Successful User Experience: Strategies and Roadmaps

Successful User Experience:

Strategies and Roadmaps

Elizabeth RosenzweigBentley User Experience Center

Bentley University USA

© Elizabeth Rosenzweig, 2015

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© Elizabeth Rosenzweig, 2015

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Usability and User Experience


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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?


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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.


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Unsuccessful UX: USA 2000 Voting


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Punch Card Ballot


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Butterfly Ballot


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Example: UX of Photography


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Kodak Camera

Mobile device of 1888


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Smaller camera

Dry film

Roll film

One button- you push it we do the rest

Successful UX


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Successful UX Process


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Examples of Successful UX Today


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Goals and Strategic Models


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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


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Strategic Model: Digital Photography

Long Term Product Goals Intermediate Product Goals

Def

ine

the

stra

tegi

es

1. Create easy to use image capture devices

2. Help consumers organize and share their images

4. Motivate consumers to capture and share images

3. Create new opportunities for people to connect through images

Create opportunities for people to share

experiences through images


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Personas and Use Cases


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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


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Personas

• Demographics (who are they?)

• Goals (what are they trying to do?)

• Characteristics (how do they do it?)

• Needs

• Pain Points


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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


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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?


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Digital Photography Persona 1


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Intermediate Product Goals by Persona

User Groups & Intermediate Strategic Goals

Goal Mom Marla Teenager TheoGrandpa

George

1. Create easy to use image capture device



4 . Motivate consumers to capture and share images


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Tools and Methodologies


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Discovery

• Field research

• Focus groups

• Personas & Use cases

• Online surveys

Design and Evaluation

• Expert review

• Card sorting

• Wireframes/Interaction design

• Usability testing

• Eye tracking

Benchmarking

• Large-scale UX studies

• Accessibility evaluations

UX Cycle: Methods and Tools


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Discovery: Field Research

• Validate designs in the real world

• Greater customer insight

• Define user requirements

• Sparks innovation


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Discovery: Focus Groups

• Explore design concepts with a group of targeted customers or prospects

• Compare design alternatives, early prototypes, and wire frames

• Group activities might include sketching, card sorting, or paired-comparisons


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Design & Evaluation: Expert Reviews

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

• Evaluation based on common use scenarios and targeted users

• Focus on navigation, terminology, information hierarchy, and consistency (visual and interaction)

• Major usability issues are identified with rationale and design recommendations


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Design & Evaluation: Usability Testing

• 1:1 sessions

• Task-based oropen exploration

• Qualitative insights through think-aloud protocol and probing questions

• Collect data on task success, completion times, ease ratings, and overall scorecards

• Testing in lab setting, remote, or in the field


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Design & Evaluation: Eye Tracking

• Collects data about where participants are looking in real time

• Test with static images, websites, print media, video, or commercials


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Design & Evaluation: Wireframe/Interaction Design

• Detailed early designs representing core structural elements of design

• Allow for quick evaluation of design foundation without requiring significant development effort

• Review navigation and information architecture


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Tools & Intermediate Product Goals

Competitive analysis

Expert review

Focus groups

Usabilitytesting

SurveysWireframes

Social media

Personas

1. Create easy to use image capture device



4 . Motivateconsumers to capture and share images

Tools and Goals


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Success Stories


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NHC Landing Page- original


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Click 1


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Click 2


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Click 3


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Click 4


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Click 5


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Click 6


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New Landing page


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Summary


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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


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Thank you

Elizabeth Rosenzweig

Bentley User Experience Center, Bentley University

[email protected]

+1-781-891-2032

Questions and Answers


mailto:[email protected]

Successful User Experience: Strategies and Roadmaps

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