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The UX Factor
Kelly Goto    Anthony Franco
Principal    President & Founder
Join us for our other events this week
Tomorrow
  “Pitfalls to avoid in        Anthony Franco
                               10:05, Room 2006
  RIA development”
Wednesday
 “Why you can’t talk           Anthony Franco
 about UX in 10 minutes”       12:40, Exhibit Hall

 join us for a ux networking   RSVP your spot at
 event on Cinco De Mayo        UXFiesta@effectiveui.com
now       9:50      10:35     10:45     11:30
 Laws       Panel             Research
                      break               Q&A
 Of UX   Discussion           & Testing




agenda
The effective laws of
Good User Experience


Anthony Franco
President, EffectiveUI
question:
what do these 3 very successful products have in common?
answer:
they all found a
HUGE female audience
answer:
they all found a
HUGE female audience
   accidentally
$
 investing in user
 experience gives
you the opportunity
   to gain wide
     adoption
   deliberately!
INVEST IN
GOOD USER
EXPERIENCE
There is only one
 true measure for
successful software
ROI
The ROI on
   successful
products can be
RIDICULOUSlY
     GOOD
what is main
ingredient for
software ROI?
User Adoption
user adoption = ROI
 customer self service x user adoption = ROI
  employee data entry x user adoption = ROI
  content participation x user adoption = ROI
user generated content x user adoption = ROI
  process automation x user adoption = ROI
investing in a

 Good User
 Experience
 is simply hyper focusing on

User Adoption
how do we achieve
user adoption success?
Flash                   Vector Graphics
                                                                      MXML
           Client Processing                     Cover-flow
 Java                           Service Oriented Architecture
          Sliverlight
                            Animation             Social Networking
 Streaming Video                       Aqua                    Multi-Channel
                     Runtime                   Skip Intro

Web 2.0                 Productivity        iPhone          Accessibility

 Google                       Reflections                              Audio
              AJAX                                  Thin Client
Security Sandbox         Multi-Touch        APIs
                                                     Apple    Open Source
    Flex       Rich              Conversions           Microsoft Adobe
        XAML       Web Services             Objective C       SUN


does this equal success?
On Time
  On Budget
  No Hard Conversations


does this equal success?
The Laws of User Experience: Making it or breaking it with the UX Factor
what if defined success by delighting users?
have you heard of this company?
• Founded 1999
• Roughly 200 employees
• Power 85% of online personal transactions
• Raised $116,000,000 in funding
• Focused on back-end services
for financial service companies
have you heard of this company?
• Founded 2007
• 35 employees
• 1,000,000 personal financial customers
• Focused on front-end user experience
The Laws of User Experience: Making it or breaking it with the UX Factor
Focus      Back End            Front End

  Years in Business        10                    2
         Employees        ~200                  35

                      $116,000,000         $35,000,000
                        investment          investment
         Financials
                       $16,500,000       $170,000,000
                    est annual revenue   acquired by intuit

who would you rather be?
And....
Yodlee lost Mint’s business when Intuit
purchased them
IBM “Cost-Justifying Ease of Use”


   “Every $1 invested
   in usability returns
    between $10 and
         $100”
The Laws of User Experience: Making it or breaking it with the UX Factor
HOW?
laws of effective ux practices
what was common about the successes?
guiding principle:
  NEVER LOSE
     FOCUS
ON THE END USER
Law #1:
COLLABORATE
Technology




Design                Marketing
Design




Marketing            Technology
Marketing




Technology               Design
Technology   Marketing   Design
✓
Define joint ownership
 & embrace conflict
It is the entire project
team’s fault when a project
 fails to meet its objectives
✓
Never offshore your
 interface design
  or architecture
LAW #2:
DEFINE SUCCESS
the 8 criteria for good user experiences:
   ✓   provide valuable feedback
   ✓   behave with consistency
   ✓   behave in a familiar way
   ✓   be obvious and efficient
   ✓   be responsive and perform
   ✓   help people & businesses accomplish goals
   ✓   be brand consistent & elegant
   ✓   be progressive & trustworthy
✓
Define success for
  your business by
listing how you will
    measure that
      success
✓
List what you believe
 the success criteria
  are for your users
LAW #3:
VALUE GOOD
  DESIGN
Give me 5 features
  that made you
   upgrade your
operating system
The Laws of User Experience: Making it or breaking it with the UX Factor
“1990 called and they want their interface back”
- Raymond Loewy




  “Ugliness does not sell.”
Law #4:
IT’S NOT ALL ABOUT
    THE BIG IDEA
A big win in user
         experience
is the sum of many smaller,
     user-centric ideas
THE BIG
 PITCH
✓
 Inject “EMPATHY”
  and “HUMILITY”
into everyone’s job
     description
Law #5:
YOU ARE PROBABLY
 NOT YOUR USER
baduigallery.com




how did this happen?
“Software today is
designed for the people
  who are building it”
this is our fault
ABC CORP SYSTEM
ARCHITECTURE
TRANSACTION
               CUSTOMER DATA
  SERVER

            LEGACY
  BPM     AUTOMATION     CMS
          FRAMEWORK             project teams to
                                minimize the user
  3rd PARTY         3rd PARTY
 WORKFLOW           CONTENT     in almost every
                                process
              SOA

  SEARCH ENGINE OPTIMIZATION

                    UI



this is our fault
this is our fault
these are your “users” - the people we must care about




...when these are more like your users
The Laws of User Experience: Making it or breaking it with the UX Factor
✓
Budget at least 20%
 of your resources
  toward strategic
 user research and
 interaction design
the less you are like your user
the more user research you will need

                                 user research




                              you = your user


                      wilson’s law of user research
✓
 Understand the
user’s environment
Law #6:
DO NOT TRY TO
  BUILD FOR
  EVERYONE
If you build for
 everybody, you wind
up building for nobody
this is the result of building for everyone
✓
  Contextualize how
 you think about your
  users by defining a
small set of user types
    (a maximum of 3 is best)
✓
fewer features?
✓The key to ease of
   use is not less
features, it is fewer
     decisions
from: Joel Spolsky’s topic, It’s Not That Hard”



an example of “feature” thinking
JOEL SPOLSKY, It’s Not That Hard”



an example of “end user” thinking
Law #7:
GATHER FEEDBACK
    THROUGH
 CONVERSATION
survey question #8
I found the system intuitive
and easy to use.

     Strongly Agree
     Agree
     Neutral
     Disagree
     Strongly Disagree
✓
Talk to users
Law #8:
USERS DON’T KNOW
  HOW TO BUILD
  REQUIREMENTS
You need to interpret
what your users ask for
- Henry Ford




 If I had asked people what
  they wanted, they would
 have said ‘faster horses.”
“where’s the refresh button?”
                      joe user
✓ Take the time to
 understand the core
 issues behind what
the user is telling you
Law #9:
RIGID PLANS ARE
 PLANS TO FAIL
software projects are
predictably unpredictable
process diagrams are a dime a dozen
On Time
On Budget
No Difficult Conversations Upward
scheduling innovation
- Richard Monson-Haefel

“When you try to guess at
future requirements, 50%
 of the time you’re wrong
   and 49% of the time
 you’re very, very wrong”
✓
Be willing to throw
out half of what you
       create
TriGeo Console Project Milestone v_0.1
                                                                                                                                                   Last Modi ed: October 30, 2008 9:12 AM




