Building the Case for UX

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Building the Case for UX

  1. 1. BUILDING THE CASE FOR UX
  2. 2. INDUSTRY LEADERS PARTNER WITH US
  3. 3. Why are you here?
  4. 4. Good user experience makes good common sense.
  5. 5. ROI = (Gain from Investment-Cost of Investment) Cost of Investment
  6. 6. Are you an MBA?
  7. 7. Then what makes you qualified to have this conversation?
  8. 8. Awe… that’s nice.
  9. 9. WHAT IT TAKES <ul><li>Disciplines </li></ul><ul><li>Psychology, Human Factors, HCI </li></ul><ul><li>Research Methods </li></ul><ul><li>Design </li></ul><ul><li>Business Process Management </li></ul><ul><li>Marketing Strategy </li></ul><ul><li>Customer Behavior </li></ul><ul><li>Skills </li></ul><ul><li>Teamwork </li></ul><ul><li>Business sense </li></ul><ul><li>Visual thinking </li></ul><ul><li>Critical thinking </li></ul><ul><li>Detailed communication </li></ul><ul><li>Commitment to the profession </li></ul>
  10. 10. USER TECH DESIGN BIZ IT’S UP TO US We are communicators. US
  11. 11. TOOLS OF THE TRADE Will the user of this screen have a good experience?
  12. 12. THE TOOLS OF THE TRADE Ooooh, that looks super nice…
  13. 13. TOOLS OF THE TRADE Closer.
  14. 14. <ul><li>Ask the right questions. </li></ul><ul><li>Where are we going? </li></ul><ul><li>How will we get there? </li></ul><ul><li>How will we measure success? </li></ul>
  15. 15. <ul><li>Hard </li></ul><ul><ul><li>Conversion/Acquisition </li></ul></ul><ul><ul><li>Lead Generation </li></ul></ul><ul><ul><li>Retention </li></ul></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><li>Viral Referrals </li></ul></ul><ul><ul><li>Channel Migration </li></ul></ul><ul><ul><li>Employee Productivity </li></ul></ul><ul><ul><li>Cost Savings </li></ul></ul><ul><li>Soft </li></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Customer Satisfaction </li></ul></ul><ul><ul><li>Brand Loyalists/Champions Adoption/Utilization </li></ul></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Ethics </li></ul></ul>MEASUREMENT
  16. 16. WHERE IN THE PROCESS? Step I Business Intelligence: Timeline & Extranet Documentation Review Heuristic Analysis Competitive Analysis Stakeholder Interviews Strategic Workshops Technical Discovery & Specification Business Intelligence Findings Step II Experience Definition: User Studies User Personas Creation Task Flow Storyboards Interface Approaches Information Architecture Wireframes Usability Testing Ongoing Technology Feasibility Analysis Step III Visual & Content Design: Creative Brief Visual Design Concepts Visual Design Extension Design Specification Copywriting Clickable Prototype Usability Testing Step IV Development: Design Support Presentation Layer Development Integration CMS Training Content Population Quality Assurance Implementation Warranty & Support Step V Ongoing Analysis: Design and Development Updates Testing & Optimization Analytics & Recommendations
  17. 17. Consider the entire experience. Cross boundaries. Weave it together. <ul><li>Customer Touch Points </li></ul><ul><li>Visit direct to site </li></ul><ul><li>Through Search Engine </li></ul><ul><li>Email </li></ul><ul><li>Social Media </li></ul><ul><li>Advertising </li></ul><ul><li>Mail </li></ul><ul><li>Call Center/Support </li></ul><ul><li>In Store/Sales </li></ul>
  18. 18. Don’t be Milton.
  19. 19. Don’t be a jerk.
  20. 20. Find your allies. Pick your battles. Be nice. Don’t be a slouch. Start small & build.
  21. 21. It’s not always easy. Objections? What have been your barriers?
  22. 22. We can do it!

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