ux design basics productcamp toronto2013

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  • 08/08/2013


    UX Design Basics

    Rami Tabbah, M.Eng @Ergonaute blog.ergonaute.net


    I had no slides during the presentation since Iwas asked to replace Charles last minute.

    I prepared these slides to capture what wespoke about and more.

  • 08/08/2013



    Agenda1. What are the basics product managers need to

    know about UX Design?2. Why is this important?3. Where do I start?4. Do I need to get into UX Design?

    What are the basics productmanagers need to knowabout UX Design?

  • 08/08/2013



    Origins Usability has its roots in the fields of Ergonomics and Human

    Factors which began early in the 20th century. Here are someimportant events: 1911: Frederick Taylor publishes Principles of Scientific Management which describes time

    and motion studies and methods for improving industrial efficiency. 1943: Alphonse Chapanis shows that "pilot error" can be greatly reduced through the more

    intuitive layout of airplane cockpits. 1954: Paul Fitts publishes a paper that describes a mathematical model used to predict the

    time it takes to move to a target based on its size and distance. 1956: George Miller coins the phrase "the magic number seven plus or minus two" from a

    variety of experimental results indicating that humans have trouble holding more than five tonine items (chunks) simultaneously in working memory.

    1983: The Psychology of Human Computer Interaction is published by researchers atCarnegie Mellon and Xerox Park (Stuart Card, Thomas Moran & Allen Newell).

    1985: J. Gould and Clayton Lewis publish the influential paper, "Designing for Usability: KeyPrinciples and What Designers Think." They discuss an early and continual focus on usersas well as empirical measurement and iterative design.

    Usability is the core of User Experience


    Books that Defined Modern Usability1. Card, S.K, Moran, T.P., Newell, A. (1983). The psychology of human-computer interaction.2. Don Norman (1988) Psychology of Everyday Things3. Rasmussen, J., Andersen, H. B. (1992). Human-Computer Interaction (Research Directions in

    Cognitive Science.4. Nielsen, J. (1993). Usability Engineering.5. M. Randolph G. Bias (Author), Randolph G. Bias (Editor), Deborah J. Mayhew (Editor) (1994).

    Cost-Justifying Usability6. Rubin, J. (1994). Handbook of Usability Testing: How to Plan, Design, and Conduct Effective

    Tests.7. Mandel, T. (1997). The Elements of User Interface Design.8. JoAnn T. Hackos (Author), Janice C. Redish (Author) (1998). User and Task Analysis for Interface

    Design9. Carroll, J.M. (2000). Making Use: Scenario-Based Design of Human-Computer Interactions.10. Krug, S. (2000). Don't Make me Think! A Common Sense Approach to Web Usability11. Preece, J., Rogers, Y., Sharp, H. (2002). Interaction Design: Beyond Human-computer

    interaction.12. Carroll, J.M. (2003). HCI Models, Theories, and Frameworks : Toward a Multidisciplinary Science.13. Bederson, B. B., Shneiderman, B. (Eds.) (2003). The Craft of Information Visualization: Readings

    and Reflections.14. Diaper, D., & Stanton, N. A. (Eds.) (2004). The handbook of task analysis for human-computer

    interaction.15. Schaffer, E. (2004). Institutionalization of Usability: A Step-by-Step Guide.

  • 08/08/2013



    UX is Important


    UX Needs to be Planned Each project is different and UX can take many

    shapes and forms. Before we go blindly into a design direction, we

    need to identify and focus on the designattributes that will bring more value to thebusiness and that will satisfy the users needs.

  • 08/08/2013



    UX Design Attributes


    UX is backed by Science

    Usability is the measure ofhow easily, efficientlyand satisfyinglydifferent types of userscan accomplish differenttasks towards differentgoals Usability Objectives




    Usability is the science behindUX Design. It allows to measurehow good a design is.

