Understanding User Experience Design & Why It Matters
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This document provides an overview of user experience design. It begins with a slide introducing the topic and defining user experience as encompassing all aspects of a customer's interaction with a company, its services, and products. It then discusses several user experience thought leaders including Don Norman and Jesse James Garrett. Norman describes user experience as meeting customer needs without fuss while Garrett defines it as designing anything with human experience and engagement as explicit goals. The document emphasizes that user experience requires a seamless merging of multiple disciplines. It also notes that startups are seeking generalist user experience professionals who can fill multiple roles. Overall, the document introduces key concepts in user experience design and thought leaders in the field while emphasizing the cross-disciplinary nature of creating
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Understanding User Experience Design & Why It Matters
- 1. Understanding User Experience Design
- 3. Obligatory slide proving you should listen to me. • I am a comic book character. Drawn by Sam Keith, the first sandman artist. Geeks bow before me. • Yes, I know Wolfgang Puck. But not well enough to call him Wolfie • I am an avatar. You can be too. • My child eats broccoli willingly. Lots of broccoli. • Look, you did read the program description, right?
- 4. Who are you and what do you want?
- 5. What is user experience?
- 7. What experience do you love? •What is it? •Why do you love it? •What’s your favorite part?
- 11. Don Norman "User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products. 11
- 12. Don Norman The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. 12
- 14. Don Norman Next comes simplicity and elegance that produce products that are a joy to own, a joy to use. True user experience goes far beyond giving customers what they say they want, or providing checklist features. 14
- 16. Don Norman In order to achieve high- quality user experience in a company's offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, g raphical and industrial design, and interface design. 16
- 17. jesse james garrett -Jesse James Garrett 17
- 18. jesse james garrett User Experience Design: the design of anything independent of medium or across [device] with human experience as an explicit outcome and human engagement as an explicit goal -Jesse James Garrett 18
- 19. Historically, online we’ve had:
- 21. GRAPHIC DESIGN
- 24. User Researcher Front-end Developer
- 25. Startups are seeking 25
- 26. They settle for
- 27. Too big? USER EXPERIENCE IS BIG
- 28. 28 dan saffer
- 30. Today Launch • We’ll discuss most of it, focusing on JJG’s definition • It is big. You will suck if you try to do it all. • That is AWESOME • Not trying=failing • Find your love. Follow it. 30
- 32. Business is from Mars, Design from Venus Deductive Reasoning Abductive Reasoning “Traditional firms utilize and “Designers value highly a reward the use of two kinds third type of logic: abductive of logic. The reasoning. Abductive first, inductive, entails reasoning, as described by proving through observation Darden professor Jeanne that something actually Liedtka, embraces the logic works. The of what might be. second, deductive, involves proving -- through reasoning This style of thinking is from principles -- that critical to the creative something must be.” process.” http://www.businessweek.com/innovate/content/aug2005/di20050803_823317.htm
- 33. Designers can make great leaps forward
- 34. But the business folks can be left behind
- 35. How many have you thought about a client or a boss “That’s a moronic idea” Can you build a bridge to their goal?
- 37. Yes, and AND 7
- 38. Step Back Think Organize Proceed The Inner Game of Stress: Outsmart Life's Challenges and Fulfill Your Potential by W. Timothy Gallwey 8
- 39. Tools for Thinking • Clarification: Do I understand what you are saying? • Understanding: Do I understand your thinking • Context: Do I understand the world we are acting in? • Evidence: What tells me this is right?
