UX AND UX DESIGN
Agile Development and UI/UX design
3171610
Team
KUNAL GADHVI
180110116013
YASH GOSWAMI
180110116015
DHVANI KACHHIYAPATEL
180110116016
SANKET KADEVAL
180110116017
JIGNESH KARAMCHANDANI
180110116019
What is UX?
• "User experience" encompasses all aspects of the enduser's interaction with the company, its services, and its
products.
• User Experience is an umbrella term to help frame the
process of creating products that provide meaningful and
relevant experiences to its users.
• User experience (UX) focuses on having a deep
understanding of users, what they need, what they value,
their abilities, and also their limitations. It also takes into
account the business goals and objectives of the group
managing the project. UX best practices promote
improving the quality of the user’s interaction with and
perceptions of your product and any related services.
What is UX?
Peter Morville, a pioneer of the fields of information
architecture and user experience notes that in order for there
to be a meaningful and valuable user experience,
information must be:
• Useful: Your content should be original and fulfill a need
• Usable: Site must be easy to use
• Desirable: Image, identity, brand, and other design
elements are used to evoke emotion and appreciation
• Findable: Content needs to be navigable and locatable
onsite and offsite
• Accessible: Content needs to be accessible to people with
disabilities
• Credible: Users must trust and believe what you tell them
What is UX Design?
• User experience (UX) design is the process design teams use to create products that provide
meaningful and relevant experiences to users. This involves the design of the entire process
of acquiring and integrating the product, including aspects of branding, design, usability and
function.
UX vs UI
• “UX Design” is often used interchangeably with terms such as “UI Design” and “Usability”.
However, while usability and UI design are important aspects of UX design, they are subsets
of it – UX design covers a vast array of other areas, too. A UX designer is concerned with the
entire process of acquiring and integrating a product, including aspects of branding, design,
usability and function. It is a story that begins before the device is even in the user’s hands.
What is UX Design?
• UX designers don’t just focus on creating products that are usable; they concentrate on other aspects of the
user experience, such as pleasure, efficiency and fun, too. Consequently, there is no single definition of a good
user experience. Instead, a good user experience is one that meets a particular user’s needs in the specific
context where he or she uses the product.
Why UX Design?
The benefits of UX design are two-fold:
1. UX design improves the experience for the user of that product.
2. Good user experience increases the adoption of that product.
The goals of UX design include:
• To understand the goals and context-of-use of potential users or customers.
• To use that understanding to design a product, service, or app within the
constraints of business and technology.
Why UX Design?
UX design generates—happy customers and increased sales. We experience
these benefits when the goals of UX design are met.
A happy, well-informed user will return; a frustrated one will not. In summary:

If the goal of the user is met, then they have a great experience of that
product. They find what they are looking for quickly and easily.

When a user has a great experience, they are more likely to buy or return
to a product as well as recommend it to their friends.

When a user buys the product, returns to the site, or recommends it to
their friends, the traffic and conversion rate for that site are both
increased.
UX Design is User Centric
User-centered design is an iterative process where you take
an understanding of the users and their context as a starting
point for all design and development.
AGILE SCOPE
WHAT IS SCOPE?
• In agile-speak, scope definition is demonstrated as user
stories — also known as high-level requirements — in the
product backlog.
• These user stories are prioritized based on factors like
business value, complexity, and cost; and worked upon
incrementally in sprints.
AGILE SCOPE MANAGEMENT
• Scope Management is the control of incoming requests for project changes and possible necessary adjustments
that are not explicitly desired by stakeholders.
• Different reasons may lead to the need for change. Most often, however, this is the wish of the stakeholders. A
change request may arise from feedback after functional tests, user usability tests, market and business
changes, and many other factors
.
WHO MANAGES THE SCOPE OF PROJECT?
• The scope is most often managed by project managers, but often program managers, project directors, and
project sponsors have the final say.
STEPS IN AGILE SCOPE MANAGEMENT

Gathering initial information
Gathering initial information may require collaborative work between the stakeholders interested in the project (any parties
interested in the project, their representatives, or such with knowledge about the project needs).

Scope definition
Scope definition details the collected information into a more organized and formal list.

