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User Experience Design
By Zia Rahman
Intro to User
Experience
Design
What is User Experience (UX)
User Experience is a way a person feels about
using a product, system or service
User

person
Feelings

People
are emotional
Experience

Using Something
Bad UX
Frustration
Annoyed Customer
Negative perception

Loss to Business
Why should we care about UX?
Build Brand Loyalty
It’s a Good Business Sense
The Misconception
UX is Good User Interface

UX is just about Usability
UX is just about the User
So is UX about a
Good User Interface?

Certainly Not..
So is UX just about Usability?
This would lead to
destination

This would be a fun trip to
the destination
So is UX just about the User?

Business
Goals

Requires a
right balance

Users Goals
How do we create
great experiences?
Think about….
•

The company and the
business need

•

The competition in market

•

The people (users of the
product/services)

•

The process and the inter
dependencies

•

The technology and it’s
limitations
UX Vision

Technology
Research
• Business Goals
• Product Strategy
• Product Features
• Go-to-Market
• Roadmap
• Revenue Model

Market
Study

Business

RESEARCH
• Demographics Research
• Psychographics Research
• Job Type & Task
• Challenges & Constraints
• Needs & Expectations

User

Technology

• Potential
• Process & Workflow
• Competitive Analysis
• Challenges
• Opportunities

• Custom/Product
• Features
• Channels – Web/mobile
• Challenges & Constraints
• Market Trends
Information Architecture - Focuses on
organizing, structuring, and labeling content in
an effective and sustainable way.
Interaction Design - often abbreviated IxD, is
"about shaping digital things for people’s use“

Design
Personas identify the user
motivations, expectations and goals
responsible for driving online
behavior, and bring users to life by
giving them names, personalities and
often a photo
Task analysis is the process of
learning about ordinary users
by observing them in action to
understand in detail how they
perform their tasks and
achieve their intended goals.

Prototype
(Wireframe)

Personas

Task
Analysis &
Task Flow

Usability testing is a technique
used in user-centered
interaction design to evaluate
a product by testing it on users

Design
Usability
Testing

Visual
Appearance
& branding

UI
Engineerin
g

•Visual Appearance –Design
theme, layout, graphics,
typography, colour scheme,
animation and selecting
appropriate images to support the
brand message
•Branding: Guidelines and style
guide assets

•HTMLIZATION - HTML, CSS, JavaScript,
•Compatibility – with all standard
browsers
•Accessibility Compliance – WCAG 2.0
(Priority 1,2, & 3)
User Goals
Good quality food

Personas

A quick and painless online
ordering of food
1.

Expectation While Ordering Online

A persona represents a
cluster of users who
exhibit similar behavioral
patterns in their
purchasing decisions,
use of technology or
products, customer
service preferences,
lifestyle choices, and the
like

A sample
persona of a
Teacher

Offer variety, Quality , Efficient Delivery,
Loyalty Points, Discounts, Combo Offers,
One Click Order, Track the Delivery

Background
Khaled is very active in filed field and contributes
to a variety of information platforms, including his
own website, wikis, and blogs. Khaled lives alone
and spends most of the time in school, at end of
the day he wants to come home and relax and
order his food online at times. A typical day for
Khaled starts with school in the morning, visiting
friends or family in evening if there is strength left
he cooks or he orders food online. He is a foodie,
he loves trying out new food and often take
recommendations from people around him. “I
would like to order food online, at good price and
where I can get lot of variety”
Khaled likes spending time on internet looking for
recipes when he is not working on school
assignments, he orders online what he can’t cook
or least to say can’t cook it “good enough”.

Preferred Restaurants
2.

Khaled The Foodie!
I live to eat, I love trying out new
food.
Name - Khaled Tariq
Age - 27 years
Income - 10,000 SAR
Industry - Teaching
Employer - Al Hussan International
School – Riyadh
Computer Skills – Intermediate
Device - Laptop & Android Phone
Orders food online almost every
day after school.
Persona
Would like to order food online
almost everyday

Order food online when friends
visit him.

3.

4.

Time of the day you
order food online the
most? - Mostly
evenings after school or
twice on weekends.
Expect from an online
food ordering portal? Better apps for phone
and tabs, lot of variety
and good quantity.
Difficulties faced by you
when ordering food
online?- None
Biggest concern while
ordering food online?Food taste when trying
a new restaurant,
would like to read few
reviews.

