AKQA Interface Design Practice

Interface

Design

Practice

THE PRACTICE OF INTERFACE DESIGN

Designing for TV Screens Building Mobile Solutions Creating Rich Video Experiences Constructing Kiosks

AKQA INTERFACE DESIGN PRACTICE BUILDING INTERFACES

Understand the Customer Know the Platform Managing Input Information Design Visual Design Evolve the Solution Manage the Process

contents

How people interact with new digital technologies is now a point of market differentiation—a great user experience will contribute significantly to the success of an online service, new device or technology.

A pioneer in digital media, AKQA has created the Interface Design Practice, a multidisciplinary team of user experience, interaction design, user insight, and behavior specialists.

With a great depth of experience in interactive design, AKQA has designed some of the world’s most iconic, influential and well-recognized interfaces.

As digital technologies deliver more and

more sophisticated services, they must

remain easy to use.

Each interface design project has

to reconcile a new set of competing

demands—customer needs, technical

feasibility and business requirements.

To correctly manage these rival requirements, we have developed a rigorous interface design and development process.

AKQA PLACES THE CUSTOMER AT THE HEART OF THE DESIGN PROCESS.

This is helpful in determining what the user wants, when they want it, and how they would like to receive it.

Crisp, accurate, and easy to understand, these personas enable designers to relate to customers and make informed decisions on their customers’ behalf.

By understanding our client’s customers we can formulate a “customer proposition” at the outset. This serves as a single-minded expression of the essence of the design solution and is a customer-focused benchmark for all subsequent design and development.

It is crucial to understand the

customers who will use an interface.

We create customer personas that

describe the motivations, goals,

environment, and behavior of the

intended audience.

KNOW THE PLATFORM

While it is important to understand

your customer, it is critical to match

this with a deep knowledge of the

platform.

Design principles that apply in one digital medium are often false in another.

For example, the design of an immersive TV experience requires a different outlook from that of a mobile phone application.

Simply put, customer insight is ineffective if not matched by sound engineering, built on a detailed awareness of technical feasibility.

As such, our technical staff is heavily involved in project scoping and discovery, and plays a vital role in the overall definition, design and build of the solution.

MANAGING INPUT

Input is everything.

Most digital experiences do the same basic thing —allow users to find and consume some content or service.

But they often employ different input devices, and it is input devices that determine the basic nature of the interaction between the user and the interface.

For example, kiosks and DVDs share similar display screens. However, kiosks often use a keyboard and pointer interface, allowing much richer data input than TV experiences, which usually rely on remote controls.

At AKQA, live user testing with the relevant system and input device forms a crucial part of any interface design project.

We use our customer research to prioritize the user’s needs across an interaction experience.

This hierarchy of user needs is then used to generate the information architecture, with overall navigation and process flows for the relevant areas of the experience.

INFORMATION DESIGN

A good journey is well-planned.

Keeping in mind the technical capabilities of the platform and the functional requirements of the system, we can generate detailed information hierarchies for each stage of the user journey, and create detailed “wireframe” information layouts that feed into the visual design stage of the process. Identify Core Content and Functionality Set

Identify Priority of Customer Needs

Design Information Hierarchy and User Flows

Design Navigation Systems and Display Layouts

Formulate Display “Wireframes” and Design Principles Create Customer Personas and Develop Customer Scenarios

Develop Design Brief

Create Visual Design Direction

Focus Group Test with Users

Design and IA Refinement

Usability Testing

Visual Design Finalization and Hand-Off

Usability Testing Motion Study Development

Interaction Design Finalization and Hand-Off

Information design is key, but is only one part of the solution.

Working in parallel with the information design workstream, we use our customer and environmental research to generate a detailed visual design brief that encapsulates the interaction’s intended communication

Most communication is non-verbal.

In addition to static visuals, we often create “motion studies.” These are working models of the interaction experience that allow for hands-on usability testing of the proposed solution.

At every stage of the process, we seek the input of a very important stakeholder—our client’s customer.

As noted above, before beginning design work, we formulate a “customer proposition” to serve as a single-minded expression of the essence of our solution.

Presenting this to customers at the outset of a project helps us determine whether our intended solution is on the right track.

In-depth focus groups regarding initial visual explorations provide another key checkpoint for feedback with customers.

