User Experience Design User Experience Design (UXD)An Overview

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ByRuss Unger

Why is UXD Right For Us?

D ’t T k M W d f It T k St J b ’ Don’t Take My Word for It. Take Steve Jobs’:

“I get asked a lot why Apple’s customers are l lso loyal. It's not because they belong to the Church

of Mac! That's ridiculous. It's because when you buy our

products, and three months later you get stuck on

something you quickly figure out how to get past something, you quickly figure out how to get past

it. And you think, ‘Wow, someone over there at Apple actually thought of this!’ And

the three months later you try to do something you the three months later you try to do something you

hadn't tried before and it works, and you think ‘Hey, they

thought of that, too.’ And then six months later it

happens again. There's almost no product pp g pin the world that you have that experience with, but you have it with a Mac.”

Product Quality = Brand Loyalty

What Is UXD?User Experience Design:User Experience Design:

Delivers successes by emphasizing the overall “experience” while allowing for a balance between user needs and business goals.

Useful. We must have the courage and creativity to ask whether our products and systems are useful, and to apply our deep knowledge of craft and medium to define innovative solutions that are more useful.

Usable. Ease of use remains vital, and yet the interface-centered methods and perspectives of human-computer interaction do not address all dimensions of [web] design. In short, usability is necessary but not sufficient. useful

Desirable. Our quest for efficiency must be tempered by an appreciation for the power and value of image, identity, brand, and other elements of emotional design.

Findable. We must strive to design navigable [web sites] and locatable objects, so users can find what they need. valuable

usable desirable

Accessible. [Websites] should be accessible to people with disabilities (more than 10% of the population). Today, it's good business and the ethical thing to do. Eventually, it will become the law.

Credible. Design elements can influence whether users trust and believe what we tell them.

credible

findable accessible

Valuable. Our [websites] must deliver value to our sponsors. For non-profits, the user experience must advance the mission. With for-profits, it must contribute to the bottom line and improve customer satisfaction.

Longevity. Our [websites] must be able to stand the test of time without rebuilding from scratch. Users should expect to see the same styled website for up Longevity rebuilding from scratch. Users should expect to see the same styled website for up to 5 years (or more), with substantial modifications throughout its life.

From Semantic Studios / Peter Morville at: http://www.semanticstudios.com/publications/semantics/000029.php

What Is Information Architecture (IA)?

Th Sh t D fi itiThe Short Definition:Information Architecture is SMOLFing Information.

Information Architecture is the Art and Science of Structuring, Managing,

The Long Definition:

g, g g,Organizing, Labeling and Finding Information.

e o g e t o :Information Architecture is…

1) The combination of organization, labeling and navigation schemes within an information system.

2) The structural design of an information space to facilitate task completion and intuitive access to facilitate task completion and intuitive access to content.

3) The art and science of structuring and classifying [web sites] to help people find and manage information.

4) An emerging discipline and community of practice 4) An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape.

“User experience and interface design in the context of creating software

What Is User-Centered Design?“User experience and interface design in the context of creating software

(applications, websites, etc.) represents an approach that puts the user, rather than the system, at the center of the process.

This philosophy, called User-Centered Design, incorporates user concerns and d f h b i i f h d i d d h d f advocacy from the beginning of the design process and dictates the needs of

the user should be foremost in any design decisions*.”

Business goalsBusiness goalsand context

content User needsand behavior

*Executional Mandatories and Business Goals have priority and should be appropriately considered and/or negotiated to drive the best possible user experience.

From Microsoft’s MSDN Library, User Interface Design and Development section at: http://msdn2.microsoft.com/en-us/library/aa286531.aspx

What Is UXD? (Redux)

• Investigating how the user’s needs

User Experience Design:

useful

usable desirable

g g

align with the business objectives to refine the

foundation of the design.

valuable

findable accessible

• Determining what we are making, why we are

making it and who it is for. Identifying the features,

content, navigation and components of the interface

credibledesign.

• Planning this approach to allow for expansion and

th hil i th i bilit f th d i f

Longevity

growth while ensuring the viability of the design for an

extended period of time.

UXD & the Project Life Cycle

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UXD’s Involvement in the Life Cycle

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UXD Work Product (not all-inclusive)

P• PersonasFictional representative user archetypes based on the behaviors, attitudes and goals of the target

• Scenarios / Use CasesDescriptions that illustrate how a user intends to use a site—defines the site behavior from a user POV

• Content MapsIterative approach to displaying content categories in logical groupings to drive intuitive navigational hierarchy

• Site MapsSite MapsVisual representation of the primary sections, page types and task flows within a website

• WireframesLo-fidelity representation of a web page to identify all content and features on the page

A t ti / U R i t• Annotations / User RequirementsIdentifies and defines the elements and rules of the user interactions on a page

• Content InventoryIdentifies all content on all page types of a site

• Consulting / AnalyzingReview visual design, measure results of design and recommend improvements for future iterations

• User TestingRequire users to perform tasks and identify points of user difficulty or failure to identify improvementsRequire users to perform tasks and identify points of user difficulty or failure to identify improvements

Why is UXD Important?

UXD i A tiUXD is AgnosticUser Experience Design should be involved in any project—not just websites! UXD has been applied to Mobile Phones, Biometric Devices (fingerprint readers), Telephone Voice User Interface (VUI), Desktop Applications, Websites, Business Processes and more!

UXD Maximizes UsabilityWireframes and Prototypes can be used to for User Testing prior to beginning Visual Design and/or Development.

UXD Minimizes Design FailuresTask Flows and Wireframes are the “design before the design” that provide a well-defined canvas for visual design.

UXD Provides Project, Operational EfficienciesProper User Experience Design provides clear, thorough guidelines / direction for Visual Design, Development and Quality Assurance.

UXD Brings It All Together

Why Is UXD Important to Brands?User Experience is at the User Experience is at the very CORE of the brand:

• Brand Managers create Brand Promises brand

• Brand Promises are fulfilled by…medium

broken

medium

working

medium

working

PromiseMedium Medium

Good Brand Experiences.

consumerconsumer consumer

working

Good Experience

No Experience Bad ExperienceWhat is a Good Brand Experience?

An Experience that meets or exceeds the

consumer

Endorsements

consumer consumer

An Experience that meets or exceeds the

expectations of a Consumer (User) with a

Product.CommunityCommunity

Brand and the User Experience

C ti d t ( ) i i th Creating a good customer (user) experience is the essence of good branding

Hugh Dubberly’s Model of Brand

What’s Next for UXD?

User Experience Design Needs to Influence:“We will never make progress as long we are resources and not leaders Resources don't resources and not leaders. Resources don t discuss the business plan, the marketing strategy. Resources don't help decide what the product or service will be in the first place. Resources are called in when the leaders think they are needed. They do their job and then get out of the way.”

Dr. Don Norman

Thank You

Q i & C i i• Questions & Critiques