ASML UX Event

85
What is UX? ASML UX EVENT 21.11.2016 Johan Verhaegen – UX Strategist

Transcript of ASML UX Event

Page 1: ASML UX Event

What is UX?ASML UX EVENT 21.11.2016

Johan Verhaegen – UX Strategist

Page 2: ASML UX Event
Page 3: ASML UX Event
Page 4: ASML UX Event
Page 5: ASML UX Event
Page 6: ASML UX Event

UX STRATEGY

UI DESIGNUSER ONBOARDING

© 2016 Human Interface Group

Page 7: ASML UX Event

UX STRATEGY

Page 8: ASML UX Event

“Bridge the UX-Business Gap: Attach your UX toolbox to business toolboxes.”

Michael Thompson – Global Director UX, Telefónica

Page 9: ASML UX Event
Page 10: ASML UX Event
Page 11: ASML UX Event
Page 12: ASML UX Event

CUSTOMER JOURNEY

USER INSIGHT MAP DESIGN VISION

USER EXPERIENCE FRAMEWORK

© 2016 Human Interface Group

VALUE PROPOSITION CANVAS

Page 13: ASML UX Event

Value Proposition Canvas

© 2016 Human Interface Group

Product / Service

Wants

Needs

Fears

Customer

Strategy

Technology Features

Business goals UX maturityKPI’s

Page 14: ASML UX Event

Value Proposition Canvas

© 2016 Human Interface Group

Product / Service

Wants

Needs

Fears

Customer

Strategy

Technology Features

Business goals UX maturityKPI’s

Page 15: ASML UX Event
Page 16: ASML UX Event

Patient platform

Patiënt Familie Zorgverleners

AMBULANT GEHOSPITALISEERD

Page 17: ASML UX Event

WANTS

FEARS

NEEDSBegrijpelijke informatie

Privacy

Meer autonomie

Wat gaat er met mij gebeuren?

Zo snel mogelijk geholpen worden

Flexibiliteit ivm afspraken

Persoonlijke/individuele aanpak verliezen

Meer transparantie

Goede en toegankelijke zorgen

Ondersteuning

Menselijk contact

Duidelijke diagnose en aanpak

PATIËNT

Informatie gericht op eigen doelgroep

Niet altijd naar het ziekenhuis

WANTS

FEARS

NEEDSOverzicht van het zorg-/behandelplan

familielid

Problemen met familielid

Betrokken worden bij behandeling

FAMILIE

Ondersteuning

Up-to-date informatie

Hulp bieden aan familielid

Complicaties

Onmacht

WANTS

FEARS

NEEDS

Vlot verloop tijdens consulatie

Meer werk

Zo weinig mogelijk tijd verliezen

Tevreden patiënten

Voorbarige conclusies door

de patiënt

ZORGVER-LENERS ZelfdiagnosesDoorstroom van

informatie tussen alle systemen/

integratie

Verhoogde efficiëntie

Page 18: ASML UX Event

Value Proposition Canvas

© 2016 Human Interface Group

Product / Service

Wants

Needs

Fears

Customer

Strategy

Technology Features

Business goals UX maturityKPI’s

Page 19: ASML UX Event

Boston Dynamics Big Dog Robot

Page 20: ASML UX Event

USER EXPERIENCE FEATURES TECHNOLOGY

Page 21: ASML UX Event

“Simplicity isn’t (always) the goal of UX”

Johan Verhaegen – UX Strategist

Page 22: ASML UX Event
Page 23: ASML UX Event
Page 24: ASML UX Event

“What makes something simple or complex? It’s not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates.

(…)

Complexity is often necessary. The design challenge is to manage complexity so that it isn’t complicated.”

Donald Norman - Living with Complexity (2011)

Page 25: ASML UX Event
Page 26: ASML UX Event
Page 27: ASML UX Event
Page 28: ASML UX Event
Page 29: ASML UX Event
Page 30: ASML UX Event
Page 31: ASML UX Event

Value Proposition Canvas

© 2016 Human Interface Group

Product / Service

Wants

Needs

Fears

Customer

Strategy

Technology Features

Business goals UX maturityKPI’s

Page 32: ASML UX Event

Service model canvas

Page 33: ASML UX Event

USERS

1. Users 2. Service proposition

3. Channels 4. Usage

Who are / will be the platform users?Who are the most important users?

Why would someone use the service?What value does the service bring?

Through which channels (e.g. online, mobile, telephone, shop) is / should the service be available?Which channels are most cost effective?Which channels are users like to favour?

How should / do users use the service?How frequently is / will the service be used?

PERFORMANCE

9. ROI

10. KPIs

How will the platform deliver an ROI?What are the costs vs the benefits?How can the platform be delivered more cost effectively?

Which KPIs are / can be used to track the performance of the platform?What are the key KPIs?

SERVICE DELIVERY

RISKS

5. Actors 6. Key activities

8. Competitors7. Challenges

Which key activities are required to deliver the service?What resources are required for those activities?Which are the most important activities?

