WEBVTT 00:00:02.740 --> 00:00:07.120 We'll talk about the seven factors that describe user experience. 00:00:10.760 --> 00:00:13.060 User experience, or UX, is critical 00:00:13.060 --> 00:00:16.020 to the success or failure of a product in the market. 00:00:16.239 --> 00:00:17.820 But *what* do we mean by UX? 00:00:17.820 --> 00:00:20.680 All too often, we confuse UX with usability. 00:00:20.680 --> 00:00:23.320 which describes *how easy* a product is to use. 00:00:23.320 --> 00:00:26.680 It's true that UX as a discipline began with usability. 00:00:26.680 --> 00:00:30.240 But UX has grown to accommodate much more than usability. 00:00:30.240 --> 00:00:33.660 And you need to pay attention to *all* aspects of the user experience 00:00:33.660 --> 00:00:36.600 if you want to deliver successful products to market. 00:00:36.600 --> 00:00:38.160 According to Peter Morville, 00:00:38.160 --> 00:00:41.740 a pioneer in the UX field who has written several bestselling books on UX, 00:00:41.740 --> 00:00:44.640 there are seven factors that describe user experience: 00:00:44.640 --> 00:00:45.480 Useful, 00:00:45.480 --> 00:00:46.420 Usable, 00:00:46.420 --> 00:00:47.160 Findable, 00:00:47.160 --> 00:00:47.880 Credible, 00:00:47.880 --> 00:00:48.640 Desirable, 00:00:48.640 --> 00:00:49.520 Accessible 00:00:49.520 --> 00:00:50.780 and Valuable. 00:00:50.780 --> 00:00:53.040 Let's take a look at each factor in turn 00:00:53.040 --> 00:00:55.820 and what it means for the overall user experience. 00:00:55.980 --> 00:00:58.980 The first factor of user experience is Useful. 00:00:58.980 --> 00:01:01.580 You only want to bring a product to market if it's useful 00:01:01.580 --> 00:01:04.260 and has a purpose for its target customers. 00:01:04.260 --> 00:01:08.240 If the product has *no* purpose, it's unlikely to be able to compete for attention 00:01:08.240 --> 00:01:11.500 on a market full of purposeful and useful products. 00:01:11.500 --> 00:01:13.780 If we take a simple example like a car, 00:01:13.780 --> 00:01:18.460 the primary purpose for most people is if they can drive it where they need to go. 00:01:18.460 --> 00:01:20.620 A car that can't drive isn't useful. 00:01:20.620 --> 00:01:23.920 It's worth noting that *useful* is in the eye of the beholder. 00:01:23.920 --> 00:01:27.440 And we also call products "useful" if they deliver *non-practical* benefits 00:01:27.440 --> 00:01:30.040 such as fun or aesthetic appeal. 00:01:30.040 --> 00:01:33.140 So, a computer game or a sculpture may be deemed useful 00:01:33.140 --> 00:01:37.360 even if they don't enable a user to accomplish a goal that others find meaningful. 00:01:37.460 --> 00:01:39.280 *Usable*, or Usability, 00:01:39.280 --> 00:01:42.780 is about enabling users to effectively and efficiently achieve 00:01:42.780 --> 00:01:45.020 their end objective with a product. 00:01:45.200 --> 00:01:47.340 Products can succeed if they're not usable, 00:01:47.340 --> 00:01:49.420 but they're *much less* likely to do so. 00:01:49.420 --> 00:01:53.060 Besides giving you a competitive advantage, a high level of usability 00:01:53.060 --> 00:01:57.000 can also make a huge difference in the safety and comfort of use. 00:01:57.080 --> 00:02:00.060 Cars are a good example of a context where everything 00:02:00.060 --> 00:02:03.140 you interact with must have a high level of usability. 00:02:03.380 --> 00:02:07.060 So, we can keep our focus on driving while changing stations on the radio. 00:02:07.200 --> 00:02:10.880 *Findable* refers to the idea that the product must be easy to find. 00:02:11.080 --> 00:02:14.840 If you're working with digital and information products such as webpages, 00:02:14.840 --> 00:02:17.960 the content within them must be easy to find, too. 00:02:18.300 --> 00:02:21.720 Music- and video-streaming services with millions of files 00:02:21.720 --> 00:02:25.480 are extreme examples of the importance of designing for findability. 00:02:25.680 --> 00:02:29.820 If Netflix users can't find something they're in the mood for on a Friday night, 00:02:29.820 --> 00:02:33.080 it doesn't matter how much great content is hidden beneath the surface. 00:02:33.080 --> 00:02:35.400 They'll stop using the service. 00:02:35.600 --> 00:02:38.160 *Credibility* relates to the ability of the user 00:02:38.160 --> 00:02:40.660 to trust in the product that you've provided 00:02:40.660 --> 00:02:43.580 – not just that it does the job that it's supposed to do, 00:02:43.580 --> 00:02:46.320 but that it will last for a reasonable amount of time 00:02:46.320 --> 00:02:50.360 and that the information provided with it is accurate and fit for purpose. 00:02:50.600 --> 00:02:53.600 It's nearly impossible to deliver a good user experience 00:02:53.600 --> 00:02:57.340 if the user thinks the product creator is lying or has bad intentions. 00:02:57.340 --> 00:02:59.580 They'll take their business elsewhere instead. 