User Experience & Web Product Design

UX & Web Product Design
Presented by Steve Hickey — fresh tilled soil
fresh tilled soil
User Experience &
Web Product Design

fresh tilled soil UX & Web Product Design
About Your Instructor
Hi, I’m Steve Hickey.
I design and develop apps/sites for Fresh Tilled Soil.
I write, speak and teach.
You can find me on Twitter @stevehickeydsgn

Course Structure
• session 1: What is User Experience Design?
• lunch
• session 2: Starting at Zero: Methods & Artifacts of UX Design
• session 3: Your First Test: What to Build and Why

01 What is User Experience Design?UI vs UX and select principles of user experience design

UI VS. UX Design
User Interface Design is:
A component of User Experience Design. It’s the look and the feel, the form.
User Experience Design is:
The bigger picture. How well does the site/app function? Is it pleasant to use? Can a user
accomplish their goals with ease?

UI VS. UX Design
How does a user feel while using it?

UI VS. UX Design
They are both incredibly important.
Excellent user interface design is part of what creates a great user experience. But you
can have a great UI with a terrible experience. The opposite is harder, but also possible.

Select Principles
Let’s talk about some of the things that a great user experience designer must keep in
mind when building a truly amazing product for the web.
This list is by no means exhaustive, but it should spark a conversation.

The Robustness Principle
Be conservative in what you do,
be liberal in what you accept from others.
alistapart.com/article/your-website-has-two-faces

In other words, there are certain constraints that must be embraced to balance human
needs with computer needs for a robust web application.
• It must accept input in a human-friendly fashion.
• It must accept the burden of translating that information to a computer-friendly format.
• It must be clear about what human input is reasonable.
• It must provide feedback on this input.

Err towards serving the user.

Phone Number:
Submit

Phone Number:
1 (508) 833-8469 Submit

Phone Number:
1 (508) 833-8469 Submit
Error: must be entered in this format: 555-867-5309

Phone Number:
example: 508-833-8469 Submit

The Pareto Principle
For many events, roughly 80% of the effects
come from 20% of the causes.
measuringusability.com/blog/pareto-ux.php

In other words, focusing on the top 20% of your bugs and design problems can fix 80%
of the problems encountered by your users.
Or, 80% of your users will only use 20% of your features/options.
measuringusability.com/blog/pareto-ux.php

Country:
United States of America Submit

Country:
United States of America SubmitAfghanistan
Albania
Algeria
American Samoa
Andorra
Angola
Anguilla
Antarctica
Antigua And Barbuda
Argentina
Armenia
Aruba

Country:
United States of America SubmitUnited States of America
Canada
United Kingdom
Australia
---------------------------------------
Afghanistan
Albania
Algeria
American Samoa
Andorra
Angola
Anguilla

Fitts’s Law
The time required to rapidly move to a target
area is a function of the distance to the
target and the size of the target.
codinghorror.com/blog/2006/08/fitts-law-and-infinite-width.html

Fitts’s Law
In other words, the farther away a touch/click target is from where the user starts, the
larger it needs to be in order for it to be quickly and accurately reached.
Two ways to make frequently used items easier to click/tap:
1: Put them near the edge of the screen.
2. Make them larger than other items.
codinghorror.com/blog/2006/08/fitts-law-and-infinite-width.html

Fitts’s Law

The Principle of Least Astonishment
When two elements of an interface conflict or
are ambiguous, the behavior should be that
which will least surprise the user.
wikipedia.org/wiki/Principle_of_least_astonishment

In other words, the best result of an action is whatever the user is most likely to expect,
not the result that comes through in depth knowledge of the system.
This will change from system to system. Mac OSX users could expect something different
than Microsoft Windows users. Android and iOS have different design patterns for
different interactions as well.
wikipedia.org/wiki/Principle_of_least_astonishment

Dieter Rams: Principle 10
Good design is as little design as possible.
vitsoe.com/us/about/good-design

He also stated this as “less, but better.” Many people would refer to this as simplicity.
vitsoe.com/us/about/good-design

Joshua Porter: Principle 6
One primary action per screen.
bokardo.com/principles-of-user-interface-design/

Screens or states with more than one primary action become confusing. It’s better for
any screen to have one primary reason for existing.

Great design is invisible.

An interface shouldn’t distract a user from what they are trying to accomplish, which is
the reason the interface exists in the first place. Turn the special effects down a notch.

BJ Fogg’s Behavior Model
Three factors drive behavior: motivation, ability and triggers.
ability
motivation
HighLow
Low
High Target behavior
Triggers fail here.
Triggers succeed here.
behaviormodel.org/

The amount of motivation and ability required vary based on how much of the other is
present. These must be combined with an effective trigger for a target behavior to happen.
All three are required to persuade a user to do something.
behaviormodel.org/

Motivation happens on three spectrums:
Sensation: Pleasure <> Pain
Anticipation: Hope <> Fear
Social Cohesion: Acceptance <> Rejection
behaviormodel.org/

You can increase ability in two ways:
Train Your User: Harder to do but sometimes necessary.
Make The Target Behavior Easier: Usually the right thing to do.
behaviormodel.org/

In other words, make it simpler.
Think of simplicity as a function of your scarcest resource at the moment in which you
want to accomplish something. Time and money can both fit this model.
behaviormodel.org/

Resources
You can read a lot more at these sites:
Joshua Porter: bokardo.com/principles-of-user-interface-design/
Dieter Rams: vitsoe.com/us/about/good-design
Jeremy Keith: principles.adactio.com/
BJ Fogg: behaviormodel.org/

02 Effective Methods For Crafting an ExperienceThe habits of highly effective UX designers

Methods
Every UX designer’s process is different, but the way successful ones approach their
process include some useful commonalities.

