UX Design - Lecture # 2.pptx

Lecture # 2
IntroducingUserExperience
Design
UX Design
Dr
.CMNadeemFaisal www.hci.uniovi.es/en-members.htm

UserExperience
Dr
.CMNadeemFaisal www.hci.uniovi.es/en-members.htm 2
“There is no substitute for personally watching and listening to real people."

UserExperience
Dr
 Understand: How the user experiences the product or similar products. Really understanding the end user
requires a lot of research.
 Specify: Based on your research, you'll narrow down which end-user problem is the most important to
solve.
 Design: design solutions to the end user's problem. This is where you'll come up with ideas for what the
product might look like and actually start building the product.
 Evaluate: evaluate your design against your end user's needs. Does your design solve the end user's
problem? You'll find out here, and you'll also do it by testing your product with real people.
Note: It's important to keep in mind that as you go through this process, iteration is key. Iteration means doing something
again, by building on previous versions and making tweaks.

Whoaremyusers?
Dr
In UX design, the “user” comes first.
“A user is a person who is trying to solve a problem and is looking for a
product or service to help them solve it.”
 Where, user experience is a journey that the user takes with that product or service. As a UX designer,
your goal is to keep the user at the center of every decision you make, and to do that, you need to get to
know your user.
 Most of the initial UX research that you conduct at the beginning of the project will be focused on getting
to know the characteristics of your users, their goals, and their pain points.
 Understanding the user empowers you to design experiences that are helpful or easy to use.

Whoaremyusers?
Dr
 One of the key challenges of getting to know your users is avoiding taking a narrow view of the user, or
making assumptions about what users need based on stereotypes.
 Users who seem to be different from one another might actually have shared wants and needs.
 Get a clear picture of all your potential users and specifically plan to address the needs of users who are
often overlooked.

Whoaremyusers?
Dr
To reach as many users as possible, you consider questions such as these as part of your user research
approach:
1. Do my users have impairments or disabilities to consider–whether temporary, situational, or permanent?
2. How familiar are my users with technology?
3. How accessing the product or service?
4. Where and when accessing the product or service?
5. Considered all potential users?

Domyusershaveimpairmentsordisabilitiestoconsider?
Dr
You might be surprised to find out that more than 1 billion people around the world have a disability, out of a
global population of 7.8 billion. In the U.S., one in four adults identifies as having a disability.
The term accessibility refers to the design of products, devices, services, or environments for people with
disabilities.
 As a UX designer, it’s important to keep users with disabilities in mind as you design features or new
products. Designing for accessibility isn't an obstacle, but a way to get your products to as many users as
possible.
 Accessibility is about making products accessible to all people, whether they have a disability or not. Think
about inclusive product features that increase magnification, like enlarged fonts or features that help
everyone understand videos, like closed captions.

Howfamiliararemyuserswithtechnology?
Dr
User experience doesn’t just focus on the experience of existing users, however, it also includes paying
attention to the needs of people who are about to become users. Nearly a billion people, of all ages, all
around the world, are getting online for the very first time. Designing for this emerging population of
potential users, their level of digital literacy is a key consideration.
The American Library Association defines digital literacy as “the ability to use information and
communication technologies to find, evaluate, create, and communicate information, requiring both
cognitive and technical skills.”
 People with limited digital literacy might not be familiar with certain design patterns, calls to action, or
icons that those of us with more online experience take for granted. For example, they might not know
what “swipe” means in relation to a touchscreen. They may not even know what a touchscreen is. This can
affect their confidence and willingness to explore new technology.

Howaremyusersaccessingtheproductorservice?
Dr
 It’s important to keep in mind that not all users will access your product or service in the same way due to
the cost and availability of devices and internet services.
 Some users might not have reliable or unlimited access to the internet. This might be because the data
they have purchased has run out or because their network coverage is inconsistent or sporadic.
 As a UX designer, you should try to find ways to take the offline experience into account as well.

Wherearemyusersaccessingtheproductorservice?
Dr
 In some cases, you might be designing a product or service intended for use by people in various locations
around the world, which creates some additional considerations, like local languages and cultural norms.
 Keep in mind that cultures and norms are ever-changing as people integrate and contextualize technology
in their lives, so you will need to continue to research potential users to identify shifts in user problems,
preferences, and usage patterns over time.

Assistivetechnology
Dr
The term assistive technology, or AT for short, is used
to describe any products, equipment, and systems
that enhance learning, working, and daily living for
people with disabilities.
ATs make our lives easier and help provide a better
user experience. When we think of assistive
technology, we might think of computers, tablets, and
smartphones. But AT covers a wide range of devices,
like prosthetics, pointing devices, electric
wheelchairs, power lifts, eye gaze and head trackers,
and a whole lot more.

