Why User Experience Matters

Why User Experience matters

@kshitiz, kshitiz@happyhorizons.in

Talk at Honeywell , Bangalore 3rd September 2013

HELLO I’M KSHITIZ

And this is what I do for a living: Evangelize about design, get more people to understand design & convince young students to take it up as a career option

•  Presently –  Dean & Director - India Operations at L'École de Design Nantes Atlantique –  Founder of Happy Horizons Consulting –  Founder & Managing Trustee – Happy Horizons Trust

•  Previous

–  Design Head, Kuliza Technologies –  Founder & Director, Deskala Research and Design & Consulting

•  Education –  MS in HCI Design , Indiana University Bloomington, USA –  BDes in Communication Design, IIT Guwahati, India

•  Contact –  kshitiz@happyhorizons.in –  Twitter: @kshitiz –  LinkedIn: in.linkedin.com/in/kshitizanand/ –  Website: www.kshitizanand.com

H!pp" H#r$#%&

•  Dean & Director of the school and all programs in India

•  2 year masters program in Transcultural Design •  Teach Design for Social Impact and User Experience •  Mentor students on final projects •  Design the curriculum & faculty recruitment •  Student welfare and professional development

•  Consulting practice •  Help large companies to startups with design •  Take design workshops at corporates •  Work mainly in user experience design, branding,

design for social impact

•  Working towards improving the quality of education in primary schools

•  Career Awareness Seminars for high school students

•  Digital Literacy program for youth

Design | Research | Consulting"

+ a few other things like traveling, photography etc

WHY USER EXPERIENCE MATTERS ?

Today I talk about

Design is such a natural human ability ���that almost everyone is designing most of the time - whether they are conscious of it, or not.���- Harold Nelson, Erik Stolterman, in ‘The Design Way’

UX IS DELIGHT

Think of an activity that delighted

you?

(NON-WEB INTERACTION)

Is Delight = Features ?

How many buttons do you typically use ?

Think of a web based activity that frustrated

you?

SURPRISE à PLEASURABLE EXPERIENCE à DELIGHT

PROBLEM à ANXIETY à RESOLUTION à DELIGHT

Situation 1

Situation 2

Subjectivity

Delight is governed by

Delight is governed by

Objectivity

“If you don’t take care of the customer, someone else will.” - Raffaele Ciarla

USER EXPERIENCE

DELIVERING

DELIGHT SINCE MID 90s

CUSTOMER

Web  1.0  

Web  3.0  

Web  2.0  

Change in User Behavior

Internet users per 100 inhabitants

Reference  :  h*p://en.wikipedia.org/wiki/File:Internet_users_per_100_inhabitants_ITU.svg  

What really interests us is this

UX IS EMOTIONS

VISCERAL BEHAVIORAL REFLECTIVE

A more detailed look and feel and function that is got by interactions i.e. the total experience of using a product

Refers primarily to that initial impact, to its appearance Appearance is rooted in form, aesthetics

Ones thoughts afterwards, how it makes one feel, the image it portrays, the message it tells others about the owner's taste

Time  spent  

InteracCon  

VISCERAL  

BEHAVIORAL  

REFLECTIVE  

Products were once designed for the functions they performed. But when all companies can make products that perform their functions equally well, the distinctive advantage goes to those who provide pleasure and enjoyment while maintaining the power. If functions are equated with cognition, pleasure is equated with emotion; today we want products that appeal to both cognition and emotion. – Don Norman

1993

2013

TODAY WE ARE

LIVING WITH

COMPLEXITY

And good UX is the differentiator

•  Increased productivity •  Reduced costs •  Customer retention •  Increased sales •  Savings on customer –service calls •  Reduced effort and cost on redesign

ROI on UX at right time results in

Early focus on UX Design

Saves money!

