Basics of Interaction Design & Strategy - 4/11/15

1. Basics of Interaction Design and Strategy School of Visual Arts | April 12, 2015 Robert Stribley

2. Today’s presentation will be available on SlideShare following the workshop: www.slideshare.net/stribs

3. Robert Stribley @stribs Introduction My clients have included: • Bank of America, PNC, Wachovia • Citibank, JPMorgan, Morgan Stanley, Oppenheimer Funds, Prudential, Smith Barney, T. Rowe Price • Boston Scientific, Nasonex • Choice Hotels, RCI, Sotheby’s International Realty • Computer Associates, EMC • Ford, Lincoln • FreshDirect • AT&T, Nextel • Day One, Red Cross, Smithsonian National Air & Space Museum • Pearson, Travel Channel, Women’s Wear Daily

4. About You • What’s your name? • What do you do for work? • What do you do for fun? • If you could see one museum exhibit, what would it be? Introduction

5. Goals of this workshop • Learn about particular user experience principles in detail • Learn about principles for responsive design in detail • Learn about the value of creating user journeys and create a detailed user journey as a team • Brainstorm and design a responsive home page as a team • Brainstorm and design a mobile app experience as a team Introduction

6. Agenda

7. Morning • UX Principles • Grids • Project • User Journeys • Lunch Agenda

8. Afternoon • Site Map • Responsive Design • Team Exercise: Responsive Home Page • Team Exercise: Mobile App • Review & Feedback • Good Design • Q&A Agenda

9. UX Principles

10. Scent of information Progressive disclosure Information clustering & hierarchy Remove paths not taken Tyranny of consistency There is no fold Death of the homepage Know your audience UX Principles

11. Everything Is Important NOT

12. Scent of Information 1

13. 3 Clicks? A myth Designing for scent is more successful than designing for navigation. – Jared Spool, UIE If there is a scientific basis to the Three- Click Rule, we couldn't find it in our data. - User Interface Engineering, April 2003

14. 3 Clicks? A myth Self Study “Designing for the scent of information” - Jared M. Spool, Christine Perfetti & David Brittan, User Interface Engineering

15. Progressive Disclosure 2

16. Tease users. Then draw them to the details.

17. “Progressive disclosure defers advanced or rarely used features to a secondary screen, making applications easier to learn and less error-prone.” -Jakob NielsenSelf Study “Progressive Disclosure” - Jakob Nielsen, December 4, 2006

18. Self Study “Progressive Disclosure” – Jennifer Tildwell Progressive disclosure with menus and form design

19. Information Clustering & Hierarchy Lustmord Table by Jenny Holzer, 1994 3

20. “Designers can create normalcy out of chaos; they can clearly communicate ideas through the organizing and manipulating of words and pictures.” —Jeffery Veen, The Art and Science of Web Design

21. When information is clustered appropriately on a screen, users can scan and quickly come to terms with the intent of the content.

22. 1. Group features and content by type

23. 1. Group features and content by type 2. Position them according to an intuitive hierarchy

24. 1. Group features and content by type 2. Position them according to an intuitive hierarchy 3. Drop or demote the less important content

25. Example Screenshot

26. Remove Paths Not Taken 4

27. Reduce the field of view Once users commit to a path, remove irrelevant navigation

29. The Tyranny of Consistency 5

30. Consistency is an important but sometimes over-rated tool It’s key in maintaining a coherent experience But develop an eye to know when to break from it

31. Design pages so they're scalable Suppress modules or sections of the page until they're needed Don’t labor to create content just to ensure every page is "consistently" populated

32. Death of the Home Page 6

33. People may come to your homepage But more and more likely not They’re more likely coming from Google or social media Many sites report only 20% of visitors landing on their homepages Some as few as 10 or 5% • 88% of traffic coming to The Atlantic not hitting home page • More than 50% of visitors to the NYT not arriving at the home page Have you ever bought a book on Amazon.com because you saw it on the homepage?

34. More Important? • SEO* • Taxonomy • Meta data • Tagging *search engine optimization

36. There is no fold 7

37. iamthefold.com

38. “Web users spend 80% of their time looking at information above the page fold. Although users do scroll, they allocate only 20% of their attention below the fold.” - Jakob Nielsen, “Scrolling and Attention,” March 22, 2010

39. “People will look very far down a page if (a) the layout encourages scanning, and (b) the initially viewable information makes them believe that it will be worth their time to scroll. Finally, while placing the most important stuff on top, don't forget to put a nice morsel at the very bottom.” - Jakob Nielsen, “Scrolling and Attention,” March 22, 2010

40. Know Your Audience 8

41. Consider the amount of attention an audience needs on a particular screen* *It may be zero

42. Recapping: •Scent of Information •Progressive Disclosure •Information Clustering & Hierarchy •Remove Paths Not Taken •The Tyranny of Consistency •Death of the Home Page •There Is No Fold •Know Your Audience

