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    UX Intro

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    UX Intro

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    UX Intro

    Uploaded by

    karthik

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 28

    ECommerce

    Ecommerce Online Presence


    Who am I?
    • Prof Anindita Paul, PhD (Univ. of Missouri, USA)
    • Information Systems area at IIMK
    • With IIMK for 14 years
    • Interest – Human-Centered application of Information
    Systems, Impact of technology on society
    • Teach – Core area of IS, Ecommerce, UX Design
    • Research – ICT4D, EGovernance, Digital and Society
    Course Overview
    • Co-teaching with Prof Sudip Das of IIM Jammu
    • Course Outline
    • Groups to be formed by you within a week
    Ground Rules
    1. No attendance if entry after 5 minutes of class start time
    2. No attendance if student leaves for more than 5 minutes in
    between the class
    3. No marks for in-class assignments if absent on that day
    (even if the assignment submission is post class)

    4. No marks if student not present for group presentations


    (term projects or any other group presentations along the way)

    5. Bring your notebooks and a pen.


    Learning Objective
    • Human Computer Interaction and Human-Centric
    Interaction
    • Interface Design
    • User eXperience
    • Usability and Universal Usability
    • Brand and UX Design
    Human-Computer Interaction
    Interaction Design
    • “Interaction design is about shaping digital things for people’s use”
    -IxD Foundation (interaction-design.org)
    • Involves analysis, only that the analysis is about exploring possible futures.
    (analytical and critical →which exists, design → which could be)
    • Different from Systems design
    (which starts of with requirement specification as an outcome of a
    descriptive analysis)
    • Design involves visual thinking/sketching
    (not only for the end product but the process)

    • For an interaction designer, users are whole people with complex


    sensibilities
    Technology Determinism
    Technology drives
    progress
    Humans have to
    learn technology to
    progress
    Digital “Things”
    • Digital Materials – software, electronics, communication networks, and
    the like (media).
    • Designing an innovative interaction technique, there may not be much
    previous experience to rely on
    • Necessary to experiment with constructions in software and/or hardware
    • Having a sketching mindset is important
    (e.g., quickly made, focuses on behaviors and effects, is disposable and ideally
    also that it is one among many variations on the same theme)

    • What is excluded?
    Large parts of service design, organizational design, sociopolitical
    intervention, and so on
    “Interactivity”
    ▪ A product or service is interactive if it allows for interaction.
    ▪ An artefact’s interactivity is its interactive behaviour as experienced
    by a human user.
    ▪ User Experience - “a person’s perceptions and responses that result
    from the use or anticipated use of a product, system or service” (ISO
    2009)
    ▪ Hassenzahl’s (2010) model of the user experience
     Pragmatic: how simple, practical, and obvious it is for the user to
    achieve their goals
     Hedonic: how evocative and stimulating the interaction is to users
    Defining User Experience
    How users perceive a product, such as whether a
    smartwatch is seen as sleek or chunky, and their emotional
    reaction to it, such as whether people have a positive
    experience when using it.
    (Hornbæk and Hertzum, 2017)
    How is UX related to Digital Design?
    • UX is broader term that enables a view of the overall
    context where the digital product/interface is
    embedded in
    • UXfocuses on making the (digital) product/interface
    more enjoyable and easy to use
    • Theother related term specific to digital interfaces
    is UI or User Interface.
    Article – Why UX Always has to come First
    -Michael Scharge

    • Read the article – 7-10 minutes


    • Discuss the following:
    1. How can business ensure user-centricity? (How FB, Google and Amazon have done
    it?)

    2. What are businesses benefiting by focussing on better UXD?

    3. What trade-offs/risks do you think businesses are making in compromising dynamic


    opportunism for UX towards customer value? What are the major arguments in
    favour of why UX always has to come first?
    Key Points from ‘UX First’ article
    • UX important for profitability in the long term
    • Whether degrading UX for easy money worth it – deep reflection
    • How much value to customer relationship
    • Businesses can utilise digital footsteps to understand the user
    • Screening advertisers- Are they spoiling the user experience such as load time,
    pop-ups etc.
    • Removing annoying ads; boosting mobile friendly websites
    • Improving ad experience will attract more advertisers (Abandonment rate
    decrease)
    • Optimizing overall relationship important than individual transaction
    • Incorporate mechanisms to understand what irritates (Translate site
    abandonment to IQ=Irritation Quotient)
    UX contribution
    Help managers:
     Understand how to design interactive products that fit
    with what people want, need, and may desire
     Appreciate that one size does not fit all (for example,
    teenagers are very different to grown-ups)
     Identify any incorrect assumptions they may have about
    particular user groups. (for example, not all old people want
    or need big fonts)
     Be aware of both people’s sensitivities and their
    capabilities (for example, cultural/perceptive aspects)
     Makes efforts towards “good usability” meaningful
    16
    UX Goals
    Desirable aspects

