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Introduction to UX

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INTRODUCTION TO UX


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AGENDA 1. 2. 3. 4. 5. 6. 7. Intro What is UX A UX agency The UX design process What’s the point Principles in practice Measuring & improving


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ABOUT ME Ari Weissman Lead Experience Architect @ EffectiveUI • 10+ years global experience • Responsible for all things UX, from research through experience design • Currently leading projects for TimeWarner Cable, AMEX, and FreemanCo


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Header TITLE TEXT 1 2 3 4 A UX technology agency that creates transformationalto edit Double click to edit Double click digital product


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Rochester NYC Denver


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Our Clients


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What is User Experience?


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USER The central premise of user centered design is that the best designed products and services result from understanding the needs of the people who will use them. 
 —Design Council


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“UX design is a commitment to building products with the customer in mind” -Marieke McCloskey Director of Research at UserTesting


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“UX design is the art and science of generating positive emotions through product interactions” -Tomer Sharon Senior UX Researcher at Google


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“the design of anything independent of medium or across [device] with human experience as an explicit outcome and human engagement as an explicit goal” -Jesse James Garrett Founder of Adaptive Path and a UXD


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“It is so much more than just designing for a screen. The user experience is impacted by decisions made across an organization from the boardroom to the way a developer codes for performance.” -Paul Boag UX Consultant of Boagworks


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THE SPECTRUM OF UX


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BEHAVIORS NEEDS GOALS


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UX IS NOT…


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USER EXPERIENCE IS NOT… • • • • Focus groups and aspirations A task or a phase Expert Design Usability


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UX IS… • • • • Research based Analytical and probing A process Cross-departmental


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WHO OWNS THE UX?


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A UX Agency


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We are passionate about adapting technology and systems to human behavior, not the other way around.


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Insight from everyone


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EffectiveUI Teams CUSTOMER INSIGHT ACCOUNT • ACCOUNT MGMT MGMT ENGAGEMENT MGMT DESIGN & STRATEGY DESIGN & STRATEGY TECHNOLOGY DEVELOPMENT


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HAVE YOU WORKED WITH A UX AGENCY?


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The UX Design Process


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THE WAY IT WAS


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THE DESIGN PROCESS


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THE DESIGN PROCESS


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THE DESIGN PROCESS


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THE DESIGN PROCESS


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THE DESIGN PROCESS


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THE DESIGN PROCESS


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What’s The Point


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OUTCOMES #1 We have a common understanding of people and their needs so that we can define an experience that meets those needs


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OUTCOMES #2 We have organizational alignment on a vision so that we can plan and craft the details of the experience


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OUTCOMES #3 We have created alignment with users tech and biz on a detailed definition of the experience so that the experience can be implemented


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OUTCOMES #4 We have delivered useful usable desirable experience so that user engagement is optimized


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OUTCOMES #5 We have created the infrastructure so that clients can measure adoption and continuously improve the experience


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THE OUTCOME FOR YOU


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Principles In Practice


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TALK AMONGST YOURSELVES What are common experience issues you face?


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http://uxchecklist.github.io/


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5 PRINCIPLES OF UX Learnability Efficiency Memorability Error Management Satisfaction


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LEARNABILITY Ease for users to accomplish basic tasks the first time they encounter the design. Usability over time. Improvement of task performance after repeated trials. How many features do you have? It’s the difference between a basic and advanced search Are you targeting the right users? Novices vs experts. Young vs. Old?


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LEARNABILITY


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WEDDING PLANNING


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EFFICIENCY Once users have learned the design, how quickly can they perform tasks? Depth of interactions and organizational structure Simple structure for navigation and tasks. Easy in and easy out. Appropriate and timely feedback and labelling Direct users and show them their interactions are being accepted. Reduce hesitation and confusion. Appropriate affordance for the context Known interaction templates.


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EFFICIENCY: CONTEXT


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MEMORABILITY When users return to the design after a period of not using it, how easily can they reestablish proficiency? Do you remember the shortcuts? - If the site is complex, will users remember core functionality over peripheral? - Do users remember task pathways? Recall vs recognition - Don’t make me think. - Structure for introducing new patterns as a site evolves Pattern consistency


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ERROR MANAGEMENT How many errors do users make, how severe are these errors, and how easily can they recover from the errors? Prevention is better than remediation -Find and correct areas with errors -Clear and descriptive error messages Opportunities abound - Turn empty sets and dead ends into opportunities to avoid errors


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SATISFACTION How do you keep users coming back? What is a meaningful experience for the users? How can you find out?


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SATISFACTION How do you keep users coming back? What is a meaningful experience for the users? How can you find out? Thoughts?


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Measuring & Improving


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THE ONGOING UX PROCESS • • • • Design for Beta Track the metrics and changes over time • Why do things change? Continue to research and test • Have assumptions? Get the facts Use UX tools to identify opportunities, not just pain


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Questions? Vragen Preguntas ‫שאלות‬ вопросов Des questions คำถาม frågor


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A SHOUT OUT


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SHAMELESS SELF PROMOTION WHAT CLIENTS NEED TO KNOW 1. 2. 3. 4. 5. 6. 7. 8. 9. The UX Design Process Discovery Outcomes Kick-Off Workshops Planning Contextual Research Conducting Contextual Research Customer Research Insights Heuristic Evaluations UX Personas Customer Journeys 10. Creativity & Ideating Solutions 11. User Flows 12. Task Models 13. Defining the MVP 14. Design Sketching 15. Effective Design Feedback 16. 5 Myths of Concept Testing 17. Collaborative Design Workshops 18. Observing User Testing


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SHAMELESS SELF PROMOTION WHAT CLIENTS NEED TO KNOW http://www.effectiveui.com/blog


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THANK YOU Ari Weissman @travelingre P.S. We’re hiring! http://www.effectiveui.com/company/careers/


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