2. overview
➝ assumptions about interviews
➝ first feedback (best questions, topics, surprises)
➝ UX design
➝ situating
➝ motivation
➝ concepts
➝ UX techniques
➝ personas
✱This lecture is partly
based on Forum
➝ scenarios
Nokia's course on UX
concepting and a
➝ storyboards
Hogeschool van
Amsterdam class
8. concept description types
textual sketch graphical prototype
Fiat FCC concept
Ego, VW's 2028 concepts
Suzuki Kiashi Concept Car
9. concepts for Mobile Devices
Concepts for mobile devices
Nokia
By Robert Davis
Berg, Taylor, Harper 2003
Nokia
By Aaron Besson
Motorola
Nokia
Spinner by Zimmerman 2003
10. concept definitions
Concept definition
➝ something understood, and retained in the mind,
from experience, reasoning and/or imagination *)
➝ a concept can describe something that does not yet
exist
➝ some parts of the product are explained, the rest is
left to imagination and reasoning
➝ generalizationor abstraction, of a particular set
of instances or occurrences *) features and
functionality
➝ concept description is a subset of a full product or
service description (e.g. detailed specification
document)
➝ a concept can describe also a product that already exists
➝ a high-level summary, not going into product details
➝ focusing on what is the meat of the product
(Wikipedia)
11. Concepting as risk
concepts for risk management
management
The earlier we discover that an
idea does not fly , the better.
OK
XX X
OK
➝ supporting product management decision making,
minimizing risks
➝ early and systematic validation of ideas
➝ if the product idea is a failure it would be good to realize
it when it is still a concept, not after launching it to a
global market
➝ for
small sw applications trial-and-error might be a
sufficient way to validate a concept idea
12. concept objectives
Concept objectives
OBJECTIVES
TO…
summarize
Describe the essence of your product
(idea).
visualize
Make your ideas more visible and
concrete.
prove a point
Convince some stakeholder (investor,
product management, product
development,…) to invest more on your
idea.
share to evaluate
Study different design and
implementation alternatives
to provoke discussion.
14. UX concepting activities
UX concepting activities
TECHNOLOGY
concept
APPEARANCE
description
BUSINESS
UX
graphic design
concepting
INTERACTION
FUNCTIONALITY
MOBILE UX
interaction
study user needs
design
15. UX concept descriptions
My cool travel-mate concept
The level of detail of the UX concept description can
vary based on:
➝ maturity of your concept idea "
verbal working prototype
➝ the target audience you are trying to impress: "
investors, product management, product development
➝ the next Go / No-go decisions to make; "
related to management or development
16. exercise
Let s say you are handed a very detailed concept description that you
need to start to further design and develop. What are the potential…
DRAW-BACKS
BENEFITS
17. design drivers and inhibitors
UX Design Drivers
practical
UX
hedonic
utility
usability
social enjoy
value
ment
useful
relia
ease- effici
acces
connec
identifi
pleasure
stimulation
ness
bility
of-use
ency
sibility
ting cation
people
➝ define the UX design drivers and inhibitors
➝ what would further the user experiences you are
targeting?
➝ what would stand in the way of it
➝ share them with the product development team
✱Adapted from: Roto & Rautava: User Experience Elements and Brand promise (2008)
18. user segments
User Segments
➝ noteveryone will want to use your
product
➝ different user groups have different
needs and reasons for their purchase
and usage decisions
➝ there is no point to try to make a
design that will satisfy everyone
➝ segmentation is a tool identify
potential end users and end user
groups
➝ the
aim is to recognize user groups
where the product /service can serve
best and be most profitable
19. user segments example
➝ technology enthusiasts
➝ keen on new technology things
➝ buy new technology items often and
they own a lot of devices and
equipments
➝ have larger than average income
➝ important to be the first ones using the
new technologies, no matter the cost
➝ study functions curiously
➝ gather technology related information
➝ compare features, functions and prices
before buying
➝ have high living standards
➝ like games, TV and movies
20. personas
User persona(s)
➝ Who is s/he?
➝ Where does s/he lives?
➝ What s his/her family situation?
➝ What is her/his lifestyle?
➝ What motivates her/him?
➝ What are her/his goals and needs?
➝ What is her/his profession?
