UX principles at Marketing Week Live London 2014

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User Experience (UX) principles for marketing team as presented by Danny Bluestone at Marketing Week Live 2014 in London. The presentation touches on the importance of UX and how it has to be engrained into an organisation's culture as opposed to being a bolt-on.

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UX principles at Marketing Week Live London 2014

  1. 1. ! FOR MARKETING TEAMS UX Part 1, June 2014 Marketing Week Live, London - A talk by Danny Bluestone, Cyber-Duck principles
  2. 2. About Danny Bluestone Founder and CEO @danny_bluestone
  3. 3. WHAT UX REALLY IS
  4. 4. What is user experience (UX)? User experience encompasses all aspects of the end user’s interaction with the company, its services and its products Jakob Nielsen, Ph.D. and Principal at Nielsen Norman Group “
  5. 5. What UX is not It is not usability. A great user experience is about making someone feel delighted. Image: http://www.zdnet.com/father-of-the-ipod-sets-his-sights-on-the-venerable-smoke-detector-7000021578/
  6. 6. So what should UX accomplish? A great product has meaning to the user, it’s something they want to continually use.
  7. 7. THE POWER OF PERSUASION
  8. 8. Great UX is logically functional / useful
  9. 9. Great UX is very credible
  10. 10. Great UX is emotional
  11. 11. Is UX different to UI? Image credit:
  12. 12. Design isn't about making it pretty Image credit: Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works. Steve Jobs, Apple “
  13. 13. To summarise what user experience is UX Usability Visual design Brand Utility System performance Marketing Accessibility
  14. 14. HOW UX SHOULD HAPPEN (In your organisation)
  15. 15. Assemble an experienced team with a UX expert at the heart of it. How UX should happen
  16. 16. People expect your experience everywhere. Produce your product or MVP with the future in mind. How UX should happen
  17. 17. A great user experience is customer and data driven, based on tangible research and content driven How UX should happen
  18. 18. It is imperative that the design is content and goal orientated around the audience’s needs How UX should happen
  19. 19. The design should be iterative and start off as low fidelity, yet sprinted with the technical team How UX should happen
  20. 20. While iterating, make sure you present the design twice a week and get plenty of critique How UX should happen
  21. 21. Get your prototype tested frequently before any beta release so that you verify your assumptions How UX should happen
  22. 22. Similar to the technology, your marketing should be developed within your product - not a bolt-on How UX should happen
  23. 23. Your prototype is your functional and technical spec and is an integral part of your ‘documentation’. How UX should happen Image credit:
  24. 24. OUR PROCESS
  25. 25. Our process - Higher level view research user experience development lean project management art direction on going support marketing
  26. 26. Our process - Initial research research requirements gattering stakeholder interviews technical analysis brand strategy business objectives persona mapping developmen research user experience development lean project management art direction on going support marketing
  27. 27. user experience usability testing sitemap functional specification prototyping wireframes logic flow development creative design Our process - UX research user experience development lean project management art direction on going support marketing
  28. 28. Our process - development Q.A. system architecture back-end A.P.I design front-end test-driven development research user experience art direction research user experience development lean project management art direction on going support marketing
  29. 29. Our process - art direction brand guidelines storyboards style tiles user perience development on g supp marketing tone of voice logo concepts research user experience development lean project management art direction on going support marketing
  30. 30. Our process - marketing content strategy social setup setup analytics meta-tags document keywords art direction development research user experience development lean project management art direction on going support marketing
  31. 31. Our process - on going support feature upgrades marketing big data analysis analytics art direction marketing research user experience development lean project management art direction on going support marketing
  32. 32. ! 1. User experience is not a bolt-on, it is the entire business model 2. User centred design (UCD) is a proven methodology for UX design 3. Constantly test iterations and features via usability / AB testing ! Finally: Follow rules like the usability heuristics, the golden computing principles and psychology principles like Fitts law, Hicks law, Gestalt principles and Edward Tufte on design Final tips Thank you for your time: @danny_bluestone from @cyberduck_uk
  33. 33. Other rules and frameworks The top three benefits of qualitative research in UX 
 https://econsultancy.com/blog/63487-the-top-three-benefits-of-qualitative-research-in-ux UX: Psychology of great design – part 1 
 http://www.webdesignermag.co.uk/features/ux-psychology-of-great-design-part-1 Jakob Nielsen’s usability heuristics
 http://www.nngroup.com/articles/ten-usability-heuristics Bruce Tognazzini, First Principles of Interaction Design http://www.asktog.com/basics/firstPrinciples.html Edward Tufte, data design principles http://uxdesign.smashingmagazine.com/2011/11/15/data-pixel-approach-improving-user-experience/ Gestalt principles of design http://www.slideshare.net/gchristo94/gestalt-principles-of-design ! ! Thank you for your time: @danny_bluestone from @cyberduck_uk

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