When developing working prototypes, we test our solution with customers through rigorous usability tests.

This hands-on user feedback provides direction for detailed revisions, ensuring all aspects of the solution meet customers’ needs.

EVOLVE THE SOLUTION

Scoping

› Define the project objectives and scope › Investigate a client’s business, existing assets,

and competitive environment

› Seek a deep technical understanding of the environment in which the experience will be developed

› Understand our client’s customers › Formulate and test the customer proposition Dedicated project managers scope and manage the design process within the requirements of specific client assignments.

Deploying a core team of dedicated resources with regular internal and external communication points, we ensure that all participants provide input into all relevant parts of the process.

AKQA has developed an exacting interface design project management process:

MANAGE THE PROCESS

A process is only as good as the way

it is managed.

Design

› Information and visual design › Rapid prototyping

› Prototype testing with customers › Design refinement

› Test the usability of the experience with customers

Build

› Finalize design

› Complete technical development › Generate supporting documentation

Quality Assurance

›Rigorously assess technical build for quality and integrity

› Ensure that all issues are logged, reviewed, revised and corrected

Deployment

› Deploy to the live environment › Make final checks and monitor

THERE IS NO SUBSTITUTEFOR EXPERIENCE.

These are not shortcuts to success, nor straightforward instructions for any design projects on the relevant platforms.

But they do serve as a distillation of several years’ experience and are useful directions for the practice of interface design.

AKQA has formulated some simple

guidelines that shape our approach

to interface design.

designing for

tv screens

Decide your display

TV is changing—you can now view on CRT, LCD, HD, widescreen. Equally, formats differ across the globe—PAL, NTSC, etc. It is important to define the screen you are designing for in advance, and plan how to gracefully manage the experience on different screen types.

Keep it simple

Viewers don’t read TV screens. Keep text short and to a minimum.

Keep it big

Small graphics and thin lines don’t render well on TV and are best avoided.

Design from a distance

Remember viewers are not seeing the screen up close, so content needs to be large and clear enough to be viewed from a comfortable distance. Test all designs on TV screens from a sofa 10 feet away from the screen.

Navigation can’t be too easy

TV is a passive medium—users don’t really want to interact. Consequently navigation has to be very simple, intuitive, and closely coordinated with the input device capabilities.

Keep it safe

Keep content within the safe viewing area and avoid scrolling. Horizontal single lines must be a minimum of three pixels high to avoid flicker.

Color with care

Use TV-safe colors to avoid visual disturbances. Avoid saturated colors in areas of small detail.

Designed for the passive reception of moving

visuals at a distance, and with a huge array

of formats worldwide, TV often presents

challenges when creating user-driven

interfaces.

building

mobile solutions

Manage memory

Different phones have different amounts of memory to run applications, and some have very little at all. Keep the memory footprint small to keep your applications running smoothly.

Less is more

Given the limitations of screen size, it is important to carefully prioritize and ration user options to ensure that key content and applications can be quickly found.

Limit data transactions

Given limited bandwidth, it is important to manage the number and size of data transactions to and from the phone.

Know your device

With a plethora of different operators and different mobile devices, with diverse screen sizes and navigation inputs, it is important to specify your target devices in advance and build to these alone.

Test and test again

Different devices implement standards in subtly different ways. Create a comprehensive test plan before development and ensure that quality assurance testing takes place on all the relevant devices.

Mobile applications present a significant

number of design challenges: limited

screen capabilities, display space and

bandwidth.

creating rich

video experiences

Produce the experience

The best multimedia experiences are seamlessly integrated with their content. As such, it is important to ensure that transitions, menu items and effects match the content they surround and are shot simultaneously with the content they will contain.

Visual design is not functional design

Simplicity and ease of use are much more important than visual complexity. Do not sacrifice function for form.

Orient the user

It is very important to provide continuous visual cues to the user letting them know where they are, where they have been, and what they can do next.

Group and name

With limited title space and rich content, the grouping of information and naming of these groups and options is crucial to the understanding of and interaction with the multimedia experience.

Route your buttons

With DVDs and in-flight menus, a remote control is often required to select content options. In placing buttons on the screen, it is important to sequence your button route in a logical, predictable way that matches the up, down, left, right options on the controller.

Maximize the medium

An immersive multimedia experience will leverage as much storage capacity as necessary, with transitions, rich audio accompaniment and interactive content.

