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An Insider's Perspective
 

An Insider's Perspective

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My take on working as a UX practitioner within an agency environment.

My take on working as a UX practitioner within an agency environment.

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An Insider's Perspective An Insider's Perspective Presentation Transcript

  • AN INSIDER‟S PERSPECTIVEor: How I Try to Minimise the Pernicious Effect ofAgencies Delivering User Experience Designby Luke Tellefson
  • First, some context
  • Source: http://www.adaptivepath.com/ideas/the-pernicious-effects-of-advertising-and-marketing-agencies-trying-to-deliWhen I started my UX career at an agency, I found thisarticle while doing some research about how I could foster auser centric culture
  • “Pernicious: Having a harmful effect, esp.in a gradual or subtle way.” NewswordySource: http://newswordy.com/words/pernicious/
  • The article sparked a long and fascinating debateabout UX and advertising in general.But this presentation is not about the ethics orculture of a very unique industry.It‟s my take on delivering user experience designwithin the context of an agency
  • TWO DIFFERENT PROCESSESFOR TWO DIFFERENT PROJECTS
  • Let‟s start from the beginning.There are two different types of digital projectsthat agencies work on:Functionally and Creatively lead projects
  • Functional projects produce things like:• Brand Websites, both desktop and mobile• Intranets and Extranets• Business Systems• Utility Apps
  • Creative projects produce things like:• Narrative Based Websites• Games• Interactive Videos• Fun Mobile Apps
  • FUNCTIONALLY LEADPROJECTS
  • More and more, agencies are doing theseprojects well by hiring the right people andmore importantly, adopting user centreddesign practices.Here is a quick recap of this process:
  • UserNeedsFirstly, we use research techniques to understandthe needs of our target user
  • BusinessNeedsThen we use some more science to understand theneeds of the business
  • UserNeedsBusinessNeedsFinally, we design and optimise a solution thataddresses both sets of needs
  • And everyone is happySource: http://i.dailymail.co.uk/i/pix/2012/11/09/article-2230287-15E854C6000005DC-489_634x422.jpg
  • CREATIVELY LEAD PROJECTS
  • Creatively lead projects are differentbecause they also need an ideaSource: http://weworkforcheese.com/wp-content/uploads/2010/06/lightbulb.jpg
  • An idea is the unique angle that makes apiece of marketing memorable, powerfulor effective
  • The best ideas also win awards, whichagencies very much likeSource: http://blog.matthewjsanto.com/?p=104
  • UserNeedsBusinessNeedsCreativeNeedsSo this introduces a third circle to the process
  • And often lots of noisy stakeholdersSource: http://www.taylorshold.com/wp-content/uploads/2012/01/don-draper.jpg
  • SO HOW IS THAT RELEVANT?
  • Creatively lead projects may sometimes appear „blonde‟ …“The blonde stereotype has two aspects: attractiveand desirable … [while] making little use ofintelligence” wikipediaSource: http://en.wikipedia.org/wiki/Blonde_stereotype
  • “in user experience ... utility is king” Peter MerholzSource: http://www.adaptivepath.com/ideas/the-pernicious-effects-of-advertising-and-marketing-agencies-trying-to-deli
  • While it‟s always important for experiencesto be usable, sometimes utility is not king.Sometimes it‟s more important for experiences to befun, informative or persuasive
  • And these experiences can‟t just be about the brand,or users are not going to hang around
  • Luckily, UX folk have the tools to help…
  • StrategistsUsersDevelopersDesignersProducersAccount ServiceCreativesClientsSource: http://halsteenson.files.wordpress.com/2012/01/swiss_army_knife.jpg
  • FIVE WAYS UX FOLK CAN MINIMISETHE PERNICIOUS EFFECT OF AGENCIESDELIVERING USER EXPERIENCE DESIGN
  • 1. We can act as a glue between the variousdisciplines of the project team
  • 2. We can adopt guerrilla style user testingtechniques to guide the project and reduceopinion-based decision making
  • 3. We can add value where it matters mostby choosing the right battles to fight
  • 4. We can reference comparative products,prototypes and design patterns to showstakeholders rather than just telling them
  • 5. We can question design decisions and besatisfied with the answers so long as theyare consistent with the project vision
  • Agencies are going to create userexperiences anyway, so it‟s better to havepeople onboard who are trying to minimisetheir pernicious effects, right?
  • THANKSthenaked-ia.com
  • I have used images in this presentation that I found on the internet. I think theymake the presentation better, but if I have made anyone upset, please let meknow and I will quickly remove them.Special thanks to Peter Merholz, your article wasn’t the “how to” guide I waslooking for, but it gave me a great creative direction for this presentation.