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The Elements of
User Experience
   Jesse James Garrett
Meet The Elements
“Worst Movie Ever!”




© 2003 Adaptive Path                         3
Who Gets the Blame?

                       “I probably overlooked
                       the right choice.”         ?!?
                       “I must not have read
                       the instructions closely
                       enough.”

                       “I guess I’m not smart
                       enough to use this.”

© 2003 Adaptive Path                                    4
Products Are People Too




© 2003 Adaptive Path                      5
User-Centered Design
                       A philosophy of product development
                       The product is not an end in itself
                       The product is a means toward the end
                       of providing a good experience for the
                       user
                       Suite of methods emphasizing
                       understanding people rather than
                       technology


© 2003 Adaptive Path                                            6
User Experience
                       How a product behaves and is used in
                       the real world
                       Beyond the product to its context in
                       people’s lives
                       Incorporates diverse range of factors




© 2003 Adaptive Path                                           7
Surface




© 2003 Adaptive Path             8
Skeleton




© 2003 Adaptive Path              9
Structure




© 2003 Adaptive Path               10
Scope




© 2003 Adaptive Path           11
Strategy




© 2003 Adaptive Path              12
The Five Planes
                                        Concrete



                            surface


                            skeleton


                            structure


                             scope


                            strategy    Abstract




© 2003 Adaptive Path                               13
The Language Barrier

                               Information Design
               Functional Specifications
                 Interaction Design
                       Information Architecture
                           Interface Design
                   Content Requirements
                       Navigation Design




© 2003 Adaptive Path                                14
Web as information




© 2003 Adaptive Path                        15
Web as application




© 2003 Adaptive Path                        16
A Basic Duality
                         Web as software interface Web as hypertext system




© 2003 Adaptive Path                                                         17
The Strategy Plane
                       User Needs:
                       what the site must
                       do for the people
                       who use it
                       Site Objectives:
                       what the site must
                       do for the people
                       who build it


© 2003 Adaptive Path                         18
User Needs
                       Some are fundamental – users need
                       products that:
                        work
                        they can use
                        meet their expectations
                       But most are specific to your users and
                       your product



© 2003 Adaptive Path                                             19
User Research
                       Best way to
                       discover user needs
                       Many techniques,
                       ranging from quick
                       and cheap to
                       lengthy and
                       expensive
                       Read the book!


© 2003 Adaptive Path                         20
User Segmentation
                       Make
                       identifying user
                       needs more
                       manageable
                       Break your
                       audience down
                       into segments
                       based on shared
                       characteristics


© 2003 Adaptive Path                         21
Personas
                       Character
                       sketches based                                     Janet
                       on user                                            “I don’t have time to sort through a lot of
                                                                          information. I need quick answers.”

                       research                                           Janet is frustrated with working in a corporate environment
                                                                          and wants to start her own accounting practice.


                       Extrapolate       Age: 42
                                         Occupation: Accounting firm vice president
                                                                                      Technical profile: Fairly comfortable with technology; Dell
                                                                                      laptop (about one year old) running Windows XP; DSL


                       from a general
                                         Family: Married, two children                Internet connection; 8-10 hours/week online
                                         Household income: $140,000/year              Internet use: 75% at home; news and information,
                                                                                      shopping

                       set of            Favorite sites:



                       characteristics
                       to a specific     WSJ.com                                Salon.com                              Travelocity.com

                       case

© 2003 Adaptive Path                                                                                                                               22
Site Objectives
                       Often framed in terms of business
                        Business goals
                        Business drivers
                        Business requirements
                       Should be specific to the site
                       Independent of your organization’s other
                       activities



© 2003 Adaptive Path                                              23
Success Metrics
                                           10

                       The only way to      9


                       know if changing     8         target



                       your site has
                                            7

                                            6

                       made a difference    5



                       Closely tied to
                                            4

                                            3

                       site objectives      2
                                                                                                     launch of


                       More on this
                                            1                                                   redesigned site




                       tomorrow!                Jan     Feb    Mar     Apr   May   Jun   Jul   Aug     Sep       Oct   Nov   Dec




                                                                     visits per month (registered users only)




