+ All Categories
Home > Design > Users, experience, and beyond

Users, experience, and beyond

Date post: 17-Aug-2014
Category:
Upload: eric-reiss
View: 3,818 times
Download: 18 times
Share this document with a friend
Description:
What is a ”user”? What is an ”experience”? How do these combine to build a brand, create loyalty, and heighten satisfaction? For several years, my company has used a simple model for defining, aligning, choreographing, measuring and enhancing UX by analysing a range of touchpoints across both online and offline experiences. Each of these touchpoints represents an interaction between the “user” and the “brand/company/service/whatever”. We have also defined an “ergonomics of need” which consists of five key points: Attitude, Expectation, Schedule, Environment, Origin. All of these points ultimately influence the importance and user perception of individual interactions and tasks. Taken in its entirety: model, ergonomics, and measurement tools, our framework makes it easy to put something as abstract as “user experience” into more practical, quantifiable, hands-on terms.
Popular Tags:
64
Users, experiences, and beyond Eric Reiss @elreiss UxPA Israel December 15, 2013 Tel Aviv, Israel
Transcript
Page 1: Users, experience, and beyond

Users, experiences, and beyond

Eric Reiss@elreiss

UxPA IsraelDecember 15, 2013

Tel Aviv, Israel

Page 2: Users, experience, and beyond

I would like to share:� a model that helps us understand needs and

responses� a practical definition of user experience� a tool to help identify, quantify, and prioritise key

UX touchpoints

Page 3: Users, experience, and beyond

us·ernoun

1: a person who makes use of a thing;someone who uses or employs something

2: a person who uses something or someone selfishly or unethically

3: a person who takes drugs

Page 4: Users, experience, and beyond

ex·per·i·ence noun

1: having been affected by or learnedthrough observation or participation

2: the length of such participation

Page 5: Users, experience, and beyond

Eric’s 1st Law of UX:

If a site does not solve youruser’s problems, it will notsolve your company’s either.

Page 6: Users, experience, and beyond

So, let’s start with the user

Page 7: Users, experience, and beyond

When would you use (simultaneously):� An ergonomic seat designed for one person� Optical lenses invented by Benjamin Franklin� Alcoholic mixture invented by Dr. Iain Marshall � Incandescent device invented by Thomas Edison� Fabric made on a loom invented by JM Jacquard� Rouge Royale (marble)� Baskerville Light (typography)� Domesticated mammal

(This is often how our clients look at their content)

Page 8: Users, experience, and beyond

When would you use (in simpler terms):� Armchair� Bifocal eyeglasses� Manhattan Cocktail� Lightbulb� Wool pullover� Tabletop� Book� Cat

(This is an easier way to look at content)

Page 9: Users, experience, and beyond
Page 10: Users, experience, and beyond

Eyeglasses

Wool pullover

Lightbulb

Marble tabletop

Armchair

Book

Gus the Cat

Manhattan Cocktail

Page 11: Users, experience, and beyond

Sensory assistance

Warmth/comfort

Sensory assistance

Convenience/comfort

Convenience/comfort

Education/information

Companionship

Chemical stimuli

Page 12: Users, experience, and beyond

Needs are always situational !

Page 13: Users, experience, and beyond

What are the needs of your users?

Page 14: Users, experience, and beyond

Historically, we looked at physical needs...

Page 15: Users, experience, and beyond

Henry Dreyfuss

“Rys ergonomji czyli nauki opracy,opartej na prawdach Poczerpniętych z Nauki Przyrody”

“The Outline of Ergonomics,i.e. Science of Work,Based on the TruthsTaken from the Natural Science”

1857

Wojciech Jastrzębowski

Page 16: Users, experience, and beyond

Henry DreyfussWojciech JastrzębowskiAlphonse Bertillon

Page 17: Users, experience, and beyond

Henry Dreyfuss “Joe”

Page 18: Users, experience, and beyond

These measurements helpeddesign everything in the photo

(well, not Gus the Cat)

Page 19: Users, experience, and beyond

“Cognitive ergonomics”“Neuroergonomics”

This is NOT just about improving well-being and system performance

Page 20: Users, experience, and beyond

Copyright could not be traced. Used for educational purposes only.

Page 21: Users, experience, and beyond

A thought...

If ergonomics, anthropometrics, and human factors deal with physical requirements, is it

possible to map similar requirements for cognitive

functions?

