user experience as a strategic advantage
DESCRIPTION
What is User Experience and why it is important to any product development company.TRANSCRIPT
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User ExperienceHow to stop add features and create a dream
software
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Part I Inspiration
Part I Inspiration
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What is User Experience?What is User Experience?
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ThisThis
222,000,000 downloads222,000,000 downloads
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ThisThis
220,000,000 iPods sold220,000,000 iPods sold
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ThisThis
22,000,000 Wii Fit sold22,000,000 Wii Fit sold
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And thisAnd this
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The first requirement is to meet the exact needs of the customer, without fuss or bother.
Next comes simplicity and elegance that produce products that are a joy to own, a joy to use.
True user experience goes far beyond giving customers what they say they want, or providing checklist features. In order to achieve high-quality user experience in a company's offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design.
The first requirement is to meet the exact needs of the customer, without fuss or bother.
Next comes simplicity and elegance that produce products that are a joy to own, a joy to use.
True user experience goes far beyond giving customers what they say they want, or providing checklist features. In order to achieve high-quality user experience in a company's offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design.
User ExperienceUser Experience
"User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.
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RealityRealityAustin Allegro 1973 - 1983 - Britain's worst car everAustin Allegro 1973 - 1983 - Britain's worst car ever
One example of its poor construction was that it was more One example of its poor construction was that it was more aerodynamic when traveling backwards than when it was aerodynamic when traveling backwards than when it was being driven forwardsbeing driven forwards
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““horrendous reliability, absurdly bad fuel economy, terrible horrendous reliability, absurdly bad fuel economy, terrible handling and the acceleration of a grapefruit”handling and the acceleration of a grapefruit”
Hummer H3 2008 - Worst car of the yearHummer H3 2008 - Worst car of the year
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Software is not different
Software is not different
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Many software products have no target audience
Many software products have no target audience
www.lively.com social network closed social network closed by Google in 2008by Google in 2008
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Most products are “rude” with dumb errors screens
Most products are “rude” with dumb errors screens
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Developers assume that users Developers assume that users are technically-savvyare technically-savvy
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Software products Software products are often have are often have unpredictable unpredictable behaviorbehavior
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and bad UIand bad UI
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and bad UIand bad UI
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Can it be even worse?
Can it be even worse?
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Yes!Yes!
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Do you think TargetProcess is a lucky exception?
Do you think TargetProcess is a lucky exception?
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We haveWe have
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Outstanding usabilityOutstanding usability
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Self explanatory UISelf explanatory UI
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Intuitive NavigationIntuitive Navigation
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Fantastic FormsFantastic Forms
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Super ConsistencySuper Consistency
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Sooooo Stylish UISooooo Stylish UI
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And elegant simplicityAnd elegant simplicity
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Anybody knows this screen?
Anybody knows this screen?
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So what the problem?So what the problem?
We don’t know our users (how they are going to use product, why they choose our product)
There is a conflict between developers’ priorities and users needs (developers focus on simple code, not on users needs)
There is no process that help us to understand users (can’t be delegated to users or developers)
We don’t know our users (how they are going to use product, why they choose our product)
There is a conflict between developers’ priorities and users needs (developers focus on simple code, not on users needs)
There is no process that help us to understand users (can’t be delegated to users or developers)
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There were different timesThere were different times
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Goals motivate users to use product in a defined way
It’s quite hard to discover real users goals
UI is an artifact that is not directly connected with users goals, it’s an impediment
Goals motivate users to use product in a defined way
It’s quite hard to discover real users goals
UI is an artifact that is not directly connected with users goals, it’s an impediment
GoalsGoals
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GoalsGoals
Senior C# developer?
Scrum Master in distributed team?
Product Owner that shares 3 projects?
Smoke Tester?
Desperate Artist?
Inglorious COBOL Developer?
Senior C# developer?
Scrum Master in distributed team?
Product Owner that shares 3 projects?
Smoke Tester?
Desperate Artist?
Inglorious COBOL Developer?
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1. Desirable 1. Desirable (I want this thing!)(I want this thing!)2. Technologically 2. Technologically possible possible (teleportation still not invented)(teleportation still not invented)3. Valuable 3. Valuable (we can (we can make money!)make money!)
Product successProduct success
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Part IIToolsPart IITools
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Interaction DesignInteraction Design
Task-Centered Design sucks (“What are the tasks?” is a stupid question)
Activity-Centered Design is better (focus on user activity)
Goal-Centered Design is best (why user do this? our goal is to make user more effective with help of UI)
Task-Centered Design sucks (“What are the tasks?” is a stupid question)
Activity-Centered Design is better (focus on user activity)
Goal-Centered Design is best (why user do this? our goal is to make user more effective with help of UI)
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Goal-Centered DesignGoal-Centered Design
1.Research Phase
1. interview
2. observations
3. competitive analysis
4. market analysis
We seek for personas and We seek for personas and behavioral templatesbehavioral templates
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2. Modeling Phase2. Modeling Phase
1.Personas (behavior, needs, goals, environment, desires)
2.Scenarios (user scenarios - meet goals of the personas. “one day of [persona] life”)
1.Personas (behavior, needs, goals, environment, desires)
2.Scenarios (user scenarios - meet goals of the personas. “one day of [persona] life”)
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3.Requirements (user stories)
4.Detalization (concrete flows, mockups, paths, etc.)
