cubi: a user experience model for project success | ux magazine

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26/9/2014, 1:25 AMCUBI: A User Experience Model for Project Success | UX Magazine

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CUBI: A User Experience Model for Project Success

We all want to be a part of compelling creative projectsprojects

that solve business problems and engage users through

meaningful and valuable experiences.However, given tight budgets

and timelines it's challenging to create genuinely innovative design, identifygaps in the process, and consider the variety of factors for effective user

experience.

To solve these common challenges, I researched existing user experience

models or frameworks and found that most UX diagrams are confusing,

unorganized, complex, or antiquated, making them useless for designers and

clients. Thats why I decided to create my own model.

Henry Ford once said
http://konigi.com/files/konigi/images/what-is-ux.pnghttp://media-cache-ec0.pinimg.com/736x/31/c7/9f/31c79fadeaff8e1ad9ee3cf142213514.jpghttp://www.uie.com/brainsparks/wp-content/uploads/2011/07/ExperienceDesignSkillList.pnghttp://www.kickerstudio.com/wp-content/uploads/2013/03/ux.jpg


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Content

User Goals

Business Goals

Interaction

When considering the intersections on the diagram, there was the Process by


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which users navigatethrough content through the provided interactions,

which includes communications, reactions, actions and transactions.

Another set of intersections was Experience Factors (). In order to have an

effective experience a product needs to be comprehensive, useful, usable andbranded.

The Benefits of CUBI

As I used and developed the model it began to serve multiple purposes:

1. Creativity:Creative experiences have the potential to engage users and

provide more unique brand experiences. The model provides a

framework for presenting content more creatively, through use of a

variety of techniquesand methodologies.

2. Communication:When terminology and language are common

between designers and clients, it provides for greater communication

and helps keep the strategy on-track.

3. Simplification:The terminology and practices that are a part of

experience design can be vast and confusing. This model simplifies the

complex design process, and delivers it in consumable bite-sized chunks,

by outlining all the considerations that must be made throughout a

project.

4. Collaboration:When we understand the factors involved with

designing experiences we then understand the different roles, teams,

assets, and content required to execute on any given strategy. This

understanding can help create a project plan and make it easier to

delegate tasks.

5. Gaps:The model can help identify gaps within the design process. For

example, a business may have established requirements, goals, and

functionality for their marketing site, but maybe they havent developed
http://www.mycoted.com/Category:Creativity_Techniqueshttp://uxmag.com/topics/interface-and-navigation-design


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a content strategyor they have only marketing research, but havent

performed formal user research.

The Layers of CUBI

Content

There are five layers to consider when incorporating contentContent Types,

Models, Treatments, Methods, and Architecture.

1. Content Types:Content is more than just text. Content includes a

variety of media including photography, video, audio, data, documents,

and a whole bunch of other things you might not have even considered.

When content types are combined there are more opportunities for

creative forms of media. For example, infographics combine text, data

visualization, and illustration. It's also critical to inventory the different

types of content and how the content can become object-oriented, whichis when content is used in other contexts.
http://boagworld.com/design/object-orientedhttp://uxmag.com/topics/data-visualizationhttp://www.entrepreneur.com/article/233657http://uxmag.com/topics/research-methods-and-techniqueshttp://uxmag.com/topics/content-stratagy


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2. Content Models:Content models combine the different content types

into a more recognizable model or format. For example, a recipe is a

content model, which may include content types such as ingredients,

instructions, and photography. The content model for a movie review

may contain content types such as a movie description, ratings data, a

list of actors, and a movie trailer.

3. Content Treatments:Content can also have applied aestheticsand

treatments. For example, the visual style may include 2D illustration or

the photography may be treated with a vintage style or duotone. Text

may have a unique tone or personality based on the brand voice.

Graphics may reflect a certain company culture or personality, whichcan be indicated in brand guidelines.

4. Content Methods:Content can be presented in more creative ways. It

can be vastly more interesting and engaging when methods like

storytelling, metaphors, analogy, symbolism, scenarios, challenges, or

other creative concepts are applied.

5. Content Architecture:Content architecture is the structure andorganization of information in a website or software system. It touches

all content categories including content types and models and how

content interlinks.

To summarize, Content Types are aggregated to create Content Models. The

content types and models can have an applied Content Treatment. A Content

Method can provide a narrative or framework for the content. All of these

elements are organized through Content Architecture.

