1. Welcome!User Experience (UX) Interest Group 25 July 2012
2. Agenda• Session 1 – An intro to User Experience (25 minutes)• Session 2 (90 minutes) – Group A: Webinar followed by discussion – Group B: User testing• Post session: Innis & Gunn Bar (Potterrow)
3. What is UX & why does it matter?An introduction to user experience management & monitoring Neil Allison University Website Programme 25 July 2012
4. Overview• What is UX?• Why does UX matter?• How can I communicate UX?• How can I measure UX?
5. What is UX?• UX = User eXperience• It’s the sum of all experiences a customer has with a business• “A star to sail your ship by” – Jesse James Garrett http://bit.ly/LwyoL8• “A flag in the sand on the horizon” – Jared Spool
6. Advertising and UX“Advertising is about getting the customer to love the company. UX is about getting the company to love the customer.” Whitney Hess http://bit.ly/Qkzxeu
7. Usability and UX – a scenario“The customer, looking for a new digital camera, goes to the largeelectronic retailer’s website. She quickly finds the camera she wants,puts it in the cart, and without incident, pays for it using the option topick it up at the store that same day. Quick, easy — she is pleased andexcited to receive her camera. Website usabilityWhen she arrives at the store, she initially doesn’t know where to go,as no visual clues present themselves. After a ten-minute wait at thecustomer service desk, she’s told she’s in the wrong place and needs tofind another desk, this one labelled “Online Receiving”. Once she findsthat desk, the clerk, who obviously can’t wait for his shift to end, sighsand says the camera she’s purchased is out of stock. She can buy adifferent camera at this point, but to receive a credit for her originalonline purchase, she needs to call an 0800 number. She ends up leavingthe store without a camera and a charge on her credit card she needsto resolve.” User experience Jared Spool http://bit.ly/QkzSxJ
9. • What is UX?• Why does UX matter?• How can I communicate UX?• How can I measure UX?
10. Marketing has changedIn the golden age of mass communication Image = RealityIn the new fragmented, aggregated age: Reality = Reality Foolproof.co.uk http://bit.ly/QkAx2h
11. Econsultancy.com http://bit.ly/QkApQm• But what does this mean in the Higher Education environment? • Applications? Conversions? Repeat study? Brand perception?
12. Why should UX matter to you?• It lays the groundwork for subsequent development decisions• Your UX vision provides a way of gaining collective agreement about strategic direction• It provides an agreed baseline against which you can appraise current performance
13. • What is UX?• Why does UX matter?• How can I communicate UX?• How can I measure UX?
14. 3 steps to an effective UX vision• Step 1: Focus on Research – Must be grounded in reality• Step 2: Focus on Experience – Express for the user, not the product• Step 3: Share the Vision – Everyone needs to share and buy into it Jared Spool http://bit.ly/QkzJKL
15. How to share a UX vision• Tell a story• Draw a picture• Create a video
16. Tell a story• Easiest to do• Easy to collaborate on• Storytelling is an ancient and universal activity PG experience enhancement project: http://bit.ly/oXX0FD
17. Cartoons movestorytelling on• This example expresses the UX vision for a new product David Travis Userfocus.co.uk http://bit.ly/QkzNKt
18. Posters• Some stakeholders will need regular reminders of the UX vision they’ve signed up to Foodspotting.com http://bit.ly/OoxYHd
19. Mood-time graphs • Because everything doesn’t happen at once • We can lose and gain uxmatters.com user goodwill • We should look to prioritise the biggest pain points http://bit.ly/QkA7J6 cxpartners.com http://bit.ly/QkzW0m
22. • What is UX?• Why does UX matter?• How can I communicate UX?• How can I measure UX?
23. How can I measure UX?• It depends on what you’re looking to find• There is no silver bullet – No single tool or approach can do everything• Analytics + enquiry monitoring + market research + user research = Greater than the sum of their parts
24. How many blind men are there round your elephant?
25. Regular reporting is key Lou Rosenfeld: http://bit.ly/qHOTad
26. Thank youQuestions? Neil.Allison@ed.ac.uk University Website Programme @usabilityed
27. Session 2• Group A – Steve Krug webinar – “The least you can do about usability” – http://bit.ly/QkAfII• Group B – User testing session – Grab a name label, pair up – Quick overview of the logistics & timing