2024

User Experience and Interface Design

Assignment

S.S. Kishanthan,
ESOFT Metro Campus,
Negombo,
8/10/2024.
Higher Nationals
Internal verification of assessment decisions – BTEC (RQF)
INTERNAL VERIFICATION – ASSESSMENT DECISIONS

Programme title BITEC Higher National Diploma in Computing

Assessor Internal Verifier

Unit 36- User Experience and Interface Design
Unit(s)

Assignment title User experience design for E-video cloud

Student’s name
List which assessment criteria Pass Merit Distinction
the Assessor has awarded.

INTERNAL VERIFIER CHECKLIST

Do the assessment criteria awarded match

those shown in the assignment brief? Y/N

Is the Pass/Merit/Distinction grade awarded

justified by the assessor’s comments on the Y/N
student work?
Has the work been assessed
Y/N
accurately?
Is the feedback to the student:
Give details:
• Constructive? Y/N
• Linked to relevant assessment criteria? Y/N
• Identifying opportunities for Y/N
improved performance?
• Agreeing actions? Y/N
Does the assessment decision need
Y/N
amending?

Assessor signature Date

Internal Verifier signature Date

Programme Leader signature (if required)
Date

Confirm action completed

Remedial action taken
Give details:

Assessor signature Date

Internal Verifier
Date
signature
Programme Leader
Date
signature (if required)
 Assignment Feedback Form
Student Name/ID

Unit Title Unit 36- User Experience and Interface Design

Assignment Number Assessor

Date Received
Submission Date
1st submission
Date Received 2nd
Re-submission Date
submission
Assessor Feedback:
LO1 Research User Experience and Interface Design in relation to end user requirements in
a User Interface concept
Pass, Merit & Distinction P1 P2 M1 M2 D1
Descripts
LO2 Plan a User Experience map and Interface Design for a User Interface concept for a
target end use
Pass, Merit & Distinction P3 P4 M3 M4 D2
Descripts

LO3 Build a User Interface concept and test it with end users for enhancement purposes

Pass, Merit & Distinction P5 P6 M5 M6

Descripts
LO4 Evaluate user feedback and test results from interaction with the User Interface
concept to determine improvements
Pass, Merit & Distinction P7 P8 M7 D3
Descripts

Grade: Assessor Signature: Date:

Resubmission Feedback:

Grade: Assessor Signature: Date:

Internal Verifier’s Comments:

Signature & Date:

* Please note that grade decisions are provisional. They are only confirmed once internal and external moderation has taken place and grades
decisions have been agreed at the assessment board.

S.S. KISHANTHAN, - UNIT 36 2

Assignment Feedback
Formative Feedback: Assessor to Student

Action Plan

Summative feedback

Feedback: Student to Assessor

Assessor Date
signature

Date

S.S. KISHANTHAN, - UNIT 36 3

 Student
signature

General Guidelines

1. A Cover page or title page – You should always attach a title page to your assignment. Use previous
page as your cover sheet and make sure all the details are accurately filled.
2. Attach this brief as the first section of your assignment.
3. All the assignments should be prepared using a word processing software.
4. All the assignments should be printed on A4 sized papers. Use single side printing.
5. Allow 1” for top, bottom, right margins and 1.25” for the left margin of each page.

Word Processing Rules

1. The font size should be 12 point, and should be in the style of Time New Roman.
2. Use 1.5 line spacing. Left justify all paragraphs.
3. Ensure that all the headings are consistent in terms of the font size and font style.
4. Use footer function in the word processor to insert Your Name, Subject, Assignment No, and
Page Number on each page. This is useful if individual sheets become detached for any reason.
5. Use word processing application spell check and grammar check function to help editing your
assignment.

Important Points:

1. It is strictly prohibited to use textboxes to add texts in the assignments, except for the compulsory
information. eg: Figures, tables of comparison etc. Adding text boxes in the body except for the
before mentioned compulsory information will result in rejection of your work.
2. Carefully check the hand in date and the instructions given in the assignment. Late submissions
will not be accepted.
3. Ensure that you give yourself enough time to complete the assignment by the due date.
4. Excuses of any nature will not be accepted for failure to hand in the work on time.
5. You must take responsibility for managing your own time effectively.
6. If you are unable to hand in your assignment on time and have valid reasons such as illness, you
may apply (in writing) for an extension.
7. Failure to achieve at least PASS criteria will result in a REFERRAL grade.
8. Non-submission of work without valid reasons will lead to an automatic RE FERRAL. You will then
be asked to complete an alternative assignment.
9. If you use other people’s work or ideas in your assignment, reference them properly using
HARVARD referencing system to avoid plagiarism. You have to provide both in-text citation and
a reference list.
10. If you are proven to be guilty of plagiarism or any academic misconduct, your grade could be
reduced to A REFERRAL or at worst you could be expelled from the course

S.S. KISHANTHAN, - UNIT 36 4

Student Declaration

I hereby, declare that I know what plagiarism entails, namely to use another’s work and to present it as
my own without attributing the sources in the correct form. I further understand what it means to copy
another’s work.

1. I know that plagiarism is a punishable offence because it constitutes theft.

2. I understand the plagiarism and copying policy of Pearson UK.
3. I know what the consequences will be if I plagiarise or copy another’s work in any of the
assignments for this program.
4. I declare therefore that all work presented by me for every aspect of my program, will be my own,
and where I have made use of another’s work, I will attribute the source in the correct way.
5. I acknowledge that the attachment of this document signed or not, constitutes a binding
agreement between myself and Pearson UK.
6. I understand that my assignment will not be considered as submitted if this document is not
attached to the assignment.

Student’s Signature: Date:

(Provide E-mail ID) (Provide Submission Date)

S.S. KISHANTHAN, - UNIT 36 5

 Higher National Diploma in Business
Assignment Brief
Student Name /ID Number

Unit Number and Title Unit 36: User Experience and Interface Design

Academic Year 2022/23

Unit Tutor

Assignment Title User Experience Design for e-video cloud

Issue Date

Submission Date

IV Name & Date

Submission format

The submission should be in the form of an individual report written in a concise, formal business
style using single spacing (refer to the assignment guidelines for more details). You are required
to make use of headings, paragraphs, and subsections as appropriate, and all work must be
supported with research and referenced using Harvard referencing system. Please provide in-text
citation and a list of references using Harvard referencing system.

The recommended word count is 4,500–5,000 words excluding annexures.

Minimum word count – 4,500
Maximum word count – 5,000

S.S. KISHANTHAN, - UNIT 36 6

Unit Learning Outcomes:

LO1. Research User Experience and Interface Design in relation to end user
requirements in a User Interface concept.

LO2. Plan a User Experience map and Interface Design for a User Interface concept
for a target end user.

LO3. Build a User Interface concept and test it with end users for enhancement
purposes.

LO4. Evaluate user feedback and test results from interaction with the User Interface
concept to determine improvements.

S.S. KISHANTHAN, - UNIT 36 7

Assignment Brief and Guidance:

Scenario

e-video cloud (EVC) is an emerging, cloud based, online video platform developed in Sri Lanka
by a tech start-up founded by a group of young graduates. EVC team is hiring you as an
Associate User Experience Engineer, putting you in-charge with designing UI of the EVC system.

You need to thoroughly consider about following features when you are designing the UI,

• EPN: e-video producer network: A music producer can register, sign up, publish or un-
publish their work, monitor the distribution of their published videos, view their account
balance and to withdraw the balance through a cheque.
• eVideo Discovery: A registered user can look up artists, director, producer and find
videos they like. Once the eVideo Discovery is made, the user has options to
o Rent a video for 3 months: Videos will be available in My Library.
o Own a video: Video will be available in My Library until user cancels the
subscription.
• My Library: Include all films, videos & playlists available to the user at that time. User
has options to view and sort by IMDB Ratings, Genre, Year, Source (Rented, Own, Gifted)
and etc. User has options to select a video and
o Preview it
o Add it to a playlist
o Gift it to a friend (for a week, Permanently, just one watch) (* When gifted, it
will be greyed out from My Library for the ‘Gifted duration’. If it is a permanent
gift, clicking on it will bring user back to the eVideo Discovery and indicate”
already selected”)
o “Find Video Like This” will take the user to discovery section to find similar
videos, director and genre.
• eM Player: When user plays a video or a list, the user will be brought to the eM Player
which gives play controls and allow different playlist manipulations. It also contains

S.S. KISHANTHAN, - UNIT 36 8

 records of previous play-lists and gives user to rate the presently playing video. In
addition, player also contains the previously discussed “Video Like This” and “Gift”
options which can be applied to the selected video or selected play-list.
• Settings: Will give user the options to manage visual appearance, language settings,
payment options and options to manage devices connected to user’s EVC account.

S.S. KISHANTHAN, - UNIT 36 9

Activities / Tasks:

Activity 01:
Write an elaborative report to the board of directors of EMC to convince them why they need to
increase their focus on the user interface and user experience in addition to the system’s feature
set to achieve the company’s corporate goal. This report should include following areas.

• Present an overview of UE and UI design and assess standard tools available in UE & UI
design. Analyze the Impact of UE & UI methodology in Software Development life Cycle
and evaluate specific forms of UE-UI.
• Recognize, review and evaluate different forms of UE-UI and their end-user testing
requirements by referring to advantages and disadvantages of them for different testing
outcomes. Justify their use in a User Interface concept method available for testing for
user requirements against the UE-UI design.

Activity 02:

• Review different end users of EVC using user categorizations, classifications and behavior
modelling techniques and select a specific end user from the identified categories. Appraise
and develop user ‘Persona’ for the identified user. Present your empathy map, experience
map and customer journey map.
• Apply a relevant development methodology to develop interaction / interface for the
Persona developed in the above and devise a plan to test User Interface Design
methodology and tools selected against end user requirements. Justify your selection.

S.S. KISHANTHAN, - UNIT 36 10

Activity 03:
Examine and employ appropriate tools that can be used to develop the interface/ interaction
designed in activity 2. Create a plan to test the interface / interaction you created using the
appropriate tools for testing.

Activity 04:

• Conduct a user experiment for the developed interface and examine feedback. Analyze
feedback received and make multiple iterations of the interface based on the outcome of
the analysis. Critically Evaluate the feedback and tests results received for multiple
iterations of the final interface developed in activity 3.
• You then must compare it against the original plan/ user requirements and discuss your
insight in using prototyping by critically evaluating the overall success of concept of the
interface you developed. Suggest ways in which any future versions of the UI you
developed can be improved.

S.S. KISHANTHAN, - UNIT 36 11

 Grading Rubric

Grading Criteria Achieved Feedback

LO1 Research what aspects of User Experience and Interface Design are necessary and appropriate to
desires and attitudes when using a user interface concept.
P1 Recognize specific forms of User Experience and
Interface Design and end-user testing requirements.
P2 Assess standard tools available for use in User
Experience and Interface Design.
M1 Analyze the impact of common User Experience and
Interface Design methodology in the software
development lifecycle.
M2 Review specific forms of User Experience and
Interface Design and advantages and disadvantages of
end-user testing requirements for appropriateness to
different testing outcomes.
D1 Evaluate specific forms of User Experience and
Interface Design and justify their use in a User Interface
concept.
LO2 Plan a User Experience map and Interface Design for a User Interface concept for a target end u
P3 Review different end-user categorisations, classifications
and behaviour modelling techniques.

P4 Appraise a specific end user and an appropriate

User Experience and Interface Design methodology to test
with this user type.

M3 Apply end user classification and behaviour modelling to

select an appropriate Interface Design methodology.

M4 Devise a plan to use appropriate User Interface Design

methodology and tools to conduct end-user testing.

S.S. KISHANTHAN, - UNIT 36 12

D2 Develop multiple iterations of your User Interface concept
and modify each iteration with enhancements gathered from
user feedback and experimentation.

LO3 Build a User Interface concept and test it with end users for enhancement purposes
P5 Examine appropriate tools to develop a user interface.

P6 Conduct end-user experiments and examine

feedback see if it satisfies emotions, desires and
attitudes as planned.

M5 Employ an appropriate set of tools to develop your plan

into a user interface.

M6 Analyse end-user feedback and build a new

iteration of your User Interface modified with the most
important feedback and enhancements.

LO4 Evaluate user feedback and test results from interaction with the User Interface concept to det
P7 Review end-user feedback from multiple iterations
of the User Interface.

S.S. KISHANTHAN, - UNIT 36 13

 P8 Suggest steps to improve in future versions of your
UI.

M7 Undertake a critical review and compare your final

user interface and your test results with the original
plan.

D3 Critically evaluate the overall success of your User

Interface concept and discusses your insight using
prototyping.

