Here are the key steps to develop a user profile: 1. Define the target user(s) - Who are you designing for? Be as specific as possible in describing the user(s). 2. Gather research - Collect information on your users through methods like surveys, interviews, observations. Learn about their demographics, skills, goals, pain points. 3. Define goals and tasks - What are the tasks the user needs to accomplish? What are their goals when using the product/service? 4. Identify attitudes - What are the user's attitudes towards technology, the domain, privacy, security etc. 5. Specify capabilities - What are the user's technical skills? Language abilities? Physical/

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By: Nada Shubbar
UX Certified
Senior Webmaster/CCRD
Nada.shubbar@cbo.gov.o

2. • User Experience Foundation
• User Centered Analysis & Conceptual Design
• Science and Art of Effective Web and Application Design
• Practical Usability Testing
• Conclusion

3. 3
Back to History

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5. 5
What Mattered
New Brand
For
New Channel
New Technology New consumer
Expectations

6. 6
In Turn
A new
Need emerged
Understand
New Adaptive Behavior
Provide Message
Via New Channels
Support User
Generated Content
Host Experience
Cross Channels

7. Usability “means that the people who use the product can do
so quickly and easily to accomplish their own tasks.”
7
Support User
One Objective

8. 8
And so the Gap
Emerged
Organization needed User Supporter

9. 9

10. What does User Experience
mean to you?
10

11. “The term was coined by Don Norman while he was
Vice President of the Advanced Technology Group at
Apple.
In his own words: “I invented the term because I
thought human interface and usability were too
narrow.
11

12. The level of satisfaction an
average user get from a product
User Experience
goodbad

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Satisfaction as it relate to how
user
Like the product
Understand the product
Use the product

14. Product can be
– Physical object
– Web site
– Software
– Hardware
– Mobile device

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To develop a product you
Need an
Idea
Create
functionality
Design
the product

16. 16
Idea
Show
Time
Functionality
Battery / Gear
Design
Look
Color
Type
Example - Clock

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Design a clear set point Control
Goal: To Sketch a design of a set point control that is clear and easy to use.
Purpose: To practice designing things to be easy to understand and easy to
use.
What to Do: work in a team as agreed to:
1. Design a clear set point control in the flipchart paper with you
2. A set point control allows user to set desired level and see the current level
like thermostat and thermometer for temperature.
3. The user should be able to see the current actual reading move towards their
desired setting.

18. The bubbles are the things that we think
about, talk about and create at UX Design labs

19. User experience (UX) is how a person feels when interfacing with a
system
Study and evaluate how users feel about a system, looking at such
things as ease of use, perception of the value of the system, utility,
efficiency in performing tasks and so forth.
19

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USER
EXPERIENCE
DESIGN
? We believe that User Experience Design is a
seamless blend of…
!
WHAT IS

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Art
…and more >>
Innovation
Graphics
Ideas
Psychology
Creativity
Aesthetics
Strategy
Engineering
Technology

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User Experience Design is
not just about designing
good looking websites or
interfaces

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It is about making it
work for you

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It’s about designing
products that can
convert…
01
Policy
Client
Customer
Prospect02
03
04
05

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Product that build on
your brand image

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Product “ Website” that
makes the emotional
connect

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Application/ Websites that
can
generate leads

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Application /Websites that leave a
lasting impression

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Product/Application/ Websites that
1 2 3 4 5 6 7 8 9 0 1 2sell more

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Project/Websites that can build
credibility & trust

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It’s about designing
Interfaces which are
addictive

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Interfaces which are a
pleasure to use

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Interfaces which can
differentiate your
product from the rest

34. Exercise
Find me a brochure for Oman Tourism from Hotel
Time: 15 minutes
34

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But you need User Experience Design
to attract, engage, acquire and retain
Pretty designs
attract
ATTRACT ENGAGE ACCQUIRE RETAIN
WOW FACTOR OOMPH FACTOR

