ITB 2023 - 800 Pounds Gorilla - a Design session for no designers - Jona Lainez.pdf

Digital products can fail if users find them unsatisfactory, even if technically sound. Users, like 800-pound gorillas, wield significant power in determining a product's success. This session explores user-centric design, emphasizing usability as a critical factor. We'll discuss various aspects of designing for users and their needs. The content is ideal for anyone interested in creating digital products that truly resonate with their target audience and solve real problems effectively.

2. 800 Pounds Gorilla - A design session for no
designers
LED BY
Jonathan Laínez
SESSION

3. JONATHAN LAINEZ
SPEAKER AT ITB2023
I have more than 10 years of experience as a developer and designer, 6 of
those years as a UX/UI designer.
My main focus is always seeking to do it effectively and efficiently to achieve
satisfactory results in every project.
•Ortusian since 2020
•Senior Designer
•Self-taught Person
•Musician (Inactive at the moment)
•Coffee & Hiking

4. Agenda
1.800 Pounds Gorilla
2.Definition of concepts
3.UX
4.Design for users (UCD, DT)
5.Usability
6.User Delight
7.Usability Measurement
8.Conclusion

5. 800 Pounds Gorilla
When an 800-pound gorilla comes for dinner, where does it sit? 
This is an expression for a powerful person or organization.
The phrase is rooted in a riddle joke:
And the answer is – wherever it wants to!

6. 800 Pounds Gorilla
Nobody wants to fight with and 800 pounds gorilla, so:
Think of the power and strength of the gorilla as the power and strength of the final users
of your application
If they say your app or software doesn't solve their needs by using it, you have a big problem.

7. 800 Pounds Gorilla ????????
https://www.history.com/news/why-coca-cola-new-coke-flopped
On April 23, 1985, Coca-Cola Company chairman and CEO
Roberto Goizueta stepped before the press gathered at New
York City’s Lincoln Center to introduce the new formula, which
he declared to be “smoother, rounder, yet bolder—a more
harmonious flavor.” The press, however, said what Goizueta
couldn’t admit: New Coke tasted sweeter and more like Pepsi.

8. Our boss is the consumer
https://www.history.com/news/why-coca-cola-new-coke-flopped
Seventy-nine days after their initial announcement, Coca-Cola
executives once again held a press conference on July 11, 1985
—this time to announce a  mea culpa and the return of the
original formula, which hardly had time to gather dust in its
Atlanta bank vault, under the label “Coca-Cola Classic.” “Our
boss is the consumer,” Keough said. “We want them to know
we’re really sorry.” The news was so momentous that television
networks broke into normal programming with special reports.

9. Everything that is the result of your work and that involves the interaction or
manipulation of a user.
PRODUCT
DEFINITION OF CONCEPTS
•Web development
•Apps
•Service
•System
•Clothing, footwear, accessories
•Beauty salon / Barber shop
•airlines
•etc

10. Who uses, interacts, dresses, buys, etc. a product.
USERS
DEFINITION OF CONCEPTS

11. UX
A walkthrough

12. User Experience
There is a long history behind the design:
Henry Dreyfuss
Designing for People
Walt Disney
Parks and Resorts
Apple
70’s
Frederick Winslow Taylor
The principles of scientific management
Until today when we continue working and improving the user experience in our products.

13. 1995
User Experience
WHAT YOU SEE!
CHI '95 Conference on Human Factors in Computer
Systems held May 7-11, 1995 in Denver, Colorado.
The combination of the two words User Experience first
appeared in a presentation by Donald Norman, Jim
Miller, and Austin Henderson of Apple Computer titled
What You See.

14. UX
In short
It is the experience that the user has when interacting
with a product.
A small thing can improve the experience

15. Who is involve?
User Experience
The Spectrum of
User Experience

16. This Session
In this session we are going to talk about
different topics and processes when we
design for users, but, we will focus on one
of the most important aspects to consider
when designing a product:
Usability

17. What is usability?
User Experience
It is the standard focused on quality in usability and
ergonomics of both hardware and software.
The ISO 9241
The extent to which a system, product or service can be used
by specified users to achieve specified goals with
effectiveness, efficiency and satisfaction in a specified context
of use.
Usability is:
ISO 9241-11:2018

18. DESIGN FOR
USERS

19. DT vs UCD
Usability
These methodologies are quite similar: using different terminology the design process is basically the same –
putting the focus on the end-user. 

20. What is Design Thinking?
Design for Users
Ref: https://spring2innovation.com/design-thinking-vs-user-centred-design/1-EMPATHIZE 3-IDEATE 5-TEST
2-DEFINE 4-PROTOTYPE
Design Thinking is a method to develop solutions to solve the end-users’ problem, which are not solely user-interface related,
as with User-centered Design. Design Thinking relies heavily on innovation and ideation to create solutions, and can be applied to
service, policy or process design, or to come up with a new product idea.

