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UX Under Fire - On Communicating the Value of UX

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Session held at DrupalCon Munich on Aug 23rd 2012, session description: "As a UX professional you've probably found yourself forced to argue for the importance of UX in a project. You've probably heard people say that UX is of little importance. And as a designer it's not always easy to explain why UX matters. But UX needs to be justified. And it's your job to do so. In this session I will present ways to convince even project managers from hell about the value of UX."

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UX Under Fire - On Communicating the Value of UX

  1. 1. UX Under Fire DrupalCon, Munichhttp://www.flickr.com/photos/crystalflickr/2377631276/ August 23rd, 2012 Jakob Persson, NodeOne/Wunderkraut
  2. 2. Introducing me Web Strategist and CKO Co-Founder of NodeOne/Wunderkraut Worked with Drupal since 2005 Studied cognitive science and computer science jakob@nodeone.se http://www.twitter.com/realsolipsist http://drupal.org/user/37564
  3. 3. Stuff we’ve done
  4. 4. card games... Hi, I’m Dries!* * No he’s not really Dries, but you knew that already. www.drupalcardgame.com
  5. 5. Druplicons wielding nun-chuks... Druplicon Road Trip – “Showdown in Paris” (YouTube)
  6. 6. Drupal rock stars... “The Kitten Killers” Live at DrupalCon Copenhagen (photo by Dries)
  7. 7. Drupal air fresheners... Drupal air fresheners revealed to the world
  8. 8. Druplicon cookie cutters
  9. 9. Strategy and Usability Web strategy, usability studies and effect mapping Design and UX User experience, GUI and graphic design Development Modules, themes, distributions and install profilesHosting and scalability Hosting, optimization and monitoring Training Courses, books, screencasts and learning library Consulting Technical consulting and solution architecture
  10. 10. THE MYTHS
  11. 11. Myth #1 “UX is nothing but AN DYEY E C ”
  12. 12. Why was UX invented?
  13. 13. badusability.com/ryanair-madness-pt-1/ New country: Don’t cover me
  14. 14. badusability.com/confused-spanish-lift/ Primera, segundo, tercero, cuarto, quinto?
  15. 15. Our menus 1 – “just the sub?” 2 – “just a soda?” 3 – “chips and a cookie?”“BUT I WANT ALL OF IT!”
  16. 16. www.90percentofeverything.com/2006/11/13/bad-usability-is-like-a-leaky-pipe/ In e-commerce, poor usability is clearly and measurably expensive
  17. 17. www.90percentofeverything.com/2006/11/13/bad-usability-is-like-a-leaky-pipe/ “Its quite normal for e-commerce sites to increase sales by 100% or more as a result of usability” – Jakob Nielsen In e-commerce, poor usability is clearly and measurably expensive
  18. 18. http://xkcd.com/773/
  19. 19. Can these issues really beresolved using eye candy alone?
  20. 20. UX User eXperienceUnderstand the needs and goals of usersTranslate needs and features into requirementsDesign interactive solutions to meet requirementsEvaluate solutions iteratively
  21. 21. UX User eXperience Activities Information Usability Interaction Design Engineering DesignInformation Experience Graphic
  22. 22.  Architecture Design Design
  23. 23. Do these terms overlap? Let’s Google!
  24. 24. www.patrickmarsceill.com
  25. 25. www.informationarchitects.jp www.patrickmarsceill.com
  26. 26. designquirk.blogspot.com/2010/06/not-about-importance-of-design.html
  27. 27. www.flickr.com/photos/jeffmcneill/5417226031
  28. 28. Clearly.Let’s define this.
  29. 29. Information Usability Interaction Design Engineering DesignInformation Experience Graphic
  30. 30.  Architecture Design Design Activities
  31. 31. User Experience Usability Qualities
  32. 32. But how do they relate?
