What Is UXD (Audience: Advertising) V3

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This is a presentation--really more of a white paper / hand-out for the presentation--that I've compiled to better explain "what I do" as it should pertain to the advertising industry.

Ultimately, this slideset will be the "hand-out" that goes with the real presentation that is being built to be a lot more visual (a la Garr Reynolds).

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What Is UXD (Audience: Advertising) V3

  1. 1. User Experience Design ( (UXD)) An Overview By Russ Unger
  2. 2. Why is UXD Right For Us? Don’t T k My Word f It. Take Steve J b ’ D ’t Take M W d for It T k St Jobs’: “I get asked a lot why Apple’s customers are so l loyal. l It's not because they belong to the Church of Mac! That's ridiculous. It's because when you buy our products, and three months later you get stuck on something, something you quickly figure out how to get past it. And you think, ‘Wow, someone over there at Apple actually thought of this!’ And the three months later you try to do something you hadn't tried before and it works, and you think ‘Hey, they thought of that, too.’ And then six months later it There's almost no product happens again. pp g p in the world that you have that Product Quality = Brand Loyalty experience with, but you have it with a Mac.”
  3. 3. What Is UXD? User Experience Design: Delivers successes by emphasizing the overall “experience” while allowing for a balance between user needs and business goals. Useful. We must have the courage and creativity to ask whether our products and systems are useful, and to apply our deep knowledge of craft and medium to define innovative solutions that are more useful. Usable. Ease of use remains vital, and yet the interface-centered methods and perspectives of human-computer interaction do not address all dimensions of [web] useful design. In short, usability is necessary but not sufficient. Desirable. Our quest for efficiency must be tempered by an appreciation for the usable desirable power and value of image, identity, brand, and other elements of emotional design. Findable. We must strive to design navigable [web sites] and locatable objects, so valuable users can find what they need. Accessible. [Websites] should be accessible to people with disabilities (more than findable accessible 10% of the population). Today, it's good business and the ethical thing to do. Eventually, it will become the law. credible Credible. Design elements can influence whether users trust and believe what we tell them. Valuable. Our [websites] must deliver value to our sponsors. For non-profits, the user experience must advance the mission. With for-profits, it must contribute to the bottom line and improve customer satisfaction. Longevity. Our [websites] must be able to stand the test of time without Longevity rebuilding from scratch. Users should expect to see the same styled website for up to 5 years (or more), with substantial modifications throughout its life. From Semantic Studios / Peter Morville at: http://www.semanticstudios.com/publications/semantics/000029.php
  4. 4. What Is Information Architecture (IA)? The Sh t D fi iti Th Short Definition: Information Architecture is SMOLFing Information. Information Architecture is the Art and Science of Structuring, Managing, g, g g, Organizing, Labeling and Finding Information. The Long Definition: e o g e to : Information Architecture is… 1) The combination of organization, labeling and navigation schemes within an information system. 2) The structural design of an information space to facilitate task completion and intuitive access to content. 3) The art and science of structuring and classifying [web sites] to help people find and manage information. 4) An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape.
  5. 5. What Is User-Centered Design? “User experience and interface design in the context of creating software (applications, websites, etc.) represents an approach that puts the user, rather than the system, at the center of the process. This philosophy, called User-Centered Design, incorporates user concerns and d f h b i i f h d i dd h advocacy from the beginning of the design process and dictates the needs ofd f the user should be foremost in any design decisions*.” Business goals and context content User needs and behavior *Executional Mandatories and Business Goals have priority and should be appropriately considered and/or negotiated to drive the best possible user experience. From Microsoft’s MSDN Library, User Interface Design and Development section at: http://msdn2.microsoft.com/en-us/library/aa286531.aspx
  6. 6. What Is UXD? (Redux) User Experience Design: • Investigating how the user’s needs g g align with the business objectives to refine the useful foundation of the design. usable desirable • Determining what we are making, why we are valuable making it and who it is for. Identifying the features, content, navigation and components of the interface findable accessible design. credible • Planning this approach to allow for expansion and growth while ensuring th viability of th d i f an th hil i the i bilit f the design for extended period of time. Longevity
  7. 7. h Pitch Busin ness Req quiremen nts Cons sumer Re esearch rmation Architect Infor A ture Inter raction Design D Bran Design nd n tent Desi Cont ign Project Development Life Cycle UXD & the Project Life Cycle Visua Design al n User Experience Design Tech hnology & Development lity rance Qual Assur Post- -Launch Evaluation
  8. 8. Deep Shallow Pitch h Busin ness Req quiremen nts Cons sumer Re esearch Infor rmation A Architect ture Inter raction D Design Bran Design nd n Cont tent Desi ign Project Development Life Cycle Visua Design al n User Experience Design Tech hnology & Development Qual Assur lity rance UXD’s Involvement in the Life Cycle Post- -Launch Evaluation
  9. 9. UXD Work Product (not all-inclusive) • Personas P Fictional representative user archetypes based on the behaviors, attitudes and goals of the target • Scenarios / Use Cases Descriptions that illustrate how a user intends to use a site—defines the site behavior from a user POV • Content Maps Iterative approach to displaying content categories in logical groupings to drive intuitive navigational hierarchy • Site Maps Visual representation of the primary sections, page types and task flows within a website • Wireframes Lo-fidelity representation of a web page to identify all content and features on the page • A t ti User R Annotations / U i t Requirements Identifies and defines the elements and rules of the user interactions on a page • Content Inventory Identifies all content on all page types of a site • Consulting / Analyzing Review visual design, measure results of design and recommend improvements for future iterations • User Testing Require users to perform tasks and identify points of user difficulty or failure to identify improvements
  10. 10. Why is UXD Important? UXD i Agnostic is A ti User Experience Design should be involved in any project—not just websites! UXD has been applied to Mobile Phones, Biometric Devices (fingerprint readers), Telephone Voice User Interface (VUI), Desktop Applications, Websites, Business Processes and more! UXD Maximizes Usability Wireframes and Prototypes can be used to for User Testing prior to beginning Visual Design and/or Development. UXD Minimizes Design Failures Task Flows and Wireframes are the “design before the design” that provide a well-defined canvas for visual design. UXD Provides Project, Operational Efficiencies Proper User Experience Design provides clear, thorough guidelines / direction for Visual Design, Development and Quality Assurance. UXD Brings It All Together
  11. 11. Why Is UXD Important to Brands? User Experience is at the very CORE of the brand: brand • Brand Managers create Brand Promises Medium Medium • Brand Promises are fulfilled by… Promise medium medium medium broken working working Good Brand Experiences. consumer consumer consumer What is a Good Brand Experience? No Experience Bad Experience Good Experience An Experience that meets or exceeds the Endorsements expectations of a Consumer (User) with a consumer consumer consumer Product. Community
  12. 12. Brand and the User Experience Creating a good customer ( C ti d t is the (user) experience i th ) i essence of good branding Hugh Dubberly’s Model of Brand
  13. 13. What’s Next for UXD? User Experience Design Needs to Influence: “We will never make progress as long we are resources and not leaders. Resources don t leaders don't discuss the business plan, the marketing strategy. Resources don't help decide what the product or service will be in the first place. Resources are called in when the leaders think they are needed. They do their job and then get out of the way.” Dr. Don Norman
  14. 14. Thank You • Questions & Critiques Q i Cii

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