THE INTERNATIONAL
MASTER OF ARTS DEGREE IN USER EXPERIENCE INTERACTIVE DESIGN Professor David Edwin Meyers User Experience Prototyping Dr. Anne Ray Streeter Research Methods Master of Arts Degree in Interactive Design Lindsey Wilson College, Columbia, Kentucky
By Atif Nagi Presented in M.A. Interactive Design project. June 28, 2015
TABLE OF CONTENTS EXECUTIVE SUMMARY 3 1.2 CONCEPT BRIEF 4 1.3 SOLUTION 5 1.4 HYPOTHESES 6 1.5 PROJECT OVERVIEW 9 2 RESEARCH 10 2.1 DEMOGRAPHIC & BEHAVIOURS 11 2.2 COMPETITIVE ANALYSIS 14 2.3 STAKEHOLDER INTERVIEWS 16 2.4 SURVEY RESULTS 18 3 EXPLORATION 20 3.1 CONCEPT BRIEF 21 3.2 REQUIREMENT SPECIFICATION 21 3.3 TASK ANALYSIS & SCHEDULE 22 3.4 SITE MAP 23 1.1
SKETCHES 24 3.6 USER SCENARIO 28 4. SOLUTION DESIGN 29 4.1 DESIGN PRINCIPLES 30 4.2 WIREFRAMES 31 4.3 HI-FI WIREFRAMES 34 4.4 USABILITY TESTING 37 5 RESEARCH OUTCOMES 39 5.1 RECOMMENDATIONS 40 5.2 LIMITATIONS 41 6 CONCLUSION 42 6.1 USER CENTERED DESIGN PROCESS 43 6.2 CONCLUSION 46 3.5
22
1.1
EXECUTIVE SUMMARY
Online education and supporting technologies have been expanding throughout higher education for several years. Lindsey Wilson College (LWC) has recognized this crucial component to their business model and program offerings such as the Master of Arts Degree in Interactive Design online program -- but has not taken advantage of the opportunity to enter the international market with a solution that is innovative and effective for multi-cultures. I am proposing to extend the Master of Arts Degree in Interactive Design offered by Lindsey Wilson College to Pakistan.
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1.2
CONCEPT BRIEF
We have reason to believe through initial research that there is not a single legitimate User Experience Interactive Design degree program or an international collaboration graduate degree program in Pakistan yet. It is a niche market with potential to grow in the user experience education industry. I see an opportunity to give back to my country as an overseas UX professional and as a Lindsey Wilson College student, I want to grow our robust UX degree program at a global level.
4
1.3
SOLUTION
The Master of Arts Degree in Interactive Design offered by Lindsey Wilson College in Columbia, Kentucky, exists to prepare students for the next big surge of global opportunities in the industrial Internet. Our on-line curriculum provides students a holistic approach to HumanInitiated Interactive Design and arms them with a diverse skill set with an emphasis on user-centered design.
5
1.4
HYPOTHESES
6
These hypotheses are based on this
I believe this program should be a
US professors and working professionals
researcher’s personal cultural insight and
combination of local physical classes and
• International Instructors
industry experience. I am exploring three
online classes in dedicated conference
• On-campus help; Local instructors and
different ways of extending the degree
rooms, which will increase the credibility and
advisor available on campus
program in Pakistan:
decrease the cost.
• Traditional classroom • Conference rooms for online lectures
1.4.1 Option 1: Lindsey Wilson College and Pakistan’s university collaboration (high cost)
This hybrid program will utilize the
• Co-op programs through strategic alliance
existing Lindsey Wilson College course
with local industry
outline available at Canvas. There will be
• International collaboration of ideas and
Under the umbrella of the Lindsey Wilson
collaboration through student exchange
education
College program and in collaboration with an international university in Pakistan, we will offer a combined accredited degree in partnership with a local Pakistan’s education authority The Higher Education Commission of Pakistan (HEC) and Lindsey Wilson’s accrediting body Southern Association of Colleges and Schools Commission on
programs, by self-finance and available scholarships. A Lindsey Wilson College’s
1 Cultural Myth: It’s more as an insight
country program director on the ground
that Pakistani people do not consider long
will attract students, teach some courses,
distance online format as a means of quality
manage local resources and oversee the
education, especially the type of audience
quality of the education according to Lindsey
we are targeting. The cost of the program
Wilson College’s accreditation standards.
will position us in the line of high quality institutes and the hybrid format will break
Colleges (SACSCOC).