  33. 33. fun satisfying emotionally fulfilling efficient to use easy to rewarding enjoyable effective remember how to use to use usability goals safe to use easy to learn supportive of entertaining creativity have good utility aesthetically helpful pleasing motivatingAdopted from Interaction Design, Reece, Rogers, Sharp, 2002
  34. 34. Usability fun Goals satisfying emotionally fulfilling efficient to use easy to rewarding enjoyable effective remember how to use to use usability goals safe to use easy to learn supportive of entertaining creativity have good utility aesthetically helpful pleasing motivating
  35. 35. User funExperience Goals satisfying emotionally fulfilling efficient to use easy to rewarding enjoyable effective remember how to use to use usability goals safe to use easy to learn supportive entertaining of creativity have good utility aesthetically helpful pleasing motivating
  36. 36. easy to motivatingremember satisfyinghow to useeffective to rewarding use
  37. 37. www.flickr.com/photos/frenkieb/211797048 use non-easy to fulfilling emotionally
  38. 38. As UX practitioners we apply Usability Engineering Information Interaction Design Design Information Graphic
  39. 39.   Architecture Designhttp://www.flickr.com/photos/cambodia4kidsorg/77298393 Experience Design – in order to achieve – great great user usability experience
  40. 40. UX User eXperienceUnderstand the needs and goals of usersTranslate needs and features into requirementsDesign interactive solutions to meet requirementsEvaluate solutions iterativelyImplement solutions
  41. 41. Myth #2 “A shovel is a shovel regardless of whether it’s B LU E E D ORwww.flickr.com/photos/27986671@N00/273563886/ R ”
  42. 42. UX concerns howsomething works,not how it appears.
  43. 43. Information Design Experience Information Design Architecture Usability Interaction Engineering Design Graphic
  44. 44.  Design
  45. 45. Information Design Experience Information Design Architecture Information design is the skill and practice of preparing information so people can use it with efficiency and effectiveness. Usability Interaction Engineering Design Graphic
  46. 46.  Design
  47. 47. Information Design Experience Information Design Architecture Experience design is the practice of designing with a focus placed on the quality of the user experience and culturally relevant solutions. Usability Interaction Engineering Design Graphic
  48. 48.  Design
  49. 49. Information Design Experience Information Design Architecture Information architecture (IA) is the art and science of organizing and labelling websites, intranets, online communities and software to support usability. Usability Interaction Engineering Design Graphic
  50. 50.  Design
  51. 51. Information Design Experience Information Design Architecture Usability engineering is a field that is concerned generally with human-computer interaction and specifically with making human-computer interfaces that have high usability. Usability Interaction Engineering Design Graphic
  52. 52.  Design
  53. 53. Information Design Experience Information Design Architecture Interaction design (IxD) is the practice of designing interactive digital products, systems, and services., it has an interest in form but its main focus is on behavior. Usability Interaction Engineering Design Graphic
  54. 54.  Design
  55. 55. Information Design Experience Information Design Architecture Graphic design is a creative process focused on creating the visual style and look and feel of a web site or software application, such as colors, shapes and icons. Usability Interaction Engineering Design Graphic
  56. 56.  Design
  57. 57. Tremendous business value can be achieved byunderstanding how something has to work in order to be usable, and a pleasure to use.
  58. 58. We have the tools to understand identify design the strategic goals what users need, the website in orderof the investment in want and expect to meet users’ a website. from the website. needs.
  59. 59. As many as 82% of IT projects are considered unsuccessful 18 % 82 %Source: http://www.umsl.edu/~sauterv/analysis/6840_f03_papers/frese/
  60. 60. 18 % 25 % 33 % 25 %Source: http://www.umsl.edu/~sauterv/analysis/6840_f03_papers/frese/
  61. 61. 33% are cancelled before completion 18 % 25 % 25 % 33 %Source: http://www.umsl.edu/~sauterv/analysis/6840_f03_papers/frese/
  62. 62. 25% delivered on time/budget by results are not what’s expected 18 % 25 % 33 % 25 %Source: http://www.umsl.edu/~sauterv/analysis/6840_f03_papers/frese/
  63. 63. 25% delivered what was expected but broke the budget 25 % 18 % 33 % 25 %Source: http://www.umsl.edu/~sauterv/analysis/6840_f03_papers/frese/
  64. 64. L ack o f user input and involv ementhttp://www.sxc.hu/photo/1099035
  65. 65. Incomplete requirementshttp://www.sxc.hu/photo/504217
  66. 66. eal istic Unr ati onS ex pecthttp://www.sxc.hu/photo/704067
  67. 67. Introducing Effect MappingEvery website is built for a reason and to meet a goal.Goals are achieved when the site is being used bu its end users.
