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Introduction to UX: Definition, Value, Differentiation, and Process

> What is the Value of UX?
> What is User Experience?
> What does a UX specialist do?
> What is the difference between UX design
& visual design?
> What are common UX tools?
> Which projects require a UX architect?
> When should you engage a UX architect?

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Introduction to UX: Definition, Value, Differentiation, and Process

  1. 1. 1 < TABLE OF CONTENTS INTRODUCTION TO UX Created by Jacqueline Conrad, UX Architect, 04/18/18
  2. 2. 2 > Why are we talking about UX? > What is User Experience? > What does a UX specialist do? > What is the difference between UX design visual design? What are common UX tools? Which projects require a UX architect? When should you engage a UX architect? TABLE OF CONTENTS
  3. 3. 33 TABLE OF CONTENTS WHY UX?
  4. 4. 4 TABLE OF CONTENTS Airbnb’s Joe Gebbia credits UX with taking the company to $10 billion.* * https://www.forbes.com/sites/forbestechcouncil/2015/11/19/good-ux-is-good-business-how-to-reap-its-benefits/#def66fe4e51d +UX $ 10 BILLION
  5. 5. 5 TABLE OF CONTENTS Forester Research shows that, on average, every dollar invested in UX brings 100 dollars in return.* IN UX RETURNS $ 1 = $ 100 * https://www.forbes.com/sites/forbestechcouncil/2015/11/19/good-ux-is-good-business-how-to-reap-its-benefits/#def66fe4e51d
  6. 6. 6 TABLE OF CONTENTS UX= $ Companies that invest in UX see a lower cost of customer acquisition, lower support cost, increased customer retention, and increased market share, according to a Forrester study.* COSTSINVESTMENT * https://www.forbes.com/sites/forbestechcouncil/2015/11/19/good-ux-is-good-business-how-to-reap-its-benefits/#def66fe4e51d
  7. 7. 77 TABLE OF CONTENTS WHAT IS USER EXPERIENCE?
  8. 8. 8 TABLE OF CONTENTS HISTORY “I invented the term [in 1993] because I thought Human Interface and usability were too narrow: I wanted to cover all aspects of the person’s experience with a system, including industrial design, graphics, the interface, the physical interaction, and the manual.”* —Don Norman * See video on this page: https://www.nngroup.com/articles/definition-user-experience/ TABLE OF CONTENTS
  9. 9. 9 TABLE OF CONTENTS DEFINITION “The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use.”* —Nielsen Norman Group * https://www.nngroup.com/articles/definition-user-experience/ TABLE OF CONTENTS
  10. 10. 10 TABLE OF CONTENTS ... smooth technology? ... intuitive design? ... clear messaging? “User Experience” means different things to different people. Does it mean ... DEFINITION
  11. 11. 11 TABLE OF CONTENTS Technology ≠ experience Interface ≠ experience Message ≠ experience DEFINITION
  12. 12. 12 TABLE OF CONTENTS Properties User Experience Attributes UXUI SenseSpecs Feel Features Know DEFINITION
  13. 13. 13 TABLE OF CONTENTS PROPERTIES EXPERIENCE Saucer 6” diameter Cup 3.5” diameter 3” Handle TABLE OF CONTENTS
  14. 14. 14 TABLE OF CONTENTS “User experience is not about websites or phones. It’s about life.”* —Don Norman DEFINITION * Don Norman, February 2014 Convey UX Conference
  15. 15. 1515 TABLE OF CONTENTS THEN WHAT DOES A UX SPECIALIST DO? IF UX IS ABOUT LIFE,
  16. 16. 16 TABLE OF CONTENTS Since UX is so expansive, many people have a hard time defining what UX specialists do. UX SPECIALIST ROLE