Unique selling points:
the cultural myth. This insight was validated
• US-accredited degree
through expert’s interview and market
Hybrid classes:
(Insight: Preferred by university management
survey as reported later in this report.
The hybrid program will break the cultural
and prospective students in Pakistan)
myth1 of long distance online programs.
• Course outline and material developed by 7
1.4.2 Option 2: Stand-alone University in Pakistan (low cost) The hybrid program will appropriate the Lindsey Wilson College’s program outline for non-profit education in a developing country. As a non-profit organization LC4D will help in implementing the course material and arranging the international instructors without worrying about U.S accreditation standards limitation and high cost. The program will only offer a local Pakistan HEC accredited degree.
Unique selling points:
Unique selling point:
• Pakistan HEC accredited degree
• US accredited degree
• International course outline
• International course outline
• International & local instructors
• International Instructors
• Local advisor available on campus
• International collaboration of ideas
• Traditional classrooms
and education
• Conference rooms for online lectures
• Easy to setup, no partnership required
• Co-op programs through strategic alliance with local industry • International collaboration of ideas and education 1.4.3 Option 3: Stand-alone Lindsey Wilson College international campus
A country program director on ground will attract students, teach some courses,
This option would launch the program
coordinate with local resources and oversee
without local collaboration with Lindsey
the quality of education.
Wilson College’s country branch office in Lahore. The program will run on-line. The country program director will set up a branch office to attract students, teach some courses and monitor the quality of education in Pakistan. 8
1.5
PROJECT OVERVIEW
My goal was to investigate and research these hypotheses in the international market through competitive analysis, stakeholder’s interviews, persona development, target audience survey, solution design, prototype usability test interviews and follow-up stakeholder interviews. Based on my findings I will propose the product features, program website and possible marketing material that would increase the inquiries about the program and lead to a higher rate of completed applications.
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2
RESEARCH
10
RESEARCH
2.1
DEMOGRAPHIC & BEHAVIOURS
2.1.1 Primary target audience: Students
Background: Bachelor’s degree in Fine
have a major influence in making decisions
Arts, Design, Architecture, Computer
about the selection of college or university
Sciences, Library Sciences or Psychology.
program. Teachers, as mentors, also have
The secondary target audience is working
an influence on students.
professionals. They are practicing in design, architecture, fine arts, psychology, library and
2.1.4 Stakeholders
computer science industry. Gender: Male and female
Gender: Male and female Age: 19 – 24
They have a passion to keep moving and
Age: 50 – 60
Background: Current students of bachelor’s
growing in upcoming emerging industry
Background: C-Level management with
degree in Fine Arts, Design, Architecture,
trends. They want to specialize in the latest
international graduate and doctorate
Computer Sciences, Library Sciences or
trending graduate degree with international
degrees.
Psychology. The target audience is traditional
accreditation.
full-time students of design, architecture and computer science degree; two-thirds of Pakistan’s people are not yet 30 years old, and the median age is 21 (CIA World Factbook). 2.1.2 Secondary target audience: Working Professionals
Stakeholders are C-Level management 2.1.3 Tertiary audience: Parents and teachers (influencers)
of Lindsey Wilson College’s, Pakistan’s colleges and universities, who are the decision makers for the design and
Gender: Male and female
implementation of this program.
Age: 40 – 60 Background: Parents are from upper middle to high class and teachers work in highly reputed colleges and universities.
