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A Project Guide to UX Design 2nd Edition.pdf
CONTENTS
INTRODUCTION
CHAPTER 1: The Tao of UXD
What Is User Experience Design?
The Broad Definition
Don’t Forget the Tangible
Our Focus
About UX Designers
Where UX Designers Live
Let’s Get Started!
CHAPTER 2: The Project Ecosystem
Identify the Type of Site
Brand Presence
Marketing Campaign
Content Source
Task-Based Applications
E-Commerce Sites
E-Learning Applications
Social Networking Applications
Mobile Sites and Applications
Choose Your Hats
Information Architect
Interaction Designer
User Researcher
Other Roles You May Play or May Need
Building a Network of User Advocacy
Understand the Company Culture
History
Hierarchy
Logistics
Pulling It Together
CHAPTER 3: Proposals for Consultants and Freelancers
Proposals
Creating the Proposal
Title Page
Revision History
Project Overview
Project Approach
Scope of Work
Assumptions
Deliverables
Ownership and Rights
Additional Costs and Fees
Project Pricing
Payment Schedule
Acknowledgment and Sign-Off
Statements of Work
CHAPTER 4: Project Objectives and Approach
Solidify Project Objectives
How Can a UX Designer Help?
Understand the Project Approach
Waterfall Approach
Agile Approaches
Modified Approaches
How Does the Approach Affect Me?
CHAPTER 5: Business Requirements
Understand the Current State
Heuristic Analysis
Gather Ideas from Stakeholders
Outline Responsibilities
Gather the Right Stakeholders
Create a Plan for the Meetings
Sales: Requirements-Gathering Meeting
Run the Meetings Effectively
Coalescing Requirements
CHAPTER 6: User Research
Basic Steps of User Research
Define Your User Groups
Create a List of Attributes
Prioritize and Define
Choosing Research Techniques
How Many Research Activities Can I Include?
User Interviews
Contextual Inquiry
Surveys
Focus Groups
Card Sorting
Usability Testing
After the Research
CHAPTER 7: Personas
What Are Personas?
Why Create Personas?
Finding Information for Personas
Creating Personas
Minimum Content Requirements
Optional Content
Advanced Personas
Guerrilla Personas: The Empathy Map
Final Thoughts on Personas
CHAPTER 8: Content Strategy
Why Do You Need Content Strategy?
When Do You Need Content Strategy?
Who Does Content Strategy?
How Long Does Content Strategy Last?
This Sounds Familiar…
Tools of the Trade
The Artifacts
What is the One Artifact You Need?
Additional Resources
Things to look Out For
CHAPTER 9: Transition: From Defining to Designing
Ideate and Visualize Features
The Basic Process of Storyboarding
Facilitate the Prioritization Process
Maintain a Good Tension
The Development Advocate
Managing Conflict During Prioritization
Plan Your Activities and Documentation
CHAPTER 10: Design Principles
Visual Design
Unity and Variety
Hierarchy and Dominance
Economy of Elements
Proportion and Balance
Interaction
Associations and Affordance
Economy of Motion
Response
Psychology
The Effect of Attractive Design
Flow & Game Design
Social Proof
Creating Your Own Guiding Principles
CHAPTER 11: Site Maps and Task Flows
Tools of the Trade
Basic Elements of Site Maps and Task Flows
Page
Pagestack
Decision Point
Connectors and Arrows
Conditions
Common Mistakes
Sloppy Connections
Misaligned and Unevenly Spaced Objects
Poorly Placed Text
Lack of Page Numbering
The Simple Site Map
Advanced Site Maps
Breaking the Site Map Mold
Task Flows
Taking Task Flows to the Next Level
Swimlanes
CHAPTER 12: Wireframes and Annotations
What Are Annotations?
Who Uses Wireframes?
Creating Wireframes
Tools of the Trade
Start Simply: Design a Basic Wireframe
Getting Started
The Wireframes and Annotations
Creating Wireframes: A Sample Process
What is This Sketching You Mention?
Into the Digital: Wireframes
Into the Digital: Visual Design
Hey, What About This Responsive Design Stuff I Hear About?
Wireframes Vs. Prototypes
Which Design Is Right?
A Final Note on Presenting Wireframes
CHAPTER 13: Prototyping
How Much Prototype Do I Need?
Paper Prototyping
Digital Prototyping
Wireframe vs. Realistic Prototypes
HTML vs. WYSIWYG Editors
Additional Tools for Prototyping
Working with a Developer
Prototype Examples
What Happens After Prototyping?
CHAPTER 14: Design Testing with Users
Exploring Visual Design Mock-Ups
Choosing a Design Testing Approach
Qualitative Research vs. Quantitative Research
In-Person Research vs. Remote Research
Remote Research Considerations
Moderated Techniques vs. Automated Techniques
Usability Testing
Planning the Research
Recruiting and Logistics
Writing Discussion Guides
Facilitating
Analyzing and Presenting Results
Creating Recommendations
CHAPTER 15: Transition: From Design to Development and Beyond
Almost Done…
Visual Design, Development, and Quality Assurance
Design Testing with Users (Again)
10, 9, 8, 7, 6, 5, 4, 3, 2, 1 … Launch!