  68. 68. Effect map foran intranet
  69. 69. “We need a better website!” The walk of ‘why’ “It’s really hard to find out who we are and there’s no way to post comments and feel involved!” “A big share of our customers want to feel involved.” “We need to reach those customers in order to channel more sales through our site.”
  70. 70. What you need to do“...reach those customers in order to channel more sales through our site.”
  71. 71. Let’s write that as an effect{...} Concise Not more than a few sentences Measurable You need to be able to evaluate whether the website achieves the effect using metrics and KPI’s Long-term The effect should reflect change over long time and be strategic, not tactical
  72. 72. “Offer a low threshold to interaction and convert interaction by users into sales.”What to measure How to measure When to evaluateWhat percentage of visitors comment, Review search logs Every six monthsshare and like content on the site. and use tracking. Track users and useWhat percentage of users who funnels to track Every six monthsinteract end up buying something. conversions. Track interactionThe percentage of visitors who using Google Every six monthsinteract more than once. Analytics.
  73. 73. Effect
  74. 74. Metrics
  75. 75. “Offer a low threshold to interaction and convert interaction by users into sales.” Who are they?
  76. 76. Usability Engineering Interviews Observation PersonasFocus groups Brainstorming Task analysis Questions answered: Who are the users? What goals do they need to achieve using the site? What tasks do they need to carry out? What are their needs and requirements?
  77. 77. Users
  78. 78. “Offer a low threshold to interaction and convert interaction by users into sales.” How do they conceptualize the information they need?
  79. 79. Information ArchitectureCard Sorting Tree Testing Interviews Site maps Content Templates Matrices Questions answered: What content is imported, created and used? How is it structured, tagged and classified? How is it internally related? How are content and indices labeled?
  80. 80. “Offer a low threshold to interaction and convert interaction by users into sales.” What are their goals and behavior?
  81. 81. Experience Interaction Graphic
  82. 82.   Design Design DesignWireframes Design
  83. 83.  Guide MockupsStoryboards Journey Maps Scenarios Questions answered: How does the user interact with the site?What are the workflows and modes of interaction? What is the look and feel like?
  84. 84. Measuring users’ success in achieving their goals Track the number ofWant to respond to content about users who commentthings that interest them. on content. Track the extent toWant to see what their friends like which a click on aand do. post on a social site leads to interaction.Want to stay up to date and read and Survey offered towatch relevant and interesting randomly selectedcontent. repeat visitors.
  85. 85. User Goals
  86. 86. Actions
  87. 87. UX is key to making sure websites achieve intended business goals by bridging the gap between business requirements and implementation by capturing the needs of users. User Requirements Business research and value and design specificationhttp://www.sxc.hu/photo/424186
  88. 88. The UX value proposition
  89. 89. A simple way to visualize estimated and expected improvements from UX work Adapted from ”Communicating the UX Value Proposition” by Dilworth and Miller.