Gender: Male and female
In Pakistan’s culture, mostly parents finance
Age: 25 – 40
their children’s educational expense and thus 11
RESEARCH
2.1.5 Primary persona: Sara Ali
Undergrad student
“I WISH THERE WAS AN UX DEGREE PROGRAM AVAILABLE IN MY COUNTRY OR IF COULD GO ABROAD FOR HIGHER STUDIES.�
LOCATION Lahore, Pakistan
AGE 21
STATUS Undergrad student
LOCATION Lahore, Pakistan
MOTIVATIONS Incentive Fear Achievement Growth Power Social
GOALS
Sara Ali
PERSONALITY MOTIVATIONS Incentive Fear Achievement Growth Power Social
Specialization in user experience interaction design GOALS Work in international market
Extrovert
Introvert
Sensing
Intuition
Thinking
Feeling
Judging
Perceiving
TECHNOLOGY
IT and Internet Specialization in user experience interaction design Work in international market Software Less choices for higher education in the country Financial limitations and student FRUSTRATIONS visa issues Mobile Apps Less choices for higher education in the country Social Networks Financial limitations and student visa issues
FRUSTRATIONS
BIO
Sara is a final year undergrad design student seeking a graduate degree program by attendingBIO a national or international university in the near future. Sara is a final year undergrad design student seeking a Sara comes from a culture significantly differentdegree than the graduate program by attending a national or western culture of the U.S. Her ability international to attend theuniversity in the near future. university comes from her family and she knows that they Sara comes from a culture significantly different than the have high expectations for her academic performance. western culture of the U.S. Her ability to attend the Sara's university selection would be influenced by her university comes from her family and she knows that they peer group and professors. have high expectations for her academic performance. Categorized as digital native - Sara has grown up with selection would be influenced by her Sara's university technology. Email, chat/IM, social media and cell and phones peer group professors. are primary forms of communication. Categorized as digital native - Sara has grown up with technology. Email, chat/IM, social media and cell phones are primary forms of communication.
PERSONALITY Extrovert
Introvert
Sensing
Intuition
Thinking
Feeling
Judging
Perceiving
TECHNOLOGY IT and Internet Software Mobile Apps Social Networks
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RESEARCH
2.1.6 Secondary persona: Faris Khan
Working professional
LOCATION Lahore, Pakistan
AGE 32
STATUS Working professional LOCATION Lahore, Pakistan
MOTIVATIONS Incentive Fear Achievement Growth Power Social
GOALS
PERSONALITY MOTIVATIONS Incentive Fear Achievement Growth Power Social
Specialization in user experience interaction design GOALS Work in international market
Extrovert
Introvert
Sensing
Intuition
Thinking
Feeling
Judging
Perceiving
TECHNOLOGY
IT and Internet Specialization in user experience interaction design Work in international market Software There is no higher education option in UX design for working professionals FRUSTRATIONS Mobile Apps There is no higher education option in UX design for working professionalsSocial Networks
FRUSTRATIONS
BIO
Faris is a working professional. He works in a digital advertising agency. He wants to explore Information BIO Architecture and User Experience regardless of mediums. Faris is a working professional. He works in a digital advertising agency. He wants to explore Information To take his passion to next level he recently joined Architecture and User Experience regardless of mediums. Integration Design Association and Interaction Design Foundation and start taking online courses. At this point To take his passion to next level he recently joined of his career, he seeks an opportunity where he can Integration Design Association and Interaction Design continue to provide effective, innovative and decisive Foundation and start taking online courses. At this point interactive creative vision. Faris feels that with further of his career, he seeks an opportunity where he can training he could improve his performance in developing continue to provide effective, innovative and decisive effective user interface designs and information interactive creative vision. Faris feels that with further architectures. He is looking for a graduate degree training he could improve his performance in developing program in UX Interaction Design in the near future. effective user interface designs and information architectures. He is looking for a graduate degree program in UX Interaction Design in the near future.
“I WANT TO CONTINUE PROVIDING EFFECTIVE, INNOVATIVE AND DECISIVE INTERACTIVE CREATIVE VISION BY IMPROVING MY SKILLS WITH A FULL TIME JOB.�
Faris Khan
PERSONALITY Extrovert
Introvert
Sensing
Intuition
Thinking
Feeling
Judging
Perceiving
TECHNOLOGY IT and Internet Software Mobile Apps Social Networks
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RESEARCH
2.2
COMPETITIVE ANALYSIS
I used qualitative research interviews and online search to uncover strengths and weakness as well opportunities and threats to extend the Master of Arts Degree User Experience Interactive Design in Pakistan. 2.2.1 Tier 1 competitor After online search and interviews with Dr. Shabnam Khan, a professor at highly reputed design school National College of Arts University, and Dr. Arshad Bhatti, Dean Faculty of Science at COMSATS, I found out that there is no direct rival in user experience interactive design undergraduate or graduate degree programs. There is some evidence of foreign collaboration through course outline development in the field of accounting and management sciences (see appendix) but
I couldn’t find a single graduate design
2.2.3 Key dimensions
program taught or evaluated by foreign instructors.
