1. User Experience
and
Trinity Model
Jinsoo Kim
Ph.D. in HCI

2. Contents
• Why User Experience?
• What is User Experience?
– Definition of UX
– User vs. Customer
• Interface vs. Interaction
• What constitutes interface?
• Trinity Model
– Human, Product and Finance

3. The importance of UX
The Diffusion of Innovation Graph. (Moore, 1991.)

4. WorldWideWeb for NeXT

5. PDA: Personal Digital Assistant

6. iPhone

7. Samsung VS. Apple

8. define
de + finir
completely end
= boundary

9. User
eXperience

10. User Centered Design
A framework of processes
in which the needs, wants, and limitations of end users
of a product, service or process are given extensive attention
at each stage of the design process.
The chief difference from other product design philosophies
to optimize the product around how users can, want, or need
to use the product, rather than forcing the users to change their
behavior to accommodate the product.

11. User vs. Customer

12. Experience
memorable events --> experience

13. Human-Computer Interaction

14. Interaction vs. Interface
Reference: Human-Computer Interaction by Alan Dix, et al
C H
O
I
output
input
articulation
observation
performance
presentation
interface
GOAL
humancomputer

15. What makes the design hard?
• Human
– So many users who are different in one way or another
• Different goal, different behavior, and different preference
• Computer
– Diverse computing environment
• Different OS, different browser, and different network
environment, different screen size
• Human vs. Computer
– Different characteristic in information processing
• Exhaustive search vs. Heuristic search
• Consciousness and Emotion

16. Human
Common characteristics of Human
(Information processing mechanism)
Segmentation
(Demographic, Behavior, Goal)
Personal
(Access, Depth)

17. How to treat many users
• Three layers
– Common characteristic as Human
• Information processing mechanism
– Users shows similarities within a group of
people according to
• Behavior, preference, demography
• Goal directed approach such as persona
– Persona: fictional character whose goals and needs are
representative of a particular group of people
(http://www.cooper.com/)
– Personalization
• Different design for each individual

18. Eye Tracking
N=43
11.5%
2%
5%
30%
12%
8%
13.4%
8.3%

19. Cognitive Overload
• “Paradox of Choice” by Barry Schwartz
– “fact that some choice is good doesn't necessarily mean that
more choice is better. ... There is a cost to having an
overload of choice.”

20. Personalization Motive

21. Personalized News

22. Persona example
• Highlight Ned background
– 41 years old
– Married with 2 children
– Account manager for a
large chemical company
– Avid sports fan
– Takes care of family
finances – tactical and
strategic
– Works from home at night
– Internet 10hours / week

23. Execution-Evaluation Model
The manner in which humans interact with systems by Don Norman

24. Mistreatment of Visual Weight

25. Power of Visualization
• Real Time Tracking
–Faster tracking for immediate action
–Contextual coupling between an article and its performance

26. YAHOO! CONFIDENTIAL
News - Result
550
650
Apr’06 May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
M
700
750
600
513M
400
500
450
507M
546M
576M
661M
• News PV in May spiked over 905M PV, reached +78.5% against Apr 07
Source: DYC
673M
610M
692M
758M
-2.5%
575M
540M
504M
549M
497M
486M
507M
Apr’07 May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May
475M
578M
464M
501M
748M
717M
650M
826M
800
851M
905M
+78.5%
New Management

28. 0
5
10
15
20
25
30
35
40
45
50
4/23
4/30
5/7
5/14
5/21
5/28
6/4
6/11
6/18
6/25
7/2
7/9
7/16
7/23
7/30
8/6
8/13
8/20
8/27
9/3
9/10
9/17
9/24
10/1
10/8
10/15
10/22
10/29
11/5
11/12
11/19
11/26
12/3
12/10
12/17
12/24
Yahoo.co.kr
Daum.net
Naver.com
Nate.com
Source: Korean Click (Weekly)
21.69 min/week (No.3)
34.27 min/week (No.1~2)
Increasing 58.0%
News – Avg. Duration Time

