Strategic User Experience
Canadian Conference on Medical Education
Industry Presentation 2A
April 28th 2014 14:15 to 15:00
“What is UX?”
USER EXPERIENCE
© 2014 Longship Consulting Ltd. All rights reserved.© 2014 Longship Consulting Ltd. All rights reserved.
USER EXPERIENCE
F...
© 2014 Longship Consulting Ltd. All rights reserved.© 2014 Longship Consulting Ltd. All rights reserved.
USER EXPERIENCE
1...
© 2014 Longship Consulting Ltd. All rights reserved.© 2014 Longship Consulting Ltd. All rights reserved.
USER EXPERIENCE
2...
© 2014 Longship Consulting Ltd. All rights reserved.© 2014 Longship Consulting Ltd. All rights reserved.
USER EXPERIENCE
3...
© 2014 Longship Consulting Ltd. All rights reserved.© 2014 Longship Consulting Ltd. All rights reserved.
USER EXPERIENCE
U...
© 2014 Longship Consulting Ltd. All rights reserved.
SYSTEM
(product or
Service)
© 2014 Longship Consulting Ltd. All right...
© 2014 Longship Consulting Ltd. All rights reserved.
Virtual Physical
© 2014 Longship Consulting Ltd. All rights reserved....
RealDecoy Inc. 10Magazine: Lean Back – Passive, “Tell me a story”
RealDecoy Inc. 11TV: Lean Back – Passive, “Tell me a story”
RealDecoy Inc. 12Web: Lean Forward – Active, “What can I do?”
The
Web
USER EXPERIENCE
Offices, Houses, Schools, Libraries, Internet Cafes.
The Web
The Web /
Apps
Apps
USER EXPERIENCE
Anywhere
USER EXPERIENCE
The Web
The Web
The
Web
The Web
The
Web
The
Web
The
Web
The
Web
The Web
Everywhere
“Who is your audience?”
UNDERSTANDING WEB AUDIENCES
They are
informavores
People want answers as quickly as possible.
They are active “Hunters” of information.
UNDERSTANDING ...
They are
task focussed
They have a single task in mind.
UNDERSTANDING WEB AUDIENCES
% of
visitors
interested
in a task
Most tasks have only a small minority
who are interested in them.
The majority of your ...
USER EXPERIENCE STRATEGY
USER EXPERIENCE STRATEGY
USER EXPERIENCE STRATEGY
They don’t read.
They scan.
Title
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Sed blandit tortor in tellus se...
Satisfaction + Suffice
= Satisficed
maybe Probably
notNot
sure
Could
beDon’t
think
so
They will generally pick the first r...
They can leave
at any time.
The Back Button and Google are an easy option.
UNDERSTANDING WEB AUDIENCES
The simpler the site
The better for your users
Anything that detracts from Top Tasks hurts your site.
UNDERSTANDING WEB AU...
© 2014 Longship Consulting Ltd. All rights reserved.
Simple ≠
Good User Experience
UNDERSTANDING WEB AUDIENCES
© 2014 Longship Consulting Ltd. All rights reserved.
WHAT IS USER EXPERIENCE?
© 2014 Longship Consulting Ltd. All rights reserved.
WHAT IS USER EXPERIENCE?
“Where does UX come from?”
ELEMENTS OF USER EXPERIENCE
© 2014 Longship Consulting Ltd. All rights reserved.
ELEMENTS OF USER EXPERIENCE
User
Experience
DESIGNSTRUCTURE
CONTENT
N...
© 2014 Longship Consulting Ltd. All rights reserved.
ELEMENTS OF USER EXPERIENCE
CONTENT
• Text
• Video
• Audio
• Graphics...
© 2014 Longship Consulting Ltd. All rights reserved.
ELEMENTS OF USER EXPERIENCE
STRUCTURE
• Sitemap
• Navigation
• Taxono...
© 2014 Longship Consulting Ltd. All rights reserved.
COMPONENTS OF USER EXPERIENCE
DESIGN
• Layout
• Colours
• Typography
...
