asml ux event
TRANSCRIPT
What is UX?ASML UX EVENT 21.11.2016
Johan Verhaegen – UX Strategist
UX STRATEGY
UI DESIGNUSER ONBOARDING
© 2016 Human Interface Group
UX STRATEGY
“Bridge the UX-Business Gap: Attach your UX toolbox to business toolboxes.”
Michael Thompson – Global Director UX, Telefónica
CUSTOMER JOURNEY
USER INSIGHT MAP DESIGN VISION
USER EXPERIENCE FRAMEWORK
© 2016 Human Interface Group
VALUE PROPOSITION CANVAS
Value Proposition Canvas
© 2016 Human Interface Group
Product / Service
Wants
Needs
Fears
Customer
Strategy
Technology Features
Business goals UX maturityKPI’s
Value Proposition Canvas
© 2016 Human Interface Group
Product / Service
Wants
Needs
Fears
Customer
Strategy
Technology Features
Business goals UX maturityKPI’s
Patient platform
Patiënt Familie Zorgverleners
AMBULANT GEHOSPITALISEERD
WANTS
FEARS
NEEDSBegrijpelijke informatie
Privacy
Meer autonomie
Wat gaat er met mij gebeuren?
Zo snel mogelijk geholpen worden
Flexibiliteit ivm afspraken
Persoonlijke/individuele aanpak verliezen
Meer transparantie
Goede en toegankelijke zorgen
Ondersteuning
Menselijk contact
Duidelijke diagnose en aanpak
PATIËNT
Informatie gericht op eigen doelgroep
Niet altijd naar het ziekenhuis
WANTS
FEARS
NEEDSOverzicht van het zorg-/behandelplan
familielid
Problemen met familielid
Betrokken worden bij behandeling
FAMILIE
Ondersteuning
Up-to-date informatie
Hulp bieden aan familielid
Complicaties
Onmacht
WANTS
FEARS
NEEDS
Vlot verloop tijdens consulatie
Meer werk
Zo weinig mogelijk tijd verliezen
Tevreden patiënten
Voorbarige conclusies door
de patiënt
ZORGVER-LENERS ZelfdiagnosesDoorstroom van
informatie tussen alle systemen/
integratie
Verhoogde efficiëntie
Value Proposition Canvas
© 2016 Human Interface Group
Product / Service
Wants
Needs
Fears
Customer
Strategy
Technology Features
Business goals UX maturityKPI’s
Boston Dynamics Big Dog Robot
USER EXPERIENCE FEATURES TECHNOLOGY
“Simplicity isn’t (always) the goal of UX”
Johan Verhaegen – UX Strategist
“What makes something simple or complex? It’s not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates.
(…)
Complexity is often necessary. The design challenge is to manage complexity so that it isn’t complicated.”
Donald Norman - Living with Complexity (2011)
Value Proposition Canvas
© 2016 Human Interface Group
Product / Service
Wants
Needs
Fears
Customer
Strategy
Technology Features
Business goals UX maturityKPI’s
Service model canvas
USERS
1. Users 2. Service proposition
3. Channels 4. Usage
Who are / will be the platform users?Who are the most important users?
Why would someone use the service?What value does the service bring?
Through which channels (e.g. online, mobile, telephone, shop) is / should the service be available?Which channels are most cost effective?Which channels are users like to favour?
How should / do users use the service?How frequently is / will the service be used?
PERFORMANCE
9. ROI
10. KPIs
How will the platform deliver an ROI?What are the costs vs the benefits?How can the platform be delivered more cost effectively?
Which KPIs are / can be used to track the performance of the platform?What are the key KPIs?
SERVICE DELIVERY
RISKS
5. Actors 6. Key activities
8. Competitors7. Challenges
Which key activities are required to deliver the service?What resources are required for those activities?Which are the most important activities?
Who is / will be involved in delivering the service?Who are/will be the key partners, suppliers and stakeholders?
What current challenges exist?What challenges do you foresee in the future?
What other similar applications are available?Who are the key competitors?What other options do users have?
