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UX MAGAZINE Inside the UX industry

The Good

The UGLY

USER EXPERIENCE What is it ? Why you should care ? Why you should use it ?

The

Elements of UX Design

UX MAGAZINE

What is user experience

Don Norman

The good The bad The ugly

Why we should care about user experience

Why it should not be ignored

Ux Industry

User Research

CONTENTS

UX MAGAZINE

User Testing

5 elements of user experience

How they elements work togeather

Why you should use ux design

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DESIGN IS NOT JUST WHAT IT LOOKS LIKE AND FEELS LIKE. DESIGN IS HOW IT WORKS.

Steve Jobs

WHAT IS USER EXPERIENCE

n recent years, the term ‘ User Experience Design’ has become synonymous with technology and software, but this wasn’t always the case. Despite how we use the terminology now, User Experience was a term that simply applied to how a person feels about using a system. For many people, user experience comes to mind in the context of ‘technical’ devices like smart phones, computers, software, and websites. But all of us have dozens, even hundreds of daily ‘user experiences’ such as when we drive our car, stop at a red light, go through the checkout line at the grocery store, or cook a meal in the microwave. Dubbed UX for in the broadest sense. User Experience can be defined as the overall experience you have when you are using or interacting with something – and that ‘something’ could literally be almost anything in the world!

UX MAGAZINE

NORMAN

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DON

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A product is more than the product. it is a cohesive, intergrated set of experiences.

on Norman first coined the term ‘User Experience Design’ in 1995 while he was the vice president of the Advanced Technology group at Apple. He said: “I invented the term because I thought human interface and usability were too narrow. I wanted to cover all aspects of the person’s experience with the system including industrial design, graphics, the interface, the physical interaction, and the manual.” Norman also authored the book ‘The Design of Everyday Things’ which pioneered the prioritization of usability and function over aesthetics and remains highly influential in design circles today. As interest in the field has grown, “UX” has become more of an umbrella term for a number of different fields, such as User Research, Information Architecture, Usability Engineering, Service Design, and so on.

UX MAGAZINE

The Good

The UGLY

ser experience definitely gets more of our attention – when it is bad than when it is good. A great user interface is so seamless that we don’t even think about it – we just use it, get what we need, and move on. But a poor user experience tends to make us frustrated, impatient, even angry – and we inherently remember that negative experience for a longer time. Think about the last time you had to wait too long at a restaurant because they messed up your order. Or the last time you called the toll-free customer service number for some big company and tried to navigate the automated system of menus to get the information you needed or (gasp) maybe even talk to a real live person. Enough said.

“Think of a recent interaction you have had that would qualify as a great user experience” Think of a recent interaction you have had that would qualify as a ‘great user experience’. This could be in the form of outstanding customer service, a product that was incredibly easy to use, or a website that gave you the exact information you needed, in just the right format, at just the right time. How wonderful that must have been!

UX MAGAZINE

f you’re running a business, someone’s overall experience with your product or service could very well make the difference between whether they will buy, or more importantly, whether they will come back to buy again or look elsewhere next time. Most visitors decide within a matter of seconds whether to stay on your site or hit the ‘back’ button to look for something better. So the stakes are incredibly high. If your business includes or depends on a website – and most businesses must at least have a web presence to stay competitive – then the user experience for your website will play a critical role in attracting and maintaining your customer base. And for most potential customers, you only get one chance to ‘get it right’.

WHY SHOULD WE CARE ABOUT USER EXPERIENCE UX MAGAZINE

UX MAGAZINE

81%

Of people reasearch online before buying a product

WHY

94%

Should NOT BE

52%

Ignored

of smartphone users look for local information on their phone

Of users said that a bad mobile experience made them less likely to engage in a company

77% of mobile searches happen at home or at work even when a PC is nearby or avaiallable

UX MAGAZINE

83%

Of people say a seamless user experience across all devices is somewhat or very important

90%

Take action, such as making a purchase or contacting a bussiness

5x Mobile users are 5 times more likely to abandon the task if the site isint optimized for mobile

84%

Of Companies expect to increase their focus on customer experience measurements

WHY ITS HARD TO DO

UX INDUSTRY

Well, the short answer is because it takes a lot of work to design something that works well for a large base of potential users, who may or may not think like we do, no matter what the circumstances. Anyone who develops software or web-based services knows that it takes a huge amount of planning, design, production, and testing to develop an end product that achieves the desired function.

In the IT industry, software developers and web designers will sometimes talk about user experience using these related terms:

“ It takes a lot of work to design something that works well ”

Interaction Design User-Interface Design (UI)

To actually design and create something that not only works, but works well and in a way that actually makes sense to your end users, follows their thought processes, anticipates every need they might ever have at exactly the right time, and helps them get the job done in the most efficient way no matter what? That’s something altogether and entirely different.

Usability Functionality Information Architecture Visual Design

THE POWER OF EMPATHY It is erroneous to think that user experience is just one of the above list items. In fact, the ISO definition for user experience states that user experience is “concerned with all aspects of the user’s experience when interacting with the product, service, environment or facility”. rates

UX MAGAZINE

It is a monumental task, one that requires a keen sense of empathy for our end users. It requires stepping out of our own shoes putting our own thoughts, priorities, and goals on the back burner for a moment and really trying to get inside the minds of our users. The moral of this story? It may not take a ‘village’ to build great software, but it most certainly does take a well-rounded team. .

