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UX Leaks: Myths & Realities about User Experience


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A roundtable discussion with Whitespace ( founders Julia Borkenhagen & Jesse Anton. Presentation hosted by ilem Group ( and delivered at SITB Geneva in May 2017.

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UX Leaks: Myths & Realities about User Experience

  1. 1. UX Leaks Myths and Realities about User Experience
  2. 2. A round table discussion with Whitespace founders Julia Borkenhagen & Jesse Anton UX Myths and Realities
  3. 3. Whitespace = wasted space MYTH # 1
  4. 4. 5 Dense Hard to scan quickly
  5. 5. 6 Easy to scan Cart, navigation, search, promos – all clearly visible Lighter
  6. 6. UX = UI MYTH # 2
  7. 7. 9 Definitions: ISO 9241-11 USER INTERFACE All components of an interactive system that provide information and controls for the user to accomplish specific tasks with the system USABILITY Extent to which a system, product or service can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use USER EXPERIENCE (UX) Person's perceptions and responses resulting from the use and/or anticipated use of a product, system or service Easy Meets needs Enjoyable
  8. 8. 10 A simpler definition
  9. 9. 11 CX – Customer Experience UX CX Research, design & optimization of digital touchpoints Align business strategy & operations with the desired brand experience across all touchpoints
  10. 10. 12 EX – Employee Experience in the digital workplace
  11. 11. Satisfaction survey = user research MYTH # 3
  12. 12. 14 but are better if part of an overall user centered design process Surveys are a first step
  13. 13. 15 User centered design Involve users from the beginning of the project Understand their context of use and mental models Create personas, scenarios, task flows, and story maps Build prototypes and test with users during the entire process Continue iterating and testing after launch
  14. 14. 16 User research techniques User interviews Stakeholder workshops Usability test Field observation Expert review Best-in-class assessment Survey Data analysis DIRECT INDIRECT We will discuss just a few today
  15. 15. 17 Field observation Helps the design team to understand the context of use
  16. 16. 18 User interviews One-on-one, not focus groups
  17. 17. 19 Personas — Personas help to keep the end users in mind during all phases of design, development and testing — They portray a typical user profile with their background, context, needs and pain points — Personas and scenarios help the design team to empathize with the users Best if based on research
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  21. 21. After user research, you create the interface MYTH # 4
  22. 22. 24 Workshops first ! Design thinking, ideation, gamestorming … - Structured conversations - Multi-stakeholder involvement
  23. 23. 25 Affinity diagramming workshops Organize a large number of ideas or items into logical categories and prioritize them
  24. 24. 26 Concept maps A nice communications tool * * This one is for an intranet
  25. 25. 27 Card sorting workshops Helps define the information architecture
  26. 26. 28 Sitemaps Can be annotated, tested, & linked to templates
  27. 27. 29 Task models Flow diagrams of the user journey help define the system interactions & clarify user roles
  28. 28. 30 Experience maps Can be printed on A2 paper or displayed on large screens for communications purposes
  29. 29. 31 Sketches and wireframes Purposefully not “designed“ – can be annotated and tested
  30. 30. 32 Page flow diagrams (wireflows)
  31. 31. 33 Common tools: Axure,, Fluid, Justinmind, Flinto ... Test early & throughout the project Interactive prototypes
  32. 32. User Testing requires a lab and lots of users MYTH # 5
  33. 33. 35 Agile user testing © Steve Krug No lab needed, chocolate helps
  34. 34. 36 Tree testing Testing the information architecture with remote users
  35. 35. 37 Good testing tools exist for mobile and desktop Remote testing
  36. 36. 38 A/B testing SOURCE: Fine-tuning of production sites and applications
  37. 37. 39 Designing, building and maintaining a great web site or app isn’t easy. It’s like golf: a handful of ways to get the ball in the hole, a million ways not to. Steve Krug Practice Testing makes perfect
  38. 38. Only UX designers do UX work MYTH # 6
  39. 39. 41 Team effort Building a learning-based UX culture in your organisation Adapted from “User Story Mapping” by Jeff Patton
  40. 40. 42 User story mapping © Jeff Patton Role of UX: keep the agile process focused on users
  41. 41. 43© Jeff Patton User story mapping workshops
  42. 42. 44© UX in agile projects
  43. 43. 45 You can use an eraser on the drafting table, or a sledgehammer on the construction site. Frank Lloyd Wright
  44. 44. UX = LUXE MYTH # 7
  45. 45. 47 Not a luxury if you want your project to succeed Developer CEO MarketingIT I want to see everything on one screen with no scrolling. Also, make it really clean and uncluttered. Make it look like Apple.User testing would slow us down. We rely on analytics and a backlog of user stories. The business is always asking for fancy functionality that doesn’t come out of the box. UX designers face competing interests
  46. 46. 48 HIPPO = Highest Paid Person’s Opinion
  47. 47. 49 © Jeff Patton UX designers are digital diplomats
  48. 48. 50 UXicorn Skills & traits of a great UX designer Graphic design Interaction design Data visualisation Mobile design Information architecture Business analysis Interactive prototyping, testing Agile scrum & project mgmt. Workshop guru, design thinkingPeople person, diplomatic Technophile, HTML, CSS, JS
  49. 49. 51 That‘s nice, now where‘s the beef? Up to 50% of programmers’ time is spent on avoidable rework. Dr. Susan Weinschenk, founder of Team W, formerly chief of UX strategy at HFI Usability initiatives deliver a major return on investment: it’s not unusual for usability projects to return benefits of 5- 10 times their cost in the first year alone. David Travis, founder of Userfocus
  50. 50. 52 asos example before after Source: eConsultancy Removing barriers reduced its checkout abandonment rate by 50%
  51. 51. 53 UX & CX = the priority for 2017 This has been true for several years in a row and is likely to remain so for years to come
  52. 52. 54 Great UX is worth billions
  53. 53. Summary AND THAT’S NO MYTH ! — UX is method-driven – aids in the creation of a shared understanding among all team members and stakeholders — UX is a collective, team effort led by a specialist or group of specialists — The ROI of UX is clear – lowers risk of rework, helps reduce abandonment and increase conversions, boosts adoption, creates brand value, and makes employees more productive
  54. 54. 56 Intranets Custom / Dataviz E-Commerce Megasites Mobile Training Enterprise User Experience 2014 8 20+ Founded People Years of experience
  55. 55. 57 57 Infrastructure, managed services Digital solutions About ilem 16 180 100+4 Years Employees Affiliates Customers
  56. 56. Merci Patrick Montier Head of Digital +41 22 884 61 00