Creating a Hierarchy of User Experience
Needs
Lyndon Cerejo
June 2001
Lyndon Cerejo / User eXperience Strategist / Capgemini

About This Presentation
These slides are from a
webinar Watchfire (now
part of IBM) invited me to
conduct in June 2001.
The presentation was
based on an article I wrote
for ClickZ in March 2001:
“Creating a Hierarchy of
User-Experience Needs”
http://www.clickz.com/839221
Creating a Hierarchy of User Experience Needs 2
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Agenda
The User Experience
•
Maslow Revisited
•
Hierarchy of User Experience Needs
•
Building Pyramids
•
Summary
•
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The User Experience
Creating a Hierarchy of User Experience Needs 4
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Maslow Revisited
Creating a Hierarchy of User Experience Needs 5
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Hierarchy of User Experience Needs
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Level 1: Site Availability
Domain Name
•
Search Engine Results
•
24 x 7 Uptime
•
Traffic Surges
•
Dead Links
•
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Level 2: Usability
What is?
IA /Navigation
•
Readability
•
Reduce Clicks
•
Graphics
•
Basic Search
•
Access Devices
•
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Level 3: Supportive Features
Detailed Product Info
•
User Reviews
•
Natural Language Search
•
Product Comparator
•
Guided Selling
•
Creating a Hierarchy of User Experience Needs 9
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Level 4: Confidence
Show Security
•
Prominent Policies
•
Quick Customer Support
•
Multiple Contact
•
Methods
• Give User Control
Creating a Hierarchy of User Experience Needs 10
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Level 5: Desirability
Website Nirvana
Personalization
•
Community
•
Customized Newsletters
•
Product Customization
•
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Building Your Pyramid
Bottom –> Top
•
Lay The Foundation – Know Your Users
•
Understand & Prioritize Needs
•
One Level At A Time
•
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Summary
• Understand User Experience
• Prioritize User Needs
• Build Your Pyramid
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