Scope validation
A single project may end up with an extensive list of scope items, and they all may be requested as important or critical for
the project.
 Scope prioritization
 Each scope item has a priority attribute which may have the following values:
 Definite
 Very likely
 Likely
 Possible
 Unlikely
RIGOR
• Rigour or rigor describes a condition of stiffness
or strictness. Rigour frequently refers to a process
of adhering absolutely to certain constraints, or
the practice of maintaining strict consistency with
certain predefined parameters.
• A rigorous system design flow is defined as a
formal accountable and iterative process
composed of steps, and based on four principles:
(1) separation of concerns; (2) component-based
construction; (3) semantic coherency; and (4)
correctness-by-construction. The combined
application of these principles allows the definition
of a methodology clearly identifying where human
intervention and ingenuity are needed to resolve
design choices, as well as activities that can be
supported by tools to automate tedious and errorprone tasks.
• An implementable system model is progressively derived by source-to source automated
transformations in a single host component-based language rooted in well-defined
semantics. Using a single modeling language throughout the design flow enforces
semantic coherency. Correctly-construction techniques allow well-known limitations of a
posteriori verification to be overcome and ensure accountability. It is possible to explain,
at each design step, which among the requirements are satisfied and which may not be
satisfied.
• A rigorous, purely Agile process model can no doubt increase the quality of the software,
but at a cost of extra time and money required to manage and maintain the system. At a
hundred person startup or even a large established company, the cost of maintaining
such a system is fixed and spread out, making the tradeoff of quality against time and cost
worth the implementation of an Agile process model. On the other hand, the fixed cost
and time of implementing a similar system in a small scale startup may be too high for the
quality gained.
COMPLEXITY AND PROJECT PERSPECTIVE
Can Agile reduce complexity?
• In traditional project management methods, the complexity in a project is often managed by
investing a certain amount of time in the analysis phase with the sole objective of analyzing the
levels of complexity and making plans to deal with it. It is based upon the assumption that the time
invested in the analysis activity will help to reduce complexity and increase the chances of
developing a successful project by using various methods and processes. The investment in time
should be considered worthwhile since the analysis can help management to make informed
decisions.
• Unlike traditional project management methods, in Agile there are no special stages to deal with
project complexity. The product owner who is responsible and who oversees the entire project tries
to address the complexity levels based upon his or her experience in the subject, in addition to what
the team can contribute in terms of efforts and suggestion to deal with complexity. However, there is
a big plus point in how the Agile process works and how the inherent product incremental model
makes it possible to reduce project complexity to a great level.
UX Lifecycle
• UX lifecycle also known as a agile lifecycle. We all know it:
discover, design, develop, test, iterate, repeat.
• In the simplest terms, UX design is about making the
user’s experience with the product the best it can be. It
aims to attract people to a site they are interested in; then,
once they are there, to make their journey from the
homepage to purchasing the product as easy and fun as
possible.
• The “design” aspect of UX focuses on how the utility, ease
of use, and efficiency for a user’s interaction with a product
or service can be improved.
UX Methods
1. Prototyping model
2. Card Sorting
3. Navigation Design
Prototyping Model
• Prototyping is an experimental process where design
teams implement ideas into tangible forms.
• Teams build prototypes of varying degrees of fidelity
to capture design concepts and test with users.
• With prototypes, you can refine and validate your
designs so you can be more sure you release the
right products.
Steps
1. Determine what you need your prototype to accomplish.
What moments in the experience do you need to gather
more information on?
2. Determine the modality of your prototype. Can you
answer your product and experience questions with a
simple paper prototype, or do you need to be able to
click through scenarios on a device? If the latter, can you
click through PDFs or a Figma file, or will you need to
mock up your prototype in HTML?
3. Determine the fidelity of your prototype based on what
you need to learn. Fidelity ranges from low fidelity (often
inexpensive), to high-fidelity, which simulates a greater
range of functionality, but often takes more time (and
more money).
4. Build and run your prototype according to purpose,
modality, and fidelity you've sketched out.
Card Sorting
• Card sorting is a method used to help design or
evaluate the information architecture of a site.
Steps
• In a card sorting session, participants organize topics
into categories that make sense to them and they
may also help you label these groups.
2. Ask users to separate the cards into whatever categories
make sense to them.
• To conduct a card sort, you can use actual cards,
pieces of paper, or one of several online card-sorting
software tools.
4. Ask users to tell you why they grouped the cards and
labeled the categories as they did.
1. Give users a collection of content represented on cards.
3. Ask users to label those categories.
Navigation Design
• A website’s navigation is a collection of user interface
components.
• The primary goal of navigation is to help users find
information and functionality and encourage them to
take desirable actions.
• Navigation components include global navigation,
local navigation, utility navigation, breadcrumbs,
filters, facets, related links, footers, fat footers, and so
on.
Steps
1. Determine usage priority: How much will users rely on
this navigation component? For example, will users
primarily navigate the site using local navigation? Or are
they likely to more heavily rely on related links?
2. Determine placement: On which pages should navigation
be present? Where should it be placed within the page
layout grid (e.g., top, left, right, bottom)?
3. Establish patterns: Which navigation design patterns
best support findability and discoverability — tabs,
