Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
UX IS FOR LOSERS
“You’ve got to start with the customer
experience and work backwards to the
technology.
-Steve Jobs

WHO AM I?
FEDERICO PIZZUTTO
➤ User Experience Director

@Sounday
➤ Interaction Design Foundation

- Cagliari

Local leader
➤ UX FUN ...
UX IS FOR LOSERS
…or not?
“You can blame the ‘stupid user’ all you want,
but you still have to staff those phones with
expensive tech-support people...
AGENDA
➤ Who you are?
➤ What is UX?
➤ Why should we care?
➤ UX is a process
➤ UX + Data
➤ All you can eat (tools, processe...
WHO ARE YOU?
WHO ARE YOU?
➤ Who are you?
➤ What are your goals?
➤ What are your desired outcomes?
➤ Why are you interested in UX?
UX ?
USER EXPERIENCE
USER EXPERIENCE
The official definition of User Experience (UX), is:
“A person's perceptions and responses resulting
from th...
USER EXPERIENCE
User experience (UX) focuses on having a deep understanding
of users, what they need, what they value, the...
USER EXPERIENCE DESIGN
The term ‘User Experience Design’ was first coined by Don
Norman in 1995 while he was the vice presi...
UX ≠ UI
TERMS & DEFINITIONS
WHY SHOULD WE CARE?


Create Products & Services that
align with Business Objectives,
solving users problems and
answering their needs.
HOW?
Accomplishing your business
objectives is simple, 

just focus on your users
Understanding the user journey
Users are more than 1s and 0s. They’re people who are looking for the perfect solution to
t...
Identify key opportunities
Identifying the journey touchpoints that are causing problems for your users creates
objectives...
Remove Friction
Designing a fluid experience for your users is the best way to improve their journey
and accomplish your ob...
UXD

IS A PROCESS
CUBI: A USER EXPERIENCE MODEL FOR PROJECT SUCCESS
source: https://uxmag.com/articles/cubi-a-user-experience-model-for-proj...
GOOGLE DESIGN SPRINT
Source: https://www.smashingmagazine.com/2011/03/lean-ux-getting-out-of-the-deliverables-business/
ITERATE
CONFUSED ?
UX + DATA
measure
DATA, A VERY IMPORTANT PART OF UX
➤ Data - driven decisions
➤ Quantitative and qualitative data
➤ Misure the UX
➤ …Find op...
Analytics, heatmaps, funnels…
DATA-DRIVEN VS DESIGN-DRIVEN (ICEBERG)
METRICS CHECKLIST
a good metric...
...measures the usage of your
product by a person. The usage
should be specific to featu...
METRICS CHECK
TOOLS,
METHODS
AND…
All you can eat
From UX Team of One

by Leah Buley
UXD METHODS (…SOME)
➤ Stakeholders interviews
➤ SWOT

(competitive review, content audit, heuristic evaluation)
➤ Strategy...
WTF?
WHY USER RESEARCH?
➤ It is cheaper to test assumptions and iterate with interviews,
mockups and prototypes before the prod...
USER RESEARCH METHODS
PERSONAS
➤ A persona is a character that
can represent a group of
users, with demographics,
behaviours, needs, goals
➤ The...
Persona examples
USER JOURNEY
➤ A series of steps based on a Scenario
where to show the journey of the user
interacting with our product.
➤...
Identify key opportunities
Identifying the journey touchpoints that are causing problems for your users creates
objectives...
USER FLOWS
➤ Create your user's flow based
on the scenarios you created,
you can use it later to review
the journey and cre...
Youtube App Tasks Flow
CHOOSE PACK APP DASHBOARD METADATA
UPLOAD
PAYMENT FORM
INFO
UPLOAD
This action is for WAV files when...
RED ROUTES
➤ The key activities that people
expect to be able to complete
with the system: these are the
reasons why peopl...
SKETCHES AND WIREFRAME
➤ Sketch let you explore quickly
different directions
➤ Sketching is cheap and avoid
perfectionists...
Examples
HEURISTIC EVALUATION
➤ Heuristic evaluation (Nielsen
and Molich, 1990; Nielsen
1994) is a usability
engineering method for...
HEURISTIC EVALUATION (UI)
➤ Visibility of system status

