IMC UX

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Presentation on User Experience Design for the University of Utah's Integrated Marketing Communication Certificate class on March 1, 2010.

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IMC UX

  1. 1. User Experience Design U of U IMC Certificate Class March 1, 2010
  2. 2. Experience Design “The design of anything independent of medium or across media with human experience as an explicit outcome and human engagement as an explicit goal” - Jessie James Garrett, Adaptive Path
  3. 3. Digital Engagement Continuum
  4. 4. User Experience & IMC The digital actualization of IMC is User Experience Design (UX)
  5. 5. User Experience Happens... UX happens with or without design consideration!
  6. 6. There is no “I” in Integrated
  7. 7. Uncoordinated elements of a web experience creative visual design copy/text marketing business information/content navigation information layout/content presentation architecture/ interaction interactions/system response design processes outside animations resource music/sound engineering error messages product VP’s assistant help via Cindy Chastain
  8. 8. UX Challenges • Isolated corporate silos • Old school approaches • web as print • interruptive advertising • “mediumism” = academic approach • Powerless middle management • Prohibitive culture • Truly a multidisciplinary skill
  9. 9. Achieving Great UX • Willing Management (Leadership vision) • Open Culture (Fail Fast, Fail Often) • Agile Business Model (Adaptability)
  10. 10. UX for Business “Good design is good business” - TJ Watson, founder of IBM
  11. 11. UX is Good Business Apple Electronic Arts Google Jet Blue Netflix Nike Progressive RIM Target Yahoo
  12. 12. UX: From 50,000 Feet
  13. 13. Service Continuum
  14. 14. The Process Basic business we’re skimming: • Research • Analysis • Strategy • Branding
  15. 15. Elements of UX Values Deliverables via Vinay Mohanty via Peter Morville
  16. 16. UX Values Useful If it's not useful, who cares if it's usable? Usable Don't make me think! ! ! (Steve Krug, who wrote the book) Desirable Positive experiences build brand loyalty. Accessible Available to all, regardless of disability. Findable You can't use what you can't find. ! ! (Peter Morville: The Age of Findability) Credible Quality design builds trust. via Morville & Mohanty
  17. 17. UX Equation Tangible Intangible function beauty Optimal performance emotion User ease of use meaning Experience via Cindy Chastain
  18. 18. UX: A Process
  19. 19. The User Focus • Internal perception of your customer is usually not as close to reality as your company thinks; likely shaped by internal factors like formal accounting divisions • Be a pusher: the term “User” is also associated with drug dealers! Internet behavior is addictive, so be on the supply side
  20. 20. Brand Messaging Value Proposition Stakeholders Strategic Message Internal: Board, Exec, Sales, etc. “Individual Message” External: Vendors, Competition, Members “Individual Message” Context
  21. 21. Context: Personas !"#$" User Stories (Use Cases)
  22. 22. Context: Matching User Behavior !"#$%&
  23. 23. Context: Matching User Behavior !"#$%& !"#$%&' !"#$#% !"#"$%&'" !"#$%#$ !"#$#%&#
  24. 24. 01 * %2 23 ) 01 1. 7( 34# ' #$ 1' !' -5 !& #", */0 0*' 1/6 !"#$%& '( #& 1+ ." $% ;7% '( !"# ,- , )# +( )" * / $7) ) * & + # " , - ./ * & , 7 ( # 879 : 3'4'560*'
  25. 25. Content Flow Utilizing the Internet as a publishing platform, brands must realize that it is a fast moving STREAM and publish accordingly photo via Flickr user alexwilkes
  26. 26. Digital Design Deliverables Information Utility = Architecture Interaction Usability = Design + Design = Graphic Design User Experience
  27. 27. Digital Design Deliverables Utility = IA Outline Usability = IxD Wireframes + Design = Art Flats UX
  28. 28. Website UX Design Process User Testing/ Branding Research Messaging Maintenance Personas Q/A IxD Content Technical Strategy Production UX IA Art *based on work by Challis Hodge
  29. 29. Technology
  30. 30. Development Approaches • Open Source vs Commercial • Waterfall vs Agile • Custom vs Frameworks vs Platforms • User-Centered Design vs 37signals
  31. 31. Online Marketing If you build it, they won’t necessarily come... • SEO: Search Engine Optimization • Advertising: Key Word, Display • Analytics & Optimization • Content Scheduling & Creation • Promotions • Email Campaigns • Social Media: Monitoring & Engagement
  32. 32. Oh... about the iPad • This “magical” device will redefine UX - Fullscreen Multitouch! • Success Factors • Kills the “desktop/windows/folders” GUI metaphor • Apps make the device an “appliance” • Expanded gesture vocabulary feels natural • Smart “head” to other devices via docking • Integrated content delivery
  33. 33. Thank You! Chris Carlston Solutions Architect Digital Strategist chris.carlston@raremethod.com @chriscarlston

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