© 2014 Longship Consulting Ltd. All rights reserved.
COMPONENTS OF USER EXPERIENCE
TECHNOLOGY
• Hosting
• Programming
• Co...
© 2014 Longship Consulting Ltd. All rights reserved.
COMPONENTS OF USER EXPERIENCE
GOVERNANCE
• Approvals
• Budgeting
• Pr...
© 2014 Longship Consulting Ltd. All rights reserved.
COMPONENTS OF USER EXPERIENCE
MARKETING
• Search Engine
Optimization
...
“Why is UX important?”
THE ROLE OF USER EXPERIENCE
© 2014 Longship Consulting Ltd. All rights reserved.
STRATEGY EXPLAINED
3 User Needs
3 Business Goals
Every web site has:
© 2014 Longship Consulting Ltd. All rights reserved.
USEREXPERIENCE
CREDIBILITY
ACQUISITION
• Appropriat
e
• Profession
al...
“What is a UX strategy?”
UX STRATEGY EXPLAINED
“What is a strategy?”
STRATEGY EXPLAINED
© 2014 Longship Consulting Ltd. All rights reserved.
STRATEGY EXPLAINED
Strategy:
a high level plan
to achieve one or more...
© 2014 Longship Consulting Ltd. All rights reserved.
STRATEGY EXPLAINED
Plan:
list of steps
with timing and resources,
use...
© 2014 Longship Consulting Ltd. All rights reserved.
VISION
STRATEGY EXPLAINED
GOAL GOAL MISSION
STRATEGY (How?)
EXECUTION...
© 2014 Longship Consulting Ltd. All rights reserved.
WHAT IS A UX STRATEGY?
In order to be effective, goals must be SMART....
“What is a UX strategy?”
UX STRATEGY EXPLAINED
© 2014 Longship Consulting Ltd. All rights reserved.
CONTENT
STRUCTURE
DESIGN
TECHNOLOGY
GOVERNANCE
MARKETING
UX STRATEGY ...
“What’s the biggest challenge
with UX?”
USER EXPERIENCE STRATEGY
© 2014 Longship Consulting Ltd. All rights reserved.
USER EXPERIENCE STRATEGY
BUSINESS
NEEDS
USER
NEEDS
© 2014 Longship Consulting Ltd. All rights reserved.
USER EXPERIENCE STRATEGY
BUSINESS
NEEDS
USER
NEEDS
© 2014 Longship Consulting Ltd. All rights reserved.
USER EXPERIENCE STRATEGY
POLITICAL
NEEDS
BUSINESS
NEEDS
USER
NEEDS
© 2014 Longship Consulting Ltd. All rights reserved.
© 2014 Longship Consulting Ltd. All rights reserved.
Case in point: Carousels
© 2014 Longship Consulting Ltd. All rights reserved.
Of those 10,
only 1 will
click on a
slide past the
first slide.
10 wi...
Thank You!
Canadian Conference on Medical Education
Industry Presentation 2A
April 28th 2014 14:15 to 15:00
A Strategic Approach to User Experience
A Strategic Approach to User Experience
A Strategic Approach to User Experience
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A Strategic Approach to User Experience

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This session will focus on understanding user experience and developing a user experience strategy. What is user experience, what are its components and how does it effect your website. What do you need to do to address user experience effectively.

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  • ISO 9241-210[1] defines user experience as "a person's perceptions and responses that result from the use or anticipated use of a product, system or service". According to the ISO definition, user experience includes all the users' emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviors and accomplishments that occur before, during and after use. The ISO also list three factors that influence user experience: system, user and the context of use.
  • What the web used to be.
  • What the web used to be.
  • What the web is today.
  • People want answers as quickly as possible. They are active “Hunters” of information.
  • Users will generally pick the first reasonable option.
  • UX is more than just Design.Four key components: Content, Structure, Design and Technology. All four areas need to be measured. It is impossible to measure them independently.