© 2003 Adaptive Path                                                                                                               24
The Scope Plane
                       Functional
                       Specifications:
                       application features
                       the site must include
                       Content
                       Requirements:
                       content elements the
                       site must include



© 2003 Adaptive Path                           25
Functional Specifications
                       What application features will users
                       need to fulfill their goals?
                       Focus on “what it does”
                        not “how it works”
                        not “what it doesn’t do”
                       Be specific, but don’t dictate system
                       design



© 2003 Adaptive Path                                           26
Content Requirements
                       What information will users need or
                       want from the site?
                       What form should it take?
                       Where will it come from?
                       Who’s responsible?
                       Define elements according to their
                       purpose



© 2003 Adaptive Path                                         27
Keeping Documentation
                       “Docs are a waste of time.”
                         No one reads them
                         They’re never up-to-date
                         They’re too much trouble to maintain
                       Time spent planning the site becomes time
                       saved producing the site
                       Integrate documentation into the process,
                       rather than making it a separate step


© 2003 Adaptive Path                                               28
The Structure Plane
                       Interaction
                       Design: how the
                       user moves from one
                       step in a process to
                       the next
                       Information
                       Architecture: how
                       the user moves from
                       one content element
                       to the next

© 2003 Adaptive Path                          29
Interaction Design
                       Inter-action
                        Actions the user
                        can take with the
                        system
                        Actions the
                        system can take in
                        response to the
                        user



© 2003 Adaptive Path                           30
Information Architecture
                       Defines conceptual relationships
                       between content elements
                       Reflects the way users think about the
                       subject matter
                       Often hierarchical, but not necessarily




© 2003 Adaptive Path                                             31
Top-down vs. Bottom-up
                       Top-down starts with categories and
                       slots content into them


                            categories
                                       content



© 2003 Adaptive Path                                         32
Top-down vs. Bottom-up
                       Bottom-up starts with content and
                       builds up to categories


                            categories

                                       content



© 2003 Adaptive Path                                       33
Documenting Structure
                       Visual representations                                  home




                       tend to work best           media info     products                                       support




                       Diagrams can be as                                          home
                                                                                  products




                       simple or as complex as
                                                 press releases                                                    file
                                                                                                                archives


                                                                                   office
                                                                                  products



                       you need
                       Visual Vocabulary:        continue from:
                                                 home
                                                                  login flow                      latest news




                       jjg.net/ia/visvocab
                                                                                        (2c)

                                                    entry page                                                  continue to:
                                                                                                                member list


                                                                                      technical
                                                                                       papers




© 2003 Adaptive Path                                                                                                           34
The Skeleton Plane
                       Information
                       Design: facilitates
                       comprehension of
                       information
                       Interface Design:
                       facilitates user input
                       and system output
                       Navigation Design:
                       facilitates movement
                       through the site


© 2003 Adaptive Path                            35
Information Design
                       How can we present this information so
                       that people can understand and use it?
                       Communicate relative importance of
                       different pieces of information
                       Guide the user from one piece to the next
                       Draw attention to important details
                       Communicate relationships between
                       elements

© 2003 Adaptive Path                                               36
© 2003 Adaptive Path   37
Interface Design
                       Provides a means for users to interact
                       with application functionality




© 2003 Adaptive Path                                            38
Navigation Design

                       Communicates the choices
                       available to the user
                       Facilitates movement
                       Different designs have
                       different effects




© 2003 Adaptive Path                              39
Wireframes
                       Brings all skeleton
                       issues together into     LOGO
                                                                                                            COURTESY NAV




                       one high-level
                                                                                           GLOBAL NAV

                                                                             WAYFINDING CUES


                       “sketch”                                   HEADER GRAPHIC
                                                                                                         SEARCH QUERY

                                                                                                           dropdown
                                                          Pack my box with five dozen liquor jugs.
                                               LOCAL

                       Illustrates relative
                                                          How razorback-jumping frogs can level six        text field
                                                NAV       piqued gymnasts! We dislike to exchange
                                                          job lots of sizes varying from a quarter up.
                                                          The job requires extra pluck and zeal from
                                                                                                                        button


                       priority of page
                                                          every young wage earner.