Scenarios
Checks online for recipes or food he can order. Is heavily
influenced by recommendations made by colleagues, friends
and relatives
Finds site compare prices and orders food that looks alluring
and suits the budget.
Click on favorites and open the website that he frequently
visits, check for websites for offers and discounts.
Order food as per friends taste
Task
Analysis

A sample
task flow of
online book
store

http://www.uxmatters.com/mt/archives/2010/02/hierarchicaltask-analysis.php
Prototype
(Information
Architecture)

Affinity Building
Process to Design
Information
Architecture
Prototype
(Wireframe)

A Sample
Wireframe
Design of
Travel
Booking
website
Tools - http://mashable.com/2010/07/15/wireframing-tools/
Visual
Appearance
& branding

A Sample
Visual Design
of travel
booking
website

http://www.hongkiat.com/blog/web-design-trends-2014/
http://www.slideshare.net/goldengekko/mobile-apps-designtrends-2014
http://www.csschopper.com/blog/responsive-web-designconsider-6-points-while-designing-a-website
UI
Engineering

SWD - Scalable
Web Design OR
RWD Responsive Web
Design

HTML 5
CSS 3.0
JavaScript Library –
JQuery, AngloJS,
Bootstrap etc.
Flash/Flex
Web Font
http://uxdesign.smashingmagazine.com/2011/10/20/compreh
ensive-review-usability-user-experience-testing-tools/
http://www.usability.gov/how-to-and-tools/methods/usabilitytesting.html

Usability
Testing

A focused discussion where a moderator leads a group of participants
through a set of questions on a particular topic. Focus groups are often used
in the early stages of product planning and requirements gathering to obtain
feedback about users, products, concepts, prototypes , tasks, strategies, and
environments.

Focus Group Review

Heuristic Evaluation
Lab Testing
Heuristic Evaluation is a discount method for quick, cheap, and easy
evaluation of the user interface.
The process requires that a small set of testers (or “evaluators”) examine the
interface, and judge its compliance with recognized usability principles (the
“heuristics”). The goal is the identification of any usability issues so that they
can be addressed as part of an iterative process.

Usability testing is a method by which users of a product are asked to
perform certain tasks in an effort to measure the product's ease-of-use, task
time, and the user's perception of the experience. Usability testing can be
done formally, in a usability lab with video cameras, or informally, with paper
mock-ups of an application or Web site.
UX 360 Degree View
Information
Architecture

Interaction
Design

Designing the
Experience

APIs

Architecting the
Technology 3

Content

2

User Touch
Points

Package
Solution

Creative
Thinking

Prototyping

Visual
Design (UI)

User
Research

Back-end
Testing

Usability

Branding

Platform

Total User
Experience

MultiLingual/
Localization

Animation

Business
Analysis

Total User
Experience

Defining the
Problem
1

Business
Intelligence

Requirement
Gathering

Java
Scripting

Front-end
Development

Delivering the
Experience
4

HTML

Evaluation
Research
Accessibility

Task
Analysis

Problem
Framing

Rich
Interface
Technology

CSS

Mobile &
Tablet
Web App – UX Design Case Study
Global Workforce Planning Tool
Evaluation of Staffing Needs
Workforce Planning tool provides a solid Data Foundation and Resource Tracking capability
to support basic Resource Management today and more advanced analytics in the future

Primary Users: Managers
User concerns / our observations:
• Poor usage by managers; not user-friendly
• Unstructured information and navigation flow
• Tasks flows too complex; too many clicks
• Lack of clarity in visual data and screen layouts
Global Workforce Planning - Before
• Homepage not well
structured; does not give
useful information upfront
• Navigation not intuitive.
Start point and flow is not
understandable
• No Textual / Visual Aids
• Improper utilization of
screen real estate. Design is
not scalable to
accommodate more regions
Landing Page
Group Model Selection
Global Workforce Planning - Before
• Very cluttered and
confusing design.
• No proper grouping of
the sections to make the
form simpler
• Input forms not userfriendly
• No search, filtering or
sorting
• Cognitive overload for
the new user and for
existing user very
cumbersome process to
work form
Resource Management Page
What we did & how
•

Interaction with business users

•

User interviews and questionnaires

•

Information Architecture & screen flows

•

Wire frames for visual interpretation of
the interaction model.

