8 golden rules to describe what is user experience.

1. (Or: how do I tell my mom what I do?)
Dana Dumai, Head of UX
The AOL On Network (AOL Video)
Email: dana.dumai@teamaol.com
Visit us on: http://on.aol.com
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2. A few words about me.
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3. • WHY do companies need UX
• HOW do we do this
Understand your users
Actual scenarios: Solve the REAL problems
UI vs. UX: Play to think
Beware of the featuritis
Aesthetic is important
Details, details details
Help/read your products
UX is not only how it looks
• WHERE does UX fit in the work process?
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5. A focus on UX will help you better address
functional requirements:
• Build the right things
• Prioritize functions
• Improve users’ efficiency and
accuracy when using your product
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6. 95%
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By Niko Nyman/Creative Commons

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© Winston Smith

8. “
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10. Inspiration: http://www.slideshare.net/stephenpa/7-user-experience-lessons-from-the-iphone-introducing-ux?type=presentation 10

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12. Name: Ben Zackheim
Profession: Senior Product Manager Games.com
Company: AOL
Gender: Male
Age: In his 30s
Location: New York City
Education: New York University - Tisch Film School
Marital status: Married+2
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14. © Didier Ruef
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20. WELCOME
“Welcome, please INSERT CARD
insert your card”
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21. WELCOME
User inserts card to INSERT CARD
ATM
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22. Insert your PIN code PIN CODE
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23. Insert/select the HOW MUCH?
amount of withdrawal
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24. ANYTHING ELSE
Anything else before BEFORE CASH?
receiving the $$$?
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25. Take the card TAKE THE CARD
(accompanied by a
sound)
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26. CASH BEING COUNTED
Cash is “being PLEASE WAIT
counted” please wait
(just a pause to let the user put the
card back in the wallet)
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27. Take the money, TAKE CASH
goal was achieved
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29. WELCOME WELCOME
INSERT CARD INSERT CARD
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30. PIN CODE HOW MUCH?
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31. TAKE CASH TAKE THE CARD
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32. When we are not supporting the needs and the right
scenarios: it COSTS us:
• Users FORGOT their cards: the goal was getting the
money and they reached that goal too soon
• In the US in 1999, 19% of the credit card frauds were
done using lost cards (around $180M cost)
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Image by TZA/Creative Commons via flickr

36. http://headrush.typepad.com/creating_passionate_users/2007/01/iphone_and_the_.html
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37. © 2006 Stephen P. Anderson | poetpainter.com
Focused on
EXPERIENCES
(people, activities, context)
THIS IS THE “CHASM” THAT IS REALLY, REALLY
HARD FOR ORGANIZATIONS TO CROSS
Focused on
TASKS
(products, features) 37

38. “Steve jobs didn’t invent text messaging. He just
noticed the experience was broken so… he fixed it.”
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41. “It might take
longer if you’re
popular”
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Source: http://headrush.typepad.com/creating_passionate_users/2005/06/featuritis_vs_t.html

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52. - Charles Eames
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53. People didn’t like
the design
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54. “Site looks really
good!”
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60. “
”
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61. • Related videos
• Search results
Search results: are
they what the user
need?
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63. Click to view the next video
View the full video
Share the video
Love the ads
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65. we fit products
to people and
make them
engage
Source: http://www.slideshare.net/stephenpa/7-user-experience-lessons-from-the-iphone-introducing-ux?type=presentation 65

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67. Source: http://www.projectcartoon.com/
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77. Dana Dumai, Head of UX
The AOL On Network (AOL Video)
Email: dana.dumai@teamaol.com
Visit us on: http://on.aol.com
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