EffectiveUI Lead User Experience Architect John McRee shares this presentation from Web 2.0 San Francisco 2010.

1. By the Book: Effective UI
Examining the Art of Building Great User Experiences in Software
- John McRee
your user experience agency

3. title: Lead User Experience Architect
email: john.mcree@effectiveui.com
blog: www.johnmcree.com
twitter: @johnmcree
www.effectiveui.com

4. Microsoft Apple Adobe Sun
Strategic 20 iPhone Gold 15 Partner Java FX
Agency Partner Preferred Developer Strategic Partner

12. Flash Vector Graphics MXML
Client Processing Cover-flow
Java Service Oriented Architecture
Silverlight
Animation Social Networking
Streaming Video Aqua Multi-Channel
Runtime Skip Intro
Web 2.0 Productivity
iPhone Accessibility
Google Reflections Audio
AJAX Thin Client
Security Sandbox Multi-Touch APIs Open Source
Apple
Flex Rich Conversions Microsoft Adobe
XAML Web Services Objective C SUN

13. 30% of software is successful (adopted)...
Failed (zero adoption)
Successful (adopted)
70%
30%

14. ...if it even gets released
25% Never Released
Failed (zero adoption)
Successful (adopted)
22%
53%

15. Setting up the right environment for software to be successful

16. Step 1: Become a UX evangelist...or hire one

17. What is UX?

18. Engaging (immersion)
Robbie Cooper, New York Times

19. Responsiveness (feedback)

20. External consistency

21. Performance

22. Helpful in accomplishing goals

23. Intuitiveness vs. efficiency
Familiarity vs. innovation

24. Appropriateness to context

25. Delivery of relevant, valuable content

26. Trustworthiness

27. Jared Spool’s Market Maturity
Novel/Proprietary Feature Focus UX Focus Commoditization
No competition Bullets on box Too complex Embedded
Startup costs
Unused features

28. UX can have a HUGE ROI

29. “Every $1 invested in usability
returns between $10 and $100”
IBM “Cost-Justifying Ease of Use”

30. UX Fund
1. Demonstrated care in the design of their products and Web site
2. Has a history of innovation
3. Inspired loyalty in their customer base
4. Doing business with them was a positive experience
UX Fund: 39.3% $19533.48
Nasdaq: 29.1%
S&P 500: 10.3%
Nasdaq 100: 28.7%
NYSE: 15.0%

35. Step 2: Get everyone on the same page

36. Product
CEO Designer Developer
Manager

37. Product
CEO Designer Developer
Manager

38. The workshop
Force communication

39. The workshop
Force communication
Force collaboration

40. The workshop
Force communication
Force collaboration
Expose assumptions
Users
Features
Success

41. The workshop
Force communication
Force collaboration
Expose assumptions
Users
Features
Success
Force Prioritization

42. The SUDA
Cooper’s “User & Domain Analysis (UnDA)”
Competitive analysis
User research
Literature review
Personas
Context scenarios
Functional requirements

44. The SUDA
EUI’s “System, User & Domain Audit (SUDA)”
Competitive analysis
User research
Literature review
Context scenarios
Personas
Functional requirements
Adding
Stakeholder interviews
System & dev team audit
Capacity review
Environmental factors
Technical factors
Lo-fi “vision”
Phased approach

45. The SUDA: Stakeholder interviews
Build trust
Skin in the game
Passion & beliefs
Quick wins
Apprehensions

46. The SUDA: System & dev team audit
Capacity review
Environmental factors
Technical factors

47. The SUDA: Lo-fi “vision”

48. The SUDA: Phased approach

49. Step 3: Plan, then forget your plans...

50. “I am the wisest man alive, for I know one thing,
and that is that I know nothing.”
Socrates

51. “The great uncertainty of all data in war is a
peculiar difficulty, because all action must, to a
certain extent, be planned in a mere twilight,
which in addition not infrequently–like the
effect of a fog or moonshine–gives to things
exaggerated dimensions and unnatural
appearance.”
Carl von Clausewitz, On War

52. “No battle plan survives first contact with the
enemy.”
Helmuth von Moltke

53. Much like individual soldiers in a battlefield, a
software system isn’t static. It is the behavior
created by the dynamic interaction of its parts.

57. Step 4: Create & communicate the vision

59. TriGeo Console Project Milestone v_0.1
Last Modi ed: October 30, 2008 9:12 AM
EXPERIENCE MAP
The Experience Map acts as a diagram of the “ ow” of an
application. It is important to hone in on this high-level
framework of the application so a clear direction may be
established. This map helps the direction of wireframes without
getting too far into the details.
The content of the Experience Map is based on user research,
a current understanding of the application and methods of
improving usability. As more information is gathered and
Experience Map evolves until a direction has been established.
Creating the Experience Map was an ongoing process that ran
in tandem with wireframes and creating design compositions.
Although there was some inconsistent overlap due to these areas
being done in parallel, thinking around wireframes helped to
tighten areas of the Experience Map and vice versa.
In the end, a solid overview of the TriGeo Console was generated
that acts as the foundation for additional development and user
experience re nement. There is still work to be done and directly
correlates to the Wireframes.
20

65. Other examples of vision demos
Apple’s Knowledge Navigator
Nokia Phones (check out Youtube)
Twitter in Plain English

66. Out of time...

67. title: Lead User Experience Architect
email: john.mcree@effectiveui.com
blog: www.johnmcree.com
twitter: @johnmcree
www.effectiveui.com