Lectures for Masterclass Customer Experience Strategie & Executie @Business University Nyenrode
user/customer centric design principes voor digital touchpoints & Usability & user experience principes
There are a range of different tools and methods for defining target groups such as interviews, observations, questionnaires etc.. This report describes the Persona method, and is based upon the work of Alan Cooper, the inventor of the Personas approach.
Designer is constantly confronted with challenge that how to make the application simple but also powerful. Powerful features will usually result in the complicated user interface. How to simplify it without sacrificing the powerfulness ?
This decks are for addressing the challenges from both product management and user experience design perspectives.
1. What it is?. Philosophy and Principles.
2. How to use it? methodology and basic tools.
3. Beyond UCD. Alternatives methodologies: Activity Centered Design and Goal Directed Design.
There are a range of different tools and methods for defining target groups such as interviews, observations, questionnaires etc.. This report describes the Persona method, and is based upon the work of Alan Cooper, the inventor of the Personas approach.
Designer is constantly confronted with challenge that how to make the application simple but also powerful. Powerful features will usually result in the complicated user interface. How to simplify it without sacrificing the powerfulness ?
This decks are for addressing the challenges from both product management and user experience design perspectives.
1. What it is?. Philosophy and Principles.
2. How to use it? methodology and basic tools.
3. Beyond UCD. Alternatives methodologies: Activity Centered Design and Goal Directed Design.
Everyone always want their own site look nice but how much they know about their user characteristics. This presentation will guide you about "key success factor to design a web site", "how to reach your target", "leading to win-win situation" and "testing your site and analyze results"
Owning the product by owning the user experienceMark Notess
Effective product ownership means owning the user’s experience (UX) of that product. This presentation provides a practical introduction to UX concepts and methods as adapted for Agile software development. Sample deliverables, activities and results will be drawn from the Avalon Media System project, a jointly developed open source system developed by Indiana University and Northwestern University. This was presented at Agile Indy 2014.
Is User Centered Design a buzzword, a technique, or a methodology? Why does "UCD" get so much attention? How has it changed how teams approach web application usability efforts? Is UCD right for you?
1. User Centered Design: Evolving from Dot-Com to Web 2.0
2. Why UCD? (Development, Business, Design benefits)
3. Development process: UCD vs. Agile vs. Waterfall
4. Case Studies: User Centered Design success stories
5. Is UCD right for you?: Planning a UCD process for your product
6. Q & A
how to discover requirement by identify problem
how to solve the problem by discovering requirement
how identify customer need
How to Capture Requirements Once They Are Discovered?
What Are Requirements?
There are Different types of requirements
There are Common types of requirements
Data Gathering
Probes
what is Probes
types of Probes
what is Contextual Inquiry
Brainstorming for innovation
Personas and scenarios
Usability of web application.
@ Kindly Follow my Instagram Page to discuss about your mental health problems-
-----> https://instagram.com/mentality_streak?utm_medium=copy_link
@ Appreciate my work:
-----> behance.net/burhanahmed1
Thank-you !
Jeff Belden MD and Janey Barnes PhD co-presented at HIMSS Virtual Conference June 2010. You can hear the audio recording if you are a HIMSS member, available online.
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.
This heuristic evaluation that I completed for a client to establish an authentic and effective user experience. The evaluation defined problematic areas that decrease their ROI and increase their drop-off rate.
This proposal of work contains details and samples of the user centric design process I follow. I have been trying to find a good graph that represents the process, but at the end I have decided to make my own! ;)
User Experience Design Fundamentals - Part 1: Users & GoalsLaura B
#1 in a 3-part series on UX Fundamentals: Users & Goals
* Value & Process
* Goal-directed design
* Users and their goals
* Learn how to articulate the goals of your product’s users
* Learn how to use user goals to assess a website or product
User Experience Design & Paper PrototypingIlona Posner
Presentation is part of the Mobile Accelerator Program organized by the Mobile Experience Innovation Centre, at OCAD University in Toronto, Canada. www.ilonaposner.com
Usability testing (or user testing) involves measuring the ease with which users can complete common tasks on your website. The results of the analysis are a huge eye-opener and their implementation often leads to:
Increased sales and task completion and a high rate of return site visitors
A greatly improved understanding of your customers’ needs
A significant reduction in call centre enquiries
A much more user-focused in-house development team Source: http://www.wbcsoftwarelab.com/wbcblog/read-basics-of-usability-testing
UX planning is a journey on which you must contemplate four elements in order to achieve harmony. It is only then that you will have mastered Zen and the Art of UX Planning. This deck was created for the 2012 Midwest UX Conference in Columbus, OH.
