cuco vega - design vs ux
TRANSCRIPT
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DESIGN vs UX
VE
RS
ION
1.0
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Usability
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Brand Experience
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• Falso• Tonto• Viral• Creíble
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PUNTO NO 1 QUÉ ES DISEÑO?
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“Diseño es un proceso de desarrollo de soluciones útiles e innovadoras que incorporan demandas funcionales y estéticas basadas en las necesidades del usuario previsto. El diseño se aplica en el desarrollo de bienes, servicios, procesos, mensajes y entornos.
http://www.svid.se/en/ Swedish Industrial Design Foundation
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PUNTO NO 2 “UX DESIGN” ES UNA RAMA DEL DISEÑO
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PUNTO NO 3 VISUAL DESIGN O “UI” TAMBIEN ES MUY IMPORTANTE
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• El usuario crea una opinion sobre tu
sitio en aprox 17ms
• El 94% de las primeras impresiones
sobre un producto estan ligadas a su
Visual Design
• En percepcion de usuario, el atractivo
visual es mas importante que la
usabilidad
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UX y DISEÑO EN LOS DIFERENTES NIVELES DE LA EXPERIENCIA DEL USUARIO
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Utility
Usability
Desirability
Brand Experience
4 Niveles en la Experiencia de un Usuario
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UTILITY
El producto es util para el usuario?Tiene un proposito?Cumple con las necesidades del usuario?
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USABILITY
El producto es facil de usar?Es intuitivo?El usuario prefiere este producto a otros similares?
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DESIRABILITY
El usuario se siente atraido al producto?El usuario desea usar o tener el producto?
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BRAND EXPERIENCE
El usuario se siente bien con el producto y la compañía/marca que lo hace?
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Cuál es mas importante?
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NO HAY PUNTO DE COMPARASIÓN
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DISEÑO Se enfoca en el producto, objeto, en resolver un problema.
UX Se enfoca en el usuario y cual sera la reaccion, interaccion, etc.
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DISEÑO Encontrar las soluciones
UX Encontrar los problemas y las necesidades
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EJEMPLO
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“ It’s not about mobile first and cloud first, but experience first, in a world that is increasingly hybrid, hyper-connected and mobile.”
MARK TEMPLETON CEO CITRIX
Two22SF — Capabi l i t ies Presentat ion
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Two22SF — Capabi l i t ies Presentat ion
HOW DO YOU DELIVER A UNIFIED BRAND EXPERIENCE?• Family of disconnected products• Non-existent brand language• Splintered customer experience
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4
• Design research• Customer & stakeholder interviews• Benchmark testing with customers• Persona development
CONNECT DISCOVER & UNDERSTAND
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• Brand experience audit• Holistic design language• Responsive grid & Retina SVG
BUILDING THE FOUNDATION
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• Unified global navigation • Defined information architecture• Connected product experience• Consistent messaging
CREATING THE EXPERIENCE
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8
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- Fresh - Informative - Knowledgable - Not Overbearing - Not in-your-face
- Helpful - Progressive - Current - Funny, yet
respected like Patrick Stewart
- It’s a business tool, so it can only be so sexy
- The audience isn’t progressive companies
- Organized - Neat & trim - Extremely helpful - The kind of person you
want to have around - Casual - Knowledgeable - Really smart. Not a
geek, but clever and creative
- Popular - Personable - Available - Open
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• Defined online strategy • Applied new design language• Mobile-friendly responsive design• Connected customer experience
“How significant are these changes? After 6 days of the new design, trials increased by 45%, and direct buys increased by 56%. On top of that, a 63% decrease in bounce rates.”
AL SCILLITANI, GOTO WEBSITE MANAGER
THE RESULTS
400%
28%
45%
10%
56%
18%
63%Online NNB growth last year
Trial Conversion Increase
Trial Conversion Increase
Direct Buys Increase
Direct Buys Increase
Overall Sales Increase
Bounce Rate Decrease
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CONCLUSION
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• El Diseño es importante
• UX es igual de importante
• No los confundamos
• No los comparemos
• Un buen producto considera a los dos