The system should always keep users informed about what is going ...
MOCKUP AND PROTOTYPE
➤ We create mockup to better
communicate wirth
stakeholders
➤ We create Prototype to test
early the U...
A/B TESTING
➤ We test variation of a design to
misure what is working and
testing assumptions.
SOME TOOLS (MOSTLY FREE)
➤ Zurb Free apps (design critique)

http://www.spurapp.com/

http://www.clueapp.com/
➤ Heuristic ...
EXTRA
PRINT AND REMEMBER
➤ UXD is a process
➤ UX is holistic
➤ Empathy
➤ Fail early, fail often
➤ UX is a Lifecycle
➤ UX is a Co...
SOME SOURCES
➤ https://www.nngroup.com (Nielsen Norman Group)
➤ http://boxesandarrows.com/
➤ http://www.uxapprentice.com/
...
“Good design is good business.
-IBM CEO
EVANGELIZE !
THANK YOU
Federico Pizzutto
federico@pngised.net
https://it.linkedin.com/in/federicopizzutto
https://about.me/federico.piz...
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
UX is for Losers
Upcoming SlideShare
Loading in …5
×

UX is for Losers

592 views

Published on

Slides from a workshop at The Net Value, Cagliari 03/2016

Your product is perfect and users are stupid. You are developing for a long time, following the perfect idea, your assumptions, you are not wrong… or not?

In this workshop you will understand the foundation of user experience. What UX is, why it is important and how you can start adopting it in your processes.

Published in: Design
  • Be the first to comment

  • Be the first to like this

UX is for Losers

  1. 1. UX IS FOR LOSERS
  2. 2. “You’ve got to start with the customer experience and work backwards to the technology. -Steve Jobs

  3. 3. WHO AM I?
  4. 4. FEDERICO PIZZUTTO ➤ User Experience Director
 @Sounday ➤ Interaction Design Foundation
 - Cagliari
 Local leader ➤ UX FUN supporting member ➤ UX practitioner 
 and… dad ;^>
  5. 5. UX IS FOR LOSERS …or not?
  6. 6. “You can blame the ‘stupid user’ all you want, but you still have to staff those phones with expensive tech-support people if you want to sell or distribute within your company software that hasn’t been designed. -Alan Cooper
 http://www.cooper.com/
  7. 7. AGENDA ➤ Who you are? ➤ What is UX? ➤ Why should we care? ➤ UX is a process ➤ UX + Data ➤ All you can eat (tools, processes, methods…) ➤ Yes, but… how can we start integrate UX processes? ➤ Let’s try…
  8. 8. WHO ARE YOU?
  9. 9. WHO ARE YOU? ➤ Who are you? ➤ What are your goals? ➤ What are your desired outcomes? ➤ Why are you interested in UX?
  10. 10. UX ?
  11. 11. USER EXPERIENCE
  12. 12. USER EXPERIENCE The official definition of User Experience (UX), is: “A person's perceptions and responses resulting from the use and/or anticipated use of a product, system or service”
 (ISO 9241-210:2010, subsection 2.15)
  13. 13. USER EXPERIENCE User experience (UX) focuses on having a deep understanding of users, what they need, what they value, their abilities, and also their limitations.
 
 It also takes into account the business goals and objectives of the group managing the project.
 
 UX best practices promote improving the quality of the user’s interaction with and perceptions of your product and any related services.
 
 Source: usability.gov

  14. 14. USER EXPERIENCE DESIGN The term ‘User Experience Design’ was first coined by Don Norman in 1995 while he was the vice president of the Advanced Technology Group at Apple. 
 He said: “I invented the term because I thought human interface and usability were too narrow. I wanted to cover all aspects of the person’s experience with the system including industrial design, graphics, the interface, the physical interaction, and the manual.”
  15. 15. UX ≠ UI
  16. 16. TERMS & DEFINITIONS
  17. 17. WHY SHOULD WE CARE?
  18. 18. 
 Create Products & Services that align with Business Objectives, solving users problems and answering their needs.
  19. 19. HOW? Accomplishing your business objectives is simple, 
 just focus on your users
  20. 20. Understanding the user journey Users are more than 1s and 0s. They’re people who are looking for the perfect solution to their needs. The user journey represents a scenario in which a user might interact with your product or service. The ups and downs on the graph correspond to how they are feeling at any given point.
 
 source: www.dtelepathy.com
  21. 21. Identify key opportunities Identifying the journey touchpoints that are causing problems for your users creates objectives we can work on together. For example, if your users are visiting your website but not converting, we may choose to focus our efforts on improving the experience within the acquisition touchpoint. Pinpointing friction focuses our strategy and creates measurable impact.

