What it is, 

why it matters + 

what makes it good or bad.
User Experience
Geoff Mackey + Greg Harron
UX
What is
centerline.net
UX ?
The sum of a person’s emotions
and behaviors when interacting
with a product, system, or servi...
UX is used at theme parks, casinos,
office spaces, grocery stores, etc.
UX isn’t about designing the experience – that’s t...
≈
What does a professional do?
centerline.net
Throughout the project, there’s continuous
competitive, product and user res...
centerline.net
Reduces re-work (wasted development time)
Increases sales, credibility, user retention
People matter, so th...
centerline.net
Good UX vs. Bad UX
Examples
centerline.net
BadGoodBad
centerline.net
BadGoodBad
Too many options presented
in a non-scannable format
Options consolidated into
one, familiar interaction
center...
centerline.net
BadGood
centerline.net
BadGood
• Questions are used to segment the form,
unnecessarily.
• Includes inputs that aren’t required
until after a sear...
centerline.net
GoodBad
centerline.net
GoodBad
• Price and product rating info are clearly
visible and directly associated with the
primary call to action, "add ...
centerline.net
GoodBad
centerline.net
GoodBad
• There is only one primary goal for each
page.
• Pages are concise and contain one
primary call to action.
• Cont...
*The Experience Score Rubric is available for
download here.
centerline.net
The Experience Score
How well you’re deliverin...
If you don’t talk to your customers,
how will you know how to talk to
your customers?
- Will Evans, Semantic Foundry
“
”
c...


Why are we presenting information in a certain way?



Upfront research helps you understand who you’re talking to, thei...
centerline.net
UX Project Timeline
UX Outputs
UX Research
Discovery
Content

Strategy
Information
Architecture
Design and
...
Discovery
Phase
centerline.net
UX Outputs
UX Research
centerline.net
UX Project Timeline
Discovery
Content

Strategy
Information
Architecture
Design and
...
Content Strategy

Phase
centerline.net
UX Outputs
UX Research
centerline.net
UX Project Timeline
Discovery
Content

Strategy
Information
Architecture
Design and
...
Information
Architecture
Phase
centerline.net
UX Outputs
UX Research
centerline.net
UX Project Timeline
Discovery
Content

Strategy
Information
Architecture
Design and
...
Visual Design,
Interaction Design,
and Development
Phase
centerline.net
UX Outputs
UX Research
centerline.net
UX Project Timeline
Discovery
Content

Strategy
Information
Architecture
Design and
...
Testing and
Refining Phase
centerline.net
UX Outputs
UX Research
centerline.net
UX Project Timeline
Discovery
Content

Strategy
Information
Architecture
Design and
...
centerline.net
Geoff Mackey, UX Designer @geoffmackey

Greg Harron, UX Strategist @gregharron
@centerline | centerline.net
Thank you!
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Why User Experience Matters | By UX Professionals from Centerline Digital

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Why User Experience Matters | By UX Professionals from Centerline Digital

