3. The BIG Picture
• 4 levels of design
– 1. Objectives – goals and metrics
– 2. Strategic – process flows (best practices)
– 3. Tactical – task flows
– 4. Implementation – UX/UI design
4. 5 Steps of Design
• 1. Objectives – goals and metrics
• 2. User Research – roles, knowledge
• 3. Task Analysis – task flow optimization
• 4. UX/UI Design – design to the tasks &users
• 5. Evaluation – does it serve the objectives
5. Objectives
• What will a successful product achieve
• Goal – brief, not a mission statement
• Get clarity and consensus
• Identify observable metrics
– How much by when
6. User Research
• Half dozen representative users are enough
• Subjective
– Surveys
– Interviews
– Focus groups
– Journals
• Objective
– Ethnographic observations
7. User Roles
• Not of a person, but the hats they wear
• Habits, metaphors, lingo, knowledge
• Create user caricatures
• Browsing Betty
• Surgical Sam
• Birthday Bob
8. Task Analysis
• Best practices and task optimization
• Triggers
• Artifacts
• Outcomes
• Start backwards
– End result, then tasks that achieve it
10. UX/UI Design
• User interaction paradigms/models
• Keep it simple
– One task per screen
• Stick to the playbook
– No extra “cool” stuff
• Utilize common tools or patterns
– Avoid custom controls
• Make the design transparent to the task
11. Design Evaluation
• Expert review
• Usability Testing
• What gets in the way of success?
– Severity of the errors
12. Severity of Errors
• User Reality Result
• Right Right Good
• Wrong Wrong Minor, adds time
• Wrong Right Major, “fix” a good result
• Right Wrong Critical, data integrity
13. Yellow Pages
• Objectives: Sustainable large ad customers
• Users: Typical homeowner
• Tasks: Find a plumber
– Fix leaky basement
14. Free Evaluation
• 1 ½ hour free evaluation
• Try it yourself, first
• Then, compare your notes to mine
