Presentation to MS-HCI Program at Georgia Tech

Presenta(on to MS-‐HCI Program at Georgia Tech (Redacted) 11.08.12 Mark Badger, User Experience Director Roundarch Isobar mark.badger@isobar.com @roundarchisobar | @mbadgerProperty of Roundarch Isobar. Privileged and conﬁden:al.

Agenda & Topics2 Property of Roundarch Isobar. Privileged and conﬁden:al.

Agenda & Topics 3:15PM – 5:00PM “ In theory, there is no diﬀerence between theory and prac:ce. ...But in prac:ce, there is.” — Various* Agenda • Introduc:on • UX as a discipline, in theory -‐ Methods at Roundarch Isobar • UX as a discipline, in prac:ce -‐ Case Studies • The Future of User Experience • Q&A *This quote has been a_ributed both to computer scien:st Jan L. A. van de Snepscheut and to Yogi Berra.3 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Usability of Financial Systems WORLD USABILITY DAY 20124 Property of Roundarch Isobar. Privileged and confiden:al. www.roundarchisobar.comGiven that the theme of World Usability Day 2012 is Financial Systems, I thought I’d spend some time later talking about a coupleof financial services clients. It just so happens that over half of my clients in the past five years have been in the financialindustry: Old Mutual Asset Management, Fidelity Investments (recurring projects), The Hartford, Alico, TIAA-CREF and MackenzieInvestments.

Introduc(ons • Roundarch Isobar • Mark Badger, UXD5 Property of Roundarch Isobar. Privileged and conﬁden:al.So that you might have some insight into my point of view, I want to tell you a little bit about my company, Roundarch Isobar, andmyself. But knowing something about me and the company I work for matters for other reasons.1. UX is increasing in importance and the agency/consultancy setting is just one of several contexts you’ll get to choose from.2. As you know, UX discipline is increasingly a credentialed professional. This wasn’t the case when I was in school. Given that thediscipline is still evolving, you will continue to work with and report to folks whose background may not be in HCI.

Agency Overview Who We Are We are a modern agency of 3,000 creatives and creators with digital at its core. Where We Are Located in Boston, Chicago, Denver, Detroit, New York, San Francisco, and 34 countries around the world. What We Do Roundarch Isobar conceives, designs, and builds digital experiences for the world’s largest organizations. We create integrated marketing campaigns, enterprise web applications, and digital products.6 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

We work with Global 2000 en((es and large government organiza(ons SELECT CLIENT LIST7 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Our client rela(onships are strategic and longstanding SELECT CLIENTS 10+ year relationship to develop one of the 7-year relationship with Avis.com, mobile world’s largest enterprise portals applications, and optimization Created a social listening platform and Design and build mobile and social executed multiple marketing campaigns applications for HBO.com 5-year, $50M strategic relationship with Designed, built, and launched over 5 Healthways to conceive, design, and build digital properties their digital offerings Launched adidas’ award-winning Relaunch of JBL sites and creation of miCoach training system several marketing campaigns8 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

We operate seamlessly across bought, owned, and earned media BOUGHT OWNED EARNED Websites Viral Display Web Apps UGC DIGITAL Social Ads Digital Products Blogs & Comment SEM Mobile Apps Fan Pages Social Apps TV TRADITIONAL Outdoor Retail Stores PR/Inﬂuencer Radio MarkeLng9 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

We oﬀer all the services necessary to go from idea to execu(on to op(miza(on OUR SERVICES Plan Design Build Market We develop digital products and We design intuitive experiences We build highly scalable and We create, measure, and communication strategies that that are a joy to use flexible technology solutions optimize digitally-centered influence people and positively programs and campaigns affect business results Manage We run large, complex, digitally-centered programs10 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

We oﬀer all the services necessary to go from idea to execu(on to op(miza(on OUR SERVICES Plan Design Build Market strategy: brand, interactive, research: primary, secondary, architecture strategy creative: advertising, visual multi-channel, social, content segmentation, persona design, experience design, development, heuristics, and content creation, studio Business planning: business competitive analysis software selection production case, roadmap requirements and specs: communications planning: new product development content analysis and specs, technical design and build: innovation and insight, audience functional requirements, content management, search, planning and social, NOWlab™ functional specifications portals, front-end technology, programming and propagation, mobile, internet-enabled devices, integrated platform, service user experience design: social apps, web services, design information architecture, security taxonomy and meta data, optimization: analytics, interaction design, mobile monitoring, SEO, landing pages, MVT, search, media ROI analysis Manage account services | program management | AOR | hosting | outsourcing11 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Mark Badger, UX/Crea(ve Director INTRODUCTIONS 72-‐81 draw 1982 program 1987 design 1995 web 1997 apps 2001 run 2004 ia/ux 2011 direct12 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

UX as a Discipline (in theory) • Cross-‐Discipline Collabora:on • Process & Ac:vi:es • Sample Deliverables • Related Fields of Knowledge13 Property of Roundarch Isobar. Privileged and conﬁden:al.

