User Experience


Published on

1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

User Experience

  1. 1. USER EXPERIENCE (for Dummies)
  2. 2. Who are we? Darryl Feldman Henning Fritzenwalder • BA (Hons) Design • Dipl. Industrial Designer • Postgrad DIP Computer based Design • Dipl. Marketing Communication Manager • 15+ years commercial experience developing user experiences • 5 years as an IA for GFT Technology • Led User Experience team at Sapient • Currently running hfux / UX Architects in the 3rd year • Ran Product Development at Yahoo! • Clients: DaimlerChrysler, Deutsche • Recently founded (Berlin Bank, Deutsche Telekom, T-Mobile, startup) T-Labs • Currently VP of Content and Services Design at Deutsche Telekom
  3. 3. Statement This workshop is called User Experience for Dummies as we want to enable you to practice User Experience in an environment, that maybe doesn‘t care so much about it as we do… P.S we don‘t think that you are dummies …really ;)
  4. 4. Agenda 1) What is User Experience? 2) Why is it so important? 3) How do you archieve it? 4) Good Examples 5) Hands-on experience 6) Discussion
  6. 6. What is User Experience? Theoretically, it‘s the whole pie. UX Products Most of the things Human companies do add to ID Factors Usability the user experience Brand Visual Design HCI IA Service UI MarCom CRM Content
  7. 7. What is User Experience? Practically, UX it enables Design to work on insights. IxD Communi- cation IA Design UI Human Factors Usability HCI Nach Dan Saffer „Designing for interaction“
  8. 8. What is User Experience? What Why insights? should useful be Insights support achieved? What can your intuition. the user usable What desirable does the handle? They will user like? Do we know tell you, what what the user valuable finds generic terms valuable? Which tactic mean for your Is used to find findable What accessible may limit Design case things? the user? On which signs will the credible user base his trust? Nach J.J. Garett „9 pillars of UX“
  9. 9. User Experience = Usability? Usability is great • It asks: how is a human user interacting with a device? • It‘s analytic, based on cognitive science and human factors • It got it‘s defined methods and stable results But it‘s not a silver bullet • Usability can only tell you, what doesn‘t work • Its strength is not in developing intuitive interactions, but in supporting the design • Usability can measure the joy of use – it won‘t ask why there is joy… Creating a compelling User Experience is much than making a product usable • By digging into deeper issues and motivators User Experience Design can deliver products and services that are compelling, fun and become essential to peoples lives
  10. 10. Why is User Experience important? It keeps you from relying on assumptions like … 1) … your user is either a straight logical genius, a sheep or a slave to his needs 2) … people will somehow use it anyhow 3) … it‘s web 2.0 thing, they will get it 4) … more functions make things more sexy 5) … new is always better 6) … Apple is always better 7) … everyone‘s your customer 8) … it‘s fine to do just the same as your competitors 9) … we have a captive audience so it doesn‘t matter
  11. 11. Why is User Experience important? More and more, companies are realising the only way to win in today‘s crowded market is to focus on creating a superior User Experience The bottom line…a great User Experience means a healthy business.
  12. 12. Why is User Experience important? User Experience Design can transform business goals into actions and then emotional outcomes Business goals: Actions: Emotional outcomes: 1. Reach Look Attraction (wow!) 2. Acquisition Try Affection (delight) 3. Conversion Buy Affiliation (love) 4. Retention Return 5. Loyalty Advocate Building a love affair between the user and your product/service is the main objective
  13. 13. How do you achieve it? User Experience is both a philosophy and a methodology • Ensure you have the right cultural setting and the team are open- Approach minded • Use established frameworks and processes they will help you achieve great results quickly • Ask questions before proposing solutions, but don’t get stuck in theory • Focus on the user, not politics, or personal design taste • Gain insights, prototype ideas, test them, make your solution better Conversion
  14. 14. The good, the bad & the ugly The paper clip • Simple, easy to understand • Does what it‘s supposed to well - nothing more
  15. 15. The good, the bad & the ugly Deutsche Bahn • Crowded • Multiple systems/networks to deal with • Complicated pricing • Poor signage and accessibility • …
  16. 16. The good, the bad & the ugly ? What‘s your User Experience from hell?
  17. 17. Show us what you’re made of… • First excercise: Interviewing part 1 (5 min) • Team into pairs • Interview a person beside you about the best railway trip experience they ever had. If they don’t know any railway trip in particular, they may also talk about the last holiday or flight • Interviewer: Let the person talk for 3 minutes. Try not to interrupt or express any motions while the person speaks • Interviewee: Describe as much as you know of the trip: Where did you go? How did you get there? Why did you travel? What was special about it? Why did you choose it? • Summary: What was the experience like - for the interviewer/for the interviewee?
  18. 18. Show us what you’re made of… • First excercise: Interviewing part 2 (10 min) • Change roles • New topic: What are the most remarkable places of interest or sights in your neighbourhood or town? • Interviewer: Let the person talk for 3 minutes • Interviewee: Describe as much as you know of the interesting places: What is it like? Where is it? Why did you choose it? What is special about it? What a kind of building is it? How do you get there? • Summary: After the 3 minutes give a brief one minute summary of what was the most important thing you remember from the three minutes
  19. 19. Show us what you’re made of… Lessons learned • You can’t interview someone without building up a relation that might influence the test • A real-life experience usually embraces multiple factors in no specific order • To listen means to actively sort the things you hear and put them into an order
  20. 20. Show us what you’re made of… • Second exercise: group work (10 min) • Build 4-5 groups of 4 • You are the CEO of a new travel service based on trains. For a start you want to make an offering that is different to what Deutsche Bahn offers. • Describe what you would like to do and why • Possible focus is on: – offer – character of trip – character of service – service points – process – hardware – design – software
  21. 21. Show us what you’re made of… • Use a chart for differentiation High Low Comparing Information Schedules Booking Services offers on destinations tickets
  22. 22. Show us what you’re made of… • Second exercise: (after 10 min) • First constraint: The user research has shown that users are likely to use the service to visit interesting sights and places especially for holidays. How would that change your service? Include all insights you can remember from the first two exercises (5 min) • Short summary: Show your results? How did the insights from the first excercise help you understand the task? (10 min)
  23. 23. Show us what you’re made of… Lessons learned • Building a website from a UX perspective is a bit more tricky than just thinking of functions & features • User insights might add constraints to your project that you are not going to like • Once you started to design based on User Insights, you’ll find lots of things you’d like to know more about
  24. 24. The one page to remember… • Listen to your users, they know cool stuff you don’t know • Good User Experience means Good Business, look for the overlap of user and business needs - look for the opportunity gap • User Experience is not about usability tests, technology, features or brands – it’s about how all that comes together to form a delightful experience • Prototype & Test, Prototype & Test, Prototype & Test – a lot • Find success stories that show how User Experience can improve results • Start small, prepare your insights, show how that influences the way you think and spread the word
  25. 25. Darryl & Henning 1) What is UX? Darryl asks, Henning notes, explanation of sheets alternating 2) Why is it important? Go through points alternating 3) How do you archieve it? Go through points alternating 4) Good Examples / Get ideas from the audience, Darryl asks, Henning notes 5) Hands-on experience Both helping in the audience • Discussion