➝ What is her/his relation to mobile devices,
computers, etc.?
➝ How much of her disposable income does
she/he usually spend on ICT?
➝ What does s/he look like? "
illustration or picture
➝ Other important issues related to your
persona, describe
21. persona examples
Melvin, 35
Jason, 25
Louise, 27
• Engineer from Germany • Customer Service • Web designer, graduate
• Lives with his wife, 2 kids Assistant. student on university.
and a dog. • Keeps a blog for his friends • SMS addict - 50
• Both parents need to and family messages every day.
sometimes travel due their Uses his device for capturing • Likes arts, especially indie
jobs, and kids have lots of images to blog. movies and old films.
hobbies. Most of the images • Is currently organizing
• Would like better manage surprise parties for her
related to snowboarding.
his everyday schedules friend.
• Plays guitar in a wildly
with family.
not-yet-so-popular band.
22. exercise
describe the
persona for
your design
3 min (alone)
http://www.scribd.com
4 min (in pairs)
9 min sharing (all)
23. scenarios
➝ persona-based scenario = concise narrative
description of how persona interacts with system
to achieve goals
➝ context-based scenario = how product can serve
needs of persona
➝ scenarios focus on illustrate requirements (the
WHAT), top-down decomposition leads to
functionality (the HOW)
24. use of scenarios in product development
context based user key path outline interaction validation refined outline
scenario
requirements
scenario
design
scenario
design
each of these has a role
➝ context based scenarios are used to define user
requirements
➝ key path scenarios are used to define the interaction
framework
➝ validation scenarios are used to refine the design and
make sure it deals with exceptions and special cases
25. what are context based user scenarios?
➝ context based scenarios are stories that use
personas to describe what a user wants to
achieve through use of a product in order to
suggest a list of user requirements
➝ they can also suggest what is wrong with the
situaon as is it is currently
26. why persona based?
➝ they are archetypes of the various users of a product (or
people with a particular problem)
➝ they have goals and behaviours – "
they want to achieve certain things and will behave in
particular ways to achieve them
➝ they allow us to construct a story of an ideal usage
scenario to help us to
➝ see how the UX can be improved
➝ develop (or change) products that allow users to
achieve their goals
➝ personas keep us at the level of goals rather than tasks in
initial development
28. UX benchmarking
your
➝ What is the core concept?
competitor
product
➝ What kinds of UX targets might they
have?
➝ What kinds of tasks can users
perform with the application?
➝ What kind of UI solutions are there for
certain tasks?
➝ What are task times and task steps?
➝ What kind of visual design styles and
solutions are being used?
29. context ofthe context of use
Describe use
people
places
things
mobile
time context
culture
32. prototypes and simulations
Prototypes and simulations
➝ visualize and simulate the product
concept
➝ representation of all or part of the UI
➝ for simulating the functionality of the UI
➝ a prototype can be a
➝ paper-prototype (even hand made)
➝ screenshots
➝ computer/terminal-based prototype
➝ flash demo
➝ anything that is complete enough that it is
possible for users to follow through the main
task flow
➝ usedifferent level of simulations or
prototypes for different purposes
33. why wireframing?
➝ fast
➝ lightweight
➝ early sense of UX
➝ spot potential problems early
➝ helps clients focus "
(no graphical design distraction)
➝ teaches you about the client (preferences/dislikes)
35. tips and hints
Tips and hints
➝ the bigger the risks related to your
product the more effort you need to
put to UX concepting
➝ use UX artefacts that are useful in the
later stages of product development
➝ usefulas input
➝ reusable
➝ consider carefully the appropriate level
of detail of your concept description
➝ do it only to the level necessary for the
next management decision
➝ the more effort you put into the concept
➝ the more impressive it will be
➝ the more disappointing it will be if rejected
37. studio
Tips i
➝ qualitative
analysis
➝ affinity mapping
➝ advice on first review presentations
38. well motivated idea
➝ idea 1
➝ use data on phone to ease data entry
➝ “…so if my friend wanted to meet, she
would probably send an SMS and I would
put it in my calendar…”
39. well motivated idea
➝ idea 1
➝ use data on phone to ease data entry
➝ “…I don’t put the details. It’s implicit in the
name of the person I was meeting…”
