What’s UX?And why do you need it?                                    Susan Culkin                          sculkin.wordpre...
Susan Culkin User Experience (UX) & Interactive Design for over 15 years Nashville for > one & half years  Started two...
Core Skills• Design Strategy• Interactive Design• Information Architecture• Visual Design• User Research                  ...
User Experience is aboutfinding the sweet spotbetween the user’s needsand thebusiness goals,ensure that the design ison br...
 User Experience is the overall experience and  satisfaction a user has when using a product or  system. UX includes:    ...
What do UX Designers do?When an architect designs a building for you, there is a simple, reliable process:Research        ...
What do UX Designers do?When a UX designer designs an app for you, there is a simple, reliable process:Research           ...
Rachel Hollowgrass, Business Analysis and User Experience Article - for Modern Analyst(May 2011)                          ...
BA                      UX Focus on business      Focus on human  stakeholders            users Analyze market        ...
BA                    UXExplore how           Explore how peopletechnology supports   interact with and usebusiness       ...
Apply design to business strategy                           11       © 2013 Susan Culkin.
I am not the customer.Teams so often get trapped in their own ideas and forget that the people they aredesigning for aren’...
Here’s an advanced     search page provided     by a very successful     online retailer. –     designed by and for     so...
Same page later     released for users –     focused on results,     not query14             © 2013 Susan Culkin.
Why should this matter to me?              andHow can I convincemy co-workers  this should matter to them?                ...
It’s good business sense   The most common results from investments in    improving UX are:                Decrease in d...
Decrease Development & Support  Costs   Poor requirements definition and management consume    over 1/3 of IT’s app devel...
Decrease Development & Support  Costs         McAfee’s UI redesign saved         them 90% support costs.Source: Strategic ...
Increase Revenue     Good experience leads to increased loyalty     Companies can monetize loyal customers 2.4      time...
Decrease Time to Market   UX investments made in the concept phase    reduce product development cycles by 33‐50%.   A o...
User-Centric Design      Plan                     Research                                    Design             Measure  ...
“Our clients are as fickle as the next deal.”                -- Jeff Bezos, founder & CEO of Amazon.com
23© 2013 Susan Culkin.
The UX Designer – GraphicDesigner – Business Analyst –Front-End Developer –Back-End Developer –Technical Writer.          ...
SusanBe deliberate.Create beautiful                   Culkinthings.                   Design Strategy | Interaction Design...
Wireframing toolsI am not endorsing the following companies or their products. But people often askme what tools I use for...
Books & SitesI guess I am endorsing these resources. I have found them to be very helpful andinsightful. There are many mo...
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What is UX (and why should you care?)

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Beginning any interaction design project with an understanding of the user as well as clear design principles for the solution can make a huge difference to the quality of the product, and your bottom line. Presentation includes a discussion of the difference between BA and UX and how the practices support and enhance each other.

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  • SOURCE: The UK Usability Professionals' Association
  • Old data: “every dollar invested in UX brings between 2 and 100 dollars in return.”1. Gilb, T. (1988). Principles of Software Engineering Management. Addison Wesley: Reading, Ma.2. Pressman, R.S. (1992). Software Engineering: A Practitioner’s Approach. McGraw-Hill: New York, NY.
  • Where did I get this fabulous picture of a unicorn!?!?!
  • And here’s how to get a hold of me when you want to get it all done.
  • What is UX (and why should you care?)

