ASML UX Event
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ASML (www.asml.com) is one of the world’s leading manufacturers of chip-making equipment. On November 21nd their internal UX team organized a UX event about the importance of UX and how it can be applied in ASML projects. I contributed a talk about the future of UX, illustrated by examples of high-tech projects.
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ASML UX Event
- 1. What is UX? ASML UX EVENT 21.11.2016 Johan Verhaegen – UX Strategist
- 6. UX STRATEGY UI DESIGNUSER ONBOARDING © 2016 Human Interface Group
- 7. UX STRATEGY
- 8. “Bridge the UX-Business Gap: Attach your UX toolbox to business toolboxes.” Michael Thompson – Global Director UX, Telefónica
- 12. CUSTOMER JOURNEY USER INSIGHT MAP DESIGN VISION USER EXPERIENCE FRAMEWORK © 2016 Human Interface Group VALUE PROPOSITION CANVAS
- 13. Value Proposition Canvas © 2016 Human Interface Group Product / Service Wants Needs Fears Customer Strategy Technology Features Business goals UX maturityKPI’s
- 14. Value Proposition Canvas © 2016 Human Interface Group Product / Service Wants Needs Fears Customer Strategy Technology Features Business goals UX maturityKPI’s
- 16. Patient platform Patiënt Familie Zorgverleners AMBULANT GEHOSPITALISEE RD
- 17. WANTS FEARS NEEDS Begrijpelijke informatie Privacy Meer autonomie Wat gaat er met mij gebeuren? Zo snel mogelijk geholpen worden Flexibiliteit ivm afspraken Persoonlijke/individuele aanpak verliezen Meer transparantie Goede en toegankelijke zorgen Ondersteuning Menselijk contact Duidelijke diagnose en aanpak PATIËNT Informatie gericht op eigen doelgroep Niet altijd naar het ziekenhuis WANTS FEARS NEEDS Overzicht van het zorg-/behandelplan familielid Problemen met familielid Betrokken worden bij behandeling FAMILIE Ondersteuning Up-to-date informatie Hulp bieden aan familielid Complicaties Onmacht WANTS FEARS NEEDS Vlot verloop tijdens consulatie Meer werk Zo weinig mogelijk tijd verliezen Tevreden patiënten Voorbarige conclusies door de patiënt ZORGVER- LENERS ZelfdiagnosesDoorstroom van informatie tussen alle systemen/ integratie Verhoogde efficiëntie
- 18. Value Proposition Canvas © 2016 Human Interface Group Product / Service Wants Needs Fears Customer Strategy Technology Features Business goals UX maturityKPI’s
- 19. Boston Dynamics Big Dog Robot
- 21. “Simplicity isn’t (always) the goal of UX” Johan Verhaegen – UX Strategist
- 24. “What makes something simple or complex? It’s not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates. (…) Complexity is often necessary. The design challenge is to manage complexity so that it isn’t complicated.” Donald Norman - Living with Complexity (2011)
- 31. Value Proposition Canvas © 2016 Human Interface Group Product / Service Wants Needs Fears Customer Strategy Technology Features Business goals UX maturityKPI’s
- 33. USERS 1. Users 2. Service proposition 3. Channels 4. Usage Who are / will be the platform users? Who are the most important users? Why would someone use the service? What value does the service bring? Through which channels (e.g. online, mobile, telephone, shop) is / should the service be available? Which channels are most cost effective? Which channels are users like to favour? How should / do users use the service? How frequently is / will the service be used? PERFORMANCE 9. ROI 10. KPIs How will the platform deliver an ROI? What are the costs vs the benefits? How can the platform be delivered more cost effectively? Which KPIs are / can be used to track the performance of the platform? What are the key KPIs? SERVICE DELIVERY RISKS 5. Actors 6. Key activities 8. Competitors7. Challenges Which key activities are required to deliver the service? What resources are required for those activities? Which are the most important activities? Who is / will be involved in delivering the service? Who are/will be the key partners, suppliers and stakeholders? What current challenges exist? What challenges do you foresee in the future? What other similar applications are available? Who are the key competitors? What other options do users have?