Who is / will be involved in delivering the service?Who are/will be the key partners, suppliers and stakeholders?

What current challenges exist?What challenges do you foresee in the future?

What other similar applications are available?Who are the key competitors?What other options do users have?

Page 34: ASML UX Event

USERS SERVICE DELIVERY RISKS

Users, service proposition, channels & usage

Actors & key activities Challenges & competitors

Page 35: ASML UX Event
Page 36: ASML UX Event
Page 37: ASML UX Event
Page 38: ASML UX Event

Value Proposition Canvas

© 2016 Human Interface Group

Product / Service

Wants

Needs

Fears

Customer

Strategy

Technology Features

Business goals UX maturityKPI’s

Page 39: ASML UX Event

“Measure what you design. Don’t merely guess and pray.”

Johan Verhaegen – UX Strategist

Page 40: ASML UX Event
Page 41: ASML UX Event

Two metrics that correlate with UX success

Usability Engagement

Page 42: ASML UX Event

Key usability dimensions (ISO 9241-11)

Usability

� Efficiency: a measure of the resources expended in relation to the accuracy and completeness with which users achieve goals

� Effectiveness: a measure of the accuracy and completeness with with users achieve specified goals

� User satisfaction: a measure of the comfort and acceptability of use

Page 43: ASML UX Event

Key usability metrics

Efficiency

The resources expended in relation to the accuracy and completeness with which users achieve goals

Effectiveness

The accuracy and completeness with which users achieve specified goals

Satisfaction

The comfort and acceptability of use

� Time on task - The (average) time it takes for participants to complete a particular task or activity

� Time spent on errors – The (average) time participants spent on recovering from an error

� Overall relative efficiency – The ratio of the time taken by participants who completed a task in relation to the total time taken by all participants

� Task success and task completion rate - The number of participants that successfully completed a (set of) task(s)

� Number of errors - The average number of times an error occurred, per participant, while performing a particular task

� Perceived efficiency (time on task) and effectiveness (task success)

� Ratio of positive to negative comments used to describe the product

� Task-level user satisfaction – How difficult the task was perceived by the participants

� Test-level user satisfaction – How the overall ease of use of the system was perceived by the participants

Page 44: ASML UX Event

Key engagement dimensions

Engagement

Emphasizes the positive aspects of interaction, and in particular being captivated by an application, and being motivated to use it.

Consists of:� User’s feelings

� User’s mental states

� User’s interactions

Source: Models of user engagementTowards a science of user engagement

Page 45: ASML UX Event

Key engagement metrics

Feelings

The emotional connection that exists, at any point in time and over time, between a user and a technological resource

Mental states

The cognitive connection that exists, at any point in time and over time, between a user and a technological resource

Interactions

The behavioural connection that exists, at any point in time and over time, between a user and a technological resource

� Happiness rating – How good a user feels when using a system or website

� First impression

� Attention minutes – The amount of attention that a user gives to a website

� Flow state – The ease of flow from one block of information to another

� Time on site

� Frequency of use

� Getting hooked to the product

� Total time reading – Total time spent on a website or particular portions of that website

� Hits, page views, visits and unique views

� Returning visitors, registered users and customers

� Daily active users

Page 46: ASML UX Event

But Johan, how do we do this?1. We believe our customers have a need to

______________2. This need can be solved with

________________________3. Our target users are _______________________________4. The #1 value customers will to get out of our

service is ________________________________________________

5. Customer will also get these additional benefits _______

6. Our primary competitors are ________________________

7. We will beat them thanks to ________________________

8. Our biggest risk is _________________________________9. But we will handle this by

___________________________10. We will know that we have succeeded when

___________

-> Hypothesis statements

Page 47: ASML UX Event

Value Proposition Canvas

© 2016 Human Interface Group

Product / Service

Wants

Needs

Fears

Customer

Strategy

Technology Features

Business goals UX maturityKPI’s

Page 48: ASML UX Event

© 2016 Human Interface Group

4. Integrated

1. One

shots

3. Strategic

2. Project-based

UX maturity

Page 49: ASML UX Event

Jakob Nielsen

“As their usability approach matures, organizations typically progress through the same sequence of stages, from initial hostility to widespread reliance on user research.”

Where are we today? UX Maturity Models

Page 50: ASML UX Event

Where are we today? UX Maturity Models

1. Stage 1: Hostility toward usability2. Stage 2: Developer-centered usability3. Stage 3: Skunkworks usability4. Stage 4: Dedicated usability budget5. Stage 5: Managed usability6. Stage 6: Systematic usability process7. Stage 7: Integrated user-centered design8. Stage 8: User-driven corporation

Nielsen Norman Corporate UX Maturity stages

Page 51: ASML UX Event

51

Where are we today? UX Maturity Models

Page 52: ASML UX Event

Ignorance > individual commitment > UX experts > structured process

UX matures to organizational level, not project level UX gets weaved into roadmaps UX receives a continuous budget (like a marketing budget)

All UXMMs share the same elements

Page 53: ASML UX Event

‘Knock on the CEO’s door’ only works in mature UX organizations

But Johan, how do we do this?

