This document provides background information on user experience (UX), including its origins and evolution over time. It discusses how UX focus has shifted from product-centric in the 1900s to brand-centric in the 1950s to experience-centric in the 2000s due to users growing overwhelmed by choices and complex experiences. The document then outlines key aspects of UX, distinguishing it from user interfaces and noting it is broader than interfaces. It also shows the UX design cycle and provides examples from a company. Finally, the document presents a group challenge to develop solutions for combined mobility using UX principles.

2. Pieter Rahier

3. ?!?
What Is

4. Definition of User Experience
The full interaction of an end user with
a product or service regarding ease of
use and how pleasant it is to use it.

5. Where does UX come from?
First Graphic
User Interface
-Xerox Parc-
the golden
Ratio
-Da Vinci-
iPod,
Smartphones,
tablets
Designing for
People
-Dreyfuss-
First Use of
term UX
-Norman-
1950
1973
1995
2001-...1452

6. Where does UX come from?
1900 - Product focused 1950 - Brand Focused 2000s - Experience focused

7. Product focused

8. Brand focused

9. Experience focused

10. Why the shift in the 2000s?

11. Brand focused
=
Organisation Centric

12. End user had to adapt to the
organisation

13. Company Experience

16. But...

17. Maar...

20. Gebruikers raken gewoon aan
deze ervaringen

21. Keuzestress

22. Keuzestress

23. Opkomst van aandacht voor
User Experience

24. Maar we zijn er nog niet

25. But what is
User Experience Really?

26. User Experience =/= User interface

27. UX is much broader

28. Bad UX

29. Usual representation

30. Parts of the UX cycle
UX &
digital
strategy
Concept
&
service
design
UX
design &
Usability
prototyp
-ing en
Testing
impleme
-ntatie
&
Iteratie
Research
Business
Goals
User needs
Analytics
User journeys Persona’s
customer lifecycle
Wireframes
Informatie
architectuur
Sketches
Clickable
prototypes
Scenario
testing
Component
libraries
Iterate
Functionalities
Usability
testing
Monitor

31. Approach
Onderzoeken
Inzichten
creëren
Concept
Design &
development
Agile
Iteratief

32. In de praktijk
KBC
K’ching

33. Research phase
Business input Desk research Focus groups

34. Insights

35. Conceptualisation

36. Design & Dev 1st version

37. Iteration
Saving goalsSmart AI chatbot
Surprisepay

38. Vragen?

39. The Challenge
Combined mobility
Recent times (and before) there are a lot of people just taking their cars, just
because it’s the way of transport they know the best and don’t have to think about
it. But, very often this is not the most efficient thing to do. It can be more interesting
to use different kinds of transport and take your car to the station, take the train to
the city and from there cycle to your destination.
There are although a few practical things that hold people back from doing this.
Luggage, children, lack of public transport, safety…
The goal of the challenge is to come up with a solution by using the different UX
principles you’ve seen today (MVP, how to make decisions, double diamond, make
concepts).

40. The Challenge
Look at the problem from different points of view:
-People living in the city
-People living in the country side
-What with holidays?
-Employers in an industry zone that is not reachable by public transport
-Different age groups:
-Students
-20 somethings
-People in their 30s with small children
-People with older children
-People who are +60 and the kids are already out of the house

41. The Groups
1
Ruben Van den Sande
Cami Laureyssens (luca)
Celia beckers (luca)
Daphne Kinoo
2
Gilles Knaepen (luca)
Ward Bleus (luca)
Joris Delvaux (IMD)
Silke Neven (luca)
3
Jolien Hendrickx (luca)
Lorien Theunissen (IMD)
Elyse Swelsen (luca)
Robbe Van Assche
4
Robbe De Decker (IMD)
Kamiel Ceyssens (luca)
Nante De Boeck (luca)
Elien Cruydt (luca)
Pawel Sokolowski
5
Margot van overtveldt
Sander Vogelaers (luca)
Maya Verjans (luca)
Jana Dinaer (DMM

42. The Coaches
Peter Fransen
Tommy De Kimpe
Laurens Leysen
Karol