The document discusses user experience (UX) design practices and principles. It defines usability and outlines how effective UX has become an expectation for software and digital experiences. The document then discusses various UX design methodologies and deliverables including personas, user flows, wireframes, and usability testing which help ensure products meet user needs and expectations.

1. What is User Experience? An Overview of User Centered Design Practices

2. Usability is defined as the measure of how easily, efficiently, effectively and satisfactorily users can accomplish tasks toward specific goals. It affects how customers perceive the quality of an enterprise and its products and services. What is (UX) User Experience? ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

3. Great experiences = user satisfaction Effective user experience in software and computing is not perceived as a nice surprise when we find it—it's now an expectation that our experiences will be pleasant, secure, productive, delightful, useful, and adaptive. ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

4. In naming “you” as the person of the year for 2006, Time magazine confirmed what many successful businesses long ago discovered: consumers – you, me, our parents, and our children -- want more participation in the customer experience , and thanks to digital devices and the interactive nature of the Web, they’re getting what they want. Great experiences = user satisfaction ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

5. Your Customers Know Content ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

6. Your Customers Know Color ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

7. Your Customers Know Interaction ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

8. Your Customers Know Multimedia ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

9. “ Schlepping “ is not an acceptable solution ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

10. What Can UX Do For You? By considering the constituents your products are affecting and supporting, you can identify opportunities to deliver high-quality, user-centered experiences: Improve marketability Improve sales conversion rates and up-sells Improve adoption rates Efficiency and effectiveness Quality of employee-facing applications ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

11. What Can UX Do For You? A proper user centered design process saves time and money by: Charting a clear path from the Sales and Marketing vision, all the down to the granular view of the product Facilitating efficient success within the product definition prior to development ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

12. How? UX Asks the Questions… What are their current experiences? What are users’ expectations? What are their needs ? How do these differ by role? What are the opportunities for new experiences ? Is this valuable? Viable ? What might be barriers to adoption? How can they be transitioned to a new model ? What’s working? What are the pain points ? What are the similarities and differences among segments, roles? What are the behaviors of key constituents? Where are their loyalties? What “home grown” solutions have been built? What are the value propositions? Brand, product and service definitions… Customer relationship ? ? ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

13. 5 Major User Interface Goals Control ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

14. The (UCD) User Centered Design Method Champion Best Practices in UI design and development Ground requirements & design decision making through quantifiable user data Providing a 360° View of Our Users UX champions user advocacy as a means to design and develop better (UI) user interfaces: ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

15. Widely available new technologies How consumerization is driving technology and other choices Regulatory obligations A wide range of possible Internet-driven relationships An abundance of Internet-driven svcs to compare and choose from The multichannel user-experience Paint By Numbers: Market Alignment ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

16. Instead of speculating on what customers want, we can find out Body of knowledge about user interactions with our products Identify if stakeholders differ in their mental models. How different are these groups? Can they be catered to by the same design? Qualitative and quantitative methods are used as appropriate Paint By Numbers: Ethnography ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

17. Execute the Brand Strategy Provide intuitive interfaces Design User Experiences for Applications vs. Information Resources on the Web Help to overcome the Inertia of Technologies Paint By Numbers: Market Alignment ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

18. My Name is ______. I am a ____. Here is what matters to me: Functionality - 33% Costs - 20% Service/Support - 8% Technology - 9% Vision - 15% And more….. Paint By Numbers: Complete Portrait ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

19. “ The dark force forbids you from errors.” ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

20. Comparing Methodologies ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

21. UCD Framework: 2 Approaches Tactical (caveat) Focus is on release and sprint level deliverables Incorporate key UCD tactical deliverables into sprint timelines and current documentation Infuse tactical “touch points” with clients such as focus groups, wireframe feedback, one-on-one dialogs, surveys and other activities ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

22. Tactical Approach: Deliverable Focus Product A Sprint Sprint Sprint Release # Release # Product B Sprint Sprint Sprint Release # Release # Product C Sprint Sprint Sprint Release # Release # In tactical, deliverables are constricted to immediate problems without visibility into an overall strategy. This is the focus of many IA’s solely concerned with best practices in GUI layout ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09 Marketing (industry knowledge) Behavioral (observations) Research (best practices)

23. UCD Framework: 2 Approaches Strategic (optimal) Focus on “bigger picture” Align with Product Solutions Develop high-level UCD deliverables such as Field Studies, Usability Testing and Reviews New functionalities and features gained from field studies and usability tests should be reviewed and prioritized quarterly ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

24. Strategic Approach: Deliverable Focus Product A Sprint Sprint Sprint Release # Release # Product B Sprint Sprint Sprint Release # Release # Product C Sprint Sprint Sprint Release # Release # In strategic, deliverables are initiated at the strategic level, then feed any tactical initiatives by providing roadmaps and standards. ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09 Marketing (industry knowledge) Behavioral (observations) Research (best practices) Marketing (industry knowledge) Behavioral (observations) Research (best practices) Marketing (industry knowledge) Behavioral (observations) Research (best practices) Marketing (industry knowledge) Behavioral (observations) Research (best practices)

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26. Activities and Deliverables Focus Groups Field Tests User Testing (DITL)“Day In The Life” Surveys Card Sorts 508 Compliance Design Guides Heuristics UX Best Practices Product Solutions Mgt Market Research Gartner / Other Research Competitive Analysis ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

27. Key Deliverables: Understanding Users Personas/Scenarios Feature/Function Matrix Allows development teams to focus on real user needs Helps break ties between client stakeholders Ensures stakeholders have a common scope understanding Prioritize & define features Next level detail and specificity Ensures the UI is directly tied to user insights User Flows * ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

28. The Feature and Functions Matrix High-level indicators help to differentiate consideration scoring for Phase-by-Phase development Weights are assigned based on: Business Needs User Needs Technical Complexity Organizational Readiness ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

29. Key Deliverables: Defining Interaction Visual representation of the site structure Shows page/page types Navigation relationships Solves UI challenges quickly & efficiently, before introducing the complexity of technical or branding elements Details user level interactions Ensures teams have the information needed to meet user requirements Sitemaps Wireframes Functional Specs * ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

30. Complete inventory of Wireframe UI elements Outlines functional requirements Numbering matches FF Matrix, Sitemap, and Wireframes Functional Specifications Document ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

31. Key Deliverables: Validate and Test Measure & optimize by capturing granular site behavior & feedback modifications from friction points & conversion barriers Evaluation Activities Identify usability & messaging issues before development cycles Identify new features for further exploration User Testing & Analysis * ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

32. Audio Window Events Camera Video Screen Video Keyboard Activity Web Page Changes Screen Text Mouse Clicks User Testing and Analysis Quantify for benchmarks, KPIs, or ROI ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

33. ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

34. UX/UCD/IA/IXD/EIA/UXD/HCD/HCI…? Development Project Management Business Analysts QA User Experience Director (champions the User Centered Design Strategy) ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

35. About MatchStick ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

36. MatchStick, LLC – Production Lead A seasoned (UX) User Experience professional with more than 10 years of expertise in multi-discipline team management. Her experience covers groups consisting of information architects, interaction designers, content strategists, creative and developers for various digital interactive initiatives. Mickey has worked with a broad range of clients across multiple industries, playing a key role in defining UX strategy for both branded, highly interactive, client-facing websites, as well as enterprise-wide intranets and software applications. Mickey J. Moran, Founder of Match Stick, LLC ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09

37. ©2008 – MatchStick, LLC. All Rights Reserved. 06/02/09 Thank You! For more information, please contact: Mickey Moran, Owner Matchstick, LLC www.MatchOnFire.com