Designing the User Experience
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Designing the User Experience

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Designing the User Experience

User Experience Professionals Association (UXPA) defines user experience in this way:

Every aspect of the user’s interaction with a product, service, or company that make up the user’s perceptions of the whole. User experience design as a discipline is concerned with all the elements that together make up that interface, including layout, visual design, text, brand, sound, and interaction.

Additionally, the UX designer has the goal of making this user experience usable, useful, desirable, valuable, findable, credible and accessible. That’s a lot to keep in mind!

In this talk, Jason and Nadine will explain how UX designers gain an understanding of their users’ tasks (and the way they think about them), how they use this knowledge to design better UIs and better content, and finally how these designs are validated and evolved over time as users continue to interact with the product.

We’ll also briefly describe the deliverables often used by designers to communicate their work to clients, and how best to prepare yourself for engaging a user experience design agency to contribute to your product design process.

Jason Wehmhoener and Nadine Schaeffer, Cloudforest Design

Since 1996 Nadine Schaeffer and Jason Wehmhoener have been helping companies both large and small execute a user-centered design process. Our seasoned expertise in interaction design, information architecture, user research, visual design, and frontend engineering has aided many large and small companies launch successful products. Our clients have included Apple, Google, Yahoo, Plantronics, Cisco, Juniper Networks, Oracle, Adobe, Seagate, Citrix, Disney, Sunrun, Fiserv, E*Trade, Verizon, and many more.

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  • User Experience: Every aspect of the user’s interaction with a product, service, or company that make up the user’s perceptions of the whole. User experience design as a discipline is concerned with all the elements that together make up that interface, including layout, visual design, text, brand, sound, and interaction.\n\nUseful. As practitioners, we can't be content to paint within the lines drawn by managers. We must have the courage and creativity to ask whether our products and systems are useful, and to apply our deep knowledge of craft and medium to define innovative solutions that are more useful.\n\nUsable. Ease of use remains vital, and yet the interface-centered methods and perspectives of human-computer interaction do not address all dimensions of web design. In short, usability is necessary but not sufficient.\n\nDesirable. Our quest for efficiency must be tempered by an appreciation for the power and value of image, identity, brand, and other elements of emotional design.\nFindable. We must strive to design navigable web sites and locatable objects, so users can find what they need.\n\nAccessible. Just as our buildings have elevators and ramps, our web sites should be accessible to people with disabilities (more than 10% of the population). Today, it's good business and the ethical thing to do. Eventually, it will become the law.\n\nCredible. Thanks to the Web Credibility Project, we're beginning to understand the design elements that influence whether users trust and believe what we tell them.\n\nValuable. Our sites must deliver value to our sponsors. For non-profits, the user experience must advance the mission. With for-profits, it must contribute to the bottom line and improve customer satisfaction.\n
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  • A persona usually includes a name and a picture. You will need to add some demographics such as age, education, ethnicity, or family status. Give the persona a job title and include their major responsibilities. Include the goals and tasks they are trying to complete using the site and their environment (i.e., physical, social, and technological). Also you can include a quote that sums up what matters most to the persona as it relates to your site.\n
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Transcript

