See the line ux lt presentation here

© LINE Communications 2014

25 years of transforming business

through learning innovation

User Experience (UX)

[email protected]

29th January 2014

Today

The importance of UX

What is UXD?

Why UXD matters

The experience of users

Future thinking


The importance of UX is growing

© 2004 Scott Adams Inc.

Today’s users demand more …



Today’s users demand more …

Digital applications have become

hugely more complex as our

industry’s technologies and

methodologies progress.

What used to be a one-way static

medium has evolved into a rich

and interactive experience.

But today an application's

success hinges on just one thing:

how users feel about it

© 2004 Scott Adams Inc.



Digital devices have richer functionality

More form factors and screen sizes

Increasing need to access more complex data

Its about the holistic system


How we used to work

Before we and our clients understood the value of user-

centered design, there was little or no science behind what

designers did. We used to make design decisions based on:

what we thought looked good

what the client said they wanted

UX design Vs.

Visual (UI) design



Booking a flight…

Well-known airline #1

Well-known

airline #2

Great Experience is about Control:

The worst feeling in the world is to feel

out of control.



UX Design is not…


…only concerned with visual design.

UX Design is not…


…about technology.

UX Design is not…


…just about the user.

UX Design is not…


…optional

UX Design is not…

Why UXD

matters


“You can use an eraser on the drafting table or a sledge hammer on the construction site”

Frank Lloyd Wright (a REAL architect)


UX process

Sketch flows and navigation maps define the UX

Learning architecture define the whole experience

Wireframes highlight layout and navigation UI

Personas aid the learning design

Use cases illuminate the system requirements


Sketching out the UI


Design – Lenses and outputs

SKETCH

CONCEPTS

MAP

Rapid sketched, heavily iterated

Storyboard or map the user journey

Visual concepts based on brand

Workshop to sketch

Storyboards

Personas

User journeys

Visual concepts


What’s the value?

Increased product

quality

Reduced

maintenance and

post launch bug

fixes

Avoids rework

Reduced testing

and quality

assurance costs

Risk Management:

avoids costly

errors

Improve product

value: Better

products lead to

greater market

share

Reduced training

and maintenance

costs

Embedded product

within the

business, and

spreads it’s value to

others

Satisfied Users


9 Questions to ask about a UX project

1. What is the business goal?

2. What is the strategy?

3. Who are all of the audience groups?

4. What are your audience requirements?

5. What will success look like?

6. How does it make money?

7. How are you solving the end-user 'problem'?

8. What context will this be used in?

9. What mindset is the user in?

Personas &

Use Cases


Why do we need Use Cases?

Because there is less of …

And more of …


Why do we need Use Cases?

Because the old order of

content …

Is now replaced and

context is king…


Large screen,

keyboard and mouse

for input

Seated, predictable environment


UI takes up entire

screen, difficult to

multi-task.

Variable context and environment


Larger screen size,

longer session time,

more immersive tasks

Variable context and environment

The experience

of users


User eXperience Design

Is all about:

Knowing your audience

Understanding the barriers your audience will face

Knowing what will make your audience happy

Plotting how your solution maps to their journey “User experience isn’t a layer or component of a product or service. It’s really about the design of whole systems and their interconnections.”

Andrew Hinton (Senior Information Architect at Vanguard)


Know your audience

Who they are?

What do they need?

What motivates them?


Don’t make me think!

Obvious Requires

thought

Click!

Click!

“Is that a

button?”

“I can’t

find

what I

need”

Exits

Interactivity

Click!

Future

thinking


It won’t get easier…

With new form factors

and navigation modes


Get in touch

Steve Barden

Lead Consultant

[email protected]

Paul Thorpe

Head of Visual & UX Design

[email protected]

Stand 38

www.LINE.co.uk