UXBASIS – Getting UX integrated
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UXBASIS – Getting UX integrated

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UX BASIS is a process and a set of tools to help your organization engage with your users through the online products that you develop. By building an experience around the user, it will enable you to ...

UX BASIS is a process and a set of tools to help your organization engage with your users through the online products that you develop. By building an experience around the user, it will enable you to answer their needs whilst ensuring the needs of your business are also fulfilled.

Evidence based design creates a greater value for your business and also encourages collaboration between your teams and results in knowledge sharing between individuals.

This talk was given at a meeting of web project managers (organised by J.Boye) in May 2010.

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  • In London I worked for Reed Elsevier. In that time I had the role of a design manager running projects and art directing. Leading a team of 8 front end developers and designers. Whilst working there I completed an MA in Design Practice and once qualified I moved into another job within the company as their first Information Architect of the business division Here I planned the structures and interactions for 8 industry websites and formulated an Information Architecture strategy
  • Hello group specializes in increasing user engagement by bringing the user closer to the brands that they are interacting with. We are also users of social media and several of us blog regularly and are active participants in our professional communities
  • The standard waterfall model
  • To the iterative model, encapsulated by Agile and SCRUMContrary towhat I wilbetalkingabout I am processagnostic, but do believe in the value of placing the user at the heart of design decisions alongside business needs and the contentyouintend to provide
  • The need for collaborationbetween professionals is fundamental to delivering the bestproductsThis diagram looks at some of the disciplines involved when building an online productTo orchestrate this requires careful project management, but it is very easy to be focussed on delivery to time and budget whilst forgetting the purpose of the product and fulfilling the needs of the usersOf course a main success criteria is to gauge the culture you must operate in and be in tune with your team member’s needs
  • This is a project timeline for the computerweekly.com website that shows how different areas of site development had to be synchronised as development took placeThe four streams are development (back end code), user interface (visual design and front-end code) information architecture and user experience (analysis and usability testing)This diagram is to highlight different areas and so each area has been brought out on top of the ux stream but in reality the UI, IA and Dev streams are all a part of UX
  • I really want to highlight this point.How things look (visual design) how they work (the interaction and development of functionality) and how the product answers the needs and wants of a user (aligned to the business purpose) all are a part of the user experience.Often UX is seen as usability - but that is only a part of the storyWhen building products we should pay attention to the whole of the development of a product ensuring the users are at the heart of decisions made.
  • …but they shouldn’t prescribe the solution - you can use user tests without harming deadlines, or interrupting your development schedules. Testing need not be an obstructive part of the development of a product –just a necessary aspect of it. It is a question of timing and validating the work quickly, and changing the product immediately upon that feedback. Being responsive and having the capacity to execute quickly
  • We started to sketch out all the aspects of building solutions for our clients and the tools we used to complete themWe did this because it was evident that not all projects required the same approaches and we needed to be flexible in our offering, each method has different time and cost implications.But it was really necessary for our team, some who were non-technical, to see the stages that a project was in and how we would build a solution from the different ascpects in UXBASISUX BASIS is a process and a set of tools to help your organization engage with your users through the online products that you develop. By building an experience around the user, it will enable you to answer their needs whilst ensuring the needs of your business are also fulfilled. Evidence based design creates a greater value for your business and also encourages collaboration between your teams and results in knowledge sharing between individuals.
