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  • Successful User Experience:

    Strategies and Roadmaps Elizabeth Rosenzweig Bentley User Experience Center

    Bentley University USA

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    * 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

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    Usability and User Experience

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    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?

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    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

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    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

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    Successful UX Process

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    Examples of Successful UX Today

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    Goals and Strategic Models

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    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

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    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

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    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

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    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

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    Tools and Methodologies

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    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

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    Discovery: Field Research

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

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    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

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    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

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    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

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    Design & Evaluation: Eye Tracking

    Collects data about where parDcipants are looking in real Dme

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

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    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

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    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

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    Success Stories

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    NHC Landing Page- original

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    Click 1

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    Click 2

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    Click 3

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    Click 4

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    Click 5

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    Click 6

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    New Landing page

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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

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    Thank you Elizabeth Rosenzweig Bentley User Experience Center, Bentley University [email protected] +1-781-891-2032

    Questions and Answers