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Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
15 APR 2016
Presented By:
Carlo Victoriano
Beyond Pixels, Screens and Best PracticesDesigning with UX in mind
1
No. of Pages:134
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
What we’ll cover
1. The UX we know
2. Impact of UX
3. UX Challenges we face
4. Designing with UX in mind
5. Recap
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
The UX we know
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Definition:
User Experience Design (UXD) is the process of enhancing customer satisfaction and loyalty by improving usability, ease of use, and pleasure provided in the interaction between the customer and the product.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
In a nutshell,capture the hearts and
minds of our users
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Keeps them glued to your siteUX SEO Leads users to your site
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
UX Design is….Organising Content
UX Design is arranging content and designing information architecture using card sorting
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
UX Design is…. Identifying Touch Points
UX Design is creating the customer journey map and identifying touch points
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
UX Design is….Sketching Layouts
Low-fidelity wireframes to perform iterations on usability
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
UX Design is….Simulating User Flow
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
The Good, the Bad and the Ugly
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
THE GOODUXEasy to likeEasy to understandEasy to use
THE UX HONEYCOMB
The UX Honeycomb presents different focus points in defining UX priorities. Is it more important for your website to be desirable or accessible? Usable or Credible? Each facet serves as a focal point in transforming how we see what we do, and enable us to explore beyond conventional boundaries.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
GOOD
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
BAD
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
GOOD
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
BAD
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
BADSUPER
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
A good experience● Enhances the perception of your brand● Encourages customers to return● Generates brand loyalty
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
A bad experience● Creates frustration● Discourages customers from returning● Drives customers to competitors
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Impact of UX
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Demand for better customer experiences and the need to grow faster through differentiation have led companies to adopt design-centric ethos
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
● ESPN.com revenues jumped 35% after a homepage redesign
● Time.com bounce rate dropped 15% points after implementing continuous scroll
● Choosing a specific blue amounted to an additional $80 million in annual revenue for Bing
● Demand for top design talent created 150,000 UX jobs- Job Trends Report: The Job Market for UX/UI Designers, 2015
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Local UX Scene
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Organisations and Communities
Source: http://www.interface.sg
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Universities and Polytechnics
Source: http://www.interface.sg
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
The UX Challenges we face
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
User behaviour has changed drastically and is more
complicated
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
It takes more than just best practice and usability to design
good UX.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
UX [User eXperience]addresses how a user feels when using a system.
USABILITY is about the user-friendliness and efficiency of the interface.
UI [user interface]is the interface.
UCD [user-centric design]is a philosophy that puts the user in the centre of the design and development process.
CX [ Customer Experience ]
UX, USABILITY, UI and UCD
CX
UX
Usability
UCDUI
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Designers need to up their user-centric design game
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Hi,
I am theUX Designer/Web Designer/SEM Expert/Front-End Developer
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Designing with UX in mind
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
noun
the circumstances that form the setting for an event, statement, or idea, and in terms of which it can
be fully understood.
ˈkɒntɛkst/context
TIME COST
SCOPE
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
UX ICEBERG
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
UX Ice Kacang
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
UX Ice Kacang vs UCD Steps
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
USERS & BRAND
Users and Brand forms the
foundation of the experience.
Similarly the bowl that holds the
dessert together, is the base where
everything rests. The size of the
bowl also signifies the need of the
users (small or large) which is
synonymous to factors that
designers need to take into
consideration before they start
designing.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
User firstContent is king, Distribution is Queen, Context is the new king, Conversation/Storytelling killed the
king. But in Carbon, we’ve always believed that the USERS still hold the mouse.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Know who you are designing forWe are not designing for ourselves, we are designing for our user.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
. Do put yourselves in your user’s shoes
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Generations X,Y and Z
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
We’re doing a UX Refresh!
We’ve all heard these before
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
. Do put yourselves in your user’s shoes
Yeahhh!!!!
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
WHY?!
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Identify your user’s needs and goals
Ultimately our goals would direct our design decisions. The goals serve as invaluable roadmap for everyone involved in creating a website or app,
including any third-party creatives or digital agency team members.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Do not assume“You are not your user. As much as you can follow patterns from others, you should not implement things just because you can.
Speak to your users and find out what their primary tasks and objectives are, and not what you think they are.
Real answers may surprise you.”
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
GQNGIUSIQNS
Can you read this?
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
GQNGIUSIQNS
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
However, “context….”
Try this! Imagine you are the client and you are presented with a design (next slide). What would you say? Bad UX? Terrible UX! Where’s the design?
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Perception is selective. Our brains are wired to think as such. Don’t trust what your brain tells you.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Do ask questions, lots of questions
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Quantitative ApproachAnalysis of NUMERICAL data
Qualitative ApproachAnalysis of WORDS
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
However, “context….”
