Successful User Experience:

Strategies and Roadmaps Elizabeth Rosenzweig Bentley User Experience Center

Bentley University USA

Bentley University

* What is Usability? * What makes a Successful User Experience? * Voting Example * Goals and how to use them * Aligning Goals to create Roadmaps * Persona and Use Cases * Tools and Methodologies * Success Stories * Q & A

Agenda

Bentley University

Bentley University

Usability and User Experience

Bentley University

Usability

* Good User Experience is the differentiating factor, to move design and development to the next level

* Answers the question:

Can the device and apps be used by a human being?

Bentley University

Usability

* Usability is the ease of use and learning in a human-made object. This is done by matching these objects more closely with user needs and requirements.

Bentley University

Unsuccessful UX: USA 2000 Voting

Bentley University

Punch Card Ballot

Bentley University

Butterfly Ballot

Bentley University

Example: UX of Photography

Bentley University

Kodak Camera

Mobile device of 1888

Bentley University

* Smaller camera * Dry film * Roll film

*One button- you push it we do the rest

Successful UX

Bentley University

Bentley University

Successful UX Process

Bentley University

Examples of Successful UX Today

Bentley University

Goals and Strategic Models

Bentley University

Goals

* User Goals- focus on the person using the object * Product Goals- focus on the functional specifications of the object

* Business Goals- focus on the market and revenue goals the company has for the product

Bentley University

Strategic Model: Digital Photography

Long Term Product Goals Intermediate Product Goals

Defin

e the strategies

1. Create easy to use image capture devices

2. Help consumers organize and share their images

4. MoDvate consumers to capture and share images

3. Create new opportuniDes for people to connect through images

Create opportuniDes for people to share experiences

through images

Bentley University

Personas and Use Cases

Bentley University

Personas and Use Cases

* Personas focus on the human aspects of the users * Case studies bring in the user, environment, technology and activity. * Together they provide the context of use

Bentley University

Personas

Demographics (who are they?) Goals (what are they trying to do?) Characteristics (how do they do it?) Needs Pain Points

Bentley University

Use Cases

* High Level Use Cases describe what the user is doing, how they do it and why.

* Detailed Use Cases describe the steps that the user takes to accomplish their goals and do what they need/want to do

As a persona I want to perform some actions So that I can reach my goal

Bentley University

Persona and Use Cases

* Personas define user goals, characteristics, strengths and limitations * Use case provides the context: * What is the persona trying to accomplish (what are their

goals) * What problem is the use case solving? * What are the challenges and successes?

Bentley University

Digital Photography Persona 1

Bentley University

Digital Photography Persona 2

Bentley University

Digital Photography Persona 3

Bentley University

Intermediate Product Goals by Persona

User Groups & Intermediate Strategic Goals

Goal Mom Marla Teenager Theo Grandpa George

1. Create easy to use image capture device

2. Help consumers organize and share their images

3. Create new opportunities for people to connect through images

4 . Motivate consumers to capture and share images

Bentley University

Tools and Methodologies

Bentley University

Discovery Field research Focus groups Personas & Use cases Online surveys

Design and Evalua9on Expert review Card sorDng Wireframes/InteracDon design Usability tesDng Eye tracking

Benchmarking Large-scale UX studies Accessibility evaluaDons

UX Cycle: Methods and Tools

Bentley University

Discovery: Field Research

Validate designs in the real world Greater customer insight Define user requirements Sparks innovaDon

Bentley University

Discovery: Focus Groups

Explore design concepts with a group of targeted customers or prospects

Compare design alternaDves, early prototypes, and wire frames

Group acDviDes might include sketching, card sorDng, or paired-comparisons

Bentley University

Design & Evalua9on: Expert Reviews

Evaluate the user experience of any product or system based on industry-wide best pracDces

EvaluaDon based on common use scenarios and targeted users

Focus on navigaDon, terminology, informaDon hierarchy, and consistency (visual and interacDon)

Major usability issues are idenDfied with raDonale and design recommendaDons

Bentley University

Design & Evalua9on: Usability Tes9ng

1:1 sessions

Task-based oropen exploraDon

QualitaDve insights through think-aloud protocol and probing quesDons

Collect data on task success, compleDon Dmes, ease raDngs, and overall scorecards

TesDng in lab se]ng, remote, or in the field

Bentley University

Design & Evaluation: Eye Tracking

Collects data about where parDcipants are looking in real Dme

Test with staDc images, websites, print media, video, or commercials

Bentley University

Design & Evalua9on: Wireframe/Interac9on Design

Detailed early designs represenDng core structural elements of design

Allow for quick evaluaDon of design foundaDon without requiring significant development effort

Review navigaDon and informaDon architecture

Bentley University

Tools & Intermediate Product Goals

Competitive analysis

Expert review

Focus groups

Usability testing

Surveys

Wireframes

Social media

Personas

1. Create easy to use image capture device

2. Help consumers organize and share their images

3. Create new opportunities for people to connect through images

4 . Motivate consumers to capture and share images

Tools and Goals

Bentley University

Success Stories

Bentley University

NHC Landing Page- original

Bentley University

Click 1

Bentley University

Click 2

Bentley University

Click 3

Bentley University

Click 4

Bentley University

Click 5

Bentley University

Click 6

Bentley University

New Landing page

Bentley University

Bentley University

Bentley University

Bentley University

Bentley University

Summary

Bentley University

* Includes Product, Business and User Goals * Personas and Use cases to better understand the person using the object * Evaluation to collect data, Iteration to improve on design

Successful User Experience

Bentley University

Thank you Elizabeth Rosenzweig Bentley User Experience Center, Bentley University erosenzweig@bentley.edu +1-781-891-2032

Questions and Answers