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    Designing for Interaction isSetting objectives: Determining the target audiences,intended users, and success criteria is central to alldesign and user participation.

    U nderstanding audience: A commitment to understandand involve the intended visitor is essential to the designprocess. If you want a user to understand your solution,you must first understand the audience.

    U nderstanding the alternatives: S uperior designrequires ongoing awareness of the competition and i tscustomers. Once you understand your visitors' tasks, youmust test those same tasks against competitivealternatives and compare their results with yours.

    D esigning the total user experience: Everything avisitor sees and touches is designed together by amultidisciplinary team.

    E valuating designs: User feedback is gathered early

    and often, using prototypes of widely ranging f idelity, andthis feedback drives solution design and development.

    C ontinual user observation : T hroughout the life of theredesign, continue to monitor and listen to your users,and let their feedback inform your responses to yourredesign efforts.

    Design thetotal user

    experience

    Understandthe

    alternatives

    Evaluate designs

    Understand visitors

    IxDIxDstepssteps

    S etting objectivesS etting objectives

    Continual user observation

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    A methodology typically focuses on

    teaming, gathering and validating

    requirements in a non-invasive matter.

    It identifies high impact initiatives with the

    largest ROI or best strategic fit.

    It employs best practices from ourselvesand from our learnings with others.

    3. Low-level design

    4. Implementation

    Business Strategy

    Digital Branding

    System/platformDesign

    Information Design

    Interface Design

    Environment Definition

    Technical Architecture

    Content Integration

    Design Implementation

    Technology Integration

    5 . Deployment& Feedback

    Initiative Launch

    Initiative Metrics

    Initiative Management

    2 . High-level design

    1. IntentApproach DevelopmentInnovation Workshops

    Strategy

    DesignTechnology

    Innovation

    IxD is integrated, iterative and accelerated through theuse of specialized tools and methods

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    A Framework for Digital Branding

    Brand Experience Assessment

    V i s i t o r N e e

    d s / G o a

    l s

    B r a n d

    A t t r i b u t e

    A l i g n m e n

    t

    C r o s s

    C h a n n e l

    E x p e r

    i e n c e

    O n l

    i n e C

    h a n n e l

    E x p e r

    i e n c e

    S e r v i c e

    P r o c e s s

    L o y a

    l t y P

    r o g r a m s

    E x p e r i e n c e

    A s s e s s m e n

    t

    Brand ExperienceDesign

    E x p e r

    i e n c e

    S c e n a r i o s

    I n f o r m a

    t i o n

    A r c

    h i t e c t u r e

    W i r e - f r a m e

    D e s

    i g n

    B r a n d e d

    I n t e r f a c e

    D e s

    i g n

    U s a

    b i l i t y

    V e r

    i f i c a

    t i o n

    P r o

    t o t y p e

    B r a n

    d E x p e r i e n c e

    B l u e p r i n

    t

    E x i s t

    i n g C a p a b

    i l i t i e s

    X C I n t e g r a

    t i o n

    P r o c e s s

    I m p a c t s

    G o v e r n a n c e

    T e c h n o l o g y

    A l i g n m e n

    t

    P r o

    j e c t A

    s s e t

    L e v e r a g e

    I m p

    l e m e n

    t a t i o n

    R o a

    d m a p

    Brand ExperienceImplementation

    B r a n d

    H e a

    l t h M e a s u r e s

    V i s i t o r L o y a l

    t y

    S a l e s

    / R e v e n u e

    C h a n n e

    l P e r

    f o r m a n c e

    L o y a

    l t y P

    r o g r a m

    U s a g e

    R O I

    E x p e r i e n c e

    S u c c e s s

    R e p o r t i n g

    Brand ExperienceManagement

    Experience Improvement Continuum

    Interest Generation Browse / Research T ransact S ervice S upport Expansion> > > > >

    Maximizing the experience, from interest to completing transaction, the brandedcustomer experience is realized through the following methodology.

    W hats missing?T he authenticity that socialmedia trends bring to thebranded conversation. T his

    model is old and doesntreflect that dynamic.

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    R egarding innovation: The Core

    focus of our processesRedefining the specifications of design solutions which can lead to betterguidelines for traditional design activities (graphic, industrial, architectural, web,etc.);

    Incremental Innovations, Best Practices, Asset or C omponent-basedSolutions

    Exploring possibilities and constraints by focusing critical thinking skills toresearch and define problem spaces for existing products or servicesor thecreation of new categories;

    Breakthrough Innovations

    M anaging the process of exploring , defining , creating artifacts continuallyover time

    Prototyping scenarios and solutions that incrementally or significantly addressthe problem

    Source: Nate Burgos and Adam Kallish, WikiPedia

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    S ample methods and artifacts

    Building a Vision for Innovation in Interaction Design

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    W hat is a typical process?

    Source: Vijay Kumar, Institute of Design

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    A

    nd typically uses a toolkit-based approach

    Source: Vijay Kumar, Institute of Design

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    A focus on knowing users

    Source: Vijay Kumar, Institute of Design

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    How a toolkit is applied: Knowing users

    Source: Vijay Kumar & Patrick Whitney, Institute of Design

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    Collecting data around insights and needs

    Source: Vijay Kumar & Patrick Whitney, Institute of Design

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    Collecting data around insights and needs

    Source: Vijay Kumar & Patrick Whitney, Institute of Design

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    Collecting data around insights and needs

    Source: Vijay Kumar & Patrick Whitney, Institute of Design

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    Collecting data around insights and needsF rameworks can be used to sort, massage and prioritize data

    Source: Vijay Kumar & Patrick Whitney, Institute of Design

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    Insights and needs to patterns

