Introduction to User Experience as part of the design process in products and services.

2. UX Design
Edward Wydler

3. User experience design lies at the crossroads of art and
science. It’s a magical mixture of visual art, hardboiled
psychology and numbers.
UX provides design direction and insight to make smart,
powerful, efficient products and services that delight
users.

5. How it works
Design is not just what it looks like and feels like.
Design is how it works.
Steve Jobs

8. Good design
Good design is problem solving
User
Problem
Solution

9. Rules of UX
There is no formula for a successful
experience. If there was we could build robots
to do it for us.
There a few guidelines by which to consider
when designing.

10. EMPATHY
Do you have empathy for your customer?
Can you put yourself in their shoes, as they
interact with your experience?

11. CONTEXT
Can you clearly articulate how this feature or
product will be used in the context of their
everyday experience?

12. CONTENT
Do you know what your customer is trying to
accomplish with your feature or product?
Let them do that as simply as possible.

13. CONSTRAINTS
What kind of experience are you constrained
within?
Identifying the boundaries early is critical
when designing and developing great
experiences.

14. OPPORTUNITIES
What types of input and interaction are
available?
Ensure you are identifying all the potential
opportunities of the delivery device.

15. “Know thyself”
You can’t be a tourist.
You have to use and know your product frontto-back, inside-out.

16. “Define the problem”
Three little words on a slide belittle what is
actually the hardest thing you will have to do.

17. Typical Apple Product...
TOUCH

18. A Google product
FIND

19. Your company’s App
TYPE CD:
FIRST NAME
TQP STAT:
LAST NAME
VER:
SSN:
id:
CAT CD:
FT:PT:
CITY:
PHONE 1
STATE:
PHONE 2
ZIP:
ADDR 1
NEW
ORD: #
ACCT #
OK
4-K
AA2DK98
KKA7
AA-9
3320
43-FB
DELETE
ENABLED:
APPLY
SAVE
SELECT
UNDO
HELP
BROWSE
DELETE
EXIT
ERRORS
EDIT

20. UX Plan
Discovery
● User interviews &
contextual observation
● Product-specific
personas
● Heuristic analysis of
existing state
● Information
architecture &
taxonomy exploration
● Content strategy
Design
● Sketches
● Process flows
● Wireframes
● Design patterns
● High-resolution mockups
Build
● Prototype
● Testing & feedback
● Iteration

21. Start with research

35. What do users need?

36. Types of users
●
typical user
●
wannabe user
●
non user
●
should be user
●
extreme user
●
future user
●
peripheral users
●
past user
●
expert users
●
hater
●
subject matter expert
●
loyal to competitor

37. Test with 5 users

38. Top usability issues
• Better defaults all round
• Technical language and poor
explanations
• Grouping of similar
functionality
• Do the hard work for me

39. Prototype
Allows a variety of stakeholders to discover what the real
needs of the project are before any code is written.
https://projects.invisionapp.com/share/7RI4EAVM

40. Let’s do this...

41. Before this...

42. And definitely before any of this...

43. How?
● Figure out if people will buy your product before you build it.
● Learn which research methods are best for early validation.
● Understand user pain in order to build a more compelling
product.

44. Why do it?
● Improved process
● Faster time to market
● Increase value per use
● Extended application life

45. ENCHANT ME
1. delight in surprising ways (animation is the soul of
design)
2. real objects are more fun than buttons and menus
3. let me make it mine
4. get to know me - (Context. change background on
header depending on place)

46. SIMPLIFY MY LIFE
1. keep it brief - “Users are overwhelmed by options and limitless
flexibility”
2. pictures are faster than words - Is writing really needed? Better
defaults.
3. decide for me but let me have final say (better defaults)
4. only show what I need when I need it
5. I should always know where I am
6. never lose my stuff
7. if it looks the same, it should act the same
8. only interrupt me if its important (notifications)

47. MAKE ME AMAZING
1. give me tricks that work everywhere - (Use
tactile feedback, vibrate on touch. sound and
animation to communicate)
2. its not my fault (wording)
3. sprinkle encouragement
4. do the heavy lifting for me (time zone math)
5. make important things fast

48. Good UX
Skinny ties
http://skinnyties.com/
Whistle
http://www.whistle.com/
United Pixelworkers
http://www.unitedpixelworkers.com/

49. UX Themes
The world is getting smarter and people need more than
just pretty interfaces. If you don’t know “why” and “who”
before you come up with “what”, you'll end up creating
nothing for no one.
People don’t want gadgets, they want great services.

51. Smart sites
●
●
●
●
●
●
Websites should tell a story
Websites Communicate Their Stories Viscerally
Websites should be designed with a goal in mind
Websites should be intuitive
Websites should work natively on any device
Great Design is for the People
It’s Time to Stop Building Websites and Start Building
Smart Sites

52. The internet is not about Google.
The internet is not about ads.
The internet is not about traffic.
The internet is about PEOPLE.

54. Thank you.
Edward Wydler