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User Experience as a Strategic Advantage
 

User Experience as a Strategic Advantage

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What is User Experience and why it is important to any product development company.

What is User Experience and why it is important to any product development company.

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    User Experience as a Strategic Advantage User Experience as a Strategic Advantage Presentation Transcript

    • User Experience
      • How to stop add features and create a dream software
    • Part I Inspiration
    • What is User Experience?
    • This 222,000,000 downloads
    • This 220,000,000 iPods sold
    • This 22,000,000 Wii Fit sold
    • And this
      • The first requirement is to meet the exact needs of the customer, without fuss or bother .
      • Next comes simplicity and elegance that produce products that are a joy to own, a joy to use .
      • True user experience goes far beyond giving customers what they say they want, or providing checklist features. In order to achieve high-quality user experience in a company's offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design .  
      User Experience "User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.
    • Reality Austin Allegro 1973 - 1983 - Britain's worst car ever One example of its poor construction was that it was more aerodynamic when traveling backwards than when it was being driven forwards
    • “ horrendous reliability, absurdly bad fuel economy, terrible handling and the acceleration of a grapefruit” Hummer H3 2008 - Worst car of the year
    • Software is not different
      • Many software products have no target audience
      www.lively.com social network closed by Google in 2008
      • Most products are “rude” with dumb errors screens
    • Developers assume that users are technically-savvy
    • Software products are often have unpredictable behavior
    • and bad UI
    • and bad UI
    • Can it be even worse?
    • Yes!
    • Do you think TargetProcess is a lucky exception?
    • We have
    • Outstanding usability
    • Self explanatory UI
    • Intuitive Navigation
    • Fantastic Forms
    • Super Consistency
    • Sooooo Stylish UI
    • And elegant simplicity
    • Anybody knows this screen?
    • So what the problem?
      • We don’t know our users (how they are going to use product, why they choose our product)
      • There is a conflict between developers’ priorities and users needs (developers focus on simple code, not on users needs)
      • There is no process that help us to understand users (can’t be delegated to users or developers)
    • There were different times
      • Goals motivate users to use product in a defined way
      • It’s quite hard to discover real users goals
      • UI is an artifact that is not directly connected with users goals, it’s an impediment
      Goals
    • Goals
      • Senior C# developer?
      • Scrum Master in distributed team?
      • Product Owner that shares 3 projects?
      • Smoke Tester?
      • Desperate Artist?
      • Inglorious COBOL Developer?
    • 1. Desirable (I want this thing!) 2. Technologically possible (teleportation still not invented) 3. Valuable (we can make money!) Product success
    • Part II Tools Tools
    • Interaction Design
      • Task-Centered Design sucks (“What are the tasks?” is a stupid question)
      • Activity-Centered Design is better (focus on user activity)
      • Goal-Centered Design is best (why user do this? our goal is to make user more effective with help of UI)
    • Goal-Centered Design
      • Research Phase
        • interview
        • observations
        • competitive analysis
        • market analysis
      We seek for personas and behavioral templates
    • 2. Modeling Phase
      • Personas (behavior, needs, goals, environment, desires)
      • Scenarios (user scenarios - meet goals of the personas. “one day of [persona] life”)
      • Requirements (user stories)
      • Detalization (concrete flows, mockups, paths, etc.)
      • Development support (corrections, etc.)
    • Personas representative users
      • Habits
      • Skill Level
      • Environment
      • Activities and Behavior
      • Goals and motivation
      Lets take HOUSE M.D. His habits, skills, etc.
      • Help to define what product should do and focus on real people needs
      • Provide patterns to solve problems
      • Communicate with team members, users, etc -> common language
      • Evaluate efficiency of the solution (we may feel they pain and problems)
      • We may include buyers persona (they usually have different goals)
    •  
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    • Scenarios
    • Context scenarios Goal scenarios User Stories one day of life focus on a goal Scenario describes situation in a context
    • Working with Scenarios
      • Who involved? What triggers the scenario? What happens? What is the result?
      • Imagine magic interface - no borders! Generate new ideas
      • For TP we may create current and future scenarios to see real improvements
    • Wireframes
    • Wireframes
      • Fast way to prototype UI
      • Create several (at least 3) completely different sets of wireframes
      • Test wireframes on users
      • Create working prototype (HTML)
    • Sketch Boards Draw several screens on one board Visualize users navigation and flow Quickly evaluate ideas
    • Sketch Boards
    • Prototypes
      • “clickable wireframes”
      • Required for usability testing and proof of UI design
      • Good as UI documentation for developers
      • HTML, Visio, other tools
      • Users: Beginner , Intermediate , Experts . Most users are Intermediate , since nobody wants to be Beginners
      • Optimize for Intermediates first, for Experts next
      • Experts need fast ways (shortcuts, context actions, etc.)
      Beginners-Experts
    • UX Principles
      • People think that beautiful interface is more usable
      • Don’t make people feel stupid. #1 principle in UX design
      • First define WHAT product should do, only then define HOW it will do that
      • Less UI (less navigation, less windows, less actions)
      • Design for flow
    • Lipstick on a pig Improve look and feel of a broken product to promote and sell it
    • That is not what we want to do (but tried...)
    • Our goal is
    • Killer UX Point-and-shoot :)
    • Lets add UX into our dev.process
      • UX group (max to 5-6 people, including designer and PO)
      • UX culture (everybody should have basic knowledge in UX and focus on users goals)
      • UX process - personas, scenarios, wireframes, prototypes, UX stats, usability testing, perfect design
      • Full customer’s life cycle UX (web site, support, etc.)
    • Spasibo za vnimanie!