Seven UX strategy ingredient

The seven UX strategy ingredients I discuss in this article are as follows:

• business strategy
• competitive benchmarking
• Web analytics
• behavioral segmentation, or personas, and usage scenarios
• interaction modeling
• prioritization of new features and functionality
• social / mobile / local

Paul Bryan: 7 Ingredients of a Successful UX Strategy

Design principles: Visual Design vs. User experience

Visual Design is the establishment of a philosophy about how to make an impact.

User Experience is the establishment of a philosophy about how to treat people.

Principles of Visual Design:

• Contrast
• Emphasis
• Variety
• Balance
• Proportion
• Repetition
• Movement
• Texture
• Harmony
• Unity

Principles of User Experience:

1. Stay out of people’s way.
2. Create a hierarchy that matches people’sneeds.
3. Limit distractions.
4. Provide strong information scent.
5. Provide signposts and cues.
6. Provide context.
7. Use constraints appropriately.
8. Make actions reversible.
9. Provide feedback.
10. Make a good first impression.

Whitney Hess

UX strategy

A UX strategy has four primary components:

• Where are you now? Define the value you’re delivering to your users today, identify known issues, and explore ways your product can realize what the business hopes to achieve.
• Where do you want to be? Specify the purpose of what you’re building and what needs it will address. Identify opportunities to enhance your product and the guiding principles that will inform product design decisions. Explore all phases of a user’s interaction with your product to identify how all product components will fit together.
• How will you get there? Plan the development of your product to accommodate continual enhancements while maintaining cohesion across the experience. Translate your plan into tangible requirements.
• How will you measure success? Define what success looks like for your product and what methods will be used to validate your product’s success.

CATRIONA CORNETT

Psychology of User Experience

• People Don’t Want to Work: they will do the least amount of work possible to get a task done;
• People Have Limitations: they can only look at so much information or read so much text on a screen without losing interest;
• People Make Mistakes: Assume people will make mistakes. Anticipate what they will be and try to prevent them;
• Human Memory Is Complicated: People reconstruct memories, which means they are always changing;
• People are Social: they will always try to use technology to be social. This has been true for thousands of years;
• Attention: Grabbing and holding onto attention, and not distracting someone when they are paying attention to something, are key concerns;
• People Crave Information: Learning is dopaminergic—we can’t help but want more information;
• Unconscious Processing: Most mental processing occurs unconsciously;
• People Create Mental Models: People always have a mental model in place about a certain object or task (paying my bills, reading a book, using a remote control);
• Using Visual Systems can help people.

Susan Weinschenk

Hierarchy of needs

In his 1943 paper, “A Theory of Human Motivation,” American psychologist Abraham Maslow proposed the idea of a psychological hierarchy of needs in human beings. This hierarchy of need principles specifies that a design must serve the low-level needs (i.e., it must function), before the higher level needs, such as desirability, can begin to be addressed.

• Physiological needs are the requirements for human survival. They include breathing, food, water, shelter, sex, clothing, sleep and comfort.
• Safety needs can be seen as a way to meet tomorrow’s physiological needs. They include personal and financial security, health, order, law and protection from elements.
• Love and belonging needs are about social interactions. We don’t want to go through life alone. Social needs include friendship, love, intimacy, family, community, belonging and relationships.
• Esteem needs include self-esteem as well as recognition from others. Esteem can come in the form of achievement, status, prestige, recognition, mastery, independence and responsibility.
• Self-actualization needs relate to becoming more than what we are, and they can come from peace, knowledge, self-fulfillment, realization of personal potential, personal growth and peak experiences.

Hierearchy of User Experience

• Functionality needs focus on meeting the most basic design requirements. For example, NFC in a customer’s mobile device must provide the capability to make a connection with another NFC object.
• Usability needs have to do with how easy and forgiving a design is to use. For example, configuring your mobile payment preferences to facilitate types of payments and choice of merchants, the interface should be tolerant of errors and mistakes.
• Reliability needs are about establishing stable and consistent performance. For example, if lack of interoperability between mobile payment partners results in a service that behaves erratically or is subject to frequent failure, reliability needs will not be satisfied.
• Confidence needs address security, customer support, contact methods, policies, and giving users control. For example, a mobile payment service must ensure privacy and security of customer’s personal and financial information. A breach in this will result in lack of trust and result in non-adoption.
• Desirability needs focus on personalization, community, flexibility, and customization. For example, if a mobile payment service allows customers to personalize and control their payment experience, and creates a seamless experience across product, services, and channels, desirability needs will be satisfied.

From: Perry Chan and Steven Bradley

UI conventions are social constructions.

UI conventions are social constructions. We can’t give machines perfect intelligence about user expectations, but we can at least give them good manners.

Josh Clark: Buttons are a hack (PDF)

ROI of User experience

Hard

• Conversion / Acquisition
• Lead generations
• Retention
• (Targeted) traffic
• Viral referrals (not only videos)
• Channel migration
• Employee productivity
• Cost savings

Soft

• Engagement
• Customer satisfaction
• Loyalty to brand / Building champions
• Utilization and product / service adoption
• Awareness
• Ethics

Vibor Cipan UX ROI: User Experience Return on Investment

Solving UX problems

1. Tackle a UI problem by dividing it into tasks that each have a beginning, middle and end
2. Use sketching as a response to uncertainty and move on to HTML to establish gaps
3. Focus on the most natural solution [for a persona] so that [persona] people will intuitively grasp a design
4. Focus your design process on conflicts and friction points, attacking them one by one until the design works<

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Derived from Ryan Singer Watch me sketch and code a UI from scratch

Storyboarding in UX Design

In user experience design we’re familiar with user research techniques like workshops, contextual inquiry, and interviews. We synthesise our research into audience archetypes, user stories and process flows. We communicate our thinking and solutions to our teams and clients with artefacts like personas, flow diagrams, and wireframes. And if we’re feeling really fancy we can even shell out experience prototypes and service blueprints. Somewhere in all of this lies the people for whom we’re designing, what’s going on in their worlds, and how we’re making their lives better. As practitioners in the science and craft of UX, we innately get it, we see the narrative that threads all of these artefacts together – the spirit of the solution breathing through it all, that we want our clients to be captured by.

But clients tend not to be conceptual thinkers like us; they need us to connect the dots. And that’s where storyboards come in. Storyboards – indeed all forms of conceptual illustration – work well because of two truths: firstly that the act of drawing (and even seeing others draw) can help us think, and secondly that images can speak more powerfully than just words by adding extra layers of meaning.

Johnny Holland: Storyboarding & UX – part 1: an introduction

Luv it …

To use any software, some understanding of how to use both the software and hardware is required. Many users lack this knowledge, which, when we break it down, is why the UX field exists.

Mike Madaio: 5 iOS Behaviours Your Users Probably Don’t Know