- 34. USERS SERVICE DELIVERY RISKS Users, service proposition, channels & usage Actors & key activities Challenges & competitors
- 38. Value Proposition Canvas © 2016 Human Interface Group Product / Service Wants Needs Fears Customer Strategy Technology Features Business goals UX maturityKPI’s
- 39. “Measure what you design. Don’t merely guess and pray.” Johan Verhaegen – UX Strategist
- 41. Two metrics that correlate with UX success Usability Engagement
- 42. Key usability dimensions (ISO 9241-11) Usability ̶ Efficiency: a measure of the resources expended in relation to the accuracy and completeness with which users achieve goals ̶ Effectiveness: a measure of the accuracy and completeness with with users achieve specified goals ̶ User satisfaction: a measure of the comfort and acceptability of use
- 43. Key usability metrics Efficiency The resources expended in relation to the accuracy and completeness with which users achieve goals Effectiveness The accuracy and completeness with which users achieve specified goals Satisfaction The comfort and acceptability of use ̶ Time on task - The (average) time it takes for participants to complete a particular task or activity ̶ Time spent on errors – The (average) time participants spent on recovering from an error ̶ Overall relative efficiency – The ratio of the time taken by participants who completed a task in relation to the total time taken by all participants ̶ Task success and task completion rate - The number of participants that successfully completed a (set of) task(s) ̶ Number of errors - The average number of times an error occurred, per participant, while performing a particular task ̶ Perceived efficiency (time on task) and effectiveness (task success) ̶ Ratio of positive to negative comments used to describe the product ̶ Task-level user satisfaction – How difficult the task was perceived by the participants ̶ Test-level user satisfaction – How the overall ease of use of the system was perceived by the participants
- 44. Key engagement dimensions Engagement Emphasizes the positive aspects of interaction, and in particular being captivated by an application, and being motivated to use it. Consists of: ̶ User’s feelings ̶ User’s mental states ̶ User’s interactions Source: Models of user engagement Towards a science of user engagement
- 45. Key engagement metrics Feelings The emotional connection that exists, at any point in time and over time, between a user and a technological resource Mental states The cognitive connection that exists, at any point in time and over time, between a user and a technological resource Interactions The behavioural connection that exists, at any point in time and over time, between a user and a technological resource ̶ Happiness rating – How good a user feels when using a system or website ̶ First impression ̶ Attention minutes – The amount of attention that a user gives to a website ̶ Flow state – The ease of flow from one block of information to another ̶ Time on site ̶ Frequency of use ̶ Getting hooked to the product ̶ Total time reading – Total time spent on a website or particular portions of that website ̶ Hits, page views, visits and unique views ̶ Returning visitors, registered users and customers ̶ Daily active users
- 46. But Johan, how do we do this?1. We believe our customers have a need to ______________ 2. This need can be solved with ________________________ 3. Our target users are _______________________________ 4. The #1 value customers will to get out of our service is _______________________________________________ _ 5. Customer will also get these additional benefits _______ 6. Our primary competitors are ________________________ 7. We will beat them thanks to ________________________ 8. Our biggest risk is -> Hypothesis statements
- 47. Value Proposition Canvas © 2016 Human Interface Group Product / Service Wants Needs Fears Customer Strategy Technology Features Business goals UX maturityKPI’s
- 48. © 2016 Human Interface Group 4. Integrated 1. One shots 3. Strategic 2. Project-based UX maturity
- 49. Jakob Nielsen “As their usability approach matures, organizations typically progress through the same sequence of stages, from initial hostility to widespread reliance on user research.” Where are we today? UX Maturity Models
- 50. Where are we today? UX Maturity Models 1. Stage 1: Hostility toward usability 2. Stage 2: Developer-centered usability 3. Stage 3: Skunkworks usability 4. Stage 4: Dedicated usability budget 5. Stage 5: Managed usability 6. Stage 6: Systematic usability process 7. Stage 7: Integrated user-centered design 8. Stage 8: User-driven corporation Nielsen Norman Corporate UX Maturity stages
- 51. 51 Where are we today? UX Maturity Models
- 52. Ignorance > individual commitment > UX experts > structured process UX matures to organizational level, not project level UX gets weaved into roadmaps UX receives a continuous budget (like a marketing budget) All UXMMs share the same elements
- 53. ‘Knock on the CEO’s door’ only works in mature UX organizations But Johan, how do we do this? Stealth UX where UX evangelization is still needed tactics: expert review usability testing personas …
- 54. CUSTOMER JOURNEY USER INSIGHT MAP DESIGN VISION USER EXPERIENCE FRAMEWORK © 2016 Human Interface Group VALUE PROPOSITION CANVAS
- 55. User Insight Map © 2016 Human Interface Group Characteristics Skills ActivitiesContext Behavior
- 56. Johan Verhaegen – UX Strategist “GOOB!”
