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ASML UX Event

ASML (www.asml.com) is one of the world’s leading manufacturers of chip-making equipment. On November 21nd their internal UX team organized a UX event about the importance of UX and how it can be applied in ASML projects.

I contributed a talk about the future of UX, illustrated by examples of high-tech projects.

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ASML UX Event

  1. 1. What is UX? ASML UX EVENT 21.11.2016 Johan Verhaegen – UX Strategist
  2. 2. UX STRATEGY UI DESIGNUSER ONBOARDING © 2016 Human Interface Group
  3. 3. UX STRATEGY
  4. 4. “Bridge the UX-Business Gap: Attach your UX toolbox to business toolboxes.” Michael Thompson – Global Director UX, Telefónica
  5. 5. CUSTOMER JOURNEY USER INSIGHT MAP DESIGN VISION USER EXPERIENCE FRAMEWORK © 2016 Human Interface Group VALUE PROPOSITION CANVAS
  6. 6. Value Proposition Canvas © 2016 Human Interface Group Product / Service Wants Needs Fears Customer Strategy Technology Features Business goals UX maturityKPI’s
  7. 7. Value Proposition Canvas © 2016 Human Interface Group Product / Service Wants Needs Fears Customer Strategy Technology Features Business goals UX maturityKPI’s
  8. 8. Patient platform Patiënt Familie Zorgverleners AMBULANT GEHOSPITALISEE RD
  9. 9. WANTS FEARS NEEDS Begrijpelijke informatie Privacy Meer autonomie Wat gaat er met mij gebeuren? Zo snel mogelijk geholpen worden Flexibiliteit ivm afspraken Persoonlijke/individuele aanpak verliezen Meer transparantie Goede en toegankelijke zorgen Ondersteuning Menselijk contact Duidelijke diagnose en aanpak PATIËNT Informatie gericht op eigen doelgroep Niet altijd naar het ziekenhuis WANTS FEARS NEEDS Overzicht van het zorg-/behandelplan familielid Problemen met familielid Betrokken worden bij behandeling FAMILIE Ondersteuning Up-to-date informatie Hulp bieden aan familielid Complicaties Onmacht WANTS FEARS NEEDS Vlot verloop tijdens consulatie Meer werk Zo weinig mogelijk tijd verliezen Tevreden patiënten Voorbarige conclusies door de patiënt ZORGVER- LENERS ZelfdiagnosesDoorstroom van informatie tussen alle systemen/ integratie Verhoogde efficiëntie
  10. 10. Value Proposition Canvas © 2016 Human Interface Group Product / Service Wants Needs Fears Customer Strategy Technology Features Business goals UX maturityKPI’s
  11. 11. Boston Dynamics Big Dog Robot
  12. 12. USER EXPERIENCE FEATURES TECHNOLOGY
  13. 13. “Simplicity isn’t (always) the goal of UX” Johan Verhaegen – UX Strategist
  14. 14. “What makes something simple or complex? It’s not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates. (…) Complexity is often necessary. The design challenge is to manage complexity so that it isn’t complicated.” Donald Norman - Living with Complexity (2011)
  15. 15. Value Proposition Canvas © 2016 Human Interface Group Product / Service Wants Needs Fears Customer Strategy Technology Features Business goals UX maturityKPI’s
  16. 16. Service model canvas
  17. 17. USERS 1. Users 2. Service proposition 3. Channels 4. Usage Who are / will be the platform users? Who are the most important users? Why would someone use the service? What value does the service bring? Through which channels (e.g. online, mobile, telephone, shop) is / should the service be available? Which channels are most cost effective? Which channels are users like to favour? How should / do users use the service? How frequently is / will the service be used? PERFORMANCE 9. ROI 10. KPIs How will the platform deliver an ROI? What are the costs vs the benefits? How can the platform be delivered more cost effectively? Which KPIs are / can be used to track the performance of the platform? What are the key KPIs? SERVICE DELIVERY RISKS 5. Actors 6. Key activities 8. Competitors7. Challenges Which key activities are required to deliver the service? What resources are required for those activities? Which are the most important activities? Who is / will be involved in delivering the service? Who are/will be the key partners, suppliers and stakeholders? What current challenges exist? What challenges do you foresee in the future? What other similar applications are available? Who are the key competitors? What other options do users have?
  18. 18. USERS SERVICE DELIVERY RISKS Users, service proposition, channels & usage Actors & key activities Challenges & competitors
  19. 19. Value Proposition Canvas © 2016 Human Interface Group Product / Service Wants Needs Fears Customer Strategy Technology Features Business goals UX maturityKPI’s
