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(Or: how do I tell my mom what I do?)



Dana Dumai, Head of UX
The AOL On Network (AOL Video)
Email: dana.dumai@teamaol.com
Visit us on: http://on.aol.com
                                        1
A few words about me.




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• WHY do companies need UX
• HOW do we do this
    Understand your users
    Actual scenarios: Solve the REAL problems
    UI vs. UX: Play to think
    Beware of the featuritis
    Aesthetic is important
    Details, details details
    Help/read your products
    UX is not only how it looks

• WHERE does UX fit in the work process?
                                                3
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A focus on UX will help you better address
functional requirements:
• Build the right things
• Prioritize functions
• Improve users’ efficiency and
  accuracy when using your product

                                             5
95%
                                 6
By Niko Nyman/Creative Commons
7
© Winston Smith
“

    ”
        8
9
Inspiration: http://www.slideshare.net/stephenpa/7-user-experience-lessons-from-the-iphone-introducing-ux?type=presentation   10
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Name: Ben Zackheim
Profession: Senior Product Manager Games.com
Company: AOL
Gender: Male
Age: In his 30s
Location: New York City
Education: New York University - Tisch Film School
Marital status: Married+2




                                                     12
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© Didier Ruef
                14
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WELCOME
“Welcome, please    INSERT CARD

insert your card”




                                  20
WELCOME
User inserts card to   INSERT CARD

ATM




                                     21
Insert your PIN code   PIN CODE




                                  22
Insert/select the      HOW MUCH?

amount of withdrawal




                                   23
ANYTHING ELSE
Anything else before   BEFORE CASH?

receiving the $$$?




                                       24
Take the card       TAKE THE CARD

(accompanied by a
sound)




                                    25
CASH BEING COUNTED
Cash is “being                              PLEASE WAIT

counted” please wait
(just a pause to let the user put the
card back in the wallet)




                                                             26
Take the money,     TAKE CASH

goal was achieved




                                27
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WELCOME       WELCOME
INSERT CARD   INSERT CARD




                            29
PIN CODE   HOW MUCH?




                       30
TAKE CASH   TAKE THE CARD




                            31
When we are not supporting the needs and the right
scenarios: it COSTS us:
• Users FORGOT their cards: the goal was getting the
  money and they reached that goal too soon


• In the US in 1999, 19% of the credit card frauds were
  done using lost cards (around $180M cost)


                                                          32
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Image by TZA/Creative Commons via flickr
http://headrush.typepad.com/creating_passionate_users/2007/01/iphone_and_the_.html




                                                                                     36
© 2006 Stephen P. Anderson | poetpainter.com
      Focused on
     EXPERIENCES
(people, activities, context)




                                THIS IS THE “CHASM” THAT IS REALLY, REALLY
                                HARD FOR ORGANIZATIONS TO CROSS




      Focused on
        TASKS
   (products, features)                                                                 37
“Steve jobs didn’t invent text messaging. He just
noticed the experience was broken so… he fixed it.”




                                                      38
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“It might take
longer if you’re
popular”


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Source: http://headrush.typepad.com/creating_passionate_users/2005/06/featuritis_vs_t.html
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- Charles Eames



                  52
People didn’t like
the design



                     53
“Site looks really
good!”



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“

    ”
        60
• Related videos
• Search results
                   Search results: are
                   they what the user
                   need?




                                         61
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Click to view the next video
View the full video
Share the video
Love the ads
                               63
64
we fit products
to people and
make them
engage
Source: http://www.slideshare.net/stephenpa/7-user-experience-lessons-from-the-iphone-introducing-ux?type=presentation   65
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Source: http://www.projectcartoon.com/




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Dana Dumai, Head of UX
The AOL On Network (AOL Video)
Email: dana.dumai@teamaol.com
Visit us on: http://on.aol.com
                                 77

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What is ux dana dumai