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#effec%veui




The ROI of User Experience
          From Strategy and Conception
          to Development and Execution




Anthony Franco               twitter.com/anthonyfranco
President, EffectiveUI   anthonyfranco.wordpress.com
question:
what do these 3 very successful products have in common?
answer:
they all found a
HUGE female audience
answer:
they all found a
HUGE female audience
   accidentally
Investing in user
experience gives you
 the opportunity to
gain wide adoption...
   deliberately!
INVEST IN
GOOD USER
EXPERIENCE
There is only one
  true measure
  for successful
user experiences...
ROI
The main
ingredient for
solution ROI...
User Adoption
user adoption = ROI
 customer self service x user adoption = ROI
  employee data entry x user adoption = ROI
  content participation x user adoption = ROI
user generated content x user adoption = ROI
  process automation x user adoption = ROI
investing in a

 Good User
 Experience
 is simply hyper focusing on

User Adoption
IBM “Cost-Justifying Ease of Use”

  “Every $1 invested
  in usability returns
between $10 and $100”
IBM’s Lotus Notes
most technology solutions produce these results
what if we re-defined success by delighting users?
HOW?
    (the laws of creating
effective user experiences)
what was common about the successes?
Law:
FOCUS ON THE
 USER FIRST
✓
focus on the end user first by:



   understanding user
    goals and needs
   before deciding on
      the user flow
stakeholders defined this user flow
                    PICK HOW YOU         OPEN AN           STORE CREDIT                      CLICK EMAIL
         SHIP          WILL PAY                          CARD INFORMATION   WAIT FOR EMAIL   TO CONFIRM
                                         ACCOUNT

                   Now?                I just want to
                                       ship something.


                          LOGIN




     PACKAGE,
                                        CHOOSE             CHECK PRICE/
     DETAILED        TO & FROM                                               CONFIRM          TRACK
                                        SERVICE                PAY
    DESCRIPTION

I don’t know how                   What does
to answer that.                    each cost?
what their
USERS WANT THIS:   customers actually needed:
                        PACKAGE,     COST VS.            CONFIRM
     SHIP              TO & FROM   TIME DECISION   PAY   & TRACK




    this is what users wanted
✓
focus on the end user first by:



        conducting
    good research and
      iterating with
        prototypes
avoid:




  building large user
 research documents
fewer research interpretations are better
quality of user research




                           number of interpretations

   the fidelity of research deliverables
Law:
I.T. PROBABLY DOES
 NOT UNDERSTAND
 YOUR CUSTOMERS
baduigallery.com




how did this happen?
“Software today is
designed for the people
  who are building it”
this is typically how I.T. sees your customers
ABC CORP SYSTEM
ARCHITECTURE
TRANSACTION
                CITIZEN DATA
  SERVER

            LEGACY
  BPM     AUTOMATION     CMS
          FRAMEWORK                project teams
                                   minimize the user
  3rd PARTY         3rd PARTY
 WORKFLOW           CONTENT        in almost every
                                   process
              SOA

 SEARCH ENGINE OPTIMIZATION

                    UI



 and this is where they put them
avoid:



allowing I.T. to make
  uninformed user
experience decisions
avoid:


      Allowing I.T. to
       offshore your
     interface design
      or architecture
Law:
USERS DON’T KNOW
  HOW TO BUILD
  REQUIREMENTS
You need to interpret
what your users ask for
- Henry Ford

 If I had asked people what
  they wanted, they would
  have said ‘faster horses.’
“where’s the refresh button?”
                      joe user
Law:
VALUE GOOD
  DESIGN
Give me 5 features
  that made you
   upgrade your
operating system
Adobe Watson Express
avoid:




           Asking for
         the “big pitch”
Law:
 PLAY CHESS
NOT CHECKERS
does anyone here think this is possible?




 “In less than 8 weeks we
 created a game-changing
   customer experience”
UX
Revolution
                                            Innovation




 organizational                Evolution
    technology
    ecosystem
                                                                  Mobile




                                                           delivery
                                           Web
                                                           channel

                                                                           Desktop




UX                                                       Device
business




     cultural

                trends                economic



      markets



                                                            connectivity
                          legal




                                language

                                                 locality

UX                        accessibility                         technology
say               socialize




 collaborate
                     behaviors               make




          do


                                  want

                       need                                   see



                                      touch
                                                    senses


UX                                                   feel
                                                             hear
IBM “Cost-Justifying Ease of Use”

