user experience WORKSHOP
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THE “GOOD DESIGN” WORKSHOP
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Chapter 1: introduction
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What exactly is good design?
Write down your answer
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INTRODUCTIONS
5

DIETER RaMS
ON GOOD DESIGN
1 Good design is innovative.
6 Good design is honest.
2 Good design makes a product useful.
7 Good design is long-lasting.
3 Good design is aesthetic.
8 Good design is thorough, down to the last detail.
4 Good design makes a product understandable.
9 Good design is environmentally-friendly.
5 Good design is unobtrusive.
10 Good design is minimal.
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all we need is good design?
Q
What is the difference between good design
and user-centered design?
A
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The history of ux
Ergonomics User Experience
1950s
1990s
iPad
Usability
1980s
Application
File Edit View Draw Object
New
Open
Close
Application
File Edit View Draw Object
New
Open
Close
8

Where to focus?
Function Behavior Emotion
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why focus on users?
• Users are sophisticated and demanding.
• People expect more than transactions; they
want connections.
• The relationship between brands and people
is ever-evolving.
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Goal of the workshop
***
Explore current standards and trends in user experience
design, the conceptual foundation for these practices,
and how they create a more gratifying experience
for the user.
***
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WHY
GOOD...
AND NOT
GREAT?
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Q
Why has current thinking evolved from user-centered
design to user experience design?
A
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CHAPTER 2: user experience design
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User Experience
What it is
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User Experience
What it is Not
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Step 1: capture
• Functionality
• Content
• Design
Step 2: ENGAGE
step 3: CONVERT
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Step 1: capture
Step 2: engage
• If a customers engages with your brand and the reward is clear, they
will tune in.
step 3: convert
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Step 1: capture
Step 2: engage
step 3: convert
• UX is successful when it conveys the brand’s purpose, engages the user’s
emotion, and influences behavior.
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user experience: 10 principles
1 2 3 4 5
Stay out of Limit Create a hierarchy Provide a strong Design flows
people’s way distractions that matches information scent
people’s needs
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6 Provide context
with cues and
signposts
7 Makes actions reversible
8 Use constraints appropriately
9 Provide feedback
10 Make a good first impression
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A word on e-commerce sites
• Results are quantifiable.
• Designs tend to be results-oriented.
• There is less motivation to innovate.
• It is easy to fall into the trap of focusing only on numbers.
• Traditionally, metrics like page views, bounce rates, and
conversion rates are not enough to measure user experience.
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DO NOT FOCUS ON
EXECUTING AN IDEA...
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FOCUS ON
EVOKING A SENSATION AND
DESIGNING AN
OUTCOME.
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Chapter 3: a focus on users
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A SHIFT IN PERSPECTIVE
Let’s think about...
thinking.
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Theory of “mindtime”
how it works
We have thoughts that address the past, present, and future:
PAST: A record of successes and failures, the standard
established to define truth
PRESENT: Trends, assets, resources. Involves
monitoring the environment to make plans to
move forward
FUTURE: New possibilities, exploration, adaptation,
scanning ahead
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our application of “mindtime”
• People come to a site with a purpose,
rooted in a particular mindset.
• Understanding how the user’s
thoughts are oriented (past, present,
or future) can help you engage them
with a meaningful experience.
• Understanding the user’s mindset is
critical to user-centered design.
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What is a persona?
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Elements of personas
DEMOGRAPHICS PRIMARY GOALS ROLES
EXPERIENCE ORGANIZATIONAL MINDSET
ATTRIBUTES OR MOTIVATION
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User experience design
parallels to dating
1st impression branding, visuals
engage navigation, content
relate interaction, flow
connect content
close* conversion
*or stay on her mind so that she will call/is open to a relationship
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user experience design
Points to evaluate
Appearance: How does it look?
Interaction: How do I access it?
Information: What is it?
Structure: How is it presented?
Conceptual Model: Does it make sense to me?
Value: Does it matter to me?
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Activity
1. Identify a persona
2. Define a customer journey
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Chapter 5: interaction design
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introduction
As defined by the Interaction Design Association:
“Interaction Design (IxD) defines the structure and
behavior of interactive systems. Interaction Designers
strive to create meaningful relationships between
people and the products and services that they use,
from computers to mobile devices to appliances and
beyond. Our practices are evolving with the world;
join the conversation.”
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The main question
How can we use
psychology to create
