This document discusses the importance of user experience (UX) in digital strategy. It provides principles for UX design, including that people are motivated by mastery and control and search for cues to understand what to do. The document advocates designing based on how people feel, think, see, interact and behave. It also emphasizes validating designs through qualitative and quantitative testing. Finally, it discusses using a UX framework to focus on the customer journey and value proposition.

1. Great User Experience, an essential part of your digital strategy
Johan Verhaegen – Digital First, 15.10.2015

11. “It’s only when [UX] is done poorly that we
notice it”
Jared Spool
“You cannot NOT have a user experience”
Lou Carbone

13. USABILITY PRINCIPLESVALUE PROPOSITION CUSTOMER JOURNEY
User Experience Framework
© Human Interface Group – 15.10.2015

14. Value Proposition Canvas
Product / Service
Needs
Wants
Concerns
Customer
Strategy
Technology Features
User Experience
© Human Interface Group – 15.10.2015

28. WELCOME
HOME

29. USABILITY PRINCIPLESVALUE PROPOSITION CUSTOMER JOURNEY
User Experience Framework

31. “We zullen internet zijn.
Of we zullen niet zijn”
Philippe Neyt
Commercial Director, Corona Direct
“To be or not to be”

32. Usability principles
BASED ON HOW PEOPLE
Feel
Think
HearSee
InteractBehave
© Human Interface Group - 29.9.2015

33. People are motivated by mastery and control
People search for cues that tell them what to do
Usability principles

34. PEOPLE ARE MOTIVATED BY MASTERY AND CONTROL

35. PEOPLE ARE MOTIVATED BY MASTERY AND CONTROL

36. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

37. shows the intended purpose
LIFELINE
perceived affordance, Donald Norman

38. LIFELINE
keeps you safely on track

39. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

40. put waypoints along the route
WAYPOINTS

42. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

43. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

44. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

45. Designing = visualize assumptions
Assumptions need to be investigated whether they
are true (or not)
Validate your designs

46. It looks real… but it isn’t.

47. It looks real… but it isn’t.

48. It looks real… but it isn’t.

50. It looks real… but it isn’t.

51. Let’s get out of the theme park…

52. …and enter into the real world

53. Quantitative tests Qualitative tests
what? why?
prove improve
statistically significant what needs fixing
many users few users
minimal interaction – A/B testing interactive observation – live testing
How to validate?

54. Qualitative – live usability testing
10 test persons
• 30-55 years
• driver’s license and car
Setup
• 2 test scenarios
• recording audio and movements on screen
• searching for issues - difficulties - improvements

55. Live usability testing

57. A/B testing

58. A/B testing

59. USABILITY PRINCIPLESVALUE PROPOSITION CUSTOMER JOURNEY
User Experience Framework

60. Customer journey
SERVICE BLUE PRINTEXPERIENCE MAP

64. © Human Interface Group - 29.9.2015

69. 3 e-commerce focal points
1. Catch customers with a visualized value proposition
2. Designing = making assumptions
3. Save time & money with a UX framework
© Human Interface Group - 29.9.2015

70. Contact us
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www.higroup.com
+32 (0)15 40 01 38
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@higroup
Human Interface Groupjohan.verhaegen@higroup.com
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