Designing Products with Experience in Mind


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Take full advantage of a modern business landscape

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Designing Products with Experience in Mind

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