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
6Creating a Hierarchy of User Experience Needs© Copyright 2009 All Rights Reserved
Level 1: Site Availability
• Domain Name
• Search Engine Results
• 24 x 7 Uptime
• Traffic Surges
7Creating a Hierarchy of User Experience Needs© Copyright 2009 All Rights Reserved
• Dead Links
Level 2: Usability
What is?
• IA /Navigation
• Readability
• Reduce Clicks
• Graphics
8Creating a Hierarchy of User Experience Needs© Copyright 2009 All Rights Reserved
• Graphics
• Basic Search
• Access Devices
Level 3: Supportive Features
• Detailed Product Info
• User Reviews
• Natural Language Search
• Product Comparator
9Creating a Hierarchy of User Experience Needs© Copyright 2009 All Rights Reserved
• Guided Selling
Level 4: Confidence
• Show Security
• Prominent Policies
• Quick Customer Support
• Multiple Contact
Methods
10Creating a Hierarchy of User Experience Needs© Copyright 2009 All Rights Reserved
Methods
• Give User Control
Level 5: Desirability
Website Nirvana
• Personalization
• Community
• Customized Newsletters
• Product Customization
11Creating a Hierarchy of User Experience Needs© Copyright 2009 All Rights Reserved
• 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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