1. The document introduces a user experience framework and discusses various tools and methods for understanding user needs and testing usability, including value proposition canvases, customer journey maps, and A/B testing.
2. It emphasizes the importance of usability principles and design guidelines grounded in research on human cognition, perception and behavior.
3. Case studies and examples from projects illustrate how to apply usability testing and design thinking to improve products and services.
Julie Grundy gives an overview of user experience Design, why it's important, guiding principles, UX research overview, and tactics used by UX professionals. November 2015.
Marketing is dead, long live user experienceNeil Allison
Presented at the Chartered Institute of Marketing, Higher Education Market Interest Group Annual Conference, 21 March, 2013.
Presenters: Dawn Ellis and Neil Allison, University of Edinburgh Website Programme.
Tell Me What You Do: How Storytelling Makes You a Better DesignerMary Wharmby
As design asks for a larger seat at the table and works to foster a culture of customer-centered design-thinking, we must better communicate our process and value to others who don't understand this mysterious power of UX. Storytelling is a great way to do that.
Despite the fact that we talk a lot about story in UX, we have trouble putting it into practice, especially our own stories.
This talk recasts our design process as story, making it more impactful and relatable to others. We discuss the uses of story in UX, provide a visual map of the UX story framework (UXStoryWheel), and demonstrate a few simple story patterns.
User testingwebinar delljulievittengl-presentationslidesUserTesting
When Dell needed to redesign the enterprise product section of Dell.com, how did they do it? How did content strategists, UX designers, PMs, and user researchers come together to understand business and customer needs?
Julie Vittengl, Senior Taxonomist and User Experience Researcher at Dell, shares how her team helped ensure that the enterprise website redesign was successful. She’ll discuss how the Digital Customer Experience research team is organized and how they get insights into how customers navigate the site.
The Whole is Greater than the Sum of its Parts - The art of war.
In the same way that a good written document (like a report, or newspaper article) should be arranged in a certain way to make it more accessible to readers, it’s a good idea to structure your webpages so they are easy for Google and the other search engines to crawl and understand.
This guide covers top-line and technical details around modern content structure and UX as is affects search optimization.
Please feel free to share.
Julie Grundy gives an overview of user experience Design, why it's important, guiding principles, UX research overview, and tactics used by UX professionals. November 2015.
Marketing is dead, long live user experienceNeil Allison
Presented at the Chartered Institute of Marketing, Higher Education Market Interest Group Annual Conference, 21 March, 2013.
Presenters: Dawn Ellis and Neil Allison, University of Edinburgh Website Programme.
Tell Me What You Do: How Storytelling Makes You a Better DesignerMary Wharmby
As design asks for a larger seat at the table and works to foster a culture of customer-centered design-thinking, we must better communicate our process and value to others who don't understand this mysterious power of UX. Storytelling is a great way to do that.
Despite the fact that we talk a lot about story in UX, we have trouble putting it into practice, especially our own stories.
This talk recasts our design process as story, making it more impactful and relatable to others. We discuss the uses of story in UX, provide a visual map of the UX story framework (UXStoryWheel), and demonstrate a few simple story patterns.
User testingwebinar delljulievittengl-presentationslidesUserTesting
When Dell needed to redesign the enterprise product section of Dell.com, how did they do it? How did content strategists, UX designers, PMs, and user researchers come together to understand business and customer needs?
Julie Vittengl, Senior Taxonomist and User Experience Researcher at Dell, shares how her team helped ensure that the enterprise website redesign was successful. She’ll discuss how the Digital Customer Experience research team is organized and how they get insights into how customers navigate the site.
The Whole is Greater than the Sum of its Parts - The art of war.
In the same way that a good written document (like a report, or newspaper article) should be arranged in a certain way to make it more accessible to readers, it’s a good idea to structure your webpages so they are easy for Google and the other search engines to crawl and understand.
This guide covers top-line and technical details around modern content structure and UX as is affects search optimization.
