Robert Stribley gave a presentation on user experience design. He discussed the history and background of UX, key UX principles like scent of information and progressive disclosure, the design process, agile methodology, and common UX deliverables like personas and user journeys. The workshop covered user research, a competitive review, card sorting to help structure information, creating site maps and page templates, and different types of navigation. The project involved redesigning Events.com to be a better resource for finding and promoting events in various cities.

1. Introduction to User Experience Design
School of Visual Arts | 17 February, 2018 Robert Stribley

2. Today’s presentation will be available on SlideShare
following the workshop:
www.slideshare.net/stribs

3. Robert Stribley
Associate Creative Director,
Experience
Introductions
Sample clients:
• Citibank, JPMorgan, Morgan Stanley,
Oppenheimer Funds, Prudential,
Wachovia
• Boston Scientific, Nasonex
• AMResorts, Choice Hotels, RCI,
Sotheby’s International Realty
• Computer Associates, EMC
• Ford, Lincoln
• Mercedes-Benz, MBFS, Mercedes-Benz
Vans, smart
• AT&T, Nextel
• Red Cross, Smithsonian National Air &
Space Museum
• Pearson, Travel Channel, Women’s Wear
• I’m an Associate Creative Director,
Experience at SapientRazorfish
• I enjoy literature, cinema, music,
photography
• I drink coffee

4. About You
• What’s your name?
• What do you do for work?
• What do you do for fun?
• Coffee, tea or bottled water?
Introductions

5. Goals of this workshop
• Understand the basic concepts of user experience (UX)
design
• Experience the general process and techniques used on
a design project
• Review the basic deliverables a UXer develops within a
project
Introductions

6. Agenda

7. Morning
• History & Background
• UX Principles
• Design Process
• Agile
• Deliverables
• Our Project
• User Research
• Competitive Review
Agenda

8. Afternoon
• Card Sorting
• Site Maps
• Page Types
• Navigation
• Sketching
• Wireframes
• Responsive Design
• Q&A
Agenda

9. History & Background

10. information
architectur
e
interactio
n design
content
strategy
usability
testing
user
research
user
experience
Background

11. Image by Oliver Reichenstein on
flickr

12. Walter Disney,
the original
user
experience
designer?

13. A Brief History of UX
1975
• Richard Saul Wurman coined the term “information architecture”
to describe the field now more often described as “information
design”
1994
• Argus Associates founded in Ann Arbor, MI, the first firm devoted
to IA
1998
• First edition of Peter Morville and Lou Rosenfeld’s Information
Architecture for the World Wide Web, affectionately known as
“The Polar Bear” book
2000
• First IA Summit, Boston, MA – Defining Information Architecture
History of UX

14. Partially adapted from: “A brief history of information architecture” by Peter Morville and Information Architecture: Designing
information environments for purpose, edited by Alan Gilchrist and Barry Mahon
A Brief History of UX
2002
• Boxes & Arrows, online journal for UX and design goes
live
• 3 new books on UX published, including Jesse James
Garrett’s The Elements of User Experience
2014
• Capital One purchases Garrett’s UX-consulting firm
Adaptive Path
2018
• 18th Annual IA Summit to be held in Chicago, IL, March
12: “Converge”
History of UX

15. in•for•ma•tion ar•chi•tec•ture n.
• The combination of organization, labeling,
and navigation schemes within an information
system.
• The structural design of an information space
to facilitate task completion and intuitive
access to content.
• The art and science of structuring and
classifying web sites and intranets to help
people find and manage information.
• An emerging discipline and community of
practice focused on bringing principles of
design and architecture to the digital
landscape.Information Architecture for the World Wide Web (1st Edition), p. 4, Rosenfeld and Morville
Navigation
Interaction
Art/Science
Discipline/
Community
Defining UX

16. userscontent
context
IA
Defining UX

17. interface
(skin)
information architecture
(skeleton)
Defining UX

18. metaphor: architectural plans
Defining UX
Flickr.com: Cornell University Library

