A brief introduction to user experience and ux design process

1. What’s User Experience,
Why is it so important?
Illustration by Suzey Levis

2. How to create a digital product?
Ux design process: steps and subjetcs

3. Who I am
I’ve fifteen years of experience in designing digital interfaces.
Currently Lead of UX team at DOCOMO Digital in Florence, my role consists of
designing experiences for native and mobile APPS.
Since 2012 I’ve held lectures on “User Experience”, “How Design Digital Interfaces”
and “Neuro web Design”.
I’m also a User Experience Startup Mentor.
Costanza Mosi
User Experience Expert
at DOCOMO Digital

4. Let’s start from famous case studies
Why should you care about ux?

5. 2 versions: one for able- bodied users and one for users
with difficulty in sight and hearing .
The simple version was a big success because able-
bodied users used it too!
The result was dramatic: up to £ 13m pounds profit per
year!
Tesco
Takeaway: Customers prefer simple, understandable
interfaces and interactions

6. Lee jeans store didn’t have many users.
• some important information regarding the products (jeans)
was missing.
• Many products are presented in inadequate sizes and
colors
• Complex site navigation
After the restyling and UX improvement the e-store had a big
growth: 20% increase in traffic; 98% sales growth
Jeans Lee
Takeaway: start from users’ needs to create a successful
experience

7. user experience makes
products/ services more
understandable, usable,
enjoyable
 It’s UX that differentiates a
company from its competitors;
 and it is UX that determines
whether your customers will
ever come back
Why should you care about ux?
User experience has a great effect on
customer loyalty.
+ UX= + LOYALTY

8. o Increase conversions, number of visitors
o Decreased rate of abandonment
o Strengthens the brand
o Improve search engine rankings
o Reduces development costs and user support costs
In detail, in new media experience a good user experience has
positive impact in
The ROI of User Experience

9. User experience
user experience = what we feel when we interact with a product or service online or offline.
Designing the experience (more than a product)
Illustration by Suzey Levis

10. "User experience"
encompasses all aspects of
the end-user's interaction
with the company, its services,
and its products.
Donald Norman

11. Digital interfaces must be designed to be self-evident and self-explanatory
 What is this site for?
 What can I do here?
 What should I click to read an article or purchase a product?
User experience & web
A digital product is a self service product.
There is no instruction manual to read beforehand, no customer service representative to help

12. Multidiscipline
user experience consists of
a multitude of subjects and
that is why it is so
interesting and fascinating
Illustration by Suzey Levis

13. UX Design Process
Three main characteristics
1. Sequence of steps
2. User centred
3. Iterative

14. Spefic sequence:
the outcome of previous steps
forms the basis for the choices of
the next ones
Sequence of steps, layers
A series of steps
Each step has a goal and a
function, don’t skip any of
them!

15. Sequence of steps, layers
Illustration by Suzey Levis

16. user is at the center of every
activity from the beginning to
the end
User centred

17. Iterative process
A product is never done, but only
evolves.
Product design is a process of constant
iteration and refinement.

18. Strategy
User
research
Ideate Design
Testing -
validating
Post
launch
activities
Ux Design process

19. Define Product Strategy and Success Criteria
Product
objectives
User needs
Feasibility
STRATEGY
STRATEGY
 A successful product is based on a clear strategy
SUCCESS CRITERIA
 clear business goal that you want to achieve with the
product.
 defining explicit success criteria: Convertion rate ,Time per
visit, Impression, Numbers of phone call, Return of visit

20. Etnography
Contextual enquiry
Experience mapping
Lab usability testing
Task analysis
Diary studies
Card sorting
Interviews
Focus group
Panel
Surveys
Analytics
A/B live testing
behaviouralattitudinal
quantitative qualitative
What people doWhat people say
User research

21. Interview
• Prepare screener and recruit representative customers and users
• Write up questions
• Plan for appropiate number of partecipants
• Avoid closed ended questions
• Provide an incentive for partecipants
Be emphatic

22. Questions example
1. How do you buy product/ service?
2. How does product/service fit in your day?
3. When do you use it?
4. Describe how do you would tipically use it?
5. What are the steps you take before and after use?
6. How do you feel at each stage
7. Need any product support

23. User analysis: Personas
A persona is a representation
of a type of customer.
Personas answer the
question, “Who are we
designing for?”
and they help to align strategy
and goals to specific user
groups.
Base the persona on real data.

24. Personas
 Encourage design centered
around real people
 Give a face to
yuor users
 Help choosing the proper
language for your target
 Classify content and
outline priority
 Communicate and
define final users
 Make team
work easier

25. Strategy
User
research
Ideate Design
Testing -
validating
Post
launch
activities
Ux Design process

26. Team members brainstorm on a range of creative ideas that address the project goals.
1. Information architect
2. Sketching
3. Wireframing
Ideation phase

27. Plan The Structure Of A Product
Information Architecture
(IA) is the structure of a website, app or other product.
It enables users to understand where they are and where the information they want is in relation to their current position.
 Navigation
 Labelling
 Search

28. (sketching) of the first drafts of the site map and the layout of the pages
Benefits. The perfect way to share first ideas with colleagues / customers.
Suitable for early brainstorming: the ambiguity and lack of details in this phase is positive because it
allows us to bring out new ideas.
Sketching

29. Wireframes have the function of
 Focus attention only on architecture and
content without the distractions of graphics
 They are the basis of the prototype
 Help graphics and developers to understand
which elements and functions will be built.
The wireframe are schematic illustrations of the main pages of the site, composed of clean lines and without graphics.
Wireframing

31. Understand if we are building the right thing: where do users get confused? Which parts are not
clear? Which are complicated to build? Which parts are too simple? Unnecessary? Does it solve
the problems we are planning for?
Designing & Prototyping

33. Strategy
User
research
Ideate Design
Testing -
validating
Post
launch
activities
Ux Design process

34. Testing And Validation
The testing and validation phase helps a product team ensure the design concept works as intended.
Testing With the Product Team
Testing With Real Users: Usability Testing
According to the Nielsen Norman Group, if you want to select just one type of user research for
your project, it should be qualitative usability testing.

35.  Testing a single user is 100 times better than testing anyone
 Testing a single user at the beginning of the project is better than testing 50
at the end
 Testing is an iterative process
 Finding representative users is overestimated as a feature
 The rule is quickly and dirty

36. Strategy
User
research
Ideate Design
Testing -
validating
Post
launch
activities
Ux Design process

37. Understand How Users Interact With The Product
Metrics Analysis
 clicks
 navigation time
 bounce rates
 search queries
Product team must continually track product
performance to see if it meets customer satisfaction
and if any improvements can be made.
Post-Launch Activities