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User-Centered Design
A philosophy of product development The product is not an end in itself The product is a means toward the end of providing a good experience for the user Suite of methods emphasizing understanding people rather than technology
User Experience
How a product behaves and is used in the real world Beyond the product to its context in peoples lives Incorporates diverse range of factors
Surface
Skeleton
Structure
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Scope
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Strategy
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surface
skeleton
structure scope
strategy
Abstract
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Web as information
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Web as application
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A Basic Duality
Web as software interface Web as hypertext system
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User Needs
Some are fundamental users need products that:
work they can use meet their expectations
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User Research
Best way to discover user needs Many techniques, ranging from quick and cheap to lengthy and expensive Read the book!
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User Segmentation
Make identifying user needs more manageable Break your audience down into segments based on shared characteristics
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Personas
Character sketches based on user research Extrapolate from a general set of characteristics to a specific case
2003 Adaptive Path
Janet
I dont have time to sort through a lot of information. I need quick answers.
Janet is frustrated with working in a corporate environment and wants to start her own accounting practice.
Age: 42 Occupation: Accounting rm vice president Family: Married, two children Household income: $140,000/year Technical prole: Fairly comfortable with technology; Dell laptop (about one year old) running Windows XP; DSL Internet connection; 8-10 hours/week online Internet use: 75% at home; news and information, shopping
Favorite sites:
WSJ.com
Salon.com
Travelocity.com
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Site Objectives
Often framed in terms of business
Business goals Business drivers Business requirements
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Success Metrics
The only way to know if changing your site has made a difference Closely tied to site objectives More on this tomorrow!
10 9 8 7 6 5 4 3 2 launch of 1 redesigned site target
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
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Functional Specifications
What application features will users need to fulfill their goals? Focus on what it does
not how it works not what it doesnt do
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Content Requirements
What information will users need or want from the site? What form should it take? Where will it come from? Whos responsible? Define elements according to their purpose
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Keeping Documentation
Docs are a waste of time. No one reads them Theyre never up-to-date Theyre too much trouble to maintain Time spent planning the site becomes time saved producing the site Integrate documentation into the process, rather than making it a separate step
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Interaction Design
Inter-action
Actions the user can take with the system Actions the system can take in response to the user
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Information Architecture
Defines conceptual relationships between content elements Reflects the way users think about the subject matter Often hierarchical, but not necessarily
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categories
content
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categories
content
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Documenting Structure
Visual representations tend to work best Diagrams can be as simple or as complex as you need Visual Vocabulary: jjg.net/ia/visvocab
home media info products support
login flow
latest news
(2c)
entry page
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Information Design
How can we present this information so that people can understand and use it? Communicate relative importance of different pieces of information Guide the user from one piece to the next Draw attention to important details Communicate relationships between elements
2003 Adaptive Path 36
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Interface Design
Provides a means for users to interact with application functionality
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Navigation Design
Communicates the choices available to the user Facilitates movement Different designs have different effects
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Wireframes
Brings all skeleton issues together into one high-level sketch Illustrates relative priority of page elements Suggests page layout approaches
2003 Adaptive Path
COURTESY NAV LOGO GLOBAL NAV WAYFINDING CUES HEADER GRAPHIC LOCAL NAV
Pack my box with ve dozen liquor jugs. How razorback-jumping frogs can level six piqued gymnasts! We dislike to exchange job lots of sizes varying from a quarter up. The job requires extra pluck and zeal from every young wage earner. A quart jar of oil mixed with zinc oxide makes a very bright paint. Six big juicy steaks sizzled in a pan as ve workmen left the quarry. The juke box music puzzled a gentle visitor from a quaint valley town. Pack my box with ve dozen liquor jugs. How razorback-jumping frogs can level six piqued gymnasts!
SUPP. NAV
COURTESY NAV
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Color Palettes
r:102 g:153 b:204 r:255 g:255 b:204
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Typography
is Apple's custom corporate identity font.
Apple Garamond
Lucida Grande
Helvetica Black
is used for some graphics.
Geneva
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Intermission
Search Engines
Almost every site has one Every site seems to take a slightly different approach
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Strategy
User Needs
Do users want a search engine? Are there limits to the kind of search functionality users need?
