What is this UX thing?


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An entry level class answering the question, what is user experience?

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What is this UX thing?

  1. 1. What is this UX thing?Presented by @Abby_the_ia
  2. 2. Agenda for MondayAnswer these questions:• What is user research?• What is information architecture (IA)?• What is content strategy?• What is interaction design (IXD)?• What is user experience (UX)?• What does “good” mean in this world?• What does the process look like to get to good?Assign some homework :)
  3. 3. Agenda for tuesdayCritique 0f homeworkQ + A about UX, IA, Careers etc
  4. 4. InformationArchitecture • Facilitates understanding • Orders meaning • Establishes truth • Creates clarity • Makes pictures of consensus 5
  5. 5. Content Strategy• Determines content requirements• Documents page level info hierarchy• Informs content creation by establishing content level goals• Shares content level audience insight 6
  6. 6. Interaction Design• Designs the pieces• Refines the flow• Determines the edges and errors• Documents the solutions 7
  7. 7. User Research • Informs Strategy • Tests solutions • Compares performance • Measures success 8
  8. 8. User Experience isa result, not a toolHow users feel? How users act? effect you have Your return on investment 9
  9. 9. And we want theresult to be good 10
  10. 10. Good is Goal Based 11
  11. 11. Good is worked towards 12
  12. 12. Good is Measurable• User testing• Satisfaction Surveys• Usage Data/Analytics• Social Media Statistics• Sales data, even non digital equivalents• Qualitative metrics (sales force or customer service quotas)
  13. 13. Getting to Good 14
  14. 14. First You have to understand How people hear about your offering(s) How people explore your offering(s) What could detract How people Who else could from this person opt into your entice this person proceeding at this offering(s) at this point? point? How people use your offering the first time How people use your offering over time
  15. 15. Then You have to Look forward1. Map facts How people hear about your offering(s)2. Map Questions3. Map Opportunity How people explore your offering(s) What could detract How people Who else could from this person opt into your entice this person proceeding at this offering(s) at this point? point? How people use your offering the first time How people use your offering over time
  16. 16. And pick the right measuresIf you have a question about Examples to be looking at…If something is effective Completion ratesWhether something is findable Speed to findPeople’s Expectations Bounce Rates & Time on SiteSatisfaction Interviews, Surveys, Ask Sales and CSRsIs enough Information provided? Are people clicking to further information consistently?Are people using the path as designed? Click path data(Courtesy of Richard Dalton)
  17. 17. Example Questions Planning to measureAwareness: How do people find out User interviews and Surveysabout us?Acquisition: Where will our loyal users Surveys, Analytics: Traffic Sources for Repeat Usersbe coming from?Conversion: What is the average time on Analytics: Time on site compared to industry averages andsite for us? What is normal? for loyalty users vs single article usersAction: Will people interact with the Analytics: Click rates on items suggested on article pagescontent we suggest they interact with afterreading the entry article?Loyalty: How will loyalty users differ from Analytics: Compare variety of points across loyalty usersnew users? and single article usersOther: How should sharing work? What Surveys, Interviews, Analytics: Track social sharingdo people share? behavior to establish baselines for types of events
  18. 18. Based on what you know, get to know users• Talk to potential users• Talk to actual users (if you have them)• Talk to competitive users (no one said you couldn’t – unless they did, then don’t)• Spend time shadowing users in their real lives• Watch people using equivalent or similar things to what you are making• Use competitive things in the market• Social media listening• Blogs, customer reviews, forums… the internet is HUGE
  19. 19. Set some smart goalsq Specificq Measurableq Achievableq Relevantq Time bound
  20. 20. Establish your scope to meet those goals Scope = What we all agreed to do
  21. 21. Prioritize your scopeBusiness Prioritization: User Prioritization:ü Meets Competitive/Industry or ü Appropriate for my life Regulatory Bar ü Relevant to meü Meets Contractual Obligationü Availability of Resources or ü Within reach in price and Partners availabilityü Budget to ProduceWhat measurement is fair?• High: Must have and would consider holding launch until I get it• Medium: Is pretty essential but launch is priority over it• Low: Nice to have but not essential
  22. 22. Feature or Idea Brand (H,M,L) User (H,M,L) Phase Decision Cost/Hours to ProduceInsert Insert Insert Insert Insert• Allows for dual prioritization• Allows for phase designation outside of prioritization• Indicates cost/time per feature or idea (optional)
  23. 23. Define the IA 24
  24. 24. Work through thecontent strategy 25
  25. 25. Design The Interactions 26
  26. 26. Measure user reactions at anypoint along the way 27
  27. 27. Document Solutions
  28. 28. Work with Creativesand Developers to build
  29. 29. Measure and React
  30. 30. #1 question:Who does what? 31
  31. 31. Most people in this world wear many hats Information Architecture As a result... In te r • UX has become a catch all word for people De ac sig tio n n working in these fields • Job titles tend to be confusing • Outsiders tend to not understand theCon ten difference between these things t St rat egy User Research 32
  32. 32. #2 question:How do I get started? 33
  33. 33. Move the trashcan Identify a problem in the world and solve it by paying attention to user needs If that sounds fun... you may be a UX person 34
  34. 34. Activity How people hear about your offering(s)• Break into teams of 3-5• Pick a Product* How people explore your• In Class: Develop a offering(s) Funnel listing: – Facts (What exists today) What could detract How people Who else could from this person opt into your entice this person – Questions + how to proceeding at this point? offering(s) at this point? measure – Opportunity How people use your offering the first time★ Tomorrow you will present this to class.. How people use your offering YAY! over time 35
  35. 35. Homework1. Split up the “opportunities” identified within your team. Assure everyone agrees on its validity.2. Each student should sketch a picture or series of pictures to explain an opportunity to the class during presentation of their funnel
  36. 36. Thanks Abbycovert@gmail.com @ Abby_The_IA www.Abbytheia.com(slides will be up online later today)
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