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User-Experience Design
Jan Moons
•Co-Founder UXprobe NV
•Certified usability designer
• Twitter: @moonsjan / @uxprobe
• LinkedIn: be.linkedin.com/in/janmoons/
Agenda
• What is user-experience?
• What is usability?
• What is User-Centered Design?
• (What is lean UX?)
What is User-Experience?
Definition
“Every aspect of the user’s interaction with a product, service, or company that make up the user’s perceptions of the whole.
User experience design as a discipline is concerned with all the elements that together make up that interface: layout, visual design, text, brand, sound, and interaction.”
User Experience Professionals Association
What is usability?
Improve Human Performance
Bailey’s Human Performance Model
“The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use”
ISO 9241-11
Measuring usabilityEffectiveness: • Can people successfully perform
the tasks to reach their goals?
Efficiency: • How much time, and how many
steps, are required for people to complete basic tasks?
• How many mistakes did people make?
Satisfaction: • How does the person feel about the
tasks completed? • Is the person confident, stressed? • Would the user recommend this
system to a friend?
How to improve usability?
The most classical method is usability testing, which has 3 components:
1.Get hold of representative users
2.Ask users to perform representative tasks with the design while they talk aloud
3.Observe what users do, where they succeed, where they have difficulties with the user interface
What is UCD?
1. Research & Analysis
• Stakeholders’ meeting
• Competitor analysis
• User and task analysis
Stakeholders’ meetingWho:
• Product manager• Project manager• Marketing• Sales• Customer service• Real users
Discuss the business case:
• Vision• Scope• Goals• Content• Target audience
Competitor Analysis (UX SWOT)
Process of learning about the users of your product
by observing them in action, in their own environment,
to understand how they perform their tasks
to achieve their goals.
User- & task analysis
Users
• People who will actually use and perform tasks with product
• Only actual users can provide insights into the design of the product
• Buyers are not necessarily the users of the product
• Surrogate users are not sufficient to interact with, they do not speak effectively for the product’s users - e.g. managers, supervisors, expert technicians, former product users, etc.
User Lists• High-level decomposition into different user groups
that have been observed
• Every group is defined by user characteristics:
• Job type or role
• Experience
• Personal characteristics
• Etc.
User Profiles• Decomposition of user groups into user profiles
representing one or more representative users of the group
• Based on users’ characteristics gathered during the observations:
• job title, experience, education, key tasks, etc.
• User profile characteristics reflect a range, not a single attribute, e.g. age: 18 - 35
User characteristics
• Personal characteristics
• Age, gender, education, profession, role, …
• Physical characteristics
• Color blindness, handicaps, …
• Knowledge and experience
• Experience with the task and tools
• Mental models
• Terminology
Tasks & Goals
• What tasks do users perform to achieve their goals?
• How are these tasks performed?
• What are the different steps?
• In what order / sequence are the tasks performed?
• Duration of the task?
• Frequency by which the task is performed?
• How difficult do users perceive their task?
Tools
• What tools do they use to perform their tasks?
• What problems or difficulties do they have with their tasks?
• What are their work-arounds?
• What tools do they use to solve their problems?
• E.g. pen and paper (recall?)
Environments / Context
• Physical environment
• Inside/outside, device, ambient noise, light, temperature, …
• Social environment
• Colleagues, friends, social pressure, stress, collaboration, …
• Cultural environment
• Terminology, iconography, …
Important to understand the constraints and issues related to each environment!
Individual Interviews
• Probe for user’s attitudes, beliefs, desires and experiences to get a deeper understanding of the users who will use your product
• People have a hard time explaining everyday tasks
• Exercise: write down the different steps you take when brushing teeth
Contextual Inquiry
Researchers watch and listen
• Let users perform their daily work, don’t give them tasks or scenarios
• Ask questions to better understand what users are doing
• Let users think aloud to understand what they are thinking
• Learn users’ actual environment and the technology they work with
Incident diaries
• User keeps diary herself to capture data over a long period of time
• Days, weeks, months or even years
• Important but not that frequent tasks
• Understand the long-term effects and satisfaction of changes in product, processes or environment
• Filled in by the user: problems encountered, how they are solved, …
• No certainty about the correctness of the information
• Retrospective to understand why tasks are performed a certain way
Affinity Diagram
What: Sort large amounts of data into logical groups
Goal: • Analyze findings from field studies
(e.g. contextual inquiry) • Analyze findings from a usability test • Identify and group functions as part
of design
Verbs and Nouns• List of nouns and verbs that represent objects that you need
to create and actions that you need to support
• From task flows you have descriptions of artifacts that users use to perform tasks:
• Forms, documents, papers, lists, etc.
• Artifacts = objects of user interface
• Verbs = actions of user interface
• e.g. buttons, menu items, etc.
2. Concept Design
• Mental vs Conceptual model
• What is a conceptual model?
Mental vs. Conceptual
"A mental model is the representation that a person has in his mind about the object he is interacting with.
