UX Plateau of Tolerance

This course is a graduate-level class that explores the process of
developing user-experience prototypes. Students learn practical
UX prototyping skills to successfully present, simulate and
implement their designs in modern authoring technology.
This provides students with a means to produce core
functionality and the vocabulary to communicate with the
developers that will ultimately be coding their design solutions.
User-Experience Prototyping
P r o f e s s o r D A V I D E D W I N M E Y E R S

REQUIREMENTS
Students taking this course must have access to a high-
speed Internet connection, the Adobe Creative Suite
(specifically Adobe XD), a word processing software or
Google Docs, an LWC WebSpace or web hosting account
and access to a modern computer with ample processing
power and RAM to support the software.

• The term user experience was introduced by user-experience
architect and author Donald Norman.
• User-Experience, or UX, is the way a user feels about a product,
system, or service.
• In the last few years, one major lesson the technology industry has
learned is that offering high-tech gizmos is not the only way of
capturing market share. They need to think of the user.
• They need to build an experience in which the user finds it easy,
comfortable and rewarding to interact with the solution.
• UX does not stop at physical products. We see UX in every aspect of
user and consumer

• How can we create a user-experience before we actually
create a product?
• What must be done before we create a prototype?
• What kinds of prototypes can we create in an efficient
manner in order to get user feedback?

Per W3 Schools survey of browsers from March, 2016.
Chrome: 69.9 %
Firefox: 17.8 %
Internet Explorer: 6.1 %
Safari: 3.6 %
Opera: 1.3 %

Per W3 Schools survey of display sizes from Jan, 2016.
Higher 1920x1080: 30.7%
1920x1080: 18%
1366x768: 35%
1280x1024: 6%
1280x800: 4%
1024x768: 3%
800x600: 0.3%
Lower 800x600: 3%

Per W3 Schools survey of mobile from March, 2016.
Total: 5.1%
iOS: 1.24%
Android: 3.41%
Windows: 0.38%
Other: 0.10%

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B R E A K
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Five Planes of User Experience
• In the book Elements of the User Experience, Jesse James Garrett explains the
concept that a Web site is comprised of one or more pages
• Even though the pages may differ in content and functionality, users expect to
interact with the site as a whole
• Imagine walking into a Walmart, Target, or similar store where they have
multiple aisles of goods that differ from each other. We don't associate
individual aisles, but take our entire experience of the store as a whole
• The five planes of UX provide a conceptual framework for our understanding of
the process of Web design

First impression/image/visceral (High Fidelity)
Navigation and flow (Wire Framing – Med and Low)
Architecture, Taxonomy and Organization (Maps and Low-Fi)
Context, User Research, Stakeholders Interviews, etc.
Contextual Inquiry, Competitive Analysis, Market Research, etc.

Task/Time Relationship
The UX Plateau Effect
(based on user tolerance)

CONCLUSION
USER < PRIMARY BENEFACTOR
OBJECTIVE
TASKS
Anatomy of a User-Experience
(Examining the Task/Time Relationship and UX Plateau Effect)
TIME

Task/Time Relationship and UX Plateau Effect
• A User-Experience consists of:
• User
• Primary Benefactor (usually the User)
• Objective
• Set of Tasks to meet objective (process, steps, milestones, etc.)
• Time it takes to complete the objective (expedited versus sticky)
• Conclusion (Result: Success/failure, user opinion, abandonment, etc.)
((Tasks + Time) Objective) = Conclusion

Task/Time Relationship
(based on user tolerance)
Expedited vs Sticky

(FANDANGO Task/Time Relationship and UX Plateau Effect)
Point A (1-2 sec) Point B (1-2 sec) Point C (1-2sec) Point D (2-3 sec)

Title Benefactor Objective Time Type Tasks Time Conclusion
Fandango
Mobile App
User Find movie
title, theater
and time
Expedited - Launch app
- Choose Theatres
- Choose My local theatre
- Scroll movie list
- Objective met
5 sec User happy –
no frustration
– easy to use
BBT Mobile
Banking
User Check balance
on checking
account
- Log in
- Accounts listed
- Objective met
no frustration
– easy to use
Email App User Check and read
email
- Chose email account
- Email loads and displays
- Click email to read
- Objective met
no frustration
– easy to use
How can we map or measure a Task/Time Relationship and UX Plateau Effect?
This matrix can be used for both your initial targets as well as user observation.

