the business case for ux
TRANSCRIPT
THE BUSINESS CASE FOR UX Why Successful
Companies Care About Those Two Letters
Presented by Ovetta SampsonOctober 26, 2016
TODAY’S CONVERSATION:
• UX Philosophy• UX Process• ROI OF UX• UI Tenets• Fun and Games• Q&A
• Design inspiration• Problem solving• Understanding Users• Building better
relationships• Building better
products
TODAY’S TAKEAWAYS
Design
Neuroscience
Psychology
Technology
Art
EngineeringArtist Rendering: Chris Labrooy: http://www.chrislabrooy.com/
Photo: 703Creative.com
WTH??
?
WHAT ARE YOUR “NORMAN DOORS?”
What is UX?
So says Don Norman
NORMAN’S MANTRASo DISCOVERABILITYo LEARNABILITYo EFFICIENCYo JOYFUL/DELIGHTS
DISCOVERABILITY= PRIORITIZINGo Put what people do most often first.o Put what people do second to most often second.o Put what people do sometimes last.
SOME TERMINOLOGY
Mockplus on Medium.com
UX OR USER EXPERIENCE = DESIGN PROCESS
UI OR USER INTERFACE = DESIGN EXECUTION
UX+UI+IA+IXD = USER-CENTERED DESIGN
THERE’S ONLY ONE RULE ABOVE ALL ELSE IN UX:
UX DESIGN TOOLS InterviewsSurveys
ObservationsAffinity
DiagramsWireframesPrototypes
Visual DesignsPhotography
Usability Testing
HOW DOES UX AFFECT MY BUSINESS?
Getty Images
Card Redesigned by Eric Thomas
The goal of UX design in business is to “improve customer satisfaction and loyalty through the utility, ease of use, and pleasure provided in the interaction with a product.”
Photo by Nolan Issac: Unsplash.com
UX=WIIFM=FOMO=SALES
ROI IN PRODUCT DESIGN
FROM FRANK SPILLERS: EXPERIENCE DYNAMICS.COMEXPERIENCE DYNAMICS
The ROI on UX
UX Metrics
TELL ME ABOUT YOUR CREATIONS
HOW DO YOU START? DESIGN THINKINGwww.ideou.com/pages/deisgn-thinking
THE PRINCIPLES OF UXObserv
e
AnalyzeDesign
Test
Photo: Jean Gerber/Unsplash.com
ANATOMY OF UX PROCESS The Making of Home Base
HomeBase: Tablet App for Seniors age 65 +
HomeBase Process: Before DesignContextual
InquiryExpert
InterviewsIn-home
ObservationsSurvey
AnalysisAffinity
Diagram
Paper Prototyping
Task Flow Creation
Digital Prototyping
Usability Testing
Digital Prototyping
HomeBase Personas
Team Exercise: Persona Creation
Create a Persona for Your Product
Motivations
Behaviors
Attitudes
Values
Beliefs
Technology adoption
Location
THE TEN COMMANDMENTS OF UI
Visibility Real-World Match
Consistency User Control
Error Prevention
Recognition Ease of use
Minimalist Design
Error Recovery
Help
UI VISIBILITY= USERS:Know where they are.Know where to go.Know what to do.Know how to leave.
UI ERROR PREVENTIONWarn users Give users an outDesign better
UI USER CONTROL=NO POPUPS (annoying)
OPT-IN (not opt-out)
Control the environment
UI CONSITENCY= USERS:Know what your controls mean
Do not have to guess at what an icon/action will doConsistent look and feel
UI REAL WORLD MATCH=USERS:Understand directions.Know how to go from one step to the next.Do not have to guess.
UI USER FREEDOM= USERS:Can explore without fear.Recover from mistakes easily.Go back anytime.Choose disruption or not.
UI RECOGNITION:Minimize memory load
User objects, icons, symbols that are well known.
NO multi-step processes.
UI Easy of Use:Instruction manual not neededCan move from one state to the other with easeCan accomplish tasks fast and easily.
UI Minimalist DesignFew colorsFew fonts Simple navigationsClarity of content.
UI ERROR RECOVERYGive users an out
Explain error and how to correct it
Take away input areas that are prone to error ie., (data entry)
COOL UI EXAMPLES Device Needed
UX IN THE REAL WORLD
COOL UI EXAMPLES No Device
Zappos
Zappos
Zappos
Zappos
Zappos
Zappos
Zappos
Zappos
NORMAN EXAMPLES: ORDER
UPDATES
ITEMS I’VE ORDERED BEFORE
SEARCH
BOX
UI EXERCISECreate a
design feature for your persona..
Questions? Ovetta Sampson [email protected] (719) 440-2594 @writingprincess