36. User
Interact
Product
Like
Understand
Use

37. Focuses on having a deep understanding of users, what they
need, what they value, their abilities, and also their limitations.
It also takes into account the business goals and objectives of
the group managing the project.
UX best practices promote improving the quality of the user’s
interaction with and perceptions of your product and any related
services.
37

38. Lego Exercise
Nada Shubbar
38
Timing: 20 Minutes

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UCD is a philosophy that puts the user in the center of the design and development
process.
Elements of UCD:
1. Active involvement of Users
2. Clear understanding of User requirements, Tasks, and Environments
3. Allocation of Function Between Users and Technology
4. Iteration of Design Solutions
5. Validation Testing with Users
6. Multi-Disciplinary Design
7. Encompasses Entire User Experience

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44. ISO 13407 outlines four essential activities in a user-centered design
project:
Requirements gathering - Understanding and specifying the context of
use
Requirements specification - Specifying the user and organizational
requirements
Design - Producing designs and prototypes
Evaluation - Carrying out user-based assessment of the site
44

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1. Strategy
2. Analysis
3. Specification
4. Design
5. Evaluation

46. Question: Should the UX Strategy be separate from the overall Digital
Strategy or even the Customer Strategy for that matter?
Some UX experts such as Jeff Gothelf say no. He contends “that there is
no such thing as UX strategy. There is only product strategy”.
Or perhaps UX Strategy should just be part of the overall Business
Strategy and focus on objectives such as putting the customer first etc.?
46

47. Answer: My view is that having a set of UX principles or Vision that
clearly says what UX means to our company is an important part of
establishing a culture of UX within the business. Especially if a
company is at the beginning of their UX Journey.
47

48. 48
Answer: It depends on the structure within the
organization.
However in my experience teamwork and
collaboration within the product team are the
keys to success.
The UX Team, Product Managers and
specialists such as Head of Mobile etc need to
learn to work together in a way that is best for
that business.
Defined roles and responsibilities are an
important part of making this happen.
Creating practices that support communication
and collaboration at all stages of development

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There are three key aspects of aligning User Experience with a company’s business
functions and, thereby, breaking out of the mold of user interface design, as follows: -
1. Understand the company.
2. Understand the competition.
3. Understand the customer.
“Once you’ve aligned User Experience with the overall company vision, the next
rational step for the company is to provide the resources to make that vision a reality.”

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1. Write me a strategy Statement for producing a system for CBO Organization.
2. Define me the scope and purpose of the product without getting specific about how the
purpose will be achieved.
35mnts

52. • Focus Groups Interviews /
• Surveys Usability
• Audit Gap Assessment
• Usability Goals
• Requirements Gathering
52

53. Why do we do Focus Groups?
• Listening and Learning
• Qualitative, not Quantitative, Method
• Uses
Focus groups are a useful method to:
• Examine attitudes or opinions and why they are held.
• Identify strengths and weaknesses of programs.
• Interpret results from other assessment projects.
• Provide information for designing surveys.
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Elements that Affect
Intercultural Interaction
disability
Culture, language, Nonverbal behavior,
Communication style, Values.

55. Advantages of focus groups
The main advantages of focus groups are:
• they are useful to obtain detailed information about personal and group feelings, perceptions and opinions
• they can save time and money compared to individual interviews
• they can provide a broader range of information
• they offer the opportunity to seek clarification
• they provide useful material eg quotes for public relations publication and presentations
55

56. Create a groups and discuss include
1. Moderator “monitors the discussion”
2. Interviewer “ Ask the Question”
3. participants “ Answer Questions”
For creating a service for Banking business to General user for Bank Muscat.
The purpose is to gather information about a user needs on visiting Mobile or Website Banking services as a user,
allowing for discussion and interaction by the participants.
Focus groups can be used as the sole source of data or as a complement to another research method such as a survey.
56
25 min