- 40. For Clarification, try Active Listening • Repeat • Paraphrase • Extend
- 41. For Understanding, try Five Whys
- 42. Five Whys My car will not start. (the problem) Why? - The battery is dead. (first why) Why? - The alternator is not functioning. (second why) Why? - The alternator belt has broken. (third why) Why? - The alternator belt was well beyond its useful service life and has never been replaced. (fourth why) Why? - I have not been maintaining my car according to the recommended service schedule. (fifth why, a root cause) Why? - Replacement parts are not available because of the extreme age of my vehicle. (sixth why, optional footnote)
- 43. A little about Markets CONTEXT
- 45. Why the one word? • Opportunity • Brand Completeness • Blocking competition • Raising money • Curiosity
- 46. Types of Opportunities/Ideas Better Cheaper Niche New I can do it I can do it I can do it You never better cheaper for you knew you needed it
- 47. How big is the opportunity? Total Available Market (TAM) • How many people would want/need the product? Total Available • How large is the market Market (TAM) be (in $’s) if they all bought? • How many units would that be? How Do I Find Out? • Industry Analysts – Gartner, Forrester • Wall Street Analysts – Goldman, Morgan
- 48. How big is my slice? Served Available Market (SAM) • How many people need or Served can use product? Total Available Available • How many people have Market Market (TAM) the money to (SAM) buy the product • How large would the market be (in $’s) if they all bought? • How many units would that be? How Do I Find Out? • Talk to potential customers
- 49. Your idea is worthless alone Idea Execution Timing Dumb Luck
- 50. What business will you be in? MARKETS
- 51. Customer Development Customer Development Customer Customer Customer Company Discovery Validation Creation Building Steven Gary Blank, Four Steps to the Ephinany
- 52. Who are your customers? • How many of them are there? • Are they price sensitive? • How big is their problem? • How often do they have the problem? • How do they solve it today?
- 53. New Product Conundrum • New Product Introductions sometimes work, yet sometimes fail – Why? – Is it the people that are different? – Is it the product that are different? • Perhaps there are different “types” of ventures?
- 54. Three Types of Markets Existing Market Resegmented New Market Market • Who Cares? • Type of Market changes EVERYTHING • Sales, marketing and business development differ radically by market type
- 57. Competing in an Existing Market • Faster/Better • High end • Somewhere else
- 58. Resegmented
- 59. Gap’s new entry
- 60. Competing by resegmenting • Niche = marketing/branding driven • Cheaper = low end
- 61. New Market?
- 62. New New Existing Resegmented
- 63. New Market • Cheaper/good enough can create a new class of product/customer • Innovative/never existed before
- 65. John Gourville, Eager Sellers and Stony Buyers (2006)
- 66. Deadpool
- 67. Type of Market Changes Everything Existing Resegment New Market ed Market Market • Market • Sales • Customers – Market Size – Sales Model • Needs – Cost of Entry – Margins • Adoption – Sales Cycle – Launch Type – Chasm Width – Competitive • Finance Barriers • Ongoing Capital – Positioning • Time to Profitability
- 68. Choose your idea stupid The holy grail Ability to provide unique product bankrupt compete on price or service Value to customer From Guy Kawasaki, Art of the Start
- 69. Who are your customers? What is your market? How big is the opportunity? Exercise WHAT IS YOUR IDEA?
- 70. How do we make money? BUSINESS MODELS
- 72. Business creates value for which they receive money Money allows them the resources to provide value
- 74. Who are you users? WHAT DO YOU USERS HAVE TO DO?
- 75. Marketplace Model Advertising Model Affiliate Model Community Model Subscription Model
- 76. I have always been a woman who arranges things, for the pleasure–and the profit–it derives. I have always been a woman who arranges things, like furniture and daffodils and lives. Marketplaces bring buyers and sellers together and facilitate transactions. They can play a role in business-to-business (B2B), business- to-consumer (B2C), or consumer-to- consumer (C2C) markets. Usually a marketplace charges a fee or commission for each transaction it enables.
- 78. Can I trust I want the this seller? best price! I want to find things! I’ll go where the buyers are Users must find products, evaluate seller, and make a purchase
- 79. Advertising Model The web advertising model is an update of the one we’re familiar with from broadcast TV. The web “broadcaster” provides content and services (like email, IM, blogs) mixed with advertising messages. The advertising model works best when the volume of viewer traffic is large or highly specialized.