Personal Advantage
Support
Network Opinion
Postlaunch Activities
Postlaunch Analytics
Postlaunch Design Testing with Users (Again, Again)
CHAPTER 16: A Brief Guide to Meetings
The Agenda
Meeting Rules
After the Meeting
Dealing with Nonconformers
A Final Note on Meetings
All Done, Right?
Just Like Starting Over…
INDEX
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
Y
Z
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UXDESIGN
A Project Guide to UX Design, Second Edition
Russ Unger and Carolyn Chandler
New Riders
1249 Eighth Street
Berkeley, CA 94710
(510) 524-2178
(510) 524-2221 (fax)
Find us on the Web at: www.newriders.com
To report errors, please send a note to errata@peachpit.com
New Riders is an imprint of Peachpit, a division of Pearson Education.
Copyright © 2012 by Russ Unger and Carolyn Chandler
Project Editor: Michael J. Nolan
Development Editor: Jeff Riley/Box Twelve Communications
Production Editor: Tracey Croom
Copyeditor: Jeff Riley/Box Twelve Communications
Proofreader: Rose Weisburd
Interior and Cover Designer: Mimi Heft
Indexer: Rebecca Plunkett
Notice of Rights
All rights reserved. No part of this book may be reproduced or transmitted in any form by any
means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. For information on getting permission for reprints and excerpts,
contact permissions@peachpit.com.
Notice of Liability
The information in this book is distributed on an “As Is” basis without warranty. While every
precaution has been taken in the preparation of the book, neither the authors nor Peachpit shall
have any liability to any person or entity with respect to any loss or damage caused or alleged
to be caused directly or indirectly by the instructions contained in this book or by the computer
software and hardware products described in it.
Trademarks
Many of the designations used by manufacturers and sellers to distinguish their products are
claimed as trademarks. Where those designations appear in this book, and Peachpit was aware
of a trademark claim, the designations appear as requested by the owner of the trademark. All
other product names and services identified throughout this book are used in editorial fashion
only and for the benefit of such companies with no intention of infringement of the trademark.
No such use, or the use of any trade name, is intended to convey endorsement or other affilia-
tion with this book.
ISBN 13: 978-0-321-81538-5
ISBN 10: 0-321-81538-6
9 8 7 6 5 4 3 2 1
Printed and bound in the United States of America
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Praise for A Project Guide to UX Design
If Russ Unger and Carolyn Chandler were magicians, the Alliance would be
after them for revealing their best secrets. Fortunately for you, they’re not.
Russ and Carolyn have collected up sage wisdom previously only known to
the most experienced UX project leaders and codified it for all to see. Now you
can learn the secrets necessary to running great user experience projects.
Jared M. Spool, CEO and founding principal of User Interface Engineering
Is there one book that can tell you everything you need to know about design-
ing user experiences? No. Is there a book that can get you most of the way
there? There is now. Carolyn and Russ have laid a solid foundation for planning
and managing design projects. This is an essential handbook for anyone mired
in the competing methodologies, the endless meetings, and all the moving
parts of user experience design.
Dan Brown, author of Communicating Design
This book is a fantastic introduction to how to design great products for real
people. But it covers much more than just design—it also includes all the
things around design: managing projects, working with people, and communi-
cating ideas. A great all-rounder.
Donna Spencer, author of “Card Sorting: Designing Usable Categories”
This is a practical, accessible, and very human guide to a very human activity:
working together with people to make great things for other people.
Steve Portigal, Portigal Consulting
If you’ve heard of Wil Wheaton the author, you understand why I hold Russ
Unger in such high regard. Russ’s experience and guidance was fundamental
to the construction and design of Monolith Press, and he’s been one of the
most valuable collaborators I’ve ever worked with.
Wil Wheaton, actor and author of Dancing Barefoot, Just a Geek, and
The Happiest Days of Our Lives
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Acknowledgments
Russ Unger
When you agree to write a second edition of a book, it seems it should be a
breeze. Then you start to review the tasks ahead of you, and you realize that
it can be every bit as challenging as the first edition. Fortunately, as with the
first edition, there was a lot of help in creating this.
My family allowed me to do this. Again. I’m eternally grateful. Thank you for
keeping me in smiles and laughter at times when I’ve been in short supply.
Thank you for laughing at jokes no one else would ever find funny.
My friends chimed in, threw in support at the last minute, and stepped up
to bat to provide content and confidence, both of which were definitely
needed at points during this endeavor. In no specific order, the stars of the
second edition are: Brad Nunnally, kim Nunnally, Jonathan “Yoni” knoll, Brad
Simpson, gabby Hon, laura Creekmore, Tim Frick, Margot Bloomstein, Dr.
