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Something I learned about
A Business Graduate turned UX-er
Newbie on
Contents of this slide are solely based on
my personal learning experience and observation.
sa@netizentesting.com @ChiewSA...
“Thanks for your great talk.
So, can I conclude that we should focus
on UI first, then only UX?”
A respond by an audience,...
I was shocked by the response
The speaker had made it clear that “you should focus on UX first,
then UI..”
On my mind..
“H...
I read books and I thought I will be doing quite good.
I did not believe in UX, until I experience it myself.
Although I d...
Reading is good
but you have to experience it yourself
You have to experience the first ‘heartbreaking’ moment when you te...
Like many people..
I thought it is only about DESIGN (visual/graphic)
UX = UIUser Experience User Interface
What Really Happened Behind
UX Iceberg - http://conversionxl.com/8-effective-ways-of-measuring-ux/
This is what people see...
Then I realized.. UX≠UI
There are many interesting diagrams concerning UX (simply Google it!), this is my favourite.
http:...
What I like about UX
Using DESIGN to solve problem..
Utilizing the power of design to achieve your business objective
and/...
The $300 million button story
Problem: Customers do not purchase from a major e-commerce site.
Approach: Usability Testing...
A typical UX design process involves..
There are many step-by-step processes proposed by different practitioners,
It typic...
We will talk a bit about..
& more
+
Only quick intro and some tips based on my past learning.
Usability testing (or User Testing)
is a technique used in user-centered interaction design
to evaluate a product by testi...
Myths about Usability Testing
“Can you conduct Usability Testing to solve this problem for my site?”
(or User Testing)
Myths about Usability Testing
Of course, I CAN’T ..
Usability Testing is to identify the REAL PROBLEMS, rather than
solvin...
Knowing where is the problem is half the battle won.
If I had one hour to save the world, I would spend 55
minutes definin...
Usability Testing
• Test early saves you $$$!
Testing at the earlier (or multiple) stages allows you to tweak
quickly and ...
Usability Testing
• It’s OKAY to test with prototype/wireframe.
It is easier to tweak a prototype/wireframe than a final p...
Usability Testing
• Test with 1 people using right method > test
with 10 people using wrong method..
Usability Testing sou...
Usability Testing
A common testing session involves:
User – The one who is going to test a product.
Moderator – moderate t...
The Unsung Observer
There are generally 3 stages that I encountered on my learning as an observer
Level 1 - Only listen to...
Similar to Usability Testing, “You’re not your users”, you test it out to understand the mental model of your users.
Infor...
With good IA, comes good UX.
(Validated with Tree/Usability Testing)
Think IA of product categories in shopping mall
Consu...
Card Sorting
• Usually low-tech (can be high tech too)
• Easy to conduct and effective
The process:
Sorting a series of ca...
Open Card Sorting
Participants are asked to organize topics from content within your website into groups
that make sense t...
Open Card Sorting
Learn more: http://www.usability.gov/how-to-and-tools/methods/card-sorting.html
Tips:
Do not ask them to...
Closed Card Sorting
Participants are asked to sort topics from content within your website into
pre-defined categories.
It...
Tree Testing (aka. Reversed Card-Sorting)
Tree Testing evaluates the findability of information.
In another words, it eval...
Tree Testing Example
Home
Camera
DSLR
Point-and-Shoots
Lens
Accessories
Flashes
Tripod
FAQ
Different from traditional usab...
Improvement Validation (Example)
Usability Testing Results (Design 1 - Before Card Sorting)
2/8 users failed to find item ...
Best Practices
“Can you share some best practices?”
This is the questions that we always get, but..
There is no silver bullet
No One-Size-Fit-It-All solutions
“UX without Research is not UX”
- Nielsen Norman Group
I like this statement but I can’t agree completely with it..
I know...
You should conduct research
(testing/interview etc.) but..
There are some design principles that help you improve UX of yo...
Some useful design principles
Adapted from Intro to the Design of Everyday Things – Udacity, by Don Norman
Affordances
&
S...
Affordances & Signifiers
It took me quite a while to have clear understanding between these two.