57. The best way to measure the user experience is by observing real users attempting realistic tasks.
This is best done through a usability test or direct observation of users.
The key question is what to do when?
To better understand when to use which method, it is helpful to view them along a 3-dimensional
framework with the following axes:
1. Attitudinal vs. Behavioral
2. Qualitative vs. Quantitative
3. Context of Use
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1. Write a Survey with 5 Questions to get a Quantitative Data For measuring the
satisfaction of our B2E Internal Website in CBO?
2. Write a Survey with 5 Questions to get a Qualitative Data For measuring the
satisfaction of our B2E Internal Website in CBO?
3. Write a Survey with 5 Questions to get a Attitudinal vs. Behavioral action For
Presenting our Salary slip from Oracle System in our B2E Internal Website in
CBO?
40mnts

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Your plan may, and should, include a foundation for your content strategy. And, that plan should also include the guiding information
that you leveraged for your Content Audit and will need again for Gap Analysis:
Personas and scenarios. These capture your key site audiences, what their needs and goals are and how they will interact with your
site.
Stakeholder interviews and Brand Guidelines. These inform the project’s business goals, brand requirements and key performance
indicators for the final site.
Site and search analytics. These tell us what users were looking for from your site and which content was the most successful, as
well as where problem areas are that need to be addressed.
Digital insights are also helpful to understand what your users are asking about or what influencers are talking about - they allow you
to capture the leading edge of conversation before your competitors do.
Your budget and timeline. Because we have to be realistic.
And, of course, you will need your Content Audit.

60. A persona is a representation of a type of customer. Personas answer
the question, “Who are we designing for?” and they help to align
strategy and goals to specific user groups.
So how do you conduct a persona analysis? This short animated video
will give you some helpful pointers.
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1. Compiling everything you know about your customers and grouping your findings in a
spreadsheet.
2. Use headings relevant to your areas of study, such as industry, device, time, and goals.
3. Create affinity diagrams by organizing your findings on post-it notes.
4. Start to see patterns—the industries in which customers work, and what devices they
use, at what time of day, and where.
5. From here, you can form questions about your customers and work out what they have
in common and also how they differ.
6. Then find the people who form these clusters—either in your existing customer
database or by recruiting them— and talk to them.

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A persona has a personality—the more you observe and capture during these interviews,
the more realistic that personality will be. You can then tag and analyze your findings.
“Personas are models built to identify our real users profile, needs, wants and expectations
in order to design best possible experience for them”.
Remember User Personas is a design tool. As a tool is used for answers key questions that
are made to drive design: What would %persona_name% do in this moment?. What
would he need now? Do %persona_name% understand this?

64. 3- Negative Persona
64
1- Primary Persona 2- Secondary Persona
This is Perfect Oh, That’s it!.. Good” “ Umm.. Don’t Care”

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Profile area
Personality elements
Expertise
Must Does / Must Never
Referents & Influences
Devices & Platforms
Used product/service
Archetype
Key Quotes
Experience Goals
Brand-Relationship
Picture
User type

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Draft Three Personas for using Mobile App for Bank Muscat.
Demographics
Things User
wants to Know
Things User
want to Do

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“Personas should be who you want to
convert, not who you’re currently easily
converting.”
The most important reason to create
personas is to set a common understand of
the final user.

68. • Personas are ‘fictional’ characters. Even so, they are created based on real data and
research around a problem domain, or a focus target.
• A product should have the minimum number of personas, so we focus design and this may
guarantee better success.
• Personas must answers three basic questions: what are the user needs, wants and
limitations.
• In User Personas is more important to be precise than accurate. This means they must be
strongly consistent to itself so they don’t crush during the development process (“It matters
more that the persona is expressed with sufficient precision that it cannot wiggle under the
pressure of development than it does that it be the right one“).
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69. Usability is defined by 5 quality components:
Learnability: How easy is it for users to accomplish basic tasks the first time they encounter
the design?
Efficiency: Once users have learned the design, how quickly can they perform tasks?
Memorability: When users return to the design after a period of not using it, how easily can
they reestablish proficiency?
Errors: How many errors do users make, how severe are these errors, and how easily can
they recover from the errors?
Satisfaction: How pleasant is it to use the design?
69

