Designing Products with Experience in Mind
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Designing Products with Experience in Mind

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Take full advantage of a modern business landscape

Take full advantage of a modern business landscape

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Designing Products with Experience in Mind Designing Products with Experience in Mind Presentation Transcript

  • Designing products with experience in mind
    Take full advantage of a modern business landscape
  • Content
    User Experience and Experience Design
    What is User Experience?
    What is Experience Design?
    The User Experience Team
    How are the User Experience and Development Team Related?
    How to Manage the User Experience Team?
    Case Study: eBay
    Case Study: Mobile Application
    Accomplishing the Business Goals
    The Business Benefits
  • User Experience and Experience Design
    A completely new focus
    Experience instead of technology, usability and user interface design.
    User centered design: ask people about the products they’re related and how they feel using your products.
    A culmination of all these parts into one field
    Interaction Design.
    Information Architecture.
    Human Computer Interaction.
    Human Factors Engineering.
    Usability.
    User Interface Design.
    A specialized field that deals with the various aspects of a user’s experience.
  • What is User Experience (UX) ?
    User experience is a much younger profession than its practitioners.
    The overall experience a user has with some product. Is the sum experience of a user interacting with a product.
    More than just optmize the information’s position.
    Reduces the risk through research not assumptions.
    Focus on
    Make products useful.
    Make products findable.
    Make products usable.
    Make products valuable.
    Make products accessible.
    Make products credible.
  • What is User Experience (UX) ?
    Usefulness
    Are you really developing a product that does what people wanna do? Or are you trying to figure out what people wanna do?
    Discoverability
    Make the obvious. Can people figure out the right way to get things done? It’s one of that things that really helps people to adopt your product.
    Usability
    How easy is your product? Don’t make things hard to use.
    Simplicity
    Anything that doesn’t have to be in your product shouldn’t be in your product.
    Learnability
    Make the things clear. Don’t make people discover all over again.
    Predictability
    The product must to do what users expect and not make them think about.
  • What is Experience Design (XD) ?
    Experience
    Experience in mind
    An approach to creating successful experiences for people in any medium.
    Changing the target
    Focused on the quality of the user experience. You have to think a little bit more about why people need your product and how they will interact with it.
    Transcending the material
    What really matter is the experience created by the products. The digital camares are so popular because people like to register and pass their experiences.
    Design a product is a dialog:
    Why?
    Product
    What?
    How?
  • The User Experience Team
    The User Experience team should be a mix of people with different skills and educations, once there’s no formal academic preparation.
    Information Architect (IA)
    Its goal is to create a system that will provide useful information to suit the user’s need.
    Sysytem structure, inputs and outputs of information and semantic analysis are in its domain.
    Interaction Design (IxD)
    Its goal goes beyond making interfaces relevant and usable. Works to breathe life to user interface, defining the way it’s manipulated by the user.
    A successful information architecture depends on the quality of the user experience provided by the interaction design.
    Graphic Designer
    Its gols is to translate the concepts visually to convince stakeholders.
    The graphic designer should be able to converse in terms of company technology (e.g. CSS, HTML, JS, FXG).
  • How are the User Experience and the Development Team related ?
    A unified team working together, available to help, advise, and figure out goals.
    Both talk to interested parts in order to understand their needs and goals.
    Both make the product prototype.
    Both work in the development phase.
    Both analyse the test results.
    Where do we apply these concepts?
    Research
    Focus on interested parts, user experience, requirement capture, tasks, and goals.
    Modeling
    Focus on experience design, architecture, application design.
    Development
    Focus on product development and experience design.
    Testing
    Focus on usability testing and acceptance testing.
  • How to Manage the User Experience Team ?
    During the research phase
    A information architect working in the user experience.
    During the modeling phase
    A interface design working in the experience design
    A graphic designer working in the accurate mock screens.
    During the development phase
    A ghaphic designer and developers working in the product.
    During the testing phase
    A information architect and interaction designer analysing the usability tests.
    Typical Development Cycle:
    UX
    UX
    UX
    UX
    Research phase
    Modeling phase
    Development phase
    Testing phase
  • Case Study: eBay
    • This work intends to improve the eBay user experience.
    • Main user experiences issues
    • User interface inconsistencies.
    • Linear shopping experience lacks flexibility.
    • Multiples methods of purchase.
    • Problematic assumptions that buyer is fully informed.
    • Many products and too many diversions in the home page.
    • Proposed solution
    • Simplicity: Simplify to four the stages of user interaction.
    • Learnability: Navigation, tools and style in common shell reduces the learning curve.
    • Usefulness: Allow user to access information when and where they need it.
    • See the full case study here: http://scr.bi/i58X4F
  • Case Study: Mobile Applications
    • This mobile application intends to register accident information on the roads.
    • The first prototype was done without any concerns about the user experience and was rejected by stakeholders.
    • Next a user experience team was added to the project and the result was quite different.
    Before
    After
    This product version implements all the required features but doesn’t provide a good user experience. Where is the discoverability, usability, simplicity, learnability?
    The product now suits the users’ needs. But this lack of planning resulted in a expensive product.
  • Accomplishing the Business Goals
    • Planning is crucial
    • Knowing what you’re going to do before you do it can prevent wasted effort and unnecessary detours.
    • It’s not only about the user, but also about how companies benefit through design.
    • You must pay attention to some important considerations:
    • First point: Be Realistic
    • Adjusts the budget, resources and time to the reality; do not try to implement everything users, or clients, want or need.
    • Second point: Be Profitable
    • Calculate and communicate the profitability of your design. Consider sacrificing a quality product in order to promote a profitable one.
    • Third point: Be Professional
    • If you want a quality product, it will take time (and time is money, so return to first point).
  • The Business Benefits
    • Increased customer satisfaction.
    • Increased user productvity, efficiency, and accuracy.
    • Increased product usage and adoption.
    • Decreased support costs.
    • Reduced development time and costs.
    • Create only the features users needs.
    • Leads to competitive advantages and profitable by making products and services useful.
  • Pablo Souza
    pablo_souza@rectius.com.br
    http://www.rectius.com.br
    Sorocaba, Brazil, July 2011
    Thank you for your attention.