Everyone always want their own site look nice but how much they know about their user characteristics. This presentation will guide you about "key success factor to design a web site", "how to reach your target", "leading to win-win situation" and "testing your site and analyze results"
Owning the product by owning the user experienceMark Notess
Effective product ownership means owning the user’s experience (UX) of that product. This presentation provides a practical introduction to UX concepts and methods as adapted for Agile software development. Sample deliverables, activities and results will be drawn from the Avalon Media System project, a jointly developed open source system developed by Indiana University and Northwestern University. This was presented at Agile Indy 2014.
Is User Centered Design a buzzword, a technique, or a methodology? Why does "UCD" get so much attention? How has it changed how teams approach web application usability efforts? Is UCD right for you?
1. User Centered Design: Evolving from Dot-Com to Web 2.0
2. Why UCD? (Development, Business, Design benefits)
3. Development process: UCD vs. Agile vs. Waterfall
4. Case Studies: User Centered Design success stories
5. Is UCD right for you?: Planning a UCD process for your product
6. Q & A
how to discover requirement by identify problem
how to solve the problem by discovering requirement
how identify customer need
How to Capture Requirements Once They Are Discovered?
What Are Requirements?
There are Different types of requirements
There are Common types of requirements
Data Gathering
Probes
what is Probes
types of Probes
what is Contextual Inquiry
Brainstorming for innovation
Personas and scenarios
Usability of web application.
@ Kindly Follow my Instagram Page to discuss about your mental health problems-
-----> https://instagram.com/mentality_streak?utm_medium=copy_link
@ Appreciate my work:
-----> behance.net/burhanahmed1
Thank-you !
Jeff Belden MD and Janey Barnes PhD co-presented at HIMSS Virtual Conference June 2010. You can hear the audio recording if you are a HIMSS member, available online.
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.
This heuristic evaluation that I completed for a client to establish an authentic and effective user experience. The evaluation defined problematic areas that decrease their ROI and increase their drop-off rate.
This proposal of work contains details and samples of the user centric design process I follow. I have been trying to find a good graph that represents the process, but at the end I have decided to make my own! ;)
User Experience Design Fundamentals - Part 1: Users & GoalsLaura B
#1 in a 3-part series on UX Fundamentals: Users & Goals
* Value & Process
* Goal-directed design
* Users and their goals
* Learn how to articulate the goals of your product’s users
* Learn how to use user goals to assess a website or product
User Experience Design & Paper PrototypingIlona Posner
Presentation is part of the Mobile Accelerator Program organized by the Mobile Experience Innovation Centre, at OCAD University in Toronto, Canada. www.ilonaposner.com
Usability testing (or user testing) involves measuring the ease with which users can complete common tasks on your website. The results of the analysis are a huge eye-opener and their implementation often leads to:
Increased sales and task completion and a high rate of return site visitors
A greatly improved understanding of your customers’ needs
A significant reduction in call centre enquiries
A much more user-focused in-house development team Source: http://www.wbcsoftwarelab.com/wbcblog/read-basics-of-usability-testing
UX planning is a journey on which you must contemplate four elements in order to achieve harmony. It is only then that you will have mastered Zen and the Art of UX Planning. This deck was created for the 2012 Midwest UX Conference in Columbus, OH.
WSO2Con EU 2016: Keynote - Middleware for the Digitally Connected TelcoWSO2
Historically the telecommunication industry has been a source of disruption across the globe and has impacted everything from how people do business to how they interact socially. In the last decade the industry itself is being disrupted by many new businesses. These operating under a completely different set of rules have shaken the industry with more than 50% of global operators seeing these small start-ups as a major threat.
Technology provided by WSO2.Telco attempts to bridge this gap. Through powering global Initiatives like GSMA Mobile Connect and providing an ‘enabling’ layer, it helps MNO partner and innovate at the speed of internet companies and at the same time continue to provide to ensure the integrity of the core systems on a Telco. This talk will discuss the digital transformation MNOs are undergoing and the fight to remain relevant to its customers.
