User Experience Design

Running head: USER EXPERIENCE DESIGN
User Experience Design
Name of the Student
Name of the University
Author’s note:

USER EXPERIENCE DESIGN1
Table of Contents
Introduction:........................................................................................................................2
Strategy Plane Research:.....................................................................................................3
UX qualitative interview:................................................................................................3
User research:..................................................................................................................6
Ethical understanding of interviewing techniques:..........................................................7
User Persona:...................................................................................................................7
UX Principals and Data to Scope Plane Outline:................................................................8
Application Structure and Information Architecture:........................................................10
Wireframe Implementation:...............................................................................................13
Wireframe Design:.........................................................................................................13
Wireframe Test:.............................................................................................................20
Style Tile:...........................................................................................................................21
Conclusion:........................................................................................................................22
Recommendation:..............................................................................................................22
Bibliography:.....................................................................................................................24

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Introduction:
The user satisfaction is one of the major factors in today’s application design. The
applications that are designed for providing best experiences to the user are online retail
applications and many more. Better user experience is achieved through enhancing the
accessibility, usability and desirability of the application. The user interaction is improved by
understanding the end users of the system. In order to get information on what the user wants and
how they might use application, many methods are applied. One of the popular methods are
creating the user persona. The other method is developing user stories. The high fidelity
prototypes are the way of representation of the final product in its closest resemblance.
The assignment is written based on the use case of Click Retail. The organization offers
various retails products such as clothing, toys and electronics. The organization currently need an
online web application that can be accessed using mobile devices also. The user personas will
reveal the behaviors and buying patterns of the users. The high fidelity prototypes will be
developed based on the information gathered through user persona, interview and UX research.
The UCD principles will guide the entire UX development process.
Jesse James Garrett Methodology: According to Jesse James Garret, the UX elements in
the UI design is a process of ensuring every actions of the user to happen as planned. Jesse James
Garret had proposed five planes to achieve the UX goal. The planes are sensory design,
information design, interaction and information architecture, scope plane and product objectives.
In the following analysis, the strategy plane or product objective will be described first. In this
part, the qualitative interview will be described in detail along with the process of conducting
interview. The gathered information will be evaluated and displayed using information

USER EXPERIENCE DESIGN3
architecture, user person and few more elements. The actual wireframe and prototype of the
application has been developed to achieve the surface plane objectives.
Strategy Plane Research:
UX qualitative interview:
User Interview can be considered to be as the best method for extracting information
from different users for having an understanding about user experience. It mere focus on
usability understanding and ideation. UX qualitative interview can be easily conducted that can
be conducted by any person who can ask a question and record answer. User Interview is
platform where researcher asks a list of question and lookup for record response from user. It is

USER EXPERIENCE DESIGN4
mainly used for examining the overall experience of user and product usability. Ideal interview
generally takes place in between two UX researcher and one user. The first UX researcher
emphasizes on having question followed by guiding interview by the help of interviewer.
Simultaneously the second person will be writing down what the participant answers. If anyhow,
the second researcher is not there, then recording of video and audio for interview can be done
for this interview. This is mainly done for recording all the required information. If the
researcher makes question on the given notes, then there is option of interview which can be
derailed and tough to manage. The qualitative interview has been conducted for UX design of
click retail. The store is mere inclusive of retail products like electronics, toys and clothing that is
needed by millions of customers.
Most of the work is based on user-centered design (UCD) practices that require some of
kind of interview. Interview mainly comes into picture for performing a list of task like
 Selection of required participants for research.
 Moderating the overall usability studies.
 Briefing and debriefing at the time of usability evaluation.
 Conducting and focusing on groups.
 Going for phone interview option when individual cannot afford to travel to a particular
site.
 Collecting all the required information about task and workflow which is available in the
field.
 Promising the visit of sites.

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Knowledgeable: Interviewer is very much familiar with the research questions and so the
whole focus is on interview. There is a need for some of background research in this particular
domain and context of the interview (Hermann, Pentek and Otto 2016). Interviewer needs to be
familiar with some of the basic terminology that is available in this domain.
Clear: Interviewer should make use of language which is suitable for participant. In
addition, he or she needs to avoid any kind of acronyms and jargons.
Structuring: It is the duty the interviewer to explain the goal of the interview clearly. The
participants are asked about various question with respect to topic and procedure.
Steps of Conduct User Interview
Interview conduction is considered to be a summation of simple question which is needed
for running script. There is list of steps which should be taken for making the process a bit more
useful (Jenny et al. 2018). Kyle Yates, who is 30 years old is a well-known resident of Bristol.
He has a busy professional life and tries to put balance as much possible. This particular person
enjoys travelling a lot. Kyle is not attracted to idea of purchasing product through online
platform but he needs to check the product availability on offline platform. Irrespective of
necessity of a product for purchase, the point that should be taken into account is the level of
satisfaction. The person who is interview is Racheal. Home life of Rachel is found to be hectic,
where she has all the responsibilities of children and home. They have a nice home, but it would
be great if they can afford a holiday. Husband David comes up with high paying jobs in Finance.
Making the interview comfortable: Interviewer needs to dress in similar manner to them,
which will help them in testing a particular product or idea. Before the starting of interview, they
need to be dressed up in suitable cloth which will help them to have good interview.