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MIRUM AGENCY 2014
Session1:
USER-CENTERED DESIGNby Joan Lumanauw | May, 2015
Happy ?
Delighted ?
Frustrated ?
Simply put, user experience is how a person feels when
they are interacting with your system or product
Campaign Website Software
Social Media
Microsite
Brand Site
Portals
Mobile App
Platforms
Games
User Experience?
What is
MIRUM AGENCY 2014
So, if user experience is a feeling
How do we “design” user experience?
Imagine we are given..
~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
Common sense does..
Knives SpoonsForks
~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
Some of us might..
~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
DessertFork
FishFork
DinnerFork
FondueFork
OysterFork
SaladFork
ButcherKnife
CheeseKnife
ButterKnife
DinnerKnife
FishKnife
BreadKnife
SteakKnife
CoffeeSpoon
SoupSpoon
DessertSpoon
Sundaespoon
Tablespoon
Teaspoon
Woodenspoon
Knives SpoonsForks
What UX does..
~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
True user experience
Goes above and beyond giving the
customers what they think they want
Well first, we need to
understand a few basic rules
The Fundamentals
of User Experience
“This product is useful to me, it
meets my needs”
No. 1
Utility
UX Design starts
by being useful
People must be
able to use it
Usability
“I am able to use this product
easily”
No. 2
Utility
“I love the design, the colours are great,
this product makes me feel happy”
No. 3
Desirability
Utility
Usability
It gives added
value
“My overall feelings about the
brand is good. I love this brand”
No. 4
BRANDEXPERIENCE
Desirability
Utility
Usability
It shapes a
positive brand
experience
BRANDEXPERIENCE
Desirability
Utility
Usability
Love the brand
Added value
Easy to use
Product is useful
To recap
Great User Experience
General Assembly: User Persona Module
Now that we know what a great user experience entails
How do we achieve it?
Revise
Design Decision
Client
likes it?
YesNo Done
I think the
users..
My gut 

tells me..
Users
probably
think..
Well, it’s definitely not this way..
Because then this happens…
What marketing
requested
How the project
team understood it
How the designer
designed it
How the developer
build it
What the customer
really needed
Image courtesy of: Dashi Blog – ITプロジェクトの実態とは! / Posted on 02-22-2004 (Japanese, Internet Archive)
UCD is a multi-stage problem-solving process
that not only requires designers to analyse and
foresee how users are likely to use a product,
but also to test the validity of their assumptions.
User-Centered Design
Introducing
Discover Define Design Validate Develop
Doing
Output
Launch
User-Centered Design Process
Stakeholder
Interview
Discover Define Design Validate Develop
Doing
Output
Business
Requirement
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
Launch
User-Centered Design Process
Stakeholder
Interview
Discover Define Design Validate Develop
Doing
Output
Business
Requirement
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Research
User
Personas
Needs Triggers
Motivations
Goals
Real Users
Launch
User-Centered Design Process
Stakeholder
Interview
Discover Define Design Validate Develop
Doing
Output
Business
Requirement
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Research
User
Personas
Needs Triggers
Motivations
Goals
Real Users
Creative
Ideation
Idea
Campaign/
Product
Launch
User-Centered Design Process
Stakeholder
Interview
Discover Define Design Validate Develop
Doing
Output
Business
Requirement
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Research
User
Personas
Needs Triggers
Motivations
Goals
Real Users
Creative
Ideation
Idea
Campaign/
Product
Source
User
Journey
Experience
Mapping
CTA
Launch
Core
Mechanism
User-Centered Design Process
Stakeholder
Interview
Discover Define Design Validate Develop
Doing
Output
Business
Requirement
