Ux kea talk 27nov2012

uX Presentation for KEA-MMD Sondra Lynell Ducker t 27. november 2012 Tuesday, November 27, 2012

Designing for Experiences

S o ndr a L . Duckert

soduckert@gmail.com

. Feb.2013 Studying for Cand. scient.techn. in Operations and Innovation Management /Media Management at Aalborg University,- CPH . Freelance DTP . Bachelor of e-Concept Development, June 2012 . Multimedia design and Communication, Jan. 2011 . Bachelor of Science in Biology - Minor in Psychology, Dec.1991 . Associate Instructor at Mountain View College - Biology, Chemistry, Physics laboratory;1989-1996 . MCSE 2000

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Agenda Introduction to User Experience (UX) Elements of UX Usability VS. UX Conclusion

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User-X

‘People, Activities and Context’*

http://www.flickr.com/photos/wwworks/2472230611/sizes/l/in/photostream/ Tuesday, November 27, 2012

“When technology delivers basic needs, users experience dominates.� (Don Norman)

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Defining uX User experience = User needs

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uX looks at a individual’s entire interaction with the ‘thing’, as well as thoughts, feelings, and perceptions that result from that interaction.

elements of uX

http://www.flickr.com/photos/reloade/3971754591/sizes/m/in/photostream/ Tuesday, November 27, 2012

The user experience honeycomb outlines the key success metrics that should serve as the goals of product development teams.

The User Experience Honeycomb, 2004 Tuesday, November 27, 2012

http://semanticstudios.com/publications/semantics/000029.php

elements of uX

http://userexperienceproject.blogspot.dk/2007/04/user-experience-wheel.html

elements of uX

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img from theresaneil

uX Strategy Tuesday, November 27, 2012

First gain empathy and clarity on exactly what your customers go through when they interact with your service.

Second Identify key areas we you can improve their experience.

UX Strategy is about

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User research Usability testing Card sorts Heuristic evaluation Personas Scenarios Accessibility Sketching Prototyping Flow diagrams Wireframes Site maps Story boards Web analytics etc.

‘When someone asks you how it’s like to use a product or service, they’re asking about user experience.’

Starbucks Experience - make it your own - everything matters - surprise and delight - embrace resistance - leave your mark Tuesday, November 27, 2012

Customer Journey Map Tuesday, November 27, 2012

pain point

pain point

pain point

pain point

pain point

Customer Journey Map Tuesday, November 27, 2012

Chart info from Mobile design strategic solutions

Design a site that is : - useful - compelling - attractive - easy to use - satisfying Tuesday, November 27, 2012

UX VS. Usability

Includes a group of ideas about how people interact with a product or service and how the content/context of use influences the behavior of the user.

Apple Power Mac G4 Cube (2000- 2001) Tuesday, November 27, 2012

public space distractions

limited attention

people, activities, context

readable? one hand

easy to do? tedious input

personal idea fromUXLondon http://www.flickr.com/photos/oimas/3800475934 Tuesday, November 27, 2012

usability “Different approaches to usability result in differences over the causes of good and poor usability.”

‘not a smartphone’

Usability. A property of ‘systems’ or a property of ‘usage’?

The approach in finding out whether something has good or poor usability lies within the usability methods and models. http://www.flickr.com/photos/29301264@N06/3844309716/sizes/l/in/photostream/ Tuesday, November 27, 2012

USability

Perceptions of Usability Brian Shackle (1991)

Jennifer Preece (1994)

Defines usability as:

Defines usability as:

Defines usability as:

"A system's capability in human functional terms to be used easily and effectively by the specified range of users, given specified training and support, to fulfill a specified range of task, within the specified range of environmental scenarios."

"A measure of the ease with which a system can be learned or used, its safety, effectiveness and efficiency, and the attitude of its users towards it."

"The engineering ideal of solving a problem for the consumer," and it aims to place "your customers' needs at the center of your Web strategy."

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Jakob Nielsen (2000)

A common thread K.D. Eason (1984) view of usability is based on the question of how well users can use the functionality of a product.

He view usability as a relationship. User/system/ task characteristics are the main categories.

S.Krug (2006) who frequently states that usability is not rocket surgery, but a way of making sure that something works well, looked at usability from the user’s perspective with the need for an intuitive experience.

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N. Bevan (1995) defined usability as a ‘quality of use’.

“Quality of use should be the major design objective for an interactive system: does the product enable the intended users to achieve the intended task?”