USER INTERVIEWS                                       INTERVIEW #1 NOTES                             nds something then looks at details         :( con gure/manage tools
                                                Only person                                         take action                                  takes forever to load
                                                  technical support                                 resolve address
                                                  other people on technical sta use it              check attacks source                       Dashboard
                                                  monitor logs                                      who is/traceroute                          CPU, memory
                                                  not as dedicated                                  Others check logs/trouble shooting         Dial, inspection log
                                                  not regular basis                                 Would like to nd all for IP for week/      overall network security health
                                                  calls the TriGeo Console “the TriGeo”             day/month                                  (Green/Yellow/Red)
                                                Runs it in the background                           Deep dive in IGS                           Version of software
                                                  set up alerts                                     Block IP                                   name of device
                                                  gets alert                                        google.com for IP to see if we do          attackers/source hold
                                                  always open on separate computer                  business with                              graph - top 10 attackers
                                                  wants sounds                                      Filters                                    Graph/pie chart
                                                  uses blinking                                     58 (all) some TriGeo/some created          top devices generating IP events In/
                                                Cisco IPS                                           37 in tabs (dynamic and changing) = 6      Out                                                 TriGeo Console Project Milestone v_0.1
                                                                                                    rows of tabs                                                                                   Last Modi ed: October 30, 2008 9:12 AM
                                                  uses the management console                                                                  line graph/real time
                                                  Monitors TriGeo and any alerts that               Mentioned the usage of “ lter sets”        attacks over time
                                                  come through IPS then uses that                   TriGeo                                     #of alerts generated
                                                  console for that event.                           Custom                                     top alerts
                           USER INTERVIEWS CONT. describes this as “synergy”                         INTERVIEW #2 NOTES
                                                                                                   “Day in the Life”
                                                                                                                                               what kind/how many
                                                                                                                                                  functioning                                    20 - 3 rows
                                                  logs IGS - servers, edge, rewall                                                                suspicious tra c                               create and delete a lot
                                                                                                       monitors servers, workstations
                                                  consolidate logs                                   Morning activity/events                 Wishlist                                            10-11 on dedicated
                                                                                                       research
                                                    nd out what events are coming from               checkdatabases
                                                                                                       sql lters                               Top Tasks
                                                                                                                                               scheduling reports
                                                  which thing                                        check tools on team, some semi-trained
                                                                                                       4 people (status=up?)                   remain in directory where you put the
                                                                                                                                                  Console runs 24/7                             Windows
                                                  IGS console has better capabilities                run/check person
                                                                                                       primary reports                         last one *same location
                                                                                                                                                  view tabs                                      jumps around from window to
                                                                                                     let it run all day
                                                                                                       not enough licenses for all comps, but ? -rule builder
                                                                                                                                                   favorite serving locations                    window
                                                      Top Activities
                                                                                                       going that route                        tools lag time
                                                                                                                                                  tools                                          create lter from alert                                                                                                                                  Context Scenarios
                                                        run on desktop to get a sense of           Windowing
                                                                                                       120 workstations                        would like ad hoc reports/custom
                                                                                                                                                  reports                                        for rules too                                                                                                                                           !   Logs in to the console
                                                        what’s going on the network (tabs)           most apps run like that                   there are already prebuilt ones                   likes drag and drop for rules and lters
                                                        go through tabs to see what’s going
                                                                                                                                                                                                                                                                                                                                                         !   Monitors network feeds
                                                                                                     Usage
                                                                                                     not much thought                          analyzeLife on internet (IP, domain,
                                                                                                                                               Day in info
                                                        on throughout the day (made on               navigating through window when            other alerts? no?
                                                                                                                                                  see accounts)                                 Dashboard                                                                                                                                                !   Sets advanced filters
                                                                                                       general health monitoring
                                                        TriGeo most custom)                          looking into speci c task
                                                                                                       security functions                      knowledge base
                                                                                                                                                  same day to day                                what each server is doing                                                                                                                               !   Establishes rules
                                                                                                                                                                                                 login errors, hardware errors
                                                                                                       program rules for health                   uses it when needed
                                                                                                                                                                                                 driven by lters
                                                                                                                                                                                                                                                                                                                                                         !   Receives an alert
                                                                                                       *trying to nd info that was stored by        lter to nd what’s going on or
                                                                                                       TriGeo                                     through reports                       9
                                                                                                                                                                                                                                                                                                                                                         !   Drills down to problem area
                                                                                                       run reports                                make notes of Ext.Info                        Wishlist                                                                                                                                                 !   Discovers and attack
                                                                                                                                                  tool alias                                     wants to be able to deal with
                                                                                                       monitor console
                                                                                                                                                                                                 unmanaged Device                                                                                                                                        !   Quarantines affected area
                                                                                                       IDS                                        make rules in rule builder
                                                                                                       Rule Builder                               make notes, then goes into rule                Quick reports with button click
                                                                                                       dedicated machine                          builder
                                                                                                       alerts                                     Alert
                                                                                                       general server health                      like being able to click and create rule                                                       TriGeo Console Project Milestone v_0.1
                                                                                                                                                                                                                                                                                                                   ! James Woo
                                                                                                       disk usage                                 or has to take info and plug info rule                                                         Last Modi ed: October 30, 2008 9:12 AM

                                                                                                                                                                                                                                                                        Power User Primary Persona
                                                                                                       virus alerts                               automatically
                                                                                                       windows time sync                          search alerts in Rule Builder?
                                                                                                       29 savers                                  rules in alpha order
                                                                                                       go through log les                         order is confusing
                                                               USER RESEARCH SUMMARY backups succeeded                                        CONSIDERATIONS to deal with
                                                                                                                                                  would like to be able                                                                                                 James is an IT administrator for an internal network of a 3000 employee corporation. He is
                                                                                                       services stopping?                     General
                                                                                                                                                  unmanaged workstations**
                                                                                                                                                                                                                                                                        on call 24-7 and is responsible for maintaining a very complex, multi-tiered environment,                       Context Scenarios
                                                                                                       restart                                   Tabs take up a lot of space.
                                                                                                                                                  take action
                                                               Tactics for gaining insight into an application through the eyes of                                                                                                                                                                                                                                                      ! Logs in to the console
                                                                                                       on/o line agents
                                                               users can be achieved many ways. User interviews, observation,
                                                                                                                                                 Navigation should be area- and task-
                                                                                                                                                    lter tabs                                                                                                           from high-profile servers to employee computers.
                                                                                                                                                 based                                                                                                                                                                                                                                  ! Reviews Network Activity
                                                               round-table discussions. This research directly impacts the
                                                               direction of the design and execution.
                                                                                                                                                 Multiple windows should be brought                                                                                                                                                                                                     ! Sets New Rules
                                                                                                                                                 into the “central” portion of the
                                                                                                                                                                                                                                            10
                                                                                                                                                                                                                                                                        Being able to put his finger to the “pulse of the network”, maintain fine-grain control of
                                                                                                                                                 application as much as possible
                                                               As part of the TriGeo project, user interviews were conducted
                                                                                                                                                 Primary tasks should be brought out                                                                                    traffic and maintain a high level of security is what James relies on. There are gigabits of
                                                               over the phone to gain a general insight to usage patterns,
                                                               pain points and usability. When progress is made incorporating
                                                                                                                                                 of “hidden” contextual menus to be                                                                                     activity happening every hour that he must be able to respond to at a moments notice.
                                                                                                                                                 more top-level
                                                               this feedback, more focussed research is done to further re ne
                                                                                                                                                 Eliminate redundancy in menus
                                                               aspects of the application.
                                                                                                                                                 There is a separation between menus                                                                                    When James logs in to the application he is able to maintain an overview of his network.
                                                                                                                                                 and information
                                                               Initial phone interviews were made, however E ectiveUI was
                                                                                                                                                 Addition of a Dashboard (Ops Center)                                                                                   He knows the network inside and out and has customized his “workspace” to cater to the
                                                               asked to halt further user analysis and focus on the direct
                                                               feedback provided by primary stakeholders.
                                                                                                                                                 Ability to customize in various ways                                                                                   most critical areas.
                                                                                                                                                 Add methods of “progressive
                                                                                                                                                 disclosure” allowing users to dive                                                                                                                                                 ! Marian Phillips
                                                               Altogether, six people were interviewed and written notes were
                                                                                                                                                 deeper.
                                                               obtained accordingly.

                                                               Based on the discussions with users and making an evaluation
                                                                                                                                                 Consistency in work ows and
                                                                                                                                                 interface elements                                                                                                                                          Novice User Secondary Persona
                                                               of the console, a number of target areas were identi ed for
                                                                                                                                              Ops Center
                                                               improvement and consideration. Feedback from TriGeo also
                                                               helped drive the focus on some of these areas.
                                                                                                                                                 Ability to customize view and content                                                                                                                       Marian is IT support for a 200 employee company. She monitors the network, but also
                                                                                                                                                 Ability to add pre-created “Portlets” or
                                                                                                                                                 create unique ones
                                                                                                                                                                                                                                                                                                             helps with employee hardware and software.