43. Grids

44. “To me, using grids is very much like alphabetizing things… sooner or later, you realize that the alphabet is an incredibly useful organizing principle.” – Khoi Vinh, former design Director, NYTimes.com Grids

45. “The true benefit of using a grid is that as you learn how to use a grid, you start to think systemically about the solutions you design. You start to try and see how various details can echo one another, how different regions of the canvas can be reused or used for similar things, how like elements can be grouped together.” – Khoi Vinh Grids

46. More about designing with grids: 960 Grid System 960.gs Design by Grid www.designbygrid.com Hashgrid www.hashgrid.com Grids

47. Our Project

48. Develop a museum experience for MOMA which utilizes both a responsive desktop design and a mobile app experience, so users can engage with it both at home on their desktop computer in preparation for their trip and during their visit via mobile app. Our Project

49. Guidelines • Since the responsive website will display on a mobile phone, the app must not simply repeat the website content • Thought should be given specifically to how the app can help visitors during their onsite visit, but provide some value to users before and after their trip, too • Visitors will have comprehensive access to Wi-Fi throughout the entire museum space Our Project

50. Personas Our Project

51. Competitive Review

52. Key Findings • Ability to highlight multiple exhibits • Access to collections • Display of upcoming events • Focus on membership • Visitor information • Learning and education information • Ability to view different locations • Anything else? • Any key differentiators? Competitive Review

53. User Journeys

54. User Journeys “Design is all about entrances and exits.” - Rem Koolhaas

55. User Journeys Definition: “A user journey, or journey map, visualizes a path or flow through a Web site, application, or service experience—from a starting point to an end objective—based on the user’s motivations and experiences. Journey mapping helps us to create a mental model of an experience that the user goes through to achieve a goal. This valuable information lets us document and visualize existing paths that the user takes and, in turn, analyze and improve upon them.” - Shean Malik, Mapping User Journeys Using Visual Languages

56. User Journeys Methodology: • Keep developed personas in mind • Determine users’ primary needs • Consider their pain points as well • Brainstorm different ways to help their needs and address their pain points • Develop a journey according to a time-based progression • Consider how various moments in their, which can be handled digitally • Create relevant hooks and calls to action (CTAs) • Strike a balance between freedom of movement and an ideal path Self Study “An introduction to user journeys” - Jason Hobbs, September 6, 2005, Boxes & Arrows

57. User Journeys

58. User Journeys

59. Class Exercise: Develop a user journey. • Divide into teams. • Discuss what you expect a typical user to do … – At home – At the museum – With a specific exhibit – Back home • Develop a high-level diagram, which depicts a single journey • Incorporate features applicable to all 3 personas User Journeys 20min s

60. Features Identified Let’s discuss some of the features your team identified. User Journeys

61. Lunch Break

62. Afternoon • Site Map • Responsive Design • Team Exercise: Responsive Home Page • Team Exercise: MoMA app Design • Team Presentations • Good Design • Q&A Agenda

63. Create a Site Map

64. Simple site map illustration Site Map

65. Class Exercise: Develop 2 high-level site maps based on the features you discovered in your user journey, plus any additional content needed to flesh out the experience. • One for the MoMA web site • One for the MoMA mobile app Site Map 20min s

66. Review Site Maps Let’s review your site maps Site Map

67. Responsive Design

68. Responsive Web Design “Rather than tailoring disconnected designs to each of an ever- increasing number of web devices, we can treat them as facets of the same experience. We can design for an optimal viewing experience, but embed standards-based technologies into our designs to make them not only more flexible, but more adaptive to the media that renders them. In short, we need to practice responsive web design.” – Ethan Marcotte, Responsive Web Design, A List Apart Self Study Ethan Marcotte: Responsive Web Design Responsive Design

69. Responsive Design Characteristics • Mobile first • Break points • Grids • Handling navigation • Handling tables • Maintain content and features • Maintain hierarchies • Images • Text • Dropping content or features Responsive Design

70. Mobile First • Design for “mobile first” – the smallest device first, then work up from there • Smallest device may no longer be a mobile phone • Mobile first may encourage simple design, but it need not be simplistic Responsive Design

71. Break Points • Responsive designs adjust at different “break points” corresponding to the dimensions of various devices, typically desktop, tablet and mobile • However, they’re intended to be content, not device-specific • Typically at least two: – e.g. 320px for mobile, 768px for tablet (portrait), desktop – e.g. 320px for mobile, 768px for tablet (portrait), 1280px for desktop • May also add “minor breakpoints” to address specific issues at various dimensions Responsive Design

73. Grids • Grids are fluid within a responsive design – they change according to screen dimensions • For example, a desktop design might utilize a 12-column grid, tablet a 9-column grid, and mobile a 4-column grid • Depending on the screen, modules may shift both in size and in placement Responsive Design

77. Handling Navigation • Navigation may be repositioned • Often at tablet, especially mobile • In desktop, elements of the navigation can be activated via hover instead of click, since users are utilizing a cursor; whereas in tablet and mobile, these main nav elements must be activated via touch • Design navigation to be touch friendly – e.g. large, tactile targets • Beware of the “hamburger menu” Responsive Design

