Successful User Experience: Strategies and Roadmaps Elizabeth Rosenzweig Bentley User Experience Center
Agenda What makes a Successful User Experience? Goal setting for Successful User Experience Persona and Use Cases Tools and Methodologies Aligning Personas and Goals to create Roadmaps UX for Mobile Q & A
Mobile Landscape
Yesterday Google Glass
Today Wearable Intelligent Lots of Data in the cloud
Where are we going to be tomorrow? https://youtu.be/axv-yafmqnk
Usability and User Experience
Usability Good User Experience is the differentiating factor, to move design and development to the next level Answers the question: Can the device and apps be used by a human being?
Usability Usability is the ease of use and learning if a human-made object. This is done by matching these objects more closely with user needs and requirements.
Example: UX of Photography
Kodak Camera Mobile device of 1888
Successful UX Smaller camera Dry film Roll film One button- you push it we do the rest
Successful UX Process Voice of the Customer Market Oppurtunity Prototype Requirements User Test Develop Design Commercialize Redesign User Test
Examples of Successful UX Today
Goals and Strategic Models
Goals User Goals- focus on the person using the object Product Goals- focus on the functional specifications of the object Business Goals- focus on the market and revenue goals the company has for the product
Define the strategies Strategic Model: Digital Photography Long Term Product Goals Intermediate Product Goals 1. Create easy to use image capture devices Create opportunities for people to share experiences through images 2. Help consumers organize and share their images 3. Create new opportunities for people to connect through images 4. Motivate consumers to capture and share images
Personas and Use Cases
Personas and Use Cases Personas focus on the human aspects of the users Case studies bring in the user, environment, technology and activity. Together they provide the context of use
Personas Demographics (who are they?) Goals (what are they trying to do?) Characteristics (how do they do it) Needs Pain Points
Use Cases High Level Use Case describes what the user is doing, how they do it and why. Detailed Use Cases describes the steps that the user takes, do accomplish their goals and do what they need/want to do As a persona I want to perform some actions So that I can reach my goal
Persona and Use Cases Personas define user goals, characteristics, strength and limitations Use case provides the context: What is the persona trying to accomplish (what are their goals) What problem is the use case solving? What are the challenges and successes?
Digital Photography Persona 1
Digital Photography Persona 2
Digital Photography Persona 3
Intermediate Product Goals by Persona User Groups & Intermediate Strategic Goals Goal Mom Marla Teenager Theo Grandpa George 1. Create easy to use image capture device 2. Help consumers organize and share their images 3. Create new opportunities for people to connect through images 4. Motivate consumers to capture and share images
Tools and Methodologies
UX Cycle: Methods and Tools Discovery Field research Focus groups Personas & Use cases Online surveys Design and Evaluation Expert review Card sorting Wireframes/Interaction design Usability testing Eye tracking Benchmarking Large-scale UX studies Accessibility evaluations
Discovery: Field Research Validate designs in the real world Greater customer insight Define user requirements Sparks innovation
Discovery: Focus Groups Explore design concepts with a group of targeted customers or prospects Compare design alternatives, early prototypes, and wire frames Group activities might include sketching, card sorting, or pairedcomparisons
Design & Evaluation: Expert Reviews Evaluate the user experience of any product or system based on industrywide best practices Evaluation based on common use scenarios and targeted users Focus on navigation, terminology, information hierarchy, and consistency (visual and interaction) Major usability issues are identified, with rationale and design recommendations
Design & Evaluation: Usability Testing 1:1 sessions Task-based oropen exploration Qualitative insights through think-aloud protocol and probing questions Collect data on task success, completion times, ease ratings, and overall scorecards Testing in lab setting, remote, or in the field
Collects data about where participants are looking in real time Design & Evaluation: Eye Tracking Test with static images, websites, print media, video, or commercials
Design & Evaluation: Wireframe/Interaction Design Detailed early designs representing core structural elements of design Allow for quick evaluation of design foundation without requiring significant development effort Review navigation and information architecture
Tools and Goals Tools & Intermediate Product Goals Competitive analysis Expert review Focus groups Usability testing Surveys Wireframes Social media Personas 1. Create easy to use image capture device 2. Help consumers organize and share their images 3. Create new opportunities for people to connect through images 4. Motivate consumers to capture and share images
Mobile UX Constantine K. Coursaris, Michigan State University, Dan J. Kim, University of Houston Clear Lake
Context is Everything
Summary
Successful User Experience Includes Product, Business and User Goals Personas and Use cases to better understand the person using the object and the context of use Evaluation to collect data, Iteration to improve on design
Questions and Answers Thank you! Elizabeth Rosenzweig Bentley User Experience Center, erosenzweig@bentley.edu +1-781-891-2032