digital first 2015 - great user experience, an essential part of your digital strategy
TRANSCRIPT
Great User Experience, an essential part of your digital strategy Johan Verhaegen – Digital First, 15.10.2015
“It’s only when [UX] is done poorly that we notice it” Jared Spool
“You cannot NOT have a user experience” Lou Carbone
USABILITY PRINCIPLES VALUE PROPOSITION CUSTOMER JOURNEY
User Experience Framework
© Human Interface Group – 15.10.2015
Value Proposition Canvas
Product / Service
Needs
Wants
Concerns
Customer
Strategy
Technology Features
User Experience
© Human Interface Group – 15.10.2015
WELCOME HOME
USABILITY PRINCIPLES VALUE PROPOSITION CUSTOMER JOURNEY
User Experience Framework
“We zullen internet zijn. Of we zullen niet zijn”
Philippe Neyt Commercial Director, Corona Direct
“To be or not to be”
Usability principles
BASED ON HOW PEOPLE
Feel
Think
Hear See
Interact Behave
© Human Interface Group - 29.9.2015
People are motivated by mastery and control
People search for cues that tell them what to do
Usability principles
PEOPLE ARE MOTIVATED BY MASTERY AND CONTROL
PEOPLE ARE MOTIVATED BY MASTERY AND CONTROL
PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
shows the intended purpose
LIFELINE
perceived affordance, Donald Norman
LIFELINE
keeps you safely on track
PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
put waypoints along the route
WAYPOINTS
PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
Designing = visualize assumptions
Assumptions need to be investigated whether they are true (or not)
Validate your designs
It looks real… but it isn’t.
It looks real… but it isn’t.
It looks real… but it isn’t.
It looks real… but it isn’t.
Let’s get out of the theme park…
…and enter into the real world
Quantitative tests Qualitative tests
what? why?
prove improve
statistically significant what needs fixing
many users few users
minimal interaction – A/B testing interactive observation – live testing
How to validate?
Qualitative – live usability testing 10 test persons • 30-55 years • driver’s license and car
Setup • 2 test scenarios • recording audio and movements on screen • searching for issues - difficulties - improvements
Live usability testing
A/B testing
A/B testing
USABILITY PRINCIPLES VALUE PROPOSITION CUSTOMER JOURNEY
User Experience Framework
Customer journey
SERVICE BLUE PRINT EXPERIENCE MAP
© Human Interface Group - 29.9.2015
3 e-commerce focal points
1. Catch customers with a visualized value proposition
2. Designing = making assumptions
3. Save time & money with a UX framework
© Human Interface Group - 29.9.2015
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