1. Designing for
User Experience (UX)
Eric F. Shaver, Ph.D.
July 2012
Working Presentation: UX12-1
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2. This slide deck is a working presentation in draft form.
It is being distributed to facilitate comment and
discussion in the user experience (UX) community.
If you have questions, comments, or suggestions,
please contact the author.
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3. Overview
• Introduction
• HFE, Usability, UX, UE, & UCD - How Do They Fit
Together?
• The Process
• UX & Agile
• Take Home Message
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4. HFE, Usability, UX, UE, & UCD –
How Do They Fit Together?
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5. Human Factors & Ergonomic (HFE)
• HFE is a unique scientific discipline that
systematically applies the knowledge of human
abilities and limitations to the design of systems
with the goal of optimizing the interaction between
people and other system elements to enhance
safety, performance, and satisfaction.
• In simpler terms, HFE focuses on designing the world
to better accommodate people.
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6. Usability
• “Extent to which a product can be used by specified
users to achieve specified goals with effectiveness,
efficiency and satisfaction in a specified context of
use.”
• “Guidance for Usability” - ISO 9241-11 (1998)
• But … is a “usable” technology sufficient???
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7. User Experience (UX)
• "User experience" encompasses all aspects of the end-user's
interaction with the company, its services, and its products.
The first requirement for an exemplary user experience is to
meet the exact needs of the customer, without fuss or
bother. Next comes simplicity and elegance that produce
products that are a joy to own, a joy to use. True user
experience goes far beyond giving customers what they say
they want, or providing checklist features. In order to achieve
high-quality user experience in a company's offerings there
must be a seamless merging of the services of multiple
disciplines, including engineering, marketing, graphical and
industrial design, and interface design.
(http://www.nngroup.com/about/userexperience.html)
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8. User Engagement (UE)
• It’s a category of user experience characterized by
attributes of:
• challenge,
• positive affect,
• endurability,
• aesthetic and sensory appeal,
• attention,
• feedback,
• variety/novelty,
• interactivity, and
• perceived user control.
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9. User-Centered Design (UCD)
Desirable
(Users)
Viable Feasible
(Marketplace) (Technical)
3 Lenses Model
(IDEO) 9

10. User-Centered Design (UCD), cont.
Desirable
(Users) Innovation
“Sweet Spot”
Viable Feasible
(Marketplace) (Technical)
3 Lenses Model
(IDEO) 10

11. Maslow’s Hierarchy of Needs
Self-Actualization
Esteem
Belonging
Safety
Physiological
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12. UX Design Hierarchy of Needs
Desirability
Usability
Productivity
Functionality
Safety
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13. Factors To Consider In UX Design
• Users - Who will be using it?
• Sensation, perception, attention, beliefs, attitudes,
emotions, memory, decision making, and behavior .
• Tasks - What is trying to be accomplished?
• Technology - How will it integrate with other tech?
• Environment - Where will it be used?
• Organization - Barriers for use? 13

14. So What’s A Company To Do?
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15. The Process
• Employ a user-centered design (UCD) approach,
which incorporates human factors and ergonomics
(HFE) principles, to facilitate the creation of an
optimal user experience (UX) to maximize user
engagement (UE) when interacting with a given
technology.
• But, how does it work with an agile development
process?
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16. Agile Development Process
From: http://javaj2eeplanet.blogspot.com/2010/11/agile-methodology.html
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17. Agile Development Process, cont.
From: Wolkerstorfer, et al. (2008). Probing an Agile Usability Process.
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18. UX & Agile Are Compatible!
Innovation
Funnel
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19. Methods For Gaining Insights From Users
• Web Analytics • Remote/Online
• Product Returns • Surveys
• Failed Sales • Focus Groups
• Social Media • Usability Testing
• Emails (Objective & Subjective)
• Phone Calls • Structured Interviews
• Forums • Diaries/Journals
• Product Reviews • Longitudinal Use Cases
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20. UX Needs To Be
• Foundational to all organizational efforts.
• Tied to strategy – product & organizational.
• “Married” to the agile development process.
• Continually improving.
• Everyone's responsibility.
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21. User-Centered ≠ User Only Input
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22. Multiple Inputs Are Needed
User-
Research- Driven Data-
Driven Driven
Design- Market-
Driven Driven
Technology
Talent- Design, Org-
Driven Development, & Driven
Deployment
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23. Take Home Message
• Know thy user. Design for their needs, wants & desires.
• It’s not about you – it’s about your customers.
• Details matter.
• Continual, synthesized feedback from a variety of users
results in greater insight.
• Everyone can impact UX.
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24. Additional Resources
• UX Magazine
• http://www.uxmag.com/
• UXmatters
• http://uxmatters.com/
• UX Booth
• http://www.uxbooth.com/
• All About UX
• http://www.allaboutux.org/
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25. Additional Resources, cont.
• Measuring the User Experience
• http://www.measuringux.com/
• Usability Counts
• http://www.usabilitycounts.com/
• Boxes and Arrows
• http://boxesandarrows.com/
• Johnny Holland
• http://johnnyholland.org/
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27. Author Biography
Dr. Shaver is a senior consultant with Benchmark
Research & Safety, Inc., where he specializes in
human factors & ergonomics, safety,
organizational behavior, leadership development,
user research, and training.
Dr. Shaver's work has emphasized achieving an
optimal fit between people, technology, and
work systems to facilitate safety, performance,
and satisfaction.
A specific focus has centered on bridging the
research-practice gap by synthesizing and
disseminating the latest scientific findings about
human capabilities and limitations to the design,
development, implementation, use, and
evaluation of technology.
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28. Contact Information
• Eric F. Shaver, Ph.D.
Email: eric.shaver@gmail.com
Blog: www.thehumanfactorblog.com
LinkedIn: www.linkedin.com/in/ericshaver
SlideShare: www.slideshare.net/ericfshaver
Twitter: @ericshaver
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