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UX Lesson 1: User Centered Design

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Joan Lumanauw
Joan Lumanauw

This document provides an overview of user-centered design. It defines user experience as how a person feels when interacting with a system or product. It then explains that user-centered design is a multi-stage process that involves understanding users' needs through research, designing with the user in mind, and testing designs with real users. The document outlines the user-centered design process and its stages of discovery, definition, design, validation, development and launch. It concludes by listing the benefits of taking a user-centered approach, such as increasing user satisfaction, performance and credibility while reducing costs.

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MIRUM AGENCY 2014 Session1: USER-CENTERED DESIGNby Joan Lumanauw | May, 2015
Happy ? Delighted ? Frustrated ? Simply put, user experience is how a person feels when they are interacting with your system or product Campaign Website Software Social Media Microsite Brand Site Portals Mobile App Platforms Games User Experience? What is
MIRUM AGENCY 2014 So, if user experience is a feeling How do we “design” user experience?
Imagine we are given.. ~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
Common sense does.. Knives SpoonsForks ~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
Some of us might.. ~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000 DessertFork FishFork DinnerFork FondueFork OysterFork SaladFork ButcherKnife CheeseKnife ButterKnife DinnerKnife FishKnife BreadKnife SteakKnife CoffeeSpoon SoupSpoon DessertSpoon Sundaespoon Tablespoon Teaspoon Woodenspoon Knives SpoonsForks
What UX does.. ~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
True user experience Goes above and beyond giving the customers what they think they want
Well first, we need to understand a few basic rules The Fundamentals of User Experience
“This product is useful to me, it meets my needs” No. 1 Utility UX Design starts by being useful
People must be able to use it Usability “I am able to use this product easily” No. 2 Utility
“I love the design, the colours are great, this product makes me feel happy” No. 3 Desirability Utility Usability It gives added value
“My overall feelings about the brand is good. I love this brand” No. 4 BRANDEXPERIENCE Desirability Utility Usability It shapes a positive brand experience
BRANDEXPERIENCE Desirability Utility Usability Love the brand Added value Easy to use Product is useful To recap Great User Experience General Assembly: User Persona Module
Now that we know what a great user experience entails How do we achieve it?
Revise Design Decision Client likes it? YesNo Done I think the users.. My gut tells me.. Users probably think.. Well, it’s definitely not this way..
Because then this happens… What marketing requested How the project team understood it How the designer designed it How the developer build it What the customer really needed Image courtesy of: Dashi Blog – ITプロジェクトの実態とは！ / Posted on 02-22-2004 (Japanese, Internet Archive)
UCD is a multi-stage problem-solving process that not only requires designers to analyse and foresee how users are likely to use a product, but also to test the validity of their assumptions. User-Centered Design Introducing
Discover Define Design Validate Develop Doing Output Launch User-Centered Design Process
Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision Launch User-Centered Design Process
Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Launch User-Centered Design Process
Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Launch User-Centered Design Process
Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Launch Core Mechanism User-Centered Design Process
Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Launch Core Mechanism User-Centered Design Process Requirement Gathering User Flow Feature Analysis Task Analysis
Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Launch Core Mechanism User-Centered Design Process Requirement Gathering UX Design User Flow Feature Analysis IA UI Task Analysis Sitemap & Prototype
Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Usability Testing Validated Prototype Real Users Launch Core Mechanism User-Centered Design Process Requirement Gathering UX Design Feature Analysis IA UI Task Analysis Sitemap & Prototype User Flow
Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Core Mechanism Usability Testing Validated Prototype Real Users Launch User-Centered Design Process Requirement Gathering UX Design Feature Analysis IA UI Task Analysis Sitemap & Prototype User Flow
Discover Define Design Validate Develop Stakeholder Interview Business Requirement Doing Output User Research Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Personas Needs Triggers Motivations Goals Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Usability Testing Validated Prototype Production Graphic Design Code Launch Real Users Real Users Core Mechanism User-Centered Design Process Requirement Gathering UX Design Feature Analysis IA UI Task Analysis Sitemap & Prototype User Flow
Discover Define Design Validate Develop Stakeholder Interview Business Requirement Doing Output User Research Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Personas Needs Triggers Motivations Goals Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Requirement Gathering UX Design Sitemap Task Analysis UI Wireframe Prototype Usability Testing Validated Prototype Production Graphic Design Code Launch Real Users Real Users Core Mechanism Feature Analysis User-Centered Design Process
Increases Exposure Increase traffic/ audience size Increase return visitors Increase visits from search Improves Performance Reduce number of user errors Increase ease of use Increase ease of learning Improves Credibility Increase user satisfaction Increase trust in the system Increase number of visits referral Reduces Resource Burden Reduce development costs Reduce development time Reduce maintenance costs Reduce redesign costs Decrease support costs ROI of User-Centered Design
MIRUM AGENCY 2014 Thank you ANY QUESTIONS?