    Satisfying Pleasurable

    Helpful Enhancing sociability

    Fun Rewarding

    Enjoyable Exciting

    Motivating Supporting creativity

    Provocative Emotionally fulfilling

    Engaging Entertaining

    Challenging Cognitively stimulating

    Surprising Experiencing flow

    • User Experience Design is not just about ease of use


    UX Goals (contd.)
    Undesirable aspects
    Boring
    Unpleasant Annoying
    Frustrating Cutesy
    Patronizing Childish
    Making one feel guilty Gimmicky
    Making one feel stupid
    UX and Usability
    What is Usability? (Src: UsabilityBoK.org)
    • Usabilityis the degree to which something -
    software, hardware or anything else - is easy to use
    and a good fit for the people who use it.
    • It is a quality or characteristic of a product.
    • It
    is whether a product is efficient, effective and
    satisfying for those who use it.
    • It
    is the name for a group of techniques developed by
    usability professionals to help create usable
    products.
    Usability goals
    • Effective to use (how good in doing what is it supposed to do)
    • Efficient to use (way it supports users in carrying out their
    tasks)
    • Safe to use (how it supports users from dangerous conditions
    and undesirable situations)
    • Have good utility (does it provide the right kind of
    functionality)
    • Easy to learn (how easy it is to learn to use)
    • Easy to remember how to use (how easy it is to remember how
    to use)
    Universal Usability
    Accessibility: the extent to which an interactive product
    is accessible by as many people as possible
     Focus is on people with disabilities

    Inclusiveness: making products and services that


    accommodate the widest possible number of people
     For example, smartphones designed for all and made available to
    everyone regardless of their disability, education, age, or income
    Universal Usability (Contd.)
    • Regulatory Sanctions: The European Union's Directive on Accessibility of
    Websites and Mobile Applications requires public sector websites and
    mobile apps to be accessible to users with disabilities.
    ▪ Failure to comply with accessibility standards could result in regulatory
    sanctions, such as fines or restrictions on government contracts.

    • Other regulations ADA (USA), Equality Act 2010 (UK); Accessibility for
    Ontarians with Disabilities Act, AODA (Canada); Disability Discrimination
    Act 1992 (Australia)
    Brand and UX Design
    • Branding focuses on how to create a memorable image and
    emotional connection with the audience.
    • UX design centers on how designers work to boost user satisfaction
    and usability.
    • UX branding means to align these two disciplines to create a
    cohesive and engaging user experience—one that not only meets
    functional needs but also resonates on an emotional level in
    seamless experiences.
    • Brands must ensure that every user interaction not only reflects the
    brand's identity but also meets usability standards.
     Uniqueness- Unique fonts and color schemes important for brand identity
     Accessibility- Need to be accessible to all users
     Ease of use- Design should bring about easy navigation and interaction
     Quality- Design should align with the brand’s promise of quality and user-friendliness.
    Goals of UX design
    • Balance user and business goals
    • Help Business grow long term (and short term wisely
    (ethically))
    • To raise a flag if a red line is about to be crossed
    • To communicate to the team the importance of being
    user-centric (and to influence them in a positive way
    towards this direction)
    Usability is fundamental to UX and a good UX is
    linked to the favourable impact it creates for the
    business
    Core characteristics of UX design
    • Usersshould be involved throughout the
    development of the project
    • Specificusability, user experience goals need to be
    identified in alignment with the business goals
    and clearly documented, and agreed to at the
    beginning of the project
    • Iteration is needed through the core activities
    Consequences of Poor UX
    • Myspace: Once a dominant social networking platform, Myspace lost
    significant market share to competitors like Facebook due in part to a
    cluttered and confusing user interface that failed to keep pace with
    evolving user expectations.
    • BlackBerry: BlackBerry's failure to adapt to changing user
    preferences for touchscreen smartphones and intuitive user
    interfaces led to a decline in market share and ultimately the demise of its
    once-dominant position in the mobile industry.
    • Yahoo: Yahoo's website was criticized for being cluttered and difficult to
    navigate, which contributed to a decline in user engagement and market
    share compared to competitors like Google.
    • Sears: Sears' outdated and cumbersome online shopping experience
    failed to keep up with competitors like Amazon, resulting in decreased
    online sales and market share for the retail giant.

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