This document summarizes a presentation by Kaitlan Chu on the topic of whether user experience (UX) designers just make things pretty. The presentation defines UX, distinguishes it from visual design, and provides examples of how UX research leads to actionable results that improve user experiences and challenge assumptions. It discusses how UX follows an iterative design process involving usability testing and how the number of clicks or tendency to scroll are poor metrics for measuring user experience. The presentation argues that the ultimate goal is a natural user interface that is interface-less.
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"So UX Designers Just Make Things Pretty, Right?" and Other Myths Debunked
1. âSo UX Designers Just Make
Things Pretty, Right?â
User Experience Professionalsâ Association - North East Ohio (@neoupa)
Presented by Kaitlan Chu (@KaitlanChu)
linkedin.com/in/KaitlanChu
slideshare.net/KaitlanChu
2. About
â˘Information Architect for ClevelandClinic.org
â˘Most-visited hospital website in US
â˘Thought leadership: User Experience
â˘Sign off on site changes
â˘Conduct usability studies
â˘Spoke at international UX conference
â˘Academic research, NSF-funded usability projects
â˘Designed start-up site from ground up
â˘Big data visualization
â˘Users: Fortune 500 executives
3. ⢠What is User Experience (UX)? Is it the same as
graphic design?
â Example
⢠UX in Iterative Design Process
â Example
⢠Does Usability Research Yield Actionable
Results: Information Architecture, Interaction
Design, Content Strategy
â Examples
⢠How Does UX Research Challenge Our
Assumption?
â Example
⢠Ultimate Human Computer Interaction (#hci)
â To discuss
4. ⢠What is User Experience (UX)? Is it the same as
visual design?
â Example
⢠UX in Iterative Design Process
â Example
⢠Does Usability Research Yield Actionable
Results: Information Architecture, Interaction
Design, Content Strategy
â Examples
⢠How Does UX Research Challenge Our
Assumption?
â Example
⢠Ultimate Human Computer Interaction
5. A: Our company is hiring a user experience
person.
B: SoâŚthey just make things pretty, right?
Like a graphic designer?
6. Research
Usability
Information Architecture
The Boersma T-model
Interaction Design
Visual Design
User Experience
Content
7. Definition: User Experience
ISO 9241-210:
âA person's perceptions and User
responses
that result from the use or Context
anticipated use of of use
a product, system or service" System
ISO FDIS 9241-210:2009. Ergonomics of human system interaction - Part 210: Human-centered design for interactive systems (formerly known as 13407).
International Organization for Standardization (ISO). Switzerland.
8. UX â Visual Design
Case Study
Cleveland Clinic
Department Homepage Redesign
14. UX â Visual Design
⢠âYouâre not a user experience designer ifâŚâ - Whitney Hess http://whitneyhess.com/blog/2011/04/23/youre-not-
a-user-experience-designer-if/
⢠âDesign is not just what it looks like and feels like. Design is how it works.â - Steve Jobs
â˘âGood design, when itâs done well, becomes invisible. Itâs only when itâs done poorly that we notice it. Think of it
like a roomâs air conditioning. We only notice it when itâs too hot, too cold, making too much noise, or the unit is
dripping on us. Yet, if the air conditioning is perfect, nobody say anything and we focus, instead, on the task at
hand.â - Jared Spool
â˘âDesign is not primarily supposed to entertain or to be nice or to aesthetically please. Itâs supposed to perform.â -
Oliver Reichenstein
⢠âWhat designers do is to solve problems by deciding on the look and function of something. This can be writing
text, laying out an interface, planning a chair, or coming up with a better Netflix envelope, lightbulb, or chair.â -
Joshua Porter
15. ⢠What is User Experience (UX)? Is it the same as
graphic design?
â Example
⢠UX in Iterative Design Process
â Example
⢠Does Usability Research Yield Actionable
Results: Information Architecture, Interaction
Design, Content Strategy
â Examples
⢠How Does UX Research Challenge Our
Assumption?
â Example
⢠Ultimate Human Computer Interaction
16. UX in Iterative Design Process
Iteration
The SAP User-Centered Design Process
28. ⢠What is User Experience (UX)? Is it the same as
graphic design?
â Example
⢠UX in Iterative Design Process
â Example
⢠Does Usability Research Yield Actionable
Results: Information Architecture, Interaction
Design, Content Strategy
â Examples
⢠How Does UX Research Challenge Our
Assumption?
â Example
⢠Ultimate Human Computer Interaction
31. ⢠Conducted a large-scale card sort
⢠Validated by a follow-up in-person
usability study
⢠Presented at UXPA International
Conference
⢠http://www.slideshare.net/kaitlanchu/chu-
kaitlanlargeopencardsortanalysisupa2012-
13232264
34. ⢠What is User Experience (UX)? Is it the same as
graphic design?
â Example
⢠UX in Iterative Design Process
â Example
⢠Does Usability Research Yield Actionable
Results: Information Architecture, Interaction
Design, Content Strategy
â Examples
⢠How Does UX Research Challenge Our
Assumption?
â Example
⢠Ultimate Human Computer Interaction
35. New design triggers plummet in volume
Hypotheses
âAre users clicking on it?â
âDo users even notice it?â
36. Empirical Finding
â˘Participants clicked on Contact widget, even when theyâre not required to.
â˘So whatâs the problem?