User Goals

There are five layers to consider when incorporating user goals: User Types,

Needs, Motivations, Behaviors, and Outcomes.
http://uxmag.com/topics/storytellinghttp://uxmag.com/topics/visual-design


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1. User Types:Its important to understand the different user types that

will use the end product. A common practice is to create user personasthat detail their different roles, responsibilities, skill-levels,

demographics(gender, age range, languages, locations, etc.)

psychographics(personality, values, attitudes, interests, lifestyles) and

where, when and how they will use the product.

2. Needs:Once user types are identified, it is critical to understand and

define the relevant needs and aspirations that will help fulfill their goals.Some needs may be more simple, like finding documentation, while

others are more complex more physiological or esteem needs. Additional

examples of needs may include personal progression, accomplishment,

mastery, recognition, status, belonging, expression, or a sense of

purpose.

3. Motivations:Once the user needs are identified, we need tounderstand how users are motivated to fulfill those needs. This could be
http://en.wikipedia.org/wiki/Fundamental_human_needshttp://en.wikipedia.org/wiki/Psychographichttp://en.wikipedia.org/wiki/Demographics


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a wide range of intrinsic or extrinsic rewards or motivators,

implemented with cues, design triggers, or other techniques.

4. Behaviors:Once the motivations are understood, it's important to

research the user's currentbehaviorsand how new motivations can

potentially drive behavior change. With enough motivation and behavior

change there is a greater likelihood of developing new habits and loyalty

to a product and brand.

5. Outcomes:The combination of Needs, Motivations, and Behaviors can

then translate into meaningful and measurable outcomes for users.

To summarize, each User Type has a set of Needs they are trying to fulfill.

Users are Motivated to take action. Repeated Behaviors can produce

significant user Outcomes.

An example may be mother with a busy schedule (User Type) who Needs to

train for a 10k. She might be Motivated by daily reminders and

encouragement from friends to exercise (Behaviors) resulting in longer

distance runs (Outcome).

Business Goals

There are four layers to consider when incorporating business goals

Operations, Offerings, Outcomes, and Mission.
http://uxmag.com/topics/psychology-and-human-behaviorhttp://zurb.com/triggers


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1. Operations:Each project has operations that support the product,

which can include people, resources, and other connected experiences.

People involved in the project can be key business stakeholders, content

contributors, subject matter experts, collaborators, administrators,

recruited users and others involved in the project. Resources may

include content data feeds, APIs, third-party tools, stock artwork, brand

guidelines, existing user research, analytics or other resources.

Connected Experiences can happen prior, during and after the

experience. First, understand how users will find the product eitherthrough internal communications, advertising, the App Store, search

engines or through social media. This helps make the communications

consistent, congruent, professional, and focused. Then users may

interact with departments like live customer support, technical support,

human resources, or others. This understanding informs the designer

how the company has the capacity to support user inquiries.2. Offerings:The business may offer an ecosystem of products and/or


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services. Its also important to understand how these products and

services relate to each other. To communicate these offerings, the

business should also have a value proposition, which states why a

consumer should use the product or service versus other competitors.

3. Outcomes:The offerings ultimately support meaningful metrics and

Key Performance Indicatorsthat help support business success. KPIs

may include financial performance, customer acquisition goals,

increased customer satisfaction, employee performance metrics, call

center metrics, or other indicators.

4. Mission:A mission statement provides the core purpose of an

organization, its competitive advantages, its target audience, and thereason the organization exists. The mission statement should guide

decisions and clearly define goals.

tweet this

To summarize, the Operations support the business Offerings. If customershave positive brand experiences and transactions they provide business

Outcomes, which help fulfill the business Mission.

Interaction

There are four layers to consider when incorporating interactionPatterns,

Systems, Devices, and Humans.
https://twitter.com/intent/tweet?text=Read%20on%20@uxmag:%20If%20customers%20have%20positive%20brand%20experiences%20and%20transactions%20they%20provide%20business%20outcomes&url=http://uxm.ag/1t4http://www.dashboardinsight.com/news/news-posts/the-75-kpis-every-manager-needs-to-know.aspx


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1. Pattern Interaction:Design patterns (AKA Micro Interactions) are

reusable components and interactions. Patterns include everything from

headers and menus to calendars and maps. Resource libraries for

patterns include Pattern Tap, Mobile Patterns, and pttrns.

2. System Interaction:The system can contain navigation, flows,

feedback, and notifications to help the user progress and achieve their

goals. The nature of the system can either be static, meaning that it is

unchanged or dynamic meaning there is constant change or activity

within the system. Dynamic systems can be regulated or self-regulated,

meaning there are varying degrees of permissions and actions certain

users perform based on their credentials. Systems can also be defined by

the content management system or other system software, which may

have a set of capabilities and limitations.

