User Experience 101 - The Basics

beautiful+usable
experience design

User Experience 101
The Basics

BEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 1

Agenda
What is GOOD, intuitive, easy, simple UX and how is it created, tested, and
sold?

• Introductions
• What is User Experience?
– Past
– Present
– Future
• Why it matters
• How it is delivered to clients
• How to sell it
• Q&A


Introductions
• Name & role
• Lunch date
• Pleasant / unpleasant websites


What is User Experience?
Also known as
• UX
• IA (Information Architecture)
• UI (User Interface) Design
• ED / XD (Experience Design)
• HCI (Human Computer Interaction)
• Human Factors Engineering
• User-Centered Design
• Interaction Design
• Usability


• Distinct pieces form overall brand
impression
• “User Interface” typically at widget,
app, or page level
– Checkout ﬂows
– Product pages
– Home pages
– Calendars
– Transactions
– Social Media features
– Banner interactions


• Front-end design focus
– Designing it
• Research focus
– Measuring it to learn how to best iterate on the design
– Ethnographic or anthropological in nature
• Both explore not just nuts-and-bolts, but meaning and psychology behind
experience/design
– Motivations, wants, needs, attitudes


How It All Started


T-Shaped Professionals
• Vertical + horizontal knowledge
• Can talk the talk with any other discipline
• Mix of analytical, conceptual/creative, visual design, communication skills

http://blog.broadeep.com/2009/01/rise-of-service-industry-and-need-of-t.html http://www.fastcompany.com/magazine/95/design-strategy.html
http://www.enterpriseinnovation.net/content/building-t-shape-leaders http://community.infragistics.com/pixel8/media/p/95683.aspx


Today s User Experience Field
• Still a baby, as interactive ﬁeld grows
• If Advertising is 100 years old, Web is 50, UX only half of that
– Will take time to catch up and get fully socialized
– Especially true now that anyone can build a website



Note: Inspired by Mad*Pow s description of Research-Inspired Design www.madpow.com


The Future
• UX will continue to grow and
ﬂourish
- As a discipline and a client
need
- As more and more traditional
media moves online
- As long as companies care
about customer experience,
the psychology and
motivations behind it, and how
it affects their bottom line
• Roles will continue to overlap

Brand Experience


The Future
• In the meantime, we ll continue to create more and more beautiful + usable
experiences and explore new technologies

www.thewildernessdowntown.com www.snapshotsofprovence.com


Why Does UX Matter?
1. How an experience feels seriously affects someone s likelihood to use it
again
– Important to study or consider emotional response to technology
2. Especially in transactional and ecommerce experiences, ROI is clear-cut *
3. For process and maintenance, much more expensive to design and develop
without initial UX planning or insight

$
* See http://www.useit.com/alertbox/roi-ﬁrst-study.html (2003); http://www.useit.com/alertbox/roi.html (2008);
http://www.nngroup.com/reports/roi/


Why Does UX Matter?
Account management
• Knowing business goals upfront
• Help scoping projects
• Brainstorm on initial ideas

Creative
• Multi-disciplinary brainstorming
• Voice of the user (based on past experiences and ongoing research)
• Starting point for concepts


Why Does UX Matter?
Brand planning
• Collaboration on methodology
• Facilitating crossover of online and ofﬂine insights

Development / Technology
• Knowing how and when to get Tech involved early on
• Lessens on-the-spot and frequent changes from designers, account
managers, clients

Analytics
• Partnership to get holistic picture of experience


UX Process and Deliverables


Selling UX
• Impact on bottom line
• Brand impression; the gut feel of using the site, banner, interface, ad, or other
brand interaction point
• Add digital twist to same reasons we sell brand planning and research into
consumer behaviors and attitudes
• Knowledge is power: informed decisions vs. best-guess from biased
stakeholders


Q&A
Thank you!


beautiful+usable
experience design

Appendix
• UX Deliverable Samples
• More on Beautiful+Usable


Deliverable Examples
Competitive Reviews and Other Research Findings

Aggregate Personality Scores
Principled

Fun Passionate

Surprising Real

Honest Tough

Approachable Reliable

Youthful


Personas


Brand Experience Flows and User Flows


Wireframes and Sketches


Site Maps


Comps and Websites


Who is Beautiful+Usable?
Beautiful+Usable is Becky Burd, a seasoned digital agency professional with
over 15 years experience studying the human side of technology and how
consumers interact with brands. She is passionate about usability, digital brand
research, and ecommerce, and works with agencies and corporations to help
them navigate the challenge of creating stunning, intuitive, and proﬁtable
experiences.


Services
• User experience (UX) design, including wireframes, site maps, user flows, personas,
communication architectures, brand experience flows, and storyboards
• Brand and consumer research studies, including focus groups, usability testing,
brand attitudinal studies, listening labs, competitive reviews, ethnographic studies,
online surveys, interviewing, and more
• Creative direction
• Digital marketing strategy
• Usability evaluation
• Web site analytics
• eCommerce merchandising
• Business requirements analysis
• Functional specifications
• iPhone and iPad application design
• Social media marketing strategy
• Educational workshops


Brand Experience
• Donna Karan and DKNY • Rue La La • Verizon
• Marc Jacobs • David Yurman • Nokia
• Juicy Couture • Bvlgari • MTV
• St. John • Vichy • ESPN
• Stride Rite • Timberland • NBC
• Sunglass Hut • Adidas • CBS
• PZI Jeans • Nowness • Variety
• Saks Fifth Avenue • Eversave • Century21
• Neiman Marcus • Dress For Success


User Experience 101 - The Basics

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