                                                          A quart jar of oil mixed with zinc oxide
                                                                                                         PARTNER CONTENT
                                                          makes a very bright paint. Six big juicy       The job requires extra


                       elements               SUPP. NAV
                                                          steaks sizzled in a pan as five workmen left
                                                          the quarry. The juke box music puzzled a
                                                          gentle visitor from a quaint valley town.
                                                                                                         pluck and zeal from every
                                                                                                         young wage earner. A
                                                                                                         quart jar of oil mixed with
                                                                                                         zinc oxide makes a very
                                                          Pack my box with five dozen liquor jugs.


                       Suggests page
                                                                                                         bright paint. Pack my box
                                                          How razorback-jumping frogs can level six      with five dozen liquor jugs.
                                                          piqued gymnasts!

                                                                                COURTESY NAV

                       layout approaches

© 2003 Adaptive Path                                                                                                                   40
The Surface Plane
                       Visual Design: the
                       “look” in “look and
                       feel”
                       Usually the part
                       people think of
                       when you say “Web
                       design”
                       More than just
                       aesthetics

© 2003 Adaptive Path                         41
Color Palettes

                       r:102   r:255
                       g:153   g:255
                       b:204   b:204




                         r:0   r:204
                       g:102   g:204
                       b:204   b:153




                         r:0   r:153
                        g:51   g:153
                       b:153   b:102




                         r:0   r:51
                       g:153   g:51
                        b:0    b:51




                       r:255   r:204
                       g:153   g:204
                         b:0   b:204




© 2003 Adaptive Path                                    42
Typography

                                     Apple Garamond
                                  is Apple's custom corporate identity font.



                                  Lucida Grande
                              is used for body text and navigation.



                                Helvetica Black
                                   is used for some graphics.



                                             Geneva
                                is used for legibility at small sizes.




© 2003 Adaptive Path                                                           43
The Elements of User Experience




© 2003 Adaptive Path                                 44
Intermission
The Elements
  Applied
Search Engines
                       Almost every site has one
                       Every site seems to take a slightly
                       different approach




© 2003 Adaptive Path                                         47
Strategy
                       User Needs
                        Do users want a search engine?
                        Are there limits to the kind of search
                        functionality users need?
                       Site Objectives
                        Is implementing search feasible given our
                        resources?
                        Would implementing search limit our
                        ability to fulfill other goals for the site?

© 2003 Adaptive Path                                                   48
Scope
                       Functional Specifications
                        keyword entry
                        other fields for specifying criteria
                        ability to narrow result set
                       Content Requirements
                        labeling
                        result data
                        help docs


© 2003 Adaptive Path                                           49
Structure
                       Interaction Design            continue
                                                     from:
                                                     any page
                                                                                       advanced
                                                                                        search


                        choices available to users
                        at each step                                                              no results




                                                                                                               refine search
                        system behavior under




                                                                exactly one result
                        various conditions                                           search results




                       Information Architecture
                        architectural scope as
                        search criterion                                             content pages



                        metadata structures

© 2003 Adaptive Path                                                                                                           50
Skeleton
                       Information Design
                        layout of search results
                        communicating error conditions
                       Interface Design
                        user input mechanisms
                       Navigation Design
                        moving into and out of search flow
                        moving through search results

© 2003 Adaptive Path                                         51
Surface


                       Visual Design
                        color
                        typography
                        layout




© 2003 Adaptive Path                           52
Asking the Right Questions

                       What problem are we
                       trying to solve?
                       What are the
                       consequences of our
                       proposed solution to the
                       problem?
                       Will this solution force
                       us to re-think other
                       problems?


© 2003 Adaptive Path                              53
The Marathon and the Sprint

                       A sprint is a short race
                        Get a quick start
                        Burn energy as quickly as possible
                       A marathon is a long race
                        Pace yourself
                        Choose when to burn energy
                       Which race are you trying to run?
                       Which race are you actually in?

© 2003 Adaptive Path                                         54
Answering Objections
                       “Our market research tells us everything
                       we need to know about our users.”
                         Demographic data is not user insight
                       “We’ll just follow this list of guidelines
                       we found on the Internet.”
                         Rules of thumb are necessarily general
                       “Interface is easy – technology is hard.”
                         Which is more complicated: machines or
                         people?

