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Interactive Strategy
Connecting brands with a meaningful user experience
                                           Julie ...
Strategy



 Interaction design allows the exchange of information or instructions
 between a person and a product
       ...
Approach


I approach interaction design              I work with design teams to design
                                 ...
Consulting

                                        Some of the activities we may engage in
                              ...
Process




                    1             2             3                  4               5

          Learn your    ...
Our process



                               1         2           3          4           5
                             ...
“People view designers as artists, but
    their fundamental role is problem
                               solver.”

    ...
Business objectives




 Are you looking for a solution? An opportunity? A new way to connect
 people with your brand?



...
Business Objectives



     •  Measure the effectiveness of the
        “Ultimate Vacation” campaign on
        www.gohawa...
Measurement Strategy

                                                        Member Pages
    Viral referrals            ...
Measurement Strategy

               Splash Page                    Itinerary Tool                   Save My UV
          ...
“You have to create stuff that people really
want, rather than create stuff just because you
                             ...
User profiles

Who are the people you want to   Jim and Shelby are in their mid-60s and are financially
                  ...
User profiles

When you ask…                         …you uncover opportunities
                                      •  J...
User profiles


                                                Prefers personal assistance
Wants a condo




            ...
User tasks



What do your users want to
 accomplish?
•  Brian is a new brand manager for a    Example
   technology compa...
User tasks




                             •  Can users
                                achieve their
                   ...
Content Mapping




                             •  Can users find
                                content by
            ...
“There is nothing more basic than categorization
 to our thought, perception, action, and speech.”

    George Lakoff, lin...
Prioritizing features and functions




Specify tools and
technologies that

 •  Support business
    goals

 •  Make it p...
Organizing content


 How will people find what they need? How do you surface critical tasks or
 information while enticin...
Organizing content


Thoughtful information
design is about

•  High “findability”
•  Building for discovery
•  A balance ...
“Design is not just what it looks like and feels
                  like. Design is how it works.”

                       ...
Modeling the experience




 •  Will it be simple and
    even pleasant to use?
 •  Prototypes give us a
    place to play...
Modeling the experience

                                One Monday morning, Betty logs into her Symantec
                ...
Modeling the experience




       Betty searches to find a
          particular profile.

© 2009 UXSuccess | 2/23/09     ...
Modeling the experience




 Betty had no idea there
 were so many “Vijay
 Kumar’s” at Symantec.
 She narrows her search o...
Modeling the experience




Betty reads about Vijay’s
personal interests.
She makes a connection
with him from this page.
...
Modeling the experience




Betty sends Vijay an
email that includes
her picture and a link
to her profile




© 2009 UXSu...
“The product is the brand. You build brand in
     our industry through the product and the
                              ...
Brand alignment




 I believe that no customer encounter takes place in isolation; instead it is
 just one component of a...
Contact



 Julie (jb) Booth
 jb@juliebooth.com
 503.312.8685




 Twitter: lightingdiva
 Linkedin: http://www.linkedin.co...
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Ux Success

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Transcript of "Ux Success"

