MITX: User Experience Techniques

Dean Whitney President ‐ Interac2ve Site: www.garﬁeldgroup.com Twi8er: @deanwhit

Integrated Marketing Results (KPIs) Tactics •  Search rank •  Websites/blogs •  Audience Acquisition •  Lead gen programs •  Brand recognition •  Organic Search •  Apps (Twitter, Facebook) •  Quality of Engagement •  Social Media •  Leads & Customers •  Branding/Print Nov-15-09 Garfield Group Interactive Page 2

Not everyone is the same 11/15/09 Garfield Group Page 3

They influence each other… 2009 4 Billion Tweets 2010 40 Billion Tweets 11/15/09 Garfield Group Page 4

The consumer decision journey •  Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. McKinsey & Company JUNE 2009 • David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik000 Nov-15-09 Garfield Group Interactive Page 5

11/15/09 Garfield Group Page 6

Insights Observations discovery Ideation BIG IDEA

User Experience Principals -  Sacri ce features for time -  Involve end users early -  Strive for a co-creation experience -  Leverage social networks -  Use free/low cost tools 11/15/09

Feature Rich – Experience Poor 11/15/09

Conﬁden>al Nov-15-09 10

Target Audience •  Influencers Nov-15-09 Garfield Group Interactive Page 11

Conﬁden>al Nov-15-09 12

Feature Creep Research Findings Feature Set Wireframes Strategy Business Requirements

Agile Development Microsoft Release History 1985 2007 Flickr Release History 2004 O’Rielly Radar – October 2006 2006 Agile Iterative Development Benefits   Release early and often (perpetual   Faster time to market / Reduced risk beta)   Closer relationship with customers   Trust users as co-developers and real-   Real-time data to make quantifiable time testers decisions   Incrementally release new products   Increased responsiveness 11/15/09 GGI Overview 14

Features matrix

Involve end users early Implementation Jun Jul Aug Sep Oct Nov Finalize features and requirements, set up issue tracking Detailed Design, business process modeling, proof of concept (POC), portal staging Implement hosting, platform configuration, feature backlog/iteration plan Template development, custom applications, custom data services, 3rd Party integrations QA and performance testing, UAT testing User training & Roll-out (TPA, Admin) Launch Plan POC Closed Beta Launch Alpha Nov-15-09 Garfield Group Interactive Page 16

Social Media Operations Promotion ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ Reputation ✓ ✓ ✓ ✓ ✓ ✓ Nov-15-09 Garfield Group Interactive Page 17

Social Media Monitoring Nov-15-09 Garfield Group Interactive Page 18

Social Media Monitoring Nov-15-09 Garfield Group Interactive Page 19

User Experience Principals -  Sacri ce features for time -  Involve end users early -  Strive for a co-creation experience -  Leverage social networks -  Use free/low cost tools 11/15/09

Dean Whitney President ‐ Interac2ve Site: www.garﬁeldgroup.com Twi8er: @deanwhit

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MITX: User Experience Techniques

by Dean Whitney on Nov 15, 2009

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MITX: User Experience Techniques — Presentation Transcript