user experience matters user experiences PENN STATE WEB
> > user experience matters user experiences PENN STATE WEB 2004 presented by Kelly Goto gotomedia, inc. June, 2004
> > "Successful user experiences deliver a firm's value proposition -- the brand promise -- to customers in the most effective and appropriate way. ” - Karen Donoghue // Built for Use user experiences
user experiences How do you leave your visitors feeling?
user experiences everyday experiences: counter intuitive?
user experiences uncomfortable experiences: japanese toilet with remote control (!)
user experiences emotional experiences: robot dogs! AIBO expresses ‘real’ emotions and instincts & react to eachother. Owners feel an emotional attachment.
user experiences experimental experiences: furby wall I saw this wall at an experience design exhibit. Interesting yet eerie.
user experiences
user experiences voice touch words binary expression touch xml visual gui interface
> > defining user experiences perception: emotional response ; interaction information in action; intuitive behavior; results measure success through observation and metrics.
defining user experience perceptio n interact. Ion results gotomedia website
defining user experience PERCEPTION INTERACTION RESULTS perceptio n interact. Ion results gotomedia website
defining user experience PERCEPTION INTERACTION RESULTS BRAND CONTENT TESTING brand value: emotional response; repeated positive experiences; promise you make to your customers; trust which builds over time.
defining user experience PERCEPTION INTERACTION RESULTS BRAND CONTENT TESTING organization of information; simplification of content; direction and guidance in navigation and messaging; information design from a site, page and user-view.
defining user experience PERCEPTION INTERACTION RESULTS BRAND CONTENT TESTING measuring success through observation and metrics: includes usability testing surveys - interviews; results inform iterative development cycles.
defining user experience PERCEPTION INTERACTION RESULTS BRAND CONTENT TESTING • Brand Identity • Visual Interface • Logo/Tagline • • Site Structure Page Layout User Paths Copy/Messaging • • Usability Testing Site Metrics Feedback Cycles Iterative Changes
defining user experience BRAND Vision INFORMATION CONTENT Design USABILITY TESTING Testing
> > perception user experiences brand value: emotional response; repeated positive experiences; promise you make to your customers; trust which builds over time.
perception brand value: e pr o ic rv du se ct what do you do best? content Modified from Harvard Business School “product/service/process” business models
perception brand value: A successful experience with a company increases brand promise, or value. successful user experience TRUST Strong relationships must be built on and offline for ongoing success.
perception the goal: How do we convey TRUST The “brand” of a company is communicated through good user experiences time after time. image: Nike
perception Brand Experience = User Experience • Strong vision of company mission statement • Commitment from organization or company • Follows specific guidelines and brand style guides both online and off • Is more than a logo or a tagline - it is a brand promise of quality and experience with your organization as a whole
perception Brand vision questions • What it your university’s brand vision? Is it articulated clearly on the home page of your site? • Choose three attributes that articulate your organization’s brand vision. Is this the same online and off? • Is the brand identity of your organization consistent throughout the site? • Do you have a style guide or set of guidelines to follow for new marketing materials on and offline? • What obstacles exist to create an environment of brand awareness within your organization?
perception action items: • Read Karen Donoghue’s book “Built for Use” on driving profitability through the user experience • Move into CSS and style sheet driven web sites for greater consistency and accessibility • Develop a plan of brand-action to create awareness within your organization of how important branding is for overall user experience (note: closing keynote!)
> > interaction user experiences organization of information; simplification of content; direction and guidance in navigation and messaging; information design or architecture
> > A consistent experience creates a strong value proposition -- with the outcome increased competitive advantage. user experiences
interaction early information design: napolean’s march from edward tufte: envisioning information
interaction Hong Kong airport Kiosk Experience – memorable & unique representation of information From http: //www. hongkongairport. com/
interaction whitney artport idealine
interaction information design the simplification and organization of content, navigation and information to create an intuitive experience for the end user.
interaction information design divided into three views - site-view page-view user-view
interaction Interaction questions • What is the primary action you would like your site visitors to take? Is this clear from the homepage? • Is the navigation easy to understand intuitive? • Is your content and copy easy to read, consistent in tone, short and concise? • Is a site visitor able to get through the primary and secondary tasks quickly and easily without assistance?
interaction items: • Read the Polar Bear Book “Information Architecture” and Christina Wodtke’s book on “Information Design: Blueprints for the Web” • Bookmark “Boxes and Arrows. com” • Develop iterative cycles of development suggested quarterly - for redesign of specific areas of your site from a site, page and userviewpoint.
> > results user experiences measuring success through observation and metrics: includes usability testing - surveys interviews; results inform iterative development cycles.
