Revised UXD Chapter 1 - Foundations of User Experience Design (UXD).pptx
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College of Computing and Information Sciences Advanced Diploma Chapter 1 : Foundations of User Experience Design (UXD) © 2023 University of Technology and Applied Sciences User Experience (UX) Key Terms and Definitions User...
College of Computing and Information Sciences Advanced Diploma Chapter 1 : Foundations of User Experience Design (UXD) © 2023 University of Technology and Applied Sciences User Experience (UX) Key Terms and Definitions User A user is a person who is trying to solve a problem and is looking for a product or service to help them solve it. User Experience The user experience is the journey that the user takes with that product or service. UX Design UX Design (also sometimes called UXD) involves a process very similar to doing science: you do research to understand the users, you develop ideas to solve the user's needs -- and the needs of the business -- and you build and measure those UX Designer solutions in the real world to see if they work. As a UX designer, your goal is to keep the user at the center of every decision you make, and to do that, you need to get to know your user. User Experience (UX) UX Definitions : "User experience encompasses all aspects of the end- user's interaction with the company, its services, and its products." Don Norman & Jakob Nielsen ”A person's perceptions and responses resulting from the use or anticipated use of a product, system, or service.” ISO 9241-210 Standard "The experience that a user has while interacting with User Experience (UX) In simple term, UX is about how people feel when they use something, like a website or an app. It's all about making sure that using that thing is easy, enjoyable, and meets their needs. Example: A well-designed website makes easy to find the information you need quickly and easily. Thus, it makes user happy and frequently use it. User Experience (UX) Good UXD Bad UXD Explain why you prefer to use Rentalcars website over Lingscars website ? User Experience examples GOOD USER EXPERIENCE Apple’s iPod is an old but gold example of perfect user experience. People would buy the iPod in Apple stores, then they would synchronize it to iTunes and keep uploading new music from there. Both the iPod and iTunes offered a very easy to use design and were very well integrated. Just Eat features a handy search function. It allows customers to find within seconds all restaurants that can potentially deliver food at their homes. Skyscanner is a travel fare aggregator website. It makes it intuitive and simple for users to look for cheapest flights and then buy them. Revolut is a digital banking alternative. Its user experience is amazing and extremely usable. It allows users to exchange money with others and to change currencies in just a few swipes. (Easy navigation) BAD USER EXPERIENCE Forbes: Although this business magazine offers high-quality content, the user experience on the website is awful. As a matter of fact, the high number of banner ads and pop-ups makes it almost difficult to read a whole article. Arngren is an e-commerce website makes it almost impossible for users to look for a product and this, of course, does not make a good user experience. Pacific Northwest X-Ray Inc. landing page is a mix of colours, fonts and patterns that make it almost impossible for users to read the content. User Experience (UX) Why UX is important in our lives UX makes our lives easier. Well-designed UX is easy to use, useful, save time and eliminate frustrations, make users happy, and loyal to use the product. UX makes us more productive. When we can use products and services efficiently, we can get tasks done in less time. This can lead to increase productivity and user satisfaction. UX can makes life safer. Good UXD can help prevent accidents and errors. Well-designed system can reduce the risk of mistakes & help identify and mitigate potential hazards. Example: Design Airplane cockpits with a more intuitive and ergonomic layout, reducing the cognitive load on pilots. Ø Good UX increases accessibility. Products and services are more accessible to people with disabilities by designing them to be compatible with assistive technologies. Example: Screen readers Ø Good UX reduces costs. Reduce the costs of product development and maintenance by identifying and addressing usability problems early in the design process. Example: Good UX design can decrease the number of customer User Experience (UX) Interaction Design 1 2 Human Factors Engineering 3 Industrial(HFE) Design Many UX embraces a disciplines 4 Psychology multidisciplinary come 5 Anthropology approach: the method together to 6 Sociology of using multiple design and perspectives when deliver a 7 Computer Science tackling a design issue to holistic UX. 8 Graphic Design lead to the best 9 outcomes. 