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Introduction to User Experience for Internet Company
 

Introduction to User Experience for Internet Company

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An introduction to User Experience for new employees of Internet company. Case studies and reasoning on why we need to have a User Experience team.

An introduction to User Experience for new employees of Internet company. Case studies and reasoning on why we need to have a User Experience team.

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    Introduction to User Experience for Internet Company Introduction to User Experience for Internet Company Presentation Transcript

    • http://ued.naukri.com User Experience & Design (UED) Sameer Chavan VP- User Experience & Design
    • What is User Interface (UI)?
      • The junction between the users and a system
      • Software UI is a set of command or menus through which a user communicates with a program
    • UIs in our everyday surroundings
      • Stereos, TVs, VCRs
      • Elevator buttons
      • Stoves
      • Light Switches
      • Cars
      • ...
      • “ When I am working on a problem, I never think about beauty. I think only how to solve the problem. But when I have finished, if the solution is not beautiful, I know it is wrong”
        • Buckminster Fuller , the chemical scientist ”
    • History of User Experience in Software
      • Need for Ergonomists / Psychologist/ Anthropologist
      !!? Started with employing psychologist to understand telecom problem, problem in aircraft controls, Nuclear plant display system, etc..
    • What is Human Factors: is a science and not anyone’s spare time activity
      • Ergonomic factors
        • Perception: contrast, glare, noise
        • Action: coordination, strength
        • Occupational safety & health
      • Cognitive factors
        • Learning, retention, intuitiveness
        • Problem solving
        • Task flow, work context
      • Social factors
        • (language, education, former experience, culture, etc.)
      • Environmental factors
        • Poor lightning conditions
        • Time pressure
        • Standing vs. sitting down
        • Ambient noise level
        • Type of hardware/software
        • etc...
    • User Experience: Myths - Facts
      • Myths
        • Last minute enhancements
        • Anyone can do it
        • Just Colors, graphics, font, etc.
        • Inconsequential while selling product
      • Facts
        • Early involvement
        • Requires qualified people
        • UI Design (part of HCI) is a science. PhDs available in User Experience
        • Multidisciplinary activity
        • One of the key elements to sell product
    • Why need for UED? : Advantages to Company
      • Competition
        • Easy to use products are more competitive on the market.
      • Costs
        • Taking user requirements properly into account during development can reduce the need for expensive late re-design work .
      • Support
        • Usability-related issues are behind the majority of user support needs - improved usability will reduce demands on support.
      • Quality
        • Improving usability will improve the users' perception of the overall quality of the product.
      • Avoid duplication of efforts
        • Document UI Standards and Patterns
      • Redirect DM & PM resources to higher level tasks
    • Why need for UED? : Advantages to Users
      • Productivity
        • Usable products enable users to efficiently achieve their goals, rather than waste time struggling with the product interface.
      • Support/Training
        • Well designed products aid learning and can reduce the time users need to spend on training, seeking support or looking at documentation.
      • Satisfaction
        • Users will be more satisfied and positive towards a product with good usability, rather than dreading using it!
    • Why Internet company need to worry on UI?
      • Market Demand
        • Look & feel need to be contemporary, Easy to learn & use, Greater productivity, Visual appeal
      • Reduce Sales Support Calls
        • 45% related to “usability”
          • User does not know what to do next, Mismatch between function provided and user task
      • Competitive Pressure
        • - Financial strong companies and Startups, New sites are more innovative and do not have to worry about legacy data.
      • Better Products
        • Easier to learn & use on 1st release
        • Better match w/customer expectations
        • Higher perceived quality
        • Bottom line: reduced time to profitability
        • More Predictable Development
        • Planning user-centered design
        • It won’t have to be added in as emergency remedial measure after beta or release
        • Less time repairing UI
        • More time to plan & implement feature releases
    • Who are we & What we Do ?
      • The UED team consist of Designers from Industrial Design Centre (IDC)  IIT, National Institute of Design (NID), Architecture, MBA, Engineering & Science / Arts Graduates with specialization in web & multimedia. Interaction designers within UED team work on creating wireframes, Information Architecture, HTML prototypes & get agreement with Product Management & Tech Development. Web/ Visual Designers within UED team work on building client microsites & banners, Ad Sales graphics like banners, mailers, virals, Flash animations, etc. for our own products
    • User Experience Group works with…. Are we meeting market requirement, Features, Competition, customer expectations Overall strategy, Directions, Goal Did we deliver what has been designed ? How do I Sell, get revenue ? Created Brand ? What Technology, performance, security, .. Did we meet user expectations, understood user tasks, care for satisfaction, Consistency, look & feel Software Development Group Software Testing Marketing , Sales, Product Management / Business Heads Strategy – COO/Directors User Experience Group
