Integrating UX in to a Growth Digital Agency

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A presentation created to help account managers understand the fundamentals of User Experience [UX], and how to apply a user-centric approach for Growth Digital Agencies (GDA).

It advocates building a UX centered around three inner disciplines; User Research, Information Architecture, and User Testing. Additionally, it tells how and why UX should begin at the project strategic/kick-off stage, how UX should be evangelised as central to a project's methodology, all while debunking the 'UX as a design deliverable' myth.

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Integrating UX in to a Growth Digital Agency

  1. 1. UX Andrew Shanley @ a n d y s h a n a n d y @ a n d r e w s h a n l e y. c o . u k Integrating In to a Growth Digital Agency
  2. 2. Andrew Shanley @ a n d y s h a n What's coming up...
  3. 3. Andrew Shanley @ a n d y s h a n The Growth Digital Agency (GDA) Challenges Introduction to UX Why UX matters / ROI Current and future issues The Working UX team UX Vs IA Where UX fits in to the development cycle What service we provide, and when (Engagement model) What's coming up
  4. 4. Andrew Shanley @ a n d y s h a n The Growth Digital Agency (GDA) - Challenges
  5. 5. Andrew Shanley @ a n d y s h a n A Growth Digital Agency is an agency that's growing fast! With this comes it's own challenges. Some common themes: Cost: "UX is expensive - we can't afford it" Importance: "UX will eats in to project time" Agency size: "Do we need to a UX department?" Understanding: "Clients don't get UX.. WE don't get UX" Is it really being practised? : "We already do wireframes!" Challenges
  6. 6. Andrew Shanley @ a n d y s h a n So why do UX in the first place?
  7. 7. Andrew Shanley @ a n d y s h a n h t t p : / / w w w. n n g r o u p . c o m / a b o u t / h t t p : / / w w w. u x - l x . c o m / d o n n . h t m l h t t p : / / w w w. i x d s t u d i o . c o m / b l o g / 8 - t h i n g s - e v e r y - u i - d e s i g n e r - s h o u l d - k n o w / h t t p : / / u x d e s i g n . s m a s h i n g m a g a z i n e . c o m / 2 010 / 10 / 0 5 / w h a t - i s - u s e r - e x p e r i e n c e - d e s i g n - o v e r v i e w - t o o l s - a n d - r e s o u r c e s / Coined by Dr. Donald Norman*, 'user experience' (UX) is "design centered on the user’s wants and needs – an experience that gets beyond business goals and digs into users’ goals" (circa 1993) UX is the notion that not only design but strategic decisions should be based on the needs and wants of users. *Norman is a cognitive science researcher, co-founder of Nielsen Norman Group and former vice-president of Apple. A definition
  8. 8. Andrew Shanley @ a n d y s h a n In a commercial context R A Z O R B R A N D I NG ™ : B R A N D I NG T O U C H P O I N T S : h t t p : / / w w w. t h e r u s s o g r o u p . c o m / b r a n d i n g - t o u c h p o i n t s / UX design is driven by consideration of the moments of engagement, or touchpoints, between people and brands, and the ideas, emotions, and memories that these moments create.
  9. 9. Andrew Shanley @ a n d y s h a n The product The experience A better definition CLIENT needs USER needs USER needs CLIENT needs Moment of engagement strategy
  10. 10. Andrew Shanley @ a n d y s h a n Why UX matters
  11. 11. Andrew Shanley @ a n d y s h a n The ROI of UX Reduced COST Increased PRODUCTIVITY Increased SALES Increased BRAND LOYALTY Increased BRAND ADVOCACY User centred product + increased client buy-in + user testing at earlier stages = Fewer latter-stage iterations and code-rewrites Users can fulfi l their tasks faster, less effort required Pain points reduced, reduced barrier to sales ( h t t p : / / w w w. u i e . c o m / a r t i c l e s / t h r e e _ h u n d _ m i l l i o n _ b u t t o n / ) Pleasant emotions and memories associated with product and brand... ..tell all your friends about it! U X B a s i c s & T h e R O I O f U X : h t t p : / / w w w. s l i d e s h a r e . n e t / a l g o r hy t h m / u x - b a s i c s - t h e - r o i - o f - u x