  20. 20. “Measure what you design. Don’t merely guess and pray.” Johan Verhaegen – UX Strategist
  21. 21. Two metrics that correlate with UX success Usability Engagement
  22. 22. Key usability dimensions (ISO 9241-11) Usability ̶ Efficiency: a measure of the resources expended in relation to the accuracy and completeness with which users achieve goals ̶ Effectiveness: a measure of the accuracy and completeness with with users achieve specified goals ̶ User satisfaction: a measure of the comfort and acceptability of use
  23. 23. Key usability metrics Efficiency The resources expended in relation to the accuracy and completeness with which users achieve goals Effectiveness The accuracy and completeness with which users achieve specified goals Satisfaction The comfort and acceptability of use ̶ Time on task - The (average) time it takes for participants to complete a particular task or activity ̶ Time spent on errors – The (average) time participants spent on recovering from an error ̶ Overall relative efficiency – The ratio of the time taken by participants who completed a task in relation to the total time taken by all participants ̶ Task success and task completion rate - The number of participants that successfully completed a (set of) task(s) ̶ Number of errors - The average number of times an error occurred, per participant, while performing a particular task ̶ Perceived efficiency (time on task) and effectiveness (task success) ̶ Ratio of positive to negative comments used to describe the product ̶ Task-level user satisfaction – How difficult the task was perceived by the participants ̶ Test-level user satisfaction – How the overall ease of use of the system was perceived by the participants
  24. 24. Key engagement dimensions Engagement Emphasizes the positive aspects of interaction, and in particular being captivated by an application, and being motivated to use it. Consists of: ̶ User’s feelings ̶ User’s mental states ̶ User’s interactions Source: Models of user engagement Towards a science of user engagement
  25. 25. Key engagement metrics Feelings The emotional connection that exists, at any point in time and over time, between a user and a technological resource Mental states The cognitive connection that exists, at any point in time and over time, between a user and a technological resource Interactions The behavioural connection that exists, at any point in time and over time, between a user and a technological resource ̶ Happiness rating – How good a user feels when using a system or website ̶ First impression ̶ Attention minutes – The amount of attention that a user gives to a website ̶ Flow state – The ease of flow from one block of information to another ̶ Time on site ̶ Frequency of use ̶ Getting hooked to the product ̶ Total time reading – Total time spent on a website or particular portions of that website ̶ Hits, page views, visits and unique views ̶ Returning visitors, registered users and customers ̶ Daily active users
  26. 26. But Johan, how do we do this?1. We believe our customers have a need to ______________ 2. This need can be solved with ________________________ 3. Our target users are _______________________________ 4. The #1 value customers will to get out of our service is _______________________________________________ _ 5. Customer will also get these additional benefits _______ 6. Our primary competitors are ________________________ 7. We will beat them thanks to ________________________ 8. Our biggest risk is -> Hypothesis statements
  27. 27. Value Proposition Canvas © 2016 Human Interface Group Product / Service Wants Needs Fears Customer Strategy Technology Features Business goals UX maturityKPI’s
  28. 28. © 2016 Human Interface Group 4. Integrated 1. One shots 3. Strategic 2. Project-based UX maturity
  29. 29. Jakob Nielsen “As their usability approach matures, organizations typically progress through the same sequence of stages, from initial hostility to widespread reliance on user research.” Where are we today? UX Maturity Models
  30. 30. Where are we today? UX Maturity Models 1. Stage 1: Hostility toward usability 2. Stage 2: Developer-centered usability 3. Stage 3: Skunkworks usability 4. Stage 4: Dedicated usability budget 5. Stage 5: Managed usability 6. Stage 6: Systematic usability process 7. Stage 7: Integrated user-centered design 8. Stage 8: User-driven corporation Nielsen Norman Corporate UX Maturity stages
