User eXperienceIntroduction Workshop

UXify Endhoven

Elvira ArslanovaTatiana Sidorenkova

19.11.2013

Overview

•What UX is about •What kind of benefits UX provides •How UX design works

Creating a product is creating an experience

68% of users give up because they think you don't care about

them

97% of websites fail at UX

Poor conversion rate Frustrated users

Developers spend 50% of their time fixing avoidable issues

Testing with 5 users can find 85% of all the problems on the website

Every $1 invested in UX returns up to $100

Experience Design...

is the practice of designing products, processes, services, events, and environments.

Best practice

Founded 2008

Funding $120M

192 counties

34 000 cities

350 000 hosts

8 000 000 guests

Cost of bad UX

“The rule of thumb in many usability-aware organizations is that the cost-benefit ratio for usability is $1:$10-$100. Once a system is in development, correcting a problem costs 10 times as much as fixing the same problem in design. If the system has been released, it costs 100 times as much relative to fixing in design"

Tom Gilb, an American systems engineer, consultant, and author,

known for the development of software metric, software inspection, and evolutionary processes

The ROI of UXEarned money:•Increased productivity•Increased registrations, sales, conversion rates•Increased use resulting in repeat customers and process optimization

Saved money: •Reduced cost•Reduced development time•Decreased training costs for new application rollout•Reduced support costs associated with complex interfaces or processes

Non-monetary results:•Increased brand loyalty•Increased brand advocacy

Why is it hard to predict how users will react?

• because people are not rational,• because people are not like you,• because people sometimes will not use your

product the way you imagine,• because even people themselves cannot tell

you what they’ll like.

“The perfect user”

You are not your user

“One of usability’s most hard-earned lessons is that ‘you are not the user.’ If you work on a development project, you’re atypical by definition. Design to optimize the user experience for outsiders, not insiders. The antidote to bubble vapor is user testing: find out what representative users need. It’s tempting to work on what’s hot, but to make money, focus on the basics that customers value”

Jakob Nielsen

User does not always make optimal choices

Human-Centred Design Cycle• The design is based upon an

explicit understanding of users, tasks and environments

• Users are involved throughout design and development

• The design is driven and refined by user-centered evaluation

• The process is iterative

• The design addresses the whole user experience

• The design team includes multi-disciplinary skills and perspectives