S.S. KISHANTHAN, - UNIT 36 14

DECLARATION

This report outlines the detailed User Interface (UI) design for the e-Video Cloud (EVC)
system, a cutting-edge cloud-based video platform developed by a tech start-up in Sri
Lanka. As an Associate User Experience Engineer, I have carefully crafted a UI that
prioritizes a smooth and intuitive user experience. Key features include the e-Video
Producer Network (EPN), e-Video Discovery, My Library, eM Player, and Settings. Each
of these components has been thoughtfully designed to enhance user interaction,
streamline accessibility, and boost overall satisfaction. The UI design follows established
user experience principles, ensuring that the platform is engaging and easy to navigate for
both video creators and viewers. Through this design, EVC aims to provide a powerful
yet user-friendly interface that meets the diverse needs of its users.

S.S. Kishanthan,
Date: 8/10/2024

S.S. KISHANTHAN, - UNIT 36 15

INTRODUCTION

The e-Video Cloud (EVC) is a cutting-edge cloud-based video platform developed by a

Sri Lankan tech start-up, founded by a team of innovative young graduates. Designed to
transform the way users engage with and manage video content, the EVC platform focuses
on delivering an exceptional user experience. As an Associate User Experience Engineer,
my role involves crafting the User Interface (UI) for the EVC system, ensuring it aligns
with the diverse needs of its user base. This report details the UI design strategies and
features for essential components of the EVC system, including the e-Video Producer
Network (EPN), e-Video Discovery, My Library, eM Player, and Settings. The primary
goal is to create an intuitive, efficient, and engaging interface that enhances content
discovery and management for both video creators and viewers.

S.S. KISHANTHAN, - UNIT 36 16

ACKNOWLEDGEMENT
I would like to extend my heartfelt thanks to ESOFT Metro Campus, Negombo, for
equipping me with the knowledge and resources that have been crucial in undertaking this
project. I am especially grateful to my lecturer for their unwavering support, guidance,
and encouragement throughout my academic journey. Their expertise and mentorship
have played a pivotal role in refining my skills and approach to user experience design,
and I deeply appreciate their contribution to my growth in this field.

I would also like to express my deep gratitude to the EVC team for allowing me to
contribute to their pioneering platform as an Associate User Experience Engineer. Their
vision and commitment have continually inspired me throughout this project. I am equally
thankful to my colleagues and mentors for their unwavering support and valuable
feedback, which have been instrumental in shaping the UI design. Lastly, I appreciate the
contributions of all stakeholders, whose insights have played a critical role in the
development and enhancement of the EVC system's User Interface.

S.S. Kishanthan,
Undergraduate at ESOFT Metro Campus,
Negombo.

S.S. KISHANTHAN, - UNIT 36 17

TABLE OF CONTENTS
DECLARATION ................................................................................................................. 15
INTRODUCTION............................................................................................................... 16
ACKNOWLEDGEMENT ................................................................................................... 17
TABLE OF CONTENTS ..................................................................................................... 18
List of Figures .................................................................................................................... 19
Activity 01 .......................................................................................................................... 20
1.1. Overview of UI and UE Design .............................................................................. 20
1.2. Impact of UI/UE Methodology in the Software Development Life Cycle (SDLC) . 28
1.3. Evaluating Different Forms of UE-UI and Their Testing Requirements ................ 30
1.4. User Interface Concept Testing for User Requirements ......................................... 33
Activity 02 .......................................................................................................................... 35
2.1. Review of Different End Users of EVC ....................................................................... 35
2.2. Selecting a Specific End User ..................................................................................... 37
2.3. Persona Development ................................................................................................. 40
2.4. Empathy Map .............................................................................................................. 43
2.5. Experience Map .......................................................................................................... 46
2.6. Customer Journey Map ............................................................................................... 49
2.7. Development Methodology ......................................................................................... 52
2.8. Testing Plan ................................................................................................................ 54
Activity 03 .......................................................................................................................... 57
3.1. Examine and Employ Appropriate Tools for Interface/Interaction Development ...... 57
3.2. Plan to Test the Interface/Interaction Created ........................................................... 59
3.3. Testing Plan for the Interface/Interaction .................................................................. 62
Activity 04 .......................................................................................................................... 65
4.1. Conducting a User Experiment ................................................................................... 65
4.2. Analyzing Feedback and Making Iterations ............................................................... 68
4.3. Critical Evaluation of Feedback and Test Results ...................................................... 71
4.4. Suggestions for Future Versions of the UI .................................................................. 75
References .......................................................................................................................... 79

S.S. KISHANTHAN, - UNIT 36 18

List of Figures

Figure 1: Differences Between UI and UE Design ............................................................ 21

Figure 2: Sketch ................................................................................................................. 22
Figure 3: Figma ................................................................................................................. 22
Figure 4: Adobe XD ........................................................................................................... 23
Figure 5: InVision .............................................................................................................. 24
Figure 6: Marvel ................................................................................................................ 25
Figure 7: Axure .................................................................................................................. 25
Figure 8: Balsamiq ............................................................................................................ 26
Figure 9: Hotjar ................................................................................................................. 27
Figure 10: Software Development Life Cycle .................................................................... 29
Figure 11: Empathy Map ................................................................................................... 45
Figure 12: Experience Map ............................................................................................... 48
Figure 13: Customer Journey Map .................................................................................... 51

S.S. KISHANTHAN, - UNIT 36 19

Activity 01

1.1. Overview of UI and UE Design

User Interface (UI) Design: It is the visual and interactive interface with which a user
comes across while using any software. It deals with the look, feel, layout, and the
responsivity of the interface. The main aim of UI design is to provide an intuitive,
aesthetically pleasing interface that will smoothly guide users through the system.

• Visual Elements: This is through the use of colors, typography, icons, and images.
These elements need to be the same and in accordance with the identity of the
brand.
• Interactive Components: Buttons, menus, forms, and other interactive elements
must be designed for ease of use. They should provide clear feedback and allow
users to perform actions efficiently.
• Layout and Navigation: Information and navigation should be structured
logically and in a way that is easily understood. No user must get confused while
searching for information or doing any other task.

User Experience (UE) Design: It is concerned with the overall experience a user
experiences while he interacts with the system. This goes beyond merely being a look and
feel of the interface, diving deep into the details of how users think and react to a system.
UE design targets creating a positive, efficient, and satisfying experience for users.

• Usability: One of the key aspects of UE design is that the system be easy to use and
understand. It generally means lightening the learning curve and decreasing errors.
• Accessibility: It should be accessible to all users, including the differently abled.
This is related to a number of factors, including screen readers, keyboard
navigation, and colour contrast.
• Emotional Impact: UE design also takes into account how users feel when
interacting with the system. Positive emotions like satisfaction and trust contribute
to a better user experience.

S.S. KISHANTHAN, - UNIT 36 20

 Figure 1: Differences Between UI and UE Design

Standard Tools for UI/UE Design

1. Sketch
• Description: Sketch is a popular vector-based design tool for macOS. It is widely
used for creating wireframes, mockups, and prototypes.
• Features:
o Artboards: Allows designers to work on multiple screens or pages within
the same project.
o Symbols: Enables reuse of design elements across different artboards,
ensuring consistency.
o Plugins: A vast library of plugins enhances functionality, including tools
for prototyping, collaboration, and design system management.

• Best For: UI design, wireframing, and creating high-fidelity prototypes.

S.S. KISHANTHAN, - UNIT 36 21

 Figure 2: Sketch

2. Figma
• Description: Figma is a cloud-based design tool that supports real-time
collaboration. It is used for UI/UX design, prototyping, and creating design
systems.
• Features:
o Real-time Collaboration: Multiple users can work on the same design
simultaneously, making it ideal for team projects.
o Components and Variants: Allows for creating reusable components and
variations, streamlining design updates.
o Prototyping: Built-in prototyping tools for creating interactive designs and
user flows.
• Best For: Collaborative design work, prototyping, and managing design systems.

Figure 3: Figma

S.S. KISHANTHAN, - UNIT 36 22

3. Adobe XD
• Description: Adobe XD is a vector-based design tool developed by Adobe for
creating wireframes, prototypes, and high-fidelity designs.
• Features:
o Design and Prototype: Integrated tools for designing and prototyping
within the same application.
o Auto-Animate: Allows designers to create smooth transitions and
animations between artboards.
o Integration: Seamless integration with other Adobe Creative Cloud apps.
• Best For: Comprehensive design and prototyping, especially for users already
within the Adobe ecosystem.

Figure 4: Adobe XD

S.S. KISHANTHAN, - UNIT 36 23

4. InVision
• Description: InVision is a prototyping and collaboration platform that allows
designers to create interactive mockups and gather feedback.
• Features:
o Interactive Prototypes: Enables designers to create clickable prototypes
with transitions and interactions.
o Feedback Tools: Allows stakeholders to leave comments and annotations
directly on the prototype.
o Design System Manager: Helps in managing and maintaining design
systems.
• Best For: Creating interactive prototypes and gathering user feedback.

Figure 5: InVision

5. Marvel
• Description: Marvel is a design and prototyping tool known for its simplicity and
ease of use. It is used for creating interactive prototypes and collaborating with
teams.
• Features:
o Easy Prototyping: Simple interface for creating interactive prototypes
without extensive design skills.
o User Testing: Built-in tools for conducting user testing and gathering
feedback.
o Handoff: Provides design specifications and assets for developers.
• Best For: Quick prototyping and user testing, especially for non-designers.

S.S. KISHANTHAN, - UNIT 36 24

 Figure 6: Marvel

6. Axure
• Description: Axure is a comprehensive tool for creating wireframes, prototypes,
and detailed specifications. It is known for its advanced prototyping capabilities.
• Features:
o Dynamic Content: Allows for creating dynamic and interactive prototypes
with complex interactions and conditions.
o Design Specifications: Generates detailed specifications and
documentation for developers.
o Team Collaboration: Supports team collaboration and version control.
• Best For: Complex prototypes with advanced interactions and detailed
documentation.

Figure 7: Axure

S.S. KISHANTHAN, - UNIT 36 25

7. Balsamiq
• Description: Balsamiq is a wireframing tool designed to create low-fidelity
wireframes quickly. It focuses on layout and structure rather than visual design.
• Features:
o Sketch-like Appearance: Mimics hand-drawn sketches, making it easy to
focus on layout and functionality.
o Drag-and-Drop Components: Simple drag-and-drop interface for creating
wireframes.
o Rapid Prototyping: Facilitates fast creation of wireframes and mockups.
• Best For: Early-stage wireframing and brainstorming.

Figure 8: Balsamiq

8. Hotjar
• Description: Hotjar is a user analytics and feedback tool that provides insights into
user behavior on websites and applications.
• Features:
o Heatmaps: Visual representation of where users click, scroll, and hover on
a page.
o Session Recordings: Records user interactions to analyze behavior and
identify usability issues.
o Surveys and Feedback: Collects user feedback directly through surveys
and feedback widgets.

• Best For: Understanding user behavior and gathering feedback to improve UI/UX.

S.S. KISHANTHAN, - UNIT 36 26

 Figure 9: Hotjar

9. UserTesting
• Description: UserTesting is a platform for conducting remote usability testing and
gathering user feedback through recorded sessions and surveys.
• Features:
o Remote Usability Testing: Facilitates testing with real users in their own
environment.
o Custom Test Scenarios: Allows for creating specific test scenarios and
tasks for users to complete.
o Insights and Analysis: Provides detailed analysis and insights based on
user feedback.
• Best For: Conducting usability tests and collecting qualitative user feedback.

Importance of UI/UE Design:

• User Retention: A well-designed UI and positive user experience are essential for
keeping users engaged and encouraging them to return.
• Competitive Advantage: In a crowded market, a superior UI/UE can differentiate
a product from its competitors.
• Reduced Support Costs: A user-friendly interface reduces the need for customer
support, as users can navigate the system without assistance.

• Improved User Satisfaction: A seamless and intuitive design enhances overall

user satisfaction, leading to positive word-of-mouth and increased adoption.

S.S. KISHANTHAN, - UNIT 36 27

1.2. Impact of UI/UE Methodology in the Software Development
Life Cycle (SDLC)

The methodologies regarding UI-UE really played a very important role in SDLC. These
methodologies make sure the developed software is not only functional but also user-
friendly, engaging, and caters to the needs of users. Integration of these methodologies
within SDLC can have huge impacts on the final quality delivered and the success
achieved by the project.

1. Requirement Gathering & Analysis:

• UI/UE Impact: UI/UE methodologies in the requirement gathering phase help
understand and document user needs, preferences, and pain points. This phase
consists of user research, interviews, and surveys for gathering insights.
• Benefits:
o User-Centered Requirements: Ensures that the requirements are based on
actual user needs rather than assumptions.
o Early Identification of Issues: Identifies potential usability issues and
preferences early, leading to more accurate requirements.

2. Design Phase:
• UI/UE Impact: It is during this phase that UI/UE methodologies provide guidance
on the development of wireframes, mockups, and prototypes. Visual design, layout,
and patterns of user interaction are the focus.
• Benefits:
o Iterative Design: Allows for iterative design and refinement through user
feedback and testing, leading to more user-friendly interfaces.
o Enhanced Usability: Ensures that the design aligns with user expectations
and improves overall usability.