                                                                                                                                                “Work Areas”
                                                                                                                                                 Re ne results using a variety of criteria
                                                                                                                                                                                                                                                                                                             The first order of business for Marian is checking email, voice messages and the current
                                                                                                                                                 In-context options for taking action on                                                                                                                     status of the network. She receives an email stating that employees are no longer allowed                                   TriGeo Console Project Milestone v_0.1
                                                                                                                                                 areas of interest                                                                                                                                           to browse YouTube.com.                                                                                                      Last Modi ed: October 30, 2008 9:12 AM
                                                                                                                                                 In-line re nement of data

                                                                                                                                                                                                                                                                                                             In addition to monitoring the network, Marian can perform a couple easy steps to creating
                                                                                                                                                                                                                                                                                                                                                                  Context Scenarios
                                                                                                                                                                                                                                                                                          8                  a rule to block employees from browsing to YouTube.com. Sure, Marian can view every
                                                                                                                                                                                                                                                                                                                                                                  ! Logs in to the console
                                                                                                                                                                                                                                                                                                                                                             EXPERIENCE MAP
                                                                                                                                                                                                                                                                                                             network activity, but her primary concern is respondingGlancesimmediate demands of
                                                                                                                                                                                                                                                                                                                                                                  ! to the at Dashboard
                                                                                                                                                                                                                                                                                                             enforcing company policies.                          ! Evaluates network “saves”
                                                                                                                                                                                                                                                                                                                                                                 The Experience Map acts as a diagram of the “ ow” of an
                                                                                                                                                                                                                                                                                                                                                                 application. It is important to hone in on this high-level
                                                                                                                                                                                                                                                                                                                                                                 framework of the application so a clear direction may be
                                                                                                                                                                                                                                                                                                                                                                                                        Context Scenarios
                                                                                                                                                                                                                                                                                                                                                                 established. This map helps the direction of wireframes without
                                                                                                                                                                                                                                                                                                                                                                 getting too far into the details.      ! Demonstrates the application
                                                                                                                                                                                                                                                                                                                                                                                                     ! Drills into specific features
                                                                                                                                                                                                                                                                                                                                                                 The content of the Experience Map is based on user research,
                                                                                                                                                                                                                                                                                                                                                                 a current understanding of the application and methods of
                                                                                                                                                                                                                                                                                                                                 ! Clark McCarthy                improving usability. As more information is gathered and
                                                                                                                                                                                                                                                                                                                                                                 Experience Map evolves until a direction has been established.
                                                                                                                                                                                                                                                                                              Executive User Secondary Persona                  ! George Newstead
                                                                                                                                                                                                                                                                                                                                                            Creating the Experience Map was an ongoing process that ran
                                                                                                                                                                                                                                                                                                                                                                 in tandem with wireframes and creating design compositions.
                                                                                                                                                                                                                                                                                                                        TriGeo Executive
                                                                                                                                                                                                                                                                                              Clark is CTO for a 3000 employee company and reports directly to board members. inconsistent overlap due to these areas
                                                                                                                                                                                                                                                                                                                                                            Although there was some
                                                                                                                                                                                                                                                                                              He likes to keep tabs on the companies networkproduct that being done in parallel, thinking around on the path to a to
                                                                                                                                                                                                                                                                                                                        George is looking for a response and effectiveness to see and headed wireframes helped
                                                                                                                                                                                                                                                                                                                                                            can be white labeled if
                                                                                                                                                                                       TriGeo Console Project Milestone v_0.1
                                                                                                                                                                                                                                                                                              spending all that money on new servers is really paying off. tightenwith required functionality. vice versa.
                                                                                                                                                                                                                                                                                                                        SaaS offering while delivered on time and areas of the Experience Map and
                                                                                                                                                                                       Last Modi ed: October 30, 2008 9:12 AM
                                                                                                                                                                                                                                                                                              Steve wants an easy-to-use dashboard that allows him to monitor just how great his of the TriGeo Console was generated
                                                                                                                                                                                                                                                                                                                                                              In the end, a solid overview
                                                                                                                                                                                                                                                                                                                                                              that acts as the foundation for additional development and user
                                                                                                                                                                                                                                                                                              network is running. It also doesn’t hurt that he has high level information he can use is still work to be done and directly
                                                                                                                                                                                                                                                                                                                                                              experience re nement. There          Context Scenarios
                                                                                                                                                                                                                                                                                              to get get praise from the boss.                                correlates to the Wireframes.        ! Gives a demo
 WIREFRAMES : OPS CENTER
                                                                                                                                                                                                                                                                                                                                                                                                     ! Navigates through features




                                                                                                                                                                                                                                                                                                                                                ! Linda Deris

                                                                                                                                                                                                                                                                                                                         TriGeo Employee
                                                                                                                                                                                                                                                                                                                         Linda is focused on selling TriGeo offerings. She wants something easy to demo and
                                                                                                                                                                                                                TriGeo Console Project Milestone v_0.1                                                                   sell while successfully conveying the value, ease and power of the application.
                                                                                                                                                                                                                Last Modi ed: October 30, 2008 9:12 AM                                                                                                                                                                                                                            20




                  WIREFRAMES : MONITOR




                                                                                                                                                                                                                                                            TriGeo Console Project Milestone v_0.1
                                                                                                                                                                                                                                                            Last Modi ed: October 30, 2008 9:12 AM




                                                                                                                                                                                                                                  28
                                              WIREFRAMES : OPS CENTER




                                                                                                                                                                                                                                                             34




                                                                                                                                                                                                                                                                                                      31




   planning only gets you 20% of the way there
✓
value the
PRODUCT
over the
PROCESS
✓
SCOPE = PRODUCT
Law #10:
EVERY PRODUCT
NEEDS A SINGLE
    VISION
Product
CEO             Designer   Developer
      Manager
Product
CEO             Designer   Developer
      Manager
The Laws of User Experience: Making it or breaking it with the UX Factor
The Laws of User Experience: Making it or breaking it with the UX Factor
TriGeo Console Project Milestone v_0.1
                                                                    Last Modi ed: October 30, 2008 9:12 AM




EXPERIENCE MAP

The Experience Map acts as a diagram of the “ ow” of an
application. It is important to hone in on this high-level
framework of the application so a clear direction may be
established. This map helps the direction of wireframes without
getting too far into the details.

The content of the Experience Map is based on user research,
a current understanding of the application and methods of
improving usability. As more information is gathered and
Experience Map evolves until a direction has been established.

Creating the Experience Map was an ongoing process that ran
in tandem with wireframes and creating design compositions.
Although there was some inconsistent overlap due to these areas
being done in parallel, thinking around wireframes helped to
tighten areas of the Experience Map and vice versa.

In the end, a solid overview of the TriGeo Console was generated
that acts as the foundation for additional development and user
experience re nement. There is still work to be done and directly
correlates to the Wireframes.




                                                                                                             20
The Laws of User Experience: Making it or breaking it with the UX Factor
The Laws of User Experience: Making it or breaking it with the UX Factor
The Laws of User Experience: Making it or breaking it with the UX Factor
The Laws of User Experience: Making it or breaking it with the UX Factor
bad news:
 GOOD UX IS HARD

     good news:
THERE ARE REWARDS
FOR GETTING IT RIGHT
UX focused companies
outperform the market
  by a 300% margin
            The UX Fund, Teehan & Lax
what if defined success by delighting users?
sales conversion time
    reduced by 35%

  manufacturing costs
   dropped by 42%

online revenue grew from:
        $5 million
            to
       $85 million
...all in less than 9 months
Anthony Franco
            President & Founder
            EffectiveUI
            anthonyfranco.wordpress.com
            twitter: anthonyfranco




thank you
Panel Discussion
UX in your Business
Adam Burrell
Navy Federal Credit Union

Paul Levine
National Geographic

Christopher Bevel
FedEx

Kelly Goto
GotoMedia
What does user experience
mean to your organization?
How important is
  user experience to
building your business?
How are you using
user experience to
 improve service
How are you using
user experience to
  increase trust
How are you using
user experience to
 decrease costs
how “cross channel” are
you - where do you want to
       be in a year?
How do you get “UX”
 buy-in across your
   organization?
Does “UX” = ROI?
The Apple Factor
BREAK (10 minutes)
the UX Factor
Designing for Lifestyle




Kelly Goto
Principal, gotomedia
The Laws of User Experience: Making it or breaking it with the UX Factor
The Laws of User Experience: Making it or breaking it with the UX Factor
The Laws of User Experience: Making it or breaking it with the UX Factor
voice
                             touch
                             words

