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Making Happy Users: The Science Behind Great User Experiences

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Keynote given at CodeFest 2013 in Ottawa. The science of user experience design and how to become a UX Ninja.

Published in: Design, Technology

Making Happy Users: The Science Behind Great User Experiences

  1. 1. MAKING HAPPY USERS The science behind good user experiences Hilary Little, Senior Usability Architect, CBSA @HiLittle Friday, 9 August, 13
  2. 2. 97% of websites fail at UX Friday, 9 August, 13
  3. 3. “It really just means making sure that something works well: that a person of average ability and experience can use the thing – whether it’s a web site, remote control, or revolving door – for its intended purpose without getting hopelessly frustrated.” – Steve Krug Friday, 9 August, 13
  4. 4. There’s a process for that. Friday, 9 August, 13
  5. 5. User Centred Design DesignResearch Test Friday, 9 August, 13
  6. 6. functional reliable usable pleasurable Hierarchy of UX needs Available and accurate Easy to use Enjoyable to use Works as coded Friday, 9 August, 13
  7. 7. functional reliable usable pleasurable Works as coded Available and accurate Easy to use {Test the code Enjoyable to use Measuring success Friday, 9 August, 13
  8. 8. functional reliable usable pleasurable Works as coded Available and accurate Easy to use {Test the code {Test the design Enjoyable to use Measuring success Friday, 9 August, 13
  9. 9. Observe them in their natural habitat Friday, 9 August, 13
  10. 10. “Ford’s quality ratings plunged and a feature meant to increase loyalty instead damaged perceptions of the company.” Nick Bunkley, NYT Ask Ford. Friday, 9 August, 13
  11. 11. Do not ask users what they want "If I had asked people what they wanted, they would have said faster horses." Henry Ford Friday, 9 August, 13
  12. 12. Observe them What users say and what they do are different. Friday, 9 August, 13
  13. 13. Friday, 9 August, 13
  14. 14. Outdated design process Design decision Revise Done Client likes it? YesNo Friday, 9 August, 13
  15. 15. “One of usability’s most hard-earned lessons is that ‘you are not the user.’ If you work on a development project, you’re atypical by definition.” -Jakob Nielsen Friday, 9 August, 13
  16. 16. Outdated design process Design decision Revise Done Client likes it? YesNo Friday, 9 August, 13
  17. 17. Evidence-based design process Design decision Iterate Keep it Users successful? YesNo Test with users Friday, 9 August, 13
  18. 18. Total cost of one design decision Time 10,800 additional person daysMoney $3 million dollars in additional operating costs Risk At least 60 additional targeters Friday, 9 August, 13
  19. 19. But I hate users and I want them to suffer. Friday, 9 August, 13
  20. 20. More time for development Less time doing maintenance Dodge design torpedoes Users will love you Friday, 9 August, 13
  21. 21. Based on R. Pressman (2000), Software Engineering:A Practitioner's Approach and Ehrlich and Rohn, Cost-Justification of Usability Engineering:AVendor’s Perspective, In Bias & Mayhew (1994) Cost-Justifying Usability. $1000 $10,000 THE COST OF FIXING BAD DESIGN Design Develop Deploy $100 Friday, 9 August, 13
  22. 22. “Provide a simple and convenient payment option” - PRESTO “PRESTO – It’s that easy” “Life is easier with PRESTO” Friday, 9 August, 13
  23. 23. “Maddening, cumbersome, punitive.” “I call it ‘PAINSTO’.” “There are so many terms and conditions on the website. It scares the crap out of you.” - CUSTOMERS Friday, 9 August, 13
  24. 24. “I want convenient, easy and fast fare payment.” Friday, 9 August, 13
  25. 25. Friday, 9 August, 13
  26. 26. “Uptime of the website meets or exceeds PRESTO standards. Customer convenience features are functional and available.” functional reliable usable pleasurable Available and accurate Easy to use Enjoyable to use Works as coded x x Friday, 9 August, 13
  27. 27. Really? Friday, 9 August, 13
  28. 28. Friday, 9 August, 13
  29. 29. “I am no longer a Presto user.” Friday, 9 August, 13
  30. 30. You don’t know it’s usable until you test it with users. Friday, 9 August, 13
  31. 31. Ninja UX: Prototype designs. Test them with users. See where they run into problems. Fix them. Friday, 9 August, 13
  32. 32. Sweet spot: 5 users Friday, 9 August, 13
  33. 33. •4-6 tasks •Create a prototype •Ask users to “think aloud” •No coaching! Friday, 9 August, 13
  34. 34. Bad task: Search for Line 367 - Amount for children born in 1995 or later. Good task: You are ready to start your tax return.This year, you had your first child. Find information on what deductions you are now entitled to. Friday, 9 August, 13
  35. 35. “You’re traveling abroad in two weeks and your passport is about to expire. How might you renew it before you go so you don’t need to cancel your vacation?” “Fill out the Simplified Adult Passport Application Form.” Friday, 9 August, 13
  36. 36. Recruiting users Friday, 9 August, 13
  37. 37. Metrics •Task completion rates •Errors •Time on task •Satisfaction Friday, 9 August, 13
  38. 38. Designing for pleasure: It’s all in the details. tp://nothingbutbonfires.com/photos/1838342742/set/72157603044198558 Friday, 9 August, 13
  39. 39. Answer questions before they’re asked. List of ways to design for pleasure from: : http://boxesandarrows.com/from-satisfaction-to-delight/ Friday, 9 August, 13
  40. 40. Communicate using a heightened degree of respect, tolerance and empathy. Friday, 9 August, 13
  41. 41. Maximize user capacity for insight, curiosity and perception; create the desire to engage. Friday, 9 August, 13
  42. 42. Intelligently personalize experiences based on past needs, behaviors or purchases. Friday, 9 August, 13
  43. 43. Recognize connections or relationships of value to the user. Friday, 9 August, 13
  44. 44. Demonstrate that you know and understand the user. Friday, 9 August, 13
  45. 45. Provide pleasant surprises. Friday, 9 August, 13
  46. 46. UX functional reliable usable pleasurable Works as coded Available and accurate Easy to use {Test the code {Test the design Enjoyable to use Design decision Iterate Keep it Users successful? YesNo Test with users Friday, 9 August, 13
  47. 47. Ninja UX Code of Honor • Know your user, and you are not your user. • Don’t ask users what they want. • Make design decisions based on data, not opinion. • Treat design as a hypothesis to test. • Fail early and fail often. • Go the extra mile. UX Friday, 9 August, 13
  48. 48. Go make happy users! UX Friday, 9 August, 13

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