Evan Gerber, Principal Consultant, Experience Design Focusing on the User

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

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

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.“

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.“

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.

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.

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.

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.

What is business-centric design?

What is User Centric Design?

User Experience is the entire process

It’s from the very beginning to the very end

If 3,000 years = 60 minutes Why User Centric? Communication Styles are Changing

11 minutes ago Gutenberg invented the printing press Why User Centric? Communication Styles are Changing

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

Used to be that there were pros and consumers

Consumer electronics opened up the market Different Competitors More Choices New Consumers More Ways to Communicate.

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

Before the web, the conversation was with and through the distribution channel

The focus was on the retailer

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

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

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

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

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?

Whom do we talk to?

How do we build connections with them?

What is the best way to foster conversation?

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

Defined by the specific goals, behaviors, and attitudes each persona has

Grounded in research – based on segmentation from survey results

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

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

Mapping personas to content offering (insert brand circle here)

Mapping personas to content offering (insert brand circle here)

DLA?

DLA?

Put technology here

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

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

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

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

Thanks for your time! Any Questions

Any Questions

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

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

Contacts Evan Gerber [email_address] 415-541-2835 Eben Miller [email_address] 512-657-7851

Evan Gerber

[email_address]

415-541-2835

Eben Miller

[email_address]

512-657-7851