  • The User Experience of your site has a direct impact on your Goals.User Experience affects Credibility, Usability and Loyalty.Which in turn affect Acquisition, Conversion and Engagement.Which are Key Performance Indicators for many business goals.
  • A Strategic Approach to User Experience

    1. 1. Strategic User Experience Canadian Conference on Medical Education Industry Presentation 2A April 28th 2014 14:15 to 15:00
    2. 2. “What is UX?” USER EXPERIENCE
    3. 3. © 2014 Longship Consulting Ltd. All rights reserved.© 2014 Longship Consulting Ltd. All rights reserved. USER EXPERIENCE First, what it isn’t.
    4. 4. © 2014 Longship Consulting Ltd. All rights reserved.© 2014 Longship Consulting Ltd. All rights reserved. USER EXPERIENCE 1.UX is not a process. (although User Centered Design (UCD) is)
    5. 5. © 2014 Longship Consulting Ltd. All rights reserved.© 2014 Longship Consulting Ltd. All rights reserved. USER EXPERIENCE 2. UX is not the same as “Usability” (although it influences UX)
    6. 6. © 2014 Longship Consulting Ltd. All rights reserved.© 2014 Longship Consulting Ltd. All rights reserved. USER EXPERIENCE 3. UX is not a fad. (although slapping “UX” on titles is)
    7. 7. © 2014 Longship Consulting Ltd. All rights reserved.© 2014 Longship Consulting Ltd. All rights reserved. USER EXPERIENCE User Experience (UX) is: the experience a user has interacting with a system; influenced by the context of its use.
    8. 8. © 2014 Longship Consulting Ltd. All rights reserved. SYSTEM (product or Service) © 2014 Longship Consulting Ltd. All rights reserved. USER EXPERIENCE Context
    9. 9. © 2014 Longship Consulting Ltd. All rights reserved. Virtual Physical © 2014 Longship Consulting Ltd. All rights reserved. USER EXPERIENCE Websites Applications Software Vehicles Kiosks and ATMs Appliances and Electronics
    10. 10. RealDecoy Inc. 10Magazine: Lean Back – Passive, “Tell me a story”
    11. 11. RealDecoy Inc. 11TV: Lean Back – Passive, “Tell me a story”
    12. 12. RealDecoy Inc. 12Web: Lean Forward – Active, “What can I do?”
    13. 13. The Web USER EXPERIENCE Offices, Houses, Schools, Libraries, Internet Cafes.
    14. 14. The Web The Web / Apps Apps USER EXPERIENCE Anywhere
    15. 15. USER EXPERIENCE The Web The Web The Web The Web The Web The Web The Web The Web The Web Everywhere
    16. 16. “Who is your audience?” UNDERSTANDING WEB AUDIENCES
    17. 17. They are informavores People want answers as quickly as possible. They are active “Hunters” of information. UNDERSTANDING WEB AUDIENCES
    18. 18. They are task focussed They have a single task in mind. UNDERSTANDING WEB AUDIENCES
    19. 19. % of visitors interested in a task Most tasks have only a small minority who are interested in them. The majority of your visitors are focused on 1-4 primary tasks Tasks 0% 100% 50% Read an Annual Report 0.017%Book a room 87% User Needs UNDERSTANDING WEB AUDIENCES
    20. 20. USER EXPERIENCE STRATEGY
    21. 21. USER EXPERIENCE STRATEGY
    22. 22. USER EXPERIENCE STRATEGY