Please feel free to share.
User experience doesn't happen on a screen: It happens in the mind.John Whalen
User experience is a vital component of mission-critical projects. The vast majority of experience is digital. We spend insane amounts of time and money designing UX for websites, apps and products to impress users. But the truth is UX isn’t a singular experience we can define. And it doesn’t happen on a screen – it happens in the mind. More specifically, the six minds.
Discover how UX is truly a collection of experiences occurring across six brain concentrations, each with their own processing styles and ideal states. And how, using psychological principles, you can uncover the conscious and subconscious needs of these six minds to appeal to users on cognitive and emotional levels.
UX Cambridge 2017- Three Steps WorkshopAlan Colville
A hands-on workshop catapulting your UX beyond digital to create consistent, connected and cross channel customer experiences.
In three steps you’ll unleash the business changing power of UX by:
1. Assessing the state of UX in your organisation
2. Learning how to improve the research that you do
3. Seeing new ‘agile’ ways of working and thinking, to join it up
With the business world seeing new value in user experience design, you’ll leave ready to take UX beyond digital, across channels and into the boardroom.
Going from Here to There: Transitioning into a UX Careerdpanarelli
A lot of people are curious about transitioning into the field of User Experience Design (UX). In this talk, I talk about a few different ways that you can transition into a UX career, be it grad school, night classes, or the ol' school of hard knocks, backed up by case studies. This talk was given at NoVA UX Meetup in the offices of AddThis, hosted by organizer Jim Lane.
This deck covers:
What is user experience design?
How lean concepts changed our approach to UXD
How to begin a successful UX project
How to implement user research to get actionable insight
User-centered UX: Bringing the User into the Design ProcessDave Cooksey
During every design project, everyone involved loves to talk about users. But how often are users actually involved in the design process? In this presentation, we look at practical steps for involving users in the design process and how to employ tried and true user-centric techniques to inform and evaluate our designs.
Reduce Product Failures While Boosting Conversion RatesUserZoom
What would a 5% improvement in your website’s conversion rates make to your bottom line? If you’re not doing regular usability testing, then you’re probably leaving at least that value on the table. Join Peter Hughes in this free webinar sponsored by UserZoom and UXPA to find out how you can reduce product failures while boosting conversion rates.
A 4 hour workshop as a follow up to the "What is UX?" presentation.
Group exercises designed to get people thinking about how UX skills are applied to their daily digital work.
Putting the theory of UX into practice with some simple core tasks.
Hi' that's my personal portfolio of those late years (2015 to 2017).
I am working for Orange in Ivory Coast/Cote d'Ivoire for 2 years. My job as Lead UX designer is to help marketing team create and maintain great user satisfaction.
For exemple I worked on Apps, dealing with graphic and customer journey modifications. We worked in agile mode helping us in the delivery.
I've also done field searches using design methods (quanti & quali). The main objective was to ensure maket fit and if not imagine others solutions.
Feel free to get in touch with me,
I'm open to any ideas, opportunities and side projects (furthermore if it's for Africa) :)
A virtual guest lecture for a Digital Content Management class at the University of Hawaii at Manoa, introducing the students to UX in general, talking about my career/experience/projects, and suggesting tie-ins with library science and content.
User experience doesn't happen on a screen: It happens in the mind.John Whalen
User experience is a vital component of mission-critical projects. The vast majority of experience is digital. We spend insane amounts of time and money designing UX for websites, apps and products to impress users. But the truth is UX isn’t a singular experience we can define. And it doesn’t happen on a screen – it happens in the mind. More specifically, the six minds.
Discover how UX is truly a collection of experiences occurring across six brain concentrations, each with their own processing styles and ideal states. And how, using psychological principles, you can uncover the conscious and subconscious needs of these six minds to appeal to users on cognitive and emotional levels.
UX Cambridge 2017- Three Steps WorkshopAlan Colville
A hands-on workshop catapulting your UX beyond digital to create consistent, connected and cross channel customer experiences.
