strategies for user experience design

Strategies for User Experience DesignSchool of Visual Arts | 12 December, 2017 Robert Stribley

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Robert Stribley@stribs

Introduction

My clients have included:• Bank of America, PNC, Wachovia• Citibank, JPMorgan, Morgan Stanley, Oppenheimer Funds, Prudential, Smith Barney, T. Rowe Price • Boston Scientific, Nasonex• AMResorts, Choice Hotels, RCI, Sotheby’s International Realty• Computer Associates, EMC• Ford, Lincoln, Mercedes-Benz, MBFS, Mercedes-Benz Vans, smart• FreshDirect• AT&T, Nextel• Day One, Red Cross, Smithsonian National Air & Space Museum• Pearson, Travel Channel, Women’s Wear Daily

About You

• What’s your name?• What do you do for work?• What do you do for fun?• If you could see one museum exhibit, what would it be?

Introduction

Goals of this workshop• Learn about principles for responsive design • Learn about user journeys and create a detailed

user journey as a team• Brainstorm and design a responsive home page as

a team• Brainstorm and design a mobile app experience as

a team

Introduction

Agenda

Morning• Responsive Design Principles• Project• User Journeys • Lunch

Agenda

Afternoon• Site Maps• Team Exercise: Responsive Home Page• Team Exercise: Mobile App• Review & Feedback• Q&A

Agenda

43.6%percentage of web traffic via mobile globally in 2016

up from 35.1% in 2015now half of all global pages served

65.1% of all traffic in Asia59.5% in Africa

Responsive Design

Responsive web design is an approach to web design which makes web pages render well on a variety of devices and window or screen sizes. —Wikipedia

Responsive Design

“Rather than tailoring disconnected designs to each of an ever-increasing number of web devices, we can treat them as facets of the same experience. We can design for an optimal viewing experience, but embed standards-based technologies into our designs to make them not only more flexible, but more adaptive to the media that renders them. In short, we need to practice responsive web design.” – Ethan Marcotte, Responsive Web Design, A List Apart

Self StudyEthan Marcotte: Responsive Web Design

Responsive Design

Responsive Design

Responsive Web Designby Ethan Marcotte

Responsive Design

The Responsive Web Design Podcast is co-hosted by Karen McGrane and Ethan Marcotte.

In each episode, they interview the people who make responsive redesigns happen.

Responsive Design Characteristics

• Mobile first• Break points• Grids• Handling navigation• Handling tables• Maintain content and features • Maintain hierarchies• Images • Text • Dropping content or features

Responsive Design

Mobile First

• Design for “mobile first”—the smallest device first, then work up from there

• The smallest device may no longer be a mobile phone • “Mobile first” may encourage simple design, but it need not be

simplistic

Responsive Design

Responsive Design

Break Points

• Responsive designs adjust at different “break points” corresponding to the dimensions of various devices, typically desktop, tablet and mobile

• However, they’re intended to be content, not device-specific• Typically at least two:

– e.g. 320px for mobile, 768px for tablet (portrait), desktop– e.g. 320px for mobile, 768px for tablet (portrait), 1280px for desktop

• May also add “minor breakpoints” to address specific issues at various dimensions

Responsive Design

Responsive Design

Responsive Design

Responsive design distributing the same modules across desktop, tablet and mobile

Desktop Tablet Mobile

Responsive Design

Grids

• Grids are fluid within a responsive design—they change according to screen dimensions

• For example, a desktop design might utilize a 12-column grid, tablet a 9-column grid, and mobile a 4-column grid

• Depending on the screen, modules may shift both in size and in placement

Responsive Design

Responsive Design

Handling Navigation

• Navigation may be repositioned• Often at tablet, especially mobile• In desktop, elements of the navigation can be activated via hover instead

of click, since users are utilizing a cursor ; whereas in tablet and mobile, these main nav elements must be activated via touch

• Design navigation to be touch friendly—e.g. large, tactile targets• Beware of the “hamburger menu”

Responsive Design

Responsive Design

Responsive Design

Heavy mobile direction

Handling Navigation –Tabs

• Tabs may just reduced in size• They can also be replaced with

– Accordions– Dropdowns– Carousel slides

• Consider the content to determine, which of these solutions works best

Responsive Design

Responsive Design

Handling Tables

• Simplest solution for handling tables with multiples columns is to reduce the number of columns (to one if necessary) and stack them in mobile.

• You can also allow horizontal scrolling• Or turn columns into individual slides users can swipe through

Responsive Design

Responsive Design

Responsive Design

Desktop

Mobile - ScrollingMobile - Stacked

Responsive Design

Not ideal for mobile

Maintain Content & Features

• The goal: Wherever possible, maintain content and features across devices

• Must have a strong rationale for dropping any content or features at the mobile level

• Also, reducing content can reduce keywords, which can reduce your site’s ranking on Google

Responsive Design

Responsive Design

Maintain Hierarchies

• Modules may be repositioned but hierarchies should be maintained

Responsive Design

Responsive Design

Images

• Generally, images should be “fluid”• They will scale down in size as the screen resolution changes• Additionally, they may maintain their size, but be cropped if

they’re primarily decorative• In this case, images must be selected carefully so that important

elements of them aren’t automatically cropped out• In some cases, if the image isn’t needed, it may be dropped

entirely for mobile devices

Responsive Design

Responsive Design

Text

• Text size is maintained where possible, though headings and headlines may be reduced in size

• Text blocks will change in width from desktop to mobile• However, keep lines of text to a maximum of 70 or 80 characters• Do not automatically hyphenate text

Responsive Design

Responsive Design

Dropping Content or Features

• Whenever possible, avoid dropping content or features• Occasionally, content or features can be dropped to save screen

real estate or if they’re not device appropriate • Establish a clear rationale and principles for making such changes

Responsive Design

Responsive Design

Avoidjustshrinkingcontent

Our Project

Develop a museum experience for MoMA which utilizes both a responsive desktop design and a mobile app experience, so users can engage with it both at home on their desktop computer in preparation for their trip and during their visit via mobile app.

