Digital First 2015 - Great User Experience, an essential part of your digital strategy
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Transcript of Digital First 2015 - Great User Experience, an essential part of your digital strategy
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Great User Experience, an essential part of your digital strategy Johan Verhaegen – Digital First, 15.10.2015
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“It’s only when [UX] is done poorly that we notice it” Jared Spool
“You cannot NOT have a user experience” Lou Carbone
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USABILITY PRINCIPLES VALUE PROPOSITION CUSTOMER JOURNEY
User Experience Framework
© Human Interface Group – 15.10.2015
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Value Proposition Canvas
Product / Service
Needs
Wants
Concerns
Customer
Strategy
Technology Features
User Experience
© Human Interface Group – 15.10.2015
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WELCOME HOME
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USABILITY PRINCIPLES VALUE PROPOSITION CUSTOMER JOURNEY
User Experience Framework
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“We zullen internet zijn. Of we zullen niet zijn”
Philippe Neyt Commercial Director, Corona Direct
“To be or not to be”
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Usability principles
BASED ON HOW PEOPLE
Feel
Think
Hear See
Interact Behave
© Human Interface Group - 29.9.2015
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People are motivated by mastery and control
People search for cues that tell them what to do
Usability principles
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PEOPLE ARE MOTIVATED BY MASTERY AND CONTROL
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PEOPLE ARE MOTIVATED BY MASTERY AND CONTROL
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PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
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shows the intended purpose
LIFELINE
perceived affordance, Donald Norman
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LIFELINE
keeps you safely on track
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PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
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put waypoints along the route
WAYPOINTS
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PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
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PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
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PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
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Designing = visualize assumptions
Assumptions need to be investigated whether they are true (or not)
Validate your designs
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It looks real… but it isn’t.
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It looks real… but it isn’t.
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It looks real… but it isn’t.
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It looks real… but it isn’t.
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Let’s get out of the theme park…
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…and enter into the real world
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Quantitative tests Qualitative tests
what? why?
prove improve
statistically significant what needs fixing
many users few users
minimal interaction – A/B testing interactive observation – live testing
How to validate?
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Qualitative – live usability testing 10 test persons • 30-55 years • driver’s license and car
Setup • 2 test scenarios • recording audio and movements on screen • searching for issues - difficulties - improvements
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Live usability testing
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A/B testing
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A/B testing
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USABILITY PRINCIPLES VALUE PROPOSITION CUSTOMER JOURNEY
User Experience Framework
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Customer journey
SERVICE BLUE PRINT EXPERIENCE MAP
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© Human Interface Group - 29.9.2015
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3 e-commerce focal points
1. Catch customers with a visualized value proposition
2. Designing = making assumptions
3. Save time & money with a UX framework
© Human Interface Group - 29.9.2015
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Contact us De Regenboog 11 2800 Mechelen Belgium www.higroup.com +32 (0)15 40 01 38
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Human Interface Group
@higroup
Human Interface Group [email protected]
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