Cross-‐Discipline Collabora(on UX AS A DISCIPLINE (IN THEORY) Account/PM Crea(ve UX Tech Analy(cs14 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.comI skimmed the MS-HCI curriculum here at Georgia Tech, and one can’t help but notice that it is inherently cross-discipline(Interactive Computing; Literature, Media and Communication (LMC); and Psychology.) This is great, because the practice ofconceiving, designing, and building user experiences is inherently cross discipline too.

Cross-‐Discipline Collabora(on UX AS A DISCIPLINE (IN THEORY) Account/PM Crea(ve UX Tech Analy:cs15 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.comIn the past, interactive marketing/design/what-have-you was often UX-led. There is still some merit to that approach, as long asone considers the UX practice as starting with research and extending through delivery. But we deliver the best results when wework in close collaboration with our visual design, copywriting, and technology partners. These disciplines represent the heart ofwhat we do for brands.

Cross-‐Discipline Collabora(on UX AS A DISCIPLINE (IN THEORY) Account/PM Crea(ve UX Tech Analy:cs16 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.comBut we need folks to guide the process and other folks to tell us how we did and to help us improve.

UX Hierarchy at Roundarch Isobar UX AS A DISCIPLINE (IN THEORY) UX Director Associate UX Director UX Lead Senior UX Designer UX Designer17 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.comAt Roundarch Isobar, the UX discipline is distinct from “Creative.” There are varying philosophies on this, driven in part by therelatively imprecise nomenclature: everything we do is arguably “creative,” just as everything we do creates “user experiences.”Regardless, the competencies that comprise the practice of UX are unique enough that a UX career path is relatively easy todeﬁne.

Design & Build Hierarchy at Roundarch Isobar UX AS A DISCIPLINE (IN THEORY) Technical Director UX Director Crea:ve Director Technical Architect Associate UX Director Associate Crea:ve Director Technical Lead UX Lead Art Director Senior Developer Senior UX Designer Senior Visual Designer Developer UX Designer Visual Designer18 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.comAt Roundarch Isobar, teams are brought together based on the particular needs of a project or account. We have peers at eachrung of the career ladder, and responsibility for project success is shared across the disciplines. There is still a close relationshipbetween Creative and UX, and some projects will have only a UXD or a CD, depending on that director’s background in eachdiscipline.

Sample Deliverables19 Property of Roundarch Isobar. Privileged and conﬁden:al.

Sample Deliverables UX AS A DISCIPLINE (IN THEORY)20 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Sample Deliverables UX AS A DISCIPLINE (IN THEORY) Sketches & Whiteboards21 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Sample Deliverables UX AS A DISCIPLINE (IN THEORY) Lo-‐Fidelity Wireframes Company Logo22 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Sample Deliverables UX AS A DISCIPLINE (IN THEORY) Detailed IA23 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Sample Deliverables UX AS A DISCIPLINE (IN THEORY) Annotated Wireframes24 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Sample Deliverables UX AS A DISCIPLINE (IN THEORY) Visual Comps25 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Related Fields of KnowledgeProperty of Roundarch Isobar. Privileged and conﬁden:al.

DISCOVERY ACTIVITIESRelated Fields of KnowledgeUX AS A DISCIPLINE (IN THEORY) User Research • Accessibility Related Fields • Heuris:c Analysis • Localiza:on • Brand Strategy • Focus Groups • Agile/Lean Prac:ces • Visual Design • Contextual Inquiry User Behavior • Content Strategy • Cogni:ve Modeling • Behavioral Economics • Data Visualiza:on • Segmenta:on and • Game Mechanics • Ac:va:on/SEM User Proﬁling • Cogni:ve Biases • Copywri:ng • Usability Media • Storytelling & UX Competencies • Social Media Narra:ve Theory • Interac:on Design • Mul:-‐channel Social Skills • IA & Info Science plaqorms and devices • Presen:ng • Content Modeling • Augmented Reality • Facilita:on • Analy:cs / SEO • NUIs • Collabora:on Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

UX as a Discipline (in prac:ce) • Case Study I: Financial Services – B2B • Case Study II: Life Sciences – B2B • Case Study III: Financial Services – B2C • Lessons Learned28 Property of Roundarch Isobar. Privileged and conﬁden:al.Again, since we are meeting on World Usability Day, I will note the different approaches we took with regard to user validation,including the pros and cons.

Case Study I: Financial Services – B2B29 Property of Roundarch Isobar. Privileged and conﬁden:al.

