Why User Experience Matters

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Why User Experience matters @kshitiz, [email protected] Talk at Honeywell , Bangalore 3rd September 2013

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HELLO I’M KSHITIZ

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And this is what I do for a living: Evangelize about design, get more people to understand design & convince young students to take it up as a career option

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•  Presently –  Dean & Director - India Operations at L'École de Design Nantes Atlantique –  Founder of Happy Horizons Consulting –  Founder & Managing Trustee – Happy Horizons Trust •  Previous –  Design Head, Kuliza Technologies –  Founder & Director, Deskala Research and Design & Consulting •  Education –  MS in HCI Design , Indiana University Bloomington, USA –  BDes in Communication Design, IIT Guwahati, India •  Contact –  [email protected] –  Twitter: @kshitiz –  LinkedIn: in.linkedin.com/in/kshitizanand/ –  Website: www.kshitizanand.com

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H pp H r •  Dean & Director of the school and all programs in India •  2 year masters program in Transcultural Design •  Teach Design for Social Impact and User Experience •  Mentor students on final projects •  Design the curriculum & faculty recruitment •  Student welfare and professional development •  Consulting practice •  Help large companies to startups with design •  Take design workshops at corporates •  Work mainly in user experience design, branding, design for social impact •  Working towards improving the quality of education in primary schools •  Career Awareness Seminars for high school students •  Digital Literacy program for youth Design | Research | Consulting" + a few other things like traveling, photography etc

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WHY USER EXPERIENCE MATTERS ? Today I talk about

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Design is such a natural human ability

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UX IS DELIGHT

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Think of an activity that delighted you? (NON-WEB INTERACTION)

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Is Delight = Features ?

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How many buttons do you typically use ?

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Think of a web based activity that frustrated you?

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SURPRISE à PLEASURABLE EXPERIENCE à DELIGHT PROBLEM à ANXIETY à RESOLUTION à DELIGHT Situation 1 Situation 2

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Subjectivity Delight is governed by

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Delight is governed by Objectivity

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“If you don’t take care of the customer, someone else will.” - Raffaele Ciarla

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USER EXPERIENCE DELIVERING DELIGHT SINCE MID 90s CUSTOMER

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Web 1.0 Web 3.0 Web 2.0 Change in User Behavior

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Internet users per 100 inhabitants Reference : h*p://en.wikipedia.org/wiki/File:Internet_users_per_100_inhabitants_ITU.svg What really interests us is this

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UX IS EMOTIONS

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VISCERAL BEHAVIORAL REFLECTIVE A more detailed look and feel and function that is got by interactions i.e. the total experience of using a product Refers primarily to that initial impact, to its appearance Appearance is rooted in form, aesthetics Ones thoughts afterwards, how it makes one feel, the image it portrays, the message it tells others about the owner's taste

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Time spent InteracCon VISCERAL BEHAVIORAL REFLECTIVE

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Products were once designed for the functions they performed. But when all companies can make products that perform their functions equally well, the distinctive advantage goes to those who provide pleasure and enjoyment while maintaining the power. If functions are equated with cognition, pleasure is equated with emotion; today we want products that appeal to both cognition and emotion. – Don Norman

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1993 2013

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TODAY WE ARE LIVING WITH COMPLEXITY

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And good UX is the differentiator

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•  Increased productivity •  Reduced costs •  Customer retention •  Increased sales •  Savings on customer –service calls •  Reduced effort and cost on redesign ROI on UX at right time results in

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Early focus on UX Design Saves money!

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HAVE YOU HEARD OF THE $300 MILLION BUTTON?

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h*p://www.uie.com/arCcles/three_hund_million_bu*on/

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So, what is User Experience?

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h*p://www.stephenthomas.com/about/images/what_is_ux.jpg

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The UX process

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UX : a field of Unclear boundaries

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Just remember this

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•  Doing Stake Holders Interviews •  Business •  Technical Team •  Actual Users •  Try to understand the direct impact / indirect impact on the solution •  Different User Groups –  Target Groups –  Affected Groups UX requires to be engaged with different stakeholders

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UX has resulted in a lot T shaped professionals

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PETER MORVILLE’S HONEYCOMB MODEL Image Source: h*p://semanCcstudios.com/publicaCons/semanCcs/000029.php The key goals of UX teams is to make products:

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With a little guidance from Dieter Rams and his principles

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The UX role shift From aesthetics To process To products To service To strategy To experience

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TRADITIONAL UX IN CONTEXT OF HCI (HUMAN COMPUTER INTERACTION)

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USER EXPERIENCE TODAY ? Users Business Technology UX

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It has resulted in new processes

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WHAT IS THE SILICON VALLEY’S NEW SECRET WEAPON ?

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What’s common between all of these?

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Designers play a huge role in businesses these days

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Designers should be made a part of entire end to end projects. Here’s why!

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(UX) Designers are System Thinkers

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(UX) Designers provide a fresh approach to Problem solving

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(UX) Designers have a prototyping culture

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(UX) Designers focus on People and emotions

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(UX) Designers create capacity and add value

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New faces of UX

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VISUAL DESIGN: What most people think UX Design is ! Misconception alert!

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Visual Design Last in First Out User Experience The whole process

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People want Visual Design but ask for UX

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But by then its too late !

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Interfaces are everywhere And that is why people want the aesthetics to look good first.

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Think of all the interfaces around you •  Hand held devices •  Information Kiosks •  Interaction in public environment installations •  Television based interfaces •  Automotive interfaces •  Household and non household appliances •  Audible interfaces

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So there are some elements of design that everyone should know Getting quality designers is tough à

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•  Lines •  Shapes •  Mass •  Color •  Texture The elements of design that everyone should know

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The elements of color

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Helping create better Visual Design

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•  Law of Similarity – Similarity occurs when objects look similar to one another. People often perceive them as a group or pattern. Gestalt’s principles

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•  Law of Proximity – Proximity occurs when elements are placed close together. They tend to be perceived as a group. Gestalt’s principles

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•  Law of Closure –  Closure occurs when an object is incomplete or a space is not completely enclosed. If enough of the shape is indicated, people perceive the whole by filling in the missing information. Gestalt’s principles

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•  Law of Continuity –  Continuation occurs when the eye is compelled to move through one object and continue to another object. Gestalt’s principles

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GRIDS - soul and skeleton of good design

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More about GRIDS •  Optimum – Designing with the 960 Grid System for the most commonly used 1024x768 screen resolution •  Grids divide the screen into areas •  All spacing becomes multiple of the smallest spacing between elements •  Enhances Consistency of screens •  Standardizations reduces design time

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The value of typography

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John Dewey American Educator & Philosopher

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“The” experience An experience An experience An experience An experience An experience An experience An experience An experience

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•  Most experiences are inchoate and not thought through •  They are unfulfilled as they get interrupted •  Frustrating and not significant and leads to an unpleasant experience The mistakes we make

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a.  The aesthetic i.  The “look and feel” b.  The intellectual i.  The business and strategy decisions c.  The practical i.  What the user actually interacts with and experiences ii.  The performance Multiple things have to come together to create the experience

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In CONCLUSION

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h*p://www.slideshare.net/whitneyhess/10-‐most-‐common-‐misconcepCons-‐about-‐user-‐experience-‐design?from=ss_embed

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A GOOD UX LEADS TO DELIGHT

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DELIGHT IS WHEN INTERFACES CONVEY A STORY

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STORIES DELIGHT US

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WHAT’S YOUR STORY?

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THANK YOU 9535206828 | www.kshitizanand.com [email protected] , [email protected] twitter: @kshitiz