Interested in learning how User Experience (UX) design can help you meet your goals? Join the UX designers of EMBL-EBI on Friday, 3 March at 11am in the Kendrew Lecture Theatre to hear about what they do and how they make data services better for researchers. During this 45-minute seminar we will introduce you to UX design, show how it can be applied and demonstrate how it can make a positive difference. The seminar will be followed by a discussion and refreshments, so you can meet EMBL-EBI's UX designers in person and explore how you might benefit from UX design in your own work. Speakers: Nikiforos Karamamis, Gabby Yordanova, Revathi Nathaniel & Michele Ide-Smith Organisers & on-hand for questions: Jenny Cham & Joseph Rossetto

1. Welcome to UX Design
at EMBL-EBI

2. European Bioinformatics Institute
Galabina Yordanova, UX Designer
WHYthis seminar

3. a 5-minute case

4. one of our services

5. personas

6. jobs to be done framework
Source: https://jtbd.info/replacing-the-user-story-with-the-job-story-af7cdee10c27#.9er45jsom

8. team iterations

9. the process

10. the outcome
curiosity
general excitement, more surveys, and desire
to learn more about their user needs

11. 1. Interest in UX work for their own service
2. Interest in our tools and methods
3. Interest in the measurable benefits of UX design
“I want to learn about our users, too.”
the outcomes

12. today…

13. 1. Showcase our work and methods
2. Bust some UX myths
3. Ideas on how you can apply UX design
practices in your team
An opportunity to make an impact in building
digital services for life scientists.
the opportunity

14. UX

15. Today: Nikiforos Karamanis, Michele Ide-Smith, Gabby Yordanova, Revathi Nathaniel

16. UX in Web Development team
Nikiforos Karamanis
UX Designer
Jenny Cham
Lead UX Architect
Revathi Nathaniel
UX Designer
Galabina Yordanova
UX Designer

17. Literature
Services
Michele Ide-Smith
Product Manager
Anusha Iyer
UX Architect
Sangya Pundir
UX Manager
Protein-related
Services

18. What is User
Experience?
Michele Ide-Smith, Product Manager and UX
Europe PMC

19. @micheleidesmith
"User experience" encompasses all aspects
of the end-user's interaction with the
company, its services, and its products.
- Nielsen Norman Group

20. @micheleidesmith
“I invented the term
because I thought
human interface and
usability were too
narrow. I wanted to
cover all aspects of the
person’s experience
with the system.”
- Don Norman

21. What UX isn’t…

22. @micheleidesmith

23. What UX is…

24. @micheleidesmith
Empathy with users

25. @micheleidesmith
“Efficiency is
doing things right;
effectiveness is
doing the right
thing”
- Peter Drucker

26. @micheleidesmith
Problem solving
Problem solving

27. @micheleidesmith
A team sport

28. When do you do UX?

29. @micheleidesmith
Throughout the project/
product lifecycle*
*Ideally

30. @micheleidesmith
UX is a continuous
process
Discovery
DesignValidation

31. @micheleidesmith
Discovery
DesignValidation
User research
Competitor benchmarking
Task models & user journeys
Personas
Frame the problem
Interview stakeholders
Workshops

32. @micheleidesmith
“What features would
you like?”
“How can we make this
feature better?”
“How do you think this
should work?”

33. @micheleidesmith
Qual and quant research
Context of use
Primary users
Stakeholders
Behaviours
Activities
Pain points
Motivations

34. @micheleidesmith
Validate assumptions
continually

35. @micheleidesmith
Discovery
DesignValidation
Ideation
Sketching
Prototyping
Coding
Content writing

36. @micheleidesmith
Prototyping
Sketches and prototypes

37. @micheleidesmith
Legend
Existing page
New page
Decision
3rd party service
Create account
ORCID
Plus
Twitter
EPMC
Has
signed in
before?
Yes
Select
account to
sign in
Link accounts
Use 3rd
party
account?
No
Sign in
No
3rd party serviceYes
Visited
‘link
accounts
page?’
My Europe PMC
home
No
Yes
Finished
linking?
Yes
No
Link accounts
popup
https://plus.europepmc.org
https://www.europepmc.org
Seen ‘link
accounts’
popup
before?
YesPlus sign in
No
User only sees
this page once -
store DB flag
User only sees
this page once -
store DB flag
Plus home page
Europe PMC - Merge User Accounts Flow
Link
accounts
Confirmation
popup
User only sees
this page once -
store DB flag
Is signed
into
EPMC?
Yes
No
Validate email
address
User journeys

38. @micheleidesmith
Flows and mockups

39. @micheleidesmith
Discovery
DesignValidation
Usability testing
A/B testing
Analytics
Surveys

40. @micheleidesmith
Usability testing

41. @micheleidesmith
Analytics

42. UX is collaborative

43. @micheleidesmith
Own the user experience
of your service!

