© LINE Communications 2014

25 years of transforming business through learning innovation

User Experience (UX)Steve.Barden@LINE.co.uk

29th January 2014

Today The importance of UX

What is UXD?

Why UXD matters

The experience of users

Future thinking

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The importance of UX is growing

© 2004 Scott Adams Inc.

Today’s users demand more …

© LINE Communications 2014

The importance of UX is growingToday’s users demand more …

Digital applications have become hugely more complex as our industry’s technologies and methodologies progress.

What used to be a one-way static medium has evolved into a rich and interactive experience.

But today an application's success hinges on just one thing: how users feel about it

© 2004 Scott Adams Inc.

© LINE Communications 2014

The importance of UX is growing

Digital devices have richer functionality More form factors and screen sizes Increasing need to access more complex data Its about the holistic system

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How we used to work

Before we and our clients understood the value of user-centered design, there was little or no science behind what designers did. We used to make design decisions based on: 

what we thought looked good

what the client said they wanted

UX design Vs. Visual (UI) design

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Booking a flight…Well-known airline #1

Well-known

airline #2

Great Experience is about Control:

The worst feeling in the world is to feel out of control.

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© LINE Communications 2014

UX Design is not…

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…only concerned with visual design.

UX Design is not…

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…about technology.

UX Design is not…

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…just about the user.

UX Design is not…

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…optional

UX Design is not…

Why UXD matters

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“You can use an eraser on the drafting table or a sledge hammer on the construction site”

Frank Lloyd Wright (a REAL architect)

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UX process

Sketch flows and navigation maps define the UX

Learning architecture define the whole experience

Wireframes highlight layout and navigation UI

Personas aid the learning design

Use cases illuminate the system requirements

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Sketching out the UI

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Design – Lenses and outputs

SKETCHSKETCHSKETCHSKETCH

CONCEPTSCONCEPTSCONCEPTSCONCEPTS

MAPMAPMAPMAP

Rapid sketched, heavily iterated

Storyboard or map the user journey

Visual concepts based on brand

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What’s the value?

Increased product quality

Reduced maintenance and post launch bug

fixes

Avoids rework

Reduced testing and

quality assurance costs

Risk Management: avoids costly

errors

Improve product value: Better products lead to greater market share

Reduced training and maintenance

costs

Embedded product within the business, and spreads it’s value to others

Satisfied Users

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9 Questions to ask about a UX project1. What is the business goal?

2. What is the strategy?

3. Who are all of the audience groups?

4. What are your audience requirements?

5. What will success look like?

6. How does it make money?

7. How are you solving the end-user 'problem'?

8. What context will this be used in?

9. What mindset is the user in? 

Personas & Use Cases

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Why do we need Use Cases?

Because there is less of …

And more of …

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Why do we need Use Cases?

Because the old order of content …

Is now replaced and context is king…

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Large screen, keyboard and mouse for input

Seated, predictable environment

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UI takes up entire screen, difficult to multi-task.

Variable context and environment

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Larger screen size, longer session time, more immersive tasks

Variable context and environment

The experience of users

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User eXperience Design

Is all about:

Knowing your audience

Understanding the barriers your audience will face

Knowing what will make your audience happy

Plotting how your solution maps to their journey

“User experience isn’t a layer or component of a product or service. It’s really about the design of whole systems and their interconnections.”

Andrew Hinton (Senior Information Architect at Vanguard)

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Know your audience

Who they are? What do they need?

What motivates them?

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Don’t make me think!

ObviousObvious Requires thoughtRequires thought

Click!

Click!

“Is that a

button?”

“I can’t find

what I need”

Exits

Interactivity

Click!

Future thinking

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It won’t get easier…With new form factors and navigation modes

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Get in touch

Steve BardenLead Consultant

steve.barden@line.co.uk

Paul ThorpeHead of Visual & UX Design

paul.thorpe@line.co.uk

Stand 38www.LINE.co.uk