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UX 101: An Overview of User Experience

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UX 101: An Overview of User Experience

  1. 1. UX 101 A Primer on User Experience
  2. 2. So What is User Experience Design?
  3. 3. So What is User Experience Design? User Experience Design (UXD)– creating user interactions with devices or systems that provides an overall positive, engaging and productive experience.
  4. 4. So What is User Experience Design? User Experience Design (UXD)– creating user interactions with devices or systems that provides an overall positive, engaging and productive experience. User Experience Design (UXD)– the process of deliberately enticing a person to engage with a device or system.
  5. 5. Great User Experiences
  6. 6. Making it Easy for Users to Engage
  7. 7. Making it Easy for Users to Engage
  8. 8. Making it Easy for Users to Engage
  9. 9. Making it Easy for Users to Engage
  10. 10. Mobile is Changing UX
  11. 11. Mobile is Changing UX
  12. 12. Mobile is Changing UX
  13. 13. Mobile is Changing UX
  14. 14. The UX Process User Personas • Persona Workshops • Develop Personas • Write Persona Report Planning & Discovery • Comparative Analysis • Conduct Field Research • Gather Requirements • Perform User Task Analysis • Brand Research Develop IA • Design Information Architecture • Create Clickable Models • Iterate and Finalize Specifications • Creative Brief
  15. 15. The UX Process Planning & Discovery • Conduct Field Research • Gather Requirements • Perform User Task Analysis
  16. 16. The UX Process Goals Understanding Your Users Environment • Understand user goals and identify behavior patterns • Obtain a 360° understanding of user roles • Capture and document initial requirements of products and processes Behavior Roles Req.’s Trends • Perform a trends and best practices review
  17. 17. The UX Process Conduct Field Research Understanding Your Users Environment Goal: Obtain a basis of data to support a user-centered design process Activities • Select Primary User Segments • Develop Testing/Research Protocol • Recruit Users • Perform Ethnographic Studies • Assemble & Analyze Data Behavior Roles Req.’s Trends Goals • Testing Protocol • Ethnography Report
  18. 18. The UX Process Ethnographic Research Approach Benefits Drawbacks • Deep understanding of small • Cannot predict magnitude of group of users findings in the population • Rich insight into why users • Trends can be generalized to behave in certain way the population • Allow observation of things that • But not statistically – e.g. users themselves are not aware whether 20% or 60% is of, such as brand preferences, unknown interaction models, et al • Provide models of behavior, • However, anecdotally, strong trends tend to be strong interaction, context, and goals statistically • Serve as foundation for information architecture models, interaction models, and personas
  19. 19. The UX Process Validity of N (Small Groups) in Usability Studies Demonstrates value of small-n • As you add more and more sample sizes users, you learn less and less • Cannot predict magnitude of findings in the population • “After the fifth user, you are wasting your time by • Trends can be generalized to observing the same the population findings repeatedly but not learning much new” • But not statistically – e.g. whether 20% or 60% is unknown • However, anecdotally, strong trends tend to be strong statistically
  20. 20. The UX Process Requirements Gathering Obtain a nearly complete set of high level functional requirements Define core necessary features to explore in detail Activities Deliverables • Content Application • Audit Results Report Audit • Requirements • Develop Requirements Roadmap Roadmap • Final Requirements • Interview Stakeholders Inventory • Develop Final • Requirements Matrix Requirements Inventory
  21. 21. The UX Process User Task Analysis Map user behavior and attributes Define product more deeply, emphasis in user interactions Activities Deliverables • Analyze & map task data • Use Case Documentation • Identify priority use cases • User Task Flows • Create user flows • Task analysis report • Write Task Analysis repor
  22. 22. The UX Process
  23. 23. The UX Process We have data, now what?
  24. 24. The UX Process Personas • Persona Workshops • Develop Personas • Write Persona Report
  25. 25. The UX Process Creating Personas Behavioral patterns observed during interviews with key audiences are derived, documented, and “packaged” in a persona. Gaps in behavioral and user data are filled by supplemental research and data provided by other data channels, such as existing research and site analytics.
  26. 26. The UX Process What is a Persona Anyway? • Personas are hypothetical archetypes, or "stand-ins" for actual users that drive the decision making for interface design projects • Personas are not real people, but they represent real people throughout the design process • Although personas are imaginary, they are defined with significant rigor and precision. • Names and personal details are made up for personas to make them more realistic • Personas are defined by their goals • Interfaces are built to satisfy personas' needs and goals
  27. 27. The UX Process Barry Fasthow Life goals Attributes Barry is driven by his career and financial goals. His ›  Impulse buyer dream is to retire early and live on the beach. He tries to front-load his life to reach his end goal of a ›  Price not too important life of comfort. ›  Not a reader ›  Relies on others to fix Although Barry’s is ambitious and quite the ›  Self-reliant decision maker workaholic, maintaining a good work/life balance is Age: 37 important to him. He would love to spend more time ›  Brand/trend influenced Family: Wife, 2 children (4 & 6) with his wife and kids but can’t seem to do it right ›  Searcher Gender: Male now. He fears so many moments and opportunities ›  Product mental model Home: 3 bedroom house with his family are quickly passing him by. Marital Status: Married His career goal is to run his own small to medium Occupation: Sales executive business one day. He wants to be the boss. Income: $175,000/year Location: San Mateo, CA Life is very fast. He expects the best and is willing to Pets: Yellow Labrador - Max pay for it. Status is very important to him and he wants to look good doing the “right” things. This Education: B.S. - UCLA includes not only himself but his family. Ethnic background: Caucasian
  28. 28. The UX Process
  29. 29. The UX Process Persona Development • Audit and review existing primary and secondary research • Identify primary and secondary personas Activities Deliverables • Persona Workshops • Primary persona documents • Develop Personas • Secondary persona • Write Persona Report documents
  30. 30. The UX Process Develop IA • Design Information Architecture • Create Clickable Models • Iterate and Finalize Specifications
  31. 31. The UX Process Transitioning Discovery to IA Synthesize goals • Experience goals: How does the persona expect to experience the product? • Business goals: Concrete expected results of task Goal Directed Design IA Layout Discovery Personas
  32. 32. The UX Process Information Architecture Turning User Needs Into Interactions Goals • Define product/site architecture and core interaction  • Create navigation schema • Create interaction patterns of core UI modules and controls (widgets, tools, etc.) • Create User Interface Navigation Schematic Templates
  33. 33. The UX Process Information Architecture • Define application structure • Create navigation schema Activities Deliverables • Develop preliminary • Preliminary clickable model Information Architecture • Preliminary IA report • Create mental models • Create navigation schemas
  34. 34. The UX Process Interaction Design • Merge IA with tactical UI & interaction design • Prototype over 80% of use cases • Update requirements detail Activities Deliverables • Develop detailed prototype • Clickable product prototype
  35. 35. The UX Process
  36. 36. The UX Process
  37. 37. The UX Process
  38. 38. Return on Investment (ROI) of User Experience
  39. 39. Thank You! 510.813.1398 brad.gerstein@gmail.com @iambradgerstein be.net/iambradgerstein linkedin.com/in/gersteinb

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