The Importance Of User Experience (for developers)
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The importance of UX
Who Am I?
• An (ex) html jockey & web designer• A UX evangelist• A customer• A consumer• A user
UX
Sharepoint
intranet web
applications
Does this sound familiar?
1. “It’s hard to use & ugly!”
2. “I just don’t understand how to use this!”
3. “The performance of this application sucks!”
4. “Was this application designed for me or an engineer?”
The User’s experience is failing
Why?
?
WHAT IS
Ux??
User Experience
Makes the difference between being merely functional and actually improving the way business is done via software.
User Experience is a CREATIVE part of Software Development.
“I thought it was just about making it pretty”
Questions about whether design is necessary or affordable are quite beside the point: design is inevitable. The alternative to good design is bad design, not no design at all.
Douglas MartinBook Design: A Practical Introduction
Turns out, no
Turns out, noDesign is about making business sense
WHY IT’S IMPORTANT
User Experience(if designed well) well)
1. Differentiates a product or service
2. Creates business opportunities
3. Improves efficiency
$It affects your bottom line
UX differentiates
Creates business opportunity
Improves efficiency
10%
0%
30%
20%
50%
40%
70%
60%
Before After
Page Interactivity: high % of users left the page without even interacting.
Field Analysis: Small % of users interacted with the form fields.
Link Analysis: Links distracted users from the registration process.
Last Field Changed Analysis: High pct. of users who abandoned last changed the State field before leaving, indicating friction.
Click Density Analysis: Users frequently clicked the non-linked image
Scrolling Analysis: Over half of users did not even see the first form field.
The page was redesigned based on AO recommendations and resulted in a 50% increase in registration conversions
Click Stream Analysis
The proof is in the returns
Year 1Year 3
Year 5
0
1
2
3
4
5
6
7
8
9
10
Design Organizations
S&P 500
Stock performance of 63 “Design Oriented Companies” versus the S&P 500 over 1, 3 and 5 years Courtesy, Peer Research 2007, Fast Company, October 2007
A valuable investment
• “Every $1 invested in usability returns between $10 and $100” -- IBM, Cost-Justifying Ease of Use
• Investing 10% of a total project budget yields:Metric ReturnSales/ Conversion rate 100%Visitors/ Traffic 150%User Performance / Productivity 161%Use of (Key) Features 202%
Jakob Nielson, Return on Investment for Usability
Tales from the field
• A mid-western utility was able to cut average customer support call cost from ~$10 to less that $1.00 per incident as a result of redesigning their web presence
• A major eCommerce retailer saw a 45% increase in average order size as a result of redesigning their shopping experience
• The same retailer saw a 10% conversion increase as a result of better organizing product information
• Implementation / customization costs for an Enterprise Software Vendor were cut by 40% as a result of a better “out-of-the-box” experienceWill Tschumy, Microsoft User Experience Evangelist
Just in caseYou need a bit more...
• The cost to business of poor user experience and satisfaction is equivalent to $40,000 per person in lost business each year, based on one hour a day being spent sorting out software usability problems (Marketing Opinion Research International/MORI)
• Users will wait a maximum of 10 seconds for a software response before become distracted or losing interest (Constantine/Lockwood, 1999)
• 63% of Web projects overrun their budgetary estimates, with the top four reasons being usability problems
• More than 40% of ERP implementations show user adoption issues or lack significant ROI (AMR research)
• 57% of SAP customers don’t believe they’ve achieved a positive ROI from their project because of poor user acceptance (Nucleus Research)
*Source: APO UX FY08
$It affects your bottom line
Our entire online existence is based on UX
Our entire online existence is based on UX
(good or bad)
The User Experience Lifecycle
Attract
Orient
InteractRetain
Advocate
How do users find you?
Do they know what to do?
Do you make them feel good?
Will they use you again?
Will they tell their friends?
Put a different way
Put a different wayAdvocacy is the key indicator of long term customer value and retention
How do I do it?
Maslow’s Hierarchy
Self-Actualization
Esteem
Love / Belonging
Safety
Physiological
A Design View of Maslow
Desirable
Efficient
Usable
Useful
Functional
Courtesy of Rob Girling, Artefact Group
So if I’m desirable, I’m all set?
So if I’m desirable, I’m all set?Not exactly. There are other considerations…
So if I’m desirable, I’m all set?Not exactly. There are other considerations… Design is a process that balances conflicting sets of constraints
What’s Viable?
What’s Possible?
What’s Desirable?
For every problem, 3 Constraints
Larry Keeley, Doblin Group, among others
What’s Possible?
What’s Desirable?
Business: What can I bear?• How much can we sell it for?• How much can it cost?• Is there acceptable ROI/NPV?What’s
Viable?
For every problem, 3 Constraints
Larry Keeley, Doblin Group, among others
What’s Viable?
What’s Desirable?
Technology: What can I do?•With my technology?•Within regulatory constraints?•Within business constraints?
What’s Possible?
For every problem, 3 Constraints
Larry Keeley, Doblin Group, among others
What’s Viable?
