UX PROFESSIONALS OUR  EMERGING  VALUE  PROPOSITION

2015  UCONN  Digital  Seminar July,  2015  

Michael  Rawlins,  Vice  President  -­‐  UXPA

User  experience  is  everything.  It  always  has  been,  but  it’s  sMll  undervalued  and  under-­‐invested  in.  If  you  don’t  know  user-­‐centered  design,  study  it.  Hire  people  who  know  it.  Obsess  over  it.  Live  and  breathe  it.  Get  your  whole  company  on  board.   Evan  Williams,  CEO  

WHAT  IS  UX  DESIGN?  

97%  

Websites  fail  because  there  was  no  usability  tesMng

Observation of people

Observing  how  people  perform  tasks  in  their  natural  environment    –  UX  designers  pay  close  aVenMon  to  how  users  behave  and  care  about  what  they  see,  hear,  how  they  feel.

Wireframing & Prototyping

Professional  UX  designers  rely  upon  iteraMons  of  design  soluMons  –  before  commiWng  to  code.  This  enables  them  to  validate  their  design  direcMon  –  and  vet  through  a  sample  audience.  

Usability testing & measurement

The  majority  of  online  experiences  built  upon  ‘best  pracMces’  or  ‘designer  intuiMon’  run  the  risk  of  not  meeMng  the  needs  of  users.  A  foundaMonal  premise  in  user-­‐centered  design  is  tesMng  with  target  users.    

90%  70%  

Unmoderated  remote  tesMng  –  greater  reach Moderated  1:1  tesMng  -­‐-­‐  deeper  insights

Proven design methods

DESIGNING  WITH  THE  MIND  IN  MIND?  The  balance  between  designing  for  humans  –  and  designing  best  pracMces

What  goals  do  users  want  to  achieve  by  using  the  applica@on?  What  set  of  human  tasks  is  the  applicaMon  intended  to  support?  Which  tasks  are  common,  and  which  ones  are  rare?  Which  tasks  are  most  important,  and  which  ones  are  least  important?  What  are  the  steps  of  each  task?

Jeff  Johnson,  Author  

B  =f  (PE) Kurt  Lewin  (Theorist,  Social  Psychologist)  

B  =f  (PE) We  can’t  change  the  People  

But  we  can  change  Behavior  by  designing  Environment  or  the  Experience  

UX  MEASUREMENT  &  QUANTIFICATION  

Ease of learning How  fast  do  they  learn  the  

interface  or  system  construct?  

memorability Long  &  short  term  memory  

leveraged?

User satisfaction Do  users  like  the  applicaMon?

Effectiveness Can  users  achieve  their  goals?  

Efficiency of use How  fast  do  users  complete  

tasks?

Error prevention Is  there  forgiveness?  

LOGIC  AND  REASON?  Cra`ing  the  balance  between  designing  for  semi  automaMc  reacMons  and  reasoning

PREFRONTAL CORTEX AMYGDALA Controls  logic  and  reasoning   Semi-­‐automaUc  reacUons  

Designed  by  @Erik_UX      www.helloerik.com

UX  MITIGATES  TENSIONS  Design  Improves  Job  Performance,  AdopMon  and  Conversion  Rates

FaUgue   Stress  

DistracUons   Personal  Issues  

WIREFRAMING  AND  PROTOTYPING  Expressing  the  InteracMon  –  what  are  UX  people  doing…

40% Online  Tools

35% Desktop  Tools

15% PowerPoint

1 0 % Sketch

Invision  &  Mockflow

HTML  &  Axure

Precise  Prototyping  End  state  has  more  interacMons  and  funcMonality

Rapid  Prototyping    Online  tool  that  allows  the  design  team  to  collaborate  

and  share  iteraMons.  

Low  Barrier  to  Entry  Most  people  can  draw  out  an  idea  –  it’s  fast  and  effecMve

VALIDATION  METHODS  (USABILITY  TESTING)  Flexible  repeatable  methods  to  learn  whether  the  design  works

Un-moderated remote Ability  to  test  100s  of  

people  at  the  same  Mme.

MODERATED REMOTE Performing  a  1:1  test  –  or  observing  how  a  user  interacts  with  an  

applicaMon  or  website  using  screen  sharing  so`ware.

1:1 TESTING TradiMonal  1:1  tesMng  of  tasks  with  a  moderator  asking  probing  quesMons  

and  observing.

EXPERT REVIEW Ability  to  gauge/measure  a  website  or  applicaMon  based  on  a  set  of  best  pracMces  or  heurisMcs.

EMOTIONAL  DESIGN  Designing  for  Influence  –  leveraging  persuasive  norms

reciprocation Designers  use  reciprocity  to  give  things  away  for  free  –  and  people  are  inclined  to  

return  the  favor.

scarcity When  something  is  scarce  –  

people  automaMcally  perceive  it  as  more  

valuable.

Social proof People  are  like  sheep  –  the  more  informaMon  and  

choices  we  put  in  front  of  them,  the  more  they  rely  on  others  to  help  make  the  

decision.

authority Authority  figures  can  trigger  behaviors  that  ensure  your  product  or  service  offering  is  selected  over  the  next  

distracMon.

INFLUENCE  DESIGN  APPLIED  Designed  with  intent

SUGGESTED  READING  

GETTING  STARTED  IN  UX?  

Consider  Joining  UXPA.org

AVend  UXPA’s  Annual  Conference  –  June  2016

Questions? michael.rawlins@uxpa.org