UX for dummies: Definitions.

1. UX
A referential book such as a handbook or manual.
Author: Mirco Pasqualini, January 2015

2. Interaction Design:
OVERVIEW!
The scope of this document is provide a quick overview about
what Experience Design is meaning in a modern time and help to
understand capabilities, task and resources involved in any
experience design project.

3. Interaction Design:
Stage
Understanding in which environment we talk about User Experience

4. Interaction Design:
User Experience Design
UX / STAGE
DESCRIPTION!
User Experience Design (UXD) is the practice of designing
products, processes, services, events, and environments with a
focus placed on the quality of the user experience and culturally
relevant solutions.
!
An emerging discipline, experience design draws from many other
disciplines including cognitive psychology and perceptual
psychology, linguistics, cognitive science, architecture and
environmental design, haptics, hazard analysis, product design,
theatre, information design, information architecture, ethnography,
brand strategy, interaction design, service design, storytelling,
heuristics, technical communication, and design thinking.
USED FOR!
Products
(digital or physical)
Services
(digital or physical)
Event and living
Environment

5. Interaction Design:
User Experience is not
Customer Experience.
UX / STAGE
UX CX
COMMERCIAL
CONTEXT
PRODUCT / SERVICE /
EVENT CONTEXT
Often is there a confuse understanding about the
difference between User Experience and Customer
Experience because both talk about the same Human
(target) but for different environments.
!
The first one talk about the relation of an User with a
product (or service) and the second one about the
relation of a customer and a commercial context.
!
Both work with similar mechanisms, processes, delivery
and expertise but are focused to solve different
problems, overlapping and influence each other.
HUMAN
OVERLAPPING

6. Interaction Design:
Customer Experience Design
UX / STAGE
DESCRIPTION!
Customer Experience Design (CXD) is the practice of designing
experience into the commercial environment through various
touch-points a customer has with a supplier of goods and/or
services, over the duration of their relationship with that supplier.
This can include awareness, discovery, attraction, interaction,
purchase, use, cultivation and advocacy. It can also be used to
mean an individual experience over one transaction; the distinction
is usually clear in context.
USED FOR!
Eco-system
(digital or physical)
Commercial
Process
(digital or physical)
Business model!

7. Interaction Design:
UX / STAGE
Brand Experience
Other Experience Design model
DESCRIPTION!
The brand experience work to define how a brand message, visual
identity and language will be apply in different environment and
experiential models.
USED FOR!
Customer
Experience!
User Experience!
!
Campaign Experience DESCRIPTION!
The Campaign experience work to define how the campaign
message, visual identity and language will be apply in different
environment and experiential models and for which segment and
period of time.
USED FOR!
Customer
Experience!
User Experience

8. Interaction Design:
UX / STAGE
User Experience design for digital
AREA OF OPERATION!
User Experience design operate in all over these areas:
- Web Platform
- Digital Consumer Products
- Digital Ecosystems
- Mobile
- SmartTV
- Engaging Mobile Games
- Digital Community & Portals
- SmartCar
- Wearable Devices & their ecosystem touchpoint
- SmartHome

9. Interaction Design:
UX / STAGE
Responsive Design & UX
OVERVIEW!
When we talk of Responsive
Design, is incorrect think about
that limited to the Visual & UI,
because Responsive Design is
also apply to the entire User
Experience in terms of UI,
Content and Interaction Model.
!
The responsive approach is a
key feature to improve the
engagement of any product and
platform and optimize costs,
flexibility, time of maintenance
and goals.
UX1 UX2 UX3
UX
NOT RESPONSIVE
RESPONSIVE

10. Interaction Design:
UX / STAGE
Responsive: Type of Responsive User Experience
EQUAL UX!
The User Experience is the same
all over different environments.
SEQUENTIAL UX!
The User Experience require the
use of multiple environments to
complete a specific journey.
COMPANION UX!
The User Experience is accessible
only if used in companion with an
other UX and environment.
IMPROVING UX!
The same User Experience get
more power and functionality
though environments permit this.
SIMULTANEOUS UX!
The User Experience of an
environment interact with an other
UX Environment simultaneous but
still accessible indipendently.

11. Interaction Design:
UX / STAGE
Responsive: User Interface and Content
Not Responsive Content
Responsive Content
Not Responsive UI
Responsive UI
User Interface and the content impact in the Aesthetic and Functionals factors of the User Experience this
is way are consider part of the User Experience Design.

12. Interaction Design:
Acting
What we see on the Stage of User Experience Design

13. Interaction Design:
Strategy
UX / ACTING
Design
INVISIBLE ELEMENTS AT THE CONSUMER EYES!
The strategy include all task, skill and resource can help
to define the invisible things of an experience design
process like persona, journey, strategy, user flow,
engagement Strategy, interaction Strategy, Campaign
Integration, Gamification Strategy, emphatic goal,
functions definition, product strategy, industrialization
strategy, technology strategy, user psychology,
environment touch-points, content and IA,etc…
VISIBLE ELEMENTS AT THE CONSUMER EYES!
The design include all task, skill and resource can help to
define the visible things of an experience design like
User-interface, Visual Identity, Brand integration,
Navigation, ergonomic, cognitive design, visual
storytelling, adaptive and responsive design,
Gamification model, Engagement model, Interaction
model, design process, industrialization execution, etc…
Experience Design Capabilities
The experience design process is based on two principal capabilities: Strategy and Design.

