User Experience and

Trinity Model

Jinsoo KimPh.D. in HCI

Contents• Why User Experience?• What is User Experience?

– Definition of UX– User vs. Customer

• Interface vs. Interaction• What constitutes interface?• Trinity Model

– Human, Product and Finance

The importance of UX

The Diffusion of Innovation Graph. (Moore, 1991.)

WorldWideWeb for NeXT

PDA: Personal Digital Assistant

iPhone

Samsung VS. Apple

define

de + finircompletely end

= bound-ary

User eXperi-ence

User Centered DesignA framework of processes in which the needs, wants, and limitations of end users of a product, service or process are given extensive atten-tion at each stage of the design process.

The chief difference from other product design philosophiesto optimize the product around how users can, want, or need to use the product, rather than forcing the users to change their behavior to accommodate the product.

User vs. Customer

Experience

memorable events --> experience

Human-Computer Interaction

Interaction vs. Interface

Reference: Human-Computer Interaction by Alan Dix, et al

C H

O

I

output

input

articulation

observation

performance

presentation

interface

GOAL

humancomputer

What makes the design hard?• Human

– So many users who are different in one way or another

• Different goal, different behavior, and different prefer-ence

• Computer– Diverse computing environment

• Different OS, different browser, and different network environment, different screen size

• Human vs. Computer– Different characteristic in information processing

• Exhaustive search vs. Heuristic search• Consciousness and Emotion

Human

Common characteristics of Human (Information processing mechanism)

Segmentation(Demographic, Behavior, Goal)

Personal(Access, Depth)

How to treat many users• Three layers

– Common characteristic as Human• Information processing mechanism

– Users shows similarities within a group of people according to

• Behavior, preference, demography• Goal directed approach such as persona

– Persona: fictional character whose goals and needs are representative of a particular group of people (http://www.cooper.com/)

– Personalization• Different design for each individual

Eye Tracking

N=43

11.5%

2%5%

30%

12%

8%

13.4%

8.3%

Cognitive Overload• “Paradox of Choice” by Barry

Schwartz– “fact that some choice is good doesn't necessarily

mean that more choice is better. ... There is a cost to having an overload of choice.”

Personalization Motive

Personalized News

Persona example

• Highlight Ned back-ground– 41 years old– Married with 2 children– Account manager for a

large chemical company– Avid sports fan – Takes care of family fi-

nances – tactical and strategic

– Works from home at night

– Internet 10hours / week

Execution-Evaluation Model

The manner in which humans interact with systems by Don Norman

Mistreatment of Visual Weight

Power of Visualization• Real Time Tracking

–Faster tracking for immediate action–Contextual coupling between an article and its performance

YAHOO! CONFIDENTIAL

News - Result

550

650

Apr’06 May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

M

700

750

600

513M

400

500

450

507M

546M

576M

661M

• News PV in May spiked over 905M PV, reached +78.5% against Apr 07

Source: DYC

673M

610M

692M

758M

-2.5%575M

540M

504M

549M

497M486M507M

Apr’07 May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May

475M

578M

464M

501M

748M

717M

650M

826M

800

851M905M

+78.5%

New Management

0

5

10

15

20

25

30

35

40

45

50

4/23

4/30 5/7

5/14

5/21

5/28 6/4

6/11

6/18

6/25 7/2

7/9

7/16

7/23

7/30 8/6

8/13

8/20

8/27 9/3

9/10

9/17

9/24

10/1

10/8

10/1

5

10/2

2

10/2

9

11/5

11/1

2

11/1

9

11/2

6

12/3

12/1

0

12/1

7

12/2

4

Yahoo.co.krDaum.netNaver.comNate.com

Source: Korean Click (Weekly)

21.69 min/week (No.3)

34.27 min/week (No.1~2)

