introduction to user experience for internet company

http://ued.naukri.com

User Experience & Design (UED)

Sameer ChavanVP- User Experience & Design

What is User Interface (UI)?

• The junction between the users and a system• Software UI is a set of command or menus

through which a user communicates with a program

UIs in our everyday surroundings

• Stereos, TVs, VCRs • Elevator buttons • Stoves • Light Switches • Cars • ...

“When I am working on a problem, I never think about beauty. I think only how to solve the problem. But when I have finished, if the solution is not beautiful, I know it is wrong”

Buckminster Fuller , the chemical scientist ”

History of User Experience in Software

• Need for Ergonomists / Psychologist/ Anthropologist

!!?

Started with employing psychologist to understand telecom problem, problem in aircraft controls, Nuclear plant display system, etc..

What is Human Factors: is a science and not anyone’s spare time activity

• Ergonomic factors– Perception: contrast, glare, noise– Action: coordination, strength– Occupational safety & health

• Cognitive factors– Learning, retention, intuitiveness– Problem solving– Task flow, work context

• Social factors– (language, education, former experience, culture, etc.)

• Environmental factors– Poor lightning conditions – Time pressure – Standing vs. sitting down – Ambient noise level – Type of hardware/software – etc...

User Experience: Myths - Facts

• Myths– Last minute enhancements– Anyone can do it– Just Colors, graphics, font, etc.– Inconsequential while selling product

• Facts– Early involvement– Requires qualified people– UI Design (part of HCI) is a science. PhDs available in User

Experience– Multidisciplinary activity– One of the key elements to sell product

Why need for UED? : Advantages to Company

• Competition – Easy to use products are more competitive on the market.

• Costs– Taking user requirements properly into account during development can reduce the need for expensive late re-design

work.

• Support– Usability-related issues are behind the majority of user support needs - improved usability will reduce demands on

support.

• Quality– Improving usability will improve the users' perception of the overall quality of the product.

• Avoid duplication of efforts– Document UI Standards and Patterns

• Redirect DM & PM resources to higher level tasks

Why need for UED? : Advantages to Users

• Productivity– Usable products enable users to efficiently

achieve their goals, rather than waste time struggling with the product interface.

• Support/Training– Well designed products aid learning and can

reduce the time users need to spend on training, seeking support or looking at documentation.

• Satisfaction– Users will be more satisfied and positive

towards a product with good usability, rather than dreading using it!

Why Internet company need to worry on UI?

• Market Demand– Look & feel need to be contemporary, Easy to learn & use, Greater productivity,

Visual appeal

• Reduce Sales Support Calls– 45% related to “usability”

• User does not know what to do next, Mismatch between function provided and user task• Competitive Pressure

- Financial strong companies and Startups, New sites are more innovative and do not have to worry about legacy data.

• Better Products– Easier to learn & use on 1st release– Better match w/customer expectations– Higher perceived quality– Bottom line: reduced time to profitability– More Predictable Development– Planning user-centered design – It won’t have to be added in as emergency remedial measure after beta or release– Less time repairing UI– More time to plan & implement feature releases

Who are we & What we Do ?

• The UED team consist of Designers from Industrial Design Centre (IDC) IIT, National Institute of Design (NID), Architecture, MBA, Engineering & Science / Arts Graduates with specialization in web & multimedia.

Interaction designers within UED team work on creating wireframes, Information Architecture, HTML prototypes & get agreement with Product Management & Tech Development.

Web/ Visual Designers within UED team work on building client microsites & banners, Ad Sales graphics like banners, mailers, virals, Flash animations, etc. for our own products

User Experience Group works with….

Software Development Group

Software Testing

Marketing , Sales,

Product Management/ Business Heads

Strategy – COO/Directors

Are we meeting market requirement, Features, Competition, customer expectations

Overall strategy, Directions, Goal

Did we deliver what has been designed ?

How do I Sell, get revenue ? Created Brand ?

What Technology, performance, security, ..

User Experience GroupDid we meet user expectations, Did we meet user expectations, understood user tasks, care for understood user tasks, care for satisfaction, Consistency, look & feel satisfaction, Consistency, look & feel

Organizational functions

Sales & Marketing

Product Management

User Experience Design

Development & QA

•Spend more time with clients.•Explore markets•Builds brands and identity.

•Act as a bridge between Technology , Sales and customer•Conducts competitive study•Market research & positioning•Web log analysis & Analytics•Act as Program Manager & control timelines.•Own Feature requirement & drive project execution

•Bridge between actual users and technology•Conduct Focus Groups, User Research, Task analysis, Ethnographic studies etc.•Define Design pattern & Standards Create Interaction Design, Visual Design•Conduct Usability tests

•Create table less HTML•Connect HTML to database by PHP.•Write database queries•Explore AJAX widgets and Java Scripts.•Optimize download time

About UED – User Experience & Design

• User Experience & Design (UED) Group is a group of 30+ designers with diverse background

Interaction Design Team

Creative Graphic Team

Web Design Team

(Microsites)

Print Design

Video Editing

UED

Work on designing UI for naukri.com, 99arers, Jeevansathi, Brijj, Shiksha,

Work on designing Graphics for mailers, banners & Print Ads

Creates client microsite for naukri & 99acres, Job fairs,

About UED – Revenue !!