3. Development Phase:
• UI/UE Impact: UI/UE methodologies guarantee that the product being designed,
during the development phase, shall be in actualization what is conceived it to be,
with smooth and easy interactions between the user and the product. The stage also
calls for close coordination between the designers and the developers.
• Benefits:
o Design Fidelity: Maintains the integrity of the design through continuous
review and collaboration.
o Reduced Rework: Early identification of design issues reduces the need for
extensive rework and modifications later.

S.S. KISHANTHAN, - UNIT 36 28

4. Testing Phase:
• UI/UE Impact: Testing methods within the UI/UE include usability testing, A/B
testing, and user feedback sessions to validate whether the design is meeting user
needs and actually performing well in the course of testing.
• Benefits:
o Validation of Design: Confirms that the design functions as intended and
meets user expectations.
o Identification of Issues: Uncovers usability issues and areas for
improvement before the final release.

5. Deployment & Maintenance Phase:

• UI/UE Impact: The UI/UE methodologies do not just stop here but are at work
even after deployment—eliciting feedback from the user, observing user
interactions, and making adjustments wherever necessary.
• Benefits:
o Continuous Improvement: Allows for ongoing enhancements based on
user feedback and changing needs.
o Increased User Satisfaction: Ensures that the software remains relevant
and user-friendly over time.

Overall Impact:
• Improved User Satisfaction: By integrating UI/UE methodologies throughout the
SDLC, the final product is more likely to meet user expectations and provide a
positive experience.
• Enhanced Efficiency: Identifying and addressing design issues early in the SDLC
reduces the risk of costly changes and rework later.
• Competitive Advantage: A well-designed user interface and experience can
differentiate the product in a competitive market, leading to higher user adoption
and retention.

Figure 10: Software Development Life Cycle

S.S. KISHANTHAN, - UNIT 36 29

1.3. Evaluating Different Forms of UE-UI and Their Testing
Requirements

UE and UI designs; their testing requirements are of prime importance when EVC or any
such system aims to deliver a user-friendly effective system to the end-user. All types of
UE-UI designs serve different purposes with specific needs for testing for the desired user
experience.

1. Low-Fidelity Prototypes (Wireframes)

• Description: Low-fidelity prototypes are simplistic and roughly drawn to indicate
the basic structure and layout of a user interface without detailed design features.
• Advantages:
o Quick and Cost-Effective: Easy to create and modify, allowing for rapid
iteration and feedback.
o Focus on Functionality: Emphasizes layout and user flow rather than
visual design.
• Disadvantages:
o Limited Visual Detail: Does not provide a realistic representation of the
final product’s look and feel.
o Less User Engagement: Users may find it difficult to engage with abstract
designs.
• Testing Requirements:
o Usability Testing: Evaluate if the layout and navigation make sense and if
users can complete basic tasks.
o Feedback Collection: Gather initial impressions and suggestions for
improvements.

2. High-Fidelity Prototypes
• Description: High-fidelity prototypes depict detailed and interactive models of the
final design, replicating accurate visuals and interactions.
• Advantages:
o Realistic Representation: Provides a closer approximation of the final
product’s look and feel.
o Interactive Feedback: Allows users to interact with the prototype as they
would with the actual product.
• Disadvantages:
o Time-Consuming: Requires more time and resources to create.
o Potential Overemphasis on Visuals: Focus on design details might
overshadow usability aspects.

S.S. KISHANTHAN, - UNIT 36 30

 • Testing Requirements:
o Usability Testing: Validate that the design meets user expectations and
performs well in real-world scenarios.
o A/B Testing: Compare different design variations to determine which one
performs better with users.
o Accessibility Testing: Ensure that the design is accessible to users with
disabilities.

3. Interactive Mockups
• Description: Interactive prototypes through clickable elements and basic
interactions are usually employed to mimic a user's experience in presenting certain
features or user flows.
• Advantages:
o Demonstrates Interactions: Helps stakeholders and users experience how
the product will work interactively.
o Useful for User Testing: Provides a functional view of the design for more
meaningful feedback.
• Disadvantages:
o May Not Reflect Final Performance: Interactivity may be limited
compared to the final product.
o Resource Intensive: Creating and maintaining interactive mockups can be
time-consuming.
• Testing Requirements:
o Interaction Testing: Assess how well users can interact with the prototype
and if the interactions are intuitive.
o Feedback Gathering: Collect user feedback on the functionality and flow
of interactive elements.

4. Low-Fidelity to High-Fidelity Evolution

• Description: As more detailing is included, the process of transitioning further and
further into high-fidelity prototyping goes on in increments.
• Advantages:
o Iterative Improvement: Allows for refining the design through multiple
stages based on user feedback.
o Structured Development: Provides a clear path from initial concepts to
final design.
• Disadvantages:
o Requires Coordination: Needs effective communication between design
and development teams to ensure smooth transitions.
o Potential for Misalignment: Risk of discrepancies between initial
wireframes and final high-fidelity designs.

S.S. KISHANTHAN, - UNIT 36 31

 • Testing Requirements:
o Continuous Usability Testing: Perform usability tests at each stage to
ensure alignment with user needs and expectations.
o Consistency Checks: Ensure that design changes are consistent and do not
introduce new issues.

5. User Feedback and Usability Testing

• Description: Collecting feedback from users and conducting usability tests
throughout the design process to validate and improve the UI/UE.
• Advantages:
o Direct Insights: Provides valuable information on user needs, preferences,
and pain points.
o Real-World Validation: Confirms that the design performs well in actual
use cases.
• Disadvantages:
o Feedback Bias: Users may provide biased or inconsistent feedback.
o Resource Intensive: Requires time and effort to conduct and analyze tests.
• Testing Requirements:
o Usability Testing: Evaluate overall ease of use, navigation, and user
satisfaction.
o Feedback Analysis: Analyze feedback to identify common issues and areas
for improvement.

S.S. KISHANTHAN, - UNIT 36 32

1.4. User Interface Concept Testing for User Requirements
UI Concept Testing is one of the most critical stages in the development of the e-video
cloud (EVC) platform. The design concepts are evaluated to ascertain whether they
answer user requirements and expectations prior to their final implementation. This
process refines and optimizes the user experience, identifying issues that crop up earlier
on in the process and making necessary changes based on real user feedback.

Importance of UI Concept Testing

• Validation of Design Concepts: Ensures that the proposed UI concepts align with
user needs and preferences. This reduces the risk of developing features or designs
that do not resonate with users.
• Improved Usability: By testing early concepts, potential usability issues can be
identified and addressed, leading to a more intuitive and user-friendly interface.
• Enhanced User Satisfaction: Ensures that the final product meets user
expectations, which can improve overall user satisfaction and engagement with the
EVC platform.

Methods of UI Concept Testing

• Wireframe Testing:
o Description: Testing basic wireframes or low-fidelity prototypes that
outline the structure and layout of the UI without detailed design elements.
o Purpose: To validate the overall layout, navigation flow, and functionality
of the interface.
o Testing Techniques: Usability testing with a focus on layout and task
completion; feedback collection on navigation and content placement.
• High-Fidelity Prototype Testing:
o Description: Testing detailed and interactive prototypes that closely
resemble the final product, including visual design and interactive elements.
o Purpose: To assess the visual appeal, interaction patterns, and overall user
experience.
o Testing Techniques: Usability testing, A/B testing for different design
variations, and accessibility testing to ensure inclusivity.

S.S. KISHANTHAN, - UNIT 36 33

 • Interactive Mockups Testing:
o Description: Testing interactive mockups that simulate user interactions
with clickable elements and basic functionality.
o Purpose: To evaluate the effectiveness of interactive elements and user
flows.
o Testing Techniques: Interaction testing, feedback on functionality, and
identification of any interaction issues.

• User Feedback Sessions:

o Description: Gathering feedback from users through surveys, interviews,
or usability testing sessions.
o Purpose: To gain insights into user preferences, pain points, and overall
satisfaction with the UI concepts.
o Testing Techniques: Structured interviews, feedback surveys, and
observational studies during usability tests.

Benefits of UI Concept Testing

• Early Identification of Issues: Detects usability and design issues early in the
development process, allowing for timely corrections and improvements.
• User-Centered Design: Ensures that the final UI design is tailored to meet user
needs and preferences, resulting in a more effective and engaging platform.
• Cost and Time Efficiency: Reduces the risk of costly redesigns and development
delays by addressing issues before the final implementation.

Challenges and Considerations

• Feedback Bias: Users may provide biased feedback based on their personal
preferences or misunderstandings of the design concepts.
• Resource Intensive: Conducting thorough testing requires time, effort, and
resources, which can be challenging for project timelines and budgets.
• Integration with Development: Ensuring that feedback is effectively
communicated to the development team and incorporated into the final design can
be complex.

S.S. KISHANTHAN, - UNIT 36 34

Activity 02
2.1. Review of Different End Users of EVC

In the EVC platform, there exists the need to understand a wide range of end users with
respect to their requirements and preference for a User Interface. The different end users
of EVC can be categorized into classes of roles, goals, and ways of using the platform.
Reviewed hereafter are the various groups of users by use of categorization, classification,
and behavior modeling techniques.

1. Content Creators
Overview: Content creators are users or entities that develop video content and upload it
on the EVC platform. This may take the form of a music producer, movie producer,
vloggers, or any other creative individual or group seeking to use the EVC medium as a
means to distribute their works.

Key Characteristics:
• Goals: Publish content, reach a wider audience, monitor video performance, and
generate revenue.
• Behaviors: Regularly upload new content, engage with audience comments, and
analyze performance metrics.
• Pain Points: Need an easy-to-use content management system, effective
performance tracking tools, and reliable payment options.

Example User:
• A music producer who wants to upload music videos, monitor distribution, and
withdraw earnings.

2. Consumers
Overview: These are users who come to the site to look for videos that they would want
to rent or buy. They may be casual movie viewers, film buffs, or just fans of any genre or
type of creator.

Key Characteristics:
• Goals: Discover new content, manage a personal library of videos, and enjoy high-
quality streaming.
• Behaviors: Search content by genre, director, or artist, rent or buy videos, and create or
manage playlists.
• Pain Points: Seamless browsing experience, easy access to rented or purchased content,
reliable streaming quality.

S.S. KISHANTHAN, - UNIT 36 35

Example User:
• A movie lover who logs into EVC to discover new films, manage their library,
and share with friends.

3. Business Users
Overview: Business users are those using the EVC platform for business purposes, such
as advertisers, partners, or brands looking to collaborate with content creators on
sponsored projects or promote their own products.

Key Characteristics:
•Targets: Engage targeted audiences, collaborate with creators, and analyze campaign
performance.
•Behaviors: Placing ads, sponsoring content, monitoring, and reporting the effectiveness
of their marketing.
•Pain Points: Realizes the need for accurate audience analytics, seamless order placement
processes for ads, and effective collaboration tools.

Example User:
• An advertiser who uses EVC to place targeted ads in videos and track campaigns'
performance.

4. User Categorization and Classification

Personality-Based Categorization:
• Tech-Savvy Users: Confident in navigation across online platforms and expecting
advanced features like customization and detailed analytics.
• Casual Users: Prefer an interface that is easy to use, simple, and not too
complicated.

Goal-Oriented Classification:
• Content-Oriented Users: Focus on finding, enjoying, and sharing videos.
• Revenue-Oriented Users: Focusing on monetizing content and analyzing financial
performance.

5. Behavior Modeling Techniques

Scenario-Based Modeling:
• Scenario 1: A music producer logs into the system to upload a new video, checks
the performance of his previous uploads, and then withdraws his earnings.
• Scenario 2: A consumer browses through, likes a movie, rents for 3 months, adds
to his library.
• Scenario 3: A new campaign creation by an advertiser who targeted the
demographic, sees the engagement rate, and works on the strategy accordingly.

S.S. KISHANTHAN, - UNIT 36 36

Use Cases:
• Content Upload: The steps of a content creator while uploading and managing
his videos.
• Video Discovery: How a consumer navigates through to find and choose a video.
• Ad Placement: The procedure that the business user follows in placing and
managing ads within the platform.

2.2. Selecting a Specific End User

Purpose and Importance

It is concerned with selecting an end user to narrow down this potential diverse range to
a single user, a well-defined persona on which a design team can concentrate. It is very
critical since, while designing for everybody, normally the users end up creating a diluted
user experience, incapable of fully satisfying some particular segment of users. By
focusing on one end user, the design process becomes focused on creating an experience
that's much more intuitive, relevant, and satisfying for the persona.

Selection Process
• User Research and Segmentation: It refers to proper research to help understand
the various kinds of user groups that would play with the EVC platform. It is
concerned with data collection through interviews and surveys, data analysis, and
market studies in order to identify the different user types. Primary user groups for
EVC may include:

o Video Producers: those who will upload and manage content.

o Registered Users: who will discover and consume content.
o Premium Subscribers: who pay for enhanced services.
o Administrators: who govern the platform.

• Segmentation Criteria: The following are most of the bases through which users
can be segmented, including:

o Demographics: Through age, gender, location

o Behavior: Frequency of use, type of content used, interaction with features
o Psychographics: Interests, values, lifestyle
o Goals and Needs: What they would achieve through the platform.