  “Every $1 invested
  in usability returns
between $10 and $100”
most companies are
                                  spending money fixing
innovation                        user adoption issues
                                  rather than doing the less
                                  costly work of strategically
                                  forecasting user needs

       20%




                    80%

                            maintenance
                                                       Pressman, 1992


 80% of development are maintenance costs
✓
play chess by:

    Taking the time for
    strategic research
      combined with
    iterative validation
Law:
 DO NOT TRY
TO DESIGN FOR
  EVERYONE
If you attempt to
design for everybody,
 you wind up building
       for nobody
this is the result of building for everyone
✓
do not build for everyone:


   Contextualize how
  you think about your
   users by defining a
 small set of user types
         (a maximum of 3 is best)
avoid:




    “Fewer features”
from: Joel Spolsky’s topic, It’s Not That Hard”


an example of “feature” thinking
from: Joel Spolsky’s topic, It’s Not That Hard”


an example of “end user” thinking
Law:
RIGID PLANS ARE
 PLANS TO FAIL
“Software projects are
predictably unpredictable”
process diagrams are a dime a dozen
avoid:




     you can’t schedule innovation like this
On Time
  On Budget
  No Hard Conversations
(who cares if anyone is using it)

rigid plans attempt to produce these results
✓
projects are unpredictable because:

  SCOPE = PRODUCT
Law:
EVERY PRODUCT
NEEDS A SINGLE
    VISION
Product
Executive             Designer   Developer
            Manager
Product
Executive             Designer   Developer
            Manager
define success and
 build consensus
understand
the end user
contextual research
Context Scenarios
                                                                       Logs in to the console
                                                                       Monitors network feeds
                                                                       Sets advanced lters
                                                                       Establishes rules
                                                                       Receives an alert
                                                                       Drills down to problem area
                                                                       Discovers and attack
                                                                       Quarantines a ected area



                                   James Woo                                                                        Context Scenarios
                                                                                                                      Logs in to the console
Power User Primary Persona                                                                                            Reviews Network Activity
                                                                                                                      Sets New Rules
James is an IT administrator for an internal network of a 3000 employee corporation. He is
on call 24-7 and is responsible for maintaining a very complex, multi-tiered environment,
from high-pro le servers to employee computers.

Being able to put his nger to the “pulse of the network”, maintain ne-grain control of
tra c and maintain a high level of security is what James relies on. There are gigabits of
activity happening every hour that he must be able to respond to at a moments notice.
                                                                                      Marian Phillips
When James logs in to the application he is able to maintain an overview of his network.
                                                 Novice User Secondary Persona
He knows the network inside and out and has customized his “workspace” to cater to the
                                                                                                                                                                                 Context Scenarios
                                                                                                                                                                                   Logs in to the console
most critical areas.                                                                                                                                                               Glances at Dashboard
                                                 Marian is IT support for a 200 employee company. She monitors the network, but also                                               Evaluates network “saves”
                                                 helps with employee hardware and software.

                                                  The rst order of business for Marian is checking email, voice messages and the current
                                                  status of the network. She receives an email stating that employees are no longer allowed
                                                  to browse YouTube.com.

                                                  In addition to monitoring the network, Marian can perform a couple easy steps to creating
                                                  a rule to block employees from browsing to YouTube.com. Sure, Marian can view every       Clark McCarthy
                                                  network activity, but her primary concern is responding to the immediate demands of
                                                  enforcing company policies.                                  Executive User Secondary Persona                                                                                          Context Scenarios
                                                                                                                                                                                                                                           Demonstrates the application
                                                                                                                                                                                                                                           Drills into speci c features
                                                                                                              Clark is CTO for a 3000 employee company and reports directly to board members.
                                                                                                              He likes to keep tabs on the companies network response and e ectiveness to see if
                                                                                                              spending all that money on new servers is really paying o .

                                                                                                              Steve wants an easy-to-use dashboard that allows him to monitor just how great his Newstead
                                                                                                                                                                                                George
                                                                                                              network is running. It also doesn’t hurt that he has high level information he can use
                                                                                                              to get get praise from the boss.                         TriGeo Executive
                                                                                                                                                                       George is looking for a product that can be white labeled and headed on the path to a
                                                                                                                                                                       SaaS o ering while delivered on time and with required functionality.


