Kategorie: Interaction Design

Key Insights for my thesis from two-day Conference in World Usability Congress, Graz 16.10 & 17.10

As a student and UX Designer, I’m happy and thankful for the opportunity to attend one of the world’s biggest UX events. These two days consist of inspirational speeches, delicious food (!), and networking. I also found some interesting input to my thesis topic, which is related, among other things, to User Behavior in Digital Contexts, Conversion Rates, and the Importance of User-Centered Design.
Many interesting topics were discussed during the event from the importance of transparent AI systems to accessible design and UX practices. The lesson from these two days focused on how businesses and designers can collaborate to improve UX while acting ethically and involving everyone.

Transparency, Problem Solving, and Storytelling in UX
During the first day of the World Usability Congress, many important elements regarding UX research were emphasized, particularly in respect to the need for making AI systems more interpretable and practical for the end user. Another important issue dealt with the matter of the transparency of AI and the importance of building systems which are not black boxes to the user. Users, however, seem to mainly use AI systems without knowing how decisions are reached most of the time, which is quite annoying, distrustful and can even lead to users’ apathy. This observation is in line with the objective of my thesis, which states that user-centered design can positively influence the user experience. This is where incorporating transparency as well as user feedback in AI features is very important for designers to build trust and enhance control, attributes which help increase conversion rates. Systems that are understandable and trusted are more likely to be patronized by the users.

Another key focus of the first day was how to effectively communicate research findings to business stakeholders. Change can only be achieved by UX research when its results are shared in a manner aligning with the interests of those making decisions. The importance of storytelling as a bridge between research and commercialism emerged. This is where UX designers turn UX insights around in a radical way; they explain the business value of user-centered design by showing the advantages of this approach—i.e. better customer satisfaction, retention, and conversion rates. This teaching is significant for my thesis as I assert that stakeholders will only be persuaded to embrace UX enhancements if they correlate these improvements with business metrics.

Accessibility, Ethical Design, and Future-Focused UX
The second day of the congress built upon these ideas, exploring more detailed aspects like inclusive design, applying ethics in UX, and the paradox of designing for the users that are not yet there. One of the most significant lessons was the stress put on accessibility within design systems. I got familiarized with design systems, and I understood the importance of being accessible for all users at almost every stage, beginning with primary styles and components, and even to full-page designs. Making sure that design systems are accessible is not just the case in many parts of the world that it is a statutory issue, like in the case of the European Union’s accessibility requirements, but is the essence of diversity designing. A considerate design allows for the end product to be used by a mix of people, irrespective of the functional ability of their bodies or minds.
This insight is highly relevant to my thesis, as it underlines how accessibility directly impacts user satisfaction and conversion rates. By making products more inclusive, businesses can tap into a broader user base, improve trust, and increase user engagement. Accessibility issues are often tied to general usability problems, meaning that addressing these concerns can improve the overall experience for all users, not just those with disabilities. This holistic approach to design is central to the concept of user-centered design that my thesis advocates for, showing that businesses can boost their bottom line by prioritizing accessibility.

In addition to accessibility, I learned about the challenge of designing for users who don’t yet exist. This is especially relevant for businesses developing products for emerging markets or future users whose needs and behaviors may not yet be fully understood. While personas are useful, they cannot always account for future trends or changes in user behavior. For businesses, it is important to balance innovation with best practices in UX design to create products that are adaptable to future user needs. This anticipatory approach is crucial for ensuring that digital products remain relevant and effective as user needs evolve, ultimately improving conversion rates as the user base grows.

One of the most thought-provoking discussions on day two revolved around dark patterns—deceptive design practices that manipulate users into taking actions they might not otherwise choose. While dark patterns can lead to short-term gains, such as higher conversion rates or more sales, they often result in long-term damage to a brand’s reputation and user trust. This raised important ethical questions about how far designers should go to influence user behavior. For businesses, the key takeaway is that ethical UX design leads to sustainable success. Respecting user autonomy and focusing on transparency and honesty will result in more satisfied and loyal customers, which in turn boosts long-term conversion rates and brand loyalty.

The day concluded with a session on shifting from cycles of failure to delivering quality and value in UX processes. Many UX initiatives fail because teams don’t engage in tough conversations about quality, or they struggle to align their work with broader business objectives. This insight reinforces the importance of translating UX improvements into business language. For UX designers, speaking in terms of metrics that matter to stakeholders—such as increased customer retention, reduced churn, or higher conversions—is essential for gaining support for user-centered design initiatives. This lesson is particularly useful for my thesis, as it highlights the need for UX designers to demonstrate how their work drives tangible business outcomes.

