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User eXperienceIntroduction Workshop
UXify Endhoven
Elvira ArslanovaTatiana Sidorenkova
19.11.2013
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Overview
•What UX is about •What kind of benefits UX provides •How UX design works
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Creating a product is creating an experience
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68% of users give up because they think you don't care about
them
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97% of websites fail at UX
Poor conversion rate Frustrated users
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Developers spend 50% of their time fixing avoidable issues
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Testing with 5 users can find 85% of all the problems on the website
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Every $1 invested in UX returns up to $100
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Experience Design...
is the practice of designing products, processes, services, events, and environments.
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Best practice
Founded 2008
Funding $120M
192 counties
34 000 cities
350 000 hosts
8 000 000 guests
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Cost of bad UX
“The rule of thumb in many usability-aware organizations is that the cost-benefit ratio for usability is $1:$10-$100. Once a system is in development, correcting a problem costs 10 times as much as fixing the same problem in design. If the system has been released, it costs 100 times as much relative to fixing in design"
Tom Gilb, an American systems engineer, consultant, and author,
known for the development of software metric, software inspection, and evolutionary processes
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The ROI of UXEarned money:•Increased productivity•Increased registrations, sales, conversion rates•Increased use resulting in repeat customers and process optimization
Saved money: •Reduced cost•Reduced development time•Decreased training costs for new application rollout•Reduced support costs associated with complex interfaces or processes
Non-monetary results:•Increased brand loyalty•Increased brand advocacy
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Why is it hard to predict how users will react?
• because people are not rational,• because people are not like you,• because people sometimes will not use your
product the way you imagine,• because even people themselves cannot tell
you what they’ll like.
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“The perfect user”
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You are not your user
“One of usability’s most hard-earned lessons is that ‘you are not the user.’ If you work on a development project, you’re atypical by definition. Design to optimize the user experience for outsiders, not insiders. The antidote to bubble vapor is user testing: find out what representative users need. It’s tempting to work on what’s hot, but to make money, focus on the basics that customers value”
Jakob Nielsen
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User does not always make optimal choices
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Human-Centred Design Cycle• The design is based upon an
explicit understanding of users, tasks and environments
• Users are involved throughout design and development
• The design is driven and refined by user-centered evaluation
• The process is iterative
• The design addresses the whole user experience
• The design team includes multi-disciplinary skills and perspectives