  12. 12. Andrew Shanley @ a n d y s h a n The ROI of UX Reduced COST Increased PRODUCTIVITY Increased SALES Increased BRAND LOYALTY Increased BRAND ADVOCACY User centred product + increased client buy-in + user testing at earlier stages = Fewer latter-stage iterations and code-rewrites Users can fulfi l their tasks faster, less effort required Pain points reduced, reduced barrier to sales ( h t t p : / / w w w. u i e . c o m / a r t i c l e s / t h r e e _ h u n d _ m i l l i o n _ b u t t o n / ) Pleasant emotions and memories associated with product and brand... ..tell all your friends about it! U X B a s i c s & T h e R O I O f U X : h t t p : / / w w w. s l i d e s h a r e . n e t / a l g o r hy t h m / u x - b a s i c s - t h e - r o i - o f - u x Or, rather than increased brand advocacy, could the measure be a reduction in brand opposition ?
  13. 13. Andrew Shanley @ a n d y s h a n So, we need to sell this approach ( ) back in to the client There is much value to be had.. ..in designing around user needs USER needs CLIENT needs
  14. 14. Andrew Shanley @ a n d y s h a n UX Scope: where UX gets involved
  15. 15. Andrew Shanley @ a n d y s h a n UXers sit further toward the ‘person’ end of the scale, focusing on understanding end users, stakeholders, and what is going to work well for them as a wholistic experience. The GDA's UX team should work closer with the Insights, analytics and research departments The GDA's UX teams' aim is to add strategic value to project teams. The Elements of User Experience (2002) Jesse James Garrett http://www.jjg.net/elements/ The User Experience strategy
  16. 16. Andrew Shanley @ a n d y s h a n GDA UX team touchpoints: bridging disciplines User research Content strategy Information architecture Interaction design Usability Visual design T h e U X Um b r e l l a [ a d a p t e d ] , D a n W i l l i s ( @ u xc r a n k ) 2 011 strategy dev. Bridging UX with those associated disciplines, on either side, in other areas of the companyUX
  17. 17. Andrew Shanley @ a n d y s h a n GDA UX team touchpoints: information architecture User research Content strategy Visual design T h e U X Um b r e l l a [ a d a p t e d ] , D a n W i l l i s ( @ u xc r a n k ) 2 011 strategy dev. Information architecture Interaction design Usability Information architecture Bridging UX with those associated disciplines, on either side, in other areas of the companyUX
  18. 18. Andrew Shanley @ a n d y s h a n GDA UX team touchpoints: test iteratively User research Content strategy Visual design strategy dev. Information architecture Interaction design Usability Bridging UX with those associated disciplines, on either side, in other areas of the companyUX Information architecture Test hypothesis Test hypothesis Test hypothesis Test hypothesis
  19. 19. Andrew Shanley @ a n d y s h a n GDA team and structure
  20. 20. Andrew Shanley @ a n d y s h a n UX Focuses in gathering insights about the users from social network s, surveys, interviews and work shops. Creates personas to symbolically represent end-user g roupings GDA UX Team User Researcher Information Architect User Tester Creates hypotheses, researches holistic and competitor environemnts, work s with personas and user research take-aways to create navigation and hierarchical str uctures (fl ow diag rams, site maps, content maps, wireframes, stor y boards, etc) Tests hypotheses. Creates walk-throughs using Axure, or Invision App.
  21. 21. Andrew Shanley @ a n d y s h a n GDA UX competency levels Information Architect (IA) UX Senior UX Junior Mid-weight Senior IA concerns structure Emphasis on deliverables Very hands on BAU: Business as usual work Aspire to grow in to UX role User Experience concerns emotion Emphasis on facilitating engagement Bridging research and design teams Training IA and mid-weights Brief / RFP interpretation Title Competency Emphasis
  22. 22. Andrew Shanley @ a n d y s h a n Issues identified
  23. 23. Andrew Shanley @ a n d y s h a n What we've heard you say (account managers)... "Let's just do some wireframes" The poor mans designer "This needs to be UX'd" The buzz word "We've done this design, it's not quite working, can you look at it?" [on a new project] The afterthought (usability audit) = We know UX needs to be applied, but we don't quite get the where, when and how...
  24. 24. Andrew Shanley @ a n d y s h a n Why? Because UX is not UI - It's much more... Strategy User needs Client / product objectives Scope Functional specs Content requirements Structure Interaction design Information architecture Skeleton Interface design Navigation design Information design Surface Visual design I c e b e r g o f I A , P e t e r M o r v i l l e 2 0 0 0
