Download - D&AD Digital Maze
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Digital MazeProfessional Development
Jake SmithJP74
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About me
• Interactive Director at JP74
• Working with new media since 1996
• Worked on web, DVD, interactive TV…
• by day – front end developer
• Designer, programmer, problem solver
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Weʼre going to look at…
• User Journeys
• User Experience
• Information Architecture
• Interface Design
• …and if Iʼm talking too fast, oryou donʼt understand, stop me!
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What I canʼt tell you…
• The universal right way to do UX/UI…because thereʼs no such thing
• Future predictions about the internet and what you should be learning
• Who will win the World Cup
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What level are we on?
• Designers? Coders?
• Thinkers? Do-ers?
• Jakob Nielson. Jakob who?
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My concerns today
• We are scratching the surface of four areas that people study for years
• I donʼt want to hear my own voice for two hours, and Iʼm sure you donʼt either
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The ʻaverageʼ userThe user journey
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The ʻaverage userʼ
• Is a myth
• Every user is unique
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Truths about most users
• Have the attention span of a goldfish
• Will not hang on your every word
• Likes the obvious
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Why the rush?
• Users often have limited time to complete a desired task
• Often thereʼs similar information available elsewhere… get their attention or lose them
• Users will persist with bad interfaces if theyʼve invested their time already
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How do theysee your work?Things we donʼt want to know #341
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Heat maps
• Studies show users eye movements
• Readers scan read for relevant words
• This creates an F shape pattern
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How does that help us?
• Donʼt be over-indulgent with design
• Make copy and buttons obvious
• Learn to put yourself in others shoes, really start thinking about your users
• Donʼt make your user think!
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Youʼre already doing it
• Designers already take into account colours, tone of voice, shared knowledge
• Now start thinking about things like users ability, when they will be using your site, what is their goal for that visit
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Your user
• Thinking about your web user goes beyond PC, screen size and browser
• Take into account age, probable location, time allocation and ability
• This leads to journeys and scenarios…
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User Journey
• A method of conceptualising and structuring content and functionality
• Strong emphasis on the user, their goals and their everyday experiences
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“Answering customer needs is the end point of our journeys through the structure, and the starting point of our thinking about the journey itself.”
Jason HobbsBoxes and Arrows
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Identify their needs
• Look at the broad, top level needs
• These needs change with repeat visits
• Discover these primary needs through consulting, research or just plain old common sense
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Create personas
• MichaelThis is the first time Iʼve booked a ticket
• ErinI know how to book a train ticket, but Iʼve never booked with this site
• NathanI know exactly what Iʼm doing
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Need states
A. I have a ticket, I need to confirm connections, get a hotel or hire a car
B.Whatʼs the best route to take?C.I need costs and times to plan my tripD.I know what I want, when I need to go,
but Iʼm looking for the best price
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Answering needs
• We have narratives and users problems that we can solve with design
• Take a site map or overview, and group needs within these areas, look for gaps
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Needs change over time
C. Planning my tripB. Best routeD. Looking for the best dealA. I have my ticket, but I need more…
…can you account for all these needs and requirements on one homepage?
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Needs change over time
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Practical example
• Create 3 personas for people visiting a hospital
• Think up 5 ʻneed statesʼ these visitors may have
• Discuss how this may impact on design
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User journeysrecap
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How do you feel?User experience
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UX
• User experience is subjective
• It cannot be designed per se
• The interaction is a reflection of your brand values and ethos
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UX is multi-disciplined
• Psychology
• Computer science
• Graphic design
• Industrial design
• Cognitive science
• Heuristics
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Customer experienceis the new brand
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Measuring UX
• Can users complete the tasks to hand?
• Are visitor levels dropping off on certain pages? Forms not being filled in? Not making a purchase?
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Measuring UX
• Task success
• Error rates
• Likert Scale
• Severity rankings
• Completion times
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Good user experience comesfrom good usability
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“The only intuitive interface is the nipple. After that, itʼs all learned.”
Bruce EdigerApril 1995
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Usability is measurable
• Usability is the ease of use of a product or interface
• Still measured subjectively, but against known criteria, Principles of User Interface Design
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Principles of User Interface Design
• Structure
• Simplicity
• Visibility
• Feedback
• Tolerance
• Reuse
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Usability testing
• Paper prototyping
• Hallway testing
• A/B testing
• Guerilla testing
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Hallway testing
• Grab 5 or 6 random people
• Better if they donʼt know you, or your app
• Complete a series of set tasks
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A/B Testing
• Serve 90% of your visitors your standard page
• Serve 10% your new improved designs
• Check the stats
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Guerilla testing
• Set tasks for people, note problems…
• …out on the road!
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Volunteer please…
• Give me two venues and costs for seated tickets to watch Gorillaz via the ticketmaster.co.uk site
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Benefits of usability
• Higher revenues throughincreased sales
• Increased user efficiencyand satisfaction
• Reduced development costs
• Reduced support costs
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Good stuffWarning: subjective!
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Remember
• UX isnʼt limited to the web
• UX applies to every gadget you interact with; video games, DVDs, cameras…
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UX beyond the web
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User experience recap
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Questions &Answers
Break
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Information Architecture
Shaping systems
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What is IA?
• The structural design of shared information environments
– Information Architecture Institute
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Break it down
• The way information is grouped
• Navigation methods
• Terminology
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IA is the blueprint for designing your system
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IA from understanding…
• Business context
• Content
• Users
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Businesscontext
Content Users
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Card sorting?
• Card sorting is a simple user-centered technique for obtaining insight into the structure of a site.
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Next steps…
• Define the IA in a site map
• Define user journeys
• Paper prototype
• Work up finished designs
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Information architecture
recap
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Interface DesignYou donʼt realise the doing
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What is interface design?
• The design of software, appliances, machines, websites etc., with the focus on the userʼs experience and interaction
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Interface design goals
• To make interaction as simple and efficient as possible
• Good interface design doesnʼt draw unnecessary attention to itself
• Must balance technical functionality and visual elements
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Some interface design basics
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Fittsʼ lawMeasure human movement
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Interface design
• Understand your delivery platform
• Set your standards and stick with them
• Clear and consistent use of language, icons, buttons, drop downs… whatever. Do it once, keep doing it.
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Interface design around the house
Try this at home!
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Win or fail?
• Consistent use of icons and language
• If conventions exist, follow them
• Too much choice is a bad thing
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A “nearly” interface
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What would I change?
• Make the drop down menu obvious
• Reduce mouse travel = reduce fatigue
• Remove the adverts!
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Going forward
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Going forward
• HTML5 spec includes Geolocation
• Mobile phones now feature GPS and accelerometers as well as Wifi
• Projectors are becoming miniaturised
• Context becomes more important
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Context via GPS
• Visiting a hospital, how far away will determine your direction instructions
• Directions can turn from road based into building layouts if GPS recognises youʼre in the hospital grounds
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What next?
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Interface design recap
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Questions & answers
Thank you
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Push yourself further
• Useful sites;uxmag.comusabilityfirst.comuseit.com
• Apps;silverbackapp.combalsamiq.com
• More reading;Donʼt Make Me Think&Rocket Surgery Made Easy–Steve Krug
• Video;objectifiedfilm.com