19. UX Principles

20. Scent of Information
1

21. 3 Clicks? A myth
Designing for
scent is more
successful than
designing for
navigation.
– Jared Spool, UIE
If there is a scientific
basis to the Three-Click
Rule, we couldn't find it
in our data.
- User Interface Engineering,
April 2003
Self Study
“Designing for the scent of information” - Jared M. Spool, Christine Perfetti & David Brittan, User Interface Engineering

23. Progressive Disclosure
2

24. Tease users.
Then draw them to the
details.

25. “Progressive disclosure
defers advanced or rarely
used features to a
secondary screen, making
applications easier to learn
and less error-prone.”
- Jakob NielsenSelf Study
“Progressive Disclosure” - Jakob Nielsen, December 4, 2006

26. Self Study
“Progressive Disclosure” – Jennifer Tildwell

29. Information Clustering
& Hierarchy
Lustmord Table by Jenny Holzer, 1994
3

30. “Designers can create
normalcy out of chaos; they
can clearly communicate
ideas through the organizing
and manipulating of words
and pictures.”
—Jeffery Veen, The Art and Science of Web

31. When information is
clustered appropriately on
a screen, users can scan
and quickly come to terms
with the intent of the
content.

32. 1. Group features
and content by
type

33. 1. Group features
and content by
type
2. Position them
according to an
intuitive hierarchy

34. 1. Group features
and content by
type
2. Position them
according to an
intuitive hierarchy
3. Drop or demote
the less
important content

36. Remove Paths Not Taken
4

37. Reduce the field of view
Once users commit to a
path, remove irrelevant
navigation

38. Example
Screenshot

39. The Tyranny of Consistency
5

40. Consistency is an important but
sometimes over-rated tool
It’s key in maintaining a coherent
experience
But develop an eye to know when to
break from it

41. Design pages so they’re scalable
Suppress modules or sections of the
page until they're needed
Don’t labor to create content just to
ensure every screen or element is
“consistently” populated

43. Death of the Home Page
6

44. People may come to your homepage
But more and more likely not
They’re more likely coming from Google or social
media
Many sites report only 20% of visitors landing on their
homepages
Some as few as 10 or 5%
• 88% of traffic coming to The Atlantic not hitting home page
• More than 50% of visitors to the NYT not arriving at the home
page
Have you ever bought a book on Amazon.com

45. More Important?
• SEO*
• Taxonomy
• Meta data
• Tagging
*search engine optimization

46. Example
Screenshot

47. There Is No Fold
7

48. iamthefold.com

49. “Web users spend 80% of their
time looking at information above
the page fold. Although users do
scroll, they allocate only 20% of
their attention below the fold.”
- Jakob Nielsen, “Scrolling and Attention,” March 22, 2010

50. “People will look very far down a page if (a) the layout encourages scanning, and (b) the initially viewable
information makes them believe that it will be worth their time to scroll.
Finally, while placing the most important stuff on top, don't forget to put a nice morsel at the very bottom.”
- Jakob Nielsen, “Scrolling and Attention,” March 22, 2010

51. Know Your Audience
8

52. Consider the amount
of attention an
audience needs on a
particular screen*
*It may be zero

53. Recapping:
• Scent of Information
• Progressive Disclosure
• Information Clustering & Hierarchy
• Remove Paths Not Taken
• The Tyranny of Consistency
• Death of the Home Page
• There Is No Fold
• Know Your Audience

54. Design Process
Project phases
by Harold Kerzner

55. Discovery Definition Design Development
Design Process

56. Discovery Definition Design Development
• Stakeholder Interviews
• Business Requirements
• Feature Prioritization Matrix
• Competitive/Comparative Audit
• User Research
• Site Inventory
• Site Map
Design Process