Check your standards

Individual devices interpret formats in different ways. Check that your authoring tools work on a wide range of systems, and always test your experience on diverse players.

Video rich experiences such as in-flight

systems and DVDs often present unique

design challenges, being constrained by

simple input devices and the limitations

of a TV screen.

constructing

kiosks

Plan the environment

Making kiosks physically visible and accessible increases their usage. Map the main paths that customers take as they enter the kiosk environment —and then place the kiosk at the most visible point along this route.

Encourage usage

People need to know that the kiosk is on, and has something interesting to offer. A good “attract” sequence, which plays when the kiosk is not being used, should illustrate what people can do on the kiosk and why they want to do it.

Keep the noise down

Since kiosks are generally in a public place, adding lots of sound to the experience is disorienting to the user, who has ambient noise to contend with, and distressing to those nearby, who are doing other things. It is generally best to keep audio to a minimum.

Make it bold

Kiosks often use touchscreens as the primary data input. With no tactile input cues from a remote control or mouse, the visual impact of the interaction mechanism is crucial. Buttons should be large, clearly labeled and look like they should be pressed.

Make it easy

Unlike computers, game consoles, or DVDs, kiosk interfaces strike most users as unfamiliar – there are no expert kiosk users. It is therefore important to simplify the user’s options and make every process very straightforward.

Match the hardware

Often created by a company for a specific purpose, a kiosk’s hardware is often unique. The kiosk interface should be developed in tandem with the hardware to create a seamless experience.

Usually public, often using touch screens,

and sometimes requiring complex data

input, kiosks present unique interaction

challenges.

Xbox 360

MSN TV 2 Interface Development Domino’s Pizza

ESPN TV Programming

ED.gov: The U.S. Department of Education Xbox “Difference” Experience

PROJECT COMPONENTS

Develop the user interface for the new Xbox 360 console.

CLIENT AND PROJECT BACKGROUND

With the launch of Xbox 360, Microsoft kick-started the next generation of console gaming.

The Xbox 360 represents a dramatic leap forward in high-definition gaming and entertainment experiences.

Fusing powerful hardware, software, and services, Xbox 360 creates a gaming experience that is more expansive, dramatic, and lifelike.

Extending Xbox Live online game play functionality, Xbox 360 includes a variety of messaging technologies and introduces an online “Marketplace” where users can buy new game content over the Live network.

Becoming a central part of the “digital home,” Xbox 360 also allows users to manage their digital media in new and innovative ways. They can upload, view, share, copy, and listen to music, movies and photos from their Xbox 360 and connect the console to their Windows XP Media Center PC.

The user experience needed to be highly extendable, evolving over time to accommodate new content and services.

Access to all functionality was confined to the primary means of interaction with the console —the game controller.

Microsoft also had specific design requirements in order to ensure that the console had the requisite longevity and worldwide appeal:

Target market: Worldwide console gamers and all their friends and family.

Seamless:A consistent brand experience through the hardware, software, and services.

Global: Sensitive to technical and consumer needs across the world.

Simple: Not complex for complexity’s sake, over-engineered, or forced.

Classic:Having the timeless look of iconic design.

Personalizable:An experience that adapts to the individual.

PROJECT OBJECTIVES

Our team began by immersing themselves in the home user environment to understand how the console would be used, and how people wanted to interact with digital entertainment in their personal environment.

RESEARCH

Focusing in particular on how people were used to using the game controller, AKQA developed four high-level “wireframe” interaction concepts that were organized to be understandable and easy to navigate.

After initial approval from Microsoft, these concepts were designed as a series of screen mock-ups and presented to focus groups in key markets around the globe.

INTERACTION DESIGN

After reviewing the feedback, two designs were selected to be developed into “motion studies,” or interactive models of how the interface would behave in real-life. These motion studies were then presented to users around the world.

MOTION STUDY PROTOTYPING

DELIVERY

After a long period of deliberation with the Microsoft console design, development, and brand teams, the design we codenamed “Concertina” won out.

Built from the ground up to work specifically with the Xbox 360 game controller, this design offered easy navigation and speedy access to the content and services on the console. This design was also an incredibly efficient use of computing power

The critical response to the interface has been exceptional:

“It looks like Microsoft’s done an Apple with the Xbox 360 ... the standout feature in early reviews is ... the user interface.”