Integrating These Insights into My Thesis
The World Usability Congress provided insights that will greatly inform my thesis, which explores how UX design can improve both user satisfaction and business outcomes. Across both days, the emphasis on transparency, accessibility, ethical design, and alignment with business goals highlighted the importance of a user-centered approach.
By incorporating these principles into product design, businesses can create digital experiences that are not only more satisfying for users but also more effective at driving conversion rates and customer loyalty.

LINKS:
https://worldusabilitycongress.com/
https://www.twn.ee/en
https://uxpa.org/

The talk that impressed me the most on the first day of the World Usability Congress was “Why we do what we do – Loving the User” by Joe Lanzisero. It emphasized a fundamental concept in design—Human-Centered Design—and how this approach can transform not just products but the experiences users have with them. The core idea was that design must focus on people and their unique needs. This human-centric focus allows products and services to become deeply meaningful by addressing not just functional but emotional needs as well. The session explored the importance of treating users as “guests”, creating human touchpoints, and employing universal design principles.

Understanding Human-Centered Design

Human-Centered Design (HCD) is all about making systems more usable by focusing on the human experience. According to the International Organization for Standardization (ISO), HCD aims to create designs that are practical, user-friendly, and tailored to human needs. It is described as a holistic approach where human factors, ergonomics, and usability knowledge are applied to ensure that systems meet the needs of the users. Hannes Robier, in his passionate statement, explained that HCD is not about tools or technology. Rather, it is about understanding and caring for the human at the center of the design. His words are a call to designers: “If you don’t love humans, you should not work in UX.” This deep empathy for users drives meaningful experiences, making designs feel as personal and fitting as a comfortable glove or a well-tailored suit. Walt Disney was a perfect example of this mindset. When confronted with concerns over vandalism of the Main Street Vehicles, he disregarded fear and focused on creating beautiful things to inspire the best in people. Walt’s approach was to bring out the good in people, a perspective that resonates with HCD: Designing with care for the user’s humanity fosters positive connections.

Human-Centered Design: Treating Users as “Guests”

A significant shift within the talk was moving away from calling users customers to calling them guests. The term customer often implies a transactional relationship, while guest conveys a more personal, interactional bond. Treating users as guests invites designers to think about creating memorable experiences rather than just solving problems. In the context of Walt Disney, this shift was evident in his philosophy of exceeding expectations. He believed that by making guests feel special and respected, designers could forge lasting emotional connections. Disney’s focus on storytelling, which connected emotionally with audiences, proved the power of treating people with care and attention.

Universal Design: Addressing All Users

Human-Centered Design is not just about meeting basic user needs, but addressing the diverse spectrum of user abilities. Users come from different age groups, backgrounds, and possess varying cognitive and physical skills. Universal Design, a concept first coined by architect Ronald L. Mace, advocates for creating products that are usable and accessible to all people, regardless of age or ability. A product designed with the very young and the elderly in mind often works well for everyone. By considering all user groups, designers can ensure that the final product meets the needs of a broad audience. Universal Design is not about creating a one-size-fits-all product, but about making designs flexible, intuitive, and accessible. This is evident in the work done by companies like OXO, which uses everyday objects (like gloves) as reminders to always consider the needs of every potential user.

Finding Human Touchpoints to Create Deep Connections

To create memorable user experiences, designers must focus on the human touchpoints—moments in the user journey where emotional connections can be made. These are the points where users see themselves reflected in the experience. Emotional connections transform interactions into experiences, a key principle emphasized by Hannes Robier: “Only when we connect emotions with an event, does it become an experience.” Case studies from companies like Disney (with their Mystic Manor ride), Jennair (luxury appliances), and Kvaroy (sustainably farmed salmon) demonstrated how experiences become memorable when users can emotionally connect with the product or service. These brands are not just selling products—they are creating experiences that resonate on a human level. For example, Disney’s rides are designed to tell a story, allowing users to immerse themselves fully in a narrative. Similarly, the experience of using Jennair appliances is about much more than functionality—it’s about crafting moments of luxury and pleasure, connecting users emotionally to their home environment.

Conclusion: Human-Centered Design as the Foundation for Meaningful User Experiences

The talk emphasized that Human-Centered Design is not merely about creating usable systems, but about deeply caring for the user—treating them as guests rather than customers. This holistic approach urges designers to consider the full spectrum of human needs, from physical to emotional, ensuring that products and services do more than serve functional purposes—they create meaningful experiences. This perspective has significantly influenced my research, especially in applying Human-Centered Design principles to adaptive systems. Drawing inspiration from Walt Disney and Steve Jobs, who both understood the importance of the human touch in design, my focus is to center users as guests, considering their emotional and physical experiences when creating interfaces. This insight has been a vital impulse for my ongoing research into designing human-centered, adaptive interfaces, ensuring that users‘ emotional and physical needs are always prioritized. Key takeaways from this talk include the importance of treating users as guests to build lasting emotional connections, understanding human needs and emotions in design, embracing Universal Design for accessibility, and recognizing that emotional connections are essential for creating memorable, impactful user experiences.