3. Device Interaction:When designing for an experience its key to

understand the capabilities and constraints of the targeted devices,

including screen sizes, connectivity, user interface conventions and
http://pttrns.com/http://www.mobile-patterns.com/http://patterntap.com/


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other factors. The experience could happen with a variety of devices

including phones, tablets, kiosks, terminals, watches, appliances or

other things. For example, modern phones can support gestures,

geolocation, accelerometers, audio recording, camera capabilities, push

notifications and other features that are native to modern phones. User

interface design considerations are also made to provide experiences

that are ergonomic and comfortable when using certain devices.

4. Human Interaction:The human interaction may be formal or

informal, personal or interpersonal, social, or some other type of human

interaction.

To summarize, a set of Patterns are provided in a System. The system can be

available on multiple Devices to encourage certain types of Human

Interaction.

Experience Factors

Effective user experience is more than just the simple usability of a product.When creating the CUBI model, I concluded that there are at least four

primary factors for effective experiences.
http://en.wikipedia.org/wiki/Internet_of_Things


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1. Branded Experience:A brand experience is not simply the visual

identity. Its the tonality and totality of the entire brand experience for a

customer at any touchpoint. Any experience a user has with the business

is a brand experience, whether its reviewing product information

online, receiving live support from a call center, opening product

packaging, or learning about the product or service from friends. The


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brand experience should convey to users that its credible, reliable,

reputable, and that the company delivers on their promises. Brand

communications and transactions can make or break brand loyalty.

2. Comprehensive Experience:A comprehensive experience is one

that is both comprehendible and extensive. A comprehensible

experience is understandable, clear, uncluttered, properly labeled,

scannable, organized, categorized, and lacks ambiguity. If there is an

inordinate amount of corporate lingo, jargon, slang, or the messaging is

not relatable, the experience may not resonate with users. An extensive

experience provides users with a sense of completeness. Missing content

can leave users unfulfilled. For example, if users dont have enoughinformation about company offerings on a homepage or within

supporting pages, people may leave the site or delete the app.

3. Useful Experience:A useful experience satisfies user needs, makes

them feel empowered or productive, and helps them efficiently achieve

their end goals. This can be measured by their changes in behaviors,

actions, and performance or by other tangible means.4. Usable Experience:A usable experience is easy to use, intuitive,

findable, learnable, legible, consistent, and provides prompts and

feedback to communicate their progress in a system or process.

Usable experiences also:

Allow for forgiveness by allowing users to correct mistakesProvide accessibility for those with impairments

Functionally work on the targeted devices and browsers

Process Factors

When businesses provide systems for users to interact with, there are

typically four process steps to consider.


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1. Communications:The intersection between business goals and

content is communications. The branded content communicates

comprehensive messaging to engage users.

2. Reactions:Users react to these communications and quickly decide if

its something useful to them.

3. Actions:The reaction can motivate users to take action to fulfill a goal


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or perform a task. This could be prompted from a call to action, trigger,

task list, dashboard or by other means.

4. Transactions:User actions then translate into business transactions.

The types of transactions may include purchases, providing ratings on

products or services, customer loyalty registration, etc.

The CUBI Outer Ring

Once the CUBI Model was developed, I made the observation that user

experience disciplines, tasks, and methods matched with the major

components on the model forming a structured outer ring. This ring helps

indicate the potential tasks and efforts required to execute on the strategy. It

doesnt have to be daunting or disorderly.

Please note that there are too many user experience disciplines and tasksto

incorporate on this diagram.
http://uxpa-uk.org/resources/glossary-of-termshttp://savefrom.net/?url=http%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3Dg5k81wlyWbs&utm_source=safari&utm_medium=extensions&utm_campaign=link_modifierhttp://www.youtube.com/watch?v=g5k81wlyWbs


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For example, content development can potentially require content strategy,

subject matter expertise, and information architecture. To identify user goals

it may require user research methods such as surveys, contextual inquiry,

interviews, and usability testing.

Conclusion
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After months of research, peer reviews and study, I hope designers,

developers, and clients will find this an invaluable framework for projects to

help determine product viability and feasibility. Whether it's a mobile game,

healthcare software platform, or marketing website, engagement requires

detailed strategy and effective execution.

We welcome your thoughts and input on the CUBI UX Model. We also

encourage you to share this article with others to get their feedback. Look for

a future Nerderywebcast to further explain the model and how it can help

with your project success. Click here for more information about the CUBI

User Experience Model.
http://www.cubiux.com/http://www.nerdery.com/

cubi: a user experience model for project success | ux magazine

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