Introduction for the UX journey and how we can apply these theories on the projects.

1. UX Psychology
<1st Track : User experience (UX) >

2. Mahmoud Metwally
Senior UI/UX Designer at Landmark Group
• 7 years experience building Web & Mobile apps.
• Enjoying doing User Experience, User Interactions,
Information Architecture, Visual/User Interface and
Front-End.
• Proudly CAT member since 2007.
• BSC. Computers and Information 2010.
Proudly was and still part of,
Landmark Group (Dubai), Eventtus (Cairo),
Salamworld (Istanbul), Cloud9ers (Mansoura -
Cairo).

3. We will talk about,
• User Experience, What's this?
• How to understand your users?
• Information Architecture principles.
• Design with data .. How?

4. User Experience
Everything has User Experience.
What makes user experience good, Is to make your user
love, get attached and effective to your product.

5. User Experience is a journey
Your journey for a successful user experience
for your product.
Define users & business goals - Research - User Profile/Persona - Information
Architecture - Visual Designs - Test - Iterate.

6. Define user & Business goals
Every product has business goals, you can’t make it without
achieving users goals.
User
Goals
Business
Goals

7. Define user & Business goals
Ex, Youtube business goal is gaining money from ads, but without
finding videos so easy and getting a perfect watching experience
you can not achieve the business goal.
UG BG

8. Define user & Business goals
Ex, Youtube business goal is gaining money from ads, but without
finding videos so easy and getting a perfect watching experience
you can not achieve the business goal.
User Goals
Business Goals

9. User Research
Should done first and at every stage of the journey
Subjective Objective
Research Research

10. User Research
Subjective Objective
Research Research
That it is an opinion, or a memory, or
your impression of something. The
feeling it gives you. The expectations
it creates. Not a fact.
A fact. Something true. Something you
can prove. Your opinion doesn’t
change it, no matter how hard you
wish.
Interviews
Focus group
Surveys
Card Sorting
Google
Observation
Numbers
Analytics

11. User Profile / Persona
Set your users profiles, know their mentality, their environment and
their motivations.

12. Information Architecture
Is the creation of a structure for a website, or application, that
allows us to understand where we are as users, and where the
information we want is in relation to our position

13. User Journey & User Stories
Is a series of steps which represent a scenario in which a user
might interact with the thing you are designing.

14. Wireframes
- Simple sketch for the product screens elements elements -
- Showing it in the beginning can save a lot of time. -
- Review and Iterate. -

16. Data driven design
Data can not lies, This is science.

17. Data driven design
Data can not lies, This is science.
Data measures user behaviors. Why they do. How many times they
did. How long it takes.
Be careful .. Numbers doesn’t say the solutions .. this is just
indicator.
More data is better data.
Analytics
Heat maps
Search Logs
A/B Testing
Eye tracking

18. it’s not easy way.

19. Iterate and Iterate

20. UX Psychology
</1st Track : User experience (UX) >