An Introduction to
User eXperience
Marion Boberg

"User experience"
encompasses all aspects of
the end-user's interaction
with the company, its
services, and its products.
Jakob Nielsen & Don Norman.

What is UX?
• User experience (UX) involves a person's behaviors,
attitudes, and emotions about using a particular product,
system or service.
• User experience includes the practical, experiential,
affective, meaningful and valuable aspects of human-
computer interaction and product ownership. Additionally, it
includes a person’s perceptions of system aspects such as
utility, ease of use and efficiency.
• User experience is dynamic as it is constantly modified over
time due to changing usage circumstances and changes to
individual systems as well as the wider usage context in
which they can be found.

UX is different from:
• Usability:
 Usability answers the question, “Can the user accomplish their goal?”
 User experience answers the question, “Did the user have as
delightful an experience as possible?”
• UI stands for User Interface. UI usually means only the visual design
portion the user will interact with.
 In the software world, UI means everything that shows up on the
screen: the images, text, diagrams, and widgets as well as their color,
size, and positioning.
 User Experience is the entire engagement the user will feel while
using your product.

Link between Usability and UX

Why
• Why user experience matter?
 Bad UX (e.g. overloaded servers and downtime,
problems with account creation, difficulty filling out
applications) can create negative emotionnal
connection toward a product, a website, a brand...
 Bad UX  loose customer and bad reputation
 Bad design & UX can cost your life. E:G healthcare
devices (e.g. cancer medecine automated pump)

Where... In any product, service or process...
“I open my eyes. Lush light floods the room, birds
chatter. It is only 6:30 o'clock in the morning, but I
feel well-rested and alive; time to get up, to brew
some coffee. Are you jealous of my morning
routine? Were you startled out of your sleep by a
merciless alarm clock? Was it dark outside, no
birds around, and did you feel groggy and bleary-
eyed?”
“The experience described was not created by
sun and birds, but by Philips' Wake-Up Light. […]
It is artificial, but not vulgar. And more importantly,
it substantially changes the way one wakes up. It
changes the experience. The object itself, its
form, is rather unremarkable.”
Marc Hassenzahl, Experience of the Philip’s
wake-up light

A Fun UX
“This is a Philippe Starck juicer, produced
by Alessi. It's just neat; it's fun. It's so
much fun I have it in my house -- but I
have it in the entryway, I don't use it to
make juice. In fact, I bought the gold-
plated special edition and it comes with a
little slip of paper that says, "Don't use this
juicer to make juice." The acid will ruin the
gold plating. So actually, I took a carton of
orange juice and I poured it in the glass to
take this picture. “
Don Norman (2003): 3 ways good design
makes you happy, Ted Talk.

How to Design for positive UX
User centric design/User Centered
Design (UCD)
• Requires observation of user behavior
in real world tests with actual users.
• Tries to optimize the product around
how users can, want, or need to use
the product.
• NO ”they can learn” attitude!
•Who are the users of the document?
•What are the users’ tasks and goals?
•What are the users’ experience levels with
the document, and documents like it?
•What functions do the users need from the
document?
•What information might the users need,
and in what form do they need it?
•How do users think the document should
work?
•What are the extreme environments?
•Is the user multitasking?
•Does the interface utilize different inputs
modes such as touching, spoken, gestures,
or orientation.

Tools to design for great UX
Creation process:
List, Describe, Organize your ideas.
 Users needs, User requirements
 Use cases, Personas, User stories,
Scenario
 Flow charts, Mind maps, (e.g: )
Prototyping tools:
Visualize your ideas by Sketching :
 Paper prototype
 Wireframing
 Storyboards
 Work flow
 Concept maps
Testing methods:
• Test your requirement list: Prioritize
with Card Sorting
• Test your design: Heuristic
Evaluation
• Usability testing : give specific tasks,
compare real product, role playing
test...
• Guerrilla testing UCD (user centric
design)

Mindmaps (e.g.: coggle.it)

Personas
Elements of a Persona
• Personas generally include the following key pieces of information:
• Persona Group (i.e. web manager)
• Fictional name
• Job titles and major responsibilities
• Demographics such as age, education, ethnicity, and family status
• The goals and tasks they are trying to complete using the site
• Their physical, social, and technological environment
• A quote that sums up what matters most to the persona as it relates to
your site
• Casual pictures representing that user group
Source: http://www.usability.gov/how-to-and-tools/methods/personas.html
Tools:
• Usable
Persona
• Persona
toolkit

User stories
Different templates can be used:
• "As a <role>, I want <goal/desire> so that
<benefit>“
• "As a <role>, I want <goal/desire>“
• "In order to <receive benefit> as a <role>, I
want <goal/desire>“
• "As <who> <when> <where>, I <what>
because <why>."
• Search for customers
As a user, I want to search for my
customers by their first and last names.
• Modify schedules
As a non-administrative user, I want to
modify my own schedules but not the
schedules of other users.
• Run tests
As a mobile application tester, I want to test
my test cases and report results to my
management.
• Start application with last edit
 As a user, I want to start an application
with the last edit.