Assistivetechnology(colormodification)
Dr
 Color modification, like high contrast mode or dark mode on a device, increases the contrast of colors on
a screen. High contrast makes the interface easier to see for people with low vision.
 Color modification also helps anyone who might experience eye strain when viewing screens in the dark
or midday, when the sun is creating an intense glare. Lots of people use it just because it's easier on the
eyes.

Assistivetechnology(voicecontrolandswitchdevices)
Dr
 Both of these help people with limited dexterity and can serve as an alternative to a keyboard or mouse.
 Voice control allows users to navigate and interact with the buttons and screens on their devices using
only their voice.
 A switch is an assistive technology device that replaces the need to use a computer keyboard or a mouse.
Switch devices can allow users to control technology like a computer or smartphone. There are a lot of
different kinds of switch devices, but they all help people with limited motor ability use technology more
easily

Assistivetechnology(Screenreaders)
Dr
1. Screen readers are one of the most common assistive technologies for people with limited vision and
reads out loud any on screen text.
2. Screen readers also read any interactive elements, like buttons, along with non visible text, like the
button names, and any alternative text for images.
3. Alternative text, or alt text, helps translate a visual user interface into a text-based user interface.
4. It essentially uses words to describe any meaningful image for someone who is not able to see the
image.
5. Alt text is also super helpful for those with low bandwidth connections, too. If your device is unable to
maintain a connection to the internet, it may struggle to load a big file or image. Alt text is useful for
context when an image fails to load.

Assistivetechnology(Speechtotext)
Dr
Speech to text, a user composes text by speaking into their phone or computer. The voice recording is
automatically converted into text. A lot of people find it much easier to text by talking to their device,
because it offers a hands-free experience and reduces the amount of mental energy needed to type. Let me
show you.

Theimportanceofassistivetechnology
Dr
 Difference helps us think creatively and helps us see gaps in our products and we gain from looking at
people who experience the world differently, we build better products that are more adaptable.
 Accessibility, we are talking about how to make a product accessible by people with different abilities.
 But when we talk about inclusive design, what we are doing is we are looking to difference, different
experiences, needs, because of their different capabilities.

Theimportanceofassistivetechnology
Dr
Countries like India, Indonesia, Brazil, Mexico, these users have slightly different constraints. These users are
using low-end devices.
 They do not have enough storage on their phone, they can't install a big enough app.
 They would not have access to data.
 These users are not literate or they might not speak English.
 How do we make multilingual interfaces?
 The music note is something that a lot of people don't understand, or they don't know what it means.
The reason for that, we think is because the music icon is a very Western classical music piece of
iconography. Since a lot of users aren't exposed to that, they don't actually know what that icon
means.

DesignThinking:AUXdesignframework
18
The Design Thinking framework is a user-centered approach to problem-solving including activities like
research, prototyping, and testing to help you to
1. understand who your user is,
2. what their problems are,
3. what your design should include.
Dr
.CMNadeemFaisal www.hci.uniovi.es/en-members.htm

Empathize
Dr
.CMNadeemFaisal 19
www.hci.uniovi.es/en-members.htm
During the empathize phase, your primary goal is to learn more about the user and their
problems, wants, and needs, and the environment or context in which they’ll experience your
design.
 The most important part of the empathize phase is to step away from your assumptions
and guesses and let your research findings inform your decision-making in later design
phases.
 You might also need to conduct some research on the competitors’ products to determine
how your user frames competitors’ products as part of their daily life and daily problem-
solving.
 Your user research might include user surveys, interviews, and observation sessions.

Define
Dr
.CMNadeemFaisal 20
In the this phase, you will analyze your research findings from the empathize phase and
determine which user problems are the most important ones to solve, and why.
 This will drive you toward a clear goal for the design of the product.
 The most important outcome of this phase is a clear problem statement, which is a
description of the user’s need that your designs will address.
 You might also develop a value proposition, which is a summary of why your user
would or should use the product or service that you’re designing.

Ideate
Dr
.CMNadeemFaisal 21
The goal of ideation is to come up with as many design solutions as possible—don’t settle for
your first solution because the most obvious solution is not always the right one.
 Ideation involves collaborative brainstorming with other members of your team to
generate as many solutions as possible to a problem.
 This could include marketing, engineering, product management, or any other stakeholders
for the product or service.
 Don’t focus on whether something is a “good” or “bad” idea, just collect as many ideas as
you can. The important thing here is to keep this process judgment-free.
 After brainstorming, you’ll then analyze your potential solutions and start to make choices
about which ones are the best options to pursue as prototypes.
 You might return to user or competitive research to help you narrow down your ideas, and
you might also create user flows to illustrate how the user will interact with your solution.