Case Study I: Financial Services – B2B UX AS A DISCIPLINE (IN PRACTICE) Personas & Journeys30 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Case Study I: Financial Services – B2B UX AS A DISCIPLINE (IN PRACTICE) JAD Sessions31 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Case Study I: Financial Services – B2B UX AS A DISCIPLINE (IN PRACTICE) Site Nav Home Prices & Performance ! Defaults to Daily Fund Prices Products & Services Market Insights Advisor Resources Investor Education About Us Search ! Defaults to Search Results & Info Arch Features Features Features Features Features Welcome to Mackenzie • Login widget Features • Fund Filters • Current Issue of • Mackenzie Professional • Content from Mackenzie Features • Fund Codes & Fees lin • Fund Filters • Dynamic Fund List Mackenzie Express • Featured Article Insight • Facets • Dynamic Fund List • Content from • Marketing Materials Our Fund Managers • Segmented results Multimedia Centre • Series & Commissions Funds Services • Events Working with an Advisor ! Includes management companies Daily Fund Prices Search Results (Currently 12 pgs.) Mutual Funds Group Plans Market Commentary Company Profiles Historical Fund Prices Build Your Business ! Was "Advice Matters" Regulatory Documents Fund Profiles Advisors (3 pgs.) Monthly Economic (Currently 24-25 pgs.) Manager Profiles Retirement Planning Fund Performance Perspectives Marketing Materials ! Should include fund facts as well ! Includes "Practice Management" as links to prospectuses, MRFPs, Plan Sponsors (4 pgs.) and "Ideas in Action" ! Was "Retirement U" Executive Bios financials, commentary, complete Fund Distributions Manager Views Applications & Forms fund holdings. Continuing Education Planning for Retirement Plan Members (3 pgs.) Careers (16 pgs.) Fund Codes & Fees GIFs & Segregated Funds In the Media Search Help Login About Us Mackenzie Institutional Order Materials Contact Us Français 中文 Search Mackenzie University Additional Resources Benefits (Currently 5-7 pgs.) Retiring Soon ! Incorporates MM Library help Fund Profiles (22 pgs.) GroupPlans Contacts FAQs Mackenzie Professional Corporate Funds - Incl. Current Issue Retired Now (6 pgs.) Guided Portfolio Service Current Openings ! Content can be rolled onto one page (Currently 7 pgs.) 30 Second Reviews Planning Resources Prices & Performance Products & Services Prices & Performance Market Insights Advisor Resources Investor Education Series T Funds About Us Future Openings ! 3-4 pages are advisor only Ask the Managers Funding Education (6 pgs.) Currency Hedging Private Client Program My Career Daily Fund Prices Funds Market Commentary Build Your Business Working with an Advisor (Currently 11 pgs.) to Mackenzie Welcome ! Was "RESP Investing" Strategy Lab Saved Jobs Mutual Funds Dollar Cost Averaging Historical Fund Prices Monthly Economic Continuing Education Retirement Planning ! 7-8 pages are Our Fund Managers advisor only Planning for Life Events Perspectives GIFs & Segregated Funds Archives Personal Info Funding Education Service Flexible Payout Tax & Estate Planning ! Was "Your Time of Life" Fund Performance Mackenzie University Executive Bios Manager Views (Currently 8 pgs.) Corporate Class InfoMack - Calculators 20s (6 pgs.) Resume Fund Distributions InfoMack (Calculators) Planning for Life Events Careers In the Media Managed Assets ! 4-5 pages are advisor only (Currently 3-4 pgs.) Series T Funds 30s (6 pgs.) Alerts Fund Codes & Fees Series & Commissions Investment Guides Symmetry Portfolios Mackenzie Charitable Accounts Foundation Add Calculators to Dollar Cost Averaging Your Website 40s (6 pgs.) Marketing Material Resources Symmetry One Portfolios IIPs (3 pgs.) Mackenzie Charitable Flexible Payout Service Media Centre Foundation Applications & Forms Applications & Forms ! 1 is advisor only 50s (6 pgs.) Symmetry Portfolio Press Releases Managed Assets Services RDSPs (6 pgs.) Mackenzie in Order Materials Glossary Investment Guides Media Contacts Login (triage page) the Community Symmetry Portfolios Symmetry Investment RESPs (10 pgs.) ! Was "Investor Education" Tools & Calculators Account Access Managers AdvisorAccess Partner Charities ! 1 is advisor oriented Guide to Mackenzie Services ! Defaults to AdvisorAccess Login About AdvisorAccess Account !Access should be made Perspectives available as commentary related RRIFs (5 pgs.) Request Financial Support Group Plans to the underlying funds. AdvisorAccess Login Glossary Login to AdvisorAccess About InvestorAccess RRSPs (5 pgs.) Legal Media Centre Guided Portfolio Service About AdvisorAccess Tools & Calculators Login to InvestorAccess ! Defaults to Legal Disclaimer Private Client Program TFSAs (4 pgs.) Press Releases Register Legal Disclaimer Tax & Estate Planning Media Contacts About Security Privacy Policy Accounts Key Resources About Us Legal & Privacy Conditions of Use Email Safety IPPs Daily Fund Prices About Mackenzie Independent Review and Online Fraud Financial Reporting Committee Report InvestorAccess RDSPs Legend Fund Performance Contact Us Legal ! Defaults to InvestorAccess Login Our Mutual Fund Fund Codes & Fees Careers Privacy Policy Contact Us Trading Policies Independent Review RESPs Page Historical Fund Prices Press Releases InvestorAccess Login Global Footer Committee Report Email Safety and Online Fraud ! Defaults to Contact Information RRIFs Applications & Forms Media Contacts Proxy Voting External Link Proxy Voting About InvestorAccess Regulatory Documents AdvisorAccess Contact Information MRFPs & Fund Financials RRSPs Unclaimed Property Unclaimed Property Grouping Financial Reporting InvestorAccess Register FAQs Fund Facts TFSAs Order Materials Trade Matching Breadcrumb Node Conditions of Use Tools & Calculators Help Statement NI 24-101 Simplified Prospectus32 Property of Roundarch Isobar. Privileged and confiden:al. www.roundarchisobar.com