USERS SERVICE DELIVERY RISKS
Users, service proposition, channels & usage
Actors & key activities Challenges & competitors
Value Proposition Canvas
© 2016 Human Interface Group
Product / Service
Wants
Needs
Fears
Customer
Strategy
Technology Features
Business goals UX maturityKPI’s
“Measure what you design. Don’t merely guess and pray.”
Johan Verhaegen – UX Strategist
Two metrics that correlate with UX success
Usability Engagement
Key usability dimensions (ISO 9241-11)
Usability
� Efficiency: a measure of the resources expended in relation to the accuracy and completeness with which users achieve goals
� Effectiveness: a measure of the accuracy and completeness with with users achieve specified goals
� User satisfaction: a measure of the comfort and acceptability of use
Key usability metrics
Efficiency
The resources expended in relation to the accuracy and completeness with which users achieve goals
Effectiveness
The accuracy and completeness with which users achieve specified goals
Satisfaction
The comfort and acceptability of use
� Time on task - The (average) time it takes for participants to complete a particular task or activity
� Time spent on errors – The (average) time participants spent on recovering from an error
� Overall relative efficiency – The ratio of the time taken by participants who completed a task in relation to the total time taken by all participants
� Task success and task completion rate - The number of participants that successfully completed a (set of) task(s)
� Number of errors - The average number of times an error occurred, per participant, while performing a particular task
� Perceived efficiency (time on task) and effectiveness (task success)
� Ratio of positive to negative comments used to describe the product
� Task-level user satisfaction – How difficult the task was perceived by the participants
� Test-level user satisfaction – How the overall ease of use of the system was perceived by the participants
Key engagement dimensions
Engagement
Emphasizes the positive aspects of interaction, and in particular being captivated by an application, and being motivated to use it.
Consists of:� User’s feelings
� User’s mental states
� User’s interactions
Source: Models of user engagementTowards a science of user engagement
Key engagement metrics
Feelings
The emotional connection that exists, at any point in time and over time, between a user and a technological resource
Mental states
The cognitive connection that exists, at any point in time and over time, between a user and a technological resource
Interactions
The behavioural connection that exists, at any point in time and over time, between a user and a technological resource
� Happiness rating – How good a user feels when using a system or website
� First impression
� Attention minutes – The amount of attention that a user gives to a website
� Flow state – The ease of flow from one block of information to another
� Time on site
� Frequency of use
� Getting hooked to the product
� Total time reading – Total time spent on a website or particular portions of that website
� Hits, page views, visits and unique views
� Returning visitors, registered users and customers
� Daily active users
But Johan, how do we do this?1. We believe our customers have a need to
______________2. This need can be solved with
________________________3. Our target users are _______________________________4. The #1 value customers will to get out of our
service is ________________________________________________
5. Customer will also get these additional benefits _______
6. Our primary competitors are ________________________
7. We will beat them thanks to ________________________
8. Our biggest risk is _________________________________9. But we will handle this by
___________________________10. We will know that we have succeeded when
___________
-> Hypothesis statements
Value Proposition Canvas
© 2016 Human Interface Group
Product / Service
Wants
Needs
Fears
Customer
Strategy
Technology Features
Business goals UX maturityKPI’s
© 2016 Human Interface Group
4. Integrated
1. One
shots
3. Strategic
2. Project-based
UX maturity
Jakob Nielsen
“As their usability approach matures, organizations typically progress through the same sequence of stages, from initial hostility to widespread reliance on user research.”
Where are we today? UX Maturity Models
Where are we today? UX Maturity Models
1. Stage 1: Hostility toward usability2. Stage 2: Developer-centered usability3. Stage 3: Skunkworks usability4. Stage 4: Dedicated usability budget5. Stage 5: Managed usability6. Stage 6: Systematic usability process7. Stage 7: Integrated user-centered design8. Stage 8: User-driven corporation
Nielsen Norman Corporate UX Maturity stages
51
Where are we today? UX Maturity Models
Ignorance > individual commitment > UX experts > structured process
UX matures to organizational level, not project level UX gets weaved into roadmaps UX receives a continuous budget (like a marketing budget)
All UXMMs share the same elements
‘Knock on the CEO’s door’ only works in mature UX organizations
But Johan, how do we do this?
