Circa 2000 HannaHodge POV and overview.

1. Answering the User Experience Questions
What, Why, Who, How
© 2000, HannaHodge

2. what?

3. what is user experience?
The perception resulting from the experiences a
person has with a company, its products, and its
services at every point at which that company
touches their lives, over time.
© 2000, HannaHodge

4. what is user experience?
 a collection of moments which comprise a
perception
 a reflection of audience understanding through
things such as:
 information/task prioritization and flow
 appropriate terminology
 community
 levels of personalization
 brand meaning
 creative strategy
© 2000, hannahodge

5. user experience ≠ web experience
in today’s internet space, the primary contact point is a
web site or application, yet additional points of contact…
 other same-brand business areas
 marketing communications
 customer service and product support
…are also of critical importance
(not to mention…)
© 2000, hannahodge

6. what is user experience?
a way of working which centers on quality of
human experience:
 in the moment, by making things useful, usable,
and desirable
 over time, by fitting well into the shifting context
of people’s lives
© 2000, hannahodge

7. what is user experience?
 user-centered: our iterative process
gets it right every time
 intuitive: users don’t have to consider
the next steps after tasks
 appropriate: designed to reflect the
mental construct of user expectations
© 2000, hannahodge

8. together, we enable experiences
people
activities
goals
relationships
context
attitudes
knowledge
beliefs
…
businesses
& designers
objects
interactions
settings
tools
services
connections
…
Experiences
Happen
© 2000, HannaHodge

9. why?

10. time
corporate
understanding
how to
make things
why we need user experience?
…we’re getting better at making things
© 2000, hannahodge

11. understanding
the patterns of
everyday life
but life is hard to understand
time
corporate
understanding
how to
make things
© 2000, HannaHodge

12. what to make?
understanding
the patternsof
everyday life
how to
make things
this creates a gap
understanding
the patterns of
everyday life
time
corporate
understanding
how to
make things
tip o’ the hat to Patrick Whitney, Institute of Design
© 2000, HannaHodge

13. the wrong answer
the “brains around a table” rule:
it isn’t possible to sit around a conference table
and imagine correctly what people need & want.
© 2000, HannaHodge

14. fill the gap through understanding
what people
really do,
what they
really need
© 2000, HannaHodge

15. the cycle of experience
The CustomerThe Customer
© 2000, HannaHodge

16. the cycle of experience
SocialSocial
ReputationReputation
AwarenessAwareness
AttractionAttraction
OrientationOrientation
CompellingCompelling InteractionInteraction
ExtensioExtensio
nn
RetentionRetention
The CustomerThe Customer
tip o’ the hat to Doblin Group & seeSpace
© 2000, HannaHodge

17. the cycle of experience
Attraction
Awareness
accessible
reachable
= Availability
Attraction
close a distance
worthwhile
= Curiosity
Engagement
Orientation
explore
get located
=Mapping
Compelling Interaction
complete valuable
activities
delight the senses
progressive skilling
manage trouble
= Challenge, Intensity,
Reward, Meaning
Extension
Extension
rising expectations
sustained participation
new capability
= Leverage
Retention
repeat engagement
support environment
=Loyalty
Social Reputation
learn collaboratively
recommend to others
brand recognition
= Spreading Activation
© 2000, HannaHodge

18. who?

19. who is HannaHodge?
we are a user experience firm.
 a new kind of firm that focuses solely on
matching digital products & services to
peoples wants and needs.
 we are better than anyone else at
understanding users to make businesses
more successful.
© 2000, hannahodge

20. HannaHodge is different
We are driven by the value of creating products
that connect people & businesses in mutually
beneficial ways.
© 2000, HannaHodge

21. HannaHodge is about people
the people we hire, the way we work & the results
we
deliver to clients are driven by two powerful forces.
 people centered business
 people centered design
 People driven process
© 2000, HannaHodge

22. people centered business
 the world is changing in ways that put more
power in the hand of customers.
 we work with clients to ensure they innovate
accordingly.
HannaHodge is about people
© 2000, HannaHodge

23. people centered design
 people are faced with overwhelming force of
change, increasingly complex choices & intrusion
of technology into everyday life.
 we seek to counter this trend.
HannaHodge is about people
© 2000, HannaHodge

24. how?

25. how HannaHodge is better?
 the magic of interdisciplinary teams
 relentless focus on people
 rigorous user validation & measurement
 user experience at core of business
© 2000, HannaHodge

26. how HannaHodge is better?
 the magic of interdisciplinary teams:
 bringing together anthropologists, cognitive
engineers, interface designers,
technologists
 core team of researcher, strategist,
designer, technologist
© 2000, HannaHodge

27. how HannaHodge is better?
 rigorous user validation & measurement:
 conceptual validation
 usability testing
 continuing tracking and measurement
 iterative prototyping
© 2000, HannaHodge

28. how HannaHodge is better?
 user experience at core of business:
 not an IT firm
 not an advertising agency
 not a graphic design firm
 not a usability firm
 not a research firm
© 2000, HannaHodge

29. process overview
opportunity
identification
customer research
organizational research
market research
analysis
& synthesis
workshop
opportunity
workshop
development planning
create, evolve, refine, adjust: opportunity map, business goals, experience goals, products & services, organization
prototypes:
exploration,
validation,
refinement
© 2000, HannaHodge

30. refine the problem
© 2000, HannaHodge

31. examine primary and secondary data
© 2000, HannaHodge

32. apply a variety of methods
 electronically facilitated requirements sessions
 user observation
 user experience audit
 online user questionnaire
 server log analysis
 internal client competitive reports
 interviewing of stakeholders
 usability testing
© 2000, HannaHodge

33. © 2000, HannaHodge
testing in a variety of environments

34. © 2000, HannaHodge
testing in a variety of environments

35. © 2000, HannaHodge
testing in a variety of environments

36. © 2000, HannaHodge
testing in a variety of environments

37. © 2000, HannaHodge
testing in a variety of environments

38. © 2000, HannaHodge
testing in a variety of environments

39. immerse the team in the data
© 2000, HannaHodge

40. explode the data to make it usable
© 2000, HannaHodge

41. cluster and define patterns
© 2000, HannaHodge

42. turn clusters into models
© 2000, HannaHodge

43. use case scenarios &
narratives, storyboards
© 2000, HannaHodge

44. functionality matrix
© 2000, HannaHodge

45. user interface region definition
© 2000, HannaHodge

46. site map
© 2000, HannaHodge

47. fidelity appropriate to the stage you’re in
© 2000, HannaHodge

48. low fidelity prototypes
© 2000, HannaHodge

49. low-fidelity prototypes
Image (logo)
© 2000, HannaHodge

50. © 2000, HannaHodge
competitive testing

51. © 2000, HannaHodge
conceptual user interface design

52. © 2000, HannaHodge
refinement of UI details

53. © 2000, HannaHodge
branding, co-branding

54. © 2000, HannaHodge
high fidelity prototypes

55. © 2000, HannaHodge
test again with users

56. features are traceable directly to observed needs
© 2000, HannaHodge

57. styleguide
© 2000, HannaHodge

58. developer checks and balances
© 2000, HannaHodge

59. © 2000, HannaHodge

60. © 2000, HannaHodge