In three steps you’ll unleash the business changing power of UX by:
1. Assessing the state of UX in your organisation
2. Learning how to improve the research that you do
3. Seeing new ‘agile’ ways of working and thinking, to join it up
With the business world seeing new value in user experience design, you’ll leave ready to take UX beyond digital, across channels and into the boardroom.
Going from Here to There: Transitioning into a UX Careerdpanarelli
A lot of people are curious about transitioning into the field of User Experience Design (UX). In this talk, I talk about a few different ways that you can transition into a UX career, be it grad school, night classes, or the ol' school of hard knocks, backed up by case studies. This talk was given at NoVA UX Meetup in the offices of AddThis, hosted by organizer Jim Lane.
This deck covers:
What is user experience design?
How lean concepts changed our approach to UXD
How to begin a successful UX project
How to implement user research to get actionable insight
User-centered UX: Bringing the User into the Design ProcessDave Cooksey
During every design project, everyone involved loves to talk about users. But how often are users actually involved in the design process? In this presentation, we look at practical steps for involving users in the design process and how to employ tried and true user-centric techniques to inform and evaluate our designs.
Reduce Product Failures While Boosting Conversion RatesUserZoom
What would a 5% improvement in your website’s conversion rates make to your bottom line? If you’re not doing regular usability testing, then you’re probably leaving at least that value on the table. Join Peter Hughes in this free webinar sponsored by UserZoom and UXPA to find out how you can reduce product failures while boosting conversion rates.
A 4 hour workshop as a follow up to the "What is UX?" presentation.
Group exercises designed to get people thinking about how UX skills are applied to their daily digital work.
Putting the theory of UX into practice with some simple core tasks.
Hi' that's my personal portfolio of those late years (2015 to 2017).
I am working for Orange in Ivory Coast/Cote d'Ivoire for 2 years. My job as Lead UX designer is to help marketing team create and maintain great user satisfaction.
For exemple I worked on Apps, dealing with graphic and customer journey modifications. We worked in agile mode helping us in the delivery.
I've also done field searches using design methods (quanti & quali). The main objective was to ensure maket fit and if not imagine others solutions.
Feel free to get in touch with me,
I'm open to any ideas, opportunities and side projects (furthermore if it's for Africa) :)
A virtual guest lecture for a Digital Content Management class at the University of Hawaii at Manoa, introducing the students to UX in general, talking about my career/experience/projects, and suggesting tie-ins with library science and content.
The Evolution Of Data Breaches From 2013 To 2016UNLOQ
An insight into the evolution of global data breaches in terms of total number and costs by country, from 2013 to 2016.
Read the full analysis here:
https://blog.unloq.io/the-evolution-of-data-breaches-9442af2840ae#.zh0c5xgx5
UXD - A quick overview on what you need to work with your UX team Guilherme Rodrigues
The UXD team came up with a presentation, covering some of the point we have in our day to day work. Information architects, designers and front-end participated to build up this doc in order to practice and be more familiar with UCD process, agile project management, UX research and so on.
Have a look on the presentation and help us to build it up.
What is User Experience Design?
The Business Case for User Experience Design
What are the UX processes?
How can we measure its effectiveness?
Who needs to be involved?
Conversion Day 2015 - Usability Best Practices - Johan VerhaegenHuman Interface Group
Surely you've attended them: all those design meetings full of high-temperature discussions about product pages, search queries and checkout flows. Everybody has their own opinion and preference, everyone refers to another big name with: “Let's do it like they do, surely they've got it right”. More often than not it ends up in a chaotic mishmash.
It doesn't have to be that way. By creating a design vision specifically tailored to your website or mobile app, you will enter your future design meetings with much more confidence and efficiency. And armored with an up-to-date selection of e-commerce usability best practices, you will be ready to design like a pro.
In this talk you will learn:
- How to create a design vision, tailored to your specific goals.
