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The interface is the product. Make it great. Creating a differentiating experience and effectively positioning your RIA in the market is key to success. We'll look at why it's important to invest in the experience in this tough economy, explore UX methodologies, and touch on real world examples.
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riamojo 360|Flex Indianapolis
Francisco Inchauste
Making your Flex application standout with a great UX.
Boring old Me
‣ UX Specialist at Universal Mind
‣ SpatialKey Team
‣ Agency background
‣ Obsessed with design and typography
‣ I fight ugliness and the unusable
Here’s the plan
‣ Emotion and UX
‣ Basic XD Principles
‣ Overview of UX Process
‣ SpatialKey Case Study
UX = XD(User Experience) (Experience Design)
What is XD?
‣ Another buzzword
‣ Sum of a series of interactions
‣ All interactions are subjective (best practices)
‣ Emotion and cognition
‣ Understanding the user and their world
This is not XD
“skin the app”
“beauty is only skin deep”
XD is much deeper than just “eye candy.”
There are theories, laws, and best practices.
The interface is the product.
So why are most experiences so
confusing, rude, and ugly?
Technology in our lives is swiftly adding complexity
to our products, services, and environments.
This is where the need for UX has grown.
There’s a problem though.
Haven’t you heard?There’s a recession.
There’s a UX recession.
Challenges in the UX recession
‣ Scarce resources ($)
‣ Rush to market
‣ UX isn’t understood
‣ Vague = No value
‣ Always an afterthought
‣ Bad experiences
Crappy UX vs. Good UX* Source: Me
Let’s discuss the why of UX.
1.Emotion
Visceral
Behavioral
Reflective
The Three Levels of Processing
Appearance and Aesthetics
Ease of Use and Effectiveness
Self-image, Satisfaction, and Memory
The Three Levels of Processing
We are wired to like certain things.
We are wired to dislike certain things.
Attractive things work better.
Researchers in Japan setup two ATMs. The only difference was that one machine’s buttons and screens were arranged more attractively than the other. Researchers found the attractive machines were perceived to be easier to use.
Attractive things make people feel good. When you are happy your mind relaxes and is more open to creative thinking to solve problems encountered. If you are anxious you to tend to narrow your thought process.
People payto be scared
“Do any of these package-design people actually shop for orange juice? Because I do, and the new cartons stink.”
Tropicana Customer
2.Principles
Divine ProportionAlso known as The Rule of Thirds. The ratio of the greater side over the smaller side equals 1.618 (Phi)—the number
known mathematically as "gold" or "golden."
UX principle
The Divine Proportion is evident everywhere in our known universe. Using it can actually help improve the aesthetics and communication of the experience.
Perceived AffordanceUser perceives that some action is possible.
UX theory
Which one is clearly a button?
Fitt’s LawThe time to acquire a target is a function of
the distance to and size of the target.
UX law
1
4
2
3
5
Gestalt LawsThe whole is different than the sum of its parts. Set of principles to explain perceptual organization, or how
smaller objects are grouped to form larger ones.
UX law
law of proximity
law of similarity
law of closure
law of continuity
law of simplicity
“Simplicity is about subtracting the obvious, and adding the meaningful.”
John Maeda
80/20 Rule. Your application should meet the needs of at least 80 percent of your users. This type of design typically favors simpler, more elegant approaches to problems. If you try to design for the 20 percent of your target audience who are power users, your design may not be usable by the other 80 percent of users.
Apple Human Interface Guidelines
3.Process
Function. Based on user’s goals.
ShipCode
Initiate ShipCode
QA DesignInitiate Code Ship
Look & Feel
QADesignInitiate Code Ship
Users Users
Who is the user?
UI should be based on user mental models.
ImplementationModel
MentalModel
Reflects Technology Reflects User’s Vision
Represented Models (Worse to Better)
Enhancement or Innovation
Quantitative Research. Market segmentation and research that is useful for selling.
Qualitative Research. How people actually use products. Especially those with complex behaviors.
Goals. Not features or tasks.
Goal-Directed Design Process
‣ Research
‣ Personas and goals
‣ Requirements
‣ Framework
‣ Refinement
‣ Support
What the Flip Can’t Do
‣ Screen is tiny (1.5 inches). No swing out for self-portraits.
‣ There are no tapes or discs. Must offload to a computer when the memory is full (30 to 60 minutes).
‣ There are no menus, no settings, no video light, no optical viewfinder, no special effects.
‣ No optical zoom — only a 2X digital zoom that blows up and degrades the picture.
“Somebody at Pure Digital must have sat through countless meetings, steadfastly refusing to cede any ground to the forces of feature creep”
David Pogue - NY Times
Flip took 20% of the market share.
Great UX took 20% of the market share.
What the Flip Can Do
‣ Capture video. Review. Keep or/ Delete.
‣ Everything is self-contained: Software to edit/upload. USB plug. Videos formatted for YouTube to share.
Extra features sometimes take away from the
experience and actually remove value. In some
cases, doing more actually means less to a user.
I won’t show you Sony’s Handycam guide
since it’s 40 pages.
Featuritus
‣ Larger and slower
‣ More complex
‣ Not refining existing features
‣ Risk affecting existing features
‣ Increase the time required to validate
4.SpatialKey
Officer Jim Smith
After discovery and research extrude the goals.
What are the average response times for high priority calls (A-priority and B-priority)? Users: Watch Commander, Patrol Commander and Command Staff Why it’s important: Life-threatening and potential harm to life situations are even more critical in response time and a small time/staffing improvement could mean a larger improvement for crime levels. Data: Dispatch information (Response time/High Call Freq Loc/Number of Units/Call Location) Other questions: Where are the highest volume of calls located? What are the top types of incidents? What is the average time on these calls? When are these calls? Actions: Appropriate staffing for shifts. Analyze: Measure is in time (min). Dimension would be last days/weeks/months increments. For target, hit closer to set goals.
Prototype and iterate.
Explore user workflows.
Get user feedback.
Wrap up
Fighting the UX Recession
‣ Time = Understanding
‣ Educate clients
‣ UX concerns/improvements
‣ Survival of the Fittest
‣ Not an afterthought
‣ Better experiences
Recommended Reading
muchas graciasTwitter: @iamFinch
Blog: www.getfinch.com