Focusing on the User - Business-Centered User Design
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Focusing on the User - Business-Centered User Design

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Learn:

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

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Focusing on the User - Business-Centered User Design Presentation Transcript

  • 1. Evan Gerber, Principal Consultant, Experience Design Focusing on the User
  • 2. Objectives
    • Learn how Molecular is shifting the strategic approach to user centric development by
      • Bringing the brand dialogue to the consumer
      • Creating dynamic and compelling user experiences
      • Developing engaging and maintainable web presences
  • 3. The Philosophy
    • Wikipedia Says:
      • “ 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.“
  • 4. The Philosophy
    • Wikipedia Says:
      • “ 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.“
    • This isn’t quite true
      • To be truly user centric, the User Needs must be considered at each and every step of the entire process.
  • 5. The Philosophy
    • Wikipedia Says:
      • “ 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.“
    • This isn’t quite true
      • To be truly user centric, the User Needs must be considered at each and every step of the entire process.
    • User centered design starts at the very beginning, most abstract part of the project, and carries through every single part of the work.
  • 6. What is business-centric design?
  • 7. What is User Centric Design?
  • 8. User Experience is the entire process
  • 9. It’s from the very beginning to the very end
  • 10.  
  • 11.  
  • 12. If 3,000 years = 60 minutes Why User Centric? Communication Styles are Changing
  • 13. 11 minutes ago Gutenberg invented the printing press Why User Centric? Communication Styles are Changing
  • 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
  • 15. Used to be that there were pros and consumers
  • 16. Consumer electronics opened up the market Different Competitors More Choices New Consumers More Ways to Communicate.
  • 17. The evolution of the brand – consumer dialogue
    • Before the web, the conversation was with and through the distribution channel
    • The focus was on the retailer
  • 18. The evolution of the brand – consumer dialogue
    • One way conversation with consumers
    • Space for consumers to reach back to brand
    • The conversation begins, and Pandora’s box creaks open
      • Online help system
      • Feedback forms
    • Consumers got a taste, and loved it
  • 19. The evolution of the brand – consumer dialogue
    • Brands can now interact with their customers, if they know how to communicate
    • If they can’t, the conversation will happen anyhow
    • It is crucial that brand understand how to engage and create time with their audiences
  • 20. The questions that inform the process
    • Whom do we talk to?
    • How do we build connections with them?
    • What is the best way to foster conversation?
  • 21. Capture the information in personas
    • Defined by the specific goals, behaviors, and attitudes each persona has
    • Grounded in research – based on segmentation from survey results
  • 22. Solution: Experience Design
    • Realistic character sketches that represent a site’s targeted user-types throughout site creation and maintenance
    • Defined by the specific goals, behaviors, and attitudes each persona has
    • Grounded in research – based on segmentation from survey results
  • 23.
    • Mapping personas to content offering (insert brand circle here)
  • 24.
    • DLA?
  • 25.  
  • 26.  
  • 27.  
  • 28. Put technology here
  • 29.  
  • 30.  
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  • 37. Results
    • Blog.nikon.usa.com has already started a meaningful dialogue
    • Measuring the duration of engagements
    • Tracking paths to see where the users are going
    • Lowering TCO through consolidation of microsites
  • 38. Lessons Learned
    • Educate Internally and Externally
      • Add extra time
      • Get client in the weeds of interwoven asap
      • Educate upwards
    • Involve Tech, Early and Often
      • Involve the team at the very beginning
      • If needed, bring out outside expertise Involve Tech, Early and Often
      • Involve the team at the very beginning
      • If needed, bring out outside expertise
    Lessons Learned
  • 39. Thanks for your time!
    • Any Questions
  • 40. Now Shifting to….
    • Attend other sessions:
      • Today 2:45pm Trends Track “Web 2.0 and Social Networking”
      • Thursday 4:10 Business Track “Driving Growth by Leveraging Targeted Extranets with Rohm and Haas”
      • Friday 10:00am Business Track “Delivering Real Value by Optimizing Your Online Business with TransUnion”
    • Demo Stations
      • TeamSite, LiveSite, Segmentation & Analytics
    • Partners in Partner Pavilion
      • Molecular, Translations.com, FAST
  • 41. Contacts
    • Evan Gerber
      • [email_address]
      • 415-541-2835
    • Eben Miller
      • [email_address]
      • 512-657-7851