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How Design Decisions Affect User PerformanceRachna Mittal
By Times Business Solutions
Piece of the Puzzle
How the Design Decisions are taken?
User Interface do not:
• Hear user’s need• See who the user is• Speak with users
Designer Centric Decisions
What User Performance is?
1. Time To Complete A Task2. Number Of Errors Per Task
User Performance Metrics by Kristoffer Bohmann, July 4, 2000
1. First Time Gratification2. Rule of 2 seconds3. Rule of 3 clicks4. Information Efficiency5. KISS (Keep it Simple Stupid)6. Site Conversion
Few more dimensions to User Performance
Visitors, Users, and AudienceDo all of them are synonyms to each other
Absolutely, NO
Visitors include everyone who happens upon your site
Users are intentional visitors who are looking for something specific
Audience are the visitors you are trying to reach, to whom you are trying to deliver your message, and with whom you are most likely trying to establish an ongoing relationship
Understand your Audience
How to gather information about Audience:
Audience Research
Focus Group
Interview Representative of your Audience
Conduct in-person Interview
Find out following details:What they would be looking for on a site similar to yoursTheir experience on similar websitesWhat they likedWhat they didn’t likeTheir browsing habits
Process of Making Design Decisions
When designing the wireframe
Position prime communication in focusPosition prime call-to-action buttons in focusThe KISS Formula
When designing the Visual
Keep aesthetics very elegant, it helps in First Time GratificationDefine eye movementColors and Typography plays a crucial part
During Site Construction
Make it cross browser compatibleSupport user base of old browser
Influencing user is a Binary ChoiceZERO or ONE
Either ‘YES’ or ‘NO’
Right Attitude of Design Decisions
User Interface can:
• Hear user’s need• See who the user is• Speak with users
User Centric Decisions
Phases of User Experience & Design
User Experience DesignUser experience is a term used to describe the overall experience and satisfaction a user has when using a product or system.
Benefits:
Avoiding unnecessary product features
Simplifying customer-facing technical publications
Improving the usability of the system and its acceptance by customers
Expediting design through detailed and properly conceived guidelines
Incorporating business and marketing goals while catering to the user
10 Most CommonMisconceptions About
User Experience Design
1User experience design is NOT
User interface design
“User experience isn't a layeror component of a product orservice. It's really about thedesign of whole systems and
their interconnections.”
Andrew Hinton, Senior information architect at Vanguard
2User experience design is NOT
A step in the process
“User experience designisn't a checkbox. You don'tdo it and then move on. It
needs to be integrated intoeverything you do. Its a process ofcontinually learning about users.”
Liz Danzico Chair, MFA in Interaction Design, School of Visual Arts in NYC
3User experience design is NOT
Just about Technology
“User experience design is notlimited to the confines of the
computer. It doesn't even need ascreen... User experience is any
interaction with any product, anyartifact, any system.”
Bill DeRouchey, Director of interaction design at Ziba Design
4User experience design is NOT
Just about Usability
“While usability is important, its focuson efficiency and effectiveness seemsto blur the other important factors in
UX, which include learnability andvisceral and behavioral emotional
responses to the products andservices we use.”
David Malouf, Professor of interaction design, Savannah College of Art & Design
5User experience design is NOT
Just about the User
“We just can’t always do what isbest for the users. ere are a setմե
of business objectives that areneeding to be met—and we’re
designing to that, as well.”
Russ Unger, Director of Experience Planning, DraFCB
6User experience design is NOT
Expensive
“People cling to things like personas,user research, drawing comics, etc. In
reality the best designers have atoolbox of options, picking and choosing
methods for each project what makessense for that particular project.”
Dan Saffer, Founder and principal, Kicker Studio
7User experience design is NOT
Easy
All assumption, no validationOne-size-fits-all solutions
Feature creepDesign during development
8User experience design is NOT
The role of one person or Department
“Compartmentalist view of UX is evidence that it is not part of the
organizational culture and hints to teams not having a common goal or vision for the experience they should
deliver collectively.”
Livia Labate, Principal, UX, Comcast Interactive Media
9User experience design is NOT
A single discipline
Human Computer InteractionUser Experience Design
Information ArchitectureUser Interface Design
Human Factors EngineeringInteraction Design
Usability
10User experience design is NOT
A choice
“ e biggest misconception isմեthat companies have a choice toinvest in their user’s experience.
To survive, they don’t.”
Joshua Porter, Principal at Bokardo Design
USER EXPERIENCE DESIGN IS NOT:
1. User interface design2. A step in the process3. Just about technology4. Just about usability5. Just about the user6. Expensive7. Easy8. The role of one person or dept9. A single discipline10. A choice
It is the systemIt is the processIt is about behaviourIt is about valueIt is about contextIt is flexibleIt is a balancing actIt is a cultureIt is a collaborationIt is a means of survival
USER EXPERIENCE DESIGN IS:
User experience design is NOT…
COMPARISON OF ITEM ONE• 2-Second Rule• 3-Click Rule• 80/20 Rule• Affordance• Chromostereopsis• Cognitive Load• Consistency• Conversion Rate• Direct Manipulation• Display Inertia• Efficiency• Effectiveness
• Fitts’ Law• Hick’s Law• Gestalt Principles• Idiot-Proof• Information Efficiency• Information Overload• Intuitive• Inverted Pyramid Process• KISS• Know Thy User• Legibility• Mental Map
COMPARISON OF ITEM TWO
A Glimpse To Few Design Principles
Picture Page LayoutYour picture caption can go here. Picture from PresenterMedia.com