Introduction to User Experience

User Experience

About Me

Started Permission magazine in 1992

Designed for print until 1995

Built PG&E’s first web site in 1995

Information architect since 1997

About Me

JAYSON ELLIOT DIRECTOR OF USER EXPERIENCE WUNDERMAN NEW YORK Jayson leads the agency’s user experience practice for Wunderman’s New York office, a central role that touches literally every account in the agency. Growing up in the budding digital age, Jayson set his own career path after studying graphic design at the University of Iowa. In the early ’90s, he started the music magazine Permission, while also doing print design for a variety of clients. In 1994, a staff writer at Permission left to start one of the first web design firms in the country. Jayson soon joined his ex-staffer, and their company, Plastic, which later became known as Razorfish, San Francisco. Under the tutelage of human factors experts such as David Small (MIT Media Lab), Jayson became the first information architect in the San Francisco office, and one of the first professionals in the industry to hold that title. His career has included IA and User Experience positions with IBM, Walt Disney Parks & Resorts and LifeCare. Jayson has worked on some of the world’s most recognized brands, including Sega, Charles Schwab, Fireman’s Fund, Medtronic, eBay, Freightliner and Sony Pictures.

Representative output: User scenario Site map Wireframe Navigational Flow Usability Test Report 508 (ADA) Audit Digital Scorecard

Process Strategy / Planning User Experience Creative Content Strategy Development Account

UX / Creative Process

Example Deliverables

User Scenarios

User Scenario - Nokia

Value Exchange

THE VALUE EXCHANGE OVER TIME Content Ads

THE VALUE EXCHANGE OVER TIME Save Profile [email_address] .com .com .com .com .com .com

THE VALUE EXCHANGE OVER TIME

VALUE EXHANGE OVER TIME iDiscovery

Site maps

Block diagram wireframe

Detailed wireframes

Navigation Flows

Others

Card Sort

Prototype - ExciteXtreme

508 Compliance Audit

Digital Scorecard

User Experience

Case Study: Xerox PARC

John Seely Brown was asked to assemble a CD-ROM for copier repairmen

Chose not to start with the solution

Talked with managers

Shadowed workers

Learned about recent changes

Useful

Findings

Complexity of copiers meant documentation was never complete

Taylorist changes had discouraged excessive coffee breaks with coworkers

Field workers lacked timely information

Documentation unwieldy and out of date

CD-ROM would be more portable, but still out of date

Solution

Increased communication

Coffee rendezvous reinstated

Two-way group radios

Eventually led to Xerox Eureka

Usable Much more on that later...

Delight

Findable

Accessible

Building crediblity

Make it easy to verify the accuracy of information

Show the real organization behind the site

Highlight the expertise in the organization

Show that honest and trustworthy people stand behind your site

Make it easy to contact you

Use professional design

Make your site easy to use and useful

Update your site’s content often

Use restraint with promotional content (ads, offers, etc.)

Avoid errors of all types, no matter how small they seem

Fogg, B.J. (May 2002). "Stanford Guidelines for Web Credibility.". http://credibility.stanford.edu/guidelines/

Usability Heuristics

Visibility of system status

Match between system and the real world

User control and freedom

Consistency and standards

Error prevention

Recognition rather than recall

Flexibility and efficiency of use

Aesthetic and minimalist design

Help users recognize, diagnose, and recover from errors

Help and documentation

GUIs 1994 - Jakob Nielsen Websites 1997 - Keith Instone Rich Internet Applications 2003 - Jess McMullin & Grant Skinner

“Intuitive” interfaces

INTUITIVE

FAMILIAR

Testing

Usability Testing

Designing for People

Bell Labs

Henry Dreyfuss

Designing for People

Bell Labs

Henry Dreyfuss

The Constitution

Dreyfuss prototyped 8 complete staterooms

Brought in “travelers” to

Unpack

Stay in rooms

Pack for home

1955

“Research in itself can be treacherous and misleading. Often people give answers they think the questioners want to hear or that they believe make them appear connoisseurs or scholarly thinkers.”

( ) 212 555 1212 Ladislav Sutnar

Logical navigation aids

Napoleon’s march on Moscow

Metaphorical, but obscuring

The same data, by Tufte

Paul M. Fitts

Fitts’s Law MT = a + b log2(2A/W) MT = movement time a,b = regression coefficients A = distance from start to target center W = width of the target

Fitts’s Law The time to acquire a target is a function of the distance to and size of the target

Hick’s Law

Hick’s Law The time to acquire a target from a group of choices is a function of the number of choices presented

Applying Fitts Longer links are easier to click than short ones Large text fields are easier to enter than small ones Large buttons are easier to hit than small

Applying Hick Larger lists are more time-consuming Tightly-packed choices are harder to select BUT Groupings that make sense to the user can offset Hick’s law

Scent of Information

The scent of information keeps users on the trail

Users look for trigger words - phrases associated with what they are seeking

Users resort to search only when their trigger words aren’t present - then they use those trigger words in their search

Each click should lead to a screen containing the trigger words from the link they clicked