© 2003 Adaptive Path                                                55
Answering Objections
                       “We can’t afford to hire experts.”
                         You don’t need experts for everything
                       “We’ll figure it out as we go.”
                         Improvisation is for jazz, not design
                       “We’ll fix it in QA.”
                         By that time, it’s already too late
                       “There’s no time in the schedule.”
                         You’ll be saving time on the next release

© 2003 Adaptive Path                                                 56
Pitfalls to Avoid
                       Design by default: “We should do
                       whatever is easiest to implement.”
                       Design by mimicry: “If it’s good
                       enough for Amazon, it’s good enough for
                       us.”
                       Design by fiat: “Because I said so.”




© 2003 Adaptive Path                                             57
effort
                      Waterfalls Are Dangerous



                      time
             effort




                      time


© 2003 Adaptive Path                             58
Iterative Development
                       Your site is never finished
                       Do what you can right now
                       Always look ahead to the next release
                             January (now)   April            July    October      (next) January




                                                Version 1.0          Version 1.1




© 2003 Adaptive Path                                                                                59
Roles
                       The specific roles you choose don’t
                       matter – if you’ve got all the planes
                       covered




© 2003 Adaptive Path                                           60
The Nine Pillars
                                                                      project management




                       Core competencies                                   concrete
                                                                            design

                       common to




                                                                                                        tactical
                                                         technology                         content

                       successful teams                implementation                      production




                       Must be reflected                                   abstract
                                                                            design




                                           strategic
                       in the team’s:                    technology                         content
                                                           strategy                         strategy

                        Roles
                                                                              site

                        Processes                                          strategy




                                                                        user research




© 2003 Adaptive Path                                                                                               61
User Research
                                                                           project management
                       The foundation of
                       user-centered design
                                                                                concrete
                                                                                 design
                       Informs all strategic
                       decisions




                                                                                                             tactical
                                                              technology                         content
                                                            implementation                      production

                       Primary                                                  abstract
                       responsibility for                                        design




                                                strategic
                       identifying user needs                 technology                         content
                                                                strategy                         strategy

                       Titles:
                                                                                   site
                         User Researcher                                        strategy



                         Usability Analyst
                                                                             user research




© 2003 Adaptive Path                                                                                                    62
Site Strategy
                                                                         project management

                       Primary
                       responsibility for                                     concrete
                                                                               design
                       defining site
                       objectives




                                                                                                           tactical
                                                            technology                         content
                                                          implementation                      production

                       Decides priorities                                     abstract
                       and success metrics                                     design




                                              strategic
                       Titles:                              technology
                                                              strategy
                                                                                               content
                                                                                               strategy

                         Business Analyst
                                                                                 site
                                                                              strategy
                         Product Manager
                         Executive Producer
                                                                           user research




© 2003 Adaptive Path                                                                                                  63
Technology Strategy
                                                                          project management

                       Often responsible for
                       functional                                              concrete
                                                                                design
                       specifications




                                                                                                            tactical
                       Decides technical                     technology
                                                           implementation
                                                                                                content
                                                                                               production

                       platforms and                                           abstract
                       standards to adopt                                       design




                                               strategic
                       Titles:                               technology
                                                               strategy
                                                                                                content
                                                                                                strategy

                         Senior Engineer
                                                                                  site
                                                                               strategy
                         Development Manager
                         Technical Lead
                                                                            user research




© 2003 Adaptive Path                                                                                                   64
Content Strategy
                                                                          project management



                       Often responsible for
                       content requirements                                    concrete
                                                                                design


                       Decides appropriate




                                                                                                            tactical
                                                             technology                         content
                                                           implementation                      production
                       format and subject
                       matter                                                  abstract
                                                                                design




                                               strategic
                       Titles:                               technology                         content
                                                               strategy                         strategy
                         Content Strategist
                         Content Editor                                           site
                                                                               strategy


                         Editor-in-Chief
                                                                            user research




© 2003 Adaptive Path                                                                                                   65
Abstract Design
                                                                               project management

                       Turns strategy into design
                       concepts
                                                                                    concrete
                                                                                     design
                       Always responsible for
                       Structure plane




                                                                                                                 tactical
                                                                  technology                         content
                                                                implementation                      production

