USER EXPERIENCE DESIGN THE EMERGING VALUE PROPOSITION YALE UNIVERSITY October, 2015 Michael Rawlins, Principal UX Architect
USER EXPERIENCE DESIGN THE EMERGING VALUE PROPOSITION
YALE UNIVERSITY October, 2015
Michael Rawlins, Principal UX Architect
User experience is everything. It always has been, but it’s sJll undervalued and under-‐invested in. If you don’t know user-‐centered design, study it. Hire people who know it. Obsess over it. Live and breathe it. Get your whole company on board. Evan Williams, CEO
WHAT IS UX DESIGN?
Observation of people
Observing how people perform tasks in their natural seSng – UX designers pay close aUenJon to how users behave and care about what they see, hear, how they feel.
Wireframing & Prototyping
Professional UX designers rely upon iteraJons of design soluJons – before commiSng to code. This enables them to validate their design direcJon – and vet through a sample audience.
Usability testing & measurement
The majority of online experiences built upon ‘best pracJces’ or ‘designer intuiJon’ run the risk of not meeJng the needs of users. A foundaJonal premise in user-‐centered design is tesJng with target users.
PROVEN DESIGN VALIDATION METHODS
97% Websites and mobile applicaJons fail because there was no usability tesJng
90% UNModerated greater reach
Moderated 70% deeper insights
Heuristics 50% best pracJce
Tes@ng Type Effec@veness Benefit
DESIGNING WITH THE MIND IN MIND? The balance between designing for humans – and designing best pracJces
What goals do users want to achieve by using the applica@on? What set of human tasks is the applicaJon intended to support? Which tasks are common, and which ones are rare? Which tasks are most important, and which ones are least important? What are the steps of each task?
Jeff Johnson, Author
B =f (PE) Kurt Lewin (Theorist, Social Psychologist)
B =f (PE) We can’t change the People
But we can change Behavior by designing Environment or the Experience
UX MEASUREMENT & QUANTIFICATION
Ease of learning How fast do they learn the
interface or system construct?
memorability Long & short term memory
leveraged?
User satisfaction Do users like the applicaJon?
Effectiveness Can users achieve their goals?
Efficiency of use How fast do users complete
tasks?
Error prevention Is there forgiveness?
LOGIC AND REASON? Cra_ing the balance between designing for semi automaJc reacJons and reasoning
PREFRONTAL CORTEX AMYGDALA Controls logic and reasoning Semi-‐automaWc reacWons
Designed by @Erik_UX www.helloerik.com
UX MITIGATES TENSIONS Design Improves Job Performance, AdopJon and Conversion Rates
FaWgue Stress
DistracWons Personal Issues
UX ENSURES ENGAGEMENT Create designs that users easily adopt
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UX CAN ENGINEER FUN & EXCITEMENT InteracJve experiences that people share with others
UX BOLISTERS INNOVATION Enables business stakeholders with opportuniJes to innovaJon
EVOLUTION & CHANGE Technology has exposed ineffeciencies in how we all work & play
ESPN is a place for the best technologists of today and tomorrow – a place where they will be solving for fascinaJng and complex problems.
SATISFYING CHANGING ATTENTION SPANS
Business Case
WIREFRAMING AND PROTOTYPING Expressing the InteracJon – what are UX people doing…
40% Online Tools
35% Desktop Tools
15% PowerPoint
1 0 % Sketch
Invision & Mockflow
HTML & Axure
Precise Prototyping End state has more interacJons and funcJonality
Rapid Prototyping Online tool that allows the design team to collaborate
and share iteraJons.
Low Barrier to Entry Most people can draw out an idea – it’s fast and effecJve
VALIDATION METHODS (USABILITY TESTING) Flexible repeatable methods to learn whether the design works
Un-moderated remote Ability to test 100s of
people at the same Jme.
MODERATED REMOTE Performing a 1:1 test – or observing how a user interacts with an
applicaJon or website using screen sharing so_ware.
1:1 TESTING TradiJonal 1:1 tesJng of tasks with a moderator asking probing quesJons
and observing.
EXPERT REVIEW Ability to gauge/measure a website or applicaJon based on a set of best pracJces or heurisJcs.
EMOTIONAL DESIGN Designing for Influence – leveraging persuasive norms
reciprocation Designers use reciprocity to give things away for free – and people are inclined to
return the favor.
scarcity When something is scarce –
people automaJcally perceive it as more
valuable.
Social proof People are like sheep – the more informaJon and
choices we put in front of them, the more they rely on others to help make the
decision.
authority Authority figures can trigger behaviors that ensure your product or service offering is selected over the next
distracJon.
INFLUENCE DESIGN APPLIED Designed with intent
SUGGESTED READING
GETTING STARTED IN UX?
Consider Joining UXPA.org
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Questions? [email protected]