1 Cognitive Science 0 And many other fields… User Experience (UX) In general, user experience is simply how people feel when they use a product or service. So, investigate and analyze how users feel about the products we offer them. Apply this knowledge to product development in order to ensure that the user has the best possible experience with a product. History of UX Design Decades Ago 1990s The principles of user experience The phrase "user actually stretch back thousands of experience" was first coined years, all the way to ancient China, in the 1990s, by cognitive where the practice of Feng Shui psychologist, Don began. Practitioners believe that the Norman, as technology use arrangement of a physical expanded and evolved. Upon space, like how furniture is coming up with the term, positioned in a room, could bring Norman said: “I thought someone luck or improve their human interface and usability health and happiness. Today, lots of were too narrow. I wanted to Two (2) Elements of Design Two (2) elements of a design that always work together: 1. UI is the User Interface. This comprises everything a user can see and touch, such as menu options, buttons, text, layouts, navigation elements, sharing options, etc. 2. UX is the User Experience : This refer to why you made that change to affect how the user feels and behaves. The user experience is an umbrella term for the user’s overall experience with the product: what they liked about it, how easily they accomplished their goals, moments of delight and frustration, etc. Relationship between UI Design and UX Design UX design is the merger of user needs, business vision and technological feasibility. The result of UX design is a set of low-resolution wireframes (a basic visual guide for how a product will function) that are deeply connected with user research. On the other hand, UI stands for User Interface or User Interface Design. It’s also sometimes known as user interface engineering. It is the design of user interfaces for machines: how a product looks and feels, not how it functions. It is the process of making the user's interaction as simple and efficient as possible, in terms of accomplishing their goals (also known as user-centered design). UI design is the merger of user needs and visual Relationship between UI Design and UX Design Example of difference between UX and UI UX: You are trying to use a UI: The website has a clean and website to book a flight. The modern design. The colors are website is easy to use and easy on the eyes, and the fonts navigate. The search form is clear are easy to read. The buttons and and concise, and the results are links are large enough to click on displayed in a way that is easy to easily, and the overall layout of understand. You are able to book the website is visually appealing. your flight quickly and easily. In this example, the UX is the overall experience of using the website to book a flight. It is easy to use and navigate, and you are able to book your flight quickly and easily. The UI is the visual design of the website, including the colors, fonts, and layout. It is clean, modern, and visually appealing. Relationship between UI Design and UX Design Relationship between UI Design and UX Design Relationship between UI Design and UX Design UI How it looks (Interface) UX Visual Design How it feels (Experience) Non-visual Design The interface shapes the experience. And the interface is the UI part, the user interface design. And the experience is the UX part, the user experience design. Relationship between UI Design and UX Design User experience is the totality of the effect or effects felt by a user as a result of interaction with, and the usage context of, a system device, or product, including the influence of usability, usefulness, and emotional impact during interaction, and savoring the memory after interaction. The term “interaction with” is broad and embraces seeing, touching, and thinking about the system or product, including admiring it and its presentation before any physical interaction. Simply said, user experience design is an umbrella term for any kind of activity that provides better experience for Relationship between UI Design, UX Design & IXD Interaction Design Interaction Design (IxD) Interaction design IxD is the design of the interaction between users and products. It involves elements such as aesthetics, motion, sound, space, and many more. The difference between UX, IxD and UI UX User Experience Design (UX) focuses on the D overall experience a user has with a product, IX considering the entire user journey and touchpoints. D Interaction Design (IxD) is a specialized area within UXD, focusing on designing specific interactions between the user and the product, emphasizing micro-interactions and interface UI behaviors. User Interface Design (UI): refers to the visual design such as screen layouts, buttons, toggles, icons, and other visual elements that user interact Product Development Life Cycle Every new product, whether it’s an app or a physical object, follows a specific set of steps that take it from the first spark of an idea to the release of the final product. This is called the product development life cycle, and it has five stages: brainstorm, define, design, test, and launch. Depending on where you work, the exact names of each stage might be a little Product Development Life Cycle: Brainstorming The team starts thinking of an idea for a product. Your team might already know the user problem that you want to solve when you begin the product development life cycle. If 1 not, coming up with a list of user problems is a great place to start. It’s important to pay attention to the diversity of your team at this stage. Teams that have meaningful diversity Brainstormi across identifiers like race, gender, abilities, family structure, ng age, and ethnicity are generally more effective at brainstorming because they bring