UX/UI

User Experience/User Interface

 Plan

 Chapter 1 : User Experience Introduction

 Chapter 2 : User Experience Overview
 Chapter 3 : User Experience Process……
Introduction

User experience (UX) design is an approach used by design



teams to create products that provide meaningful and

relevant experiences to users.

UX is also what makes a website easy and enjoyable to use.



This involves the design of the entire process of acquiring



and integrating the product, including aspects of branding,

design, usability and function.
Chapter 2: UX Overview

 UX principles

 UX key factors
UX principles
 UX design is a creative and ever-changing field
that welcomes fresh ideas from new practitioners,
but there are some foundational UX design
principles that every new designer should
understand.

 You come across UX design principles whenever

you use an app produced by a major company, or
use one of their products.
UX principles

 Principle 1 / 4 : It’s about Outcomes not

Outputs
 Principle 2 / 4 : It’s about Assumptions not

Facts
 Principle 3 / 4 : It’s about User not You !

 Principle 4 / 4 : It’s about getting to market

faster.
Principle 1 / 4 : It’s about Outcomes not Outputs

 A graphic designer always thinks of delivering a well-designed product. We're

talking about a feature here.

 But it is not true that he has designed something well that his product will create
added value for the user and have a strong impact on him.

 If we want to talk about success, we need to talk about outcomes, not just outputs.

 Do not forget! We are a UX Designer ... not just a graphic designer!

 This means that a fruitful reflection that has remarkable added value must be based
on the expectations of our stakeholders combined with the wishes and needs of our
users.
 Principle 1 / 4 : It’s about Outcomes not Outputs

 What does Outputs mean?

 Literally, output is defined as the act of producing something or the amount of

something that is produced and delivered in response to a special request.
 In a UX context, the output is the product created in favor of a service
requester.

It can be a:

• digital product (web interface, navigation mechanism, mobile application, ...).

• physical (a connected mug, a foldable chair, a pen scanner ...).
• non-material (advice , consultation, insights to improve a mechanism, ...).
Principle 1 / 4 : It’s about Outcomes not Outputs

 What does Outcomes mean?

Outcomes are the benefit that your customers receive from the product you are
going to create. It starts with a real understanding of their needs, problems,
constraints and priorities.

In other words, it means designing a solution that your customers stockholders)

admire, achieving results that drive their business to growth and provide users with
a good experience that meets their expectations.

 We can classify outcomes into 3 categories:

 Business Outcomes
 User Outcomes
 Marketing Outcomes
Principle 1 / 4 : It’s about Outcomes not Outputs

1/ Business Outcomes : is “a change in human behavior that drives business

results.” - - Josh Seiden, author of Outcomes Over output book
ex: Increased revenue (ROI)/Increased authority /Increased productivity/ Decreased
development costs

2/ User Outcomes: This is what we would like our product to collect from our users
after their experience. It is the added value in return.
ex: Increased user engagement /Increased conversions Rate Optimization (CRO)/
Increased usability/Increased user retention

3/ Marketing Outcomes: These are important and significant indicators that your
business wish to have as result of the hole process. These are tangible parameters
linked to long-term growth, not short-term gains.
ex: Increased SEO /Increased brand loyalty /Increased credibility / Increased
shareability
Principle 2 / 4 : It’s about Assumptions not
Facts
What’s does mean assumption in UX Design?

 These are our best suggestions based on what we - now - have as

information.

 After defining the problem statements and amalgamating different

ideas from your team members, you create hypotheses. The
hypotheses are used to test your assumptions.

 For example, “We believe adding one click signup using Facebook will
be a useful feature for busy users who have Facebook account as it will
save their time. This will increase our user signup rate by 20%.”
Principle 3 / 4 : It’s about User not You !

 
 "We must design for the way people behave, not for how we
would wish them to behave"
-Don Norman-

 We must involve user throughout the design process through a

variety of research and design techniques to create highly usable and
accessible products for them.

 It is always important to keep a distance between us as a UX Design

professional and our users.

 To do this, we need to create fake user profiles called "Personas".

Principle 4 / 4 : It’s about getting to market faster.

 Any entrepreneur or idea carrier wants a solution that goes to the market as quickly as
possible and starts to generate income.

