centerline digital - ux vs ui - 050613

What’s the difference?

@caitvsmith | @kateawilliamson

vsUX UI

UX = USER EXPERIENCE

UI = USER INTERFACE

USER EXPERIENCE = USER INTERFACE

UIA USER INTERFACE IS:• A TOOL

• A POINT OF INTERACTION

• A MEANS OF COMMUNICATION BETWEEN PERSON AND SYSTEM

UXUSER EXPERIENCE:• IS THE INTERACTION ITSELF

• INCLUDES INTERFACES

• ADDRESSES ALL ASPECTS OF A THING AS PERCEIVED BY A PERSON

CONTENT

ALL TOGETHER NOW...

Images and concept modified from Ed Lea’s infographic at:http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal

USER INTERFACE USER EXPERIENCE

What people are looking for. The tool that serves it up. Consumption.

Let’s apply this to a website.

This is a button. It’s one element of an interface.

PRESS MEYou know you want to.

All these elements together on a screen make up a UI.

American Express Open Forum Website

Why is “My Account” located here? Why are these

specific topics highlighted?

Why is it important to highlight social sharing here?

Why are these therelated key words?

Why is some content hidden

behind this menu?

UX answers the “Why?” Why is there a Log In button?Why is it important to make “Rewards”so prominent?

Why do we assume readers would also like this content?

Where do you find the answers to “why?”

UXPeople. Good UX is the manifestation of deeply understanding people.

Aka: “Users”

Adaptive Path Experience Map featured at http://adaptivepath.com/ideas/the-anatomy-of-an-experience-map

What understanding people looks like:

What do UX people do?

EXPLORATORY DEEP DIVESTHROUGH:

What UXers Do

• Interviews

• Content/IA* Audits

• Analytics Analyses

• Usability Testing

• Competitive Analyses

{And more...}

• Personas

• Messaging Frameworks

• Experience Maps

• Site Maps

• Sketches/Wireframes

• Storyboards

{And more...}

GUIDING SYNTHESIS DOCUMENTS FOR DESIGN, SUCH AS:

The Outputs

*IA = Information Architecture

Tuning Your UX Ear

• We’re not sure what people want/need.

• All our content is a mess.

• We don’t know which content resonates most.

• It’s hard for people to find what they need.

• People have a hard time using [fill in the blank].

• Interviews/market research/surveys

• Content audit/restructured information architecture

• Analytics analysis

• Information architecture audit + restructuring

• Usability testing/re-design

These methods are good high-level starting points to further define the problem. Using more than one discovery method in tandem will reveal a deeper understanding of the meaning behind your findings. The depth of these methods will vary depending on needs.

WHAT CLIENTS SAY: WHAT WE HEAR:

WHAT DO YOU WANT TO MAKE?

WHAT DO YOU WANT TO ACHIEVE?

UX requires reframing this question:

WHAT DO YOU WANT TO ACHIEVE?

• Satisfied customers

• Engaged prospects

• Smarter, more relevant content

• Seamless usability

• Improved site engagement

• Social shares

• Word-of-mouth marketing

• Brand recognition

• Long-term customer relationships built on mutual respect

THANK YOU!

Connect here:

Here:

Here:

And here, too:

centerline.net

@caitvsmith

@kateawilliamson

@centerline