    23. 23. They don’t read. They scan. Title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed blandit tortor in tellus semper congue. Donec porttitor pharetra sapien in adipiscing. Sed lacus urna, pellentesque a fringilla non, mattis eu orci. Pellentesque gravida, sem non elementum lacinia, ipsum tellus ullamcorper est, ac rhoncus ante lectus quis dui. Fusce ut magna et lectus aliquam placerat eget sed nisi. Nulla odio nisl, ullamcorper id auctor et, luctus ac est. Proin id massa lectus. Phasellus et turpis sit amet velit dictum venenatis id id dolor. Donec pellentesque imperdiet adipiscing. Nullam lacinia eros et nisl gravida elementum mollis elit fringilla. Cras vulputate quam ut mauris volutpat iaculis. Integer feugiat convallis convallis. Nunc a ullamcorper orci. Praesent orci mi, mattis in feugiat quis, placerat non elit. Etiam augue nibh, iaculis nec porta vitae, posuere eget erat. Aenean ullamcorper tellus et metus adipiscing accumsan. Nulla facilisi. Nulla placerat augue nec erat posuere bibendum. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Vestibulum laoreet gravida vestibulum. Nulla in erat eget nulla feugiat pretium. In ac risus quis nisl fermentum congue. Aliquam mauris lectus, pulvinar vitae faucibus sed, gravida et mauris. Title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed blandit tortor in tellus semper congue. Donec porttitor pharetra sapien in adipiscing. Sed lacus urna, pellentesque a fringilla non, mattis eu orci. • Pellentesque gravida, sem non elementum lacinia, ipsum tellus ullamcorper est, • Ac rhoncus ante lectus quis dui. Fusce ut magna et lectus aliquam placerat eget sed nisi. • Nulla odio nisl, ullamcorper id auctor et, luctus ac est. Proin id massa lectus. Phasellus et turpis sit amet velit dictum venenatis id id dolor. Sub-head Donec pellentesque imperdiet adipiscing. Nullam lacinia eros et nisl gravida elementum mollis elit fringilla. Cras vulputate quam ut mauris volutpat iaculis. Integer feugi- at convallis convallis. Nunc a ullamcorper orci. Praesent orci mi, mattis in feugiat quis, placerat non elit. Subhead Etiam augue nibh, iaculis nec porta vitae, posuere eget erat. Aenean ullamcorper tellus et metus adipiscing accumsan. Nulla facilisi. Nulla placerat augue nec erat posuere bibendum. UNDERSTANDING WEB AUDIENCES
    24. 24. Satisfaction + Suffice = Satisficed maybe Probably notNot sure Could beDon’t think so They will generally pick the first reasonable option. UNDERSTANDING WEB AUDIENCES
    25. 25. They can leave at any time. The Back Button and Google are an easy option. UNDERSTANDING WEB AUDIENCES
    26. 26. The simpler the site The better for your users Anything that detracts from Top Tasks hurts your site. UNDERSTANDING WEB AUDIENCES
    27. 27. © 2014 Longship Consulting Ltd. All rights reserved. Simple ≠ Good User Experience UNDERSTANDING WEB AUDIENCES
    28. 28. © 2014 Longship Consulting Ltd. All rights reserved. WHAT IS USER EXPERIENCE?
    29. 29. © 2014 Longship Consulting Ltd. All rights reserved. WHAT IS USER EXPERIENCE?
    30. 30. “Where does UX come from?” ELEMENTS OF USER EXPERIENCE
    31. 31. © 2014 Longship Consulting Ltd. All rights reserved. ELEMENTS OF USER EXPERIENCE User Experience DESIGNSTRUCTURE CONTENT NAVIGATION INTERACTION TECHNOLOGY FUNCTION MESSAGE MARKETINGGOVERNANCE
    32. 32. © 2014 Longship Consulting Ltd. All rights reserved. ELEMENTS OF USER EXPERIENCE CONTENT • Text • Video • Audio • Graphics (Infographics, Charts, etc.)