•

Visual Design & HTML prototype tested by
users

•

Iterative prototyping process

•

Prototype as baseline for development

•

Usability Testing

•

UI Style guide standardization
Global Workforce Planning– Wireframe
1

3

2
1

Login Page – A neat a balance design layout

2

Landing Page to select Model Group– Well defined
and clearly visible navigation, Step-by-step approach
to select model group and , scalable to add more
regions,

3

Resource Planning Page – Step-by-step approach by
grouping sections under 4 to steps to fill/update data
and generate report. Introduce search to find a
particular record, structured information, expandable
list view to update a record
Global Workforce Planning– New UI

Login

Group Model Selection
Global Workforce Planning– New UI

Resource
Management
Global Workforce Planning– StyleGuide
Navigation

Layout

Color Palette

Grid

Buttons

Fonts
Thanks
Zia Rahman
Consultant – UX Design
zia.rahman@gmail.com

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UX Overview_ZiaRahman

  • 3. What is User Experience (UX) User Experience is a way a person feels about using a product, system or service
  • 7.
  • 8. Bad UX Frustration Annoyed Customer Negative perception Loss to Business
  • 9. Why should we care about UX? Build Brand Loyalty It’s a Good Business Sense
  • 10. The Misconception UX is Good User Interface UX is just about Usability UX is just about the User
  • 11. So is UX about a Good User Interface? Certainly Not..
  • 12. So is UX just about Usability? This would lead to destination This would be a fun trip to the destination
  • 13. So is UX just about the User? Business Goals Requires a right balance Users Goals
  • 14. How do we create great experiences?
  • 15. Think about…. • The company and the business need • The competition in market • The people (users of the product/services) • The process and the inter dependencies • The technology and it’s limitations
  • 17. Research • Business Goals • Product Strategy • Product Features • Go-to-Market • Roadmap • Revenue Model Market Study Business RESEARCH • Demographics Research • Psychographics Research • Job Type & Task • Challenges & Constraints • Needs & Expectations User Technology • Potential • Process & Workflow • Competitive Analysis • Challenges • Opportunities • Custom/Product • Features • Channels – Web/mobile • Challenges & Constraints • Market Trends
  • 18. Information Architecture - Focuses on organizing, structuring, and labeling content in an effective and sustainable way. Interaction Design - often abbreviated IxD, is "about shaping digital things for people’s use“ Design Personas identify the user motivations, expectations and goals responsible for driving online behavior, and bring users to life by giving them names, personalities and often a photo Task analysis is the process of learning about ordinary users by observing them in action to understand in detail how they perform their tasks and achieve their intended goals. Prototype (Wireframe) Personas Task Analysis & Task Flow Usability testing is a technique used in user-centered interaction design to evaluate a product by testing it on users Design Usability Testing Visual Appearance & branding UI Engineerin g •Visual Appearance –Design theme, layout, graphics, typography, colour scheme, animation and selecting appropriate images to support the brand message •Branding: Guidelines and style guide assets •HTMLIZATION - HTML, CSS, JavaScript, •Compatibility – with all standard browsers •Accessibility Compliance – WCAG 2.0 (Priority 1,2, & 3)
  • 19. User Goals Good quality food Personas A quick and painless online ordering of food 1. Expectation While Ordering Online A persona represents a cluster of users who exhibit similar behavioral patterns in their purchasing decisions, use of technology or products, customer service preferences, lifestyle choices, and the like A sample persona of a Teacher Offer variety, Quality , Efficient Delivery, Loyalty Points, Discounts, Combo Offers, One Click Order, Track the Delivery Background Khaled is very active in filed field and contributes to a variety of information platforms, including his own website, wikis, and blogs. Khaled lives alone and spends most of the time in school, at end of the day he wants to come home and relax and order his food online at times. A typical day for Khaled starts with school in the morning, visiting friends or family in evening if there is strength left he cooks or he orders food online. He is a foodie, he loves trying out new food and often take recommendations from people around him. “I would like to order food online, at good price and where I can get lot of variety” Khaled likes spending time on internet looking for recipes when he is not working on school assignments, he orders online what he can’t cook or least to say can’t cook it “good enough”. Preferred Restaurants 2. Khaled The Foodie! I live to eat, I love trying out new food. Name - Khaled Tariq Age - 27 years Income - 10,000 SAR Industry - Teaching Employer - Al Hussan International School – Riyadh Computer Skills – Intermediate Device - Laptop & Android Phone Orders food online almost every day after school. Persona Would like to order food online almost everyday Order food online when friends visit him. 3. 4. Time of the day you order food online the most? - Mostly evenings after school or twice on weekends. Expect from an online food ordering portal? Better apps for phone and tabs, lot of variety and good quantity. Difficulties faced by you when ordering food online?- None Biggest concern while ordering food online?Food taste when trying a new restaurant, would like to read few reviews. Scenarios Checks online for recipes or food he can order. Is heavily influenced by recommendations made by colleagues, friends and relatives Finds site compare prices and orders food that looks alluring and suits the budget. Click on favorites and open the website that he frequently visits, check for websites for offers and discounts. Order food as per friends taste
