Creating value with UXBASIS - Copenhagen Business School


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Presentation given to Information Management students at Copenhagen Business School. Detailing recent events about the changing digital landscape

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  • Dorthe kindly invited me to speak here obviously about my work but also about digital, social networks and how business will face challenges and opportunities as we go forward.I know your course focuses on information management and organizational change and in the last year, we are seeing just how important this is for every company, organization and government. The sketch in the background here are a few thoughts about what you could cover when you approach these subjects. There is enough content there to cover months of lectures. So what I will present are just my views about how I feel about some of these themes. There isn’t much data and my sources are widely available and known.I will then link this back to my daily work UX work at Hello Group with some examples of information used to give business value.
  • ‘Youth’ drives innovation and change. They are early adoptors, of course they always have been but the ability to tell others has reached an unprecedented level in terms of scale and speed.They listen to peers, just like we all do and this drives adoption of services or productsThe watercooler has been replaced by Twitter. A twitter break replacing the smokers social chat.
  • It is not just about a Flip camera or the new Ford Fiesta (both successful products driven by Youth) 50,000 prospective leads alone for Ford in a very challenging marketMarketing is being redefined, the message can no longer be simply pushed but must appear where an audience is.
  • I really want to highlight this point.How things look (visual design) how they work (the interaction and development of functionality) and how the product answers the needs and wants of a user (aligned to the business purpose) all are a part of the user experience.Often UX is seen as usability - but that is only a part of the storyWhen building products we should pay attention to the whole of the development of a product ensuring the users are at the heart of decisions made.
  • Complex projects can easily become unwieldy and lack focus due to production factors and resource issues.This inevitably harms the quality of the product and does not promote a user focused solution.UXBASIS is a way of practically applying techniques from a business perspective, while keeping true to the goals of the users.UXBASIS is a process based on our experience of building digital solutions.
  • UX BASIS is a process and a set of tools to help an organization engage with users through the products that are developed.UXBASIS helps communicate about projects with other UX professionals, stakeholders, designers and developers.UXBASIS is flexible providing the right information to make informed design decisions to provide business with a platform for generating better products and services.
  • UXBASIS has5 sectionsEach section holds several methodsEach section covers a particular user experience needThe different sections are:Business IntelligenceAnalysisStructure InteractionSample
  • The work undertaken by us invariably involves a degree of an organisational challenge (and sometimes change) for the client.Knowing the type of business culture is really valuable to us before we start work. Knowing the expectations and likely obstacles give us a good understanding and also where the work may take the client.
  • For this reason we always start any project with fact finding around the key decision makers The market they operate in The culture of their companyIdentifying the clients needsClarifying and finalizing the briefNoting the overall business goals
  • Gives a baseline of what works, and what does not, in the marketplace. When confronted with a difficult problem they can help in informing a solution.Establishes best practices in competing websites and for the design team to learn from different approaches and innovations Matrix diagram can help describe pros and cons of competitors
  • Designed to give an overview over the different possible elements of a productCan be used as a roadmap to identify which elements should get primary focus and which are secondaryOutlines the needs/wants of the users in conjunction with the business goalsCan be understood by everyoneIs key at the end of the Analysis stage, but can feature multiple timesAim: to give the developer group an easy point of reference as the project progresses to maintain focus on key strategic areas.
  • Having first defined the user roles we can now plot a path through the product for each user goal.Particularly useful with complex structures and multiple user types e.g. social networking or ecommerce.Aim: Shows user’s tasks, their modes of behavior and any potential challenges that a user may discover when using the product.
  • Creating flowDevelop the layout and overall structureBuild product content templates
  • Social media is IA
  • Verify design decisionsGet feedback for iterationsEnsure business goals are met
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