  • We deal with wicked problems, complex projects that can easily become unwieldy and lack the focus due to production factors and resources.This inevitably harms the quality of the product, and does not promote a user focused solution.This is not solely user centred design but a way of practically applying techniques from a business perspective, whilst aligning the user goals, and needs thus making a product that is successful(I will talk in detail about this model will take 5 minutes)
  • An aspect in being involved in this type of work is the ability to convince stakeholders that a certain approach is relevant to their businessBut we are spread thinly and always busy, so we built a physical version of the model so our account people could take the box and discuss the tools with clients.This way of looking at the cards and seeing the various tools available, helps formulate a plan before we are involved in the next phase.(Here I will show the box and get the board out will take 5 minutes)
  • Each card describes a tool we use in our design and development processThis helps to explain in easy to understand language what it is, when it is used and why we use it.The cards can be taken out and are discussion points, the ‘game like ‘ quality is also a factor to encourage more free thinking and preferably this would be used in an are away from the office
  • The poster in enormous and fills a wall, we do not make deliverables for the sake of deliverables. All of them have a purpose and are used towards the end goal of producing a soltuion with real valueAll the cards are also shown alongside the modelBy having this in the development environment it keeps another aspect of the project (the user) to the front of mind and enables conversations around issues to be started
  • This is a thorough and cost-effective way to look at the different requirements that a website or product needs to fulfill a good standard of usability
  • It looks mainly at the user’s tasks and goals and sees if the site supports these. It also looks at copy, visual design and interactive elements. It does not address user behaviour (how they think or feel about what they see and their actions that result from this) or the persuasive aspects a site or product may show.Very much a score card approach and is good for a quick overview to see if there are major problems that need to be tested. This would be done by a usability expert.
  • Concept models or concept maps are one of the most important tools for any projectEven if the project is an update of a site, a redesign or restructure, this approach allows the team to analyse what is working for users and the businessPlacing the user at the centre, the needs (what a user must do when using the product, or site) and wants (the secondary nice to haves, desires from the product)
  • A very simple approach to the problem here with general content areas placed next to user needsThis is a less thorough analysis but is good for getting a quick idea of the scale of a site, or the features of a product
  • When two different user groups are present (three in this case) the diagram can be split. The alignment of common goals can be seen and those that are unique to one segment of the user group.
  • Unlike user stories (used to define the project backlog in sprint planning as part of the Agile process) user journeys look at the user’s progress within a system from start to endThis would involve many use cases as they typically describe several different tasks on the journeyThese form an integral part of service design, as they invariably describe the many touch points a customer may have within a service
  • User journey for the use of email or an SMS for adding a profile to Refugees United(will explain the client here)
  • This is a user journey for a Facebook application for FolkekirkensNødhjælpThe journey here is more focused on the functionality than the story of what the user wants to do, but it does show the flow between states, something very important when designing applications
  • Perhaps the most well known tool in web development that comes from a UX departmentI have written a post called the What, When and Why of wireframes (which also provided an inspiration for the cards) that explains the different types and when and hohw they should be usedIt is important to state that they are not really a deliverable as they are constantly subject to change and never finalised - every wireframe will be altered during the design and development phasesThey are best thought of as a thinking device and are really good for collaboration with the different disciplines in a team
  • A very simple wireframe for a simple site – Dansk Fibernet, to give users the overview of the availability of fiber optics in theír region
  • Some software allows the wireframes to be clickable. Transforming a flat page to a working prototype where user tests can be conducted before any physical code has been writtenThis is a standard method to reduce development costs down the line
  • Eye tracking really works best on completed visual designs, and are helpful in seeing where user’s eyes rest.In effect they describe how successful a designer’s use of colour, layout, contrast and font usage is in guiding the use around a page or product interface.
  • Here we see the results on a page for mobile tarif calculation on specific mobile phones
  • Ensure your corporate sponsor understands the value of UX. The aim is to make the boss an advocate and champion of this approach. If you have analytics that can show the results of improvements to an interface before and after changes have been made show them. But also show the ‘live’ feedback from Twitter or other social networks. UberVu and TweetMeme are great free tools to help here. Use the marketing and customer services departments.They will have information that will be useful regarding audience behaviour, product usage, requests, complaints etc. They should also have research that you can use in offering the users what they want and need.Do your own quick evaluation. Download our form to use on your own site and see what issues occur from your own experience and ask colleagues and friends to see if they experience the same issues. The more serious the problem the quicker it needs to be planned in and fixed.Draw a concept model of your product or website. Think about the needs and wants of your users and have this visible in your office or workspace. It will be a map for you and your team to navigate, to reach a desired destination (and will develop over time). It will provide inspiration and motivation.The voice of the user is carried by you. You carry the responsibility of running the teams that builds a quality product that people will use, enjoy and recommend to others (if done well!). This is perhaps themost important part of getting UX integrated into large projects, face time with the team and remembering who we build for… a philosophical viewpoint but one that is important to remember daily.