                   Human-Human
                expression




concept: tara lemmey
EDI
                              XML
                       UDDI
                                SOAP
                         Machine-Machine
                                    binary
                        RDF




concept: tara lemmey
voice
                       gesture
               Human-Machine
                       touch         visual




concept: tara lemmey
voice
                                 ajax
                         Machine-Human
                       imagery
                                   GUI
                         communication


concept: tara lemmey
The Laws of User Experience: Making it or breaking it with the UX Factor
The Laws of User Experience: Making it or breaking it with the UX Factor
The Laws of User Experience: Making it or breaking it with the UX Factor
The Laws of User Experience: Making it or breaking it with the UX Factor
introduced Jan 1983
$9,995.00 (today ~$21,693.00)
first GUI (graphical user interface)
on a personal computer
resolution 720 x 364!
http://www.touchuserguide.com
The Laws of User Experience: Making it or breaking it with the UX Factor
The Laws of User Experience: Making it or breaking it with the UX Factor
UX Components
practical     emotional
easy          intuitive
clear         personal
accessible    unique
economical    aesthetic
functional    desirable
utilitarian   compelling
reliable      nostalgic
The Laws of User Experience: Making it or breaking it with the UX Factor
The Laws of User Experience: Making it or breaking it with the UX Factor
The Laws of User Experience: Making it or breaking it with the UX Factor
Designing for lifestyle
 means understanding
context, desire & delight.
Contextual Personas
needs
         desires




likes       hates
Contextual Personas
Gathering Explicit and Implicit Data



     Device            Place              Goal




      Noise            Time            Limitations




   State/Stage        Result            Feeling
Contextual Personas
Gathering Explicit and Implicit Data


  what device a                        what are you
                    where are you?
  are you using?                         doing?



 what “noise” is     what time of     what limitations
 distracting you?     day is it?        are there?


                    are you able to
what stage of the                      how does it
                    complete your
task are you in?                      make you feel?
                         task?
The Laws of User Experience: Making it or breaking it with the UX Factor
The Laws of User Experience: Making it or breaking it with the UX Factor
The Laws of User Experience: Making it or breaking it with the UX Factor
Research Methods
... the most effective mechanisms for
 making inferences from user research
       are human intuition and empathy.

  The empathetic and intuitive capacity
of the team is what allows research on
a limited sample of users to be used as
  an intelligent, expansible, and flexible
    part of the framework requirements.
                         - Effective UI, The Art of
                              Building Great User
                          Experience in Software
Usability Testing
What are we trying to test and when?




          Formal                    Semi-Formal                      Informal

Formal facility              Remote or in-office            At participant’s location or
                                                           cafe
8-15 carefully               3-10 recruited participants   3-5 Friends, co-workers or
screened participants                                      family members

Formal test plan             Test Script                   Task/Goals list

Complex video monitoring     Simple screen capturing,
(picture in picture)         with voice, using programs    No video taping, only notes
practices, including high-   like Windows Media            and observations
light videos                 Encoder or Morae

Observation through one
way screen/remote viewing
software
Usability Testing
One-on-One
Contextual Personas
Lifestyle Research - “Follow Me Home”
Needs Analysis
Brainstorming on Real Desires
Needs Analysis
Brainstorming on Real Desires
Card Sorting
Prioritizing and Clustering
Card Sorting
Prioritizing and Clustering
Sample Project
Sample Project
Client-provided flow
Sample Project
White Board Brainstorming
Sample Project
 Sitemap / Site Flow

  Veeker Launch Redesign                                                                                       High Level Path Flow


PATH
                                                                                                                   Legend


 Veeker Home    Login      Dashboard    Explore    Public Feeds
                                                                                                                     Special Page




                                                  Veeker Profiles                                                        Login




                                                                                                                     Public Page
                                        Learn         Tour



                                                                                                   - Send
                                                                                      Create New   - Compose
                                       Messages
                                                                                       Message     - Reply
                                                                                                   - Forward



                                        Videos




                                                  Add New Video      Add By Phone




                                                                     Record From
                                                                      Webcam




                                       Contacts




                                                   Add Contact                         Add New
                                                                   Result Found
                                                    (Search)                           Contact




                                                                   Result Not Found     Invite
Sample Project
Task Map / Experience Mapping
   Veeker Task Map | Version 2                                                                                                                                                                 Unregistred User


TASK MAP                                                                                                                                                                   LEGEND

                                                                                          Tour
                                                                                       (use case)                                                                                   Parent
                                                                         Sample
                                                                        Content/                      How to
                                                                        Channels
                                                                                                                                                                                    General Content


                                                                                   What is Veeker?                                                                                  Connecting Point

                                        Reply

                                                               View                                                                                                                 Other Point of Entry
                      Forward                                Sender's
                                                              Profile

                                                                                                             LEARN                                                                  Recommended
                                                                                                           about Veeker
                                                                                                                                        Privacy
               Get
                                    Video Message
              Embed
                                  (Implicit Account)
               URL
                                                                                                                           Company
                                                                                                                                              News
                                                                                                                          Information




                                       Partner
      FROM                                                                                                                        Partner Tools
                                       Landing                          REGISTRATION                      Veeker Home
    Partner Site                                                                                                                   (Phase 2)
                                        Page




                                                Invitation
                                                 Landing
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                                                                                                                                                  Public Videos    View
                                                                                                                          Feedback                 (vChannel)     Profile


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                      FROM
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                                                             Support               My Account              Feedback




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prepared by gotomedia | 04.27.07                                                                                                                                                                                  1
Sample Project
Page-Level Wireframe
   Veeker Wireframe | Public Site                                                                                                                                    Homepage


WIREFRAME                                                                                                                                                    NOTES


                                                                                                                     Sign Up | About Us | Feedback | Login

  VEEKER
                                       Home                         Explore              Learn


  Big points explain what is veeker ipsum
  dolor sit amet, consectetuer adipiscing elit,
  smod tincidunt ut laoreet dolore magna
  aliquam erat volutpat.
  Small points enim ad minim veniam, quis noim veniam, quis noim                                        Interface Screenshot
  veniam, quis nostrud exerc ullamcorper t aliquip ex ea commtrud                                  (link to view screenshot tour)
  exerc ullamcorper t aliquip ex ea commtrud exerc ullamcorper t
  aliquip ex ea commtrud exerc ullamcorper t aliquip ex ea
  commodo consequat.


     View Screenshot Tour              OR           Sign Up For Free


   What can I do?                                                                 How can I use it?
                                             Lorem ipsum dolor sit amet,                                              Lorem ipsum dolor sit amet,
                                             consectetuer adipiscing elit, smod                                       consectetuer adipiscing elit, smod
                                             tincidunt ut laoreet dolore magna                                        tincidunt ut laoreet dolore magna
         Interface Screenshot                                                       Image to illustrate use case
                                             aliquam erat volutpat.                                                   aliquam erat volutpat.
    (link to screenshot tour page)                                                 (link to more details in Learn)


                                             Lorem ipsum dolor sit amet,                                              Lorem ipsum dolor sit amet,
                                             consectetuer adipiscing elit, smod                                       consectetuer adipiscing elit, smod
                                             tincidunt ut laoreet dolore magna                                        tincidunt ut laoreet dolore magna
         Interface Screenshot                                                       Image to illustrate use case
                                             aliquam erat volutpat.                                                   aliquam erat volutpat.
    (link to screenshot tour page)                                                 (link to more details in Learn)


                                             Lorem ipsum dolor sit amet,                                              Lorem ipsum dolor sit amet,
                                             consectetuer adipiscing elit, smod                                       consectetuer adipiscing elit, smod
                                             tincidunt ut laoreet dolore magna                                        tincidunt ut laoreet dolore magna
         Interface Screenshot                                                       Image to illustrate use case
                                             aliquam erat volutpat.                                                   aliquam erat volutpat.
    (link to screenshot tour page)                                                 (link to more details in Learn)



   Copyright © 20007 Veeker Corp. Privacy | Terms & Conditions | Partners




prepared by gotomedia | 05.03.07                                                                                                                                                1
Sample Project
Usability Task List

      Task List Usability Testing Veeker
              Thanks for coming
              Questions about agreement
              Highly confidential
              Technical setup
              Not testing you
              Testing paper prototype, use imagination, scenarios, use pen as a mouse


      Live website:
      Task 1: homepage exploration and label check:
      Questions:
      BEFORE looking at website: Label Test
      Before we start I would like to get your feedback on the name of the service we will be
      looking at today
              How do you think you spell ‘Veeker’?
                   o   What do think of the name ‘Veeker’? Is it memorable? Hip?
                   o   “A Veek is a ‘video peek’” – does that make it more catchy? What do you
                       associate it with? (mobile? adult?)