Click âAppointmentsâ tab Click âContact Usâ tab Click âAppointmentsâ tab
âIs this working?â again
38. ⢠What is User Experience (UX)? Is it the same as
graphic design?
â Example
⢠UX in Iterative Design Process
â Example
⢠Does Usability Research Yield Actionable
Results: Information Architecture, Interaction
Design, Content Strategy
â Examples
⢠How Does UX Research Challenge Our
Assumption?
â Example
⢠Ultimate Human Computer Interaction
39. Product: Outcome Book
Hypotheses
â˘âConsumers donât know what âoutcomeâ meansâ
â˘âPatients donât read outcome books. Itâs too technicalâ
â˘âShould place in a section for professionals onlyâ
40. In-person Usability Study
Scenario:
Youâre comparing a few hospitals to take your uncle to treat his epilepsy. Avoid
keyword
Where do you go to evaluate the quality of medical services and expertise the âOutcomesâ
center provide?
For example,
⢠How many patients did the epilepsy center successfully treat last year?
⢠Is the epilepsy center using up-to-date technology for diagnosis and treatments?
⢠Does the center have leading experts in the field?
Your Task: Where do you go to evaluate the quality of medical services and
expertise the center provide? E.g. Number of successfully treated patients; up-to-
date technology; and leading experts in the field.
41. Diagnosis
Research
4 Outcomes
Outcome Book Outcome Book
1 About Us Outcomes
Empirical Finding
â˘Users do understand what âoutcomeâ means
â˘Outcomes is associated with quality of care
â˘Should be visible to patients. Donât hide in âProfessionalâ section
42. Outcome Book Strategy
Participant comment:
âThe comparison chart with national data is a great chart. Once
you caught my attention with that then I would spend more time
reading the other stuff [charts, data].â
Actionable Recommendation
âCleveland Clinic provides treatment X% better than national averageâ
43. ⢠What is User Experience (UX)? Is it the same as
graphic design?
â Example
⢠UX in Iterative Design Process
â Example
⢠Does Usability Research Yield Actionable
Results: Information Architecture, Interaction
Design, Content Strategy
â Examples
⢠How Does UX Research Challenge Our
Assumption?
â Example
⢠Ultimate Human Computer Interaction
44. UX Research Challenge Assumptions
Hypotheses
âUsers donât scrollâ. âEverything has to be above the foldâ
âAll pages should be accessible in 3 clicksâ
âThe less clicks, the better the designâ
45. âNumber of Clicksâ Indicate Good/Bad UX?
âBeforeâ version registered less clicks
âAfterâ version registered more clicks
⢠âAfterâ version has more clicks, higher success rate =>
⢠More clicks = More exploration
46.
47. Less clicks â Good UX
â˘On Scrolling:
⢠Heatmap service provider ClickTale analyzed almost 100.000 pageviews. The result: people used the scrollbar on 76% of the pages, with
22% being scrolled all the way to the bottom regardless of the length of the page. That said, itâs clear that page top is still your most
valuable screen estate. - Unfolding the Fold and ClickTale Scrolling Report and Part 2
â˘Usability expert Jakob Nielsenâs eye-tracking studies show that while attention is focused above the fold, people do scroll down, especially
if the page is designed to encourage scrolling. - Scrolling and Attention
â˘Upon reviewing the analytics data of TMZ.com, Milissa Tarquini found that the most clicked link on the homepage is at the very bottom.
She also points out that polls and galleries at the bottom of AOLâs Money & Finance homepage get a lot of clicks in spite of their position. -
Blasting the Myth of the Fold
â˘Another eye-tracking study conducted by CX Partners confirms that people do scroll if certain design guidelines are followed. -
The myth of the page fold: evidence from user testing
â˘Usability studies by the Software Usability Research Laboratoryâs show that users can read long, scrolling pages faster than paginated
ones. Their studies confirm that people are accustomed to scrolling. - The Impact of Paging vs. Scrolling on Reading Online Text
Passages
â˘Jared Spoolâs usability tests from 1998 tell us that, even though people say they donât like to scroll, they are willing to do so. Moreover,
longer and scrollable pages even worked better for users. - As the Page Scrolls
â˘On Number of Clicks:
â˘UIEâs usability tests showed that people donât quit after 3 clicks and donât feel frustrated if they have to click more. -
Testing the Three-Click Rule
â˘Jakob Nielsenâs usability tests found that âusersâ ability to find products on an e-commerce site increased by 600 percent after the design
was changed so that products were 4 clicks from the homepage instead of 3.â from the book Prioritizing Usability, quoted in
Highlights from Prioritizing Web Usability.
â˘Further UIE usability tests show that itâs not the number of clicks but the well-labeled links with information scent that play a key role in
usability. - Getting Confidence From Lincoln
â˘A practical advice is to replace the three-click rule with the one-click rule: âEvery click or interaction should take the user closer to their
goal while eliminating as much of the non-destination as possible.â - Breaking the Law: The 3 Click Rule
â˘David Hamillâs thoughts on why the three-click rule is nonsense: Stop Counting Clicks
â˘An article by CX Partners about the rule: 3 isnât the magic number.
48. ⢠What is User Experience (UX)? Is it the same as
graphic design?
â Example
⢠UX in Iterative Design Process
â Example
⢠Does Usability Research Yield Actionable
Results: Information Architecture, Interaction
Design, Content Strategy
â Examples
⢠How Does UX Research Challenge Our
Assumption?
â Example
⢠Ultimate Human Computer Interaction