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Optimization -continuous ux improvement (1-7-13)
 

Optimization -continuous ux improvement (1-7-13)

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    Optimization -continuous ux improvement (1-7-13) Optimization -continuous ux improvement (1-7-13) Presentation Transcript

    • Optimization Continuous UX Improvement© 2011 Aquilent, Inc. All Rights Reserved. 2013
    • Topics_• What is optimization• Why we (should) love metrics• The optimization lifecycle• Business opportunity• Roles, tools & training• Are you already optimizing?• Questions?© 2011 Aquilent, Inc. All Rights Reserved. 2013 2
    • Optimization© 2011 Aquilent, Inc. All Rights Reserved. 2013 3
    • What is optimization_Optimization is not solely associated with search enginesuccess, nor focused uniquely on conversion goals(though these are definitely aspects of success).Optimization, for our discussion, is the measurable andcontinuous improvement of the digital experience—whether we’re talking about websites, device-based apps,kiosks, software tools or something else.If it’s digital and users need to interact with it,improvement of their experience is not only possible, it’san important part of our mission.© 2011 Aquilent, Inc. All Rights Reserved. 2013 4
    • Metrics© 2011 Aquilent, Inc. All Rights Reserved. 2013 5
    • Our best friend_Whether we focus oninteraction design,information architecture,user research, taxonomystudies, visual design,usability testing or anycombination of these—orother—UX skills, are weactively embracing thehappy benefit of metrics?Think about the followingexamples…© 2011 Aquilent, Inc. All Rights Reserved. 2013 6
    • Follow me_While we’ve been plying our UXtrade, most of us have encounteredresistance to necessaryinvestments in solid UX resources,tools and processes.It’s a common dilemma.But, what can we offer as aninducement?© 2011 Aquilent, Inc. All Rights Reserved. 2013 7
    • Lovin’ it_Similarly, let’s say we’ve defined yet another top-notchinterface and have followed all best UX practices. Our gemwill be launched next week. We love it. Others love it. It’s a work of art. It’ll be an amazing success! Are we sure?© 2011 Aquilent, Inc. All Rights Reserved. 2013 8
    • It’s a wrap_Ok. Here we are at the end. We’ve crossed the finish line.It’s all developed, functionality’s been tested and it’s beenreleased.Time to celebrateand move on toour next UXchallenge.Really?© 2011 Aquilent, Inc. All Rights Reserved. 2013 9
    • Measuring UX_Whether it’s before a project starts, right smack dab in themiddle of an effort or after release, metrics really can beour best friend.Metrics:• Establish and prove the value of implementing good UX practices by quantifying key success measures.• Help us know we’re going in the right direction during conceptual, design and testing phases.• Provide leverage and guidance, so we can refine and improve our work…after that initial release.© 2011 Aquilent, Inc. All Rights Reserved. 2013 10
    • How_Let’s look at theoptimization lifecycle,where metrics playsuch a critical role,helping us in ourquest to measure andcontinuously improvethe user’s experience.© 2011 Aquilent, Inc. All Rights Reserved. 2013 11
    • Optimization Lifecycle© 2011 Aquilent, Inc. All Rights Reserved. 2013 12
    • Report 1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data UX 8 Optimization 3 Implement, Identify & prioritize test, release Lifecycle business requirements Follows Initial Release 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution© 2011 Aquilent, Inc. All Rights Reserved. 2013 13
    • Report 1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data UX Combines 8 Optimization elements 3 Implement, test, release associated with a Lifecycle Identify & prioritize business requirements Follows Initial UX familiar Release lifecycle 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution© 2011 Aquilent, Inc. All Rights Reserved. 2013 14
    • Report 1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data UX With elements 8 Optimization common to a 3 Implement, test, release continuous Lifecycle Identify & prioritize business requirements improvement Follows Initial Release lifecycle 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution© 2011 Aquilent, Inc. All Rights Reserved. 2013 15
    • Report 1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data UX Business objectives can 8 Optimization change in time. Confirm these, 3 Implement, as well as user needs. Identify & prioritize test, release Lifecycle business requirements Follows Initial Release 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution© 2011 Aquilent, Inc. All Rights Reserved. 2013 16
    • Report 1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure adoption Review and assess quantitative & qualitative data metrics, user behavior and feedback to UX understand issues and opportunities. 8 Optimization 3 Implement, Identify & prioritize test, release Lifecycle business requirements Follows Initial Release 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution© 2011 Aquilent, Inc. All Rights Reserved. 2013 17
    • Report 1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data UX Based on analysis , outline 8 Optimization business requirements & group by these clearly by 3 Implement, Identify & prioritize test, release Lifecycle priorities, creating a roadmap business requirements for what really needs to be Follows Initial Release addressed. 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution© 2011 Aquilent, Inc. All Rights Reserved. 2013 18
    • Report 1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data UX 8 Optimization 3 Implement, Identify & prioritize test, release Lifecycle Rather than trying to “boil the business requirements ocean,” identify specific user Follows Initial Release tasks (or stories) to be addressed. 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution© 2011 Aquilent, Inc. All Rights Reserved. 2013 19
    • Report 1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data Address IA, interaction UX 8 design, functional concerns, visual design updates and Optimization 3 Implement, Identify & prioritize technical issues, as needed. test, release Lifecycle business requirements Create mockups or Follows Initial Release wireframes—whatever is needed to communicate the proposed solution. 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution© 2011 Aquilent, Inc. All Rights Reserved. 2013 20