Links

https://worldusabilitycongress.com
https://www.lanziserocreative.com
https://www.interaction-design.org/literature/topics/human-centered-design?srsltid=AfmBOormWukeNlit0K1vgzM7dAB00sdG8pz5vqyHdprkN_FsDguLgdff

World Usability Congress, 16. & 17. 10.2024

About the Event

The World Usability Congress (WUC) took place once again this year at the Congress Center Graz. On October 16 and 17, 2024, various speakers gave speeches about their experiences, learnings and successes in the field of UX and CX in three rooms accessible to us. For me personally, the most exciting sessions were „Why we do what we do – Loving the User“ and „Websites and Apps for Everyone – Making Accessibility Easy“.

From the first presentation by Joe Lanzisero, former experience designer at Disney, I learned a lot about the importance of thinking about your users and creating a special experience for them. Even if the user, or in his case the visitors to the theme park, don’t actively notice it, it will still have an impact on their experience with the product.

Just like the first presentation, „Websites and applications for everyone – making accessibility easy“ was about user experience. But not in the analog space, but in the digital space. How can we design websites so that they can be used by everyone? What special needs do people with physical disabilities have when using websites and how can we meet them?

Reflection/ Impact on my Thesis

For me personally, the most exciting sessions were „Why we do what we do – Loving the User“ and „Websites and Apps for Everyone – Making Accessibility Easy“.

From the first presentation by Joe Lanzisero, former experience designer at Disney, I learned a lot about the importance of thinking about your users and creating a special experience for them. Even if the user, or in his case the visitors to the theme park, don’t actively notice it, it will still have an impact on their experience with the product.

Just like the first presentation, „Websites and applications for everyone – making accessibility easy“ was about user experience. But not in the analog space, but in the digital space. How can we design websites so that they can be used by everyone? What special needs do people with physical disabilities have when using websites and how can we meet them?

Links

• Agenda
• The Congress
• youspi
• Hannes Robier

A Behind-the-Scenes Look: Creating the Prototypes

The development of the prototypes for the website and the „Kümmer Kiste“ was an exciting and creative process that combined both digital and physical elements. Here’s a look at how these prototypes were created:

Website Prototype in Figma

The first step was to create the website prototype in Figma. Several subpages were designed to provide users with clear and structured navigation. The colors were deliberately kept simple and medical to build trust and convey a professional atmosphere. The website’s style is modern and minimalist, which helps present the information clearly and accessibly.

Designing the „Kümmer Kiste“

An old box was repurposed for the „Kümmer Kiste.“ It was painted and decorated to make it appealing and inviting. The content of the box was carefully selected and collected to meet the needs of caregivers. The box includes various items that offer both practical support and emotional relief.

Scenario as an Audio Track

To illustrate the usage scenario, an audio track was recorded. This helped to tell a realistic and relatable story, showing how the prototypes can be used in everyday life. The audio track authentically highlights the challenges and solutions.

Clickable Website Prototype

The website prototype was made clickable to allow interactive exploration. Users can navigate through the various subpages and experience the provided information and the website’s structure. This gives a realistic insight into the website’s functionality and usefulness.

Video Creation

To illustrate the prototypes, several video recordings were made. A screen recording of the website shows the navigation and use of the different features. Additionally, video footage of the „Kümmer Kiste“ and its contents was created. These videos were edited in Adobe Premiere to produce a cohesive and informative overall presentation.

Editing in Adobe Premiere

The final video combines the scenario, the interaction flows with the website, and the use of the „Kümmer Kiste.“ Scenario 1 is detailed to show how both prototypes work together to ease the caregiving process.

Watch the Video of the Prototype here:

Prototyp.mp4

Scenario 3: Caring for a Severely Ill Child

David Martinez, a 35-year-old married man, faced the daunting task of caring for his son, who had a severe illness. Feeling the weight of his responsibilities, David searched online for reliable resources and stumbled upon the website through a social media post shared by a support group for parents of sick children.

Upon visiting the site, David was impressed by its organized layout and intuitive navigation. He noticed categories such as „Support from Health Insurance,“ „Required Forms,“ „Available Support,“ „Care Crash Course,“ „Helpful Products,“ „Finding Care Personnel,“ and „Self-Care.“

David started with the „Available Support“ section, which offered an extensive overview of governmental and non-governmental support programs for families with severely ill children. He discovered financial aid options, respite care services, and community support groups. Detailed articles provided step-by-step instructions on how to apply for these programs, which was exactly the kind of information he needed.

Next, David visited the „Care Crash Course“ section, specifically looking for resources on managing his son’s condition. He found in-depth tutorials on administering medication, managing feeding tubes, and handling medical emergencies. The practical advice and visual demonstrations gave him the confidence to better care for his son.

