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

Published in: Business, Technology
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  • Transcript

    • 1. Evan Gerber, Principal Consultant, Experience Design Focusing on the User
    • 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. 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. 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. 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. 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 <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>
    • 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>
    • 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>
    • 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>
    • 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>
    • 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>
    • 23. <ul><li>Mapping personas to content offering (insert brand circle here) </li></ul>
    • 24. <ul><li>DLA? </li></ul>
    • 25.  
    • 26.  
    • 27.  
    • 28. Put technology here
    • 29.  
    • 30.  
    • 31.  
    • 32.  
    • 33.  
    • 34.  
    • 35.  
    • 36.  
    • 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>
    • 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
    • 39. Thanks for your time! <ul><li>Any Questions </li></ul>
    • 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>
    • 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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