  90. 90. Step #1Identify key business objectives Example objectives for a simplified e-commerce project 1. Migrate users from brick-and-mortar stores toward online self-service 2. Increase conversion rates from home page to checkout 3. Increase awareness of new products and special promotions 4. Increase overall customer satisfaction with online purchases 5. Decrease number of customer support calls
  91. 91. Step #1Identify key business objectives
  92. 92. Step #2Identify the UX attributes that willinfluence the success ✓ Usability ✓ Appeal ✓ Accessibility ✓ Performance ✓ User Assistance Help 1. Migrate users from brick–and-mortar stores toward online self-service 1.1 Usability equivalent or better than brick-and-mortar 1.2 Appeal to audiences currently not using online shopping 1.3 Accessibility of site for disabled audiences 1.4 Accessibility of site on mobile devices 1.5 Performance of site must feel quick and responsive to user input
  93. 93. Step #2Identify the UX attributes that willinfluence the success
  94. 94. Step #3Identify the current success of these UXattributes Poor Excellent
  95. 95. Step #4Identify the desired state of these UXattributes
  96. 96. Step #5Identify the activities and design workthat can be done to improve the state ofthe UX Gain/PotentialCost/Investment
  97. 97. Communicating the UX Value Proposition by John Dilworth, Matt Millerhttp://uxmag.com/articles/communicating-the-ux-value-proposition
  98. 98. The $3,000,000,000 button based on an article by Jared Spool
  99. 99. IT...Meanwhile in Shopping Cart Item Quantity Total Update Dutch Hotch Potch 1 5€ Update Shipping 4€ Grand Total 9€ Email Address Susie, annoye d customer Password Forgot password? Login Register
  100. 100. IT... Mean while in purchase+ Repeat custo mers faster users.+ No bigg ie for new Shopping Cart osh I’m Ever yItem w ins! G bo d y Quantity Total Update smart! Dutch Hotch Potch 1 5€ Update Shipping 4€ Grand Total © xkcd.co m 9€ Email Address Susie, annoye d customer Password Forgot password? Login Register
  101. 101. IT... Mean while in purchase+ Repeat custo mers faster users.+ No bigg ie for new Shopping Cart osh I’m Ever yItem w ins! G bo d y Quantity Total Update smart! Dutch Hotch Potch 1 5€ Update Shipping 4€ Grand Total © xkcd.co m 9€ Email Address Susie, annoye d customer Password Go d how annoying ! Im not here to enter into a relationship. I just want to Forgot password? buy so mething! Login Register © xkcd.co m
  102. 102. Wait, I’ve ordere d here before.What was my password? When wasit? Can I get it by email or has myemail address change d since? © xkcd.com
  103. 103. Wait, I’ve ordere d here before. Email Password DateWhat was my password? When wasit? Can I get it by email or has my hplfan1@aol.com hp!!!! 2004-01-11email address change d since? hpisthebest@hotmaol.com hp yeah! 2007-05-23 hprocks@gmail.com Hp hp! 2009-11-08 hpftw@example.com hp = awesome 2012-02-18 © xkcd.com
  104. 104. Wait, I’ve ordere d here before. Email Password DateWhat was my password? When wasit? Can I get it by email or has my hplfan1@aol.com hp!!!! 2004-01-11email address change d since? hpisthebest@hotmaol.com hp yeah! 2007-05-23 hprocks@gmail.com Hp hp! 2009-11-08 hpftw@example.com hp = awesome 2012-02-18 © xkcd.com s and 5 attempts later... 10 minute
  105. 105. Wait, I’ve ordere d here before. Email Password DateWhat was my password? When wasit? Can I get it by email or has my hplfan1@aol.com hp!!!! 2004-01-11email address change d since? hpisthebest@hotmaol.com hp yeah! 2007-05-23 hprocks@gmail.com Hp hp! 2009-11-08 hpftw@example.com hp = awesome 2012-02-18 © xkcd.com s and 5 attempts later... 10 minute Ah screw this! I got better things to do! © xkcd.com
  106. 106. n. WhatOk, ok! Po int take eabo ut remo ving thReg ister button? © xkcd.co m
  107. 107. n. WhatOk, ok! Po int take eabo ut remo ving thReg ister button? Shopping Cart Item Quantity Total Update Dutch Hotch Potch 1 5€ Update © xkcd.co m Shipping 4€ Grand Total 9€ Email Address Password Forgot password? You do not need to create an account to make purchases on our site. Simply click Continue to Login Continue proceed to checkout. To make your future purchases even faster, you can create an account during checkout.
  108. 108. se crea 45% in $300,000,000 annuallyhttp://www.uie.com/articles/three_hund_million_button
  109. 109. Summary✓ UX provides the tools we need to understand actual users and design for them.✓ Using effect mapping you can visualize the relations between users and business goals to see whom you need to design for in order to achieve those goals.✓ The value proposition diagram gives a good overview of what gains are to be made from UX efforts.✓ There are 300,000,000+ reasons why UX helps customers increase revenue.
  110. 110. Thank you for listening! Please provide feedback on this session http://bit.ly/ITurAy email jakob@nodeone.se twitter http://www.twitter.com/realsolipsistdrupal.org account http://drupal.org/user/37564

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