User Experience Matters: Making Sure Web Experiences Don't Suck

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Presented at ad:tech NY - November 2011

All the social media buzz, clever videos and awesome analytics won’t amount to much if your Web site or mobile app stinks. After all, if your digital experiences don’t match up to the hype, you are simply throwing away your marketing dollars. In this hands-on session, EffectiveUI co-founder and president Anthony Franco, along with expert panelists from Microsoft, Pop, Experian and TIAA_CREF, present user experience best practices and case studies.

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User Experience Matters: Making Sure Web Experiences Don't Suck

  1. 1. User Experience Matters #effectiveuiMaking Sure Digital Experiences Dont Suck Anthony Franco EFFECTIVEUI, President & Founder Elaine Hamann TIAA-CREF, Vice President, Digital Strategy & Experience Tony Hoskins POP, Principal Mindy Nies, EXPERIAN CONSUMER DIRECT, Lead User Experience Architect Mike Downey MICROSOFT, Principal Evangelist, Media PlatformThursday, November 10, 2011
  2. 2. Framing UX“When we use the term ‘user experience’, what are we really talking about?”Anthony Franco EffectiveUI President & Founder@anthonyfrancoThursday, November 10, 2011
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  4. 4. Tool Capability Need http://worrydream.com/ABriefRantOnTheFutureOfInteractionDesign/Thursday, November 10, 2011
  5. 5. business Tool user user Capability NeedThursday, November 10, 2011
  6. 6. The tech industry, a love storyThursday, November 10, 2011
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  8. 8. Imagine you are Dr. Min Kao CEO of GarminThursday, November 10, 2011
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  15. 15. $97.99Thursday, November 10, 2011
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  17. 17. "For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through." Steve JobsThursday, November 10, 2011
  18. 18. The design industry – a tragic comedyThursday, November 10, 2011
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  39. 39. “Design is not just what it looks like and feels like... ...design is how it works” Steve JobsThursday, November 10, 2011
  40. 40. Tool Capability Need http://worrydream.com/ABriefRantOnTheFutureOfInteractionDesign/Thursday, November 10, 2011
  41. 41. Customer-Centric Product Design Ethnographic Research Elaine Hamann ehamann@tiaa-cref.orgThursday, November 10, 2011
  42. 42. Our Customers The Eager Maximizer Distracted and Distressed Comfortable and Controlling “It seems like no “I’m kicking myself “I think of money as a options exist for not doing it. I serious game. I don’t between having a never saved a listen to anyone – I financial advisor penny until I was know what I want to and being totally 38 years old.” do, and I do it.” self-service.” MINDSET MINDSET MINDSET • Uses all available avenues to learn as much as • Harbors significant misconceptions about financial • Comfortable with numbers and calculations. possible. Knows that knowledge is power. planning, due largely to media messages. Actively tests hypotheses instead of merely • Focuses on highly strategic long-term goals. • Operates on a tactical day-to-day level and not a gathering and aggregating information. strategic long-term level. • Somewhat preoccupied with lifestyle decisions. GOALS GOALS GOALS • My primary goal is to maintain and maybe even • My biggest concern is paying off debt and • My goal is to exercise absolute freedom of choice exceed my current standard of living in retirement. rehabilitating my credit score. and control over my life. • I want to plan correctly so I can pay for the kids’ • Someday I would like to buy a condo or house, • To achieve absolute freedom, I need to educations, afford necessary home repairs, and maybe even own a business. accumulate wealth while minimizing the resultant evade potential devastation from unexpected life tax burden. events. OBSTACLES OBSTACLES OBSTACLES • Sometimes I wonder if my job—given its moderate • My entire paycheck is used to pay bills and debt— • I have a lot of fun with investing, but sometimes I salary—will prevent me from realizing true there’s nothing left to save. wonder if I’m spending too much time on it. Is it an financial health in retirement. • I don’t have the time or the educational foundation addiction? • I worry about whether or not I’m planning correctly to learn about financial planning. for unexpected life events. I would like to consult • I don’t like to talk about finances because it just an expert for added security. makes me feel badly about myself.Thursday, November 10, 2011