No budget for focus group? No time? A simple dipstick survey also works. Throw in some open-ended questions and pick a gem (insights) or two.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
INFORMATION & INTERFACE DESIGN
Content is the base ingredient
(ice). To delight users, designers
are required to prepare,
organise and structure their
content(information) properly
which is very much like how ice
is packed and shaped nicely into
a mountain of ice.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
3. Design for worst-case scenarios
Learn to Sketch
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
“You can use an eraser on a drafting table, or a sledge hammer on a construction site.”
- Frank Lloyd Wright, Architect, Writer, Interior Designer
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
3. Design for worst-case scenarios
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Identify patterns
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Page Template or Module Blocks?
CAROUSEL
CONTENT-BLOCK
TABBED CONTENT
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Don’t start from scratch
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
3. Design for worst-case scenarios
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Faster, Smarter with UX
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
AESTHETICS & VISUAL DESIGN
Aesthetics and Visual Design adds
life to our creation, like the colourful
and flavourful syrups added into a
dessert. By using the right layout,
colours, typography and visual
imagery, a designer is able to
evoke emotion, grab attention and
provide motivation, thus making the
experience more memorable.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
The Lord of the Rings
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Who inspired who?
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Let’s add some colours!Add UX into the mix, to make your works more impactful and memorable
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Tell a storyStorytelling delivers a better user experience.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
How are experiences created?
MemoryPerception(Senses)
Processing Information
Emotions, Attention, Motivation
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
We let the ‘optimised’ images do the storytelling
http://aprilasia.com
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Welcome to RIAU, Indonesia
http://aprilasia.com
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
However, “context….”
If you have concerns about loading time, use big background images responsibly. Find a way to optimise your images.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Remove to improveMind the user’s flow and minimise distractions.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
“ A designer knows he has achieved perfection not when there is nothing left to add but when there is nothing left to take away.”
- Antoine de Saint-Exupery
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
The wonders of set meals
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
However, “context….”
Do not simplify just to make it look sleek and cool. Simplification works when you are able to help the users perform a task faster and easier.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Make the brandwork harder
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
How are you able to differentiate airplanes?
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Colours, Identity andVisual CuesCan make the difference.
Which bank’s website is this?
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
INTERACTION DESIGN
Toppings are the wow-factor of
desserts. Not all ice kacang are
created equal, hence not all would
have the same toppings. Similarly, it
will be those additional effects and
features that you add on top of your
designs that will bring your creation
to a different level, thus making the
experience more impactful.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Innovate and make things happen
Necessity is the mother of invention
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
A tabbed content UI illustrates cause and effect
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
A tabbed content UI illustrates cause and effect
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
A modified Light box becomes an engaging storytelling content
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
A modified Light box becomes an engaging storytelling content
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
An <a href> link delivers a simple yet unique experience
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
http://mindef.gov.sg/safvc
An <a href> link delivers a simple yet unique experience
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
However, “context….”
Do not innovate just for innovation’s sake. Too much interactivity can disrupt user flow too!
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
What if we give a site a personality?
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Our recent pitch exercisefor SingaporeArt Museum
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
...like Siri
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
A predictivesearchbar witha touch of branding
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Take the opportunityto build the brandeven in unexpected places –a witty 404 error page
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
However, “context….”
Do not cross the line and bombard your users with too much advertising, you will chase your users away.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
TESTS & VALIDATION
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
ManagingExpectations
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Design for worst-case scenariosWhen proposing a design layout or working with bought
templates make sure that your design layouts don’t break when you fit the actual content.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
3. Design for worst-case scenarios
What if I need to place 8 icons?
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
3. Design for worst-case scenarios
What if 1 column actually has more text?
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Go for the win
Invest and learn to create high fidelity prototypes to Gain Buy-in. Stakeholders are much more likely to get on board if they can see and interact with a low fidelity version of what you are proposing. It doesn’t have to be perfect or use any fancy tools.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
http://principleformac.com/
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
However, “context….”
It’s not everyday you will have time to create high-fidelity prototypes, choose and prioritise projects that you really want to impress and amaze your clients with. Clickthroughs work too!
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
/ Test, test and test /What differentiates a good user experience from a bad one is not based on how many awards it gets; instead, it's based on
superior measurable outcomes.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
UX FAIL
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
However, “context….”
It’s not everyday you will have budget to perform full-scale user tests to refine your product and deliver the best UX – simple usability tests are better than none at all.
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Recap
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
1. Context2. User-first3. Do not assume4. UX Ice Kacang5. Faster, better with UX6. Innovate and make things happen7. Test, test and test
Remember these...
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
You will never look at Ice Kacang the same way again
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
UX, UX EVERYWHERE
Awaken your inner UX
Carbon Interactive Pte Ltd. Proprietary and Confidential 2016
Thank YouCarbon Interactive Pte Ltd50 Ubi Ave. 3 #04-05Frontier ePark@Ubi s(408566)t: 6292 4373
www.carbon.com.sg
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