The Business Case for UX

THE BUSINESS CASE FOR UX Why Successful

Companies Care About Those Two Letters

Presented by Ovetta SampsonOctober 26, 2016

TODAY’S CONVERSATION:

• UX Philosophy• UX Process• ROI OF UX• UI Tenets• Fun and Games• Q&A

• Design inspiration• Problem solving• Understanding Users• Building better

relationships• Building better

products

TODAY’S TAKEAWAYS

Design

Neuroscience

Psychology

Technology

Art

EngineeringArtist Rendering: Chris Labrooy: http://www.chrislabrooy.com/

Photo: 703Creative.com

WTH??

?

WHERE UX BEGAN: THE NORMAN DOOR

PLAY VIDEO

WHAT ARE YOUR “NORMAN DOORS?”

What is UX?

So says Don Norman

NORMAN’S MANTRASo DISCOVERABILITYo LEARNABILITYo EFFICIENCYo JOYFUL/DELIGHTS

DISCOVERABILITY= PRIORITIZINGo Put what people do most often first.o Put what people do second to most often second.o Put what people do sometimes last.

SOME TERMINOLOGY

Mockplus on Medium.com

UX OR USER EXPERIENCE = DESIGN PROCESS

UI OR USER INTERFACE = DESIGN EXECUTION

UX+UI+IA+IXD = USER-CENTERED DESIGN

THERE’S ONLY ONE RULE ABOVE ALL ELSE IN UX:

UX DESIGN TOOLS InterviewsSurveys

ObservationsAffinity

DiagramsWireframesPrototypes

Visual DesignsPhotography

Usability Testing

HOW DOES UX AFFECT MY BUSINESS?

Getty Images

Card Redesigned by Eric Thomas

The goal of UX design in business is to “improve customer satisfaction and loyalty through the utility, ease of use, and pleasure provided in the interaction with a product.”

Photo by Nolan Issac: Unsplash.com

UX=WIIFM=FOMO=SALES

ROI IN PRODUCT DESIGN

FROM FRANK SPILLERS: EXPERIENCE DYNAMICS.COMEXPERIENCE DYNAMICS

The ROI on UX

UX Metrics

TELL ME ABOUT YOUR CREATIONS

HOW DO YOU START? DESIGN THINKINGwww.ideou.com/pages/deisgn-thinking

THE PRINCIPLES OF UXObserv

e

AnalyzeDesign

Test

Photo: Jean Gerber/Unsplash.com

ANATOMY OF UX PROCESS The Making of Home Base

HomeBase: Tablet App for Seniors age 65 +

HomeBase Process: Before DesignContextual

InquiryExpert

InterviewsIn-home

ObservationsSurvey

AnalysisAffinity

Diagram

Paper Prototyping

Task Flow Creation

Digital Prototyping

Usability Testing

Digital Prototyping

HomeBase Personas

Team Exercise: Persona Creation

Create a Persona for Your Product

Motivations

Behaviors

Attitudes

Values

Beliefs

Technology adoption

Location

THE TEN COMMANDMENTS OF UI

Visibility Real-World Match

Consistency User Control

Error Prevention

Recognition Ease of use

Minimalist Design

Error Recovery

Help

UI VISIBILITY= USERS:Know where they are.Know where to go.Know what to do.Know how to leave.

UI ERROR PREVENTIONWarn users Give users an outDesign better

UI USER CONTROL=NO POPUPS (annoying)

OPT-IN (not opt-out)

Control the environment

UI CONSITENCY= USERS:Know what your controls mean

Do not have to guess at what an icon/action will doConsistent look and feel

UI REAL WORLD MATCH=USERS:Understand directions.Know how to go from one step to the next.Do not have to guess.

UI USER FREEDOM= USERS:Can explore without fear.Recover from mistakes easily.Go back anytime.Choose disruption or not.

UI RECOGNITION:Minimize memory load

User objects, icons, symbols that are well known.

NO multi-step processes.

UI Easy of Use:Instruction manual not neededCan move from one state to the other with easeCan accomplish tasks fast and easily.

UI Minimalist DesignFew colorsFew fonts Simple navigationsClarity of content.

UI ERROR RECOVERYGive users an out

Explain error and how to correct it

Take away input areas that are prone to error ie., (data entry)

COOL UI EXAMPLES Device Needed

UX IN THE REAL WORLD

COOL UI EXAMPLES No Device

Zappos

Zappos

Zappos

Zappos

Zappos

Zappos

Zappos

Zappos

Zappos

NORMAN EXAMPLES: ORDER

UPDATES

ITEMS I’VE ORDERED BEFORE

SEARCH

BOX

UI EXERCISECreate a

design feature for your persona..

Questions? Ovetta Sampson ovetta@ovetta-Sampson.com (719) 440-2594 @writingprincess