Successful User Experience:

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1 Successful User Experience: Strategies and Roadmaps Elizabeth Rosenzweig Bentley User Experience Center

2 Agenda What makes a Successful User Experience? Goal setting for Successful User Experience Persona and Use Cases Tools and Methodologies Aligning Personas and Goals to create Roadmaps UX for Mobile Q & A

4 Mobile Landscape

5 Yesterday Google Glass

6 Today Wearable Intelligent Lots of Data in the cloud

7 Where are we going to be tomorrow? yafmqnk

8 Usability and User Experience

9 Usability Good User Experience is the differentiating factor, to move design and development to the next level Answers the question: Can the device and apps be used by a human being?

10 Usability Usability is the ease of use and learning if a human- made object. This is done by matching these objects more closely with user needs and requirements.

11 Example: UX of Photography

12 Kodak Camera Mobile device of 1888

13 Successful UX Smaller camera Dry film Roll film One button- you push it we do the rest

15 Successful UX Process Voice&of&the&& Customer& Market&& Oppurtunity& Prototype& Requirements& User&Test& Develop& Design& Commercialize& Redesign& User&Test&

16 Examples of Successful UX Today

17 Goals and Strategic Models

18 Goals User Goals- focus on the person using the object Product Goals- focus on the functional specifications of the object Business Goals- focus on the market and revenue goals the company has for the product

19 Strategic Model: Digital Photography Long Term Product Goals Intermediate Product Goals 1. Create easy to use image capture devices Define the strategies Create opportunides for people to share experiences through images 2. Help consumers organize and share their images 3. Create new opportunides for people to connect through images 4. MoDvate consumers to capture and share images

20 Personas and Use Cases

21 Personas and Use Cases Personas focus on the human aspects of the users Case studies bring in the user, environment, technology and activity. Together they provide the context of use

22 Personas Demographics (who are they?) Goals (what are they trying to do?) Characteristics (how do they do it) Needs Pain Points

23 Use Cases High Level Use Case describes what the user is doing, how they do it and why. Detailed Use Cases describes the steps that the user takes, do accomplish their goals and do what they need/want to do As a persona I want to perform some actions So that I can reach my goal

24 Persona and Use Cases Personas define user goals, characteristics, strength and limitations Use case provides the context: What is the persona trying to accomplish (what are their goals) What problem is the use case solving? What are the challenges and successes?

25 Digital Photography Persona 1

26 Digital Photography Persona 2

27 Digital Photography Persona 3

28 Intermediate Product Goals by Persona User Groups & Intermediate Strategic Goals Goal Mom Marla Teenager Theo Grandpa George 1. Create easy to use image capture device 2. Help consumers organize and share their images 3. Create new opportunities for people to connect through images 4. Motivate consumers to capture and share images

29 Tools and Methodologies

30 UX Cycle: Methods and Tools Discovery Field research Focus groups Personas & Use cases Online surveys Design and Evalua9on Expert review Card sordng Wireframes/InteracDon design Usability tesdng Eye tracking Benchmarking Large- scale UX studies Accessibility evaluadons

31 Discovery: Field Research Validate designs in the real world Greater customer insight Define user requirements Sparks innovadon

32 Discovery: Focus Groups Explore design concepts with a group of targeted customers or prospects Compare design alternadves, early prototypes, and wire frames Group acdvides might include sketching, card sordng, or paired- comparisons

33 Design & Evalua9on: Expert Reviews Evaluate the user experience of any product or system based on industry- wide best pracdces EvaluaDon based on common use scenarios and targeted users Focus on navigadon, terminology, informadon hierarchy, and consistency (visual and interacdon) Major usability issues are idendfied, with radonale and design recommendadons

34 Design & Evalua9on: Usability Tes9ng 1:1 sessions Task- based oropen exploradon QualitaDve insights through think- aloud protocol and probing quesdons Collect data on task success, compledon Dmes, ease radngs, and overall scorecards TesDng in lab se]ng, remote, or in the field

35 Collects data about where pardcipants are looking in real Dme Design & Evaluation: Eye Tracking Test with stadc images, websites, print media, video, or commercials

36 Design & Evalua9on: Wireframe/Interac9on Design Detailed early designs represendng core structural elements of design Allow for quick evaluadon of design foundadon without requiring significant development effort Review navigation and information architecture

37 Tools and Goals Tools & Intermediate Product Goals Competitive analysis Expert review Focus groups Usability testing Surveys Wireframes Social media Personas 1. Create easy to use image capture device 2. Help consumers organize and share their images 3. Create new opportunities for people to connect through images 4. Motivate consumers to capture and share images

38 Mobile UX Constantine K. Coursaris, Michigan State University, Dan J. Kim, University of Houston Clear Lake

39 Context is Everything

40 Summary

41 Successful User Experience Includes Product, Business and User Goals Personas and Use cases to better understand the person using the object and the context of use Evaluation to collect data, Iteration to improve on design

42 Questions and Answers Thank you! Elizabeth Rosenzweig Bentley User Experience Center,

Successful User Experience: Strategies and Roadmaps

Successful User Experience: Strategies and Roadmaps Elizabeth Rosenzweig Bentley User Experience Center USA Agenda What is Usability? What makes a Successful User Experience? Voting Example Goals and how