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User Experience vs. the Visual Designer - LINE Communications

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Paul Thorpe, Head of Visual Design and User Experience Design (UX) at our fellow LTG company, LINE Communications, presented a seminar at the Learning Technologies Summer Forum in June 2014. It covered what UX is and why it's so important today, as well as touching on some of Paul's personal thoughts on designing great experiences.

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User Experience vs. the Visual Designer - LINE Communications

  1. 1. © LINE Communications 2014 25 years of transforming business through learning innovation User Experience vs. the Visual Designer Paul Thorpe, Head of Visual & UX Design
  2. 2. © LINE Communications 2014 Hello ☺ My name is Paul and I’m a designer I love my job.
  3. 3. © LINE Communications 2014 This is about User Experience Design
  4. 4. © LINE Communications 2014 UX is a term on everyone’s lips © 2004 Scott Adams Inc.
  5. 5. © LINE Communications 2014 Visual Design = User Experience Design Makes sense, right? UI, branding, layout, colour, typography, photography, illustration, animation…
  6. 6. © LINE Communications 2014
  7. 7. © LINE Communications 2014 What UXD isn’t What UXD is What UXD means to me Why UXD should matter to you
  8. 8. © LINE Communications 2014 Question… Is there a designer in the house? Any UX practitioners? We are ALL user experience practitioners
  9. 9. © LINE Communications 2014 UX Design is not…
  10. 10. © LINE Communications 2014 …only concerned with the visual UX Design is not…
  11. 11. © LINE Communications 2014 …about technology. UX Design is not…
  12. 12. © LINE Communications 2014 UX Design is not… …just about the user.
  13. 13. © LINE Communications 2014 UX Design is not… …expensive
  14. 14. © LINE Communications 2014 UX Design is not… …optional
  15. 15. © LINE Communications 2014 UX Design IS…
  16. 16. © LINE Communications 2014
  17. 17. © LINE Communications 2014 User | Experience | Design
  18. 18. © LINE Communications 2014 User | Experience | Design Know your audience Who are they? What do they need? What motivates them?
  19. 19. © LINE Communications 2014 User | Experience | Design How we want the user to feel What will they say about it?
  20. 20. © LINE Communications 2014 User | Experience | Design The holistic learning application About staying true to the intended experience
  21. 21. © LINE Communications 2014 The elements of UX Design User Experience Design UI Design Information Architecture Business Objectives User Needs Look and Feel User Behaviours Content Field research Face to face interviewing Creation of user tests Gathering statistics Creating personas Feature writing Requirement writing Asset creation Interaction design Usability Accessibility Prototyping Interface layout Visual design Taxonomy creation Terminology creation Copywriting Presenting and speaking Brainstorming Sound design Scriptwriting Client consulting
  22. 22. © LINE Communications 2014 UXD in elearning The industry has been slow to adopt UX techniques Design decisions were traditionally based on: "  what we thought looked good "  what was trendy "  what was on brand "  what the client said they wanted
  23. 23. © LINE Communications 2014 How users feel about it Today, an application’s success depends on ONE thing…
  24. 24. © LINE Communications 2014 Case study: NHS Learning Academy
  25. 25. © LINE Communications 2014 NHS Learning Academy Training up to 10,000 people a year ! in the most far-reaching and comprehensive leadership development portfolio the NHS has ever developed.
  26. 26. © LINE Communications 2014 NHS Learning Academy Centred around a virtual campus made up of over 1,200 hours of content, including e-learning, workbooks, video walls, quizzes, immersive scenarios and links to libraries of material from universities.
  27. 27. © LINE Communications 2014 NHS Learning Academy The online campus is supported by various workshops and extensive assessments over a two year period, ending with a research project. On completion of the programme learners receive a master’s degree in Healthcare Leadership.
  28. 28. © LINE Communications 2014 NHS Learning Academy 10,000 people a year 1200 hours of content 2 years
  29. 29. © LINE Communications 2014 •  visceral learning experience •  visually and contextually rich •  intelligently structured •  surprised and delighted users •  realistic scenarios through high-impact dramatic video sequences •  a range of supporting materials when they needed it
  30. 30. © LINE Communications 2014 This is amazing! I’ve worked in open and distance learning since 1982 and have never seen anything as powerful. The final video just blew me away. NHS Learning Academy “ ”
  31. 31. © LINE Communications 2014 Conclusion ‘Functional’ design simply isn’t good enough Need to adopt a smarter, more progressive and effective way of working UX thinking ensures a better understanding of the user and business objectives Will lead to great learning experiences
  32. 32. © LINE Communications 2014 25 years of transforming business through learning innovation Get in touch Paul Thorpe Head of Visual & UX Design paul.thorpe@line.co.uk @UXPaul Get in touch!

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