Lyndon Cerejo

Creating a Hierarchy of User Experience

Needs

June 2001

Lyndon Cerejo / User eXperience Strategist / Capgemini

About This Presentation

These slides are from a

webinar Watchfire (now

part of IBM) invited me to

conduct in June 2001.

The presentation was

2Creating a Hierarchy of User Experience Needs© Copyright 2009 All Rights Reserved

The presentation was

based on an article I wrote

for ClickZ in March 2001:

“Creating a Hierarchy of

User-Experience Needs”

http://www.clickz.com/839221

Agenda

• The User Experience

• Maslow Revisited

• Hierarchy of User Experience Needs

• Building Pyramids

• Summary

3Creating a Hierarchy of User Experience Needs© Copyright 2009 All Rights Reserved

• Summary

The User Experience

4Creating a Hierarchy of User Experience Needs© Copyright 2009 All Rights Reserved

Maslow Revisited

5Creating a Hierarchy of User Experience Needs© Copyright 2009 All Rights Reserved

Hierarchy of User Experience Needs

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Level 1: Site Availability

• Domain Name

• Search Engine Results

• 24 x 7 Uptime

• Traffic Surges

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• Dead Links

Level 2: Usability

What is?

• IA /Navigation

• Readability

• Reduce Clicks

• Graphics

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• Graphics

• Basic Search

• Access Devices

Level 3: Supportive Features

• Detailed Product Info

• User Reviews

• Natural Language Search

• Product Comparator

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• Guided Selling

Level 4: Confidence

• Show Security

• Prominent Policies

• Quick Customer Support

• Multiple Contact

Methods

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Methods

• Give User Control

Level 5: Desirability

Website Nirvana

• Personalization

• Community

• Customized Newsletters

• Product Customization

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• Product Customization

Building Your Pyramid

• Bottom –> Top

• Lay The Foundation – Know Your Users

• Understand & Prioritize Needs

• One Level At A Time

12Creating a Hierarchy of User Experience Needs© Copyright 2009 All Rights Reserved

Summary

• Understand User Experience

• Prioritize User Needs

• Build Your Pyramid

13Creating a Hierarchy of User Experience Needs© Copyright 2009 All Rights Reserved

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