What about a Task/Time Relationship and Plateau Effect for:
• Services or consumer experiences?
• Environment and Spaces?
• Physical devices?
• Complex systems?
• Print and visual communication?
This is presented as holistic theory…

What about a Task/Time Relationship UX for a service or
consumer experience?
ATT User-Experience (Consumer/Service)

ATT Consumer
Case 1
User Buy iPhone
charger cable
Expedited - Approach store
- Enter store
- Met by greater
- Name placed in queue
- Wait
- Name called
- Interact with ATT rep
- Cable acquire
- Check out/pay
- Objective met
6 sec User did not
enter due to
seeing the store
crowded with
people.
Use cancelled
the experience.
ATT Consumer
Case 2
User Buy iPhone
charger cable
- Enter store
- Met by greater
- Told to go to downstairs
showroom
- Wait, wait, wait
- Name called
- Interact with ATT rep
- Cable acquired
- Check out/pay
- Objective met
20 min User entered
store due to only
seeing one or
two consumers
inside. Waited in
showroom. A bit
frustrated by
wait. But met
objective – User
happy.
What about a Task/Time Relationship UX for a service or consumer experience?

ATT Consumer’s
MENTAL
MODEL
User Buy iPhone
charger
cable
- Enter store
- Acquire cable
- Check out/pay
- Objective met
1 min User happy – no
frustration –
easy to acquire
ATT Consumer’s
ACTUAL
EXPERIENCE
User
OR
ATT?
Buy iPhone
charger
cable
Expedited
OR
Sticky?
- Approach store
- Enter store
- Met by greater*
- Told to go to downstairs
showroom
- Wait, wait, wait
- Name called
- Interact with ATT rep*
- Cable acquired
- Check out/pay*
- Objective met
20 min User entered
store due to only
seeing one or
two consumers
inside. Waited in
showroom. A bit
frustrated by
wait. But met
objective – User
happy but feels
service was
suspect – even
duped.
Mental model of how user (consumer) thinks versus the challenge we are faced with…

“As a UX Designer and Academic.
I appreciated the hustle.”

1 2 3
Objective Met

if ((x.tasks + x.time) < (u.mental model + u.tolerance){
UX = “success”;
} else {
UX = “failure”; // certainly problems
}

My FANDANGO Mobile App
User-Experience Map
Spotlight Movies Theaters On Now Account
01 02 03 04 05
Launch App
01
02
03
04
05

User-Experience Map
Spotlight Movies Theaters On Now Account
01 02 03 04 05
Launch App
01
02
03
04
05
Point A
Point B
Point C
Point D

User-Experience Map

Visualize time as a
measurable dimension*
Point A B C D
User-Experience Map

Understanding and controlling this can lead to a successful User-Experience
Point A B C D
Visualize time as a
measurable dimension*
User-Experience Map

Point A D
B C
Understanding and controlling this can lead to a successful User-Experience
Time as a measurable
Dimension*
User-Experience Map

Dimension*
Manageable
matches mental model

Dimension*
Risk of abandonment Risk of abandonment

4th Dimension
Understanding and controlling this
Can lead to a successful User-Experience
Point A D
B
C
“Cognitive Friction”
Alan Cooper – About Face
Confusion
Lack of Clarity
Poor Vernacular
Lack of appropriate
Affordances
Poor Hierarchy
Poor TaxonomyPoor Visual Design
Poor Type
Frustration
Too much Time to perform Tasks
Slow load times

Point A D
B C
Abandonment

IRONY

Task/Time Relationship and UX Plateau Effect
• A User-Experience consists of:
• User
• Primary Benefactor (usually the User/Sticky: Stakeholders)
• Objective
• Set of Tasks to meet objective (process, steps, milestones, etc.)
• it takes to complete the objective (expedited versus sticky)
• Conclusion (Result: Success/failure, user opinion, abandonment, etc.)
((Tasks + TimeX) Objective) = Conclusion
Time

One could conclude that our challenge is:
Match or out perform a users mental model
of the User-Experience.
Easier to do if “Time Type is Expedited”
Harder to do if “Time Type is Sticky”
Exceptions – Games, entertainment and certain engagement
experiences my actually match

T A K E A W A Y S
Consider, measure and emphasize Time as a key
dimension for successful User-Experiences.
• Consider and determine time type as Expedited or Sticky
• Consider the Primary Benefactor
• Even when the Primary Benefactor is NOT the user – and the time type
is Sticky, be considerate of the user
• This can be tested and quantified using rubrics, observation and with
user testing – your Mesa Effect can be quantified

UX Plateau of Tolerance

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