UX Plateau of Tolerance

This course is a graduate-level class that explores the process of developing user-experience prototypes. Students learn practical

UX prototyping skills to successfully present, simulate and implement their designs in modern authoring technology.

This provides students with a means to produce core functionality and the vocabulary to communicate with the

developers that will ultimately be coding their design solutions.

User-Experience Prototyping

P r o f e s s o r D A V I D E D W I N M E Y E R S

REQUIREMENTSStudents taking this course must have access to a high-

speed Internet connection, the Adobe Creative Suite (specifically Adobe XD), a word processing software or

Google Docs, an LWC WebSpace or web hosting account and access to a modern computer with ample processing

power and RAM to support the software.

• The term user experience was introduced by user-experience architect and author Donald Norman.

• User-Experience, or UX, is the way a user feels about a product, system, or service.

• In the last few years, one major lesson the technology industry has learned is that offering high-tech gizmos is not the only way of capturing market share. They need to think of the user.

• They need to build an experience in which the user finds it easy, comfortable and rewarding to interact with the solution.

• UX does not stop at physical products. We see UX in every aspect of user and consumer

• How can we create a user-experience before we actually create a product?

• What must be done before we create a prototype?

• What kinds of prototypes can we create in an efficient manner in order to get user feedback?

Per W3 Schools survey of browsers from March, 2016.

Chrome: 69.9 %Firefox: 17.8 %Internet Explorer: 6.1 %Safari: 3.6 %Opera: 1.3 %

Per W3 Schools survey of display sizes from Jan, 2016.

Higher 1920x1080: 30.7%1920x1080: 18%1366x768: 35%1280x1024: 6%1280x800: 4%1024x768: 3%800x600: 0.3%Lower 800x600: 3%

Per W3 Schools survey of mobile from March, 2016.

Total: 5.1%

iOS: 1.24%Android: 3.41%Windows: 0.38%Other: 0.10%

- - - - - - - - - - - - - - - - - - - -B R E A K

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Five Planes of User Experience

• In the book Elements of the User Experience, Jesse James Garrett explains the concept that a Web site is comprised of one or more pages

• Even though the pages may differ in content and functionality, users expect to interact with the site as a whole

• Imagine walking into a Walmart, Target, or similar store where they have multiple aisles of goods that differ from each other. We don't associate individual aisles, but take our entire experience of the store as a whole

• The five planes of UX provide a conceptual framework for our understanding of the process of Web design

First impression/image/visceral (High Fidelity)

Navigation and flow (Wire Framing – Med and Low)

Architecture, Taxonomy and Organization (Maps and Low-Fi)

Context, User Research, Stakeholders Interviews, etc.

Contextual Inquiry, Competitive Analysis, Market Research, etc.

- - - - - - - - - - - - - - - - - - - -B R E A K

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Task/Time RelationshipThe UX Plateau Effect

(based on user tolerance)

CONCLUSION

USER < PRIMARY BENEFACTOR

OBJECTIVE

Anatomy of a User-Experience(Examining the Task/Time Relationship and UX Plateau Effect)

Task/Time Relationship and UX Plateau Effect• A User-Experience consists of:

• User• Primary Benefactor (usually the User)• Objective• Set of Tasks to meet objective (process, steps, milestones, etc.)• Time it takes to complete the objective (expedited versus sticky)• Conclusion (Result: Success/failure, user opinion, abandonment, etc.)

((Tasks + Time) Objective) = Conclusion

Expedited vs Sticky

(FANDANGO Task/Time Relationship and UX Plateau Effect)

Point A (1-2 sec) Point B (1-2 sec) Point C (1-2sec) Point D (2-3 sec)

Title Benefactor Objective Time Type Tasks Time Conclusion

Fandango Mobile App

User Find movie title, theater

and time

Expedited - Launch app- Choose Theatres

- Choose My local theatre- Scroll movie list- Objective met

5 sec User happy – no frustration – easy to use

BBT Mobile Banking

User Check balance on checking

account

Expedited - Launch app- Log in

- Accounts listed- Objective met

Email App User Check and read email

Expedited - Launch app- Chose email account

- Email loads and displays- Click email to read

- Objective met

How can we map or measure a Task/Time Relationship and UX Plateau Effect?This matrix can be used for both your initial targets as well as user observation.