21. What is User-Centered Design
Design for Users
User-centered Design is specifically applied to digital processes and interfaces.
ISO 9241-210:2019 -
Ergonomics of human-system interaction —
Part 210: Human-centred design for interactive systems
User-centered Design is a term developed by the software industry as a practice
for developers who care about the user of their digital tool.
The process centres around enhancing user satisfaction with a product by
improving the usability, accessibility, and pleasure provided in the interaction with
the product.
Ref: https://spring2innovation.com/design-thinking-vs-user-centred-design/

22. 4 Phases in User-centered Design
User-centered Design
Each iteration of the UCD approach involves four distinct phases. 
https://www.interaction-design.org/literature/topics/user-centered-design

23. 1st Phase: Understand
Design for Users
Understand the context in which users may use a system.
https://www.nngroup.com/articles/contextual-inquiry/
Contextual Inquiry: Inspire Design by Observing and
Interviewing Users in Their Context
Context: The study is conducted in the user's usual surroundings while they
perform their activities as they normally would. This setting may include their home,
office, or any other relevant location.
Inquiry: The researcher observes the user as they carry out their task and
requests information to comprehend the reasoning behind their actions and
methods.

24. 2nd Phase: Specify User Requirements
User-centered Design
Identify and specify the users’ requirements.
•Functional requirements
•Business requirements
•User experience requirements
•Technical requirements

25. 3rd Phase: Design
User-centered Design
After 1st and 2nd phase we are able to
generated solutions into mockups
https://www.interaction-design.org/literature/topics/user-centered-design
The aim is to identify the best possible solution
for each of the problems identified.
The solutions are implemented within the
prototypes and, one by one, they are investigated
and then accepted, improved or rejected based on
the users’ experiences.

26. 4th Phase: Evaluate
User-centered Design
Here, you assess the outcomes of the
evaluation against the users’ context and
requirements, to check how well a design is
performing.
More specifically, you see how close it is to
a level that matches the users’ specific
context and satisfies all of their relevant
needs.
From here, your team makes further iterations of these four phases, and you continue until the evaluation
results are satisfactory.

27. USABILITY

28. Usability is:
The extent to which a system, product or service can be used by specified
users to achieve specified goals with effectiveness, efficiency
and satisfaction in a specified context of use.

29. Impossible Objects.
Jacques Carelman
(Marsella, 1929 - Argenteuil, 28 de marzo de 2012)
Jacques Carelman
He was a French painter, theater decorator and illustrator.
He was known for his designs for impossible objects.

30. Impossible Objects.
Jacques Carelman

31. Don’t!

32. Keep this on mind: We are not Artis!
Usability
Art is for interpretation
We have to center on the user and deliver an intuitive UI.
The Last Judgment  by Michelangelo

33. 3 crucial issues for user interfaces
Usability
Effectiveness
Accuracy and completeness with which users achieve specified
objectives.
Efficiency
Accuracy and completeness with which users achieve specified
objectives.
Satisfaction
The extent to which the user's physical, cognitive, and emotional
responses resulting from the use of a system, product, or service
meet the user's needs and expectations.

34. USER DELIGHT

35. User delight refers to any positive emotional affect that a user may have when
interacting with a device or interface.
Definition
User Delight

36. User Needs
User Delight
Functional
Has to help achieve something
Reliable
It works as it should.
Usable
Don't have to explain it to me

37. User Needs
User Delight
Like Maslow's Hierarchy, Aaron Walter's Hierarchy of
User Needs defines that higher needs (such as
pleasure and delight) can only be achieved after
more fundamental ones (such as functionality and
usability) are met.

38. USABILITY
MEASUREMENT

39. Usability Measurement
Whitney Quesenbery (2003) described five usability dimensions, referring to
user interface design and evaluation, that help analysts determine the level
of usability associated with a design.

40. Five dimensions
Usability Measurement
1 Effective
The level of precision in performing your tasks.
2 Efficient
The time in which users can complete their
objectives.
3 Attractive
The pleasant qualities of the user experience.
4 Error tolerance
The degree to which the design prevents errors and allows users to
correct errors so that they can quickly resume from their pre-error
state.
5 Easy to learn
The ease with which the user is able to navigate, interact and
perform the desired functions (Information Architecture).

41. CONCLUSION

42. Conclusion
The level of usability depends on what the user wants to do and the environment
where they want to do it. The objective is to achieve an excellent combination
between design and implementation to improve the usability of our
projects.
•Usability is the foundation on which the user experience
is built. Without good usability, users may abandon
•Poor usability can cost employers thousands and
thousands of dollars.

43. THANK YOU
Thanks to our sponsors