understanding user experience
TRANSCRIPT
How should our buttons look?
How many buttons appear on this screen?
Skeleton
Surface
How do we organize allpossible buttons?
How should our buttons look?
How many buttons appear on this screen?
Skeleton
Surface
STRUCTURE1
2 3
How should our buttons look?
How many buttons appear on this screen?
How do we organize all possible buttons?
Skeleton
Surface
1
2 3 Structure
What buttons do users need?
How should our buttons look?
How many buttons appear on this screen?
How do we organize all possible buttons?
Skeleton
Surface
1
2 3 Structure
SCOPE
How should our buttons look?
How many buttons appear on this screen?
How do we organize all possible buttons?
What buttons do users need?
Skeleton
Scope
Surface
1
2 3 Structure
Do users need buttons at all?
How should our buttons look?
How many buttons appear on this screen?
How do we organize all possible buttons?
What buttons do users need?
Do users need buttons at all?
Skeleton
Scope
Strategy
Surface
1
2 3 Structure
SURFACE
SKELETON
STRUCTURE
SCOPE
STRATEGY
1
2 3
SURFACE
SKELETON
STRUCTURE
SCOPE
STRATEGY
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2 3 Example
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SURFACE
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Options Menu
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Does this button affect all tabs, or just this one?
SKELETON
SURFACE
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Which tab would you choose to enable subtitles?
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SURFACE
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Is a menu the best way for users to adjust settings?
STRATEGY
VALUEOUTCOMES
CASE STUDY
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SurfaceFixes basic usability issues such as text that’s hard to read due to font size, color, or placement.
Users already familiar with the product becomes more efficient.
Microsoft BingChoosing a specific color blue over other lighter hues amounted to an additional $80 million in annual revenue.Reference: https://www.cnet.com/news/behind-bings-blue-links/
SURFACE
VALUEOUTCOMES
CASE STUDY
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SkeletonFixing the overall layout of a page will allow for better discoverability of content and features.
Users already invested are exposed to new offerings or features.
Neilson Norman GroupRegardless of screen size, the average difference in how users treat info above vs. below-the-fold is 84%.Reference: https://www.nngroup.com/articles/page-fold-manifesto/
SURFACE
SKELETON
VALUEOUTCOMES
CASE STUDY
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StructureDecide which features are presented with which services.
Interested customers further learn about your offerings and capabilities.
ExpediaRemoving one field from their registration process increasedprofits by $12 million. Reference: http://www.conversionvoodoo.com/blog/2011/11/expedia-deletes-one-field-from-their-registration-process-increases-profit-12m/
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VALUEOUTCOMES
CASE STUDY
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ScopePrioritize and truly align business goals with user goals, avoiding unnecessary investments.
Offer potential customers features they actually need.
Standish GroupNearly 80% of software costs occur during the maintenance phase.60% of the maintenance phase is due to rework because the user requirements were not clear in the beginning.Reference: http://info.humanfactors.com/acton/attachment/4167/4167:f-003b/1/%7B%7BEnv.MsgId%7D%7D/Bdc4167:f-003b/%7B%7BEnv.SrcId%7D%7D/%7B%7BEnv.RecId%7D%7D/
SURFACE
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VALUEOUTCOMES
CASE STUDY
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StrategyUnderstand how this product fits in the larger journey a user is taking with your organization.
Gain prospective customers by considering the rationals of your users.
InstagramStarted as a check-in app, similar to four square, in 2009.Cut everything except Photo, Comment, and Like in 2010.Sold to Facebook for $1 billion in 2012.Reference: http://www.theatlantic.com/technology/archive/2014/07/instagram-used-to-be-called-brbn/373815/
SURFACE
SKELETON
STRUCTURE
SCOPE
STRATEGY
1
2 3
How should our buttons look?
How many buttons appear on this screen?
How do we organize all possible buttons?
What buttons do users need?
Do users need buttons at all?
Skeleton
Scope
Strategy
Surface
1
2 3 Structure