User eXperience (UX) is about how a person feels about using a system Science (HCI) Practical aspects User eXperience ease of use efficiency satisfaction Practical aspects: HCI:Human-Computer Interaction subjective in nature dependent on the context of use still evolving User experience is:

Human-computer interaction (HCI) is the study of interaction between people (users) and computers. Computer science Computer graphics Artificial intelligence Computer vision Behavioral sciences Psychology Sociology Cognitive science Ergonomics Design Graphic design Information design Interaction design HCI

User experience + users’ feelings and thoughts about the system + marketing, branding and aesthetics User experience and usability Usability Pragmatic aspects: getting the task done as quickly as possible with as few errors as possible

UX from user’s perspective Poor UX makes the user think a lot: I can’t find it… What is this? Do I have to read all this? Maybe it’s not here… What was that? I’d better google for it. Hmmm… But where…? Here it is. Oh, I see. OK, I’ll take it. Good UX doesn’t make the user think: I don’t understand… This frustrated user did not find what he was looking for, and is probably not going to come back. Good UX helps the user to achieve his goals and encourages to set new goals. And I’ll take that, too.

Poor UX: example of a time consuming interface Let’s see. “Quick Search”. That must be the same as “Search”, right? Do I have to click on that drop-down menu thing? All I know about the book is that it’s by Tom Clancy. Is Clancy a keyword? And what is a keyword, anyway? I guess I have to use the menu. Clicks on the arrow. “Title. Author. Keyword.” OK. I want “Author”. Clicks “Author”. Types “Tom Clancy”. Clicks “Search”. 30 seconds of solving a problem, how to search for a book.

Good UX: example of getting a task done quickly OK. “Search books for Tom Clancy”. Types “Tom Clancy”. Clicks “Search”. 5 seconds and no problem. The efficiency of the search box is 6 times better.

UX in e-banking How to block or unblock a payment card? What does blocking and unblocking mean? What is the status of all cards? Click on a dropdown. Choose a card to block/unblock. Click “Submit”. Click on the dropdown in the “Block payment card” section to find unblocked cards. Click on the dropdown in the “Unblock payment card” section to see blocked cards. Read 4 lines of text and try to find the difference between them. Improved: How to block or unblock a payment card? What does blocking and unblocking mean? What is the status of all cards? Click “Block” or “Unblock”. Two unblocked and one blocked. Read 2 lines of text.

ROI of usability by Jacob Nielsen (NN/group) The formula for website success: Unique visitors Conversion rate Percentage of visitors who become customers Loyalty rate Degree to which customers return to conduct repeat business To double a site’s business you can: a)Double the number of unique visitors. It would require more than double the advertising budget. b)Double the conversion rate. Spending 10% of development budget on usability should improve conversion rate by 83%. You can probably double the conversion rate by spending less than 15% of your development budget. (See “Usability Return on Investment”, Nielsen Norman Group Report, 3 rd edition)“Usability Return on Investment”, Nielsen Norman Group Report, 3 rd edition c)Double the loyalty rate. No calculations have been done by NN/group yet. Nevertheless, is expected to be the loyalty decade.

Survey on business metrics improvement by Jacob Nielsen (NN/group) The average business metrics improvement after a usability redesign is now 83% The results from both editions of “Usability Return on Investment”, Nielsen Norman Group Report, 3 rd edition, year 2002 and 2008.“Usability Return on Investment”, Nielsen Norman Group Report, 3 rd edition Different case studies are arranged across the horizontal axis (sorted by increasing metric improvements). The vertical axis shows each study’s recorded improvement. The average improvement is 83%. This estimate is calculated after eliminating outliers: about 12% of projects improved 10 times or more. In year 2002 the improvements were even better, due to very poor usability of websites.

Outcomes of positive UX and further reading Loyalty Usability Studies 101: Brand LoyaltyUsability Studies 101: Brand Loyalty by Joseph Carrabis A Preliminary Research on Product Design Strategies for Managing Customer LoyaltyA Preliminary Research on Product Design Strategies for Managing Customer Loyalty by Dr. Ding-Bang Luh, National Cheng Kung University, Taiwan Trust Trust in the Internet: The Social Dynamics of an Experience TechnologyTrust in the Internet: The Social Dynamics of an Experience Technology by William Dutton and Adrian Shepherd, Oxford University Trust or Bust: Communicating trustworthiness in web design Trust or Bust: Communicating trustworthiness in web design by Jakob Nielsen Perceived Credibility Stanford Guidelines for Web Credibility Profitability The ROI of Usability from UPA Intention to Purchase Intention to Return User Satisfaction Word of Mouth The article: usability/2006/09/the_importance_.html usability/2006/09/the_importance_.html