Use Case 1/2
a use case is a list of steps, typically defining
interactions between a role as an “actor” and a
system, to achieve a goal. The actor can be a
human, an external system, or time.
Title: "goal the use case is trying to satisfy“
Main Success Scenario: numbered list of steps.
Step: "a simple statement of the interaction
between the actor and a system"
Extensions: separately numbered lists, one per
Extension.
Extension: "a condition that results in different
interactions from .. the main success scenario". An
extension from main step 3 is numbered 3a, etc.
Use case model of a secure adress
book

Paper prototype
• Get your ideas visual
• Get the flow of the action right, blue
print or story board, wireframe
• Look how to visualize it on small
screen, tablet...
• Use paper templates:
• Use free app POP Prototyping paper

Card sorting method
• a quantitative or qualitative method
that asks users to organize items
into groups and assign categories
to each group. This method helps
create or refine the information
architecture of a site by exposing
users’ mental models.
• A beginer guide to Card sorting
method.
• Card sorting: video.
• Tools:
• Conceptcodify (free trial)
• Trello

Heuristic/Expert Evaluation
• A heuristic evaluation is a
usability inspection method for
computer software that helps
to identify usability problems
in the user interface (UI)
design.
• In an expert review, the
reviewers already know and
understand the heuristics.
Because of this, reviewers do
not use a specific set of
heuristics. As a result, the
expert review tends to be less
formal, and they are not
required to assign a specific
heuristic to each potential
problem.
• Visibility of system status.
• Match between system and the real world.
• User control and freedom.
• Consistency and standards.
• Error prevention.
• Recognition rather than recall.
• Flexibility and efficiency of use.
• Aesthetic and minimalist design.
• Help users recognize, diagnose, and recover from
errors.
• Help and documentation. Nielsen’s Heuristics

Tools to measure UX
• How to measure UX; User Experience
of an interactive product or a web site is
usually measured by a number of
methods, including questionnaires,
focus groups, and other methods.
• A freely available questionnaire is the
User Experience Questionnaire UEQ. It
allows a quick assessment of the user
experience of interactive products. The
format of the questionnaire supports
users to immediately express feelings,
impressions, and attitudes that arise
when they use a product.
1 2 3 4 5 6 7
annoying        enjoyable
not understandable        understandable
creative        dull
easy to learn        difficult to learn
valuable        inferior
boring        exciting
not interesting        interesting
unpredictable        predictable
fast        slow
inventive        conventional
obstructive        supportive
good        bad
complicated        easy
unlikable        pleasing
usual        leading edge
unpleasant        pleasant
secure        not secure
motivating        demotivating
meets expectations        does not meet expectations
inefficient        efficient
clear        confusing
impractical        practical
organized        cluttered
attractive        unattractive
friendly        unfriendly
conservative        innovative

Attractiveness
annoying / enjoyable
good / bad
unlikable / pleasing
unpleasant / pleasant
attractive / unattractive
friendly / unfriendly
Design Quality
Stimulation
valuable / inferior
boring / exiting
not interesting / interesting
motivating / demotivating
Novelty
creative / dull
inventive / conventional
usual / leading edge
conservative / innovative
Use Quality
Efficiency
fast / slow
inefficient / efficient
impractical / practical
organized / cluttered
Perspicuity
not understandable / understandable
easy to learn / difficult to learn
complicated / easy
clear / confusing
Dependability
unpredictable / predictable
obstructive / supportive
secure / not secure
meets expectations / does not meet
expectations

When to use what method
Methods check the link!
I am also here to help you select the right method
depending on the scope and nature of your project!!!
Thanks!

References 1/2
• Hassenzahl, Marc (2013): User Experience and Experience Design. In: Soegaard, Mads and Dam,
Rikke Friis (eds.). "The Encyclopedia of Human-Computer Interaction, 2nd Ed.". Aarhus, Denmark: The
Interaction Design Foundation. Available online at https://www.interaction-
design.org/encyclopedia/user_experience_and_experience_design.html
• http://www.nngroup.com/articles/definition-user-experience/
• https://blogs.wayne.edu/waynedotedu/2013/06/07/ux-in-a-nutshell/
• TED Talk about UX
 Don Norman https://www.youtube.com/watch?v=RlQEoJaLQRA
 On the design of everyday things, Don Norman https://www.youtube.com/watch?v=Wl2LkzIkacM
 Creating positive UX: 7 Principle.
• Usability.org (excellent source of practical informations)
• http://usabilitygeek.com/the-difference-between-usability-and-user-experience/ (many ref of the
différence UX and Usability)
• http://www.smashingmagazine.com/2010/10/05/what-is-user-experience-design-overview-tools-and-
resources/
• UX course: https://www.youtube.com/watch?v=O8zmUJqxrng

References 2/2
http://ia.net/blog/the-spectrum-of-user-experience-1/
UX prototyping tutorial: Design process overview | lynda.com
https://www.youtube.com/watch?v=WcFSZGvXtjA
The Psychologist view on UX:
http://uxmag.com/articles/the-psychologists-view-of-ux-design
Uxmag.com
Principles of Interaction Design: http://asktog.com/atc/principles-of-interaction-design/
Great source of information: http://www.uxmatters.com/index.php

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