1. User Experience (UX)
Steve.Barden@LINE.co.uk
29th January 2014
25 years of transforming business
through learning innovation
© LINE Communications 2014

2. Today
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
The importance of UX
What is UXD?
Why UXD matters
The experience of users
Future thinking

3. The importance of UX is growing
Today’s users demand more …
© 2004 Scott Adams Inc.
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4. The importance of UX is growing
Today’s users demand more …
 Digital applications have become
hugely more complex as our
industry’s technologies and
methodologies progress.
 What used to be a one-way static
medium has evolved into a rich
and interactive experience.
 But today an application's
© 2004 Scott Adams Inc.
success hinges on just one thing:
how users feel about it
© LINE Communications 2014

5. The importance of UX is growing
 Digital devices have richer functionality
 More form factors and screen sizes
 Increasing need to access more complex data
 Its about the holistic system
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6. How we used to work
Before we and our clients understood the value of usercentered design, there was little or no science behind what
designers did. We used to make design decisions based on:
 what we thought looked good
 what the client said they wanted
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7. UX design Vs.
Visual (UI) design

8. © LINE Communications 2014

9. Booking a flight…
Well-known airline #1
Great Experience is about Control:
The worst feeling in the world is to feel
out of control.
Well-known
airline #2
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10. © LINE Communications 2014

11. UX Design is not…
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12. UX Design is not…
…only concerned with visual design.
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13. UX Design is not…
…about technology.
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14. UX Design is not…
…just about the user.
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15. UX Design is not…
…optional
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16. Why UXD
matters

17. “You can use an eraser on the drafting
table or a sledge hammer on the
construction site”
Frank Lloyd Wright (a REAL architect)
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18. UX process
Use cases illuminate the system requirements
Sketch flows and navigation maps define the UX
Personas aid the learning design
Wireframes highlight layout and navigation UI
Learning architecture define the whole experience
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19. Sketching out the UI
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20. Design – Lenses and outputs
SKETCH
Rapid sketched, heavily
iterated
Workshop to sketch
Storyboards
MAP
Storyboard or map the
user journey
Personas
User journeys
CONCEPTS
Visual concepts based on
brand
Visual concepts
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21. What’s the value?
Reduced training
and maintenance
costs
Reduced
maintenance and
post launch bug
fixes
Reduced testing
and quality
assurance costs
Avoids rework
Increased product
quality
Risk Management:
avoids costly
errors
Satisfied Users
Embedded product
within the
business, and
spreads it’s value to
others
Improve product
value: Better
products lead to
greater market
share
© LINE Communications 2014

22. 9 Questions to ask about a UX project
1. What is the business goal?
2. What is the strategy?
3. Who are all of the audience groups?
4. What are your audience requirements?
5. What will success look like?
6. How does it make money?
7. How are you solving the end-user 'problem'?
8. What context will this be used in?
9. What mindset is the user in?
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23. Personas &
Use Cases

24. Why do we need Use Cases?
Because there is less of …
 And more of …
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25. Why do we need Use Cases?
Because the old order of
content …
 Is now replaced and
context is king…
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26. Seated, predictable environment
Large screen,
keyboard and mouse
for input
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27. Variable context and environment
UI takes up entire
screen, difficult to
multi-task.
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28. Variable context and environment
Larger screen size,
longer session time,
more immersive tasks
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29. The experience
of users

30. User eXperience Design
Is all about:
 Knowing your audience
 Understanding the barriers your audience will face
 Knowing what will make your audience happy
 Plotting how your solution maps to their journey
“User experience isn’t a layer or component of a product or service. It’s really about the
design of whole systems and their interconnections.”
Andrew Hinton (Senior Information Architect at Vanguard)
© LINE Communications 2014

31. Know your audience
Who they are?
What do they need?
What motivates them?
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32. Don’t make me think!
Obvious
Interactivity
Click!
Click!
Click!
Requires
thought
“Is that a
button?”
“I can’t
find
what I
need”
Exits
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33. Future
thinking

34. It won’t get easier…
With new form factors
and navigation modes
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35. Get in touch
Steve Barden
Paul Thorpe
Lead Consultant
steve.barden@line.co.uk
Head of Visual & UX Design
paul.thorpe@line.co.uk
Stand 38
www.LINE.co.uk
© LINE Communications 2014