I analyzed the competitors based on the following dimensions, which will be key
2.2.2 Tier 2 competitors
factors to the start-up of the program:
There are multiple tier 2 competitors. I am
• University
including few key art, design, architecture,
• Sector
computer sciences and managements
• Format of education
sciences institutes in the list below:
• UX graduate degree
Art, design and architecture schools • National College of Arts (NCA) • Imperial University (IMP)
• International teacher collaboration • Cost of education 2.2.4 Competitor comparison
• Beaconhouse National University (BNU) • Pakistan Institute of Fashion Design (PIFD) Computer sciences • National University of Computer & Emerging Sciences (NUCES) • COMSAT Business management • Lahore University of Management Sciences (LUMS)
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RESEARCH
University
Sector
LWC Private
Format
UX grad. degree
Online Yes
Int. teachers
Cost
Yes 18k
NCA State Traditional No No 3k – 5k IMP Private Traditional No No 6k – 8k BNU Private Traditional No No 10k – 12k PIFD Private Traditional No No 3k – 5k NUCES Private Traditional No No 8k – 10k LUMS Private Traditional No No 10k – 20k COMSAT State Hybrid No No 2k – 3k VU State Online No No 2k – 3k 2.2.4 SWOT A SWOT analysis of the proposed program follows: Strengths: Robust UX Interactive program developed and taught by international professors and industry leading professionals. Weaknesses: Current fee of the program is much higher as compared to average degree cost in Pakistan. Opportunities: It’s a niche market and an opportunity to enter and grow quickly. LWC will have a unique international degree. Threats: The program will lose monopoly very quickly. If we are able to launch a successful program then there will be mushroom growth of similar type of programs in the industry. Then the only way to remain a leader in the industry would be through innovation and enhance the quality of education. 15
RESEARCH
2.3
STAKEHOLDER INTERVIEWS
2.3.1 Dr. Shabnam Khan, head of textile department and former principle of NCA
program. Students might be interested in the
in-person meetings. She thinks BNU would
online program but their parents might not
be a promising possible partner for LWC’s
be open to online idea at higher cost and
hybrid program.
parents have a major influence in student’s decision making in South Asian culture. Promising growth She mentioned that there is a promising
Dr. Khan was my teacher (1994-1998) and
growth of design field in the Pakistan’s
senior colleague at NCA during 2000-2002. I
education sector. Most of the universities
interviewed her on May 24, 2015 for an hour.
are expanding and opening their own design
Following are high-level findings:
department, e.g. LUMS (top of line business management college) is entering into
M.A. in User Experience Interactive Design
design field and opening their own design
She liked the idea because UXD discipline
department in the near future, which would
would be pretty new in the education market.
make LUMS a promising potential partner for
She believes that people will welcome quality
LWC’s hybrid program. Pakistan Institute of
education program especially if we are
Fashion Design is also expanding from textile
providing a US accredited degree but she
design to product design area.
was also open to local accreditation option. Hybrid format Dr. Shabnam thinks that hybrid program will take off better than just online long distance
2.3.2 Dr. Arshad Bhatti, head of physics department / dean faculty of science, COMSAT Dr. Bhatti was my senior colleague at Virtual University during 2001-2002. I interviewed him on June 24, 2015 for an hour. Following are high-level findings: M.A. in User Experience Interactive Design Dr. Bhatti really liked the concept; especially graduate specialization in “User Experience” because new emerging fields like Human Computer Interaction, User Experience, or Interactive Design are not currently available in Pakistan.