      First we will be looking at the live Website.
              What is your first impression when looking at this website?
              What do you think Veeker is all about?
              What do you think of the name Veeker?
                   o   What do you think you need and or need to do in order to be able to use Veeker?
                   o   Where would you go in order to find out?
              Looking at the main navigation: can you tell me, without clicking on anything yet what you
              think you would see once you click on the tabs?
Sample Project
Finished Prototype
when your car
  talks to you...
when your phone
  talks to you...
when your computer
  talks to you...
are you
 listening?
the UX Factor
Rapid Research




Kelly Goto
Principal, gotomedia
The Laws of User Experience: Making it or breaking it with the UX Factor
“Optimism is an
 occupational hazard of
programming, feedback
      is the treatment.”
    Kent Beck, author of Extreme Programming
from this   to this
The Laws of User Experience: Making it or breaking it with the UX Factor
Rapid Prototyping
    & Testing
✓ 5 participants 1 backup per day.

✓ Team present or observes remotely
   during testing.
✓ Real-time note taking; notes
   delivered immediately.
✓ Team meeting following testing.

✓ Less documentation; more action.
“Do-it-yourself” usability tests
 are definitely qualitative. The
        purpose isn’t to prove
  anything; it’s to get insights
   that enable you to improve
         what you’re building.
                 - Steve Krug, Rocket Surgery Made
                   Easy: The Do-It-Yourself Guide to
               Finding and Fixing Usability Problems
Focus
Focus
High Level Goals & Objectives



Reality. You cannot test everything. Be
specific.

Stage. Are you prototyping? Are you
redesigning? This affects the test plan.

Goals vs. Tasks. The team thinks in tasks,
the user has goals. Remember the difference.

Informal does not mean disorganized.
Recruiting
Recruiting
Who to Recruit




http://firstplaygrounds.com
Recruiting
Who to Recruit




http://smugmug.com
Recruiting
EZ recruiting using Craig’s List (or online posting)
Recruiting
Intercept recruiting using Ethnio (boltpeters.com)
Prototyping
Paper Prototyping
http://graffletopia.com/stencils/413
http://graffletopia.com/stencils/413
mockapp.com
The Laws of User Experience: Making it or breaking it with the UX Factor
Testing
Test Timing
Remote - Start 10 minutes early to set up
viewing, download necessary software, and get
headset on prior to testing start time.
* Fill out and return participation and NDA forms prior to testing

5 min - Introduction & Initial Questions

45 min - Open Ended Tasks (pre-test to
ensure tasks are doable within timeframe)

5 min - Follow-Up Questions

Video - Allow for 30 minutes processing
between 1-hour sessions or use 2nd computer.
Pre & Post Survey




         surveybob.com
             wufoo.com
Conduct a Dry Run
What to say:
   “We’re an independent
 research group, we did not
                                 “We’re testing this
   design the system, say
                              system and not YOU so
    whatever you want.”
                                there are no wrong
                                     answers.”

        “Think aloud during
      the session so we can
       understand what you                    “You may have
           are thinking.”                 questions, and I may or
                                            may not be able to
                                                  answer.
                      Do you any
                    questions before
                       we start?”
Testing Tips
Tasks: Don’t tell them what the tasks are in
advance. Keep to the script when possible, allow
users’ flow to guide through tasks naturally.

Expectations: Don’t say “This is so easy even a
6-year old can do it.”

Rescuing: Don’t help struggling participants until
frustration level rises ... know when to “give up”
and list as failed task.

Response: Don’t answer questions, respond
impartially, “Hm. I wonder...”
Testing Tips
Assess: What is this that we are looking at?
What do you think you can do here?

Explore: Allow participant some non-guided
exploration (within reason) before starting.

Probe: Was that what you expected to see?
Would you recommend this to a friend?

Elaborate: Can you show me what else you
use to complete the same task?
Testing Tips




Very important that the (client) team is
available to watch testing real time
remotely or at a testing facility.
Testing Tips

When Recording: Use two computer systems
or allow 50% time of session between sessions
for processing.

Small is Better: Use screen capture software
(like Snapz Pro X) to capture a portion of the
screen.

Breaking a Promise: If promised, have a
backup system in place. Maybe a Flip Mino.
You will use it.
Insights
Insights
Gathering Feedback


Rigorous Empathy: Engaged or disinterested;
delighted or frustrated?

Patterns: Were there repeated errors or insights that
formed patterns during the testing?

Aha Moments: Were there moments that were a
surprise to witness?

Low Hanging Fruit: What simple things can be
changed tomorrow to make the experience more
effective?
Insights
Aha Moments
Insights
Discuss Findings with Team

Debrief: Spend 5 - 10 minutes after each
session to note high-level findings, highlight
notes or mark timing on video.

Distribute: Send raw notes, screenshots and
videos immediately. Important to name and
save files and organize on the same day.

Discuss: Take 30 minutes to an hour at the end
of each day to discuss findings and
recommendations with the team.
Insights
Post / Distribute Notes & Video
Action
Action
Implementation


Key Findings: What are the main takeaways
from the testing?

Immediate: What can be changed immediately
on the application or site to improve the UX?

Longer-term: What findings were fixable or
needed to be addressed down the road?

Planning: When should we conduct our next
test and what are the areas we need to explore
at a deeper level?
Test. Just Test.
Recommended Reading
Effective UI provides a complete
                                                        roadmap to building groundbreaking
                                                        software centered on user experience
                                                        (UX) quality, how to get management
                                                        support, employing product
                                                        management strategies proven to
                                                        deliver greater success, and how to
                                                        manage the design, engineering,
                                                        staffing, and business considerations
                                                        that must be centered on the user's
                                                        needs and working effectively in
                                                        tandem all throughout the project.




http://www.effectiveui.com/book-resources/index.php --> download some sample chapters!
A classic overview of
the testing process –
surprisingly
straightforward and
now in a second
edition. Very basic,
and worthwhile.
The Laws of User Experience: Making it or breaking it with the UX Factor
The first guide to
linking business
strategy with the
art and science of
the online user
experience
The Laws of User Experience: Making it or breaking it with the UX Factor
Q&A
Adam Burrell
Navy Federal Credit Union

Paul Levine
National Geographic

Christopher Bevel
FedEx

Kelly Goto
GotoMedia

Anthony Franco
EffectiveUI
Join us for our other events this week
Tomorrow
  “Pitfalls to avoid in        Anthony Franco
                               10:05, Room 2006
  RIA development”
Wednesday
 “Why you can’t talk           Anthony Franco
 about UX in 10 minutes”       12:40, Exhibit Hall

 join us for a ux networking   RSVP your spot at
 event on Cinco De Mayo        UXFiesta@effectiveui.com

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The Laws of User Experience: Making it or breaking it with the UX Factor