UX MAGAZINE

User Research

ser research is the starting point for any UX design project. Research teaches us about the users, their behavior, goals, motivations, and needs. It also shows us how they currently navigate our system, where they come up against problems and, most importantly, how they feel when interacting with products. User research must come first in the design process because without it we can only base the design on our own experiences and assumptions, which are neither objective nor from a target customer.

â&#x20AC;&#x153;User research provides the data needed to begin building a productâ&#x20AC;? User research provides the data needed to begin building a product. Researching first saves a lot of work, time, money, and resources further down the line, as fewer adjustments will need to be made. Designing first and researching after can create huge problems. The same is true of a redesign. redesigning a already existing product can benefit by seeing how users respond to an existing system.

UX MAGAZINE

User Testing

ser Testing is a fundamental part of the overall UX design process. UX designers test because it allows them to improve upon the original product or site design and to see if the changes they made during the ‘design’ phase stand up to scrutiny. It’s a great way to eliminate problems or user difficulties that were unforeseen in the design phase.with real users Testing is not something you can afford to bypass, as even a simple round of testing could make or break a product idea. The time and money a company spends on testing will save an infinite amount later on.

“The purpose of user testing is to identfy problems or issues the user has with the interface and why these issues arise” The purpose of user testing is to identify problems or issues the user has with the interface and why these issues arise. The advantage of this type of testing is that the very actions the user takes, not just his or her opinions on a product, can be noted.

UX MAGAZINE

The

Elements of UX Design

UX MAGAZINE

There are five dependent layers that make up user experience design, each level builds on the level before it.

UX MAGAZINE

STRATEGY The reason for the product, application or the site, why we create it, who are we doing this for, why people are willing to use it, why they need it. The goal here is to define the user needs and business objectives. This could be done through Strategic Research Process, where you interview users, and all stakeholders in addition to review the competing products or companies.

UX MAGAZINE

SCOPE Defines the functional and content requirements. What are the features, and content contained in the application or product. The requirements should fulfill and be aligned with the strategic goals. Functional Requirements - the requirements about the functions, or features in the product, how features work with each other, and how they interrelate with each other. These features are what users need to reach their objectives. Content Requirements - the information we need in order to provide the value. Information like text, images, audio, videos, …etc. Without defining the content, we have no idea about the size or time required to complete the project.

STRUCTURE Defines how user interact with the product, how system behave when user interact, how it’s organized, prioritized, and how much of it. Structure is split into two components, Interaction Design & Information Architecture Interaction Design Given the functional requirements, It defines how user can interact with the product, and how the system behaves in response to the user interactions. Information Architecture Given the content requirements, It defines the arrangement of content elements, how they are organized, to facilitate human understanding. Good Interaction design

SKELETON Skeleton determines the visual form on the screen, presentation and arrangement of all elements that makes us interact with the functionality of the system that exist on the interface. Also how the user moves through the information, and how information is presented to make it effective, clear, obvious. Wireframes are widely used to create a visual format, which is a Static diagrams that represent a visual format of the product, including content, navigation and ways for interactions. Skeleton is split into three components Interface Design, Navigation Design, & Information Design.

VISUAL Is the sum total of all the work and decisions we have made. It determines how the product will look, and choosing the right layout, typography, colors, …etc. Visual Design, Is concerned about the visual appearance of content, controls, which gives a clue of what user can do, and how to interact with them. It should make things easier to understand, increase cognitive ability to absorb what users see on the screen.

UX MAGAZINE

How UX Elements Work Together

ach layer is dependent on the other layers before it. If you screw up in Strategy, you will pay for it during the whole project. When you make a decision or choice in a element, this decision will affect on your future decisions in the next elements. Your decisions may change over time, and

if you consider decisions to be fixed, you will end up building something that nobody wants. If you are in Visual , and you need to enhance functionality, you can go back to Structure, and make it better.

To summarize how those 5 elements work together, we start by the Strategy, which is the foundation of any successful UX. Strategy becomes Scope when user & business needs translated to requirements for content & functionality. Scope is given Structure when we define the ways of interaction with the system functionality, the system response, and how information is organized. Sketching each screen of the system (i.e. using wireframes) to present the areas of interactions and structure defined in Structure, and how information will be presented clearly, is what we do in Skeleton. Finally, In Visual, we take all the work and decisions we have made into the final visual presentation.

UX MAGAZINE

WHY SHOULD YOU USE UX DESIGN User Experience Design is the skeleton to your body. UX is the reason why you canâ&#x20AC;&#x2122;t just make a website. You need to do a ton of research and planning to figure out what you need, where things should go, and what it should say. This planning is important for a number of reasons

FIND OUT YOUR GOALS FIND OUT YOUR TARGET AUDIENCE ORGANISES CONTENT CREATION SAVES MONEY. MAKES MONEY

UX MAGAZINE

References Amy Harvey

http://usabilitygeek.com/userexperience

Brian Solis

https://www.fastcompany.com/1815756/ why-user-experience-critical-customerrelationships

Frank Spillers

30 UX Statistics You Should Not Ignore!

Omar El Gabry

A quick glance about The 5 Elements of User Experience

Rosie Allabarton

The UX Design Process:

Molly Lee

https://thoughts.duoconsulting.com/blog/ what-is-ux-and-why-is-it-important

UX MAGAZINE

UX MAGAZINE Inside the UX industry

USER EXPERIENCE What it is ? Why you should care ? Why you should use it ?

The Good

The BAD

The UGLY

The

Elements of UX Design