Exploring the „Helpful Products“ section, David found tools that could significantly ease his daily routine. He discovered medical alert systems, specialized caregiving apps, and organizational tools. He downloaded a medication tracker app and noted down contacts for local respite care services, which offered short-term relief for caregivers.

A prominent banner on the homepage for the „Self-Care Subscription Box“ caught David’s attention. Clicking on it, he learned about the box’s offerings designed for caregivers of severely ill children, including stress-relief items, guides on mental and physical health, and support resources. Recognizing the toll caregiving had taken on his well-being, David decided to subscribe to the box, looking forward to the monthly support.

Armed with comprehensive information, practical tools, and a self-care subscription box, David felt more equipped to handle the challenges of caring for his son while also taking care of himself.

Scenario 2: Postpartum Care

Emily Johnson, a 30-year-old single mother, had just given birth and was navigating the challenging postpartum period. Feeling isolated and unsure about her recovery and newborn care, Emily turned to the internet for guidance. She stumbled upon the website through a recommendation in a parenting forum.

Upon entering the site, Emily was greeted with a dedicated „Postpartum Care“ section, prominently featured among other categories. She clicked on it, eager to find tailored information for new mothers like herself.

In the „Support from Health Insurance“ section, Emily learned about the maternity benefits available to her, such as home visits from a nurse and lactation consulting. Detailed articles explained how to access these benefits and included links to necessary application forms, which she promptly downloaded.

Next, Emily explored the „Care Crash Course“ section, which offered a rich library of videos and articles on newborn care and postpartum recovery. She found invaluable tips on breastfeeding, managing sleep deprivation, and self-care practices to aid her recovery. The crash course gave her the practical knowledge and reassurance she needed during this vulnerable time.

Eager to find products that could assist her, Emily visited the „Helpful Products“ section. She discovered a range of postpartum recovery aids, baby care tools, and apps to help track her baby’s feeding and sleep schedule. She ordered a postpartum support belt and downloaded a highly-rated baby care app.

The homepage featured a banner for the „Self-Care Subscription Box,“ which piqued Emily’s interest. She clicked to learn more about its contents aimed at supporting new mothers. The box promised items like calming teas, recovery guides, and mental health resources. Emily, understanding the importance of self-care, decided to subscribe to the box, anticipating the monthly boost it would provide.

With the comprehensive support and resources found on the website, Emily felt more empowered and supported in her new role as a mother.

Interaction Scenarios

Creating a website dedicated to supporting caregivers can be a transformative resource for those facing the challenges of caring for loved ones. The website aims to provide comprehensive information on health insurance benefits, necessary forms, available support, practical caregiving tutorials, helpful products, and self-care resources.

To illustrate how users might interact with the website and find the solutions they need, the next Blogposts will show three detailed scenarios. Each scenario depicts a different caregiving situation and showcases the unique journey of the user as they navigate the site to find the support and information they require.

Scenario 1: Caring for an Elderly Parent

Sarah Thompson, a 45-year-old married woman with two teenage children, recently faced a challenging situation when her elderly mother suffered a stroke. Overwhelmed and uncertain about how to provide the necessary care, Sarah decided to search online for resources. She discovered the website through a Google search for „caring for elderly parents at home.“

Upon landing on the homepage, Sarah was immediately struck by its clean, user-friendly design. The site featured clear categories such as „Support from Health Insurance,“ „Required Forms,“ „Available Support,“ „Care Crash Course,“ „Helpful Products,“ „Finding Care Personnel,“ and „Self-Care.“ She decided to start with „Support from Health Insurance.“

In the „Support from Health Insurance“ section, Sarah found a detailed list of benefits and services covered by her mother’s insurance, including in-home nursing care and rehabilitation services. The site also provided links to relevant insurance policies and a guide on how to apply for these benefits. This was exactly what she needed to feel more secure about her mother’s financial and medical support.

Next, Sarah moved to the „Care Crash Course“ section, where she discovered a wealth of practical information. She watched videos on how to safely wash, dress, and feed her mother, which were tailored to patients recovering from strokes. The step-by-step guides and visual aids gave her the confidence to handle these tasks more effectively.

Curious about tools that could make her caregiving role easier, Sarah explored the „Helpful Products“ section. Here, she found a range of recommended items such as medication management apps, daily planners, and local service directories. She made a note to purchase a few of these items later.

On the homepage, a banner promoting the „Self-Care Subscription Box“ caught her eye. Intrigued, Sarah clicked on it and read about the various supports included in the box—mental health resources, physical wellness products, and self-care tips. Recognizing the importance of taking care of herself to better care for her mother, Sarah decided to subscribe to the box.

With the knowledge, resources, and self-care support she gained from the website, Sarah felt more confident and prepared to take on her caregiving responsibilities.