Post on 14-Apr-2017
User Experience and
Trinity Model
Jinsoo KimPh.D. in HCI
Contents• Why User Experience?• What is User Experience?
– Definition of UX– User vs. Customer
• Interface vs. Interaction• What constitutes interface?• Trinity Model
– Human, Product and Finance
The importance of UX
The Diffusion of Innovation Graph. (Moore, 1991.)
WorldWideWeb for NeXT
PDA: Personal Digital Assistant
iPhone
Samsung VS. Apple
define
de + finircompletely end
= bound-ary
User eXperi-ence
User Centered DesignA framework of processes in which the needs, wants, and limitations of end users of a product, service or process are given extensive atten-tion at each stage of the design process.
The chief difference from other product design philosophiesto optimize the product around how users can, want, or need to use the product, rather than forcing the users to change their behavior to accommodate the product.
User vs. Customer
Experience
memorable events --> experience
Human-Computer Interaction
Interaction vs. Interface
Reference: Human-Computer Interaction by Alan Dix, et al
C H
O
I
output
input
articulation
observation
performance
presentation
interface
GOAL
humancomputer
What makes the design hard?• Human
– So many users who are different in one way or another
• Different goal, different behavior, and different prefer-ence
• Computer– Diverse computing environment
• Different OS, different browser, and different network environment, different screen size
• Human vs. Computer– Different characteristic in information processing
• Exhaustive search vs. Heuristic search• Consciousness and Emotion
Human
Common characteristics of Human (Information processing mechanism)
Segmentation(Demographic, Behavior, Goal)
Personal(Access, Depth)
How to treat many users• Three layers
– Common characteristic as Human• Information processing mechanism
– Users shows similarities within a group of people according to
• Behavior, preference, demography• Goal directed approach such as persona
– Persona: fictional character whose goals and needs are representative of a particular group of people (http://www.cooper.com/)
– Personalization• Different design for each individual
Eye Tracking
N=43
11.5%
2%5%
30%
12%
8%
13.4%
8.3%
Cognitive Overload• “Paradox of Choice” by Barry
Schwartz– “fact that some choice is good doesn't necessarily
mean that more choice is better. ... There is a cost to having an overload of choice.”
Personalization Motive
Personalized News
Persona example
• Highlight Ned back-ground– 41 years old– Married with 2 children– Account manager for a
large chemical company– Avid sports fan – Takes care of family fi-
nances – tactical and strategic
– Works from home at night
– Internet 10hours / week
Execution-Evaluation Model
The manner in which humans interact with systems by Don Norman
Mistreatment of Visual Weight
Power of Visualization• Real Time Tracking
–Faster tracking for immediate action–Contextual coupling between an article and its performance
YAHOO! CONFIDENTIAL
News - Result
550
650
Apr’06 May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
M
700
750
600
513M
400
500
450
507M
546M
576M
661M
• News PV in May spiked over 905M PV, reached +78.5% against Apr 07
Source: DYC
673M
610M
692M
758M
-2.5%575M
540M
504M
549M
497M486M507M
Apr’07 May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May
475M
578M
464M
501M
748M
717M
650M
826M
800
851M905M
+78.5%
New Management
0
5
10
15
20
25
30
35
40
45
50
4/23
4/30 5/7
5/14
5/21
5/28 6/4
6/11
6/18
6/25 7/2
7/9
7/16
7/23
7/30 8/6
8/13
8/20
8/27 9/3
9/10
9/17
9/24
10/1
10/8
10/1
5
10/2
2
10/2
9
11/5
11/1
2
11/1
9
11/2
6
12/3
12/1
0
12/1
7
12/2
4
Yahoo.co.krDaum.netNaver.comNate.com
Source: Korean Click (Weekly)
21.69 min/week (No.3)
34.27 min/week (No.1~2)
Increasing 58.0%
News – Avg. Duration Time
Human-Computer Interac-tion
C H
O
I
output
inputexecution
evaluation
performance
presentation
world
HumanComputer
Human-Computer Interaction?• When a person is using a computer, he/she is
trying to do something – ‘Human-work interaction’ with the computer as an
intermediary• Terry Winograd at Standford University
• Product instead of work– Product is what a company makes and deliver to
users– Product is not any product but computer mediated
interactive product• With which Interaction through computer still matters
