Presentation slides from UXBERT's monthly UX & Design meetups in Riyadh, Saudi Arabia on February 28th. In this session we covered the UX process, business benefits of UX and an overview of Jakob Nielsen's 10 Usability Heuristics.

1. The Experience Matters
UX & DESIGN RIYADH
Welcome to our monthly meetup!
3PM: Meet, Greet & Network
4PM: Usability Guidelines for Websites &
Mobile Apps

2. The Experience Matters
USABILITY GUIDELINES FOR
WEBSITES & MOBILE APPS

3. The Experience Matters

4. THE EXPERIENCE MATTERS
Riyadh 28/02/2015UX & Design Meetup @UXBERT

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UXBERT TRAINING PROGRAMS

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Nationality:
Experience: 11 Years
NADEEM BAKHSH
Senior UX, Usability & Ecommerce Consultant
11 years of UX experience in the UAE, UK and USA. English educated with a
Master’s Degree in Electronic Technologies for Business specializing in
Usability, and an educational background in Bioinformatics (Genetics and
Computer Science) from the University of Manchester.
Nadeem is a qualified user experience and usability professional who is a
registered member of Usability & User Experience Professional’s Association
Worldwide.
With a strong foundation and beliefs in simplicity, biomimicry, behavioral
economics, user psychology and lean business methodology, Nadeem
established and lead the UX Design and QA teams at dubizzle, the region’s
most successful startup, managing projects with a team of 35 developers, 4
designers and 4 software quality engineers to oversee strategy, processes
and expansion to 35 cities in 14 MENA countries and 3 languages resulting
in 4M+ users and over a billion pageviews within 2 years.
After founding uxbert in 2012, Nadeem lead project UX & Usability at
Schlumberger, who has the world’s largest corporate intranet with roughly
130,000 employees.

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Nationality:
Experience: 8 Years
YOUSEF SHANTI
UI / UX DESIGNER
8 years of user interface and graphic design experience in Saudi Arabia
and Jordan. Jordan educated with a Bachelor’s Degree in Computer
Science from Hashemite University. Yousef specializes in User Interface
Design focused on delivering with rich aesthetic User Experiences.
Yousef is a user experience professional who is a registered member of
Interaction Design Foundation.
At Envato, one of the world’s largest market for digital goods, Yousef
managed a vast portfolio of designs with industry standards, best
practices and strict quality standards. Yousef has worked with some of
the biggest names in Jordan and Saudi Arabia, featuring user
experience work for Alrai News, Jordan Times, Orange Jordan, Saudi
Binladen Group, King Abdullah Air Defense Academy, Writerscell.com
and King Khaled University Hospital. Yousef also has experience as an
entrepreneur founding Shaghlat.com and Jebtak.com which lead to an
extensive understanding of user needs and research.

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WHAT
The User Experience:
Sum of all the interaction users
have with a brand, company or
organization over time.
Every department effects the
experience and all decisions
should be made with the user in
mind.

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WHAT IS USER EXPERIENCE?
It’s more than usability.
 The way a product behaves and is used in the real
world.
 A positive user experience is one in which the
goals of both the user and the business are met.
 Usability is one attribute of a successful user
experience, but usability alone does not make an
experience positive for the user.

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 What is your core?
 What supporting information does the core
need?
 How do users get to the core?
 Assuming users found what they were looking
for, what can they do next?
UX ENSURES A CLEARLY DEFINED CORE

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 The User Experience matters today more than ever before. It’s more than
making things look good, it’s about creating an experience that is easy to
use, stands out, delights users and creates real value for your business.
 Which brands are winning with UX today?
Apple, Facebook, Google, Amazon.
Companies that put UX first create
massive value through compelling
and delightful user experiences.
Twitter expects $1 billion in ad revenue in 2014.
Instagram sold to Facebook for $900 million.
Pinterest valued at over $2.5 billion.
Whatsapp sold for $19 billion to Facebook.
Airbnb & Uber valued over $10 billion each.
WHY

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DISRUPTIVE TRANSFORMATION
 UX and most importantly user expectations are touching new
benchmarks in this digital age.
 Today users have more options to choose from resulting in
less acceptance for the average and unusable, and more
demand for added value.
 Electronic services are competing with traditional methods
with improved efficiency and simplicity. Technology offers
‘more’ and reaches everyone where they are, rather than
asking users to reach for it.

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HOW

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UX PROCESS
Discovery
User Research
Interaction
Design
Usability
Evaluation
Visual
Design
Development
User Testing

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UX PROCESS

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USER CENTRED DESIGN (UCD)
 A process that focuses on the end users’ needs,
wants, and limitations extensively throughout
the product development lifecycle.
 There is user testing and validation between
every step of the process, from the start of
strategy.
 Analyze and foresee how users are likely to use a
product, but also to test the validity of their
assumptions with regards to user behavior in real
world tests with actual users.

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WHY USER-CENTERED DESIGN
 A user-centered design process will
 Give you a product that users love and will want to use
 Save you development time and cost
 Reduce support costs
 Provide a foundation for word-of-mouth marketing
 Increase profits

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DESIGN JOURNEYS NOT PAGES
 Do not design a page.
 Design a real world story into a user journey, a flow
of pages from the user need/goal step by step
through to completion.
 Design the most important story first.
 Don’t forget to make pleasant errors and have a
friendly tone of voice.

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USER EXPECTATIONS
 Dependable & reliable source -
One Stop Solution
 Choice
 Convenience
 Good customer service
 Use at their own pace, own time
 Usage tailor made to user needs:
independent of device, platform
and format.