HAVE YOU HEARD OF THE $300 MILLION

BUTTON?

h*p://www.uie.com/arCcles/three_hund_million_bu*on/  

So, what is User Experience?

h*p://www.stephenthomas.com/about/images/what_is_ux.jpg  

The UX process

UX : a field of Unclear boundaries

Just remember this

•  Doing Stake Holders Interviews •  Business •  Technical Team •  Actual Users •  Try to understand the direct impact / indirect

impact on the solution •  Different User Groups

–  Target Groups –  Affected Groups

UX requires to be engaged with different stakeholders

UX has resulted in a lot T shaped professionals

PETER  MORVILLE’S  HONEYCOMB  MODEL  Image  Source:  h*p://semanCcstudios.com/publicaCons/semanCcs/000029.php  

The key goals of UX teams is to make products:

With a little guidance from Dieter Rams and his principles

The UX role shift

From aesthetics To process To products To service To strategy To experience

TRADITIONAL UX IN CONTEXT OF HCI (HUMAN COMPUTER INTERACTION)

USER EXPERIENCE TODAY ?

Users  

Business  Technology  

UX  

It has resulted in new processes

WHAT IS THE SILICON

VALLEY’S NEW SECRET

WEAPON ?

What’s common between all of these?

Designers play a huge role in

businesses these days

Designers should be made a part of

entire end to end projects.

Here’s why!

(UX) Designers are System Thinkers

(UX) Designers provide a fresh approach to Problem solving

(UX) Designers have a prototyping culture

(UX) Designers focus on People and emotions

(UX) Designers create capacity and add value

New faces of UX

VISUAL DESIGN: What most people

think UX Design is !

Misconception alert!

Visual  Design  

Last  in  First  Out  User  E

xperience  

The  whole  process  

People want Visual Design but ask for UX

But by then its too late !

Interfaces are everywhere And that is why people want the

aesthetics to look good first.

Think of all the interfaces around you

•  Hand held devices •  Information Kiosks •  Interaction in public environment

installations •  Television based interfaces •  Automotive interfaces •  Household and non household

appliances •  Audible interfaces

So there are some elements of design that everyone should know

Getting quality designers is tough

à

•  Lines •  Shapes •  Mass •  Color •  Texture

The elements of design that everyone should know

The elements of color

Helping create better Visual Design

•  Law of Similarity – Similarity occurs when objects look similar

to one another. People often perceive them as a group or pattern.

Gestalt’s principles

•  Law of Proximity – Proximity occurs when elements are placed

close together. They tend to be perceived as a group.

Gestalt’s principles

•  Law of Closure – Closure occurs when an object is incomplete or a

space is not completely enclosed. If enough of the shape is indicated, people perceive the whole by filling in the missing information.

Gestalt’s principles

•  Law of Continuity – Continuation occurs when the eye is compelled to

move through one object and continue to another object.

Gestalt’s principles

GRIDS - soul and skeleton of

good design

More about GRIDS

•  Optimum – Designing with the 960 Grid System for the most commonly used 1024x768 screen resolution

•  Grids divide the screen into areas •  All spacing becomes multiple of the

smallest spacing between elements •  Enhances Consistency of screens •  Standardizations reduces design time

The value of typography

John Dewey American Educator & Philosopher

“The” experience

An experience

An experience

An experience

An experience

An experience

An experience An

experience

An experience

•  Most experiences are inchoate and not thought through

•  They are unfulfilled as they get interrupted

•  Frustrating and not significant and leads to an unpleasant experience

The mistakes we make

a.  The aesthetic

i.  The “look and feel”

b.  The intellectual i.  The business and strategy decisions

c.  The practical i.  What the user actually interacts with and experiences ii.  The performance

Multiple things have to come together to create the experience

In CONCLUSION

h*p://www.slideshare.net/whitneyhess/10-­‐most-­‐common-­‐misconcepCons-­‐about-­‐user-­‐experience-­‐design?from=ss_embed  

A GOOD UX LEADS TO DELIGHT

DELIGHT IS WHEN INTERFACES CONVEY A STORY

STORIES DELIGHT US

WHAT’S YOUR STORY?

THANK YOU 9535206828 | www.kshitizanand.com

kshitiz@happyhorizons.in , k.anand@lecolededesign.com

twitter: @kshitiz