Stealth UX where UX evangelization is still needed tactics:

expert review usability testing personas …

Page 54: ASML UX Event

CUSTOMER JOURNEY

USER INSIGHT MAP DESIGN VISION

USER EXPERIENCE FRAMEWORK

© 2016 Human Interface Group

VALUE PROPOSITION CANVAS

Page 55: ASML UX Event

User Insight Map

© 2016 Human Interface Group

Characteristics

Skills

ActivitiesContext

Behavior

Page 56: ASML UX Event

Johan Verhaegen – UX Strategist

“GOOB!”

Page 57: ASML UX Event

observe

Page 58: ASML UX Event
Page 59: ASML UX Event

• What do we need to do next?• Visualize the personas• Spread through the organization• Specifications must be linked to a persona (Add to Specification

document)• Ownership & maintenance of the personas

PERSONAS

Page 60: ASML UX Event

CUSTOMER JOURNEY

USER INSIGHT MAP DESIGN VISION

USER EXPERIENCE FRAMEWORK

© 2016 Human Interface Group

VALUE PROPOSITION CANVAS

Page 61: ASML UX Event

© 2016 Human Interface Group

EXPERIENCE MAP

SERVICE BLUEPRINTCUSTOMER JOURNEY

Page 62: ASML UX Event

© 2016 Human Interface Group

EXPERIENCE MAP

Page 63: ASML UX Event

Experience map

Page 64: ASML UX Event

Cathy – Offline programmer

Page 65: ASML UX Event

© 2016 Human Interface Group

SERVICE BLUEPRINT

Page 66: ASML UX Event

Service blueprint

Page 67: ASML UX Event

CUSTOMER JOURNEY

USER INSIGHT MAP DESIGN VISION

USER EXPERIENCE FRAMEWORK

© 2016 Human Interface Group

VALUE PROPOSITION CANVAS

Page 68: ASML UX Event

“Without vision, you’re blind.”

Johan Verhaegen – UX Strategist

Page 69: ASML UX Event

http://bit.ly/1ROyEKZ

Page 70: ASML UX Event

USABILITY PRINCIPLES DESIGNDESIGN PRINCIPLES

© 2016 Human Interface Group

Design vision

Page 71: ASML UX Event

BASED ON HOW PEOPLE

Feel

Think

HearSee

InteractBehave

Usability principles

© 2016 Human Interface Group

Page 72: ASML UX Event

“The principles of discoverability, of feedback, and of the power of affordances and signifiers, mapping and conceptual models will always hold.

Our technologies may change, but the fundamental principles of interaction are permanent.”

Donald Norman – The Design of Everyday Things (2013)

Page 73: ASML UX Event

Usabilityprinciples

Design theory UX research Project evidence

Page 74: ASML UX Event

Scientific foundation for design principles and interaction design

The psychology of designHow people see, read, remember, think, focus, interact, feel and decide

Design theory

Heuristic evaluationUsability goalsLearnability, efficiency, memorability, errors and satisfaction

Design principlesDiscoverability, feedback, affordances & signifiers, mapping and conceptual models

Page 75: ASML UX Event
Page 76: ASML UX Event

Examples, practices, inspiration, connecting dots,…

UX Research

Page 77: ASML UX Event

1. The F-pattern 2. The Z-pattern

CREATIVE BLOQ - http://bit.ly/1GTHGhN

Page 78: ASML UX Event

Experience from projectsProject evidence

Page 79: ASML UX Event

Usability principles1. People are motivated by

mastery, progress and control2. People believe things that are

close together belong together (Gestallt)

3. People search for cues that tell them what to do (mental models)

4. People scan screens based on previous experiences

5. People identify objects by recognizing patterns

Page 80: ASML UX Event

Usability principles Design principles1. People are motivated by

mastery, progress and control1. Put the user in control

2. People believe things that are close together belong together (Gestallt)

2. Make it simple and clear

3. People search for cues that tell them what to do (mental models)

3. Don’t make me think

4. People scan screens based on previous experiences

4. Be consistent and unambiguous

5. People identify objects by recognizing patterns

5. Use a design system

Page 81: ASML UX Event

USABILITY PRINCIPLES

DESIGNDESIGN PRINCIPLES

COMPANY VALUES

Page 82: ASML UX Event

Usability principlesGeneral principles based on human psychology, science and user experience research> How people see, hear, think, interact, behave, feel

Design principlesActionable principles, tailored to the Company context Easy to remember> Helps you to focus when making design decisions

Company valuesFuture vision for the platform> Company game changers and differentiators

Page 83: ASML UX Event

co-design

Page 84: ASML UX Event

Design experiences instead of screens

Use a UX framework to create new experiences

Put the user at the center of every UX project

TAKEAWAYS

Page 85: ASML UX Event

Thank [email protected]

@johanverhaegen