Experience design that works www.analyticdesigngroup.com Apr 17, 2014 2014 What is UX? Who am I? Karyn Zuidinga CEO Analytic Design Group [email protected] www.analyticdesigngroup.com @analytic_design 01 COMMON MISCONCEPTIONS 01 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP What is UX? Common Misconception #1 ! • UX is Usability! 01 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP What is UX? Common Misconception #2 ! • UX is Design (i.e. colours, shapes, layout)! 01 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP What is UX? Common Misconception #3 ! • UX is User Interface (wireframes)! 01 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP What is UX? Common Misconception #4 ! • UX is Information Architecture (site map)! 02 FOCUSING ON EXPERIENCE 02 This is a User Experience EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP 02 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP This is also a User Experience 02 This is a User Experience EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP 02 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP And these are also User Experiences 02 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP And so are these… 02 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP Consider this chair… ‣ Can you comfortably sit in this chair? ‣ Is this chair made of appropriate material? ‣ Is it chair well built? ‣ Is it pleasing to the eye? ‣ Does this chair deliver a ‘good’ user experience? 02 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP Now consider this chairs… ‣ Can you comfortably sit in this chair? ‣ Is this chair made of appropriate material? ‣ Is this chair well built? ‣ Is it pleasing to the eye? ‣ Does this chair deliver a ‘good’ user experience? ‣ What if you tried to use it in your kitchen or a formal dining room? Would the answers be the same? 03 UX DEFINED 03 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP UX Defined A User Experience is the experience a given product or service creates for the people who use it in the real world. ! It’s about how it works on the outside, where a person comes into contact with it, not the inner workings. From the Elements of User Experience: User-Centered Design for the Web and Beyond, by Jesse James Garret (see http://www.jjg.net/elements/) 03 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP By definition, it is 1. Holistic—the design or assessment of the experience has to cover the whole experience, not just the usability, content, IA, IxD or UI 2. Dependent on the context of use 3. A combination of Useful, Useable, and Compelling 03 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP How useful is a website about how to use a roundabout? 03 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP Useful? Yes. Compelling? Yes. Useable? No. 03 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP Compelling without usable or useful is art… 04 WHAT DO UX PEOPLE DO? 04 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP So what do UX people actually do? 3 Design" Design in this case means:" structure, content, and visual. 1 Primary User Research We find out what your customers really want (not what they say they want) 2 Translate the Insights from Step 1 (a.k.a. Develop a UX Strategy or Plan) 04 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP What comes under the umbrella of user experience? primary user research interaction design information architecture visual/graphic design (GUI or UI) front-end code usability content 04 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP What are typical user research activities? Primary User Research Usability Testing Ethnography Contextual Group Interviews Surveys In-lab Usability Testing Comparative Usability Remote Ethnography Diary Studies Card Sorting Remote Usability Testing Navigation (or tree) testing 04 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP What are typical strategy artifacts? Strategy Journey Maps Concept Models Strategic Roadmap Personas Design Concepts 04 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP What are typical design artifacts? Information Architecture Site Map Visual/Graphic Design (UI or GUI) Interaction Design Responsive Design Wireframes Static Wireframes Interactive Prototypes Visual Design Mockups 05 WHY BOTHER? 05 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP Websites with great UX will sell, convert, and do more. Products with great UX have less returns and stand out from their competition. " Services with great UX have people coming back time and again. 05 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP Google Now Google Now delivers just the right information at just the right time. There’s no digging required. Cards appear when they’re needed most, freeing you to focus on what’s important to you. Now brings smartphones to a new era of context aware computing and augmented reality. 05 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP WeMo WeMo is a simple but sophisticated plug-and-play approach to home automation. The WeMo app allows you to remotely control and automate your lamps, TVs, stereos, and more using your iPhone or iPad, the WeMo Switch or Sensor and your wireless home network. 05 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP ZocDoc ZocDoc is one of New York’s fastest growing startups, but by far our most important impact is on patients and on the healthcare system overall. Patients who use ZocDoc see the doctor more often, and more quickly, than they would without ZocDoc. 05 EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP Now consider the product, website, service, Saas, etc… that you manage… ‣ Is it usable?" ‣ Is it right for the context of use?" ‣ Do your users really get it?" ‣ Does it solve a real problem or answer a real need?" ‣ Does it deliver a ‘good’ user experience?" ‣ Are you struggling with returns, competition, conversion, usability? EXPERIENCE DESIGN THAT WORKS / ANALYTIC DESIGN GROUP Karyn Zuidinga CEO Thank you [email protected] www.analyticdesigngroup.com @analytic_design Experience design that works Founded in 2005 on the principle that evidencebased design will always be more powerful than design driven by best practices, we have grown from a single practitioner to a vibrant, collaborative team.