MIRUM AGENCY 2014
Session1:
USER-CENTERED DESIGNby Joan Lumanauw | May, 2015

Happy ?
Delighted ?
Frustrated ?
Simply put, user experience is how a person feels when
they are interacting with your system or product
Campaign Website Software
Social Media
Microsite
Brand Site
Portals
Mobile App
Platforms
Games
User Experience?
What is

MIRUM AGENCY 2014
So, if user experience is a feeling
How do we “design” user experience?

Imagine we are given..
~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000

Common sense does..
Knives SpoonsForks
~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000

Some of us might..
~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
DessertFork
FishFork
DinnerFork
FondueFork
OysterFork
SaladFork
ButcherKnife
CheeseKnife
ButterKnife
DinnerKnife
FishKnife
BreadKnife
SteakKnife
CoffeeSpoon
SoupSpoon
DessertSpoon
Sundaespoon
Tablespoon
Teaspoon
Woodenspoon
Knives SpoonsForks

What UX does..
~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000

True user experience
Goes above and beyond giving the
customers what they think they want

Well first, we need to
understand a few basic rules
The Fundamentals
of User Experience

“This product is useful to me, it
meets my needs”
No. 1
Utility
UX Design starts
by being useful

People must be
able to use it
Usability
“I am able to use this product
easily”
No. 2
Utility

“I love the design, the colours are great,
this product makes me feel happy”
No. 3
Desirability
Utility
Usability
It gives added
value

“My overall feelings about the
brand is good. I love this brand”
No. 4
BRANDEXPERIENCE
Desirability
Utility
Usability
It shapes a
positive brand
experience

BRANDEXPERIENCE
Desirability
Utility
Usability
Love the brand
Added value
Easy to use
Product is useful
To recap
Great User Experience
General Assembly: User Persona Module

Now that we know what a great user experience entails
How do we achieve it?

Revise
Design Decision
Client
likes it?
YesNo Done
I think the
users..
My gut
tells me..
Users
probably
think..
Well, it’s definitely not this way..

Because then this happens…
What marketing
requested
How the project
team understood it
How the designer
designed it
How the developer
build it
What the customer
really needed
Image courtesy of: Dashi Blog – ITプロジェクトの実態とは！ / Posted on 02-22-2004 (Japanese, Internet Archive)

UCD is a multi-stage problem-solving process
that not only requires designers to analyse and
foresee how users are likely to use a product,
but also to test the validity of their assumptions.
User-Centered Design
Introducing

Discover Define Design Validate Develop
Doing
Output
Launch
User-Centered Design Process

Stakeholder
Interview
Discover Define Design Validate Develop
Doing
Output
Business
Requirement
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
Launch
User-Centered Design Process

Stakeholder
Interview
Discover Define Design Validate Develop
Doing
Output
Business
Requirement
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Research
User
Personas
Needs Triggers
Motivations
Goals
Real Users
Launch
User-Centered Design Process

Stakeholder
Interview
Discover Define Design Validate Develop
Doing
Output
Business
Requirement
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Research
User
Personas
Needs Triggers
Motivations
Goals
Real Users
Creative
Ideation
Idea
Campaign/
Product
Launch
User-Centered Design Process

Stakeholder
Interview
Discover Define Design Validate Develop
Doing
Output
Business
Requirement
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Research
User
Personas
Needs Triggers
Motivations
Goals
Real Users
Creative
Ideation
Idea
Campaign/
Product
Source
User
Journey
Experience
Mapping
CTA
Launch
Core
Mechanism
User-Centered Design Process

Stakeholder
Interview
Discover Define Design Validate Develop
Doing
Output
Business
Requirement
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Research
User
Personas
Needs Triggers
Motivations
Goals
Real Users
Creative
Ideation
Idea
Campaign/
Product
Source
User
Journey
Experience
Mapping
CTA
Launch
Core
Mechanism
User-Centered Design Process
Requirement
Gathering
User
Flow
Feature
Analysis
Task
Analysis

Stakeholder
Interview
Discover Define Design Validate Develop
Doing
Output
Business
Requirement
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Research
User
Personas
Needs Triggers
Motivations
Goals
Real Users
Creative
Ideation
Idea
Campaign/
Product
Source
User
Journey
Experience
Mapping
CTA
Launch
Core
Mechanism
User-Centered Design Process
Requirement
Gathering
UX Design
User
Flow
Feature
Analysis
IA
UI
Task
Analysis
Sitemap &
Prototype

Stakeholder
Interview
Discover Define Design Validate Develop
Doing
Output
Business
Requirement
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Research
User
Personas
Needs Triggers
Motivations
Goals
Real Users
Creative
Ideation
Idea
Campaign/
Product
Source
User
Journey
Experience
Mapping
CTA
Usability
Testing
Validated
Prototype
Real Users
Launch
Core
Mechanism
User-Centered Design Process
Requirement
Gathering
UX Design
Feature
Analysis
IA
UI
Task
Analysis
Sitemap &
Prototype
User
Flow

Stakeholder
Interview
Discover Define Design Validate Develop
Doing
Output
Business
Requirement
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Research
User
Personas
Needs Triggers
Motivations
Goals
Real Users
Creative
Ideation
Idea
Campaign/
Product
Source
User
Journey
Experience
Mapping
CTA
Core
Mechanism
Usability
Testing
Validated
Prototype
Real Users
Launch
User-Centered Design Process
Requirement
Gathering
UX Design
Feature
Analysis
IA
UI
Task
Analysis
Sitemap &
Prototype
User
Flow

Discover Define Design Validate Develop
Stakeholder
Interview
Business
Requirement
Doing
Output
User
Research
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Personas
Needs Triggers
Motivations
Goals
Creative
Ideation
Idea
Campaign/
Product
Source
User
Journey
Experience
Mapping
CTA
Usability
Testing
Validated
Prototype
Production
Graphic
Design
Code
Launch
Real Users Real Users
Core
Mechanism
User-Centered Design Process
Requirement
Gathering
UX Design
Feature
Analysis
IA
UI
Task
Analysis
Sitemap &
Prototype
User
Flow

Discover Define Design Validate Develop
Stakeholder
Interview
Business
Requirement
Doing
Output
User
Research
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Personas
Needs Triggers
Motivations
Goals
Creative
Ideation
Idea
Campaign/
Product
Source
User
Journey
Experience
Mapping
CTA
Requirement
Gathering
UX Design
Sitemap
Task Analysis
UI
Wireframe
Prototype
Usability
Testing
Validated
Prototype
Production
Graphic
Design
Code
Launch
Real Users Real Users
Core
Mechanism
Feature
Analysis
User-Centered Design Process

Increases Exposure
Increase traffic/ audience size
Increase return visitors
Increase visits from search
Improves Performance
Reduce number of user errors
Increase ease of use
Increase ease of learning
Improves Credibility
Increase user satisfaction
Increase trust in the system
Increase number of visits referral
Reduces Resource Burden
Reduce development costs
Reduce development time
Reduce maintenance costs
Reduce redesign costs
Decrease support costs
ROI of User-Centered Design

MIRUM AGENCY 2014
Thank you
ANY QUESTIONS?