1. Designing a UCD-Based Online
and Mobile User Experience
Jay Tkachuk

2. WHAT IS UCD?
WHAT IS UCD?

3. Effective Design
 Emotional context
 Rational context (sales cycle)
 Interactive products
 Usable (effective, efficient and satisfying)
 Desirable (users motivated to use them)

4. User Centered Design
 Approach involving user feedback throughout the
development process
 Build the right product, do it right the first time

5. UCD Benefits
 Identify right approach early
 Reduce potential for significant design issues
 Minimize re-development costs

6. Design Alternatives vs. Costs
Cost of changes
Number of
design alternatives
Research & Requirements Design & Development Testing & Release

7. UCD Process
Site Goals, Low Fidelity
UX Research
Personas Prototype
High Fidelity
Usability Testing Usability Testing
Prototype 1-n
High Fidelity
Usability Testing Development
Prototype, final

8. User Experience Phase
User Research Stakeholder Brainstorming Session Requirements Gathering
2
6-8 weeks 6-8 weeks
days
User needs Project goals Use cases
Current pain point assessment Site goals Task flows
Personas Storyboards
Low fidelity prototype Business requirements

9. Phase Deliverables

10. Lessons Learned
 Significant change is driven top-down
 Project leader must be an executive
 Plan for long User Experience and Design phases
 Involve IT

11. Importance of IT Inclusion

12. WHAT IS UCD?
UCD EVALUATION
METHODS

13. Evaluation Methods
 Paper/PPT Prototyping
 Cognitive walk-through
 Heuristic analysis
 Usability testing
 Multivariate testing

14. Paper/PPT Prototyping
 Low fidelity mockups of key interactions, task
flows
 Users verbalize their impressions, satisfaction
 Users feel they play integral role in design
 Used in User Experience or early Design as
changes require minimal effort
 Parties involved:
 Users
 Design team
 Web analysts

15. Cognitive Walk-Through
 Task flows are broken down into steps
 Project team questions each step
 Used in Design to identify potential issues at low
cost
 Parties involved:
 Design team
 Development team
 Business analysts
 Web analysts

16. Heuristic Analysis
 Evaluate design against best-practices
 Used in User Experience, Design or early
Development
 Parties involved:
 External to project expert(s)

17. Usability Testing
 Users interact with high fidelity prototype or
working product
 Users verbalize their impressions, satisfaction
 Users feel they have input into final product
 Used during Design, Development and Release
phases
 Parties involved:
 Users
 Design team
 Web analysts

18. Multivariate Testing
 Test multiple versions of same
page/component/interaction
 Used in Release phase (must be developed in
Design and Development)
 Quantitative feedback on success
 Parties involved:
 Design team
 Web analysts

19. WHAT IS UCD?
UCD IN WEB, MOBILE
DEVELOPMENT

20. Evaluation Timeline
Requirements Gathering Design Development Release
User Experience: User Experience: User Experience: User Experience:
- Understand user goals, needs - Confirm personas - Confirm task flows - Confirm product meets
- Understand current pain points assumptions meet user needs success criteria
- Set success KPI - Early designs feedback - Validate requirements
Questions: Questions: Questions: Questions:
- Who are our users? - Are our assumptions - Does product meet - How successfully does
- What are their needs? correct? user needs? product meet user
- What are our business needs? - Do early designs meet - Can we measure needs?
- Where is the disconnect? user needs? success?
- How do we measure success?
Tools: Tools: Tools: Tools:
- Interviews - Paper/PPT prototyping - Usability testing - Usability testing
- Surveys/ Voice of Customer - High fidelity prototyping - Heuristic analysis - Multivariate testing
- Analytics - Cognitive walk-though - Analytics
- Heuristic analysis - Usability testing - Voice of Customer
- Focus groups - Interviews
- Personas

21. Waterfall
User Experience Strategy, design based on upfront research
Design
Development
Documentation-heavy
Testing & Release
Systematic, rigid, slow

22. When Waterfall is Appropriate
 Projects:
 High-risk, complex, broad-scope
 Immersive, not module-driven
 Team is not clearly defined, remote
 User needs not understood
 Quick decisions are difficult
 UCD benefits:
 Design has time to mature

23. Agile
 Individuals and interactions over processes and
tools
 Working product over comprehensive
documentation
 Customer collaboration over contract
negotiations
 Responding to change over following a plan

24. When Agile is Appropriate
 Projects:
 Vision, strategy, goals are clear
 Design, conceptual framework in place
 Integrated, collaborative team
 User needs are understood
 Design team comfortable with constant iteration
 Development team understands user experience
 Speed to market

25. UCD with Agile
Design
User Experience
Release Development
UAT Testing

26. Q&A