Experience Design    MIT IAP Term    January 12-14, 2009Page 1 © 2008 Razorfish. All rights reserved.
What is Experience    Design?Page 2 © 2008 Razorfish. All rights reserved.
The Definition           From Wikipedia:                       Experience design is the practice of designing             ...
The Definition           More to the point:                       Experience design is the practice of                    ...
The Definition    How do you do that?                       To design something that a user perceives to                  ...
The Definition           Ultimately:                       Experience design is the practice of                       solv...
How does it work and    what will we learn about    it in the next few days?Page 7 © 2008 Razorfish. All rights reserved.
There is an Established, Evolving Approach1. Problem Definition    2. Primary User Research   3. Secondary User Research  ...
From Designing Products to Solving Problems   Course Overview:      Day 1 – The Tools                         Day 2 – User...
Wireframes    Are a visual representation of a web page’s key    content elements and how they are displayed to    the use...
Sitemaps    Sitemaps provide an overview of website content    in a manner similar to the table of contents page    in a b...
Storyboards    Storyboards are simple, illustrative descriptions    of the key interaction points that occur during a    s...
Research    Methodologies    Any good design process requires research to    understand a subject and to test hypothesis  ...
Two Sides of the Research Methodology Coin:                                                 Qualitative                   ...
Wrap-UpPage 15 © 2008 Razorfish. All rights reserved.
Course Greatest Hits   Dig into the tools . . .   Sitemaps, wireframes, engagement maps, storyboards, research   Delve int...
Typical Experience Design Careers (today)                 Established                     EvolvingPage 17 © 2008 Razorfish...
For Further Exploration        Razorfish Resources                      Industry Resources        Razorfish Digital Design...
Thank You   Nadya Direkova, Senior Information Architect   nadya.direkova@razorfish.com   Marisa Gallagher, Vice President...
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MIT Course - What is Experience Design

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Opening preso from the MIT Inter-Activities Period (winter term) course I taught with Nadya Direkova on Experience Design.

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MIT Course - What is Experience Design