S.S. KISHANTHAN, - UNIT 36 37

 • Prioritize the defined user segments in terms of their importance to the success of
the platform. For example, if EVC's major goals are increasing user engagement
and subscriptions, it has to target frequent users who frequently explore and buy
content.

• Persona Creation: The prioritized segment would elect a representative for

creating a detailed persona. For example, Ayesha—a 27-year-old media enthusiast
who often discovers and rents videos—is picked since she characterizes the key
user type who will significantly use the essential features on the platform.

Elaborate Persona Development

• Overview of Persona:
o Name: Ayesha
o Age: 27
o Occupation: Marketing Professional
o Location: Colombo, Sri Lanka
o Technology Proficiency: High; comfortable with new technology and
digital platforms

• Goals:
o Easily discover new and different video content.
o Keep track of a varied and organized video library.
o Share with friends and engage in social features.

• Challenge:
o Feeling overwhelmed by the number of choices available and struggling
to find the content she likes.
o Looking for a seamless way to manage rented and owned content.
o Getting easy access to sharing and gifting features that wouldn't disrupt her
experience.

• Behavior:
o Logs in every day to see what is new.
o Often searches for videos either under genre or by a director.
o Shares regularly with friends and values their recommendations.

S.S. KISHANTHAN, - UNIT 36 38

Impact on Design and Development
• Focused Design: With Ayesha as the persona, the design team can focus on
features that concern intuitive search and discovery tools, clean and seamless
content management in My Library, and easy sharing options. This will make sure
that the platform remains relevant to her needs and behaviors.

• User-Centric Decision Making: At this stage, every design decision made will
bear Ayesha in mind. For instance, should there be a debate on how to structure
the navigation menu, the team will work out what would make most sense to
Ayesha, according to her behavior and goals.

• Prioritization of Features: Personalized content recommendations, ease of

playlist management, and other features that best fit Ayesha's needs are attended
to first during development.

Advantages of the Focused Approach

• Greater User Satisfaction: By tailoring the design for Ayesha, it is more likely
to meet her expectations, thereby increasing user satisfaction and engagement.

• Clarity of Development: The developers are quite clear about the end user; this
clearly in turn helps in making decisions and brings down ambiguity in the
development process.

• Effective Testing: Testing on users like Ayesha will ensure relevant feedback,
which can be applied directly to the target user group.

S.S. KISHANTHAN, - UNIT 36 39

2.3. Persona Development

1. Purpose and Importance of Persona Development:

Purpose: Persona development is crucial for creating a deep understanding of the users
who will interact with your product. Instead of designing for a generic user, personas
allow you to design for specific, realistic representations of your target audience. This
process ensures that the final product is more relevant, engaging, and effective for those
who will use it.

Importance:
• User-Centric Design: Personas put a human face on user data, allowing designers
to empathize with the users’ needs, frustrations, and motivations.
• Focus and Alignment: Personas help align the entire team (designers, developers,
marketers, etc.) around a shared understanding of who the key users are and what
they need.
• Decision-Making Tool: By referencing personas, teams can make more informed
decisions about features, content, and design elements, ensuring they serve the
users’ needs.

2. Steps in Persona Development:

Research and Data Collection:
• User Interviews: Conduct interviews with potential or existing users to understand
their motivations, behaviors, and pain points.
• Surveys and Questionnaires: Use surveys to gather quantitative data on user
demographics, preferences, and usage patterns.
• Analytics: Analyze usage data from existing platforms or similar products to
identify trends and behaviors among different user groups.
• Market Research: Understand the broader market context, including competitor
analysis and industry trends, to see where your users fit in.

Segmentation:
• Grouping Users: After gathering data, segment users into groups based on shared
characteristics. For example, frequent viewers, casual viewers, content creators, and
premium subscribers.
• Defining Key Characteristics: Identify the most significant factors that
differentiate these segments, such as age, technical proficiency, content
preferences, and goals.

S.S. KISHANTHAN, - UNIT 36 40

Persona Creation:
• Persona Profile: Create a detailed profile for each key user segment. This profile
should include:
o Demographic Information: Age, gender, occupation, location, education
level, etc.
o Psychographics: Interests, lifestyle, values, and attitudes.
o Goals: What the persona wants to achieve using your product (e.g.,
discovering new content, sharing videos with friends).
o Pain Points: The challenges or frustrations the persona faces (e.g.,
difficulty managing a large video library).
o Behavioral Patterns: How the persona interacts with your product (e.g.,
frequently searches for new videos, often shares content on social media).

Example Persona:
• Name: Ayesha Fernando
• Age: 27
• Occupation: Marketing Professional
• Location: Colombo, Sri Lanka
• Technology Proficiency: High – comfortable using new digital platforms and
devices.
• Goals:
o Discover new and interesting video content easily.
o Maintain an organized and diverse video library.
o Share content with friends and engage in social features.
• Pain Points:
o Feels overwhelmed by too many content options and struggles to find videos
that match her taste.
o Finds it difficult to keep track of rented vs. owned content.
• Behavioral Patterns:
o Logs into EVC daily, primarily during evenings.
o Searches for videos by genre, director, or through recommendations.
o Frequently shares and discusses videos with friends, both online and offline.

Persona Scenarios and User Stories:

• Scenarios: Create scenarios that describe how the persona would use the product
in specific situations. For example, "Ayesha is looking for a new movie to watch
on a Friday night. She wants to find something that matches her taste in indie films."

S.S. KISHANTHAN, - UNIT 36 41

 • User Stories: Develop user stories that define what the persona needs from the
product. For instance, "As Ayesha, I want to receive personalized movie
recommendations based on my viewing history so that I can find something I’ll
enjoy quickly."

3. Impact on Design and Development:

Focused Design and Feature Prioritization:
• Personas guide the design team in making decisions that align with the users' needs.
For example, knowing that Ayesha values personalized recommendations, the
design team might prioritize developing a sophisticated recommendation engine
and a user-friendly interface that highlights these suggestions prominently.

User-Centered Interaction Design:

• With Ayesha in mind, interaction designers can create workflows and interactions
that are intuitive and satisfying. For instance, they might design a streamlined
process for adding videos to a playlist or a simple method for sharing content with
friends.

Content Strategy:
• Content and communication strategies can be tailored to resonate with the persona.
For example, promotional messages or notifications can be crafted to appeal to
Ayesha’s interests in indie films and social sharing.

Development and Testing:

• Developers can use personas to focus on features that matter most to users. During
testing, A/B tests can be designed to compare how different user segments (like
Ayesha) respond to various interface designs or features.
• Personas are also valuable in usability testing. Testing with users who fit the
persona profile ensures that feedback is relevant and actionable, leading to more
effective iterations.

4. Benefits of Persona Development:

Enhanced User Empathy:
• Personas foster a deeper understanding of the users, making it easier for designers
and developers to empathize with their needs and frustrations. This leads to more
thoughtful, user-centered design decisions.

Consistency Across Teams:

• Personas serve as a reference point that keeps everyone on the same page. Whether
you're designing, developing, or marketing, the persona ensures that all efforts are
aligned toward satisfying the same user needs.

S.S. KISHANTHAN, - UNIT 36 42

Efficiency in Design and Development:
• By focusing on specific user needs, personas help streamline the design process.
Teams can avoid unnecessary features or design elements that don’t serve the user,
leading to a more efficient and focused development process.

Better Product-Market Fit:

• Products designed with well-developed personas are more likely to resonate with
their target audience, leading to higher adoption rates, better user retention, and
overall success in the market.

2.4. Empathy Map

1. What is an Empathy Map?

An empathy map is a collaborative visualization tool that helps teams develop a deep,
shared understanding of their users. It focuses on capturing the user's feelings, thoughts,
behaviors, and sensory experiences, providing a holistic view of their experience. This
tool is particularly useful in the early stages of product development and design, as it
ensures that the team considers the user’s emotional and psychological states, not just
their functional needs.

2. Purpose and Importance:

Purpose:
• Understand Users on a Deeper Level: The empathy map helps teams move
beyond basic demographics and behavior, delving into the emotional and cognitive
aspects of the user experience.
• Guide Design Decisions: By understanding what users think, feel, see, hear, say,
and do, designers can create more user-centered products that resonate with their
audience.
• Foster Empathy: It promotes empathy within the team, ensuring that the user's
perspective is always at the forefront of the design process.
•
Importance:
• Aligns the Team: An empathy map creates a shared understanding among team
members, ensuring that everyone is on the same page regarding user needs and
experiences.
• Improves User Experience: By focusing on the user's emotions and thoughts,
teams can design products that are not only functional but also emotionally
satisfying.
• Identifies Opportunities: The map helps identify pain points and gaps in the user
experience, leading to better problem-solving and innovation.

S.S. KISHANTHAN, - UNIT 36 43

3. Structure of an Empathy Map:
An empathy map typically consists of the following quadrants:
• Think & Feel:
o What matters to the user?
o What preoccupies their thoughts?
o How do they feel about the experience?
o Example: "Ayesha feels excited about finding a new movie but is also
anxious about making the right choice."
• See:
o What does the user see in their environment?
o What are they exposed to visually?
o Who or what influences them?
o Example: "Ayesha sees a crowded interface with numerous movie options
and promotional banners."
• Hear:
o What is the user hearing from others?
o Who are they listening to?
o How does what they hear influence their decisions?
o Example: "Ayesha hears her friends recommending movies and notices
social media buzz about trending films."
• Say & Do:
o What does the user say out loud?
o What actions do they take?
o How do they express their feelings or thoughts?
o Example: "Ayesha says she’s looking for something new and adds a couple
of indie films to her watchlist."

Additional Elements:
• Pain Points: Identifies the user’s frustrations and obstacles.
o Example: "Ayesha is frustrated by the overwhelming number of choices and
struggles to find something that matches her mood."
• Gains: Describes the user's goals and what they hope to achieve.
o Example: "Ayesha wants to easily discover and enjoy a movie that suits her
taste and mood."

4. How to Create an Empathy Map:

Step 1: Gather Data
• Collect qualitative data from user interviews, observations, surveys, and other
research methods. This data will provide the insights needed to fill out the empathy
map.

S.S. KISHANTHAN, - UNIT 36 44

Step 2: Create the Map
• Draw or print a template with the quadrants (Think & Feel, See, Hear, Say & Do)
and additional elements like Pain Points and Gains.
Step 3: Populate the Map
• Fill in each section based on the collected data. Be as specific and detailed as
possible, using direct quotes or paraphrased insights from real users.
Step 4: Analyze and Discuss
• Review the empathy map with your team. Discuss what you’ve learned about the
user and how this understanding should influence your design decisions.

5. Example of an Empathy Map:

Here’s a visual representation of a typical empathy map:

Figure 11: Empathy Map

S.S. KISHANTHAN, - UNIT 36 45

6. Benefits of Using an Empathy Map:
• User-Centered Focus: Keeps the user's emotional and cognitive experiences
central to the design process.
• Enhanced Communication: Serves as a visual tool that aligns the team’s
understanding of the user.
• Better Design Outcomes: Leads to more intuitive, empathetic, and effective design
solutions.

2.5. Experience Map

1. What is an Experience Map?

An experience map is a visual representation that outlines the complete journey a user
takes when interacting with a product, service, or system. It captures the user's
experiences, emotions, and touchpoints at each stage of their interaction, providing a
holistic view of their journey. Experience maps are particularly useful in identifying pain
points, opportunities, and areas for improvement in the user experience.

2. Purpose and Importance:

Purpose:
• Understand the User Journey: An experience map helps teams visualize the end-
to-end user experience, from the initial interaction to the final outcome.
• Identify Pain Points and Opportunities: By mapping the user's journey, teams
can pinpoint where users face challenges and identify opportunities to enhance the
experience.
• Align Teams: It serves as a tool to align different teams (design, development,
marketing, etc.) around a common understanding of the user's journey.

Importance:
• Improves User Experience: Experience maps ensure that all aspects of the user
journey are considered, leading to more comprehensive and satisfying user
experiences.
• Informs Design Decisions: They provide insights into how users interact with the
product over time, guiding design decisions that improve usability and engagement.
• Enhances Customer Satisfaction: By addressing pain points and enhancing
positive touchpoints, experience maps help increase user satisfaction and loyalty.

S.S. KISHANTHAN, - UNIT 36 46

3. Structure of an Experience Map:
An experience map typically includes the following components:
• User Phases/Stages:
o These are the key phases in the user’s journey, such as Awareness,
Consideration, Purchase, Use, and Post-Use. Each phase represents a
significant part of the user’s interaction with the product.
• Touchpoints:
o These are the interactions between the user and the product at each stage.
Touchpoints can include digital interactions (e.g., using a website), physical
interactions (e.g., using a product), or even emotional interactions (e.g.,
feeling satisfied).
• Actions:
o These are the specific actions the user takes at each touchpoint. For example,
during the Consideration phase, a user might compare different products or
read reviews.
• Emotions:
o This captures the user's emotional state at each stage of the journey. It might
show excitement, frustration, confusion, or satisfaction, depending on the
experience.
• Pain Points and Opportunities:
o Pain points highlight where the user encounters challenges or frustrations,
while opportunities indicate areas where the experience can be improved or
enhanced.