                                                                                                                                                                                                                                         Context Scenarios
                                                                                                                                                                                                                                           Gives a demo
                                                                                                                                                                                                                                           Navigates through features




                                                                                                                                                                                             Linda Deris

                                                                                                                                                                     TriGeo Employee
                                                                                                                                                                     Linda is focused on selling TriGeo o erings. She wants something easy to demo and
                                                                                                                                                                     sell while successfully conveying the value, ease and power of the application.




user archetypes
Gwen’s Customer Journey
                   Gwen is moving her family of three. She knows she’s going to need phone and internet service. The affective and contextual
                   factors that will affect Gwen’s choice in telecom vendors are price, her existing knowledge and previous experience.
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                                                                                                                                                                                                                        An                                                                                                                                                 Fr

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              As



Thoughts
& Feelings

                                                                                                                                                                                                                      Calls to order service




Emotional                                                                                                                                                                                                                                                                                                                                                                                                Emotion throughout journey
                                                     Goes online and checks out different options
Experience
                                                                                                                                                                                                                                                                                                                                                                                                         Emotion towards --------
                                                                                                                          Consults with influencer


                                                                                                                                                I can’t afford what I’m finding here.                                                                                 On hold for too long. Hanging up.
                                                                                                                                                                                                                                                                                                                                                                       Ends phone call
                                                                                                                                 Go back                                                                                                     Go back

Phases of
the Journey
                       Inquiry                                                                                                Comparison                                                                                                            Purchase                                                                                                                            Installation
                       Description                                                                                            Description                                                                                                           Description                                                                                                                         Description
                       The Inquiry phase consists of the reasons people are                                                   The potential customer comes in to the Comparison                                                                     The Purchase phase involves the provider demanding                                                                                  Installation phase is the handoff from customer
                       shopping around for new service. These are usually                                                     phase usually armed with the right info, tech jargon,                                                                 quite a bit of personal info. The order flow tends to be                                                                            service to the installer. There are usually scheduling
                       related to moving and relocation, an upgrade to                                                        and is looking for lowest cost. They tend to be brand                                                                 complex and the process can be all over map. There is                                                                               conflicts between all parties involved. This phase can
                       existing service, or hunting down new deals. Moving                                                    agnostic . If they can’t find the right price or the right                                                            a sense of delayed gratification - waiting on service                                                                               usually be somewhat painful for the customer in
                       is the biggest reason.                                                                                 services, they may leave and go back to inquiry.                                                                      installation and activation.                                                                                                        dealing with installer.

                       Recommendations                                                                                        Recommendations                                                                                                       Recommendations                                                                                                                     Recommendations
                       Design homepages with separate targeted call-out                                                       Recommend using IP Location services to geo-locate                                                                    Reduce amount of info required by streamlining and                                                                                  Many factors converge to make this phase of the
                       areas lying above the fold tailored for residential                                                    customers - removing the current service address                                                                      improving any areas that contain form fields using                                                                                  customer journey unpleasant. Providing accurate
                       customers and tech-savvy customers. Internal product                                                   roadblock. Allowing users to configure services before                                                                industry best practices. Work on setting expectations                                                                               arrival times, courteous technicians, and clear instruc-
                       areas should include basic plain-english product                                                       adding them to the cart, and reflecting bundled price                                                                 for installation phase with customer service reps on                                                                                tion materials during Installation can help alleviate
                       descriptions and large price points with a clear call to                                               discounts in a clear and obvious manner.                                                                              the phone to improve overall experience with your                                                                                   the negative experience inherent in this phase. Also,
                       action. Tech-savvy bullet points should include                                                                                                                                                                              brand.                                                                                                                              consider having leave behind customer comment
                       keywords that summarize options and features                                                                                                                                                                                                                                                                                                                     cards so customers feel empowered to give feedback
                       typically found in product datasheets.                                                                                                                                                                                                                                                                                                                           into the process.




    the customer journey
customer stories
build prototypes based on research
use prototypes to conduct empirical research
inspire good design
Mood Board : Showcase




                 Mood Board : Slate




                                      Mood Board : Dynamic




mood boards
design compositions
ensure business,
design & technology
   collaboration
TriGeo Console Project Milestone v_0.1
                                                                    Last Modi ed: October 30, 2008 9:12 AM




EXPERIENCE MAP

The Experience Map acts as a diagram of the “ ow” of an
application. It is important to hone in on this high-level
framework of the application so a clear direction may be
established. This map helps the direction of wireframes without
getting too far into the details.

The content of the Experience Map is based on user research,
a current understanding of the application and methods of
improving usability. As more information is gathered and
Experience Map evolves until a direction has been established.