The next few slides will ...
Affordances
Affordances
You can throw things in..
(that fit the shapes)
It is a box shaped thing that
you can move, push e...
Affordances without signifiers
It took me a while to figure out where
should I insert my cash.
I felt stupid and bad for m...
Discoverability & Feedback
Affordances & Signifiers are major contributors to Discoverability & Feedback.
Discoverability ...
Affordances & Signifiers
A button that I can click to understand how this site works
(affordance) (signifier)
Click on thi...
Discoverability – What I can do here?
Learn more about it
Perform search
Room listing
With help of affordances/signifiers
...
With help of affordances/signifiers
Business Interest – prominent buttons that drive user actions
B
B
Feedback – What happened then?
With help of affordances/signifiers
more selections after inserting keywords
Home, Explore, Camera, News, Profile.
Viewing Style 1, Viewing
Style 2, Locations, Tagged
Photos
More options
Back
Discove...
Feedback of Instagram – What happened then?
FEEDBACK
FEEDBACK - You’re now on this page
FEEDBACK
Selected Section
(highlig...
If you were designing a product
• Ask 2 questions.
“Do they know what actions can be taken?” (Discoverability)
“Do they re...
“Hey, that’s Design Thinking/Lean Startup!”
A response that I received when I talked to Design Thinking and
Lean Startup p...
UXD vs Design Thinking vs Lean Startup
Similar Traits UXD Design Thinking Lean Startup
Empathy
Understand users’
interacti...
There are more things
to explore about UX
Service design
Spatial design
Information Architecture
Spatial design
Design Thi...
Internet-of-Things Demand of UX
The web is getting more and more personalized too.
Design for Accessibility is not about creating ugly sites
that cater to disabled individuals.
Instead, it can be SELFISH a...
ENEMY of UX?
YOU
U X
Ignorance is the Enemy..
READY TO EXPLORE?
If there is any UX topic that you find it interesting, google it!
There’re plenty of articles and discus...
Find this helpful?Find this helpful?
Download this
presentation
-Pay with Tweet-
When one shares, everyone wins!
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Newbie UX: Something I learned about UX (Business vs Design)

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Sharing some tips to those who are new to UX and wish to learn more about UX. The findings and sharing are based on my past learning mistakes, experience and observations.

http://blog.netizentesting.com/newbie-ux-something-learned-user-experience/

I'm currently drafting a material on Startup (Digital) Marketing: Growth Hacking Thru UX. Stay Tuned.
To read more articles, visit: blog.NetizenTesting.com

Published in: Design

Newbie UX: Something I learned about UX (Business vs Design)

  1. 1. Something I learned about A Business Graduate turned UX-er Newbie on
  2. 2. Contents of this slide are solely based on my personal learning experience and observation. sa@netizentesting.com @ChiewSA I might be wrong! Let’s talk! Do not expect the following slides to be visually appealing. I’m trying the lean way with words, you can call it ‘LEAN EXCUSE’. When One Shares, Everyone Wins
  3. 3. “Thanks for your great talk. So, can I conclude that we should focus on UI first, then only UX?” A respond by an audience, after a very good UX talk by a speaker. @UXSG
  4. 4. I was shocked by the response The speaker had made it clear that “you should focus on UX first, then UI..” On my mind.. “Hey, I would have had the same thought as the audience if I were listening to the same talk a year ago. Because, you won’t really understand UX until you try it yourself..” Reason for created this slide: sharing my mistakes, observations and experience.
  5. 5. I read books and I thought I will be doing quite good. I did not believe in UX, until I experience it myself. Although I did not admit, I doubted UX. Some Mistakes The same happened to me (business graduate), my friend (communication graduate) and even UI graduates..
  6. 6. Reading is good but you have to experience it yourself You have to experience the first ‘heartbreaking’ moment when you test your design with real users.. (& more)
  7. 7. Like many people.. I thought it is only about DESIGN (visual/graphic) UX = UIUser Experience User Interface
  8. 8. What Really Happened Behind UX Iceberg - http://conversionxl.com/8-effective-ways-of-measuring-ux/ This is what people see uxtactics.com
  9. 9. Then I realized.. UX≠UI There are many interesting diagrams concerning UX (simply Google it!), this is my favourite. http://www.helloerik.com/treatise-on-user-experience-design-part-1 This caught my interest!