  1. 1. Interactive Strategy Connecting brands with a meaningful user experience Julie Booth UX Success
  2. 2. Strategy Interaction design allows the exchange of information or instructions between a person and a product •  Web sites •  Handheld devices •  Software applications •  Television •  Radio •  Tools •  Toys •  Machines © 2009 UXSuccess | 2/23/09 page 2
  3. 3. Approach I approach interaction design I work with design teams to design interactive experiences that •  from an understanding of how and why people desire to use products •  are purposeful •  as a tireless advocate for users •  help users achieve their goals and their goals •  accommodate user contexts and •  as a cohesive experience, not just capacities sets of features and functions •  are pragmatic •  looking to the future—seeing •  are elegant things as they might be •  facilitate the interactions of target •  with an understanding that the customers that become the brand user’s interaction IS the brand © 2009 UXSuccess | 2/23/09 page 3
  4. 4. Consulting Some of the activities we may engage in are: I am an expert in designing and •  Web Analytics communicating programs that •  Surveys employ a combination of •  Competitive research techniques such as web •  Expert usability reviews (heuristics) analytics, usability testing, and •  High and low fidelity usability testing – competitive research to provide onsite and remote the most cost-effective, •  Participatory design actionable data that helps •  User interviews business owners improve their •  Business requirements •  Usage models efforts. •  Persona development •  Wireframes © 2009 UXSuccess | 2/23/09 page 4
  5. 5. Process 1 2 3 4 5 Learn your Define your Structure your Design the Align with Business key Users Content Experience the Brand Goals •  User •  Site maps •  Interaction •  Creative research design support •  Stakeholder •  Content matrix interview •  User •  Prototypes •  Wireframes personas © 2009 UXSuccess | 2/23/09 page 5
  6. 6. Our process 1 2 3 4 5 Goals Users Content Experience Brand I work with teams to help orchestrate compelling interactions between the company brand culture and an audience that longs for what it offers and embraces its larger meaning. © 2009 UXSuccess | 2/23/09 page 6
  7. 7. “People view designers as artists, but their fundamental role is problem solver.” Danielle Sacks, Fast Company, 2005 1 2 3 4 5 Goals User Content Experienc Brand s e
  8. 8. Business objectives Are you looking for a solution? An opportunity? A new way to connect people with your brand? © 2009 UXSuccess | 2/23/09 page 8
  9. 9. Business Objectives •  Measure the effectiveness of the “Ultimate Vacation” campaign on www.gohawaii.com © 2009 UXSuccess | 2/23/09 page 9
  10. 10. Measurement Strategy Member Pages Viral referrals Member Pages Member Pages Member Pages Banner Ads, Emails, Splash TV Commercials Page Submit My Ultimate UV Page Print Ads Vacation Paid Search Placements Share My UV Page Gohawaii.com – onsite promotion Completion by referring segment © 2009 UXSuccess | 2/23/09 page 10
  11. 11. Measurement Strategy Splash Page Itinerary Tool Save My UV Page Ultimate Vacation Member Pages Splash Page Activity Pages Itinerary Tool Member Pages Activity Pages Ultimate Member Pages Activity Pages Vacation Member Pages Activity Pages Splash Page Share My UV Ultimate Page Vacation Splash Page Submit My UV Page Ultimate Vacation © 2009 UXSuccess | 2/23/09 page 11
  12. 12. “You have to create stuff that people really want, rather than create stuff just because you can.” Genevieve Bell, Anthropologist People and Practices Research, Intel 1 2 3 4 5 Goals User Content Experienc Brand s e
  13. 13. User profiles Who are the people you want to Jim and Shelby are in their mid-60s and are financially comfortable, so they can travel more freely now. They reach? are empty-nesters and are settling into a snowbird lifestyle, leaving the Pacific Northwest for a few weeks in Hawaii every February. They like to travel with friends. Last year on Kauai, they enjoyed a wide range of activities, like golf, tennis, bird watching, and exploring ancient ruins. They couldn’t see and do everything, though, and want to return for another stay. Both were university professors and have used the Web for research. But neither likes surprises, so Jim and Shelby use travel agents to plan trips, especially when they travel internationally. Since they were satisfied with their last hospitality experience in Kauai, they don’t mind using the Web to book accommodations at a trusted resort again. © 2009 UXSuccess | 2/23/09 page 13