  17. 17. 17 TABLE OF CONTENTS THE DISCIPLINES OF USER EXPERIENCE Broadest view Image made by envis precisely GmbH (2009 | Redesign 2013) based on “The Disciplines of User Experience” by Dan Saffer (2008) TABLE OF CONTENTS
  18. 18. 18 TABLE OF CONTENTS THE ELEMENTS OF USER EXPERIENCE (In software and web design) These individual elements are often covered by neighboring disciplines, like: • Graphic Designer • UI Designer • Interaction Designer • Information Architect • Content Strategist • User Researcher • Product Manager • Business Analyst • Technical Architect • Engineer Image pulled from “The Elements of User Experience,” by Jesse James Garrett: http://www.jjg.net/elements/pdf/elements_ch02.pdf
  19. 19. 19 TABLE OF CONTENTS Why do we need UX specialists? Can’t these other disciplines handle it? • Graphic Designer • UI Designer • Interaction Designer • Information Architect • Content Strategist • User Researcher • Product Manager • Business Analyst • Technical Architect • Engineer UX SPECIALIST ROLE
  20. 20. 20 TABLE OF CONTENTS First, let’s distinguish between two different UX roles. UX SPECIALIST ROLE UX Architect: is responsible for defining the overall function, structure, and flow of the experience (i.e., journey maps, flows, feature requirements). A UX architect tends to have a higher-level view and orchestrates across disciplines, insights, and objectives to create a holistic user experience. UX Designer: this is often used broadly and generically, but it can also refer to a specialist that leans towards the execution side of designing the experience (i.e., UI design, interaction design). UX designers receive the foundational requirements from the UX architect before executing on the design of the experience. ME
  21. 21. 21 TABLE OF CONTENTS A UX architect sees the experience more holistically and can be a bridge between disciplines. Other disciplines absolutely add to the user experience; however, they tend to either work on a specific aspect of the experience, or contribute through a specific lens that’s not always customer/user-centric. UX SPECIALIST ROLE
  22. 22. 22 TABLE OF CONTENTS Stackable (Fulfillment requirement) Beautiful (Design requirement) Affordable (Finance requirement) Durable (Hotel maintenance requirement) DESIRED EXPERIENCE CONFLICTING REQUIREMENTS
  23. 23. 23 TABLE OF CONTENTS A UX architect spends time on empathy-building exercises, leading to a more user-centered experience. Common areas of focus include: user research, usability testing, and persona development. UX SPECIALIST ROLE
  24. 24. 24 TABLE OF CONTENTS A UX architect tends to spend time designing elements that will have the biggest impact on the user’s experience. Common areas of focus include defining user-centered content, features, and flow—through journey maps, wireframes, and prototypes. Information architecture and content strategy are also major areas of focus. UX SPECIALIST ROLE
  25. 25. 2525 TABLE OF CONTENTS UX DESIGN VISUAL DESIGN? WHAT IS THE DIFFERENCE BETWEEN
  26. 26. 26 TABLE OF CONTENTS A UX architect is likely to spend more time on the foundational aspects of the experience. UX SPECIALIST ROLE A UX architect will often guide the visual design so it has a positive impact on the overall experience. However, if the foundational stuff is not figured out, the visual design will have little impact on improving the experience.
