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"So UX Designers Just Make Things Pretty, Right?" and Other Myths Debunked
 

"So UX Designers Just Make Things Pretty, Right?" and Other Myths Debunked

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Real-life examples illustrating the following: ...

Real-life examples illustrating the following:

* UX ≠ Visual Design
* UX application in Agile environment
* Less clicks ≠ Good UX
* UX-driven Information Architecture
* UX-driven Interaction Design
* UX-driven Content Strategy

Discussion: The future of human computer interaction

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    "So UX Designers Just Make Things Pretty, Right?" and Other Myths Debunked "So UX Designers Just Make Things Pretty, Right?" and Other Myths Debunked Presentation Transcript

    • “So UX Designers Just Make Things Pretty, Right?”User Experience Professionals’ Association - North East Ohio (@neoupa) Presented by Kaitlan Chu (@KaitlanChu) linkedin.com/in/KaitlanChu slideshare.net/KaitlanChu
    • About•Information Architect for ClevelandClinic.org •Most-visited hospital website in US •Thought leadership: User Experience •Sign off on site changes •Conduct usability studies •Spoke at international UX conference•Academic research, NSF-funded usability projects•Designed start-up site from ground up •Big data visualization •Users: Fortune 500 executives
    • • What is User Experience (UX)? Is it the same as graphic design? – Example• UX in Iterative Design Process – Example• Does Usability Research Yield Actionable Results: Information Architecture, Interaction Design, Content Strategy – Examples• How Does UX Research Challenge Our Assumption? – Example• Ultimate Human Computer Interaction (#hci) – To discuss
    • • What is User Experience (UX)? Is it the same as visual design? – Example• UX in Iterative Design Process – Example• Does Usability Research Yield Actionable Results: Information Architecture, Interaction Design, Content Strategy – Examples• How Does UX Research Challenge Our Assumption? – Example• Ultimate Human Computer Interaction
    • A: Our company is hiring a user experience person.B: So…they just make things pretty, right? Like a graphic designer?
    • Research Usability Information ArchitectureThe Boersma T-model Interaction Design Visual Design User Experience Content
    • Definition: User Experience ISO 9241-210: “A persons perceptions and User responses that result from the use or Context anticipated use of of use a product, system or service" SystemISO FDIS 9241-210:2009. Ergonomics of human system interaction - Part 210: Human-centered design for interactive systems (formerly known as 13407).International Organization for Standardization (ISO). Switzerland.
    • UX ≠ Visual Design Case Study Cleveland ClinicDepartment Homepage Redesign
    • Before Version
    • Subpage Users: Dissociation homepage vs. rest of site; High task failure rate
    • Before Version
    • After Version
    • Subpage
    • UX ≠ Visual Design• “You’re not a user experience designer if…” - Whitney Hess http://whitneyhess.com/blog/2011/04/23/youre-not-a-user-experience-designer-if/• “Design is not just what it looks like and feels like. Design is how it works.” - Steve Jobs•“Good design, when it’s done well, becomes invisible. It’s only when it’s done poorly that we notice it. Think of itlike a room’s air conditioning. We only notice it when it’s too hot, too cold, making too much noise, or the unit isdripping on us. Yet, if the air conditioning is perfect, nobody say anything and we focus, instead, on the task athand.” - Jared Spool•“Design is not primarily supposed to entertain or to be nice or to aesthetically please. It’s supposed to perform.” -Oliver Reichenstein• “What designers do is to solve problems by deciding on the look and function of something. This can be writingtext, laying out an interface, planning a chair, or coming up with a better Netflix envelope, lightbulb, or chair.” -Joshua Porter
    • • What is User Experience (UX)? Is it the same as graphic design? – Example• UX in Iterative Design Process – Example• Does Usability Research Yield Actionable Results: Information Architecture, Interaction Design, Content Strategy – Examples• How Does UX Research Challenge Our Assumption? – Example• Ultimate Human Computer Interaction
    • UX in Iterative Design Process Iteration The SAP User-Centered Design Process
    • Case StudyIterative design processbased on user feedback
    • Lots of Data
    • Users: “search, aggregate”
    • Low-fidelity Prototype
    • High-fidelity Prototype
    • High-fidelity Prototype
    • Users: “toooverwhelming”
    • Users: “graphs are helpful”
    • Users: “Toomany graphs,hard to digest”
    • • What is User Experience (UX)? Is it the same as graphic design? – Example• UX in Iterative Design Process – Example• Does Usability Research Yield Actionable Results: Information Architecture, Interaction Design, Content Strategy – Examples• How Does UX Research Challenge Our Assumption? – Example• Ultimate Human Computer Interaction
    • Before
    • Goal:Consistent User Experience across ccf.orgSolution:Standard Institute Sitemap
    • • Conducted a large-scale card sort• Validated by a follow-up in-person usability study• Presented at UXPA International Conference• http://www.slideshare.net/kaitlanchu/chu- kaitlanlargeopencardsortanalysisupa2012- 13232264
    • Standard Sitemap Template High-level, research-driven
    • After
    • • What is User Experience (UX)? Is it the same as graphic design? – Example• UX in Iterative Design Process – Example• Does Usability Research Yield Actionable Results: Information Architecture, Interaction Design, Content Strategy – Examples• How Does UX Research Challenge Our Assumption? – Example• Ultimate Human Computer Interaction
    • New design triggers plummet in volume Hypotheses “Are users clicking on it?” “Do users even notice it?”
    • Empirical Finding•Participants clicked on Contact widget, even when they’re not required to.•So what’s the problem? Click “Appointments” tab Click “Contact Us” tab Click “Appointments” tab “Is this working?” again