Stealth UX where UX evangelization is still needed tactics:
expert review usability testing personas …
CUSTOMER JOURNEY
USER INSIGHT MAP DESIGN VISION
USER EXPERIENCE FRAMEWORK
© 2016 Human Interface Group
VALUE PROPOSITION CANVAS
User Insight Map
© 2016 Human Interface Group
Characteristics
Skills
ActivitiesContext
Behavior
Johan Verhaegen – UX Strategist
“GOOB!”
observe
• What do we need to do next?• Visualize the personas• Spread through the organization• Specifications must be linked to a persona (Add to Specification
document)• Ownership & maintenance of the personas
PERSONAS
CUSTOMER JOURNEY
USER INSIGHT MAP DESIGN VISION
USER EXPERIENCE FRAMEWORK
© 2016 Human Interface Group
VALUE PROPOSITION CANVAS
© 2016 Human Interface Group
EXPERIENCE MAP
SERVICE BLUEPRINTCUSTOMER JOURNEY
© 2016 Human Interface Group
EXPERIENCE MAP
Experience map
Cathy – Offline programmer
© 2016 Human Interface Group
SERVICE BLUEPRINT
Service blueprint
CUSTOMER JOURNEY
USER INSIGHT MAP DESIGN VISION
USER EXPERIENCE FRAMEWORK
© 2016 Human Interface Group
VALUE PROPOSITION CANVAS
“Without vision, you’re blind.”
Johan Verhaegen – UX Strategist
http://bit.ly/1ROyEKZ
USABILITY PRINCIPLES DESIGNDESIGN PRINCIPLES
© 2016 Human Interface Group
Design vision
BASED ON HOW PEOPLE
Feel
Think
HearSee
InteractBehave
Usability principles
© 2016 Human Interface Group
“The principles of discoverability, of feedback, and of the power of affordances and signifiers, mapping and conceptual models will always hold.
Our technologies may change, but the fundamental principles of interaction are permanent.”
Donald Norman – The Design of Everyday Things (2013)
Usabilityprinciples
Design theory UX research Project evidence
Scientific foundation for design principles and interaction design
The psychology of designHow people see, read, remember, think, focus, interact, feel and decide
Design theory
Heuristic evaluationUsability goalsLearnability, efficiency, memorability, errors and satisfaction
Design principlesDiscoverability, feedback, affordances & signifiers, mapping and conceptual models
Examples, practices, inspiration, connecting dots,…
UX Research
1. The F-pattern 2. The Z-pattern
CREATIVE BLOQ - http://bit.ly/1GTHGhN
Experience from projectsProject evidence
Usability principles1. People are motivated by
mastery, progress and control2. People believe things that are
close together belong together (Gestallt)
3. People search for cues that tell them what to do (mental models)
4. People scan screens based on previous experiences
5. People identify objects by recognizing patterns
Usability principles Design principles1. People are motivated by
mastery, progress and control1. Put the user in control
2. People believe things that are close together belong together (Gestallt)
2. Make it simple and clear
3. People search for cues that tell them what to do (mental models)
3. Don’t make me think
4. People scan screens based on previous experiences
4. Be consistent and unambiguous
5. People identify objects by recognizing patterns
5. Use a design system
USABILITY PRINCIPLES
DESIGNDESIGN PRINCIPLES
COMPANY VALUES
Usability principlesGeneral principles based on human psychology, science and user experience research> How people see, hear, think, interact, behave, feel
Design principlesActionable principles, tailored to the Company context Easy to remember> Helps you to focus when making design decisions
Company valuesFuture vision for the platform> Company game changers and differentiators
co-design
Design experiences instead of screens
Use a UX framework to create new experiences
Put the user at the center of every UX project
TAKEAWAYS
Thank [email protected]
@johanverhaegen