  • 20. Task Analysis A sample task flow of online book store http://www.uxmatters.com/mt/archives/2010/02/hierarchicaltask-analysis.php
  • 22. Prototype (Wireframe) A Sample Wireframe Design of Travel Booking website Tools - http://mashable.com/2010/07/15/wireframing-tools/
  • 23. Visual Appearance & branding A Sample Visual Design of travel booking website http://www.hongkiat.com/blog/web-design-trends-2014/ http://www.slideshare.net/goldengekko/mobile-apps-designtrends-2014
  • 24. http://www.csschopper.com/blog/responsive-web-designconsider-6-points-while-designing-a-website UI Engineering SWD - Scalable Web Design OR RWD Responsive Web Design HTML 5 CSS 3.0 JavaScript Library – JQuery, AngloJS, Bootstrap etc. Flash/Flex Web Font
  • 25. http://uxdesign.smashingmagazine.com/2011/10/20/compreh ensive-review-usability-user-experience-testing-tools/ http://www.usability.gov/how-to-and-tools/methods/usabilitytesting.html Usability Testing A focused discussion where a moderator leads a group of participants through a set of questions on a particular topic. Focus groups are often used in the early stages of product planning and requirements gathering to obtain feedback about users, products, concepts, prototypes , tasks, strategies, and environments. Focus Group Review Heuristic Evaluation Lab Testing Heuristic Evaluation is a discount method for quick, cheap, and easy evaluation of the user interface. The process requires that a small set of testers (or “evaluators”) examine the interface, and judge its compliance with recognized usability principles (the “heuristics”). The goal is the identification of any usability issues so that they can be addressed as part of an iterative process. Usability testing is a method by which users of a product are asked to perform certain tasks in an effort to measure the product's ease-of-use, task time, and the user's perception of the experience. Usability testing can be done formally, in a usability lab with video cameras, or informally, with paper mock-ups of an application or Web site.
  • 26. UX 360 Degree View Information Architecture Interaction Design Designing the Experience APIs Architecting the Technology 3 Content 2 User Touch Points Package Solution Creative Thinking Prototyping Visual Design (UI) User Research Back-end Testing Usability Branding Platform Total User Experience MultiLingual/ Localization Animation Business Analysis Total User Experience Defining the Problem 1 Business Intelligence Requirement Gathering Java Scripting Front-end Development Delivering the Experience 4 HTML Evaluation Research Accessibility Task Analysis Problem Framing Rich Interface Technology CSS Mobile & Tablet
  • 27. Web App – UX Design Case Study
  • 28. Global Workforce Planning Tool Evaluation of Staffing Needs Workforce Planning tool provides a solid Data Foundation and Resource Tracking capability to support basic Resource Management today and more advanced analytics in the future Primary Users: Managers User concerns / our observations: • Poor usage by managers; not user-friendly • Unstructured information and navigation flow • Tasks flows too complex; too many clicks • Lack of clarity in visual data and screen layouts
  • 29. Global Workforce Planning - Before • Homepage not well structured; does not give useful information upfront • Navigation not intuitive. Start point and flow is not understandable • No Textual / Visual Aids • Improper utilization of screen real estate. Design is not scalable to accommodate more regions Landing Page Group Model Selection
  • 30. Global Workforce Planning - Before • Very cluttered and confusing design. • No proper grouping of the sections to make the form simpler • Input forms not userfriendly • No search, filtering or sorting • Cognitive overload for the new user and for existing user very cumbersome process to work form Resource Management Page
  • 31. What we did & how • Interaction with business users • User interviews and questionnaires • Information Architecture & screen flows • Wire frames for visual interpretation of the interaction model. • Visual Design & HTML prototype tested by users • Iterative prototyping process • Prototype as baseline for development • Usability Testing • UI Style guide standardization
  • 32. Global Workforce Planning– Wireframe 1 3 2 1 Login Page – A neat a balance design layout 2 Landing Page to select Model Group– Well defined and clearly visible navigation, Step-by-step approach to select model group and , scalable to add more regions, 3 Resource Planning Page – Step-by-step approach by grouping sections under 4 to steps to fill/update data and generate report. Introduce search to find a particular record, structured information, expandable list view to update a record
  • 33. Global Workforce Planning– New UI Login Group Model Selection
  • 34. Global Workforce Planning– New UI Resource Management
  • 35. Global Workforce Planning– StyleGuide Navigation Layout Color Palette Grid Buttons Fonts
  • 36. Thanks Zia Rahman Consultant – UX Design zia.rahman@gmail.com