Creating the Experience Map was an ongoing process that ran
in tandem with wireframes and creating design compositions.
Although there was some inconsistent overlap due to these areas
being done in parallel, thinking around wireframes helped to
tighten areas of the Experience Map and vice versa.

In the end, a solid overview of the TriGeo Console was generated
that acts as the foundation for additional development and user
experience re nement. There is still work to be done and directly
correlates to the Wireframes.




                                                                                                             20




  experience maps
wireframes
Adobe Video Workshop
graphic components




                       Adobe Video Workshop
                       style guide




graphic elements and style guides
interactive technical references
articulate the vision
vision demos
bad news:
 GOOD UX IS HARD

     good news:
THERE ARE REWARDS
FOR GETTING IT RIGHT
sales conversion time
    reduced by 35%

  manufacturing costs
   dropped by 42%

online revenue grew from:
        $5 million
            to
       $85 million
...all in less than 9 months
Thank You

             #effec%veui



Anthony Franco                twitter.com/anthonyfranco
President, EffectiveUI    anthonyfranco.wordpress.com

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The ROI of User Experience

  • 1. #effec%veui The ROI of User Experience From Strategy and Conception to Development and Execution Anthony Franco twitter.com/anthonyfranco President, EffectiveUI anthonyfranco.wordpress.com
  • 2. question: what do these 3 very successful products have in common?
  • 3. answer: they all found a HUGE female audience
  • 4. answer: they all found a HUGE female audience accidentally
  • 5. Investing in user experience gives you the opportunity to gain wide adoption... deliberately!
  • 7. There is only one true measure for successful user experiences...
  • 8. ROI
  • 11. user adoption = ROI customer self service x user adoption = ROI employee data entry x user adoption = ROI content participation x user adoption = ROI user generated content x user adoption = ROI process automation x user adoption = ROI
  • 12. investing in a Good User Experience is simply hyper focusing on User Adoption
  • 13. IBM “Cost-Justifying Ease of Use” “Every $1 invested in usability returns between $10 and $100”
  • 15. most technology solutions produce these results
  • 16. what if we re-defined success by delighting users?
  • 17. HOW? (the laws of creating effective user experiences)
  • 18. what was common about the successes?
  • 19. Law: FOCUS ON THE USER FIRST
  • 20. ✓ focus on the end user first by: understanding user goals and needs before deciding on the user flow
  • 21. stakeholders defined this user flow PICK HOW YOU OPEN AN STORE CREDIT CLICK EMAIL SHIP WILL PAY CARD INFORMATION WAIT FOR EMAIL TO CONFIRM ACCOUNT Now? I just want to ship something. LOGIN PACKAGE, CHOOSE CHECK PRICE/ DETAILED TO & FROM CONFIRM TRACK SERVICE PAY DESCRIPTION I don’t know how What does to answer that. each cost?
  • 22. what their USERS WANT THIS: customers actually needed: PACKAGE, COST VS. CONFIRM SHIP TO & FROM TIME DECISION PAY & TRACK this is what users wanted
  • 23. ✓ focus on the end user first by: conducting good research and iterating with prototypes
  • 24. avoid: building large user research documents
  • 25. fewer research interpretations are better quality of user research number of interpretations the fidelity of research deliverables
  • 26. Law: I.T. PROBABLY DOES NOT UNDERSTAND YOUR CUSTOMERS
  • 28. “Software today is designed for the people who are building it”
  • 29. this is typically how I.T. sees your customers
  • 30. ABC CORP SYSTEM ARCHITECTURE TRANSACTION CITIZEN DATA SERVER LEGACY BPM AUTOMATION CMS FRAMEWORK project teams minimize the user 3rd PARTY 3rd PARTY WORKFLOW CONTENT in almost every process SOA SEARCH ENGINE OPTIMIZATION UI and this is where they put them
  • 31. avoid: allowing I.T. to make uninformed user experience decisions
  • 32. avoid: Allowing I.T. to offshore your interface design or architecture
  • 33. Law: USERS DON’T KNOW HOW TO BUILD REQUIREMENTS
  • 34. You need to interpret what your users ask for
  • 35. - Henry Ford If I had asked people what they wanted, they would have said ‘faster horses.’
  • 36. “where’s the refresh button?” joe user
  • 37. Law: VALUE GOOD DESIGN
  • 38. Give me 5 features that made you upgrade your operating system
  • 39.
  • 40.
  • 42. avoid: Asking for the “big pitch”
  • 44. does anyone here think this is possible? “In less than 8 weeks we created a game-changing customer experience”
  • 45. UX
  • 46. Revolution Innovation organizational Evolution technology ecosystem Mobile delivery Web channel Desktop UX Device
  • 47. business cultural trends economic markets connectivity legal language locality UX accessibility technology
