Ux Design Basics ProductCamp Toronto2013

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Ux Design Basics ProductCamp Toronto2013

  1. 1. 08/08/2013 1 UX Design Basics Rami Tabbah, M.Eng @Ergonaute blog.ergonaute.net @Ergonaute  I had no slides during the presentation since I was asked to replace Charles last minute.  I prepared these slides to capture what we spoke about and more.
  2. 2. 08/08/2013 2 @Ergonaute Agenda 1. What are the basics product managers need to know about UX Design? 2. Why is this important? 3. Where do I start? 4. Do I need to get into UX Design? What are the basics product managers need to know about UX Design?
  3. 3. 08/08/2013 3 @Ergonaute Origins  Usability has its roots in the fields of Ergonomics and Human Factors which began early in the 20th century. Here are some important events:  1911: Frederick Taylor publishes Principles of Scientific Management which describes time and motion studies and methods for improving industrial efficiency.  1943: Alphonse Chapanis shows that "pilot error" can be greatly reduced through the more intuitive layout of airplane cockpits.  1954: Paul Fitts publishes a paper that describes a mathematical model used to predict the time it takes to move to a target based on its size and distance.  1956: George Miller coins the phrase "the magic number seven plus or minus two" from a variety of experimental results indicating that humans have trouble holding more than five to nine items (chunks) simultaneously in working memory.  1983: The Psychology of Human Computer Interaction is published by researchers at Carnegie Mellon and Xerox Park (Stuart Card, Thomas Moran & Allen Newell).  1985: J. Gould and Clayton Lewis publish the influential paper, "Designing for Usability: Key Principles and What Designers Think." They discuss an early and continual focus on users as well as empirical measurement and iterative design.  Usability is the core of User Experience @Ergonaute Books that Defined Modern Usability 1. Card, S.K, Moran, T.P., Newell, A. (1983). The psychology of human-computer interaction. 2. Don Norman (1988) Psychology of Everyday Things 3. Rasmussen, J., Andersen, H. B. (1992). Human-Computer Interaction (Research Directions in Cognitive Science. 4. Nielsen, J. (1993). Usability Engineering. 5. M. Randolph G. Bias (Author), Randolph G. Bias (Editor), Deborah J. Mayhew (Editor) (1994). Cost-Justifying Usability 6. Rubin, J. (1994). Handbook of Usability Testing: How to Plan, Design, and Conduct Effective Tests. 7. Mandel, T. (1997). The Elements of User Interface Design. 8. JoAnn T. Hackos (Author), Janice C. Redish (Author) (1998). User and Task Analysis for Interface Design 9. Carroll, J.M. (2000). Making Use: Scenario-Based Design of Human-Computer Interactions. 10. Krug, S. (2000). Don't Make me Think! A Common Sense Approach to Web Usability 11. Preece, J., Rogers, Y., Sharp, H. (2002). Interaction Design: Beyond Human-computer interaction. 12. Carroll, J.M. (2003). HCI Models, Theories, and Frameworks : Toward a Multidisciplinary Science. 13. Bederson, B. B., Shneiderman, B. (Eds.) (2003). The Craft of Information Visualization: Readings and Reflections. 14. Diaper, D., & Stanton, N. A. (Eds.) (2004). The handbook of task analysis for human-computer interaction. 15. Schaffer, E. (2004). Institutionalization of Usability: A Step-by-Step Guide.
  4. 4. 08/08/2013 4 @Ergonaute UX is Important @Ergonaute UX Needs to be Planned  Each project is different and UX can take many shapes and forms.  Before we go blindly into a design direction, we need to identify and focus on the design attributes that will bring more value to the business and that will satisfy the user’s needs.
  5. 5. 08/08/2013 5 @Ergonaute UX Design Attributes @Ergonaute UX is backed by Science Usability is the measure of how easily, efficiently and satisfyingly different types of users can accomplish different tasks towards different goals Usability Objectives Satisfac tion Effective ness Efficiency Usability is the science behind UX Design. It allows to measure how good a design is.