  1. 1. Experience Design MIT IAP Term January 12-14, 2009Page 1 © 2008 Razorfish. All rights reserved.
  2. 2. What is Experience Design?Page 2 © 2008 Razorfish. All rights reserved.
  3. 3. The Definition From Wikipedia: Experience design is the practice of designing products, processes, services, events, and environments with a focus placed on the quality of the user experience and culturally relevant solutions, with less emphasis placed on increasing and improving functionality of the design.Page 3 © 2008 Razorfish. All rights reserved.
  4. 4. The Definition More to the point: Experience design is the practice of designing something with quality and cultural relevance.Page 4 © 2008 Razorfish. All rights reserved.
  5. 5. The Definition How do you do that? To design something that a user perceives to be culturally relevant and of high quality, the end product needs to make their life better – needs to solve their problems (even ones they didn’t know they had.)Page 5 © 2008 Razorfish. All rights reserved.
  6. 6. The Definition Ultimately: Experience design is the practice of solving problems.Page 6 © 2008 Razorfish. All rights reserved.
  7. 7. How does it work and what will we learn about it in the next few days?Page 7 © 2008 Razorfish. All rights reserved.
  8. 8. There is an Established, Evolving Approach1. Problem Definition 2. Primary User Research 3. Secondary User Research 4. Competitive Research 5. Persona Definition 6. Flows + Storyboards 7. Site + Taxonomy Maps 8. Wireframes + Comps 9. Usage Testing8
  9. 9. From Designing Products to Solving Problems Course Overview: Day 1 – The Tools Day 2 – Users’ World Day 3 – What’s Next Playing games to learn Touring the social world Exploring the future to the tools we use to to find context for our practice designing design: designs: without a net: - Wireframes - “Social” discussions - Digital Trends - Sitemaps - Competitive and presentations - Engagement Maps Audience Research - Solving Your Problems - Storyboards - Hands-on Business Exercises and - Research Workshop with Discussion ByKids.orgPage 9 © 2008 Razorfish. All rights reserved.
  10. 10. Wireframes Are a visual representation of a web page’s key content elements and how they are displayed to the user. Elements may include navigation, content placement and interface controls. The wireframe is not intended to capture every item on a page or represent the creative design. Rather, it is a skeletal depiction of what the page will ultimately contain and how those pieces will be laid out.Page 10 © 2008 Razorfish. All rights reserved.
  11. 11. Sitemaps Sitemaps provide an overview of website content in a manner similar to the table of contents page in a book. Sections and pages are typically listed according to narrative flow, alphabetically or by chronology. The home page appears at the top, with secondary and tertiary-level pages below.Page 11 © 2008 Razorfish. All rights reserved.
  12. 12. Storyboards Storyboards are simple, illustrative descriptions of the key interaction points that occur during a specific process or flow and between a user and the product or UI. They provide a quick, sketch- based way to explore what’s important about a product’s design and what elements will enable and create flow within it, without distracting the team with the overwhelming details of individual page design.Page 12 © 2008 Razorfish. All rights reserved.
  13. 13. Research Methodologies Any good design process requires research to understand a subject and to test hypothesis about an approach to a subject. It’s important to know and employ a wide range of methods to find the right answers or know where to keep on searching.Page 13 © 2008 Razorfish. All rights reserved.
  14. 14. Two Sides of the Research Methodology Coin: Qualitative Quantitative Good at: • Context, human texture, semantics, • Definitive conclusions, clear subjectivity measures, objectivity Typical set-up: • Often in person, observation and • Often remote, test plan structured discussion-oriented, even with task around clear objective responses completion without ambiguity (yes/no, multiple choice, success/failure) Provides: • The why, why not, where not, when not • The what, how much, when, where Downfall: • Directionality can be skewed by • Can be looking at the wrong sample size, personalities measures. Sample Size • 8-12 provide directionality/patterns • 100+ (technically 30, but numbers normalize better above 100) Examples • Ethnographic studies • Mouse-and-click-path tracking • One-on-one interviews • Multivariate testing • Lab-style usability tests • Self-directed remote usability testing • Focus groups • Analytics + search log tracking • Card sorting (in person) • Surveys • Card sorting (remote)Page 14 © 2008 Razorfish. All rights reserved.
  15. 15. Wrap-UpPage 15 © 2008 Razorfish. All rights reserved.
  16. 16. Course Greatest Hits Dig into the tools . . . Sitemaps, wireframes, engagement maps, storyboards, research Delve into the context . . . Social phenomenon in an online context, competitive and audience research, dealing with clients Explore the big picture . . . Intelligent data, visualization (tension between complexity and simplification), physical devices, participation, democratizationPage 16 © 2008 Razorfish. All rights reserved.
  17. 17. Typical Experience Design Careers (today) Established EvolvingPage 17 © 2008 Razorfish. All rights reserved.
  18. 18. For Further Exploration Razorfish Resources Industry Resources Razorfish Digital Design Blog TED Conference: http://www.digitaldesignblog.com/ http://www.ted.com/ Razorfish Going Social Now Favourite Website Awards: Blog http://www.favouritewebsiteawards.com/ http://www.goingsocialnow.com/ Ad Age Creativity Online: Our Twitters/Profiles http://creativity-online.com/ http://twitter.com/marisagallagher http://twitter.com/ Under the Radar Blog: http://www.undertheradarblog.com/ Mashable: http://mashable.com/ TV: http://newteevee.com/Page 18 © 2008 Razorfish. All rights reserved.
  19. 19. Thank You Nadya Direkova, Senior Information Architect nadya.direkova@razorfish.com Marisa Gallagher, Vice President of User Experience marisa.gallagher@razorfish.comPage 19 © 2008 Razorfish. All rights reserved.

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