  27. 27. 27 TABLE OF CONTENTS Which items are foundational for an adequate living experience? ARCHITECTURE • Location • Number of bedrooms • Number of bathrooms • Layout or floor plan • Square footage • Plumbing system condition • Electrical system condition INTERIOR DESIGN • Wall paint • Light fixtures style • Flooring style • Countertops style • Cabinets style • Condition of appliances • Landscaping style CHOOSING A HOME TABLE OF CONTENTS
  28. 28. 28 TABLE OF CONTENTS Which items are foundational to creating a good user experience? STRUCTURAL DESIGN • URL • Available content • Available tools • Content structure and flow • Usability • Discoverability • Devices platforms supported VISUAL DESIGN • Typography • Color palette • Imagery • Iconography • Button styles • Link styles • Field styles DESIGNING A WEBSITE TABLE OF CONTENTS
  29. 29. 29 TABLE OF CONTENTS Accessible Discoverable Purposeful Unique Simple Engaging The right feel Authentic VISUALDESIGN Contextual Usable Relevant Digestible Enjoyable UXDESIGN Aesthetically pleasing Interesting LEXICON Designed by Jacqueline Conrad, UX Architect, 2018
  30. 30. 3030 TABLE OF CONTENTS UX ARCHITECT COMMON TOOLS
  31. 31. 31 TABLE OF CONTENTS Empathy Building UX ARCHITECT TOOLS
  32. 32. 32 TABLE OF CONTENTS EMPATHY BUILDING SME User Interviews
  33. 33. 33 TABLE OF CONTENTS EMPATHY BUILDING SME User Surveys
  34. 34. 34 TABLE OF CONTENTS EMPATHY BUILDING Persona Development
  35. 35. 35 TABLE OF CONTENTS EMPATHY BUILDING Experience Maps
  36. 36. 36 TABLE OF CONTENTS EMPATHY BUILDING Experience Maps GEN.EDU TEACHER EXPERIENCE DESIGN 7 STAGES GETTING STARTED RESEARCHING GATHERING LESSON PLANNING IN CLASS TEACHING ATTENDANCE COMMUNICATION W/ PARENT COUNSELOR THINKING - What is the right lesson for my next class? - What additional resources could I use to engage the students? - What points should I emphasize? - How should I organize and present my thoughts? - I need to prepare activities and handouts to keep my class engaged. - How do I create a safe environment for questions and discussion? - Is this making sense to the students? Is it relevant to them? - How do I make sure everyone in my classroom is registered? - I need to keep track of attendance. - I need to notify parents of student’s absence. - I need to contact a parent or counselor about some challenges with a student. - A counselor asked me to send an attendance report. FEELING - I’m excited to see what I’m teaching next. - I’m motivated to make it as relevant, engaging and inspiring as possible. - I’m excited to share what I’ve prepared. - I’m nervous I won’t be able to cover all the material. - I’m nervous about the subject coming across stale or boring. - I feel happy to spend this time connecting, teaching and learning with the students. - I’m nervous I won’t be able to cover all the material. - I feel an obligation to get this right, but feel rushed because I’d rather spend this time on my lessons. - I want to help the student succeed in class and in life and want to create the right support system in a sensitive way. - I feel obligated to send accurate information, but feel rushed. DOING - I’m browsing and studying the textbook. - I’m looking for additional resources, such as videos, pictures, quotes and handouts. - I’m creating an outline to follow during class time. - I’m preparing visual aids, handouts and activities to use during class time. - I’m teaching the lesson by following my outline and using thought- provoking questions, videos, pictures, quotes and handouts. - I’m answering students’ questions, and monitoring the classroom for inappropriate behavior. - I’m checking to see if all my students have been registered. - I’m entering or viewing attendance. - I’m emailing or calling parents and counselors. - I’m emailing an attendance report to the counselor. TOOLS • textbook • lectures • videos • images • articles GENchannel.edu: videos, music PPT or Word: creating an outline Intranet attendance: mark or view student attendance and tardies Intranet email to parent to notify student absence Phone call to parent to notify of major challenges with student Parent/teacher conference: discuss student’s progress and challenges Personal email to counselor to send attendance report Phone call to counselor about struggling student, particularly if there are issues at home Hard-drive (offline): • outline (PPT) • quotes (PPT) • downloaded videos • images Projector: PPT and videos Paper: Handouts, printed outlinePrinter: printing outline and/or handouts Science.GEN.edu, Math.GEN.edu: Math and Science resources APP: books notations Teach.GEN.edu: resources by lesson Personal