- Leander Kahney, author of Cult of Mac

“What’s impressed me most … is how it streamlines and refines the user interface.”

- Chris Kohler, Wired News

“The Xbox 360 explores new menu structures with a unique and pleasant GUI ... I have not seen a hardware / software system this well thought out for a decade or more.”

- John C. Dvorak, PC Magazine

“The system’s dashboard menus, subdivided into XboxLive, Games, Media, and System, are intuitive and appealing.”

- Edward C. Baig, USA Today

“One of the most impressive things about the Xbox 360 is that the user interface is astonishing ... It’s a very interesting user interface.”

- Leo Laporte, This Week In Tech

“The interface is so packed with consistent, interconnected pathways and smart gamer-type functions that it blows away anything console manufacturers have thought of before.”

- Douglass C. Perry, IGN.com

RESULTS

HOME BLADE

MEDIA BLADE

Affordable, easy to use, and rich in content, MSN TV provides access to digital services without the need for a PC.

The latest version of this service, MSN TV 2 Internet & Media Player was launched in October 2004.

Among other features, the service lets people enjoy Windows Media®-compatible music, video, and photos on their televisions from the Web or shared from files on their networked home PCs.

While its capabilities were unrivalled, MSN TV wanted to explore ways of streamlining access to the rich content and services they had created and develop new interaction models within the constraints of a TV screen and remote control.

CLIENT AND PROJECT BACKGROUND

PROJECT COMPONENTS

Concept and develop new ways to access content and services through the MSN TV 2 service.

› Create a new information architecture and visual interaction model

› Develop and validate the use of Flash on the MSN channels service, and show that it is compatible with partner content delivery platforms

PROJECT OBJECTIVES

MSN TV 2

INTERFACE DEVELOPMENT

AKQA reviewed the detailed customer research available, matching content to customer needs and proposed a consistent and streamlined global navigation structure, to be coupled with different content templates for each of the MSN TV channels.

In this way, a coherent user experience was created that preserved the unique identity of each channel. Furthermore, color-coding the channels reinforced their separate status.

These key interaction principles in place, AKQA then rapidly developed a series of “motion studies” in Flash on the MSN TV platform. Simultaneously, these studies illustrated the suitability of Flash for the presentation of MSN TV content across the partner delivery platforms.

AKQA SOLUTION

MSN INTEGRATED THE AKQA DEVELOPMENT FINDINGS INTO THEIR PRODUCT DEVELOPMENT ROADMAP FOR NEW AND EMERGING TECHNOLOGIES.

RESULTS:

IN CHANNEL NAVIGATION CANDIDATE - MODULE OVERLAY

IN CHANNEL DIFFERENTIATION - SPORTS

Domino’s had been involved in digital media since 1999, when it launched an e-commerce solution on one of the UK’s first interactive TV channels. A web site followed soon after.

By 2004 sales through digital channels represented a significant percentage of Domino’s total orders. Nonetheless, prospects for additional market growth were significant.

Seizing this opportunity to revise their services and grow the digital channel, Domino’s also saw the chance to update their branding and modernize the technical infrastructure underlying their e-commerce services.

CLIENT AND PROJECT BACKGROUND

PROJECT COMPONENTS

Develop a completely new e-commerce experience for Domino’s Pizza on both the Internet and interactive television.

› Re-develop the interfaces for all digital platforms to improve the user experience

› Determine a new brand positioning to differentiate Domino’s from its key competitors

› Modernize the e-commerce architecture

PROJECT OBJECTIVES

AKQA first focused on the customer needs during the digital Domino’s experience.

Research showed users want the same from Domino’s online as they do offline – hot, great tasting pizzas delivered in around 30 minutes.

The challenge was to create a consistent experience that reinforced the Domino’s brand across different platforms and the different interaction methods that this entailed.

To build a common design language, AKQA designed the core of the user experience to be as clean and simple as possible. Simplifying the interaction model meant that the interface was relatively easy to translate across platforms.

Brand consistency was built through a cross-platform approach to visual design, where central design elements were given similar proportions and placement on both the PC and the TV. This consistency was reinforced through the development of a helpful and personable brand tone for use on all digital platforms.