Our Project

Guidelines• Since the responsive website will display on a mobile phone,

the app must not simply repeat the website content• Thought should be given specifically to how the app can help

visitors during their onsite visit, but provide some value to users before and after their trip, too

• Visitors will have comprehensive access to Wi-Fi throughout the entire museum space

Our Project

Personas

Our Project

Competitive Review

Key Findings• Ability to highlight multiple exhibits• Access to collections• Display of upcoming events• Focus on membership• Visitor information• Learning and education information • Ability to view different locations

• Anything else?• Any key differentiators?

Competitive Review

User Journeys

User Journeys

“Design is all about entrances and exits.”—Rem Koolhaas

User Journeys

Definition:“A user journey, or journey map, visualizes a path or flow through a Web site, application, or service experience—from a starting point to an end objective—based on the user’s motivations and experiences. Journey mapping helps us to create a mental model of an experience that the user goes through to achieve a goal. This valuable information lets us document and visualize existing paths that the user takes and, in turn, analyze and improve upon them.”- Shean Malik, Mapping User Journeys Using Visual Languages

User Journeys

Methodology:• Keep developed personas in mind• Determine users’ primary needs• Consider their pain points as well• Brainstorm different ways to help their needs and address their pain points• Develop a journey according to a time-based progression • Consider the various moments within, which can be handled digitally• Create relevant hooks and calls to action (CTAs)• Strike a balance between freedom of movement and an ideal path

Self Study“An introduction to user journeys” - Jason Hobbs, September 6, 2005, Boxes & Arrows

User Journeys

Class Exercise:Develop a user journey, which incorporate features applicable to Andy’s persona

• Divide into teams • Discuss what you expect a typical user to do

– At home– At the museum– With a specific exhibit– Back home

• Develop a high-level diagram, which depicts Andy’s journey

User Journeys 20mins

Features IdentifiedLet’s discuss some of the features your team identified.

User Journeys

Lunch Break

Afternoon• Site Maps• Team Exercise: Responsive Home Page• Team Exercise: Mobile App• Review & Feedback• Q&A

Agenda

Site Maps

Site Map

Class Exercise:Develop 2 high-level site maps based on features you discovered in your user journey, plus any additional content needed to flesh out the experience.

• One for the MoMA web site• One for the MoMA mobile app

Site Map 20mins

Review Site MapsLet’s review your site maps

Site Map

Team Exercise:Design a Responsive

Home Page

Design a Responsive Home PageIn your teams, design a responsive home page for MoMA’s web site

1) Discuss features needed for a homepage2) Sketch your ideas for a homepage individually3) Share your sketches with your team mates4) Collaborate on a single home page wireframe – for both

mobile and desktop

Team Exercise

1) Discuss features needed for a homepage

Team Exercise 20mins

2) Sketch your ideas for a homepage individually – Both desktop and mobile versions


3) Share your sketches with your team mates


4) Collaborate on a single home page wireframe – for both mobile and desktop


Team Exercise:Design a Mobile App

Design a Mobile AppIn your teams, design a mobile app for MoMA

1) Discuss features needed for the app and determine the 3 key screens you want to develop

2) Collaborate to design 3 keys screens3) Review your work as a team to determine what changes

should be made4) Make any necessary revisions

Team Exercise

1) Discuss features needed for the app and determine the 3 key screens you want to develop

No sketching yet!


2) Collaborate to design 3 key screens


3) Review your work as a team to determine what changes should be made

4) Make any necessary revisions


Gather Your Materials

If you’re finished, start collecting your app and responsive homepage wires so you can present them to the class as a team

Team Exercise

Team Exercise:Review & Feedback

Books:• Information Architecture for the World Wide

Web – Louis Rosenfeld, Peter Morville• Information Architecture: Blueprints for the

Web – Christina Wodtke, Austin Govella• The Elements of User Experience – Jesse

James Garrett• Designing Web Navigation: Optimizing the

User Experience – James Kalbach, Aaron Gustafson

• Design of Everyday Things – Donald Norman

• Responsive Web Design – Ethan Marcotte

Video: • The Right Way to Wireframe by Russ Unger

Further Studies:• School of Visual Arts• Continuing Ed classes• MFA in Interaction Design

• Pratt – Course in Information Design• Rosenfeld Media• General Assembly• Skillshare• The Information Architecture Institute• The IA Summit • Nielsen Norman Group• User Interface Engineering

Additional Resources

Local Events:• IA Meetup• Brooklyn UX• Content Strategy Meetup

Web Sites:• Alertbox• A List Apart• Boxes & Arrows• wireframes.tumblr.com

My article on how to find a UX job:UX: Your Guerilla Guide to Breaking In

My next class

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thank you