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Ux Design Basics ProductCamp Toronto2013

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08/08/2013 1 UX Design Basics Rami Tabbah, M.Eng @Ergonaute blog.ergonaute.net @Ergonaute I had no slides during the presentation since I was asked to replace Charles last minute. I prepared these slides to capture what we spoke about and more.
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Page 1: Ux Design Basics  ProductCamp Toronto2013

08/08/2013

1

UX Design Basics

Rami Tabbah, M.Eng @Ergonaute blog.ergonaute.net

@Ergonaute

I had no slides during the presentation since Iwas asked to replace Charles last minute.

I prepared these slides to capture what wespoke about and more.

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@Ergonaute

Agenda1. What are the basics product managers need to

know about UX Design?2. Why is this important?3. Where do I start?4. Do I need to get into UX Design?

What are the basics productmanagers need to knowabout UX Design?

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@Ergonaute

Origins Usability has its roots in the fields of Ergonomics and Human

Factors which began early in the 20th century. Here are someimportant events: 1911: Frederick Taylor publishes Principles of Scientific Management which describes time

and motion studies and methods for improving industrial efficiency. 1943: Alphonse Chapanis shows that "pilot error" can be greatly reduced through the more

intuitive layout of airplane cockpits. 1954: Paul Fitts publishes a paper that describes a mathematical model used to predict the

time it takes to move to a target based on its size and distance. 1956: George Miller coins the phrase "the magic number seven plus or minus two" from a

variety of experimental results indicating that humans have trouble holding more than five tonine items (chunks) simultaneously in working memory.

1983: The Psychology of Human Computer Interaction is published by researchers atCarnegie Mellon and Xerox Park (Stuart Card, Thomas Moran & Allen Newell).

1985: J. Gould and Clayton Lewis publish the influential paper, "Designing for Usability: KeyPrinciples and What Designers Think." They discuss an early and continual focus on usersas well as empirical measurement and iterative design.

Usability is the core of User Experience

@Ergonaute

Books that Defined Modern Usability1. Card, S.K, Moran, T.P., Newell, A. (1983). The psychology of human-computer interaction.2. Don Norman (1988) Psychology of Everyday Things3. Rasmussen, J., Andersen, H. B. (1992). Human-Computer Interaction (Research Directions in

Cognitive Science.4. Nielsen, J. (1993). Usability Engineering.5. M. Randolph G. Bias (Author), Randolph G. Bias (Editor), Deborah J. Mayhew (Editor) (1994).

Cost-Justifying Usability6. Rubin, J. (1994). Handbook of Usability Testing: How to Plan, Design, and Conduct Effective

Tests.7. Mandel, T. (1997). The Elements of User Interface Design.8. JoAnn T. Hackos (Author), Janice C. Redish (Author) (1998). User and Task Analysis for Interface

Design9. Carroll, J.M. (2000). Making Use: Scenario-Based Design of Human-Computer Interactions.10. Krug, S. (2000). Don't Make me Think! A Common Sense Approach to Web Usability11. Preece, J., Rogers, Y., Sharp, H. (2002). Interaction Design: Beyond Human-computer

interaction.12. Carroll, J.M. (2003). HCI Models, Theories, and Frameworks : Toward a Multidisciplinary Science.13. Bederson, B. B., Shneiderman, B. (Eds.) (2003). The Craft of Information Visualization: Readings

and Reflections.14. Diaper, D., & Stanton, N. A. (Eds.) (2004). The handbook of task analysis for human-computer

interaction.15. Schaffer, E. (2004). Institutionalization of Usability: A Step-by-Step Guide.

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@Ergonaute

UX is Important

@Ergonaute

UX Needs to be Planned Each project is different and UX can take many

shapes and forms. Before we go blindly into a design direction, we

need to identify and focus on the designattributes that will bring more value to thebusiness and that will satisfy the user’s needs.

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@Ergonaute

UX Design Attributes

@Ergonaute

UX is backed by Science

Usability is the measure ofhow easily, efficientlyand satisfyinglydifferent types of userscan accomplish differenttasks towards differentgoals Usability Objectives

Satisfaction

Effectiveness

Efficiency

Usability is the science behindUX Design. It allows to measurehow good a design is.

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@Ergonaute

It has Principles, Standards &Methodologies

• Early Focus on usersand tasks

• Empirical measurementof product usage

• Iterative design: Design,test, modify

11

1. Plan the HumanCentred Process

1. Plan the HumanCentred Process

2. Specify Contextof Use

2. Specify Contextof Use

3. Specify User &OrganisationalRequirements

3. Specify User &OrganisationalRequirements

4. Produce DesignSolutions

4. Produce DesignSolutions

5.Evaluate Designsagainst User

Requirements

5.Evaluate Designsagainst User

Requirements

ObjectivesMet ?

