Ux and seo
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Ux and seo

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  • Agenda:
  • Intro
  • Explain UX-  quality of experience a person has when interacting with a specific design. This can range from a specific artifact, such as a cup, toy or website, up to larger, integrated experiences such as a museum or an airport.It’s the science and art of designing a product, like a website, so that it is easy to use, meet users needs and fulfil business goalsThe term was coined by Don Norman while he was Vice President of the Advanced Technology Group at Apple. In his own words: “I invented the term because I thought human interface and usability were too narrow. I wanted to cover all aspects of the person’s experience with the system including industrial design, graphics, the interface, the physical interaction, and the manual. Since then the term has spread widely, so much so that it is starting to lose it’s meaning… user experience, human centered design, usability; all those things, even affordances. They just sort of entered the vocabulary and no longer have any special meaning. People use them often without having any idea why, what the word means, its origin, history, or what it’s about.”“UX is the science and art of understanding how people interact with a business process–especially as it relates to “new media”–and how the owners of that business process can tailor-fit an experience for their customers that is the centrepiece of a relationship model of doing business.” (Luke Borgnis)
  • Not a user experience:Not an individual discipline, rather, user experience is interrelated to all disciplines.
  • Description of a user experience:The easiest way to see user experience is to think in entire processes. (i.e. how user moves from A, B, C, D). The user experience is A, B, C and D but not just any one of them alone.
  •  UX includes all the users' emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviours and accomplishments that happen before, during and after using a website or system.
  •  UX includes all the users' emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviours and accomplishments that happen before, during and after using a website or system.
  • SEO attract customers to your shop, UX keeps them there and do what you want them to do, like buying your product or liking your brandSo if you have good SEO and bad user experienceYour website will be easy for users to find, but have nothing to keep them staying
  • This is the basic UXelements, it always start from strategy, before it goes to something more concrete, like a website. “why we build this” over “what we are going to build”It alwaysstart from the strategy, user needs and business objectivesOnce the strategy is clear, you move to scoping – what you need to fulfil achieve user needs and the objectivesThen moving to how you are going to structure the requirements, then think about how the design need to interact with users And finally, how it’s going to look – the aesthetic
  • A bit more complex - This is a typical website development process – as you can see, it still start with business objectives on the very top.SEO is at the top, where it should feed into information architecture and user experienceMost of Reprise clients are not on the top of the red line, means, a lot of SEO work we do can be considered maintenance, or something that are retrofittedIA and copy: SEO is affected by IA and the copy on the websiteSite structure: the “blueprint” for how to construct the websiteNavigation systems: How users find stuff on the siteTaxonomies: What the different pages on the site are calledContent inventories: A matrix of all of the content that needs to be on the website
  • Personas: identification of the different types of site users. This is to represent our users in as much detail as necessary. We need to know their backgrounds, their technologies, their habits and lifestyles. Where they are from, age, occupation - these can all be factors.Scenarios:illustrating how a user meets the user, business and website goals.We need to define situations that our personas will be in, related to the product we're developing. We can communicate these with storyboards, Post-It notes, Power Point slides, interactive sketches, or other methods.
  • Sketch: drawings to share user design ideas, no code involvedWireframe: blueprints for where the different elements on the website will be placedPrototype:it’s like a clickable wireframes where you have the feel or examples of how the design would work
  • I will have you watch the video if your own time if you have not. Just the gist of it (and my explanation won’t do the video justice)Why UX:Ensure web sites and products:Can be used by real peopleSupport business activities and workflowReduce development time and cost

Ux and seo Ux and seo Presentation Transcript

  • SEO AND UX A 10 minutesintroduction
  • AGENDARoleConceptQ&AProcess
  • UX – THE CONCEPTWhat is it? What is it not? View slide
  • WHAT IS UX?UX = User eXperienceTheoretically: It includeseverything that add to the userexperience.Practically:It’s a contextual design –enabling design to work on users’needs and the business’s goals View slide
  • WHAT UX IS NOTIt is not a trendy new name for...•Web design•Content strategy•User-centered design•Graphic design•User interface (UI) design•Information architecture (IA)•Interaction design (IxD)•Usability testing•Customer satisfaction•Marketing
  • WHAT UX IS ABOUT…Ads Google WebsiteShoppingCartPurchaseThe experience and not the item
  • USER AS THE CENTRESource: IBM Customer Facing Solution
  • THE ROLE OF UX AND SEOWhere does it sit?
  • SEARCH ENGINE IS AUSER TOOI am your super moody, picky ,disabled user who have millionsof friends. Treat me well and Iwill refer you to them.Probably.
  • UX AND SEOUsersSEO role↑ traffic and ↑ conversionUX rolekeep users happy & engaged
  • PROCESS AND DELIVERABLESWhat’s involved?
  • THE ELEMENTSFunctional & Content ScopeUser needsBusiness objectivesUser flow designInformation ArchitectureInterface & navigation designInformation designVisual designThe look and feel
  • A TYPICAL WEB DEVELOPMENTPROCESS + DELIVERABLESGatherrequirementsBusinessAnalysisIA SEOUXDesignUsability TestsBuild AccessibilityUsability TestsAccessibilityTestsAnalytics MaintenanceLaunchRequirements, Use Cases, Functional SpecCode recommendationsDocumentation,result,recommendationsReports, Statistics,Analysis, Amends,ImprovementsContent inventoryKeyword ResearchSite StructureTaxonomiesNavigationCoderecommendationsWireframe, Userpaths, persona,prototypes,sketches
  • EXAMPLE OF UXDELIVERABLESPersonas ScenariosSEO and Analytics canprovide information for thecreation of personaAnalytics can tell you howusers currently move withinthe site
  • EXAMPLE OF UXDELIVERABLESSketch Wireframe Prototype
  • AND THAT’S IT FORTODAY.Last but not least, always keep the end user in mind.
  • THANK YOU!BONUS VIDEO: THE ROI OF UXThe ROI of User Experience – Watch it if you have the time
  • APPENDIX
  • EXAMPLE OF BAD USEREXPERIENCE – FACEBOOKMESSAGE LABELWhat is “other”?
  • EXAMPLE 2 - MSY SHOPPINGCART
  • CONTENT STRATEGYHow your contentwill meetbusinessobjectivesWhat’s requiredfor successfulimplementationHow content isprioritised,organised andaccessedHow peoplemanage andmaintaincontentPolicy,standards andguidelinesFramework for content strategy by Melissa Rach, Vice President of Content Strategy at Brain
  • UX FUNDAMENTALS