How design decisions affect user performance


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How design decisions affect user performance

  1. 1. Piece of the PuzzleHow Design Decisions Affect User PerformanceRachna Mittal By Times Business Solutions
  2. 2. How the Design Decisions are taken? Designer Centric DecisionsUser Interface do not:• Hear user’s need• See who the user is• Speak with users
  3. 3. What User Performance is?User Performance Metrics by Kristoffer Bohmann, July 4, 20001. Time To Complete A Task2. Number Of Errors Per TaskFew more dimensions to User Performance1. First Time Gratification2. Rule of 2 seconds3. Rule of 3 clicks4. Information Efficiency5. KISS (Keep it Simple Stupid)6. Site Conversion
  4. 4. Visitors, Users, and Audience Do all of them are synonyms to each other Absolutely, NOVisitors include everyone who happens upon your siteUsers are intentional visitors who are looking for something specificAudience are the visitors you are trying to reach, to whom you are trying todeliver your message, and with whom you are most likely trying to establishan ongoing relationship
  5. 5. Understand your AudienceHow to gather information about Audience:Audience ResearchFocus GroupInterview Representative of your AudienceConduct in-person InterviewFind out following details: What they would be looking for on a site similar to yours Their experience on similar websites What they liked What they didn’t like Their browsing habits
  6. 6. Process of Making Design DecisionsWhen designing the wireframePosition prime communication in focusPosition prime call-to-action buttons in focusThe KISS FormulaWhen designing the VisualKeep aesthetics very elegant, it helps in First Time GratificationDefine eye movementColors and Typography plays a crucial partDuring Site ConstructionMake it cross browser compatibleSupport user base of old browser
  7. 7. Influencing user is a Binary Choice ZERO or ONE Either ‘YES’ or ‘NO’
  8. 8. Right Attitude of Design Decisions User Centric DecisionsUser Interface can:• Hear user’s need• See who the user is• Speak with users
  9. 9. Phases of User Experience & Design
  10. 10. User Experience DesignUser experience is a term used to describe the overallexperience and satisfaction a user has when using a product orsystem.Benefits:Avoiding unnecessary product featuresSimplifying customer-facing technical publicationsImproving the usability of the system and its acceptance by customersExpediting design through detailed and properly conceived guidelinesIncorporating business and marketing goals while catering to the user
  11. 11. 10 Most Common Misconceptions About User Experience Design
  12. 12. 1 User experience design is NOT User interface design “User experience isnt a layer or component of a product or service. Its really about the design of whole systems and their interconnections.”Andrew Hinton, Senior information architect atVanguard
  13. 13. 2 User experience design is NOT A step in the process “User experience design isnt a checkbox. You dont do it and then move on. It needs to be integrated into everything you do. Its a process of continually learning about users.”Liz Danzico Chair, MFA in Interaction Design, School ofVisual Arts in NYC
  14. 14. 3 User experience design is NOT Just about Technology “User experience design is not limited to the confines of the computer. It doesnt even need a screen... User experience is any interaction with any product, any artifact, any system.”Bill DeRouchey, Director of interaction design at Ziba Design
  15. 15. 4 User experience design is NOT Just about Usability “While usability is important, its focus on efficiency and effectiveness seems to blur the other important factors in UX, which include learnability and visceral and behavioral emotional responses to the products and services we use.”David Malouf, Professor of interaction design, Savannah College of Art & Design
  16. 16. 5 User experience design is NOT Just about the User “We just can’t always do what is best for the users. ﬔere are a set of business objectives that are needing to be met—and we’re designing to that, as well.”Russ Unger, Director of Experience Planning, DraFCB
  17. 17. 6 User experience design is NOT Expensive “People cling to things like personas, user research, drawing comics, etc. In reality the best designers have a toolbox of options, picking and choosing methods for each project what makes sense for that particular project.”Dan Saffer, Founder and principal, Kicker Studio
  18. 18. 7User experience design is NOT Easy All assumption, no validation One-size-fits-all solutions Feature creep Design during development
  19. 19. 8 User experience design is NOT The role of one person or Department “Compartmentalist view of UX is evidence that it is not part of the organizational culture and hints to teams not having a common goal or vision for the experience they should deliver collectively.”Livia Labate, Principal, UX, Comcast Interactive Media
  20. 20. 9User experience design is NOT A single discipline Human Computer Interaction User Experience Design Information Architecture User Interface Design Human Factors Engineering Interaction Design Usability
  21. 21. 10 User experience design is NOT A choice “ﬔe biggest misconception is that companies have a choice to invest in their user’s experience. To survive, they don’t.”Joshua Porter, Principal at Bokardo Design
  22. 22. User experience design is NOT…USER EXPERIENCE DESIGN IS NOT: USER EXPERIENCE DESIGN IS:1. User interface design It is the system2. A step in the process It is the process3. Just about technology It is about behaviour4. Just about usability It is about value5. Just about the user It is about context6. Expensive It is flexible7. Easy It is a balancing act8. The role of one person or dept It is a culture9. A single discipline It is a collaboration10. A choice It is a means of survival
  23. 23. A Glimpse To Few Design PrinciplesCOMPARISON OF ITEM ONE COMPARISON OF ITEM TWO• 2-Second Rule • Fitts’ Law• 3-Click Rule • Hick’s Law• 80/20 Rule • Gestalt Principles• Affordance • Idiot-Proof• Chromostereopsis • Information Efficiency• Cognitive Load • Information Overload• Consistency • Intuitive • Inverted Pyramid Process• Conversion Rate • KISS• Direct Manipulation • Know Thy User• Display Inertia • Legibility• Efficiency • Mental Map• Effectiveness
  24. 24. Picture Page LayoutYour picture caption can go here.Picture from