together a lot of different lived experiences. The brainstorm stage is also an ideal time to check out your product's competitors and identify if there are already similar products available in the market. You want your product to fill a gap in the market or solve a problem Product Development Life Cycle: Defining Brings together UX designers, UX researchers, program managers, 2 and product leads to define the product. The goal is to figure out the specifications for the product by answering questions like: Who is the product for? What will the product do? And, what features need to be included for the product to be successful? During the define stage, your team narrows the focus of your idea. Defining One product can’t solve every user problem. In this stage, a UX designer might help the team pin down the focus of the idea, but a product lead will probably be the one to define the scope of the project. The research you completed in the brainstorm stage comes in handy now. Using what you've learned, you will pinpoint your potential users’ problems. Your team can’t assume they know what problems users are experiencing without asking the Product Development Life Cycle: Designing UX designers develop the ideas for the product. Generally, UX designers start by drawing wireframes, which are outlines or sketches of the product, then move on to creating prototypes, which are early models of a product that convey its functionality. 3 UX writers are also involved in the design stage and might do things like write button labels or other copy within the product's wireframes and prototypes. Designing UX designers make sure to include all of the product specifications that were outlined in the define stage. You might also check to ensure that each part of the design fits together in an intuitive way. For example, UX designers might check that the screens of an app flow in a way that makes sense to the user. Or that each interaction, like tapping a button, has a correlating action, like an item getting added to a cart. On the other hand, with a physical product, UX designers might check Product Development Life Cycle: Testing UX designers work with engineers to develop functional 4 prototypes that match the original designs, including details and features that fit the company’s brand, like font and color choices. This also means writing the code and finalizing the overall structure of the product. Testing At this stage, the designs go through at least three phases of testing: internal tests within your company, reviews with stakeholders, and external tests with potential users. A stakeholder is a person you need to work with to complete the project or anyone who has some interest in the project, either within or outside of the company. Product Development Life Cycle: Testing Running these tests is typically the responsibility of the UX researcher on your team, if you have one. First, the team tests the product internally to look for 4 technical glitches and usability problems. This is often referred to as alpha testing. Then, the product undergoes a test with stakeholders to make sure the product is aligned with the company’s vision, Testing meets legal guidelines for accessibility, and follows government regulations for privacy, for example. Finally, there’s an external test with potential users. This is the time to figure out whether the product provides a good user experience, meaning it’s usable, equitable, enjoyable, and useful. This is often referred to as beta testing. It’s important to call out that the product development life cycle Product Development Life Cycle: Launching or Sharing This might involve listing an app in the Google Play Store or Apple’s App Store, making a website go live, or putting a physical product on store shelves. The launch stage is a time to celebrate your work and start promoting the product. Marketing professionals on your team might post 5 about the new product on social media or publish a press release. The customer support team might get ready to help new users learn how the product works. Program managers also meet with the cross-functional team to Launching reflect on the entire product development life cycle and ask questions like: What worked and what could be improved? Were goals or achieved? Were timelines met? Making time for this reflection is super Sharing important, since it can help improve the process going forward. For a physical product, the launch stage might be the end of the product development life cycle. But for a digital product, like an app or website, launching the product to a wider audience provides another opportunity to improve on the user experience. New Characteristics of a Good User Experience (UX) "Good design is actually a lot harder to notice than poor design, in part because good designs fit our needs so well that the design in invisible." - Donald A. Norman, The Design of Everyday Things The strange thing about UX design is that you won't really notice it if it's good design. You only notice it when it's bad. Characteristics of a Good User Experience (UX) 1 2 3 4 Usable Equitable Enjoyable Useful Characteristics of a Good User Experience (UX): Usable If a product is usable, it means the design, structure, and purpose of the product is clear and easy to use. 1 As you evaluate a product for usability, you can ask questions like: Is everything in the design easy to find? Is the design’s functionality easy to understand? Can users accomplish specific tasks within the design? Is the product easy to use—navigating within and interacting with—and requiring little need for guidance? How easily can users achieve their goals? Usable As you evaluate, these questions can help you determine whether the design delivers a usable experience. Customer can easily perform tasks. Users want to accomplish their tasks with the least amount of effort & less thinking. Characteristics of a Good User Experience (UX): Equitable If a product is equitable, it means a design is helpful to people with diverse abilities and backgrounds. 