Case Study I: Financial Services – B2B Company Logo Welcome, Chris I About Us | Contact Us | Mackenzie Institutional | Order Materials | Français | 中文 UX AS A DISCIPLINE (IN PRACTICE) Search Prices & Performance Products & Services Market Insights Advisor Resources Investor Education Lo-‐Fidelity Wireframes Home > Search > Search Results Search Results Search Again or Reﬁne your Results & Paper Prototypes foreign equity Filter Your Results Orderable Content Only All Results (73) Fund Documents (24) Marketing Material (19) Applications & Forms (5) Displaying 1-10 of 73 matches. Sort by Relevance 1 | 2 | 3 | 4 | 5 | 6 | 7 Filter Your Results Filter Your Results Filter Your Results By Topic 1. Mackenzie Ivy Foreign Equity Fund 31 Jul 2012 Orderable Content Only Orderable Content Only Orderable Content Only Products & Services (32) Suitable as a core global equity holding, with lower-volatility characteristics Products & Services > Mutual Funds > Ivy Funds Market Insights (15) Advisor Resources (13) 2. Mackenzie Ivy Foreign Equity Fund - Annual Management Report 31 Mar 2012 By Topic By Topic By Topic Investor Education (8) Annual Management Report of Fund Performance for Year End Type: PDF (72k) Products & Services > Mutual Funds > Ivy Funds Code: 611M03 About Mackenzie (5) Products & Services (32) 3. Mackenzie Ivy Foreign Equity Class (Hedged) 31 Jul 2012 By Content Type By Content Type By Content Type Superior risk-adjusted track record with growth/value style Market Insights (15) Products & Services > Mutual Funds > Ivy Funds Advisor Resources (13) Advisor Only Content (3) By File Type 4. Think global equity means dead money? 16 Aug 2012 By File Type Mackenzie Ivy Foreign Equity Fund - Investor One Pager Type: PDF (508k) Investor Education (8) Applications / Forms (0) Products & Services > Mutual Funds > Ivy Funds Code: X1B234 About Mackenzie (5) Articles (0) PDFs (16) 5. Paul Musson declared Morningstar Foreign Equity Fund Manager of the 1 Dec 2011 Year at 2011 Morningstar® Canadian Investment Awards Brochures (3) Presentations (2) About Mackenzie > Media Centre > Press Releases By Content Type Buckslips (0) Tools/Calculators (1) 6. Mackenzie Ivy Foreign Equity Segregated Fund 31 Jul 2012 Quarterly update on Saxon family of funds as of 31 July 2012 Bulletins (0) Videos (0) Products & Services > GIF & Segregated Funds > Ivy Funds By File Type Commentary / Udpates (3) 7. Some things in life just go great together Oct 2010 Mackenzie Cundill Value Fund and Mackenzie Ivy Foreign Equity Event Materials (0) Investor Education > Investing 101 Fund Fact Sheets (4) 8. Mackenzie Ivy Foreign Equity - Fund Card: Features 20 Aug 2012 Performance with a smoother ride Type: PDF (250k) Financials & MRFPs (4) Products & Services > Mutual Funds > Ivy Funds Code: MK7522 Manager Bio (2) 9. Mackenzie Founders Global Equity Class 31 Jul 2012 Investment exposure to two longstanding Mackenzie mutual funds News / Press Releases (0) Products & Services > Mutual Funds Prospectuses (4) 10. Looking for a way to invest outside of Canada? Jan 2012 Take a look at Mackenzie Ivy Foreign Equity Fund Market Insight > Manager Commentary Results per page: 10 1 | 2 | 3 | 4 | 5 | 6 | 7 By File Type33 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Case Study I: Financial Services – B2B UX AS A DISCIPLINE (IN PRACTICE) 2b. Checking this box will only display content that users can order. This checkbox is unchecked by default except Login I About Us | Contact Us | Mackenzie Institutional | Order Materials | Français | 中文 Search Results for when the user clicks on "Order Materials" in the utility nav to come to this page- it is checked then. Company Logo This is the page that displays the user’s search results. A search on the site when in the English language mode will yield English only results, but will include Chinese documents which have English titles and descriptions. Search 2c. Topic Filter: The Topic filter contains checkbox choices. The checkboxes indicate that multiple option can be Similarly, a search on the site in the French context will yield French results, along with any Chinese documents chosen in this filter. The default choice in this filter is the "All" option. listed with French titles and descriptions. Chinese versions of English or French language documents will be listed apart from those other versions in the search results. Also, Chinese documents without either English or French Carrier 12:00 PM Prices & Performance Products & Services Market Insights Advisor Resources Investor Education 2d. Content Type Filter: The Content Type filter contains checkbox choices. The checkboxes indicate that multiple descriptions and titles will be available from the Chinese version of the site only. Pre-login and post-login results 1 options can be chosen in this filter. Users can filter their results based on the content type. The default choice in will differ, based on the presence of advisor-only content. This page is categorized into 4 tabs. Note: Final category Login | Français | 中文 Home > Breadcrumbs this filter is the "All" option. Company Logo filter titles and items in each category to be provided by YellowPencil: All Results: Displays all results Search Results 2 Marketing Materials: Clicking on "Order Materials" in the utility nav will bring the user to this page displaying the 2e. File Type Filter: The File Type filter contains checkbox choices. The checkboxes indicate that multiple options can be chosen in this filter. Users can filter their results based on the file type. The default choice in this filter is the Marketing Materials tab showing no results and Orderable materials only selected. Sections 2a "All" option. Regulatory Documents: Only displays fund document results Search again or refine your results 2b Applications & Forms : Displays all Applications & Forms 2f. When the user types in a search and/or applies filters, this area will display the number of search results that Search Results foreign equity Orderable materials only The number of search results in each category will be displayed on the tab title. If there are zero results on any tab, the number on the title will read (0) and the page will display a message "there are no results, please search are available for display. This area will update automatically as the user is choosing search criteria. Showing 2c 2d 2e number of results will prevent from showing zero results. If the search criteria gives zero results, the "Refine again". When the user types in a search term in the search field, this page is displayed with the search field Topic Content Type File Type Results" button will be disabled. Changing the search criteria/reset button will enable the "Refine Results" button. Search again or refine your results (annotation 2a) populated with the search term that the user entered. If the user clicks on "Regulatory Documents" Clicking on the results will take the user to the specific page with more detail. Selected: All Selected: All Selected: All link in the top navigation, the user will be brought to this page with the Regulatory Documents tab displayed, foreign equity clicking on "Marketing Materials" in the top nav will bring the user to this page with the Marketing Materials tab 2g. Refine Results Button: The Refine Results button will be used to display search results. Changing the search Orderable materials only displayed and clicking on "Applications & Forms" on the top nav will bring the user to this page with the criteria only updates the number (See annotation 2f). To update the results, user has to click the Refine Results 2f 2g Applications & Forms tab displayed. button. After clicking this button, the search criteria will still be saved in the drop downs and fields in the Search 73 Search Filters Edit 2h Refine Results Reset Filters tool. If the user navigates away from his page, the search criteria will be reset. results fit your criteria Topic: Products & Services 1 Breadcrumbs Content Type: Advisor Only Content, Brochures This area is reserved for path breadcrumbs which will aid the user in understanding the hierarchy of the website. 