About User Experience (UX)
Ravi Singh
Product Design Matters
“I seek for the perfect balance between espresso and
milk with a creamy texture.You have to be able...
Experience Design Matters
Customer Experience Design for Technology Products
Design PsychologyTechnology + +
UX is NOT:
“Making things pretty”
Primarily “Look and Feel”
Doing a usability test before go-live
Designing what YOU think...
UX is NOT:
“Making things pretty”
Primarily “Look and Feel”
Doing a usability test before go-live
Designing what YOU think...
UX
Usability
Accessibility
Layout
Speed
Emotion
Findability
Help
Social
Aesthetics
Relevance
Clarity
Navigation
Experience...
Strive for Consistent Experience
Across Customer Lifecycle & Channels
Awareness Acquired Engaged Upsold Supported Retained...
We create value
through collaboration
& shared goals:
● Customer focus
● Quality focus
● Joint contribution to
product des...
User Centered Design Process
Demystified
STEP 1 of 5
Start designing an idea in
Photoshop
STEP 1 of 5
Start designing an idea in
Photoshop
STEP 1 of 5
Understand Your Audience
& Their Context of Use
Customer Interviews
Focus Groups
Field Studies
Field Studies
Field Studies
Card Sorting
Reverse Card Sorting
Personas
STEP 2 of 5
Design a Solution that
Meets the Customer’s Needs
Collaborative Design
Experience
Designer
Developer
Collaborative Design
Product
Manager
Creative
Designer
User Flows
Application & Site Maps
Paper Prototypes
Wireframes
Interactive Prototypes
STEP 3 of 5
Validate the Design
with Actual Customers
User Testing
Iterate until Validated
STEP 4 of 5
Create Personality with
Visual Design & Branding
Visual Design
Visual Design
Visual Design
Visual Design
Content & Tone
STEP 5 of 5
Continuously Improve
with Research & Analysis
Eye Tracking
Behavioral Analytics
Web Analytics
A/B or Multivariate Testing
Version BVersionA
A/B or Multivariate Testing
Version B Increased
Leads by 119%
Detailed User-Centered R&D Process
1. User
Research
2. Prototype
Design
3. User
Validation
4. UX Design
Delivery
Verify
De...
User Stories Development Sprints QA Test Releases
UX R&D with Agile
Market Research
User Surveys/Interviews
Field Studies
...
Scope Project Gather Requirements QA Test Measure
UX R&D with Waterfall
Development Deployment
Market Research
User Survey...
Why Prioritize Research?
Ideal Project Trajectory
START GOAL
How Projects Normally Go
START GOAL
With Research, Course Correction
START GOAL
Focus Group
Prototype
Walkthrough
Usability
Test
A/B
Testing
Branding
Review
Every design project requires
some customer research
Or you might not deliver what
the customer really needs
Test Early, Quickly and Often
● 80% of all usability issues can be found with 5-8 users in a day or two of testing
● Bette...
● Test on the cheap
● Recruit whoever is available
● Give simple rewards
● Strive for immediate feedback
Better than talki...
Why Prioritize Design?
Design is a Competitive Differentiator
● iPods still have over 70% of MP3 player market share
Design Must be Holistic
Design Creates a Product’s Personality
Practical Emotional Direct
Design Turns Boring…
Design Turns Boring into Engaging
Design Impacts Product Preference
Friendster
Facebook
Design Impacts Business Results
Friendster
Facebook
Design is a Standard Feature
A World Without UX Design
And with… MINTY FRESH!
Value of UX to Business
and Developers
3 Major Benefits for Business
1. Improve 2. Profit 3. Save
Increase:
• Task success rates
• Productivity
• User satisfacti...
Case Study: A Homepage Redesign
Impetus for rebranding: Company Merger
We saw: Opportunity for user-centered redesign!
BEF...
Case Study: A Homepage Redesign
Researched, Designed, Comparative Tested and
fully implemented in 8 weeks
AFTER
At first “...
To Recap:
● UX Design is a collaboration between PM, UX & Dev
● Research is critical before & after design
● User experien...