Network
International collaboration
Dr. Shabnam promised to connect me with
There are undergraduate programs available
Beaconhouse University (BNU) management
with UK universities collaboration in
over phone and will help in arranging future
Pakistan but there is not a single graduate 16
RESEARCH
level program with foreign collaboration.
Network
Cost of program
Pakistan’s education accreditation rules
Dr. Bhatti promised to discuss this concept
He considers the cost is too high but he
are flexible and open towards international
with his colleagues. If the idea picks up,
mentioned his interest in hybrid format (local
collaboration.
he will give me his full support to make it
+ International online resources) to lower the
happen. If it doesn’t get in-house traction
cost and still keep its exclusivity.
Accreditation standards
then he will connect me with the private
COMSAT follows a US accreditation
sector.
Online education is not new for Virtual
guideline to maintain quality of education. Online format
Online format
2.3.3 Dr. Naveed Malik, rector at Virtual University of Pakistan
COMSAT already is using seated classes
University. VU is successfully delivering nationwide Pakistan online education since 2002.
and online format of education. They have
Dr. Malik was my senior colleague at Virtual
a robust online platform LMS like Virtual
University during 2001-2002. I interviewed
Class size
University of Pakistan. He thinks hybrid
him on June 16, 2015 for half an hour.
In Dr. Naveed’s opinion we could easily
format would be a great opportunity in
Following are high-level findings:
expect 30-40 students per session with Virtual University.
COMSAT. M.A. in User Experience Interactive Design Cost of program
Dr. Malik said this is a unique idea but we
Promising growth
The cost of the program is too high. He
might need to alter it for Virtual University
Dr. Malik is going to start a new Human
agrees that we might be able to lower
needs. Virtual University is a national low-
Computer Interaction department with the
the cost through hybrid format. He also
cost long distance online education platform
help of his subordinate Dr. Saba Khalil, who
mentioned that there might be a way to
for masses all over the Pakistan.
has recently finished her PhD in HCI from
subsidise the program through Government of Pakistan’s funding. 17
RESEARCH
London, UK. There might be a possible future opportunity for LWC’s hybrid program in VU’s HCI department. Network Dr. Malik assured me that he would discuss this concept with his colleagues and get back to me. If this program doesn’t get in-house traction then I still think Dr. Malik would be a valuable resource to connect us in the private sector. He considers Beaconhouse University would be our best bet in the private sector but he will also probe LUMS’s new design department venture in his next meeting with LUMS management for me.
2.4
SURVEY RESULTS
I reached my primary and secondary audience through survey. I contacted my human assets through phone, email and social media to reach undergrad students and working professionals in Pakistan. I could have reached more students but due to summer vacation we reached only 60 participants. The results of the survey supports my hypotheses mentioned previously in the report. Following is the high-level summary of survey results but feel free to read online survey questions and survey results for more details.
18
RESEARCH
Income
Status
Continue education
Pursue degree
50k-100k
Students
Yes
Graduate
Gender
Age
Male
21-29
Sponsor
Accreditation
Format
International teachers
UX value
Family
Combined
Hybrid
Agree
Agree
RS
Program value
10-12k
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3
EXPLORATION
20
EXPLORATION
3.1
CONCEPT BRIEF
I am proposing the following actionable items to extend the Lindsey Wilson College International Hybrid Master of Arts User Experience Interactive Degree Program in Pakistan based on cultural insight, industry experience, industry professional interviews and target audience survey results.
3.2
REQUIREMENT SPECIFICATION
I plan to design a responsive website by using various technologies such as HTML5, CSS and PHP, with the possibility of marketing materials for the International Hybrid Master of Arts User Experience
3.2.2 Marketing material (Phase 2) • Social media presence e.g. Facebook, Pinterest, Linkedin • Brochure, posters, PDF and supporting print material • Advertising material, e.g. newspaper, cable TV ad, and social media campaigns • Open conferences and seminars 3.3 Task analysis & schedule
Interactive Degree Program. 3.2.1 Website (Phase 1) • Program philosophy • Program methodology • Program benefits • Course outline • Faculty • Contact • FAQ • My login (PH2)
21
EXPLORATION
3.3
TASK ANALYSIS & SCHEDULE
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6
Phase 7
11-17 May
22-28 June
17-24 May
25-31 May
1-7 June
8-14 June
15-21 June
Concept
Research
Interview 2
Interview 3
Wireframes 2
Hi-Fi Mock-up
Setup
Task Analysis
Survey form
User Scenario
Usability Test 1
Hi fidelity prototype
Specifications
Compet. Analy.
