Introduction to UX: Definition, Value, Differentiation, and Process

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< TABLE OF CONTENTS
INTRODUCTION TO UX
Created by Jacqueline Conrad, UX Architect, 04/18/18

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> Why are we talking about UX?
> What is User Experience?
> What does a UX specialist do?
> What is the difference between UX design
visual design?
What are common UX tools?
Which projects require a UX architect?
When should you engage a UX architect?
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Airbnb’s Joe Gebbia credits UX with
taking the company to $10 billion.*
* https://www.forbes.com/sites/forbestechcouncil/2015/11/19/good-ux-is-good-business-how-to-reap-its-benefits/#def66fe4e51d
+UX
$
10 BILLION

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Forester Research shows that, on
average, every dollar invested in UX
brings 100 dollars in return.*
IN UX RETURNS
$
1 = $
100

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UX= $
Companies that invest in UX see a lower cost of customer
acquisition, lower support cost, increased customer retention,
and increased market share, according to a Forrester study.*
COSTSINVESTMENT

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WHAT IS
USER EXPERIENCE?

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HISTORY
“I invented the term [in 1993]
because I thought Human Interface
and usability were too narrow:
I wanted to cover all aspects of
the person’s experience with a
system, including industrial design,
graphics, the interface, the physical
interaction, and the manual.”*
—Don Norman
* See video on this page: https://www.nngroup.com/articles/definition-user-experience/
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DEFINITION
“The first requirement for an
exemplary user experience is
to meet the exact needs of the
customer, without fuss or bother.
Next comes simplicity and
elegance that produce products
that are a joy to own, a joy to use.”*
—Nielsen Norman Group
* https://www.nngroup.com/articles/definition-user-experience/
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... smooth technology?
... intuitive design?
... clear messaging?
“User Experience” means different things to
different people. Does it mean ...
DEFINITION

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Technology ≠ experience
Interface ≠ experience
Message ≠ experience
DEFINITION

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Properties User Experience
Attributes
UXUI
SenseSpecs Feel
Features Know
DEFINITION

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PROPERTIES EXPERIENCE
Saucer
6” diameter
Cup
3.5” diameter
3”
Handle
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“User experience is not
about websites or phones.
It’s about life.”*
—Don Norman
DEFINITION
* Don Norman, February 2014 Convey UX Conference

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THEN WHAT DOES A
UX SPECIALIST DO?
IF UX IS ABOUT LIFE,

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Since UX is so expansive, many
people have a hard time defining
what UX specialists do.
UX SPECIALIST ROLE

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THE DISCIPLINES OF
USER EXPERIENCE
Broadest view
Image made by envis precisely GmbH (2009 | Redesign 2013)
based on “The Disciplines of User Experience” by Dan Saffer (2008)
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THE ELEMENTS OF
USER EXPERIENCE
(In software and web design)
These individual elements are
often covered by neighboring
disciplines, like:
• Graphic Designer
• UI Designer
• Interaction Designer
• Information Architect
• Content Strategist
• User Researcher
• Product Manager
• Business Analyst
• Technical Architect
• Engineer
Image pulled from “The Elements of User Experience,” by Jesse James Garrett: http://www.jjg.net/elements/pdf/elements_ch02.pdf

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Why do we need UX specialists?
Can’t these other disciplines
handle it?
• Graphic Designer
• UI Designer
• Interaction Designer
• Information Architect
• Content Strategist
• User Researcher
• Product Manager
• Business Analyst
• Technical Architect
• Engineer
UX SPECIALIST ROLE

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First, let’s distinguish between
two different UX roles.
UX SPECIALIST ROLE
UX Architect: is responsible for defining the overall function,
structure, and flow of the experience (i.e., journey maps, flows, feature
requirements). A UX architect tends to have a higher-level view and
orchestrates across disciplines, insights, and objectives to create a
holistic user experience.
UX Designer: this is often used broadly and generically, but it can also
refer to a specialist that leans towards the execution side of designing
the experience (i.e., UI design, interaction design). UX designers
receive the foundational requirements from the UX architect before
executing on the design of the experience.
ME

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A UX architect sees the
experience more holistically
and can be a bridge between
disciplines.
Other disciplines absolutely add to the user experience;
however, they tend to either work on a specific aspect of the
experience, or contribute through a specific lens that’s not
always customer/user-centric.
UX SPECIALIST ROLE