- 57. observe
- 59. • What do we need to do next? • Visualize the personas • Spread through the organization • Specifications must be linked to a persona (Add to Specification document) • Ownership & maintenance of the personas PERSONAS
- 60. CUSTOMER JOURNEY USER INSIGHT MAP DESIGN VISION USER EXPERIENCE FRAMEWORK © 2016 Human Interface Group VALUE PROPOSITION CANVAS
- 61. © 2016 Human Interface Group EXPERIENCE MAP SERVICE BLUEPRINT CUSTOMER JOURNEY
- 62. © 2016 Human Interface Group EXPERIENCE MAP
- 63. Experience map
- 64. Cathy – Offline programmer
- 65. © 2016 Human Interface Group SERVICE BLUEPRINT
- 67. CUSTOMER JOURNEY USER INSIGHT MAP DESIGN VISION USER EXPERIENCE FRAMEWORK © 2016 Human Interface Group VALUE PROPOSITION CANVAS
- 68. “Without vision, you’re blind.” Johan Verhaegen – UX Strategist
- 70. USABILITY PRINCIPLES DESIGNDESIGN PRINCIPLES © 2016 Human Interface Group Design vision
- 71. BASED ON HOW PEOPLE Feel Think HearSee InteractBehave Usability principles © 2016 Human Interface Group
- 72. “The principles of discoverability, of feedback, and of the power of affordances and signifiers, mapping and conceptual models will always hold. Our technologies may change, but the fundamental principles of interaction are permanent.” Donald Norman – The Design of Everyday Things (2013)
- 73. Usability principles Design theory UX research Project evidence
- 74. Scientific foundation for design principles and interaction design The psychology of design How people see, read, remember, think, focus, interact, feel and decide Design theory Heuristic evaluation Usability goals Learnability, efficiency, memorability, errors and satisfaction Design principles Discoverability, feedback, affordances & signifiers, mapping and conceptual models
- 76. Examples, practices, inspiration, connecting dots,… UX Research
- 77. 1. The F-pattern 2. The Z-pattern CREATIVE BLOQ -
- 78. Experience from projects Project evidence
- 79. Usability principles 1. People are motivated by mastery, progress and control 2. People believe things that are close together belong together (Gestallt) 3. People search for cues that tell them what to do (mental models) 4. People scan screens based on previous experiences 5. People identify objects by recognizing patterns
- 80. Usability principles Design principles 1. People are motivated by mastery, progress and control 1. Put the user in control 2. People believe things that are close together belong together (Gestallt) 2. Make it simple and clear 3. People search for cues that tell them what to do (mental models) 3. Don’t make me think 4. People scan screens based on previous experiences 4. Be consistent and unambiguous 5. People identify objects by recognizing patterns 5. Use a design system
- 82. Usability principles General principles based on human psychology, science and user experience research > How people see, hear, think, interact, behave, feel Design principles Actionable principles, tailored to the Company context Easy to remember > Helps you to focus when making design decisions Company values Future vision for the platform > Company game changers and differentiators
- 83. co-design
- 84. Design experiences instead of screens Use a UX framework to create new experiences Put the user at the center of every UX project TAKEAWAYS
Editor's Notes
- https://www.fastcoexist.com/3062997/world-changing-ideas/what-dopplers-here-one-earbuds-do-and-how-they-do-it
- Her – 2013 A lonely writer (Theodore Twombly) develops an unlikely relationship with his newly-purchased operating system that's designed to meet his every need.