 A UX designer thinks the same thing but with a different output: It is not income but a
good understanding of the behavior of users with the product.

 The UX process is used to create an interactive low fidelity prototype called MVP
(Minimum Viable Product).

 What is an MVP ?

 it's the product that only has the basic functionality that makes it work.

 The idea behind an MVP is simple: it's like a modest version of what you envision to be
your final product, with only a small set of core features. You can then use your MVP to
gather new data and feedback before you launch your final product.
Chapter 2: UX Overview

 UX principles

 UX key factors
UX key factors

 We can judge a successful product design if it

focuses on a study of the user experience based on
the following factors:
Useful
 It should be original and fulfill a need that your user demands.

 If a product is not useful to someone, it will never be sold and used.

 Useful should be judged from the point of view of the user and not of the
designer himself.

 A product or service can be considered useful if it offers non-practical

advantages such as pleasure, fun or aesthetic appeal.

 For your site to be useful, it must fulfill a purpose or meet the needs of users. 
Usable
 Usability is about enabling users to effectively
achieve their end goal with a product.

 A computer game which requires 3 sets of control

pads is unlikely to be usable as people, for the time
being at least, only tend to have 2 hands.

 Site must be easy to use and navigate

Credible

 Credibility relates to the ability of the user to trust in the product that
you’ve provided.

 Not just that it does the job that it is supposed to do but that it will last for
a reasonable amount of time and that the information provided with it is
accurate and fit-for-purpose.

 Randall Terry said; “Fool me once, shame on you. Fool me twice, shame
on me.” Today’s users aren’t going to give you a second chance to fool
them – there are plenty of options in nearly every field for them to choose
a credible product provider.

 Users must trust and believe what websites propose them

Findable

 Findable refers to the idea that the product must be

easy to find.

 If you cannot find a product, you’re not going to

buy it and that is true for all potential users of that
product.

 Users can find your site and the content must be

easy to find too.
Desirable

 Desirability is conveyed in design through branding, image,

identity, aesthetics and emotional design

 The more desirable a product is – the more likely it is that the

user who has it will brag about it and create desire in other users.

 Skoda and Porsche both make cars. They are to some extent both
useful, usable, findable, accessible, credible and valuable but
Porsche is much more desirable than Skoda. 

 Your site is physically and emotionally appealing to users

Accessible
 Content needs to be accessible to people with disabilities.

 Accessibility is about providing an experience which can be accessed by users

of a full range of abilities – this includes those who are disabled in some
respect such as hearing loss, impaired vision, motion impaired or learning
impaired.

 Approximately 13% of the U.S. population has a disability, 41% of which

includes those at least 65 years old. Sadly, accessibility often gets lost in the
mix when creating user experiences.

 Sites will be most successful when accessible by all individuals.

Valuable

 Finally, the product must deliver value.

 It must deliver value to the business which creates it and to the user who buys or uses it.

 A design’s worth can be measured by the cost of the problems it solves.

 Nothing’s more effective than an inexpensive design solving an expensive design

problem.

 Designers should bear in mind that value is one of the key influences on purchasing
decisions. A $100 product that solves a $10,000 problem is one that is likely to succeed;
a $10,000 product that solves a $100 problem is much less likely to do so.

 The benefits of your site outweigh the cost to users

Recap
 User experience, or UX, is often confused with usability; however,
usability is only one of seven factors that influence overall UX.

 Usability refers to how easy it is for users to use your site to accomplish a
goal.

 UX involves the entire interaction users have with the site and what they
feel along the way. If your site is easy to navigate but users can’t find it, it
isn’t appealing, or it’s not practical, effective usability alone won’t make it
successful in the marketplace.

 Therefore, it’s important to be thoughtful in how your product successfully

addresses each of the factors that influence UX.
Annexe : User Engagement/user retention

 It’s easy to assume that user acquisition is the central metric for determining
mobile app success, but without active users, high download rates won’t yield
any business value.

 Brands are spending an enormous amount of money acquiring users; however,

it only begins here. After acquiring users, the value is in engaging and retaining
them.

 Mobile app engagement and mobile app retention are two metrics that provide
genuine insight into the success of an application. Low app engagement and
retention are a recipe for failure, while high engagement and retention equal
the opposite.