User Experience as a Strategic Advantage
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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.

More in: Design , Technology , Business
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  • 1. User Experience
    • How to stop add features and create a dream software
  • 2. Part I Inspiration
  • 3. What is User Experience?
  • 4. This 222,000,000 downloads
  • 5. This 220,000,000 iPods sold
  • 6. This 22,000,000 Wii Fit sold
  • 7. And this
  • 8.
    • 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.
  • 9. 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
  • 10. “ horrendous reliability, absurdly bad fuel economy, terrible handling and the acceleration of a grapefruit” Hummer H3 2008 - Worst car of the year
  • 11. Software is not different
  • 12.
    • Many software products have no target audience social network closed by Google in 2008
  • 13.
    • Most products are “rude” with dumb errors screens
  • 14. Developers assume that users are technically-savvy
  • 15. Software products are often have unpredictable behavior
  • 16. and bad UI
  • 17. and bad UI
  • 18. Can it be even worse?
  • 19. Yes!
  • 20. Do you think TargetProcess is a lucky exception?
  • 21. We have
  • 22. Outstanding usability
  • 23. Self explanatory UI
  • 24. Intuitive Navigation
  • 25. Fantastic Forms
  • 26. Super Consistency
  • 27. Sooooo Stylish UI
  • 28. And elegant simplicity
  • 29. Anybody knows this screen?
  • 30. 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)
  • 31. There were different times
  • 32.
    • 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
  • 33. Goals
    • Senior C# developer?
    • Scrum Master in distributed team?
    • Product Owner that shares 3 projects?
    • Smoke Tester?
    • Desperate Artist?
    • Inglorious COBOL Developer?
  • 34. 1. Desirable (I want this thing!) 2. Technologically possible (teleportation still not invented) 3. Valuable (we can make money!) Product success
  • 35. Part II Tools Tools
  • 36. 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)
  • 37. Goal-Centered Design
    • Research Phase
      • interview
      • observations
      • competitive analysis
      • market analysis
    We seek for personas and behavioral templates
  • 38. 2. Modeling Phase
    • Personas (behavior, needs, goals, environment, desires)
    • Scenarios (user scenarios - meet goals of the personas. “one day of [persona] life”)
  • 39.
    • Requirements (user stories)
    • Detalization (concrete flows, mockups, paths, etc.)
    • Development support (corrections, etc.)
  • 40. Personas representative users
  • 41.
    • Habits
    • Skill Level
    • Environment
    • Activities and Behavior
    • Goals and motivation
    Lets take HOUSE M.D. His habits, skills, etc.
  • 42.
    • 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)
  • 43.  
  • 44.  
  • 45.  
  • 46.  
  • 47. Scenarios
  • 48. Context scenarios Goal scenarios User Stories one day of life focus on a goal Scenario describes situation in a context
  • 49. 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
  • 50. Wireframes
  • 51. Wireframes
    • Fast way to prototype UI
    • Create several (at least 3) completely different sets of wireframes
    • Test wireframes on users
    • Create working prototype (HTML)
  • 52. Sketch Boards Draw several screens on one board Visualize users navigation and flow Quickly evaluate ideas
  • 53. Sketch Boards
  • 54. Prototypes
    • “clickable wireframes”
    • Required for usability testing and proof of UI design
    • Good as UI documentation for developers
    • HTML, Visio, other tools
  • 55.
    • 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.)
  • 56. 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
  • 57. Lipstick on a pig Improve look and feel of a broken product to promote and sell it
  • 58. That is not what we want to do (but tried...)
  • 59. Our goal is
  • 60. Killer UX Point-and-shoot :)
  • 61. Lets add UX into our dev.process
  • 62.
    • 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.)
  • 63. Spasibo za vnimanie!