  1. 1. What it is, 
 why it matters + 
 what makes it good or bad. User Experience Geoff Mackey + Greg Harron UX
  2. 2. What is centerline.net UX ? The sum of a person’s emotions and behaviors when interacting with a product, system, or service. User Experience (ˈjuːzər ɪkˈspɪriːəns), noun:
  3. 3. UX is used at theme parks, casinos, office spaces, grocery stores, etc. UX isn’t about designing the experience – that’s the product of the interaction with what you design. At its core, UX is about simplicity. It’s finding what the audience needs to know and how they behave. Confined to the web The user interface Rocket Science centerline.net is notUX
  4. 4. ≈ What does a professional do? centerline.net Throughout the project, there’s continuous competitive, product and user research.RESEARCH INFORMATION
 ARCHITECTURE INTERACTION DESIGN We figure out how everything should be organized in order to set up an architecture for that experience. This requires prioritizing and creating a hierarchy of all necessary design elements. UX
  5. 5. centerline.net Reduces re-work (wasted development time) Increases sales, credibility, user retention People matter, so their experience matters Why does matter?UX
  6. 6. centerline.net Good UX vs. Bad UX Examples
  7. 7. centerline.net
  8. 8. BadGoodBad centerline.net
  9. 9. BadGoodBad Too many options presented in a non-scannable format Options consolidated into one, familiar interaction centerline.net
  10. 10. centerline.net
  11. 11. BadGood centerline.net
  12. 12. BadGood • Questions are used to segment the form, unnecessarily. • Includes inputs that aren’t required until after a search has been initiated. • No opportunities to consolidate form fields have been made. • Only the most relevant and necessary inputs are presented to the user in a compact, easy to understand way. • Adjusting search result formats and other search options are presented only after the search has been initiated. centerline.net
  13. 13. centerline.net
  14. 14. GoodBad centerline.net
  15. 15. GoodBad • Price and product rating info are clearly visible and directly associated with the primary call to action, "add to cart.” • Interface is uncluttered and allows the content to dominate the screen. • The buttons are appropriately spaced to avoid accidental finger taps. • Price and product rating info are not prominent enough. • Buttons are too close together for mobile. It’s easy to press wrong button. • The tab bar decreases the viewing area for product information. centerline.net
  16. 16. centerline.net
  17. 17. GoodBad centerline.net
  18. 18. GoodBad • There is only one primary goal for each page. • Pages are concise and contain one primary call to action. • Content is organized in a more logical, scannable format. • The content of the page is extremely long and covers a diverse set of page goals. • There is no clear call to action or direction for the reader to follow. • There are calls to action scattered throughout the page. centerline.net
  19. 19. *The Experience Score Rubric is available for download here. centerline.net The Experience Score How well you’re delivering the information you’re trying to communicate.CLARITY FLOW RELEVANCE A logical progression to follow. Consider where the audience is in their journey. UTILITY The functionality of the interface. TRUSTWORTHINESS The visual aesthetic, organization and hierarchy of things need to be perfected.
  20. 20. If you don’t talk to your customers, how will you know how to talk to your customers? - Will Evans, Semantic Foundry “ ” centerline.net
  21. 21. 
 Why are we presenting information in a certain way?
 
 Upfront research helps you understand who you’re talking to, their behavior, their goals.
 
 Then we can understand why we’re emphasizing this information and why we’re designing it this way. Finding the why centerline.net
  22. 22. centerline.net UX Project Timeline UX Outputs UX Research Discovery Content
 Strategy Information Architecture Design and Development Test and Refine
  23. 23. Discovery Phase centerline.net
  24. 24. UX Outputs UX Research centerline.net UX Project Timeline Discovery Content
 Strategy Information Architecture Design and Development Test and Refine Stakeholder Interviews, Contextual Inquiry, Analytics, Usability Testing Personas, Journey Maps, Baseline Metrics
  25. 25. Content Strategy
 Phase centerline.net
  26. 26. UX Outputs UX Research centerline.net UX Project Timeline Discovery Content
 Strategy Information Architecture Design and Development Test and Refine Content Audit Audit Analysis Spreadsheet,
 Gap Analysis, Content Strategy
  27. 27. Information Architecture Phase centerline.net
  28. 28. UX Outputs UX Research centerline.net UX Project Timeline Discovery Content
 Strategy Information Architecture Design and Development Test and Refine Card sorting, tree testing Site Mapping, Flow Diagrams, Wireframes, Storyboards
  29. 29. Visual Design, Interaction Design, and Development Phase centerline.net
  30. 30. UX Outputs UX Research centerline.net UX Project Timeline Discovery Content
 Strategy Information Architecture Design and Development Test and Refine Prototype Testing, Heuristics Evaluation Lo-Fidelity Prototypes, Hi-Fidelity Prototypes
  31. 31. Testing and Refining Phase centerline.net
  32. 32. UX Outputs UX Research centerline.net UX Project Timeline Discovery Content
 Strategy Information Architecture Design and Development Test and Refine Analytics, Usability Testing, A/B Testing, Surveys Data to compare to Baseline, Metrics to inform opportunities for improvements
  33. 33. centerline.net
  34. 34. Geoff Mackey, UX Designer @geoffmackey
 Greg Harron, UX Strategist @gregharron @centerline | centerline.net Thank you!

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