  • Ensure your corporate sponsor understands the value of UX. The aim is to make the boss an advocate and champion of this approach. If you have analytics that can show the results of improvements to an interface before and after changes have been made show them. But also show the ‘live’ feedback from Twitter or other social networks. UberVu and TweetMeme are great free tools to help here. Use the marketing and customer services departments.They will have information that will be useful regarding audience behaviour, product usage, requests, complaints etc. They should also have research that you can use in offering the users what they want and need.Do your own quick evaluation. Download our form to use on your own site and see what issues occur from your own experience and ask colleagues and friends to see if they experience the same issues. The more serious the problem the quicker it needs to be planned in and fixed.Draw a concept model of your product or website. Think about the needs and wants of your users and have this visible in your office or workspace. It will be a map for you and your team to navigate, to reach a desired destination (and will develop over time). It will provide inspiration and motivation.The voice of the user is carried by you. You carry the responsibility of running the teams that builds a quality product that people will use, enjoy and recommend to others (if done well!). This is perhaps themost important part of getting UX integrated into large projects, face time with the team and remembering who we build for… a philosophical viewpoint but one that is important to remember daily.
  • Ensure your corporate sponsor understands the value of UX. The aim is to make the boss an advocate and champion of this approach. If you have analytics that can show the results of improvements to an interface before and after changes have been made show them. But also show the ‘live’ feedback from Twitter or other social networks. UberVu and TweetMeme are great free tools to help here. Use the marketing and customer services departments.They will have information that will be useful regarding audience behaviour, product usage, requests, complaints etc. They should also have research that you can use in offering the users what they want and need.Do your own quick evaluation. Download our form to use on your own site and see what issues occur from your own experience and ask colleagues and friends to see if they experience the same issues. The more serious the problem the quicker it needs to be planned in and fixed.Draw a concept model of your product or website. Think about the needs and wants of your users and have this visible in your office or workspace. It will be a map for you and your team to navigate, to reach a desired destination (and will develop over time). It will provide inspiration and motivation.The voice of the user is carried by you. You carry the responsibility of running the teams that builds a quality product that people will use, enjoy and recommend to others (if done well!). This is perhaps themost important part of getting UX integrated into large projects, face time with the team and remembering who we build for… a philosophical viewpoint but one that is important to remember daily.
  • Ensure your corporate sponsor understands the value of UX. The aim is to make the boss an advocate and champion of this approach. If you have analytics that can show the results of improvements to an interface before and after changes have been made show them. But also show the ‘live’ feedback from Twitter or other social networks. UberVu and TweetMeme are great free tools to help here. Use the marketing and customer services departments.They will have information that will be useful regarding audience behaviour, product usage, requests, complaints etc. They should also have research that you can use in offering the users what they want and need.Do your own quick evaluation. Download our form to use on your own site and see what issues occur from your own experience and ask colleagues and friends to see if they experience the same issues. The more serious the problem the quicker it needs to be planned in and fixed.Draw a concept model of your product or website. Think about the needs and wants of your users and have this visible in your office or workspace. It will be a map for you and your team to navigate, to reach a desired destination (and will develop over time). It will provide inspiration and motivation.The voice of the user is carried by you. You carry the responsibility of running the teams that builds a quality product that people will use, enjoy and recommend to others (if done well!). This is perhaps themost important part of getting UX integrated into large projects, face time with the team and remembering who we build for… a philosophical viewpoint but one that is important to remember daily.