44. @micheleidesmith
Get involved…
• Empathise with users - observe/run usability tests,
gather user feedback, ask “Who is using our service?
What are they trying to achieve? Why?”
• Be a designer - it’s about problem solving, and the
best ideas come from team collaboration
• Use design guidelines - e.g. the EBI style guidelines

45. Why is the Open Targets Platform
intuitive?
Dr Nikiforos Karamanis
Lead User Experience Designer
European Bioinformatics Institute
www.targetvalidation.org

46. • Very intuitive, you just search for your target and you
get the information. It doesn’t require training.
• Pulls lots of information together in an intuitive
interface.
• Powerful resource, clear links and easy to use without
training, especially for a non-bioinformatician.
A comprehensive and intuitive resource

47. Why is the Platform intuitive?
• We try to know our users
• We design and test as a team
• We design and test iteratively

49. Help R&D scientists identify
the right target for a drug

50. Based on Lean UX: Chapter 3 (p26-29)

51. Interviews and Observations

52. We don’t ask users what they want…
We try to understand
what they want to achieve!

53. Derek
Research scientist in “Best Pharmaceutical”
working on drug discovery
Background and motivations:
• PhD in systems biology, post-doc in mechanisms involved in
metabolic disorders.
• Keen on working in a hands-on role in the industry to broaden his
expertise and make a difference.
Research questions:
• Which targets can be associated with asthma?
• Which diseases can be associated with PDE4D?
Behaviours:
• Spends about half of his time in the lab. Often stays in the lab until
late to set up or complete experiments.
• Accesses information via PubMed and internal databases.
• Tried to use bioinformatics tools and software but finds them hard
to learn, understand and use.
Needs and painpoints:
• To make decisions about the association between a potential drug
target and a disease, I require information from various data sources.
• I need support by a bioinformatician to put together and access all this
information. But a bioinformatician is not readily available to help me
answer simple queries related to my research questions.
• Not all data is equal: Where was this study published? How long ago?
Serve Derek by…
• Integrating the dispersed evidence and enabling him to access it
directly.
• Helping him answer simple queries more easily.
• Providing him with links to supporting publications.
Based on Lean UX: Chapter 3 (p26-29)

54. Know your users: The quick win
• Write down who you think your users are and
what they do.
• Look for people like that and find out more
about them.
• Include your team mates in user research.
ØUse insights from user research to state problems
that your designs should solve.

55. The quick read
Lean UX: Chapter 3

56. Design as a team

57. Design with users

58. Explore alternatives and iterate

59. Design as a team: The quick win
• Reserve one morning per month for a design activity.
• Sketch with pen and paper.
• Sketch iteratively.
• Include your team mates in the design activity.
ØTest your designs with users.

60. The quick read
Lean UX: Chapter 3 Five design sheets

61. Test as a team

63. How many users to test with?

64. How many users to test with?
Krug 2006: p.139

65. From sketch to release in just 7 iterations

67. Test as a team: The quick win
• Reserve one morning per month for a feedback session.
• Show your design to a few users.
• Include your team mates in the feedback session.
• Ask for feedback early and often.
ØAct on this feedback.

68. The quick read
Lean UX: Chapter 3 Five design sheets
Don't make me think:
Chapter 9

69. • Our design and testing participants
• Open Targets development team and leadership
• UX colleagues at EBI and Francis Rowland
Thank you!

71. Interested in…
Team ownership of UX
Michele Ide-Smith

72. Interested in…
How to tap creative potential
Anusha Iyer

73. Interested in…
Product conceptualisation
Sangya Pundir

74. Interested in…
UX product planning, cost
and strategy
Jenny Cham

75. Interested in…
Lean UX methodology
Nikiforos Karamanis

76. Interested in…
Job to be done framework
Galabina Yordanova

77. Interested in…
Lean user research
Revathi Nathaniel

78. How can we work together?
• Talk to us!
• Provide practical support and advice, templates etc.
• Request for UX support in EBI project
• Email www-dev@ebi.ac.uk
Jenny Cham
Lead UX Architect
Nikiforos Karamanis
UX Designer
Galabina Yordanova
UX Designer
Jonathan Hickford
Web Development Team Lead
Revathi Nathaniel
UX Designer

79. Learn more
• Engage with the UX community
• Join the EBIUX slack channel
• https://ebiux.slack.com/signup

81. • Engage with the UX community
• Join the UX slack channel
• https://ebiux.slack.com/signup
• Attend local UX conferences, Meet-ups
• UXCambridge, Cambridge Usability Group

82. Next
THANKS!