4. Example of an Experience Map:

For an online video platform like EVC, an experience map might look like this:
• Awareness Stage:
o Touchpoint: Social media ad.
o Action: User clicks on the ad to learn more.
o Emotion: Curiosity.
o Pain Point: Confusion about what the platform offers.
• Consideration Stage:
o Touchpoint: Visiting the EVC website.
o Action: Browsing the video catalog.
o Emotion: Interest.
o Pain Point: Overwhelmed by too many options.
• Purchase Stage:
o Touchpoint: Subscription page.
o Action: Signing up for a subscription.
o Emotion: Excitement.
o Pain Point: Concerns about the subscription price.

S.S. KISHANTHAN, - UNIT 36 47

 • Use Stage:
o Touchpoint: Streaming a video.
o Action: Watching a movie from the library.
o Emotion: Enjoyment.
o Pain Point: Buffering issues or poor video quality.
• Post-Use Stage:
o Touchpoint: Receiving a feedback request.
o Action: Providing a rating or review.
o Emotion: Satisfaction or frustration, depending on the experience.
o Opportunity: Encourage sharing on social media to attract more users.

5. Benefits of Using an Experience Map:

• Holistic View: Provides a comprehensive view of the user's journey, ensuring all
interactions are considered.
• User-Centric Design: Helps teams focus on user needs and emotions, leading to
more empathetic and effective designs.
• Improved Communication: Serves as a visual tool that aligns team members and
stakeholders on user experience goals.
• Strategic Insights: Identifies critical pain points and opportunities for improving
the user journey, guiding product development and marketing strategies.

Figure 12: Experience Map

S.S. KISHANTHAN, - UNIT 36 48

2.6. Customer Journey Map

1. What is a Customer Journey Map?

A customer journey map is a visual representation that outlines the steps a customer takes
when interacting with a company, product, or service. It maps out the entire customer
experience from the initial point of contact through to the final interaction, highlighting
key touchpoints, emotions, and potential pain points along the way. This tool helps
businesses understand and optimize the customer experience by seeing it from the
customer’s perspective.

2. Purpose and Importance:

Purpose:
• Understand the Customer’s Perspective: A customer journey map helps
businesses visualize how customers experience their brand, product, or service,
enabling them to empathize with their needs and expectations.
• Identify Pain Points and Opportunities: By mapping out the journey, businesses
can identify areas where customers might face difficulties and where improvements
can be made.
• Improve Customer Experience: The insights gained from a customer journey map
can be used to enhance the overall customer experience, leading to greater
satisfaction and loyalty.

Importance:
• Customer-Centric Focus: It ensures that the customer’s needs and emotions are
considered at every stage, leading to more user-friendly and effective solutions.
• Alignment Across Teams: A customer journey map aligns different departments
(e.g., marketing, sales, customer service) around a common understanding of the
customer’s experience.
• Informed Decision-Making: It provides valuable insights that guide business
decisions related to product development, customer support, and marketing
strategies.
3. Structure of a Customer Journey Map:
A typical customer journey map includes the following elements:
• Customer Phases/Stages:
o These are the different stages of the customer journey, such as Awareness,
Consideration, Purchase, Onboarding, and Post-Purchase. Each stage
represents a key part of the customer’s interaction with the brand.

S.S. KISHANTHAN, - UNIT 36 49

 • Touchpoints:
o These are the points of interaction between the customer and the brand at
each stage. Touchpoints can include website visits, social media
interactions, customer service calls, and in-store visits.
• Customer Actions:
o These are the specific actions the customer takes at each touchpoint. For
example, during the Purchase stage, a customer might add an item to their
cart and complete the checkout process.
• Emotions:
o This element captures the customer’s emotional state throughout the
journey. It shows how customers feel at each stage, whether they are excited,
frustrated, or satisfied.
• Pain Points:
o These are the challenges or frustrations the customer experiences during
their journey. Identifying pain points is crucial for improving the customer
experience.
• Opportunities for Improvement:
o These are areas where the company can enhance the customer experience,
such as streamlining processes, improving communication, or adding new
features.

4. Example of a Customer Journey Map:

For an online video platform like EVC, a customer journey map might look like this:
• Awareness Stage:
o Touchpoint: Social media ad.
o Action: The customer clicks on the ad to learn more.
o Emotion: Curiosity.
o Pain Point: Unclear messaging about the platform’s benefits.
• Consideration Stage:
o Touchpoint: Visiting the EVC website.
o Action: The customer explores the video catalog.
o Emotion: Interest.
o Pain Point: Overwhelmed by the number of options.
• Purchase Stage:
o Touchpoint: Subscription page.
o Action: The customer decides to subscribe.
o Emotion: Excitement.
o Pain Point: Confusion about pricing tiers.

S.S. KISHANTHAN, - UNIT 36 50

 • Onboarding Stage:
o Touchpoint: Account setup process.
o Action: The customer sets up their profile and preferences.
o Emotion: Satisfaction.
o Pain Point: Difficulty navigating the setup options.
• Post-Purchase Stage:
o Touchpoint: Streaming a video.
o Action: The customer watches their first movie.
o Emotion: Enjoyment.
o Pain Point: Buffering issues.

5. Benefits of Using a Customer Journey Map:

• Comprehensive Understanding: Provides a detailed overview of the customer’s
entire journey, helping businesses understand the full experience.
• Enhanced Customer Experience: By identifying and addressing pain points,
businesses can create a more seamless and enjoyable experience for customers.
• Better Business Outcomes: Improved customer experiences often lead to
increased customer satisfaction, loyalty, and advocacy, driving business growth.

Figure 13: Customer Journey Map

S.S. KISHANTHAN, - UNIT 36 51

2.7. Development Methodology

1. What is a Development Methodology?

A development methodology is a structured approach used by teams to plan, design,
develop, and deliver a product or service. It provides a framework that guides the project
through its different stages, ensuring that the team works efficiently and delivers a high-
quality product that meets the user’s needs. Common methodologies include Agile,
Waterfall, Lean, and DevOps, each suited to different types of projects and team dynamics.

2. Why is it Important?
The choice of development methodology can significantly impact the success of a project.
It influences how quickly the team can respond to changes, how well the project meets user
needs, and how efficiently the project progresses. A well-chosen methodology ensures that
the team can adapt to challenges, stay on track with deadlines, and deliver a product that
aligns with user expectations.

3. Example: Using Agile Methodology for Ayesha

Scenario: Let’s say Ayesha is a User Experience Engineer working on the EVC (e-video
cloud) platform, specifically tasked with designing the UI for the “My Library” feature.
This feature will allow users to view, sort, and interact with their video collections.
Why Choose Agile?
• User-Centric Focus: Agile is ideal because it emphasizes continuous user
feedback, which is crucial for designing a user-friendly interface.
• Flexibility: Agile allows the team to make iterative improvements based on real
user feedback, ensuring that the final product meets the evolving needs of users like
Ayesha.
• Collaborative: Agile encourages collaboration across different teams, which helps
ensure that the UI design is not only visually appealing but also technically feasible
and aligned with business goals.

4. Agile Methodology Process:

Step 1: Define User Stories
• Ayesha’s Role: Ayesha starts by creating user stories based on the tasks users will
perform in “My Library.” For example, “As a user, I want to sort my video library
by genre so that I can easily find a specific type of movie.”
• Team Involvement: These stories are shared with the development team, and
together, they prioritize them based on user needs and project goals.

S.S. KISHANTHAN, - UNIT 36 52

Step 2: Sprint Planning
• Sprint Planning: The team plans a sprint (a short, time-boxed period) to work on
the highest-priority user stories. Ayesha collaborates with developers and product
managers to set clear objectives for the sprint, such as designing the sorting feature.
• Ayesha’s Contribution: During the sprint, Ayesha works on the UI/UX design,
creating wireframes and prototypes for the sorting functionality. She regularly
checks in with the team to ensure her designs are feasible and align with the overall
product vision.
Step 3: Development and Iteration
• Development: The development team starts building the feature based on Ayesha’s
designs. They work in close collaboration, addressing any issues or design changes
in real-time.
• Iteration: After a working prototype is developed, Ayesha tests the UI with real
users, gathers feedback, and identifies any pain points or areas for improvement.
Step 4: Review and Retrospective
• Sprint Review: At the end of the sprint, the team holds a review meeting where
Ayesha presents the UI design and user feedback. The team discusses what worked
well and what could be improved.
• Retrospective: Ayesha participates in a retrospective meeting to reflect on the
sprint. The team identifies lessons learned and applies them to the next sprint,
continuously improving the product and process.

5. Example Outcome:
• Final Product: After several sprints, the “My Library” feature is fully developed,
with a user-friendly sorting mechanism that has been iteratively improved based on
user feedback. Ayesha has ensured that the design meets the needs of users while
aligning with technical constraints and business goals.
• User Satisfaction: Thanks to Agile’s iterative nature, Ayesha can be confident that
the final product will resonate with users, as it has been shaped by their feedback
throughout the development process.

S.S. KISHANTHAN, - UNIT 36 53

2.8. Testing Plan

1. What is a Testing Plan?

A testing plan is a detailed document that outlines the strategy, objectives, resources,
timeline, and scope for testing a product or feature. It ensures that all aspects of the
product are thoroughly tested before release, identifying any defects or issues that need to
be addressed. The plan includes different types of testing, such as functional testing,
usability testing, and performance testing, to ensure that the product meets both user and
business requirements.

2. Importance of a Testing Plan

A testing plan is crucial because it:
• Ensures Quality: Verifies that the product is functioning as expected and meets
the defined requirements.
• Identifies Issues Early: Detects bugs and usability issues early in the development
process, reducing the cost and time needed for fixes later.
• Validates User Experience: Ensures that the product is user-friendly and provides
a seamless experience, which is critical for user satisfaction.

3. Example: Ayesha’s Testing Plan for the “My Library” Feature

Scenario: Ayesha, as the User Experience Engineer for EVC, has been working on the
design of the “My Library” feature. This feature allows users to view, sort, and interact
with their video collections. After the feature has been developed using Agile
methodology, Ayesha is now responsible for creating and executing a testing plan to
ensure that the feature meets user expectations and functions correctly.
Step 1: Define the Testing Objectives
• Objective 1: Ensure that the sorting functionality works as intended across different
categories (e.g., Genre, Year, IMDB Ratings).
• Objective 2: Validate the user experience by testing the interface’s ease of use,
particularly how users interact with sorting, previewing, and gifting options.
• Objective 3: Identify and fix any bugs or usability issues that could negatively
impact the user experience.

Step 2: Determine the Types of Testing

1. Functional Testing:
o Purpose: To verify that all features of “My Library” (sorting, previewing,
adding to playlists, gifting) work correctly.
o Approach: The QA team will create test cases for each function. For
example, testing that when a user sorts by “Genre,” the list is correctly
filtered and displayed.
o Ayesha’s Role: Collaborate with the QA team to ensure that test cases align
with user stories and the intended design.

S.S. KISHANTHAN, - UNIT 36 54

 2. Usability Testing:
o Purpose: To ensure that users can easily navigate and use the “My Library”
feature.
o Approach: Conduct usability tests with real users who interact with the
feature and provide feedback. Ayesha will observe how users interact with
the interface, noting any difficulties or confusion.
o Example: Ayesha organizes a usability test where users are asked to sort
their library by “Year” and then preview a video. She observes how intuitive
the process is and whether users can complete the task without confusion.
3. Performance Testing:
o Purpose: To ensure that the feature performs well under different
conditions (e.g., with large libraries, under various network conditions).
o Approach: Simulate different scenarios, such as a user with a large video
library or slower internet speeds, to ensure the feature remains responsive.
o Ayesha’s Role: Work with the development and QA teams to define
performance benchmarks and review test results.

Step 3: Define Test Cases and Scenarios

• Test Case 1: Verify that sorting by “Genre” displays the correct order of videos.
o Expected Result: The videos should be sorted correctly and display the
selected genre.
• Test Case 2: Test the “Preview” function.
o Scenario: The user selects a video and clicks “Preview.”
o Expected Result: The preview should start without delay, and the user
should be able to close the preview easily.
• Test Case 3: Gifting a video to a friend.
o Scenario: The user selects a video, chooses to gift it for one week, and
confirms the gift.
o Expected Result: The video should be greyed out in the user’s library for
the duration of the gift, and the recipient should receive access.

Step 4: Execute the Testing Plan

• Functional Testing Execution: The QA team runs the test cases, documenting any
bugs or issues. Ayesha monitors the testing process, ensuring that the focus remains
on user-centric functionality.
• Usability Testing Execution: Ayesha conducts usability tests with selected users,
gathers feedback, and analyzes the results. Any usability issues are documented and
prioritized for fixes.
• Performance Testing Execution: The team tests the feature under various
conditions to ensure it meets performance benchmarks. Ayesha reviews the results
to ensure the feature remains user-friendly even under stress.