    • Organizational functions Sales & Marketing Product Management User Experience Design Development & QA
      • Spend more time with clients.
      • Explore markets
      • Builds brands and identity.
      • Act as a bridge between Technology , Sales and customer
      • Conducts competitive study
      • Market research & positioning
      • Web log analysis & Analytics
      • Act as Program Manager & control timelines.
      • Own Feature requirement & drive project execution
      • Bridge between actual users and technology
      • Conduct Focus Groups, User Research, Task analysis, Ethnographic studies etc.
      • Define Design pattern & Standards Create Interaction Design, Visual Design
      • Conduct Usability tests
      • Create table less HTML
      • Connect HTML to database by PHP.
      • Write database queries
      • Explore AJAX widgets and Java Scripts.
      • Optimize download time
    • About UED – U ser E xperience & D esign
      • User Experience & Design (UED) Group is a group of 30+ designers with diverse background
      Print Design Video Editing UED Work on designing UI for naukri.com, 99arers, Jeevansathi, Brijj, Shiksha, Work on designing Graphics for mailers, banners & Print Ads Creates client microsite for naukri & 99acres, Job fairs, Interaction Design Team Creative Graphic Team Web Design Team (Microsites)
    • About UED – Revenue !!
      • User Experience & Design (UED) Group is a group of 30+ designers with diverse background
      UED Helps users to stick to the site. Increase clicks and page views, product image Increase in Direct conversion per banner or Mailer Direct revenue from client micro sites Interaction Design Creative Graphic Team Web Design (Micro sites)
    • UED Service offerings
      • Interaction Design Team
        • User Interaction Design- Conceptual design, prototyping
        • Usability Engineering - Requirements analysis, UI review, testing
        • Visual Design - Icons, component art
        • UI Standards & Guidelines
        • Training on Usability
      • Web Design Team
        • Information architecture
        • Web page visual design
        • Videos & Banners
      • Graphic Design Team
        • Product Mailers
        • Marketing Mailers
        • Banners
        • Print Design
    • SDLC activities & owners with respect to : Interaction Design Focus Groups Site visits User Research Task Analysis User Cases Interaction Design Visual Design Features list Information priority Usability test User Survey Strategy Market positioning Ethnographic Study UI Standards & Patterns Revenue model / banner Feature Requirements Meetings with sales UED Team PM team Sales Mkt Competition study Dev QA Card sorts Production Component Research Database design Test Case Setup Test Environment Testing and bug filing Bug fixes HTML design Sales feedback Joint activities SDLC phases
    • Interaction Design: Information Architecture| Page layout | Widget interactions | Messages & labels | Visual Design Its like designing a floor plan of home Information Architecture Page layout & Grid Global links Branding Tab Navigation Global Search Messaging area Content Ad area Contextual info
    • Interaction Design: Information Architecture| Page layout | Widget interactions | Messages & labels | Visual Design Its like designing a floor plan of home Information Architecture Page layout & Grid
    • Interaction Design
      • Information Architecture
        • Pages & tabs
      Its like designing a floor plan of home
    • SDLC activities & owners with respect to: Creative Graphics & Web Design User Cases Features list Information priority Strategy Market positioning Revenue model / banner Feature Requirements Meetings with sales UED Team PM team Sales Mkt Competition study Dev QA Production Component Research Database design Test Case Setup Test Environment Testing and bug filing Bug fixes HTML design Sales feedback SDLC phases Launch Mailer Product Mailer Banners Micro sites Print Brochure
    • 3. Interaction Design
      • Interaction design
        • Pages & tabs
        • Windows, menus, messages
      • Graphic design (mostly defined by Stds)
        • Icons, wizard art
      • UI specification
        • Templates
    • Business Centred Design
      • In UDC, focus is on User tasks. Sales and marketing are left on their own.
        • E.g Enterprise web apps, desktop apps, etc
      • In BCD, Sales, Marketing and UI work hand in hand.
        • E.g all consumer web sites, ecommerce, etc.
      • Usability alone does not work. Users need to be guided to meet the objective of site.
      1 2 3 4 1 2 3 4 1a 2a
    • Business Objectives
      • For a site to meet its strategic objectives, it has to orient and direct its target audience through the process of conversion, whether that conversion is
        • buying a product, subscribing to a newsletter, getting register, or applying for jobs, contacting other users, expanding network, sending an enquiry for property .
      Naukri Jeevansathi 99acres Brijj Generate Leads, increase page views, get adds clicked, increase database Registration View jobs Apply for jobs Buy Services Registration View match Initiate contact Buy service View Property Post property Send enquiry Registration Add contacts Build network Post/apply jobs
    • Merchandising- philosophy
    • Naukri Creatives
    • Naukri Creatives
    • Naukri Creatives
    • Naukri Creatives
    • Naukri Creatives
    • Naukri Print Ad – Jetwings (Top Management)
    • Jeevansathi Creatives
      • Thanks !
      • [email_address]