1. Content What is User Experience? Poor & good User Experience examples Methods of User Experience improvement ROI of User Experience improvement

2. What is User Experience?

4. users’ feelingsand thoughts about the system;

6. User perspective Poor UX forses user think & guess a lot: Good UX doesn’t make the user think: What is this? Hmmm… I can’t find it… Maybe it’s not here… Here it is. What was that? Oh, I see. Do I have to read all this? OK, I’ll take it. But where…? I don’t understand… And I’ll take that, too. I’d better google for it. This frustrated user did not find what he was looking for and probably is not comming back. Good UX helps the user to achieve his goals and encourages continues ussage.

7. Poor & good User Experience examples

8. Example 1. Poor User Experience in book search Let’s see. “Quick Search”. That must be the same as “Search”, right? Do I have to click on that drop-down menu thing? All I know about the book is that it’s by Tom Clancy. Is Clancy a keyword? And what is a keyword, anyway? I guess I have to use the menu. Clicks on the arrow. “Title. Author. Keyword.” OK. I want “Author”. Clicks “Author”. Types “Tom Clancy”. Clicks “Search”. 20 seconds for solving a problem - how to search for a book

9. Example 2. Good User Experience in book search OK. “Search books for Tom Clancy”. Types “Tom Clancy”. Clicks “Search”. 3 seconds, no guessing - the efficiency of the search box is 6 times higher.

10. Example 3. Poor User Experience in card blocking Q1: How to block or unblock a payment card? A1: Click on a dropdown. Find a card to block/unblock. Click “Submit”. Q2: What is the status of all cards? A2: Click on the dropdown in the “Block payment card” section to find unblocked cards. ___ Click on the dropdown in the “Unblock payment card” section to see blocked cards. Q3: What does “Blocked” / “Unblocked” mean? A3: Explained with 4 lines of text.

11. Example 4. Good User Experience in card blocking Q1: How to block or unblock a payment card? A1: Click “Block” or “Unblock”. Q2: What is the status of all cards? A2: Can be easili seen in the list. Q3: What does “Blocked” / “Unblocked” mean? A3: Explained with 2 lines of text.

12. Methods of User Experience improvement

13. Method 1Predefined Guideline Checklists Evaluation DefinitionGuideline checklist testing is based on The Research-Based Web Design & Usability Guidelines 2009 version, which is developed by the U.S. Department of Health and Human Services (HHS), in partnership with the U.S. General Services Administration. Methodology includes 209 individual guidelines, from which relevant ones are selected by expert’s team and applied. When it is applicable?At any stage of system life cycle - new system development, improvement, redesign. Technique Each guideline contains set of criteria, which are applied to specific website element and evaluated. After that total results for sections and groups are calculated Benefits The Guidelines checklist was developed to assist those involved in the creation of Web sites to base their decisions on the most current and best available evidence, developed by world leading experts in psychology, computer science, information systems, and related disciplines.

14. Method 2Individual Expert Evaluation DefinitionAccording to a list of main usability principles, the pre-chosen pages of the system are reviewed by usability experts and problems are documented with screenshots. Judgment is based on experts’ extensive usability experience. When it is applicable?This method is used when surveying available system, with the aim to establish existing problems and to suggest solutions. It can be also used during the design and implementation of a new system, in order to avoid the deviation from the principles of usability. Technique According to the list of main heuristic usability principles, experts work with the system, documenting encountered problems. After documentation, results of every individual expert are merged, cross-checked and presented within the report. Benefits This method allows uncovering problems, which could be omitted while using strict methods such as a list of criteria.

15. Method 3Evaluation based on Card Sorting technique DefinitionGroup of subject experts or inexprienced users are guided to generate category tree of website functions, menus, screens. When it is applicable?At any stage of system life cycle: new system development, improvement, redesign – to create effective navigation and choose most suitable naming. Technique During the sessions users are asked to name the cards and arrange them according to their perception. Results are consolidated and optimal solurion is provided. Benefits Problems of typical user are revealed and solved.

