User Experience Design Fundamentals - Part 1: Users & Goals


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#1 in a 3-part series on UX Fundamentals: Users & Goals
* Value & Process
* Goal-directed design
* Users and their goals

* Learn how to articulate the goals of your product’s users

* Learn how to use user goals to assess a website or product

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User Experience Design Fundamentals - Part 1: Users & Goals

  1. 1. User Experience DesignFundamentals 1: Users & GoalsPeriscope | www.periscopeux.comWe design smart, usable digital productsLaura Ballay & Meghan Deutscher
  2. 2. TakeawaysUnderstand UX fundamentals:•  Value & Process•  Goal-directed design•  Users and their goalsLearn how to articulate the goalsof your product’s usersLearn how to use user goals toassess a website or product
  3. 3. Diagram from Kimmy Paluch at Montparnas.
  4. 4. User Experience DesignUser researchPersonasHeuristics analysisUser scenariosStoryboardingInformation architectureInteraction designWorkflowsWireframesPrototypingUsability TestingMockupsVisual / UI Design
  5. 5. Good design is not magic!There are no cookie-cuttersolutions that you pull out ofa hat.Good design involves creativity,balance, and a solid foundationof guiding principles.Your activities and how you dothem will always depend onyour product’s maturity, projectresources and constraints.
  6. 6. So…what is UX Design?It’s not just graphic or UI design.It’s not just “usability.”
  7. 7. UX Design is a combination ofresearch and design methods used tounderstand user needs and designproducts that people want to use.
  8. 8. It’s not just understanding what people do.It’s understanding why people do what they do -Their goals, motivations, behaviorsand expectations.
  9. 9. vs.
  10. 10. In Goal-Directed Design, focus is maintained on user goalsto provide rationale for design decisions and a benchmarkfor evaluating them.If your product helps people achieve their goals effectivelyand happily, it’s more likely to be successful.
  11. 11. Discover Research users to understand why they do what they do.Validate AnalyzeTest design solutions with Uncover key user goalsactual users. Do they and pain-points fromsupport user goals? research findings. The UX Process Design Conceptualize Create and communicate Create design requirements possible solutions for from user goals, business requirements. goals and tech. requirements.
  12. 12. User =The basic unit ofthe process.
  13. 13. Discover • Contextual studies • Surveys • Competitor analysisValidate Analyze• Prototypes • User personas• Usability testing • User workflows• Heuristics evaluation • Affinity diagrams UX Activities Design Conceptualize • Information architecture • User scenarios • Wireframes • Storyboards • Mockups • Design principles
  14. 14. Discover Learn about users & their goals.Validate AnalyzeMake sure user goals Outline andare met. understand goals. User Goals Design Conceptualize Design for goals. Base principles and priorities on goals.
  15. 15. So how do you first understandwho your users are?Demographics are a startingpoint. But a user is not just amale user, age 46 – 59.(Nor is a user anyone in yourfamily, a friend, or yourself).
  16. 16. The user is a model of the behaviours, needs, motivations,and context of your target customer.The user’s goals are inferred from observed behaviors,responses to questions, how they respond to questions,nonverbal cues, and other clues from their environment.
  17. 17. Once you understand your users, thena good place to start finding User Goalsis to put yourself in your users’ shoes &ask yourself questions like… What does this product do for me? Where should I start? Is this the right product for me? I’m just looking for… I just want to quickly do… Why should I do this?
  18. 18. User Goals should be related to:•  How a user wants to feel•  What they want to do•  Who they want to beThey are not tasks or what youwant a user to do with yourproduct.They’re also often not what auser says they are, because it’shard for a person to articulatehis/her own goal.
  19. 19. TASKS GOALS!I want to keep track of I want to make sure I getmy project’s milestones all my work done on time.and progress.I want to sign up for the I want to be conscientiousDavid Suzuki newsletter. of the environment. vs.I want to make playlists, I want to listen to musicrate my music, and let that I friends know what I’mlistening to.I want to run 15k every I want to lost weight andweek. feel better about myself.
  20. 20. An exampleUser goal: “I want toquickly sell some of theclutter in my garage.”If this user came,they would have to skimall the way to the bottomof the page before findinghow this service mighthelp them clean up theirgarage.
  21. 21. An exampleUser goal: “I want toquickly sell some of theclutter in my garage.”In contrast,, users aretold upfront that they cansell things with this serviceand they are given a clearaction to do so.
  22. 22. Another exampleUser goal: “I need toquickly find an audioclip for my productdemo video.”Is there help for users toquickly browse & filterthrough lots of tracks
  23. 23. User Goals •  Example of site that supports goals wellBut when you understand the tasks a user must do to accomplisha goal, you can optimize your product for those tasks.(Audiojungle provides features that make it easy for a userbrowsing a large list of tracks to quickly find the right one).
  24. 24. An exercise•  Work in groups of 2 or 3.•  Find a website, product or service that supports the user goal you’re given.•  Note down at least 2 reasons why you think it supports the goal well.
  25. 25. When you understand your users’ goals and their context, youcan focus your product on satisfying those goals.
  26. 26. An example: Silverback provides the basic functionality needed toeasily record the computer screen and participant’s face during usabilitytesting.
  27. 27. An example: Other usability testing software is bloated with features,complicating the interface and making for a slow learning curve.
  28. 28. Discovering Goals•  User Goals à Product•  But Product à User Goals?
  29. 29. An example: Who is Questrade for?
  30. 30. Who is Etrade for?Once your understand your users and their goals, you canstill go back to make it clear who your product is for.
  31. 31. What you can do now•  Next workshop we will teach you how to talk to and learn from users.•  Goals can help you focus/tweak your product or prioritize your features.
  32. 32. HomeworkExamining your own product / service, determine:•  Who your target user(s) are.•  Their 3 most important goals.•  How a user would go about completing their goal, starting from the first touch-point with your product.
  33. 33. Questions?
  34. 34. Thanks!…and thank you to all the awesome people who share their photos on Flickr: Stephen Bowler Eva Ekeblad Simon Law "Baldiri" Yagan Kiely "The Mac Girl*" Dipanker Dutta "Kool_skatkat" Courtney McGough Devon Shaw Andrea Hernandez And also "Juice Bits" blog