1. Practical Exercises and Theory
User Experience
Practical Exercises and Theory
Jun.-Prof. Dr. Brigitte Mathiak

2. What is user experience?

3. What is user experience?

4. User experience vs. usability
Most people use these terms interchangeable – and usability and user experience (UX) often mean the same things
"[Usability refers to] the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use." - ISO
Effectiveness:
Can I reach my goals completely and in high quality?
Efficiency:
Can I reach my goals in a reasonable amount of time and effort?
Satisfaction:
Is the user happy using the product?

6. Quantitative (indirect)
How do we figure this out?
Christian Roher
Observation
Today:
Interaction
Qualitative (direct)
Quantitative (indirect)

7. What do you need for a focus group?+ + +

8. First experiment: A task-based focus group
Task: Your task is to organize a business lunch. There are five people in the group. One is a vegetarian. You need to find the following information on three restaurants.
Are they open during lunch hours? Do they have vegetarian meals? What kind of food do they serve, ideally, what is the link to the (preferably english) online menu?
Does it have a business-like decor? What is the general price range? What is the phone number for the reservation or can I make a reservation online?
Any other information that seems noteworthy
Important: Please use the restaurant website to gather this information, not regular web search. For each restaurant please write down your results and the time you spent.
Wein & Dine:
Laden Ein:
Lo Sfizio:

9. Survey
Please rate each web site on a scale between 0 (not at all) and 5 (super) in these categories:
Effectiveness:
Can I reach my goals completely and in high quality?
Efficiency:
Can I reach my goals in a reasonable amount of time and effort?
Satisfaction:
Are you happy using the product?
Which one is your favourite website?
Where would you want to eat?

10. Discuss! What did you like? What did you not like?
Did it seem professional?
How did you like the design?
Too many images, too little?
Did the website at some point not behave the way you expected?
Did you click on something although you were not sure what would happen?
Were you confused at any point?
Did you hit a road block in navigation and had to reset the website by using the back button or other means?
How would you design such a website?

11. Some Golden Rules to remember
Place users in Control
Reduce Users‘ Memory Load
Make the Interface Consistent
Mandel, Theo. The elements of user interface design. Vol. 20. New York: Wiley, 1997.

12. Next Week: Paper Prototypes
Please bring Paper, Scissors, Glue, Pens, …
And an Idea for an app you want your partner to design for you (teamwork time)

13. User Centered Design
User-Centered Design is a principal that involves users from the beginning of the design process to the end
The goal is to have both high usability and a good match to user expectations
It is iterative. Each version is an improvement over the one before.
Designers are not users
More cycles are better
sapdesignguild.org

14. User Centered Design (2)
Research:
By talking to your users,
find out their needs, tasks, environment
look at similar products
Design:
Fast Prototypes
Interface first
Stick to basic design rules
sapdesignguild.org

15. User Centered Design (3)
Adapt:
Adapt your design to user needs and input
Ideally with the user at the table
Measure:
Use structured usability testing
You need numbers AND opinions
Identify priorities and alternatives, then back to research
sapdesignguild.org