ISO 9241-11(1998) defined usability as the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use. *ISO have several different definitions of usability.

Software Quality Factors for evaluation

Usability and Quality ISO 9241 (1998)

ISO 9126 (2001)

Context of Use

Quality of Use

"Usability is the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and with satisfaction in a specified context of use."

"Usability is the capability of the software product to be understood, learned, used and attractive to the user, when used under specified conditions."

ISO 25010 (2011) SQuaRE Model : Product Quality and Quality in Use "Usability can either be specified or measured as product quality characteristic in terms of its subcharacteristics, or specified or measured directly by measures that are a subset of quality in use."

http://www.flickr.com/photos/idletype/430895151 Tuesday, November 27, 2012

Model

Attributes/Sub-Attributes Task

User Eason Model (1984)

System

Shackle Model (1991)

Frequency

The number of times a task is performed by a user.

Openness

Extent to which a task is modifiable.

Knowledge

The knowledge that the user applies to the task. It may be appropriate or inappropriate.

Motivation

How determined the user is to complete the task.

Discretion

The user's ability to choose not to use some part of a system.

Ease of Learning

The effort required to understand and operate an unfamiliar system.

Ease of use

The effort required to operate a system once it has been understood and mastered by the user.

Task match

The extent to which information and functions that a system provides matches the needs of the user.

Effectiveness

It is described as system's performance is better than some required level, by some required percentage of the specified target range of users, within some required portion of the range of usage environments.

Learnability Flexibility Attitude

Nielsen Model (1993)

ISO 9241-11 (1998)

It is the positive changes or variations in the system to the existing ones.

It is the acceptance of users within their levels of discomfort, tiredness, frustration and personal effort.

The system should be easy to learn and understand. It should be easy for the user to get their job or task executed using the software system.

Efficiency

Efficiency of the system is directly related to its productivity. The more efficient a system is its throughput is correspondingly high.

Memorability

It is best suited for intermittent users. The user can return to the system's previous state without starting away from the beginning.

Errors

The error rate in any system should be less. If any error is occurred, the system should be able to recover from it.

Satisfaction

It is the pleasant feeling that user gets while or after using the system. It can be observed as likeability for the system and fulfillment of specified task.

Effectiveness

It is the performance measure of a system to complete a specified task or goal successfully within time.

Efficiency

It is the successful completion of a task by a system. It relate to accuracy and completeness of the specified goal.

Understandability

It is acceptability of a system by the users, in specified context of use.

The capability of the software product to enable the user to understand whether the software is suitable, and how it can be used for particular tasks and conditions of use.

Learnability

The capability of the software product to enable the user to learn its application.

Operability

The capability of the software product to enable the sure to operate and control.

Attractiveness Usability compliance

Tuesday, November 27, 2012

It is the training of users after some specific time from installation of the system. Also, includes user's re-learnability time for training and support systems.

Learnability

Satisfaction

ISO 9126 (2001)

Definitions

The capability of the software product to be attractive to the user.

The capability of the software product to adhere to standards, conventions, style guide, or regulations related to usability.

Effectiveness

Effectiveness

The accuracy and completeness with which users achieve specified goals.

Efficiency

Efficiency

Resources expended in relation to the accuracy and completeness with which users achieve goals.

Usefulness

Satisfaction

Trust

The degree to which user needs are satisfied when a product or system is used in a specified context of use

Pleasure

Quality in use

Comfort Economic risk mitigation

Freedom from risk

Health and safety risk mitigation

The degree to which a product or system mitigates the potential risk to economic status, human life, health, or the environment.

Environmental risk mitigation

Context coverage

Context completeness Flexibility

The degree to which a product or system can be used with effectiveness, efficiency, freedom from risk and satisfaction in both specified contexts of use and in contexts beyond those initially identified.

Functional completeness

Functional suitability

Functional correctness

The degree to which a product or system provides functions that meet stated and implied ends when used under specified conditions.

Functional appropriateness Time-behavior

Performance efficiency

Resource utilization

The performance relative to the amount of resources used under stated conditions.

Capacity Co-existence

Compatibility

The degree to which a product, system or component can exchange information with other products, systems or components, and/or perform its required functions, while sharing the same hardware or software environment.

Interoperability Appropriateness recognizability

ISO 25010* (2011)

Learnability Operability

The degree to which a product or system can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use.

User error protection

Usability

User interface aesthetics Accessibility Maturity Availability

The degree to which a system, product or component performs specified functions under specified conditions for a specified period of time.