  14. 14. User profiles When you ask… …you uncover opportunities •  Jim and Shelby, a couple enjoying their •  Who are they? “golden years” •  What is their environment? •  Want self-sustaining settings for a small •  What are their expressed and group, like a condo unexpressed goals, needs, and •  Want a peaceful setting. No kids, no loud nightlife. desires? •  Prefer a “known entity” •  What are they afraid of? •  Enjoy longer stays •  How do they like to communicate? •  Appreciate basic amenities and updated or unique room décor •  Prefer communicating by phone or in- person, but are Web-savvy © 2009 UXSuccess | 2/23/09 page 14
  15. 15. User profiles Prefers personal assistance Wants a condo Prefers a “known entity” Wants a peaceful setting Appreciates amenities and style © 2009 UXSuccess | 2/23/09 page 15
  16. 16. User tasks What do your users want to accomplish? •  Brian is a new brand manager for a Example technology company. His company •  Bullet 1 sponsors a racing team. •  Bullet 2 •  Brian wants to create buzz for his •  Bullet 3 product in the desktop segment •  Wants to know how to use the racing team sponsorship © 2009 UXSuccess | 2/23/09 page 16
  17. 17. User tasks •  Can users achieve their goals easily? •  Can they discover a something new along the way? © 2009 UXSuccess | 2/23/09 page 17
  18. 18. Content Mapping •  Can users find content by narrowing into their area of interest? •  Can contextual content be delivered? © 2009 UXSuccess | 2/23/09 page 18
  19. 19. “There is nothing more basic than categorization to our thought, perception, action, and speech.” George Lakoff, linguist and author of “Women, Fire, and Dangerous Things” 1 2 3 4 5 Goals User Content Experienc Brand s e
  20. 20. Prioritizing features and functions Specify tools and technologies that •  Support business goals •  Make it pleasing and compelling for users to interact with content No more, no less. © 2009 UXSuccess | 2/23/09 page 20
  21. 21. Organizing content How will people find what they need? How do you surface critical tasks or information while enticing users to explore your content more deeply? © 2009 UXSuccess | 2/23/09 page 21
  22. 22. Organizing content Thoughtful information design is about •  High “findability” •  Building for discovery •  A balance between surfacing quick answers and promoting deeper exploration © 2009 UXSuccess | 2/23/09 page 22
  23. 23. “Design is not just what it looks like and feels like. Design is how it works.” Steve Jobs, CEO, Apple, Inc. 1 2 3 4 5 Goals User Content Experienc Brand s e
  24. 24. Modeling the experience •  Will it be simple and even pleasant to use? •  Prototypes give us a place to play •  Interaction begins here, and we can observe the results What will happen to Betty, who always likes to match a name with a face? © 2009 UXSuccess | 2/23/09 page 24
  25. 25. Modeling the experience One Monday morning, Betty logs into her Symantec account. There’s a message for her about a replacement to SymCard that has been launched over the weekend. “Terrific,” thinks Betty. “I’d love to see what Vijay Kumar looks like, since I am calling him in a half-hour.” She links to the new Social Network page and enters Vijay’s name into a search box. She finds Vijay’s name and reads his profile. “He’s interested in darts” she notices. “I should invite Vijay to connect with Nigel in Reading.” Pleased she’ll have his face in mind as they talk, Betty Betty’s goal: put a makes a quick email connection with Vijay and sends him face to Vijay’s name a message about Nigel’s darts blog, her picture, and a link to her profile. © 2009 UXSuccess | 2/23/09 page 25
  26. 26. Modeling the experience Betty searches to find a particular profile. © 2009 UXSuccess | 2/23/09 page 26
  27. 27. Modeling the experience Betty had no idea there were so many “Vijay Kumar’s” at Symantec. She narrows her search on this screen. She finds the right Vijay Kumar and clicks on his name to view his profile. © 2009 UXSuccess | 2/23/09 page 27
  28. 28. Modeling the experience Betty reads about Vijay’s personal interests. She makes a connection with him from this page. © 2009 UXSuccess | 2/23/09 page 28
  29. 29. Modeling the experience Betty sends Vijay an email that includes her picture and a link to her profile © 2009 UXSuccess | 2/23/09 page 29
  30. 30. “The product is the brand. You build brand in our industry through the product and the experience.” Jim Wicks, VP and Director of Consumer Experience Design, Motorola 1 2 3 4 5 Goals User Content Experienc Brand s e
  31. 31. Brand alignment I believe that no customer encounter takes place in isolation; instead it is just one component of a continuous brand experience. © 2009 UXSuccess | 2/23/09 page 31
  32. 32. Contact Julie (jb) Booth jb@juliebooth.com 503.312.8685 Twitter: lightingdiva Linkedin: http://www.linkedin.com/in/juliebooth © 2009 UXSuccess | 2/23/09 page 32
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