The talk will also discuss WSO2.Telco products in detail and how they can help drive this transformation, further discussion on how we work with WSO2 to provide a seamless experience for our customers from start to finish.
Stack Storytelling
As devices proliferate the concept of cross platform seamless communication for brands becomes a challenge. We will explain ‘Stack Storytelling’ : the ability to deliver and sequence a brand story across multiple third party platforms, and furthermore explain how Stack Storytelling improves return on investment for marketers by up to 50%
Light at the End of the Tube, Industry & Mobile Findings Illuminate Way in Mu...Ed Hewett
Mobile presentation at Super Mobility 2014. An introspective on the state of mobility—lessons from telco and tech industries provide insight for igniting opportunities presented by multi-device, multi-channel, & multi-social users. The session will highlight both qualitative and quantitative industry data including Adobe’s 2014 Mobile Consumer Survey, Adobe’s 2014 Digital Telecom Survey (in partnership with Econsultancy), and Adobe’s Digital Index (customer benchmarks).
hybris SAP and IBM Retail Webinar presentation - How Brands Get Strongest ROI...Tero Angeria
There are many technological advances to reinvent retail and they can be surprisingly cost-efficient. From intelligent and engaging video content on in-store screens, to a customer journey crossing social and mobile touch points. All these innovations can help to merge online with offline and are adaptable to brands of any size and commerce maturity but the main question is: How do you benchmark your business and stay ahead of the competition?
In this live event we discussed the retail industry trends and IBM’s proposition for a strong ROI with hybris SAP Commerce.
AGENDA:
1. Retail Industry Trends
2. IBM’s proposition for retail using hybris SAP commerce
3. hybris Express
How to Deal With Disruptor (from Telco prespectives)Saiful Hidayat
This article contains informations about, how we are (Telcos) can be survive and become the winner in this business competition ?, especially with the presence of the OTT (over the top) which directly or indirectly started to becomes major competitor for Telcos, because this OTT aiming the Same Customer Target and operated with a very lean operation model and their Business Model much different from Our (Telcos) traditional business model. For this reason Telecommunications companies need to provide the best customer experience through the core capabilities that are currently owned and implemented in coherent way to provide the Biosphere. “Think Ecosystem and Act Coherent”
Raj Sunder's presentation on 'New Business Models for Telecom Application Success' given in the Telco Summit of TADS, Telecom Application Developer Summit, 21-22 Nov 2013 in Bangkok
Keynote delivered at European CTO Telecoms Forum looking at Telco World beyond the initial roll-out and path to 5G. Will Marketing lapfrog out of the Access-based thinking and really sell what Technology enable with converged broadband networks, cloud and visualization supporting IoT, Industry 4.0, Connected Car@s (or X in general) and so forth.
If you are interested in the slide or discussions related to the content, don't be a stranger, get in touch!
How did KPN experience its digital transformation in cooperation with Comarch? How can other Telecom operators learn from KPN's best practices? Strenghten - Simplify - Grow are three key words describing KPN's transition.
Ericsson ConsumerLab: The one-click ideal - PresentationEricsson
In a digital world, Telecom operators face challenging customer exceptions. Learn more about the ideal one click customer journey and Ericsson ConsumerLab insights.
The customer journey, digital transformation, and youJason Bloomberg
Digital marketers focus on the customer journey -- all the interactions a customer has with a company, from anonymous prospect to new customer to existing customer. As companies become software-driven organizations, these interactions increasingly become digital moments, as customers interact with companies via technology touchpoints.
From the perspective of the business analyst or business process specialist, this laser focus on the customer journey changes the game for understanding customer requirements, as customers are more interested in experiences than applications, digital moments over software-based capabilities.
VisionMobile - Business models of mobile ecosystems - Digital WinnersSlashData
Deep dive into the economics and business models of mobile ecosystems: Presentation given by VisionMobile Strategy Director, Michael Vakulenko, at Digital Winners (Oslo, 7-8 November 2013).