Wireframes 1
Wireframes 3
Usability Test 2
Budget
IA
Survey result
Personas
Site map
Interview 1
Sketches
Design document
Technical Specs
22
EXPLORATION
3.4
SITE MAP
23
EXPLORATION
3.5
SKETCHES
Home
Applied 20-80 rule to cut down the unnecessary options and focused on persona needs. Users can find highlights of the Master of Arts User Experience interactive design program on homepage. Users can find important information through intuitive navigation affordance, which give predictability to the users.
24
EXPLORATION
3.5
SKETCHES
Call to action
25
EXPLORATION
3.5
SKETCHES Curriculum
Faculty
26
EXPLORATION
3.5
SKETCHES Admission
Fee structure
FAQ
27
EXPLORATION
3.6
USER SCENARIO SEMINAR
Sara is a final year undergrad design student
Exploring the UXD resources
U XD
PROGRAM
She came across to the UXD program’s social media campaign couple of weeks ago Today after attending the seminar Sara is eager to learn more about User Experience and possibility of graduate education. She searched User Experience resources to explore the fastest growing field in Interactive Design. See also browsed the links guest speaker recommended.
Last week she saw a poster of UXD seminar in her campus
UXD
HOME
UXD seminar arranged by an international UX professional
Finally Sara is at Lindsey Wilson College Hybrid Online User Experience Interaction Design Graduate degree website recommended by the speaker. She is very enthusiastic and has lot of questions. She wants to know about the program, curriculum, prerequisite, faculty, accreditation, industry endorsement and UX industry links.
LWC UXD website
UXD
CURRICULUM
Followed by an email invitation from college management to attend an optional UXD seminar
UXD
FACULTY
Sara is engaged in the program
UXD
ACCREDITATION
UXD
WEBINAR APPLY NOW CONTACT
28
4
SOLUTION DESIGN
29
SOLUTION DESIGN
4.1
DESIGN PRINCIPLES
CLEAR
AFFORDANCE
CONSISTENT
The information of the system is straightforward & understandable with clear navigation, simple language (labels), and icons.
I used Explicit Affordance signalled action buttons by language, Negative Affordance in side menu and contextual menu, Metaphor Affordance by using a real-world menu icons as a metaphor.
The consistent use of navigation, labels, language, colors, icons and user interface patterns
FOCUS
ACCESSIBILITY
WAYFINDING
The UI is singular and focused. It is intuitive because it focuses on basic tasks of persona e.g. Curriculum, faculty, admissions and fee structure.
Applied W3C standards e.g high contrast, B/W design, Font size readability and visual hierarchy.
Users can find their way by landmark icons, well-structured paths, and fewer choices. They know where they are, what they can do, where they are going and where they’ve been through navigation.
30 30
SOLUTION DESIGN
4.2
WIREFRAMES
Home
I converted sketches into digital wireframe by using Axure. I simplified some features & added content detail of the Master of Arts User Experience interactive degree program. 31
SOLUTION DESIGN
4.2
WIREFRAMES Curriculum
Faculty
Admission
32
SOLUTION DESIGN
4.2
WIREFRAMES Fee structure
FAQ
Apply now
LAUNCH PROTOTYPE 33
SOLUTION DESIGN
4.3
HI-FI WIREFRAMES
Home
I applied Lo-Fi usability test recommendation to improve the user experience by adding parallax navigation and explicit affordance, partner’s information, CTA and tooltip description. I used LWC online branding colors as a guideline so that international Master of Arts User Experience graduate degree program’s website looks like LWC family. 34
SOLUTION DESIGN
4.3
HI-FI WIREFRAMES Curriculum
Faculty
Admission
35
SOLUTION DESIGN
4.3
WIREFRAMES Fee structure
FAQ
Apply now
LAUNCH PROTOTYPE 36
SOLUTION DESIGN RESEARCH
4.4
USABILITY TESTING LIZ
89%
JULIE
100%
I am a design savvy girl and I loved the simplicity, consistency, colors, affordance of naviagation.