  10. 10. What I like about UX Using DESIGN to solve problem.. Utilizing the power of design to achieve your business objective and/or empower your users to achieve their objectives.
  11. 11. The $300 million button story Problem: Customers do not purchase from a major e-commerce site. Approach: Usability Testing to find out that the real problems. Findings: Users did not know that they can purchase without member registration (design flaws). Fixes: Removed and replaced ‘Register’ button with ‘Continue’ button and add a simple description. Results: purchase increased by 45%, additional 300 million sales in the first year. Read more: http://www.uie.com/articles/three_hund_million_button/
  12. 12. A typical UX design process involves.. There are many step-by-step processes proposed by different practitioners, It typically starts with Research -> Analysis ->Design -> Test -> Iterate
  13. 13. We will talk a bit about.. & more + Only quick intro and some tips based on my past learning.
  14. 14. Usability testing (or User Testing) is a technique used in user-centered interaction design to evaluate a product by testing it on users. This can be seen as an irreplaceable usability practice, since it gives direct input on how real users use the system. I FIND YOUR LACK OF TESTS DISTURBING T E S T I N G
  15. 15. Myths about Usability Testing “Can you conduct Usability Testing to solve this problem for my site?” (or User Testing)
  16. 16. Myths about Usability Testing Of course, I CAN’T .. Usability Testing is to identify the REAL PROBLEMS, rather than solving identified problems.
  17. 17. Knowing where is the problem is half the battle won. If I had one hour to save the world, I would spend 55 minutes defining the problem and only five minutes finding the solution. – Einstein, Albert. You understand your products more than me. If you already know what is the (real) problem, you probably know better than anyone else on how to fix it.. Don’t rush for answers Asking the right questions can be crucial to solve a problem
  18. 18. Usability Testing • Test early saves you $$$! Testing at the earlier (or multiple) stages allows you to tweak quickly and more easily. It can be very discouraging to tweak a product when it is already finalized. It might be too late to make big changes during UAT before product launch.
  19. 19. Usability Testing • It’s OKAY to test with prototype/wireframe. It is easier to tweak a prototype/wireframe than a final product. Also, it provides good validation insights too. When tested with prototype/wireframe, users are able to provide function-focused feedbacks, without being distracted with UI. What if I do not have a product to be tested? You can test on: competitors site, landing page, crowdfunding campaign, survey forms and more.
  20. 20. Usability Testing • Test with 1 people using right method > test with 10 people using wrong method.. Usability Testing sounds easy. In fact, it needs practices to be good. Asking right questions at the right time is essential.
  21. 21. Usability Testing A common testing session involves: User – The one who is going to test a product. Moderator – moderate the test session by probing user (tasks & questions). Observer – observes the user interaction and take notes. Most people see observer an easy role as a note taker. If you wish to learn more about Usability Testing and case studies that I involved, plz visit http://blog.netizentesting.com
  22. 22. The Unsung Observer There are generally 3 stages that I encountered on my learning as an observer Level 1 - Only listen to what user said (think aloud) Level 2 - Identify issues by observing both what user said and do Level 3 - Identify issues by just observing what user do without having them talk I once thought that I will be good and handling the observer job well after reading some tips of being an observer. ‘Only listen to what user said’ in the level 1 is the common mistake that most beginners faced. (Observation from our workshop). The risk when you reached ‘level 3’, your complacence might bring you biased data. Believe in the user, not your own judgement.
