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About User Experience (UX)
Ravi Singh
Product Design Matters
“I seek for the perfect balance between espresso and
milk with a creamy texture.You have to be able...
Experience Design Matters
Customer Experience Design for Technology Products
Design PsychologyTechnology + +
UX is NOT:
“Making things pretty”
Primarily “Look and Feel”
Doing a usability test before go-live
Designing what YOU think...
UX is NOT:
“Making things pretty”
Primarily “Look and Feel”
Doing a usability test before go-live
Designing what YOU think...
UX
Usability
Accessibility
Layout
Speed
Emotion
Findability
Help
Social
Aesthetics
Relevance
Clarity
Navigation
Experience...
Strive for Consistent Experience
Across Customer Lifecycle & Channels
Awareness Acquired Engaged Upsold Supported Retained...
We create value
through collaboration
& shared goals:
● Customer focus
● Quality focus
● Joint contribution to
product des...
User Centered Design Process
Demystified
STEP 1 of 5
Start designing an idea in
Photoshop
STEP 1 of 5
Start designing an idea in
Photoshop
STEP 1 of 5
Understand Your Audience
& Their Context of Use
Customer Interviews
Focus Groups
Field Studies
Field Studies
Field Studies
Card Sorting
Reverse Card Sorting
Personas
STEP 2 of 5
Design a Solution that
Meets the Customer’s Needs
Collaborative Design
Experience
Designer
Developer
Collaborative Design
Product
Manager
Creative
Designer
User Flows
Application & Site Maps
Paper Prototypes
Wireframes
Interactive Prototypes
STEP 3 of 5
Validate the Design
with Actual Customers
User Testing
Iterate until Validated
STEP 4 of 5
Create Personality with
Visual Design & Branding
Visual Design
Visual Design
Visual Design
Visual Design
Content & Tone
STEP 5 of 5
Continuously Improve
with Research & Analysis
Eye Tracking
Behavioral Analytics
Web Analytics
A/B or Multivariate Testing
Version BVersionA
A/B or Multivariate Testing
Version B Increased
Leads by 119%
Detailed User-Centered R&D Process
1. User
Research
2. Prototype
Design
3. User
Validation
4. UX Design
Delivery
Verify
De...
User Stories Development Sprints QA Test Releases
UX R&D with Agile
Market Research
User Surveys/Interviews
Field Studies
...
Scope Project Gather Requirements QA Test Measure
UX R&D with Waterfall
Development Deployment
Market Research
User Survey...
Why Prioritize Research?
Ideal Project Trajectory
START GOAL
How Projects Normally Go
START GOAL
With Research, Course Correction
START GOAL
Focus Group
Prototype
Walkthrough
Usability
Test
A/B
Testing
Branding
Review
Every design project requires
some customer research
Or you might not deliver what
the customer really needs
Test Early, Quickly and Often
● 80% of all usability issues can be found with 5-8 users in a day or two of testing
● Bette...
● Test on the cheap
● Recruit whoever is available
● Give simple rewards
● Strive for immediate feedback
Better than talki...
Why Prioritize Design?
Design is a Competitive Differentiator
● iPods still have over 70% of MP3 player market share
Design Must be Holistic
Design Creates a Product’s Personality
Practical Emotional Direct
Design Turns Boring…
Design Turns Boring into Engaging
Design Impacts Product Preference
Friendster
Facebook
Design Impacts Business Results
Friendster
Facebook
Design is a Standard Feature
A World Without UX Design
And with… MINTY FRESH!
Value of UX to Business
and Developers
3 Major Benefits for Business
1. Improve 2. Profit 3. Save
Increase:
• Task success rates
• Productivity
• User satisfacti...
Case Study: A Homepage Redesign
Impetus for rebranding: Company Merger
We saw: Opportunity for user-centered redesign!
BEF...
Case Study: A Homepage Redesign
Researched, Designed, Comparative Tested and
fully implemented in 8 weeks
AFTER
At first “...
To Recap:
● UX Design is a collaboration between PM, UX & Dev
● Research is critical before & after design
● User experien...
