The document discusses the evolution of user experience design (UXD), emphasizing that it encompasses more than just aesthetics—it includes the user's interactions, emotions, and context. It highlights the difference between designing for UX versus designing UX itself, focusing on various factors that affect user engagement and satisfaction. The document outlines key principles and processes involved in UXD, advocating for a user-centered approach that aligns product design with human needs and experiences.

1. Myth & Facts
Designing for UX

2. “ Human needs should be the guide for our technologies.
”
—Ben Shneiderman

3. The term User Experience was
invented because it was thought
that
Human Interface and usability
were too narrow. It was intended
to cover all aspects of the
person's experience with a
system, including industrial
design, graphics, the interface,
the physical interaction, and the
manual.
—the term ’UX’ was coined by
Donald Norman
“
”

4. User Experience Design – in a narrow perspective
In general, the professionals in IXD, UID, UXD or Web defines UXD as referring to the
judicious application of user centered design, highly contextual design mentality, use
of techniques & methods through process management to produce cohesive,
predictable, desirable effects in the target to meet user goals, measuring of success
& engagement objectives of organization.
As Don Norman clarified, UXD is not singularly related to or is not similar to any of
the
individual disciplines:
•Web Design
• User Centered Design
• Graphic Design
• Human factor Engineering
• User Interface Design
• Interaction Design
• Information Architecture
• Usability Testing
• Customer satisfaction…

5. User Experience Design – definition
UXD is the design of anything with Human Experience as an explicit
outcome and Human Engagement as an explicit goal. Every design tells a
story - the product, the users and the world.

7. The term ‘user experience’ is more than just aesthetics to me. We have
relationship with our technology. User experience is not just eye candy —
it promotes a positive relationship between humans and technology.
—Mitch Stein
“
”

8. Why UX cannot be designed?
It’s because UX depends not only on the product itself, but on the user and the
situation in which they use the product. You can neither design the user nor the
situation.

9. Hassenzhal’s Model of UX

10. Why we can design for UX but not design UX?
The difference between designing UX and designing for UX is subtle but important.
For instance, the UX is the sum of certain factors, such as fun, emotion, usability,
motivation, co-experience, user involvement and user engagement. In turn, we must
address some of these factors when we design for UX, depending on how we want
our product to be perceived. If we want an application to be fun, then we need to add
some features that will entertain; a joke, a challenging quiz, a funny video, a
competitive aspect or something else. We should keep in mind, however, that, as
designers, we can never really predict that the application will be perceived as fun by
the user. Users have different standards, and sometimes they aren’t even willing to
be entertained.

11. Power of 4 – the Attributes that results in UX
UX is the consequences of these attributes plus the situation in which the
product is used.
Manipulation Identification
Stimulation Evocation

12. Creative Cycle of User Experience Design
Assimilate
Iterate Innovate

13. Four important aspects of User Experience Design
Value
Is it useful?
Usability
Is it easy to use?
Adoptability
Is it easy to start
using?
Desirability
Is it fun & engaging?

14. What Designers for UX do in IT?
—Garrett’s Diagram

15. 5S pattern of Designing for User Experience
Surface
• Design layouts & graphical elements
• Implement design & interactions
Skeleton
• Translate use cases & tasks to prototypical screens (Prototype - Test - Iterate)
• Define patterns for Interaction & Design Principles
Structure
• Workflow
• Priorities: Tasks & Information
Scope
• Personas
• Their goals, motivations & use cases
Strategy
• Context
• Purpose
• Focus groups
• Mission Statement

16. 5S pattern of Designing for User Experience - Surface
Surface relates to
the sensory design
because:
•Sensory choices
reinforce or undermines
other aspects of design
•Senses engage emotions
•We tell stories in sensory
terms

17. 5S pattern of Designing for User Experience - Skeleton
•Interface Design (Product
as Technology)
•Navigation Design
(Product as Information)
•Information Design

18. 5S pattern of Designing for User Experience - Structure
• Interaction Design (Product as
Technology)
• Information Architecture Design
(Product as Information)

19. 5S pattern of Designing for User Experience - Scope
• Functional Specification (Product
as Technology)
• Content Requirement (Product as
Information)

20. 5S pattern of Designing for User Experience - Strategy
Strategic thinking models that helps in decision making:
•The morphological box and SCAMPER
•The crossroads model
•The flow model
•The cognitive dissonance model
•The music matrix
•Thinking outside the box
•The Pareto principle
•The black swan model

21. UX/UI Design process

22. Designing for User Experience– keynotes
Understand emotional & psychological content of use to
inspire passionate connections.
Connect feature & design choices with underlying user
psychology.
Express your product’s personality not just functionality.
Define the story that your product tells about itself, the
user and the world.

23. Design is not about making something look pretty, it’s about making the
world work better. I mean everything, from your cellphone to health care
to education to our impact on the environment. That’s what we’re
focused on.
-Don Norman
“
”

24. Alternative Reference Sites:
5-brilliant-ted-talks-that-will-make-you-a-better-ux-designer
UX – Myths
UI is not UX
Credits - of course…