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Stackable
(Fulfillment requirement)
Beautiful
(Design requirement)
Affordable
(Finance requirement)
Durable
(Hotel maintenance
requirement)
DESIRED EXPERIENCE
CONFLICTING REQUIREMENTS

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A UX architect spends time
on empathy-building exercises,
leading to a more user-centered
experience.
Common areas of focus include: user research, usability testing,
and persona development.
UX SPECIALIST ROLE

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A UX architect tends to spend
time designing elements that will
have the biggest impact on the
user’s experience.
Common areas of focus include defining user-centered
content, features, and flow—through journey maps,
wireframes, and prototypes. Information architecture and
content strategy are also major areas of focus.
UX SPECIALIST ROLE

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UX DESIGN
VISUAL DESIGN?
WHAT IS THE DIFFERENCE BETWEEN

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A UX architect is likely to spend
more time on the foundational
aspects of the experience.
UX SPECIALIST ROLE
A UX architect will often guide the visual design so it has a
positive impact on the overall experience. However, if the
foundational stuff is not figured out, the visual design will have
little impact on improving the experience.

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Which items are foundational for an adequate living experience?
ARCHITECTURE
• Location
• Number of bedrooms
• Number of bathrooms
• Layout or floor plan
• Square footage
• Plumbing system condition
• Electrical system condition
INTERIOR DESIGN
• Wall paint
• Light fixtures style
• Flooring style
• Countertops style
• Cabinets style
• Condition of appliances
• Landscaping style
CHOOSING A HOME
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Which items are foundational to creating a good user experience?
STRUCTURAL DESIGN
• URL
• Available content
• Available tools
• Content structure and flow
• Usability
• Discoverability
• Devices platforms supported
VISUAL DESIGN
• Typography
• Color palette
• Imagery
• Iconography
• Button styles
• Link styles
• Field styles
DESIGNING A WEBSITE
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Accessible
Discoverable Purposeful
Unique
Simple
Engaging
The right
feel
Authentic
VISUALDESIGN
Contextual
Usable
Relevant
Digestible
Enjoyable
UXDESIGN
Aesthetically
pleasing
Interesting
LEXICON
Designed by Jacqueline Conrad, UX Architect, 2018

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UX ARCHITECT
COMMON TOOLS

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Empathy Building
UX ARCHITECT TOOLS

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EMPATHY BUILDING
SME User Interviews

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EMPATHY BUILDING
SME User Surveys

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EMPATHY BUILDING
Persona Development

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EMPATHY BUILDING
Experience Maps