  • 1. The UX Factor Kelly Goto Anthony Franco Principal President & Founder
  • 2. Join us for our other events this week Tomorrow “Pitfalls to avoid in Anthony Franco 10:05, Room 2006 RIA development” Wednesday “Why you can’t talk Anthony Franco about UX in 10 minutes” 12:40, Exhibit Hall join us for a ux networking RSVP your spot at event on Cinco De Mayo UXFiesta@effectiveui.com
  • 3. now 9:50 10:35 10:45 11:30 Laws Panel Research break Q&A Of UX Discussion & Testing agenda
  • 4. The effective laws of Good User Experience Anthony Franco President, EffectiveUI
  • 5. question: what do these 3 very successful products have in common?
  • 6. answer: they all found a HUGE female audience
  • 7. answer: they all found a HUGE female audience accidentally
  • 8. $ investing in user experience gives you the opportunity to gain wide adoption deliberately!
  • 10. There is only one true measure for successful software
  • 11. ROI
  • 12. The ROI on successful products can be RIDICULOUSlY GOOD
  • 13. what is main ingredient for software ROI?
  • 15. user adoption = ROI customer self service x user adoption = ROI employee data entry x user adoption = ROI content participation x user adoption = ROI user generated content x user adoption = ROI process automation x user adoption = ROI
  • 16. investing in a Good User Experience is simply hyper focusing on User Adoption
  • 17. how do we achieve user adoption success?
  • 18. Flash Vector Graphics MXML Client Processing Cover-flow Java Service Oriented Architecture Sliverlight Animation Social Networking Streaming Video Aqua Multi-Channel Runtime Skip Intro Web 2.0 Productivity iPhone Accessibility Google Reflections Audio AJAX Thin Client Security Sandbox Multi-Touch APIs Apple Open Source Flex Rich Conversions Microsoft Adobe XAML Web Services Objective C SUN does this equal success?
  • 19. On Time On Budget No Hard Conversations does this equal success?
  • 21. what if defined success by delighting users?
  • 22. have you heard of this company?
  • 23. • Founded 1999 • Roughly 200 employees • Power 85% of online personal transactions • Raised $116,000,000 in funding • Focused on back-end services for financial service companies
  • 24. have you heard of this company?
  • 25. • Founded 2007 • 35 employees • 1,000,000 personal financial customers • Focused on front-end user experience
  • 27. Focus Back End Front End Years in Business 10 2 Employees ~200 35 $116,000,000 $35,000,000 investment investment Financials $16,500,000 $170,000,000 est annual revenue acquired by intuit who would you rather be?
  • 28. And.... Yodlee lost Mint’s business when Intuit purchased them
  • 29. IBM “Cost-Justifying Ease of Use” “Every $1 invested in usability returns between $10 and $100”
  • 31. HOW? laws of effective ux practices
  • 32. what was common about the successes?
  • 33. guiding principle: NEVER LOSE FOCUS ON THE END USER
  • 35. Technology Design Marketing
  • 36. Design Marketing Technology
  • 38. Technology Marketing Design
  • 39. ✓ Define joint ownership & embrace conflict
  • 40. It is the entire project team’s fault when a project fails to meet its objectives
  • 41. ✓ Never offshore your interface design or architecture
  • 43. the 8 criteria for good user experiences: ✓ provide valuable feedback ✓ behave with consistency ✓ behave in a familiar way ✓ be obvious and efficient ✓ be responsive and perform ✓ help people & businesses accomplish goals ✓ be brand consistent & elegant ✓ be progressive & trustworthy
  • 44. ✓ Define success for your business by listing how you will measure that success
  • 45. ✓ List what you believe the success criteria are for your users
  • 47. Give me 5 features that made you upgrade your operating system
  • 49. “1990 called and they want their interface back”
  • 50. - Raymond Loewy “Ugliness does not sell.”
  • 51. Law #4: IT’S NOT ALL ABOUT THE BIG IDEA
  • 52. A big win in user experience is the sum of many smaller, user-centric ideas
  • 54. ✓ Inject “EMPATHY” and “HUMILITY” into everyone’s job description
  • 55. Law #5: YOU ARE PROBABLY NOT YOUR USER
  • 57. “Software today is designed for the people who are building it”
  • 58. this is our fault
  • 59. ABC CORP SYSTEM ARCHITECTURE TRANSACTION CUSTOMER DATA SERVER LEGACY BPM AUTOMATION CMS FRAMEWORK project teams to minimize the user 3rd PARTY 3rd PARTY WORKFLOW CONTENT in almost every process SOA SEARCH ENGINE OPTIMIZATION UI this is our fault
  • 60. this is our fault
  • 61. these are your “users” - the people we must care about ...when these are more like your users
  • 63. ✓ Budget at least 20% of your resources toward strategic user research and interaction design
  • 64. the less you are like your user the more user research you will need user research you = your user wilson’s law of user research
  • 66. Law #6: DO NOT TRY TO BUILD FOR EVERYONE
  • 67. If you build for everybody, you wind up building for nobody
  • 68. this is the result of building for everyone
  • 69. ✓ Contextualize how you think about your users by defining a small set of user types (a maximum of 3 is best)
  • 71. ✓The key to ease of use is not less features, it is fewer decisions
  • 72. from: Joel Spolsky’s topic, It’s Not That Hard” an example of “feature” thinking
  • 73. JOEL SPOLSKY, It’s Not That Hard” an example of “end user” thinking
  • 74. Law #7: GATHER FEEDBACK THROUGH CONVERSATION
  • 75. survey question #8 I found the system intuitive and easy to use. Strongly Agree Agree Neutral Disagree Strongly Disagree
  • 77. Law #8: USERS DON’T KNOW HOW TO BUILD REQUIREMENTS
  • 78. You need to interpret what your users ask for
  • 79. - Henry Ford If I had asked people what they wanted, they would have said ‘faster horses.”
  • 80. “where’s the refresh button?” joe user
  • 81. ✓ Take the time to understand the core issues behind what the user is telling you
  • 82. Law #9: RIGID PLANS ARE PLANS TO FAIL
  • 84. process diagrams are a dime a dozen
  • 85. On Time On Budget No Difficult Conversations Upward
  • 87. - Richard Monson-Haefel “When you try to guess at future requirements, 50% of the time you’re wrong and 49% of the time you’re very, very wrong”
  • 88. ✓ Be willing to throw out half of what you create
  • 89. TriGeo Console Project Milestone v_0.1 Last Modi ed: October 30, 2008 9:12 AM USER INTERVIEWS INTERVIEW #1 NOTES nds something then looks at details :( con gure/manage tools Only person take action takes forever to load technical support resolve address other people on technical sta use it check attacks source Dashboard monitor logs who is/traceroute CPU, memory not as dedicated Others check logs/trouble shooting Dial, inspection log not regular basis Would like to nd all for IP for week/ overall network security health calls the TriGeo Console “the TriGeo” day/month (Green/Yellow/Red) Runs it in the background Deep dive in IGS Version of software set up alerts Block IP name of device gets alert google.com for IP to see if we do attackers/source hold always open on separate computer business with graph - top 10 attackers wants sounds Filters Graph/pie chart uses blinking 58 (all) some TriGeo/some created top devices generating IP events In/ Cisco IPS 37 in tabs (dynamic and changing) = 6 Out TriGeo Console Project Milestone v_0.1 rows of tabs Last Modi ed: October 30, 2008 9:12 AM uses the management console line graph/real time Monitors TriGeo and any alerts that Mentioned the usage of “ lter sets” attacks over time come through IPS then uses that TriGeo #of alerts generated console for that event. Custom top alerts USER INTERVIEWS CONT. describes this as “synergy” INTERVIEW #2 NOTES “Day in the Life” what kind/how many functioning 20 - 3 rows logs IGS - servers, edge, rewall suspicious tra c create and delete a lot monitors servers, workstations consolidate logs Morning activity/events Wishlist 10-11 on dedicated research nd out what events are coming from checkdatabases sql lters Top Tasks scheduling reports which thing check tools on team, some semi-trained 4 people (status=up?) remain in directory where you put the Console runs 24/7 Windows IGS console has better capabilities run/check person primary reports last one *same location view tabs jumps around from window to let it run all day not enough licenses for all comps, but ? -rule builder favorite serving locations window Top Activities going that route tools lag time tools create lter from alert Context Scenarios run on desktop to get a sense of Windowing 120 workstations would like ad hoc reports/custom reports for rules too ! Logs in to the console what’s going on the network (tabs) most apps run like that there are already prebuilt ones likes drag and drop for rules and lters go through tabs to see what’s going ! Monitors network feeds Usage not much thought analyzeLife on internet (IP, domain, Day in info on throughout the day (made on navigating through window when other alerts? no? see accounts) Dashboard ! Sets advanced filters general health monitoring TriGeo most custom) looking into speci c task security functions knowledge base same day to day what each server is doing ! Establishes rules login errors, hardware errors program rules for health uses it when needed driven by lters ! Receives an alert *trying to nd info that was stored by lter to nd what’s going on or TriGeo through reports 9 ! Drills down to problem area run reports make notes of Ext.Info Wishlist ! Discovers and attack tool alias wants to be able to deal with monitor console unmanaged Device ! Quarantines affected area IDS make rules in rule builder Rule Builder make notes, then goes into rule Quick reports with button click dedicated machine builder alerts Alert general server health like being able to click and create rule TriGeo Console Project Milestone v_0.1 ! James Woo disk usage or has to take info and plug info rule Last Modi ed: October 30, 2008 9:12 AM Power User Primary Persona virus alerts automatically windows time sync search alerts in Rule Builder? 