    • In process of testing redesigned interaction
    • • What is User Experience (UX)? Is it the same as graphic design? – Example• UX in Iterative Design Process – Example• Does Usability Research Yield Actionable Results: Information Architecture, Interaction Design, Content Strategy – Examples• How Does UX Research Challenge Our Assumption? – Example• Ultimate Human Computer Interaction
    • Product: Outcome Book Hypotheses•“Consumers don’t know what ‘outcome’ means”•“Patients don’t read outcome books. It’s too technical”•“Should place in a section for professionals only”
    • In-person Usability StudyScenario:You’re comparing a few hospitals to take your uncle to treat his epilepsy. Avoid keywordWhere do you go to evaluate the quality of medical services and expertise the “Outcomes”center provide?For example,• How many patients did the epilepsy center successfully treat last year?• Is the epilepsy center using up-to-date technology for diagnosis and treatments?• Does the center have leading experts in the field?Your Task: Where do you go to evaluate the quality of medical services andexpertise the center provide? E.g. Number of successfully treated patients; up-to-date technology; and leading experts in the field.
    • Diagnosis Research 4 Outcomes Outcome Book Outcome Book 1 About Us Outcomes Empirical Finding•Users do understand what “outcome” means•Outcomes is associated with quality of care•Should be visible to patients. Don’t hide in “Professional” section
    • Outcome Book StrategyParticipant comment: “The comparison chart with national data is a great chart. Once you caught my attention with that then I would spend more time reading the other stuff [charts, data].” Actionable Recommendation“Cleveland Clinic provides treatment X% better than national average”
    • • What is User Experience (UX)? Is it the same as graphic design? – Example• UX in Iterative Design Process – Example• Does Usability Research Yield Actionable Results: Information Architecture, Interaction Design, Content Strategy – Examples• How Does UX Research Challenge Our Assumption? – Example• Ultimate Human Computer Interaction
    • UX Research Challenge Assumptions Hypotheses“Users don’t scroll”. “Everything has to be above the fold”“All pages should be accessible in 3 clicks”“The less clicks, the better the design”
    • “Number of Clicks” Indicate Good/Bad UX?“Before” version registered less clicks“After” version registered more clicks • “After” version has more clicks, higher success rate => • More clicks = More exploration
    • Less clicks ≠ Good UX•On Scrolling: • Heatmap service provider ClickTale analyzed almost 100.000 pageviews. The result: people used the scrollbar on 76% of the pages, with 22% being scrolled all the way to the bottom regardless of the length of the page. That said, it’s clear that page top is still your most valuable screen estate. - Unfolding the Fold and ClickTale Scrolling Report and Part 2 •Usability expert Jakob Nielsen’s eye-tracking studies show that while attention is focused above the fold, people do scroll down, especially if the page is designed to encourage scrolling. - Scrolling and Attention •Upon reviewing the analytics data of TMZ.com, Milissa Tarquini found that the most clicked link on the homepage is at the very bottom. She also points out that polls and galleries at the bottom of AOL’s Money & Finance homepage get a lot of clicks in spite of their position. - Blasting the Myth of the Fold •Another eye-tracking study conducted by CX Partners confirms that people do scroll if certain design guidelines are followed. - The myth of the page fold: evidence from user testing •Usability studies by the Software Usability Research Laboratory’s show that users can read long, scrolling pages faster than paginated ones. Their studies confirm that people are accustomed to scrolling. - The Impact of Paging vs. Scrolling on Reading Online Text Passages •Jared Spool’s usability tests from 1998 tell us that, even though people say they don’t like to scroll, they are willing to do so. Moreover, longer and scrollable pages even worked better for users. - As the Page Scrolls•On Number of Clicks: •UIE’s usability tests showed that people don’t quit after 3 clicks and don’t feel frustrated if they have to click more. - Testing the Three-Click Rule •Jakob Nielsen’s usability tests found that “users’ ability to find products on an e-commerce site increased by 600 percent after the design was changed so that products were 4 clicks from the homepage instead of 3.” from the book Prioritizing Usability, quoted in Highlights from Prioritizing Web Usability. •Further UIE usability tests show that it’s not the number of clicks but the well-labeled links with information scent that play a key role in usability. - Getting Confidence From Lincoln •A practical advice is to replace the three-click rule with the one-click rule: “Every click or interaction should take the user closer to their goal while eliminating as much of the non-destination as possible.” - Breaking the Law: The 3 Click Rule •David Hamill’s thoughts on why the three-click rule is nonsense: Stop Counting Clicks •An article by CX Partners about the rule: 3 isn’t the magic number.
    • • What is User Experience (UX)? Is it the same as graphic design? – Example• UX in Iterative Design Process – Example• Does Usability Research Yield Actionable Results: Information Architecture, Interaction Design, Content Strategy – Examples• How Does UX Research Challenge Our Assumption? – Example• Ultimate Human Computer Interaction
    • The Ultimate User Experience is Interface-less
    • The Ultimate User Experience is Interface-less at least as much as possible
    • The Ultimate User Experience What is Interface?
    • The Ultimate User Experience The most natural Interface?
    • Natural User Interface (#nui)• Gesture UI without hardware: Displair – http://displair.com/#slide[set]/0/• Touch Interaction: Disney Touche [4:31] – http://www.youtube.com/watch?v=E4tYpXVTjxA• Voice – Dragon Naturally Speaking http://www.youtube.com/watch?v=FbffVqWIKqw – Siri – GPS