UX Design for Business

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A 90 minute presentation given to the Greater Kansas City Chamber of Commerce about User Experience Design for business on March 9th, 2011

A 90 minute presentation given to the Greater Kansas City Chamber of Commerce about User Experience Design for business on March 9th, 2011

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  • \n
  • Evolving and varied field. Get everyone on the same page with a definition.\n
  • It’s how you feel when you use something.\nSubjective\nDynamic\nTemporal\n
  • iPod Dock vs. Snuggie (Product)\nTurboTax vs GoDaddy  (System)\nZappos vs DMV (Service)\n
  • Why is there bad UX? Putting experience providers needs above users.\nSnuggie - Make a quick buck\nGoDaddy - Universally hated, make up for it in volume\nDMV - no vested interest\n
  • Why is there bad UX?\nGood UX is expensive.\nFast and Cheap can be great UX if you’re at McDonald’s.\nUX IS SUBJECTIVE and TEMPORAL\nHow do we deal with THAT?\n\n
  • Know your market and pick your battles.\nResearch\nIgnore what’s out of your control\nDefine good UX and pursue it.\n
  • We know what it is. So what?\n
  • Noisy World\nMore than 40 exabytes\nPeople are distracted all the time. (pocket computers)\nAttention is precious. Don’t waste it.\n
  • Good UX (subjective)\n = \nlong game\n = \nword of mouth marketing (compelling)\n = \ncut through the noise (social, search, referral)\n
  • You may undeerstand the issue at hand and this all may sound intriguing to you, but you may be asking ...\nHow can user experience be applied to your organization?\n
  • First step and key thing – put yourself in customer’s position\nPut yourself in their shoes and determine what they’re trying to accomplish by interacting with your organization.\nAnd by doing so what do they experience – life-cycle of a conversion\nYou know what you want them to do, but does this match what they want to accomplish\nFor instance, when we’re talking to a new client, we want to start a new project, but we can’t lead with that.\nUnderstanding and outlining this process will benefit your customer and you, in turn.\nThis knowledge can then be applied to your customer touch-points and media they encounter\n
  • While this may sound extremely complicated, it can be as simple as what you see on screen.\nOutlining your customer experience can be illustrated and utilized throughout an organization\nWhile this isn’t something you’ll keep in your back pocket, it can help an organization understand the dynamics of a user’s experience\n
  • Branding is commonly thought of as just applying to the logo. In fact it applies to identity, messaging and media\nThe question: does everything look and sound the same?\nAre logos applied the same across multiple forms of media?\nIs your mission statement and messaging clearly communicated?\nCan people tell what it is that you do?\nHow many times have you been on a website and had to search to find out what exactly a company does. Don’t make people work.\nTaking this all into consideration feeds into the user experience\n\nSo how does this feed into UX – example\n... and think about it like like this ... it’s who you know.\n\nPKD Foundation Balloons\n
  • This is the signature of your organization – simple, understandable, recognizable\nApplies to type, colors, logo usage and more\nEasiest way to see how this effects UX is through direct mail – a media where you have mere seconds to grab a user’s attention\nCohesively applied identity will allow DM to be readily identifiable\nSimple and succinct messaging will allow the user to quickly consume the piece\nAllow the recipient to find relevance and extract value from collateral\n\nEven and event can benefit from proper branding and signal to attendees, this is where I’m supposed to be (PKD balloons)\n\nDone properly, this maintains trust and can have lasting, residual and valuable effects.\n\n
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  • While these are nationally recognized brands and you may be saying of course I’ll recognize those\nThe point is the efforts behind making those brands instantly recognizable can be easily applied\nBy establishing and applying simple brand standards \n\nMitigates subjective risk\nPKD Balloons\nDirect Mail\n\nRay Vinson\nCountry Hill Motors\nBob Hamilton Plumbing\n
  • Your messaging can involve everything from your elevator speech, to your mission statement, to the written content of your website.\nis it clear and concise\nDoes it properly communicate the primary focus of your org – what it is / does\nDoes it communicate your style and personality\nCan users efficiently consume your message and respond\n\nNPO example – what you do and what you do with my money. Again, what are they trying to do by interacting w your org\n
  • Desktop, mobile, email\nUX roots are here (system - maybe even product)\n
  • Usability is goal-oriented\nAesthetics (Design)\nInformation architecture (Good tech)\nFindability (SEO, semantic web, accessibility)\nCommunication (Speak the same language, no made up menu items-Kanakuk)\n\n
  • Optimized for your users.\nWho is your market? Age group? Local? B2b?\nWhat are their goals?\nWhere do they line up with yours?\n
  • Forms are where the rubber hist the road online.\nOur interests perfectly align.\nThis form is awful.\n
  • Where is that checkbox!????\nLost sale. Cut the length in half = more sales.\nTake this further...\n
  • Rearranged and built with hierarchical fields.\n
  • Why don’t you see usability this good online?\nIt’s a big pain to implement.\nThis is really important.\nExplain what the UX developers role really is.\n
  • Good UX (fast/cheap/good) usually means we do the work as providers of the X.\n
  • OUR duty\nPutting stuff off on the user is bad UX\n
  • Social Media UX\nSocial Media\nBuzz Word\nUnique UX Opportunity (listening v. engagement) \n---\nHumanity\nAuthenticity\nAgility\n
  • Core Competency - Humanity\n-This seems like a no brainer, but it gets lost in incorporation.\n-Don’t say stupid things.\n--"I didn’t think about how this would affect you."\n--"I’m sorry and it won’t happen again."\n-Don’t dominate the conversation.\n
  • Core Competency - Authenticity. (This is the scary one.)\n-All communities have requirements and conditions for joining, they universally require authenticity.\n-Don’t build expectations you can’t meet.\n-change your business.\n-responsibility for mistakes.\n
  • Core Competency - Speed/Agility. \n-Respond quickly and loudly.\n-Iteration\n-Reaction\n-Cyclical strategy\n
  • Your messaging can involve everything from your elevator speech, to your mission statement, to the written content of your website.\nis it clear and concise\nDoes it properly communicate the primary focus of your org – what it is / does\nDoes it communicate your style and personality\nCan users efficiently consume your message and respond\n\nNPO example – what you do and what you do with my money. Again, what are they trying to do by interacting w your org\n
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  • search.twitter.com\nRun a search\n
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Transcript

