user experiences

1. >> user experience matters user experiences PENN STATE WEB 2004presented by Kelly Goto gotomedia, inc. June, 2004

2. >> "Successful user experiences deliver a firm's value proposition -- the brand promise -- to customers in the most effective and appropriate way.” - Karen Donoghue // Built for Use user experiences

3. user experiences How do you leave your visitors feeling?

4. user experiences everydayexperiences: counter intuitive?

5. user experiences uncomfortable experiences: japanese toilet with remote control (!)

6. user experiences emotional experiences: robot dogs! AIBO expresses ‘real’ emotions and instincts & react to eachother. Owners feel an emotional attachment.

7. user experiences experimentalexperiences:furby wall I saw this wall at an experience design exhibit.Interesting yet eerie.

8. user experiences

9. user experiences touch xml voice words binary expression visual gui touch interface

10. >> defining user experience user experiences perception: emotional response ; interaction information in action; intuitive behavior; results measure success through observation and metrics.

11. defining user experience p e r c e p t i o n i n t e r a c t I o n r e s u l t s gotomedia website

12. defining user experience PERCEPTION INTERACTION RESULTS p e r c e p t i o n i n t e r a c t I o n r e s u l t s gotomedia website

13. defining user experience PERCEPTION INTERACTION RESULTS BRAND CONTENT TESTING brand value: emotional response; repeated positive experiences; promise you make to your customers; trust which builds over time.

14. defining user experience PERCEPTION INTERACTION RESULTS BRAND CONTENT TESTING organization of information; simplification of content; direction and guidance in navigation and messaging; information design from a site, page and user-view.

15. defining user experience PERCEPTION INTERACTION RESULTS BRAND CONTENT TESTING measuring success through observation and metrics: includes usability testing - surveys - interviews; results inform iterative development cycles.

16. defining user experience user experience PERCEPTION INTERACTION RESULTS BRAND CONTENT TESTING • Brand Identity • Visual Interface • Logo/Tagline • Site Structure • Page Layout • User Paths • Copy/Messaging • Usability Testing • Site Metrics • Feedback Cycles • Iterative Changes

17. defining user experience user experience BRANDVision BRAND INFORMATIONDesign CONTENT USABILITYTesting TESTING

18. >> perception user experiences brand value: emotional response; repeated positive experiences; promise you make to your customers; trust which builds over time.

19. perception brand value: what do you do best? product service content Modified from Harvard Business School “product/service/process” business models

20. perception brand value: A successful experience with a company increasesbrand promise, or value. successful userexperience TRUST Strong relationships must be builton and offlinefor ongoing success.

21. perception the goal: • How do we convey • TRUST • The “brand” of a company is communicated through good user experiences time after time. • image: Nike

22. perception Brand Experience = User Experience • Strong vision of company mission statement • Commitment from organization or company • Follows specific guidelines and brand style guides both online and off • Is more than a logo or a tagline - it is a brand promise of quality and experience with your organization as a whole

23. perception Brand vision questions • What it your university’s brand vision? Is it articulated clearly on the home page of your site? • Choose three attributes that articulate your organization’s brand vision. Is this the same online and off? • Is the brand identity of your organization consistent throughout the site? • Do you have a style guide or set of guidelines to follow for new marketing materials on and offline? • What obstacles exist to create an environment of brand awareness within your organization?

24. perception action items: • Read Karen Donoghue’s book “Built for Use” on driving profitability through the user experience • Move into CSS and style sheet driven web sites for greater consistency and accessibility • Develop a plan of brand-action to create awareness within your organization of how important branding is for overall user experience (note: closing keynote!)

25. >> interaction user experiences organization of information; simplification of content; direction and guidance in navigation and messaging; information design or architecture

26. >> A consistent experience creates a strong value proposition -- with the outcome increased competitive advantage. user experiences

27. interaction early information design: napolean’s march from edward tufte: envisioning information

28. interaction Hong Kong airport Kiosk Experience – memorable & unique representation of information From http://www.hongkongairport.com/

29. interaction whitney artport idealine whitney artport idealine

30. interaction information design the simplification and organization of content, navigation and information to create an intuitive experience for the end user.

31. interaction information design divided into three views - site-view page-view user-view

32. interaction Interaction questions • What is the primary action you would like your site visitors to take? Is this clear from the homepage? • Is the navigation easy to understand and intuitive? • Is your content and copy easy to read, consistent in tone, short and concise? • Is a site visitor able to get through the primary and secondary tasks quickly and easily without assistance?

33. interaction action items: • Read the Polar Bear Book “Information Architecture” and Christina Wodtke’s book on “Information Design: Blueprints for the Web” • Bookmark “Boxes and Arrows.com” • Develop iterative cycles of development - suggested quarterly - for redesign of specific areas of your site from a site, page and user-viewpoint.

34. >> results user experiences measuring success through observation and metrics: includes usability testing - surveys - interviews; results inform iterative development cycles.

35. >> High usability means a system is: easy to learn and remember; efficient, visually pleasing and funto use; and quick to recover from errors. - Dictionary.com user experiences

36. results usability testing • The understanding of how an individualuser navigates, finds information and interacts with your Web site. It is an one-on-one 'watch and learn' approach. • Differs from focus groups and other forms of user testing and feedback. • Is non-disputable and one of the lowest cost forms of feedback and metrics

37. results Poor usability – BART machines Inconsistent and hard- to-understand interfaces

38. results Poor usability- the francis francis website

39. results Step 1PLAN AND PREP Step 2 RECRUIT PARTICIPANTS Step 3 CONDUCT TESTING Step 4 ANALYZE RESULTS Step 5 MAKE RECOMMENDATIONS Usability testing5 step process

40. results testing & feedback cycles • What are your immediate, short and long terms goals with the website? • How will you measure the success of your redesign or site refresh? • What methods of feedback do you have within your organization? • Have you conducted usability testing on your site? Does your team have the training necessary to conduct testing internally? • What obstacles exist - time? Budget restraints? Training? Work to remove these.

41. results action items: • Read Steve Krug’s book “Don’t Make Me Think” along with Jeffrey Rubin’s “Handbook of Usability Testing” and the chapter on usability testing from “Web Redesign: Workflow that Works.” • Join local Bay Chi or national usability organizations. • Get newsletters on usability and user centered design from Creative Good and gotomedia. • Start conducting informal tests - you have access to one of the most difficult components - your target audience. • Access your stats and data and analyze.

42. >> effective experiences user experiences

43. effective experiences define goals primary goals Why are you redesigning? What are your business goals? What are your measurable goals? audience Who is your target audience? What are your audience’s goals? action How can you meet both your audience’s goals and your goals? Link to worksheet

44. effective experiences define goals • Types of audience goals • information seeking • purchasing • browsing • interaction • community

45. effective experiences define your target audience • Types of audiences • innovators • early adopters • early majority • late majority • laggards

46. effective experiences define your target audience • Types of audiences • University Examples • perspective students • returning students • alumni • staff

47. effective experiences create personas • Think like your audience and understand how they see and use the internet. • Where do they access the web? • How often do they go online and why? • What do they do in their spare time when they are not on the net? • Begin to think like your audience, not the developer. • Link to sample user profile

48. effective experiences create personas

49. effective experiences Know your audience • motivation • adoption to technology • ability to navigate

50. effective experiences think like your audience • Think like your audience and understand how they see and use the internet. • Where do they access the web? • How often do they go online and why? • What do they do in their spare time when they are not on the net? • Begin to think like your audience, not a developer. • Link to sample user profile