User Experience

USER EXPERIENCE

Information Architecture

Why does user experience matter?

“The improvements in performance gained through usable interface design are 3 or 4 times larger than those gained through designing better search algorithms.”

~ Sue Dumais, Microsoft

User Experience

User Experience is changing the face of the Business World in many ways……..

IPod / iTunes

IPod is lower quality than other devices, so why is it a top seller? Its because of its software – iTunes and it

has become a fashion statement It controls the market

iTunes – 1,500,000,000 songs sold Rate of more than a billion songs per year More than 100 songs sold every minute

What about iPhone??

NetFlix

NetFlix

5.7 Million subscribers 85% of new subscribers say an existing

subscriber recommended them 93% of subscribers say they highly

recommend NetFlix to friends and family Forced Blockbuster to provide the same

service

Experience Design Disasters Big Box Retailer loses 20% of revenue

after spending $100 Million on design 1,700 employee law firm launches new

intranet – almost caused an employee revolt

Highly-visited information site launches “improved” design – sees 40% drop in page views.

Microsoft’s new design? Any others?

Integrates the User

AND

The Business

Successful Experience Design…

is learned,but not available to introspection

introspection:The act or process of self-examination; contemplation of one's own thoughts and feelings; a looking inward.

- Is a learned behavior and cant be written down



Is Invisible when done right

NetFlix’s use of AJAX to popup description of a movie when you mouse over it

Data behind the scenes effects the user experience – Hertz/Expedia – (suggestions for airports)

Southwest – found the English language for their liability statements


Is Multidisciplinary

Person has to be able to do multiple jobs Code, design, usability, IA, etc…….

Experience Design

EthnographyInformationArchitecture

UsabilityPractices

Analytics

Use CasesSocialNetworks

InformationDesign

Business Knowledge

CopyWriting Editing

ROI

Technology

DomainKnowledge

Marketing

Visual Design

InteractionDesign


Is Cultural

Essential Cultural Components Good Communications Clear Focus on Vision - everyone should

agree on The Right People – in the right job Feedback Loop

NetFlix redesigns their site every two weeks based on user feedback

Fast Iterations

Design

Use

Making Fast Iterations Happen Eliminate major redesigns

Change 1-2 pages at a time and get feedback – this way any problems only happen on a small section, not entire site

Break design challenges into small chunks Heavy emphasis on feedback mechanism Collect as much information as possible Get everyone involved – coders, IA,

Managers, etc.. Decisions happen everywhere

Approaches to Facilitating Experience Design Consulting

Design team can only handle a small number of projects

Review & Approve Makes design team into a bottleneck

preventing progress – Reactive Educate & Administrate

Entire organization focuses on successful experience design - Proactive

Successful Experience Design… Integrates the user and the business Is learned but not open to introspection Is invisible Is multidisciplinary Is cultural Is something we’re still learning how to

do, and we’re getting better everyday

Designing for Lifestyle

Lifestyle & innovation focused companies

JetBlue

"The customer isalways front and centerat JetBlue…our goalwas to develop asystem based on whatour customers want.”Christian Rishel, Director ofInteractive Marketing for JetBlue

TiVo

“My TiVo lets meschedule TVaround my life,instead ofscheduling itaround TV.”-- Tony Christopher, 26(Quoted from USA Today

Google Maps

“ Mobility assumesconstant locationchange. People on thego need to understandwhat services theycan find around theircurrent location.”- Ian Mitrovic, K-Maps

IPod

is personality &Lifestyle driven,appropriatelydesigned andtargeted to userneeds

announcedmerging ofworkouts andmusic,tying exercise inwith the beats ofyour IPOD

Apple + Nike

3 TAKE-AWAYS:

See how large brands are incorporating lifestyle research into innovating new products and services.

Gain insight on the trends impacting our society including “mo-so-so” and ubiquitous computing.

Take away practical methods of rapid research incorporating usability and ‘deep hanging out’ into your design and development process.

Designing for lifestyle

More than usable:

Are you emotionally attached? Do you think it is useful? Does it meet you needs? Can you integrate it into your life?

Just because something is usableDoes not mean it is meeting your

audience’s needs.

Lights on a car as you start

Seat BeltsCheck Engine Air BagsAnti Lock

Reliable?

Emotional InterfacesPersonality-Driven

Personally driven interfaces

Other Personally Driven Interfaces?

MO-SO-SO“Social Networking Revolution”

Social Networking Interface

Social Networking Interface

MERGING RESEARCH AND DESIGN

Research and Design

“An old professor of mine

called it 'deep hangingout,'”… you've got to

actually be there, hang outwith people, and participatein their daily activities.“ (Genevieve Bell - talking about ethnography)

Research and Design

TRADITIONAL:Research informsdesign

GOAL:Disciplines aremerged

R D

R D

Lifestyle User Experience

“I’m ready totry this out”

USABILITY/USEFULNESS

BRANDREPUTATION

LIFESTYLE

“This worksfor me”

PERCEPTION

INTERACTION

INTEGRATION

Methods of Contextual Inquiry

Methodology

Methodology

Entire Process

http://www.extremeprogramming.org/map/project.html

HOW DO YOU APPROACH“RAPID ETHNOGRAPHY?”

Designing for Lifestyle

“Deep Hanging Out”

“Deep Hanging Out”

CASE STUDY: MOBILE LIVES

Globally, mobile data services is

projected to grow from $25 billion

in 2003 to $115 billion by 2008.

Mobile subscribers are slated to

grow to 1.3 billion at a rate of 175

- 200 million per year.(IDC, JUPITER)

Mobile Lives Case Study