2h. Reset Button: The reset button may be used to reset all the filter drop downs. The breadcrumbs will also function as links providing the user with an alternative method to navigate to pages that File Type: PDF, Videos 3 are higher in the hierarchy. The breadcrumbs will be automatically generated by the system according to where the 3 current page fits in the hierarchy. The format will show: Level 1 > Level 2 > Level 3 and so on. All Results Tab All Results (73) Marketing Materials (19) Regulatory Documents (24) Applications & Forms (5) 73 results fit your criteria Sort by Relevance 5 Result/Page 10 4 2 Search Tool This tab displays all results in a table format. All results is not the sum of other results type. The contents of this table are: Search result title, Search result description, tags, published, type, product code. WCAG 1.1.1: Alternative hidden text for the selected tab will be "<Section title> (currently viewing)". Page 3 of 8 1 2 3 4 5 Refine Results Reset Filters The search tool can be used to filter a users search. When the user types in a term in the search field, only the dropdown options that will yield results will be activated. Also, the dropdown menu items are also dependent on 3a. User will be able to click on the search result title, which will take them to corresponding page or asset in new Mackenzie Ivy Foreign Equity Fund As of July 12, 2012 each other- active items in each drop down menu depends on the users previous selections. The fields displayed window. One line of search result title and two lines of the search result description will be displayed, after which Suitable as a core global equity holding, with lower-volatility characteristics. here are: Search field, Topic dropdown, Content Type dropdown, File Type dropdown. Note: To be confirmed by ellipses will be displayed. All Results (73) Marketing Materials (19) Tags: Mutual Funds, Ivy, Presentation YellowPencil. Titles to be provided by Yellow Pencil. 6 WCAG 1.1.1: Alternative text for the Topic drop down will be "Open Topic FIlter", Content Type drop down will be 3b. This column will display the Published, type of file and size of file, product code of each search result. All Regulatory Documents Applications & Forms (5) Mackenzie Ivy Foreign Equity Fund - Annual Management Report Published: October 19, 2012 "Open Content Type FIlter", File Type drop down will be "Open File Type FIlter" applies to assets and only Published applies to pages. (24) Annual Management Report of Fund Performance for Year End. Type: PDF (184 KB) CMS: Values for options in drop-down menus to be dynamically driven by database, not hard coded. Product Code: 611M04 Sort by Relevance Result/Page 10 Tags: Mutual Funds, Ivy, Presentation 4 Pagination Options 2a. Search Field: The Search field may be used to start a new search or refine a search. This field will support This area displays the paginations options for the all results table on each tab. Users can choose the number of "type-ahead" search - when the user is typing in a keyword, a drop down menu will appear with appropriate search Page 3 of 8 1 2 3 4 5 Mackenzie Ivy Foreign Equity Class (Hedged) As of September 04, 2012 items to display on this table by choosing an option on the "Results/Page" dropdown. The options are: 10, 20, 30, results. Depending on what keywords are entered, only the options that will yield search results will be available for Superior risk-adjusted track record with growth/value style. 40 and 50. The default choice for number of results per page will be 10. If there are less than 10 results in the choice in the other filter drop downs. The options that are not available will be disabled. (see inset A) If the search Tags: Mutual Funds, Ivy, Presentation table, the pagination options and the results/page dropdown will not be displayed. Mackenzie Ivy Foreign Equity July 12, 2012 that user entered gives zero results, the "Refine Results" button is disabled. Fund WCAG 1.1.1: Alternative text for the search icon will be "Search". Think global equity means dead money? Published on May 23, 2012 Carrier 12:00 PM Mackenzie Ivy Foreign Equity Fund - Investor One Pager. Type: PDF (184 KB) 5 Sort By Dropdown Tags: Mutual Funds, Ivy, Presentation Code: 611M04 Inset A The sort by dropdown can be used to sort the results table. The options in Search Filters Close this drop down are: Relevance, Date Ascending, Date Descending, 3a 3b Mackenzie Ivy Foreign Equity October 19, 2012 Alphabetical Ascending and Alphabetical Descending. "Relevance" will be the Search Result Header Date Fund - Annual Management Type: PDF (184 Topic KB) Search result description Type Search Results default option. Report Code Product Code: Tags All 611M04 Search again or refine your results 6 Icons Products & Services (32) The icons in this column represent that each result can either be Search Result Header Date foreign equity Orderable materials only Market Insights (15) Search result description Type bookmarked, added to watchlist or added to the shopping cart. At a time each Mackenzie Ivy Foreign Equity September 04, Tags Code search result row will display 1 or a maximum of 2 icons. All search results Advisor Resources (13) Class (Hedged) 2012 will have the bookmark icon, any fund that has performance data will also Investor Education (8) Topic Content Type File Type have the watchlist (but not cart) icon, any content flagged as orderable in the Search Result Header Date Products & Services Advisor Only Content, Brochures PDF, Videos CMS may have both the cart and bookmark icons. Icons to appear in order: About Mackenzie (5) Type Search result description My Watchlist, My Bookmarks, My Cart. If the user is not logged in, clickng on Tags Code cart icon will add the item to cart (If the item is already added into cart, Think global equity means dead May 23, 2012 All All All Content Type clicking the cart icon will display a pop up message that says "Item is already money? Type: PDF (184 Products & Services (32) Advisor Only Content (3) PDFs (16) All KB) Search Result Header Date in your cart. Advisors: To change quantity, please login to Advisor Search result description Type Market Insights (15) Applications / Forms (0) Presentations (0) Resources.") Product Code: Only Content (3) Advisor Code Tags WCAG 1.1.1: Alternative text for the Bookmark icon will be“Bookmark the 611M04 Advisor Resources (13) Articles (0) Tools/Calculators (0) Applications / Forms (0) [content type], [title of document]”, Watchlist Icon will be “Add [fund name] to Investor Education (8) Brochures (3) Videos (3) Apply your watchlist” and Cart icon will be “Add [title of document] to your shopping Search Result Header Date Articles (0) Search Result Header Date Type Type About Mackenzie (5) Apply Buckslips (0) cart”. Search result description Brochures (3) Code Product Code Tags Bulletins (0) Buckslips (0) Commentary / Udpates (3) 7 Added to MyMackenzie Search Result Header Date Event Materials (0) When the user adds an item to his cart in the MyMackenzie drawer, this pop Search result description Type 73 results fit your criteria Tags Code Fund Fact Sheets (4) Financials & MRFPs (4) up window is displayed for 2 seconds. Also, when an item is added to cart, the number of items in the cart (displayed in the header) will be updated. This number is the total quantity of all items added. When the user adds an item to Footer Manager Bio (2) watchlist, the pop up will say "Item added to Watchlist". When the user adds Refine Results Reset Filters Result/Page 10 Page 3 of 8 1 2 3 4 5 News / Press Releases (0) an item to bookmarks, the pop up will say "Item added to Bookmarks". 7 Disclaimer: Lorem ipsum dolor sit amet, at nam iusto omnes, in qui ferri ponderum dissentiet, per solet legimus eu. Eam hinc mundi definitionem ea. Id duo verear inimicus. Scripta Prospectuses (0) Apply suavitate ut sit. Has in suas quaerendum efficiantur. Item added to Cart. myMackenzie My Sales Team | My Funds | My Bookmarks | My Cart (10) open +34 Property of Roundarch Isobar. Privileged and confiden:al. www.roundarchisobar.com