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DESIGN VS DEVELOPMENT
 Experience design matters, investment in design pays off
 Beautiful, results-driven Smart Site that improves over time.
 Integrated smart analytics customized to business metrics
 Integrated viral growth of engine, customized for business growth
 User centered design process with integration of usability
principles and guidelines to minimize long term costs of:
 Usability Issues
 Training
 Costly redevelopment

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USABILITY 101
Learnability Efficiency Memorability
Errors Satisfaction Utility

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LEARNABILITY
 How easy is it for users to accomplish basic tasks
the first time they encounter the design?

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EFFICIENCY
 Once users have learned the design, how quickly
can they perform tasks?

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MEMORABILITY
 When users return to the design after a period of
not using it, how easily can they reestablish
proficiency?

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ERRORS
 How many errors do users make?
 How severe are these errors?
 How easily can they recover from the errors?

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SATISFACTION
 How pleasant is it to use the design?

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UTILITY
 Design’s functionality: Does it do what users need?

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USABILITY ‘HOME RUN’
Jakob Nielsen’s principles for a successful website:
High quality content
Often updated
Minimal down time
Easy to use
Relevant to users’ needs
Unique to the online world
Net-centric corporate culture

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Why Usability is Important
 Usability is a necessary condition for survival on
the web
 If a website is difficult to use people leave
 If the homepage fails to clearly state what a company
offers and what users can do on the site, people leave
 If users get lost on a website, they leave
 If a website’s information is hard to read or doesn’t
answer users’ key questions, they leave
 The first law of e-commerce is that if users cannot
find the product, they cannot buy it either

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UX ROI

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USABILITY ROI
 “Every $1 invested in usability returns between
$10 and $100” – IBM
 “Spending 10% of your development budget on
usability should improve your conversion rate by
83%” – Nielsen Norman Group

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EVALUATING USABILITY
 2 types of evaluation methods
 Expert Review
 An expert or handful of experts use the interface to try and
find problems
 They evaluate the interface by using heuristics or
guidelines
 Usability Testing
 Involves testing real users
 Users are asked to use the system and performing real
tasks
 The aim is to observe them and see where they struggle

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EXPERT REVIEWS
 Advantages
 Usability defects found early at low cost
 Findings can usually be generalized to whole interface
 Relatively quick to carry out
 Disadvantages
 Tends to over-emphasize visual design and layout
problems
 Hard to prioritize problems
 Doesn’t capture real user behavior

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USABILITY HEURISTICS
 Visibility of system status
 Match between system and the
real world
 User control and freedom
 Consistency and standards
 Error prevention
 Recognition rather than recall
 Flexibility and efficiency of use
 Aesthetic and minimalist design
 Help users recognize, diagnose,
and recover from errors
 Help and documentation
(Jakob Nielsen)

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VISIBILITY OF SYSTEM STATUS
 The system should always
keep user informed about
what is going on, through
appropriate feedback within
reasonable time.

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MATCH BETWEEN SYSTEM AND THE
REAL WORLD
 The system should speak the
user’s language, with words,
phrases and concepts familiar to
the user, rather than system-
oriented terms. Follow real-world
conventions, making information
appear in a natural and logical
order.

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USER CONTROL AND FREEDOM
 Users should be free to select
and sequence tasks (when
appropriate), rather than having
the system do this for them.
Users often choose system
functions by mistake and will
need a clearly marked
“emergency exit” to leave the
unwanted state without having
to go through an extended
dialogue

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CONSISTENCY AND STANDARDS
 Users should not have to
wonder whether different
words, situations, or
actions mean the same
thing. Follow platform
conventions.
Button should say “Save” instead of
Proceed (follow platform conventions

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ERROR PREVENTION
 Even better than good error
messages is a careful design
which prevents a problem
from occurring in the first
place. Either eliminate
error-prone conditions or
check for them and present
users with a confirmation
option before they commit
to the action.

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RECOGNITION RATHER THAN RECALL
 Minimize the user's memory
load by making objects, actions,
and options visible. The user
should not have to remember
information from one part of
the dialogue to another.
Instructions for use of the
system should be visible or
easily retrievable whenever
appropriate.

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FLEXIBILITY AND EFFICIENCY OF USE
 Accelerators — unseen by
the novice user — may
often speed up the
interaction for the expert
user such that the system
can cater to both
inexperienced and
experienced users. Allow
users to tailor frequent
actions.

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AESTHETIC AND MINIMALIST DESIGN
 Dialogues should not
contain information
which is irrelevant or
rarely needed. Every
extra unit of information
in a dialogue competes
with the relevant units
of information and
diminishes their relative
visibility.

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HELP USERS RECOGNIZE, DIAGNOSE, AND
RECOVER FROM ERRORS
 Error messages should be
expressed in plain language
(no codes), precisely indicate
the problem, and
constructively suggest a
solution.

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HELP AND DOCUMENTATION
 Even though it is better if the
system can be used without
documentation, it may be
necessary to provide help and
documentation. Any such
information should be easy to
search, focused on the user's
task, list concrete steps to be
carried out, and not be too large.

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8 GOLDEN RULES OF UI DESIGN
 Strive for consistency
 Enable frequent users to use
shortcuts
 Offer informative feedback
 Design dialog to yield closure
 Offer simple error handling
 Permit easy reversal of actions
 Support internal locus of control
 Reduce short-term memory load
(Ben Shneiderman)

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THANK YOU!
 We are hiring – uxbert.com/careers
 iOS Mobile Developers
 Android Developers
 Designers
 Sign up for the next workshop on
meetup.uxbert.com

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