User Experience In Digital Channels

Content

Objective

As being a popular topic in integrated marketing communications management in recent years, usability can be defined as “the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use”.
Recent studies show that the average business metrics improvement – ROI- after a usability redesign is 83%. In this context, it is crucial for the digital media professionals to acquire an extensive knowledge /skill set in order to manage user-research integrated design and development processes.
This course aims to provoke the awareness on relevant themes and to provide knowledge and skills to analyze a user interface with solid guidelines.

Course Content

1. Week: Introduction

2. and 3. Week:
Key Concepts
¦ A Historical Overview:
o Human-Computer Interaction (HCI)
o Graphical User Interface (GUI)
o Natural User Interface (NUI)
¦ Usability
o Why does usability matter?
o An overview on e-commerce ecosystem through the usability perspective
o How do we measure usability?
¦ User Experience (UX)
o UX as a phenomenon
• User Diversity vs. Technological Diversity
• UX in the New Cross-Channel World
• UX in the New Multi-Screen world
• Good UX: Context/Convenience vs. Taste/Appeal
o Ux as part of organizations
• Organizational challenges
• Organizational goals
o UX as a profession
• New Roles and Responsibilities
¦ UX as a process
o Evolution of Design Processes: Waterfall vs. Agile vs. Lean UX
o A New UX Centered Design and Development Process based on Iterative Workflow

4. and 5. Week:
Universal Usability: Key Concepts, Guidelines, Standarts

¦ Web for All?
o User Diversity
o Technological Diversity

¦ Strategies for Universal Usability
o Web Accessibility and Assistive Technologies
o Universal Design

6. Week:
Culturalization and “Global Digital Media”
¦ Internationalization
¦ Localization
¦ Parameters to design “Global Digital Media”
¦ Case Studies


7. Week:
Investigating User Interface Design through Usability: Patterns and Guidelines
¦ Information Architecture
o Organizing Information
o Presenting the Information Architecture
o Search Engine Optimization (SEO)

Studio Session: UI Analysis

8. and 9. Week:
Investigating User Interface Design through Usability: Patterns and Guidelines
¦ Page Structure and Design for Desktop Environments

Studio Session: UI Analysis

10. and 11. Week:
Investigating User Interface Design through Usability: Patterns and Guidelines
¦ Page Structure and Design for Mobile Environments

Studio Session: UI Analysis

12. and 13. Week:
Investigating User Interface Design through Usability: Patterns and Guidelines
¦ Use of Typography, Graphics and Multimedia in UI Design

Studio Session: UI Analysis



14. Week:
Investigating User Interface Design through Usability: Patterns and Guidelines
¦ Form Design

Studio Session: UI Analysis

Course Learning Outcomes

Students successfully completing this course will be able to demonstrate understanding of the essential concepts related to usability, user experience and interaction design. They will also acquire the necessary knowledge and skills to analyze and evaluate usability problems in both desktop and mobile user interfaces. In this context, they will also be able to create an effective communication between inter-disciplinary team members in user experience design projects.

Teaching and Learning Methods

Lectures, case studies and heuristics evaluation conducted by the students

References

• Nielsen, J. (2012) Usability 101: Introduction to Usability.
• User Experience White Paper: Bringing Clarity to the Concept of User Experience (2011)
• Shneiderman, B. (2000) Pushing Human-Computer Interaction Research to Empower Every Citizen: Universal Usability, Communications of the ACM, Vol. 43, No: 5, 85-91.
• Marcus, A. (2008) Global And Intercultural User-Interface Design. J. A. Jacko ve A. Sears (eds.) The Human-Computer Interaction Handbook: Fundamentals, Evolving Technologies and Emerging Applications (Human Factors And Ergonomics) 2nd Edition. New York: Lawrence Erlbaum Assoc, 355-380.
• Resmini, A. and Rosati, L. (2011) A Brief History of Information Architecture, Journal of Information Architecture, Vol. 3, Issue 2, p. 33-45.
• Holst, C., (2021), The Current State Of E-Commerce Search,
• Kirmani, A. (2016) Mobile-First eCommerce: What Customers Expect and Value in Mobile Shopping Experiences.
• Wreblovski, L. (2012) Best Practices for Form Design.

Weekly Contents

Assessment System

Relation of Proficiency

ECTS