A conceptual model is the actual model that is given to the person through the design and interface of the actual product.”
Susan M. Weinschenk. 2011. 100 Things Every Designer Needs to Know About People
Conceptual ModelHigh-level description of: • What the system does • How the system behaves • How the system is structured • Interaction styles
• Command Line Interface • Menus • Forms • Wizards • Etc.
• Interaction paradigms
• Windows, Icons, Menus, Pointers • Metaphors • Direct manipulation / touch • Tangible interfaces
Magnifying glass
RFID tags
3. Design
• Information Architecture
• Navigation Design
• Prototype design
Information Architecture
• Organization of the contents of the product
• Structure
• Categories
• Labels
• Method
• Open and closed card sorting
Card Sorting
Navigation Design
• Local navigation
• Where am I?
• Where can I go to?
• Where have I been?
• Global navigation
• Sequential, hierarchy, etc…
Global Navigation
Sequence/process
• Procedural interface
• Workflow, business process
• Complex one-off actions
• Wizard:
• Good for beginners but annoying for experts
• Show the different steps and provide short cuts
Tree structure (hierarchy)
• Structure for small informative websites, interactive kiosks and DVD’s
• Not for presenting large amounts of information
• Organize information in breadth not depth
Hub-and-Spoke• Central page or
window (= hub)
• Every action opens a new window (=spoke)
• Usage:
• E-commerce sites
• Mobile apps
Matrix• Different entries possible to
search for the same information
• Based on faceted classification:
• Describe info by multiple facets (attributes/properties)
• E.g. searching for music: artist, title, genre, etc.
Organic
• Chaotic navigation
• Exploring
• No real structure
• Web 2.0 tags / keywordsBlogs, for instance, utilize some aspects of an organic structure
when the author interlinks between different posts within the post, and when the author utilizes a tag cloud as an accessory navigation device.
Prototype Design
Means to communicate and validate design ideas with product design team and users
Initial prototype
4 iterations later
4. Evaluation
• Guidelines
• Heuristic Evaluation
• Usability Testing
Guidelines• Rules that are focused on a specific domain:
• Web, mobile, iDTV
• Platform guidelines describe the user interface characteristics for a specific platform:
• Windows 8, Windows 8 Phone, OS X, iOS, Android, etc.
iOS vs Android
Heuristic evaluation• “Usability experts” review your product’s
interface and compare it against accepted usability principles. The analysis results in a list of potential usability issues.
• Nielsen’s 10 usability heuristics
• Schneiderman’s 8 golden rules of interface design
• Norman’s 7 principles
Make things visible• Visibility shows how the user can use the product
• Show which parts work and which don’t
• Show the status of the system
• Show the effect of actions
• Make the “right” things visible; too much visibility can lead to a lower visibility
Make the right things visible
Offer affordances
• Affordances tell how the product can be used, how the UI element can be used
• The user knows what to do with the product or UI element just by looking at it
Think of constraints• Restricting the number of possible options
• Constraints prevent the user from doing things wrong
• Constraints are the opposite of affordances
• Affordances show the user what they can do with the UI element
• Constraints show what you can not do, what is not possible
Natural mapping
• Natural mapping refers to the natural relationship between the user’s action and the system’s response
Provide feedback
• Give user feedback on what he has done
• Visually
• Auditory
Beware of featurism
• Design for the most important activities / tasks
• Adding features may not complicate the UI
• Put non-frequently used features further away in the UI, people who need them are willing to look for them
Usability Testing
3 components:
1.Get hold of representative users
2.Ask users to perform representative tasks with the design while they talk aloud
3.Observe what users do, where they succeed, where they have difficulties with the user interface
Usability testing
Facilitator
Participant
Observer / Note taker
Example Usability Test
Want to be the first to test UXvue?
5. Launch
Launching your product is just the beginning.
• User feedback
• Analytics
User feedback
• Provide people with the means to give feedback about their experience with the product
• Prompt people after they have taken an action to get their feedback (e.g. micro surveys)
UX Analytics• Understand what users actually do with the product and how
they feel about it
• Understand the problems users encounter with their own devices in their own context
• Can do vs. will do
• Continuous improvement of the product, version over version
• Drive product design based on statistical data
Analytics informs usability testing
• Analytics shows what is happening to your product but most of the time not why.
• But it can pinpoint problems that interrupt functionality or user intent.
• Can identify with whom and on what device, etc.
• Use these findings as the focus for your test
Reading material
Lean UX?
UCD ~ WaterfallAnalysis
Designing
Coding
QA Testing
Distributio
Agile Development
Lean startup cycle
Minimal Viable Product
Agile-UX parallel tracks
Lean UX• Collaborative and cross-functional product team
• Designer drives development process - cannot block
• No heavy deliverables, but rather a shared understanding of the product
• Continuously capturing feedback
• Measure what works, learn and adapt - pivot or persevere