    Source: Vijay Kumar & Patrick Whitney, Institute of Design

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    Insights and needs to patterns

    Source: Vijay Kumar & Patrick Whitney, Institute of Design

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    Patterns to

    c

    riteria

    Source: Vijay Kumar & Patrick Whitney, Institute of Design

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    From criteria toco

    nc

    epts

    Source: Vijay Kumar & Patrick Whitney, Institute of Design

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    R oad Map Development

    Building a Vision for Innovation in Interaction Design

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    Sample

    R oadmap

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    Concept Development

    Building a Vision for Innovation in Interaction Design

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    Frequently used componentsP roject Vision

    User P rofiles & S cenarios

    F eature MapInformation A rchitecture

    Visual Design

    Graphic P roduction

    Design S tyle Guide

    Content A ssessment

    Content MatrixContent P lan / S trategy

    A ccessibility Review

    UsabilityT

    estP

    lanUsability Test Report

    User S upport Materials

    Usability / A ccessibility

    Content

    Visual Design

    Information A rchitecture

    Source: Jennifer Martin, IBM

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    Project Vision

    T he P roject Vision clearly andsimply describes the project inways that everyone canunderstand.

    T he P roject Vision can be usedas the introduction to thesolution design document andalso as introductory material fornew team members, partners,and vendors.

    P haseSolution Outline

    Key Roles

    Creative Director

    Source: Jennifer Martin, IBM

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    User

    Profiles &

    Scenarios

    User P rofiles document therelevant characteristics of users.

    User S cenarios describe howthe user interacts with theapplication.

    T he primary purpose of UserP rofiles and S cenarios is tounderstand who will use thesystem so it can be designed tomeet their needs.

    P haseSolution Outline

    Key RolesInformation Architect

    Source: Jennifer Martin, IBM

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    Feature MapA F eature Map is a highlevel master list of allfeatures, functions, andcontent with potential valueto users.

    T he primary purpose of theF eature Map is to assist inprioritizing/inventoryingavailable features andfunctions, and documentingthe user types that will haveaccess to the variousfeatures.

    P haseSolution Outline

    Key RolesInformation Architect

    Source: Jennifer Martin, IBM

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    Information A

    rchitectureT he Information A rchitecture isthe blueprint for the userinterface of an application.

    It includes the site map,workflows, and wireframes.

    T he primary purpose of theInformation A rchitecture is toprovide detailed guidance to theVisual Designers anddevelopers about the behaviorsand functions of the userinterface and environment.

    P haseMacro Design

    Key RolesInformation Architect

    Source: Jennifer Martin, IBM

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    Visual DesignT he Visual Design defines the

    look in the user interface lookand feel.

    It expresses the brand and

    provides a consistent, logical andattractive visual language for theapplication.

    T he primary purpose of theVisual Design is to express thefunctional design from the

    Information A rchitect, and toprovide a framework to theContinuity Director for creation of user interface assets.

    P haseMacro Design

    Key Roles

    Art Director

    Source: Jennifer Martin, IBM

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    DesignS

    tyle GuideT he Design S tyle Guide detailsthe guidelines for using and

    extending the Visual Design.

    It provides detailed descriptionof all aspects of the design and

    the thoughts behind it.

    T he primary purpose of the

    Design S tyle Guide is to ensure

    that all current and futureimplementations are consistent

    with the objectives and detailsof the Visual Design.

    P haseMicro Design

    Key Roles

    Continuity Director

    Source: Jennifer Martin, IBM

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    Content A

    ssessmentT he Content A ssessment establishesa baseline understanding of existing

    content assets.

    T he purpose of the ContentA ssessment is to determine the

    quality and quantity of existingassets in order to accurately scope

    the content work effort.

    P haseMicro Design

    Key Roles

    Content Strategist

    Source: Jennifer Martin, IBM

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    Content MatrixT he Content Matrix documents thecontent that is required for a

    project.

    T he purpose of a Content Matrix isto itemize, organize, and track the

    content.

    P haseMacro Design

    Key Roles

    Content Strategist

    Source: Jennifer Martin, IBM

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    ContentP

    lan &S

    trategy T he Content S trategy documents thehigh-level content approach.

    T he Content P lan describes how

    content will be created, collectedand published.

    P haseMacro Design

    Key Roles

    Content Strategist

    Source: Jennifer Martin, IBM

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    A ccessibility

    R eview

    T he A ccessibility Review evaluatesan application against IBMs web

    accessibility checklist.

    T he purpose of the A ccessibilityReview is to ensure that the

    application is accessible to peoplewith disabilities.

    P haseBuild

    Key Roles

    Usability

    Source: Jennifer Martin, IBM

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    Usability Test

    Plan

    A Usability T est is a controlledevaluation of the usability of anapplication by a set of representative users.

    T he purpose of a Usability T est is topredict the performance of actualusers and to identify seriousproblems.

    A Usability T est P lan describes theparticipants, setting, materials, and

    procedures for a usability test.

    T here are a variety of testingmethods to suit the needs of variousprojects.

    P haseMicro Design

    Key Roles

    Usability Director

    Source: Jennifer Martin, IBM

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    Usability Test

    R eport

    A Usability T est Report documentsthe findings of a usability test.

    T he purpose of a Usability T est

    Report is to summarize the keyfindings and make prioritized

    recommendations.

    P haseTesting

    Key Roles

    Usability Director

    Source: Jennifer Martin, IBM

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    User

    Support Materials

    User S upport Materials include alluser-focused documentation

    including on-line help, referencecards, tutorials, etc.

    T he purpose of User S upport

    Materials is to explain the expecteduse of and behaviors of the

    application.

    P haseBuild

    Key Roles

    Technical Writer

    Source: Jennifer Martin, IBM