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Designing for Interaction isSetting objectives: Determining the target audiences,intended users, and success criteria is central to alldesign and user participation.
U nderstanding audience: A commitment to understandand involve the intended visitor is essential to the designprocess. If you want a user to understand your solution,you must first understand the audience.
U nderstanding the alternatives: S uperior designrequires ongoing awareness of the competition and i tscustomers. Once you understand your visitors' tasks, youmust test those same tasks against competitivealternatives and compare their results with yours.
D esigning the total user experience: Everything avisitor sees and touches is designed together by amultidisciplinary team.
E valuating designs: User feedback is gathered early
and often, using prototypes of widely ranging f idelity, andthis feedback drives solution design and development.
C ontinual user observation : T hroughout the life of theredesign, continue to monitor and listen to your users,and let their feedback inform your responses to yourredesign efforts.
Design thetotal user
experience
Understandthe
alternatives
Evaluate designs
Understand visitors
IxDIxDstepssteps
S etting objectivesS etting objectives
Continual user observation
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A methodology typically focuses on
teaming, gathering and validating
requirements in a non-invasive matter.
It identifies high impact initiatives with the
largest ROI or best strategic fit.
It employs best practices from ourselvesand from our learnings with others.
3. Low-level design
4. Implementation
Business Strategy
Digital Branding
System/platformDesign
Information Design
Interface Design
Environment Definition
Technical Architecture
Content Integration
Design Implementation
Technology Integration
5 . Deployment& Feedback
Initiative Launch
Initiative Metrics
Initiative Management
2 . High-level design
1. IntentApproach DevelopmentInnovation Workshops
Strategy
DesignTechnology
Innovation
IxD is integrated, iterative and accelerated through theuse of specialized tools and methods
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A Framework for Digital Branding
Brand Experience Assessment
V i s i t o r N e e
d s / G o a
l s
B r a n d
A t t r i b u t e
A l i g n m e n
t
C r o s s
C h a n n e l
E x p e r
i e n c e
O n l
i n e C
h a n n e l
E x p e r
i e n c e
S e r v i c e
P r o c e s s
L o y a
l t y P
r o g r a m s
E x p e r i e n c e
A s s e s s m e n
t
Brand ExperienceDesign
E x p e r
i e n c e
S c e n a r i o s
I n f o r m a
t i o n
A r c
h i t e c t u r e
W i r e - f r a m e
D e s
i g n
B r a n d e d
I n t e r f a c e
D e s
i g n
U s a
b i l i t y
V e r
i f i c a
t i o n
P r o
t o t y p e
B r a n
d E x p e r i e n c e
B l u e p r i n
t
E x i s t
i n g C a p a b
i l i t i e s
X C I n t e g r a
t i o n
P r o c e s s
I m p a c t s
G o v e r n a n c e
T e c h n o l o g y
A l i g n m e n
t
P r o
j e c t A
s s e t
L e v e r a g e
I m p
l e m e n
t a t i o n
R o a
d m a p
Brand ExperienceImplementation
B r a n d
H e a
l t h M e a s u r e s
V i s i t o r L o y a l
t y
S a l e s
/ R e v e n u e
C h a n n e
l P e r
f o r m a n c e
L o y a
l t y P
r o g r a m
U s a g e
R O I
E x p e r i e n c e
S u c c e s s
R e p o r t i n g
Brand ExperienceManagement
Experience Improvement Continuum
Interest Generation Browse / Research T ransact S ervice S upport Expansion> > > > >
Maximizing the experience, from interest to completing transaction, the brandedcustomer experience is realized through the following methodology.
W hats missing?T he authenticity that socialmedia trends bring to thebranded conversation. T his
model is old and doesntreflect that dynamic.
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R egarding innovation: The Core
focus of our processesRedefining the specifications of design solutions which can lead to betterguidelines for traditional design activities (graphic, industrial, architectural, web,etc.);
Incremental Innovations, Best Practices, Asset or C omponent-basedSolutions
Exploring possibilities and constraints by focusing critical thinking skills toresearch and define problem spaces for existing products or servicesor thecreation of new categories;
Breakthrough Innovations
M anaging the process of exploring , defining , creating artifacts continuallyover time
Prototyping scenarios and solutions that incrementally or significantly addressthe problem
Source: Nate Burgos and Adam Kallish, WikiPedia
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S ample methods and artifacts
Building a Vision for Innovation in Interaction Design
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W hat is a typical process?
