Why User Experience matters
@kshitiz, [email protected]
Talk at Honeywell , Bangalore 3rd September 2013
HELLO I’M KSHITIZ
And this is what I do for a living: Evangelize about design, get more people to understand design & convince young students to take it up as a career option
• Presently – Dean & Director - India Operations at L'École de Design Nantes Atlantique – Founder of Happy Horizons Consulting – Founder & Managing Trustee – Happy Horizons Trust
• Previous
– Design Head, Kuliza Technologies – Founder & Director, Deskala Research and Design & Consulting
• Education – MS in HCI Design , Indiana University Bloomington, USA – BDes in Communication Design, IIT Guwahati, India
• Contact – [email protected] – Twitter: @kshitiz – LinkedIn: in.linkedin.com/in/kshitizanand/ – Website: www.kshitizanand.com
H!pp" H#r$#%&
• Dean & Director of the school and all programs in India
• 2 year masters program in Transcultural Design • Teach Design for Social Impact and User Experience • Mentor students on final projects • Design the curriculum & faculty recruitment • Student welfare and professional development
• Consulting practice • Help large companies to startups with design • Take design workshops at corporates • Work mainly in user experience design, branding,
design for social impact
• Working towards improving the quality of education in primary schools
• Career Awareness Seminars for high school students
• Digital Literacy program for youth
Design | Research | Consulting"
+ a few other things like traveling, photography etc
WHY USER EXPERIENCE MATTERS ?
Today I talk about
Design is such a natural human ability ���that almost everyone is designing most of the time - whether they are conscious of it, or not.���- Harold Nelson, Erik Stolterman, in ‘The Design Way’
UX IS DELIGHT
Think of an activity that delighted
you?
(NON-WEB INTERACTION)
Is Delight = Features ?
How many buttons do you typically use ?
Think of a web based activity that frustrated
you?
SURPRISE à PLEASURABLE EXPERIENCE à DELIGHT
PROBLEM à ANXIETY à RESOLUTION à DELIGHT
Situation 1
Situation 2
Subjectivity
Delight is governed by
Delight is governed by
Objectivity
“If you don’t take care of the customer, someone else will.” - Raffaele Ciarla
USER EXPERIENCE
DELIVERING
DELIGHT SINCE MID 90s
CUSTOMER
Web 1.0
Web 3.0
Web 2.0
Change in User Behavior
Internet users per 100 inhabitants
Reference : h*p://en.wikipedia.org/wiki/File:Internet_users_per_100_inhabitants_ITU.svg
What really interests us is this
UX IS EMOTIONS
VISCERAL BEHAVIORAL REFLECTIVE
A more detailed look and feel and function that is got by interactions i.e. the total experience of using a product
Refers primarily to that initial impact, to its appearance Appearance is rooted in form, aesthetics
Ones thoughts afterwards, how it makes one feel, the image it portrays, the message it tells others about the owner's taste
Time spent
InteracCon
VISCERAL
BEHAVIORAL
REFLECTIVE
Products were once designed for the functions they performed. But when all companies can make products that perform their functions equally well, the distinctive advantage goes to those who provide pleasure and enjoyment while maintaining the power. If functions are equated with cognition, pleasure is equated with emotion; today we want products that appeal to both cognition and emotion. – Don Norman
1993
2013
TODAY WE ARE
LIVING WITH
COMPLEXITY
And good UX is the differentiator
• Increased productivity • Reduced costs • Customer retention • Increased sales • Savings on customer –service calls • Reduced effort and cost on redesign
ROI on UX at right time results in
Early focus on UX Design
Saves money!
HAVE YOU HEARD OF THE $300 MILLION
BUTTON?
h*p://www.uie.com/arCcles/three_hund_million_bu*on/
So, what is User Experience?
h*p://www.stephenthomas.com/about/images/what_is_ux.jpg
The UX process
UX : a field of Unclear boundaries
Just remember this
• Doing Stake Holders Interviews • Business • Technical Team • Actual Users • Try to understand the direct impact / indirect
impact on the solution • Different User Groups
– Target Groups – Affected Groups
UX requires to be engaged with different stakeholders
UX has resulted in a lot T shaped professionals
PETER MORVILLE’S HONEYCOMB MODEL Image Source: h*p://semanCcstudios.com/publicaCons/semanCcs/000029.php
The key goals of UX teams is to make products:
With a little guidance from Dieter Rams and his principles
The UX role shift
From aesthetics To process To products To service To strategy To experience
TRADITIONAL UX IN CONTEXT OF HCI (HUMAN COMPUTER INTERACTION)
USER EXPERIENCE TODAY ?
Users
Business Technology
UX
It has resulted in new processes
WHAT IS THE SILICON
VALLEY’S NEW SECRET
WEAPON ?
What’s common between all of these?
Designers play a huge role in
businesses these days
Designers should be made a part of
entire end to end projects.
Here’s why!
(UX) Designers are System Thinkers
(UX) Designers provide a fresh approach to Problem solving
(UX) Designers have a prototyping culture
(UX) Designers focus on People and emotions
(UX) Designers create capacity and add value
New faces of UX
VISUAL DESIGN: What most people
think UX Design is !
Misconception alert!
Visual Design
Last in First Out User E
xperience
The whole process
People want Visual Design but ask for UX
But by then its too late !
Interfaces are everywhere And that is why people want the
aesthetics to look good first.
Think of all the interfaces around you
• Hand held devices • Information Kiosks • Interaction in public environment
installations • Television based interfaces • Automotive interfaces • Household and non household
appliances • Audible interfaces
So there are some elements of design that everyone should know
Getting quality designers is tough
à
• Lines • Shapes • Mass • Color • Texture
The elements of design that everyone should know
The elements of color
Helping create better Visual Design
• Law of Similarity – Similarity occurs when objects look similar
to one another. People often perceive them as a group or pattern.
Gestalt’s principles
• Law of Proximity – Proximity occurs when elements are placed
close together. They tend to be perceived as a group.
Gestalt’s principles
• Law of Closure – Closure occurs when an object is incomplete or a
space is not completely enclosed. If enough of the shape is indicated, people perceive the whole by filling in the missing information.
Gestalt’s principles
• Law of Continuity – Continuation occurs when the eye is compelled to
move through one object and continue to another object.
Gestalt’s principles
GRIDS - soul and skeleton of
good design
More about GRIDS
• Optimum – Designing with the 960 Grid System for the most commonly used 1024x768 screen resolution
• Grids divide the screen into areas • All spacing becomes multiple of the
smallest spacing between elements • Enhances Consistency of screens • Standardizations reduces design time
The value of typography
John Dewey American Educator & Philosopher
“The” experience
An experience
An experience
An experience
An experience
An experience
An experience An
experience
An experience
• Most experiences are inchoate and not thought through
• They are unfulfilled as they get interrupted
• Frustrating and not significant and leads to an unpleasant experience
The mistakes we make
a. The aesthetic
i. The “look and feel”
b. The intellectual i. The business and strategy decisions
c. The practical i. What the user actually interacts with and experiences ii. The performance
Multiple things have to come together to create the experience
In CONCLUSION
h*p://www.slideshare.net/whitneyhess/10-‐most-‐common-‐misconcepCons-‐about-‐user-‐experience-‐design?from=ss_embed
A GOOD UX LEADS TO DELIGHT
DELIGHT IS WHEN INTERFACES CONVEY A STORY
STORIES DELIGHT US
WHAT’S YOUR STORY?
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