More Related Content

UX Lesson 1: User Centered Design

  • 1. MIRUM AGENCY 2014 Session1: USER-CENTERED DESIGNby Joan Lumanauw | May, 2015
  • 2. Happy ? Delighted ? Frustrated ? Simply put, user experience is how a person feels when they are interacting with your system or product Campaign Website Software Social Media Microsite Brand Site Portals Mobile App Platforms Games User Experience? What is
  • 3. MIRUM AGENCY 2014 So, if user experience is a feeling How do we “design” user experience?
  • 4. Imagine we are given.. ~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 5. Common sense does.. Knives SpoonsForks ~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 6. Some of us might.. ~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000 DessertFork FishFork DinnerFork FondueFork OysterFork SaladFork ButcherKnife CheeseKnife ButterKnife DinnerKnife FishKnife BreadKnife SteakKnife CoffeeSpoon SoupSpoon DessertSpoon Sundaespoon Tablespoon Teaspoon Woodenspoon Knives SpoonsForks
  • 7. What UX does.. ~ images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 8. True user experience Goes above and beyond giving the customers what they think they want
  • 9. Well first, we need to understand a few basic rules The Fundamentals of User Experience
  • 10. “This product is useful to me, it meets my needs” No. 1 Utility UX Design starts by being useful
  • 11. People must be able to use it Usability “I am able to use this product easily” No. 2 Utility
  • 12. “I love the design, the colours are great, this product makes me feel happy” No. 3 Desirability Utility Usability It gives added value
  • 13. “My overall feelings about the brand is good. I love this brand” No. 4 BRANDEXPERIENCE Desirability Utility Usability It shapes a positive brand experience
  • 14. BRANDEXPERIENCE Desirability Utility Usability Love the brand Added value Easy to use Product is useful To recap Great User Experience General Assembly: User Persona Module
  • 15. Now that we know what a great user experience entails How do we achieve it?
  • 16. Revise Design Decision Client likes it? YesNo Done I think the users.. My gut tells me.. Users probably think.. Well, it’s definitely not this way..
  • 17. Because then this happens… What marketing requested How the project team understood it How the designer designed it How the developer build it What the customer really needed Image courtesy of: Dashi Blog – ITプロジェクトの実態とは！ / Posted on 02-22-2004 (Japanese, Internet Archive)
  • 18. UCD is a multi-stage problem-solving process that not only requires designers to analyse and foresee how users are likely to use a product, but also to test the validity of their assumptions. User-Centered Design Introducing
  • 19. Discover Define Design Validate Develop Doing Output Launch User-Centered Design Process
  • 20. Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision Launch User-Centered Design Process
  • 21. Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Launch User-Centered Design Process
  • 22. Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Launch User-Centered Design Process
  • 23. Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Launch Core Mechanism User-Centered Design Process
  • 24. Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Launch Core Mechanism User-Centered Design Process Requirement Gathering User Flow Feature Analysis Task Analysis
  • 25. Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Launch Core Mechanism User-Centered Design Process Requirement Gathering UX Design User Flow Feature Analysis IA UI Task Analysis Sitemap & Prototype
  • 26. Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Usability Testing Validated Prototype Real Users Launch Core Mechanism User-Centered Design Process Requirement Gathering UX Design Feature Analysis IA UI Task Analysis Sitemap & Prototype User Flow
  • 27. Stakeholder Interview Discover Define Design Validate Develop Doing Output Business Requirement Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Research User Personas Needs Triggers Motivations Goals Real Users Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Core Mechanism Usability Testing Validated Prototype Real Users Launch User-Centered Design Process Requirement Gathering UX Design Feature Analysis IA UI Task Analysis Sitemap & Prototype User Flow
  • 28. Discover Define Design Validate Develop Stakeholder Interview Business Requirement Doing Output User Research Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Personas Needs Triggers Motivations Goals Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Usability Testing Validated Prototype Production Graphic Design Code Launch Real Users Real Users Core Mechanism User-Centered Design Process Requirement Gathering UX Design Feature Analysis IA UI Task Analysis Sitemap & Prototype User Flow
  • 29. Discover Define Design Validate Develop Stakeholder Interview Business Requirement Doing Output User Research Success Metrics Target Audience Goals & Objectives Competitors Brand Vision User Personas Needs Triggers Motivations Goals Creative Ideation Idea Campaign/ Product Source User Journey Experience Mapping CTA Requirement Gathering UX Design Sitemap Task Analysis UI Wireframe Prototype Usability Testing Validated Prototype Production Graphic Design Code Launch Real Users Real Users Core Mechanism Feature Analysis User-Centered Design Process
  • 30. Increases Exposure Increase traffic/ audience size Increase return visitors Increase visits from search Improves Performance Reduce number of user errors Increase ease of use Increase ease of learning Improves Credibility Increase user satisfaction Increase trust in the system Increase number of visits referral Reduces Resource Burden Reduce development costs Reduce development time Reduce maintenance costs Reduce redesign costs Decrease support costs ROI of User-Centered Design
  • 31. MIRUM AGENCY 2014 Thank you ANY QUESTIONS?