Ux presentation
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Transcript of Ux presentation
*me
*What is User Experience?
*What is User Experience?
*…user interface design
*…a step in the process
*…about technology*…just about usability
*…just about the user*…expensive*…easy*…the role of just one person/department
*…a single discipline isn’t
*“Supposing is
good, finding out is better” Mark Twain
James
‘I just want to buy what I need and get out’
Key goals We must
We must notBehaviours
• Knows what he wants to buy
• Avoid spending time browsing
• Get something balanced between price and quality (look is not important)
• Clearly show key features of each product
• Provide easy comparison between products
• Show him relevant offers
• Gets bored shopping and easily frustrated
• Wants tried and trusted products
• Happy to let others do the thinking for him
• Easily influenced by discounts
• Don’t focus on fluffy descriptions of products
• Don’t overwhelm him with choice
*personas
*user tasks and journeys
Destination Date / time Price Confirmation
“I’m not necessarily after the cheapest, it’s a combination of things”
Departure airport
Specifics
Book tickets
“I must have an aisle seat”
“There are a few airports I could fly from”
“I can be flexible with dates, but I’d prefer not to
get up too early. And I need to Liaise with my
sister in New York”
“Normally I just want to book the flights and none of the shows or museum trips, but I do like to see what’s going on”
“I won’t look at the email again until just before I travel”
Users need to easily move between these different options in order to make
an informed and confident decision. Other people are often involved
in the date / time discussion.
Katharine, 29I want a hassle free trip to New York to spend time with my sister and go shopping.
Must have an aisle seat, must not get up to early.
Goal: To book a flight to New York in July
ConfirmationBasket Delivery details
Existing customer
New customer
Add product to basket
List of selected items and quantities
Edit basket
Selectcheckout
option
Login
Enter name and email address
Enter address
Select save name and address
Add new name and address
New or existing Payment
Enter credit card details
NotesSeveral existing customers find it easier to checkout as a new customer as they don’t remember their username and password and find managing address fiddly. We should aim to make this much simply with the next release and enhance the process for repeat customers.
Confirm
Goal: To purchase items in my basket
90% 73% 54% 22% 8%
Why do people leave the checkout?
Why do 90% leave from Basket
Call to action unclear
Miss-communication with wording
Why do 73% leave from Sign In/ Register
Users unsure of option
Do not want to create account
Why do 54% leave from Delivery
Have to re-enter address
Bad form design
Why do 22% leave from Payment
Do not accept paypal
Do not agree with delivery cost
Basket
Sign in/ Register
Delivery
PaymentConfirmation
*Putting It Into Practice
*How can we increase site
stickiness?
*polite computing
- Interested in me (remembers my preferences)
- Perceptive (makes good guesses at what information I’ll want next)
- Forthcoming (doesn’t hold back useful information)
- Self-confident (doesn’t keep asking me annoying questions)
- Responsive (discrete – not too demanding)
- Forgiving (If you make a mistake it lets you undo)
- Not a show-off (doesn’t clutter with showy controls)
- Focused (too many choices become a burden)
- Fudgeable (allows the user to partially complete)
*“If we want users to like our software we should design it to behave like a likable person:
respectful, generous and
helpful.” Alan Cooper
*But don’t go too far!
*site extensions - extensions empower your users
- extensions increase ‘site stickiness’
- extensions establish
credibility and exhibit
confidence
*voting
- people understand voting
- voting promotes trust and
believability - voting enables the
community to decide what it
feels is important
*customization - customization allows for self-expression - customization increases sense of
ownership - customization is a
differentiator
*gamification
*what is gamification?
A thing ->
Add game mechanics ->
The thing now has a new layer of fun it didn’t before ->
People are more likely to engage with that thing
*“motivating human behavior through psychology”
* Appropriate
challenges
* Variable rewards
* Pattern recognition
* Curiosity
* Reputation & identity
* Social proof
* Surprise
* Status
* Feedback loops
*“make the easy,
easy and the difficult
possible”
*“sustaining passionate users takes more than
delightful experiences”
“continually generate more of the
emotion I am here for”
“give users senses of connection,
wonder & global engagement”
“care, feed and nurture over time”
“writers design the emotional space
between characters, User Experience
designs for the emotional space
between user and application”
*What is User Experience?
* It is the system
* It is the process
* It is about behavior
* It is about value
* It is about context
* It is flexible
* It is a balancing act
* It is a culture
* It is a collaboration
*“there are many methodologies for
User Experience Design yet they all
have one thing in common….Users’
interests are at the centre of all
activities”