UX_IHECS_2022-2023.pdf

Transcript

1. David Hachez & Raphaël Thys .2022 USER EXPERIENCE IHECS MASTER PUB 2
3. FUTURIST CREATE IMPACT BY SHARING KNOWLEDGE 49 11 12 18 24+ STRATEGIC DESIGNER - UX ARCHITECT HELP PEOPLE TO START MOVING TOWARDS A SUSTAINABLE PREFERRED FUTURE
4. FOLLOW ME PERSONAL WEBSITE : RAPHAEL-THYS.COM
5. FOLLOW ME FUTURIMMEDIAT.NET
6. INTERNSHIPS!
8. Expectations Yours and ours
9. Week outlook
10. Lundi Mardi Mercredi Jeudi AM Introduction What is UX? Why UX? What is good UX? Exercice 1 User personas and avatars, User research Exercice 2 (start) Work Final exercice Present and future of UX Quizz 2 PM Customer journey, flows, mental models,dimensions of ux Briefing exercice final (teams & themes) Quizz 1 Fin à 16h Work Exercice 2 (end) Refresher "Scenarios, flows, pages" (re-briefing exercice final) Fin à 18h Technical Session Exercice 3 Fin à 17h Final exercise: submit case Conclusion Fin à 18h WEEK OUTLOOK
11. Evaluation in short 4 EXERCICES + 2 QUIZZES EXPECT FEEDBACK WITHIN 4 WEEKS
12. Visualization
13. WHAT IS USER EXPERIENCE?
14. 14 SO?!?
17. "USER EXPERIENCE, ENCOMPASSES ALL ASPECTS OF THE END-USER'S INTERACTION WITH THE COMPANY, ITS SERVICES, AND ITS PRODUCTS.” Don Norman
18. “THE PROBLEM ISN’T HOW TO MAKE THE WORLD MORE TECHNOLOGICAL. IT’S ABOUT HOW TO MAKE THE WORLD MORE HUMANE AGAIN.” John Maeda
20. UX Models & A tt ributes
21. USER EXPERIENCE
22. Context USER EXPERIENCE
23. USER EXPERIENCE
24. USER EXPERIENCE
25. WHY USER EXPERIENCE?
26. 26 SO?!?
27. The A tt ention Economy
28. 28 FROM A SCARCITY TO AN ABUNDANCE ECONOMY
29. ONE SPACE - GLOBAL MARKET - GLOBAL COMPETITION
30. The attention economy 30 Omni Channel eRetail vs & Retail 28 « When information is free, Attention becomes expansive » - James Gleick
31. 31 THE PARADOX OF SIMPLICITY 64% of consumers are willing to pay more for simpler experiences
32. THE PARADOX OF CHOICE
34. ATTENTION IS A CURRENCY “In the digital space We earn it, we spend it” Brian Solis
35. EXPERIENCE IS THE ONLY THING THAT WILL NOT BE COMMODITISED
36. Commoditisation THE COMMODITISATION TRAP ANYTHING IS REPRODUCED , COPIED AND IMPROVED
37. 37 YOU SHOULD MOVE TO THE TRANSFORMATION ECONOMY Commodities Goods Services Experience Commoditization Commoditization Customization Customization Shifting up the Value Paradigm Pricing Market Premium Engaged Loose Customer engagement Competitive position Differenciated Undifferenciated
38. 38 YOU SHOULD MOVE TO THE TRANSFORMATION ECONOMY $ 6.00 $ 5.00 $ 4.00 $ 3.00 $ 2.00 $ 1.00 Commodities Goods Services Experiences café en vrac Paquet de café café
39. 39 YOU SHOULD MOVE TO THE TRANSFORMATION ECONOMY
42. 42 YOU SHOULD MOVE TO THE TRANSFORMATION ECONOMY
43. EXPERIENCE = VALUE
44. EXPERIENCE IS THE NEW BRANDING
45. Product Brand User Relation
46. 46 REVENUE STREAMS How Much Human Have You Converted As User? (A Notion Of Paid Users) How Much Value Propositions Are They Using? (A Notion Of Transactions And Prices) How Long They Stay With You? (A Notion Of Time) Total Experience (Journey, Conversation, Brand) LONG TERM REVENUE ARE DRIVEN BY TOTAL EXPERIENCE