Page 22: Users, experience, and beyond

The Ergonomics of Need

“Moving from three dimensions to five”

Page 23: Users, experience, and beyond

Leisurely

Origin

Environment

Schedule

Expectation

AttitudePositive

Positive

Relaxed

Personal

Negative

Negative

Urgent

Stressful

External

Everything starts in neutral

Page 24: Users, experience, and beyond

� a�

� OriginEnvironmentSchedule

ExpectationAttitude

The ergonomics of need - AESEO

Page 25: Users, experience, and beyond

Leisurely

Origin

Environment

Schedule

Expectation

AttitudePositive

Positive

Relaxed

Personal

Negative

Negative

Urgent

Stressful

External

Planning a personal vacation

Page 26: Users, experience, and beyond

Leisurely

Origin

Environment

Schedule

Expectation

AttitudePositive

Positive

Relaxed

Personal

Negative

Negative

Urgent

Stressful

External

Need help with taxes

Page 27: Users, experience, and beyond

Leisurely

Origin

Environment

Schedule

Expectation

AttitudePositive

Positive

Relaxed

Personal

Negative

Negative

Urgent

Stressful

External

Planning the boss’ vacation

Page 28: Users, experience, and beyond

An introduction to experience design

Page 29: Users, experience, and beyond

ex·per·i·ence noun

1: having been affected by or learnedthrough observation or participation

2: the length of such participation

Page 30: Users, experience, and beyond

Eric’s 2nd Law of UX:

User experience is the sum ofa series of interactions betweenpeople, devices, and events.

Page 31: Users, experience, and beyond

Eric’s 3rd Law of UX:

There are three types of interaction:active, passive and secondary

Page 32: Users, experience, and beyond

Eric’s 4th Law of UX:

UX design represents the consciousact of coordinating interactions,acknowledging interactions, andreducing negative interactions.

Page 33: Users, experience, and beyond

Three types of interaction:� Active (things we control)� Passive (things we don’t control)� Secondary (things that have indirect influence)

Page 34: Users, experience, and beyond

Active interaction

Photo courtesy of: musthavemenus.com

Page 35: Users, experience, and beyond

Active interaction

Copyright could not be traced. Used for educational purposes only.

Page 36: Users, experience, and beyond

Passive interaction (partly)

Photo courtesy of: johnmariani.com

Page 37: Users, experience, and beyond

Passive interaction

Photo by Massimiliano Uccelletti, photonet.com

Page 38: Users, experience, and beyond

Secondary interaction

Photo courtesy of: koit.radiotown.com

Page 39: Users, experience, and beyond

Secondary interaction

Photo courtesy of: tomatolover.com

Page 40: Users, experience, and beyond

UX design combines all three activites

� Coordinating interactions that we can control� Acknowledging interactions beyond our control� Reducing negative interactions

Page 41: Users, experience, and beyond

Coordinating interactions

Photos courtesy of: Brooklyn Public Library, shipwrightsarms.com.au

Page 42: Users, experience, and beyond

Coordinating interactions

Photo courtesy of: capetownwineblog.com

Page 43: Users, experience, and beyond

Coordinating interactions

Photo courtesy of: Rootology under Wikipedia Commons License

Page 44: Users, experience, and beyond

Acknowledging interactions

Photo courtesy of: TinyFarmBlog.com

Page 45: Users, experience, and beyond

Reducing negative interactions

Photo courtesty of: kenlevine.blogspot.com

Page 46: Users, experience, and beyond

Reducing negative interactions

Photo courtesy of: marchedimanche.typepad.com

Page 47: Users, experience, and beyond

Reducing negative interactions

Photo courtesy of Andrew Sullivan

Page 48: Users, experience, and beyond

Mapping and evaluating

Page 49: Users, experience, and beyond

Source: boxesandarrows.com / Indie Young

Mental model

Page 50: Users, experience, and beyond

Step 1: research� Contextual enquiry� Interviews� Focus groups� Surveys and feedback forms� Personal observation

Page 51: Users, experience, and beyond

Step 2: prepare a scenario (X-log)� Write down all possible touchpoints

� Use file cards or stickies

� Arrange them so they create a linear flow� Tell the story to a colleague (without manus)

� This will show you where you need to fix the story

Page 52: Users, experience, and beyond

Step 3: write scenario (X-log)My family (my wife, myself, and our two kids) decided to go to the movies. We checked the internet and found the website for our local cinema complex after a quick search on Google. But we had to click three times to get to the program page and wait through a silly animated ad for a movie that hadn’t even been released yet. Worse still, we were forced to download a pdf to find out the specific movie names and playing times. And after all that, we couldn’t even order tickets online, much less purchase them, so we couldn’t avoid waiting in line when we arrived. You’d think a big four-screen complex would have a more sophisticated website. But we did find out what was showing, decided to see the latest Harry Potter movie, and piled into the car.

Finding a parking place was easy. The theater has a big lot, which is important since driving to this particular theater is really our only option. Just as we were leaving the car, it really started to rain, but happily, the entrance wasn’t far away.

There were three ticket windows open, so the lines were short. The girl behind the counter was noisily chewing gum and barely looked up during the entire transaction. In fact, she didn’t say a single word to me except to ask for the money. Wow, prices have really increased this past year. I was surprised at how expensive it was.

The lobby was inviting and quite clean. We bought popcorn and soda at the concession and found our way to our particular auditorium. It was easy to spot the signs pointing the way. As we approached, we noticed overflowing trashcans with popcorn and other garbage from previous audiences.

The seats were well-marked and easy to find. The seating was comfortable but there was old popcorn underfoot. The temperature in the room was pleasant, although all of the wet people made it get a little steamy. The sound was great and really enhanced the special effects, so we really enjoyed the movie. When we left, there was a nice usher, who opened the exits and wished us a pleasant evening as we went out. And it had stopped raining. A nice end to a nice family outing.

