161121 ASML UX Event

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PowerPoint Presentation

What is UX?

ASML UX EVENT 21.11.2016

Johan Verhaegen UX Strategist

https://www.fastcoexist.com/3062997/world-changing-ideas/what-dopplers-here-one-earbuds-do-and-how-they-do-it3

Her 2013

A lonely writer (Theodore Twombly) develops an unlikely relationship with his newly-purchased operating system that's designed to meet his every need.4

Youll need more than your traditional design tools5

UX STRATEGY

UI DESIGNUSER ONBOARDING 2016 Human Interface Group

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UX STRATEGY

Bridge the UX-Business Gap: Attach your UX toolbox to business toolboxes.

Michael Thompson Global Director UX, Telefnica

https://hbr.org/2016/09/the-elements-of-value

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Alexander Osterwalder10

CUSTOMER JOURNEY

USER INSIGHT MAPDESIGN VISION

USER EXPERIENCE FRAMEWORK 2016 Human Interface GroupVALUE PROPOSITION CANVAS

Customer journey toevoegen

Value Proposition Canvas 2016 Human Interface GroupProduct / ServiceWants

Needs

FearsCustomerStrategyTechnologyFeaturesBusiness goalsUX maturityKPIs

Value Proposition Canvas 2016 Human Interface GroupProduct / ServiceWants

Needs

FearsCustomerStrategyTechnologyFeaturesBusiness goalsUX maturityKPIs

Patient platform

Patint

Familie

Zorgverleners

AMBULANTGEHOSPITALISEERD

WANTSFEARSNEEDSBegrijpelijke informatiePrivacyMeer autonomieWat gaat er met mij gebeuren?Zo snel mogelijk geholpen wordenFlexibiliteit ivm afsprakenPersoonlijke/individuele aanpak verliezenMeer transparantieGoede en toegankelijke zorgenOndersteuningMenselijk contactDuidelijke diagnose en aanpakPATINTInformatie gericht op eigen doelgroepNiet altijd naar het ziekenhuis

WANTSFEARSNEEDSOverzicht van het zorg-/behandelplanfamilielidProblemen met familielidBetrokken worden bij behandelingFAMILIEOndersteuningUp-to-date informatieHulp bieden aan familielidComplicatiesOnmacht

WANTSFEARSNEEDSVlot verloop tijdens consulatieMeer werkZo weinig mogelijk tijd verliezenTevreden patintenVoorbarige conclusies door de patintZORGVER-LENERSZelfdiagnosesDoorstroom van informatie tussen alle systemen/ integratieVerhoogde efficintie

Value Proposition Canvas 2016 Human Interface GroupProduct / ServiceWants

Needs

FearsCustomerStrategyTechnologyFeaturesBusiness goalsUX maturityKPIs

Boston Dynamics Big Dog Robot

http://www.theguardian.com/technology/2015/dec/30/us-marines-reject-bigdog-robot-boston-dynamics-ls3-too-noisy

30.12.2015: The US military is cooling its eagerness for robots in the battlefield, after trials with quadrupedal robot and nightmare machine Big Dog revealed one crucial flaw: its much, much too loud () As marines were using it, there was the challenge of seeing the potential possibility because of the limitations of the robot itself. They took it as it was: a loud robot thats going to give away their position.19

USER EXPERIENCE

FEATURES

TECHNOLOGY

Simplicity isnt (always) the goal of UX

Johan Verhaegen UX Strategist

What makes something simple or complex? Its not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates.()Complexity is often necessary. The design challenge is to manage complexity so that it isnt complicated.

Donald Norman - Living with Complexity (2011)

Value Proposition Canvas 2016 Human Interface GroupProduct / ServiceWants

Needs

FearsCustomerStrategyTechnologyFeaturesBusiness goalsUX maturityKPIs

Service model canvas

Instead of creating a system built solely on the requirements of a business, UX designers lay foundations for a common ground where business goals and key user needs meet. There needs to be spent as much time and effort on understanding and achieving business objectives as on understanding user needs and how design can best serve both of them.

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USERS1. Users2. Service proposition3. Channels4. UsageWho are / will be the platform users?Who are the most important users?Why would someone use the service?What value does the service bring?Through which channels (e.g. online, mobile, telephone, shop) is / should the service be available?Which channels are most cost effective?Which channels are users like to favour?How should / do users use the service?How frequently is / will the service be used?