About user experience
About user experience
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About user experience

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  • http://2.bp.blogspot.com/_Thhkptf89iE/S8u-W6RJ1eI/AAAAAAAAABw/y418HriTKiY/s1600/Rita+talking+to+customers.JPG
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  • http://wel.cs.manchester.ac.uk/studies/saswat/images/guardian_dynamic.jpg
  • http://smackwagondesign.com/wp-content/uploads/2012/10/google-analytics-NTWK.jpg
  • http://www.presstrends.io/wp-content/uploads/2012/09/ab-testing.jpghttp://whichtestwon.com/blazemeters-radical-redesign-testActual Test Results:(Click back to see Versions A & B) Version B increased leads by 119%, however the impact on revenue was only in the single digits. Why?Blazemeter, a B2B SaaS that provides performance testing, conducted this test in-house as the first step in their conversion optimization overhaul. They learned that, for products with a long sales process, it may not matter how many more leads you gather at the start of the funnel if the rest of the funnel hasn’t been optimized as well. Happily, after conducting prospect research – including contacting individual leads to find out what would help them make a buying decision – the team implemented a series of follow-up lead communications. Lead-to-sales conversion rates then rose by more than 10%. Blazemeter’s SVP Digital Marketing OphirPrusak explained his biggest lesson learned from this test,”Leads don’t convert to customers. Leads convert to conversations!”
  • http://www.presstrends.io/wp-content/uploads/2012/09/ab-testing.jpghttp://whichtestwon.com/blazemeters-radical-redesign-testActual Test Results:(Click back to see Versions A & B) Version B increased leads by 119%, however the impact on revenue was only in the single digits. Why?Blazemeter, a B2B SaaS that provides performance testing, conducted this test in-house as the first step in their conversion optimization overhaul. They learned that, for products with a long sales process, it may not matter how many more leads you gather at the start of the funnel if the rest of the funnel hasn’t been optimized as well. Happily, after conducting prospect research – including contacting individual leads to find out what would help them make a buying decision – the team implemented a series of follow-up lead communications. Lead-to-sales conversion rates then rose by more than 10%. Blazemeter’s SVP Digital Marketing OphirPrusak explained his biggest lesson learned from this test,”Leads don’t convert to customers. Leads convert to conversations!”
  • We conduct usability tests with only 5-8 users for each user profilePlanning, recruiting, testing and analysis can be done in a few days or weeks80% of all usability issues can be confidently identified with small sample sizesThe benefits are measurable and far outweigh the time and cost of testing
  • http://www.gorillacostumes.net/images/adult_gorilla_costume.jpg
  • http://www.mactech.com/2012/07/24/ipod-still-has-70-mp3-player-market
  • http://www.theverge.com/2013/1/24/3904134/google-redesign-how-larry-page-engineered-beautiful-revolutionIn stark contrast to Eric Schmidt’s tenure as CEO where data-driven product invention and design was standard operating procedure, Page’s Google is more willing to let humans make design decisions instead of algorithms. "At some point the engineering and product organizations were just focused on solving big data problems," say Doronichev, "but as time went on the organization became more mature, and we started focusing on the little things." And so far, it’s paid off. Google’s had a fantastic run of over a year and a half releasing core web and mobile product redesigns that are competitive with anything on the web, Android, and iOS.
  • Design makes people LOVE your ProductsConveys quality, tone and brandImproves usabilityEnhances engagement
  • User Experience is as important as Customer Service, Marketing, Sales, Engineering and Training in a mature organization. It’s not optional.User Experience is a differentiator.ROI of UX activities is usually immediate and generous.UX effects are both measurable and intangible.The company will look more professional, credible and forward thinking through stellar product design and branding.UX is a customer-oriented and a value-oriented initiative.Remember – BMW can brag about their engineering & their design. Fans just care about how Beemers make them LOOK AND FEEL
  • http://blog.mwpreston.net/wp-content/uploads/2013/03/Thank-you.jpg
  • Transcript of "About user experience"

    1. 1. About User Experience (UX) Ravi Singh
    2. 2. Product Design Matters “I seek for the perfect balance between espresso and milk with a creamy texture.You have to be able to see the coffee oils at the rim of the mug. I like dark roasted beans, a strong roast with a lot of depth, bitter but smooth, well-rounded aromas...”
