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Bynd on Getting UX Right for Digital Marketing
 

Bynd on Getting UX Right for Digital Marketing

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This presentation explorers building UX teams centred around three inner disciplines; User Research, Information Architecture, and User Testing - all of which are core to Beyond's UX service offering. ...

This presentation explorers building UX teams centred around three inner disciplines; User Research, Information Architecture, and User Testing - all of which are core to Beyond's UX service offering. Additionally, we touch on the how's and why's UX should begin at the project strategic/kick-off stage and 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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    Bynd on Getting UX Right for Digital Marketing Bynd on Getting UX Right for Digital Marketing Presentation Transcript

    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential integrating ux in to a growth digital agency by Andrew Shanley
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential WHAT’S COMING UP...
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential What’s coming up ➡ 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)
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential THE GROWTH DIGITAL AGENCY (GDA) - CHALLENGES
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential Challenges ➡ 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 practiced? : "We already do wireframes!" A Growth Digital Agency is an agency that's growing fast! With this comes it's own challenges. Some common themes
    • © Copyright 2012 Beyond. All rights reserved. Private and Confidential© Copyright 2013 Beyond. All rights reserved. Private and Confidential SO WHY DO UX IN THE FIRST PLACE
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential 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. a definition *Norman is a cognitive science researcher, co-founder of Nielsen Norman Group and former vice-president of Apple. http://www.nngroup.com/about/ http://www.ux-lx.com/donn.html http://www.ixdstudio.com/blog/8-things-every-ui-designer-should-know/ http://uxdesign.smashingmagazine.com/2010/10/05/what-is-user-experience-design-overview-tools-and-resources/
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential 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. in a commercial context RAZOR BRANDING™: BRANDING TOUCHPOINTS: http://www.therussogroup.com/branding-touchpoints/
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential A better definition CLIENT needs user needs The product moment of engagement the experience user needs CLIENT needs strategy
    • © Copyright 2012 Beyond. All rights reserved. Private and Confidential© Copyright 2013 Beyond. All rights reserved. Private and Confidential WHY UX MATTERS
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential User centered product + increased client buy-in + user testing at earlier stages = Fewer latter-stage iterations and code-rewrites the roi of ux Reduced COST Increased profuctivity Increased sales Increased brand loyalty Increased brand advocacy Users can fulfill their tasks faster, less effort required Pan points reduced, reduced barrier to sales (http://www.uie.com/articles/three_hund_million_button/) Pleasant emotions and memories associated with product and brand... ..tell all your friends about it! UX Basics & The ROI Of UX: http://www.slideshare.net/algorhythm/ux-basics-the-roi-of-ux
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential User centred product + increased client buy-in + user testing at earlier stages = Fewer latter-stage iterations and code-rewrites the roi of ux Reduced COST Increased profuctivity Increased sales Increased brand loyalty Increased brand advocacy Users can fulfill their tasks faster, less effort required Pan points reduced, reduced barrier to sales (http://www.uie.com/articles/three_hund_million_button/) Pleasant emotions and memories associated with product and brand... ..tell all your friends about it! UX Basics & The ROI Of UX: http://www.slideshare.net/algorhythm/ux-basics-the-roi-of-ux Or, rather than increased brand advocacy, could the measure be a reduction in brand opposition ?
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential user needs CLIENT needsSo, we need to sell this approach ( ) back in to the client There is much value to be had.. ..in designing around user needs
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential UX SCOPE: WHERE UX GETS INVOLVED
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential the user experience strategy 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/
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential gda ux team touchpoints: bridging disciplines ux Bridging UX with those associated disciplines, on either side, in other areas of the company strategy dev. User research Content strategy Information architecture Interaction design Usability Visual design
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential gda ux team touchpoints: bridging disciplines ux Bridging UX with those associated disciplines, on either side, in other areas of the company strategy dev. User research Content strategy Information architecture Interaction design Usability Visual design informationarchitecture
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential gda ux team touchpoints: bridging disciplines ux Bridging UX with those associated disciplines, on either side, in other areas of the company strategy dev. User research Content strategy Information architecture Interaction design Usability Visual design informationarchitecture Test hypothesis Test hypothesis Test hypothesis
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential GDA TEAM AND STRUCTURE
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential gda ux team ux user researcher information architect user tester Focuses in gathering insights about the users from social networks, surveys, interviews and workshops. Creates personas to symbolically represent end-user groupings Creates hypotheses, researches holistic and competitor environments, works with personas and user research take-aways to create navigation and hierarchical structures (flow diagrams, site maps, content maps, wireframes, story boards, etc) Tests hypotheses. Creates walk-throughs using Axure, or Invision App.
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential gda ux competency levels Information Architect (IA) UX Senior UX ➡ User Experience concerns emotion ➡ Emphasis on facilitating engagement ➡ Bridging research and design teams ➡ Training IA and mid-weights ➡ Brief / RFP interpretation ➡ IA concerns structure ➡ Emphasis on deliverables ➡ Very hands on ➡ BAU: Business as usual work ➡ Aspire to grow in to UX role title Competency emphasis Junior Mid-Weight Senior
    • © Copyright 2012 Beyond. All rights reserved. Private and Confidential© Copyright 2013 Beyond. All rights reserved. Private and Confidential ISSUES IDENTIFIED
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential what we’ve heard you say (account managers) The poor mans designer "Let's just do some wireframes" = We know UX needs to be applied, but we don't quite get the where, when and how... The afterthought (usability audit) "We've done this design, it's not quite working, can you look at it?" [on a new project] The buzz word "This needs to be UX'd"
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential Why? Because UX is not UI - It's much more... Surface Visual design Skeleton Interface design Navigation design Information design Structure Interaction design Information architecture Scope Functional specs Content requirements Strategy User needs Client / product objectives Iceberg of IA, Peter Morville 2000
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential Why? Because UX is not UI - It's much more... www.uxisnotui.com
    • © Copyright 2012 Beyond. All rights reserved. Private and Confidential© Copyright 2013 Beyond. All rights reserved. Private and Confidential HOW WE CAN MAKE THIS EVEN BETTER
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential We must continue to avoid the user experience from becoming the final part of the equation UX is not (only) about design or wireframes, nor is it solely about creating and handing off design deliverables. Design
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential UX touches pretty much all stages of the project lifecycle Deployment Business as usual (BAU) Strategy and planning Development Design Requirements analysis and user research
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential ..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 storyboarding 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 flows / user journeys Card sort -> Site map / content map
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential Engagement model: On what scale should UX resource be used? 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): Websites, intranets, microsites Any budget, any size To be reviewed as UX team grows. If in doubt Talk with the Head of UX infographics and single facebook pages N/A - unless complex Channels [E.g. Youtube/other] Smaller project with lesser budgets
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential Engagement model: At what point should UX be kicked off? Head of UX is to work closely with producers and accounts to assist with: ➡ Defining 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. Deployment Business as usual (BAU) Strategy and planning Development Requirements analysis Design Strategy and planning here
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential Integrating UX in to a largely tech-focused agile way of working (difficult, 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 fighting 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
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential UX should be something a GDA sells to clients - it's not 'added' value; it adds real strategic significance. 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 defining 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
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential 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