What about a Task/Time Relationship and Plateau Effect for:

• Services or consumer experiences?• Environment and Spaces?

• Physical devices?• Complex systems?

• Print and visual communication?

This is presented as holistic theory…

What about a Task/Time Relationship UX for a service or consumer experience?

ATT User-Experience (Consumer/Service)

ATT ConsumerCase 1

User Buy iPhone charger cable

Expedited - Approach store- Enter store

- Met by greater- Name placed in queue

- Wait- Name called

- Interact with ATT rep- Cable acquire- Check out/pay- Objective met

6 sec User did not enter due to

seeing the store crowded with

people.Use cancelled

the experience.

ATT ConsumerCase 2

- Met by greater- Name placed in queue- Told to go to downstairs

showroom- Wait, wait, wait- Name called

- Interact with ATT rep- Cable acquired- Check out/pay- Objective met

20 min User entered store due to only

seeing one or two consumers

inside. Waited in showroom. A bit

frustrated by wait. But met

objective – User happy.

What about a Task/Time Relationship UX for a service or consumer experience?

ATT Consumer’sMENTALMODEL

- Acquire cable- Check out/pay- Objective met

1 min User happy – no frustration –

easy to acquire

ATT Consumer’sACTUAL

EXPERIENCE

UserOR

Buy iPhone charger cable

ExpeditedOR

Sticky?

- Approach store- Enter store

- Met by greater*- Name placed in queue- Told to go to downstairs

showroom- Wait, wait, wait- Name called

- Interact with ATT rep*- Cable acquired- Check out/pay*- Objective met

20 min User entered store due to only

seeing one or two consumers

inside. Waited in showroom. A bit

frustrated by wait. But met

objective – User happy but feels

service was suspect – even

duped.

Mental model of how user (consumer) thinks versus the challenge we are faced with…

“As a UX Designer and Academic.I appreciated the hustle.”

Objective Met

if ((x.tasks + x.time) < (u.mental model + u.tolerance){UX = “success”;

} else {UX = “failure”; // certainly problems

My FANDANGO Mobile AppUser-Experience Map

Spotlight Movies Theaters On Now Account

01 02 03 04 05

Launch App

Spotlight Movies Theaters On Now Account

01 02 03 04 05

Launch App

Point A

Point B

Point C

Point D

Visualize time as a measurable dimension*

Point A B C D

Understanding and controlling this can lead to a successful User-Experience

Point A B C D

Visualize time as a measurable dimension*

Point A D

Understanding and controlling this can lead to a successful User-Experience

Time as a measurableDimension*

Manageablematches mental model

Risk of abandonment Risk of abandonment

Time as a measurable4th Dimension

Understanding and controlling thisCan lead to a successful User-Experience

Point A D

“Cognitive Friction”Alan Cooper – About Face

Confusion

Lack of Clarity

Poor Vernacular

Lack of appropriateAffordances

Poor Hierarchy

Poor TaxonomyPoor Visual Design

Poor Type

Frustration

Too much Time to perform Tasks

Slow load times

Point A DB C

Abandonment

The UX Plateau Effect

Expedited vs Sticky

Task/Time Relationship and UX Plateau Effect• A User-Experience consists of:

• User• Primary Benefactor (usually the User/Sticky: Stakeholders)• Objective• Set of Tasks to meet objective (process, steps, milestones, etc.)• it takes to complete the objective (expedited versus sticky)• Conclusion (Result: Success/failure, user opinion, abandonment, etc.)

((Tasks + TimeX) Objective) = Conclusion

One could conclude that our challenge is:

Match or out perform a users mental modelof the User-Experience.

Easier to do if “Time Type is Expedited”Harder to do if “Time Type is Sticky”

Exceptions – Games, entertainment and certain engagement experiences my actually match

T A K E A W A Y S

Consider, measure and emphasize Time as a key dimension for successful User-Experiences.

• Consider and determine time type as Expedited or Sticky• Consider the Primary Benefactor• Even when the Primary Benefactor is NOT the user – and the time type

is Sticky, be considerate of the user• This can be tested and quantified using rubrics, observation and with

user testing – your Mesa Effect can be quantified

UX Plateau of Tolerance

Design

Transcript of UX Plateau of Tolerance

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