    3. 3. Experience Design Matters
    4. 4. Customer Experience Design for Technology Products Design PsychologyTechnology + +
    5. 5. UX is NOT: “Making things pretty” Primarily “Look and Feel” Doing a usability test before go-live Designing what YOU think makes sense The coding of a User Interface Purely art or purely science Easy, trivial or optional
    6. 6. UX is NOT: “Making things pretty” Primarily “Look and Feel” Doing a usability test before go-live Designing what YOU think makes sense The coding of a User Interface Purely art or purely science Easy, trivial or optional NOPE, NONE OF THE ABOVE
    7. 7. UX Usability Accessibility Layout Speed Emotion Findability Help Social Aesthetics Relevance Clarity Navigation Experience Design is complex balance
    8. 8. Strive for Consistent Experience Across Customer Lifecycle & Channels Awareness Acquired Engaged Upsold Supported Retained Website TV / Radio Print Emails Search Mktg Display Ads Landing Pages Sign Up Setup/Installation Training Web-based Client-side Mobile Appliance Offline New Features Version Upgrade Subscription Renewal Other Products Online Help Forums Customer Service - Phone - Chat - Email - Social Rewards Referrals Win-back Instant Upgrades
    9. 9. We create value through collaboration & shared goals: ● Customer focus ● Quality focus ● Joint contribution to product design Product Manager Design Lead Technology Lead Research CUSTOMER NEED
    10. 10. User Centered Design Process Demystified
    11. 11. STEP 1 of 5 Start designing an idea in Photoshop
    12. 12. STEP 1 of 5 Start designing an idea in Photoshop
    13. 13. STEP 1 of 5 Understand Your Audience & Their Context of Use
    14. 14. Customer Interviews
    15. 15. Focus Groups
    16. 16. Field Studies
    17. 17. Field Studies
    18. 18. Field Studies
    19. 19. Card Sorting
    20. 20. Reverse Card Sorting
    21. 21. Personas
    22. 22. STEP 2 of 5 Design a Solution that Meets the Customer’s Needs
    23. 23. Collaborative Design Experience Designer Developer
    24. 24. Collaborative Design Product Manager Creative Designer
    25. 25. User Flows
    26. 26. Application & Site Maps
    27. 27. Paper Prototypes
    28. 28. Wireframes
    29. 29. Interactive Prototypes
    30. 30. STEP 3 of 5 Validate the Design with Actual Customers
    31. 31. User Testing
    32. 32. Iterate until Validated
    33. 33. STEP 4 of 5 Create Personality with Visual Design & Branding
    34. 34. Visual Design
    35. 35. Visual Design
    36. 36. Visual Design
    37. 37. Visual Design
    38. 38. Content & Tone
    39. 39. STEP 5 of 5 Continuously Improve with Research & Analysis
    40. 40. Eye Tracking
    41. 41. Behavioral Analytics
    42. 42. Web Analytics
    43. 43. A/B or Multivariate Testing
    44. 44. Version BVersionA A/B or Multivariate Testing Version B Increased Leads by 119%
    45. 45. Detailed User-Centered R&D Process 1. User Research 2. Prototype Design 3. User Validation 4. UX Design Delivery Verify Design 5. Usage Analysis Market Research User Surveys/Interviews Field Studies Focus Groups Profiles and Personas Site Assessments Card sorting Non-Functional Reqs Paper Prototypes Wireframes Clickable Prototype Site Map Process Flows Analytics Strategy Usability Testing Reverse Card Sorting Eye Tracking Prototype Revisions Wireframe Spec Error Matrix Clickable Prototype Graphic Design Comps SEO and Content Spec Analytics Design Spec Design Defect Log Analytics Reports SEO Reports A/B Testing Research Design