Customers now see highly consistent branding on all Domino’s digital properties, interact with Domino’s in a similar manner on all platforms, and are addressed in the same way whenever they interact with the Domino’s brand.

From a technical point of view, the entire Domino’s e-commerce system was rebuilt and designed for multi-channel support, to future-proof the system against the addition of new platforms.

AKQA SOLUTION

SUBSEQUENT TO THE REDESIGN AND RELAUNCH, DOMINO’S SALES VIA THE INTERNET AND THROUGH INTERACTIVE TELEVISION ROSE BY 57.6%.

RESULTS:

HOME PAGE - SKY ACTIVE

ORDER PROCESS - INTERNET HOME PAGE - INTERNET

PROJECT COMPONENTS

Create a new, interactive marketing platform for ESPN, serving fans schedules and teasers for the sports network’s programming.

CLIENT AND PROJECT BACKGROUND

Over the last 20 years ESPN has earned a following of rabid fans who love the quirky and fun-loving sports coverage unique to the network.

ESPN.com gives these fans all the sports news, stats, and analysis they could ever want. But it has never offered compelling or comprehensive information on the network’s television programming.

ESPN wanted to create a web presence devoted exclusively to promoting on-air programming, with deep content for nearly 70 shows covering a wide breadth of topics.

From professional eating contests, to the US Open, to athletes’ Hollywood side projects, the site needed to organize information on vastly different shows in a way that would be intuitive to both die-hard and casual fans.

At the same time, ESPN wanted to improve the way TV schedules were presented online, allowing users to browse TV grids for all nine ESPN networks quickly, and be able to easily find the programming they love.

› Drive fans to tune into shows and promote live events

› Create flexible templates that can be updated daily or quarterly without ever looking stale

PROJECT OBJECTIVES

ESPN

TV PROGRAMMING

Through Nielsen data and ESPN.com’s own traffic reports, the AKQA team was able to get to know the site’s young, male target.

Tech-savvy and broadband-enabled, they sent more email and IMs than their peers, and often watched TV while surfing the Web. To hook them, the site would need features and functionality the audience could not get elsewhere.

To meet these user needs, AKQA created a rich and deep multimedia experience built around video clips, show stills, and other ESPN content exclusives:

› Users can navigate shows by category – news, talk, movies – as well as by sport. So, fans of one type of show can easily find similar programming

› A Flash-based programming guide lets fans scan and scroll through up to six weeks of TV schedules

› Personalization tools let fans see air times for their time zone, get local channel line-ups, reorder their network listing, choose the default time for their grid, and even highlight programming related to their favorite sports

The site design parallels the look of the larger ESPN online presence, while strategic links and promotions

AKQA SOLUTION

› Capture the fun-loving personality that has won ESPN so many fans

› Consider how advertising could be incorporated into the site

DESCRIBING AKQA AS A “STRATEGIC PARTNER,” SHARON OTTERMAN, VICE PRESIDENT, MEDIA STRATEGIST FOR ESPN, NOTED THAT “THEY DUG IN AND UNDERSTOOD OUR BUSINESS VERY QUICKLY AND BECAME PART OF THE TEAM.”

IN REFERENCE TO THE NEW SITE DESIGN, SHE COMMENTED THAT ESPN “HAS BEEN VERY PLEASED WITH THE PARTNERSHIP.”

RESULTS:

PROJECT COMPONENTS

Develop a highly flexible and scalable interface that accommodates thousands of pieces of content, but is simple for diverse audiences to navigate.

CLIENT AND PROJECT BACKGROUND

The US Department of Education’s web site (ED.gov) had grown organically from a limited offering to over 80,000 pages of content across dozens of offices and agencies.

Managing and navigating this huge range of content was proving to be an organizational problem for the site owners.

Realizing that a new site structure was needed, the Department of Education appointed AKQA to review, redesign, and rebuild the ED.gov site.

The site owners needed an interface that would not only organize the existing volumes of site material on ED.gov, but prove scalable as more content was added to the site over time.

In addition, the site owners wanted to make sure that the very different site users - students, teachers, parents - could all easily find the content relevant to them.

ED.GOV

THE US DEPARTMENT

OF EDUCATION

AKQA worked closely with stakeholders at the US Department of Education to conduct an audit of their online presence and craft a new brand approach, site structure, and design.