Arthur Doederlein, Sarah krznarich, Matthew grocki, Dave gray, and Todd
Zaki Warfel. I’m blessed to know such amazing people, who have offered
their time and resources.
Carolyn and our counterparts at New Riders, who are always a blessing to
get to work with: Michael Nolan, Jeff Riley, Tracey Croom, and Mimi Heft
pulled together to help us really nail this down. It is a pleasure to get to work
with you all.
Everyone who helped out with the first edition, and offered continued sup-
port: linda laflamme, Becca Freed, Steve “Doc” Baty, Brad Simpson, Mark
Brooks, Jonathan Ashton, Jono kane, lou Rosenfeld, Christina Wodtke,
Todd Zaki Warfel, Will Evans, David Armano, livia labate, Matthew Milan,
Troy lucht, Ross kimbarovsky, Wil Wheaton, Tonia M. Bartz, leah Buley, Dave
Carlson, Christopher Fahey, Nick Finck, Jesse James garrett, Austin gov-
ella, Jon Hadden, Whitney Hess, Andrew Hinton, gabby Hon, kaleem khan,
James Melzer, Chris Miller, Maciej Piwowarczyk, Stephanie Sansoucie, kit
Seeborg, Josh Seiden, Jonathan Snook, Joe Sokohl, Samantha Soma, Jared
M. Spool, keith Tatum, Tim Bruns, Peter Ina, Jean Marc Favreau, Steve Porti-
gal, Andrew Boyd, Dan Brown, Christian Crumlish, Alec kalner, Hugh Forrest,
and all of the UX Book Clubs (http://uxbookclub.org) across the world that
continue to support the authors crazy enough to put it down in writing.
iv
ACkNOWlEDgMENTS
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Finally, it is important to note that without organizations like the Information
Architecture Institute, Interaction Design Association, and others, it would
have been impossible for me to make the connections with many of the
people mentioned. If you’re at all curious about the field of UX design, go
explore these organizations, join them, and get involved!
Carolyn Chandler
Every worthy challenge brings its own set of lessons, and writing a book is
certainly that kind of challenge. In writing the first edition, I learned how dif-
ficult it is to step away from what you do day to day, and to tell that story of
a user-centered project approach from beginning to end. I kept jumping to
the middle, but thankfully linda laflamme kept Russ and me focused on the
overall flow and clarity.
In working on this edition, I finally realized how closely the book-writing
process resembles the design process. You need to research, immerse, talk
to users, talk to experts, generate concepts and create structure before you
can really get into the details.
The experts in this edition helped me immerse in some of the most recent
and relevant changes in the field. Nate Bolt shared his expertise in remote
research tools, which have had an unbelievable growth in both number and
effectiveness since the first edition. Jeff gothelf brought his experience in
lean UX, an approach that has helped entrepreneurs focus on bringing user-
centered products to light quickly and inexpensively. Brian Henkel, Chris Ina,
and Jim Jacoby provided invaluable information on considerations when
designing for mobile devices. And Brandy Taylor brought the new informa-
tion on design principles to a higher level by sharing her philosophy and
process in working with the visual, emotional elements of a design.
A hearty “thanks!” to these experts, and to all the folks at Manifest Digital
who gave me extra time and space to write this edition, including Jennifer
Conklin, Sue Hardek, and Michael latiner. And of course, I’d like to thank
Jim Jacoby for talking me off the ledge when I wasn’t sure how to balance
everything. It all turned out fine, just like you said, Jim!
In addition to the people Russ has already acknowledged, I’m continually
grateful for the people who contributed to the first edition, with support,
expertise, and time: Steve Baty, John geletka, linda laflamme, Christine
ACkNOWlEDgMENTS
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Mortensen, Brett gilbert, Jen O’Brien, Jason Ulaszek, Haley Ebeling, Meredith
Payne, Jenn Berzansky, Santiago Ruiz—and for Danyell Jones, for helping me
get set up on delightside.com.
last but not least, I want to thank my family and friends, who once again
patiently dealt with my random appearances, and my occasional hermit-like
retreats to the writing cave. I’m coming out now—see you in the sunlight!
vi
ACkNOWlEDgMENTS
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Contents
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xiii
CHAPTER 1: The Tao of UXD . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
What Is User Experience Design? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
The Broad Definition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Don’t Forget the Tangible . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Our Focus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
About UX Designers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Where UX Designers live . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
let’s get Started! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
CHAPTER 2: The Project Ecosystem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Identify the Type of Site . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Brand Presence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
Marketing Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Content Source . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Task-Based Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
E-Commerce Sites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
E-Learning Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Social Networking Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Mobile Sites and Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Choose Your Hats . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Information Architect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Interaction Designer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
User Researcher . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Other Roles You May Play or May Need . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
Building a Network of User Advocacy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Understand the Company Culture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
Hierarchy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
Logistics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Pulling It Together. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
CONTENTS
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