About user experience

About User Experience (UX)

Ravi Singh

Product Design Matters

“I seek for the perfect balance between espresso and milk with a creamy texture. You have to be able to see the coffee oils at the rim of the mug.

I like dark roasted beans, a strong roast with a lot of depth, bitter but smooth, well-rounded aromas...”

Experience Design Matters

Customer Experience Design for Technology Products

Design PsychologyTechnology + +

Our Mission:Make technology-driven products meaningful* for people

* Useful, Easy, Engaging

UX is NOT:

“Making things pretty”

Primarily “Look and Feel”

Doing a usability test before go-live

Designing what YOU think makes sense

The coding of a User Interface

Purely art or purely science

Easy, trivial or optional

UX is NOT:

“Making things pretty”

Primarily “Look and Feel”

Doing a usability test before go-live

Designing what YOU think makes sense

The coding of a User Interface

Purely art or purely science

Easy, trivial or optional

NOPE, NONE OF THE ABOVE

UX

Usability

Accessibility

Layout

Speed

Emotion

Findability

Help

Social

Aesthetics

Relevance

Clarity

Navigation

Experience Design is complex balance

Strive for Consistent Experience Across Customer Lifecycle & Channels

Awareness Acquired

Engaged Upsold Supporte

dRetaine

d

WebsiteTV / RadioPrintEmailsSearch MktgDisplay AdsLanding Pages

Sign UpSetup/InstallationTraining

Web-basedClient-sideMobileApplianceOffline

New FeaturesVersion UpgradeSubscription RenewalOther Products

Online HelpForumsCustomer Service- Phone- Chat- Email- Social

RewardsReferralsWin-backInstant Upgrades

We create value through collaboration & shared goals:

● Customer focus

● Quality focus

● Joint contribution to product design

Product Manager

Design Lead

Technology Lead

Research

CUSTOMER NEED

User Centered Design ProcessDemystified

STEP 1 of 5

Start designing an idea in Photoshop

STEP 1 of 5

Start designing an idea in Photoshop

STEP 1 of 5

Understand Your Audience & Their Context of Use

Customer Interviews

Focus Groups

Field Studies

Field Studies

Field Studies

Card Sorting

Reverse Card Sorting

Personas

STEP 2 of 5

Design a Solution that Meets the Customer’s Needs

Collaborative Design

Experience Designer

Developer

Collaborative Design

Product Manager

Creative Designer

User Flows

Application & Site Maps

Paper Prototypes

Wireframes

Interactive Prototypes

STEP 3 of 5

Validate the Designwith Actual Customers

User Testing

Iterate until Validated

STEP 4 of 5

Create Personality with Visual Design & Branding

Visual Design

Visual Design

Visual Design

Visual Design

Content & Tone

STEP 5 of 5

Continuously Improve with Research & Analysis

Eye Tracking

Behavioral Analytics

Web Analytics

A/B or Multivariate Testing

Version BVersion A

A/B or Multivariate Testing

Version B Increased Leads by 119%

Detailed User-Centered R&D Process

1. UserResearch

2. PrototypeDesign

3. UserValidation

4. UX DesignDelivery

VerifyDesign

5. UsageAnalysis

Market ResearchUser Surveys/InterviewsField StudiesFocus GroupsProfiles and PersonasSite AssessmentsCard sortingNon-Functional Reqs

Paper PrototypesWireframesClickable PrototypeSite MapProcess FlowsAnalytics Strategy

Usability TestingReverse Card SortingEye TrackingPrototype Revisions

Wireframe SpecError MatrixClickable PrototypeGraphic Design CompsSEO and Content SpecAnalytics Design Spec

Design Defect Log Analytics ReportsSEO ReportsA/B Testing

Research Design

User Stories Development Sprints QA Test Releases

UX R&D with Agile






Research Design

1. UserResearch

2. PrototypeDesign

3. UserValidation


VerifyDesign

5. UsageAnalysis

Scope Project Gather Requirements QA Test Measure

UX R&D with WaterfallDevelopme

ntDeploymen

t






Research Design

1. UserResearch

2. PrototypeDesign

3. UserValidation


VerifyDesign

5. UsageAnalysis

Why Prioritize Research?

Ideal Project Trajectory

START GOAL

How Projects Normally Go

START GOAL

With Research, Course Correction

START GOAL

Focus Group

Prototype Walkthrough

UsabilityTest

A/B Testing

Branding Review

Every design project requires some customer research

Or you might not deliver what the customer really

needs

Test Early, Quickly and Often● 80% of all usability issues can be found with 5-8 users in a day or two of

testing

● Better to test iteratively 3 times with 5 users than once with 15

● Test on the cheap● Recruit whoever is available● Give simple rewards● Strive for immediate feedback

Better than talking to ZERO users

Guerilla Usability

Why Prioritize Design?

Design is a Competitive Differentiator

● iPods still have over 70% of MP3 player market share

Design Must be Holistic

Design Creates a Product’s Personality

Practical Emotional Direct

Design Turns Boring…

Design Turns Boring into Engaging

Design Impacts Product Preference Friendster

Facebook

Design Impacts Business Results

Friendster

Facebook

Design is a Standard Feature

A World Without UX Design

And with… MINTY FRESH!

Value of UX to Businessand Developers

3 Major Benefits for Business

1. Improve 2. Profit 3. SaveIncrease:

• Task success rates

• Productivity

• User satisfaction

• Job satisfaction

• Trust in systems

• Ease of use & learning

• & Reduce Error Rates

Increase:

• Customer acquisition

• Conversion Rates

• Product sales

• Site traffic

• Market share

• Transactions online

• Customer retention

Reduce:

• Time-to-Market

• Development

• Maintenance

• Redesigns

• Training

• Support

• Customer Service

Case Study: A Homepage Redesign

Impetus for rebranding: Company Merger

We saw: Opportunity for user-centered redesign!

BEFORE

• Good feedback on simple visual design

• Loved by internal stakeholders

• But completely unintuitive

• Never usability tested

Case Study: A Homepage Redesign

Researched, Designed, Comparative Tested and fully implemented in 8 weeks

AFTER

At first “overwhelming” but…

90% less failures on key tasks

31% shorter paths to conversions

Up 111% in brand perception

Up 21% in task satisfaction

Up 17 points in Customer Satisfaction to 88%

To Recap:

● UX Design is a collaboration between PM, UX &

Dev

● Research is critical before & after design

● User experiences are highly measurable

● UX is high-reward in respect to the investment

● Great experience design is a market

differentiator