This document discusses the overall user experience (UX) and how it works. It explains that UX aims to 1) convert users to buyers, 2) increase signups, 3) improve retention, 4) reduce support calls, 5) minimize training needs, 6) increase usage, 7) improve efficiency, 8) shorten development time, and 9) reduce user errors. The document emphasizes that understanding user needs and designing accordingly is important for UX. It also warns that UX is comprehensive and complex.

2. The Overall
Den Samlede Brugeroplevelse
User Experience
By Jeppe Henckel

3. UX
What is
and ho
w does it
work

4. e nck el
Jepp eH
ehen ckel
@jepp
Analysis- Production- Production-
Movies, feelings and storytelling Web and video Digital experiences

5. Architects

6. Digital architects

7. First launch?

8. UX hippies?

9. UX creates customer value
1. Convert users into buyers
2. Make users sign up
3. Create greater retention
4. Minimize calls to support
5. Minimize need for training
6. Make the users use your service more
7. Higher effeciency
8. Shorten development time
9. Minimize user errors

10. Need
Feelings
&
Interaction
Context

11. Warning
UX is comprehensive
and complex

12. Need

13. Understand your users’ needs
and design accordingly

14. ”
James
Persona
PBX user & PBX administrator
Key goal: Spend time on reparing cars insted of
I get frustrated
when I can’t get
administration
hold of my guys
+ Introduction + Profile
” + Phone needs
Access to Company’s call records
James is 56 and owns his own repair shop in a small town in Age: 56
Ohio. His is married to Kelsey for 35 years now, although he Location: Ohio Basic reporting
wouldn’t be able to say precisely. He is not good with dates Education: High School
and years, which is why he is happy that Kelsey comes in Configure and maintain company’s
twice a week to help how with the book keeping at his shop. Web experience: Has worked with basic computer software phone system
This also gives her a chance to catch up with her yougest for the majority of his adult life.  Configures all aspects of the
son Jim who is one of the five mechanics working here. who PBX system
has been working at the shop since he graduated from high Drivers & motivators: Do well at work, appear as an expert  Establishes default settings for
school. on the field of the Star Wars movies. the PBX system
 Ongoing maintenance and
reconfiguration
 Reports
 First line of support for end
+ Character attributes + Work context users of the PBX system
IT skills: James’ focus is on cars, and he hates dealing with computers  Needs an interface that is easy
and systems that don’t do as he wants them. Kelsey is a little to use and powerful enough
Patience:
more paitient which is why she mainly uses the computers at to complete his tasks without
the office, even though James has to do invoicing and orderings needing documentation /
when Kelsey is not working. customer support
Most of the time there are only a couple of people at the office,
since they get a lot of on site reparation jobs around the town. It
+ Lifestyle touchpoints is important for James to know where his mechanics are and be
able to get in touch with them for new assignments. His biggest
frustration is when jobs are delayed because he cant get a hold
of his workers.

15. Context

16. Buying furniture
The retail store’s app

17. Buying furniture
Interaction with the smart phone

18. Buying furniture
The online platform

19. Buying furniture
Inspiration

20. Buying furniture
Discussing with friends and family
Flickr: Presta

21. Buying furniture
Support
Flickr: Des/nys agent

22. Buying furniture
Transport and delivery
Flickr: Steven Vance

23. Paths and points of contact

24. The user journey
Complexity

25. The user journey
Complexity

26. Get full insight
Understand all of the users’ needs and points
of contact when using with your product.

27. Create design based on this
understanding

28. Interaction
and feelings

29. UX principles
Simple
Fun

30. Simple

31. Simple
Users want it all, and businesses generally
wants to accommodate those requests.

32. Simple

33. Simple

34. Simple

35. Complex
Simple

36. 5 quick take aways
1. Less is more – keep it simple
2. Focus on what you do best
3. Remove features
4. Start out with a simple, configurable
interface
5. Hide the complexity from the user

37. UX principles
Simple
Fun

38. Fun

39. Freedom
Flickr: Kalyan02
 The feeling that everything is possible

40. Følelsen af frihed
Flickr: Kalyan02
 Have følelsen af at alt er muligt

41. Luck and exception
Flickr: Kaktuslampan
 Feeling that you are special and surprised
 Conformity is safe but it is not fun

42. Luck and exception
Flickr: Kaktuslampan
 Feeling that you are special and surprised
 Conformity is safe but it is not fun

43. Belonging
Flickr: Vredeseilanden
 Everything should not be structured as communities
but doing things with others is often more fun

44. Følelsen af at høre til
Flickr: Vredeseilanden
 Alting bør ikke blive til communities, men der der er"
Alting bør ikke blive til communities, men er mange
tilfælde hvor det erhvor detat være flere.
være flere.
mange tilfælde sjovere er sjovere at

45. Delight
Flickr: Timlewisnm
 We all love to be delighted by beautiful things.

46. Delight
Flickr: Timlewisnm
 Mennesket er i bund og grund meget simpelt, og vi"
elsker ting der er smukke og der glimter.

47. Pride
Flickr: Iwona_Kellie
 The feeling of pride and success can be the starting
point for positive sentiments toward a product or
service.

48. Pride
Flickr: Iwona_Kellie
 Følelsen af succes og stolthed kan være grundlag for"
en meget stærk positiv følelse rettet mod dit produkt

49. References for the UX principles
 Guiding principles for UX designers by Whitey Hess
 http://uxmag.com/articles/guiding-principles-for-ux-designers
 http://www.slideshare.net/whitneyhess/design-principles-the-philopsohy-of-ux-higher-
ed-edition
 10 principles of UX
 http://52weeksofux.com/post/475093254/10-principles-of-ux

50. Warning
UX is comprehensive
and complex