user experience 101 - the basics

beautiful+usable experience design

User Experience 101

The Basics

BEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • [email protected] 1

Agenda

• Introductions

• What is User Experience?

– Past

– Present

– Future

• Why it matters

• How it is delivered to clients

• How to sell it

• Q & A


What is GOOD, intuitive, easy, simple UX and how is it created, tested, and sold?

Introductions


• Name & role

• Lunch date

• Pleasant / unpleasant websites

What is User Experience?Also known as

• UX

• IA (Information Architecture)

• UI (User Interface) Design

• ED / XD (Experience Design)

• HCI (Human Computer Interaction)

• Human Factors Engineering

• User-Centered Design

• Interaction Design

• Usability


• Distinct pieces form overall brand impression

• “User Interface” typically at widget, app, or page level

– Checkout flows

– Product pages

– Home pages

– Calendars

– Transactions

– Social Media features

– Banner interactions


What is User Experience?

• Front-end design focus

– Designing it

• Research focus

– Measuring it to learn how to best iterate on the design

– Ethnographic or anthropological in nature

• Both explore not just nuts-and-bolts, but meaning and psychology behind

experience/design

– Motivations, wants, needs, attitudes


What is User Experience?


How It All Started

• Vertical + horizontal knowledge

• Can talk the talk with any other discipline

• Mix of analytical, conceptual/creative, visual design, communication skills


T-Shaped Professionals

http://blog.broadeep.com/2009/01/rise-of-service-industry-and-need-of-t.html

http://www.enterpriseinnovation.net/content/building-t-shape-leaders

http://www.fastcompany.com/magazine/95/design-strategy.html

http://community.infragistics.com/pixel8/media/p/95683.aspx

• Still a baby, as interactive field grows

• If Advertising is 100 years old, Web is 50, UX only half of that

– Will take time to catch up and get fully socialized

– Especially true now that anyone can build a website


Today s User Experience Field



Note: Inspired by Mad*Pow s description of Research-Inspired Design www.madpow.com

• UX will continue to grow and

flourish

-As a discipline and a client

need

-As more and more traditional

media moves online

-As long as companies care

about customer experience,

the psychology and

motivations behind it, and how

it affects their bottom line

• Roles will continue to overlap


The Future

Brand Experience

• In the meantime, we ll continue to create more and more beautiful + usable

experiences and explore new technologies


The Future

www.thewildernessdowntown.com www.snapshotsofprovence.com

1. How an experience feels seriously affects someone s likelihood to use it

again

– Important to study or consider emotional response to technology

2. Especially in transactional and ecommerce experiences, ROI is clear-cut *

3. For process and maintenance, much more expensive to design and develop

without initial UX planning or insight


Why Does UX Matter?

* See http://www.useit.com/alertbox/roi-first-study.html (2003); http://www.useit.com/alertbox/roi.html (2008);

http://www.nngroup.com/reports/roi/

$

Account management

• Knowing business goals upfront

• Help scoping projects

• Brainstorm on initial ideas

Creative

• Multi-disciplinary brainstorming

• Voice of the user (based on past experiences and ongoing research)

• Starting point for concepts


Why Does UX Matter?

Brand planning

• Collaboration on methodology

• Facilitating crossover of online and offline insights

Development / Technology

• Knowing how and when to get Tech involved early on

• Lessens on-the-spot and frequent changes from designers, account

managers, clients

Analytics

• Partnership to get holistic picture of experience


Why Does UX Matter?


UX Process and Deliverables

• Impact on bottom line

• Brand impression; the gut feel of using the site, banner, interface, ad, or other

brand interaction point

• Add digital twist to same reasons we sell brand planning and research into

consumer behaviors and attitudes

• Knowledge is power: informed decisions vs. best-guess from biased

stakeholders


Selling UX

Thank you!


Q & A

beautiful+usable experience design

Appendix


• UX Deliverable Samples • More on Beautiful+Usable

Competitive Reviews and Other Research Findings


Deliverable Examples

Principled

Passionate

Real

Tough

Reliable

Youthful

Approachable

Honest

Surprising

Fun

Principled

Passionate

Real

Tough

Reliable

Youthful

Approachable

Honest

Surprising

Fun

Principled

Passionate

Real

Tough

Reliable

Youthful

Approachable

Honest

Surprising

Fun

Principled

Passionate

Real

Tough

Reliable

Youthful

Approachable

Honest

Surprising

Fun

Principled

Passionate

Real

Tough

Reliable

Youthful

Approachable

Honest

Surprising

Fun

Aggregate Personality Scores

Personas



Brand Experience Flows and User Flows



Wireframes and Sketches



Site Maps



Comps and Websites



Who is Beautiful+Usable?

Beautiful+Usable is Becky Burd, a seasoned digital agency professional with over 15 years experience studying the human side of technology and how consumers interact with brands. She is passionate about usability, digital brand research, and ecommerce, and works with agencies and corporations to help them navigate the challenge of creating stunning, intuitive, and profitable experiences.


Services• User experience (UX) design, including wireframes, site maps, user flows, personas,

communication architectures, brand experience flows, and storyboards• Brand and consumer research studies, including focus groups, usability testing,

brand attitudinal studies, listening labs, competitive reviews, ethnographic studies, online surveys, interviewing, and more

• Creative direction• Digital marketing strategy• Usability evaluation• Web site analytics• eCommerce merchandising• Business requirements analysis• Functional specifications• iPhone and iPad application design• Social media marketing strategy • Educational workshops


Brand Experience

• Donna Karan and DKNY• Marc Jacobs

• Juicy Couture• St. John

• Stride Rite• Sunglass Hut

• PZI Jeans

• Saks Fifth Avenue• Neiman Marcus

• Rue La La

• David Yurman• Bvlgari

• Vichy• Timberland

• Adidas

• Nowness• Eversave

• Dress For Success

• Verizon• Nokia

• MTV• ESPN

• NBC• CBS

• Variety

• Century21