Site Objectives
Is implementing search feasible given our resources? Would implementing search limit our ability to fulfill other goals for the site?
2003 Adaptive Path 48
Scope
Functional Specifications
keyword entry other fields for specifying criteria ability to narrow result set
Content Requirements
labeling result data help docs
2003 Adaptive Path 49
Structure
Interaction Design
choices available to users at each step system behavior under various conditions
continue from: any page advanced search
search results
Information Architecture
architectural scope as search criterion metadata structures
2003 Adaptive Path
content pages
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Skeleton
Information Design
layout of search results communicating error conditions
Interface Design
user input mechanisms
Navigation Design
moving into and out of search flow moving through search results
2003 Adaptive Path 51
Surface
Visual Design
color typography layout
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Which race are you trying to run? Which race are you actually in?
2003 Adaptive Path 54
Answering Objections
Our market research tells us everything we need to know about our users.
Demographic data is not user insight
Answering Objections
We cant afford to hire experts.
You dont need experts for everything
Pitfalls to Avoid
Design by default: We should do whatever is easiest to implement. Design by mimicry: If its good enough for Amazon, its good enough for us. Design by fiat: Because I said so.
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effort time
effort time
2003 Adaptive Path
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Iterative Development
Your site is never finished Do what you can right now Always look ahead to the next release
January (now) April July October (next) January
Version 1.0
Version 1.1
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Roles
The specific roles you choose dont matter if youve got all the planes covered
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concrete design
technology implementation
content production
abstract design
technology strategy
content strategy
site strategy
user research
tactical
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strategic
User Research
The foundation of user-centered design Informs all strategic decisions Primary responsibility for identifying user needs Titles:
User Researcher Usability Analyst
user research project management concrete design
technology implementation
content production
abstract design
technology strategy
content strategy
site strategy
tactical
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strategic
Site Strategy
project management
Primary responsibility for defining site objectives Decides priorities and success metrics Titles:
Business Analyst Product Manager Executive Producer
concrete design
technology implementation
content production
abstract design
technology strategy
content strategy
site strategy
user research
tactical
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strategic
Technology Strategy
project management
Often responsible for functional specifications Decides technical platforms and standards to adopt Titles:
Senior Engineer Development Manager Technical Lead
concrete design
technology implementation
content production
abstract design
technology strategy
content strategy
site strategy
user research
tactical
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strategic
Content Strategy
project management
Often responsible for content requirements Decides appropriate format and subject matter Titles:
Content Strategist Content Editor Editor-in-Chief
concrete design
technology implementation
content production
abstract design
technology strategy
content strategy
site strategy
user research
tactical
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strategic
Abstract Design
project management
Turns strategy into design concepts Always responsible for Structure plane Sometimes responsible for Scope and Skeleton planes Titles:
Information Architect Interaction Designer UI Specialist
concrete design
technology implementation
content production
abstract design
technology strategy
content strategy
site strategy
user research
tactical
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strategic
Technology Implementation
project management
Tactical execution of technology strategy May incorporate many roles, from coding to integration to testing Titles:
Software Engineer HTML Developer QA Tester
concrete design
technology implementation
content production
abstract design
technology strategy
content strategy
site strategy
user research
tactical
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strategic
Content Production
project management
Tactical execution of content strategy Gathering, editing, producing, and deploying content (not just text) Titles:
Content Producer Writer Editor
concrete design
technology implementation
content production
abstract design
technology strategy
content strategy
site strategy
user research
tactical
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strategic
Concrete Design
Tactical realization of abstract design Always responsible for Surface plane Sometimes responsible for Skeleton and Structure planes Titles:
Interface Designer Visual Designer
project management concrete design
technology implementation
content production
abstract design
technology strategy
content strategy
site strategy
user research
tactical
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strategic
Project Management
project management
Binds together all tactical competencies Often overlooked in smaller organizations Titles:
Producer Project Manager
concrete design
technology implementation
content production
abstract design
technology strategy
content strategy
site strategy
user research
tactical
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strategic
Not a nine-member team Not a nine-step process You should be able to look at both and see the pillars beneath them
concrete design
technology implementation
content production
abstract design
technology strategy
content strategy
site strategy
user research
tactical
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strategic
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Thanks!