5.Development support (corrections, etc.)
3.Requirements (user stories)
4.Detalization (concrete flows, mockups, paths, etc.)
5.Development support (corrections, etc.)
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PersonasPersonas
representative usersrepresentative users
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Habits
Skill Level
Environment
Activities and Behavior
Goals and motivation
Habits
Skill Level
Environment
Activities and Behavior
Goals and motivation
Lets take HOUSE M.D. His habits, skills, etc.Lets take HOUSE M.D. His habits, skills, etc.
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Help to define what product should do and focus on real people needs
Provide patterns to solve problems
Communicate with team members, users, etc -> common language
Evaluate efficiency of the solution (we may feel they pain and problems)
We may include buyers persona (they usually have different goals)
Help to define what product should do and focus on real people needs
Provide patterns to solve problems
Communicate with team members, users, etc -> common language
Evaluate efficiency of the solution (we may feel they pain and problems)
We may include buyers persona (they usually have different goals)
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ScenariosScenarios
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Context scenariosContext scenariosContext scenariosContext scenarios Goal scenariosGoal scenariosGoal scenariosGoal scenarios
User StoriesUser StoriesUser StoriesUser Stories
one day of lifeone day of life focus on a goalfocus on a goal
Scenario describes situation in a contextScenario describes situation in a context
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Working with ScenariosWorking with Scenarios
Who involved? What triggers the scenario? Who involved? What triggers the scenario? What happens? What is the result?What happens? What is the result?
Imagine magic interface - no borders! Imagine magic interface - no borders! Generate new ideasGenerate new ideas
For TP we may create For TP we may create currentcurrent and and futurefuture scenarios to see real improvementsscenarios to see real improvements
Who involved? What triggers the scenario? Who involved? What triggers the scenario? What happens? What is the result?What happens? What is the result?
Imagine magic interface - no borders! Imagine magic interface - no borders! Generate new ideasGenerate new ideas
For TP we may create For TP we may create currentcurrent and and futurefuture scenarios to see real improvementsscenarios to see real improvements
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WireframesWireframes
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WireframesWireframes
Fast way to prototype UI
Create several (at least 3) completely different sets of wireframes
Test wireframes on users
Create working prototype (HTML)
Fast way to prototype UI
Create several (at least 3) completely different sets of wireframes
Test wireframes on users
Create working prototype (HTML)
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Sketch BoardsSketch Boards
Draw several screens on one boardDraw several screens on one board
Visualize users navigation and flowVisualize users navigation and flow
Quickly evaluate ideasQuickly evaluate ideas
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Sketch BoardsSketch Boards
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PrototypesPrototypes
“clickable wireframes”
Required for usability testing and proof of UI design
Good as UI documentation for developers
HTML, Visio, other tools
“clickable wireframes”
Required for usability testing and proof of UI design
Good as UI documentation for developers
HTML, Visio, other tools
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Users: Beginner, Intermediate, Experts. Most users are Intermediate, since nobody wants to be Beginners
Optimize for Intermediates first, for Experts next
Experts need fast ways (shortcuts, context actions, etc.)
Users: Beginner, Intermediate, Experts. Most users are Intermediate, since nobody wants to be Beginners
Optimize for Intermediates first, for Experts next
Experts need fast ways (shortcuts, context actions, etc.)
Beginners-ExpertsBeginners-Experts
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UX PrinciplesUX Principles
People think that beautiful interface is more usable
Don’t make people feel stupid. #1 principle in UX design
First define WHAT product should do, only then define HOW it will do that
Less UI (less navigation, less windows, less actions)
Design for flow
People think that beautiful interface is more usable
Don’t make people feel stupid. #1 principle in UX design
First define WHAT product should do, only then define HOW it will do that
Less UI (less navigation, less windows, less actions)
Design for flow
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Lipstick on a pigLipstick on a pig
Improve look and Improve look and feel of a broken feel of a broken product to product to promote and sell promote and sell it it
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That is That is notnot what we want to do (but what we want to do (but tried...)tried...)
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Our goal isOur goal is
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Killer UXPoint-and-shoot :)Point-and-shoot :)
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Lets add UX into our dev.processLets add UX into our dev.process
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UX group (max to 5-6 people, including designer and PO)
UX culture (everybody should have basic knowledge in UX and focus on users goals)
UX process - personas, scenarios, wireframes, prototypes, UX stats, usability testing, perfect design
Full customer’s life cycle UX (web site, support, etc.)
UX group (max to 5-6 people, including designer and PO)
UX culture (everybody should have basic knowledge in UX and focus on users goals)
UX process - personas, scenarios, wireframes, prototypes, UX stats, usability testing, perfect design
Full customer’s life cycle UX (web site, support, etc.)
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Spasibo za Spasibo za vnimanie!vnimanie!