• Product instead of Computer
Finance• Returns on investment of HCI
– Help decision making (research)– Decrease Communication cost (ex, UML) – Save development and maintenance cost
• Provide good processes – Reduce Customer Care cost
• By reducing bugs – Increase key performance index(KPI)
• By directly increase traffic or revenue through better us-ability
• Underlying assumptions for business contribution– HCI make quality product enhance user experience In-
crease KPI (pvs, uvs, revenue)• But HCI’s perspective sometimes conflicts
with finance in practice
HCI vs. Finance• Product success vs. Financial success
– Successful communities failed in making money• Iloveschool, freechal
• Financial decision – ex) MMS mobile menu location
• by # of clicks or amount of revenue?• Business model vs. user experience
– ex) Often times ads are annoying• Usability vs. KPI
– ex) News list page for more PVs• Quantity of content
– ex) user satisfaction vs. content cost
Motivations for a new model• Often times product plan misses one or two
critical elements– Either user or finance is not considered
• Need for an integrated framework to ex-plain IB in a consistent manner– There are many theories around IB but there is
no framework to contain them • Simple model is required for practical use
– To solve UI problems, we need to memorize and internalize it
• Internet Business requires a complete, con-sistent and simple framework
Trinity Model (TM)
Computer Medi-atedInteractive Prod-uct
By Jinsoo Kim
Finance
Interface
Human Product
Trinity Model• Consists of three entities
– Human, Product and Finance • Each entity contains the other two in it
– Human has needs that requires a product to meet his/her needs and willing to spend money for that
– Product should reflect user needs and have to contain business model either direct or indirect
– Finance must figure out how much money a user is willing to pay for the value a product give
• The Key entity is Human– Research focus
Focus on People• 1933 World Fair motto of "science
finds, industry applies, man con-forms"
• 1993 Norman’s person-centered motto for the 21st Century:“People propose, science studies, technology conforms.”
• The issue is not technology but peo-ple
Karen H. vs. Donald N.
Relation (H, P, F) By Jinsoo Kim
Make Money
Profit
Loss
Cost Bene-fit
Achieve Goal Medium
Value Re-source
Finance
Product Human
Interface
CEO’s BG and Strategy By Jinsoo Kim
CFO
CMO CPO
Finance
Product Human
Interface
Cost reductionM & A
Excellent Prod-uct
Marketing
Strategy (H, P, F)Profitable
More Bene-fit
Unique orDifferenti-
ated
By Jinsoo Kim
Interface
Finance
Human Product
Strategy• Product: unique/differentiated
– Company should deliver unique/differentiated product or feature to win the users’ mind
• Uniqueness/differentiation should be sought constantly because unique/differentiated thing at one time becomes commoditized soon
• Human: valuable – Unique product should help the users achieve
their goal in a more valuable way• Just technically unique product disappears when it fails to
provide any more value to users • Finance: profitable
– The product should also be considered in business perspective
• If it takes too much resource or it brings too less profit it doesn’t make sense to create it
Yahoo! Strategy• Insight
– User Data UtilizationUnderstand Users
• Open– Open Platform Involve Users in ProductionCustomize the Products
• Partner of Choice– Importance of partnershipExpand Business Network
Basic Quality: Back to Basics
Content Expansion: Openness, Globalization
Personalization
FP Search News Kids
Content Filtering: Editing, Community
Differentiated Y!KR
Overall Framework
Bullet Search
Human
Data not collected between Dec. 16th to Dec 21st
Finance
Objective settingViability checkingResource Manag-ing
Concept formingScope outliningProject Managing
Needs capturingRequirements gather-ingAcceptance testing
Process (H, P, F)
Interface
ProductHuman
Finance1. Ideation2. Market Explo-ration3. Execution
Three steps of process• Ideation
– Generating idea• Market Exploration
– Checking feasibility in the market• Execution
– Designing & Testing iteratively
Ideation• Human: Needs capturing
– What needs users seem to have• Sources for capturing needs