70. Twenty-five years ago, usability expert, Jakob Nielsen,
developed a set of general guidelines to help answer this
question. Sometimes referred to as a “heuristic evaluation”,
designers and usability experts use lists like these to measure
how easy or hard it is to use a website.
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71. 1. Does your Application keep things simple?
2. Are users informed?
3. Are you speaking their language?
4. Is your website consistent?
5. Do you avoid making visitors remember things?
6. Do you provide control and freedom to explore?
71

72. 7. Do you help visitors avoid mistakes?
8. Do you help visitors recognize and recover from errors?
9. Is your help…helpful?
10. Does your website grow with your visitors?
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74. Design a pocket Radio for use by Downed pilots
Goal: to produce a design of a pocket radio for use by downed pilots
Purpose: to practice designing for stressful emergency situations where usability can save lives.
What to Do: work in a teams as agreed with your leader to design a pocket radio with the functions
listed below . Make sure to design it simple as you are designing it for child to ensure it can be used
during emergencies
Functions:
-On/Off switch - Volume Control - Battery Law Indication
-Voice Communication - Send “I'm Here(Location) and Need Help
74
25mnts

75. 1. Effective
2. Efficient
3. Engaging
4. Error Tolerant
5. Easy to Learn
75

76. What are Requirements?
A requirement is a statement about an intended product that specifies
what it should do or how to do it. For requirements to be effectively
implemented and measured, they must be specific, unambiguous and
clear. For example, a requirement may be that a specific button must
enable printing of the contents of the current screen.
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Functional Requirements like:
Business rules
Transaction corrections, adjustments
Administrative functions
Authentication
Audit tracking
External interfaces
Certification requirements
Reporting requirements
Historical data
Legal / Regulatory requirements

79. • Scalability
• Capacity
• Availability
• Reliability
• Recoverability
• Maintainability
• Serviceability
• Security
• Regulatory
• Manageability
• Environmental
• Data Integrity
• Usability
• Interoperability
• Performance
79
Non-Functional Requirements like:

80. • Interviews
• Focus Groups
• Questionnaires
• Direct Observation
• Indirect Observation
• Studying Documentation
• Researching Similar Products
80
Steps to Gather Data From The Users

81. • Brainstorming
• User Profiling
• Storyboarding
• Creative Direction
• Requirements Definition
• User Experience Definition
81

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Brainstorming Ideas:
Post Up Forced Ranking Card Sorting

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Brainstorming Ideas:
Storyboard Party Invitations

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Brainstorming Exercise:
Squiggle Birds
Drew Shapes & try convert it to an elements on white board
15 mins

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Brainstorming Exercise:
Help Cbo Employee “ Ali” to create a process where he can update his
personal Data & His Graduation Certificate.
With the steps.
15 mins

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The user profile drives the organization of and terminology used in an application.
For instance, the menus, features, and controls are grouped according to that user’s functional needs. The way that the software
organizes tasks and task sequences and the language it uses depend on knowing who its users are and how they do their work.

88. • Wire-framing
• Prototyping
• Functional Design
• Design Concepts
• Visual Design
88

89. • UI Application
• Coding
• Style guides
• UI Specifications
89

90. • UI Assessment
• Standards
• Compliance Check
• Accessibility Testing
• User Training
• Expert Evaluation
90

91. • Usability Check
• Maintain & Support
• New Needs
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The system is adopts to the
user not opposite
Process of discovering
• Who the users are
• How they think and work
• The stakeholder goals and objectives
Collecting Data on..
• User Profiles
• Work Environment
• Scenarios of How users will use the interface
The goal of UCA is to collect and analyze data to make informed interface design
decisions

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