User Experience & Design…Designing for others…UEDPreeti Chopra
User-centered design (UCD) techniques,
Simplification of technology as per user’s needs,
User is right,
User testing,
Information architecture,
Interaction design,
ui,
ued
ux
Julie Grundy gives an overview of user experience Design, why it's important, guiding principles, UX research overview, and tactics used by UX professionals. November 2015.
How do you plan a successful UX project?
You need to include activities to answer each of
the following questions:
1. What are the business requirements?
2. What are the user requirements?
3. What is the best design solution that meets
both the business and user requirements?
In my presentation we will talk about what is User Experience (UX) and why it is important nowadays.
Also we will briefly talk about Usability of a product and how to contact some easy Usability tests.
Finally we will learn the 10 Heuristics of Nielsen and revers-engineer our way back to designing thoughtful User Interfaces (UI) based on those rules of thumb.
Disclaimer: I am not a UX researcher or expert! I am a UX enthusiast. I am trying to study and learn as much as I can about UX (workshop, seminars, uni classes, articles etc.) and all I am trying to de here is to make people understand the importance of it, through what I have learned so far.
When most people think about design, they focus on the aesthetic aspect. But design is a balance of form and function. In usability design, the emphasis is on utility - how well does the design serve the needs of the people that use it?
Techniques to optimize the pagerank algorithm usually fall in two categories. One is to try reducing the work per iteration, and the other is to try reducing the number of iterations. These goals are often at odds with one another. Skipping computation on vertices which have already converged has the potential to save iteration time. Skipping in-identical vertices, with the same in-links, helps reduce duplicate computations and thus could help reduce iteration time. Road networks often have chains which can be short-circuited before pagerank computation to improve performance. Final ranks of chain nodes can be easily calculated. This could reduce both the iteration time, and the number of iterations. If a graph has no dangling nodes, pagerank of each strongly connected component can be computed in topological order. This could help reduce the iteration time, no. of iterations, and also enable multi-iteration concurrency in pagerank computation. The combination of all of the above methods is the STICD algorithm. [sticd] For dynamic graphs, unchanged components whose ranks are unaffected can be skipped altogether.
StarCompliance is a leading firm specializing in the recovery of stolen cryptocurrency. Our comprehensive services are designed to assist individuals and organizations in navigating the complex process of fraud reporting, investigation, and fund recovery. We combine cutting-edge technology with expert legal support to provide a robust solution for victims of crypto theft.
Our Services Include:
Reporting to Tracking Authorities:
We immediately notify all relevant centralized exchanges (CEX), decentralized exchanges (DEX), and wallet providers about the stolen cryptocurrency. This ensures that the stolen assets are flagged as scam transactions, making it impossible for the thief to use them.
Assistance with Filing Police Reports:
We guide you through the process of filing a valid police report. Our support team provides detailed instructions on which police department to contact and helps you complete the necessary paperwork within the critical 72-hour window.
Launching the Refund Process:
Our team of experienced lawyers can initiate lawsuits on your behalf and represent you in various jurisdictions around the world. They work diligently to recover your stolen funds and ensure that justice is served.
At StarCompliance, we understand the urgency and stress involved in dealing with cryptocurrency theft. Our dedicated team works quickly and efficiently to provide you with the support and expertise needed to recover your assets. Trust us to be your partner in navigating the complexities of the crypto world and safeguarding your investments.
Opendatabay - Open Data Marketplace.pptxOpendatabay
Opendatabay.com unlocks the power of data for everyone. Open Data Marketplace fosters a collaborative hub for data enthusiasts to explore, share, and contribute to a vast collection of datasets.
First ever open hub for data enthusiasts to collaborate and innovate. A platform to explore, share, and contribute to a vast collection of datasets. Through robust quality control and innovative technologies like blockchain verification, opendatabay ensures the authenticity and reliability of datasets, empowering users to make data-driven decisions with confidence. Leverage cutting-edge AI technologies to enhance the data exploration, analysis, and discovery experience.
From intelligent search and recommendations to automated data productisation and quotation, Opendatabay AI-driven features streamline the data workflow. Finding the data you need shouldn't be a complex. Opendatabay simplifies the data acquisition process with an intuitive interface and robust search tools. Effortlessly explore, discover, and access the data you need, allowing you to focus on extracting valuable insights. Opendatabay breaks new ground with a dedicated, AI-generated, synthetic datasets.
