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Ray Valdes
Research VP
September 5, 2012
User Experience Design: From Web to Mobile to Social
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Ray Valdes Research VP
September 5, 2012
User Experience Design: From Web to Mobile to Social
What Is the Measurable Business Value of a Good User Experience?
Apple market capitalization: $525 billion
"C'mon, people, it's just a phone!"
Key Issues
1. What are the principles of user experience design, and how can these be applied to enterprise systems?
2. What is design process, and why does it outweigh technology as a key success factor?
3. What is the future of user experience design?
What Is User Experience?
• A subset of brand experience
• Direct interaction between a user and a company's products or services
• Related to:
– Interaction design
– Usability
– Information architecture
– Human factors engineering
• A source of competitive advantage
Driven by "moments of engagement"
What's Wrong With This Picture?
Busy users won't read dense text.
Illustration is not
helpful.
Prominent item is not relevant to
most users.
Menu items use cryptic
internal terms.
Important text is "below the fold." Missing:
user roles, common actions.
Lack of "liquid layout"
forces scrolling.
Users expect a top menu bar.
Important choices hidden in drop-down.
Search box not prominent.
What's Wrong With This Picture?
Beyond visuals, some key factors:
• Lack of call-to-action
• Wording is unclear
• Slow system response
• No support for mobile form factor
• Lack of social dimension
These reduce conversion, limit audience, dampen engagement, block business value.
The Six P's of a Quality User Experience
Product A compelling and cohesive user experience
Enabled by:
People Deep understanding of user needs
Principles Using proven design principles and patterns
Process Ongoing process of continuous refinement
Profit Measurable scenarios tied to business value
Priorities Keep users' eyes on the prize
Key Issues
1. What are the principles of user experience design, and how can these be applied to enterprise systems?
2. What is design process, and why does it outweigh technology as a key success factor?
3. What is the future of user experience design?
Start Your Design by Understanding Users
Who are your users?
• Demographics
• Psychographics
• "Social-graphics“
What do they want?
• Roles
• Needs
What do they do?
• Observed behavior
• In the lab and in production
Two Ends of Spectrum in Design Approach
Intuition-Driven • Deep Understanding
Know your users' needs even before they do.
• Creative Reinvention Take nothing for granted.
• Obsessing the Craft Getting details "just right."
• Cohesive Team Can deliver a cohesive product.
• Assumes Talent Talent guides intuition to target.
Evidence-Based • Acknowledge Ignorance
Sometimes there's no way to know beforehand.
• Reality Rules Objective data over subjective feelings.
• Coarse-Grained Result "Good enough" rather than exact.
• Team Can Be Loose Process and data provide cohesion.
Spectrum: From Intuition-Driven to Evidence-Based Design
Qu
ality
of
UX
iPhone Facebook
Intuition-Driven Hybrid Evidence-Based
Poor
Mediocre
Expedia Gmail
Compelling and Cohesive
Rule by Numbers
Packaged Enterprise
App
Internally Built Corporate
App
Design Czar
Improving the Average Enterprise Website or Application
Intuition-Driven Hybrid Evidence-Based
Poor
Mediocre
Compelling and Cohesive
iPhone Facebook
Expedia Gmail
Average Corporate
Application
Multiple Roadblocks to Improvement
Intuition-Driven Hybrid Evidence-Based
Poor
Mediocre
Compelling and Cohesive
iPhone Facebook
Expedia Gmail
Lack Skill Set
Lack Tools
Lack Process
Average Corporate
Application
A Design Process Based on Continuous Refinement and Validation
Resou
rces Business
Design
Development
Strategize Research Design Validate Build Test Ship Assess
QA/Test
User Research
Feedback Loops at Every Stage, Span Phases
Analytics Usability Testing
Feed
ba
ck
The Main Take-Away
Best Practice Methodology Consists of …
• A user-centered process of
• Continuous improvement that is
• Based on objective data about user behavior
• Guided by design patterns
• That implement key scenarios
• Tied to measurable outcomes
• Obtained by instrumentation and analytics
• That result in business value
Misconceptions About Usability Testing
"Our system has been up for years, and
customers love it."
"We are already customer-
focused."
"Usability validation will blow our budget."
"It will wreck our schedule."
"We don't have that kind of
expertise."
Misconceptions About Usability Testing
"Our system has been up for years, and
customers love it."
"We are already customer-
focused."
"Usability validation will blow our budget."
"It will wreck our schedule."
In reality, usability-based validation:
• Can save money
• Can save time
• Can improve existing sites
• Is not that hard
• Can be outsourced, in part
"We don't have that kind of
expertise."
