The document provides an overview of user experience design (UXD). It defines UXD as creating user interactions that provide an engaging and productive experience. It describes the UX process, which includes planning, research, creating user personas, developing an information architecture, and interaction design. The goal is to understand users and design products that meet their needs and goals through usability testing and iterative design.

1. UX 101
A Primer on User Experience

2. So What is User Experience Design?

3. So What is User Experience Design?
User Experience Design (UXD)– creating
user interactions with devices or systems
that provides an overall positive,
engaging and productive experience.

4. So What is User Experience Design?
User Experience Design (UXD)– creating
user interactions with devices or systems
that provides an overall positive,
engaging and productive experience.
User Experience Design (UXD)– the
process of deliberately enticing a person
to engage with a device or system.

5. Great User Experiences

6. Making it Easy for Users to Engage

7. Making it Easy for Users to Engage

8. Making it Easy for Users to Engage

9. Making it Easy for Users to Engage

10. Mobile is Changing UX

11. Mobile is Changing UX

12. Mobile is Changing UX

13. Mobile is Changing UX

14. The UX Process
User Personas
• Persona Workshops
• Develop Personas
• Write Persona Report
Planning & Discovery • Comparative Analysis
• Conduct Field Research
• Gather Requirements
• Perform User Task
Analysis
• Brand Research
Develop IA
• Design Information Architecture
• Create Clickable Models
• Iterate and Finalize Specifications
• Creative Brief

15. The UX Process
Planning & Discovery
• Conduct Field Research
• Gather Requirements
• Perform User Task Analysis

16. The UX Process
Goals Understanding Your
Users Environment
• Understand user goals and
identify behavior patterns
• Obtain a 360°
understanding
of user roles
• Capture and document
initial requirements of
products
and processes
Behavior Roles Req.’s Trends
• Perform a trends and best
practices review

17. The UX Process
Conduct Field Research Understanding Your
Users Environment
Goal: Obtain a basis of data to support
a user-centered design process
Activities
• Select Primary User Segments
• Develop Testing/Research
Protocol
• Recruit Users
• Perform Ethnographic Studies
• Assemble & Analyze Data
Behavior Roles Req.’s Trends
Goals
• Testing Protocol
• Ethnography Report

18. The UX Process
Ethnographic Research Approach
Benefits Drawbacks
• Deep understanding of small • Cannot predict magnitude of
group of users findings in the population
• Rich insight into why users • Trends can be generalized to
behave in certain way the population
• Allow observation of things that • But not statistically – e.g.
users themselves are not aware whether 20% or 60% is
of, such as brand preferences, unknown
interaction models, et al
• Provide models of behavior,
• However, anecdotally, strong
trends tend to be strong
interaction, context, and goals
statistically
• Serve as foundation for
information architecture models,
interaction models, and
personas

19. The UX Process
Validity of N (Small Groups) in Usability Studies
Demonstrates value of small-n • As you add more and more
sample sizes users, you learn less and
less
• Cannot predict magnitude of
findings in the population • “After the fifth user, you
are wasting your time by
• Trends can be generalized to observing the same
the population findings repeatedly but not
learning much new”
• But not statistically – e.g.
whether 20% or 60% is
unknown
• However, anecdotally, strong
trends tend to be strong
statistically

21. The UX Process
Requirements Gathering
Obtain a nearly complete set of high level functional requirements
Define core necessary features to explore in detail
Activities Deliverables
• Content Application • Audit Results Report
Audit
• Requirements
• Develop Requirements Roadmap
Roadmap
• Final Requirements
• Interview Stakeholders Inventory
• Develop Final • Requirements Matrix
Requirements Inventory

22. The UX Process
User Task Analysis
Map user behavior and attributes
Define product more deeply, emphasis in user interactions
Activities Deliverables
• Analyze & map task data • Use Case
Documentation
• Identify priority use
cases • User Task Flows
• Create user flows • Task analysis report
• Write Task Analysis
repor

23. The UX Process

24. The UX Process
We have data, now what?

25. The UX Process
Personas
• Persona Workshops
• Develop Personas
• Write Persona Report

26. The UX Process
Creating Personas
Behavioral patterns observed during interviews with key audiences are
derived, documented, and “packaged” in a persona.
Gaps in behavioral and user data are filled by supplemental
research and data provided by other data channels, such as
existing research and site analytics.

27. The UX Process
What is a Persona Anyway?
• Personas are hypothetical archetypes, or "stand-ins"
for actual users that drive the decision making for
interface design projects
• Personas are not real people, but they represent real
people throughout the design process
• Although personas are imaginary, they are defined
with significant rigor and precision.
• Names and personal details are made up for personas
to make them more realistic
• Personas are defined by their goals
• Interfaces are built to satisfy personas' needs and
goals

28. The UX Process
Barry Fasthow
Life goals Attributes
Barry is driven by his career and financial goals. His
› Impulse buyer
dream is to retire early and live on the beach. He
tries to front-load his life to reach his end goal of a › Price not too important
life of comfort. › Not a reader
› Relies on others to fix
Although Barry’s is ambitious and quite the
› Self-reliant decision maker
workaholic, maintaining a good work/life balance is
Age: 37 important to him. He would love to spend more time › Brand/trend influenced
Family: Wife, 2 children (4 & 6) with his wife and kids but can’t seem to do it right › Searcher
Gender: Male now. He fears so many moments and opportunities › Product mental model
Home: 3 bedroom house
with his family are quickly passing him by.
Marital Status: Married
His career goal is to run his own small to medium
Occupation: Sales executive business one day. He wants to be the boss.
Income: $175,000/year
Location: San Mateo, CA Life is very fast. He expects the best and is willing to
Pets: Yellow Labrador - Max
pay for it. Status is very important to him and he
wants to look good doing the “right” things. This
Education: B.S. - UCLA
includes not only himself but his family.
Ethnic background: Caucasian

29. The UX Process

30. The UX Process
Persona Development
• Audit and review existing primary and secondary research
• Identify primary and secondary personas
Activities Deliverables
• Persona Workshops • Primary persona
documents
• Develop Personas
• Secondary persona
• Write Persona Report documents

31. The UX Process
Develop IA
• Design Information
Architecture
• Create Clickable Models
• Iterate and Finalize
Specifications

32. The UX Process
Transitioning Discovery to IA
Synthesize goals
• Experience goals: How does the persona expect to
experience
the product?
• Business goals: Concrete expected results of task
Goal Directed Design
IA Layout
Discovery Personas

33. The UX Process
Information Architecture Turning User Needs
Into Interactions
Goals
• Define product/site
architecture and core
interaction
• Create navigation schema
• Create interaction patterns of
core UI modules and controls
(widgets, tools, etc.)
• Create User Interface Navigation Schematic
Templates

34. The UX Process
Information Architecture
• Define application structure
• Create navigation schema
Activities Deliverables
• Develop preliminary • Preliminary clickable model
Information Architecture
• Preliminary IA report
• Create mental models
• Create navigation schemas

35. The UX Process
Interaction Design
• Merge IA with tactical UI & interaction design
• Prototype over 80% of use cases
• Update requirements detail
Activities Deliverables
• Develop detailed prototype • Clickable product prototype

36. The UX Process

37. The UX Process

38. The UX Process

39. Return on Investment (ROI)
of User Experience

40. Thank
You!
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