About user experience
About user experience
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About user experience

  1. 1. About User Experience (UX) Ravi Singh
  2. 2. Product Design Matters “I seek for the perfect balance between espresso and milk with a creamy texture.You have to be able to see the coffee oils at the rim of the mug. I like dark roasted beans, a strong roast with a lot of depth, bitter but smooth, well-rounded aromas...”
  3. 3. Experience Design Matters
  4. 4. Customer Experience Design for Technology Products Design PsychologyTechnology + +
  5. 5. UX is NOT: “Making things pretty” Primarily “Look and Feel” Doing a usability test before go-live Designing what YOU think makes sense The coding of a User Interface Purely art or purely science Easy, trivial or optional
  6. 6. UX is NOT: “Making things pretty” Primarily “Look and Feel” Doing a usability test before go-live Designing what YOU think makes sense The coding of a User Interface Purely art or purely science Easy, trivial or optional NOPE, NONE OF THE ABOVE
  7. 7. UX Usability Accessibility Layout Speed Emotion Findability Help Social Aesthetics Relevance Clarity Navigation Experience Design is complex balance
  8. 8. Strive for Consistent Experience Across Customer Lifecycle & Channels Awareness Acquired Engaged Upsold Supported Retained Website TV / Radio Print Emails Search Mktg Display Ads Landing Pages Sign Up Setup/Installation Training Web-based Client-side Mobile Appliance Offline New Features Version Upgrade Subscription Renewal Other Products Online Help Forums Customer Service - Phone - Chat - Email - Social Rewards Referrals Win-back Instant Upgrades
  9. 9. We create value through collaboration & shared goals: ● Customer focus ● Quality focus ● Joint contribution to product design Product Manager Design Lead Technology Lead Research CUSTOMER NEED
  10. 10. User Centered Design Process Demystified
  11. 11. STEP 1 of 5 Start designing an idea in Photoshop
  12. 12. STEP 1 of 5 Start designing an idea in Photoshop
  13. 13. STEP 1 of 5 Understand Your Audience & Their Context of Use
  14. 14. Customer Interviews
  15. 15. Focus Groups
  16. 16. Field Studies
  17. 17. Field Studies
  18. 18. Field Studies
  19. 19. Card Sorting
  20. 20. Reverse Card Sorting
  21. 21. Personas
  22. 22. STEP 2 of 5 Design a Solution that Meets the Customer’s Needs
  23. 23. Collaborative Design Experience Designer Developer
  24. 24. Collaborative Design Product Manager Creative Designer
  25. 25. User Flows
  26. 26. Application & Site Maps
  27. 27. Paper Prototypes
  28. 28. Wireframes
  29. 29. Interactive Prototypes
  30. 30. STEP 3 of 5 Validate the Design with Actual Customers
  31. 31. User Testing
  32. 32. Iterate until Validated
  33. 33. STEP 4 of 5 Create Personality with Visual Design & Branding
  34. 34. Visual Design
  35. 35. Visual Design
  36. 36. Visual Design
  37. 37. Visual Design
  38. 38. Content & Tone
  39. 39. STEP 5 of 5 Continuously Improve with Research & Analysis
  40. 40. Eye Tracking
  41. 41. Behavioral Analytics
  42. 42. Web Analytics
  43. 43. A/B or Multivariate Testing
  44. 44. Version BVersionA A/B or Multivariate Testing Version B Increased Leads by 119%
  45. 45. Detailed User-Centered R&D Process 1. User Research 2. Prototype Design 3. User Validation 4. UX Design Delivery Verify Design 5. Usage Analysis Market Research User Surveys/Interviews Field Studies Focus Groups Profiles and Personas Site Assessments Card sorting Non-Functional Reqs Paper Prototypes Wireframes Clickable Prototype Site Map Process Flows Analytics Strategy Usability Testing Reverse Card Sorting Eye Tracking Prototype Revisions Wireframe Spec Error Matrix Clickable Prototype Graphic Design Comps SEO and Content Spec Analytics Design Spec Design Defect Log Analytics Reports SEO Reports A/B Testing Research Design
