About user experience
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User experience (UX) design is about creating a holistic experience for users that is usable, accessible, emotionally engaging, and relevant. It involves understanding users through research and designing intuitive solutions to meet their needs. UX design considers many factors like usability, layout, speed, navigation, and aesthetics. The goal is to provide a consistent experience for users across channels through their lifecycle with a product. User research, prototyping, testing, and analysis are key parts of an iterative UX design process. Prioritizing UX design can improve business results by increasing task success, satisfaction, retention and reducing costs.
About user experience
- 1. About User Experience (UX) Ravi Singh
- 2. Product Design Matters “I seek for the perfect balance between espresso and milk with a creamy texture.You have to be able to see the coffee oils at the rim of the mug. I like dark roasted beans, a strong roast with a lot of depth, bitter but smooth, well-rounded aromas...”
- 4. Customer Experience Design for Technology Products Design PsychologyTechnology + +
- 6. UX is NOT: “Making things pretty” Primarily “Look and Feel” Doing a usability test before go-live Designing what YOU think makes sense The coding of a User Interface Purely art or purely science Easy, trivial or optional
- 7. UX is NOT: “Making things pretty” Primarily “Look and Feel” Doing a usability test before go-live Designing what YOU think makes sense The coding of a User Interface Purely art or purely science Easy, trivial or optional NOPE, NONE OF THE ABOVE
- 9. Strive for Consistent Experience Across Customer Lifecycle & Channels Awareness Acquired Engaged Upsold Supported Retained Website TV / Radio Print Emails Search Mktg Display Ads Landing Pages Sign Up Setup/Installation Training Web-based Client-side Mobile Appliance Offline New Features Version Upgrade Subscription Renewal Other Products Online Help Forums Customer Service - Phone - Chat - Email - Social Rewards Referrals Win-back Instant Upgrades
- 10. We create value through collaboration & shared goals: ● Customer focus ● Quality focus ● Joint contribution to product design Product Manager Design Lead Technology Lead Research CUSTOMER NEED
- 11. User Centered Design Process Demystified
- 12. STEP 1 of 5 Start designing an idea in Photoshop
- 13. STEP 1 of 5 Start designing an idea in Photoshop
- 14. STEP 1 of 5 Understand Your Audience & Their Context of Use
- 16. Focus Groups
- 17. Field Studies
- 18. Field Studies
- 19. Field Studies
- 20. Card Sorting
- 22. Personas
- 23. STEP 2 of 5 Design a Solution that Meets the Customer’s Needs
- 26. User Flows
- 27. Application & Site Maps
- 28. Paper Prototypes
- 29. Wireframes
- 31. STEP 3 of 5 Validate the Design with Actual Customers
- 32. User Testing
- 34. STEP 4 of 5 Create Personality with Visual Design & Branding
- 35. Visual Design
- 36. Visual Design
- 37. Visual Design
- 38. Visual Design
- 39. Content & Tone
- 40. STEP 5 of 5 Continuously Improve with Research & Analysis
- 41. Eye Tracking
- 43. Web Analytics
- 44. A/B or Multivariate Testing
- 45. Version BVersionA A/B or Multivariate Testing Version B Increased Leads by 119%
- 46. Detailed User-Centered R&D Process 1. User Research 2. Prototype Design 3. User Validation 4. UX Design Delivery Verify Design 5. Usage Analysis Market Research User Surveys/Interviews Field Studies Focus Groups Profiles and Personas Site Assessments Card sorting Non-Functional Reqs Paper Prototypes Wireframes Clickable Prototype Site Map Process Flows Analytics Strategy Usability Testing Reverse Card Sorting Eye Tracking Prototype Revisions Wireframe Spec Error Matrix Clickable Prototype Graphic Design Comps SEO and Content Spec Analytics Design Spec Design Defect Log Analytics Reports SEO Reports A/B Testing Research Design
- 47. User Stories Development Sprints QA Test Releases UX R&D with Agile Market Research User Surveys/Interviews Field Studies Focus Groups Profiles and Personas Site Assessments Card sorting Non-Functional Reqs Paper Prototypes Wireframes Clickable Prototype Site Map Process Flows Analytics Strategy Usability Testing Reverse Card Sorting Eye Tracking Prototype Revisions Wireframe Spec Error Matrix Clickable Prototype Graphic Design Comps SEO and Content Spec Analytics Design Spec Design Defect Log Analytics Reports SEO Reports A/B Testing Research Design 1. User Research 2. Prototype Design 3. User Validation 4. UX Design Delivery Verify Design 5. Usage Analysis