  6. 6. 08/08/2013 6 @Ergonaute It has Principles, Standards & Methodologies • Early Focus on users and tasks • Empirical measurement of product usage • Iterative design: Design, test, modify 11 1. Plan the Human Centred Process 1. Plan the Human Centred Process 2. Specify Context of Use 2. Specify Context of Use 3. Specify User & Organisational Requirements 3. Specify User & Organisational Requirements 4. Produce Design Solutions 4. Produce Design Solutions 5.Evaluate Designs against User Requirements 5.Evaluate Designs against User Requirements Objectives Met ? SpecificationsSpecifications ISO 13407 (1999) Human-centred design processes for interactive systems @Ergonaute It is Multidisciplinary 8/8/2013 Case study12
  7. 7. 08/08/2013 7 @Ergonaute It Covers More Than you Think @Ergonaute UX has Layers and Specialties
  8. 8. 08/08/2013 8 @Ergonaute It Requires Specialized Resources  Unless the product is very small and the cost of changing it is minor (such as a mobile app developed by 1 or 2 developers), you need specialized resources to:  Design the User Interface, Navigation, etc.  Evaluate an existing design.  Improve processes.  Perform user research.  Create Style guides.  Identify what needs to be improved and how.  Etc.  The minimum is to hire someone to plan UX. Why is UX Important?
  9. 9. 08/08/2013 9 @Ergonaute 17 Usability Pivotal to E-Business Usability unconscious 30% of Businesses Risk loosing >25% revenues Usability conscious but conflicted and Confused 40% of B. Risk loosing 10-25% rev. Usability conscious but conflicted 20% of Businesses Risk loosing 0-10% rev. Usability conscious and Competent 10% of Businesses Risk loosing < .5% rev. Usability consciousness Usability competence Strategic and competitive advantage Gartner, July 16,2001 @Ergonaute 18 Cost of Failure
  10. 10. 08/08/2013 10 @Ergonaute Usability Impacts the Bottom Line Usability Improves Organization Outcomes by: Increasing Organization Effectiveness & Efficiency Reducing development time and costs Decreasing maintenance, training and support costs Reducing risks of project failures Increasing User Effectiveness & Efficiency Increasing productivity Decreasing learning time Minimizing errors and related risks Decreasing or eliminating need for help Increasing User Satisfaction Enhancing adoption Strengthening brand Do I need to get into UX Design? Where do I start?
  11. 11. 08/08/2013 11 @Ergonaute Should the PM get into UX?  Product Managers need to make sure UX is in place whether it is under their umbrella or not.  UX is part of product strategy, definition and design  UX impacts product marketing  UX is part of analytics and optimization.  If you want the product to succeed, you need to make sure someone is looking after UX. @Ergonaute Can a PM become the UX Resource?  Yes if he has the right background.  Yes if he has no budget, even for a quick 2-day review.  Otherwise, the PM can work closely with UX teams or resources.  You may understand users’ needs from market research and user feedback, but you need to know the science and the techniques to translate this to proper design.  The moment you think you know what users want because you are a user, let a UX specialist do the job because users are very different.
  12. 12. 08/08/2013 12 @Ergonaute What UX is not  Graphics. These are only 1 layer. UX is not makeup on top of a badly designed system.  Layout: True usability is about efficiencies in work practices, processes and features. It is about innovation performed very early.  Features. UX uncovers features users do not tell you, then design them properly. However fewer well designed features are better than too many.  Part of development. UX belongs to business and happens during planning and specifications. User interface design specifications are executed during development. In small companies, when all roles are merged into a small team, UX becomes part of this team, even if the lead is a developer.  Opinions. PM/Dev: “I am a user and I think it should be this way” is wrong. UX research is about all users and measures how they, with their differences, react to designs. It is about facts and science. Users will suggest things beyond stakeholders’ imagination. @Ergonaute What UX is not  Functional specifications. The UX tools gather user data differently and offers much more information that lead to better decisions.  Market research. User research is richer and goes beyond the what and where to include the how and why.  Incremental changes and patches. UX looks at the end to end user experience. Adding small changes and functions over time can destroy usability if the overall design concept is not maintained.  User Interface Development. Differentiate between User Interface Design (UX) and User Interface Development (programming)  A product feature. It is a process that needs to be executed before development or needs to be integrated into the current processes.  Ad hoc, on the fly.  It is a process, had methods and guidelines  It requires user involvement, iterations and testing  It requires specialists applying appropriate methodologies.  It does take time & budget
  13. 13. 08/08/2013 13 @Ergonaute Where to Start  Plan UX with a specialist.  UX is user centric. Real users need to be involved, not friends and colleagues.  UX is iterative. Give time for design iterations.  UX is measurable. Results often show you need to redesign. Test as early and often as you can.  Engage all departments to share the results and ensure buy in.  Design before you even think of developing, especially for large or complex products.  The UX lifecycle starts before the project and ends when the product is retired. UX also happens after launch. It is about continuous improvement.…  UX can be an innovation vehicle if done early and properly.