- Which usability best practices are relevant to improve your conversion rates.
NELAUX Presents: UX Strategies for StartupsJon Fox
A presentation for Silicon Beach Fest Pasadena at Idealab deconstructing what UX is, how to apply it and why Startups will benefit from investing in UX strategy. Includes a case study on Dollar Shave Club.
Presented by Jon Fox, Petra Cesario Wennberg, Kristen Ding and Erik Wingren
Follow @NELAUX on Twitter
User Research When You Can’t Reach Your Users NERD 20140913Heather Staudt
You’ve finally convinced your stakeholders that user research is a vital part of the design and development process. You’re all jazzed up to start creating your research plan when you realize that you cannot reach out to your users and your audience is so niche that getting people outside of your users to participate in your user tests would be worse than useless. What then?
This session will discuss what to do when you have stakeholder buy in to do user testing but you can’t actually reach your end users for any number of reasons.
You will learn:
-Methods for getting information outside of user research
-How to utilize existing customer knowledge
-Ways to leverage contact with (non-end user) customers
You’ve finally convinced your stakeholders that user research is a vital part of the design and development process. You’re all jazzed up to start creating your research plan when you realize that you cannot reach out to your users and your audience is so niche that getting people outside of your users to participate in your user tests would be worse than useless. What then?
This session will discuss what to do when you have stakeholder buy in to do user testing but you can’t actually reach your end users for any number of reasons.
You will learn:
-Methods for getting information outside of user research
-How to utilize existing customer knowledge
-Ways to leverage contact with (non-end user) customers
User Research When You Can't Reach Your Users 20140802Heather Staudt
You’ve finally convinced your stakeholders that user research is a vital part of the design and development process. You’re all jazzed up to start creating your research plan when you realize that you cannot reach out to your users and your audience is so niche that getting people outside of your users to participate in your user tests would be worse than useless. What then?
This session will discuss what to do when you have stakeholder buy in to do user testing but you can’t actually reach your end users for any number of reasons.
You will learn:
- Methods for getting information outside of user research
- How to utilize existing customer knowledge
- Ways to leverage contact with (non-end user) customers
Presented 5/11/17 @LOCO_UX by @jkooda of @liminaUX
This talk covers the anatomy of a UX Eval, how to use it as a business development tool, and how to ensure you have a logical and most importantly beneficial return on your client's investment.
Slides Ian Multon recently used in his discussion w/ mentees of The Product Mentor.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
http://TheProductMentor.com
Selling UX in Your Organization - Stir Trek 2012Carol Smith
Bring The Users: Selling UX in Your Organization was presented at Stir Trek 2012 in Columbus, Ohio by Carol Smith. You are convinced that UX work will not only save time and effort, but will also increase profits. Now you need to persuade your team to integrate UX activities into your work. This presentation will give you the facts to back up your convictions. Carol provides you with clear and compelling responses to tough questions about UX and usability methods. You’ll leave with facts about the Return on Investment (ROI) of UX, how to respond to UX skeptics, and how to turn your entire team into UX advocates.
UXPA 2023: UX Fracking: Using Mixed Methods to Extract Hidden InsightsUXPA International
Users do not always accurately describe what they mean or feel. There are many reasons for this, ranging from politeness to poor introspection, to lack of sufficient technical vocabulary. Fortunately, UX researchers have tools in their trade to deduce what was really meant. We call this UX Fracking, a mixed methods approach that is optimized for extracting hidden user insights. We will illustrate the dangers of inadequate, superficial research, and how this may lead to outcomes incapable of addressing the users’ core issues. We will explore ways to avoid these pitfalls by leveraging mixed research methods to test hypotheses about the users’ intent and needs. This starts with a thorough understanding of who the user is, their goals, and how they work today, to an approach that combines surveys, interviews, and comment analysis with behavioral observation, and finally, validating the newly discovered user insights with the users themselves.