80. Responsive Design Heavy mobile direction

81. Handling Navigation – Tabs • Tabs may just reduced in size • They can also be replaced with – Accordions – Dropdowns – Carousel slides • Consider the content to determine, which of these solutions works best Responsive Design

83. Handling Tables • Simplest solution for handling tables with multiples columns is to reduce the number of columns (to one if necessary) and stack them in mobile. • You can also allow horizontal scrolling • Or turn columns into individual slides users can swipe through Responsive Design

85. Responsive Design Desktop Mobile - Scrolling Mobile - Stacked

86. Responsive Design Not ideal for mobile

87. Maintain Content & Features • The goal: Wherever possible, maintain content and features across devices • Must have a strong rationale for dropping any content or features at the mobile level Responsive Design

89. Maintain Hierarchies • Modules may be repositioned but hierarchies are maintained Responsive Design

92. Images • Generally, images should be “fluid” • They will scale down in size as the screen resolution changes • Additionally, they may maintain their size, but be cropped if they’re primarily decorative • In this case, images must be selected carefully so that important elements of them aren’t automatically cropped out • In some cases, if the image isn’t needed, it may be dropped entirely for mobile devices Responsive Design

95. Text • Text size is maintained where possible, though headings and headlines may be reduced in size • Text blocks will change in width from desktop to mobile • However, keep lines of text to a maximum of 70 or 80 characters • Do not automatically hyphenate text Responsive Design

97. Dropping Content or Features • Whenever possible, avoid dropping content or features • Occasionally, content or features can be dropped to save screen real estate or if they’re not device appropriate • Establish a clear rationale and principles for making such changes Responsive Design

98. Responsive Design Avoid just shrinking content

99. Responsive Design Responsive Web Design by Ethan Marcotte

100. Team Exercise: Design a Responsive Home Page

101. Design a Responsive Home Page In your teams, design a responsive home page for MoMA’s web site 1) Discuss features needed for a homepage 2) Sketch your ideas for a homepage individually 3) Share your sketches with your team mates 4) Collaborate on a single home page wireframe – for both mobile and desktop Team Exercise

102. 1) Discuss features needed for a homepage Team Exercise 20min s

103. 2) Sketch your ideas for a homepage individually Team Exercise 10min s

104. 3) Share your sketches with your team mates Team Exercise 10min s

105. 4) Collaborate on a single home page wireframe – for both mobile and desktop Team Exercise 20min s

106. Team Exercise: Design a Mobile App

107. Design a Mobile App In your teams, design a mobile app for MoMA 1) Discuss features needed for the app and determine the 3 key screens you want to develop 2) Collaborate to design 3 keys screens 3) Review your work as a team to determine what changes should be made 4) Make any necessary revisions Team Exercise

108. 1) Discuss features needed for the app and determine the 3 key screens you want to develop No sketching yet! Team Exercise 30min s

109. 2) Collaborate to design 3 keys screens Team Exercise 30min s

110. Gather Your Materials If you’re finished, start collecting your app and responsive homepage wires so you can present them to the class as a team Team Exercise

111. Team Exercise: Review & Feedback

112. Good Design

113. Good design is… Good design is innovative. Good design makes a product useful. Good design is aesthetic. Good design makes a product understandable. Good design is unobtrusive. Good design is honest. Good design is long-lasting. Good design is thorough down to the last detail. Good design is environmentally friendly. Good design is as little design as possible. Dieter Rams: 10 Principles of Good Design © Dieter Rams, amended March 2003 and October 2009 Good Design

114. Q&A

115. Additional Resources Books: • Information Architecture for the World Wide Web – Louis Rosenfeld, Peter Morville • Information Architecture: Blueprints for the Web – Christina Wodtke, Austin Govella • The Elements of User Experience – Jesse James Garrett • Designing Web Navigation: Optimizing the User Experience – James Kalbach, Aaron Gustafson • Design of Everyday Things – Donald Norman • Responsive Web Design – Ethan Marcotte Local Events: • IA Meetup • Brooklyn UX • Content Strategy Meetup Web Sites: • Alertbox • A List Apart • Boxes & Arrows • wireframes.tumblr.com Organizations: • Human Computer Interactions (HCI) • Interaction Designers Association (IxDA) • Usability Professionals Association (UPA) Further Studies: • School of Visual Arts • Continuing Ed classes • MFA in Interaction Design • Pratt – Course in Information Design • Rosenfeld Media • General Assembly • Skillshare • Adaptive Path • The Information Architecture Institute • The IA Summit • Nielsen Norman Group • User Interface Engineering Video: The Right Way to Wireframe by Russ Unger (YouTube)

116. Slideshare address: http://www.slideshare.net/stribs My article on how to find an IA job: http://blog.onwardsearch.com/2012/08/information-architecture-a-guerilla-guide-to-breaking-in/ @stribs

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