> > High usability means a system is: easy to learn and remember; efficient, visually pleasing and fun to use; and quick to recover from errors. Dictionary. com user -experiences
results usability testing • The understanding of how an individual user navigates, finds information and interacts with your Web site. It is an one-on-one 'watch and learn' approach. • Differs from focus groups and other forms of user testing and feedback. • Is non-disputable and one of the lowest cost forms of feedback and metrics
results Poor usability – BART machines Inconsistent and hard- to-understand interfaces
results Poor usability- the francis website
results Usability testing 5 step process Step 1 PLAN AND PREP Step 2 RECRUIT PARTICIPANTS Step 3 CONDUCT TESTING Step 4 ANALYZE RESULTS Step 5 MAKE RECOMMENDATIONS
results testing & feedback cycles • What are your immediate, short and long terms goals with the website? • How will you measure the success of your redesign or site refresh? • What methods of feedback do you have within your organization? • Have you conducted usability testing on your site? Does your team have the training necessary to conduct testing internally? • What obstacles exist - time? Budget restraints? Training? Work to remove these.
results action items: • Read Steve Krug’s book “Don’t Make Me Think” along with Jeffrey Rubin’s “Handbook of Usability Testing” and the chapter on usability testing from “Web Redesign: Workflow that Works. ” • Join local Bay Chi or national usability organizations. • Get newsletters on usability and user centered design from Creative Good and gotomedia. • Start conducting informal tests - you have access to one of the most difficult components - your target audience. • Access your stats and data and analyze.
> > effective experiences user experiences
effective experiences define goals primary goals Why are you redesigning? What are your business goals? What are your measurable goals? audience Who is your target audience? What are your audience’s goals? action How can you meet both your audience’s goals and your goals? Link to worksheet
effective experiences define goals Types of audience goals • • • information seeking purchasing browsing interaction community
effective experiences define your target audience Types of audiences • • • innovators early adopters early majority late majority laggards
effective experiences define your target audience Types of audiences University Examples • • perspective students returning students alumni staff
effective experiences create personas Think like your audience and understand how they see and use the internet. • Where do they access the web? • How often do they go online and why? • What do they do in their spare time when they are not on the net? Begin to think like your audience, not the developer. Link to sample user profile
effective experiences create personas
effective experiences Know your audience • motivation • adoption to technology • ability to navigate
effective experiences think like your audience Think like your audience and understand how they see and use the internet. • Where do they access the web? • How often do they go online and why? • What do they do in their spare time when they are not on the net? Begin to think like your audience, not a developer. Link to sample user profile
user experience in action STRATEGY: METHODOLOGY OUR CORE PROCESS Phase 1 Definition & Discovery Phase 2 Information Architecture Phase 3 Design & Testing Phase 4 Production & Testing Phase 5 Delivery
effective experiences Discovery Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Info Arch Design Production Delivery
> > real-world application user experiences
user experience in action Web. Ex: ORIGINAL WEBSITE DESIGN
user experience in action Web. Ex: VIVIDENCE USER TESTING
user experience in action Web. Ex: REAL ESTATE ANALYSIS
user experience in action Web. Ex: REAL ESTATE RECOMMENDATIONS
user experience in action Web. Ex: WIREFRAMES
user experience in action Web. Ex: SITEMAP
user experience in action Web. Ex: INITIAL DESIGNS
user experience in action Web. Ex: INTERIM HOME PAGE DESIGN RESULTS: n Reduction in task abandonment by 22% n Traffic to Daily Demo doubled
user experience in action Web. Ex: FINAL HOME PAGE DESIGN
> > APPENDIX user experiences near-future experiences Innovation creates the future - but the end user only uses what is appropriate, easy and necessary.
“Amidst the turbulence of the market, successful firms still understand that regardless of the technologies used, the ultimate end users are people, who don’t user experiences evolve as rapidly as technology. ” > > - Karen Donoghue // Built for Use
future experiences modes of: communication information transfer interaction|experience sensing intelligence
future experiences data at a glance: Fossil wrist PDA Customized data at fingertips
future experiences UBC (ultra mobile computing: OQO - mini PC www. oqo. com Play video
future experiences datelens Revolutionary scalable calendar interface Link to site
future experiences near future:
future experiences new data input: Fastap Keypad: Small iterative changes to devices we use everyday for improved user experience. The “spork” of the future… (David Levy, Digit Wireless’)
future experiences the goal: What is our goal? GOOD USER EXPERIENCE Focus on elements of user experience to increase efficiency, create a effortless experience … the internet provides access; wireless provides freedom. half. com story…
> > user experience matters Slide 1 user experiences Sign up for the gotoreport - our bi-monthly online publication on user experience!
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