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User Experience Design Fundamentals

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corinne brown

on 25 June 2013

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Transcript of User Experience Design Fundamentals

What Makes Up User Experience?
User Expedience (UX) Design Fundamentals:
Creating greater success from research-based designs
About Technology
Just About Usability
“People often think that [UX design] is a way to make products that suck into products that don't suck by dedicating resources to the product's design,” says Chris Fahey, founding partner and principal of Behavior. Making stuff easy and intuitive is far from our only goal. In order to get people to change their behavior, we need to create stuff they want to use, too.

David Malouf, professor of interaction design at Savannah College of Art & Design, explains that “while usability is important, its focus on efficiency and effectiveness seems to blur the other important factors in UX, which include learnability and visceral and behavioral emotional responses to the products and services we use.” Not everything has to be dead simple if it can be easily learned, and it’s critical that the thing be appealing or people might never interact with it in the first place.

“Usability is not a synecdoche for UX,” asserts Will Evans, principal user experience architect at Semantic Foundry. He points to Peter Morville’s UX honeycomb, which in addition to usable, recognizes useful, desirable, accessible, credible, findable, and ultimately valuable as the essential facets of user experience.
A Step in the Process
Expensive
Easy
The Role of One Person
A Single Discipline
A Choice
Why should I care about UX design?
How do I start?
Don't Make Me Think - by Steve Krug
Designing the Obvious - by Robert Hoekman, Jr.
Sketching User Experiences - by Bill Buxton
Letting Go of the Words - Ginny Reddish
A Book Apart Library
Ambient Findability - O'Reilly book
Predictably Irrational - Dan Ariely
Thinking Fast and Slow - Daniel Kahneman

Http://uie.com (Jared Spool - UX)
http://useit.com (Jakob Nielsen - UX)
http://alistapart.com (Eric Meyer, Jeffrey Zeldman - UX)
http://www.lukew.com/ (Luke Wroblewski - responsive design)
http://www.kaushik.net/avinash/ (Avinash Kaushik - analytics)
http://www.edwardtufte.com (Edward Tufte - data display)
"Don't tell people how to do things, tell them what to do and let them surprise you with their results" - General George Patton
Get outside the building.
How to Fit User Experience into the Product Development Process?
best practices
9 Common Misconceptions about User Experience Design
User Interface Design
It’s not uncommon to confuse “user experience” with “user interface” design.



“Design isn't about cosmetics, pixel-pushing, and button placement. It's holistic and it's everyone's concern, not just the realm of ‘artistic’ types.”
- Christian Crumlish, curator of the Yahoo! Design Pattern Library
It is the process.
About Technology
The primary objective is to help people, not to make great technology.
Just About Usability
Making stuff easy and intuitive is far from our only goal.

In order to get people to change their behavior, we need to create stuff they want to use, too.
A Step in the Process
Expensive
You can make small improvements to any product by introducing some user-experience design techniques.

You are not dependent on your tools or your budget.
Easy

There is no one secret method that will solve all your design problems.
The Role of One Person
It’s ultimately up to all members of the team to make it a success.

A compartmentalist view of UX happens when it isn't part of the organizational culture.
Teams end up lacking a vision for the experience they should deliver.

Define your design standards.
A Single Discipline
Optional
Good experience design is a base requirement.
It's not an add-on.
"Read, read, read." - William Faulkner
Research methods and when to use them
Research design for prioritization – (You need that? Really?)
Site analytics basics
How to set up a DIY usability study for your project
Organizational usability - how to match business goals with web or software goals
How to measure success – and look like the hero you really are
Field Studies
Prioritization
We have proliferation of titles: information architect, user experience architect, interaction designer, usability engineer, design analyst... And they don’t mean the same thing to every person or company.
UX Design Process
Research
Design
Implement
Test
understand your customers: create personas and use cases,
analytics, usability testing, prioritization testing
communicate your solutions through quick prototyping and wireframes, prioritization testing
what works, what doesn’t?
usability testing, A/B, analytics, heuristic evaluation
Card Sort
Google Analytics
Heatmap - Crazyegg
Iteration
Morae software ~ $1,800

Recommended staff needed = 2
Equipment needed = two computers + monitors, two conference rooms
Industry standard pay = $100 for 60 - 90 minute session
Recruit via craigslist, or specialized list for audience
Match user demographics - EJSE review
Recruit 9 to fill 8 spots
Usability testing
Paper prototype
Blink Interactive
On City's approved vendor list ~ $15,000
Improvement - 40.6%
+2,880,000 donations
+288,000 volunteers
+$57,000,000 amount raised
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Get involved image
Family image
Change image
Barack's video
Springfield video
Sam's video
sign up
learn more
join us now
sign up now
Get involved image

Family image

Change image

Barack's video

Springfield video

Sam's video
Challenge your assumptions
Heuristic evaluation
Look like the hero you are
Research methods
Questions?
corinne.brown@seattle.gov
Organizational Usability
How do you measure success?

How should you decide which one of these acquisition sources you should invest in more?

How do you decide which one delivers higher value to the business?
Abandon rate % - Leads
Abandon rate % - Applications
Abandon rate % - Enrollments
Abandon rate % - Starts
Abandon rate % - Competes
Designer is a role, not a person.

User Experience Design Fundamentals
Common research tools:
Usability testing
Card sorts
Prioritization techniques
Field studies (ethnographic research)
A/B testing
Site analytics

Less effective, but sometimes useful:
Surveys
Focus groups
Full transcript