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EMPATHY BUILDING
Experience Maps
GEN.EDU TEACHER EXPERIENCE DESIGN 7
STAGES GETTING STARTED RESEARCHING GATHERING LESSON PLANNING IN CLASS TEACHING ATTENDANCE
COMMUNICATION W/
PARENT COUNSELOR
THINKING
- What is the right lesson for my next
class?
- What additional resources could I use
to engage the students?
- What points should I emphasize?
- How should I organize and
present my thoughts?
- I need to prepare activities and
handouts to keep my class
engaged.
- How do I create a safe environment
for questions and discussion?
- Is this making sense to the
students? Is it relevant to them?
- How do I make sure
everyone in my classroom is
registered?
- I need to keep track of
attendance.
- I need to notify parents of
student’s absence.
- I need to contact a parent
or counselor about some
challenges with a student.
- A counselor asked me to send
an attendance report.
FEELING
- I’m excited to see what I’m
teaching next.
- I’m motivated to make it as relevant,
engaging and inspiring as possible.
- I’m excited to share what I’ve
prepared.
- I’m nervous I won’t be able to
cover all the material.
- I’m nervous about the subject
coming across stale or boring.
- I feel happy to spend this time
connecting, teaching and learning
with the students.
- I’m nervous I won’t be able to cover
all the material.
- I feel an obligation to get
this right, but feel rushed
because I’d rather spend this
time on my lessons.
- I want to help the student
succeed in class and in life and
want to create the right support
system in a sensitive way.
- I feel obligated to send accurate
information, but feel rushed.
DOING
- I’m browsing and studying the
textbook.
- I’m looking for additional resources,
such as videos, pictures, quotes and
handouts.
- I’m creating an outline to follow
during class time.
- I’m preparing visual aids,
handouts and activities to use
during class time.
- I’m teaching the lesson by following
my outline and using thought-
provoking questions, videos,
pictures, quotes and handouts.
- I’m answering students’ questions,
and monitoring the classroom for
inappropriate behavior.
- I’m checking to see if all
my students have been
registered.
- I’m entering or viewing
attendance.
- I’m emailing or calling parents
and counselors.
- I’m emailing an attendance
report to the counselor.
TOOLS
• textbook
• lectures
• videos
• images
• articles
GENchannel.edu:
videos, music
PPT or Word:
creating an
outline
Intranet
attendance: mark
or view student
attendance and
tardies
Intranet email
to parent to notify
student absence
Phone call to
parent to notify of
major challenges
with student
Parent/teacher
conference:
discuss student’s
progress and challenges
Personal email to
counselor
to send attendance
report
Phone call to
counselor
about struggling student,
particularly if there are
issues at home
Hard-drive
(offline):
• outline (PPT)
• quotes (PPT)
• downloaded
videos
• images
Projector:
PPT and
videos
Paper:
Handouts,
printed
outlinePrinter:
printing outline
and/or handouts
Science.GEN.edu,
Math.GEN.edu:
Math and Science
resources
APP:
books
notations
Teach.GEN.edu:
resources by
lesson
Personal Library:
quotes from
books that are
hard to find online
Textbook:
main lesson
content
GEN.EDU
Textbook:
highlighting
and notating
bigger circle = more users
and more frequent use
Contextual connection
Digital connection
GEN.EDU
EXPERIENCE
- The printed textbook makes it easy
to know what I’m suppose to be
teaching.
- The digital textbook lets me copy
and paste, and it links to other
resources.
- It’s nice to find so many resources.
- It’s frustrating to have to look in so
many different places.
- It’s overwhelming to consolidate
so many different resource
types into one lesson plan.
- It’s hard to juggle between my
outline, video and images since
they’re usually in different places on
my computer or device.
- Marking attendance and
emailing parents from the
intranet is pretty easy.
- It’s really frustrating to not
find contact information for
counselors in the intranet.
TEACHER:CURRENTEXPERIENCE

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Defining the Experience
UX ARCHITECT TOOLS

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DEFINING THE EXPERIENCE
Heuristic Evaluations
Registering was overall
pretty smooth, and moving
from one site to the other
did not feel jarring.
Recommendation
Try to limit the number of required fields,
and include a reassuring message about
how the information will be used
responsibly.
Potential Pain Point
The registration form was pretty long, and
almost every field was required. There was
no indication as to why this information was
needed or how it would be used. This might
cause some anxiety for some users.
Registering for the overall conference
See enlarged workflow and detailed recommendations here

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Journey Maps User Flows

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Business Process Diagrams
16
CLASSIFICATION
Find
Products
Services
Service
Agreement
Find Rules
Guides
Develop
Strategy
Submit List of
Equipment/
Suppliers
Periodical
Onboard
Class Survey
Submit for
Design Review
APPROVED APPROVED
Survey
Test
Class
CertifiedOR OFFSHORE
Installation
MARINE
Vessel
Build or
Modify
When Building New:
CLASSED
OWNER/YARDORDESIGNER BUILDEROROWNER OWNER
Find
Products
Services
Transfer of
Class
Agreement
(TOCA)
Find Rules
Guides
Develop
Strategy
Periodical
Onboard
Class Survey
APPROVED
Survey
Test
Class
Certified
OR OFFSHORE
Installation
MARINE
Vessel
When Maintaining Existing:
CLASSED
OWNER OWNER
Submit for
Design Review
OWNER
APPROVED
TRANSFER
OFCLASS
CONTENTPARTNERSEEKER:CLASSIFICATIONPROCESS
PRIMARY CHARACTERS:
OWNER, YARD, BUILDER, DESIGNER
Building or Maintaining Vessels and Installations