57. Discovery Definition Design Development
• Personas
• Content Audit
• Card Sorts
• Use Cases
• Site Map
• User Journeys
• Sketching
• Conceptual Wires/Design
• Experience Brief
Design Process

58. Discovery Definition Design Development
• Site Map
• Content Matrix
• User Flows
• Sketching
• Wireframes
• Stakeholder Reviews
• Functional Specifications
• Visual Design
• Prototype
• Usability Testing
Design Process

59. Discovery Definition Development
• User Acceptance Testing
(UAT)
• Quality Assurance (QA)
• Usability Testing
Design Process
Design

60. Design Process
Self Study
“How to solve problems applying a Design Thinking, UX, HCD or any Creative Process from scratch V2” – Dan Nessler, February 6, 2018,
Medium

61. Agile

62. What is “agile”?
relating to or denoting a method of project management, used especially for
software development, that is characterized by the division of tasks into short
phases of work and frequent reassessment and adaptation of plans.
"agile methods replace high-level design with frequent redesign”
- Oxford English Dictionary, contrast with “waterfall”
Agile Methodology

63. What is “agile”?
points
stories
epics
scrum
sprints
standu
p
backlog
backlog
grooming
kanban board
Agile Methodology

64. Bug fixing for past sprints
Sprint Diagram by Sasha Tsimbler
Agile Methodology

65. Deliverables

66. Site Map Discovery

67. Personas
Small Budget
Big Budget
Planne
r
Promoter
Definition

68. User Journeys Definition
Self Study
“An introduction to user journeys” - Jason Hobbs, September 6, 2005, Boxes & Arrows

69. Wireframes Design

70. Our Project

71. Our Project
Events.com
Events.com want to revamp their website to become the go-to
online resource for people wanting to attend or promote a
large variety of events across the United States.
It should default to the city you’re in—New York—but allow
users to change to other cities within the U.S.

72. Discovery

73. User Research
User Research in Copenhagen’s Elderly
Homes

74. “Through research, we aim to learn
enough about the business goals,
the users, and the information
ecology to develop a solid strategy.”
– Louis Rosenfeld & Peter Morville
Discovery: User Research

75. Goals
• Identify patterns and trends in user behavior, tasks,
preferences, obstacles.
Methodology
• Focus Groups
• Surveys
• Interviews
Discovery: User Research

76. “[I]n a delicate inquiry like this, little is to be gained by
distributing circulars. A single patient with the right sort
of lesion and a scientific mind, carefully cross-
examined, is more likely to deepen our knowledge than
a thousand circulars answered as the average patient
answers them, even though the answers be never so
thoroughly collated by the investigator.”
- William James, “The Consciousness of Lost Limbs,” 1887
Discovery: User Research

77. Class Exercise: Survey Questions
• How do you learn about events in NYC?
• What type of events are you interested in?
• What’s more important to you:
– Price
– Type of Event
– Location
– Date
• Do you ever need to promote an event?
• Do you ever invite people to an event?
Discovery: User Research

78. Competitive Review
image by brandon schauer

79. “This type of assessment helps set an industry
‘marker’ by looking at what the competition is up to,
what features and functionalities are standard, and
how others have solved the same problems you
might be tasked with.”
– Dorelle Rabinowitz
Discovery: Competitive Review

80. Heuristic Evaluation
… involves evaluators examining the
interface and judging its compliance with
recognized usability principles (the
“heuristics”) —Wikipedia
Self Study
For a more detailed explanation of heuristic evaluation, see Jakob Nielsen’s Ten Usability Heuristics.
Discovery: Competitive Review