Scent is about confidence. When users lose confidence, it is because the scent is weak

Fitts, Hick, and the Scent of Information

Smaller targets are harder to hit

Multiple targets take longer to hit

Avoid hierarchical menus

“ Neck” of menu = separate Fitt’s target

Don’t make user scroll to find buttons

Use multiple copies of Next buttons, etc

Reduce each task’s steps only when appropriate

“It depends,” There are no absolutes, always consider the user

Jackie – 55 years old

Jackie is exposed to the Medco name in multiple locations

Age 55 Medco Booth Direct Mail (postal) medco health. com Trigger-ed Email Doctor Visit medco health. com Mail Order Email Work poster Print ads

She receives an offer in the mail for a personalized Rx report.

The offer directs her to medcohealth.com.

The offer is featured on medcohealth.com.

She registers in order to receive her personalized report.

She opts in to allow Medco to email her.

Personal Rx Report (online) Personal report shows how she can save money on her diabetes medication. Age 55 Medco Booth Direct Mail (postal) medco health. com Trigger-ed Email Doctor Visit medco health. com Mail Order Email Work poster Print ads

Based on her Rx report, an email is sent about a generic alternative to the medication she is taking for her diabetes.

Medco Booth Direct Mail (postal) medco health. com Trigger-ed Email Doctor Visit medco health. com Mail Order Email Work poster Print ads Age 55

Jackie speaks to her doctor about the new medication.

He determines that it is right for her, and prescribes it.

Switching to a new medication makes Jackie think about how she has been getting her prescriptions so far.

She visits medcohealth.com to check prices, and uses the Click to Call feature to have a specialist pharmacist contact her.

She chooses to have the new prescription sent by mail order.

Medco Booth Direct Mail (postal) medco health. com Trigger-ed Email Doctor Visit medco health. com Mail Order Email Work poster Print ads Click to Call (out-bound) Age 55

Her first order arrives by mail, with a welcoming insert.

A thank you email also arrives, with highlighted benefits of her new mail order service.

Medco Booth Direct Mail (postal) medco health. com Trigger-ed Email Doctor Visit medco health. com Mail Order Email Work poster Print ads Age 55

Jackie has been using Medco for three years and has received regular reports and communications over that time.

Email Direct Mail (postal) medco health. com Doctor Visit medco health. com Age 58

Her diabetes is now complicated by the need for medication to control her cholesterol.

She visits medcohealth.com to learn about her choices before speaking with her doctor.

Jackie speaks to her doctor about the medications available, and chooses based on his advice and the knowledge she has gained from Medco.

With two medications coming regularly from Medco, she begins to pay more attention to the tools available to her.

As she becomes more familiar with medcohealth.com, she sees how some of the information could help her friend Sally, who is recovering from breast cancer.

Jackie uses tools on medcohealth.com to share the information she finds about breast cancer.

Age 58 Email Direct Mail (postal) medco health. com Doctor Visit medco health. com

Once Sally begins exploring the medical and wellness information on medcohealth.com, she finds things that she thinks Jackie should know about.

Email Direct Mail (postal) medco health. com Doctor Visit medco health. com medco health. com Age 58

Jackie and Sally continue sharing news and articles from Medco with each other, as well as some of their other friends.

Age 58 Email Direct Mail (postal) medco health. com Doctor Visit medco health. com medco health. com

Medco has become a valuable partner to Jackie.

She maintains her drug history on medcohealth.com, uses it to help her at tax time, and trusts it as a source of timely information about her Rx needs.

The site has personalized itself to her over the years so that she feels it has become “hers.”

Age 63 medco health. com Direct Mail Out-bound Telemar-keting

This year, her annual Rx checkup report is delivered inside a brochure that helps her prepare for her Medicare options.

She receives a service phone call from Medco to tell her about Medco Part D, now that she has reached that age.

Because she has built a relationship with Medco, it is an easy decision to use Medco for her Part D.

Bill – 63 years old

Bill already has Medco as part of his plan but is unaware of the fact.

Direct Mail (postal) Print Adver-tising Online Adver-tising medco health. com medco health. com Insur-ance Card

He receives a brochure in the mail about Medco Part D.

It is relevant to him because he will be retiring soon, but he doesn’t act immediately on the brochure.

Bill is active about his health and wellness, and subscribes to Prevention magazine.

He sees an ad in the magazine touting the benefits of taking control of his health with Medco as a partner.

Some days later, Bill notices the Medco name on his insurance card.

He recognizes it as one he has seen before.

On the weekend, Bill is searching Google for information about Medicare.

A paid search ad for Medco appears. He feels familiar with the name and clicks the ad to learn more.

The link takes him to medcohealth.com, where Medco Part D is highlighted, based on the ad he arrived from.

Clicking the Medco Part D link takes him into the relevant area of a tour of medcohealth.com.

After learning about Medco Part D, he continues through the tour, where he learns about the Rx expense report tool.

He decides it would be useful, and registers in order to get his own report.

Introduction to User Experience

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