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Content Feature Recommendations
STAGES GETTING STARTED RESEARCHING GATHERING LESSON PLANNING IN CLASS TEACHING PERSONAS
DOING
- I’m browsing and studying the
textbook.
- I’m looking for additional resources,
such as videos, pictures, quotes and
handouts.
- I’m creating an outline to follow
during class time.
- I’m preparing visual aids,
handouts and activities to use
during class time.
- I’m teaching the lesson by following
my outline and using thought-
provoking questions, videos,
pictures, quotes and handouts.
- I’m answering students’ questions,
and monitoring the classroom for
inappropriate behavior.
• Creative Teacher
Analu Juarez, 24
- Passionate
- Inexperienced
- Overwhelmed
- Scattered
- Creative
• Practical Teacher
John Davis, 38
- Conversational
- Charismatic
- Intuitive
- Focused
- Deep
• Conversational Teacher
Anthony Moore, 53
- Experienced
- Confident
- Conventional
- Lighthearted
- Approachable
FEATURES
Slightly more intuitive
textbooks:
• Suggested pacing for the year
showing which lesson(s) to teach
each day/week. Since every school
is different perhaps there’s a place
to insert the number of teaching
days for the semester and then it
calculates what to teach when.
• Progress tracker showing what
you’ve taught and what’s next.
••• Recommended lesson
outline with resources and
activities built in.
••• Ability to switch views from
the complete lesson, to a simple
outline, to a slideshow.
Resources by lesson or
scripture block:
•• Ideas for in-class activities with
ready-to-print handouts and materials.
••• Preformatted thought-provoking
questions and quotes that encourage
discussion and personalization of the
message.
••• Videos with transcript and/or
description of the content.
••• Images: photos, illustrations,
maps and diagrams.
•• Community area for teachers to
post ideas and have discussions.
Each resource contains:
•• Tags indicating related lessons.
•• Tags indicating related topics.
•• A way for teachers to rate the
effectiveness of the resource.
•• A way for teachers to comment on
how they use the resource.
•• A way to add to the Lesson Builder.
•• Ways to share with students.
••• Ability to print or download.
Advanced search and filtering
system:
••• Predictive search.
••• Filter by language.
••• Filter by class type.
••• Filter by lesson.
••• Filter by resource type such as
video, images, handouts, etc.
••• Filter by school curated content
and content posted by other teachers.
••• Sort by relevance, date posted or
popularity.
Lesson Builder area
where you can:
•• Edit existing lesson outlines.
•• Start an outline from
scratch.
•• Drag and drop preformatted
resources (videos, quotes,
diagrams, questions, images)
into a slideshow.
•• Ability to insert notes with
each slide.
•• Have an area with all of your
saved lessons.
•• Ability to use lesson offline
via an app.
•• Ability to export outline, full
lesson, or slides to PPT or PDF
for offline use and for sharing.
•• Ability to print your outline
or entire lesson.
•• Ability to print slideshow
with or without notes.
•• Ability to print or download
handouts, visual aids and
activity materials.
• Have a way to share your
lesson-builder outline so other
teachers can use it as a starting
point without compromising
your version.
Lesson Builder presentation
mode:
•• Ability to switch between views:
simple outline, full lesson and
slideshow.
•• For projectors: ability to project
slides and privately see notes for
each slide.
•• For laptops and tablets: ability
to show slides in full screen.
•• Offline viewing available
through app on multiple devices.
PPT and PDF
•• Both formats have the ability to
embed video.
•• Exported PPT is editable.
•• Exported PDF is NOT editable.
TEACHER:PROPOSEDEXPERIENCE(CONT.)

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Content Strategy
BusinessImpact
User Needs
02 DRIVE
Add value with:
01 Membership, including Roadside
02 Automatic Renewal
03 Insurance
04 Others:
- ID Protection
- Driver Training
- Notary Service
- Etc.
04 MINIMIZE
Provide as needed:
- Company History
- Community Safety / CSR
- In the News
- Industry Research
- Investor Relations
- Careers
01 FOCUS
Lead with:
01 Things to Do See
02 Deals on Things You Already Buy
03 DIY Trips
04 Travel Services
05 Vacation Packages
06 DMV Services
07 Car Buying Guides, etc.
08 Consumer Reports-style Reviews
03 GUIDE
Follow up with:
- My Account
- Submit an Auto Insurance Claim
- Customer Support
- Find a Branch
- FAQs
ONTENT
e, a hierarchy
mediate
from
visitors’
dds support
o the page
Claim” as an
gy.
2
→ EXAMPLE
CORE CONTENT ANALYSIS
Core Content
4
01 Steps to take after an accident
02 Our claims telephone number
03 Our claims process
01 Google
Inward Paths
02 Homepage sitemap
03 Homepage search
Forward Paths
01 Call claims number
02 My Account?
SUBMIT AN AUTO INSURANCE CLAIM
Business Goal(s)
Primary:
- Maintain relationship with policyholder
Secondary:
- Show prospects our easy claims process
User Task(s)
01 Remember steps to take after an accident
02 Find phone number and submit the claim
03 Understand how easy it is to submit a
claim through us
Primary: Policyholder
Secondary: Non-policyholder
Top-Task: 03 Guide
Template: 03 Explain
03 Car Replacement Service
Audience
PAGE DESCRIPTION DIAGRAM
SUBMIT AN AUTO INSURANCE CLAIM
5
High Priority
01 Been in an accident?
Call 1-800-555-5555 to submit a claim
02 Immediately after an accident
- Protect yourself: get out of the way
- File a police report
- Do not commit to any obligations
- Call us
03 Within 24 hours after the accident
No worries! We’ll be with you throughout the
entire claims process. You can ask us anything
you’d like; we’re always ready with answers
about:
- Next steps
- Keeping records of costs
- Reporting facts and responsibility
04 Submitting a claim
What you’ll need:
- Policy number
- Police report number
- Information about parties involved
Medium Priority
- What to expect if your vehicle is declared a
total loss → car buying services
- Get proof of insurance
- Coverage details
- FAQs → In different format?
Low Priority
- Get a quote
Omit
- Pay my bill
- Sign up for Auto Pay
- Featured member programs
- Protection that fits your family
- Driver education

