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 to use them Aligning Goals to create Roadmaps Persona and Use Cases Tools and Methodologies Success Stories Q & A
Usability and User Experience
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?
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.
Unsuccessful UX: USA 2000 Voting
Punch Card Ballot
Butterfly Ballot
Example: UX of Photography
Kodak Camera Mobile device of 1888
Successful UX Smaller camera Dry film Roll film One button- you push it we do the rest
Successful UX Process
Examples of Successful UX Today
Goals and Strategic Models
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
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
Personas and Use Cases
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
Personas Demographics (who are they?) Goals (what are they trying to do?) Characteristics (how do they do it?) Needs Pain Points
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
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?
Digital Photography Persona 1
Digital Photography Persona 2
Digital Photography Persona 3
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
Tools and Methodologies
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
Discovery: Field Research Validate designs in the real world Greater customer insight Define user requirements Sparks innovation
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
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
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
Design & Evaluation: Eye Tracking Collects data about where participants are looking in real time Test with static images, websites, print media, video, or commercials
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
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
Success Stories
NHC Landing Page- original
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New Landing page
Summary
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
Questions and Answers Thank you Elizabeth Rosenzweig Bentley User Experience Center, erosenzweig@bentley.edu +1-781-891-2032