Successful  User  Experience:  

Strategies  and  Roadmaps      Elizabeth  Rosenzweig  Bentley  User  Experience  Center  

 Bentley  University  USA      

Bentley  University  

*  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  

Agenda  

Bentley  University  

Bentley  University  

Usability  and  User  Experience  

Bentley  University  

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?  

Bentley  University  

Usability  

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

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Unsuccessful  UX:  USA  2000  Voting  

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Punch  Card  Ballot  

Bentley  University  

Butterfly  Ballot  

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Example:  UX  of  Photography  

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Kodak  Camera  

Mobile  device  of  1888  

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 *  Smaller  camera  *  Dry  film  *  Roll  film    

* One  button-­‐  you  push  it  we  do  the  rest  

Successful  UX  

Bentley  University  

Bentley  University  

Successful  UX  Process    

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Examples  of  Successful  UX  Today  

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Goals  and  Strategic  Models  

Bentley  University  

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  

Bentley  University  

Strategic  Model:    Digital  Photography  

Long  Term  Product  Goals   Intermediate  Product    Goals  

Defin

e  the  strategies  

1.  Create  easy  to  use  image  capture  devices  

2.  Help  consumers  organize  and  share  their  images  

4.  MoDvate  consumers  to  capture  and  share  images    

3.  Create  new  opportuniDes  for  people  to  connect  through  images  

Create  opportuniDes  for  people  to  share  experiences  

through  images  

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Personas  and  Use  Cases  

Bentley  University  

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    

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Personas  

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

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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  

Bentley  University  

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?  

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Digital  Photography  Persona  1  

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Digital  Photography  Persona  2  

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Digital  Photography  Persona  3  

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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      

Bentley  University  

Tools  and  Methodologies  

Bentley  University  

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  

UX  Cycle:  Methods  and  Tools  

Bentley  University  

Discovery:    Field  Research  

•  Validate  designs  in  the  real  world  •  Greater  customer  insight  •  Define  user  requirements  •  Sparks  innovaDon  

Bentley  University  

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  

Bentley  University  

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  

Bentley  University  

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  

Bentley  University  

Design  &  Evaluation:    Eye  Tracking  

•  Collects  data  about  where  parDcipants  are  looking  in  real  Dme  

•  Test  with  staDc  images,  websites,  print  media,  video,  or  commercials  

 

Bentley  University  

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  navigaDon  and  informaDon  architecture  

Bentley  University  

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  

Tools  and  Goals  

Bentley  University  

Success  Stories  

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NHC  Landing  Page-­‐  original  

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Summary  

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*  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  

Successful  User  Experience    

Bentley  University  

 Thank  you      Elizabeth  Rosenzweig  Bentley  User  Experience  Center,  Bentley  University  erosenzweig@bentley.edu  +1-­‐781-­‐891-­‐2032  

Questions  and  Answers