How design decisions affect user performance

How Design Decisions Affect User PerformanceRachna Mittal

By Times Business Solutions

Piece of the Puzzle

How the Design Decisions are taken?

User Interface do not:

• Hear user’s need• See who the user is• Speak with users

Designer Centric Decisions

What User Performance is?

1. Time To Complete A Task2. Number Of Errors Per Task

User Performance Metrics by Kristoffer Bohmann, July 4, 2000

1. First Time Gratification2. Rule of 2 seconds3. Rule of 3 clicks4. Information Efficiency5. KISS (Keep it Simple Stupid)6. Site Conversion

Few more dimensions to User Performance

Visitors, Users, and AudienceDo all of them are synonyms to each other

Absolutely, NO

Visitors include everyone who happens upon your site

Users are intentional visitors who are looking for something specific

Audience are the visitors you are trying to reach, to whom you are trying to deliver your message, and with whom you are most likely trying to establish an ongoing relationship

Understand your Audience

How to gather information about Audience:

Audience Research

Focus Group

Interview Representative of your Audience

Conduct in-person Interview

Find out following details:What they would be looking for on a site similar to yoursTheir experience on similar websitesWhat they likedWhat they didn’t likeTheir browsing habits

Process of Making Design Decisions

When designing the wireframe

Position prime communication in focusPosition prime call-to-action buttons in focusThe KISS Formula

When designing the Visual

Keep aesthetics very elegant, it helps in First Time GratificationDefine eye movementColors and Typography plays a crucial part

During Site Construction

Make it cross browser compatibleSupport user base of old browser

Influencing user is a Binary ChoiceZERO or ONE

Either ‘YES’ or ‘NO’

Right Attitude of Design Decisions

User Interface can:

• Hear user’s need• See who the user is• Speak with users

User Centric Decisions

Phases of User Experience & Design

User Experience DesignUser experience is a term used to describe the overall experience and satisfaction a user has when using a product or system.

Benefits:

Avoiding unnecessary product features

Simplifying customer-facing technical publications

Improving the usability of the system and its acceptance by customers

Expediting design through detailed and properly conceived guidelines

Incorporating business and marketing goals while catering to the user

10 Most CommonMisconceptions About

User Experience Design

1User experience design is NOT

User interface design

“User experience isn't a layeror component of a product orservice. It's really about thedesign of whole systems and

their interconnections.”

Andrew Hinton, Senior information architect at Vanguard

2User experience design is NOT

A step in the process

“User experience designisn't a checkbox. You don'tdo it and then move on. It

needs to be integrated intoeverything you do. Its a process ofcontinually learning about users.”

Liz Danzico Chair, MFA in Interaction Design, School of Visual Arts in NYC

3User experience design is NOT

Just about Technology

“User experience design is notlimited to the confines of the

computer. It doesn't even need ascreen... User experience is any

interaction with any product, anyartifact, any system.”

Bill DeRouchey, Director of interaction design at Ziba Design

4User experience design is NOT

Just about Usability

“While usability is important, its focuson efficiency and effectiveness seemsto blur the other important factors in

UX, which include learnability andvisceral and behavioral emotional

responses to the products andservices we use.”

David Malouf, Professor of interaction design, Savannah College of Art & Design

5User experience design is NOT

Just about the User

“We just can’t always do what isbest for the users. ere are a setմե

of business objectives that areneeding to be met—and we’re

designing to that, as well.”

Russ Unger, Director of Experience Planning, DraFCB

6User experience design is NOT

Expensive

“People cling to things like personas,user research, drawing comics, etc. In

reality the best designers have atoolbox of options, picking and choosing

methods for each project what makessense for that particular project.”

Dan Saffer, Founder and principal, Kicker Studio

7User experience design is NOT

Easy

All assumption, no validationOne-size-fits-all solutions

Feature creepDesign during development

8User experience design is NOT

The role of one person or Department

“Compartmentalist view of UX is evidence that it is not part of the

organizational culture and hints to teams not having a common goal or vision for the experience they should

deliver collectively.”

Livia Labate, Principal, UX, Comcast Interactive Media

9User experience design is NOT

A single discipline

Human Computer InteractionUser Experience Design

Information ArchitectureUser Interface Design

Human Factors EngineeringInteraction Design

Usability

10User experience design is NOT

A choice

“ e biggest misconception isմեthat companies have a choice toinvest in their user’s experience.

To survive, they don’t.”

Joshua Porter, Principal at Bokardo Design

USER EXPERIENCE DESIGN IS NOT:

1. User interface design2. A step in the process3. Just about technology4. Just about usability5. Just about the user6. Expensive7. Easy8. The role of one person or dept9. A single discipline10. A choice

It is the systemIt is the processIt is about behaviourIt is about valueIt is about contextIt is flexibleIt is a balancing actIt is a cultureIt is a collaborationIt is a means of survival

USER EXPERIENCE DESIGN IS:

User experience design is NOT…

COMPARISON OF ITEM ONE• 2-Second Rule• 3-Click Rule• 80/20 Rule• Affordance• Chromostereopsis• Cognitive Load• Consistency• Conversion Rate• Direct Manipulation• Display Inertia• Efficiency• Effectiveness

• Fitts’ Law• Hick’s Law• Gestalt Principles• Idiot-Proof• Information Efficiency• Information Overload• Intuitive• Inverted Pyramid Process• KISS• Know Thy User• Legibility• Mental Map

COMPARISON OF ITEM TWO

A Glimpse To Few Design Principles

Picture Page LayoutYour picture caption can go here. Picture from PresenterMedia.com