  • 48. say socialize collaborate behaviors make do want need see touch senses UX feel hear
  • 49. IBM “Cost-Justifying Ease of Use” “Every $1 invested in usability returns between $10 and $100”
  • 50. most companies are spending money fixing innovation user adoption issues rather than doing the less costly work of strategically forecasting user needs 20% 80% maintenance Pressman, 1992 80% of development are maintenance costs
  • 51. ✓ play chess by: Taking the time for strategic research combined with iterative validation
  • 52. Law: DO NOT TRY TO DESIGN FOR EVERYONE
  • 53. If you attempt to design for everybody, you wind up building for nobody
  • 54. this is the result of building for everyone
  • 55. ✓ do not build for everyone: Contextualize how you think about your users by defining a small set of user types (a maximum of 3 is best)
  • 56. avoid: “Fewer features”
  • 57. from: Joel Spolsky’s topic, It’s Not That Hard” an example of “feature” thinking
  • 58. from: Joel Spolsky’s topic, It’s Not That Hard” an example of “end user” thinking
  • 59. Law: RIGID PLANS ARE PLANS TO FAIL
  • 61. process diagrams are a dime a dozen
  • 62. avoid: you can’t schedule innovation like this
  • 63. On Time On Budget No Hard Conversations (who cares if anyone is using it) rigid plans attempt to produce these results
  • 64. ✓ projects are unpredictable because: SCOPE = PRODUCT
  • 65. Law: EVERY PRODUCT NEEDS A SINGLE VISION
  • 66. Product Executive Designer Developer Manager
  • 67. Product Executive Designer Developer Manager
  • 68. define success and build consensus
  • 69.
  • 72. Context Scenarios Logs in to the console Monitors network feeds Sets advanced lters Establishes rules Receives an alert Drills down to problem area Discovers and attack Quarantines a ected area James Woo Context Scenarios Logs in to the console Power User Primary Persona Reviews Network Activity Sets New Rules James is an IT administrator for an internal network of a 3000 employee corporation. He is on call 24-7 and is responsible for maintaining a very complex, multi-tiered environment, from high-pro le servers to employee computers. Being able to put his nger to the “pulse of the network”, maintain ne-grain control of tra c and maintain a high level of security is what James relies on. There are gigabits of activity happening every hour that he must be able to respond to at a moments notice. Marian Phillips When James logs in to the application he is able to maintain an overview of his network. Novice User Secondary Persona He knows the network inside and out and has customized his “workspace” to cater to the Context Scenarios Logs in to the console most critical areas. Glances at Dashboard Marian is IT support for a 200 employee company. She monitors the network, but also Evaluates network “saves” helps with employee hardware and software. The rst order of business for Marian is checking email, voice messages and the current status of the network. She receives an email stating that employees are no longer allowed to browse YouTube.com. In addition to monitoring the network, Marian can perform a couple easy steps to creating a rule to block employees from browsing to YouTube.com. Sure, Marian can view every Clark McCarthy network activity, but her primary concern is responding to the immediate demands of enforcing company policies. Executive User Secondary Persona Context Scenarios Demonstrates the application Drills into speci c features Clark is CTO for a 3000 employee company and reports directly to board members. He likes to keep tabs on the companies network response and e ectiveness to see if spending all that money on new servers is really paying o . Steve wants an easy-to-use dashboard that allows him to monitor just how great his Newstead George network is running. It also doesn’t hurt that he has high level information he can use to get get praise from the boss. TriGeo Executive George is looking for a product that can be white labeled and headed on the path to a SaaS o ering while delivered on time and with required functionality. Context Scenarios Gives a demo Navigates through features Linda Deris TriGeo Employee Linda is focused on selling TriGeo o erings. She wants something easy to demo and sell while successfully conveying the value, ease and power of the application. user archetypes