AKQA held a brand workshop with over 25 members of the department, including the department’s Under Secretary and Chief of Staff. Parents and teachers were also invited to share in this creative day, held to help define the vision for the ED.gov redesign.

AKQA then developed flat screens to demonstrate a new approach to the site’s information architecture and design, sharing our concepts with different stakeholder groups involved.

Once the site design was validated, every existing content element on the site was assessed for placement within the new site structure.

AKQA then built a set of 16 templates flexible enough to house all 80,000 content elements. Finally, AKQA’s technical staff collaborated closely with Accenture, the Department’s preferred systems integrator, to work programmed templates into the department’s

AKQA SOLUTION

› Streamline the site structure and render all existing content in a unified way

› Ensure a scalable platform for future site development needs

› Let users define themselves and access content relevant to their specific needs

PROJECT OBJECTIVES

IN COMMENTING ON HIS TENURE AS SECRETARY OF EDUCATION, ROD PAIGE CITED THE REDESIGN OF ED.GOV AS ONE OF THE SIGNIFICANT ACHIEVEMENTS OF HIS TIME IN OFFICE: “THE DEPARTMENT’S WEB SITE HAS BEEN TRANSFORMED … TO ONE OF THE BEST IN THE FEDERAL GOVERNMENT.” IN SEPTEMBER 2004, THE CENTER FOR PUBLIC POLICY AT BROWN UNIVERSITY RANKED “THE ED WEB SITE … FIRST AMONG CABINET AGENCIES.” EDUCATION WEEK MAGAZINE COMMENTED THAT THE NEW SITE WAS “SOPHISTICATED” AND “A CLEAR IMPROVEMENT OVER THE OLD APPROACH.”

RESULTS:

HOME PAGE

EDITORIAL CONTENT LISTING

In the run up to the crucial holiday season, Microsoft wanted to reinforce the amazing gameplay experience of the Xbox enabled by the console’s advanced technical capabilities.

A built-in hard disk, together with unrivalled graphics and Dolby 5.1 Surround Sound, revolutionary gameplay, and top-quality DVD playback, let gamers get even more from their Xbox.

The console’s capabilities would soon be further enhanced with the European launch of Xbox Live, a revolutionary online gaming service.

Microsoft was looking for an innovative way to illustrate the capabilities of the Xbox.

CLIENT AND PROJECT BACKGROUND

PROJECT COMPONENTS

Concept, plan and develop a video-rich experience for Microsoft illustrating the superiority of the Xbox console.

› Reach out to and connect with a cynical gamer audience

› Present the superior capabilities of the Xbox console in a compelling, engaging, and innovative fashion

PROJECT OBJECTIVES

XBOX

“DIFFERENCE” EXPERIENCE

AKQA soon determined that a video-rich interactive experience provided the best way to meet this challenge.

In surveying the available delivery formats, DVDs stood out. They allowed for highly visual and compelling content, with significant data capacity. Furthermore, DVD players had a high penetration in this market and were built into the competitive consoles. Finally, it was a format rarely used for marketing purposes, providing significant cut-through.

Building upon the core marketing theme of “Play More,” AKQA proposed that the Xbox “Difference” experience be built around three pillars:

“See More”: The incredible graphics power of the console, and high-quality DVD playback

“Hear More”: Dolby 5.1 Surround Sound, and personalized music ripped to create soundtracks

“Feel More”: Unique gameplay enabled through the console hard-drive, and new ways to play in Xbox Live

The core creative strategy agreed upon, initial video footage was developed and captured. AKQA then designed and authored the entire interactive experience, building all the menus, transitions, and content into the DVD.

AKQA SOLUTION

TWO MILLION DVDS WERE DISTRIBUTED ACROSS EUROPE VIA MAGAZINES, DIRECT MAIL, AND SPECIAL EVENTS. A WINNER IN COMMUNICATION ARTS MAGAZINE’S “2003 ANNUAL INTERACTIVE COMPETITION,” THE XBOX “DIFFERENCE” DVD WAS DESCRIBED BY THE JUDGES AS A “STRONG CONCEPT BACKED UP WITH A CREATIVE DEMONSTRATION.”

RESULTS:

SEE MORE LANDING SCREEN MAIN MENU LANDING SCREEN

FEEL MORE LANDING SCREEN

akqa.com

AKQA NEW YORK

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