What is Usability Design?Identifying the audience’s goals and tailoring content in such a waythat users can fulfill intend...
Why is this good for everyone to know?ROI – every 1 percent invested in product design returns 3 – 4percent according to r...
Psychology of how people do stuff – Action Cycle•   Form a goal•   Plan the action•   Execute the action•   Observe the fe...
Approach: Functionality FirstBuilding the Foundation•   Identify the Audience•   Define Objectives•   Establish Technical ...
Usability Concepts Applied to DigitalTake a User-centered approachPut yourself in their shoes; Involve them if possibleSet...
Usability Myth BustingBuild and they will scrollKeep most important content above the fold, but people will scrollRule of ...
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Usability
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Usability

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When most people think about design, they focus on the aesthetic aspect. But ‪design‬ is a balance of form and function. In usability design, the emphasis is on utility - how well does the design serve the needs of the people that use it?

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Usability

  1. 1. What is Usability Design?Identifying the audience’s goals and tailoring content in such a waythat users can fulfill intended actions efficientlyEmphasis is on UtilityHow well does the design serve the needs of the people that use itAssociated with UX design, User-centered design, Accessibility andInformation Architecture
  2. 2. Why is this good for everyone to know?ROI – every 1 percent invested in product design returns 3 – 4percent according to research from the London Business SchoolOn a level playing field, design can be a differentiatorCan help identify needs for your client’s digital properties andhelps in providing thoughtful recommendationsHelps tell the story by getting the user to the info he or she needsas efficiently as possibleHelpful in creating effective calls to action
  3. 3. Psychology of how people do stuff – Action Cycle• Form a goal• Plan the action• Execute the action• Observe the feedback• Evaluate the outcome• Move on to the next action* Limit one action cycle per action
  4. 4. Approach: Functionality FirstBuilding the Foundation• Identify the Audience• Define Objectives• Establish Technical RequirementsGuiding Principles for Execution• Visibility – Make appropriate actions visible and accessible• Feedback – Let the user know the action was completed• Constraints – Keep it simple; less chance for error = fewer errors
  5. 5. Usability Concepts Applied to DigitalTake a User-centered approachPut yourself in their shoes; Involve them if possibleSet up a clear user pathConsider how to get the audience to the info they/we wantThink Mobile at the outsetIf possible, layouts should be responsive; Controls should be large enough toclickObserve – know how to lookUse these concepts to evaluate your clients’ existing digital propertiesConsider WireframesCan save time by helping clients visualize functionality separate from visual
  6. 6. Usability Myth BustingBuild and they will scrollKeep most important content above the fold, but people will scrollRule of three clicks, or four, or five…Setting up a clear user path and ease of navigation is most importantPeople will not read all your contentUnless seeking out specific info, users scan for paragraph structure,keywordsYour intuition can be wrongYou are not your users; User-testing is a good way to validate assumptions
  7. 7. Questions/Comments?

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