Leverage these privacy-preserving datasets for training and testing AI models without compromising sensitive information. Opendatabay prioritizes transparency by providing detailed metadata, provenance information, and usage guidelines for each dataset, ensuring users have a comprehensive understanding of the data they're working with. By leveraging a powerful combination of distributed ledger technology and rigorous third-party audits Opendatabay ensures the authenticity and reliability of every dataset. Security is at the core of Opendatabay. Marketplace implements stringent security measures, including encryption, access controls, and regular vulnerability assessments, to safeguard your data and protect your privacy.
8. User-Centered Design (UCD) is a
multidisciplinary design approach based on the
active involvement of users to improve the
understanding of user and task requirements,
and the iteration of design and evaluation.
14. User analyses “methods and tools”
attitudes
behavior
quantitativequalitative
Persona creation
(Remote) User Testing
Visitor session playback
Customer Journey Mapping
Click Tests (actual behavior)
Web Analytics Data
A/B Testing
Heatmaps/scroll maps/clickmaps
Survey (closed)
Click Tests (preference)
Navigation and site structure
analyses (card sort & tree test)
Survey’s (open)
Social media and
sentiment analyses
Expert review
17. Know their (dis)abilities
Requires knowledge about human information
processig (cognition, perception, decision
making) and the individual and cultural
differences
18. Make overview
About your (potential) customer’s cognitive
aspects, personality traits and demographics
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incididunt ut labore et dolore magna aliqua. Ut
enim ad minim veniam, quis nostrud
exercitation ullamco laboris nisi ut aliquip ex
ea commodo consequat. Duis aute irure dolor
in reprehenderit in voluptate velit esse cillum
dolore eu fugiat nulla pariatur.
Motivations
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Goals
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Pain points
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Name <name>
Type <type>
Role <role>
“Insert quote that
characterises this persona
in one sentence.”
Behaviours
A behaviour Opposite behaviour
Variable description
A behaviour Opposite behaviour
Variable description
A behaviour Opposite behaviour
Variable description
A behaviour Opposite behaviour
Variable description
A behaviour Opposite behaviour
Variable description
A behaviour Opposite behaviour
Variable description
<Persona name>
Source: http://asinthecity.com/2011/05/13/explaining-personas-used-in-ux-design-%E2%80%93-part-2/
22. Identify what your customers’
interaction goals
Run task analyses to understand why (potential)
customers interact with you via the different
touchpoints.
– What are the users’ goals?
– How do they get there?
– How can we improve this?
24. Task analysis “methods and tools”
attitudes
behavior
quantitativequalitative
Persona creation
(Remote) User Testing
Visitor session playback
Customer Journey Mapping
Click Tests (actual behavior)
Web Analytics Data
A/B Testing
Heatmaps/scroll maps/clickmaps
Survey (closed)
Click Tests (preference)
Navigation and site structure
analyses (card sort & tree test)
Survey’s (open)
Social media and
sentiment analyses
Expert review
29. attitudes
behavior
quantitativequalitative
Persona creation
(Remote) User Testing
Visitor session playback
Customer Journey Mapping
Click Tests (actual behavior)
Web Analytics Data
A/B Testing
Heatmaps/scroll maps/clickmaps
Survey (closed)
Click Tests (preference)
Navigation and site structure
analyses (card sort & tree test)
Survey’s (open)
Social media and
sentiment analyses
Expert review
Environmental analysis “methods and
tools”
30. • Digital analytics
• CRM data base
• All data sources per touchpoint
Environmental analyses “data sources”
40. • Define user goals
• Link business goals to user goals
• User goal = starting point: create the most
favorable CJ with users
• Map customer journey’s
– Per touchpoint
– Per task
41.
42. • List the data sources and/or departments for
creating persona’s and explain how and why
you would use them
43. • Select one of the major user goals for your
website and do a task analyses
44. • List the top 3 user goals why people would visit your website
• List the business goals of your website
• List per user goal which business goal will be accomplished by
users teaching their goal
51. If something is easy to use,
doesn’t mean it has a good
user experience…
52. Usability:
The extent to which a product can be
used by specified users to achieve
specified goals with effectiveness,
efficiency and satisfaction in a
specified context of use.
53. User experience:
A person's perceptions and responses that
result from the use and/or anticipated use
of a product, system or service.