S.S. KISHANTHAN, - UNIT 36 55

Step 5: Analyze and Iterate
• Bug Fixing and Improvements: Based on the testing results, the team addresses
any identified bugs or usability issues. Ayesha collaborates with developers to
ensure that fixes are made quickly and effectively.
• Retesting: Once fixes are implemented, Ayesha ensures that the feature is retested
to confirm that all issues have been resolved and that no new problems have been
introduced.

Step 6: Final Review and Approval

• Final Usability Testing: Ayesha conducts a final round of usability testing to
ensure that all previous issues have been resolved and that the user experience is
seamless.
• Stakeholder Review: Ayesha presents the testing results to stakeholders,
demonstrating that the “My Library” feature meets all objectives and is ready for
release.

S.S. KISHANTHAN, - UNIT 36 56

Activity 03
3.1. Examine and Employ Appropriate Tools for
Interface/Interaction Development

In Activity 03, Ayesha is supposed to find the right set of tools to develop the
interface/interaction of the "My Library" feature on the EVC platform and develop a
detailed testing plan for such interface. Given due regard to the elements involved here,
such in-depth analysis will offer insights into the specific tools and processes that Ayesha
could go about so that the end result is not a disaster.

To create an effective and engaging user interface for the "My Library" feature, Ayesha
needs to use specialized tools at different stages of design, prototyping, and development.

1. Design Tools:
• Figma:
o Description: Figma is a cloud-based design tool known for its collaborative
capabilities. It allows multiple team members to work on the same design
file simultaneously, making it ideal for agile teams.
o Features:
▪ Real-time collaboration with other designers, developers, and
stakeholders.
▪ Extensive library of UI components and plugins to enhance
productivity.
▪ Integrated prototyping features to create interactive designs.
o Use Case: Ayesha can use Figma to create wireframes, high-fidelity UI
designs, and interactive prototypes of the "My Library" feature. This allows
her to quickly iterate on designs based on feedback from users and team
members.

• Adobe XD:
o Description: Adobe XD is another robust tool for UI/UX design, especially
useful for designers already familiar with Adobe's ecosystem.
o Features:
▪ Seamless integration with other Adobe Creative Cloud tools, such as
Photoshop and Illustrator.
▪ Advanced prototyping and animation features for more dynamic
interactions.

S.S. KISHANTHAN, - UNIT 36 57

 ▪ Collaboration features that allow for design sharing and feedback.
o Use Case: If Ayesha needs to create more complex animations or integrate
assets from other Adobe tools, Adobe XD would be the ideal choice.

2. Prototyping Tools:
• InVision:
o Description: InVision specializes in creating clickable prototypes that
simulate the final product’s behavior, allowing stakeholders to experience
the product before development begins.
o Features:
▪ Easy-to-use interface for linking design screens and adding hotspots.
▪ Collaboration tools for collecting feedback directly on the
prototypes.
▪ Integration with Figma and Adobe XD for seamless design-to-
prototype workflows.
o Use Case: Ayesha can use InVision to create interactive prototypes of the
"My Library" feature, enabling stakeholders and users to interact with the
design and provide feedback before development starts.

• Axure RP:
o Description: Axure RP is known for its ability to create detailed and highly
interactive prototypes, including complex conditional logic and dynamic
content.
o Features:
▪ Advanced interaction design capabilities with support for dynamic
panels and conditional actions.
▪ Ability to create fully responsive prototypes that mimic the behavior
of the final product.
▪ Support for wireframing and documentation, making it useful for
both design and specification.
o Use Case: If the "My Library" feature requires complex interactions, such
as advanced filtering or sorting mechanisms, Ayesha can use Axure RP to
accurately simulate these behaviors.

S.S. KISHANTHAN, - UNIT 36 58

3. Development Tools:
• Visual Studio Code (VS Code):
o Description: VS Code is a lightweight, open-source code editor that is
highly customizable and supports a wide range of programming languages
and extensions.
o Features:
▪ IntelliSense for code completion and error checking.
▪ Integrated terminal, Git support, and debugging tools.
▪ Wide range of extensions to support front-end frameworks like
React or Angular.
o Use Case: Ayesha’s development team can use VS Code to write and debug
the front-end code for the "My Library" feature, ensuring that the interface
behaves as designed.
• React or Angular:
o Description: React and Angular are popular JavaScript frameworks for
building dynamic, component-based user interfaces.
o Features:
▪ React: Focuses on building reusable UI components, with a virtual
DOM for efficient rendering.
▪ Angular: A full-featured framework that includes tools for state
management, routing, and forms, ideal for larger projects.
o Use Case: If the EVC platform’s front end is built using React or Angular,
these frameworks will allow Ayesha’s team to efficiently implement the
designs with scalable, maintainable code.

3.2. Plan to Test the Interface/Interaction Created

Testing is a critical phase that ensures the developed interface meets all functional and
usability requirements before it is released to users. Ayesha needs to create a
comprehensive testing plan that covers all aspects of the "My Library" feature.
1. Automated Testing Tools:
• Selenium:
o Description: Selenium is an open-source testing framework that allows for
automation of web applications across different browsers and operating
systems.
o Features:
▪ Supports multiple programming languages such as Java, C#, and
Python.
▪ Capable of testing web applications across various browsers (e.g.,
Chrome, Firefox, Safari).
▪ Allows for integration with CI/CD pipelines to automate regression
testing.

S.S. KISHANTHAN, - UNIT 36 59

 o Use Case: Ayesha’s team can use Selenium to automate the testing of core
functionalities within the "My Library" feature, such as sorting videos or
adding them to playlists. This ensures consistent behavior across different
browsers and devices.
• Cypress:
o Description: Cypress is a modern testing tool focused on end-to-end testing
of web applications, known for its fast execution and developer-friendly
features.
o Features:
▪ Real-time reloading and debugging, making it easier to identify and
fix issues during testing.
▪ Built-in support for assertions, time travel, and taking screenshots of
test failures.
▪ Close integration with the application’s code, providing a more
accurate testing environment.
o Use Case: Ayesha can use Cypress for testing complex interactions, such as
user flows within "My Library." Cypress’s fast execution allows for rapid
feedback, which is critical during the iterative development process.

2. Usability Testing Tools:

• UserTesting:
o Description: UserTesting is a platform that connects companies with real
users who provide feedback on products through recorded sessions.
o Features:
▪ Access to a diverse pool of testers who can provide insights into how
different demographics interact with the product.
▪ Ability to record user sessions, capture their screen, and gather
verbal feedback.
▪ Analysis tools to aggregate feedback and identify common pain
points.
o Use Case: Ayesha can set up usability tests where users navigate the "My
Library" feature, providing feedback on ease of use, design clarity, and
overall satisfaction. This feedback is crucial for refining the interface before
the final release.

• Lookback:
o Description: Lookback allows for real-time observation of usability tests,
enabling teams to watch users interact with a product while capturing their
reactions.
o Features:
▪ Live streaming of user sessions with real-time observation for
instant feedback.

S.S. KISHANTHAN, - UNIT 36 60

 ▪ Recording of sessions for later analysis, including participant video
and audio.
▪ Integrated tagging and annotation tools to highlight important
moments during tests.
o Use Case: Ayesha can observe users as they interact with the "My Library"
feature, noting any areas of confusion or frustration. This tool is especially
useful for gathering qualitative insights into user behavior.

3. Performance Testing Tools:

• JMeter:
o Description: Apache JMeter is a popular tool for load testing and measuring
the performance of web applications.
o Features:
▪ Simulates a heavy load of users on a server, network, or object to
test its strength and analyze overall performance.
▪ Provides detailed reports and graphs to visualize the performance
under different scenarios.
▪ Supports testing of static and dynamic resources, such as databases
and REST APIs.
o Use Case: Ayesha’s team can use JMeter to test how well the "My Library"
feature handles large volumes of data and concurrent users, ensuring it
remains responsive and stable under load.

• Lighthouse:
o Description: Lighthouse is an open-source tool developed by Google for
auditing the performance, accessibility, and SEO of web applications.
o Features:
▪ Provides detailed performance metrics, including page load times,
rendering speed, and resource usage.
▪ Offers suggestions for improving performance and adhering to best
practices.
▪ Can be integrated into CI/CD pipelines to ensure continuous
performance monitoring.
o Use Case: Ayesha can use Lighthouse to regularly audit the "My Library"
feature during development, ensuring it meets performance benchmarks and
offers a smooth user experience.

S.S. KISHANTHAN, - UNIT 36 61

3.3. Testing Plan for the Interface/Interaction
1. Define Testing Objectives:
Ayesha’s testing plan should focus on three key areas: functionality, usability, and
performance.
• Functional Testing Objectives:
o Ensure that all sorting, filtering, and interaction features work as intended
across different scenarios.
o Validate that the "My Library" feature correctly reflects the user's video
collection status (e.g., rented, owned, gifted).

• Usability Testing Objectives:

o Assess how easily users can navigate and use the "My Library" feature,
focusing on the intuitiveness of the interface.
o Gather user feedback on the design, identifying any pain points or areas
where users struggle.

• Performance Testing Objectives:

o Test the feature’s performance under various conditions, such as large video
libraries and slow network connections.
o Ensure that the feature remains responsive and that page load times meet
acceptable thresholds.

2. Develop Test Cases

Functional Testing:
• Test Case: Sorting by Genre.
o Steps: User selects “Genre” from the sort dropdown, and the library is re-
ordered accordingly.
o Expected Result: The video library is sorted correctly, displaying genres
alphabetically or by the number of videos in each genre.
• Test Case: Video Preview.
o Steps: User clicks on a video to preview it.
o Expected Result: The video player loads quickly, and the preview starts
without buffering or delay.

Usability Testing:
• Test Case: Navigating the Interface.
o Scenario: Users are asked to find and gift a video to a friend.
o Metrics: Time taken to complete the task, ease of use (as reported by users),
and any confusion encountered during the process.
o Expected Result: Users should be able to gift the video quickly, with
minimal navigation issues.

S.S. KISHANTHAN, - UNIT 36 62

Performance Testing:
• Test Case: Load Testing with JMeter.
o Scenario: Simulate 1,000 users accessing the “My Library” feature
simultaneously.
o Expected Result: The feature should remain responsive, with page load
times under 2 seconds and no significant slowdowns.

3. Execute Tests
Automated Testing:
• Process: The QA team runs automated tests using Selenium and Cypress across all
supported browsers and devices. These tests are integrated into the CI/CD pipeline
to ensure ongoing quality.
• Reporting: Test results are automatically compiled, with any failures logged for
immediate review and resolution.

Usability Testing:
• Process: Ayesha conducts usability tests using UserTesting and Lookback. She
gathers both quantitative data (e.g., task completion times) and qualitative data (e.g.,
user feedback on ease of use).
• Analysis: Ayesha reviews the recorded sessions to identify common pain points or
areas of confusion, prioritizing them for further improvement.

Performance Testing:
• Process: JMeter is used to simulate high traffic conditions, while Lighthouse
provides ongoing performance audits. Ayesha and her team analyze the data to
ensure the feature performs well even under stress.
• Optimization: Based on the results, the team makes any necessary optimizations
to improve load times and responsiveness.

4. Analyze Results and Iterate

Bug Tracking and Resolution:
• Tool: Ayesha uses Jira to track any issues identified during testing. Each bug is
assigned a priority level, and the development team works on fixing high-priority
issues first.
• Verification: After fixes are implemented, Ayesha retests the affected areas to
ensure the issues have been resolved.

S.S. KISHANTHAN, - UNIT 36 63

Usability Improvements:
• Action: Based on usability test feedback, Ayesha may adjust the UI design or
workflow to make the interface more intuitive. These changes are quickly
prototyped and re-tested with users.

Performance Tuning:
• Action: If performance testing reveals bottlenecks, the development team optimizes
the code or infrastructure. Lighthouse scores are monitored to ensure
improvements.

S.S. KISHANTHAN, - UNIT 36 64

Activity 04
4.1. Conducting a User Experiment
This is the reason why it is very important to conduct a user experiment in assessing the
usability and effectiveness of the developed interface for the "My Library" feature on the
EVC platform. Systematically, it designs, executes, and captures data on how real users
interact with the interface, thus pointing out any areas for improvement. Here's a more
detailed breakdown of each phase involved in conducting a user experiment.

1. Planning the User Experiment

➢ Defining Objectives:
• Primary Goal: The primary objective is to determine whether the "My Library"
feature is intuitive, easy to use, and meets the needs of different user types. This
involves assessing how effectively users can complete key tasks such as sorting
videos, adding them to playlists, gifting videos, and using the discovery functions.
• Secondary Goals: These may include evaluating the overall user satisfaction,
identifying any pain points, and gathering qualitative insights into how users
perceive the feature.