  • 1. Designing the User ExperienceJason Wehmhoener and Nadine Schaeffer, Cloudforest DesignNovember 7, 2012
  • 2. Designing theUser Experience✤ Goals✤ Methods ✤ Research ✤ Design ✤ Validation✤ Engaging a Designer✤ Resources
  • 3. Goals✤ Useful✤ Usable✤ Desirable✤ Findable✤ Accessible✤ Credible✤ Valuable Peter Morville’s User Experience Honeycomb http://semanticstudios.com/publications/semantics/000029.php
  • 4. Research
  • 5. Research✤ Who are our users?✤ What are their tasks?✤ How do our users think about their tasks?✤ Where do our user’s tasks intersect with our product?✤ How can our product make our user’s tasks easier and more enjoyable to accomplish? Catching up on e-mail http://www.flickr.com/photos/yourdon/2715583000/lightbox/
  • 6. Who are ourusers?✤ A persona is a fictional person who represents a major user group for your site. Personas generally include the following attributes: ✤ Name & photo ✤ Demographics (age, education, ethnicity, family status, income, etc) ✤ Job title & responsibilities ✤ Goals ✤ Tasks ✤ Work environment ✤ Characteristic quote
  • 7. Surveys andinterviews✤ Surveys are useful tools for measuring attitudes or collecting self-reported data.✤ Interviews can offer greater opportunity for dialog, deeper exploration of issues.✤ Both techniques rely on participants to clearly understand and honestly report their perspective.
  • 8. What are ourusers’ tasks?✤ Scenarios are a story or narrative that describes a persona’s: ✤ goals and motivations ✤ tasks ✤ the steps of interaction involved in carrying out those tasks✤ Enough detail to make the story compelling, not overwhelming
  • 9. Interested Lead Gen FlowWhat are our Required info? Street Address? Phone Number? Annual kWh?users’ tasks? No Yes Scr Opportunity in Salesforce BB1 Scope Edit Ne Mailing List Opportunities Cross-Reference with Home Ownership DB Provisional Ranking Projects Cu Create Design Site Design✤ User flows describe the Ranked Rank Lead interactions required by the users’ tasks in greater detail No Above Threshold? Yes Contact Customer✤ Emphasis is on decision points, requirements for forward Discuss Pricing Pricing progress, and potential error Designed Select Offers & Generate Proposals Yes states Present Proposals Proposals Sold Capture Signature Signature Measured Perform eAudit
  • 10. Setup User: SuperHow do our users Admin, Auditor Tasks: Setup Logo/Colors Users, Billingthink about their tasks? Contexts, Groups, Portal IP Ranges Admin Budget, and Portal Configuration Users Role Developer Groups ACL Auditor Billing Contexts Allocate Thresholds Email Setup Budget Policies Triggers Digest Reporting Notifications Method TXT✤ A concept model can be used to Monitoring Key Key Server describe the structure of the Virtual Data Security/ Management VPN objects that make up a system Center Network Support Network / Type Co and their relationships with Zones Encryption IP Address Ba one another Region US West Firewall Cus US East✤ Concept models help designers EU frame the design problem and understand the problem domain Provision Workloads Dashb User: User: All Us Developer Workload/Vapp Scope varie
  • 11. How do our usersthink about their tasks?✤ A mental model is a set of beliefs held by a particular user about a system they are using.✤ In a poorly designed system the user’s mental model may vary from the system’s underlying concept model by a great deal✤ By seeking to understand users’ mental models, we can adjust the concepts our system is based on in order to more closely meet expectations.
  • 12. Ethnography✤ Ethnography is the process of conducting user research in natural real world settings with the goal of gaining a descriptive understanding of the subject’s tasks from their point of view.✤ The ethnographer aims to take a holistic perspective that places the subject’s behavior in context.
  • 13. Customer journey mapA customer journey map describes the different touch points that characterize the customer’s interaction with the service.
  • 14. Prototyping✤ Prototyping is useful for exploring potential solutions to a problem in the context of a tight feedback and iteration loop✤ Fidelity (low, medium, high) ✤ Visual ✤ Functional ✤ Content
  • 15. Design
  • 16. InformationArchitecture✤ Information architecture is....✤ Information architecture deliverables can include: ✤ Concept maps ✤ Site/application architecture maps ✤ Navigation wireframes
  • 17. ContentStrategy✤ Good content is appropriate, useful, user centered, clear, consistent, concise, and supported✤ Create Once Publish Everywhere (COPE)✤ Separate content from presentation✤ Content strategy deliverables can include: ✤ Content inventory ✤ Content analytics and search metrics ✤ Editorial style guide
  • 18. InteractionDesign✤ Interaction design (IxD) defines the structure and behavior of interactive systems.✤ IxD deliverables can include: ✤ Wireframes ✤ Specifications ✤ Prototypes
  • 19. Graphic Design✤ Graphic designers use image and typography as a foundation for creating communication tools that convey a message from a client to an audience.✤ Graphic design deliverables can include: ✤ Photoshop or Fireworks comps ✤ Specifications ✤ Production graphics
  • 20. Validation
  • 21. UsabilityTesting✤ Usability testing is the process of observing users as they attempt to successfully complete the system’s tasks.✤ Usability test goals can include: ✤ noticing user difficulty with specific tasks or their interactions ✤ exploring alternative implementations of a specific set of functionality, content or appearance✤ Observations should be recorded in detail for later analysis✤ Analysis should result in a set of clear recommendations for actions that can be taken to increase the system’s usability, or at minimum suggest direction for future design exploration.
  • 22. A/B Testing & OtherOptimizationTechniques✤ A/B or split testing compares the effectiveness of two versions of a marketing communication to determine which version results in a better response or conversion rate.✤ A small percentage of users are shown an alternate version and response/conversion metrics are recorded.✤ Advanced optimization software can make the process of running through a series of tests much faster by automating the promotion of successful versions.✤ A may perform better for one audience segment, while B performs better for another, opens the door to automated optimization based on audience segmentation.
  • 23. Analytics✤ Click tracking can assist site owners in their efforts to understand: ✤ navigation patterns ✤ terminology preferences (via search logs) ✤ the value of specific types of content or individual content or advertising assets ✤ where customers are falling out of a conversion funnel ✤ demographic usage patterns ✤ seasonal usage patterns ✤ lifetime value of individual customers or customer types ✤ many other narratives unique to your business
  • 24. The Design Team Client Design Information Interaction EngineeringStakeholders Management Architecture Design User Content Graphic Users Analytics Research Strategy Design
  • 25. Engaging a designer✤ Be prepared ✤ Are all team members in place at the start of the project? ✤ Do you have clearly defined personas and scenarios for your product? If not, are you prepared to engage in an ethnographic research project in order to understand your users in the context in which they will be carrying out their tasks? ✤ If our goal is to improve the design of an existing product, are you prepared to examine and address gaps between the concept model underlying the design of your product and the mental model your users employ as they complete their tasks? Is your product architecture capable of adapting to changing requirements?✤ Plan to iterate ✤ Get feedback from actual users on changes in design direction. ✤ Systematically incorporate feedback in each revision of the design. ✤ There is always room for improvement. Don’t let perfect be the enemy of good. ✤ Pay attention to and learn from the behavior of your users.
  • 26. Resources✤ Shopping for Innovation: What you need to know before hiring a design firm http://www.core77.com/reactor/11.05_shopping.asp Note the “Hollywood Model” (our preferred method for team building)✤ AIGA: How to hire a [graphic] designer http://www.aiga.org/how-to-hire-a-designer/✤ The User Experience Team Kit: How to hire a UX team and incorporate user-centered design methods into your software development lifecycle process http://ixda.org/sites/default/files/UX_Kit_Aug09.pdf✤ The T-Model and strategies for hiring IA practictitioners http://uxmatters.com/mt/archives/2011/10/the-t-model-and-strategies-for-hiring-ia-practitioners- part-1.php✤ Taking the mystery out of hiring UX talent http://uxmag.com/articles/taking-the-mystery-out-of-hiring-user-experience-talent✤ Designing the right team for UX: an art and a science http://uxmag.com/articles/designing-the-right-team-for-ux
  • 27. Thank youhttp://cloudforestdesign.com