Final_USER_EXPERIENCE_Yale_V1

Final_USER_EXPERIENCE_Yale_V1

• 1.
  USER EXPERIENCE DESIGN THE EMERGING  VALUE  PROPOSITION YALE  UNIVERSITY October,  2015   Michael  Rawlins,  Principal  UX  Architect
• 2.
  User  experience  is  everything.  It  always   has  been,  but  it’s  sJll  undervalued  and   under-­‐invested  in.  If  you  don’t  know  user-­‐ centered  design,  study  it.  Hire  people  who   know  it.  Obsess  over  it.  Live  and  breathe  it.   Get  your  whole  company  on  board.   Evan  Williams,  CEO  
• 3.
  WHAT  IS  UX  DESIGN?   Observation of people Observing  how  people  perform  tasks  in  their  natural  seSng  –  UX   designers  pay  close  aUenJon  to  how  users  behave  and  care  about  what   they  see,  hear,  how  they  feel. Wireframing & Prototyping Professional  UX  designers  rely  upon  iteraJons  of  design  soluJons  –   before  commiSng  to  code.  This  enables  them  to  validate  their  design   direcJon  –  and  vet  through  a  sample  audience.   Usability testing & measurement The  majority  of  online  experiences  built  upon  ‘best  pracJces’  or   ‘designer  intuiJon’  run  the  risk  of  not  meeJng  the  needs  of  users.  A   foundaJonal  premise  in  user-­‐centered  design  is  tesJng  with  target  users.    
• 4.
  PROVEN  DESIGN  VALIDATION  METHODS     97%   Websites  and  mobile  applicaJons   fail  because  there  was  no  usability  tesJng 90%  UNModerated greater  reach   Moderated 70%   deeper  insights   Heuristics 50%   best  pracJce   Tes@ng  Type                  Effec@veness                                                                Benefit  
• 5.
  DESIGNING  WITH  THE  MIND  IN  MIND?   The  balance  between  designing  for  humans  –  and  designing  best  pracJces What  goals  do  users  want  to   achieve  by  using  the  applica@on?   What  set  of  human  tasks  is  the   applicaJon  intended  to  support?   Which  tasks  are  common,  and   which  ones  are  rare?  Which  tasks   are  most  important,  and  which   ones  are  least  important?  What   are  the  steps  of  each  task? Jeff  Johnson,  Author  
• 6.
  B  =f  (PE) Kurt  Lewin  (Theorist,  Social  Psychologist)  
• 7.
  B  =f  (PE) We can’t  change  the  People   But  we  can  change  Behavior  by  designing  Environment  or  the  Experience  
• 8.
  UX  MEASUREMENT  &  QUANTIFICATION   Ease of learning How  fast  do  they  learn  the   interface  or  system  construct?   memorability Long  &  short  term  memory   leveraged? User satisfaction Do  users  like  the  applicaJon? Effectiveness Can  users  achieve  their  goals?   Efficiency of use How  fast  do  users  complete   tasks? Error prevention Is  there  forgiveness?  
• 9.
  LOGIC  AND  REASON?   Cra_ing  the  balance  between  designing  for  semi  automaJc  reacJons  and  reasoning PREFRONTAL CORTEX AMYGDALA Controls  logic  and  reasoning   Semi-­‐automaWc  reacWons  
• 10.
  Designed  by  @Erik_UX     www.helloerik.com
• 11.
  UX  MITIGATES  TENSIONS   Design  Improves  Job  Performance,  AdopJon  and  Conversion  Rates FaWgue   Stress   DistracWons   Personal  Issues  
• 12.
  UX  ENSURES  ENGAGEMENT   Create  designs  that  users  easily  adopt
• 13.
  f UX  CAN  ENGINEER  FUN  &  EXCITEMENT   InteracJve  experiences  that  people  share  with  others
• 14.
  UX  BOLISTERS  INNOVATION   Enables  business  stakeholders  with  opportuniJes  to  innovaJon
• 15.
  EVOLUTION  &  CHANGE   Technology  has  exposed  ineffeciencies  in  how  we  all  work  &  play ESPN  is  a  place  for  the  best   technologists  of  today  and   tomorrow  –  a  place  where  they   will  be  solving  for  fascinaJng  and   complex  problems.
• 16.
  SATISFYING  CHANGING  ATTENTION  SPANS   Business  Case  
• 17.
  WIREFRAMING  AND  PROTOTYPING   Expressing  the  InteracJon  –  what  are  UX  people  doing… 40% Online   Tools 35% Desktop   Tools 15% PowerPoint 10% Sketch Invision  &   Mockflow HTML  &  Axure Precise  Prototyping   End  state  has  more   interacJons  and  funcJonality Rapid  Prototyping     Online  tool  that  allows  the   design  team  to  collaborate   and  share  iteraJons.   Low  Barrier  to  Entry   Most  people  can  draw  out  an   idea  –  it’s  fast  and  effecJve
• 18.
  VALIDATION  METHODS  (USABILITY  TESTING)   Flexible  repeatable  methods  to  learn  whether  the  design  works Un-moderated remote Ability  to  test  100s  of   people  at  the  same  Jme. MODERATED REMOTE Performing  a  1:1  test  –  or   observing  how  a  user   interacts  with  an   applicaJon  or  website  using   screen  sharing  so_ware. 1:1 TESTING TradiJonal  1:1  tesJng  of   tasks  with  a  moderator   asking  probing  quesJons   and  observing. EXPERT REVIEW Ability  to  gauge/measure  a   website  or  applicaJon   based  on  a  set  of  best   pracJces  or  heurisJcs.
• 19.
  EMOTIONAL  DESIGN   Designing for  Influence  –  leveraging  persuasive  norms reciprocation Designers  use  reciprocity  to   give  things  away  for  free  –   and  people  are  inclined  to   return  the  favor. scarcity When  something  is  scarce  –   people  automaJcally   perceive  it  as  more   valuable. Social proof People  are  like  sheep  –  the   more  informaJon  and   choices  we  put  in  front  of   them,  the  more  they  rely  on   others  to  help  make  the   decision. authority Authority  figures  can  trigger   behaviors  that  ensure  your   product  or  service  offering   is  selected  over  the  next   distracJon.
• 20.
  INFLUENCE  DESIGN  APPLIED   Designed  with  intent
• 21.
  SUGGESTED  READING  
• 22.
  GETTING  STARTED  IN  UX?   Consider  Joining  UXPA.org AUend  UXPA’s  Annual  Conference  –  May  31/June  3,  2016    |    UXPA2016.org
• 23.
  Questions? michael.e.rawlins@espn.com