  23. 23. Similar to Usability Testing, “You’re not your users”, you test it out to understand the mental model of your users. Information Architecture (IA) Is all about on how information is organized, structured, and presented to users. IA is important for large site. Card Sorting – improves findability of a system a simple technique used to design information architecture. Put it simply, it helps to organize information
  24. 24. With good IA, comes good UX. (Validated with Tree/Usability Testing) Think IA of product categories in shopping mall Consumers know that DSLR and Point-and-Shoots camera are usually placed together Camera Laptops Printers
  25. 25. Card Sorting • Usually low-tech (can be high tech too) • Easy to conduct and effective The process: Sorting a series of cards, each labelled with a piece of content or functionality, into groups that make sense to users. You can use either Open Card Sorting, Closed Card Sorting or combination of both
  26. 26. Open Card Sorting Participants are asked to organize topics from content within your website into groups that make sense to them and then name each group they created in a way that they feel accurately describes the content. You will analyze a sitemap alike results Topics/ Contents www. Learn more: http://www.usability.gov/how-to-and-tools/methods/card-sorting.html Learn more: http://www.usability.gov/how-to-and-tools/methods/card-sorting.html Step-by-Step: http://www.nngroup.com/articles/card-sorting-how-many-users-to-test/
  27. 27. Open Card Sorting Learn more: http://www.usability.gov/how-to-and-tools/methods/card-sorting.html Tips: Do not ask them to perform content grouping and group naming at the same time! Perform grouping first, then only proceed to naming. Authorize participants to rearrange the content grouping from time to time. (This usually appears when they’re asked to name the groups). Feel free to learn the reasons why they grouped or named cards in certain ways. You’re recommended to arrange the cards vertically. (Easier to view) ✓Learn more: http://www.usability.gov/how-to-and-tools/methods/card-sorting.html Step-by-Step: http://www.nngroup.com/articles/card-sorting-how-many-users-to-test/
  28. 28. Closed Card Sorting Participants are asked to sort topics from content within your website into pre-defined categories. It works best when working with a pre-defined set of categories. Fixed Categories. Participants need perform naming. Learn more: http://www.usability.gov/how-to-and-tools/methods/card-sorting.html Step-by-Step: http://www.nngroup.com/articles/card-sorting-how-many-users-to-test/
  29. 29. Tree Testing (aka. Reversed Card-Sorting) Tree Testing evaluates the findability of information. In another words, it evaluates IA (Information Architecture) It provides answers to “How well users can find items on site?” Can be conducted before or after Card Sorting.
  30. 30. Tree Testing Example Home Camera DSLR Point-and-Shoots Lens Accessories Flashes Tripod FAQ Different from traditional usability testing, it is not done on website but a simplified version of the site structure. Sample site contents Should also study whether participants managed to find the right answer with first/single or multiple attempts. “You wish to buy your friend a DSLR, where do you think you find a DSLR?” Choices: Camera, Lens, Accessories, FAQ Ask a question for participant to answer It can be very complicated on a large site Recommended Remote tools for Card Sorting / Tree Testing : www.optimalworkshop.com
  31. 31. Improvement Validation (Example) Usability Testing Results (Design 1 - Before Card Sorting) 2/8 users failed to find item A 4/8 users found item A with difficulty 2/8 users found item A easily Usability Testing Results (Design 1.1 - After Card Sorting & IA Improvement) 3/8 users found item A with difficulty 5/8 users found item A easily. Can further validate through Tree Test with more users.
  32. 32. Best Practices “Can you share some best practices?” This is the questions that we always get, but..
  33. 33. There is no silver bullet No One-Size-Fit-It-All solutions
  34. 34. “UX without Research is not UX” - Nielsen Norman Group I like this statement but I can’t agree completely with it.. I know there are many designers that craft great UX without user research..
  35. 35. You should conduct research (testing/interview etc.) but.. There are some design principles that help you improve UX of your products
  36. 36. Some useful design principles Adapted from Intro to the Design of Everyday Things – Udacity, by Don Norman Affordances & Signifiers Discoverability & Feedback These are some of the most important characteristics of good designs
  37. 37. Affordances & Signifiers It took me quite a while to have clear understanding between these two. The next few slides will further illustrate the difference.. An affordance is often taken as a relation between an object, or an environment, and an organism that affords the opportunity for that organism to perform an action Signifier, a sign's physical form (such as a sound, printed word, or image) as distinct from its meaning With affordances, you know you can do something (perform an action) with it. With signifiers, you know what you can do with it (as described).