79%
NATALIE
100%
I like the simplicity and learnability of the interface. The interface is selfexplanatory and intuitive.
89%
DEAN
100%
I loved the overall simplicity, content information, consistent navigation, icons, color, and process progress feedback.
Low fidelity prototype results
100%
100%
I can’t wait to see this program in action. I wish one day i go back to school again.
Hi fidelity prototype results
37 37
SOLUTION DESIGN RESEARCH
4.4
USABILITY TESTING
selected 7 evaluators based on their previous
• Change the word from webinar to seminar
experience with college program websites.
for “Book a seminar” explicit affordance.
Each user was given a list of tasks to
• Add some description in popup call to
Usability research goals
complete. They were scored based on their
actions (CTAs)
Goal 1
ability to complete the task. Participants were
• Add some description to tooltip of CTA
To determine if there are any major usability issues. Research should identify usability pain points.
family and friends of this researcher therefore no recruitment techniques were employed.
Hi-Fi evaluation After applying Lo-Fi evaluation
Outcomes
recommendations, I achieved 100%
Goal 2
I arranged user testing in two phase --
effectiveness, efficiency and satisfaction
To determine if the user interface is intuitive,
Lo-Fi and Hi-Fi evaluation.
through user flow interactions, intuitive UI,
providing the appropriate affordances for ease of use.
labels, and icons of the website. Lo-Fi evaluation User testing through interactive Lo-Fi
Goal 3
There were no usability issues found in Hi-Fi
prototype revealed major pain points in
To determine if the user are satisfied with the
evaluation.
usability and enhanced features of the
information delivered by the website.
website. Based on evaluator’s feedback, I
Research methods and usability procedures The research method used was microusability testing by observational research. The evaluator selection criteria were based on primary and secondary persona. I
recommend the following improvements for Hi-Fi wireframes: • Add parallax vertical navigation affordance on right side of the page • Add partners information of home page • Move program cost in “Fee structure”. 38
SOLUTION DESIGN
5
RESEARCH OUTCOMES
39
RESEARCH OUTCOMES
RECOMMENDATIONS
Wilson College’s program outline for nonprofit education in a developing country.
an almost 20K cost program through on-line
Based on the research data found for the
This option is still doable and it would be
In the process of research I discovered
proposed hypothesis through cultural insight,
a good option in terms of affordability but
another market, which is Dubai. Dubai could
industry experience, competitive analysis,
it will lose the attraction of international
be an alternate to extend online program
industry expert interviews, and target
accreditation. As a non-profit organization
due to its unique demographics. There is a
audience survey, I recommend the following:
LC4D will help in implementing the course
higher ratio of working professionals than
material and arranging the international
students. The household income of a working
instructors without worrying about the U.S
professional is close to North American
accreditation standards limitation and high
working professionals, however, further
cost. This non-profit program will pay a I believe this is the best possible solution.
research is needed to explore this possible
franchise percentage to LWC on an annual
Students will feel confident to join the
opportunity.
net-asset, which is acceptable for both, LWC
program because It will give them best of
and Pakistan’s university.
5.1
Option 1: Lindsey Wilson College and Pakistan’s university collaboration.
education to the target audience.
both worlds, tangible seated classes by local instructors backed by Pakistan’s reputed university and online classes by international
Option 3: Stand-alone Lindsey Wilson College international campus in Pakistan.
instructors with North American degree endorsement. This combination makes this
I do not recommend this option based on the
degree unique and creates a niche market.
data we received. LWC will need a reputable university partnership because Lindsey
Option 2: Stand-alone University in Pakistan will appropriate the Lindsey
Wilson College does not have any history or reputation in Pakistan. It will be hard to sell 40
RESEARCH OUTCOMES
5.2
LIMITATIONS
To extend the LWC’s Master of Arts User Experience Interactive design program in Pakistan comes with certain risks and limitations, which I see as opportunities. There are multiple potential risks entering into the global market especially in a developing country, however, these limitations are not impossible to resolve. Low cost fee structure of a developing country This limitation can be resolved through the hybrid program, utilizing low cost local resources. The higher number of students can lower the cost as well, which is not impossible in a densely populated country such as Pakistan.
having on-ground networking and study of
before partnership contract that they can
legal resources.
deliver required resources.