- 48. Scope Project Gather Requirements QA Test Measure UX R&D with Waterfall Development Deployment Market Research User Surveys/Interviews Field Studies Focus Groups Profiles and Personas Site Assessments Card sorting Non-Functional Reqs Paper Prototypes Wireframes Clickable Prototype Site Map Process Flows Analytics Strategy Usability Testing Reverse Card Sorting Eye Tracking Prototype Revisions Wireframe Spec Error Matrix Clickable Prototype Graphic Design Comps SEO and Content Spec Analytics Design Spec Design Defect Log Analytics Reports SEO Reports A/B Testing Research Design 1. User Research 2. Prototype Design 3. User Validation 4. UX Design Delivery Verify Design 5. Usage Analysis
- 50. Ideal Project Trajectory START GOAL
- 51. How Projects Normally Go START GOAL
- 52. With Research, Course Correction START GOAL Focus Group Prototype Walkthrough Usability Test A/B Testing Branding Review
- 53. Every design project requires some customer research Or you might not deliver what the customer really needs
- 54. Test Early, Quickly and Often ● 80% of all usability issues can be found with 5-8 users in a day or two of testing ● Better to test iteratively 3 times with 5 users than once with 15
- 55. ● Test on the cheap ● Recruit whoever is available ● Give simple rewards ● Strive for immediate feedback Better than talking to ZERO users Guerilla Usability
- 57. Design is a Competitive Differentiator ● iPods still have over 70% of MP3 player market share
- 58. Design Must be Holistic
- 59. Design Creates a Product’s Personality Practical Emotional Direct
- 61. Design Turns Boring into Engaging
- 62. Design Impacts Product Preference Friendster Facebook
- 63. Design Impacts Business Results Friendster Facebook
- 64. Design is a Standard Feature
- 65. A World Without UX Design
- 66. And with… MINTY FRESH!
- 67. Value of UX to Business and Developers
- 68. 3 Major Benefits for Business 1. Improve 2. Profit 3. Save Increase: • Task success rates • Productivity • User satisfaction • Job satisfaction • Trust in systems • Ease of use & learning • & Reduce Error Rates Increase: • Customer acquisition • Conversion Rates • Product sales • Site traffic • Market share • Transactions online • Customer retention Reduce: • Time-to-Market • Development • Maintenance • Redesigns • Training • Support • Customer Service
- 69. Case Study: A Homepage Redesign Impetus for rebranding: Company Merger We saw: Opportunity for user-centered redesign! BEFORE • Good feedback on simple visual design • Loved by internal stakeholders • But completely unintuitive • Never usability tested
- 70. Case Study: A Homepage Redesign Researched, Designed, Comparative Tested and fully implemented in 8 weeks AFTER At first “overwhelming” but… 90% less failures on key tasks 31% shorter paths to conversions Up 111% in brand perception Up 21% in task satisfaction Up 17 points in Customer Satisfaction to 88%
- 71. To Recap: ● UX Design is a collaboration between PM, UX & Dev ● Research is critical before & after design ● User experiences are highly measurable ● UX is high-reward in respect to the investment ● Great experience design is a market differentiator
Editor's Notes
- #16: http://2.bp.blogspot.com/_Thhkptf89iE/S8u-W6RJ1eI/AAAAAAAAABw/y418HriTKiY/s1600/Rita+talking+to+customers.JPG
- #17: http://1.bp.blogspot.com/-16WQ7gKh5a8/TqGxt6u448I/AAAAAAAAANc/ZWExjGoLrNk/s1600/Election+Focus+Group+Best.jpg
- #29: http://www.ian-thomas.net/wp-content/uploads/2011/02/Wireframing-revised-homepage.jpg?cda6c1
- #30: http://www.sccc.premiumdw.com/wp-content/uploads/2009/04/tutorial-wireframe-01.png
- #31: http://www.sccc.premiumdw.com/wp-content/uploads/2009/04/tutorial-wireframe-01.png
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- #37: http://www.digitaldjtips.com/wp-content/uploads/2012/11/Serato-DJ-horizontal-screen.png
- #38: http://blog.experts-exchange.com/wp-content/uploads/2012/12/Windows-8-screen-shot.png
- #39: http://blog.experts-exchange.com/wp-content/uploads/2012/12/Windows-8-screen-shot.png
- #40: http://voiceandtone.com/freddies-jokes