  22. 22. Remove Friction Designing a fluid experience for your users is the best way to improve their journey and accomplish your objectives. After the friction has been removed, your users will be able to easily use and interact with your product or website. We take care of your users so they take care of you.
 
 source: www.dtelepathy.com
  23. 23. UXD
 IS A PROCESS
  24. 24. CUBI: A USER EXPERIENCE MODEL FOR PROJECT SUCCESS source: https://uxmag.com/articles/cubi-a-user-experience-model-for-project-success
  25. 25. GOOGLE DESIGN SPRINT
  26. 26. Source: https://www.smashingmagazine.com/2011/03/lean-ux-getting-out-of-the-deliverables-business/
  27. 27. ITERATE
  28. 28. CONFUSED ?
  29. 29. UX + DATA measure
  30. 30. DATA, A VERY IMPORTANT PART OF UX ➤ Data - driven decisions ➤ Quantitative and qualitative data ➤ Misure the UX ➤ …Find opportunity
  31. 31. Analytics, heatmaps, funnels…
  32. 32. DATA-DRIVEN VS DESIGN-DRIVEN (ICEBERG)
  33. 33. METRICS CHECKLIST a good metric... ...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user. a great metric... ...makes you look at all the other metrics and say “none of those other numbers matter if we donʼt get this right first.”
  34. 34. METRICS CHECK
  35. 35. TOOLS, METHODS AND… All you can eat
  36. 36. From UX Team of One
 by Leah Buley
  37. 37. UXD METHODS (…SOME) ➤ Stakeholders interviews ➤ SWOT
 (competitive review, content audit, heuristic evaluation) ➤ Strategy workshop
 (artifact from the future, faqs, Storyboard, Kano Models..) ➤ User Research (surveys, guerilla, card sorting) ➤ Personas (proto-personas) ➤ Users Journey ➤ Moodboards, storyboards ➤ Users and tasks flow ➤ Red Routes ➤ IA / Sitemap ➤ Sketches & Wireframes ➤ Mockups and prototypes ➤ Usability Testing ➤ Metrics & analytics tracking (eyetracking, A/B testing, )
  38. 38. WTF?
  39. 39. WHY USER RESEARCH? ➤ It is cheaper to test assumptions and iterate with interviews, mockups and prototypes before the product launch.
  40. 40. USER RESEARCH METHODS
  41. 41. PERSONAS ➤ A persona is a character that can represent a group of users, with demographics, behaviours, needs, goals ➤ They are filled with information derived from User Research methods (interviews, etc). ➤ Good personas are realistic ➤ Use as reference ➤ Evolving personas (data, research, etc.)
  42. 42. Persona examples
  43. 43. USER JOURNEY ➤ A series of steps based on a Scenario where to show the journey of the user interacting with our product. ➤ Demonstrate the way users currently interact with the service / website / product ➤ Demonstrate the way users could interact with the service / website / product WHY? ➤ Demonstrating the vision for the project ➤ They help us understand user behaviour ➤ They help identify possible functionality at a high level
  44. 44. Identify key opportunities Identifying the journey touchpoints that are causing problems for your users creates objectives we can work on together. For example, if your users are visiting your website but not converting, we may choose to focus our efforts on improving the experience within the acquisition touchpoint. Pinpointing friction focuses our strategy and creates measurable impact.
  45. 45. USER FLOWS ➤ Create your user's flow based on the scenarios you created, you can use it later to review the journey and create wireframes on top of each step. ➤ Map the main steps of a scenario, validating persona and assumptions
  46. 46. Youtube App Tasks Flow CHOOSE PACK APP DASHBOARD METADATA UPLOAD PAYMENT FORM INFO UPLOAD This action is for WAV files when you choose Sound Recording This action is for WAV and JPG files when you choose Sound Recording + Art Tracks METADATA This is for Album and Track data CHOOSE PACK Here you can define your pack. There are 4 packs per each delivery type: 4 packs for Sound Recording 4 packs for ST + Art Tracks INFORMATIONS Info about specifications or how it works. First time only. Design for no content. TASK FLOWS ➤ Task Flow gets you thinking about how people really use your products/service ➤ Identify where and when there is a potential fail in the flow ➤ Document the “in between” transition from one step to another
  47. 47. RED ROUTES ➤ The key activities that people expect to be able to complete with the system: these are the reasons why people have purchased it. ➤ How many users need this function? ➤ How often do users need this function?
