introduction to user experience for internet company
Post on 18-Oct-2014
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DESCRIPTION
An introduction to User Experience for new employees of Internet company. Case studies and reasoning on why we need to have a User Experience team.TRANSCRIPT
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
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
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
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
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 !