Library: quotes from books that are hard to find online Textbook: main lesson content GEN.EDU Textbook: highlighting and notating bigger circle = more users and more frequent use Contextual connection Digital connection GEN.EDU EXPERIENCE - The printed textbook makes it easy to know what I’m suppose to be teaching. - The digital textbook lets me copy and paste, and it links to other resources. - It’s nice to find so many resources. - It’s frustrating to have to look in so many different places. - It’s overwhelming to consolidate so many different resource types into one lesson plan. - It’s hard to juggle between my outline, video and images since they’re usually in different places on my computer or device. - Marking attendance and emailing parents from the intranet is pretty easy. - It’s really frustrating to not find contact information for counselors in the intranet. TEACHER:CURRENTEXPERIENCE
  37. 37. 37 TABLE OF CONTENTS Defining the Experience UX ARCHITECT TOOLS
  38. 38. 38 TABLE OF CONTENTS DEFINING THE EXPERIENCE Heuristic Evaluations Registering was overall pretty smooth, and moving from one site to the other did not feel jarring. Recommendation Try to limit the number of required fields, and include a reassuring message about how the information will be used responsibly. Potential Pain Point The registration form was pretty long, and almost every field was required. There was no indication as to why this information was needed or how it would be used. This might cause some anxiety for some users. Registering for the overall conference See enlarged workflow and detailed recommendations here
  39. 39. 39 TABLE OF CONTENTS DEFINING THE EXPERIENCE Journey Maps User Flows
  40. 40. 40 TABLE OF CONTENTS DEFINING THE EXPERIENCE Business Process Diagrams 16 CLASSIFICATION Find Products Services Service Agreement Find Rules Guides Develop Strategy Submit List of Equipment/ Suppliers Periodical Onboard Class Survey Submit for Design Review APPROVED APPROVED Survey Test Class CertifiedOR OFFSHORE Installation MARINE Vessel Build or Modify When Building New: CLASSED OWNER/YARDORDESIGNER BUILDEROROWNER OWNER Find Products Services Transfer of Class Agreement (TOCA) Find Rules Guides Develop Strategy Periodical Onboard Class Survey APPROVED Survey Test Class Certified OR OFFSHORE Installation MARINE Vessel When Maintaining Existing: CLASSED OWNER OWNER Submit for Design Review OWNER APPROVED TRANSFER OFCLASS CONTENTPARTNERSEEKER:CLASSIFICATIONPROCESS PRIMARY CHARACTERS: OWNER, YARD, BUILDER, DESIGNER Building or Maintaining Vessels and Installations
  41. 41. 41 TABLE OF CONTENTS DEFINING THE EXPERIENCE Content Feature Recommendations STAGES GETTING STARTED RESEARCHING GATHERING LESSON PLANNING IN CLASS TEACHING PERSONAS DOING - I’m browsing and studying the textbook. - I’m looking for additional resources, such as videos, pictures, quotes and handouts. - I’m creating an outline to follow during class time. - I’m preparing visual aids, handouts and activities to use during class time. - I’m teaching the lesson by following my outline and using thought- provoking questions, videos, pictures, quotes and handouts. - I’m answering students’ questions, and monitoring the classroom for inappropriate behavior. • Creative Teacher Analu Juarez, 24 - Passionate - Inexperienced - Overwhelmed - Scattered - Creative • Practical Teacher John Davis, 38 - Conversational - Charismatic - Intuitive - Focused - Deep • Conversational Teacher Anthony Moore, 53 - Experienced - Confident - Conventional - Lighthearted - Approachable FEATURES Slightly more intuitive textbooks: • Suggested pacing for the year showing which lesson(s) to teach each day/week. Since every school is different perhaps there’s a place to insert the number of teaching days for the semester and then it calculates what to teach when. • Progress tracker showing what you’ve taught and what’s next. ••• Recommended lesson outline with resources and activities built in. ••• Ability to switch views from the complete lesson, to a simple outline, to a slideshow. Resources by lesson or scripture block: •• Ideas for in-class activities with ready-to-print handouts and materials. ••• Preformatted thought-provoking questions and quotes that encourage discussion and personalization of the message. ••• Videos with transcript and/or description of the content. ••• Images: photos, illustrations, maps and diagrams. •• Community area for teachers to post ideas and have discussions. Each resource contains: •• Tags indicating related lessons. •• Tags indicating related topics. •• A way for teachers to rate the effectiveness of the resource. •• A way for