Case Study I: Financial Services – B2B Company Logo Company Logo Company Logo UX AS A DISCIPLINE (IN PRACTICE) Global Investment Global Investment Full Scale & Global Investment Responsive Comps Company Logo Global Investment35 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Case Study II: Life Sciences – B2B36 Property of Roundarch Isobar. Privileged and conﬁden:al.

Case Study II: Life Sciences – B2B UX AS A DISCIPLINE (IN PRACTICE)37 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Case Study II: Life Sciences – B2B UX AS A DISCIPLINE (IN PRACTICE) !"#$%&()*$+$#,)-"#./##)0./#)1)2%34+$%(#) !"#$%&()*+,-,&+$).%/0-$%(#) >+?@4.+*& !"#$%&()*+$&+,#$-&(.$&,++/#.(01$&"2+3&(2-&(.$&2"#&4")*.$5$2,1$6& )*"("$-"& 0*?) 0!2) 0-*) =/+>+()+5& & 6+$74&8*4$%& 9.*+$:& E R M Q L •  E 789"))$.4$&:&7;#.(2$#& ;"4<& •  <$=/,,0"2&+,#>&?.-$.&#(#/&@&5,#".3A&B21$2#".3:C(4D8".-$.& =2& 0*?) 0!2) 0-*) 0*?) 0!2) 0-*) 234*"&+5&6+$74& •  R E."-/4#&@&F$.1,4$&<$"/.4$& -(+/9)</67) E R M Q L E R M Q L •  G**&!"#$>&9"HG>&IFJFA&<$+(#$-&E."-/4#A&K$452,4(+&G,#(24$& •  M I(.D$#&L$(-$.5,*& 0*?) 0!2) 0-*) 0*?) 0!2) 0-*) 234*"&+5& 6+$74&-(+/9) •  B2-/#.3&-$1$+"*)$2#A&*."-/4#&,22"1(0"2A&M5,#$*(*$.>&E?N& )*+(,"-.(& E R M Q L E R M Q L 1)!+:+;.6.3#& •  Q O/(+,P$.& •  Q1 L"2Q(&9(*(C,+,0$&R&O/(+,#3>&4(+$>&.$+,(C,+,#3& /0(.+1"*(& 0*?) 0!2) 0-*) 0*?) 0!2) 0-*) •  Q2 E."-/4#&9(*(C,+,0$&R&4")*(.,"2>&(**&2"#$>&*."-/4#&-,4"1$.3& E R M Q L E R M Q L •  L L"2Q(&9".*".(#$&B2H".)(0"2& •  GC"/#&L"2Q(>&4"2H$.$24$&@&$1$2#>&L"2Q(&2$M&&& 5%%(67)!"#$"%&""%(& 866)!"#$"%&""%(&38 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Case Study II: Life Sciences – B2B UX AS A DISCIPLINE (IN PRACTICE) !"#$%& /#,0 7#"#+& <"+(:& *0"3+ *-:3$ !()#" /1#234)3$5 *(+,-.#" 6"-+1#2, *(+,-. *(+,-. *(+,-.#" 6"-+1#2, 897#20$32&: <$&8&"#-4 ?&$(4&2,("3$5 ?&$(4&2,("3$5 ;##%+ =-$>& 6"-+1#2, *:3#$, @;#8A ?3 !B !"# C5 ;( ?& $# *- 6! 6!39 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Case Study II: Life Sciences – B2B UX AS A DISCIPLINE (IN PRACTICE) Brenda the Buyer Customer My vendor representatives are great, but why isn’t purchasing online as easy as at Amazon.com? Proﬁle Brenda’s Story What She Wants Online Title Brenda is a critical link in the To make the purchasing process Purchasing supply chain connecting and all the related follow-up and Manager Lonza with its ultimate end administrative activities as users. Her responsibilities efficiently as possible. Age include everything from one- 35 time purchases to in-house Whether she manages her inventory management. purchases via phone, email, or Current Vendor When given a choice, she will the Web, she wants it to be easy. Lonza go with whichever supplier helps her accomplish her tasks most efficiently. Behavioral How to Engage Journey #1 Journey #2 Alignment Brenda Online Product Purchasing Order Administration All non-LCM Markets Best-in-class online procurement tools. Real-time product avail- ability, order status, and LSI LCM LBS delivery estimates. PB BR Provide easy access to Nu technical docs, so she can Ma support her internal Ag customers (or herself). Mi PC Co40 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Case Study II: Life Sciences – B2B UX AS A DISCIPLINE (IN PRACTICE) () , () / * !"#"$%& . * !"#"$%& + Basic +- +, Enhanced Comprehensive -/ -.41 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Case Study II: Life Sciences – B2B UX AS A DISCIPLINE (IN PRACTICE) !"#$%&"()#$&*+( W(*/,@&7$P&-&/$ P(*)-&**$J@A2"/$ F789$%&2>)-&**$ !"$ W,-/&-/$!`,7/$ P()3>$!`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roperty of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Case Study II: Life Sciences –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`"5%#%&L/02<+5"^"$6#?"$2<%#?;C+<C"62"$2%0<6%&&L%$"T & 76$I"L2(K+2<16$0C%2" R++&2@#<$+?60/+#(E=DMK$+O&"a%<%9D6&/Fb%$,%#<R"2/#*9a%<%`%$"C+62"9 7+0,%&(Q+6R65"2L#?,0%/+#%#?R;,^"$1,&+<2 A#%&L/02ca%<%b,26%&,4%/+#K&%d+$- =77P""?2(K$+?60<9"<0T43 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Case Study III: Financial Services – B2C44 Property of Roundarch Isobar. Privileged and conﬁden:al.