29. Human-Computer Interaction
C H
O
I
output
input
execution
evaluation
performance
presentation
world
HumanComputer

30. Human-Computer Interaction?
• When a person is using a computer, he/she is
trying to do something
– ‘Human-work interaction’ with the computer as an
intermediary
• Terry Winograd at Standford University
• Product instead of work
– Product is what a company makes and deliver to users
– Product is not any product but computer mediated
interactive product
• With which Interaction through computer still matters
• Product instead of Computer

31. Finance
• Returns on investment of HCI
– Help decision making (research)
– Decrease Communication cost (ex, UML)
– Save development and maintenance cost
• Provide good processes
– Reduce Customer Care cost
• By reducing bugs
– Increase key performance index(KPI)
• By directly increase traffic or revenue through better usability
• Underlying assumptions for business contribution
– HCI  make quality product  enhance user experience 
Increase KPI (pvs, uvs, revenue)
• But HCI’s perspective sometimes conflicts with
finance in practice

32. HCI vs. Finance
• Product success vs. Financial success
– Successful communities failed in making money
• Iloveschool, freechal
• Financial decision
– ex) MMS mobile menu location
• by # of clicks or amount of revenue?
• Business model vs. user experience
– ex) Often times ads are annoying
• Usability vs. KPI
– ex) News list page for more PVs
• Quantity of content
– ex) user satisfaction vs. content cost

33. Motivations for a new model
• Often times product plan misses one or two
critical elements
– Either user or finance is not considered
• Need for an integrated framework to explain IB
in a consistent manner
– There are many theories around IB but there is no
framework to contain them
• Simple model is required for practical use
– To solve UI problems, we need to memorize and
internalize it
• Internet Business requires a complete, consistent
and simple framework

34. Trinity Model (TM)
Computer Mediated
Interactive Product
By Jinsoo
Kim
Finance
Interface
Human Product

35. Trinity Model
• Consists of three entities
– Human, Product and Finance
• Each entity contains the other two in it
– Human has needs that requires a product to meet
his/her needs and willing to spend money for that
– Product should reflect user needs and have to
contain business model either direct or indirect
– Finance must figure out how much money a user is
willing to pay for the value a product give
• The Key entity is Human
– Research focus

36. Focus on People
• 1933 World Fair motto of "science finds,
industry applies, man conforms"
• 1993 Norman’s person-centered motto
for the 21st Century:
“People propose, science studies,
technology conforms.”
• The issue is not technology but people

37. Karen H. vs. Donald N.

38. Relation (H, P, F) By Jinsoo
Kim
Make Money
Profit Loss
Cost Benefit
Achieve Goal Medium
Value Resource
Finance
ProductHuman
Interface

39. CEO’s BG and Strategy By Jinsoo
Kim
CFO
CMO CPO
Finance
ProductHuman
Interface
Cost reduction
M & A
Excellent ProductMarketing

40. Strategy (H, P, F)
Profitable
More Benefit
Unique or
Differentiated
By Jinsoo
Kim
Interface
Finance
Human Product

41. Strategy
• Product: unique/differentiated
– Company should deliver unique/differentiated product
or feature to win the users’ mind
• Uniqueness/differentiation should be sought constantly
because unique/differentiated thing at one time becomes
commoditized soon
• Human: valuable
– Unique product should help the users achieve their
goal in a more valuable way
• Just technically unique product disappears when it fails to
provide any more value to users
• Finance: profitable
– The product should also be considered in business
perspective
• If it takes too much resource or it brings too less profit it
doesn’t make sense to create it

42. Yahoo! Strategy
• Insight
– User Data Utilization
Understand Users
• Open
– Open Platform
Involve Users in Production
Customize the Products
• Partner of Choice
– Importance of partnership
Expand Business Network

43. Basic Quality: Back to Basics
Content Expansion: Openness, Globalization
Personalization
FP Search News Kids
Content Filtering: Editing, Community
Differentiated Y!KR
Overall Framework

44. Bullet Search

45. Human

46. Data not collected between Dec. 16th to Dec 21st
Finance

47. Objective setting
Viability checking
Resource Managing
Concept forming
Scope outlining
Project Managing
Needs capturing
Requirements gathering
Acceptance testing
Process (H, P, F)
Interface
ProductHuman
Finance
1. Ideation
2. Market Exploration
3. Execution