➢ Selecting Participants:
• Target Audience: Ayesha selects a diverse group of participants that represent the
various user personas identified earlier in the project. These could include:
o Frequent Users: Regular users of the platform who are familiar with its
features and expect quick access to their video library.
o Casual Users: Users who may log in occasionally and need a
straightforward, easy-to-navigate interface.
o New Users: Individuals who are new to the platform, offering insights into
the onboarding experience and first impressions.
o Tech-Savvy Users: Users who are comfortable with technology and may
have higher expectations for advanced features and customization.
o Non-Tech-Savvy Users: Users who may struggle with technology, helping
to identify areas where the interface could be simplified.

➢ Designing the Tasks:

• Task Scenarios: Ayesha designs realistic tasks that users are likely to perform
within the "My Library" feature. These tasks should cover all key functionalities
and may include:
o Sorting Videos: Ask users to sort their video library by genre, IMDB
ratings, or year of release.
o Creating a Playlist: Have users add several videos to a playlist, name it,
and save it.

S.S. KISHANTHAN, - UNIT 36 65

 o Gifting a Video: Instruct users to gift a video to a friend for a week and
observe how easily they can complete this task.
o Finding Similar Videos: Ask users to use the "Find Video Like This"
feature to discover similar content.
o Previewing a Video: Have users preview a video to ensure the process is
intuitive and smooth.

➢ Data Collection Methods:

• Screen Recording: Tools like Lookback or UserTesting can be used to record the
user’s screen during the experiment, capturing every click, scroll, and interaction.
• Think-Aloud Protocol: Ayesha encourages users to verbalize their thoughts as
they navigate through the tasks. This helps to understand their thought processes
and identify any points of confusion.
• Surveys and Questionnaires: After completing the tasks, participants fill out a
survey to provide quantitative feedback on their experience. This may include
Likert scale ratings on usability, satisfaction, and the perceived value of the feature.
• Observer Notes: Ayesha or another team member takes detailed notes during the
experiment, particularly focusing on non-verbal cues like hesitations, frustration, or
moments of confusion.

2. Conducting the User Experiment

➢ Setting Up the Environment:
• Test Environment: Ayesha ensures that the test environment closely mimics the
real-world conditions in which users would typically interact with the EVC
platform. This includes testing on various devices (e.g., desktop, tablet,
smartphone) and across different browsers (e.g., Chrome, Firefox, Safari).
• User Setup: Participants are provided with access to the test environment, which
could be a staging version of the EVC platform with the "My Library" feature fully
functional but isolated from live data.

➢ Guiding the Participants:

• Introduction: Ayesha begins the session by explaining the purpose of the
experiment to the participants. She clarifies that the goal is to test the interface, not
the user, and encourages them to be honest and open with their feedback.
• Instructions: Clear instructions are provided for each task, but Ayesha ensures that
these instructions do not lead the participants too much, allowing them to discover
and interact with the interface naturally.
• Think-Aloud Encouragement: Throughout the experiment, Ayesha reminds
participants to verbalize their thoughts and decision-making processes, which can
provide valuable insights into their interactions with the interface.

S.S. KISHANTHAN, - UNIT 36 66

➢ Observing User Behavior:
• Real-Time Observation: Ayesha and her team observe the participants in real-
time, noting any difficulties or unexpected behaviors. This could include struggles
with finding certain features, misunderstandings of how to use the interface, or any
other barriers to smooth interaction.
• Behavioral Insights: Non-verbal cues such as facial expressions, hesitation before
clicking, or repeated attempts to complete a task are noted. These observations can
indicate frustration, confusion, or satisfaction.
• Technical Issues: Any technical glitches, such as slow loading times or
unresponsive elements, are recorded as these can significantly impact the user
experience.

➢ Collecting Feedback:
• Post-Task Surveys: Immediately after completing each task, participants are asked
to fill out a brief survey assessing their experience with that specific task. This could
include questions about ease of use, clarity of the interface, and overall satisfaction.
• Post-Test Interview: After all tasks are completed, Ayesha conducts a brief
interview with each participant to gather deeper insights. Questions may focus on
their overall impression of the "My Library" feature, what they liked or disliked,
and any suggestions for improvement.
• Comparative Feedback: If multiple iterations or versions of the interface are being
tested, participants may be asked to compare the different versions and indicate
which one they preferred and why.

3. Post-Experiment Data Analysis

➢ Analyzing Observational Data:
• Identifying Patterns: Ayesha reviews the observational data and recorded sessions
to identify common patterns in user behavior. This may include recurring
difficulties with specific features or consistent praise for certain aspects of the
interface.
• Quantifying Issues: Issues observed during the experiment are quantified, such as
the number of users who struggled with a particular task or the average time taken
to complete a task.

➢ Survey Data Analysis:

• Satisfaction Scores: Survey responses are analyzed to generate satisfaction scores
for different aspects of the "My Library" feature, providing a quantitative measure
of user approval.
• Usability Metrics: Metrics such as task completion rates, error rates, and time on
task are calculated to assess the usability of the interface.

S.S. KISHANTHAN, - UNIT 36 67

➢ Qualitative Feedback Analysis:
• Thematic Analysis: Ayesha conducts a thematic analysis of the verbal feedback
provided by participants during the think-aloud protocol and post-test interviews.
This involves identifying key themes, such as ease of use, interface clarity, and
overall satisfaction.
• User Suggestions: Feedback that includes suggestions for improvement is
particularly valuable, as it provides direct input from users on how the interface
could be enhanced.

➢ Preparing a Report:
• Summary of Findings: Ayesha compiles a comprehensive report summarizing the
findings from the user experiment. This report includes a detailed analysis of user
behavior, satisfaction scores, identified issues, and suggestions for improvement.
• Recommendations: Based on the analysis, Ayesha provides recommendations for
iterative changes to the interface, prioritizing fixes for critical issues identified
during the experiment.
• Stakeholder Presentation: The findings and recommendations are presented to
stakeholders, ensuring that all team members are aligned on the next steps for
refining the "My Library" feature.

4.2. Analyzing Feedback and Making Iterations

Analysis of feedback and iteration are prime activities in perfecting the UI of the "My
Library" feature on the EVC platform. This involves considering data gathered from
experiments with users, spotting areas of improvement, and implementing changes that
can be done to increase the chances of a better user experience. Here is a detailed
breakdown of how Ayesha might approach this task.

1. Analyzing Feedback
➢ Reviewing Qualitative Data:
• Session Recordings: Ayesha starts by reviewing the recorded user sessions. These
recordings capture the exact steps users took during the tasks, including their
interactions with the UI, any moments of hesitation, and their think-aloud
comments. By re-watching these sessions, Ayesha can pinpoint specific areas where
users experienced difficulties or expressed confusion.
• Observer Notes: During the experiment, Ayesha or another team member took
notes on user behaviors, reactions, and non-verbal cues. These notes are now
reviewed to identify patterns, such as repeated struggles with a particular feature or
positive reactions to certain design elements.

S.S. KISHANTHAN, - UNIT 36 68

 • Verbal Feedback: Ayesha also analyzes the verbal feedback provided by users
during and after the test. This includes their thoughts on the ease of use, clarity of
instructions, and overall satisfaction with the interface. Users’ suggestions for
improvements are especially valuable as they offer direct insights into what changes
could enhance the experience.

➢ Quantitative Analysis:
• Task Completion Rates: Ayesha calculates the percentage of users who
successfully completed each task. High completion rates indicate that the task is
easy to understand and perform, while low rates suggest potential usability issues.
• Time on Task: The average time taken to complete each task is analyzed. If users
take longer than expected, it may indicate that the task is too complex, the UI is
unclear, or there are unnecessary steps in the process.
• Error Rates: Ayesha tracks how often users made mistakes while performing
tasks, such as clicking the wrong button or getting lost in the interface. A high error
rate could indicate that the interface is unintuitive or that certain elements are not
prominent or clear enough.
• Satisfaction Scores: The post-task surveys include questions that allow users to
rate their satisfaction with different aspects of the "My Library" feature. Ayesha
compiles these ratings to gauge overall user satisfaction and identify which features
need improvement.

➢ Identifying Key Issues:

• Common Pain Points: After reviewing both qualitative and quantitative data,
Ayesha identifies the most common pain points experienced by users. For instance,
if multiple users struggled to locate the "Sort by Genre" feature, this becomes a
priority issue to address.
• Feature Effectiveness: Ayesha assesses how effectively each feature of the "My
Library" section meets user needs. For example, if the "Gift a Video" feature was
frequently misunderstood or misused, it might need redesigning or better user
guidance.
• Unexpected Insights: Sometimes, user experiments reveal issues or preferences
that were not anticipated. Ayesha remains open to these unexpected insights, as they
can lead to important improvements that enhance the overall user experience.

S.S. KISHANTHAN, - UNIT 36 69

➢ Prioritizing Issues for Iteration:
• Severity and Frequency: Ayesha prioritizes issues based on their severity (how
much they impact the user experience) and frequency (how often they were
encountered by users). Critical issues that prevent users from completing tasks or
cause significant confusion are addressed first.
• User Impact: Issues that affect a large portion of users or disrupt key tasks, such
as adding videos to a playlist, are given top priority. Minor issues or those that only
affect a small subset of users may be addressed in later iterations.
• Quick Wins: Ayesha identifies "quick wins" — small, easy-to-implement changes
that can significantly improve the user experience. These might include
repositioning a button, adding a tooltip, or changing the wording of instructions.

2. Making Iterations
➢ Implementing Initial Changes (First Iteration):
• Redesigning Problematic Features: Based on the feedback analysis, Ayesha starts
by redesigning the features that caused the most confusion or frustration. For
example, if users had trouble sorting videos by genre, she might move the sorting
options to a more prominent location, add clearer labels, or simplify the sorting
process.
• Enhancing User Guidance: If users struggled with understanding certain features,
Ayesha might add tooltips, tutorial pop-ups, or inline help messages to guide them
through the process. These elements help users navigate the UI without feeling lost
or overwhelmed.
• Improving Visual Hierarchy: Ayesha may adjust the visual hierarchy of the
interface to ensure that important features and actions stand out more clearly. This
could involve changing the size, color, or placement of buttons and links to make
them more intuitive.

➢ Conducting the Second Round of Testing (Second Iteration):

• Testing Changes: After implementing the initial changes, Ayesha conducts a
second round of user testing with a new group of participants. This testing helps to
verify whether the changes have effectively resolved the issues identified in the first
round.
• Gathering New Feedback: The same methods of data collection (screen
recordings, surveys, think-aloud protocols) are used to gather feedback on the
updated interface. Ayesha pays close attention to whether users still encounter the
same issues or if the new design has introduced any new challenges.
• Comparing Results: Ayesha compares the results of the second round of testing
with those from the first round. She looks for improvements in task completion
rates, reduced time on task, lower error rates, and higher satisfaction scores. This
comparison helps to measure the success of the changes made during the first
iteration.

S.S. KISHANTHAN, - UNIT 36 70

➢ Further Refinement (Subsequent Iterations):
• Addressing Remaining Issues: If the second round of testing reveals any
remaining issues, Ayesha continues to refine the interface. This might involve
making additional tweaks to problematic features or further simplifying complex
tasks.
• Fine-Tuning Design Elements: At this stage, Ayesha focuses on fine-tuning the
design to ensure a smooth and polished user experience. This could include
optimizing animations, adjusting spacing and alignment, or refining the color
scheme for better contrast and readability.
• Incorporating User Suggestions: Ayesha considers any additional suggestions
made by users during the second round of testing. If feasible, she incorporates these
suggestions into the final design to further enhance the user experience.

➢ Validating the Final Iteration:

• Final Round of Testing: A final round of testing may be conducted to validate the
changes made during the subsequent iterations. This round should confirm that the
interface is now intuitive, easy to use, and meets all user needs.
• Stakeholder Review: Ayesha presents the final iteration to stakeholders,
demonstrating how the interface has evolved based on user feedback. She highlights
the improvements made and explains how each iteration has addressed the issues
identified in the user experiments.
• Preparing for Launch: Once the final iteration has been validated, Ayesha works
with the development team to prepare the interface for launch. This includes
finalizing the design, ensuring that all features are fully functional, and performing
any necessary quality assurance testing.

4.3. Critical Evaluation of Feedback and Test Results

Critical evaluation of feedback and test results is the key UI design step toward the success
of the "My Library" feature in the EVC platform. At this phase, there will be an in-depth
analysis regarding the feedback from user testing, a check on the effectiveness of the
changes made during iterations, and validation that the design actually meets the needs of
the users and the goals of the project. As the Associate User Experience Engineer, Ayesha
will assess the feedback collected to make informed decisions about the final design and
how to improve it in the future.

1. Synthesizing Feedback from Multiple Iterations

➢ Aggregating Feedback:
• Data Compilation: Ayesha begins by compiling all the feedback received from the
different rounds of user testing. This includes qualitative data (e.g., user comments,
think-aloud protocols, interview responses) and quantitative data (e.g., task
completion rates, error rates, satisfaction scores).