2 In other words, the product’s design addresses the needs of a diverse audience and ensures a high-quality experience is delivered to all users regardless of background, gender, race, or ability. Equity means providing people with the tools they need to Equitab accomplish their goals and support improved quality of life. Equity goes beyond the concept of equality, where everyone is given le equal resources, because people often need different tools and support based on their needs. This is especially important to keep in mind for those in commonly disenfranchised groups. Characteristics of a Good User Experience (UX): Equitable As you evaluate the equity of a product’s UX, you can ask questions like: Are the needs of a diverse group of users considered? Does the product’s design address the needs of traditionally underrepresented and excluded groups? These questions can help you determine whether the design delivers an equitable experience. Characteristics of a Good User Experience (UX): Enjoyable “Users are no longer satisfied with efficiency and effectiveness; they are also looking for emotional satisfaction.” 3 If a product is enjoyable, it means the design delights the user. The design reflects what the user may be thinking or feeling and creates a positive connection with them. As you evaluate how enjoyable a product’s UX is, you can ask questions like: Are there aspects of the design that consider the user’s feelings? Does the Enjoyable design inspire delight in the user? Does the design keep the user engaged throughout their experience? These questions can help you determine whether the design delivers an enjoyable experience. Characteristics of a Good User Experience (UX): Useful If a product is useful, that means it solves user problems. In other words, the design intentionally solves a user problem that the designer has identified. It’s important to note that, while similar, useful and 4 usable have different meanings. A product that is useful isn’t always usable. The same is true for the opposite. The distinction between the two is that usability refers to the product working well and being easy to use, while usefulness refers directly to the ability to solve user problems. As you evaluate how useful a product’s Useful UX is, you can ask questions like: Does the design add value to the user’s experience? Does the design solve a problem for the user? Does the design help the user achieve a specific goal? These questions can help you Characteristics of a Good User Experience (UX): Useful Is the product useful, with a clear purpose? Can users achieve their goals? Customers can accomplish their goals. Users visit Web sites for one purpose: to achieve their goals. The degree to which they find a Web site useful is measured by their ability to achieve those goals, which can run the extent from routinely checking email to applying for a life insurance policy. Oral Recitation: Characteristics of a Good User Experience (UX) Oral Recitation: Characteristics of a Good User Experience (UX) Oral Recitation: Characteristics of a Good User Experience (UX) Activity: Identifying Characteristics of Good UX In this activity, you will be presented with images of an App on a mobile phone. Or, you can open the App in your own phone. You will evaluate the app based on four criteria of good UX design—usable, equitable, enjoyable, and useful. Upload your answers in the link created in the e-learning portal. Scenario: Tarassud+ is the official COVID-19 testing channel for health authorities in the Sultanate of Oman by the Ministry of Health. By using the app, everyone can help stop the spread of COVID-19 and keep their family and friends safe. One can receive COVID-19 test results directly on the phone with a unique QR code that is proof of one’s status and of everyone else who have the app, Activity: Identifying Characteristics of Good UX Activity: Identifying Characteristics of Good UX Activity: Identifying Characteristics of Good UX Activity: Identifying Characteristics of Good UX Activity: Identifying Characteristics of Good UX UX Careers and their Responsibilities Responsibilities of Entry-level UX Designer UX Careers and their Responsibilities UX Careers and their Responsibilities: Specialist Specialist: A specialist dives deep into one type of UX design, like interaction, visual, or motion design, and becomes an expert. Specialist UX designers are more common at large companies that have a lot of designers, like Google. Some of the benefits of becoming a specialist include: Focusing on one type of design that you enjoy more than others. Gaining deep knowledge of one type of design. Becoming well-known in the industry for your expertise in a particular type of design. UX Careers and their Responsibilities: Generalist Generalist: A generalist