– User feedback, casual user observation, log data etc • Product: Concept forming
– What product is required to meet the needs• Product concept should be simple and clear
– If a product requires lengthy explanation, it tends to fail • Business: Objective setting
– What objective should we have for the success of the business
• What the business model can be
Market Exploration• Human: requirement gathering
– Research how users fulfill their needs– Find out specific requirements and map them out according
to their importance • News: “I’d like to share my opinion about a new article with
others” “sharable” can be a requirement • Product: scope outlining
– Review competitive products in order to deliver differenti-ated value to users
– Decide product development scope, considering the re-source to invest and the value to deliver
• Business: viability checking– Calculate the ROI and check the related risk it might take
• Government policy, copy right, patent etc – Make go/no go decision based on the viability
Requirement map of “News”
fresh
stable
readable
navigable
complete
sharable
desirable
searchable
knowable
intuitiveimportance
Requirements
Execution• Business: Managing resource
– Allocate both human and financial resource – Prepare marketing plan and assign marketing
budget• Product: Managing project
– Select proper process• waterfall or scrum
– Manage the risks• Get rid of road blocks
• Human: User acceptance check– Make a prototype and test it to users
• Test should as early as possible to minimize revision cost– The acceptability can better be checked in itera-
tive manner
Quality (H, P, F)
Interface
ProductHuman
Finance Product ManagerInteraction DesignerVisual DesignerEngineer
UsefulUsableDesirableStable
Stake Hold-ers
User ExperienceContent
Interaction DesignVisual DesignFE/BE coding
Product Qual-ity
Product Quality• Among the three different approaches, “quality in use” is used. There-
fore, product quality is measured according to the users’ perception to a target product.
• Three Approaches for Measuring Product Quality*
* Converting software quality in ISO 9126-1, ISO 9241-11 to web domain
①
②
③
system
user
context
Product
Quality in Use
External Quality
Internal Quality
NO.
Product Quality Description
① Internal Quality
Static characteristic of the source code applied to a web page. (for example, page length of source code)
② External Quality
Dynamic characteristic be-tween source code and system when executed. (for example, response time)
③ Quality in Use = UE
Conformity of a product to the users’ expectation in his/her con-text of usage. (for example, perceived loading time)
Research framework• Four factors consisting product quality
Factors attributes
Content
Relevance of content (information and function)Freshness of contentCoverage of content
Front and Back end Code
System response timeBroken link or error
User interface
ReadabilityConsistencyLearnabilityNegative items to product quality such as pop-up ads
Visual designHow visual design reflects product con-ceptQuality of visual design
Composition of the factors• On average,
usefulness>usability>stability>desirability
• Usefulness was most impor-tant for the information oriented services such as B and D
• Stability was most important factor for A
• Usability was most important for community services such as C and E
• Desirability was least impor-tant among the factors but it doesn’t mean any service can survive without it.
28%
24%
40%
34%
11%
22%
24%
20%
24%
38%
32%
2%
6%
14%
8%
60%
56%
32%
10%26%
40%
32%
10%
8%
0% 10% 20% 30% 40% 50% 60% 70%
A
B
C
D
E
Average
usefulness
stability usability desirability
<Y! KR Research data >
Dam model: Law of minimum
iterative budget allocation
iterative prod-uct develop-ment(agile process)
iterative test and evaluation(RITE)
Iteration (H, P, F)
Interface
ProductHuman
Finance
Adapting to change in rapidly changing Biz environment
TM including Marketing
Interface
ProductHuman
Finance
Marketing External trigger point to prompt the inter-action
Profitable(Cost < Price)
Perceived Value(Price < Value)
Expected Value(Cost < Value)
interface
Finance
Human Product
Business Mind
interface
Finance
Human Product
Advertisement
ADView or Click
Advertiser
AD cost
Social Media
Finance
Human
Product
Social Media
Human
Human
Thank you!