• User Experience & Design (UED) Group is a group of 30+ designers with diverse background

Interaction Design

Creative Graphic Team

Web Design(Micro sites)

UED

Helps users to stick to the site. Increase clicks and page views, product image

Increase in Direct conversion per banner or Mailer

Direct revenue from client micro sites

UED Service offeringsInteraction Design Team

• User Interaction Design- Conceptual design, prototyping• Usability Engineering - Requirements analysis, UI review, testing• Visual Design - Icons, component art• UI Standards & Guidelines• Training on Usability

Web Design Team• Information architecture• Web page visual design• Videos & Banners

Graphic Design Team• Product Mailers• Marketing Mailers • Banners• Print Design

SDLC activities & owners with respect to : Interaction Design

Focus Groups Site visits User Research

Task Analysis

User Cases

Interaction Design

Visual Design

Features list

Information priority

Usability testUser Survey

Strategy

Market positioning

Ethnographic Study

UI Standards & Patterns

Revenue model / banner

Feature RequirementsMeetings with sales

UED

Team

PM

team

Sale

s M

kt

Competition study

Dev

QA

Card sorts

ProductionComponent ResearchDatabase design

Test CaseSetup Test Environment

Testing and bug filing

Bug fixes

HTML design

Sales feedback

Joint activities

SDLC phases

Interaction Design:Information Architecture| Page layout | Widget interactions | Messages & labels | Visual Design

Application Links

Dash-board

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Solution Object

Projects

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Related Apps Home

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Related Apps

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“Used In” Project Links

ShortcutsProject Links

Outside Context

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Object List Links

ProjectSummary

CoreProcess

CollaborationObjects

SolutionProcess

ApplicationObjects

Other Processes

…

Its like designing a floor plan of home

Information ArchitecturePage layout & Grid

Global links

Branding

Tab Navigation

Global Search

Messaging area

Content

Ad area

Contextual info

Interaction Design:Information Architecture| Page layout | Widget interactions | Messages & labels | Visual Design

Application Links

Dash-board

Object1Actions

Object2Actions

Object1Summary

Object2Summary

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CoreObject

No Shared Context

Solution Object

Projects

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Object1Summary

Object2Summary

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Related Apps Home

Portal

Related Apps

ActionsPortal Action

“Used In” Project Links

ShortcutsProject Links

Outside Context

Link

Object List Links

ProjectSummary

CoreProcess

CollaborationObjects

SolutionProcess

ApplicationObjects

Other Processes

…

Its like designing a floor plan of home

Information ArchitecturePage layout & Grid

Interaction Design

• Information Architecture– Pages & tabs

Application Links

Dash-board

Object1Actions

Object2Actions

Object1Summary

Object2Summary

Object...Summary

CoreObject

No Shared Context

Solution Object

Projects

Object...Actions

OtherObject...

ProjectActions

Object1Summary

Object2Summary

Object1Actions

Object2Actions

Object...Actions

Object...Summary

ProjectActions

Related Apps Home

Portal

Related Apps

ActionsPortal Action

“Used In” Project Links

ShortcutsProject Links

Outside Context

Link

Object List Links

ProjectSummary

CoreProcess

CollaborationObjects

SolutionProcess

ApplicationObjects

Other Processes

…

Its like designing a floor plan of home

SDLC activities & owners with respect to:Creative Graphics & Web Design

User CasesFeatures list

Information priority

Strategy

Market positioningRevenue model / banner

Feature RequirementsMeetings with sales

UED

Team

PM

team

Sale

s M

kt

Competition study

Dev

QA

ProductionComponent ResearchDatabase design

Test CaseSetup Test Environment

Testing and bug filing

Bug fixes

HTML design

Sales feedback

SDLC phasesLaunch Mailer

Product Mailer

Banners

Micro sites

Print Brochure

3. Interaction Design

• Interaction design– Pages & tabs

– Windows, menus, messages

• Graphic design(mostly defined by Stds)

– Icons, wizard art

• UI specification– Templates

Understand User Needs

Conceptual DesignComprehensive Evaluation

Implement UI

Refine UI

Initial Avalutaion

UI Design

Release

Business Centred Design

• In UDC, focus is on User tasks. Sales and marketing are left on their own. – E.g Enterprise web apps, desktop apps, etc

• In BCD, Sales, Marketing and UI work hand in hand.– E.g all consumer web sites, ecommerce, etc.

• Usability alone does not work. Users need to be guided to meet the objective of site.

1 2 3 4

1 2 3 4

1a

2a

Business Objectives

• For a site to meet its strategic objectives, it has to orient and direct its target audience through the process of conversion, whether that conversion is – buying a product, subscribing to a newsletter, getting register, or

applying for jobs, contacting other users, expanding network, sending an enquiry for property .

Naukri

RegistrationView jobsApply for jobsBuy Services

Jeevansathi

RegistrationView matchInitiate contactBuy service

99acres

View PropertyPost propertySend enquiry

Brijj

RegistrationAdd contactsBuild networkPost/apply jobs

Generate Leads, increase page views, get adds clicked, increase database

Merchandising- philosophy

Naukri Creatives

Naukri Creatives

Naukri Creatives

Naukri Creatives

Naukri Creatives

Naukri Print Ad – Jetwings (Top Management)

Jeevansathi Creatives

Thanks !

Sameer@chavan.me