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How design decisions affect user performance
1. Piece of the Puzzle
How Design Decisions Affect User Performance
Rachna Mittal
By Times Business Solutions
2. How the Design Decisions are taken?
Designer Centric Decisions
User Interface do not:
• Hear user’s need
• See who the user is
• Speak with users
3. What User Performance is?
User Performance Metrics by Kristoffer Bohmann, July 4, 2000
1. Time To Complete A Task
2. Number Of Errors Per Task
Few more dimensions to User Performance
1. First Time Gratification
2. Rule of 2 seconds
3. Rule of 3 clicks
4. Information Efficiency
5. KISS (Keep it Simple Stupid)
6. Site Conversion
4. Visitors, Users, and Audience
Do all of them are synonyms to each other
Absolutely, NO
Visitors include everyone who happens upon your site
Users are intentional visitors who are looking for something specific
Audience are the visitors you are trying to reach, to whom you are trying to
deliver your message, and with whom you are most likely trying to establish
an ongoing relationship
5. Understand your Audience
How to gather information about Audience:
Audience Research
Focus Group
Interview Representative of your Audience
Conduct in-person Interview
Find out following details:
What they would be looking for on a site similar to yours
Their experience on similar websites
What they liked
What they didn’t like
Their browsing habits
6. Process of Making Design Decisions
When designing the wireframe
Position prime communication in focus
Position prime call-to-action buttons in focus
The KISS Formula
When designing the Visual
Keep aesthetics very elegant, it helps in First Time Gratification
Define eye movement
Colors and Typography plays a crucial part
During Site Construction
Make it cross browser compatible
Support user base of old browser
10. User Experience Design
User experience is a term used to describe the overall
experience and satisfaction a user has when using a product or
system.
Benefits:
Avoiding unnecessary product features
Simplifying customer-facing technical publications
Improving the usability of the system and its acceptance by customers
Expediting design through detailed and properly conceived guidelines
Incorporating business and marketing goals while catering to the user
11. 10 Most Common
Misconceptions About
User Experience Design
12. 1
User experience design is NOT
User interface design
“User experience isn't a layer
or component of a product or
service. It's really about the
design of whole systems and
their interconnections.”
Andrew Hinton, Senior information architect atVanguard
13. 2
User experience design is NOT
A step in the process
“User experience design
isn't a checkbox. You don't
do it and then move on. It
needs to be integrated into
everything you do. Its a process of
continually learning about users.”
Liz Danzico Chair, MFA in Interaction Design, School ofVisual Arts in NYC
14. 3
User experience design is NOT
Just about Technology
“User experience design is not
limited to the confines of the
computer. It doesn't even need a
screen... User experience is any
interaction with any product, any
artifact, any system.”
Bill DeRouchey, Director of interaction design at Ziba Design
15. 4
User experience design is NOT
Just about Usability
“While usability is important, its focus
on efficiency and effectiveness seems
to blur the other important factors in
UX, which include learnability and
visceral and behavioral emotional
responses to the products and
services we use.”
David Malouf, Professor of interaction design, Savannah College of Art & Design
16. 5
User experience design is NOT
Just about the User
“We just can’t always do what is
best for the users. ﬔere are a set
of business objectives that are
needing to be met—and we’re
designing to that, as well.”
Russ Unger, Director of Experience Planning, DraFCB
17. 6
User experience design is NOT
Expensive
“People cling to things like personas,
user research, drawing comics, etc. In
reality the best designers have a
toolbox of options, picking and choosing
methods for each project what makes
sense for that particular project.”
Dan Saffer, Founder and principal, Kicker Studio
18. 7
User experience design is NOT
Easy
All assumption, no validation
One-size-fits-all solutions
Feature creep
Design during development
19. 8
User experience design is NOT
The role of one person or
Department
“Compartmentalist view of UX is
evidence that it is not part of the
organizational culture and hints to
teams not having a common goal or
vision for the experience they should
deliver collectively.”
Livia Labate, Principal, UX, Comcast Interactive Media
20. 9
User experience design is NOT
A single discipline
Human Computer Interaction
User Experience Design
Information Architecture
User Interface Design
Human Factors Engineering
Interaction Design
Usability
21. 10
User experience design is NOT
A choice
“ﬔe biggest misconception is
that companies have a choice to
invest in their user’s experience.
To survive, they don’t.”
Joshua Porter, Principal at Bokardo Design
22. User experience design is NOT…
USER EXPERIENCE DESIGN IS NOT: USER EXPERIENCE DESIGN IS:
1. User interface design It is the system
2. A step in the process It is the process
3. Just about technology It is about behaviour
4. Just about usability It is about value
5. Just about the user It is about context
6. Expensive It is flexible
7. Easy It is a balancing act
8. The role of one person or dept It is a culture
9. A single discipline It is a collaboration
10. A choice It is a means of survival
23. A Glimpse To Few Design Principles
COMPARISON OF ITEM ONE COMPARISON OF ITEM TWO
• 2-Second Rule • Fitts’ Law
• 3-Click Rule • Hick’s Law
• 80/20 Rule • Gestalt Principles
• Affordance • Idiot-Proof
• Chromostereopsis • Information Efficiency
• Cognitive Load • Information Overload
• Consistency • Intuitive
• Inverted Pyramid Process
• Conversion Rate
• KISS
• Direct Manipulation
• Know Thy User
• Display Inertia
• Legibility
• Efficiency
• Mental Map
• Effectiveness
