Thomas Crossman

thcross@microsoft.com

*User Experience

*me

*What is User Experience?

*What is User Experience?

*…user interface design

*…a step in the process

*…about technology*…just about usability

*…just about the user*…expensive*…easy*…the role of just one person/department

*…a single discipline isn’t

*“Supposing is

good, finding out is better” Mark Twain

Frazer

‘I just want to buy what I need and get out’

Key goals We must

We must notBehaviours

• Knows what he wants to buy

• Avoid spending time browsing

• Get something balanced between price and quality (look is not important)

• Clearly show key features of each product

• Provide easy comparison between products

• Show him relevant offers

• Gets bored shopping and easily frustrated

• Wants tried and trusted products

• Happy to let others do the thinking for him

• Easily influenced by discounts

• Don’t focus on fluffy descriptions of products

• Don’t overwhelm him with choice

*personas

*user tasks and journeys

Destination Date / time Price Confirmation

“I’m not necessarily after the cheapest, it’s a combination of things”

Departure airport

Specifics

Book tickets

“I must have an aisle seat”

“There are a few airports I could fly from”

“I can be flexible with dates, but I’d prefer not to

get up too early. And I need to Liaise with my

sister in New York”

“Normally I just want to book the flights and none of the shows or museum trips, but I do like to see what’s going on”

“I won’t look at the email again until just before I travel”

Users need to easily move between these different options in order to make

an informed and confident decision. Other people are often involved

in the date / time discussion.

Katharine, 29I want a hassle free trip to New York to spend time with my sister and go shopping.

Must have an aisle seat, must not get up to early.

Goal: To book a flight to New York in July

ConfirmationBasket Delivery details

Existing customer

New customer

Add product to basket

List of selected items and quantities

Edit basket

Selectcheckout

option

Login

Enter name and email address

Enter address

Select save name and address

Add new name and address

New or existing Payment

Enter credit card details

NotesSeveral existing customers find it easier to checkout as a new customer as they don’t remember their username and password and find managing address fiddly. We should aim to make this much simply with the next release and enhance the process for repeat customers.

Confirm

Goal: To purchase items in my basket

90% 73% 54% 22% 8%

Why do people leave the checkout?

Why do 90% leave from Basket

Call to action unclear

Miss-communication with wording

Why do 73% leave from Sign In/ Register

Users unsure of option

Do not want to create account

Why do 54% leave from Delivery

Have to re-enter address

Bad form design

Why do 22% leave from Payment

Do not accept paypal

Do not agree with delivery cost

Basket

Sign in/ Register

Delivery

PaymentConfirmation

*How can we increase site

stickiness?

*polite computing

- Interested in me (remembers my preferences)

- Perceptive (makes good guesses at what information I’ll want next)

- Forthcoming (doesn’t hold back useful information)

- Self-confident (doesn’t keep asking me annoying questions)

- Responsive (discrete – not too demanding)

- Forgiving (If you make a mistake it lets you undo)

- Not a show-off (doesn’t clutter with showy controls)

- Focused (too many choices become a burden)

- Fudgeable (allows the user to partially complete)

*“If we want users to like our software we should design it to behave like a likable person:

respectful, generous and

helpful.” Alan Cooper

*But don’t go too far!

*site extensions - extensions empower your users

- extensions increase ‘site stickiness’

- extensions establish

credibility and exhibit

confidence

*voting

- people understand voting

- voting promotes trust and

believability - voting enables the

community to decide what it

feels is important

*customization - customization allows for self-expression - customization increases sense of

ownership - customization is a

differentiator

*gamification

*what is gamification?

A thing ->

Add game mechanics ->

The thing now has a new layer of fun it didn’t before ->

People are more likely to engage with that thing

*what is gamification?

A thing ->

Add game mechanics ->

The thing now has a new layer of fun it didn’t before ->

People are more likely to engage with that thing

*“motivating human behavior through psychology”

* Appropriate

challenges

* Variable rewards

* Pattern recognition

* Curiosity

* Reputation & identity

* Social proof

* Surprise

* Status

* Feedback loops

*“make the easy,

easy and the difficult

possible”

*“sustaining passionate users takes more than

delightful experiences”

“continually generate more of the

emotion I am here for”

“give users senses of connection,

wonder & global engagement”

“care, feed and nurture over time”

“writers design the emotional space

between characters, User Experience

designs for the emotional space

between user and application”

*What is User Experience?

* It is the system

* It is the process

* It is about behavior

* It is about value

* It is about context

* It is flexible

* It is a balancing act

* It is a culture

* It is a collaboration

*“there are many methodologies for

User Experience Design yet they all

have one thing in common….Users’

interests are at the centre of all

activities”