54.
55. usability
Usability is a quality attribute
of a user interfaces
user experience
"User experience"
encompasses all aspects of the
end-user's interaction with the
company, its services, and its
products.
71. “Good design means that beauty and usability
are in balance. An object that is beautiful to the
core is no better than one that is only pretty if
they both lack usability.”
Donald Norman
72.
73. How to evaluate usability of your digital
touchpoints?
10 usability heuristics
74. 1. Visibility of system status
The system should always keep users informed
about what is going on, through appropriate
feedback within reasonable time.
Because we crave information
77. 2. 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.
People create mental models
78.
79.
80. 3. 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.
People want to feel in control
81.
82.
83. 4. Consistency and standards
Users should not have to wonder whether
different words, situations, or actions mean the
same thing. Follow platform conventions.
Attention is limited
84.
85. 5. 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.
People make mistakes
86.
87. 6. 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.
People don’t want to think more than they
have to
96. 7. 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.
People don’t want to ‘work’ and think
more than they have to
97.
98.
99. 8. 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.
Users have limited attention
100.
101. 9. 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.
People make errors
102.
103.
104.
105. 9. 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.
People make errors
106.
107. Measuring usability & UX
• What do you need to measure
• Methods, tools and data collection
109. Types of insights for CJ optimization
attitudes
Why
behavior
• How often…
• Where do they come from…
• Which path…
• What do people:
• Feel about, prefer…
• Need, think about…
• How are they getting to…
• How do they…
• Where do they get stuck…
WhatHow
• Why do people:
• Follow specific paths…
• Get stuck…
What
quantitativequalitative
110. Data collection tools & methods
attitudes
behavior
quantitativequalitative
Persona creation
(Remote) User Testing
Visitor session playback
Customer Journey Mapping
Click Tests (actual behavior)
Web Analytics Data
A/B Testing
Heatmaps/scroll maps/clickmaps
Survey (closed)
Click Tests (preference)
Navigation and site structure
analyses (card sort & tree test)
Survey’s (open)
Social media and
sentiment analyses
Expert review
113. Select one of your main interactions on your
website and review this by applying the 10
usability heuristics, list a top 5 improvement
points
Editor's Notes
Usability: efficienter en effectiever journey efficienter en effectiever maken touchpoint / micro level goals
User experience complete keten emoties verbeteren
Wat vaak gebeurt is beginnen bij interactie definieren, of erger nog, UI of allerergst helemaal vanuit eind product werken, UI komt later, eerst functionaliteit bouwen. Dan weer terug naar TAM, als iemand het product niet accepteert, dan leidt het tot niks
Voorbeeld UCD proces
f.e.
Persona creation : data driven aanpak voor maken
Persona creation : data driven aanpak voor maken
Bijvoorbeeld ouderen: tactiele kunde, mentale mogelijkheden, gehoor, zicht etc. Allemaal rekening mee houden. In deze wereld ook de ervaring en het intuitief omgaan met digitale touchpoints
En jongeren bijv: die zoeken via YouTube tegenwoordig
Voorbeeld behaviors: dit zijn variabelen waar mensen kunnen verschillen (bv internetgebruik, hoe lang klant, gemaktstype)
Persona creation : data driven aanpak voor maken
Persona creation : data driven aanpak voor maken
Persona creation : data driven aanpak voor maken
Persona creation : data driven aanpak voor maken
This is a case from the travel industry which may sound familiar from your customer journey perspective
Please let me introduce you to [NAME OF PERSONA]
[NAME OF PERSONA] is planning a trip to Paris with a friend of her on the 15th of June for a 3 day trip. While relaxing on the couch with a cup of tea, she is searching for flight options on the 15th of June on her tablet.
She finds the right flight, sends a What’s app message to her friend to agree on the time and decides to book this flight. However she prefers to book on her desktop, because she feels more comfortable purchasing on her desktop and also she needs her credit card which is in her office.
She decides to finish her cup of tea and book her flight later that evening in her office. This results in her booking on a different device than her orientation.
Now let’s take a look at what an analyst would see in his or her data and what typical questions that raises
[NEXT SLIDE]
So from the organizational perspective, looking into the data, we notice that our search to book rate on tablets is significantly lower than on desktop.
