Robert Fein: Communication is the key to effective user experience

Communication is the key to effective user experience
Have the impact you deserve

Some ground rules
Discussions are more fun than talks
Ask questions
Volunteer information

A little bit about me

User Experience

A definition
"User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.
The design of the whole experience a person feels when using a Web site, both online and offline. Includes such online factors as ease of use and content, as well as such offline factors as fulfilment and customer service.
The creation of the architecture and interaction models that impact a user's perception of a device or system. The scope of the field is directed at affecting "all aspects of the user’s interaction with the product: how it is perceived, learned, and used."
User experience (UX) represents the perception left in someone’s mind following a series of interactions between people, devices, and events – or any combination thereof.
The design of an experience a person has when interacting with a specific design. This can range from a specific artefact, such as a cup, toy or website, up to larger, integrated experiences such as a museum or an airport.

My definition of User Experience
the creation of a digital design that is:
usable
useful
and engaging

How do we do that?

A variety of skill sets / techniques / tools
User research
Ethnographic research
Field research
Directed interviews
User Requirements Gathering
Business requirements Gathering
Stakeholder management
Personas
User Journeys
Site maps
Process flows
Wireframes (Lo & Hi-fidelity)
Specifications
Prototypes
Content Strategy
Voice & tone guidelines
Content Management principles
Taxonomies
Content Matrices
Journey mapping
Free play user testing
Card sorting
Feature prioritisation activities
Guerrilla / informal user testing
Formal testing
Search log analysis
Web analytics analysis
….

A variety of skill sets / techniques / tools
UX makes the nebulous concrete
What’s missing?

But first a few questions

A few questions
Why did you chooseUser Experience?

A few questions
How do you define success?

A few questions
What are your frustrations?

A few questions
Who decides?
and why?
What’s missing?

The missing element

Communication skills
“it is useless to be a creative, original thinker unless you can also sell what you create”
-- David Ogilvy

Excellent technical skills
Poor communication skills
Thoughts from a veteran

Poor technical skills
Excellent communication skills

Excellent technical skills
Excellent communication skills
An effective user experience

A little bit about value

Your work is valuable
To the user
To the client / project owner
To your company
To yourself

Value to user
Have an experience that isuseful,
usable
andengaging

Value to the client / project owner
Ensure they hit their targets
Accomplish their goals
Get their bonus
Get promoted

Value to your company
Agency
Revenue
Keep customers happy
Awards / Case studies
Bring clarity / Reduce risk
Client-side
Increase revenue / Reduce costs
Keep stakeholders happy
Pay for your FTE
Bring clarity / Reduce risk

Your work = revenue
Some assumptions
Average length of UX engagement
1 person = 4 weeks
Average day rates for UX
Freelance -- £250 - £600
Company -- £500 - £1500

Your work = revenue
Freelance
£5,000 - 12,000
Agency / Client-side
£10,000 - £30,000

Why is the range so broad?
Hard measures
Industry standard rates
Experience
Portfolio / Case studies
etc.
Soft measures
Brand

Value to yourself
Pride
Portfolio
Your reputation and brand

Brand: A definition
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
-- Seth Godin

A little bit about brand
The communication of the work IS your brand
The quality of the finish is representative of the quality of the thinking

our Work is our brand

So...
Why do we destroy the value of the work with poorly communicated deliverables?

Physician heal thyself

Improve the value of your work
Know your user
Make it Useful
Make it Usable
Make it Engaging

Thank you
Some facts about Robert
Work history
6 ½ years in the US high-tech industry client-side
US West, Intel, Trilogy, Convio
9 ½ years in the UK
Sapient, FullSix, DNA, LBI, Seren, Electronic Ink, GrandUnion
On a wide variety of use domains
Web(B2C, B2B, B2E), Device, Mobile, Consumer software, Enterprise software, client-server, IVR
On a wide variety of industries
Retail, Grocery, Consumer Electronics, Government, Energy, Telecom, Leisure, Construction, Financial services, Non-profit
Educational History
He studied for a PhD in Cognitive Psychology but got bored at the final hurdle and decided work was better – one of the best decisions of his life
He is a proud father to Georgina
Robert M. FeinDirector of User Experience
grandunion
m: +44 (0)7803 605 666
t: +44 (0)20 7908 0708f: +44 (0)20 7908 0701
Moray House23-31 Great Titchfield StreetLondon, W1W 7PAwww.thegrandunion.com
Note: He is looking to hire a Mid-weight and a Junior UX

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Robert Fein: Communication is the key to effective user experience

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