48. Three steps of process
• Ideation
– Generating idea
• Market Exploration
– Checking feasibility in the market
• Execution
– Designing & Testing iteratively

49. Ideation
• Human: Needs capturing
– What needs users seem to have
• Sources for capturing needs
– User feedback, casual user observation, log data etc
• Product: Concept forming
– What product is required to meet the needs
• Product concept should be simple and clear
– If a product requires lengthy explanation, it tends to fail
• Business: Objective setting
– What objective should we have for the success of the
business
• What the business model can be

50. Market Exploration
• Human: requirement gathering
– Research how users fulfill their needs
– Find out specific requirements and map them out according to
their importance
• News: “I’d like to share my opinion about a new article with others”
 “sharable” can be a requirement
• Product: scope outlining
– Review competitive products in order to deliver differentiated
value to users
– Decide product development scope, considering the resource to
invest and the value to deliver
• Business: viability checking
– Calculate the ROI and check the related risk it might take
• Government policy, copy right, patent etc
– Make go/no go decision based on the viability

51. Requirement map of “News”
fresh
stable
readable
navigable
complete
sharable
desirable
searchable
knowable
intuitive
importance
Requirements

52. Execution
• Business: Managing resource
– Allocate both human and financial resource
– Prepare marketing plan and assign marketing budget
• Product: Managing project
– Select proper process
• waterfall or scrum
– Manage the risks
• Get rid of road blocks
• Human: User acceptance check
– Make a prototype and test it to users
• Test should as early as possible to minimize revision cost
– The acceptability can better be checked in iterative
manner

53. Quality (H, P, F)
Interface
ProductHuman
Finance Product Manager
Interaction Designer
Visual Designer
Engineer
Useful
Usable
Desirable
Stable
Stake Holders
User Experience
Content
Interaction Design
Visual Design
FE/BE coding
Product Quality

54. Product Quality
• Among the three different approaches, “quality in use” is used. Therefore,
product quality is measured according to the users’ perception to a target
product.
• Three Approaches for Measuring Product Quality*
* Converting software quality in ISO 9126-1, ISO 9241-11 to web domain
①
②
③
system
user
context
Product
Quality in Use
External Quality
Internal Quality
N
O.
Product
Quality
Description
①
Internal
Quality
Static characteristic of the source
code applied to a web page. (for
example, page length of source code)
②
External
Quality
Dynamic characteristic between
source code and system when
executed. (for example, response
time)
③
Quality in
Use = UE
Conformity of a product to the users’
expectation in his/her context of
usage.
(for example, perceived loading time)

55. Research framework
• Four factors consisting product quality
Factors attributes
Content
Relevance of content (information and function)
Freshness of content
Coverage of content
Front and Back
end Code
System response time
Broken link or error
User interface
Readability
Consistency
Learnability
Negative items to product quality such as pop-up
ads
Visual design
How visual design reflects product concept
Quality of visual design

56. Composition of the factors
• On average, usefulness>usability>stability>desirability
• Usefulness was most
important for the information
oriented services such as B and
D
• Stability was most important
factor for A
• Usability was most important
for community services such as
C and E
• Desirability was least
important among the factors but
it doesn’t mean any service can
survive without it.
28%
24%
40%
34%
11%
22%
24%
20%
24%
38%
32%
2%
6%
14%
8%
60%
56%
32%
10%
26%
40%
32%
10%
8%
0% 10% 20% 30% 40% 50% 60% 70%
A
B
C
D
E
Average
usefulness
stability
usability
desirability

57. <Y! KR Research data >
Dam model: Law of minimum

58. iterative budget
allocation
iterative product
development
(agile process)
iterative test and
evaluation
(RITE)
Iteration (H, P, F)
Interface
ProductHuman
Finance
Adapting to change
in rapidly changing
Biz environment

59. TM including Marketing
Interface
ProductHuman
Finance
Marketing
External trigger point to prompt the interaction

60. Profitable
(Cost < Price)
Perceived Value
(Price < Value)
Expected Value
(Cost < Value)
interface
Finance
Human Product
Business Mind

61. interface
Finance
Human Product
Advertisement
ADView or Click
Advertiser
AD cost

62. Social Media

63. Finance
Human
Product
Social Media
Human
Human

64. Thank you!