00:02:59.580 --> 00:03:02.060 In 2015, when it was discovered that 00:03:02.060 --> 00:03:06.720 Volkswagen had rigged the software of millions of diesel cars to cheat on emissions tests, 00:03:06.720 --> 00:03:10.080 it not only cost them up to $30 billion in damages, 00:03:10.080 --> 00:03:14.440 but they also lost customer trust and a huge part of the U.S. market share 00:03:14.440 --> 00:03:16.500 that they're still struggling to regain. 00:03:16.580 --> 00:03:19.915 That's an extreme example of what a loss in credibility will do. 00:03:19.920 --> 00:03:22.560 But even if you don't commit fraud, you should always ensure 00:03:22.560 --> 00:03:25.100 that your product lives up to what it promises. 00:03:25.160 --> 00:03:28.180 *Desirability* is conveyed in design through branding, 00:03:28.180 --> 00:03:29.580 image, identity, 00:03:29.580 --> 00:03:31.840 aesthetics and emotional design. 00:03:31.840 --> 00:03:33.820 The more desirable a product is, 00:03:33.820 --> 00:03:36.780 the more likely it is that the user who has it will brag about it 00:03:36.780 --> 00:03:39.220 and create desire in *other* users. 00:03:39.220 --> 00:03:43.020 To understand desirability, think of a Skoda and a Porsche. 00:03:43.280 --> 00:03:46.480 They're to some extent both useful, usable, findable, 00:03:46.480 --> 00:03:48.640 accessible, credible and valuable. 00:03:48.640 --> 00:03:50.100 But, for most people, 00:03:50.100 --> 00:03:52.720 Porsche is much more desirable than Skoda. 00:03:52.720 --> 00:03:55.180 That's not to say that Skoda is undesirable. 00:03:55.180 --> 00:03:57.340 They have sold a lot of cars under that brand. 00:03:57.340 --> 00:04:00.300 But given a choice of a new Porsche or Skoda for free, 00:04:00.300 --> 00:04:02.520 most people will opt for the Porsche. 00:04:02.520 --> 00:04:05.480 Accessibility is about providing an experience 00:04:05.480 --> 00:04:09.600 which can be accessed by users of a full range of abilities. 00:04:09.600 --> 00:04:12.445 This includes those who are disabled in some respect, 00:04:12.445 --> 00:04:13.700 such as hearing loss, 00:04:13.700 --> 00:04:14.640 impaired vision, 00:04:14.640 --> 00:04:15.580 motion impaired 00:04:15.580 --> 00:04:16.899 or learning impaired. 00:04:16.899 --> 00:04:19.319 Doing interface design for accessibility means 00:04:19.320 --> 00:04:22.180 that you use colors which color-blind people can see, 00:04:22.180 --> 00:04:26.140 that text is legible even for people with low vision and so on. 00:04:26.140 --> 00:04:31.300 Sadly, accessibility often gets lost in the mix when we create user experiences. 00:04:31.540 --> 00:04:35.640 Design for accessibility is sometimes seen by companies as a waste of money 00:04:35.640 --> 00:04:40.720 because the impression is that people with disabilities make up a small segment of the population. 00:04:40.720 --> 00:04:44.760 But even if you don't want to design for accessibility just to be a good person, 00:04:44.760 --> 00:04:47.940 it's worth remembering that when you design for accessibility, 00:04:47.940 --> 00:04:51.840 you'll often find that you create products that are easier for *everyone* to use, 00:04:51.840 --> 00:04:54.120 not just those with disabilities. 00:04:54.200 --> 00:04:58.120 Don't neglect accessibility in the user experience. 00:04:58.120 --> 00:05:01.340 Finally, accessible design is now a legal obligation 00:05:01.340 --> 00:05:03.980 in many jurisdictions, including the E.U. 00:05:03.980 --> 00:05:07.600 And failure to deliver it may result in fines. 00:05:07.760 --> 00:05:10.640 Finally, the product must deliver *Value*. 00:05:10.640 --> 00:05:13.500 It must deliver value to the business which creates it 00:05:13.500 --> 00:05:16.140 and to the customer who buys or uses it. 00:05:16.220 --> 00:05:19.135 Without value, it's likely that any initial success 00:05:19.140 --> 00:05:21.800 of a product will eventually be undermined. 00:05:21.800 --> 00:05:25.120 A product can provide value to different users in different ways. 00:05:25.120 --> 00:05:27.640 For some users, desirability is more important 00:05:27.640 --> 00:05:30.460 than accessibility and vice versa. 00:05:30.540 --> 00:05:33.040 That means that the value factor is really *the sum* 00:05:33.040 --> 00:05:36.360 of all the different factors of *user experience* combined. 00:05:36.500 --> 00:05:41.660 In this video, we've taken you through Peter Morville's 7 Factors of User Experience. 00:05:41.660 --> 00:05:44.240 What they show is that the success of a product 00:05:44.240 --> 00:05:47.720 depends on more than utility and usability alone. 00:05:47.720 --> 00:05:50.180 Products which are usable, useful, 00:05:50.180 --> 00:05:51.700 findable, accessible, 00:05:51.700 --> 00:05:54.040 credible, valuable and desirable 00:05:54.040 --> 00:05:56.760 are much more likely to succeed in the marketplace 00:05:56.760 --> 00:05:59.660 *and* bring joy to their users.