Source: Vijay Kumar, Institute of Design
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A
nd typically uses a toolkit-based approach
Source: Vijay Kumar, Institute of Design
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A focus on knowing users
Source: Vijay Kumar, Institute of Design
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How a toolkit is applied: Knowing users
Source: Vijay Kumar & Patrick Whitney, Institute of Design
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Collecting data around insights and needs
Source: Vijay Kumar & Patrick Whitney, Institute of Design
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Collecting data around insights and needs
Source: Vijay Kumar & Patrick Whitney, Institute of Design
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Collecting data around insights and needs
Source: Vijay Kumar & Patrick Whitney, Institute of Design
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Collecting data around insights and needsF rameworks can be used to sort, massage and prioritize data
Source: Vijay Kumar & Patrick Whitney, Institute of Design
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Insights and needs to patterns
Source: Vijay Kumar & Patrick Whitney, Institute of Design
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Insights and needs to patterns
Source: Vijay Kumar & Patrick Whitney, Institute of Design
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Patterns to
c
riteria
Source: Vijay Kumar & Patrick Whitney, Institute of Design
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From criteria toco
nc
epts
Source: Vijay Kumar & Patrick Whitney, Institute of Design
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R oad Map Development
Building a Vision for Innovation in Interaction Design
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Sample
R oadmap
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Concept Development
Building a Vision for Innovation in Interaction Design
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Frequently used componentsP roject Vision
User P rofiles & S cenarios
F eature MapInformation A rchitecture
Visual Design
Graphic P roduction
Design S tyle Guide
Content A ssessment
Content MatrixContent P lan / S trategy
A ccessibility Review
UsabilityT
estP
lanUsability Test Report
User S upport Materials
Usability / A ccessibility
Content
Visual Design
Information A rchitecture
Source: Jennifer Martin, IBM
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Project Vision
T he P roject Vision clearly andsimply describes the project inways that everyone canunderstand.
T he P roject Vision can be usedas the introduction to thesolution design document andalso as introductory material fornew team members, partners,and vendors.
P haseSolution Outline
Key Roles
Creative Director
Source: Jennifer Martin, IBM
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User
Profiles &
Scenarios
User P rofiles document therelevant characteristics of users.
User S cenarios describe howthe user interacts with theapplication.
T he primary purpose of UserP rofiles and S cenarios is tounderstand who will use thesystem so it can be designed tomeet their needs.
P haseSolution Outline
Key RolesInformation Architect
Source: Jennifer Martin, IBM
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Feature MapA F eature Map is a highlevel master list of allfeatures, functions, andcontent with potential valueto users.
T he primary purpose of theF eature Map is to assist inprioritizing/inventoryingavailable features andfunctions, and documentingthe user types that will haveaccess to the variousfeatures.
P haseSolution Outline
Key RolesInformation Architect
Source: Jennifer Martin, IBM
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Information A
rchitectureT he Information A rchitecture isthe blueprint for the userinterface of an application.
It includes the site map,workflows, and wireframes.
T he primary purpose of theInformation A rchitecture is toprovide detailed guidance to theVisual Designers anddevelopers about the behaviorsand functions of the userinterface and environment.
P haseMacro Design
Key RolesInformation Architect
Source: Jennifer Martin, IBM
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Visual DesignT he Visual Design defines the
look in the user interface lookand feel.
It expresses the brand and
provides a consistent, logical andattractive visual language for theapplication.
T he primary purpose of theVisual Design is to express thefunctional design from the
Information A rchitect, and toprovide a framework to theContinuity Director for creation of user interface assets.
P haseMacro Design
Key Roles
Art Director
Source: Jennifer Martin, IBM
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DesignS
tyle GuideT he Design S tyle Guide detailsthe guidelines for using and
extending the Visual Design.
It provides detailed descriptionof all aspects of the design and
the thoughts behind it.
T he primary purpose of the
Design S tyle Guide is to ensure
that all current and futureimplementations are consistent
with the objectives and detailsof the Visual Design.
P haseMicro Design
Key Roles
Continuity Director
Source: Jennifer Martin, IBM
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Content A
ssessmentT he Content A ssessment establishesa baseline understanding of existing
content assets.
T he purpose of the ContentA ssessment is to determine the
quality and quantity of existingassets in order to accurately scope
the content work effort.
P haseMicro Design
Key Roles
Content Strategist
Source: Jennifer Martin, IBM
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Content MatrixT he Content Matrix documents thecontent that is required for a
project.
T he purpose of a Content Matrix isto itemize, organize, and track the
content.
P haseMacro Design
Key Roles
Content Strategist
Source: Jennifer Martin, IBM
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ContentP
lan &S
trategy T he Content S trategy documents thehigh-level content approach.
T he Content P lan describes how
content will be created, collectedand published.
P haseMacro Design
Key Roles
Content Strategist
Source: Jennifer Martin, IBM
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A ccessibility
R eview
T he A ccessibility Review evaluatesan application against IBMs web
accessibility checklist.
T he purpose of the A ccessibilityReview is to ensure that the
application is accessible to peoplewith disabilities.
P haseBuild
Key Roles
Usability
Source: Jennifer Martin, IBM
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Usability Test
Plan
A Usability T est is a controlledevaluation of the usability of anapplication by a set of representative users.
T he purpose of a Usability T est is topredict the performance of actualusers and to identify seriousproblems.
A Usability T est P lan describes theparticipants, setting, materials, and
procedures for a usability test.
T here are a variety of testingmethods to suit the needs of variousprojects.
P haseMicro Design
Key Roles
Usability Director
Source: Jennifer Martin, IBM
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Usability Test
R eport
A Usability T est Report documentsthe findings of a usability test.
T he purpose of a Usability T est
Report is to summarize the keyfindings and make prioritized
recommendations.
P haseTesting
Key Roles
Usability Director
Source: Jennifer Martin, IBM
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User
Support Materials
User S upport Materials include alluser-focused documentation
including on-line help, referencecards, tutorials, etc.
T he purpose of User S upport
Materials is to explain the expecteduse of and behaviors of the
application.
P haseBuild
Key Roles
Technical Writer
Source: Jennifer Martin, IBM