What’s Possible?
Design: What should I do?•Who are my users?•What are their needs?•What is their mental model?
What’s Desirable?
For every problem, 3 Constraints
Larry Keeley, Doblin Group, among others
GUIDELINES
What does the UX proVisual designerUsability designermotion designerdo?
Robbie Ingebretsen “ Design Fundamentals for Developers” MIX09
Project Complete
Use cases created IT + User / BA
Prototyping IT
Developmentof Services IT
UI is created IT
User Testing User / BA
Project StartsUX Methodology
Project Complete
Use cases created IT + User / BA
Prototyping IT
Developmentof Services IT
UI is created IT
User Testing User / BA
Project StartsUX Methodology
Project Complete
Use cases created IT + User / BA
Prototyping IT
Developmentof Services IT
UI & ServicesIntegrated IT
User Testing User / BA
Project Starts
Development Of UX
UX Professional + User/BA
+ UX Professional + User/BA
Development OfSoftware
IT + UX Professional
UX Methodology
Use cases created IT + User / BA
Prototyping IT
Developmentof Services IT
Project Starts
Project Complete
UI & ServicesIntegrated IT
User Testing User / BA
Development Of UX
UX Professional + User/BA
+ UX Professional + User/BA
Development OfSoftware
IT + UX Professional
IT + UX Professional + User/BA
Development of Services
UX Methodology
What users want
1. Users don’t care about how the software is built. They want performance, convenience and results
2. Unless it allows them to get their work/task done faster, they don’t want to learn a new/different way of doing something
3. They want a responsive UI with visual clues as to ‘what next’. They don’t want to guess what to do (or hunt for it)
4. As far as they’re concerned the experience is the product
Robbie Ingebretsen “ Design Fundamentals for Developers” MIX09
A few basic rules
1. Make your application consistent
2. Let users know what's going on
3. Keep It simple and pretty
4. Put the user in control
5. Forgive the User
WEB 101
WebsiteBanner Search
Life use to be simple
Banner
Widgets
Video
Mobile
Paid Search
Organic Search
Social
convert
assist
informentertain
Games
connect
IP TV
But the consumer/user changed
Website
Banner
Widgets
Video
Mobile
Organic Search
Social
convert
assist
informentertain
Games
connect
IP TV
And integrated
TV
DirectMail
LeadGen
RatingSites
Blogs
Paid Search
Call Centre
Branch
Web site
What is Social Media and Web 2.0?Groundswell: A social trend in which people use technologies to
get the things they need from each other instead of from companies.
Web 2.0: A set of applications enabling efficient interaction among people, content, and data to collectively fostering new business practices and social structures.
Social media: Blending Web 2.0 tactics into the marketing mix to engage with customer communities and draw value from social interaction.
Forrester Research
According to a 10/2008 Forrester report “3 in 4 US Online adults now use social tools to connect with each other.”
Social Media: What’s the fuss?
1. It’s enormous
2. Broadening demographic
3. Everyday routine
Impact of Social Influence MarketingTM
Razorfish Digital Outlook Report 09: March 2009 – “Social Influence Measurement: What’s It Worth?”
UX
Sharepoint
intranet web
applications
Sharepoint
intranet web
applicationsDocument Management Customer InformationApplicationsLearning
Sharepoint
intranet web
Document Management Customer InformationApplicationsLearning
Similarities & differences
• INTRANET– Taxonomy– Document storage*
• Potentially large volumes of documents
– Traditionally narrow scope of content and little attention to how user accesses or finds info.
• WEB– Navigation– Customer information*
• Copy kept brief, to the point
– Traditionally rich in types of media and ways for user to access. Experience is key.
Similarities & differences – cont.
• INTRANET– Brand low priority– A designer and/or devs
involved in UI– No SEO– Internal facing
applications get low UI priority
– Social media, web 2.0, web 3.0 not yet part of every day use within corporate structure
• WEB– Brand representation is
everything– Designers/IA/UX involved in
UI– Sites lives or dies by SEO
rankings– External applications get
high UI priority– Social media, web 2.0 etc
key for reaching users and creating community around brand
Lastly
• INTRANET • Accessibility low
priority
• *
• WEB• Accessiblity is becoming
law
• *
IN CLOSING
UX = ROI (TIME & $)
GOOD UX REQUIRES EMPATHY FROM BOTH DESIGNER & DEVELOPERA WEBSITE IS PRIMARILY A BRAND EXERCISE IN ALL THAT IT DOES (AND MORE THAN JUST A LOGO)
WEB & INTRANET ARE CONVERGING
WEBSITES CONTINUE TO EVOLVE, THE PLATFORM NEEDS TO BE AGILE
Acknowledgements
• Will Tschumy: Design Matters (Microsoft)• Robbie Ingebretsen: Design Fundamentals for
Developers (Pixel Lab)• Michael Köster: Introduction to UX (Microsoft)• Forrester Research: Groundswell• Rob Girling: Artefact Group• Larry Keely: Dablin Group