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Now let's talk a little bit 2

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about user experience, because there can be no course 3

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about web design without 4

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at least mentioning user experience. 5

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So far, we focused essentially 6

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on visual design of user interfaces. 7

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Designing the user interface means to design 8

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the presentation of a product, 9

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like a web site or a mobile application. 10

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It's designing the look and feel of the product. 11

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So that is what we've been looking at so far. 12

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Now, there's also another type of design which 13

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is very important, and that's the user experience design. 14

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User experience is the overall experience that 15

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the user has with a product. 16

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User experience includes the user interface, 17

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but also has to understand the whole picture of the product. 18

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"'It's not just what it looks like and feels like. 19

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"' Design is how it works.'" 20

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That is a very well known quote from Steve Jobs 21

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about user interface and experience design. 22

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Let us picture as a good explanation 23

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of the difference between just designing the presentation 24

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of a product or designing the whole experience. 25

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So the bottle on the left side may be beautifully designed, 26

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but it doesn't solve the user's need to get ketchup 27

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out of the bottle as quick as possible. 28

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So the bottle on the right side tries to solve that problem 29

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by designing a pleasant overall user experience. 30

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It's also beautiful, but at the same time, it works. 31

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We can think of user experience in terms 32

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of user's goals and business' goals. 33

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A user experience designer needs to align those goals 34

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so the business benefits when the user reaches their goal. 35

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Imagine for example that you're running a web site 36

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where you want to give away for free an ebook 37

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in exchange for an email address. 38

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The user's goal here is to learn 39

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about the specific subject of your book. 40

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And your goal is to get the email address of your customers. 41

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For example, so you can try to sell them something later. 42

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Now you gotta make sure that your design makes 43

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the best possible job in achieving both goals. 44

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User experience is a huge field and requires 45

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a lot of things to study and to analyze. 46

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But I felt like I should at least tell you 47

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some very basic things about it. 48

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I will also give you the link to 49

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a great, free user experience crash course, 50

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if you're interested. 51

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Find the link to that course in the ebook.