  31. 31. 51 Where are we today? UX Maturity Models
  32. 32.  Ignorance > individual commitment > UX experts > structured process  UX matures to organizational level, not project level  UX gets weaved into roadmaps  UX receives a continuous budget (like a marketing budget) All UXMMs share the same elements
  33. 33.  ‘Knock on the CEO’s door’  only works in mature UX organizations But Johan, how do we do this?  Stealth UX  where UX evangelization is still needed  tactics:  expert review  usability testing  personas  …
  34. 34. CUSTOMER JOURNEY USER INSIGHT MAP DESIGN VISION USER EXPERIENCE FRAMEWORK © 2016 Human Interface Group VALUE PROPOSITION CANVAS
  35. 35. User Insight Map © 2016 Human Interface Group Characteristics Skills ActivitiesContext Behavior
  36. 36. Johan Verhaegen – UX Strategist “GOOB!”
  37. 37. observe
  38. 38. • What do we need to do next? • Visualize the personas • Spread through the organization • Specifications must be linked to a persona (Add to Specification document) • Ownership & maintenance of the personas PERSONAS
  39. 39. CUSTOMER JOURNEY USER INSIGHT MAP DESIGN VISION USER EXPERIENCE FRAMEWORK © 2016 Human Interface Group VALUE PROPOSITION CANVAS
  40. 40. © 2016 Human Interface Group EXPERIENCE MAP SERVICE BLUEPRINT CUSTOMER JOURNEY
  41. 41. © 2016 Human Interface Group EXPERIENCE MAP
  42. 42. Experience map
  43. 43. Cathy – Offline programmer
  44. 44. © 2016 Human Interface Group SERVICE BLUEPRINT
  45. 45. Service blueprint
  46. 46. CUSTOMER JOURNEY USER INSIGHT MAP DESIGN VISION USER EXPERIENCE FRAMEWORK © 2016 Human Interface Group VALUE PROPOSITION CANVAS
  47. 47. “Without vision, you’re blind.” Johan Verhaegen – UX Strategist
  48. 48. http://bit.ly/1ROyEKZ
  49. 49. USABILITY PRINCIPLES DESIGNDESIGN PRINCIPLES © 2016 Human Interface Group Design vision
  50. 50. BASED ON HOW PEOPLE Feel Think HearSee InteractBehave Usability principles © 2016 Human Interface Group
  51. 51. “The principles of discoverability, of feedback, and of the power of affordances and signifiers, mapping and conceptual models will always hold. Our technologies may change, but the fundamental principles of interaction are permanent.” Donald Norman – The Design of Everyday Things (2013)
  52. 52. Usability principles Design theory UX research Project evidence
  53. 53. Scientific foundation for design principles and interaction design The psychology of design How people see, read, remember, think, focus, interact, feel and decide Design theory Heuristic evaluation Usability goals Learnability, efficiency, memorability, errors and satisfaction Design principles Discoverability, feedback, affordances & signifiers, mapping and conceptual models
  54. 54. Examples, practices, inspiration, connecting dots,… UX Research
  55. 55. 1. The F-pattern 2. The Z-pattern CREATIVE BLOQ -
  56. 56. Experience from projects Project evidence
  57. 57. Usability principles 1. People are motivated by mastery, progress and control 2. People believe things that are close together belong together (Gestallt) 3. People search for cues that tell them what to do (mental models) 4. People scan screens based on previous experiences 5. People identify objects by recognizing patterns
  58. 58. Usability principles Design principles 1. People are motivated by mastery, progress and control 1. Put the user in control 2. People believe things that are close together belong together (Gestallt) 2. Make it simple and clear 3. People search for cues that tell them what to do (mental models) 3. Don’t make me think 4. People scan screens based on previous experiences 4. Be consistent and unambiguous 5. People identify objects by recognizing patterns 5. Use a design system
  59. 59. USABILITY PRINCIPLES DESIGNDESIGN PRINCIPLES COMPANY VALUES
  60. 60. Usability principles General principles based on human psychology, science and user experience research > How people see, hear, think, interact, behave, feel Design principles Actionable principles, tailored to the Company context Easy to remember > Helps you to focus when making design decisions Company values Future vision for the platform > Company game changers and differentiators
  61. 61. co-design
  62. 62. Design experiences instead of screens Use a UX framework to create new experiences Put the user at the center of every UX project TAKEAWAYS
  63. 63. Thank you! johan.verhaegen@higroup.com @johanverhaegen

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