teachers to comment on how they use the resource. •• A way to add to the Lesson Builder. •• Ways to share with students. ••• Ability to print or download. Advanced search and filtering system: ••• Predictive search. ••• Filter by language. ••• Filter by class type. ••• Filter by lesson. ••• Filter by resource type such as video, images, handouts, etc. ••• Filter by school curated content and content posted by other teachers. ••• Sort by relevance, date posted or popularity. Lesson Builder area where you can: •• Edit existing lesson outlines. •• Start an outline from scratch. •• Drag and drop preformatted resources (videos, quotes, diagrams, questions, images) into a slideshow. •• Ability to insert notes with each slide. •• Have an area with all of your saved lessons. •• Ability to use lesson offline via an app. •• Ability to export outline, full lesson, or slides to PPT or PDF for offline use and for sharing. •• Ability to print your outline or entire lesson. •• Ability to print slideshow with or without notes. •• Ability to print or download handouts, visual aids and activity materials. • Have a way to share your lesson-builder outline so other teachers can use it as a starting point without compromising your version. Lesson Builder presentation mode: •• Ability to switch between views: simple outline, full lesson and slideshow. •• For projectors: ability to project slides and privately see notes for each slide. •• For laptops and tablets: ability to show slides in full screen. •• Offline viewing available through app on multiple devices. PPT and PDF •• Both formats have the ability to embed video. •• Exported PPT is editable. •• Exported PDF is NOT editable. TEACHER:PROPOSEDEXPERIENCE(CONT.)
  42. 42. 42 TABLE OF CONTENTS DEFINING THE EXPERIENCE Content Strategy BusinessImpact User Needs 02 DRIVE Add value with: 01 Membership, including Roadside 02 Automatic Renewal 03 Insurance 04 Others: - ID Protection - Driver Training - Notary Service - Etc. 04 MINIMIZE Provide as needed: - Company History - Community Safety / CSR - In the News - Industry Research - Investor Relations - Careers 01 FOCUS Lead with: 01 Things to Do See 02 Deals on Things You Already Buy 03 DIY Trips 04 Travel Services 05 Vacation Packages 06 DMV Services 07 Car Buying Guides, etc. 08 Consumer Reports-style Reviews 03 GUIDE Follow up with: - My Account - Submit an Auto Insurance Claim - Customer Support - Find a Branch - FAQs ONTENT e, a hierarchy mediate from visitors’ dds support o the page Claim” as an gy. 2 → EXAMPLE CORE CONTENT ANALYSIS Core Content 4 01 Steps to take after an accident 02 Our claims telephone number 03 Our claims process 01 Google Inward Paths 02 Homepage sitemap 03 Homepage search Forward Paths 01 Call claims number 02 My Account? SUBMIT AN AUTO INSURANCE CLAIM Business Goal(s) Primary: - Maintain relationship with policyholder Secondary: - Show prospects our easy claims process User Task(s) 01 Remember steps to take after an accident 02 Find phone number and submit the claim 03 Understand how easy it is to submit a claim through us Primary: Policyholder Secondary: Non-policyholder Top-Task: 03 Guide Template: 03 Explain 03 Car Replacement Service Audience PAGE DESCRIPTION DIAGRAM SUBMIT AN AUTO INSURANCE CLAIM 5 High Priority 01 Been in an accident? Call 1-800-555-5555 to submit a claim 02 Immediately after an accident - Protect yourself: get out of the way - File a police report - Do not commit to any obligations - Call us 03 Within 24 hours after the accident No worries! We’ll be with you throughout the entire claims process. You can ask us anything you’d like; we’re always ready with answers about: - Next steps - Keeping records of costs - Reporting facts and responsibility 04 Submitting a claim What you’ll need: - Policy number - Police report number - Information about parties involved Medium Priority - What to expect if your vehicle is declared a total loss → car buying services - Get proof of insurance - Coverage details - FAQs → In different format? Low Priority - Get a quote Omit - Pay my bill - Sign up for Auto Pay - Featured member programs - Protection that fits your family - Driver education
  43. 43. 43 TABLE OF CONTENTS DEFINING THE EXPERIENCE Site Maps Navigation Design
  44. 44. 44 TABLE OF CONTENTS DEFINING THE EXPERIENCE Wireframes Prototypes DESIGN EXECUTION HIGH PRIORITY CONTENT MEDIUM PRIORITY CONTENT LOW PRIORITY CONTENT WIREFRAME UI 6
  45. 45. 45 TABLE OF CONTENTS Validating the Experience UX ARCHITECT TOOLS
  46. 46. 46 TABLE OF CONTENTS VALIDATING THE EXPERIENCE User Testing Analytics
  47. 47. 4747 TABLE OF CONTENTS WHICH PROJECTS REQUIRE A UX ARCHITECT?