Speed is relative:
• To competitors
• To offline alternatives
You have:
• 3 clicks, or
• 3 minutes max … … to get the user to "ka-ching"
Page load scoreboard:
• Google: 0.97 s
• Facebook: 1.28 s
• Gartner: 2.69 s
All Else Being Equal: Speed Is the No. 1 Usability Factor
Top 10 Mistakes in User Experience Design Projects
1. Selecting technology at the start.
2. Assuming that "everyone just knows" what users want.
3. Believing that design is only about adding features (rather than careful removal).
4. Piling up features, rather than a cohesive scenario.
5. Adding functionality at the expense of speedy response.
(continued)
Top 10 Mistakes in User Experience Design Projects
6. Lacking an architecture of participation.
7. Not leveraging server-side processing.
8. Designing a complete solution now, rather than an expressive vocabulary later.
9. Ignoring nonvisual parts of design vocabulary (i.e., social interaction).
10.Accepting political compromises as design decisions.
Key Issues
1. What are the principles of user experience design, and how can these be applied to enterprise systems?
2. What is design process, and why does it outweigh technology as a key success factor?
3. What is the future of user experience design?
Technology Will Change, Physiology Won't
Proven design principles:
• Visible context keeps user oriented.
• Rapid response preserves user's train of thought.
• Continuous feedback validates actions.
• Undo reduces user anxiety.
• Concise writing allows quick scan.
• Drill down
gives user control over detail.
• "Rule of sevens" limits information overload.
Technology evolves, but not:
• The size of our hands
• The neurons in our brains
• Our vision
• Cognitive processing speed
The Future of User Experience
New technologies
• Multitouch
• Image recognition
• Geolocation
• Near field comm.
• 3D displays
• Voice to text
Old problems
• Immature process
• Lack of empirical
basis
• Haphazard governance
• Insufficient user research
• Start and end with technology
Design for Mobile First
Opportunities
• Rapid growth
• Primary mode for some
• Competitive differentiator
• Start small, grow big (in form factor)
• Lean UI can be most effective
Challenges
• Many diverse contexts of use
• Design for distracted use
• Must start fast
• Just one small piece of an app
• Ensemble code, cohesive experience across platforms
Designing the Tablet User Experience
Opportunities
• Expanded multitouch
• Inherently social
• Multicolumn
• Hardware video
• Rapid growth in enterprises
Challenges
• Diverse platforms
• No fallback to voice comm.
• 1.5 columns
• Content consumption rather than production
Consider "Responsive" Web Design
• One website for all devices
• Three layouts in one
- Full width
- Tablet
- Smartphone
• Unfortunately, requires hand coding
• CSS media query does most of the work
The Design of Social Experiences
Elements in design vocabulary:
• People Identity, reputation
• Relationships Friends, followers, referrals
• Interactions Tag, rate, poke, message, like
• Shared social objects Photos, videos, events, plans
• "Business rules" Access privileges/rules, visibility
• Culture and convention Rituals, groups, shared history
Social architecture:
• A growing part of UX design
Is "Gamification" Coming to Enterprises?
Game Dynamics
• Achievements and badges
• Leaderboards
• Multiple levels
• Points and credits
Lessons Learned
• UX matters a lot
• Diverse incentives
• Ladder of learning
• Deep metrics of engagement
Recommendations
On Monday:
Product: Kill the splash screen and fire the firm that built it.
Profit: Review bus. priorities.
Process: Start defining metrics.
Next 3 months:
People: Survey and segment your users.
Profit: Look at your channel mix.
Process: Instrument site and get a baseline.
People: Recruit and motivate a great team.
Recommendations
On Monday:
Product: Kill the splash screen and fire the firm that built it.
Profit: Review bus. priorities.
Process: Start defining metrics.
Next 3 months:
People: Survey and segment your users.
Profit: Look at your channel mix.
Process: Instrument site and get a baseline.
People: Recruit and motivate a great team.
Next 12 months:
Process: Evolve your business metrics.
Process: Implement A/B testing.
Process: Build a pattern repository.
Next 24 to 36 months:
Product: Build a cohesive, compelling product.
Compete with yourself, because you have left everyone else behind.
Related Gartner Research
Usability Drives User Experience; User Experience
Delivers Business Value Ray Valdes, David Gootzit (G00152284)
A Value-Driven, User-Centered Design Process for
Web Sites and Applications Ray Valdes, David Gootzit (G00153074)
Generation 7 Portals: Unifying the User Experience Jim Murphy, Gene Phifer, Eric Knipp, Ray Valdes (G00201482)
Q&A on the Roles and Responsibilities for Public
Web Sites Ray Valdes (G00162857)
For more information, stop by Gartner Solution Central or e-mail us at [email protected].
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