Focusing on the User - Business-Centered User Design

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Learn:
--Bringing the brand dialogue to the consumer
--Creating dynamic and compelling user experiences
--Developing engaging and maintainable web presences

Published in: Business, Technology

Focusing on the User - Business-Centered User Design

  1. 1. Evan Gerber, Principal Consultant, Experience Design Focusing on the User
  2. 2. Objectives <ul><li>Learn how Molecular is shifting the strategic approach to user centric development by </li></ul><ul><ul><li>Bringing the brand dialogue to the consumer </li></ul></ul><ul><ul><li>Creating dynamic and compelling user experiences </li></ul></ul><ul><ul><li>Developing engaging and maintainable web presences </li></ul></ul>
  3. 3. The Philosophy <ul><li>Wikipedia Says: </li></ul><ul><ul><li>“ user-centered design is a design philosophy and a process in which the needs, wants, and limitations of the end user … are given extensive attention at each stage of the design process.“ </li></ul></ul>
  4. 4. The Philosophy <ul><li>Wikipedia Says: </li></ul><ul><ul><li>“ user-centered design is a design philosophy and a process in which the needs, wants, and limitations of the end user … are given extensive attention at each stage of the design process.“ </li></ul></ul><ul><li>This isn’t quite true </li></ul><ul><ul><li>To be truly user centric, the User Needs must be considered at each and every step of the entire process. </li></ul></ul>
  5. 5. The Philosophy <ul><li>Wikipedia Says: </li></ul><ul><ul><li>“ user-centered design is a design philosophy and a process in which the needs, wants, and limitations of the end user … are given extensive attention at each stage of the design process.“ </li></ul></ul><ul><li>This isn’t quite true </li></ul><ul><ul><li>To be truly user centric, the User Needs must be considered at each and every step of the entire process. </li></ul></ul><ul><li>User centered design starts at the very beginning, most abstract part of the project, and carries through every single part of the work. </li></ul>
  6. 6. What is business-centric design?
  7. 7. What is User Centric Design?
  8. 8. User Experience is the entire process
  9. 9. It’s from the very beginning to the very end
  10. 12. If 3,000 years = 60 minutes Why User Centric? Communication Styles are Changing
  11. 13. 11 minutes ago Gutenberg invented the printing press Why User Centric? Communication Styles are Changing
  12. 14. Why User Centric? Communication Styles are Changing 3 minutes ago Morse Code 6 seconds ago the mobile phone 12 seconds ago the internet 1 minute ago the fax 90 seconds ago the television 2 minutes ago the radio 2 ½ minutes ago the telephone 0.01 seconds ago the blog
  13. 15. Used to be that there were pros and consumers
  14. 16. Consumer electronics opened up the market Different Competitors More Choices New Consumers More Ways to Communicate.
  15. 17. The evolution of the brand – consumer dialogue <ul><li>Before the web, the conversation was with and through the distribution channel </li></ul><ul><li>The focus was on the retailer </li></ul>
  16. 18. The evolution of the brand – consumer dialogue <ul><li>One way conversation with consumers </li></ul><ul><li>Space for consumers to reach back to brand </li></ul><ul><li>The conversation begins, and Pandora’s box creaks open </li></ul><ul><ul><li>Online help system </li></ul></ul><ul><ul><li>Feedback forms </li></ul></ul><ul><li>Consumers got a taste, and loved it </li></ul>
  17. 19. The evolution of the brand – consumer dialogue <ul><li>Brands can now interact with their customers, if they know how to communicate </li></ul><ul><li>If they can’t, the conversation will happen anyhow </li></ul><ul><li>It is crucial that brand understand how to engage and create time with their audiences </li></ul>
  18. 20. The questions that inform the process <ul><li>Whom do we talk to? </li></ul><ul><li>How do we build connections with them? </li></ul><ul><li>What is the best way to foster conversation? </li></ul>
  19. 21. Capture the information in personas <ul><li>Defined by the specific goals, behaviors, and attitudes each persona has </li></ul><ul><li>Grounded in research – based on segmentation from survey results </li></ul>
  20. 22. Solution: Experience Design <ul><li>Realistic character sketches that represent a site’s targeted user-types throughout site creation and maintenance </li></ul><ul><li>Defined by the specific goals, behaviors, and attitudes each persona has </li></ul><ul><li>Grounded in research – based on segmentation from survey results </li></ul>
  21. 23. <ul><li>Mapping personas to content offering (insert brand circle here) </li></ul>
  22. 24. <ul><li>DLA? </li></ul>
  23. 28. Put technology here
  24. 37. Results <ul><li>Blog.nikon.usa.com has already started a meaningful dialogue </li></ul><ul><li>Measuring the duration of engagements </li></ul><ul><li>Tracking paths to see where the users are going </li></ul><ul><li>Lowering TCO through consolidation of microsites </li></ul>
  25. 38. Lessons Learned <ul><li>Educate Internally and Externally </li></ul><ul><ul><li>Add extra time </li></ul></ul><ul><ul><li>Get client in the weeds of interwoven asap </li></ul></ul><ul><ul><li>Educate upwards </li></ul></ul><ul><li>Involve Tech, Early and Often </li></ul><ul><ul><li>Involve the team at the very beginning </li></ul></ul><ul><ul><li>If needed, bring out outside expertise Involve Tech, Early and Often </li></ul></ul><ul><ul><li>Involve the team at the very beginning </li></ul></ul><ul><ul><li>If needed, bring out outside expertise </li></ul></ul>Lessons Learned
  26. 39. Thanks for your time! <ul><li>Any Questions </li></ul>
  27. 40. Now Shifting to…. <ul><li>Attend other sessions: </li></ul><ul><ul><li>Today 2:45pm Trends Track “Web 2.0 and Social Networking” </li></ul></ul><ul><ul><li>Thursday 4:10 Business Track “Driving Growth by Leveraging Targeted Extranets with Rohm and Haas” </li></ul></ul><ul><ul><li>Friday 10:00am Business Track “Delivering Real Value by Optimizing Your Online Business with TransUnion” </li></ul></ul><ul><li>Demo Stations </li></ul><ul><ul><li>TeamSite, LiveSite, Segmentation & Analytics </li></ul></ul><ul><li>Partners in Partner Pavilion </li></ul><ul><ul><li>Molecular, Translations.com, FAST </li></ul></ul>
  28. 41. Contacts <ul><li>Evan Gerber </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>415-541-2835 </li></ul></ul><ul><li>Eben Miller </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>512-657-7851 </li></ul></ul>
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