                       Sometimes responsible
                       for Scope and Skeleton                                       abstract
                                                                                     design

                       planes

                                                    strategic
                                                                  technology                         content
                       Titles:                                      strategy                         strategy


                         Information Architect                                         site
                                                                                    strategy
                         Interaction Designer
                         UI Specialist
                                                                                 user research




© 2003 Adaptive Path                                                                                                        66
Technology Implementation
                                                                           project management



                       Tactical execution of
                       technology strategy                                      concrete
                                                                                 design


                       May incorporate many




                                                                                                             tactical
                                                              technology                         content
                                                            implementation                      production
                       roles, from coding to
                       integration to testing                                   abstract
                                                                                 design




                                                strategic
                       Titles:                                technology                         content
                                                                strategy                         strategy
                         Software Engineer
                         HTML Developer                                            site
                                                                                strategy


                         QA Tester
                                                                             user research




© 2003 Adaptive Path                                                                                                    67
Content Production
                                                                           project management

                       Tactical execution of
                       content strategy                                         concrete
                                                                                 design

                       Gathering, editing,




                                                                                                             tactical
                       producing, and                         technology
                                                            implementation
                                                                                                 content
                                                                                                production


                       deploying content (not                                   abstract
                       just text)                                                design




                                                strategic
                       Titles:                                technology
                                                                strategy
                                                                                                 content
                                                                                                 strategy

                         Content Producer                                          site
                                                                                strategy
                         Writer
                         Editor
                                                                             user research




© 2003 Adaptive Path                                                                                                    68
Concrete Design
                                                                            project management

                       Tactical realization of
                       abstract design                                           concrete
                                                                                  design

                       Always responsible for
                       Surface plane




                                                                                                              tactical
                                                               technology                         content
                                                             implementation                      production


                       Sometimes responsible                                     abstract
                                                                                  design
                       for Skeleton and

                                                 strategic
                       Structure planes                        technology
                                                                 strategy
                                                                                                  content
                                                                                                  strategy

                       Titles:                                                      site
                                                                                 strategy
                         Interface Designer
                         Visual Designer
                                                                              user research




© 2003 Adaptive Path                                                                                                     69
Project Management
                                                                          project management




                       Binds together all                                      concrete
                                                                                design


                       tactical competencies




                                                                                                            tactical
                                                             technology                         content
                                                           implementation                      production
                       Often overlooked in
                       smaller organizations                                   abstract
                                                                                design




                                               strategic
                       Titles:                               technology                         content
                                                               strategy                         strategy
                         Producer
                         Project Manager                                          site
                                                                               strategy




                                                                            user research




© 2003 Adaptive Path                                                                                                   70
The Nine Pillars
                                                                        project management



                       Not a nine-member                                     concrete

                       team                                                   design




                       Not a nine-step




                                                                                                          tactical
                                                           technology                         content
                                                         implementation                      production


                       process                                               abstract
                                                                              design

                       You should be able
                                             strategic
                                                           technology                         content

                       to look at both and                   strategy                         strategy



                       see the pillars                                          site
                                                                             strategy

                       beneath them
                                                                          user research




© 2003 Adaptive Path                                                                                                 71
What It’s All About
                       Plan before you build
                       Have conscious reasons for your choices
                       Articulate them explicitly
                       Make things people love!




© 2003 Adaptive Path                                             72
Thanks!

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The Elements Of User Experience