Page 53: Users, experience, and beyond

Step 4: scenario markupMy family (my wife, myself, and our two kids) decided to go to the movies. We checked the internet and found the website for our local cinema complex after a quick search on Google. But we had to click three times to get to the program page and wait through a silly animated ad for a movie that hadn’t even been released yet. Worse still, we were forced to download a pdf to find out the specific movie names and playing times. And after all that, we couldn’t even order tickets online, much less purchase them, so we couldn’t avoid waiting in line when we arrived. You’d think a big four-screen complex would have a more sophisticated website. But we did find out what was showing, decided to see the latest Harry Potter movie, and piled into the car.

Finding a parking place was easy. The theater has a big lot, which is important since driving to this particular theater is really our only option. Just as we were leaving the car, it really started to rain, but happily, the entrance wasn’t far away.

There were three ticket windows open, so the lines were short. The girl behind the counter was noisily chewing gum and barely looked up during the entire transaction. In fact, she didn’t say a single word to me except to ask for the money. Wow, prices have really increased this past year. I was surprised at how expensive it was.

The lobby was inviting and quite clean. We bought popcorn and soda at the concession and found our way to our particular auditorium. It was easy to spot the signs pointing the way. As we approached, we noticed overflowing trashcans with popcorn and other garbage from previous audiences.

The seats were well-marked and easy to find. The seating was comfortable but there was old popcorn underfoot. The temperature in the room was pleasant, although all of the wet people made it get a little steamy. The sound was great and really enhanced the special effects, so we really enjoyed the movie. When we left, there was a nice usher, who opened the exits and wished us a pleasant evening as we went out. And it had stopped raining. A nice end to a nice family outing.

12 34 5

5a

6 78

9

1011 12

13

14 1516 17

18

19 2021 22

23 24 252526 26a

Page 54: Users, experience, and beyond

Step 5: touchpoint identification1. Find website on internet2. Click three times to find relevant page on site3. Reaction to irrelevant animation4. Find schedule (download PDF)5. Reaction to lack of purchasing options5a. Opinion of website6. Park car7. Reaction to parking lot8. Reaction to rain9. Reaction to proximity of parking to entrance10. Reaction to short line11. Reaction to rude ticketseller12. Buy tickets13. Reaction to ticket prices14. Reaction to lobby15. Buy popcorn and soda16. Find auditorium17. React to overfilled trashcans18. Find seats19. Reaction to seats20. Reaction to popcorn on floor21. Reaction to temperature22. Reaction to steaminess23. Reaction to sound24. Reaction to movie25. Reaction to nice usher26. Reaction to dry weather26a. Opinion of evening

Note that opinions are not really interactions, hence we have 5a and 26a.

Page 55: Users, experience, and beyond

Step 6: quantitative evaluation1. Mark each individual interaction – the touchpoints2. Assign a value from 1 to 3 to each touchpoint in relation to its contribution to

the overall experience3. Grade the experience on a scale from -3 to +3

+3 = fantastic+2 = good+1 = better than expected

0 = no effect on the ultimate user experience (interaction to be ignored?)-1 = poor-2 = awful-3 = mission critical

4. Multiply the value by the grade to get a score (this is the really useful number)

5. Note any events that are recurring, unique, or may be influenced by chronology (cause and effect relationships).

Snapshot Value Grade Score Repeat Unique Chrono

Re. to steaminess 1 -1 -1 ? Y Y

Page 56: Users, experience, and beyond

Step 6: quantitative evaluation

Page 57: Users, experience, and beyond

Step 6: some tips� Do this with your clients

� It lets them participate actively� It helps start a useful dialogue

� You can do this with a group, too� It’s a good workshop task� Try to remain neutral. Guide, don’t dictate.

� Refer back to the Ergonomics of Need if you are uncertain as to the Value rating to give something

Page 58: Users, experience, and beyond

Step 6a: quantitative evaluation

Website Rude behaviour

Cleaning/climate

Page 59: Users, experience, and beyond

Step 7: analysis� Lack of online purchasing options is a key issue.� Website has serious problems in general.� Touchpoints 11, 15, and 25 suggest that additional

emphasis should be placed on customer-service training for front-line personnel.

� Touchpoints 17 and 20 illustrate that cleaning is a problem.

� Touchpoints 22 revealed that the climate-control system was out of whack, which proved to be an easy repair.

Page 60: Users, experience, and beyond

Or the quick-and -dirty method...

Page 61: Users, experience, and beyond
Page 62: Users, experience, and beyond

So in summary…� Understand the Ergonomics of Need for key

scenarios� Consider “user experience” as the sum of a

series of interactions� Write and chart a scenario to identify, quantify,

and prioritise key interactions (touchpoints)� Go out and make the world a better place

Page 63: Users, experience, and beyond

שלום

Page 64: Users, experience, and beyond

Eric Reiss can (usually) be found at:

The FatDUX Group ApSStrandøre 152100 CopenhagenDenmark

Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @[email protected]


Recommended