  • Ensure your corporate sponsor understands the value of UX. The aim is to make the boss an advocate and champion of this approach. If you have analytics that can show the results of improvements to an interface before and after changes have been made show them. But also show the ‘live’ feedback from Twitter or other social networks. UberVu and TweetMeme are great free tools to help here. Use the marketing and customer services departments.They will have information that will be useful regarding audience behaviour, product usage, requests, complaints etc. They should also have research that you can use in offering the users what they want and need.Do your own quick evaluation. Download our form to use on your own site and see what issues occur from your own experience and ask colleagues and friends to see if they experience the same issues. The more serious the problem the quicker it needs to be planned in and fixed.Draw a concept model of your product or website. Think about the needs and wants of your users and have this visible in your office or workspace. It will be a map for you and your team to navigate, to reach a desired destination (and will develop over time). It will provide inspiration and motivation.The voice of the user is carried by you. You carry the responsibility of running the teams that builds a quality product that people will use, enjoy and recommend to others (if done well!). This is perhaps themost important part of getting UX integrated into large projects, face time with the team and remembering who we build for… a philosophical viewpoint but one that is important to remember daily.
  • Will wrap up with questions…..and pass the box around for people to see

UXBASIS – Getting UX integrated UXBASIS – Getting UX integrated Presentation Transcript

  • Getting UX integrated
    A presentation for
  • My professional background
    Senior web designer >Digital design manager > Information Architect
    Previously I worked for Reed Elsevier’s business division as an Information Architect responsible for the information organisation, interaction design and quality of the user experience for their major publications. Two years ago I joined Hello group…
  • Hello Group is a Next Practice agency - characterised by a wide variety of well informed practitioners who are user focussed. We go beyond a ‘best practice’ approach to creative execution and are concerned not just with what works but what can work better.
  • At Reed Elsevier I experienced a company that went from…
    The waterfall model of big design up-front and a linear approach to production.
  • …to this
    To the iterative model with users very much
    involved in the concept and testing stages of production.
  • Collaboration
    The need for collaborationbetween professionals is fundamental to delivering the bestproducts. This diagram looks at some of the disciplines involved in production. A main success criteria is to gauge the culture you operate in and be in tune with your team member’s needs.
  • We know this isn’t easy….
    This is a project timeline for the computerweekly.com website that shows how different areas of site production had to be synchronised as development took place.
  • Userexperience is morethanusability
    How things look (visual design) how they work (how usable, the interaction and development of functionality) and how the product answers the needs and wants of a user (aligned to the business purpose) all are a part of the user experience.
    flickr: julianbleeker
  • Usability tests canvalidateourassumptions…
    …but they shouldn’t prescribe the solution. Testing need not be an obstructive part of the development of a product – it is a question of timing and validating the work quickly and changing the product immediately upon that feedback.
    flickr: julianbleeker
  • How did we get here?
    Business intelligenceAnalysisStructure
    InteractionSample
    Our projects typically feature five phases and often require unique approaches.
    This approach ensures engaged users, enabling the solution to answer users’ needs whilst ensuring business objectives are met.
  • The UXBASIS model
    This is not solely user centred design, but a way of practically applying techniques from a business perspective, whilst aligning the user goals and needs, thus making a product that is successful
  • UXBASIS – UX in a box
    An aspect in being involved in this type of work is the ability to convince stakeholders that a certain approach is relevant to their business. We built a physical version of the model so our account people could take the box and discuss the tools with clients.
  • The cards
    Each card describes a tool we use in our process. This helps to explain in an easy to understand way what it is, when it is used and why we use it. The cards can be taken out and they become discussion points. The ‘game like ‘ quality encouraging free thinking.
  • Poster for development rooms
    We do not make deliverables for the sake of deliverables. All have a purpose and are used towards the end goal of producing a solution with real value. The poster in the working environment keeps the user front of mind and helps initiate conversations.
  • Business Intelligence tools – Heuristic Evaluation
    This is a thorough and cost-effective way to look at the different requirements that a website or product needs to fulfill to ensure a good standard of usability
  • Business – Heuristic Evaluation
    It looks mainly at the user’s basic goals and sees if the site supports these. It also looks at copy, visual design and interactive elements. It does not address user behaviour (how they think or feel about what they see and their actions that result from this).
