La Experiencia.

THE ELEMENTS OF
USER EXPERIENCE
S E CO N D E D I T I O N
USERCENTERED DESIGN
F O R T H E W E B A N D B E YO N D

Written and Illustrated by

Jesse James Garrett

The Elements of User Experience: User-Centered Design for the Web and Beyond,
Second Edition
Jesse James Garrett
New Riders1249 Eighth Street
Berkeley, CA 94710
510/524-2178
510/524-2221 (fax)
Find us on the Web at:www.newriders.com
To report errors, please send a note to errata@peachpit.com
New Riders is an imprint of Peachpit, a division of Pearson Education.
Copyright © 2011 by Jesse James Garrett
Project Editor: Michael J. Nolan
Development Editor: Rose Weisburd
Production Editor: Tracey Croom
Copyeditor: Doug Adrianson
Proofreader: Gretchen Dykstra
Indexer: Valerie Perry
Cover Designer: ArenHowell Straiger
Interior Designer: Kim Scott
Compositor: Kim Scott

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ISBN 13: 978-0-321-68368-7
ISBN 10: 0-321-68368-4
987654321
Printed and bound in the United States of America

For mywife, Rebecca Blood Garrett,
who makes all things possible.

iv

THE ELEMENTS OF USER EXPERIENCE

Table of Contents
CHAPTER 1

User Experience and Why It Matters

2

Everyday Miseries

3

Introducing User Experience

4

From Product Design to User Experience Design

7

Designing (for) Experience: Use Matters

8

User Experience and the Web

9

Good UserExperience Is Good Business

12

Minding Your Users

17

CHAPTER 2

Meet the Elements

18

The Five Planes
The Surface Plane
The Skeleton Plane
The Structure Plane
The Scope Plane
The Strategy Plane

19
20
20
20
21
21

Building from Bottom to Top

21

A Basic Duality

25

The Elements of User Experience
The Strategy Plane
The Scope Plane
The Structure Plane
TheSkeleton Plane
The Surface Plane

28
28
29
30
30
30

Using the Elements

31

THE ELEMENTS OF USER EXPERIENCE

v

CHAPTER 3

The Strategy Plane
Product Objectives and User Needs

34

Defining the Strategy

36

Product Objectives
Business Goals
Brand Identity
Success Metrics

37
37
38
39

User Needs
User Segmentation
Usability and User Research
CreatingPersonas

42
42
46
49

Team Roles and Process

52

CHAPTER 4

The Scope Plane
Functional Specifications and Content Requirements

56

Defining the Scope
Reason #1: So You Know What
You’re Building
Reason #2: So You Know What
You’re Not Building

58

Functionality and Content

61

Defining Requirements

65

Functional Specifications
Writing It Down

68
69

Content...