Reliability

Fault Tolerance Recoverability Confidentiality

Product quality

Integrity

Security

Non repudiation

The degree to which a product or system protects information and data so that the persons or other products or systems have the degree of data access appropriate to their types and levels of authorization.

Accountability Authenticity Modularity Reusability

Maintainability

Analyzability

The degree of effectiveness and efficiency with which a product or system can be modified by the intended maintainers.

Modifiability Testability Adaptability

Portability

Installability Replaceability

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The degree of effectiveness and efficiency with which a product or component can be transferred from one hardware, software or other operational or usage environment to another.

Software Quality Factors for evaluation ISO/IEC 9126-1

goals

intended objectives users

ISO 9126-3 Internal Metrics

Characteristics

usability: extent to which goals are achieved with effectiveness, efficiency and satisfaction

task

ISO 9126-2 External Metrics

Sub-characteristics

Suitability Maturity Accuracy Fault Tolerance Security Recoverability

equipment

Functionality

Compliance Compliance

Reliability

Context of use satisfaction Quality of use measures

Analyzability Change-ability

Resource utilization

Stability

Compliance

Testability

Efficiency

Maintainability

Compliance Adaptability

Portability

Usability framework

ISO 9241

Time behavior

Install-ability

Understandability

Co-existance

Learn-ability

Replace-ability

Operability

Usability

Compliance

Attractiveness Compliance

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Metrics

efficiency

product

Interoperability

effectiveness

Quality ISO/IEC 9126

environment

outcome of interaction

Product Quality

ISO 25010

Interoperability Co-existence

Compatibility

Functional completeness Functional correctness

Functional S ui tabi li ty

Functional appropriateness

(2011)

Installability Replaceability

Po r ta b i l i ty

Adaptability

Reliability Availability Maturity

Modularity

Recoverability

ISO 25010

Reusability Analyzability

Fault tolerance

Quality in use

Ma i n ta i n a b il it y

Modifiability Testability

Effectiveness Resource utilization Capacity

Eff ect iv eness

Usability

Time behavior

P e r fo rma n c e E ffi c i e n c y

Learnability Confidentiality

Appropriateness recognizability

Integrity Non-repudiation Accountability Authenticity

Operability

S ecuri ty

Efficiency

User error protection

Effi ciency

User interface aesthetics Accessibility

Usefulness

ISO 25010

Trust

Sat isfac tion Pleasure

Software Quality Factors for evaluation

Comfort

Economic Risk Mitigation Health and Safety Risk Mitigation

Context Coverage

Context Completeness

Flexibility

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Fr e e d o m fro m r is k

Environmental Risk Mitigation

Context Matrix

Physical context

Media context

Modal context

Usability and Context ‘Usability cannot exist without first defining the context of the system being tested.’ 'How will users derive value from something they are currently doing?'

Context social and organizational environment

task goals

What about 'mental models'?

physical environment technical environment

interaction

user

tasks

Satisfaction

product

Performance: Effectiveness & Efficiency

*Quality of Use measures

At-a-Glance Location-based Content-based Task-based Full Screen 'Usability is a function of the context in which a product is used e .g. the users, task, technolog y and environment.' (Bevan 1994)

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Context Matrix

U s a b i l i t y a n d Context Physical context

Media context

Modal context

Present location

Device of access

Modal Context

"Physical context will dictate how I access information and therefore how I derive value from it."

The media context isn't just about the immediacy of information we receive.

It's about how we engage people in real time.

(Our present state of mind.)

"Where should I eat" Should I buy it now or later?

Is this safe or not?

http://www.flickr.com/photos/idletype/430895151 Tuesday, November 27, 2012

Usability Evaluation Methods (UME) A. Inspection Methods • Heuristic Evaluation • Cognitive Walkthroughs • Guideline Reviews

B. Empirical Methods Metrics for Usability Standards in Computing (MUSiC) • Effectiveness • Efficiency and cost of task performance

Software Usability Measurement Inventory (SUMI) Diagnostic Recorder for Usability Measurement (DRUM) The Questionnaire for user interaction Satisfaction (QUIS) Skill Acquistion Network (SANe) http://www.flickr.com/photos/43090872@N06/5212847322/sizes/l/in/photostream/ Tuesday, November 27, 2012

UX Good Reads UX Primer

Design Thinking

Principles

Documentation

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Strategy

Video

Process

Activities

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Thanks for listening!

... website or app?

Tuesday, November 27, 2012