UX Designer's Toolkit - to design a better worldRachel Liu
Presented at the Creative Meetup: http://www.meetup.com/Creative-Class/events/162137382/ on 9th April 2014.
A UX Designer's Toolkit to design a better world with case studies of good and bad websites/apps as well as interactive exercises to understand the Lean UX process
You put a lot of effort into your website: you invest in responsive design, A/B-testing and performance optimisation. But today customers expect more: they want great experiences. You should widen your focus and optimize the whole customer journey, learn from the stories of your customers and turn any unfortunate events in the experience into new opportunities.
– As an experienced UX designer at Human Interface Group, Tommy De Kimpe noticed that many clients struggle with the same core problem: they start thinking in terms of screens too soon. So now his focus is more and more on helping clients make strategic choices on user experience first.
3 things you need to now about people and technology - J. VerhaegenHuman Interface Group
New technologies like Virtual Reality, Artificial Intelligence, Robotics and Genetic Engineering are growing at an exponential rate. By contrast, we poor human beings evolve in a much slower, linear way. Every day, tech visionaries picture a new, hybrid digital-physical world where automation sets the pace. But we, the people, seem to be put into the passenger seat of our own evolution.
That’s more or less the story of the day. And it’s a bit frightening, both from a human and a business perspective. But it doesn't have to be.
The challenge for companies in the years to come is to create digital products that people value, trust and understand without feeling neglected, overwhelmed and confused. That's a huge undertaking in which time is not on your side. But it is doable when you put people first.
Learn from the field of UX what people really appreciate in technology. I’ll uncover 3 essential things you need to know about human beings, so the digital future will become a little less intimidating, both for you and your customers.
New technologies like Virtual Reality, Artificial Intelligence, Robotics and Genetic Engineering are growing at an exponential rate. By contrast, we poor human beings evolve in a much slower, linear way. Every day, tech visionaries picture a new, hybrid digital-physical world where automation sets the pace. But we, the people, seem to be put into the passenger seat of our own evolution.
That’s more or less the story of the day. And it’s a bit frightening, both from a human and a business perspective. But it doesn't have to be.
The challenge for companies in the years to come is to create digital products that people value, trust and understand without feeling neglected, overwhelmed and confused. That's a huge undertaking in which time is not on your side. But it is doable when you put people first.
Learn from the field of UX what people really appreciate in technology. I’ll uncover 3 essential things you need to know about human beings, so the digital future will become a little less intimidating, both for you and your customers.
ASML (www.asml.com) is one of the world’s leading manufacturers of chip-making equipment. On November 21nd their internal UX team organized a UX event about the importance of UX and how it can be applied in ASML projects.
I contributed a talk about the future of UX, illustrated by examples of high-tech projects.
Let’s say you have a very usable website thanks to responsive design, A/B-testing and performance optimisation. Unfortunately, today customers expect more: they want great experiences.
In his talk at Conversion Day 2016 in Brussels, Belgium, our UX Expert Tommy De Kimpe explained that instead of putting all your efforts in designing and testing screens, you should widen your focus:
- Make your website part of the entire customer journey and optimize each interaction between your customer and your organisation. A service blueprint will help you to visualize all touch points with your customer, so you will deliver the value you promise.
- Validate your assumptions during live usability testing. Discovering your customers’ personal stories is the best way to gain real insight.
- And when despite all your efforts things end up wrong in a bad experience, don't despair but look for ways to set things straight and come out even stronger.
Digital transformation without customer-centric transformation makes no senseHuman Interface Group
I love digital transformation. Gone are the days where your only option was to physically transport yourself to a travel agency, a car dealer or a real estate agent. Today most of us consult Doctor Google before we see a real one. Tomorrow you may talk more frequently to Apple’s Siri and Amazon’s Alexa than to your breathing family members. And in the years to come you will experience unimaginable things in virtual, augmented and mixed reality.