megamenus, carousels, accordions, and so on?
UX Techniques
1.
2.
3.
4.
Analytics Review
Survey
Personas
Sitemap
Analytics Review
• Analyzing web or mobile usage data, and making subsequent recommendations.
• Strategy, Research
• All analytics packages provide key reports, such as most frequently visited pages, visitor demographics, bounce
rate and more.
• We'll be adding instructional content about interpreting web analytics soon, but in the mean time also comes
recommended
Survey
• Crafting an online survey, primarily to solicit feedback from current (or potential) users.
• Research
• Creating a survey is easy; creating a good survey that asks questions in an unbiased way is not. An effective
survey can be a formidable tool for user research.
Personas
• A persona is a fictitious identity that reflects one of the user groups for who you are designing.
• Analysis
• Creating personas for your project involves morphing qualitative and quantitative data from analytics, surveys,
interviews, user testing sessions, and other research activities into a handful of representatives
Sitemap
• A sitemap is a complete list of all pages available on a website.
• Design
• Creating a sitemap is a useful task at the beginning of the design process, as it can be used to shape which
screens to wireframe.
Conversion Funnel Analysis:
• A conversion funnel helps position the right content in
the right stages to attract the ideal audience to
convert
• As many as 90% of organizations use content in their
marketing efforts, websites included; however, very
few truly understand how to use content to funnel the
user through the website.
• To build an effective user journey on your website and
guide visitors to a desired goal, a.k.a. conversion, you
need to understand the phases an average lead goes
through before converting.
• This is also known as the conversion funnel.
What is a conversion funnel?
• A conversion funnel guides site visitors step-by-step through content marketing – from the landing page to the page
where the conversion (a purchase, subscription etc.) is completed.
• The purpose of this funnel is to engage visitors with compelling, relevant and valuable content, presented in several
stages that all have specific purposes yet are interconnected.
• It’s called a funnel because it resembles its shape – the pool of potential customers is largest at the top (the beginning of
the journey at the landing page, which is usually home page) while the amount of potential customers shrinks as they
progress to the next stages.
• It is comprised of several stages, with each one indicating your customers’ level of brand awareness, interest, and
willingness to buy — along with the gradual steps and undertakings you can take to lead users further down. Here’s a
quick breakdown of the different stages and what they mean:
1. Attention / awareness
2. Interest
3. Desire
4. Action
What is a good conversion funnel
optimization?
• Now that we know what a conversion funnel is, the next thing to cover is how to apply good UX practices that
relate to each stage in the conversion funnel. The following spells out the ways brands can enhance their UX
per each stage of the conversion funnel to optimize it and garner greater conversions.
Awareness
• The user is just learning about your business, your
product, and maybe even your industry. Most brands
focus their efforts on engaging people on the
platforms where they already spend time. Content
should draw their attention and spark some interest
— if nothing else, the goal is to plant a seed of brand
recognition in the user’s thoughts.
• Here are a few ways to educating potential customers
on your brand and make it easier for new users to
find you:
 PPC ads
 Social media campaigns
 SEO
Interest
• Once a user decides they’d like to learn more about
your company or product, they’ll start to engage. That
might mean trading their email for a free asset,
signing up for a newsletter, or following a social
media channel. The lead is generating questions and
learning about how your product addresses a need in
their life.
• Other useful content for stimulating user interest are:
 Guides
 Videos
 Interviews
 A resources page to keep everything together in one
place
Decision
• In marketing terms, a lead converts to a prospect
once they are seriously considering making a
purchase. But in most cases, they’ll need a little more
information first. In this level of the sales funnel,
you’re providing testimonials, case studies, product
demos, free trials of your product and other things —
basically, you’re highlighting what makes your product
great and why the user should look no further for a
solution to their problem.
• This can be done by:
 Employing more targeted social ads that lead to
pages with CTAs
 Highlighting how your product can alleviate specific
problems
 Offering sales/promotions
Action
• It’s worth knowing that the buyer’s journey could take
a single day or several months. Either way, the endgoal is a purchase decision. This stage of the funnel
often consists of special sale offerings, tutorials, and
user onboarding content. The goal here is to turn a
new customer into a brand advocate.
Case Study
Mailchimp:
• One of the most widely used e-mail marketing utilities, Mailchimp, made it easier for its services to go viral when
they added the line “Powered by Mailchimp” at the end of every email sent via its service, which helped spread
the word about the brand.
• Mailchimp’s home page conversion funnel follows all the basic steps covered in this article. First, there’s the
information of a website building novelty service, followed by musings backed with social proof on why
Mailchimp is THE solution for eCommerce, start-ups and mobile and web apps.
Case Study
• What comes next is a selection of blog posts, case studies and tips to provide knowledge value to users.
• The conversion funnel wrap-up is completed with a very effective CTA promising two things: ease of use
and service free of charge.
• The interactive pricing page for calculating a prospect’s price is also quite unique. When you put in how many
subscribers you have, it will instantly quote you the exact price. The simplicity of the pricing is also good. It’s
really based on how many email subscribers you have.
• The aspirational marketing stands out on the homepage. Mailchimp really doesn’t talk at all about sending
emails. It’s more about getting you in the door to use the product.
• They actually barely mention the fact that email marketing with their services can grow your business. They
don’t focus on results like getting more sales or leads.
Case Study