  • Analysis tools – Concept Model
    Concept models or concept maps are one of the most important tools for any project. Even if the project is an update of a site, a redesign or restructure, this approach allows the team to analyse what is working for users and the business
  • Analysis – Concept Model
    A very simple approach to the problem here with general content areas placed next to user needs. This is a less thorough analysis but is good for getting a quick idea of the scale of a site, or the features of a product
  • Analysis – Concept Model
    When two different user groups are present (three in this case) the diagram can be split.
    The alignment of common goals can be seen and those that are unique to one segment of the user group.
  • Structure tools – User Journeys
    Unlike user stories (used to define the project backlog in sprint planning as part of the Agile process) user journeys look at the user’s progress within a system from start to end. This would involve many use cases as they typically describe several different tasks on the journey
  • Structure – User Journeys
    User journey for the use of email or an SMS for adding a profile to the website
    Refugees United – dedicated to reuniting refugees with their family.
  • Structure – User Journeys
    This is a user journey for a Facebook application. The journey here is more focused on the functionality than the story of what the user wants to do, but it does show the flow between states, something very important when designing applications
  • Interaction tools
    A deliverable that is constantly subject to change - every wireframe will be altered during the design and development phases. They are best thought of as a thinking device and are best as collaborative documents with various team members.
  • Interaction - Wireframes
    A very simple wireframe for a simple site – Dansk Fibernet, to give users the overview of the availability of fiber optics in the user’s region.
  • Interaction - Wireframes
    Some software allows the wireframes to be clickable. This transforms a flat page to a working prototype where user tests can be conducted before any physical code has been written.
    This is a standard method to reduce development costs further on.
  • Sample – Eye Tracking
    Eye tracking really works best on completed visual designs, and are helpful in seeing where a user’s eyes rest. It effectively describes how successful a designer’s use of colour, layout, contrast and font usage is in guiding the use around a page or product interface.
  • Sample – Eye Tracking
    Here we see the results on a page for mobile tarif calculation on specific mobile phones.
  • Getting UX integrated – Corporate sponsorship
    • Ensure your corporate sponsor understands the value of UX
    • Use the marketing and customer services departments
    • Do your own quick evaluation
    • Create a concept model
    • Speak the voice of the user and the business
    Make the boss an advocate and champion of this approach. Show the results of improvements to an interface before and after changes have been made. Also show the ‘live’ feedback from Twitter or other social networks. UberVu and TweetMeme are great free tools to help here.
  • Getting UX integrated – Use internal departments
    • Ensure your corporate sponsor understands the value of UX
    • Use the marketing and customer services departments
    • Do your own quick evaluation
    • Create a concept model
    • Speak the voice of the user and the business
    They will have information that will be useful regarding audience behaviour, product usage, requests and complaints. They should also have research that you can use in offering the users what they want and need.
  • Getting UX integrated – Review your product
    • Ensure your corporate sponsor understands the value of UX
    • Use the marketing and customer services departments
    • Do your own quick evaluation
    • Create a concept model
    • Speak the voice of the user and the business
    Download our form to use on your own site and see what issues occur from your own experience and ask colleagues and friends to see if they experience the same issues.
    The more serious the problem the quicker it needs to be resolved.
  • Getting UX integrated – Draw a concept model
    • Ensure your corporate sponsor understands the value of UX
    • Use the marketing and customer services departments
    • Do your own quick evaluation
    • Create a concept model
    • Speak the voice of the user and the business
    Think about the needs and wants of your users and have this visible in your office or workspace. It will be a map for you and your team to navigate, to reach the desired destination (and will develop over time). It will provide inspiration and motivation.
  • Getting UX integrated – the voice of the user is carried by you
    • Ensure your corporate sponsor understands the value of UX
    • Use the marketing and customer services departments
    • Do your own quick evaluation
    • Create a concept model
    • Speak the voice of the user and the business
    You carry the responsibility of running the teams that builds a quality product that people will use, enjoy and recommend to others. The most important part of getting UX integrated into large projects is face time with the team and remembering who we build for.
  • Thank you for listening
    Find out more on uxbasis.com
    Or follow us
    on Twitter:
    @uxbasis
    @hellogroup