1. USER EXPERIENCE DESIGN
THE EMERGING VALUE PROPOSITION
YALE UNIVERSITY
October, 2015
Michael Rawlins, Principal UX Architect
2. User
experience
is
everything.
It always
has been, but it’s sJll undervalued and
under-‐invested in. If you don’t know user-‐
centered design, study it. Hire
people
who
know
it. Obsess over it. Live and breathe it.
Get
your
whole
company
on
board.
Evan
Williams,
CEO
3. WHAT
IS
UX
DESIGN?
Observation of
people
Observing how people perform tasks in their natural seSng – UX
designers pay close aUenJon to how users behave and care about what
they see, hear, how they feel.
Wireframing &
Prototyping
Professional UX designers rely upon iteraJons of design soluJons –
before commiSng to code. This enables them to validate their design
direcJon – and vet through a sample audience.
Usability testing &
measurement
The majority of online experiences built upon ‘best pracJces’ or
‘designer intuiJon’ run the risk of not meeJng the needs of users. A
foundaJonal premise in user-‐centered design is tesJng with target users.
4. PROVEN
DESIGN
VALIDATION
METHODS
97%
Websites and mobile applicaJons
fail because there was no usability tesJng
90%
UNModerated greater reach
Moderated 70%
deeper insights
Heuristics 50%
best pracJce
Tes@ng
Type
Effec@veness
Benefit
5. DESIGNING
WITH
THE
MIND
IN
MIND?
The balance between designing for humans – and designing best pracJces
What
goals
do
users
want
to
achieve
by
using
the
applica@on?
What set of human tasks is the
applicaJon intended to support?
Which tasks are common, and
which ones are rare? Which
tasks
are
most
important,
and
which
ones
are
least
important?
What
are the steps of each task?
Jeff
Johnson,
Author
7. B
=f (PE)
We can’t change the People
But we can change Behavior by designing Environment or the Experience
8. UX
MEASUREMENT
&
QUANTIFICATION
Ease of learning
How fast do they learn the
interface or system construct?
memorability
Long & short term memory
leveraged?
User satisfaction
Do users like the applicaJon?
Effectiveness
Can users achieve their goals?
Efficiency of use
How fast do users complete
tasks?
Error prevention
Is there forgiveness?
9. LOGIC
AND
REASON?
Cra_ing the balance between designing for semi automaJc reacJons and reasoning
PREFRONTAL CORTEX AMYGDALA
Controls
logic
and
reasoning
Semi-‐automaWc
reacWons
15. EVOLUTION
&
CHANGE
Technology has exposed ineffeciencies in how we all work & play
ESPN is a place for the best
technologists of today and
tomorrow – a place where they
will be solving for fascinaJng and
complex problems.
17. WIREFRAMING
AND
PROTOTYPING
Expressing the InteracJon – what are UX people doing…
40%
Online
Tools
35%
Desktop
Tools
15%
PowerPoint
10%
Sketch
Invision &
Mockflow
HTML & Axure
Precise
Prototyping
End state has more
interacJons and funcJonality
Rapid
Prototyping
Online tool that allows the
design team to collaborate
and share iteraJons.
Low
Barrier
to
Entry
Most people can draw out an
idea – it’s fast and effecJve
18. VALIDATION
METHODS
(USABILITY
TESTING)
Flexible repeatable methods to learn whether the design works
Un-moderated remote
Ability to test 100s of
people at the same Jme.
MODERATED REMOTE
Performing a 1:1 test – or
observing how a user
interacts with an
applicaJon or website using
screen sharing so_ware.
1:1 TESTING
TradiJonal 1:1 tesJng of
tasks with a moderator
asking probing quesJons
and observing.
EXPERT REVIEW
Ability to gauge/measure a
website or applicaJon
based on a set of best
pracJces or heurisJcs.
19. EMOTIONAL
DESIGN
Designing for Influence – leveraging persuasive norms
reciprocation
Designers use reciprocity to
give things away for free –
and people are inclined to
return the favor.
scarcity
When something is scarce –
people automaJcally
perceive it as more
valuable.
Social proof
People are like sheep – the
more informaJon and
choices we put in front of
them, the more they rely on
others to help make the
decision.
authority
Authority figures can trigger
behaviors that ensure your
product or service offering
is selected over the next
distracJon.