  38. 38. Affordances Affordances You can throw things in.. (that fit the shapes) It is a box shaped thing that you can move, push etc.. Signifiers Words and graphics that describe what you can throw inside..
  39. 39. Affordances without signifiers It took me a while to figure out where should I insert my cash. I felt stupid and bad for making the people queueing behind me waited for a longer time. Then I found out, I was not the only one who faced this problem. (phew!) There are no stupid users, but not-so-good designers. If u cant make users happy using your product, at least, don’t make them feel stupid.. Parking Pay Station Signifier Signifier Signifier False Signifier
  40. 40. Discoverability & Feedback Affordances & Signifiers are major contributors to Discoverability & Feedback. Discoverability is about all operations can be discovered by systematic exploration of menus Feedback is about sending back information about what action has been done and what has been accomplished, allowing the person to continue with the activity Discoverability (Gulf of Execution) What can I do? Feedback (Gulf of Evaluation) What happened?
  41. 41. Affordances & Signifiers A button that I can click to understand how this site works (affordance) (signifier) Click on this icon* to navigate to homepage (affordance) (signifier) *Signifiers are not only words. Think of Facebook Like Button & Instagram Like Button.
  42. 42. Discoverability – What I can do here? Learn more about it Perform search Room listing With help of affordances/signifiers Account & Help
  43. 43. With help of affordances/signifiers Business Interest – prominent buttons that drive user actions B B
  44. 44. Feedback – What happened then? With help of affordances/signifiers more selections after inserting keywords
  45. 45. Home, Explore, Camera, News, Profile. Viewing Style 1, Viewing Style 2, Locations, Tagged Photos More options Back Discoverability of Instagram – What can I do here? To unfollow (signifiers + affordances) View Photos
  46. 46. Feedback of Instagram – What happened then? FEEDBACK FEEDBACK - You’re now on this page FEEDBACK Selected Section (highlighted) FEEDBACK Selected Section (underlined) FEEDBACK – Disabled Function (faded) (signifiers + affordances)
  47. 47. If you were designing a product • Ask 2 questions. “Do they know what actions can be taken?” (Discoverability) “Do they realize what happened?” (Feedback) Hey! Of course there are more things to learn and ask!
  48. 48. “Hey, that’s Design Thinking/Lean Startup!” A response that I received when I talked to Design Thinking and Lean Startup practitioners about the approach we do in UX design. I did research and attended their workshops. Indeed, there are some similarities… UX Pals?
  49. 49. UXD vs Design Thinking vs Lean Startup Similar Traits UXD Design Thinking Lean Startup Empathy Understand users’ interaction with product Understand real needs of users Validate ideas with users Testing User testing and research Test prototype to learn Test fundamental business hypotheses Iteration Prototype* Prototype* MVP* (UX Design or User Centered Design) Be HUMAN in your DESIGN..
  50. 50. There are more things to explore about UX Service design Spatial design Information Architecture Spatial design Design Thinking Lean UX Product Management Industrial Design Visual Design Content Strategy Human-Computer-Interaction Usability Interaction Design UX is not applicable to only digital products.
  51. 51. Internet-of-Things Demand of UX The web is getting more and more personalized too.
  52. 52. Design for Accessibility is not about creating ugly sites that cater to disabled individuals. Instead, it can be SELFISH and all about YOU Simply put, you will get old one day and accidents happened My Latest Takeaway about UX Learn more: http://blog.adrianroselli.com/2014/10/uxsg-slides-selfish-accessibility.html
  53. 53. ENEMY of UX? YOU U X Ignorance is the Enemy..
  54. 54. READY TO EXPLORE? If there is any UX topic that you find it interesting, google it! There’re plenty of articles and discussions. Get into experiment as soon as possible. If you’re shy to find someone for user interview/testing I’m here: sa@netizentesting.com / @ChiewSA U XFirst appeared on http://blog.NetizenTesting.com
  55. 55. Find this helpful?Find this helpful? Download this presentation -Pay with Tweet- When one shares, everyone wins! Share the love -with people around- AND /OR

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