56. Fast & Slow Thinking
58. OK, SAFE
60. DANGER!!!! RUN!!!!
61. FAST VS SLOW THINKING
62. 62 FILTERING BRAIN VIDEO
64. MENTAL MODEL
65. Cognitive load
66. Cognitive load
67. Cognitive load
68. 68 CONTINOUS DISATTENTION
69. EXERCISE #1 : GOOD VS BAD UX
70. MAKING SOFTWARE
71. THE ELEMENTS OF UX
73. Site Objectives
75. Context Analysis ⚠ Extra layer to the JJG stack
77. BUSINESS CONTEXT Organisation organigram Processes Politics (local, sectorial…) but also internal
78. TECHNICAL CONTEXT Technical debt?
79. CULTURAL CONTEXT General culture of the company Digital maturity Customer centricity maturity
80. User Needs
81. 81 SO?!?
82. “We do not see things as they are. We see things as WE are” Anais Nin
83. USER? User Customer People
84. USER?
85. USER NEEDS
86. USER NEEDS
87. USER NEEDS
88. USER NEEDS Source : SapiensUX
89. USER?
90. JOURNEY, FLOW ARCHITECTURE ⚠ Extra layer to the JJG stack
91. AVATARS SCENARIOS PARCOURS ETAPES MOMENTS
97. PARCOURS EX : Fashion eCommerce Scenario : acheter des vêtements en ligne Parcours : visiter le catalogue, s’identi fi er, s’inscrire, faire le check out… Etapes: Choisir sa catégorie, fi ltrer selon mes préférences, visiter le produit, l’ajouter au panier… Micro moments: choisir son fi ltre, le paramétrer, scroller, voir di ff érentes vues, choisir ma taille, ma quantité, cliquer sur ajouter au panier, …
98. MOMENTS
99. Functional Spéci fi cations
100. WHAT FEATURES? Stakeholders Customers Competitions Desirable, useful Functional analysis Business analysis
 Technical analysis 68% of projects with e ffi cient communication and well-de fi ned requirements meet quality standards. 32% of IT projects fail because of unclear requirements at the planning stage. Poorly formulated requirements can increase the project timeline and budget up to 60%. Unclear requirements are responsible for 41% of the global IT development budget for software, sta ff , and external professional services.
101. Information Architecture
102. WHAT IS IA (AND NOT AI)? Information architecture (IA) focuses on organizing, structuring, and labeling content in an effective and sustainable way. The goal is to help users fi nd information and complete tasks. To do this, you need to understand how the pieces fi t together to create the larger picture, how items relate to each other within the system. • Organization Schemes and Structures: How you categorize and structure information • Labeling Systems: How you represent information • Navigation Systems: How users browse or move through information • Search Systems: How users look for information Some examples of IA sub-specialties include focusing on search schemas, metadata, taxonomy, etc.