Case Study III: Financial Services – B2C UX AS A DISCIPLINE (IN PRACTICE) Redesign the Navigation and IA based on high-level customer and business goals Project Deliverables Audit the current content on the site to ensure we have a strong set of content that is accounted for in the Nav/IA45 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Case Study III: Financial Services – B2C UX AS A DISCIPLINE (IN PRACTICE) Several Conceptual IA Models 3 Wireframe Prototypes (plus 1 baseline) Quantitative Task-Based Study 2 Wireframe Prototypes Quantitative Task-Based Study 1 Prototype Usability Study Future Nav/IA46 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Case Study III: Financial Services – B2C UX AS A DISCIPLINE (IN PRACTICE) “I know what I’m trying to accomplish; how do I make it happen?” 1. Goal Driven “I know what I want to do; what are my options?” 2. Activity Based “I know what product or information I want; where do I find it?” 3. Offering Oriented Test these new models against the Current Site47 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Case Study III: Financial Services – B2C UX AS A DISCIPLINE (IN PRACTICE) Company Logo Keyword or Symbol Search Log In | Customer Service WELCOME Products & Research Planning & Guidance News & Commentary Retirement Investing Other Topics What to do when… •  Starting to Save •  Getting Started •  Saving for College •  Changing Jobs •  Refining Your Strategy •  Choosing Investments •  Insurance •  Getting Married •  Getting Ready to Retire •  Working with an Account •  Taxes •  Having a Child Representative •  Living in Retirement •  Charitable Giving •  Getting a Divorce •  Trusts & Estates •  Caring for a Relative •  Losing a Loved One •  Planning Your Legacy > Planning Tools & Calculators48 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Case Study III: Financial Services – B2C UX AS A DISCIPLINE (IN PRACTICE) Offerings model leads Goal in findability (task success rate) and leads Activity in user perception (confidence and ease of use)49 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Case Study III: Financial Services – B2C UX AS A DISCIPLINE (IN PRACTICE) Company Logo Market Overview50 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com