A fascinating future lies ahead, but what worries me in these trends is that companies I visit put a lot of focus on the “digital” part of the transformation, but not so much on the “customer-centric” part of that transformation. And that’s a problem. What you need to do is put your customer at the center of everything you do. You need to start from the central question: “Which positive impact will my solution have on my customer’s life?” Because if you don’t, your digital transformation project might become an expensive nightmare, haunting your career for many years to come.
At Human Interface Group we tackle customer-centric design with our in-house developed UX Strategy framework. One of the key pillars of this framework is mapping the customer journey. It is a powerful technique to visualize the experiences of your customer while using your product or service and what you have to put in place to make that experience stand out from the competition. And that’s an invaluable asset to make sure your product or service is a perfect example of customer-centric digital transformation.
Mobile Day 2015 - Why screen design is the second -not the first- step in app...Human Interface Group
Design-wise, you’ve done everything right for your latest app. But the results aren’t there: your customers still don’t like the user experience. What has gone wrong? Chances are you jumped right into early sketching and wireframing without thinking through the value proposition for your app and the experience you want to offer to your customers. In this presentation you can learn how to take the first step of creating a UX framework and making strategic UX decisions. It will be the start of the great user experience you’re looking for.
Successful online insurance – superb customer satisfaction with the help of g...Human Interface Group
Taking out an insurance online is not the same as buying a pair of shoes in a webshop. For the latter you choose a model and a colour, you enter your size and you click ‘Send’. An insurance however, comes with a lot of conditions and parameters. Simple tasks - like putting your signature at the end of the contract - can become quite complex online.
Great User Experience is what your customer demands
Your organization works very hard (or so I hope) to offer your customer a superb experience with your product or service. However, when it comes to digital I see a lot of companies struggle with translating that experience into the digital realm.
User Experience (or UX in short) can help you with that. By consistently communicating your value proposition, by creating a solid design vision and by applying the right design techniques, you can shine as a multichannel UX King above your less savvy competitors. In this session, I’ll show you how this works.
Surely you’ve attended them - all those meetings full of high-temperature discussions about product pages, search queries and checkout flows. Everybody seems to have their own disparate opinion, everyone refers to another big name site asserting: “Let’s do it like they do, surely they've got it right”. More often than not it ends up in a chaotic jumble.
It doesn’t have to be that way. By using a solid design framework as your compass, you will navigate your future design meetings with much more confidence and efficiency. And armored with a fine selection of e-commerce usability best practices, you will be ready to think like a pro.
Do you ever wonder why so few organisations succeed in successfully going live with their new business application? Why so few users truly accept their new application once it has been implemented, even when a lot of time and money has been invested in the development process? In this presentation you can read how to make your own implementations more successful by efficiently tailoring your change management to your end users’ needs.
Responsive web design (or RWD in short) is a relatively new and fast developing trend on the web. In these slides we will answer 2 questions:
1. What are the basics of responsive web design, without diving in the developer deep?
2. How will users benefit from responsive web design?
In 2008, Keytrade Bank pioneered with a fully functional mobile banking and trading website. Paul Van Diepen is ICT Specialist at Perceptive Consultancy and led the Keytrade mobile website project as CTO for Keytrade Bank. Together with Usability Consultant Tommy De Kimpe from Human Interface Group, he looks at the design decisions that were taken at that time, and evaluates if they still hold true in a rapidly changing mobile world.
'Get well sooner with myUZ' - User Experience Showcase as presented on eChal...Human Interface Group
'Get well sooner with myUZ', the New Patient Portal of University Hospitals Leuven
User Experience Showcase as presented on eChallenges in Firenze, October 2011
16. “We zullen internet zijn.
Of we zullen niet zijn”
Philippe Neyt
Commercial Director
“To be or not to be”
Focus on your business goals (aka don’t copy the giants)
17.
18. Business goals
• Easy to understand form
• 100% correct pricing
• Minimum abandon rate
User needs
• Attractive price
• Guarantees
• Customer service
• Subscribe directly online
35. Service: Date:Created by:
Who is / will be involved in delivering the
service?