  48. 48. 48 TABLE OF CONTENTS Ideally, any projects with the goal of creating a good user experience should engage a UX architect. However, you can prioritize based on the level of UX strategy needed on the project... WHICH PROJECTS NEED A UX ARCHITECT?
  49. 49. 49 TABLE OF CONTENTS DEFINING AUDIENCE NEEDS • Is there a lack of insight regarding the target audience, such as: pain points, motivations, and needs? • Are there questions about the type of content or features that should be included in the experience? • Is improving conversion a high priority, but there is uncertainty on how to achieve this? • Are there questions about how to best reduce friction and streamline the user journey and optimize interactions? MANAGING COMPLEXITY • Are you dealing with more than one touch point? • Do you need to create templates or repeatable elements within a system? • Are you creating complex information displays or complex functionality? If you answer “yes” to any of these questions, you need a UX architect: WHICH PROJECTS NEED A UX ARCHITECT?
  50. 50. 5050 TABLE OF CONTENTS WHEN TO ENGAGE A UX ARCHITECT
  51. 51. 51 TABLE OF CONTENTS WHEN TO ENGAGE A UX ARCHITECT As a user advocate, the UX architect should be involved through the duration of the project— from inception to optimization. It’s too easy to lose sight of the needs of the end user. Having a UX architect from inception to post-launch optimization gives the end product a better chance of being user-centered and a good experience for the user.
  52. 52. 52 TABLE OF CONTENTS WHEN TO ENGAGE A UX ARCHITECT Discover Problem DesignBrief ProblemDefinition Solution insight into the problem the area to focus upon potential solutions solutions that work Define Develop Deliver Image based on the Double Diamond model created by the Design Council. https://www.designcouncil.org.uk/news-opinion/design-process-what-double-diamond UX ARCHITECT
  53. 53. 53 TABLE OF CONTENTS UX INPUTS* Discover insight into the problem potential solutions solutions that work Define Develop Deliver Qualitative Research Usability studies, user interviews, and stakeholder/SME interviews Quantitative Research Surveys and analytics Audits and Assessments Heuristic evaluations, content gap analysis, and competitive analysis Business Objectives North Star definition, project goals recommendations, and stakeholder alignment Audience Definition Audience segmentation, customer personas, and digital personas User Needs Definition Scenarios and user stories User Path Architecture Journey maps, content strategy, sitemap creation, and UX optimization User Interface Design User flows, wireframes, high-fidelity designs, interactive prototypes, and user testing Development Consulting Collaboration with technologist to ensure the UX strategy is amplified through development Testing Optimization Refinement of experience through testing and analytics the area to focus upon WHEN TO ENGAGE A UX ARCHITECT *Other disciplines have similar inputs, but from different angles and perspectives. The UX Architect’s inputs are from a user perspective.
  54. 54. 54 TABLE OF CONTENTS THANK YOU

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