Increasing 58.0%

News – Avg. Duration Time

Human-Computer Interac-tion

C H

O

I

output

inputexecution

evaluation

performance

presentation

world

HumanComputer

Human-Computer Interaction?• When a person is using a computer, he/she is

trying to do something – ‘Human-work interaction’ with the computer as an

intermediary• Terry Winograd at Standford University

• Product instead of work– Product is what a company makes and deliver to

users– Product is not any product but computer mediated

interactive product• With which Interaction through computer still matters

• Product instead of Computer

Finance• Returns on investment of HCI

– Help decision making (research)– Decrease Communication cost (ex, UML) – Save development and maintenance cost

• Provide good processes – Reduce Customer Care cost

• By reducing bugs – Increase key performance index(KPI)

• By directly increase traffic or revenue through better us-ability

• Underlying assumptions for business contribution– HCI make quality product enhance user experience In-

crease KPI (pvs, uvs, revenue)• But HCI’s perspective sometimes conflicts

with finance in practice

HCI vs. Finance• Product success vs. Financial success

– Successful communities failed in making money• Iloveschool, freechal

• Financial decision – ex) MMS mobile menu location

• by # of clicks or amount of revenue?• Business model vs. user experience

– ex) Often times ads are annoying• Usability vs. KPI

– ex) News list page for more PVs• Quantity of content

– ex) user satisfaction vs. content cost

Motivations for a new model• Often times product plan misses one or two

critical elements– Either user or finance is not considered

• Need for an integrated framework to ex-plain IB in a consistent manner– There are many theories around IB but there is

no framework to contain them • Simple model is required for practical use

– To solve UI problems, we need to memorize and internalize it

• Internet Business requires a complete, con-sistent and simple framework

Trinity Model (TM)

Computer Medi-atedInteractive Prod-uct

By Jinsoo Kim

Finance

Interface

Human Product

Trinity Model• Consists of three entities

– Human, Product and Finance • Each entity contains the other two in it

– Human has needs that requires a product to meet his/her needs and willing to spend money for that

– Product should reflect user needs and have to contain business model either direct or indirect

– Finance must figure out how much money a user is willing to pay for the value a product give

• The Key entity is Human– Research focus

Focus on People• 1933 World Fair motto of "science

finds, industry applies, man con-forms"

• 1993 Norman’s person-centered motto for the 21st Century:“People propose, science studies, technology conforms.”

• The issue is not technology but peo-ple

Karen H. vs. Donald N.

Relation (H, P, F) By Jinsoo Kim

Make Money

Profit

Loss

Cost Bene-fit

Achieve Goal Medium

Value Re-source

Finance

Product Human

Interface

CEO’s BG and Strategy By Jinsoo Kim

CFO

CMO CPO

Finance

Product Human

Interface

Cost reductionM & A

Excellent Prod-uct

Marketing

Strategy (H, P, F)Profitable

More Bene-fit

Unique orDifferenti-

ated

By Jinsoo Kim

Interface

Finance

Human Product

Strategy• Product: unique/differentiated

– Company should deliver unique/differentiated product or feature to win the users’ mind

• Uniqueness/differentiation should be sought constantly because unique/differentiated thing at one time becomes commoditized soon

• Human: valuable – Unique product should help the users achieve

their goal in a more valuable way• Just technically unique product disappears when it fails to

provide any more value to users • Finance: profitable

– The product should also be considered in business perspective

• If it takes too much resource or it brings too less profit it doesn’t make sense to create it

Yahoo! Strategy• Insight

– User Data UtilizationUnderstand Users

• Open– Open Platform Involve Users in ProductionCustomize the Products

• Partner of Choice– Importance of partnershipExpand Business Network

Basic Quality: Back to Basics

Content Expansion: Openness, Globalization

Personalization

FP Search News Kids

Content Filtering: Editing, Community

Differentiated Y!KR

Overall Framework

Bullet Search

Human

Data not collected between Dec. 16th to Dec 21st

Finance

Objective settingViability checkingResource Manag-ing

Concept formingScope outliningProject Managing

Needs capturingRequirements gather-ingAcceptance testing

Process (H, P, F)

