user experience vs. the visual designer - line communications
DESCRIPTION
Paul Thorpe, Head of Visual Design and User Experience Design (UX) at our fellow LTG company, LINE Communications, presented a seminar at the Learning Technologies Summer Forum in June 2014. It covered what UX is and why it's so important today, as well as touching on some of Paul's personal thoughts on designing great experiences.TRANSCRIPT
© LINE Communications 2014
25 years of transforming business through learning innovation
User Experience vs. the Visual Designer Paul Thorpe, Head of Visual & UX Design
© LINE Communications 2014
Hello ☺
My name is Paul and I’m a designer
I love my job.
© LINE Communications 2014
This is about User Experience Design
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UX is a term on everyone’s lips
© 2004 Scott Adams Inc.
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Visual Design = User Experience Design
Makes sense, right?
UI, branding, layout, colour, typography, photography, illustration, animation…
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© LINE Communications 2014
What UXD isn’t�What UXD is�
What UXD means to me�Why UXD should matter to you
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Question…
Is there a designer in the house?
Any UX practitioners?
We are ALL user experience practitioners
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UX Design is not…
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…only concerned
with the visual
UX Design is not…
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…about technology. UX Design is not…
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UX Design is not…
…just about the user.
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UX Design is not…
…expensive
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UX Design is not…
…optional
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UX Design IS…
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© LINE Communications 2014
User | Experience | Design
© LINE Communications 2014
User | Experience | Design
Know your audience Who are they? What do they need? �
What motivates them?
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User | Experience | Design
How we want the user to feel What will they say about it?
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User | Experience | Design
The holistic learning application About staying true to the intended experience
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The elements �of UX Design
User Experience
Design UI Design Information Architecture
Business Objectives User Needs
Look and Feel
User Behaviours
Content
Field research
Face to face interviewing
Creation of user tests
Gathering statistics Creating personas
Feature writing
Requirement writing
Asset creation
Interaction design
Usability
Accessibility
Prototyping
Interface layout
Visual design Taxonomy creation
Terminology creation
Copywriting
Presenting and speaking
Brainstorming
Sound design Scriptwriting
Client consulting
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UXD in elearning The industry has been slow to adopt UX techniques
Design decisions were traditionally based on: " what we thought looked good " what was trendy " what was on brand " what the client said they wanted
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How users feel about it
Today, an application’s success depends on ONE thing…
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Case study:�NHS Learning Academy
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NHS Learning Academy
Training up to �10,000 people a year !in the most far-reaching and comprehensive leadership development portfolio the NHS has ever developed.
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NHS Learning Academy Centred around a virtual campus made up of over 1,200 hours of content, including e-learning, workbooks, video walls, quizzes, immersive scenarios and links to libraries of material from universities.
© LINE Communications 2014
NHS Learning Academy The online campus is supported by various workshops and extensive assessments over a two year period, ending with a research project.
On completion of the programme learners receive a master’s degree in Healthcare Leadership.
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NHS Learning Academy
10,000 people a year
1200 hours of content
2 years
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• visceral learning experience • visually and contextually rich • intelligently structured • surprised and delighted users • realistic scenarios through
high-impact dramatic video sequences
• a range of supporting materials when they needed it
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This is amazing! I’ve worked in open and distance learning since 1982 and have never seen anything as
powerful. The final video just blew me away.
NHS Learning Academy
“ ”
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Conclusion ‘Functional’ design simply isn’t good enough
Need to adopt a smarter, more progressive and effective way of working
UX thinking ensures a better understanding of the user and business objectives
Will lead to great learning experiences
© LINE Communications 2014
25 years of transforming business through learning innovation
Get in touch
Paul Thorpe Head of Visual & UX Design
[email protected] @UXPaul
Get in touch!