Download pptx - 161121 ASML UX Event

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

6

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

9

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


Needs


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


Needs


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


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)


Needs


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.

32

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


Needs


Measure what you design. Dont merely guess and pray.


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.

41

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 the overall ease of use of the system was perceived by the participants

http://usabilitygeek.com/usability-metrics-a-guide-to-quantify-system-usability/43

Key engagement dimensionsEngagement

Emphasizes the positive aspects of interaction, and in particular being captivated by an application, and being motivated to use it.

Consists of:Users feelings

Users mental states

Users interactionsSource: Models of user engagementTowards a science of user engagement

Engagement metrics are a highly crucial category of user metrics and is often considered the main aspect of overall user experience. Measuring engagement helps us understand how good they feel about it, how much attention they give to it and how much people interact with a site or application, etc. Users feelings, mental states and interactions could be seen as 3 distinct dimensions of engagement.

Source: http://ir.dcs.gla.ac.uk/~mounia/Papers/engagement.pdf44

Key engagement metricsFeelings

The emotional connection that exists, at any point in time and over time, between a user and a technological resourceMental states

The cognitive connection that exists, at any point in time and over time, between a user and a technological resource Interactions

The behavioural connection that exists, at any point in time and over time, between a user and a technological resource Happiness rating How good a user feels when using a system or website

First impression

Attention minutes The amount of attention that a user gives to a website

Flow state The ease of flow from one block of information to another

Time on site

Frequency of use

Getting hooked to the productTotal time reading Total time spent on a website or particular portions of that website

Hits, page views, visits and unique views

Returning visitors, registered users and customers

Daily active users

45

But Johan, how do we do this?We believe our customers have a need to ______________This need can be solved with ________________________Our target users are _______________________________The #1 value customers will to get out of our service is ________________________________________________Customer will also get these additional benefits _______Our primary competitors are ________________________We will beat them thanks to ________________________Our biggest risk is _________________________________But we will handle this by ___________________________We will know that we have succeeded when ___________

-> Hypothesis statements

46


Needs


2016 Human Interface Group

4. Integrated1. One shots

3. Strategic

2. Project-based

UX maturity

Jakob Nielsen

As their usability approach matures, organizations typically progress through the same sequence of stages, from initial hostility to widespread reliance on user research.Where are we today? UX Maturity Models

http://www.nngroup.com/articles/usability-maturity-stages-1-4/

49

Where are we today? UX Maturity ModelsStage 1: Hostility toward usabilityStage 2: Developer-centered usabilityStage 3: Skunkworks usabilityStage 4: Dedicated usability budgetStage 5: Managed usabilityStage 6: Systematic usability processStage 7: Integrated user-centered designStage 8: User-driven corporation

Nielsen Norman Corporate UX Maturity stages

http://www.nngroup.com/articles/usability-maturity-stages-1-4/

50

51Where are we today? UX Maturity Models

http://johnnyholland.org/2010/04/planning-your-ux-strategy/

51

Ignorance > individual commitment > UX experts > structured processUX matures to organizational level, not project levelUX gets weaved into roadmapsUX receives a continuous budget (like a marketing budget)

All UXMMs share the same elements

Knock on the CEOs dooronly works in mature UX organizationsBut Johan, how do we do this?

Stealth UXwhere UX evangelization is still neededtactics:expert reviewusability testingpersonas

CUSTOMER JOURNEY




User Insight Map

2016 Human Interface GroupCharacteristicsSkillsActivitiesContextBehavior

Johan Verhaegen UX StrategistGOOB!

observe

What do we need to do next?Visualize the personasSpread through the organizationSpecifications must be linked to a persona (Add to Specification document)Ownership & maintenance of the personas

PERSONAS

CUSTOMER JOURNEY




2016 Human Interface Group

EXPERIENCE MAP

SERVICE BLUEPRINT

CUSTOMER JOURNEY

2016 Human Interface GroupEXPERIENCE MAP

Experience map

Nobel Prize-winning psychologist Daniel Kahneman, saw confirmation of a psychological heuristic called the peak-end rule: peoples memories of an experience are based on a rough average of the most intense moment (the peak) and the final moment (the end).

https://www.smashingmagazine.com/2016/08/user-memory-design-how-to-design-for-experiences-that-last/?ref=mybridge.co

63

Cathy Offline programmer

2016 Human Interface GroupSERVICE BLUEPRINT

Service blueprint

CUSTOMER JOURNEY




Without vision, youre blind.


UX metrics and UX KPIs68

http://bit.ly/1ROyEKZ

http://www.higroup.com/wall/do-not-copy-giants69

USABILITY PRINCIPLES

DESIGNDESIGN PRINCIPLES

2016 Human Interface GroupDesign vision

BASED ON HOW PEOPLE

Feel

Think

Hear

See

Interact

Behave

Usability principles 2016 Human Interface Group

The principles of discoverability, of feedback, and of the power of affordances and signifiers, mapping and conceptual models will always hold.

Our technologies may change, but the fundamental principles of interaction are permanent.

Donald Norman The Design of Everyday Things (2013)

2011 Human Interface Group72

Usabilityprinciples

Design theory

UX research

Project evidence

Scientific foundation for design principles and interaction designThe psychology of designHow people see, read, remember, think, focus, interact, feel and decide

Design theory

Heuristic evaluationUsability goalsLearnability, efficiency, memorability, errors and satisfactionDesign principlesDiscoverability, feedback, affordances & signifiers, mapping and conceptual models

74

Examples, practices, inspiration, connecting dots,

UX Research

76

1. The F-pattern

2. The Z-patternCREATIVE BLOQ - http://bit.ly/1GTHGhN

F- pattern

Typically for text-heavy websites like blogs, the F-Pattern comes from the reader first scanning a vertical line down the left side of the text looking for keywords or points of interest in the paragraph's initial sentences.

Z-pattern

The Z-pattern is perfect for interfaces where simplicity is a priority and the call to action is the main takeaway.

7702/06/2015

Experience from projects

Project evidence

78

Usability principlesPeople are motivated by mastery, progress and controlPeople believe things that are close together belong together (Gestallt)People search for cues that tell them what to do (mental models)People scan screens based on previous experiences People identify objects by recognizing patterns

79

Usability principlesDesign principlesPeople are motivated by mastery, progress and controlPut the user in controlPeople believe things that are close together belong together (Gestallt)Make it simple and clearPeople search for cues that tell them what to do (mental models)Dont make me thinkPeople scan screens based on previous experiences Be consistent and unambiguousPeople identify objects by recognizing patterns Use a design system

80

USABILITY PRINCIPLES

DESIGNDESIGN PRINCIPLES

COMPANY VALUES

Usability principlesGeneral principles based on human psychology, science and user experience research> How people see, hear, think, interact, behave, feel

Design principlesActionable principles, tailored to the Company context Easy to remember> Helps you to focus when making design decisions

Company valuesFuture vision for the platform> Company game changers and differentiators

co-design

Design experiences instead of screensUse a UX framework to create new experiencesPut the user at the center of every UX projectTAKEAWAYS

Thank you!

[email protected] @johanverhaegen