Who are / will be the key partners, suppliers
and stakeholders?
Through which channels (e.g. online, mobile,
telephone, shop) is / should the service be
available?
Which channels are most cost effective?
Which channels are users like to favour?
Which key activities are required to deliver
the service?
What resources are required for those
activities?
Which are the most important activities?
How will the service deliver an ROI?
What are the costs vs the benefits?
How can the service be delivered more cost
effectively?
How should / do users use the service?
How frequently is / will the service be used?
Why would someone use the service?
What value does the service bring?
Who are / will be the service users?
Who are the most important users?
What current challenges exist?
What challenges do you foresee in the
future?
What other similar services are available?
Who are the key competitors?
What other options do users have?
Which KPIs are / can be used to track the
performance of the service?
What are the key KPIs?
USERS SERVICE DELIVERY PERFORMANCE
RISKS
1. Users 2. Service proposition 5. Actors 6. Key activities 9. ROI
3. Channels 4. Usage
7. Challenges 8. Competitors
10. KPIs
www.uxforthemasses.com
h"p://www.uxforthemasses.com/updated-service-model-canvas/
41. VALUE PROPOSITION CANVAS
CRITICAL SUCCESS FACTORS
1. Value Proposition: Match business goals with
user needs
2. Product/Service: UX comes 1st, technology &
features 2nd
3. Customers: use a product/service model
canvas
60. CUSTOMER INSIGHT MAP
CRITICAL SUCCESS FACTORS
1. Stay (or become) extremely well-informed
about what is happening in the world
2. Go on safari
3. GOOB
81. CUSTOMER JOURNEY
CRITICAL SUCCESS FACTORS
1. Try to anticipate on what will happen, every
step of the way
2. Create an experience map and a service
blueprint
88. Scientific foundation for design decisions and interaction design
principles
The psychology of design
how people see, read, remember,
think, focus, interact, feel and decide
Design theory
Heuristic evaluation
Usability goals
learnability, efficiency, memorability,
errors and satisfaction
Design principles
discoverability, feedback, affordances
& signifiers, mapping and conceptual
models
89. Dr. Susan Weinschenk
• Behavioral psychologist who has been working
in the field of design and user experience
• ‘The Brain Lady’, who applies research on brain
science to predict, understand and explains
what motivates people and how they behave
90. Dr. Jakob ‘we know because we’ve seen it happen’
Nielsen
• Established the "discount usability engineering"
movement for fast and cheap improvements of user
interfaces
• Invented several usability methods, including heuristic
evaluation
• Creator of Nielsen’s Alertbox, over 12 million page
views per year
Widely regarded for his expertise in internet & intranet
design.
91. Dr. Donald Norman
• Director of The Design Lab, University of California, San
Diego
• Co-founder & consultant at Nielsen Norman Group
Widely regarded for his expertise in the fields of design,
usability engineering and cognitive science.
92.
93.
94.
95.
96.
97.
98. B = MAT Dr. B.J. Fogg, Director of the Persuasive Technology Lab at Stanford University
• In human speak: when you want a certain behavior from your customer
(buying things), you need:
1. to have something that motivates him (attractive things he wants)
2. give him the ability to perform that action (a website)
3. provide a trigger that will entice him to take action (a voucher)
• Usability is an essential ingredient of the formula, in particular of the
element ability. Ability without usability is a recipe for failure.
http://behaviormodel.org
• ‘A behavior (B) will occur when motivation (M), ability (A)
and a trigger (T) are present at the same time and in
sufficient degrees.’
103. • Not recognizable as such
• “Help, they’re moving around” → auto-forwarding
• Difficult to interact with
Source: Usability Geek - http://bit.ly/YNzTR1
CAROUSEL FAILURES
104.
105.
106.
107.
108.
109.
110.
111.
112.
113.