Interface

ProductHuman

Finance1. Ideation2. Market Explo-ration3. Execution

Three steps of process• Ideation

– Generating idea• Market Exploration

– Checking feasibility in the market• Execution

– Designing & Testing iteratively

Ideation• Human: Needs capturing

– What needs users seem to have• Sources for capturing needs

– User feedback, casual user observation, log data etc • Product: Concept forming

– What product is required to meet the needs• Product concept should be simple and clear

– If a product requires lengthy explanation, it tends to fail • Business: Objective setting

– What objective should we have for the success of the business

• What the business model can be

Market Exploration• Human: requirement gathering

– Research how users fulfill their needs– Find out specific requirements and map them out according

to their importance • News: “I’d like to share my opinion about a new article with

others” “sharable” can be a requirement • Product: scope outlining

– Review competitive products in order to deliver differenti-ated value to users

– Decide product development scope, considering the re-source to invest and the value to deliver

• Business: viability checking– Calculate the ROI and check the related risk it might take

• Government policy, copy right, patent etc – Make go/no go decision based on the viability

Requirement map of “News”

fresh

stable

readable

navigable

complete

sharable

desirable

searchable

knowable

intuitiveimportance

Requirements

Execution• Business: Managing resource

– Allocate both human and financial resource – Prepare marketing plan and assign marketing

budget• Product: Managing project

– Select proper process• waterfall or scrum

– Manage the risks• Get rid of road blocks

• Human: User acceptance check– Make a prototype and test it to users

• Test should as early as possible to minimize revision cost– The acceptability can better be checked in itera-

tive manner

Quality (H, P, F)

Interface

ProductHuman

Finance Product ManagerInteraction DesignerVisual DesignerEngineer

UsefulUsableDesirableStable

Stake Hold-ers

User ExperienceContent

Interaction DesignVisual DesignFE/BE coding

Product Qual-ity

Product Quality• Among the three different approaches, “quality in use” is used. There-

fore, product quality is measured according to the users’ perception to a target product.

• Three Approaches for Measuring Product Quality*

* Converting software quality in ISO 9126-1, ISO 9241-11 to web domain

①

②

③

system

user

context

Product

Quality in Use

External Quality

Internal Quality

NO.

Product Quality Description

① Internal Quality

Static characteristic of the source code applied to a web page. (for example, page length of source code)

② External Quality

Dynamic characteristic be-tween source code and system when executed. (for example, response time)

③ Quality in Use = UE

Conformity of a product to the users’ expectation in his/her con-text of usage. (for example, perceived loading time)

Research framework• Four factors consisting product quality

Factors attributes

Content

Relevance of content (information and function)Freshness of contentCoverage of content

Front and Back end Code

System response timeBroken link or error

User interface

ReadabilityConsistencyLearnabilityNegative items to product quality such as pop-up ads

Visual designHow visual design reflects product con-ceptQuality of visual design

Composition of the factors• On average,

usefulness>usability>stability>desirability

• Usefulness was most impor-tant for the information oriented services such as B and D

• Stability was most important factor for A

• Usability was most important for community services such as C and E

• Desirability was least impor-tant among the factors but it doesn’t mean any service can survive without it.

28%

24%

40%

34%

11%

22%

24%

20%

24%

38%

32%

2%

6%

14%

8%

60%

56%

32%

10%26%

40%

32%

10%

8%

0% 10% 20% 30% 40% 50% 60% 70%

A

B

C

D

E

Average

usefulness

stability usability desirability

<Y! KR Research data >

Dam model: Law of minimum

iterative budget allocation

iterative prod-uct develop-ment(agile process)

iterative test and evaluation(RITE)

Iteration (H, P, F)

Interface

ProductHuman

Finance

Adapting to change in rapidly changing Biz environment

TM including Marketing

Interface

ProductHuman

Finance

Marketing External trigger point to prompt the inter-action

Profitable(Cost < Price)

Perceived Value(Price < Value)

Expected Value(Cost < Value)

interface

Finance

Human Product

Business Mind

interface

Finance

Human Product

Advertisement

ADView or Click

Advertiser

AD cost

Social Media

Finance

Human

Product

Social Media

Human

Human

Thank you!