user experience vs. the visual designer

© LINE Communications 2014

25 years of transforming business through learning innovation

User Experience vs. the Visual Designer Paul Thorpe, Head of Visual & UX Design


Hello ☺

My name is Paul and I’m a designer

I love my job.


This is about User Experience Design


UX is a term on everyone’s lips

© 2004 Scott Adams Inc.


Visual Design = User Experience Design

Makes sense, right?

UI, branding, layout, colour, typography, photography, illustration, animation…


What UXD isn’t�What UXD is�

What UXD means to me�Why UXD should matter to you


Question…

Is there a designer in the house?

Any UX practitioners?

We are ALL user experience practitioners


UX Design is not…


…only concerned

with the visual

UX Design is not…


…about technology. UX Design is not…


UX Design is not…

…just about the user.


UX Design is not…

…expensive


UX Design is not…

…optional


UX Design IS…


User | Experience | Design



Know your audience Who are they? What do they need? �

What motivates them?



How we want the user to feel What will they say about it?



The holistic learning application About staying true to the intended experience


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


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


How users feel about it

Today, an application’s success depends on ONE thing…


Case study:�NHS Learning Academy


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.


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.


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.



10,000 people a year

1200 hours of content

2 years


•  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


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.


“ ”


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


25 years of transforming business through learning innovation

Get in touch

Paul Thorpe Head of Visual & UX Design

[email protected] @UXPaul

Get in touch!

user experience vs. the visual designer

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