29 savers rules in alpha order go through log les order is confusing USER RESEARCH SUMMARY backups succeeded CONSIDERATIONS to deal with would like to be able James is an IT administrator for an internal network of a 3000 employee corporation. He is services stopping? General unmanaged workstations** on call 24-7 and is responsible for maintaining a very complex, multi-tiered environment, Context Scenarios restart Tabs take up a lot of space. take action Tactics for gaining insight into an application through the eyes of ! Logs in to the console on/o line agents users can be achieved many ways. User interviews, observation, Navigation should be area- and task- lter tabs from high-profile servers to employee computers. based ! Reviews Network Activity round-table discussions. This research directly impacts the direction of the design and execution. Multiple windows should be brought ! Sets New Rules into the “central” portion of the 10 Being able to put his finger to the “pulse of the network”, maintain fine-grain control of application as much as possible As part of the TriGeo project, user interviews were conducted Primary tasks should be brought out traffic and maintain a high level of security is what James relies on. There are gigabits of over the phone to gain a general insight to usage patterns, pain points and usability. When progress is made incorporating of “hidden” contextual menus to be activity happening every hour that he must be able to respond to at a moments notice. more top-level this feedback, more focussed research is done to further re ne Eliminate redundancy in menus aspects of the application. There is a separation between menus When James logs in to the application he is able to maintain an overview of his network. and information Initial phone interviews were made, however E ectiveUI was Addition of a Dashboard (Ops Center) He knows the network inside and out and has customized his “workspace” to cater to the asked to halt further user analysis and focus on the direct feedback provided by primary stakeholders. Ability to customize in various ways most critical areas. Add methods of “progressive disclosure” allowing users to dive ! Marian Phillips Altogether, six people were interviewed and written notes were deeper. obtained accordingly. Based on the discussions with users and making an evaluation Consistency in work ows and interface elements Novice User Secondary Persona of the console, a number of target areas were identi ed for Ops Center improvement and consideration. Feedback from TriGeo also helped drive the focus on some of these areas. Ability to customize view and content Marian is IT support for a 200 employee company. She monitors the network, but also Ability to add pre-created “Portlets” or create unique ones helps with employee hardware and software. “Work Areas” Re ne results using a variety of criteria The first order of business for Marian is checking email, voice messages and the current In-context options for taking action on status of the network. She receives an email stating that employees are no longer allowed TriGeo Console Project Milestone v_0.1 areas of interest to browse YouTube.com. Last Modi ed: October 30, 2008 9:12 AM In-line re nement of data In addition to monitoring the network, Marian can perform a couple easy steps to creating Context Scenarios 8 a rule to block employees from browsing to YouTube.com. Sure, Marian can view every ! Logs in to the console EXPERIENCE MAP network activity, but her primary concern is respondingGlancesimmediate demands of ! to the at Dashboard enforcing company policies. ! Evaluates network “saves” The Experience Map acts as a diagram of the “ ow” of an application. It is important to hone in on this high-level framework of the application so a clear direction may be Context Scenarios established. This map helps the direction of wireframes without getting too far into the details. ! Demonstrates the application ! Drills into specific features The content of the Experience Map is based on user research, a current understanding of the application and methods of ! Clark McCarthy improving usability. As more information is gathered and Experience Map evolves until a direction has been established. Executive User Secondary Persona ! George Newstead Creating the Experience Map was an ongoing process that ran in tandem with wireframes and creating design compositions. TriGeo Executive Clark is CTO for a 3000 employee company and reports directly to board members. inconsistent overlap due to these areas Although there was some He likes to keep tabs on the companies networkproduct that being done in parallel, thinking around on the path to a to George is looking for a response and effectiveness to see and headed wireframes helped can be white labeled if TriGeo Console Project Milestone v_0.1 spending all that money on new servers is really paying off. tightenwith required functionality. vice versa. SaaS offering while delivered on time and areas of the Experience Map and Last Modi ed: October 30, 2008 9:12 AM Steve wants an easy-to-use dashboard that allows him to monitor just how great his of the TriGeo Console was generated In the end, a solid overview that acts as the foundation for additional development and user network is running. It also doesn’t hurt that he has high level information he can use is still work to be done and directly experience re nement. There Context Scenarios to get get praise from the boss. correlates to the Wireframes. ! Gives a demo WIREFRAMES : OPS CENTER ! Navigates through features ! Linda Deris TriGeo Employee Linda is focused on selling TriGeo offerings. She wants something easy to demo and TriGeo Console Project Milestone v_0.1 sell while successfully conveying the value, ease and power of the application. Last Modi ed: October 30, 2008 9:12 AM 20 WIREFRAMES : MONITOR TriGeo Console Project Milestone v_0.1 Last Modi ed: October 30, 2008 9:12 AM 28 WIREFRAMES : OPS CENTER 34 31 planning only gets you 20% of the way there
  • 92. Law #10: EVERY PRODUCT NEEDS A SINGLE VISION
  • 93. Product CEO Designer Developer Manager
  • 94. Product CEO Designer Developer Manager
  • 97. TriGeo Console Project Milestone v_0.1 Last Modi ed: October 30, 2008 9:12 AM EXPERIENCE MAP The Experience Map acts as a diagram of the “ ow” of an application. It is important to hone in on this high-level framework of the application so a clear direction may be established. This map helps the direction of wireframes without getting too far into the details. The content of the Experience Map is based on user research, a current understanding of the application and methods of improving usability. As more information is gathered and Experience Map evolves until a direction has been established. Creating the Experience Map was an ongoing process that ran in tandem with wireframes and creating design compositions. Although there was some inconsistent overlap due to these areas being done in parallel, thinking around wireframes helped to tighten areas of the Experience Map and vice versa. In the end, a solid overview of the TriGeo Console was generated that acts as the foundation for additional development and user experience re nement. There is still work to be done and directly correlates to the Wireframes. 20
  • 102. bad news: GOOD UX IS HARD good news: THERE ARE REWARDS FOR GETTING IT RIGHT
  • 103. UX focused companies outperform the market by a 300% margin The UX Fund, Teehan & Lax
  • 104. what if defined success by delighting users?
  • 105. sales conversion time reduced by 35% manufacturing costs dropped by 42% online revenue grew from: $5 million to $85 million ...all in less than 9 months
  • 106. Anthony Franco President & Founder EffectiveUI anthonyfranco.wordpress.com twitter: anthonyfranco thank you
  • 107. Panel Discussion UX in your Business Adam Burrell Navy Federal Credit Union Paul Levine National Geographic Christopher Bevel FedEx Kelly Goto GotoMedia
  • 108. What does user experience mean to your organization?
  • 109. How important is user experience to building your business?
  • 110. How are you using user experience to improve service
  • 111. How are you using user experience to increase trust
  • 112. How are you using user experience to decrease costs
  • 113. how “cross channel” are you - where do you want to be in a year?
  • 114. How do you get “UX” buy-in across your organization?
  • 118. the UX Factor Designing for Lifestyle Kelly Goto Principal, gotomedia
  • 122. voice touch words Human-Human expression concept: tara lemmey
  • 123. EDI XML UDDI SOAP Machine-Machine binary RDF concept: tara lemmey
  • 124. voice gesture Human-Machine touch visual concept: tara lemmey
  • 125. voice ajax Machine-Human imagery GUI communication concept: tara lemmey
  • 130. introduced Jan 1983 $9,995.00 (today ~$21,693.00) first GUI (graphical user interface) on a personal computer resolution 720 x 364!
  • 134. UX Components practical emotional easy intuitive clear personal accessible unique economical aesthetic functional desirable utilitarian compelling reliable nostalgic
  • 138. Designing for lifestyle means understanding context, desire & delight.
  • 140. needs desires likes hates
  • 141. Contextual Personas Gathering Explicit and Implicit Data Device Place Goal Noise Time Limitations State/Stage Result Feeling
  • 142. Contextual Personas Gathering Explicit and Implicit Data what device a what are you where are you? are you using? doing? what “noise” is what time of what limitations distracting you? day is it? are there? are you able to what stage of the how does it complete your task are you in? make you feel? task?
  • 147. ... the most effective mechanisms for making inferences from user research are human intuition and empathy. The empathetic and intuitive capacity of the team is what allows research on a limited sample of users to be used as an intelligent, expansible, and flexible part of the framework requirements. - Effective UI, The Art of Building Great User Experience in Software
  • 148. Usability Testing What are we trying to test and when? Formal Semi-Formal Informal Formal facility Remote or in-office At participant’s location or cafe 8-15 carefully 3-10 recruited participants 3-5 Friends, co-workers or screened participants family members Formal test plan Test Script Task/Goals list Complex video monitoring Simple screen capturing, (picture in picture) with voice, using programs No video taping, only notes practices, including high- like Windows Media and observations light videos Encoder or Morae Observation through one way screen/remote viewing software