Challenges to meet LWC’s (SACSCOC) accreditation standards
Time zone difference
This limitation can be resolved by appointing
instructors on the students’ time zone.
LWC needs to make sure availability of online
a LWC employee in Pakistan. The country program director can control the quality of
Language accent barrier
foreign adjunct professors with partnering
The online instructors will need to show
schools.
empathy and communicate according to needs of target audience. While students in
Challenges to meet accreditation standards of Higher Education Commission (HEC) of Pakistan The program director needs to work with Pakistan’s authorities to resolve potential obstacles. Availability of electricity, technology equipment, high-speed Internet, classrooms and conference rooms.
Pakistan speak English, the differences in accents among students and faculty could present a problem, if not properly addressed. Budget for initial investment, resourcing, marketing and advertising The program will need an initial investment for resourcing, marketing and advertising for a successful launch. The partner university
The program director and partner university
can help in marketing, advertising and local
Understanding of local bureaucracy and legal procedures
can work together to overcome possible
resources. LWC will need to invest in foreign
resource issues. The program can utilize
resources.
We can resolve these cultural differences by
partner’s current resources and make sure 41
6
CONCLUSION
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CONCLUSION
6.1
USER CENTERED DESIGN PROCESS
1. Research & ideation
2. Persona and task analysis
3. Competitive analysis
SEMINAR
Sara is a final year undergrad design student
Exploring the UXD resources
UX D
PROGRAM
She came across to the UXD program’s social media campaign couple of weeks ago Today after attending the seminar Sara is eager to learn more about User Experience and possibility of graduate education. She searched User Experience resources to explore the fastest growing field in Interactive Design. See also browsed the links guest speaker recommended.
Last week she saw a poster of UXD seminar in her campus
UX D
HOME
UXD seminar arranged by an international UX professional
Finally Sara is at Lindsey Wilson College Hybrid Online User Experience Interaction Design Graduate degree website recommended by the speaker. She is very enthusiastic and has lot of questions. She wants to know about the program, curriculum, prerequisite, faculty, accreditation, industry endorsement and UX industry links.
LWC UXD website
UX D
CURRICULUM
Followed by an email invitation from college management to attend an optional UXD seminar
UX D
FACULTY
UXD
ACCREDITATION
UXD
WEBINAR APPLY NOW CONTACT
Sara is engaged in the program
4. Reserach methods application
5. User scenario
6. Sitemap 43
CONCLUSION
6.1
USER CENTERED DESIGN PROCESS
7. Concept evolution Multiple iterations
10. Hi-Fi design evolution Multiple iterations
8. Design evolution Multiple iterations
11.Hi-Fi design Validation Interactive usability testing
9. Concept & design validation Lo-Fi usability testing
12. Research recommendations
44
CONCLUSION
UX interactive design process A full UX interactive design process was explored in the International Hybrid Master of Arts User Experience Interactive design program from research, ideation, exploration, define, design, prototype and usability validation. The three-cycle interactive process with paper and interactive prototype usability validation refined the product. After multiple iterations I achieved 100% effectiveness, efficiency and satisfaction through user flow interactions, intuitive UI, labels, and icons of the website, which was supported and validated by usability tests.
45
CONCLUSION
6.2
CONCLUSION
To extend the Master of Arts Degree in User Experience Interactive Design offered by Lindsey Wilson College into the global market, specifically Pakistan, LWC will need to build on this research with a formal business analysis to address financial considerations. A formal presentation for potential markets will need to be created as at some point I need to meet and pitch the presentation in-person to potential partners in Lahore, Pakistan. This report documents the opportunity for Lindsey Wilson College to enter an international market. The competitive analysis, industry expert interviews, and target audience survey results exhibit that there is a market need for an international User Experience Interactive Design graduate degree program in Pakistan.
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