  48. 48. SKETCHES AND WIREFRAME ➤ Sketch let you explore quickly different directions ➤ Sketching is cheap and avoid perfectionists. Focus on the main idea and not the details. ➤ Wireframing (lo, mid, hi) is the way to go to annotate in details the skeleton and the supposed behaviour and Interaction
  49. 49. Examples
  50. 50. HEURISTIC EVALUATION ➤ Heuristic evaluation (Nielsen and Molich, 1990; Nielsen 1994) is a usability engineering method for finding the usability problems in a user interface design so that they can be attended to as part of an iterative design process. Heuristic evaluation involves having a small set of evaluators examine the interface and judge its compliance with recognized usability principles (the "heuristics").
  51. 51. HEURISTIC EVALUATION (UI) ➤ Visibility of system status
 The system should always keep users informed about what is going on, through appropriate feedback within reasonable time. ➤ Match between system and the real world
 The system should speak the users' language, with words, phrases and concepts familiar to the user, rather than system-oriented terms. Follow real-world conventions, making information appear in a natural and logical order. ➤ User control and freedom
 Users often choose system functions by mistake and will need a clearly marked "emergency exit" to leave the unwanted state without having to go through an extended dialogue. Support undo and redo. ➤ Consistency and standards
 Users should not have to wonder whether different words, situations, or actions mean the same thing. ➤ Error prevention
 Even better than good error messages is a careful design which prevents a problem from occurring in the first place. Either eliminate error-prone conditions or check for them and present users with a confirmation option before they commit to the action. ➤ Recognition rather than recall
 Minimize the user's memory load by making objects, actions, and options visible. The user should not have to remember information from one part of the dialogue to another. Instructions for use of the system should be visible or easily retrievable whenever appropriate. ➤ Flexibility and efficiency of use
 Accelerators -- unseen by the novice user -- may often speed up the interaction for the expert user such that the system can cater to both inexperienced and experienced users. Allow users to tailor frequent actions. ➤ Aesthetic and minimalist design
 Dialogues should not contain information which is irrelevant or rarely needed. Every extra unit of information in a dialogue competes with the relevant units of information and diminishes their relative visibility. ➤ Help users recognize, diagnose, and recover from errors
 Error messages should be expressed in plain language (no codes), precisely indicate the problem, and constructively suggest a solution. ➤ Help and documentation
 Even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation. Any such information should be easy to search, focused on the user's task, list concrete steps to be carried out, and not be too large.
  52. 52. MOCKUP AND PROTOTYPE ➤ We create mockup to better communicate wirth stakeholders ➤ We create Prototype to test early the UI and validate the work. Before implementing it.
  53. 53. A/B TESTING ➤ We test variation of a design to misure what is working and testing assumptions.
  54. 54. SOME TOOLS (MOSTLY FREE) ➤ Zurb Free apps (design critique)
 http://www.spurapp.com/
 http://www.clueapp.com/ ➤ Heuristic (http://www.uxcheck.co/) ➤ http://uxchecklist.github.io/ ➤ Hotjar
 See how visitors are really using your website, collect user feedback and turn more visitors into customers. ➤ Google Analytics ➤ Balsamiq, Axure, UXpin, Omnigraffle, Adobe, Sketch ➤ Invision App ➤ Trello ➤ etc
  55. 55. EXTRA
  56. 56. PRINT AND REMEMBER ➤ UXD is a process ➤ UX is holistic ➤ Empathy ➤ Fail early, fail often ➤ UX is a Lifecycle ➤ UX is a Conversation ➤ Outcomes rather than Outputs ➤ Share share share ➤ Design with Intent
  57. 57. SOME SOURCES ➤ https://www.nngroup.com (Nielsen Norman Group) ➤ http://boxesandarrows.com/ ➤ http://www.uxapprentice.com/ ➤ http://www.uxbooth.com/ ➤ http://uxmag.com/ ➤ http://uxdesign.com/ ➤ http://jnd.org/ ➤ https://www.interaction-design.org/ ➤ http://www.uxforthemasses.com/ ➤ http://www.dtelepathy.com/blog/ ➤ http://uxdesign.cc/ (newsletter) ➤ google it :-)
  58. 58. “Good design is good business. -IBM CEO
  59. 59. EVANGELIZE !
  60. 60. THANK YOU Federico Pizzutto federico@pngised.net https://it.linkedin.com/in/federicopizzutto https://about.me/federico.pizzutto IDF - https://www.facebook.com/groups/idf.cagliari/

×