  43. 43. Experience Challenge How to make a complex tool (retirement income planner) about a topic that causes anxiety (I need to start withdrawing my retirement savings. What are my income options?) easy to useThursday, November 10, 2011
  44. 44. The Customer’s Perspective Our Customers Our Employees “I want to help the “I had to figure out what I customer find the right was going to get on a option” monthly basis from TIAA- CREF.” + 50 page printed report 11/09/11 43Thursday, November 10, 2011
  45. 45. How We Conducted Our Research • 1-on-1 interviews to capture feedback on the existing tool. Discussed individual goals and plans for retirement income. • Developed composite customer profiles to direct our design processThursday, November 10, 2011
  46. 46. Meet Marilyn “I’m planning for me. I worked hard for my Product Opportunities money, but I can’t take •Make financial terms & it with me.” concepts easy to understand. Offer more info. - Age 59 •Lead her through the -Executive assistant at a university process. -Offered an early retirement option -Had to quickly decide what to do. •Provide quick access to - Wanted to illustrate a single an advisor for lifetime annuity with a guarantee assistance.Thursday, November 10, 2011
  47. 47. Customer-Centric Design Approach Design Principles: • Reduce Barriers • Guide Me • Know Me • Help MeThursday, November 10, 2011
  48. 48. Understanding Users Gaining insights through Social Channels Tony Hoskins, Principal POP Agency @pop_agencyThursday, November 10, 2011
  49. 49. Specifically…Thursday, November 10, 2011
  50. 50. Reality Check #1 $10,000+Thursday, November 10, 2011
  51. 51. Reality Check #2 2 weeksThursday, November 10, 2011
  52. 52. Reality Check #3 1 in 4 mobile apps, once downloaded, is never used again.* *LocalyticsThursday, November 10, 2011
  53. 53. The Challenge How do you inexpensively and quickly concept a mobile experience that people will embrace?Thursday, November 10, 2011
  54. 54. Solicit input “SFC is going mobile and we want the best supporters in the world to help us design the best soccer apps in the world. Our first step is to see what ideas you, the supporters, have. What do you want to see in Sounders FC mobile apps? Post any feedback you have here throughout the week.”Thursday, November 10, 2011
  55. 55. Recruit discussion groupsThursday, November 10, 2011
  56. 56. The Results A team is something that you watch. A club is something you are part of.* *The Seattle TimesThursday, November 10, 2011
  57. 57. The ResultsThursday, November 10, 2011
  58. 58. The ResultsThursday, November 10, 2011
  59. 59. The ResultsThursday, November 10, 2011
  60. 60. The Results *App StoreThursday, November 10, 2011
  61. 61. Our costThursday, November 10, 2011
  62. 62. Things to keep in mind• Build an audience NOW• Create an exchange• Don’t neglect research best-practices• Look for input everywhere• Experiment!Thursday, November 10, 2011
  63. 63. Form + Behavior Why interaction design and visual design are both critical to the digital experience. Mindy Nies, Lead User Experience Architect Experian Consumer Direct @mniesThursday, November 10, 2011
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  87. 87. Tech Talk Delivering content to multiple screens Mike Downey Principal Evangelist, Media Platform Microsoft Corporation miked@microsoft.com | @mdowneyThursday, November 10, 2011
  88. 88. Multi-screenThursday, November 10, 2011
  89. 89. Five GuidelinesThursday, November 10, 2011
  90. 90. 1. Focus • Know your audience • Figure out what matters most and do that really well • Put more wood behind the arrow • Your content doesn’t have to be everywhere • If the experience isn’t tailored to the device don’t waste your time • Apps are not micro sitesThursday, November 10, 2011
  91. 91. 2. Know the technology • Each platform provides options – know what those options are – Example: iOS and Android allow both native and Webkit (HTML/JS) development • Look for commonalities • Invest wiselyThursday, November 10, 2011
  92. 92. 3. The great equalizerThursday, November 10, 2011
  93. 93. 4. Use frameworks • Maximize code re-use • Frameworks are designed to make things easier for you and the good ones reach across platforms • jQuery, PhoneGap, Corona SDK, Sencha Touch, MMP Player Framework, JWPlayer, VideoJSThursday, November 10, 2011
  94. 94. 5. Understand User Interaction • Design for touch • Consider screen size and resolution • Make layouts fluid and dynamic • Consider where and when users interact • Plan aheadThursday, November 10, 2011
  95. 95. Thank you Questions? @anthonyfranco @mnies @pop_agency @mdowneyThursday, November 10, 2011

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