Prototype andTest
Dr
.CMNadeemFaisal 22
 In prototype phase, your goal is to produce an early model of a product that demonstrates
its functionality and can be used for testing.
 The test phase is critical to developing the right solution to address your user’s problem,
and an organized approach to testing can help you create exceptional user experiences.
 Prototyping and testing are interconnected, which means that you’ll test your designs at
each stage of prototype development rather than waiting to test until after the working
prototype is complete.
 If the design is too polished the first time you present it to users, you might not get as
much feedback.
 Think about ways to include testing throughout the design process, so that you’re iterating
your designs based on user feedback instead of other reasons.

PrototypeandTest
Dr
.CMNadeemFaisal 23
 You might test the concepts behind your design by presenting users with a simple
sketch, wireframe, or a sitemap.
 Taking what you learned, you might iterate on that design to a more detailed design
on paper (known as a low-fidelity prototype) and conduct another round of user
testing.
 You will iterate the design again into a working, interactive model using a software
program (also known as a high-fidelity prototype) and test that as well.

PrototypeandTest
Dr
.CMNadeemFaisal 24
 You might also consider testing more than one prototype at the same time to get
feedback on multiple solutions, or testing the same prototype on multiple platforms,
such as a laptop, tablet, and smartphone.
 The goal of testing prototypes is to continue to refine the prototype as you gain
insight into whether the design for your product or service is easy to use and solves
the user’s problem.
 At some point, you’ll finalize a prototype, and then you’ll provide it to developers,
who will then turn your design into a product.

Universaldesign
Dr
1. When designers began considering how to include an even
broader range of people in their designs, they called it universal
design.
2. Universal design is the process of creating one product for users
with the widest range of abilities and in the widest range of
situations. Designers propose one solution for everyone.
3. The problem is that when you focus on creating one solution for
everyone, the designs lose their effectiveness. It's often difficult
to achieve any goals with your product when you have so many
intended users.

Universaldesign
Dr
4. It's like when you go to a store that sells a hat in just one size, the label might read, One-size-fits-all, but
the hat still won't fit a lot of people.
5. Universal design had the same problem. Even though it had the intention of being inclusive,
 It excluded a lot of people as turns out one-size-fits-all isn't a great solution. So, UX designers
realized that universal design didn't meet the needs of every user.
 So, the designers started thinking about the concept of inclusive design, which focuses on finding
solutions to meet different needs.

Inclusivedesign
Dr
 Inclusive design means making design choices that take into account personal identifiers like ability, race,
economic status, language, age, and gender.
 Inclusive design focused on excluded populations in the process, so they can provide their unique
perspectives during all phases of the design process.
 If universal design is a one-size-fits-all solution, then inclusive design can be described as solve for one,
extend to many.
 Goal as designers is to build experiences that are accessible to users with the widest range of abilities. In
other words, no one should be excluded from using a product.

Inclusivedesign
Dr
 For example, when designing we focus on the needs of people who are blind and deaf even more than
we consider the needs of those who rely on their sight and hearing to communicate. Then as we build
more versions of a product, we design for additional excluded groups, like those with physical or
cognitive disabilities.
1. Designing products, devices, services, or environments for people with disabilities is called
accessibility. Accessibility is just one aspect of inclusive design.
2. keep in mind that the idea of "solve for one, extend to many," only benefits the group the design
was created for and existing users. Many groups are still left out.
3. Over time UX designers realized that inclusive design wasn't always enough, and that's where
we find ourselves today as equity-focused design becomes a new industry goal.

Equity-focuseddesign
Dr
 Equity-focused design takes the idea of inclusive design one step further. It asks designers to focus on
designing for groups that have been historically underrepresented or ignored when building products. The
goal of equity-focused design is to uplift groups that have been excluded historically.
 Equality means providing the same amount of opportunity and support to all segments of society.
In other words, everyone gets the same thing.
 Equity means providing different levels of opportunity and support for each person in order to
achieve fair outcomes.

Equity-focuseddesign
Dr
 Start by identifying a product you want to build. Then, think about the groups that have not been served
by this type of product in the past. Finally, build your design while keeping the groups who identified as
underrepresented front and center.
 It's important to keep in mind that equity-focused design doesn't solve all problems, just like inclusive
design and universal design don't either.
 Equity-focused design means thinking through all the aspects of a designed product and making sure the
product is both accessible and fair to all genders, races, and abilities. Plus, the designs need to specifically
consider underrepresented and excluded groups.

Equity-focuseddesign-example
Dr
When voice assistants were first introduced at Google, they were trained primarily with male, native English-
speaking voices. As a result, the voice assistants could easily understand and respond to male voices. But they
had a hard time understanding female voices, because of the higher pitch, and voices of people with strong
accents. When the product launched, users were extremely frustrated when the assistant could not
understand them. This example highlights how testing with a diverse set of users can truly improve a product.