16. Usability vertinimasEkspertinis vertinimas Kas taiPagal pagrindinių usability principų sąrašą ekspertai patikrina iš anksto apsibrėžtų sistemos puslapių kiekį, dokumentuodami aptiktas problemas. Kada naudojamasMetodas gali būti naudojamas esamos sistemos tyrime, siekiant išsiaiškinti esamas problemas, tuo sudarant sprendimų rekomendacijas, taip pat sistemos kūrimo (designing, implementation) fazėse, siekant išvengti nukrypimų nuo usability principų. Kaip naudojamas Pagal pagrindinių euristinių usability principų sąrašą mažiausiai 2 ekspertai dirba su sistema, dokumentuodami pastebėtas problemas ir priskirdami joms svarbą skalėje nuo 1 iki 5. Kodėl verta Metodas leidžia išsiaiškinti problemas, kurios gali būti praleistos naudojant griežtus metodus kaip kriterijų sąrašą.

17. Usability vertinimasUžduočių, dalyvaujant testuotojams, atlikimo analizė (tasks analysis) Kas tai Tipinių vartotojų elgesio tiriamoje sistemoje stebėjimas ir analizavimas. Kada naudojamas Metodas gali būti naudojamas esamos sistemos tyrime, siekiant išsiaiškinti problemas, su kuriomis susiduria tipiniai vartotojai. Kaip naudojamas Užduočių atlikimas– testuotojas paprašomas atlikti tam tikras užduotis, klausiama jo komentarų, įspūdžių. 2.Anketavimas– testuotojas užpildo anketą su teiginiais apie tiriamą sistemą. 3. Emocinio įspūdžio vertinimas – dalyviai išrenka lentelėje pateiktus būdvardžius, taip apibūdindami darbo su sistema įspūdį. Dalyvauja nuo 10 iki 15 testuotojų – žmonių, parinktų iš tikslinės auditorijos Kodėl verta Metodas tiksliausiai atskleidžia problemas, su kuriomis susiduria tipinis vartotojas.

18. Usability vertinimasKortelių rūšiavimas Kas tai Sistemos navigacijos testavimas ir projektavimas. Kada naudojamas Metodas gali būti naudojamas siekiant išsiaiškinti ar esama svetainės navigacija atitinka vartotojų įsivaizdavimą bei padėti suprojektuoti naują navigaciją ir parinkti geriausius navigacijos dalių pavadinimus. Kaip naudojamas Seanso metu vartotojas prašomas ant kortelių su aprašytomis funkcijomis nurodyti pavadinimus ir (arba) sugrupuoti korteles pagal savo logiką. Taip pat jis būna paprašomas sugalvoti sukurtoms grupėms pavadinimus. Dalyvauja nuo 10 iki 15 testuotojų – žmonių, parinktų iš tikslinės auditorijos Kodėl verta Metodas tiksliausiai atskleidžia problemas, su kuriomis susiduria tipinis vartotojas, bandydamas susiorientuoti svetainėje.

19. Usability vertinimasTyrimo rezultatai Klientui po tyrimo pateikiama: Įvertinimo pagal kontrolinį sąrašą rezultatai su išskirtomisprobleminėmis sritimis; Ekspertinio įvertinimo ataskaita su išvadomis; Duomenų, gautų testuojant vartotojus tradiciniu testavimobūdu, analizė: dažniausiai daromos klaidos, jų priežastys; Konkrečių reikalingų pakeitimų sąrašas su kiekvieno siūlomo pakeitimopagrindimu; Tipiniai sistemos ekrano vaizdai (screenshots) su atliktomis korekcijomis ir tyrimo pastabomis.

20. ROI of User Experience improvement

21. Return On Investement (ROI) of User Experience improvement Improvement effect: Intention to Use Intention to Return Intention to Purchase & Explore Bottom line result: Increase of trust & loyalty = Increase of sales It’s important to integrate User Experience improvement as early as possible within the project. This leads to even higher savings, resulting from early detection and corrections of major flaws. Case studies of different business model demonstrate ROI in the range of 1:10 to 1:100 on User Experience improvement expenses.* * Data source: “Usability Return on Investment”, Nielsem Norman Group