  46. 46. User Stories Development Sprints QA Test Releases UX R&D with Agile Market Research User Surveys/Interviews Field Studies Focus Groups Profiles and Personas Site Assessments Card sorting Non-Functional Reqs Paper Prototypes Wireframes Clickable Prototype Site Map Process Flows Analytics Strategy Usability Testing Reverse Card Sorting Eye Tracking Prototype Revisions Wireframe Spec Error Matrix Clickable Prototype Graphic Design Comps SEO and Content Spec Analytics Design Spec Design Defect Log Analytics Reports SEO Reports A/B Testing Research Design 1. User Research 2. Prototype Design 3. User Validation 4. UX Design Delivery Verify Design 5. Usage Analysis
  47. 47. Scope Project Gather Requirements QA Test Measure UX R&D with Waterfall Development Deployment Market Research User Surveys/Interviews Field Studies Focus Groups Profiles and Personas Site Assessments Card sorting Non-Functional Reqs Paper Prototypes Wireframes Clickable Prototype Site Map Process Flows Analytics Strategy Usability Testing Reverse Card Sorting Eye Tracking Prototype Revisions Wireframe Spec Error Matrix Clickable Prototype Graphic Design Comps SEO and Content Spec Analytics Design Spec Design Defect Log Analytics Reports SEO Reports A/B Testing Research Design 1. User Research 2. Prototype Design 3. User Validation 4. UX Design Delivery Verify Design 5. Usage Analysis
  48. 48. Why Prioritize Research?
  49. 49. Ideal Project Trajectory START GOAL
  50. 50. How Projects Normally Go START GOAL
  51. 51. With Research, Course Correction START GOAL Focus Group Prototype Walkthrough Usability Test A/B Testing Branding Review
  52. 52. Every design project requires some customer research Or you might not deliver what the customer really needs
  53. 53. Test Early, Quickly and Often ● 80% of all usability issues can be found with 5-8 users in a day or two of testing ● Better to test iteratively 3 times with 5 users than once with 15
  54. 54. ● Test on the cheap ● Recruit whoever is available ● Give simple rewards ● Strive for immediate feedback Better than talking to ZERO users Guerilla Usability
  55. 55. Why Prioritize Design?
  56. 56. Design is a Competitive Differentiator ● iPods still have over 70% of MP3 player market share
  57. 57. Design Must be Holistic
  58. 58. Design Creates a Product’s Personality Practical Emotional Direct
  59. 59. Design Turns Boring…
  60. 60. Design Turns Boring into Engaging
  61. 61. Design Impacts Product Preference Friendster Facebook
  62. 62. Design Impacts Business Results Friendster Facebook
  63. 63. Design is a Standard Feature
  64. 64. A World Without UX Design
  65. 65. And with… MINTY FRESH!
  66. 66. Value of UX to Business and Developers
  67. 67. 3 Major Benefits for Business 1. Improve 2. Profit 3. Save Increase: • Task success rates • Productivity • User satisfaction • Job satisfaction • Trust in systems • Ease of use & learning • & Reduce Error Rates Increase: • Customer acquisition • Conversion Rates • Product sales • Site traffic • Market share • Transactions online • Customer retention Reduce: • Time-to-Market • Development • Maintenance • Redesigns • Training • Support • Customer Service
  68. 68. Case Study: A Homepage Redesign Impetus for rebranding: Company Merger We saw: Opportunity for user-centered redesign! BEFORE • Good feedback on simple visual design • Loved by internal stakeholders • But completely unintuitive • Never usability tested
  69. 69. Case Study: A Homepage Redesign Researched, Designed, Comparative Tested and fully implemented in 8 weeks AFTER At first “overwhelming” but…  90% less failures on key tasks  31% shorter paths to conversions  Up 111% in brand perception  Up 21% in task satisfaction  Up 17 points in Customer Satisfaction to 88%
  70. 70. To Recap: ● UX Design is a collaboration between PM, UX & Dev ● Research is critical before & after design ● User experiences are highly measurable ● UX is high-reward in respect to the investment ● Great experience design is a market differentiator
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