    • Report 1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data When updates might present UX risks (serious navigation 8 Optimization changes, for example), conduct tests to confirm the proposed 3 Implement, Identify & prioritize test, release Lifecycle direction is on the right course. business requirements Multivariate testing may be very Follows Initial Release helpful at this point. 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution© 2011 Aquilent, Inc. All Rights Reserved. 2013 21
    • Report 1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data Determine the types of reports that UX will be needed to measure success, so any needed tags or 8 Optimization other technologies can be 3 Implement, accommodated. (For example, Identify & prioritize test, release Lifecycle capturing points of abandonment business requirements may require setting up “funnel” Follows Initial Release metrics.) 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution© 2011 Aquilent, Inc. All Rights Reserved. 2013 22
    • Report 1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data UX Follow whatever standard 8 Optimization implementation, 3 Implement, testing and release Identify & prioritize test, release Lifecycle steps are needed. business requirements Follows Initial Release 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution© 2011 Aquilent, Inc. All Rights Reserved. 2013 23
    • Report 1 10 Confirm success business against goals & user target needs outcomes 9 Use measurement tools to 2 Measure understand adoption, Analyze existing quantitative & adoption customer satisfaction, qualitative data conversion, or other success measures identified in step UX 7. Include user survey data in analysis. 8 Optimization 3 Implement, Identify & prioritize test, release Lifecycle business requirements Follows Initial Release 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution© 2011 Aquilent, Inc. All Rights Reserved. 2013 24
    • Report 1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data Develop and discuss reported UX analysis findings. Generally, it will be beneficial to measure against 8 Optimization baselines. Trends may indicate 3 Implement, Identify & prioritize test, release Lifecycle more than a one-time snapshot can. business requirements Follows Initial Release 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution© 2011 Aquilent, Inc. All Rights Reserved. 2013 25
    • Report 1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data UX Now, keep it going. There is always room for improvement. 8 Optimization And we have the success metrics 3 Implement, to prove value every step of the Identify & prioritize test, release Lifecycle way. business requirements Follows Initial Release 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution© 2011 Aquilent, Inc. All Rights Reserved. 2013 26
    • Roles, Tools & Training© 2011 Aquilent, Inc. All Rights Reserved. 2013 27
    • Roles_While UX practitioners are at the core of the optimizationlifecycle, additional players may support:• Metrics & analytics • Multivariate testing• SEM & SEO • Business analysis • Reporting, dashboards© 2011 Aquilent, Inc. All Rights Reserved. 2013 28
    • Tools_All UX tools support optimization, from designapplications to wireframing software, sitemap automation,remote testing methods and presentation templates.Please also consider options for analytics andmeasurement:• Multivariate testing—Optimizely, Maxymiser• User experience management—Tealeaf• User feedback—OpinionLab, 4Q• Analytics & measurement—IBM CoreMetrics, Google Analytics, Adobe Catalyst, Webtrends• Ranking—Alexa, Google Analytics© 2011 Aquilent, Inc. All Rights Reserved. 2013 29
    • Training_Again, all UX training sources support optimization. A few additionalsources of information:• Market Motive—online and live, coached training led by top industry leaders in SEO, PPC, social media, web analytics and conversion optimization. Leads to certification. www.marketmotive.com• Website Optimization—an O’Reilly book focusing on performance and conversion optimization. www.amazon.com/dp/0596515081• ROI Revolution Blog—focusing on website analytics and online marketing. www.roirevolution.com/blog• UXMatters—great UX site regularly featuring methods of measuring and improving UX. In particular, see the article on “Applying Moore’s Law to User Experience.” http://www.uxmatters.com/mt/archives/2009/12/optimization- applying-moores-law-to-user-experience© 2011 Aquilent, Inc. All Rights Reserved. 2013 30
    • Opportunity© 2011 Aquilent, Inc. All Rights Reserved. 2013 31
    • UX has an afterlife_ And it never ends_Rather than simply taking a single pass at creating aneffective user experience and hoping for the best as wemove on to other work, consider the benefits of—andneed for—continuous UX improvement.Users will reap the rewards of an experience that getsbetter with each iterative set of solutions.Our customers will not only meet well-defined businessobjectives, but will be able to track their goals clearlyagainst purposeful baselines.And we—in the world of UX—can expect to stay onprojects long-term, as proven, value-add partners in acontinuous cycle of optimized, measured improvement.© 2011 Aquilent, Inc. All Rights Reserved. 2013 32
    • How can we start “doing” optimization?• Are you optimizing now? How?• How would continuous improvement help your own projects?• Is an extended lifecycle something you want to tackle? Why?• How can we integrate continuous improvement in our industry’s UX toolkit?• And equally important, what do we want to call this process (since “optimization” has been taken)? How about “measured improvement”…?© 2011 Aquilent, Inc. All Rights Reserved. 2013 33
    • Questions?© 2011 Aquilent, Inc. All Rights Reserved. 2013 34
    • Thank youIncorporating UX methodologies, goals and processesinto a measured improvement lifecycle—• While something we may have been doing all along, it’s not necessarily familiar territory, is it?• How will we map these desperately necessary business needs into our digital strategy toolkit?• Want to help move this thinking further? Reach out! Debra Martin, PMP debra.martin@aquilent.com www.linkedin.com/in/debralmartin @lavieerrant© 2011 Aquilent, Inc. All Rights Reserved. 2013 35