    33. 33. © 2014 Longship Consulting Ltd. All rights reserved. ELEMENTS OF USER EXPERIENCE STRUCTURE • Sitemap • Navigation • Taxonomy
    34. 34. © 2014 Longship Consulting Ltd. All rights reserved. COMPONENTS OF USER EXPERIENCE DESIGN • Layout • Colours • Typography • Photography • Illustrations • Icons
    35. 35. © 2014 Longship Consulting Ltd. All rights reserved. COMPONENTS OF USER EXPERIENCE TECHNOLOGY • Hosting • Programming • Content Management Systems • Code Libraries • Domains
    36. 36. © 2014 Longship Consulting Ltd. All rights reserved. COMPONENTS OF USER EXPERIENCE GOVERNANCE • Approvals • Budgeting • Prioritization • Publishing Processes • Resourcing • Measurement
    37. 37. © 2014 Longship Consulting Ltd. All rights reserved. COMPONENTS OF USER EXPERIENCE MARKETING • Search Engine Optimization • Search Engine Marketing • Social Media • Email • Advertising
    38. 38. “Why is UX important?” THE ROLE OF USER EXPERIENCE
    39. 39. © 2014 Longship Consulting Ltd. All rights reserved. STRATEGY EXPLAINED 3 User Needs 3 Business Goals Every web site has:
    40. 40. © 2014 Longship Consulting Ltd. All rights reserved. USEREXPERIENCE CREDIBILITY ACQUISITION • Appropriat e • Profession al • Functional • Intuitive • Accessible • Efficient • Satisfying • Competitiv e • Relevant USABILITY CONVERSION LOYALTY ENGAGEMENT © 2014 Longship Consulting Ltd. All rights reserved. ROLE OF USER EXPERIENCE
    41. 41. “What is a UX strategy?” UX STRATEGY EXPLAINED
    42. 42. “What is a strategy?” STRATEGY EXPLAINED
    43. 43. © 2014 Longship Consulting Ltd. All rights reserved. STRATEGY EXPLAINED Strategy: a high level plan to achieve one or more goals under conditions of uncertainty.
    44. 44. © 2014 Longship Consulting Ltd. All rights reserved. STRATEGY EXPLAINED Plan: list of steps with timing and resources, used to achieve a goal.
    45. 45. © 2014 Longship Consulting Ltd. All rights reserved. VISION STRATEGY EXPLAINED GOAL GOAL MISSION STRATEGY (How?) EXECUTION (Doing) Tactic TacticTactic Tactic (Why?) ~ 25 years~ 5 years (What?)
    46. 46. © 2014 Longship Consulting Ltd. All rights reserved. WHAT IS A UX STRATEGY? In order to be effective, goals must be SMART. S SPECIFIC MEASURA BLE AATTAINAB LE R RELEVANT TTIME- RELATED M
    47. 47. “What is a UX strategy?” UX STRATEGY EXPLAINED
    48. 48. © 2014 Longship Consulting Ltd. All rights reserved. CONTENT STRUCTURE DESIGN TECHNOLOGY GOVERNANCE MARKETING UX STRATEGY EXPLAINED CREDIBILITY ACQUISITION • Appropriat e • Profession al • Functional • Intuitive • Accessible • Efficient • Satisfying • Competitiv e • Relevant USABILITY CONVERSION LOYALTY ENGAGEMENT
    49. 49. “What’s the biggest challenge with UX?” USER EXPERIENCE STRATEGY
    50. 50. © 2014 Longship Consulting Ltd. All rights reserved. USER EXPERIENCE STRATEGY BUSINESS NEEDS USER NEEDS
    51. 51. © 2014 Longship Consulting Ltd. All rights reserved. USER EXPERIENCE STRATEGY BUSINESS NEEDS USER NEEDS
    52. 52. © 2014 Longship Consulting Ltd. All rights reserved. USER EXPERIENCE STRATEGY POLITICAL NEEDS BUSINESS NEEDS USER NEEDS
    53. 53. © 2014 Longship Consulting Ltd. All rights reserved.
    54. 54. © 2014 Longship Consulting Ltd. All rights reserved. Case in point: Carousels
    55. 55. © 2014 Longship Consulting Ltd. All rights reserved. Of those 10, only 1 will click on a slide past the first slide. 10 will click on your carousel Out of 1000 visitors:
    56. 56. Thank You! Canadian Conference on Medical Education Industry Presentation 2A April 28th 2014 14:15 to 15:00
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