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Research
User
Personas
Needs Triggers
Motivations
Goals
Real Users
Creative
Ideation
Idea
Campaign/
Product
Source
User
Journey
Experience
Mapping
CTA
Launch
Core
Mechanism
User-Centered Design Process
Requirement
Gathering
User
Flow
Feature
Analysis
Task
Analysis
Stakeholder
Interview
Discover Define Design Validate Develop
Doing
Output
Business
Requirement
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Research
User
Personas
Needs Triggers
Motivations
Goals
Real Users
Creative
Ideation
Idea
Campaign/
Product
Source
User
Journey
Experience
Mapping
CTA
Launch
Core
Mechanism
User-Centered Design Process
Requirement
Gathering
UX Design
User
Flow
Feature
Analysis
IA
UI
Task
Analysis
Sitemap &
Prototype
Stakeholder
Interview
Discover Define Design Validate Develop
Doing
Output
Business
Requirement
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Research
User
Personas
Needs Triggers
Motivations
Goals
Real Users
Creative
Ideation
Idea
Campaign/
Product
Source
User
Journey
Experience
Mapping
CTA
Usability
Testing
Validated
Prototype
Real Users
Launch
Core
Mechanism
User-Centered Design Process
Requirement
Gathering
UX Design
Feature
Analysis
IA
UI
Task
Analysis
Sitemap &
Prototype
User
Flow
Stakeholder
Interview
Discover Define Design Validate Develop
Doing
Output
Business
Requirement
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Research
User
Personas
Needs Triggers
Motivations
Goals
Real Users
Creative
Ideation
Idea
Campaign/
Product
Source
User
Journey
Experience
Mapping
CTA
Core
Mechanism
Usability
Testing
Validated
Prototype
Real Users
Launch
User-Centered Design Process
Requirement
Gathering
UX Design
Feature
Analysis
IA
UI
Task
Analysis
Sitemap &
Prototype
User
Flow
Discover Define Design Validate Develop
Stakeholder
Interview
Business
Requirement
Doing
Output
User
Research
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Personas
Needs Triggers
Motivations
Goals
Creative
Ideation
Idea
Campaign/
Product
Source
User
Journey
Experience
Mapping
CTA
Usability
Testing
Validated
Prototype
Production
Graphic
Design
Code
Launch
Real Users Real Users
Core
Mechanism
User-Centered Design Process
Requirement
Gathering
UX Design
Feature
Analysis
IA
UI
Task
Analysis
Sitemap &
Prototype
User
Flow
Discover Define Design Validate Develop
Stakeholder
Interview
Business
Requirement
Doing
Output
User
Research
Success
Metrics
Target
Audience
Goals &
Objectives
Competitors
Brand
Vision
User
Personas
Needs Triggers
Motivations
Goals
Creative
Ideation
Idea
Campaign/
Product
Source
User
Journey
Experience
Mapping
CTA
Requirement
Gathering
UX Design
Sitemap
Task Analysis
UI
Wireframe
Prototype
Usability
Testing
Validated
Prototype
Production
Graphic
Design
Code
Launch
Real Users Real Users
Core
Mechanism
Feature
Analysis
User-Centered Design Process
Increases Exposure
Increase traffic/ audience size
Increase return visitors
Increase visits from search
Improves Performance
Reduce number of user errors
Increase ease of use
Increase ease of learning
Improves Credibility
Increase user satisfaction
Increase trust in the system
Increase number of visits referral
Reduces Resource Burden
Reduce development costs
Reduce development time
Reduce maintenance costs
Reduce redesign costs
Decrease support costs
ROI of User-Centered Design
MIRUM AGENCY 2014
Thank you
ANY QUESTIONS?

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UX Lesson 1: User Centered Design

  • 1. MIRUM AGENCY 2014 Session1: USER-CENTERED DESIGNby Joan Lumanauw | May, 2015
  • 2. Happy ? Delighted ? Frustrated ? Simply put, user experience is how a person feels when they are interacting with your system or product Campaign Website Software Social Media Microsite Brand Site Portals Mobile App Platforms Games User Experience? What is
  • 3. MIRUM AGENCY 2014 So, if user experience is a feeling How do we “design” user experience?