81. Sample Usability Criteria
These examples aren’t comprehensive. Appropriate criteria will depend on the project to be completed.
Home Page
• Elements are appropriately weighted and distributed
• Information is clustered in meaningful ways
Navigation
• Navigation structure is concise and consistent
• Paths to important information are intuitive and unobstructed
Content
• Content is content chunked appropriately
• Headings and titles are scannable
• Content is current. There are visible indications of content freshness.
• Content is properly adapted for the Web. Tone of voice is consistent throughout.
Design
• Colors are appropriate for the Web. White space is used appropriately. Text is readable.
Search
• Search results are relevant and cleanly presented
Functionality
• Functionality and forms are efficiently designed
Messaging
• Errors messages are presented in clear language. Help readily available contextually to users
• Appropriate channels are provided for user feedback
Discovery: Competitive Review

82. Methodology
• Review and analyze competitor sites according to
particular criteria (heuristics)
• Draw key findings, which can influence and guide IA
through the design phase
• Include a scorecard for high-level comparison of
points across all sites
Also: Comparative Reviews
Discovery: Competitive Review

84. Competitive Review
Our
Competitors
Discovery: Competitive Review

85. Key Findings
• Search is fairly prominent on each site
• Filtering on events is valuable, but not always easily available
• Calendars are helpful, but not always prominent
• Profiles and social features are handled with varying degrees of
detail
• Free events are often highlighted
• Event detail pages may have maps, RSVP, sharing, rating,
commenting functionality
• Displaying other venues and restaurants adds utility
• Option to add or promote an event isn’t always prominent
Discovery: Competitive Review

86. Lunch Break

87. Afternoon
• Card Sorting
• Site Maps
• Page Types
• Navigation
• Sketching
• Wireframes
• Q&A
Agenda

88. Definition

89. Card Sorting

90. “There are often better ways to organize data
than the traditional ones that first occur to us.
Each organization of the same set of data
expresses different attributes and messages.
It is also important to experiment, reflect, and
choose which organization best
communicates our messages.”
– Nathan Shedroff, Experience Strategist
Definition: Card Sorting

91. Methodology
• Grouping and labeling with index cards, post it notes
• Two types:
Open – Participants sort cards with no pre-established categories. Useful for new
architectures
Closed – Participants sort cards into predetermined, provided groups. Useful for fitting
content into existing architectures
• Online card sorts
– WebSort, OptimalSort, Socratic
Goals
• Organize content more efficiently
• Find names for categories based on users’ perspectives
Self Study
"Card sorting: a definitive guide" by Donna Spencer and Todd Warfel, Boxes and Arrows, 2004/04/07
Definition: Card Sorting

92. Case Studies:
• Wachovia Wealth Management Group
• American Red Cross
• Mercedes Benz
Definition: Card Sorting

93. Card Sort
As individuals:
• Take 5 minutes to think of all the events a person could
attend
• Write each event you come up with on a Post-It note
Definition: Card Sorting
5mins

94. Card Sort
Now, as a group:
• Take a few minutes to organize your events into
categories (group & label them)
• Then we’ll share some categories
Definition: Card Sorting
15mins

95. Characteristics & Findings
• Looking for redundancies
• Lumping and splitting
• Outliers and miscellaneous items
• Placing items in multiple categories
• Categories versus filters
–E.g. Free, Family, Outdoors
• Unique but intuitive labels
–E.g. Geeks, Relax
Definition: Card Sorting

96. Next Steps
With the results of a card sort we then can:
• Build consensus
• Refine terminology
• Create a site map
• Help define navigation
Definition: Card Sorting

97. Definition: Card Sort Tools
Post-It Plus
This app from 3M allows
you to scan your Post-It
Notes, organize and share
them.