fun, engaging and effective
interactions with customers?
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The activities of interaction design
• Gather & Define Requirements
• Create Scenarios
• Structure the Framework
• Design the Solutions
• Evaluate
• Refine
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site maps
• Identify the structure of websites
• Simplicity comes from structure
• GOAL: To help people understand where they can locate content
HOME
SUB SUB SUB SUB
TOPIC TOPIC TOPIC TOPIC
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site map structure types
Linear structure
• No active user intervention possible
• Each item of information built on others
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site map structure types
Tree structure
Users reach various subsidiary pages from the homepage.
• The branches offer various navigation possibilities
• Logical structure (hierarchical structure)
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site map structure types
Single frame structure
• Experienced as a single page by users
• No hierarchies
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site map structure types
Jump-line structure
• Linear screen arrangement
• User can reach any page from the homepage
• Little interactivity
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task flows
• Take site maps further by identifying the actions that users can
take within a section of the site.
• Draw connections to error states.
Sign In
Did user provide valid credentials?
Error Screen No Yes
Signed In
View
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swimlanes
• Align and integrate task flow with business processes,
technical requirements, and online/offline dependencies.
TASK FLOW
BUSINESS ANALYST
TECHNICAL
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wireframes
• Show the layout of an interface
screen.
• Describe each element and behavior.
• Focus on layout, labels, and
interactions.
• Avoid finished design elements such
as color and photos, instead use
placeholders for copy and images.
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interaction design: Prototypes
• Mimic the functionality of a website
• Iterative
• Getting buy-in
• Can be used to evaluate with users
• It is part of a process, not an artifact
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The tools
• Microsoft Visio
• Balsamiq
• Axure
• OmniGraffle
• Adobe InDesign
• Adobe Illustrator
• Keynote or PowerPoint
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navigation
Users should always know where they are, where they came from,
how to get back, and where to go next.
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Important questions for navigation
What is the purpose of the site?
What actions can the user perform on the site?
Do they understand how to get there?
Will the user’s goals be met?
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Navigation design: 10 principles
1 Let users know where they are
6 Stay consistent
2 Let users know where they were
7 Follow web conventions
3 Let users know where they are going
8 Do not surprise or mislead the user
4 Make it easy to get there
9 Provide users with support and feedback
5 Provide the correct navigation options
10 Give users an “out”
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buttons
• Buttons serve the purpose of getting the user to perform an action.
• An effective call to action:
• Draws the user’s attention by being a larger size in comparison to surrounding elements.
• Is positioned prominently on the page.
• Is set apart with ample whitespace.
• Is usually a contrasting color.
• Offers a secondary, alternative action (Sign Up Now or Take A Tour.)
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buttons
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tabs
• Buttons that are usually aligned side-by-side horizontally
• Distinguished by the fact that they are connected to a larger container
• Websites started using tabs for navigation purposes (Amazon, 1998)
• Excellent metaphors of real-life file tabs
• Improve content organization
• Visually pleasing
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WHEN TO USE TABS
• Grouping related information
• Information that does not need to be compared or accessed simultaneously
• Terse content
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TAB GUideLineS
• Tabs must look and behave like tabs.
• Place navigation at the top of the page.
• Only have one row of tabs.
• Always have one of the tabs pre-selected.
• Clearly indicate which tab is currently active
and which tabs are currently inactive.
• The active tab should appear connected to
the content area.
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TAB GUideLineS
• Consider grouping related tabs.
• Arrange tab labels in an order that makes
sense for your users.
• Use title style capitalization.
• Tab labels should be only one-to-two words
and written in plain language.
• Ensure fast response time.
• Do not use tabs to replace breadcrumbs.
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forms
• Forms have undergone a similar evolution to shopping carts.
• Originally, each field was filled out manually.
• Now, there auto-fill pulls your information from other sites and
browser history.
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a successful form
• Indicates the user’s progress when multiple pages are involved.
• Asks only for information that is necessary (no marketing questions.)
• Keeps the fields simple, direct, and easy to read.
• Confirms the submission of the form.
59

errors
• Traditionally, errors were pointed out using red text or a dialog box.
• Today, the best error recovery indicators use alternatives to text.
• Consider human-to-human interactions and other types of language that a user
can understand beyond text alone.
60

mobile
• People use their mobile devices to enhance productivity,
comfort, and pleasure, everywhere and at anytime
• Mobile applications need to focus on a core utility; content
must be relevant in the context that it is being used (on the
go.)
• They need to be fast and reliable in order to be valuable in
those environments.
61