has a broad number of responsibilities. A majority of UX design jobs are generalist positions, especially at companies with fewer UX designers. Typically, entry-level UX designers work in generalist roles, and some people choose to stay in generalist design roles for their entire careers. There are a lot of benefits to being a generalist UX designer, like: Expanding your skills in many different types of UX work. Trying a variety of responsibilities and finding an area of UX that you’re especially passionate about. UX Careers and their Responsibilities: T-shaped T-shaped: A T-shaped designer is a specialist who also has a lot of capabilities in other areas. T-shaped designers get their name because the stem (or vertical line) of a T represents their expertise in one area, while the top (or horizontal line) symbolizes their related skills in a broad number of areas. T-shaped designers are great to have on your team, since they come with the benefits of both specialists and generalists. Cross-functional Team UX design is a highly collaborative field, where designers typically work in cross- functional teams. Working with a diverse group of people across functions helps you learn from their areas of expertise and explore other domains within the field of UX. Cross-functional teams come in lots of shapes and sizes, depending on the organization you work for and the project you’re working on. Your future teammates might include UX engineers, UX researchers, program Cross-functional Team: UX Engineers UX Engineers: Engineers translate designs into a functioning experience, like an app or a website. They help UX teams figure out if designs are feasible from a technical standpoint and bring that idea to life. Working closely with engineers and involving them early in the design process is critical to ensure your project is set up UX for success. Cross-functional Team: UX Researchers UX Researchers: UX research is all about understanding what users need and expect from your product. UX researchers use methods like observations, interviews, and surveys to understand users' unique perspectives. Findings from research can inform your design decisions each step of the way. If you work at a startup or small business, there’s a good chance you’ll get to do your own UX research. At larger companies though, you’ll likely work with designated UX researchers who will provide research Cross-functional Team: Program Managers Program managers: Program managers ensure clear and timely communication across the team, so that the process of building a useful product moves smoothly from start to finish. Program managers supervise, support, and keep track of the project as a whole. They assign tasks to team members, monitor the project budget, and manage timelines, among other things. Think of your team’s program manager as your go-to source of support when facing any setbacks or issues with your work. Cross-functional Team: Product Lead Product leads: Product leads are in charge of ensuring the final product’s success and communicating with stakeholders. Your product lead will define the project’s core goals and deliverables, so you can focus on creating innovative design solutions. At some companies, product leads are known as product managers. Cross-functional Team: Other UX Designers Other UX designers: In many cases, you won’t be the sole designer working on a given project, especially if you work at a larger company and when you're a new designer. For example, as an entry-level UX designer, you might collaborate with a more experienced visual designer who can ensure that your designs adhere to the company’s brand standards for things like color and font. Working with other designers is a great chance to learn and ask questions! UX Companies Deciding where to work: Everyone’s goals as a UX designer are different, so think about what’s most important to you when choosing a place to work. Consider questions like: Do you enjoy a lot of structure and 1. Startups and small businesses processes, or do you like to define 2. Big companies your own work and schedule? Do you value working on a big 3. Design agencies team, or are you more comfortable 4. Advertising agencies working alone? Do you want to focus mainly on UX 5. Freelancers design, or are you interested in broadening your skill set? Considering your career goals and how you work best will help you UX Companies: Startups and Small Businesses Startups are new businesses that want to develop a unique product or service and bring it to market. Small businesses are privately owned businesses with few employees. A lot of UX designers are excited to start work at startups or small businesses because they can see the impact of their work more quickly and develop a broader range of skills. UX Companies: Big Companies At a big company, like Google, you’re likely to work in teams on a specific project. Lots of UX designers want to work at big companies with the people who developed some of the most well-known products in the world. UX teams at larger companies tend to be more compartmentalized by specialization, making it easier for you to become an expert in one particular area of UX. UX Companies: Design Agencies A design agency is a one-stop-shop for visual brands, products, and services. Working at a design agency can be similar in some ways to working at a small business or startup, except you have multiple companies as your