114. 1. Stick to a maximum of 4 frames
2. Show how many frames there are, and where the user is
within the “progression”
3. Use crisp-looking text and images
4. Be careful with auto-forward
5. Present in a creative & useful way
Source: Nielsen Norman Group - http://bit.ly/1ljtqav
CAROUSEL SUCCESS
115. • Complex layout
• Insufficient product information
• Tiny product images
• Absence of product videos
• Poor customer service pages
Source: Usability Geek - http://bit.ly/YNzTR1
PRODUCT PAGE FAILURES
116.
117.
118.
119.
120.
121.
122.
123.
124.
125.
126.
127.
128.
129.
130.
131.
132.
133. “On the homepage business can do what they like.
But in the funnel, we’re calling the shots.”
Willem Wijnen – Chief Marke1ng & E-commerce Officer at The S1ng
134.
135. 1. a recognizable layout: people have learned to use product
pages on other websites, not on yours
2. elaborate product information: this is the only place on a
website where you can unleash your inner writer – with
moderation
3. very large product images: in a physical store you don’t decide
on the quality of a product from 2 meters away either, do you?
A GOOD PRODUCT PAGE
136. 4. product videos: optional today, elementary in the near future
5. easy accessible customer support: easy to find, just like you
expect from real-life shop assistants
6. a clear and simple call-to-action (‘add to bag’): how long are
you willing to search for the cash register in a bricks-and-
mortar store?
A GOOD PRODUCT PAGE
138. 1. People are motivated by mastery, progress &
control
• People love getting things done. It makes them feel
they’re doing something useful.
• People love it when they can act autonomously. It
gives them the feeling that they’re smart and
powerful.
• People love choice. If you give them choice, they feel
they're are in control - which they aren’t.
Usability principles
139. 2. People believe that things that are close
together belong together
• If two items are close to each other, people assume
they belong together.
Usability principles
140. 3. People search for cues that tell them what to
do
• Modern, flat design trends have made this a lot
worse.
• You’ll see people start helicoptering and hovering
when they don’t get enough cues.
• On touch, they get completely lost.
Usability principles
141. 4. People scan screens based on past
experiences and expectations
• People are lazy by nature. If no effort is required, no
effort will be done.
• Look around and translate good experiences in your
design.
• In the mind of a user, a website is a simple thing:
• a logo
• primary navigation
• a search box
• utilities
• content
• (that’s it)
Usability principles
146. Usability principles Design principles
1. People are motivated by
mastery, progress and control
1. Put the user in control
2. People believe things that are
close together belong together
2. Make it simple and clear
3. People search for cues that tell
them what to do
3. Don’t make me think
4. People scan screens based on
previous experiences
4. Use common patterns
155. DESIGN VISION
CRITICAL SUCCESS FACTORS
1. Don’t start with sketching, unless you’re building
something really, really simple & straightforward
2. Familiarize yourself with design theory, UX
research and project evidence
3. Use usability & design principles to drive the
design process
166. A/B TESTING
CRITICAL SUCCESS FACTORS
1. Create well grounded UX-hypotheses
2. Focus on what drives conversion (home page,
landing page, product page, checkout, CtA’s,
banners, headlines,…)
3. Make it statistically significant (calculators)
4. Your A/B test must not kill UX
5. Don’t use it as an excuse to stop ‘GOOBing’
172. Always keep in mind that…
You are NOT your average user
• Neither is your developer
• Neither is any other member of your team
(or the company)
Test with REAL users
173. “In my whole life, I have known
no wise people (over a broad
subject matter area) who didn't
read all the time -- none, zero.”
Charles Thomas Munger - American business magnate, lawyer, investor, and
philanthropist.
174.
175. Contact us
De Regenboog 11
2800 Mechelen
Belgium
www.higroup.com
+32 (0)15 40 01 38
Follow us
Human Interface Group
@higroup
Human Interface Groupjohan.verhaegen@higroup.com
Thank you and good luck!