    1. 1. What’s UX?And why do you need it? Susan Culkin sculkin.wordpress.com © 2013 Susan Culkin.
    2. 2. Susan Culkin User Experience (UX) & Interactive Design for over 15 years Nashville for > one & half years  Started two UX Departments, one for Thomson West Business and Cablevision. Have experience designing for lawyers, doctors, patients, teenagers, soccer moms, librarians, insurance brokers, CEOs, CFOs, CIOS, retirees, and more Got into UX & Interaction Design after a career in Graphic Design Passionately believe that User Experience is the key to a successful product and a successful team. © 2013 Susan Culkin.
    3. 3. Core Skills• Design Strategy• Interactive Design• Information Architecture• Visual Design• User Research Soft Skills:• Information Design • Storytelling • Presenting• Usability • Facilitating • Sketching• Design Management • CritiquingEnterprise Skills: • Domain Knowledge • Marketing • Analytics • Business Knowledge • Social Networks • Agile Methods • ROI • Use Cases • Editing and Curation • Technology • Ethnography
    4. 4. User Experience is aboutfinding the sweet spotbetween the user’s needsand thebusiness goals,ensure that the design ison brand, and work withthe technology team toensure the solution isfeasible.* I’ve based this on Tim Brown of IDEO’s approach. I highly recommend his book Change byDesign but for a shorter explanation from the master you can go here: www.ideo.com/about
    5. 5.  User Experience is the overall experience and satisfaction a user has when using a product or system. UX includes: • interactive behavior • usability • enjoyment • fitting the way users think and act people think and act customers think and act © 2013 Susan Culkin.
    6. 6. What do UX Designers do?When an architect designs a building for you, there is a simple, reliable process:Research Design Test Iterate Build & Validate
    7. 7. What do UX Designers do?When a UX designer designs an app for you, there is a simple, reliable process:Research Design Test Iterate Build & Validate
    8. 8. Rachel Hollowgrass, Business Analysis and User Experience Article - for Modern Analyst(May 2011) © 2013 Susan Culkin.
    9. 9. BA UX Focus on business  Focus on human stakeholders users Analyze market  Analyze market & situation technology trends Document business  Document experience, processes journey maps Manage business  Design interactive requirements solution Research technology  Conduct usability testing © 2013 Susan Culkin.
    10. 10. BA UXExplore how Explore how peopletechnology supports interact with and usebusiness technology © 2013 Susan Culkin.
    11. 11. Apply design to business strategy 11 © 2013 Susan Culkin.
    12. 12. I am not the customer.Teams so often get trapped in their own ideas and forget that the people they aredesigning for aren’t involved in the product they are creating. What seems obviousto someone working on the project everyday may not be so obvious for the peoplethey are designing for. Remind yourself “I am not the customer.” 12 © 2013 Susan Culkin.
    13. 13. Here’s an advanced search page provided by a very successful online retailer. – designed by and for software engineers.13 © 2013 Susan Culkin.
    14. 14. Same page later released for users – focused on results, not query14 © 2013 Susan Culkin.
    15. 15. Why should this matter to me? andHow can I convincemy co-workers this should matter to them? © 2013 Susan Culkin.
    16. 16. It’s good business sense  The most common results from investments in improving UX are:  Decrease in development and support costs  Increase in average revenue per user  Decreased time to marketSource: Strategic Data Consulting, Special report: UX Business Impacts and ROI (2009). © 2013 Susan Culkin.
    17. 17. Decrease Development & Support Costs  Poor requirements definition and management consume over 1/3 of IT’s app development budget.  Companies with a low level of requirements maturity failed to achieve their business objectives on almost half their projects, while taking 35 percent more time to complete them.  The User Interface of software is:  47‐66% of a project’s total code  40% of the development effort  80% of the unforeseen fixes required (the other 20% are bugs)Sources: Strategic Data Consulting, Special report: UX Business Impacts and ROI (2009) and IAGConsulting (2009) © 2013 Susan Culkin.
    18. 18. Decrease Development & Support Costs McAfee’s UI redesign saved them 90% support costs.Source: Strategic Data Consulting, Special report: UX Business Impacts and ROI (2009). © 2013 Susan Culkin.
    19. 19. Increase Revenue  Good experience leads to increased loyalty  Companies can monetize loyal customers 2.4 times more than neutral customersSource: Strategic Data Consulting, Special report: UX Business Impacts and ROI (2009). © 2013 Susan Culkin.
    20. 20. Decrease Time to Market  UX investments made in the concept phase reduce product development cycles by 33‐50%.  A one‐quarter delay in time to market equals a loss of 50% of that product’s profit.  About 5% of features are used 95% of the time. UX can better focus feature sets.Source: Strategic Data Consulting, Special report: UX Business Impacts and ROI (2009). © 2013 Susan Culkin.
    21. 21. User-Centric Design Plan Research Design Measure Adapt © 2013 Susan Culkin.
    22. 22. “Our clients are as fickle as the next deal.” -- Jeff Bezos, founder & CEO of Amazon.com
    23. 23. 23© 2013 Susan Culkin.
    24. 24. The UX Designer – GraphicDesigner – Business Analyst –Front-End Developer –Back-End Developer –Technical Writer. 24 © 2013 Susan Culkin.
    25. 25. SusanBe deliberate.Create beautiful Culkinthings. Design Strategy | Interaction Design |Care. User Experience Email: susan.culkin@gmail.com Twitter: uunan Cell: 703.851.0391 Site: sculkin.wordpress.com © 2013 Susan Culkin.
    26. 26. Wireframing toolsI am not endorsing the following companies or their products. But people often askme what tools I use for prototyping and wireframing so here is a list of inexpensiveoptions for beginners. You can always create wireframes and prototypes inbusiness applications like PowerPoint© and Viso©. Remember the purpose ofwireframing and prototype is to demonstrate an idea before you invest too muchtime and effort in the final product. Paper and pencil is still a great option.  Balsamiq has a software download and an online subscription option  Axure the higher priced option generates a specification doc that has saved me LOTS of time. Developers are always happy when I deliver Axure prototypes with the text spec doc.  Protoshare is a web-based, collaborative prototyping application  Mockingbird is an online wireframe tool with simple drag-and-drop elements © 2013 Susan Culkin.
    27. 27. Books & SitesI guess I am endorsing these resources. I have found them to be very helpful andinsightful. There are many more but these are the first that come to mind. Enjoyand please share your own in the comments  Change by Design, Tim Brown  Sketching User Experiences: Getting the Design Right and the Right Design, Bill Buxton  Don’t Make Me Think, Steve Krug  Six Thinking Hats, Edward de Bono  www.uie.com : User Interface Engineering  boxesandarrows.com : Boxes and Arrows  www.uxbooth.com : UX Booth © 2013 Susan Culkin.

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