  25. 25. Andrew Shanley @ a n d y s h a n Why? Because UX is not UI - It's much more...
  26. 26. Andrew Shanley @ a n d y s h a n How we can make this even better
  27. 27. Andrew Shanley @ a n d y s h a n Design UX is not (only) about design or wireframes, nor is it solely about creating and handing off design deliverables. We must continue to avoid the user experience from becoming the final part of the equation
  28. 28. Andrew Shanley @ a n d y s h a n Deployment Business as usual (BAU) Strategy and planning Development Design UX touches pretty much all stages of the project lifecycle Requirements analysis and user research
  29. 29. Andrew Shanley @ a n d y s h a n ..It's more like this Deployment Business as usual (BAU) Strategy and planning Development Design and user testing Requirements analysis and user research Climate / holistic / best of breed research Collect and interpret social data, analytics and search data Interpreting client/stakeholder brief Determine user stories, Workshops, surveys and interviews Wireframing and stor yboarding Prototyping Creating and working off personas Presentations Quality assurance (QA) Quality assurance (QA) A/B and click testing Put in to perspective Content audit Process fl ows / user journeys Card sor t -> Site map / content map
  30. 30. Andrew Shanley @ a n d y s h a n To be reviewed as UX team grows. If in doubt Talk with the Head of UX Any budget, any size Smaller project with lesser budgets Engagement model: On what scale should UX resource be used? Websites, intranets, microsites Channels [E.g. Youtube/other] N/A - unless complex Infographics and single Facebook pages With a small team and a large amount of work coming in, how can we ensure only those projects requiring UX, get UX. Rule of thumb: UX to be used when the following criteria is met (this will differ per GDA):
  31. 31. Andrew Shanley @ a n d y s h a n Deployment Business as usual (BAU) Strategy and planning Development Requirements analysis Design Strategy and planning Engagement model: At what point should UX be kicked off? Head of UX is to work closely with producers and accounts to assist with: - Defi ning UX scope of work i.e. what UX process to use* - Timings - UX/IA resource allocation *The scope of UX required differs project to project. Some projects may require wireframes only. Some may require full research, surveys, interviews, stories, site maps, journeys, prototypes, wireframes. Here
  32. 32. Andrew Shanley @ a n d y s h a n Integrating UX in to a largely tech-focused agile way of working (diffi cult, but can be done) Getting UX and dev organised; establishing the relationship between Product Owners and UX; getting UX work into the backlog; etc Potential inner-departmental fi ghting for allocation of resource UX wants MORE, Design wants MORE, Tech wants MORE… New starter knowledge - particularly on account/producer team: Communicating the fundamentals UX is a new area and the team is growing and evolving - how do we communicate changes? More of these presentations every 3 / 6 months Challenges
  33. 33. Andrew Shanley @ a n d y s h a n UX should be something a GDA sells to clients - it's not 'added' value; it adds real strategic signifi cance. There is actual ROI - something to explore further UX is not (only) about UI or wireframes. It's about understanding a users emotional connections at various touch points with the brand or product The core UX team of a GDA consists of a User Researcher, Information Architect, and a User Tester. Skills will sometimes overlap. Communication must always overlap. Collaboration is key. The role of an Information Architect is about the hands-on organisation of data and content i.e. the creation of site maps, wireframes and prototypes The role of Head of UX is about defi ning the UX process per-project, working on briefs and RFP's, and bridging UX disciplines with associated disciplines in other areas of the company > strategy, research, analytics, design UX is to be kicked off at the strategic/onboarding stage The UX process differs depending on client, budget, resource, timescales, scope Takeaways
  34. 34. Thank you Andrew Shanley @ a n d y s h a n a n d y @ a n d r e w s h a n l e y. c o . u k

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