- 81. Users must: • Notice advertising • Interact with ad Preconditions: User must visit advertising location Share their demographic information Types: CPM CPC CPA
- 82. Community Model The viability of the community model is based on user loyalty. Revenue can be based on the sale of ancillary products and services or voluntary contributions; or revenue may be tied to contextual advertising and subscriptions for premium services. The Internet is inherently suited to community business models and today this is one of the more fertile areas of development, as seen in rise of social networking. Open Source Red Hat, OpenX Open Content Wikipedia, Freebase
- 84. Users need to • Create an identity • Connect with other users • Build a reputation • Create and share content/work/etc Users must care
- 85. Subscription Model Users are charged a periodic— daily, monthly or annual—fee to subscribe to a service. It is not uncommon for sites to combine free content with “premium” (i.e., subscriber- or member-only) content. Subscription fees are incurred irrespective of actual usage rates. Subscription and advertising models are frequently combined. Content Services Software as a Service Internet Services Providers
- 87. User must: • Able to evaluate the offering • Subscribe and unsubscribe to offering • Realize value offered
- 88. Combos Advertising Community
- 89. Combos Advertising Community Subscription
- 90. Combos Marketplace Community Affiliate
- 91. Prioritize and Sequence Pattern: Wikipedia: User gets value Looks up content User returns, gets more Keeps finding more value content User reciprocates Sees error, corrects User adds content User donates User contributes money
- 92. Marketplace Model Advertising Model Affiliate Model Community Model Subscription Model Exercise HOW DO YOU MAKE MONEY?
- 93. 10 Questions 1. Exactly what problem will 6. Why now? (market window) this solve? (value 7. How will we get this product proposition) to market? (go-to-market 2. For whom do we solve that strategy) problem? (target market) 8. How will we measure 3. How big is the opportunity? success/make money from (market size) this product? 4. What alternatives are out (metrics/revenue strategy) there? (competitive 9. What factors are critical to landscape) success? (solution 5. Why are we best suited to requirements) pursue this? (our 10. Given the above, what’s the differentiator) recommendation? (go or no- go) Marty Cagen http://www.svpg.com/blog/files/assessing_product_opportunities.html
- 94. Questions? @cwodtke cwodtke@eleganthack.com
Editor's Notes
- Doodles are the fun, surprising, and sometimes spontaneous changes that are made to the Google logo to celebrate holidays, anniversaries, and the lives of famous artists, pioneers, and scientists.How did the idea for doodles originate? In 1998, before the company was even incorporated, the concept of the doodle was born when Google founders Larry and Sergey played with the corporate logo to indicate their attendance at the Burning Man festival in the Nevada desert. They placed a stick figure drawing behind the 2nd "o" in the word, Google, and the revised logo was intended as a comical message to Google users that the founders were "out of office." While the first doodle was relatively simple, the idea of decorating the company logo to celebrate notable events was born.Two years later in 2000, Larry and Sergey asked current webmaster Dennis Hwang, an intern at the time, to produce a doodle for Bastille Day. It was so well received by our users that Dennis was appointed Google's chief doodler and doodles started showing up more and more regularly on the Google homepage. In the beginning, the doodles mostly celebrated familiar holidays; nowadays, they highlight a wide array of events and anniversaries from the Birthday of John James Audubon to the Ice Cream Sundae.Over time, the demand for doodles has risen in the U.S. and internationally. Creating doodles is now the responsibility of a team of talented illlustrators (we call them doodlers) and engineers. For them, creating doodles has become a group effort to enliven the Google homepage and bring smiles to the faces of Google users around the world.How many doodles has Google done over the years? The team has created over 1000 doodles for our homepages around the world.Who chooses what doodles will be created and how do you decide which events will receive doodles? A group of Googlers get together regularly to brainstorm and decide which events will be celebrated with a doodle. The ideas for the doodles come from numerous sources including Googlers and Google users. The doodle selection process aims to celebrate interesting events and anniversaries that reflect Google's personality and love for innovation.Who designs the doodles? There is a team of illustrators (we call them doodlers) and engineers that are behind each and every doodle you see.How can Google users/the public submit ideas for doodles?The doodle team is always excited to hear ideas from users - they can email proposals@google.com with ideas for the next Google doodle. The team receives hundreds of requests every day so we unfortunately can't respond to everyone. But rest assured that we're reading them :)
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