4. What is User-Focused
Design?
User-focused design is an iterative process of
analyzing and determining the needs of the
people who buy and use your product in order
to meet their expectations, throughout the
entire project.
“It is only in the software and drug industries, that we
refer to our customers as users"
5. Benefits
•Identifying business and user needs from
the start
•Organizations that do not practice user-
centered design:
• Dissatisfied customers
• Additional development schedules and costs
7. Process - Research
•Intake
• Client information session
• Review of available data
•Validation
• Primary research
• Secondary research
•http://www.comscore.com/
•http://www.ibisworld.com/
•http://www.mintel.com/
•http://www.forrester.com/
8. Process – Define and Identify
•Define the target audience, competition
and the core user
•Identify and understand the users’ goals
and tasks
•Develop personas around motivations,
attitudes and behaviors
11. Process – Use Cases
•Evaluate the users needs, learn behaviors
•Create proposed solutions
•Solutions are tested by the users
•Julia and Dima have different needs
12. Process – Test
•This understanding should drive the features
and experience with your site
•As your site evolves, you should continue to
assume these personas and test the experience
is still solving their needs
13. Process - Note
•It is essential to involve the whole team in
this process
•The best developers don't just make
things work - they are actively involved in
understanding the audience to build
something fit for them
14. Overview of Tips
1: Present clear and logical navigation
2: Aid in product discovery
3: Be accessible on all devices
4: Continually test and optimize
16. Goal
•Allow users to travel easily through a
website and accomplish their goals quickly
• Shoppers: I know what I want
• Lookers: I am exploring products I might want
17. Best Practices
•Categorize products simply
•Ensure your navigation is for lookers and
shoppers
• “I'm Just Looking”
• Collections - Shop By Style
• New arrivals - Sale
• “I Know What I Want”
• Search
• Primary categories
23. Best Practices
•Replicate the traditional buying experience
•Use imagery to help classify and describe
products
•Use hero and CTA space to present products
and promotions
•Guide shoppers to desired products
28. Goal
•Ensure your website is flexible enough to
present a rich browser-based experience,
as well as a simple mobile experience.
29. Best Practices
•Incorporate responsive design
• Existing: Starting with a desktop experience and working
backwards
• New: Mobile first - Simplicity is key
•Have a defined process
• What are users likely to be doing on each device?
What feature set makes sense?
• Define and prioritize the most important user
actions per device
38. Challenges
•User and business needs sometimes
conflict
•Varied user needs can cause complexity
•Fast-paced nature of ecommerce creates
new best practices continually
39. Takeaways
1: Present clear and logical navigation
2: Aid in product discovery
3: Be accessible on all devices
4: Continually test and optimize