Gettoknowplatforms
Dr
 A platform is the medium that users experience your product on, such as desktop, mobile web, mobile
apps, tablets, wearables, TVs, smart displays, and more.
 It's important to design with multiple platforms in mind, because users want a product to look and feel
similar, no matter what platform they're using.
 In addition to having a consistent user experience across platforms, it's also important to have a consistent
brand identity.
 The brand identity refers to the visual appearance and voice of a company. For example, Google Search
should look and feel the same on your desktop computer and mobile phone. At first, only mobile phones
had voice assistants. So If the product you are designing required the use of a voice assistant, the only
platform it would have worked on was a mobile phone. But fast forward to the present, and voice
assistants are integrated into many other platforms, like desktop computers, TVs, and even refrigerators.

Designfordifferentplatforms
Dr
We've started thinking about designing across platforms. Now, it's time to learn how users engage with
different devices. First, we'll discuss user behavior on mobile phones and desktop computers.
There's a big difference in the amount of time users spend on mobile phones compared to desktop
computers. An average mobile session is 72 seconds, while the average desktop session is 150 seconds, more
than twice as long. Mobile users tend to be goal-oriented, and they are focused on completing a single task.

Dr
.CMNadeemFaisal 34
As those users come online, they're mostly accessing the internet from mobile devices. This means the
amount of desktop web traffic compared to mobile web traffic will continue to shift. It's important for UX
designers to consider mobile users' connectivity limitations, like slower processing speeds and longer load
times. To be inclusive, we need to design for all types of phones, whether they cost $50 or $500. Users
interact with devices in different ways.
 Responsive web design allows a website to change automatically depending on the size of the device.
For example, a website homepage might have multiple columns when a user experiences it on a
desktop computer. All the content is still there and the usability is way better. Let's think about a few
best practices when designing for mobile user experiences.

Dr
.CMNadeemFaisal 35
 Call-to-action buttons should be placed front and center, allowing the user to easily complete the desired
task, like joining an email list or adding an item to their shopping cart.
 Second, navigation menus should be short and simple. So menu options should only highlight the core
functions of the product.
 Third, use gestures that users already do, like tapping and swiping. Gestures should be intuitive and
familiar to users.
 Fourth, design for both directions a phone might be held i.e. vertical portrait and the horizontal landscape
view. We want users to have an effective experience no matter how they hold their phone.
 Fifth, reduce visual clutter. Mobile phones have smaller screen sizes, so it's important to keep the visual
experience simple.

Designingcross-platformexperiences
Dr
.CMNadeemFaisal 36
When designing a new product or feature, it’s important to think about the different types of platforms that
the design will be experienced on. As a refresher, a platform is the medium that users experience your
product on. Some common platforms are:
 Desktop computers
 Laptop computers
 Mobile phones
 Tablets
 Wearables, like smart watches
 TVs
 Smart displays

Screensize
Dr
.CMNadeemFaisal 37
The first consideration when designing for various platforms is adjusting design elements and features to fit
different screen sizes.
 For example, you have a lot of screen space when you design for desktop and laptop computers. But when
you design for smaller screens, like mobile phones, you have to carefully decide which parts of the design
you'll prioritize including in the limited space. This means making every word, icon, and image count!

Interaction
Dr
You need to consider the way users interact with each platform and how those interactions might affect your
design decisions. It’s also critical to consider accessibility when developing your designs at each point.
Different groups of people will interact with your product in different ways, like using a screen reader, closed
captioning, or a switch device. To get started, it’s helpful to try using some of these technologies yourself, in
order to understand how people with disabilities might interact with your product on different platforms.

Contentlayout
Dr
 Layouts refer to the way that information is organized on the screen. For example, when designing for
desktop or laptop computers, you have the advantage of working with a familiar, standardized size:
landscape (horizontal) mode. The screen is wide, content can be laid out in columns, and there’s much
more flexibility to design.
 In contrast, mobile phone content is usually laid out in portrait (vertical) mode, which is ideal for scrolling.
In addition, mobile phones often allow users the option to use landscape (horizontal) mode by rotating
their device. Implementing this in your designs requires more work from you as a designer, but provides
users with a wider range of options.

Functionality
Dr
There are a lot of reasons why users might choose one platform over another, but functionality and the kind
of tasks they want to complete is a huge driver. Your designs for each platform will likely vary based on how
and when you expect users to need the product.

Any question ?
Thanks
Dr

Reference
1. Sommerville, I. (2016). Software Engineering GE. Pearson Australia Pty Limited.
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