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2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
USER EXPERIENCE (UX)
IDEABOX/ 10 NOVEMBER 2014
BY SOMIA CUSTOMER EXPERIENCE
1
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
Hello! We would share with you today..
2
Risa
Bataknese
Lived in Denmark, now Jakarta
Bachelor in Economics and Anthro
Master in Product Design
Loves Food & Pattern
Aya
Javanese
Lived in Bali
Bachelor in Industrial Engineering
Loves Softball and Dog but doesn’t have
one.
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
Who’s SOMIA?
3
We are customer experience consultancy,
helping companies create experience that people
love.
RESEARCH STRATEGY DESIGN TESTING TRAINING
DIGITAL PRODUCT SPACE & SERVICE
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
What we’ll share
Monday
• Introduction to UX
• UX Process
• Research
• Usability testing
• User Journey
• Homework
• Secret Word!
5
Wednesday
• Present finding
• Sketching and
Prototyping
• Iteration
Friday
• Reflection
(present)
• Q & A with Ketut
Sulistyawati
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
What is User Experience (UX)
Every aspect of the user’s interaction with a
product, service, or company that make up the
user’s perceptions of the whole
Usability Professional Association
7
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
How a person feels when interacting
with…
8
Source: Flickr
DIGITA
L
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 9
Source: Flickr
Wikimedia
http://goo.gl/rJnUCP
PHYSICAL
PRODUCT
How a person feels when interacting
with…
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 10
Source: Flickr
http://goo.gl/ZaYjTq
FORMS
How a person feels when interacting
with…
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 11
Source: Flickr
http://melicacy.com/?p=7389
SERVICE
How a person feels when interacting
with…
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 12
Source: Pinterest
http://melicacy.com/?p=7389
Tip of iceberg..
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
Good UX design = Good Business
The $300 million dollars button
15
What’s wrong?
“I’m not here to be in a relationship”
All they needed was to complete the
purchase.
First-time shoppers couldn’t remember if it was their first
time, becoming frustrated as their email / password
combination failed. Repeat customers weren’t happy either.
Most couldn’t remember email address / password they
used.
The solution?
They add a Continue button
Purchase up by 45%
For the first year, the site saw an
additional $300,000,000.
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
Good UX design = Reduce error rate
16Source: OCBC
presentation
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
What Makes Good UX?
18
Are our products useful?
Do they address the real user
needs?
Enjoyable
Usable
Useful
Are the products easy to use
without any confusion?
Are the products enjoyable and
evoke emotional desire?
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
What Influence UX?
19
USER EXPERIENC
E
Content
Functionality
Accessi-bility
Usability
Visual design
Find-ability
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
Who is Responsible for UX?
User Experience (UX) is not the sole responsibility of the UX
Designer
• Project manager
• Creative / visual designer
• Interface developer
• Technical team
• Content owner
• Executives
• Customer service team
• ….?
20
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
Holistic Approach to UX
22
Researc
hDesign
Behavior
Pain Point
UX
Process
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
PEOPLE
(desirability)
BUSINESS
(viability)
TECHNOLOGY
(feasibility)
EXPERIENCE
INNOVATION
23
Holistic Approach to UX
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
UX Design Process
DISCOVER DEFINE DESIGN DEVELOP
iterative
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
Empathy
Standing in your customer’s shoes
25
Source: Flickr
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 36
• Provides the ability to inform design
• Uncovers how users think and behave
• Validates assumptions and remove bias
• Shows the difference between intention and reality
• Provides direction and data instead of opinion and
speculation
• Build Empathy
Why Research?
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 37
• Man on the street
• Burrito Lunch
• Design the Box
• Crowd Sourcing
• Rapid Iterative ProtoSketching (RIPS)
• User / Browser Role Playing
• A:B Testing
• Unmoderated Testing
• Simple Usability Testing
• Empathy Maps
Guerrilla Research Method
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
“If you want to know whether your software.. is
easy enough to use, watch some people while
they try to use it and note where they run into
trouble. Then fix it, and test it again.”
Author, “Don’t Make Me Think” and “Rocket Surgery Made Easy”
39
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
Why Run A Usability Testing?
41
You ≠
User• Know a lot about the
product/services
• Passionate about what you
offer
• Familiar or have knowledge
about the product
• Know little or nothing
about your product
• Just want to get things
done
• May use the product for
the 1t time and have no
ideas how the work
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
Why Run A Usability Testing?