Lessons Learned51 Property of Roundarch Isobar. Privileged and conﬁden:al.

Lessons Learned UX AS A DISCIPLINE (IN PRACTICE) • Learning about industries, brands, and users is one of the most intellectually rewarding parts of working at an agency. Collabora,ng with colleagues and clients is the other part. • There is never enough :me or money to do it “perfectly.” Strive for it anyway. • Clients provide opportuni:es, but also constraints. • Inability to meet a client request is never a fault of the design. • Research, talent, and “being right” ma_er, but so does being persuasive. • Stay humble, curious, and open-‐minded.52 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.com- The opportunity to solve new problems or “old” problems in new contexts is rewarding as well.- Keep in mind that there’s no “right” solution, and often you’re only truly done when time runs out.

The Future of UX as a Discipline53 Property of Roundarch Isobar. Privileged and conﬁden:al.

Trending Toward Specializa(on THE FUTURE OF UX AS A DISCIPLINE Competencies Domains • Strategy • Financial Services • Service Design • Healthcare • User Research • Government • Informa:on Architecture • Consumer/Retail • Interac:on Design • Wearable Tech • Prototyping • Connected Devices • Usability • NUIs54 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.comIf we look to well-established design professions such as architecture and advertising, we can expect a similar trend towardspecialization. That said, unless the practice of user experience matures (some might argue ossiﬁes) such that registration isrequired, practitioners will continue to have heterogeneous backgrounds.

Counterpoint: Design Is About Solving Problems THE FUTURE OF UX AS A DISCIPLINE “ If you can design one thing, you can design everything.” — Massimo Vignelli55 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.comDiverse background and training aside, foundational skills and techniques do not lose their value and can be applied to wide setof problems and contexts.

The User Experience *is* the Brand Experience THE FUTURE OF UX AS A DISCIPLINE56 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.comThink about Amazon.com. At one point, the online experience was the ONLY brand experience. Now with the advent of otherservices and devices (i.e. Kindle family, Amazon Prime), your relationship to Amazon has evolved. Apple has been working in theother direction, though apart from iTunes, the brand has yet to become known for its services.

The Rise of the Natural User Interface (NUI) THE FUTURE OF UX AS A DISCIPLINE57 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.comMultitouch, voice, kinetic, and augmented reality.

Where Does the Experience Live? THE FUTURE OF UX AS A DISCIPLINE UI UX vs.58 Property of Roundarch Isobar. Privileged and conﬁden:al. www.roundarchisobar.comThe evolu9on in our understanding of the discipline as evolving from user interface design to user experience design is correct in many ways.

The Role of the Designer THE FUTURE OF UX AS A DISCIPLINE UI UX Interface vs. Experience presented to generated with the User the User59 Property of Roundarch Isobar. Privileged and confiden:al. www.roundarchisobar.comEven if we examine the defini9on of the terms user interface and user experience, we can see that there is a difference: the interface is created for and presented to the user, but the experience must be *of* the user, at some level.

Q&A60 Q&A Property of Roundarch Isobar. Privileged and conﬁden:al.

THANK YOU Mark Badger, User Experience Director Roundarch Isobar mark.badger@isobar.com @roundarchisobar | @mbadgerProperty of Roundarch Isobar. Privileged and conﬁden:al.

Presentation to MS-HCI Program at Georgia Tech

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Presentation to MS-HCI Program at Georgia Tech Presentation Transcript