  • 150. Contextual Personas Lifestyle Research - “Follow Me Home”
  • 157. Sample Project White Board Brainstorming
  • 158. Sample Project Sitemap / Site Flow Veeker Launch Redesign High Level Path Flow PATH Legend Veeker Home Login Dashboard Explore Public Feeds Special Page Veeker Profiles Login Public Page Learn Tour - Send Create New - Compose Messages Message - Reply - Forward Videos Add New Video Add By Phone Record From Webcam Contacts Add Contact Add New Result Found (Search) Contact Result Not Found Invite
  • 159. Sample Project Task Map / Experience Mapping Veeker Task Map | Version 2 Unregistred User TASK MAP LEGEND Tour (use case) Parent Sample Content/ How to Channels General Content What is Veeker? Connecting Point Reply View Other Point of Entry Forward Sender's Profile LEARN Recommended about Veeker Privacy Get Video Message Embed (Implicit Account) URL Company News Information Partner FROM Partner Tools Landing REGISTRATION Veeker Home Partner Site (Phase 2) Page Invitation Landing Page Public Videos View Feedback (vChannel) Profile Login FROM Email Invitation Support My Account Feedback Update Profile Invite Friends (vCard) Change Settings prepared by gotomedia | 04.27.07 1
  • 160. Sample Project Page-Level Wireframe Veeker Wireframe | Public Site Homepage WIREFRAME NOTES Sign Up | About Us | Feedback | Login VEEKER Home Explore Learn Big points explain what is veeker ipsum dolor sit amet, consectetuer adipiscing elit, smod tincidunt ut laoreet dolore magna aliquam erat volutpat. Small points enim ad minim veniam, quis noim veniam, quis noim Interface Screenshot veniam, quis nostrud exerc ullamcorper t aliquip ex ea commtrud (link to view screenshot tour) exerc ullamcorper t aliquip ex ea commtrud exerc ullamcorper t aliquip ex ea commtrud exerc ullamcorper t aliquip ex ea commodo consequat. View Screenshot Tour OR Sign Up For Free What can I do? How can I use it? Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, smod consectetuer adipiscing elit, smod tincidunt ut laoreet dolore magna tincidunt ut laoreet dolore magna Interface Screenshot Image to illustrate use case aliquam erat volutpat. aliquam erat volutpat. (link to screenshot tour page) (link to more details in Learn) Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, smod consectetuer adipiscing elit, smod tincidunt ut laoreet dolore magna tincidunt ut laoreet dolore magna Interface Screenshot Image to illustrate use case aliquam erat volutpat. aliquam erat volutpat. (link to screenshot tour page) (link to more details in Learn) Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, smod consectetuer adipiscing elit, smod tincidunt ut laoreet dolore magna tincidunt ut laoreet dolore magna Interface Screenshot Image to illustrate use case aliquam erat volutpat. aliquam erat volutpat. (link to screenshot tour page) (link to more details in Learn) Copyright © 20007 Veeker Corp. Privacy | Terms & Conditions | Partners prepared by gotomedia | 05.03.07 1
  • 161. Sample Project Usability Task List Task List Usability Testing Veeker Thanks for coming Questions about agreement Highly confidential Technical setup Not testing you Testing paper prototype, use imagination, scenarios, use pen as a mouse Live website: Task 1: homepage exploration and label check: Questions: BEFORE looking at website: Label Test Before we start I would like to get your feedback on the name of the service we will be looking at today How do you think you spell ‘Veeker’? o What do think of the name ‘Veeker’? Is it memorable? Hip? o “A Veek is a ‘video peek’” – does that make it more catchy? What do you associate it with? (mobile? adult?) First we will be looking at the live Website. What is your first impression when looking at this website? What do you think Veeker is all about? What do you think of the name Veeker? o What do you think you need and or need to do in order to be able to use Veeker? o Where would you go in order to find out? Looking at the main navigation: can you tell me, without clicking on anything yet what you think you would see once you click on the tabs?
  • 163. when your car talks to you...
  • 164. when your phone talks to you...
  • 165. when your computer talks to you...
  • 167. the UX Factor Rapid Research Kelly Goto Principal, gotomedia
  • 169. “Optimism is an occupational hazard of programming, feedback is the treatment.” Kent Beck, author of Extreme Programming
  • 170. from this to this
  • 172. Rapid Prototyping & Testing
  • 173. ✓ 5 participants 1 backup per day. ✓ Team present or observes remotely during testing. ✓ Real-time note taking; notes delivered immediately. ✓ Team meeting following testing. ✓ Less documentation; more action.
  • 174. “Do-it-yourself” usability tests are definitely qualitative. The purpose isn’t to prove anything; it’s to get insights that enable you to improve what you’re building. - Steve Krug, Rocket Surgery Made Easy: The Do-It-Yourself Guide to Finding and Fixing Usability Problems
  • 175. Focus
  • 176. Focus High Level Goals & Objectives Reality. You cannot test everything. Be specific. Stage. Are you prototyping? Are you redesigning? This affects the test plan. Goals vs. Tasks. The team thinks in tasks, the user has goals. Remember the difference. Informal does not mean disorganized.
  • 180. Recruiting EZ recruiting using Craig’s List (or online posting)
  • 181. Recruiting Intercept recruiting using Ethnio (boltpeters.com)
  • 189. Test Timing Remote - Start 10 minutes early to set up viewing, download necessary software, and get headset on prior to testing start time. * Fill out and return participation and NDA forms prior to testing 5 min - Introduction & Initial Questions 45 min - Open Ended Tasks (pre-test to ensure tasks are doable within timeframe) 5 min - Follow-Up Questions Video - Allow for 30 minutes processing between 1-hour sessions or use 2nd computer.
  • 190. Pre & Post Survey surveybob.com wufoo.com
  • 192. What to say: “We’re an independent research group, we did not “We’re testing this design the system, say system and not YOU so whatever you want.” there are no wrong answers.” “Think aloud during the session so we can understand what you “You may have are thinking.” questions, and I may or may not be able to answer. Do you any questions before we start?”
  • 193. Testing Tips Tasks: Don’t tell them what the tasks are in advance. Keep to the script when possible, allow users’ flow to guide through tasks naturally. Expectations: Don’t say “This is so easy even a 6-year old can do it.” Rescuing: Don’t help struggling participants until frustration level rises ... know when to “give up” and list as failed task. Response: Don’t answer questions, respond impartially, “Hm. I wonder...”
  • 194. Testing Tips Assess: What is this that we are looking at? What do you think you can do here? Explore: Allow participant some non-guided exploration (within reason) before starting. Probe: Was that what you expected to see? Would you recommend this to a friend? Elaborate: Can you show me what else you use to complete the same task?
  • 195. Testing Tips Very important that the (client) team is available to watch testing real time remotely or at a testing facility.
  • 196. Testing Tips When Recording: Use two computer systems or allow 50% time of session between sessions for processing. Small is Better: Use screen capture software (like Snapz Pro X) to capture a portion of the screen. Breaking a Promise: If promised, have a backup system in place. Maybe a Flip Mino. You will use it.
  • 198. Insights Gathering Feedback Rigorous Empathy: Engaged or disinterested; delighted or frustrated? Patterns: Were there repeated errors or insights that formed patterns during the testing? Aha Moments: Were there moments that were a surprise to witness? Low Hanging Fruit: What simple things can be changed tomorrow to make the experience more effective?
  • 200. Insights Discuss Findings with Team Debrief: Spend 5 - 10 minutes after each session to note high-level findings, highlight notes or mark timing on video. Distribute: Send raw notes, screenshots and videos immediately. Important to name and save files and organize on the same day. Discuss: Take 30 minutes to an hour at the end of each day to discuss findings and recommendations with the team.
  • 201. Insights Post / Distribute Notes & Video
  • 202. Action
  • 203. Action Implementation Key Findings: What are the main takeaways from the testing? Immediate: What can be changed immediately on the application or site to improve the UX? Longer-term: What findings were fixable or needed to be addressed down the road? Planning: When should we conduct our next test and what are the areas we need to explore at a deeper level?
  • 206. Effective UI provides a complete roadmap to building groundbreaking software centered on user experience (UX) quality, how to get management support, employing product management strategies proven to deliver greater success, and how to manage the design, engineering, staffing, and business considerations that must be centered on the user's needs and working effectively in tandem all throughout the project. http://www.effectiveui.com/book-resources/index.php --> download some sample chapters!
  • 207. A classic overview of the testing process – surprisingly straightforward and now in a second edition. Very basic, and worthwhile.
  • 209. The first guide to linking business strategy with the art and science of the online user experience
  • 211. Q&A Adam Burrell Navy Federal Credit Union Paul Levine National Geographic Christopher Bevel FedEx Kelly Goto GotoMedia Anthony Franco EffectiveUI
  • 212. Join us for our other events this week Tomorrow “Pitfalls to avoid in Anthony Franco 10:05, Room 2006 RIA development” Wednesday “Why you can’t talk Anthony Franco about UX in 10 minutes” 12:40, Exhibit Hall join us for a ux networking RSVP your spot at event on Cinco De Mayo UXFiesta@effectiveui.com