42
You ≠
User
A B
?
A B
Sometimes you believe you know how the user would tap and swipe but in reality
actual user may take unexpected path to find what are they looking for.
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
Why Run A Usability Testing?
43
• Reduce Costs
• Improve Effectiveness
• Increase Revenue
*Source:
IEEE (Institute of Electrical and Electronics Engineers)
http://spectrum.ieee.org/computing/software/why-software-fails/
The cost of fixing
an error can be
100 times as high
as it would have
been during the
development
stage*
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
How we do it
44
scenario
Prepare
what you
want to
test
recruit Run the
testanalyze
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
1. Create Scenario
• Identify key tasks that users might use the product / service for
and convert them into scenarios
• Avoid using direct names or interface related, as participants will
just scan the screen for the word
• Choosing tasks:
– appropriate scope – not tiny, but finite and manageable
– have a limited and predictable set of possible solutions, not too open-
ended
46
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
Example
• Scenario:
– “You have bought a flight ticket for tomorrow, but you now need to change
the flight date to next week. Please find how you would do this”
• Compare it with:
– “Please login and manage your flight booking”
47
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
2. Prepare what you want to test
48Source: Amberlight.
What can you test?
Paper
Prototype
Digital
Prototype
Launched
Product
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
What can you test?
• Low-fidelity – paper prototype– Using sketches on paper
– Quick and inexpensive
– Allow you to iterate early and often
– But it may give you different results once visual design elements are added
• High-fidelity – Using clickable HTML prototype
– Close to the finished product / application
– Design changes are more expensive and takes longer to redo compared to low-fidelity prototype
• End / finished product
49
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
3. Recruit
• Who to recruit?
– In general, you can use the same recruitment criteria used for user
interviews
• How many participants?
– Depend on the purpose of your study as well as your resources and
timeline
– 5 participants per target group will usually uncover most usability problems
– If you care about statistical confidence, you will need 20 participants or
more
50
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
“The best results come from testing no more
than 5 users and running as many small
tests as you can afford.”
Jakob Nielsen
Principal, Nielsen Norman Group
51
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
4. Run the test
• No longer than 2 hours
After 2 hours, your participants will feel tired and fatigue, and you will get poor results
• Where?– User’s natural environment
• But think how you are going to record the session
– Usability lab at neutral location
• If possible, avoid conducting at the company’s office as it may introduce bias
– Remote usability testing
• Using Skype / teleconference with screen sharing
• Recording: screen recording, facial expression
52
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 53
Usability Lab
One way mirror in a
typical usability lab
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
4. Run the test
Before the test
• Brief introduction of what the study is about
• Get their consent (important, especially if you are doing
recording)
• Remind them that we are not testing their performance. There is
no right or wrong.
• Ask introductory questions
54
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
4. Run the test
During the test
• Give the task. Ask them to perform task and to think aloud.
Observe.
• At the end of the task, ask them to fill up subjective ratings and
ask their experience in performing the task
• Give the next task and repeat the process
After the test
• Ask follow up questions
• Thank the participants and give remuneration
56
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
Do
• Do test the site not the participants
• Do note participant’s success in completing each task
• Do ask open-ended follow up questions. Why and how?
• Do compensate participants
57
Don’t• Don’t give participants tasks that can not be completed
• Don’t guide participants
• Don’t answer questions until the end
• Don’t take it personally
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
Things to Remember
• Encourage, but don’t tell them how to do
– Sometimes the participants will ask you for solutions. You maybe tempted
to give hint. Don’t!
• Probe when necessary
– When the participants stop to ‘think-aloud’, probe “what are you thinking
now?”, “What are you doing now?”
• Observe for non-verbal cues
– Facial expression, sigh, tapping fingers,…
58
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
5. Analyze
• List the usability issues that you observe
• Identify severity of issues
• Prioritize issues
• Come up with ideas to solve the issues
59
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
Determining Severity
• Depends on:
– Frequency – how often it occurs?
– Impact – will it be easy or difficult to overcome?
– Persistence – is it a one-time problem or will they be repeatedly bothered
by the problem?