PERFORMANCE9. ROI10. KPIsHow will the platform deliver an ROI?What are the costs vs the benefits?How can the platform be delivered more cost effectively?Which KPIs are / can be used to track the performance of the platform?What are the key KPIs?

SERVICE DELIVERYRISKS5. Actors6. Key activities8. Competitors7. ChallengesWhich key activities are required to deliver the service?What resources are required for those activities?Which are the most important activities?Who is / will be involved in delivering the service?Who are/will be the key partners, suppliers and stakeholders?What current challenges exist?What challenges do you foresee in the future?What other similar applications are available?Who are the key competitors?What other options do users have?

Service model canvas33

USERS

SERVICE DELIVERY

RISKSUsers, service proposition, channels & usageActors & key activitiesChallenges & competitors

Value Proposition Canvas 2016 Human Interface GroupProduct / ServiceWants

Needs

FearsCustomerStrategyTechnologyFeaturesBusiness goalsUX maturityKPIs

Measure what you design. Dont merely guess and pray.

Johan Verhaegen UX Strategist

UX metrics and UX KPIs39

Two metrics that correlate with UX successUsabilityEngagement

UX metrics are a superb and powerful tool for measuring the performance of any system or product. There are three categories of metrics that correlate with the success of a user experience: usability, engagement and conversion.

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Key usability dimensions (ISO 9241-11)Usability

Efficiency: a measure of the resources expended in relation to the accuracy and completeness with which users achieve goals

Effectiveness: a measure of the accuracy and completeness with with users achieve specified goals

User satisfaction: a measure of the comfort and acceptability of use

Usability is not a single, one-dimensional property but rather acombination of factors (ISO 9241-11 standard). The ISO model defines usability as measures of the following: Efficiency:The resources expended in relation to the accuracy and completeness with which users achieve goals (relates to productivity, once users have learned the system they should be able to use it productively). This measures the time to meet a specific user objective, the cost and resource usage. Effectiveness:The accuracy and completeness with which users achieve specified goals. This measures the number and nature of pauses, hesitations and errors, where users got stuck and any showing of misunderstandings or uncertainty during use or afterwards, the degree of user success. This is the degree to which it meets the mindset, expectations and objectives of the user.Satisfaction:The comfort and acceptability of use. The system should be pleasant to use so users are subjectively satisfied when using it. This is a subjective measure, measured using usability questionnaires.

Other attributes of Usability are learnability, memorability and errors: -Learnability: The system should be easy to learn, so the user can quickly get some work done. Therefore it is also important to track the first-time users success rate and then track the progress: how the rate changes through time, when users gain more experience with the service (e.g. track first time users success rate and the progress over time)-Memorability: The system should be easy to remember, so the casual user is able to use the system again without having to relearn everything-Errors: The system should have a low error rate so the user feels they are making positive progress and are in control, and if they do make errors they should be able to recover from them easily.

Source: http://designmodo.com/ux-kpi/https://books.google.be/books?id=bQsmbfLpoFcC&pg=PA6&lpg=PA6&dq=usefulness+efficiency+effectiveness+user+satisfaction&source=bl&ots=1troec6_aU&sig=FQPMu6_e3zoEdtm_5BtiF75_m1s&hl=nl&sa=X&ved=0ahUKEwiC_s_1ktvJAhXCYQ4KHcAXCuMQ6AEISzAF#v=onepage&q=usefulness%20efficiency%20effectiveness%20user%20satisfaction&f=false42

Key usability metricsEfficiency

The resources expended in relation to the accuracy and completeness with which users achieve goalsEffectiveness

The accuracy and completeness with which users achieve specified goalsSatisfaction

The comfort and acceptability of use

Time on task - The (average) time it takes for participants to complete a particular task or activity

Time spent on errors The (average) time participants spent on recovering from an error

Overall relative efficiency The ratio of the time taken by participants who completed a task in relation to the total time taken by all participantsTask success and task completion rate - The number of participants that successfully completed a (set of) task(s)

Number of errors - The average number of times an error occurred, per participant, while performing a particular task

Perceived efficiency (time on task) and effectiveness (task success)

Ratio of positive to negative comments used to describe the product

Task-level user satisfaction How difficult the task was perceived by the participants

Test-level user satisfaction How

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