clients. Many agencies tend to work on a broad range of products, so you can explore many kinds of styles and approaches to UX design. UX Companies: Advertising Agencies A lot of UX designers work at advertising agencies, which are teams of creatives hired by clients to build marketing campaigns. Sometimes called “creative technologists,” these designers work to create ads for brands using UX principles. This is a great option if you’re open to learning some interesting skills outside of a core UX design role. UX Companies: Freelancers Freelancers are self-employed UX designers who are hired by clients for their independent services. Being a freelancer gives you a lot of freedom, and it’s a great way for new UX designers to gain experience in the field and add work to their portfolio. Oral Recitation: UX Careers and Responsibilities 1. A company is lucky to have Saif because he comes with the skills of both specialists and generalists. He specializes in one area but he is also having a lot of capabilities in a broad number of areas. How do you call Saif? A. Generalist B. Specialist C. Entry UX Job D.T-Shaped Oral Recitation: UX Careers and Responsibilities 2. Generally, a startup company has more of this type of UX Designers. These are the UX designers who should be flexible to work on a broad number of areas. They are referred to as “Jack of all trades, master of none". A. Specialist B. Generalist C. T-Shaped D.Entry UX Job Oral Recitation: UX Careers and Responsibilities 3. Malath works at a startup and discovers herself enjoying talking to users and exploring ideas as bases to inform design work. Her role is _____________. A. UX writer B. UX researcher C. Interaction designer D. Motion designer Oral Recitation: UX Careers and Responsibilities 4. Designers that work as freelancers can expect to ___________. A. work closely with a supervisor to learn more about a job or industry B. market their services to businesses to find customers C. receive on-the-job training from an experienced professional D.find short-term jobs with limited responsibility Oral Recitation: UX Careers and Responsibilities 5. Which one of the following is an accurate statement? A. UX design is a highly collaborative field, where designers typically work in cross-functional teams. B. In many cases, you won’t be the sole designer working on a given project, especially if you work at a larger company and when you're a new designer. C. UX design roles can vary depending on the company’s size and industry. D.All of the above User Experience (UX) Case study : How good UX design leads Apple to success Apple has consistently been praised for its exceptional user experience (UX) design, which has been a major driver of its success and increased sales. The introduction of the iPhone in 2007, with its intuitive multi-touch interface and App Store, revolutionized the smartphone market. Based on the case study answer the following One of the key UX design elements that contributed to the iPhone's success was its intuitive multi- questions: touch interface. Unlike previous smartphones that relied on physical keyboards and buttons, the iPhone introduced a touch-based interface that was both innovative and easy to use. This interface 1. What was the allowed users to interact with the device in a more natural and intuitive way, making it accessible to revolutionary feature a wider range of users. introduced by the iPhone that significantly enhanced Another important factor was the App Store, which provided a curated marketplace for third-party its user experience? applications. This allowed developers to create a wide range of apps for the iPhone, expanding its capabilities and creating a thriving ecosystem. The App Store also made it easy for users to discover 2. How did the App Store and download new apps, further enhancing the overall user experience. contribute to the iPhone's success and the overall Apple's ecosystem integration also played a significant role in its success. The iPhone was designed smartphone market? to work seamlessly with other Apple products, such as the iPod, iTunes, and Mac. This integration created a cohesive user experience, making it easier for users to manage their digital content and 3. What is the significance of devices. ecosystem integration in Apple's products? The attention to detail that Apple has always demonstrated in its products was also a key factor in its success. From the design of its hardware to the user interface of its software, Apple has consistently 4. How did the iPhone's strived to create products that are both functional and aesthetically pleasing. This attention to detail success drive sales of has helped to differentiate Apple's products from competitors and create a premium brand image. other Apple products? The success of the iPhone and other Apple products has had a significant impact on the company's 5. What lessons can overall business. It has driven sales of other Apple products, such as the Mac and iPad, and has businesses learn from helped to establish Apple as a leading brand in the consumer electronics market. Additionally, the Apple's approach to UX success of the iPhone has created a powerful ecosystem of apps and accessories, further enhancing design? Apple's market position. In conclusion, Apple's success can be attributed in large part to its exceptional UX design. By © 2023 University of Technology and Applied Sciences.