  • 1. UXvoltagecreative.com2011 Voltage Creative, LLC
  • 2. What is User Experience (UX)?Why do you care?ApplicationsAction Item
  • 3. Perceptions and responses that result from theuse or anticipated use of a product, system orservice. (ISO 9241-210)
  • 4. GoodBad http://www.flickr.com/photos/jeremymates/3178348699/sizes/l/
  • 5. Wh y? http://www.fotopedia.com/items/flickr-2569341936
  • 6. CheapFastGoodPick Two
  • 7. know your market & pick your battles http://www.flickr.com/photos/williambrawley/4326506875/sizes/o/in/photostream/
  • 8. What is User Experience (UX)?Why do you care?
  • 9. 4.0x10^1940,000,000,000,000,000 Mb 76,000 Years (mp3) http://www.flickr.com/photos/williambrawley/4326506875/sizes/o/in/photostream/
  • 10. http://www.flickr.com/photos/turneround/5398112759/sizes/l/
  • 11. What is User Experience (UX)?Why do you care?Applications
  • 12. Empathize
  • 13. DrDeyton.com Brand Contact Life Cycle DrDeyton.com DoctorOogle Appt/Referral + Review Me Soft Google Local Referral Pay Per Click Appointment Yes New Exceptional Research Visit? Research Hard No or New Referral Contact? or Appt/Referral + Survey Current? New Patient Waiting Room Yes Direct Mail Contact Search Current First Schedule Appt. Appt? Biz Card No Don’t Forget to Smile Email Blast Waiting Room Survey We Miss Your Smile (While Waiting) Yes Did they Schedule No refer? Appt? Schedule Appt YesCurrent Patient Email Blast Referral Gift Don’t Forget to Smile KEY: Critical Marketing Collateral Variable Physical Contact Action VoltageCreative - 8/3/10
  • 14. Branding
  • 15. Identity
  • 16. WEB
  • 17. Goal-Oriented http://www.flickr.com/photos/robandstephanielevy/4616960925/sizes/l/in/photostream/
  • 18. Whooo?http://www.flickr.com/photos/kyz/3246496325/sizes/l/
  • 19. Shipping Address Billing AddressStreet Address Street AddressAddress Line 2 Address Line 2City CityState StatePlease select... Please select...Zip Code Zip CodeCountry CountryPlease select... Please select...
  • 20. Shipping Address Billing AddressStreet Address Same as shipping address Street AddressAddress Line 2 Address Line 2City CityStatePlease select... State Please select...Zip Code Zip CodeCountryPlease select... Country Please select...
  • 21. Shipping Address Billing AddressStreet Address Same as shipping address Street AddressAddress Line 2 Address Line 2CountryPlease select... Country Please select...Zip Code Zip CodeCity CityStatePlease select... State Please select...
  • 22. Shipping Address Billing AddressStreet Address Same as shipping address Street AddressAddress Line 2 Address Line 2CountryPlease select... Country Please select...Zip Code Zip CodeCity CityStatePlease select... State Please select...
  • 23. As UX developers, it is our duty to makehuman-computer interaction as simple, efficient and clear as possible. -Scott Connerly
  • 24. As UX developers, it is our duty to makehuman-computer interaction as simple, efficient and clear as possible. -Scott Connerly
  • 25. Social Media
  • 26. Corporation "We share the concerns of consumers regarding discs with XCP software." "We deeply regret any inconvenience this may cause our customers."2010 Voltage Creative, LLC photo credit http://www.flickr.com/photos/markyuen/366530114/
  • 27. 2010 Voltage Creative, LLC photo credit http://www.flickr.com/photos/trixer/3795835074/
  • 28. Agility. I has it.2010 Voltage Creative, LLC photo credit http://www.flickr.com/photos/davehamster/3715915507/
  • 29. What is User Experience (UX)?Why do you care?ApplicationsAction Item
  • 30. 2010 Voltage Creative, LLC
  • 31. 2010 Voltage Creative, LLC
  • 32. 2010 Voltage Creative, LLC
  • 33. 2010 Voltage Creative, LLC
  • 34. 2010 Voltage Creative, LLC
  • 35. 2010 Voltage Creative, LLC
  • 36. 2010 Voltage Creative, LLC
  • 37. 2010 Voltage Creative, LLC
  • 38. 2010 Voltage Creative, LLC
  • 39. 2010 Voltage Creative, LLC
  • 40. 2010 Voltage Creative, LLC
  • 41. UXvoltagecreative.com2011 Voltage Creative, LLC