  • 4. Imagine we are given.. ~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 5. Common sense does.. Knives SpoonsForks ~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 6. Some of us might.. ~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000 DessertFork FishFork DinnerFork FondueFork OysterFork SaladFork ButcherKnife CheeseKnife ButterKnife DinnerKnife FishKnife BreadKnife SteakKnife CoffeeSpoon SoupSpoon DessertSpoon Sundaespoon Tablespoon Teaspoon Woodenspoon Knives SpoonsForks
  • 7. What UX does.. ~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 8. True user experience Goes above and beyond giving the customers what they think they want
  • 9. Well first, we need to understand a few basic rules The Fundamentals of User Experience
  • 10. “This product is useful to me, it meets my needs” No. 1 Utility UX Design starts by being useful
  • 11. People must be able to use it Usability “I am able to use this product easily” No. 2 Utility
  • 12. “I love the design, the colours are great, this product makes me feel happy” No. 3 Desirability Utility Usability It gives added value
  • 13. “My overall feelings about the brand is good. I love this brand” No. 4 BRANDEXPERIENCE Desirability Utility Usability It shapes a positive brand experience
  • 14. BRANDEXPERIENCE Desirability Utility Usability Love the brand Added value Easy to use Product is useful To recap Great User Experience General Assembly: User Persona Module
  • 15. Now that we know what a great user experience entails How do we achieve it?
  • 16. Revise Design Decision Client likes it? YesNo Done I think the users.. My gut tells me.. Users probably think.. Well, it’s definitely not this way..
  • 17. Because then this happens… What marketing requested How the project team understood it How the designer designed it How the developer build it What the customer really needed Image courtesy of: Dashi Blog – ITプロジェクトの実態とは! / Posted on 02-22-2004 (Japanese, Internet Archive)
  • 18. UCD is a multi-stage problem-solving process that not only requires designers to analyse and foresee how users are likely to use a product, but also to test the validity of their assumptions. User-Centered Design Introducing
  • 19. Discover Define Design Validate Develop Doing Output Launch User-Centered Design Process
  • 20. Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision Launch User-Centered Design Process
  • 21. Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Launch User-Centered Design Process
  • 22. Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Launch User-Centered Design Process
  • 23. Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Launch Core Mechanism User-Centered Design Process
  • 24. Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Launch Core Mechanism User-Centered Design Process Requirement Gathering User Flow Feature Analysis Task Analysis
  • 25. Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Launch Core Mechanism User-Centered Design Process Requirement Gathering UX Design User Flow Feature Analysis IA UI Task Analysis Sitemap & Prototype
  • 26. Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Usability Testing Validated Prototype Real Users Launch Core Mechanism User-Centered Design Process Requirement Gathering UX Design Feature Analysis IA UI Task Analysis Sitemap & Prototype User Flow
  • 27. Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Core Mechanism Usability Testing Validated Prototype Real Users Launch User-Centered Design Process Requirement Gathering UX Design Feature Analysis IA UI Task Analysis Sitemap & Prototype User Flow
  • 28. Discover Define Design Validate Develop Stakeholder Interview Business Requirement Doing Output User Research Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Personas Needs Triggers Motivations Goals Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Usability Testing Validated Prototype Production Graphic Design Code Launch Real Users Real Users Core Mechanism User-Centered Design Process Requirement Gathering UX Design Feature Analysis IA UI Task Analysis Sitemap & Prototype User Flow
  • 29. Discover Define Design Validate Develop Stakeholder Interview Business Requirement Doing Output User Research Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Personas Needs Triggers Motivations Goals Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Requirement Gathering UX Design Sitemap Task Analysis UI Wireframe Prototype Usability Testing Validated Prototype Production Graphic Design Code Launch Real Users Real Users Core Mechanism Feature Analysis User-Centered Design Process
  • 30. Increases Exposure Increase traffic/ audience size Increase return visitors Increase visits from search Improves Performance Reduce number of user errors Increase ease of use Increase ease of learning Improves Credibility Increase user satisfaction Increase trust in the system Increase number of visits referral Reduces Resource Burden Reduce development costs Reduce development time Reduce maintenance costs Reduce redesign costs Decrease support costs ROI of User-Centered Design
  • 31. MIRUM AGENCY 2014 Thank you ANY QUESTIONS?