Our management is forcing us to improve the conversion rate on tablets, but from a qualitative study we already know people don’t have the intention to book from a tablet and prefer doing this on their desktop.
We want to quantify this outcome, by proving that we don’t encounter usability problems on tablets in the booking funnel, so we can spend our time and money to the right things.
This is a typical travel case in which I need a different set of data than the typical data sets available in web analytics solutions
…. [Stilte]
Ok, next case I would like to describe is the retail case, let’s start with the customer journey description
[NEXT SLIDE]
Wat gebeurt er in ‘kanaal’ denken?
Voorbeeld Airline
Wat gebeurt er als je user centric kijkt?
[NAME PERSONA] ‘s smartphone is broken, so he wants to know whether he can get a new one already.
He cannot find the information in his self-service portal on the website and therefor feels very annoyed.
He needs to call the call center to get help, and that takes time!
To get rid of his frustration, he shares his negative feelings on social media towards the [TELCO NAME], posting it on their facebook page and mentioning them in a tweet.
I’m sure this sounds familiar from a customer perspective, myself I feel the frustration while telling this story..
So let’s take a look at the [NAME TELCO] side..
[NEXT SLIDE]
Eva is currently client at energy company ABC and next month her energy contract expires
She is aware that the contract is expiring so she can either renew or switch to a competitor
And she wants to decide within two weeks, before her contract will automatically be extended
[TELCO NAME] receives complaints on their social media on the complexity of our self-service portal. This is harmfull for the brand position of [TELCO NAME] and the social media team pushes their management to do something about it.
However, their reaction is that there are only a couple of people complaining about the complexity and thats only a thiny percentage of their thousands of clients.
The challenge here is to quantufy the number of people affected by not reaching their goal and ending up in the call center. If they are able to show them how much money they are losing, because of call center costs which could be solved by optimizing the customer journey, the urge will be there from the monetairy perspective as well.
Hopefully these cases give you a good overview about why improving the customer experience by identifying and quantifying usability issues is necessairy in order to achieve business goals.
Wat vaak gebeurt is beginnen bij interactie definieren, of erger nog, UI of allerergst helemaal vanuit eind product werken, UI komt later, eerst functionaliteit bouwen. Dan weer terug naar TAM, als iemand het product niet accepteert, dan leidt het tot niks
Houdt bij digital touchpoints rekening met usability principles
Wat vaak gebeurt is beginnen bij interactie definieren, of erger nog, UI of allerergst helemaal vanuit eind product werken, UI komt later, eerst functionaliteit bouwen. Dan weer terug naar TAM, als iemand het product niet accepteert, dan leidt het tot niks
Therefor I would like to use the TAM to explain
Ik wil dit illustreren met het TAM : wat leidt tot actie?
Illustratie waarom Usability van belang voor UX/CX
Theory late 80’s ontstaan eerste tekstverwerkingsprogrammas te evalueren
How easy is it for a user that encountered the design for the first time to accomplish the task they set out for?
Once users have learned the design, how quickly can they perform tasks?
Once users have learned the design, how quickly can they perform tasks?
Once users have learned the design, how quickly can they perform tasks?
Onthoudbaarheid is een belangrijke maat voor usability. Vergelijk het met keuze mobiele telefoon. Mensen beoordelen telefoon als fijn in gebruik doordat ze gewend zijn aan de interface, zij weten hoe het werkt.
When users return to the design after a period of not using it, how easily can they reestablish proficiency?
Weet waar ik in moet loggen
Weet na 1 keer dat ik even moet switchen naar random reader
Eigenlijk van mening dat onthoudbaarheid in goede UI niet nodig is..
How many errors do users make, how severe are these errors, and how easily can they recover from the errors?
How many errors do users make, how severe are these errors, and how easily can they recover from the errors?
How pleasant is it to use the design?
How pleasant is it to use the design?
usability (or lack thereof), aesthetics, and practicality
How pleasant is it to use the design?:
3 theepotten
1 unusable
2. mooi
3. Thee aan de zijkant, als t zwart wordt zet je m recht: usable
Then why do we like beautiful things? A product / website that looks attractive, seems better. High design value is considered to be a symbol of high quality.
Why does that happen?
Because there are deep emotions associated with design.
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