In today’s fast changing markets, companies need to respond quickly by adapting their technologies, communication, and processes to new demands, services and consumer types. Nowadays, real-life performance and overall user experience of a product or system is not just important, but a key factor for success and even for survival. Let’s talk about usability!

1. THE DEFINITION
OF GOOD DESIGN
Elena Osichkina

2. WHAT IS USABILITY
AND USER EXPERIENCE?

3. USER
BUSINESS GOALS
TECHNOLOGICAL
CAPABILITIES
FANCY
FEATURES
UCD
USER-CENTERED
DESIGN

4. WHAT
HAPPENS
OTHERWISE

5. WHO CAN BE RESPONSIBLE
FOR UX

6. PROJECT MANAGER
 Is aware of all projectdetails and knows
target audience;
 Can create business requirements.
 Puts budgetand client’s satisfaction
before users’needs;
 Constantly lacks time.
-+

7. +
 Can quickly implementchanges to the
product.
 Uses templates and patterns;
 Strictly follows the specification;
 Has time restrictions.
DEVELOPER
-

8.  Isn’t fully aware of all projectrequirements
and may be unable to see a full picture;
 Puts style and aesthetics before user
experience.
+
DESIGNER
-
 Can quickly designan interface;
 Knows prototyping tools.

9. +
CUSTOMER
-
 Knows target audience.  Is interested in the idea implementation;
 Wants to save money.

10. WHO SHOULD BE RESPONSIBLE
FOR UX ?

11. UX EXPERT
 User’s best friend
 Is a qualified professional
 Cares about independentresearchand getting real results

12.  Understanding UX for a successfulproduct
 Understanding the necessityof UX specialistallocation
 Saving time on change requests
 Possibilityto share a commonlanguage
 Importance of productsupport
DO YOU
REALLY NEED
UX?

13. RESULT
 Initial requestfor a web application
 UX expert’s business trip to the client’s office
 Researchand end-users interviewing
APPLICATION
FOR A
SHIPPING COMPANY
Adding mobile application as main request
according to users’ needs.

14. RESULT
 In-depthfield investigation
 Focus group gathering
 Results analysis
 Prototypes creation
INTERNAL SYSTEM
FOR AN
AIRLINE COMPANY
Striking results in costs optimization and
user-friendliness.

15. BAD UX VS GOOD UX

20. THANK YOU
NOW IT’S TIME FOR QUESTIONS
Elena Osichkina
DEPARTMENT MANAGER / DESIGN DEPARTMENT / SIGMA SOFTWARE
ELENA.OSICHKINA@SIGMA.SOFTWARE