  • 1. The Elements of User Experience Jesse James Garrett
  • 3. “Worst Movie Ever!” © 2003 Adaptive Path 3
  • 4. Who Gets the Blame? “I probably overlooked the right choice.” ?!? “I must not have read the instructions closely enough.” “I guess I’m not smart enough to use this.” © 2003 Adaptive Path 4
  • 5. Products Are People Too © 2003 Adaptive Path 5
  • 6. User-Centered Design A philosophy of product development The product is not an end in itself The product is a means toward the end of providing a good experience for the user Suite of methods emphasizing understanding people rather than technology © 2003 Adaptive Path 6
  • 7. User Experience How a product behaves and is used in the real world Beyond the product to its context in people’s lives Incorporates diverse range of factors © 2003 Adaptive Path 7
  • 13. The Five Planes Concrete surface skeleton structure scope strategy Abstract © 2003 Adaptive Path 13
  • 14. The Language Barrier Information Design Functional Specifications Interaction Design Information Architecture Interface Design Content Requirements Navigation Design © 2003 Adaptive Path 14
  • 15. Web as information © 2003 Adaptive Path 15
  • 16. Web as application © 2003 Adaptive Path 16
  • 17. A Basic Duality Web as software interface Web as hypertext system © 2003 Adaptive Path 17
  • 18. The Strategy Plane User Needs: what the site must do for the people who use it Site Objectives: what the site must do for the people who build it © 2003 Adaptive Path 18
  • 19. User Needs Some are fundamental – users need products that: work they can use meet their expectations But most are specific to your users and your product © 2003 Adaptive Path 19
  • 20. User Research Best way to discover user needs Many techniques, ranging from quick and cheap to lengthy and expensive Read the book! © 2003 Adaptive Path 20
  • 21. User Segmentation Make identifying user needs more manageable Break your audience down into segments based on shared characteristics © 2003 Adaptive Path 21
  • 22. Personas Character sketches based Janet on user “I don’t have time to sort through a lot of information. I need quick answers.” research Janet is frustrated with working in a corporate environment and wants to start her own accounting practice. Extrapolate Age: 42 Occupation: Accounting firm vice president Technical profile: Fairly comfortable with technology; Dell laptop (about one year old) running Windows XP; DSL from a general Family: Married, two children Internet connection; 8-10 hours/week online Household income: $140,000/year Internet use: 75% at home; news and information, shopping set of Favorite sites: characteristics to a specific WSJ.com Salon.com Travelocity.com case © 2003 Adaptive Path 22
  • 23. Site Objectives Often framed in terms of business Business goals Business drivers Business requirements Should be specific to the site Independent of your organization’s other activities © 2003 Adaptive Path 23
  • 24. Success Metrics 10 The only way to 9 know if changing 8 target your site has 7 6 made a difference 5 Closely tied to 4 3 site objectives 2 launch of More on this 1 redesigned site tomorrow! Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec visits per month (registered users only) © 2003 Adaptive Path 24
  • 25. The Scope Plane Functional Specifications: application features the site must include Content Requirements: content elements the site must include © 2003 Adaptive Path 25
  • 26. Functional Specifications What application features will users need to fulfill their goals? Focus on “what it does” not “how it works” not “what it doesn’t do” Be specific, but don’t dictate system design © 2003 Adaptive Path 26
  • 27. Content Requirements What information will users need or want from the site? What form should it take? Where will it come from? Who’s responsible? Define elements according to their purpose © 2003 Adaptive Path 27
  • 28. Keeping Documentation “Docs are a waste of time.” No one reads them They’re never up-to-date They’re too much trouble to maintain Time spent planning the site becomes time saved producing the site Integrate documentation into the process, rather than making it a separate step © 2003 Adaptive Path 28
  • 29. The Structure Plane Interaction Design: how the user moves from one step in a process to the next Information Architecture: how the user moves from one content element to the next © 2003 Adaptive Path 29
  • 30. Interaction Design Inter-action Actions the user can take with the system Actions the system can take in response to the user © 2003 Adaptive Path 30
  • 31. Information Architecture Defines conceptual relationships between content elements Reflects the way users think about the subject matter Often hierarchical, but not necessarily © 2003 Adaptive Path 31
  • 32. Top-down vs. Bottom-up Top-down starts with categories and slots content into them categories content © 2003 Adaptive Path 32
  • 33. Top-down vs. Bottom-up Bottom-up starts with content and builds up to categories categories content © 2003 Adaptive Path 33