  • 73. Gwen’s Customer Journey Gwen is moving her family of three. She knows she’s going to need phone and internet service. The affective and contextual factors that will affect Gwen’s choice in telecom vendors are price, her existing knowledge and previous experience. ? nt fro e. . up ? . . n od ns lo h. h ed ue as e. ? go ea is a rc fo uc t g . va dg va xp o k ight ea in n’t m th e. m i nc wle is . s ar h o ct ar e r ou le to be th do ce r uc s a no do ? ew t l go g. at e to vi m ay be y es in en ht m gu o ad p tim so ice tt ov h l g to yv n e w ab ni ice ie es ice e m er i e d ve rv n ee tio . ur be e v sa e dd em er M e go as ys er tim ha e’r s ed i yn es lla itt h u fin th se en to er ss W e. yb re io n ce th e eI ll m th t a lo ev ing ns lin ow cis m wi Pr em d ro e’s eI ’s a do vi t o ul co on p ed no t g e p n r re em us ho s I’v hy he he re d is w go e l yp m na ’m No I’ll It’s Ho ed e & Is Th Th el Th I us W t W W I’ll tio d tra wh ite xio ra us er xc pi An Fr Ov E As Thoughts & Feelings Calls to order service Emotional Emotion throughout journey Goes online and checks out different options Experience Emotion towards -------- Consults with influencer I can’t afford what I’m finding here. On hold for too long. Hanging up. Ends phone call Go back Go back Phases of the Journey Inquiry Comparison Purchase Installation Description Description Description Description The Inquiry phase consists of the reasons people are The potential customer comes in to the Comparison The Purchase phase involves the provider demanding Installation phase is the handoff from customer shopping around for new service. These are usually phase usually armed with the right info, tech jargon, quite a bit of personal info. The order flow tends to be service to the installer. There are usually scheduling related to moving and relocation, an upgrade to and is looking for lowest cost. They tend to be brand complex and the process can be all over map. There is conflicts between all parties involved. This phase can existing service, or hunting down new deals. Moving agnostic . If they can’t find the right price or the right a sense of delayed gratification - waiting on service usually be somewhat painful for the customer in is the biggest reason. services, they may leave and go back to inquiry. installation and activation. dealing with installer. Recommendations Recommendations Recommendations Recommendations Design homepages with separate targeted call-out Recommend using IP Location services to geo-locate Reduce amount of info required by streamlining and Many factors converge to make this phase of the areas lying above the fold tailored for residential customers - removing the current service address improving any areas that contain form fields using customer journey unpleasant. Providing accurate customers and tech-savvy customers. Internal product roadblock. Allowing users to configure services before industry best practices. Work on setting expectations arrival times, courteous technicians, and clear instruc- areas should include basic plain-english product adding them to the cart, and reflecting bundled price for installation phase with customer service reps on tion materials during Installation can help alleviate descriptions and large price points with a clear call to discounts in a clear and obvious manner. the phone to improve overall experience with your the negative experience inherent in this phase. Also, action. Tech-savvy bullet points should include brand. consider having leave behind customer comment keywords that summarize options and features cards so customers feel empowered to give feedback typically found in product datasheets. into the process. the customer journey
  • 75. build prototypes based on research
  • 76. use prototypes to conduct empirical research
  • 78. Mood Board : Showcase Mood Board : Slate Mood Board : Dynamic mood boards
  • 80. ensure business, design & technology collaboration
  • 81. TriGeo Console Project Milestone v_0.1 Last Modi ed: October 30, 2008 9:12 AM EXPERIENCE MAP The Experience Map acts as a diagram of the “ ow” of an application. It is important to hone in on this high-level framework of the application so a clear direction may be established. This map helps the direction of wireframes without getting too far into the details. The content of the Experience Map is based on user research, a current understanding of the application and methods of improving usability. As more information is gathered and Experience Map evolves until a direction has been established. Creating the Experience Map was an ongoing process that ran in tandem with wireframes and creating design compositions. Although there was some inconsistent overlap due to these areas being done in parallel, thinking around wireframes helped to tighten areas of the Experience Map and vice versa. In the end, a solid overview of the TriGeo Console was generated that acts as the foundation for additional development and user experience re nement. There is still work to be done and directly correlates to the Wireframes. 20 experience maps
  • 83. Adobe Video Workshop graphic components Adobe Video Workshop style guide graphic elements and style guides
  • 87. bad news: GOOD UX IS HARD good news: THERE ARE REWARDS FOR GETTING IT RIGHT
  • 88.
  • 89. sales conversion time reduced by 35% manufacturing costs dropped by 42% online revenue grew from: $5 million to $85 million ...all in less than 9 months
  • 90. Thank You #effec%veui Anthony Franco twitter.com/anthonyfranco President, EffectiveUI anthonyfranco.wordpress.com