Successful User Experience: Strategies and Roadmaps

Transcription

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

2 Agenda What is Usability? What makes a Successful User Experience? Voting Example Goals and how to use them Aligning Goals to create Roadmaps Persona and Use Cases Tools and Methodologies Success Stories Q & A

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4 Usability and User Experience

5 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?

6 Usability Usability is the ease of use and learning in a humanmade object. This is done by matching these objects more closely with user needs and requirements.

7 Unsuccessful UX: USA 2000 Voting

8 Punch Card Ballot

9 Butterfly Ballot

10 Example: UX of Photography

11 Kodak Camera Mobile device of 1888

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

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14 Successful UX Process

15 Examples of Successful UX Today

16 Goals and Strategic Models

17 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

18 Define the strategies Strategic Model: Digital Photography Long Term Product Goals Intermediate Product Goals 1. Create easy to use image capture devices Create opportunities for people to share experiences through images 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

19 Personas and Use Cases

20 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

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

22 Use Cases High Level Use Cases describe what the user is doing, how they do it and why. Detailed Use Cases describe the steps that the user takes to 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

23 Persona and Use Cases Personas define user goals, characteristics, strengths 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?

24 Digital Photography Persona 1

25 Digital Photography Persona 2

26 Digital Photography Persona 3

27 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

28 Tools and Methodologies

29 Discovery Field research Focus groups Personas & Use cases Online surveys UX Cycle: Methods and Tools Design and Evaluation Expert review Card sorting Wireframes/Interaction design Usability testing Eye tracking Benchmarking Large-scale UX studies Accessibility evaluations

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

31 Discovery: Focus Groups Explore design concepts with a group of targeted customers or prospects Compare design alternatives, early prototypes, and wire frames Group activities might include sketching, card sorting, or pairedcomparisons

32 Design & Evaluation: Expert Reviews Evaluate the user experience of any product or system based on industrywide best practices Evaluation based on common use scenarios and targeted users Focus on navigation, terminology, information hierarchy, and consistency (visual and interaction) Major usability issues are identified with rationale and design recommendations

33 Design & Evaluation: Usability Testing 1:1 sessions Task-based oropen exploration Qualitative insights through think-aloud protocol and probing questions Collect data on task success, completion times, ease ratings, and overall scorecards Testing in lab setting, remote, or in the field

34 Design & Evaluation: Eye Tracking Collects data about where participants are looking in real time Test with static images, websites, print media, video, or commercials

35 Design & Evaluation: Wireframe/Interaction Design Detailed early designs representing core structural elements of design Allow for quick evaluation of design foundation without requiring significant development effort Review navigation and information architecture

36 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

37 Success Stories

38 NHC Landing Page- original

39 Click 1

40 Click 2

41 Click 3

42 Click 4

43 Click 5

44 Click 6

45 New Landing page

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50 Summary

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

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