Slides from the Tampa UX November 2014 meetup, talking about what UX design is, and a list of items for a heuristic evaluation.

1. User
eXperience
Design

2. What is UX Design?
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Designing experiences for people.
Usually between a person and an object or
computer system.

3. What is UX Design?
 Problem Solving
 Graphic/Visual Design
 Information Architecture
 Asking questions
 Designing for everyone (accessibility)
 User research
 UI Development
 Content strategy/content creation
 Usability
 Marketing
 Sales
 Sketching 3

4. Where is UX Design?
 Web sites
 Phone apps
 Tablet apps
 Stores
 Buildings
 Remote controls
 Car dashboards
 DVR menus
 …everywhere!
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5. Why is UX Design important?
 If your goal is for people to have a
good experience with your product,
service, website, app then that
experience needs design, research,
and testing. NO ONE gets it right
the first time (not even Apple)
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6. What do I need to learn and be
passionate about to be a UX Designer?
 People
 People
 People
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More specifically:
 Cognitive Psychology
 Behavior
 Peoples’ desires and needs
 Peoples’ situations and emotions
 How to research
 How to ask the right questions
 How and why people use certain things (phones, laptops,
tablets, ATM machines, car dashboards, TV menus, microwave
displays, etc

7. People have experiences
every day with many things.
Our job as UX Designers is to
make sure they are positive
experiences.
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8. Today’s exercise
Perform a UX heuristic evaluation of
https://keeptampabaybeautiful.org/
Brainstorm solutions to any issues found
with the site
Future:
Present recommendations to site owners
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9. UX Team Heuristic Review
Purpose:
To identify areas of the site that are doing well and
areas that could be improved to enhance the
customer experience.
Using broad guidelines (heuristics), design best
practices and embedded knowledge of both the
business and user goals, UX Professionals evaluate the
site through a “cognitive walkthrough”, stepping
through each element of the site and analyzing the
effectiveness of the interface.
Identify:
 Business Goals
 User Goals and Context of User
 Existing or Known Issues
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10. UX Heuristic Review Sections
 Home Page
 Task Orientation
 Navigation & Information Architecture
 Page Layout & Design Consistency
 Aesthetics & Visual Design
 Forms & Data Entry
 Trust & Credibility
 Content
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11. Home Page
The home page should clearly explain what
your company or product does.
 Do site visitors know what they can do
here?
 Do the graphics and architecture on the
page encourage users to explore deeper
into the site?
 Do the elements on the homepage focus
on user’s key tasks?
 Is the value proposition clear?
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12. Task Orientation
Every page on a site should have a main
objective. Do site visitors know what they
can do here?
 How clearly is this information presented?
 Are the critical tasks clear and free from distraction?
 What is the attention Ratio? (The ratio of interactive
elements on the page to the number of goals. This
should be as close to 1:1 as possible)
 Does the site provide the user with feedback about their
interactions?
 Is it clear what action should be performed first? Next?
 In a multi-step process, are all steps clear and is
feedback provided about where the user is in the
process?
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13. Navigation & Information Architecture (IA)
Site navigation should provide users with a
convenient and obvious way to move within
the site.
 Do all the navigation buttons and tabs follow a design
and terminology convention?
 Is there an obvious relationship between the navigation
and the page the user is currently viewing?
 Is the navigation system broad and shallow rather than
deep (many levels)?
 Does the navigation provide feedback about your
current location within the site?
 Do links look consistent throughout the site?
 Does the navigation use “information scent” to provide
the user with clues about where things can be found on
the site? 13

14. Page Layout & Design Consistency
Adherence to established design principles
will help design so that the user knows what
is important and what they should pay
attention to.
 Does the interface include irrelevant information
or information that is not frequently used?
 Do only clickable items appear to be clickable?
 Are the fonts used consistently throughout the
site?
 Is there is balance between white space and
content?
 Have design conventions and patterns been used
to solve common problems?
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15. Aesthetics & Visual Design
Customers will make snap judgments about
a site largely based on the site’s visual
appeal.
 Is the site is pleasant to look at?
 Are the site-wide graphics meaningful?
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16. Form & Data Entry
Forms on a website provide an opportunity
to extract valuable information from site
users and allow you to form the basis of a
relationship.
 Are form fields clearly labeled?
 Are clues provided to inform the users
about expected input?
 Does the form validate information before
the user moves on to the next step?
 Does the form ask for only the
information that is necessary?
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17. Trust & Credibility
The success of your site is an outcome of
how your customers perceive their
experience interacting with your
company.Are form fields clearly labeled?
 Is the content on the site up to date?
 Does the content have an authoritative
voice?
 Is the content free from errors?
 Does the site use advertisements in a
professional way?
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18. Content
Information should be presented in a clear,
simple, natural and logical order. Is the
content on the site up to date?
 Does the content use progressive
disclosure to only show the user relevant
content at that given time? And chunking
to provide digestible information?
 Are prices clearly identified with products
or services?
 When a lot of content is provided, are
search and filter options available?
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19. LETS GO!
Now that we have our list of issues and
opportunities, we’ll split into groups and
brainstorm/sketch potential solutions.
Groups of 3-5
Each group will tackle a set of issues.
We will regroup (pun intended) and
hear/look at solutions to opportunities.
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20. Keep Tampa Bay Beautiful (.org)
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21. Lets not forget phone/tablet!
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