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Intro to UX with Huge

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DCWW Code(Her) workshop July 9, 2013 by Amber Cartwright and D. Anthony Verdin from Huge, Inc.

DCWW Code(Her) workshop July 9, 2013 by Amber Cartwright and D. Anthony Verdin from Huge, Inc.

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  • 1. DCWW Intro to User Experience July 9, 2013 hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843
  • 2. Agenda: 1. Introductions 2. About Huge 3. Our process 4. Good & bad usability 5. Case study 6. Questions
  • 3. Introductions. Amber Cartwright, User Experience Lead D.Anthony Verdin, User Experience Lead
  • 4. About Huge.
  • 5. Huge. We help transform brands and grow businesses.
  • 6. We believe. Great user experiences are what drive business performance and marketing.
  • 7. AdAge A-List for 2012 Top ten agencies as ranked by AdAge, across all marketing disciplines. Third-largest mobile agency According to AdAge for 2012. Social media agency of the year 2011 and 2012 by OMMA / MediaPost. Most innovative agency for 2012 by Digiday and One of Five for 2011 by Mashable.
  • 8. Founded in 1999 Full-service digital agency within Interpublic Group 600 employees How we’re structured. Los Angeles. Rio de Janeiro. London. Brooklyn.San Francisco. Portland. Washington, DC. Atlanta.
  • 9. Our culture: Make something you love. Hire the best people. Work on incredible projects. Have fun.
  • 10. newsweek  
  • 11. Pizza Hut: Strategic insight. Creative/UX design. Business analysis. Project requirements. Wireframing. Project & account management. Measurement & analytics. Social & digital media. SEO Optimization. Front-end web & portal development.
  • 12. Our process.
  • 13. UX is at the core of everything we do at Huge. We all put the user first regardless of department.
  • 14. 80+interaction & product designers globally.
  • 15. We are: strategists + designers + coders
  • 16. Business & brand needs. Audience needs. Tech & Org Considerations.
  • 17. Process overview. 1. Discover 2. Plan 3. Create & iterate 5. Measure & evolve 4. Implement •  Stakeholder Interviews •  Consumer Research & Insights •  Brand & Content Audit •  Competitive & Market •  Landscape Analysis •  Platform & Technology Assessment •  Goal Prioritization •  User Personas & Journeys •  Creative Brief •  Communications Strategy •  Road Map •  Asset Matrix •  Measurement Plan •  Creative Concepts •  Campaign Architecture •  Wireframes •  Digital Experience Design •  Prototyping & User Testing •  Creative Assets •  Style Guidelines •  Functional Specs & Annotations •  Development & Infrastructure set-up •  Testing & Analytics •  Implementation •  Deployment Management •  Tracking Analysis •  Media optimization •  Measurement of Success •  Future Enhancements Plan & Research
  • 18. It’s really all about collaboration.
  • 19. Ideas, ideas, and more ideas.
  • 20. A lot of companies don’t realize their brand is their online experience.
  • 21. Here’s the best part: In many cases, user goals and business needs align.
  • 22. I want to pay. Why do you make it so hard for me to give you my money?
  • 23. I need help but I don’t feel like calling you and waiting on hold forever. Why can’t I just find the answer myself?
  • 24. I do business with you all the time. Why does it feel like you don’t know me at all?
  • 25. Good & bad usability.
  • 26. A good user experience is…
  • 27. Good UX is: 1. Understandable 2. Actionable 3. Engaging 4. Efficient
  • 28. Good UX is: 1. Understandable 2. Actionable 3. Engaging 4. Efficient
  • 29. Good UX is: 1. Understandable 2. Actionable 3. Engaging 4. Efficient
  • 30. Good UX is: 1. Understandable 2. Actionable 3. Engaging 4. Efficient
  • 31. It’s easily learned.
  • 32. Vine is a perfect example.
  • 33. Vine is a perfect example.
  • 34. A new behavior is learned after a single use.
  • 35. Porsche European delivery. Understandable Actionable Engaging Efficient
  • 36. Actions are hard to find and navigate. Understandable Actionable Engaging Efficient
  • 37. Nothing entices users to play with it. Understandable Actionable Engaging Efficient
  • 38. It’s takes lots of time to figure out. Understandable Actionable Engaging Efficient
  • 39. Physical-world experiences can be judged against the same criteria.
  • 40. Santa Cruz utility boxes. Understandable Actionable Engaging Efficient
  • 41. Illustrating the utility box’s use marks a huge improvement. Understandable Actionable Engaging Efficient
  • 42. Simplifying generally improves communication to users.
  • 43. But simple doesn’t mean it can’t be complex, but streamlines needs.
  • 44. A personal favorite.
  • 45. Your turn. Explore the space and find objects that represent both good and bad usability.
  • 46. Send your pics to goodbadux@gmail.com.
  • 47. Case Study.
  • 48. In order to better understand some of the steps in our process, we are going to dive deeper into one site’s experience.
  • 49. We are going to explore three steps of our Discovery phase. 1.  Define business & user goals 2.  Feature prioritization 3.  Concept sketching
  • 50. Our case study: freshdirect
  • 51. User goals: The goals and needs that people have. This doesn’t necessarily need to be tied to an online experience.
  • 52. Our user might say… “I’m a busy mom, I want buying groceries to be fast and convenient.” “Sales and discount are a priority for me.” “I won’t order vegetables without seeing them, but I will get my staples online.”
  • 53. That translates to these user goals. “I’mabusymom,Iwantbuyinggroceriestobefastandconvenient.” Make the experience simple and personalized. “Salesanddiscountareapriorityforme.” Keep offers prominent and available. “Iwon’tordervegetableswithoutseeingthem,butIwillgetmystaplesonline.” Make repeat buys easy.
  • 54. Business goals: Help boost the brand and increase profitability.
  • 55. The business might say… “I want to get people to the products they want faster.” “I want people to think ‘freshdirect’when they think groceries.” “I want our customers to order anytime & anywhere they want.”
  • 56. This translates to these business goals. “Iwanttogetpeopletotheproductstheywantfaster.” Decrease the number of steps it takes to find a product on the site. “Iwantpeopletothink‘freshdirect’whentheythinkgroceries.” Increase brand awareness through marketing and elevated experiences. “Iwantourcustomerstoorderanytime&anywheretheywant.” Create a branded experience across devices.
  • 57. Activity 1: Goals Review the freshdirect site for 10 minutes in your groups. Define what you think the three primary business and user goals are from the site.
  • 58. Review goals.
  • 59. Next, let’s take a look at a single page and assess it’s experience.
  • 60. Is this page meeting your goals?
  • 61. Is this page meeting your goals? “Sales and discount are a priority for me.”
  • 62. Are deals prominent enough?
  • 63. Activity 2: Feature prioritization With your user & biz goals in mind, Take 10 minutes in your group to list out the top 5 features on the page.
  • 64. Review top 5 features.
  • 65. Now let’s review one module on the product page and redo it.
  • 66. Now we’re going to sketch. Here are some things to think about. •  Bring your priorities to the front •  Remove features in the module •  Add something new •  Change the interaction •  Change the language •  Don’t worry about what the sketch looks like
  • 67. Activity 3: Sketch Again, keeping your goals as priorities, take 15 minutes to sketch 2 other versions of this module individually. Choose one favorite from the group to present.
  • 68. Review favorite sketch.
  • 69. You have learned some of the basics in UX today. We hope you had fun and thanks!
  • 70. Questions…
  • 71. hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843