98. Design

99. Site Maps

100. Conceptual DesignDesign: Site Maps
“A site map is a high level diagram
showing the hierarchy of a system.
Site maps reflect the information
structure, but are not necessarily
indicative of the navigation
structure.” – Step Two Designs

103. Site Map Tools:
• Omnigraffle (Mac)
• Microsoft Visio
• InDesign
• Sketch
Design: Site Maps

104. Page Types & Templates
The Mercator Atlas of Europe
From The British Library

105. Home Page Category Page Details Page
Examples:
Design: Page Types & Templates

106. Navigation
Navigation Bridge, USS Enterprise
by Serendigity, Flickr

107. Types of Navigation
• Site Structure – major nav
• Hierarchical – product families
• Function – sitemap privacy
• Direct – banner ad/shortcut
• Reference – related links
• Dynamic – search results
• Faceted Navigation – filters results
• Breadcrumb – location
• Step Navigation – sequence through forms/results
Self Study
Adapted from Atsushi Hasegagwa’s The 7 Navigation Types of Web Sites
Design: Navigation

108. Areas of Navigation
• Global – universal
header/footer
• Local – left nav/right nav
• Local content – text links,
buttons
Self Study
Adapted from Atsushi Hasegagwa’s The 7 Navigation Types of Web Sites
Styles of Navigation
• Rollover
• Dropdown
• Flyout
• Tabs
• Accordion
• Hamburger
Design: Navigation

109. Mega Dropdowns
Design: Navigation

110. Design: Navigation

111. Power Footers
Design: Navigation

112. Design: Navigation

113. Sketching
Aerial Screw by Leonardo da Vinci, 1485-

114. Can you guess
what this is a
sketch of?
Design: Sketching

115. Twitter
Design: Sketching
[This sketch] has very special significance – it's hanging in the office
somewhere with one other page. Whenever I'm thinking about something, I
really like to take out the yellow notepad and get it down.
– Jack Dorsey, Twitter

116. “There are techniques and
processes whereby we can put
experience front and center in
design. My belief is that the
basis for doing so lies in
extending the traditional
practice of sketching. ”
- Bill Buxton
Design: Sketching

117. Attributes of a Sketch
• Quick
• Timely
• Inexpensive
• Disposable
• Plentiful
• Clear vocabulary
• Distinct gesture
• Minimal detail
• Appropriate degree of refinement
• Suggest & explore rather than confirm
• Ambiguity
Design: Sketching

118. Goals for Collaborative Sketching
• To communicate your ideas effectively by
visualizing them
• To benefit from the participation of your
colleagues
• To quickly generate ideas and refine through
iterations
Design: Sketching

119. Process
1. Discuss
2. Sketch
3. Share
4. Iterate
Design: Sketching

120. • Discuss the purpose of the specific experience you’re
sketching
• What does it need to accomplish?
• What features are necessary?
• How would you prioritize them?
• Who’s the audience?
• You’re not discussing layout or design
• Just the problem you’re trying to solve
• You’re not sketching yet
Discuss
Design: Sketching

122. Sketch
• Sketch silently
• Limit your time – 5,10 minutes
• Sketch as much as possible, as many different
ideas as possible
• Don’t worry about mistakes or style
• Emphasis is on the quantity of ideas, not the
quality of the sketches
Design: Sketching

123. Design: Sketching

124. Share
• Review your work with your team
• Keep it short – 60 seconds each
• Offer your feedback to others
• What you like
• Questions about what didn’t work for you
• You’re not grilling your colleagues and this
isn’t a competition
Design: Sketching

125. Iterate
• Now sketch again if you need to
• Or collaborate on a high-level wireframe (e.g.
via whiteboard)
• Then begin your wireframe with a more
informed view, with more and better ideas
• Iterate on your design
Design: Sketching

126. Class Exercise: Collaborative Sketching
In teams, sketch your ideas.
Event Detail Page
1. Take 15 minutes first to discuss what features belong
here Remember, no sketching yet
Design: Sketching

127. Class Exercise: Collaborative Sketching
In teams, sketch your ideas.
Event Detail Page
1. Take 15 minutes first to discuss what features belong
here
2. Time for silent sketching
Design: Sketching

128. Class Exercise: Collaborative Sketching
In teams, sketch your ideas.
Event Detail Page
1. Take 15 minutes first to discuss what features belong
here
2. Time for silent sketching
3. Time for sharing your sketches
Design: Sketching

