Thank you for the summary. Let me know if you have any other questions!

1. USER EXPERIENCE
(for Dummies)

2. Who are we?
Darryl Feldman Henning Fritzenwalder
• BA (Hons) Design • Dipl. Industrial Designer
• Postgrad DIP Computer based Design • Dipl. Marketing Communication
Manager
• 15+ years commercial experience
developing user experiences • 5 years as an IA for GFT Technology
• Led User Experience team at Sapient • Currently running hfux / UX Architects
in the 3rd year
• Ran Product Development at Yahoo!
• Clients: DaimlerChrysler, Deutsche
• Recently founded shopwindoz.com (Berlin
Bank, Deutsche Telekom, T-Mobile,
startup)
T-Labs
• Currently VP of Content and Services
Design at Deutsche Telekom

3. Statement
This workshop is called User Experience for Dummies as
we want to enable you to practice User Experience in an
environment, that maybe doesn‘t care so much about it
as we do…
P.S we don‘t think that you are dummies …really ;)

4. Agenda
1) What is User Experience?
2) Why is it so important?
3) How do you archieve it?
4) Good Examples
5) Hands-on experience
6) Discussion

5. WHAT IS USER EXPERIENCE ANYWAY?

6. What is User Experience?
Theoretically,
it‘s the whole pie.
UX
Products
Most of the things
Human
companies do add to ID Factors
Usability
the user experience Brand Visual Design
HCI
IA Service
UI
MarCom
CRM
Content

7. What is User Experience?
Practically, UX
it enables Design
to work on insights. IxD
Communi-
cation
IA
Design UI
Human Factors
Usability
HCI
Nach Dan Saffer
„Designing for interaction“

8. What is User Experience?
What
Why insights? should
useful
be
Insights support achieved?
What can
your intuition. the user
usable
What
desirable
does the
handle?
They will user like?
Do we know
tell you, what what the user
valuable
finds
generic terms valuable?
Which tactic
mean for your Is used to find
findable
What
accessible
may limit
Design case things? the user?
On which
signs will the
credible
user base his
trust?
Nach J.J. Garett
„9 pillars of UX“

9. User Experience = Usability?
Usability is great
• It asks: how is a human user interacting with a device?
• It‘s analytic, based on cognitive science and human factors
• It got it‘s defined methods and stable results
But it‘s not a silver bullet
• Usability can only tell you, what doesn‘t work
• Its strength is not in developing intuitive interactions, but in supporting the design
• Usability can measure the joy of use – it won‘t ask why there is joy…
Creating a compelling User Experience is much than making a product usable
• By digging into deeper issues and motivators User Experience Design can deliver
products and services that are compelling, fun and become essential to peoples lives

10. Why is User Experience important?
It keeps you from relying on assumptions like …
1) … your user is either a straight logical genius, a sheep
or a slave to his needs
2) … people will somehow use it anyhow
3) … it‘s web 2.0 thing, they will get it
4) … more functions make things more sexy
5) … new is always better
6) … Apple is always better
7) … everyone‘s your customer
8) … it‘s fine to do just the same as your competitors
9) … we have a captive audience so it doesn‘t matter

11. Why is User Experience important?
More and more, companies are realising the only way to win in today‘s crowded
market is to focus on creating a superior User Experience
The bottom line…a great User Experience means a healthy business.

12. Why is User Experience important?
User Experience Design can transform business goals into actions and
then emotional outcomes
Business goals: Actions: Emotional outcomes:
1. Reach Look Attraction (wow!)
2. Acquisition Try Affection (delight)
3. Conversion Buy Affiliation (love)
4. Retention Return
5. Loyalty Advocate
Building a love affair between the user and your product/service is the main
objective

14. How do you achieve it?
User Experience is both a philosophy and a methodology
• Ensure you have the right cultural setting and the team are open- Approach
minded
• Use established frameworks and processes they will help you
achieve great results quickly
• Ask questions before proposing solutions, but don’t get stuck in
theory
• Focus on the user, not politics, or personal design taste
• Gain insights, prototype ideas, test them, make your solution better
Conversion

15. The good, the bad & the ugly
The paper clip
• Simple, easy to
understand
• Does what it‘s supposed
to well - nothing more

16. The good, the bad & the ugly
Deutsche Bahn
• Crowded
• Multiple systems/networks to
deal with
• Complicated pricing
• Poor signage and
accessibility
• …

17. The good, the bad & the ugly
?
What‘s your User Experience
from hell?

18. Show us what you’re made of…
• First excercise: Interviewing part 1 (5 min)
• Team into pairs
• Interview a person beside you about the best railway trip experience they ever had. If
they don’t know any railway trip in particular, they may also talk about the last holiday or
flight
• Interviewer: Let the person talk for 3 minutes. Try not to interrupt or express any
motions while the person speaks
• Interviewee: Describe as much as you know of the trip: Where did you go? How did
you get there? Why did you travel? What was special about it? Why did you choose it?
• Summary: What was the experience like - for the interviewer/for the interviewee?

19. Show us what you’re made of…
• First excercise: Interviewing part 2 (10 min)
• Change roles
• New topic: What are the most remarkable places of interest or sights in your
neighbourhood or town?
• Interviewer: Let the person talk for 3 minutes
• Interviewee: Describe as much as you know of the interesting places: What is it like?
Where is it? Why did you choose it? What is special about it? What a kind of building is
it? How do you get there?
• Summary: After the 3 minutes give a brief one minute summary of what was the most
important thing you remember from the three minutes

20. Show us what you’re made of…
Lessons learned
• You can’t interview someone without building up a relation
that might influence the test
• A real-life experience usually embraces multiple factors in
no specific order
• To listen means to actively sort the things you hear and
put them into an order

21. Show us what you’re made of…
• Second exercise: group work (10 min)
• Build 4-5 groups of 4
• You are the CEO of a new travel service based on trains. For a start you want to make an offering
that is different to what Deutsche Bahn offers.
• Describe what you would like to do and why
• Possible focus is on:
– offer
– character of trip
– character of service
– service points
– process
– hardware
– design
– software

22. Show us what you’re made of…
• Use a chart for differentiation
High
Bahn.de
Low
Comparing Information Schedules Booking Services
offers on destinations tickets

23. Show us what you’re made of…
• Second exercise: (after 10 min)
• First constraint: The user research has shown that users are likely to use the service
to visit interesting sights and places especially for holidays. How would that change
your service? Include all insights you can remember from the first two exercises (5 min)
• Short summary: Show your results? How did the insights from the first excercise help
you understand the task? (10 min)

24. Show us what you’re made of…
Lessons learned
• Building a website from a UX perspective is a bit more
tricky than just thinking of functions & features
• User insights might add constraints to your project that
you are not going to like
• Once you started to design based on User Insights, you’ll
find lots of things you’d like to know more about

25. The one page to remember…
• Listen to your users, they know cool stuff you don’t know
• Good User Experience means Good Business, look for the overlap of user and
business needs - look for the opportunity gap
• User Experience is not about usability tests, technology, features or brands – it’s
about how all that comes together to form a delightful experience
• Prototype & Test, Prototype & Test, Prototype & Test – a lot
• Find success stories that show how User Experience can improve results
• Start small, prepare your insights, show how that influences the way you think
and spread the word

26. Darryl & Henning
1) What is UX?
Darryl asks, Henning notes, explanation of sheets alternating
2) Why is it important?
Go through points alternating
3) How do you archieve it?
Go through points alternating
4) Good Examples /
Get ideas from the audience, Darryl asks, Henning notes
5) Hands-on experience
Both helping in the audience
• Discussion