SpecificationsSpecifications

ISO 13407 (1999)Human-centred designprocesses forinteractive systems

@Ergonaute

It is Multidisciplinary

8/8/2013 Case study12

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@Ergonaute

It Covers More Than you Think

@Ergonaute

UX has Layers and Specialties

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@Ergonaute

It Requires Specialized Resources Unless the product is very small and the cost of

changing it is minor (such as a mobile appdeveloped by 1 or 2 developers), you needspecialized resources to: Design the User Interface, Navigation, etc. Evaluate an existing design. Improve processes. Perform user research. Create Style guides. Identify what needs to be improved and how. Etc.

The minimum is to hire someone to plan UX.

Why is UX Important?

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@Ergonaute

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Usability Pivotal to E-Business

Usabilityunconscious30% ofBusinessesRisk loosing>25% revenues

Usabilityconscious butconflicted andConfused40% of B.Risk loosing10-25% rev.

Usabilityconscious butconflicted

20% ofBusinesses

Risk loosing0-10% rev.

Usabilityconscious andCompetent

10% ofBusinesses

Risk loosing< .5% rev.

Usability consciousness

Usability competence

Strategic and competitive advantage

Gartner, July 16,2001

@Ergonaute

18

Cost of Failure

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@Ergonaute

Usability Impacts the Bottom LineUsability Improves Organization Outcomes by:

Increasing OrganizationEffectiveness &

Efficiency

Reducingdevelopment

time and costs

Decreasingmaintenance,training and

support costs

Reducing risksof projectfailures

Increasing UserEffectiveness & Efficiency

Increasingproductivity

Decreasinglearning time

Minimizingerrors and

related risks

Decreasing oreliminating need

for help

Increasing UserSatisfaction

Enhancingadoption

Strengtheningbrand

Do I need to get into UXDesign?Where do I start?

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@Ergonaute

Should the PM get into UX? Product Managers need to make sure UX is in

place whether it is under their umbrella or not. UX is part of product strategy, definition and design UX impacts product marketing UX is part of analytics and optimization. If you want the product to succeed, you need to make

sure someone is looking after UX.

@Ergonaute

Can a PM become the UX Resource? Yes if he has the right background. Yes if he has no budget, even for a quick 2-day review. Otherwise, the PM can work closely with UX teams or

resources. You may understand users’ needs from market research

and user feedback, but you need to know the scienceand the techniques to translate this to proper design.

The moment you think you know what users wantbecause you are a user, let a UX specialist do the jobbecause users are very different.

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@Ergonaute

What UX is not Graphics. These are only 1 layer. UX is not makeup on top of a badly

designed system. Layout: True usability is about efficiencies in work practices,

processes and features. It is about innovation performed very early. Features. UX uncovers features users do not tell you, then design

them properly. However fewer well designed features are better thantoo many.

Part of development. UX belongs to business and happens duringplanning and specifications. User interface design specifications areexecuted during development. In small companies, when all roles aremerged into a small team, UX becomes part of this team, even if thelead is a developer.

Opinions. PM/Dev: “I am a user and I think it should be this way” iswrong. UX research is about all users and measures how they, withtheir differences, react to designs. It is about facts and science. Userswill suggest things beyond stakeholders’ imagination.

@Ergonaute

What UX is not Functional specifications. The UX tools gather user data differently

and offers much more information that lead to better decisions. Market research. User research is richer and goes beyond the what

and where to include the how and why. Incremental changes and patches. UX looks at the end to end user

experience. Adding small changes and functions over time candestroy usability if the overall design concept is not maintained.

User Interface Development. Differentiate between User InterfaceDesign (UX) and User Interface Development (programming)

A product feature. It is a process that needs to be executed beforedevelopment or needs to be integrated into the current processes.

Ad hoc, on the fly. It is a process, had methods and guidelines It requires user involvement, iterations and testing It requires specialists applying appropriate methodologies. It does take time & budget

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@Ergonaute

Where to Start Plan UX with a specialist. UX is user centric. Real users need to be involved, not friends and

colleagues. UX is iterative. Give time for design iterations. UX is measurable. Results often show you need to redesign. Test as

early and often as you can. Engage all departments to share the results and ensure buy in. Design before you even think of developing, especially for large or

complex products. The UX lifecycle starts before the project and ends when the product

is retired. UX also happens after launch. It is about continuousimprovement.…

UX can be an innovation vehicle if done early and properly.


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