Spotting icebergs in the dark - user experience insights.
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Spotting icebergs in the dark - user experience insights.

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Measuring success and avoiding failure with real-time user experience insights. Using user and customer experience to measure the success of your projects and avoid disaster before it happens.

Measuring success and avoiding failure with real-time user experience insights. Using user and customer experience to measure the success of your projects and avoid disaster before it happens.

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  • Profiles fuel patterns. Patterns change as we learn more about user behaviorCreate customised rules based on the same UX as Outlook rulesCreate content according to user profilesUnderstanding user journeys, goalsMultivariate testing

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  • 1. Spotting Icebergs in the Dark
    Measuring success and avoiding failure with real-time user experience insights
    Brighton Digital Marketing Festival 08 Sep 2011
  • 2. Using user and customer experience to measure the success of your projects and avoid disaster.
  • 3. Who we are
    Jason Buck
    @jasonbuck
    Simon Nixon
    @neecouk
  • 4. ‘Satanic Mills’
    Many businesses operate a traditional “Board knows best” process when approaching digital projects.
    Image: http://farm3.static.flickr.com/2182/2160086954_5958c823e9.jpg
  • 5. “What would happen if we designed bridges like we design websites?”
    DrJakob Nielsen, web usability ‘guru’
    Image: http://i1-news.softpedia-static.com/images/news2/Future-Bridges-Will-Rock-With-Earthquakes-Without-Breaking-2.jpg
  • 6. What is UX?
    (the complicated answer)
  • 7. Wireframe deliverables are just the tip
    Prototypes save you money.
    But wireframes aren’t inherently user-centered.
    Image: http://3.bp.blogspot.com/-icriY5kDwtg/TlRJyEy4YLI/AAAAAAAAKR8/xMEat3BVdWA/s1600/tip_of_the_iceberg.jpg
  • 8. User-Centered Design
    Don’t work on assumptions:
    “We don’t like their sound and guitar music is on the way out” Decca records rejecting The Beatles, 1962
    Design for your customers, not for internal meetings: “Search all of your parks in all of your cities and you will not find a statue of a committee” David Ogilvy, advertiser
    Technology is not the answer, only part of thesolution:
    “… you gotta start with the customer experience a9nd work backwards to the technology” Steve Jobs, 19979
  • 9. ‘Useful, usable and desirable’ is what makes the difference between a product that succeeds and one that is consigned to history.
  • 10. User-Centred Design process and deliverables
  • 11. Speak to your audience and you’ll be amazed what you find out
    Case study:
    Toast on the Coast
    Image: http://www.coldtoast.com/images/toastSliceWhiteBkgd.jpg
  • 12. ‘Toast on the CoastA light-hearted speedy design project, conducted in 1 hour, with conference delegates
    Number of interviews: 60 (50% audience sample)
    Total number of people eating breakfast: 53
    Favourite toast topping: Marmite
    Anomalies: Marmite and avocado
    Unexpected lack of jam
  • 13. Q: What is your favourite toast topping
  • 14. Persona, representing a ‘typical’ customer / user
  • 15. Page mock up, showing prioritised navigation and content types
  • 16. Summary of UX and UCD benefits
    • Accurate targeting of customers
    • 17. Reduction of reputational risk
    • 18. Lowering design and development costs
    • 19. “Right first time”
    “For something this complicated, it’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” Bloomberg Businessweek
  • 20. How do you know this has worked?
    • User experience often ends at launch
    • 21. Measure success by knowing what you’re goals are
  • Explicit data
    • Anonymous users provide lots of ‘data’
    • 22. Without understanding the users’ motivations and goals it’s hard to turn this data into information
    • 23. Better to apply: Analytics, Profiles, Themes, Patterns, Multivariate testing
  • Implicit data – ‘we are all individuals’
    • User profiles fuel patterns. Patterns change as we learn more about user behavior
    • 24. Create customised rules based on the same tools as ‘Outlook’ rules wizard
    • 25. Create content according to user profiles
    • 26. Understanding user journeys, goals
    • 27. Multivariate testing – presenting different versions of the same content to test which performs better
  • Some CMS metrics providers
  • 28. Summary
    Identify your users (customers)
    Understand their needs
    Help your organisation by helping your users
    Plan, test, measure, improve
  • 29. Contact details:
    Jason Buck
    LongDog.
    @jasonbuck
    07804 851925
    jason@thelongdog.co.uk
    www.TheLongDog.co.uk
    Simon Nixon
    Aqueduct.
    @neecouk
    07970 798620
    simon@aqueduct.co.uk
    www.Aqueduct.co.uk