- #42: http://vladimir.remenar.net/wp-content/uploads/2010/03/gaze-plot.png
- #43: http://wel.cs.manchester.ac.uk/studies/saswat/images/guardian_dynamic.jpg
- #44: http://smackwagondesign.com/wp-content/uploads/2012/10/google-analytics-NTWK.jpg
- #45: http://www.presstrends.io/wp-content/uploads/2012/09/ab-testing.jpghttp://whichtestwon.com/blazemeters-radical-redesign-testActual Test Results:(Click back to see Versions A & B) Version B increased leads by 119%, however the impact on revenue was only in the single digits. Why?Blazemeter, a B2B SaaS that provides performance testing, conducted this test in-house as the first step in their conversion optimization overhaul. They learned that, for products with a long sales process, it may not matter how many more leads you gather at the start of the funnel if the rest of the funnel hasn’t been optimized as well. Happily, after conducting prospect research – including contacting individual leads to find out what would help them make a buying decision – the team implemented a series of follow-up lead communications. Lead-to-sales conversion rates then rose by more than 10%. Blazemeter’s SVP Digital Marketing OphirPrusak explained his biggest lesson learned from this test,”Leads don’t convert to customers. Leads convert to conversations!”
- #46: http://www.presstrends.io/wp-content/uploads/2012/09/ab-testing.jpghttp://whichtestwon.com/blazemeters-radical-redesign-testActual Test Results:(Click back to see Versions A & B) Version B increased leads by 119%, however the impact on revenue was only in the single digits. Why?Blazemeter, a B2B SaaS that provides performance testing, conducted this test in-house as the first step in their conversion optimization overhaul. They learned that, for products with a long sales process, it may not matter how many more leads you gather at the start of the funnel if the rest of the funnel hasn’t been optimized as well. Happily, after conducting prospect research – including contacting individual leads to find out what would help them make a buying decision – the team implemented a series of follow-up lead communications. Lead-to-sales conversion rates then rose by more than 10%. Blazemeter’s SVP Digital Marketing OphirPrusak explained his biggest lesson learned from this test,”Leads don’t convert to customers. Leads convert to conversations!”
- #55: We conduct usability tests with only 5-8 users for each user profilePlanning, recruiting, testing and analysis can be done in a few days or weeks80% of all usability issues can be confidently identified with small sample sizesThe benefits are measurable and far outweigh the time and cost of testing
- #56: http://www.gorillacostumes.net/images/adult_gorilla_costume.jpg
- #58: http://www.mactech.com/2012/07/24/ipod-still-has-70-mp3-player-market
- #59: http://www.theverge.com/2013/1/24/3904134/google-redesign-how-larry-page-engineered-beautiful-revolutionIn stark contrast to Eric Schmidt’s tenure as CEO where data-driven product invention and design was standard operating procedure, Page’s Google is more willing to let humans make design decisions instead of algorithms. "At some point the engineering and product organizations were just focused on solving big data problems," say Doronichev, "but as time went on the organization became more mature, and we started focusing on the little things." And so far, it’s paid off. Google’s had a fantastic run of over a year and a half releasing core web and mobile product redesigns that are competitive with anything on the web, Android, and iOS.
- #60: Design makes people LOVE your ProductsConveys quality, tone and brandImproves usabilityEnhances engagement
- #69: User Experience is as important as Customer Service, Marketing, Sales, Engineering and Training in a mature organization. It’s not optional.User Experience is a differentiator.ROI of UX activities is usually immediate and generous.UX effects are both measurable and intangible.The company will look more professional, credible and forward thinking through stellar product design and branding.UX is a customer-oriented and a value-oriented initiative.Remember – BMW can brag about their engineering & their design. Fans just care about how Beemers make them LOOK AND FEEL
- #73: http://blog.mwpreston.net/wp-content/uploads/2013/03/Thank-you.jpg