What percentage of smartphone owners use
their devices to check prices in stores?
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“If you haven’t used your mobile phone to initiate some kind of financial transac-
tion, then you better get on board because it is quickly becoming the fastest-grow-
ing segment in the consumer financial world. According to IDC Financial Insights, the
number of consumers using their smartphones to complete online or offline transac-
tions has doubled as of May 2012.
About 37 percent of consumers said they plan to compare prices on their mobile de-
vices while at brick-and-mortar stores, according to PriceGrabber.com.”
-Bloomberg, July 2012.
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When planning an app:
What should our app do?
Why?
What should our app do differently from its competitors?
What should our app do better than its competitors?
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define ui brand signatures
• Each user interaction should reflect the story of the brand.
• Features, visuals, wording, fonts, and animations make a difference.
i. Differentiate
ii. Represent key functions
iii. Set the pattern of the design language
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OPTIMIZE FLOWS AND UI ELEMENTS
• Users will not wait.
• “Every millisecond counts.” -Google
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balance:
functionality
aesthetics
usability
performance
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touch points
DO: DON’T:
Bigger the better Switch from fingerpad
to fingertip
Limited options
Group targets near
each other
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“Don’t shrink, rethink.”
NOKIA
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responsive design
• The website responds to you, rather than making you deal with it
(by scrolling or magnifying or whatever-else-ing in order to view
it comfortably.) -Fast Company
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responsive design
• Code the website once but allow it to be flexible to fit the device.
Good news: Bad news:
Coded once Many more
wireframes
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Fun THeory VIdeos
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REASON OR EMOTION ?
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You can’t make decisions without EMOTions
Saver and Damasio (1991)
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CAN DO WILL DO
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excitement
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social
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love
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effort
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why did you join facebook?
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PERSUASIVE design
There are seven main methods in the persuasive design “arsenal”:
1 Reciprocation - “I like to return favors.”
2 Commitment - “I like to do what I say.”
3 Social Proof - “I go with the flow.”
4 Authority - “I’m more likely to act on information if it’s told by an expert.”
5 Scarcity - “If it’s running out, I want it.”
6 Framing - “I’m influenced by the way prices are framed.”
7 Salience - “I care about what’s relevant to me right now.”
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The evolution of the shoppinG cart
• The user flow from product page to order
submission has evolved over time.
• Originally, it was a long process:
Add to Cart > Checkout > Register/Sign In >
Enter Billing/Shipping Info > Submit Order
• Today, there is 1-Click Checkout,
paying through PayPal, having one shopping
cart from multiple stores (or sellers, like on
eBay.)
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today’s shopping cart
• The online shopping cart is more flexible than its physical counterpart.
• Improvements come about from thinking outside the box.
THINK OUTSIDE THE BOX
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successful shopping cart traits
• Welcomes users by name.
• Points out that an item has been added (immediate feedback.)
• Links back to the original product.
• Gives users the option to keep shopping and brings users back to the
same place on the page.
• Estimates the total cost (plus shipping and discounts based on zipcode.)
• Allows for easy quantity edits/removal.
89

successful shopping cart traits
• Saves items in cart across multiple sessions and windows.
• Saves items in cart for adequate time periods.
• Allows people to buy without registering.
• Allows to save for later.
• Can put on waitlist if out of stock.
• Get e-mail notification or auto-purchase if out of stock.
90

CHECKOUT PROCESS
• Does not have sub-pages or flows (e.g., referred shipping address, create an
account.) It is a linear process.
• Provides the opportunity to gift wrap or include a personal message.
• Moves forward to the next step.
• Visualizes journey/show progress.
• Steers clear of ambiguous language such as back, next, proceed (e.g.,continue
could mean “continue shopping” or “continue checkout” depending on state of
mind of shopper.)
91

BROWSING
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Outfit Builders
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Multiple Views
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what are GREAT INTERACTIONS
IN E-COMMERCE?
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LIVE FEEDS
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SHOPPABLE MEDIA
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EXPERTS’ PICKS
101

DIRECT CONTacT
102

CUSTOMIZED EXPERIENCES
103

pop quiz
Q
What is the difference between navigation and
information architecture?
A
104

CLOSING
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