1. Be Prolific
Your best idea is never your first. Don’t tell me it is, I don’t believe you. Come up with 5
ideas. Come up with 10. Come up with 20!

1. Be Prolific
The point is to get the obvious out of your system. Once you’ve gotten past that you can
really start to be creative and innovative.

1. Be Prolific
teehanlax.com/story/medium/

2. Collaborate
Nobody works well in a vacuum. When you don’t seek outside opinions you can get
trapped and focus on things that may not be as important.

2. Collaborate
Other opinions will break you out of your mental traps and improve your work.

2. Collaborate
designstaff.org/articles/product-design-sprint-day-2-diverge-2012-10-26.html

3. Iterate
The best way to test your assumptions is to make something. You’ll get a lot of stuff
wrong, but there’s no better way to learn about your problems and move beyond them.

3. Iterate
Fail early and often and you’ll set yourself up better for eventual success.

3. Iterate
azarask.in/blog/post/iterative_design_isnt_design_by/

4. Be Flexible
As you work you’ll realize that previous assumptions needs to be changed. You shouldn’t
think of deliverables as a checklist, they are a web of connected items.

4. Be Flexible
Each change has the potential to affect every other deliverable.

03 Artifacts of an Experience Design ProcessThe things we build

Definition Statement
1. What is the product’s experience?
2. What is the product meant to do?
3. What is the product’s audience?
iosworkshops.com/

Definition Statement
This should be short. A couple of sentences, a brief paragraph at most.
It is the guiding principle of what you’re building.

User Types & User Personas
User types rely on existing data and informed assumptions to decide what distinct types
of users you have and what they will want to accomplish.
They aren’t complicated, they’re just a quick way of remembering the differences in your
primary users and their objectives.

User personas are much more involved, requiring research and interviews with actual
potential users, and typically take weeks or months to compile.
Findings are compiled into categories, then assigned traits, habits, names and photos so
that they are visible and easy to remember as you work.

uxmag.com/articles/personas-the-foundation-of-a-great-user-experience

Whether you decide to deal with user types or user personas is a question of resources
and time, but using at least one of them tends to remind you that your users are real.

User Stories & Features
As a { type } user, I would like to { task/objective }.
These become your features. Have you come up with a feature idea that doesn’t fit into a
user story? It may not be nearly as important as you thought it was.

User Stories & Features
https://www.apptrajectory.com/

Site Map & User Journeys
Features are going to fit into logical groups that define pages and flows. Placing these into
a site map will help you create the appropriate relationships between components, and
show you just how simple or complex your plan is.

User journeys define how a user moves through your app or site to accomplish tasks.
Basically, take your user stories and translate them onto your site map.

Wireframes & Sketches
Your wireframes are the blueprints for your product. They generally consist of layouts of
the pages and flows you listed previously.
They help make sure all functionality is available, and that there is a logical hierarchy.
Beyond those basics, wireframes really shouldn’t be used to dictate design decisions.

Wireframes don’t even have to be high fidelity to be effective. Sketches can make
excellent wireframes if they’re complete and well rendered.
As another advantage, sketches are much faster to produce and iterate through than
other, higher fidelity methods of wireframing.

Prototypes
Prototypes are a bit more advanced than wireframes. They mimic completed functionality
to the point that you can run tests with a user.

Prototypes
They can be as small as a single piece of functionality, or they can mimic a completed
product in every meaningful way. They are used to test a product without building it.
A good prototype helps you decide what to build.

Prototypes
alistapart.com/article/dive-into-responsive-prototyping-with-foundation

Prototypes
These products can help you prototype:
Foundation: foundation.zurb.com
Bootstrap: twitter.github.io/bootstrap
Ratchet: maker.github.io/ratchet
Flinto: flinto.com
Briefs: giveabrief.com
POP: popapp.in
Xcode/Storyboard: blog.mengto.com/prototype-xcode-storyboard

User Tests
A user test helps you validate whatever you decided to build.
You can test a finished product and get lots of great information, but the greatest
advantage is conferred when you are able to start testing early.
We’ll discuss this more in the next section.

04 What to Build and WhyYour first test

So, what Should I build?
Whatever you can. Sometimes that’s not much. But ask yourself this:
Would you rather invest years and millions of dollars into building something only to
find out nobody can figure out how it works? Or even worse, that nobody wants it?

Prototype
For us, the answer is often a prototype. We aren’t back-end developers, we don’t employ
back-end developers. If we aren’t working with a dev team yet we still need to build
something to test. Fortunately, front-end tech makes it easy to fake a back-end.

Minimum Viable Product
For startups and product companies a minimum viable product is often the answer. An
MVP is popular in Lean circles. Building one means building the smallest thing you can
learn something from. Build it, test it, learn from those tests, build something new.
It is the smallest amount of effort you can go to and still get valid lessons from it.

Usability Testing
Regardless of what you build, you should test it with real users. Assumptions are often
wrong, and nothing will uncover that faster than a user test.

Steve Krug’s Maxims of User Testing
A morning a month, that’s all we ask.
sensible.com/rsme.html

Start earlier than you think makes sense.

Recruit loosely and grade on a curve.

Make it a spectator sport.

Focus ruthlessly on a small number of the
most important problems.

When fixing problems, always do the least
you can do.

Read this. Thank me later. I’ll let Steve know I’m expecting his commission check.

User Experience & Web Product Design

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