103. SITEMAPS
104. DIAGRAMS AND FLOWS PARTNER’s WEBSITES POD DATABASE EXTERNAL REVIEWER PARTNER (internal reviewer) PARTNER (profile creator) NEW PROFILE LOGIN NEW PROFILE INTERNAL REVIEW UPDATE PROFILE DRAFT NOTIFICATION NOTIFICATION Review done? daily NOTIFICATION Review done? Day 5 Reactivity notifications Review done? Day 5 Reactivity notifications NOTIFICATION EXTERNAL REVIEW NOTIFICATION Update done? Daily NOTIFICATION Update done? > 5 days? Reactivity notifications NOTIFICATION NOTIFICATION NOTIFICATION NOTIFICATION EEN 3d party WEBSITE 3d party WEBSITE DISSEMINATION STORED IN DB CREATE NEW PROFILE
105. WIREFRAMES SKETCHES
106. WIREFRAMES ZONING
107. WIREFRAMES LOW FI
108. WIREFRAMES HIGH-FIDELITY
109. Content Requirements
110. CONTENT REQUIREMENTS
111. UX WRITING UI text (UI = interface text delivered via screens or voice while using the product) UX copy (UX = text for any part of the user experience, including marketing and support copy) Interface copy UI content Microcopy Content Product or in-product copy
112. UX WRITING
113. UX VISUALS
114. Interaction Design
115. FITTS LAW
116. FITTS LAW
119. INTERACTION
120. PROTOTYPES
121. PATTERNS SELECTION
122. Information Design
125. Navigation Design
126. Good navigation design can: • Enhance a user’s understanding • Give them con fi dence using your product • Provide credibility to a product • It re fl ects your brand 
 It tells users their location • It provides access to information NAVIGATION
129. Interface Design ⚠ Not used on my side
130. Visual Design
131. VISUAL DESIGN LOOK & FEEL BRANDING INTEGRATION DANGEROUS PHASE
132. UX PROCESS
133. USER EXPERIENCE
134. USER EXPERIENCE
135. USER EXPERIENCE
136. UX PROCESS TO DELIVERABLES
137. LEAN UX
138. AGILE
139. AGILE
140. USER RESEARCH
141. HOW PEOPLE WILL USE YOUR PRODUCTS? 
 UNEXPECTEDLY
143. No UX without the USER
144. Select the right research method
146. RISKS OF USING THE WRONG METHOD
147. Frame the problem right, Ask the right questions
149. Interprete data correctly
153. ATTITIDINAL What people say
154. ATTITIDINAL Interviews
155. ATTITIDINAL Focus groups
156. ATTITIDINAL Surveys
157. ATTITIDINAL Card sorting
158. BEHAVIOURAL What people do
159. BEHAVIOURAL USABILITY TESTS
160. BEHAVIOURAL EYE TRACKING
161. CRO
167. CRO STATS The average conversion rate for websites is approximately 2.35% across all industries. Though certain industries will have higher conversion rates, others will have lower. A conversion rate of 11% is recorded on the best-performing websites. The average conversion rate for desktops is 4.14%. The average conversion rate on tablets is 3.36%. The average conversion rate on smartphones is 1.53%. Brands that build more than 40 landing pages will receive 1200% more leads than those brands with less than fi ve landing pages. Personalization of emails can increase conversion by 10% or more. Videos can improve conversions by 86%. Nearly two-thirds of consumers (65%) will start their purchasing journey on a mobile device.
168. UBIQUITOUS UX
169. GRAPHICAL, VISUAL
170. TEXTUAL
171. CONVERSATIONAL
172. VOCAL
173. VOCAL
174. GESTUAL
175. GESTUAL
176. QUIZZ #1
177. FINAL EXERCISE BRIEFING Select up to 3 scenarios, flows and pages from 1 of the 2 business cases proposed: 
 - Provide a critical view on the funnel 
 - Propose improvements and recommendations having your avatar in mind Format : 
 5-6 Minutes video 
 1 link to an optional document Criteria for evaluation: 
 - Group effort 
 - Ability to think strategically while using rational arguments to back up your decisions / advices 
 - Clarity of your message
178. FINAL EXERCISE BRIEFING Exercice 1 Submit form Exercice 2 Persona template: IHECS-UX-2022-EX- PERSONA.xlsx Submit form: Exercice 3 Submit form : Tag Manager Google / Google Analytics / Jimdo.fr Exercice 4 Submit form : Quizz 1 Form Quizz 2 Form Liste des groupes: Groupes UX.xlsx Lien vers la présentation théorique: Aide Jimdo pour intégration (link)
179. HISTORY & FUTURE OF UX
180. Mainframe computers
181. MAINFRAMES COMPUTERS
182. Internet
183. Darpa
184. Academic internet
185. Micro computers
186. GUI
187. Laptops
188. Early public internet
189. The new economy gold rush
190. TUI and iPhone
191. Mobile internet
192. AI, AR and Ubiquity computing (and interfaces)
193. Brain - Computer Interface
194. Degrowth & resource scarcity?