S.S. KISHANTHAN, - UNIT 36 71

 • Comparative Analysis: Ayesha compares the feedback across multiple iterations
to identify trends, improvements, and any recurring issues. She notes which issues
have been resolved, which ones persist, and whether any new issues have emerged
after each iteration.

➢ Evaluating Consistency:
• Pattern Recognition: Ayesha looks for consistent patterns in user behavior and
feedback. For example, if users consistently praise a specific feature or express
frustration with a particular aspect of the interface, this consistency is an important
indicator of the feature's success or failure.
• Outlier Analysis: Ayesha also considers outliers—instances where feedback
significantly deviates from the norm. These outliers might highlight unique user
needs or uncover potential edge cases that need to be addressed.

➢ Prioritizing Feedback:
• Critical vs. Non-Critical Issues: Ayesha distinguishes between critical issues that
directly impact the core functionality of the "My Library" feature and non-critical
issues that may be more aesthetic or minor usability concerns. Critical issues are
prioritized for immediate action.
• User Impact Assessment: Feedback that affects a large portion of the user base or
hinders key tasks (like video sorting or playlist creation) is given greater weight.
Ayesha ensures that the most impactful feedback drives the next steps in the design
process.

2. Assessing the Effectiveness of Iterations

➢ Measuring Improvement:
• Quantitative Metrics: Ayesha compares key usability metrics across different
iterations to measure improvement. She looks at metrics such as reduced time on
task, lower error rates, and increased task completion rates. For example, if the
average time to add a video to a playlist decreases with each iteration, this indicates
that the iterations are effectively improving usability.
• User Satisfaction Trends: Ayesha also tracks changes in user satisfaction scores
over time. An upward trend in these scores suggests that users are increasingly
satisfied with the interface, validating the design changes made in response to
earlier feedback.

S.S. KISHANTHAN, - UNIT 36 72

➢ Gauging Feature Adoption:
• Usage Patterns: Ayesha analyzes how frequently users engage with specific
features introduced or modified during the iterations. For instance, if the "Gift a
Video" feature sees increased use after a redesign, it indicates that the changes made
have enhanced its appeal and usability.
• Feedback Correlation: Ayesha correlates user feedback with feature adoption
rates. Positive feedback about a feature combined with high usage rates reinforces
the success of the design, while low adoption despite positive feedback might
suggest underlying issues that weren’t fully addressed.

➢ Identifying Persistent Issues:

• Unresolved Problems: If certain issues persist across multiple iterations, Ayesha
takes a closer look at these areas. She evaluates whether the issue was
misunderstood in earlier phases, if the solution implemented was insufficient, or if
the problem is more complex than initially thought.
• Complexity vs. Usability: Ayesha assesses whether any changes have
inadvertently made the interface more complex, leading to usability challenges. For
example, adding too many options to the "Sort by" feature might overwhelm users,
even if each individual option is well-designed.

3. Validating Against User Requirements and Project Goals

➢ Alignment with User Requirements:
• User Needs Fulfillment: Ayesha reviews the original user requirements and
personas developed earlier in the project to ensure that the final interface aligns with
these needs. She checks whether the design effectively supports the different types
of users identified, such as frequent, casual, and new users.
• Task Support: Ayesha validates that the interface enables users to efficiently
perform all key tasks, such as sorting videos, creating playlists, and gifting videos.
Any gaps between user needs and the interface's capabilities are noted for further
refinement.

➢ Project Goal Achievement:

• Strategic Objectives: Ayesha evaluates whether the UI design meets the strategic
objectives of the EVC platform, such as enhancing user engagement, increasing
video rentals or purchases, and fostering a community of content producers and
consumers.
• Business Metrics: She also considers how the design impacts business metrics, like
user retention, conversion rates (e.g., from free to paid users), and customer
satisfaction. Positive trends in these areas suggest that the UI is contributing to the
platform’s overall success.

S.S. KISHANTHAN, - UNIT 36 73

➢ Addressing Trade-Offs:
• Balancing Simplicity and Functionality: Ayesha critically assesses any trade-offs
made during the design process. For example, adding advanced sorting options
might benefit tech-savvy users but could complicate the interface for less
experienced users. Ayesha ensures that the design maintains a balance that satisfies
all user types without compromising core functionality.
• Short-Term vs. Long-Term Gains: Ayesha considers whether certain design
decisions prioritize short-term usability gains at the expense of long-term flexibility
or scalability. For instance, a quick fix to a usability issue might work for now, but
could limit the ability to add new features in the future.

4. Formulating Insights and Recommendations

➢ Synthesizing Key Learnings:
• Successes and Challenges: Ayesha synthesizes the key learnings from the
feedback and testing process. She highlights the successes—where the design
changes met or exceeded user expectations—and the challenges—where issues
persisted or new problems emerged.
• User-Centered Design Validation: Ayesha validates that the iterative design
process effectively incorporated user feedback, leading to a user-centered interface
that aligns with both user needs and business goals.

➢ Recommending Further Iterations:

• Areas for Future Improvement: Based on the critical evaluation, Ayesha
identifies areas where further iterations are needed. This might include refining
specific features, simplifying complex processes, or enhancing the visual design for
better user engagement.
• Innovation Opportunities: Ayesha also considers opportunities for innovation,
where new features or design approaches could significantly enhance the user
experience or differentiate the EVC platform from competitors.

➢ Preparing for Final Launch:

• Final Adjustments: Before the final launch, Ayesha collaborates with the
development team to make any last adjustments based on the critical evaluation.
This ensures that the final product is polished, user-friendly, and ready for market.
• Stakeholder Alignment: Ayesha presents her findings and recommendations to
stakeholders, ensuring that everyone is aligned on the final design decisions and the
rationale behind them. This helps to secure buy-in for the final product and sets the
stage for a successful launch.

S.S. KISHANTHAN, - UNIT 36 74

4.4. Suggestions for Future Versions of the UI
The "Suggestions for Future Versions of the UI" section helps to outline areas for
improvement and innovation concerning the design of the user interface. In this regard, it
is increasingly important to constantly redesign the "My Library" feature on the EVC
platform, keeping it relevant, user friendly, competitive, and adaptable in the fast-
changing necessities of digital environments. As such, the Associate User Experience
Engineer will articulate and support the making of informed recommendations upon
which the actual enhancement of user experience in future versions of the UI would stand.

1. Analyzing Current Limitations and Challenges

➢ Identifying Persistent Issues:
• Unresolved User Feedback: Ayesha begins by reviewing the critical evaluation of
feedback and test results. She identifies any issues that were not fully resolved in
the current iteration, such as features that users still find confusing or tasks that are
not as intuitive as they could be. These persistent issues become top priorities for
future improvements.
• Technical Constraints: Ayesha considers any technical limitations encountered
during the development of the current UI. For example, certain design elements
might have been simplified due to performance concerns or platform restrictions.
In future versions, these constraints might be addressed through more advanced
technology or optimized code.

➢ Assessing User Requests and Trends:

• Feature Requests: Ayesha reviews user suggestions that were gathered during the
testing phases. While some of these suggestions might not have been feasible to
implement in the current version, they provide valuable insights into what users
want. For instance, users might request more personalized recommendations or
advanced filtering options in "My Library."
• Industry Trends: Ayesha stays informed about the latest trends in UI/UX design,
especially within the online video streaming industry. She evaluates how these
trends could be integrated into the EVC platform to enhance its appeal and
functionality. Examples include incorporating AI-driven recommendations, voice-
controlled navigation, or immersive experiences like VR integration.

S.S. KISHANTHAN, - UNIT 36 75

2. Proposing Enhancements and New Features
➢ User Experience Improvements:
• Streamlining Navigation: Ayesha suggests refining the navigation flow to make
the "My Library" feature even more intuitive. This could involve simplifying menu
structures, adding more contextual help options, or introducing a quick-access
toolbar for frequently used features.
• Personalization Enhancements: Ayesha proposes enhancing the personalization
aspects of the "My Library" feature. This might include more sophisticated
algorithms for video recommendations based on user behavior, mood-based
playlists, or user-specific sorting and filtering options.
• Accessibility Improvements: Ayesha recommends improving accessibility by
ensuring the UI is fully compliant with accessibility standards (e.g., WCAG). This
could include features like customizable text sizes, screen reader compatibility,
voice navigation, and color contrast options for visually impaired users.

➢ Technological Innovations:
• Integration of AI and Machine Learning: Ayesha suggests leveraging AI and
machine learning to further enhance user interaction. For instance, AI could be used
to provide smarter search functionality, predictive video suggestions, or even
automated video tagging for better organization within "My Library."
• Advanced Playback Features: Ayesha proposes adding advanced features to the
eM Player, such as adaptive streaming quality based on internet speed, personalized
playback settings, or even interactive elements like polls or live chat during video
playback.

➢ Expanding the Feature Set:

• Social Features: Ayesha recommends adding more social features to "My Library,"
such as the ability to share playlists with friends, follow other users’ libraries, or
integrate social media for easier sharing of favorite videos. This could also include
community-driven features like user-generated playlists or collaborative viewing
sessions.
• Enhanced Gifting Options: Building on the existing "Gift a Video" feature,
Ayesha suggests expanding gifting options to include themed gift packs, timed
releases for special occasions, or even the ability to gift subscription credits to
friends.
• Multi-Device Synchronization: Ayesha recommends ensuring that "My Library"
is fully synchronized across all user devices. This would allow users to seamlessly
transition between devices (e.g., from smartphone to smart TV) without losing their
place in a video or their customized library settings.

S.S. KISHANTHAN, - UNIT 36 76

3. Planning for Scalability and Future Growth
➢ Designing for Future Expansion:
• Modular UI Design: Ayesha suggests adopting a modular design approach for
future versions of the UI. This would make it easier to add new features or redesign
existing ones without disrupting the overall user experience. For example, if a new
"Live Streaming" feature is introduced, it can be seamlessly integrated into the "My
Library" without requiring a complete overhaul of the UI.
• Scalable Architecture: Ayesha collaborates with the development team to ensure
that the underlying architecture of the platform is scalable. This means that as the
user base grows or new features are added, the platform can handle increased loads
without compromising performance. This might involve adopting microservices
architecture or cloud-based solutions.

➢ Preparing for Internationalization:

• Localization Support: As the EVC platform grows, Ayesha anticipates the need
for internationalization. She suggests designing the UI to support multiple
languages, cultural preferences, and regional content variations. This includes
ensuring that text is easily translatable, dates and times are formatted according to
local standards, and cultural nuances are respected in the design.
• Regional Content Curation: Ayesha also recommends implementing region-
specific content curation within "My Library." This would allow the platform to
tailor video recommendations and featured playlists based on the user’s location,
making the platform more relevant and engaging for international users.

4. Continuously Evolving the User Interface

➢ Establishing a Feedback Loop:
• User Feedback Integration: Ayesha suggests establishing a continuous feedback
loop with users. This could involve regular surveys, in-app feedback forms, or a
user forum where users can suggest features and report issues. This ongoing
dialogue helps keep the design team informed about user needs and preferences,
allowing for more responsive UI updates.
• A/B Testing: Ayesha recommends implementing A/B testing as part of the
development process for future versions of the UI. This involves testing different
versions of the interface with small user groups to determine which design changes
are most effective before rolling them out to the entire user base.

S.S. KISHANTHAN, - UNIT 36 77

➢ Iterative Design Process:
• Agile Development: Ayesha advocates for an Agile approach to UI design and
development, where new features and improvements are rolled out in small,
manageable increments. This iterative process allows the team to quickly respond
to user feedback, continuously improve the UI, and reduce the risk of major issues
arising from large-scale changes.
• Prototyping and Testing: Ayesha emphasizes the importance of creating
prototypes for any significant changes or new features. These prototypes can be
tested with real users to gather early feedback and make necessary adjustments
before full development, ensuring that the final implementation meets user
expectations.

S.S. KISHANTHAN, - UNIT 36 78

References

[1] Nielsen, J., & Molich, R. (1990). Heuristic evaluation of user interfaces. In
Proceedings of the SIGCHI conference on Human factors in computing systems
(pp. 249-256). ACM.

[2] Shneiderman, B., & Plaisant, C. (2010). Designing the user interface:
strategies for effective human-computer interaction. Pearson Education India.

[3] Cooper, A., Reimann, R., & Cronin, D. (2007). About face 3: the essentials of
interaction design. John Wiley & Sons.

[4] Preece, J., Rogers, Y., & Sharp, H. (2015). Interaction design: beyond human-
computer interaction. John Wiley & Sons.

[5] Garrett, J. J. (2011). The elements of user experience: user-centered design

for the web and beyond. Pearson Education.

[6] Pressman, R. S. (2005). Software engineering: a practitioner's approach.

Palgrave Macmillan.

[7] Gothelf, J., & Seiden, J. (2013). Lean UX: Applying lean principles to
improve user experience. O'Reilly Media, Inc.

[8] Norman, D. A. (2013). The design of everyday things: Revised and expanded
edition. Basic Books.

S.S. KISHANTHAN, - UNIT 36 79