- You’ll need more than your traditional design tools
- https://hbr.org/2016/09/the-elements-of-value
- Alexander Osterwalder
- Customer journey toevoegen
- http://www.theguardian.com/technology/2015/dec/30/us-marines-reject-bigdog-robot-boston-dynamics-ls3-too-noisy 30.12.2015: “The US military is cooling its eagerness for robots in the battlefield, after trials with quadrupedal robot and nightmare machine Big Dog revealed one crucial flaw: it’s much, much too loud (…) As marines were using it, there was the challenge of seeing the potential possibility because of the limitations of the robot itself. They took it as it was: a loud robot that’s going to give away their position.”
- Instead of creating a system built solely on the requirements of a business, UX designers lay foundations for a common ground where business goals and key user needs meet. There needs to be spent as much time and effort on understanding and achieving business objectives as on understanding user needs and how design can best serve both of them.
- Service model canvas
- UX metrics and UX KPI’s
- UX metrics are a superb and powerful tool for measuring the performance of any system or product. There are three categories of metrics that correlate with the success of a user experience: usability, engagement and conversion.
- Usability is not a single, one-dimensional property but rather a combination of factors (ISO 9241-11 standard). The ISO model defines usability as measures of the following: Efficiency: The resources expended in relation to the accuracy and completeness with which users achieve goals (relates to productivity, once users have learned the system they should be able to use it productively). This measures the time to meet a specific user objective, the cost and resource usage. Effectiveness: The accuracy and completeness with which users achieve specified goals. This measures the number and nature of pauses, hesitations and errors, where users got stuck and any showing of misunderstandings or uncertainty during use or afterwards, the degree of user success. This is the degree to which it meets the mindset, expectations and objectives of the user. Satisfaction: The comfort and acceptability of use. The system should be pleasant to use so users are subjectively satisfied when using it. This is a subjective measure, measured using usability questionnaires. Other attributes of Usability are learnability, memorability and errors: -Learnability: The system should be easy to learn, so the user can quickly get some work done. Therefore it is also important to track the first-time users’ success rate and then track the progress: how the rate changes through time, when users gain more experience with the service (e.g. track first time users’ success rate and the progress over time) -Memorability: The system should be easy to remember, so the casual user is able to use the system again without having to relearn everything -Errors: The system should have a low error rate so the user feels they are making positive progress and are in control, and if they do make errors they should be able to recover from them easily. Source: http://designmodo.com/ux-kpi/ https://books.google.be/books?id=bQsmbfLpoFcC&pg=PA6&lpg=PA6&dq=usefulness+efficiency+effectiveness+user+satisfaction&source=bl&ots=1troec6_aU&sig=FQPMu6_e3zoEdtm_5BtiF75_m1s&hl=nl&sa=X&ved=0ahUKEwiC_s_1ktvJAhXCYQ4KHcAXCuMQ6AEISzAF#v=onepage&q=usefulness%20efficiency%20effectiveness%20user%20satisfaction&f=false
- http://usabilitygeek.com/usability-metrics-a-guide-to-quantify-system-usability/
- Engagement metrics are a highly crucial category of user metrics and is often considered the main aspect of overall user experience. Measuring engagement helps us understand how good they feel about it, how much attention they give to it and how much people interact with a site or application, etc. User’s feelings, mental states and interactions could be seen as 3 distinct dimensions of engagement. Source: http://ir.dcs.gla.ac.uk/~mounia/Papers/engagement.pdf
- http://www.nngroup.com/articles/usability-maturity-stages-1-4/
- http://www.nngroup.com/articles/usability-maturity-stages-1-4/
- http://johnnyholland.org/2010/04/planning-your-ux-strategy/
- Customer journey toevoegen
- Customer journey toevoegen
- “Nobel Prize-winning psychologist Daniel Kahneman, saw confirmation of a psychological heuristic called the peak-end rule: people’s memories of an experience are based on a rough average of the most intense moment (the peak) and the final moment (the end).” https://www.smashingmagazine.com/2016/08/user-memory-design-how-to-design-for-experiences-that-last/?ref=mybridge.co
- Customer journey toevoegen
- UX metrics and UX KPI’s
- http://www.higroup.com/wall/do-not-copy-giants
- F- pattern Typically for text-heavy websites like blogs, the F-Pattern comes from the reader first scanning a vertical line down the left side of the text looking for keywords or points of interest in the paragraph's initial sentences. Z-pattern The Z-pattern is perfect for interfaces where simplicity is a priority and the call to action is the main takeaway.