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User Experience

Some thoughts on how to

improve it

24.11.2008 Mobile Monday Milano

Simo Sde, CEO, Etnoteam Finland Oy

Confidential

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Etnoteam Finland Oy

The leading usability and user experience consulting company in Finland.

Established in 2001

Employs over 25 people, revenue 1.5

million (2007) and some 2.0 (est. 2008)

Belongs to Value Partners Group, whichis based in Italy and has offices in 12

countries

Value Partners Group employs ~ 3000

people worldwide, with a turnover of

290 million

Etnoteam works in several countries and

has an international partner network.

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Confidential

What is User Experience?

There is not yet any widely shared definition for user

experience. Current draft for the ISO definition is

A person's perceptions and responses

that result from the use or anticipated use

of a product, system or service.

ISO DIS 9241-210 (ex-13407)

The overall experience of using or consuming a

product or service that covers its user interface and

usability as well as other experiences and emotions

that might emerge also in the long run. - Wikipedia

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Concept

Functionalities

Content

User interface

Usability

Service chain

(Exceed) expectations

Brand

Novelties

Coolness, etc. etc

-> The wholeness affects

users personal

experience

What is User Experience?

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What is User Experience?

Situated, context dependent

Dynamic

UX is seen as subjective, dealing with

psychological issues like affects,

emotions, cognition, values, and

attitudes

User experience happens before,

during, and after using the product

Expectation

Experience

Judgement

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How to create products with great UX?

User-Centered Design (UCD) is the product

development approach which ensures theproduct suits to its users needs

Not based on technology, but on users

needs, capabilities, and desires. UCD has

three main requirements

Involve users in product development

Visualize the ideas

Iterate

Simplified process:

First interview the users to get requirements

Design

Usability test the prototype with users

Fix the design

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Measuring the quality of UX

Why measure? For setting and reaching

targets

User research for requirements

Measuring against reqs to guide design

The existing process of usability testing

can be used for UX evaluation

How to measure?

For instance interviews, focus groups, think-

aloud in usability tests

Must be measured also in early phases

It is easiest to evaluate user experience

with a real product, on the market

However, it would be most important to

measure the UX in the early phases of

product development - in order to be able

to influence the final outcome

At that point, the various product elementsare separate or not there yet

The proper toolkit for UX evaluation

has not yet been developed. In order to

evaluate user experience, one has to

Understand what UX is

Define metrics or key aspects of UX that

can be measured

Develop methods for gathering data for the

measuring

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Case example Measuring UX of a mobile device

Simultaneously with usability testing

Different test scopes and phases

Early concept feedback

Various product ideas were validated

with users

Presented with low-fidelity mock-ups,

scenarios, etc.

Out-of-box test

The appearance of the product, box,

manual etc. was tested

Concentrated on Wow effect and take-

in-use

(First time usage) usability tests

Concentrated on usability of the

product

With PC and embedded prototypes

Long-term usage study

The product was given to the users to

try for a longer period of time

Several interview rounds

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Thank you for your attention

Thanks to Virpi Roto/Nokia Research

Center for valuable insights

Thanks to my colleagues Marju Kettunen

and Sanna Lagerstrm at Etnoteam

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