14. Interaction Design:
Actors
Role, skills and expertise required

15. Interaction Design:
Roles
UX / ACTORS
Resources
STRATEGY DIRECTOR!
Who lead all the strategy expertise
tasks, process and resources.
!
DESIGN DIRECTOR!
Who lead all the Design expertise
tasks, process and resources.
!
EXPERIENCE DIRECTOR!
Who lead the experience design
process and directors.
(es: business owner, Product owner,
Creative Director)
Roles and Resources
Role and resource involved in an typical digital Experience Design project.
STRATEGIST!
Who define market and users research, engagement
strategy, product research and benchmarks,
persona, ideal user journey, governance strategy and
Ecosystem integration strategy
!
BUSINESS DESIGNER!
Who define all the business integration and modeling
strategy, business and hazard analysis
!
CONTENT DESIGNER!
Who define the content strategy, the information
architecture, the content responsive & adaptive
model, photography message, iconography
message, copy, editorial content.
VISUAL & UI DESIGNER!
Visual designer with background of Interface technology,
UI engineering, Navigation, visual storytelling, graphic
and brand.
!
INTERACTION DESIGNER!
Who define the user flow, interaction model, gamification,
triggers, ecosystem integration, experience storytelling,
wire framing, fast prototyping and journey modeling
!
TECHNOLOGIST!
Who define technology, execution and implementation
design and modeling. Explore emerging technology
integration and develop high fidelity prototype.
OTHER RESOURCE!
Other resource could be assigned based on the type of product specific knowledge are required in terms of strategy and design.

16. Interaction Design:
Strategy
UX / ACTORS
Design
Capabilities and tasks
Role and resource involved in an typical digital Experience Design project.
Market & Consumers Insight
Research & Hazard Analysis
Engagement Strategy
Customer Experience
Modeling
Media strategy
Marketing Investment
Modeling & Measurement
Strategy
Engagement Governance
Social Strategy
Brand Strategy
Content Strategy
Future Vision
Search & Business Analysis
Emerging Technologies
Product Modeling
Business Modeling
Interface Design
Interaction Modeling
Visual Design
Content Modeling & Design
Environment Modeling
Fast Prototyping & Usability
testing
Customer Intent and Predictive
Design Research & Modeling
Engagement Platform Audits
and assessments
Technology and Architecture
Design
Planning

17. Interaction Design:
Team & Process
Priorities and pragmatism

18. Interaction Design:
UX / TEAM & PROCESS
Team building and process
Priorities, milestones and resources involved in an experience design a based on the type of final delivery required in
addition to the type of experience (product, services, environment, etc…)
Here below an common process approach:
ASSIGN A EXPERIENCE
DIRECTOR!
Based of the business
environment could be a
the product owner
(client), a product or
service director business
oriented, a creative
director
ASSIGN A STRATEGY &
A DESIGN DIRECTOR!
Based on the nature of
the project (delivery).
Both should be director
with experience in the
specific field.
RESOURCE REQUIRED!
The Strategy and Design
director will define
scoping and resource
required.
DESIGN PROCESS DEFINED!
The Strategy & Design Director in accord
with the experience Direct with define the
design process task and milestone,
including:
Immersion, Insight, Research, Concept,
Design, Prototyping.
BETA
PROTOTYPING !
Final high fidelity
prototype, test and
improvements
EXECUTION !
based on the nature
of the project

19. Interaction Design:
Common
Understanding Errors

20. Interaction Design:
UX / COMMON UNDERSTANDING ERRORS
UX DESIGNER IS NOT A JOB/RESOURCE!
The role of the UX Designer doesn’t exist in a moder
business. The UX is the equal result of different
expertise and disciplines and then of all the resource
involved in the project.
!
ART DIRECTORS ARE NOT VISUAL UI DESIGNER!
An Art director have a different goals and
background from a Visual UI Designer and they are
not equal in terms of deliveries.
!
WIREFRAME ARE NOT UX!
Wireframe are part of the Information Architecture,
Content Storytelling and interface design of the
project. They represent only a portion of the User
Experience design like a wheel is related with a car.
!
CREATIVE DIRECTOR IS NOT A DESIGN
DIRECTOR!
A Creative Director have Brand identity and
Engagement or business strategy background in
addition of a brand, campaign or business
experience design process.
A Design Director have a visual & technology
background in addition of an experience of design
thinking and product design process.
COPYWRITER IS NOT A CONTENT DESIGNER!
Copywriter are not Content Designer because they
haven’t knowledge of IA, Interaction design, Digital
Content framework and design system.

21. www.mircopasqualini.com
Thank you.
Author: Mirco Pasqualini, January 2015