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Site Maps Navigation Design

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Wireframes Prototypes
DESIGN EXECUTION
HIGH PRIORITY CONTENT
MEDIUM PRIORITY CONTENT
LOW PRIORITY CONTENT
WIREFRAME UI
6

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Validating the Experience
UX ARCHITECT TOOLS

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VALIDATING THE EXPERIENCE
User Testing Analytics

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WHICH PROJECTS
REQUIRE A
UX ARCHITECT?

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Ideally, any projects with the goal
of creating a good user experience
should engage a UX architect.
However, you can prioritize based on the level of UX strategy
needed on the project...
WHICH PROJECTS NEED A UX ARCHITECT?

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DEFINING AUDIENCE NEEDS
• Is there a lack of insight regarding the target
audience, such as: pain points, motivations,
and needs?
• Are there questions about the type of content
or features that should be included in
the experience?
• Is improving conversion a high priority, but there
is uncertainty on how to achieve this?
• Are there questions about how to best reduce
friction and streamline the user journey and
optimize interactions?
MANAGING COMPLEXITY
• Are you dealing with more than one touch point?
• Do you need to create templates or repeatable
elements within a system?
• Are you creating complex information displays or
complex functionality?
If you answer “yes” to any of these
questions, you need a UX architect:
WHICH PROJECTS NEED A UX ARCHITECT?

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WHEN TO ENGAGE
A UX ARCHITECT

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WHEN TO ENGAGE A UX ARCHITECT
As a user advocate, the UX
architect should be involved through
the duration of the project—
from inception to optimization.
It’s too easy to lose sight of the needs of the end user. Having a
UX architect from inception to post-launch optimization gives
the end product a better chance of being user-centered and a
good experience for the user.

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Discover
Problem
DesignBrief
ProblemDeﬁnition
Solution
insight into the problem the area to focus upon potential solutions solutions that work
Deﬁne Develop Deliver
Image based on the Double Diamond model created by the Design Council.
https://www.designcouncil.org.uk/news-opinion/design-process-what-double-diamond
UX ARCHITECT

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UX INPUTS*
Discover
insight into the problem potential solutions solutions that work
Define Develop Deliver
Qualitative Research
Usability studies, user interviews,
and stakeholder/SME interviews
Quantitative Research
Surveys and analytics
Audits and Assessments
Heuristic evaluations, content
gap analysis, and competitive
analysis
Business Objectives
North Star definition, project
goals recommendations, and
stakeholder alignment
Audience Definition
Audience segmentation,
customer personas, and digital
personas
User Needs Definition
Scenarios and user stories
User Path Architecture
Journey maps, content strategy,
sitemap creation, and UX
optimization
User Interface Design
User flows, wireframes,
high-fidelity designs, interactive
prototypes, and user testing
Development Consulting
Collaboration with technologist
to ensure the UX strategy is
amplified through development
Testing Optimization
Refinement of experience
through testing and analytics
the area to focus upon
*Other disciplines have similar inputs, but from different angles and perspectives. The UX Architect’s inputs are from a user perspective.

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THANK YOU

Introduction to UX: Definition, Value, Differentiation, and Process

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