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
© Elizabeth Rosenzweig, 2015
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?
© Elizabeth Rosenzweig, 2015
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.
© Elizabeth Rosenzweig, 2015
Bentley University
Smaller camera
Dry film
Roll film
One button- you push it we do the rest
Successful UX
© Elizabeth Rosenzweig, 2015
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
© Elizabeth Rosenzweig, 2015
Bentley University
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
© Elizabeth Rosenzweig, 2015
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
© Elizabeth Rosenzweig, 2015
Bentley University
Personas
• Demographics (who are they?)
• Goals (what are they trying to do?)
• Characteristics (how do they do it?)
• Needs
• Pain Points
© Elizabeth Rosenzweig, 2015
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
© Elizabeth Rosenzweig, 2015
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?
© Elizabeth Rosenzweig, 2015
Bentley University
Intermediate Product Goals by Persona
User Groups & Intermediate Strategic Goals
Goal Mom Marla Teenager TheoGrandpa
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
© Elizabeth Rosenzweig, 2015
Bentley University
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
© Elizabeth Rosenzweig, 2015
Bentley University
Discovery: Field Research
• Validate designs in the real world
• Greater customer insight
• Define user requirements
• Sparks innovation
© Elizabeth Rosenzweig, 2015
Bentley University
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
© Elizabeth Rosenzweig, 2015
Bentley University
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
© Elizabeth Rosenzweig, 2015
Bentley University
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
© Elizabeth Rosenzweig, 2015
Bentley University
Design & Evaluation: Eye Tracking
• Collects data about where participants are looking in real time
• Test with static images, websites, print media, video, or commercials
© Elizabeth Rosenzweig, 2015
Bentley University
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
© Elizabeth Rosenzweig, 2015
Bentley University
Tools & Intermediate Product Goals
Competitive analysis
Expert review
Focus groups
Usabilitytesting
SurveysWireframes
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 . Motivateconsumers to capture and share images
Tools and Goals
© Elizabeth Rosenzweig, 2015
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
© Elizabeth Rosenzweig, 2015
Bentley University
Thank you
Elizabeth Rosenzweig
Bentley User Experience Center, Bentley University
+1-781-891-2032
Questions and Answers
© Elizabeth Rosenzweig, 2015
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