  • 08/08/2013



    It has Principles, Standards &Methodologies

    Early Focus on usersand tasks

    Empirical measurementof product usage

    Iterative design: Design,test, modify


    1. Plan the HumanCentred Process

    1. Plan the HumanCentred Process

    2. Specify Contextof Use

    2. Specify Contextof Use

    3. Specify User &OrganisationalRequirements

    3. Specify User &OrganisationalRequirements

    4. Produce DesignSolutions

    4. Produce DesignSolutions

    5.Evaluate Designsagainst User


    5.Evaluate Designsagainst User


    ObjectivesMet ?


    ISO 13407 (1999)Human-centred designprocesses forinteractive systems


    It is Multidisciplinary

    8/8/2013 Case study12

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    It Covers More Than you Think


    UX has Layers and Specialties

  • 08/08/2013



    It Requires Specialized Resources Unless the product is very small and the cost of

    changing it is minor (such as a mobile appdeveloped by 1 or 2 developers), you needspecialized resources to: Design the User Interface, Navigation, etc. Evaluate an existing design. Improve processes. Perform user research. Create Style guides. Identify what needs to be improved and how. Etc.

    The minimum is to hire someone to plan UX.

    Why is UX Important?

  • 08/08/2013




    Usability Pivotal to E-Business

    Usabilityunconscious30% ofBusinessesRisk loosing>25% revenues

    Usabilityconscious butconflicted andConfused40% of B.Risk loosing10-25% rev.

    Usabilityconscious butconflicted

    20% ofBusinesses

    Risk loosing0-10% rev.

    Usabilityconscious andCompetent

    10% ofBusinesses

    Risk loosing< .5% rev.

    Usability consciousness

    Usability competence

    Strategic and competitive advantage

    Gartner, July 16,2001



    Cost of Failure

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    Usability Impacts the Bottom LineUsability Improves Organization Outcomes by:

    Increasing OrganizationEffectiveness &



    time and costs

    Decreasingmaintenance,training and

    support costs

    Reducing risksof projectfailures

    Increasing UserEffectiveness & Efficiency


    Decreasinglearning time

    Minimizingerrors and

    related risks

    Decreasing oreliminating need

    for help

    Increasing UserSatisfaction



    Do I need to get into UXDesign?Where do I start?

  • 08/08/2013



    Should the PM get into UX? Product Managers need to make sure UX is in

    place whether it is under their umbrella or not. UX is part of product strategy, definition and design UX impacts product marketing UX is part of analytics and optimization. If you want the product to succeed, you need to make

    sure someone is looking after UX.


    Can a PM become the UX Resource? Yes if he has the right background. Yes if he has no budget, even for a quick 2-day review. Otherwise, the PM can work closely with UX teams or

    resources. You may understand users needs from market research

    and user feedback, but you need to know the scienceand the techniques to translate this to proper design.

    The moment you think you know what users wantbecause you are a user, let a UX specialist do the jobbecause users are very different.

  • 08/08/2013



    What UX is not Graphics. These are only 1 layer. UX is not makeup on top of a badly

    designed system. Layout: True usability is about efficiencies in work practices,

    processes and features. It is about innovation performed very early. Features. UX uncovers features users do not tell you, then design

    them properly. However fewer well designed features are better thantoo many.

    Part of development. UX belongs to business and happens duringplanning and specifications. User interface design specifications areexecuted during development. In small companies, when all roles aremerged into a small team, UX becomes part of this team, even if thelead is a developer.

    Opinions. PM/Dev: I am a user and I think it should be this way iswrong. UX research is about all users and measures how they, withtheir differences, react to designs. It is about facts and science. Userswill suggest things beyond stakeholders imagination.


    What UX is not Functional specifications. The UX tools gather user data differently

    and offers much more information that lead to better decisions. Market research. User research is richer and goes beyond the what

    and where to include the how and why. Incremental changes and patches. UX looks at the end to end user

    experience. Adding small changes and functions over time candestroy usability if the overall design concept is not maintained.

    User Interface Development. Differentiate between User InterfaceDesign (UX) and User Interface Development (programming)

    A product feature. It is a process that needs to be executed beforedevelopment or needs to be integrated into the current processes.

    Ad hoc, on the fly. It is a process, had methods and guidelines It requires user involvement, iterations and testing It requires specialists applying appropriate methodologies. It does take time & budget