This document discusses common myths about user experience (UX) and provides evidence to debunk them. It asserts that UX is a method-driven, team effort led by specialists. User research from the beginning and throughout product development is key to understanding users and creating designs they find easy to use and enjoyable. Testing prototypes with users iteratively improves designs. While UX work requires diverse skills, it provides a high return on investment by reducing risks and improving user satisfaction. UX priorities like usability and customer experience remain important for business success.
9. 9
Definitions: ISO 9241-11
USER INTERFACE
All components of an interactive system that provide
information and controls for the user to accomplish specific
tasks with the system
USABILITY
Extent to which a system, product or service can be used by
specified users to achieve specified goals with effectiveness,
efficiency and satisfaction in a specified context of use
USER EXPERIENCE (UX)
Person's perceptions and responses resulting from the use
and/or anticipated use of a product, system or service
Easy
Meets needs
Enjoyable
11. 11
CX – Customer Experience
UX CX
Research, design &
optimization of
digital touchpoints
Align business strategy
& operations with the
desired brand
experience across all
touchpoints
14. 14
but are better if part of an overall user centered design process
Surveys are a first step
15. 15
User centered design
Involve users from
the beginning of the
project
Understand their
context of use and
mental models
Create personas,
scenarios, task flows,
and story maps
Build prototypes and
test with users during
the entire process
Continue iterating
and testing after
launch
19. 19
Personas
— Personas help to keep the end
users in mind during all phases of
design, development and testing
— They portray a typical user profile
with their background, context,
needs and pain points
— Personas and scenarios help the
design team to empathize with
the users
Best if based on research
39. 39
Designing, building and maintaining
a great web site or app isn’t easy.
It’s like golf:
a handful of ways to get the ball in
the hole, a million ways not to.
Steve Krug
Practice Testing makes perfect
47. 47
Not a luxury if you want your project to succeed
Developer CEO MarketingIT
I want to see everything
on one screen with no
scrolling. Also, make it
really clean and
uncluttered.
Make it look like Apple.User testing would
slow us down. We rely
on analytics and a
backlog of user
stories.
The business is always
asking for fancy
functionality that
doesn’t come out of
the box.
UX designers face competing interests
50. 50
UXicorn
Skills & traits of a
great UX designer
Graphic
design
Interaction
design
Data
visualisation
Mobile
design
Information
architecture
Business
analysis
Interactive
prototyping,
testing
Agile scrum &
project mgmt.
Workshop guru,
design thinkingPeople person,
diplomatic
Technophile, HTML,
CSS, JS
51. 51
That‘s nice, now where‘s the beef?
Up to 50% of programmers’ time is
spent on avoidable rework.
Dr. Susan Weinschenk, founder of Team W,
formerly chief of UX strategy at HFI
Usability initiatives deliver a major return
on investment: it’s not unusual for
usability projects to return benefits of 5-
10 times their cost in the first year alone.
David Travis, founder of Userfocus
55. Summary AND THAT’S NO MYTH !
— UX is method-driven – aids in the creation
of a shared understanding among all team
members and stakeholders
— UX is a collective, team effort led by a
specialist or group of specialists
— The ROI of UX is clear – lowers risk of
rework, helps reduce abandonment and
increase conversions, boosts adoption,
creates brand value, and makes
employees more productive
56. 56
Intranets Custom / Dataviz E-Commerce
Megasites Mobile Training
Enterprise User Experience
2014 8 20+
Founded People Years of
experience
whitespace.ch