  • 34. Documenting Structure Visual representations home tend to work best media info products support Diagrams can be as home products simple or as complex as press releases file archives office products you need Visual Vocabulary: continue from: home login flow latest news jjg.net/ia/visvocab (2c) entry page continue to: member list technical papers © 2003 Adaptive Path 34
  • 35. The Skeleton Plane Information Design: facilitates comprehension of information Interface Design: facilitates user input and system output Navigation Design: facilitates movement through the site © 2003 Adaptive Path 35
  • 36. Information Design How can we present this information so that people can understand and use it? Communicate relative importance of different pieces of information Guide the user from one piece to the next Draw attention to important details Communicate relationships between elements © 2003 Adaptive Path 36
  • 37. © 2003 Adaptive Path 37
  • 38. Interface Design Provides a means for users to interact with application functionality © 2003 Adaptive Path 38
  • 39. Navigation Design Communicates the choices available to the user Facilitates movement Different designs have different effects © 2003 Adaptive Path 39
  • 40. Wireframes Brings all skeleton issues together into LOGO COURTESY NAV one high-level GLOBAL NAV WAYFINDING CUES “sketch” HEADER GRAPHIC SEARCH QUERY dropdown Pack my box with five dozen liquor jugs. LOCAL Illustrates relative How razorback-jumping frogs can level six text field NAV piqued gymnasts! We dislike to exchange job lots of sizes varying from a quarter up. The job requires extra pluck and zeal from button priority of page every young wage earner. A quart jar of oil mixed with zinc oxide PARTNER CONTENT makes a very bright paint. Six big juicy The job requires extra elements SUPP. NAV steaks sizzled in a pan as five workmen left the quarry. The juke box music puzzled a gentle visitor from a quaint valley town. pluck and zeal from every young wage earner. A quart jar of oil mixed with zinc oxide makes a very Pack my box with five dozen liquor jugs. Suggests page bright paint. Pack my box How razorback-jumping frogs can level six with five dozen liquor jugs. piqued gymnasts! COURTESY NAV layout approaches © 2003 Adaptive Path 40
  • 41. The Surface Plane Visual Design: the “look” in “look and feel” Usually the part people think of when you say “Web design” More than just aesthetics © 2003 Adaptive Path 41
  • 42. Color Palettes r:102 r:255 g:153 g:255 b:204 b:204 r:0 r:204 g:102 g:204 b:204 b:153 r:0 r:153 g:51 g:153 b:153 b:102 r:0 r:51 g:153 g:51 b:0 b:51 r:255 r:204 g:153 g:204 b:0 b:204 © 2003 Adaptive Path 42
  • 43. Typography Apple Garamond is Apple's custom corporate identity font. Lucida Grande is used for body text and navigation. Helvetica Black is used for some graphics. Geneva is used for legibility at small sizes. © 2003 Adaptive Path 43
  • 44. The Elements of User Experience © 2003 Adaptive Path 44
  • 46. The Elements Applied
  • 47. Search Engines Almost every site has one Every site seems to take a slightly different approach © 2003 Adaptive Path 47
  • 48. Strategy User Needs Do users want a search engine? Are there limits to the kind of search functionality users need? Site Objectives Is implementing search feasible given our resources? Would implementing search limit our ability to fulfill other goals for the site? © 2003 Adaptive Path 48
  • 49. Scope Functional Specifications keyword entry other fields for specifying criteria ability to narrow result set Content Requirements labeling result data help docs © 2003 Adaptive Path 49
  • 50. Structure Interaction Design continue from: any page advanced search choices available to users at each step no results refine search system behavior under exactly one result various conditions search results Information Architecture architectural scope as search criterion content pages metadata structures © 2003 Adaptive Path 50
  • 51. Skeleton Information Design layout of search results communicating error conditions Interface Design user input mechanisms Navigation Design moving into and out of search flow moving through search results © 2003 Adaptive Path 51
  • 52. Surface Visual Design color typography layout © 2003 Adaptive Path 52
  • 53. Asking the Right Questions What problem are we trying to solve? What are the consequences of our proposed solution to the problem? Will this solution force us to re-think other problems? © 2003 Adaptive Path 53
  • 54. The Marathon and the Sprint A sprint is a short race Get a quick start Burn energy as quickly as possible A marathon is a long race Pace yourself Choose when to burn energy Which race are you trying to run? Which race are you actually in? © 2003 Adaptive Path 54
  • 55. Answering Objections “Our market research tells us everything we need to know about our users.” Demographic data is not user insight “We’ll just follow this list of guidelines we found on the Internet.” Rules of thumb are necessarily general “Interface is easy – technology is hard.” Which is more complicated: machines or people? © 2003 Adaptive Path 55
