agile workﬂow)• As a (kind of user) I would like to be able to (site action) then (site action)...• “As a frequent shopper I would like to be able to add a product to my cart then be returned to my search results and updated on how many loyalty points I will get”• Develop Business and Technical requirements• Business: You have 2 months, and $25,000• Technical: Use Drupal 7 in an isolated environment with custom wrote modules
Develop Solid Information Architecture (IA)• IA is all about logical hierarchy• Navigation - keep it simple, no deeper than 3 levels• Content - write and publish in a semantic nature (heading, sub-heading, content, asides, footnotes)• Keep all of it constant across all browsers, platforms, and devices.• Solid IA results in users being able to ﬁnd what they are looking for, resulting in :-)
Develop User Flow(s)• Use user personal, and user stories to develop how a user will complete that story through your information architecture• Turn it into a ﬂow chart• Identify failures in the ﬂow, and adapt accordingly• If a user can successfully complete a process without ﬂaw = :-)
Develop Interactive Wireframes/Prototypes• Traditional Wireframes are dead, and useless• Paper prototyping and interactive wireframes are in• Example video of interactive wireframe and paper prototyping• Take your user ﬂow and test it with your wireframe through paper prototyping, adapt accordingly• Interactive prototypes/wireframes are an easy way to identify UX ﬂaws early
Test, Adapt, Test• Key to good UX is being able to adapt• Test throughout the process and solicit user feedback• Adapt to the feed back and test it again• Never ending part of UX
Launch!• Release your product into the wild• Have a good feedback engine built in, and reporting metrics• Monitor social media for what your users are saying about your product to others, adapt!• Go one step further and be personable to your users, enhancing their experience outside of your application i.e social media, loyalty programs etc.
But Users Don’t Know What They Want!• Correct!• BUT!• UX is about making sure what you think they want, isn’t pushing their buttons in the wrong way.• Traditional market research and business planing stays they same, it’s all about adapting when you were wrong about what was truly needed, happiness.
How do we Know it Worked?• No traditional metrics• Watch page view durations, and sales• Communicate with users and access their loyalty, and how they feel about a new change• See how the developers moral has changed, and how they respond to future adaptations of product
Summary• UXD is about soliciting an emotional response to your products usability• Without it you’re out of touch with your users• With it you’re more likely to build loyalty resulting in repeat customers and new customers• Assuming characteristics of users and their actions no longer works• Everyone in the organization can do it, and should• All about being a real human in a growing robotic world, humility is key!
Discussion• Tell the group about a particular situation when a product made you feel emotional.• How did you react?• Did you buy?
Take-away• Ask yourself “What can I do this week to enhance my user’s experience?”