• Severity level:
1 = Cosmetic problem only: need not be fixed unless extra time is available
2 = Minor usability problem: fixing this should be given low priority
3 = Major usability problem: important to fix, so should be given high priority
4 = Usability catastrophe: imperative to fix this before product can be released
60
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
EXERCISE
Use your prototype to conduct usability testing
1. Create scenario
2. Prepare the prototype to test
3. Recruit
4. Run the test
5. Analyze
15 MINUTES
61
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
Remember
1. Empathy
2. Ask open ended question Why and
How?
3. Show, don’t tell
4. Get user feedback & iterate
63
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
HOMEWORK
64
Run usability testing on your product
and present the findings on Wednesday.
You can do more than one research
method.
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 65
• Man on the street
• Burrito Lunch
• Design the Box
• Mobile testing
• Rapid Iterative ProtoSketching (RIPS)
• Role Playing
• A:B Testing
• Unmoderated Testing
• Simple Usability Testing
• Empathy Maps
Guerrilla Research Method
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 66
Man on the
Street
Simply just going
out and asking
people, note trends.
Source: Flickr
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 67
Burrit
o
Lunch
/
Coffee
Shop
• Send out an email, if
you fit a profile,
come do this, and
we’ll give you lunch
• Chocolate snacks
are a helpful way to
get people to fill out
surveys
Source: Flickr
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 68
Design the Box
Get people together, some
Sharpies, paper, ask people to
design the box the product, tool,
service would come in. Sourcehttp://www.slideshare.net/runger
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 69
Mobile Testing
Testing Iphone Apps
using DIY webcam
testing tools.
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 70
Rapid Iterative
Protosketching (RIPS)
Make 6 concepts/designs. Test with
user. Revise. Cut one out. Test
again. Down to one. Revise. Final
design. Source: Flickr
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 71
Source: Flickr
Role Playing Testing
The acting out or performance of a
particular role. Take notes
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 72
A/B Testing
Form of statistical hypothesis testing
with two variants leading to the technical
term, Two-sample hypothesis testing,SourceKissmetrics
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 73
Sourcehttp://gettingbetterbydesign.com/
Empathy Maps
Empathy maps emerged out of the
web design user experience world in
its attempt to empathize with users.
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
More Resources
• A Project Guide to UX Design: For user experience designers in the field or in the making - Russ
Unger & Carolyn Chandler
• Undercover User Experience Design - Cennydd Bowles and James Box
• About Face 3: The Essentials of Interaction Design - Alan Cooper
• Designing for the Digital Age: How to Create Human-Centered Products and Services - Kim
Goodwin
• Rocket Surgery Made Easy: The Do-it Yourself Guide to Finding and Fixing Usability Problems –
Steve Krug
• Observing the User Experience: A Practitioner’s Guide to User Research - Mike Kuniavsky
• Handbook of Usability Testing: How to Plan, Design, and Conduct Effective Tests – Jeffrey Rubin,
Dana Chisnell & Jared Spool
• Sketching User Experiences: Getting the Design Right and the Right Design - Bill Buxton
• The Design of Everyday Things - Donald A. Norman
• Don’t Make Me Think: A Common Sense Approach to Web Usability - Steve Krug
• A Practical Guide to Information Architecture - Donna Spencer
• Information Architecture for the World Wide Web: Designing Large-Scale Web Sites - Peter
Morville & Louis Rosenfeld 78
2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
More Resources
• Customer Experience cookbook (www.cxcookbook.com)
• Boxes and Arrows (www.boxesandarrows.com)
• Smashing Magazine (www.smashingmagazine.com)
• UX Booth (www.uxbooth.com)
• UX Mag (www.uxmag.com)
• UX Matters (www.uxmatters.com)
• UX Movement (www.uxmovement.com)
• A List Apart (www.alistapart.com)
• Konigi (www.konigi.com)
• Luke W (www.lukew.com)
• Useit by Jakob Nielson (www.useit.com)
• Pleasure & Pain by Whitney Hess (http://whitneyhess.com/blog/)
• Johnny Holland (http://johnnyholland.org/)
• Adaptive Path’s ideas (http://adaptivepath.com/ideas)
• Cooper’s journal (http://www.cooper.com/journal/)
• 52 weeks of UX by Joshua Porter (http://52weeksofux.com/)
• User Interface Engineering founded by Jared Spool (http://www.uie.com/articles/)
79