  • 56. Answering Objections “We can’t afford to hire experts.” You don’t need experts for everything “We’ll figure it out as we go.” Improvisation is for jazz, not design “We’ll fix it in QA.” By that time, it’s already too late “There’s no time in the schedule.” You’ll be saving time on the next release © 2003 Adaptive Path 56
  • 57. Pitfalls to Avoid Design by default: “We should do whatever is easiest to implement.” Design by mimicry: “If it’s good enough for Amazon, it’s good enough for us.” Design by fiat: “Because I said so.” © 2003 Adaptive Path 57
  • 58. effort Waterfalls Are Dangerous time effort time © 2003 Adaptive Path 58
  • 59. Iterative Development Your site is never finished Do what you can right now Always look ahead to the next release January (now) April July October (next) January Version 1.0 Version 1.1 © 2003 Adaptive Path 59
  • 60. Roles The specific roles you choose don’t matter – if you’ve got all the planes covered © 2003 Adaptive Path 60
  • 61. The Nine Pillars project management Core competencies concrete design common to tactical technology content successful teams implementation production Must be reflected abstract design strategic in the team’s: technology content strategy strategy Roles site Processes strategy user research © 2003 Adaptive Path 61
  • 62. User Research project management The foundation of user-centered design concrete design Informs all strategic decisions tactical technology content implementation production Primary abstract responsibility for design strategic identifying user needs technology content strategy strategy Titles: site User Researcher strategy Usability Analyst user research © 2003 Adaptive Path 62
  • 63. Site Strategy project management Primary responsibility for concrete design defining site objectives tactical technology content implementation production Decides priorities abstract and success metrics design strategic Titles: technology strategy content strategy Business Analyst site strategy Product Manager Executive Producer user research © 2003 Adaptive Path 63
  • 64. Technology Strategy project management Often responsible for functional concrete design specifications tactical Decides technical technology implementation content production platforms and abstract standards to adopt design strategic Titles: technology strategy content strategy Senior Engineer site strategy Development Manager Technical Lead user research © 2003 Adaptive Path 64
  • 65. Content Strategy project management Often responsible for content requirements concrete design Decides appropriate tactical technology content implementation production format and subject matter abstract design strategic Titles: technology content strategy strategy Content Strategist Content Editor site strategy Editor-in-Chief user research © 2003 Adaptive Path 65
  • 66. Abstract Design project management Turns strategy into design concepts concrete design Always responsible for Structure plane tactical technology content implementation production Sometimes responsible for Scope and Skeleton abstract design planes strategic technology content Titles: strategy strategy Information Architect site strategy Interaction Designer UI Specialist user research © 2003 Adaptive Path 66
  • 67. Technology Implementation project management Tactical execution of technology strategy concrete design May incorporate many tactical technology content implementation production roles, from coding to integration to testing abstract design strategic Titles: technology content strategy strategy Software Engineer HTML Developer site strategy QA Tester user research © 2003 Adaptive Path 67
  • 68. Content Production project management Tactical execution of content strategy concrete design Gathering, editing, tactical producing, and technology implementation content production deploying content (not abstract just text) design strategic Titles: technology strategy content strategy Content Producer site strategy Writer Editor user research © 2003 Adaptive Path 68
  • 69. Concrete Design project management Tactical realization of abstract design concrete design Always responsible for Surface plane tactical technology content implementation production Sometimes responsible abstract design for Skeleton and strategic Structure planes technology strategy content strategy Titles: site strategy Interface Designer Visual Designer user research © 2003 Adaptive Path 69
  • 70. Project Management project management Binds together all concrete design tactical competencies tactical technology content implementation production Often overlooked in smaller organizations abstract design strategic Titles: technology content strategy strategy Producer Project Manager site strategy user research © 2003 Adaptive Path 70
  • 71. The Nine Pillars project management Not a nine-member concrete team design Not a nine-step tactical technology content implementation production process abstract design You should be able strategic technology content to look at both and strategy strategy see the pillars site strategy beneath them user research © 2003 Adaptive Path 71
  • 72. What It’s All About Plan before you build Have conscious reasons for your choices Articulate them explicitly Make things people love! © 2003 Adaptive Path 72