User Experience Design
✤ Understand the technology
✤ Don’t let technology rule the design
✤ The web vs. mobile design- What works?
✤ How does the user feel? What does the user do? Who is the user?
The Adaptive Path model for
✤ Steps for design:
2. Stakeholder interviews
4. User Research: You ARE NOT YOUR AUDIENCE
User Research for design
Three Types of User Research for Design
•! Conceptual – what users need
•! Preference – what users want
•! Ability – what users can do
✤ What does the user need, like, do? In that order.
✤ Outcomes: design that is useful, appealing, innovative.
✤ What is a Persona?
A ﬁctitious person for whom you are designing
Represents the archetypal qualities of your
They are stereotypes, design targets, tools for
thinking about features and functions
How to design Information Flow
1. Figure out what users need: develop a mental model
2. Figure out what you have: develop a content model
3. Match them up
Mental Model: tasks and how
users think about doing them
Example: purchasing IT solutions
Mental Model + Content =
Task based design
User Task Task Data Mental Model
Interviews Analysis Diagram
Define the Align MM &
Architecture for the design
Surface architecture Deep architecture comes
comes from Mental Model from the Content Model
Mobile Design: CONTENT IS CLOSE AND EASY
iPhone ads: emphasise the ease of access to content
User Generated Content
✤ Case Study: Flixster movie app
✤ 28th October 09: Movie service Flixster
revealed that it now has more than 8
million users of its mobile applications,
across iPhone, Android, BlackBerry and
✤ Three quarters of those users have accessed
the app within the last 90 days
✤ In the mobile apps alone, users are
currently rating one movie every 5 seconds,
whilst watching approximately 140 trailers
per minute, 24 hours a day.
Prosumers propelling the Industry
✤ Prosumers both produce and consume, creating new business
opportunities around user generated content (U.G.C.)
✤ Facilitate feedback and participation: People are keen to recommend
and participate in any capacity if the facility is there to do so and
there is some reward.
✤ 1. You don't have to participate. The level you contribute is up to you.
✤ 2. Tagging of content is carried out by the user, not the provider.
✤ 3. Users have unique identiﬁers, so we know who they are.
✤ 4. Users can be rewarded or applauded for their contributions.
The reward for participation is up to the provider of the service but it has to be
meaningful in some way. For example, in Flixster users are rewarded by the
fact that their user proﬁles are associated with recommendations.
Mobile Content, Advertising and
its ‘Long Tail’
Broadcast media has the reach of a “one to many” relationship. The internet has the
broader reach of “many to many”. The mobile in its capacity as a social device has even further
reach, as it communicates information “one-to-many”, “group-to-group”, and “many-to-many”.
Longtail advertising allows us to target our customers individually, as well as in groups,
on a very personal basis.
Targeted advertising is carried out by putting ads next to relevant content for the user.
Targeted advertising solutions are being developed based on personalisation, data
mining, click-throughs, localisation, mobile internet usage.
Mobile applications that provide content relevant to the user in a personalised way provides a
rich and enjoyable experience.
This can be linked with mobile advertising.
"Whereas a key metric for the WEB IS SPACE model is number of
visitors (the more people who come to your location, the better), the
WEB AS NETWORK model would spin this differently, looking at
level of participation. With many Web 2.0 sites looking to appeal to
"edge" communities, quantifying participation is more interesting
because they are going after smaller and smaller populations."
Mobile applications provide opportunities for feedback, sharing and
user participation, which has commercial value beyond the Web.