129. Class Exercise: Collaborative Sketching
Did you come up with any
differentiating ideas for an
event page?
Design: Sketching

130. Sketching Tools:
The following apps are all for the
iPad:
• Adobe Ideas (Free)
• Bamboo Paper (Free)
• Muji Notebook ($3.99)
• Penultimate (Free)
• SketchBook (Free)
• Paper (Free)
• Adonit Forge (Free)
Design: Sketching

131. Wireframes
sculpture by Jaume Plensa, Yorkshire Sculpture
Park

132. Wireframes
“Web site wireframes are blue prints
that define a Web page’s content and
functionality. They do not convey
design – e.g. colors, graphics, or
fonts.”
- FatPurple
Design: Wireframes

137. Wireframing/Prototyping
Tools:
• Adobe InDesign
• Adobe XD
• Axure
• Omnigraffle (Mac)
• Microsoft Visio
• Sketch
• Invision + Studio (soon)
• Mockingbird (online, free)
Self Study
Smashing Magazine: 35 Excellent Wireframing Resources
Also:
• Balsamiq
• iPlotz
• iMockups (iPad)
• Omnigraffle (iPad)
Design: Wireframes

138. Design a Home Page
In your teams, create your final deliverable, a home page for Events.com
1) Discuss features needed for a homepage
2) Sketch your ideas for a homepage individually
3) Discuss your sketches again with your team
Design: Final Exercise

139. Final Home Page Collaboration
In your teams, create your final deliverable, a home page for Events.com
Collaborate as a team on a final version of the home
page
Design: Final Exercise

140. Responsive Design

141. Responsive Web Design
“Rather than tailoring disconnected designs to each of an ever-
increasing number of web devices, we can treat them as
facets of the same experience. We can design for an optimal
viewing experience, but embed standards-based technologies
into our designs to make them not only more flexible, but more
adaptive to the media that renders them. In short, we need to
practice responsive web design.”
– Ethan Marcotte, Responsive Web Design, A List Apart
Self Study
Ethan Marcotte: Responsive Web Design
Design: Responsive Design

142. Design: Responsive Design

143. Responsive Design Characteristics
• Think “mobile first”
• The goal: Maintain content and features across devices
• Responsive designs adjust at different “break points” corresponding to the
dimensions of various devices, typically desktop, tablet and mobile
• Navigation may be repositioned
• Modules may be repositioned but hierarchies are maintained
• Images scale down in size or may be cropped
• Text size is maintained where possible, though headings may be reduced in size
• Filters may be moved into a dropdown
• Occasionally, content or features are dropped to save screen real estate or if
they’re not device appropriate
Design: Responsive Design

144. Development

145. Books:
• Information Architecture for the World Wide Web – Louis
Rosenfeld, Peter Morville
• Information Architecture: Blueprints for the Web –
Christina Wodtke, Austin Govella
• The Elements of User Experience – Jesse James Garrett
• Designing Web Navigation: Optimizing the User
Experience – James Kalbach, Aaron Gustafson
• Design of Everyday Things – Donald Norman
• Responsive Web Design – Ethan Marcotte
Web Sites:
• Alertbox
• A List Apart
• Boxes & Arrows
• wireframes.tumblr.com
Further Studies:
• School of Visual Arts
• Continuing Ed classes
• MFA in Interaction Design
• Pratt – Course in Information Design
• Rosenfeld Media
• General Assembly
• Skillshare
• The Information Architecture Institute
• The IA Summit
• Nielsen Norman Group
• User Interface Engineering
Video:
The Right Way to Wireframe by Russ Unger (YouTube)
Additional Resources

146. Q&A

147. My article on how to find a UX job:
UX: Your Guerilla Guide to Breaking In

148. My next class

149. Slideshare address:
http://www.slideshare.net/stribs
stribley@outlook.com
@stribs

150. thank you