    46. 46. User Stories Development Sprints QA Test Releases UX R&D with Agile Market Research User Surveys/Interviews Field Studies Focus Groups Profiles and Personas Site Assessments Card sorting Non-Functional Reqs Paper Prototypes Wireframes Clickable Prototype Site Map Process Flows Analytics Strategy Usability Testing Reverse Card Sorting Eye Tracking Prototype Revisions Wireframe Spec Error Matrix Clickable Prototype Graphic Design Comps SEO and Content Spec Analytics Design Spec Design Defect Log Analytics Reports SEO Reports A/B Testing Research Design 1. User Research 2. Prototype Design 3. User Validation 4. UX Design Delivery Verify Design 5. Usage Analysis
    47. 47. Scope Project Gather Requirements QA Test Measure UX R&D with Waterfall Development Deployment Market Research User Surveys/Interviews Field Studies Focus Groups Profiles and Personas Site Assessments Card sorting Non-Functional Reqs Paper Prototypes Wireframes Clickable Prototype Site Map Process Flows Analytics Strategy Usability Testing Reverse Card Sorting Eye Tracking Prototype Revisions Wireframe Spec Error Matrix Clickable Prototype Graphic Design Comps SEO and Content Spec Analytics Design Spec Design Defect Log Analytics Reports SEO Reports A/B Testing Research Design 1. User Research 2. Prototype Design 3. User Validation 4. UX Design Delivery Verify Design 5. Usage Analysis
    48. 48. Why Prioritize Research?
    49. 49. Ideal Project Trajectory START GOAL
    50. 50. How Projects Normally Go START GOAL
    51. 51. With Research, Course Correction START GOAL Focus Group Prototype Walkthrough Usability Test A/B Testing Branding Review
    52. 52. Every design project requires some customer research Or you might not deliver what the customer really needs
    53. 53. Test Early, Quickly and Often ● 80% of all usability issues can be found with 5-8 users in a day or two of testing ● Better to test iteratively 3 times with 5 users than once with 15
    54. 54. ● Test on the cheap ● Recruit whoever is available ● Give simple rewards ● Strive for immediate feedback Better than talking to ZERO users Guerilla Usability
    55. 55. Why Prioritize Design?
    56. 56. Design is a Competitive Differentiator ● iPods still have over 70% of MP3 player market share
    57. 57. Design Must be Holistic
    58. 58. Design Creates a Product’s Personality Practical Emotional Direct
    59. 59. Design Turns Boring…
    60. 60. Design Turns Boring into Engaging
    61. 61. Design Impacts Product Preference Friendster Facebook
    62. 62. Design Impacts Business Results Friendster Facebook
    63. 63. Design is a Standard Feature
    64. 64. A World Without UX Design
    65. 65. And with… MINTY FRESH!
    66. 66. Value of UX to Business and Developers
    67. 67. 3 Major Benefits for Business 1. Improve 2. Profit 3. Save Increase: • Task success rates • Productivity • User satisfaction • Job satisfaction • Trust in systems • Ease of use & learning • & Reduce Error Rates Increase: • Customer acquisition • Conversion Rates • Product sales • Site traffic • Market share • Transactions online • Customer retention Reduce: • Time-to-Market • Development • Maintenance • Redesigns • Training • Support • Customer Service
    68. 68. Case Study: A Homepage Redesign Impetus for rebranding: Company Merger We saw: Opportunity for user-centered redesign! BEFORE • Good feedback on simple visual design • Loved by internal stakeholders • But completely unintuitive • Never usability tested
    69. 69. Case Study: A Homepage Redesign Researched, Designed, Comparative Tested and fully implemented in 8 weeks AFTER At first “overwhelming” but…  90% less failures on key tasks  31% shorter paths to conversions  Up 111% in brand perception  Up 21% in task satisfaction  Up 17 points in Customer Satisfaction to 88%
    70. 70. To Recap: ● UX Design is a collaboration between PM, UX & Dev ● Research is critical before & after design ● User experiences are highly measurable ● UX is high-reward in respect to the investment ● Great experience design is a market differentiator
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