1. © LINE Communications 2014 25 years of transforming business through learning innovation User Experience (UX) Steve.Barden@LINE.co.uk 29 th January 2014

2. Today  The importance of UX  What is UXD?  Why UXD matters  The experience of users  Future thinking

3. © LINE Communications 2014 The importance of UX is growing © 2004 Scott Adams Inc. Today’s users demand more …

4. © LINE Communications 2014 The importance of UX is growing Today’s users demand more …  Digital applications have become hugely more complex as our industry’s technologies and methodologies progress.  What used to be a one-way static medium has evolved into a rich and interactive experience.  But today an application's success hinges on just one thing: how users feel about it © 2004 Scott Adams Inc.

5. © LINE Communications 2014 The importance of UX is growing  Digital devices have richer functionality  More form factors and screen sizes  Increasing need to access more complex data  Its about the holistic system

6. © LINE Communications 2014 How we used to work Before we and our clients understood the value of user- centered design, there was little or no science behind what designers did. We used to make design decisions based on:  what we thought looked good  what the client said they wanted

7. UX design Vs. Visual (UI) design

8. © LINE Communications 2014

9. Booking a flight… Well-known airline #1 Well-known airline #2 Great Experience is about Control: The worst feeling in the world is to feel out of control.

10. © LINE Communications 2014

11. UX Design is not…

12. …only concerned with visual design. UX Design is not…

13. © LINE Communications 2014 …about technology. UX Design is not…

14. © LINE Communications 2014 …just about the user. UX Design is not…

15. © LINE Communications 2014 …optional UX Design is not…

16. Why UXD matters

17. © LINE Communications 2014 “You can use an eraser on the drafting table or a sledge hammer on the construction site” Frank Lloyd Wright (a REAL architect)

18. © LINE Communications 2014 UX process Sketch flows and navigation maps define the UX Learning architecture define the whole experience Wireframes highlight layout and navigation UI Personas aid the learning design Use cases illuminate the system requirements

19. © LINE Communications 2014 Sketching out the UI

20. © LINE Communications 2014 Design – Lenses and outputsSKETCHSKETCH CONCEPTSCONCEPTS MAPMAP Rapid sketched, heavily iterated Storyboard or map the user journey Visual concepts based on brand Workshop to sketch Storyboards Personas User journeys Visual concepts

21. © LINE Communications 2014 What’s the value? Increased product quality Reduced maintenance and post launch bug fixes Avoids rework Reduced testing and quality assurance costs Risk Management: avoids costly errors Improve product value: Better products lead to greater market share Reduced training and maintenance costs Embedded product within the business, and spreads it’s value to others Satisfied Users

22. © LINE Communications 2014 9 Questions to ask about a UX project 1.What is the business goal? 2.What is the strategy? 3.Who are all of the audience groups? 4.What are your audience requirements? 5.What will success look like? 6.How does it make money? 7.How are you solving the end-user 'problem'? 8.What context will this be used in? 9.What mindset is the user in?

23. Personas & Use Cases

24. © LINE Communications 2014 Why do we need Use Cases?  Because there is less of …  And more of …

25. © LINE Communications 2014 Why do we need Use Cases?  Because the old order of content …  Is now replaced and context is king…

26. © LINE Communications 2014 Large screen, keyboard and mouse for input Seated, predictable environment

27. © LINE Communications 2014 UI takes up entire screen, difficult to multi-task. Variable context and environment

28. © LINE Communications 2014 Larger screen size, longer session time, more immersive tasks Variable context and environment

29. The experience of users

30. © LINE Communications 2014 User eXperience Design Is all about:  Knowing your audience  Understanding the barriers your audience will face  Knowing what will make your audience happy  Plotting how your solution maps to their journey “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 at Vanguard)

31. © LINE Communications 2014 Know your audience Who they are? What do they need? What motivates them?

32. © LINE Communications 2014 Don’t make me think! Obvious Requires thought Click! “Is that a button?” “I can’t find what I need” Exits Interactivity Click!

33. Future thinking

34. © LINE Communications 2014 It won’t get easier… With new form factors and navigation modes

35. © LINE Communications 2014 Get in touch Steve Barden Lead Consultant steve.barden@line.co.uk Paul Thorpe Head of Visual & UX Design paul.thorpe@line.co.uk Stand 38 www.LINE.co.uk