An Insider's Perspective

1,433 views

Published on

My take on working as a UX practitioner within an agency environment.

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,433
On SlideShare
0
From Embeds
0
Number of Embeds
374
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • \\
  • \\
  • An Insider's Perspective

    1. 1. AN INSIDER‟S PERSPECTIVEor: How I Try to Minimise the Pernicious Effect ofAgencies Delivering User Experience Designby Luke Tellefson
    2. 2. First, some context
    3. 3. Source: http://www.adaptivepath.com/ideas/the-pernicious-effects-of-advertising-and-marketing-agencies-trying-to-deliWhen I started my UX career at an agency, I found thisarticle while doing some research about how I could foster auser centric culture
    4. 4. “Pernicious: Having a harmful effect, esp.in a gradual or subtle way.” NewswordySource: http://newswordy.com/words/pernicious/
    5. 5. The article sparked a long and fascinating debateabout UX and advertising in general.But this presentation is not about the ethics orculture of a very unique industry.It‟s my take on delivering user experience designwithin the context of an agency
    6. 6. TWO DIFFERENT PROCESSESFOR TWO DIFFERENT PROJECTS
    7. 7. Let‟s start from the beginning.There are two different types of digital projectsthat agencies work on:Functionally and Creatively lead projects
    8. 8. Functional projects produce things like:• Brand Websites, both desktop and mobile• Intranets and Extranets• Business Systems• Utility Apps
    9. 9. Creative projects produce things like:• Narrative Based Websites• Games• Interactive Videos• Fun Mobile Apps
    10. 10. FUNCTIONALLY LEADPROJECTS
    11. 11. More and more, agencies are doing theseprojects well by hiring the right people andmore importantly, adopting user centreddesign practices.Here is a quick recap of this process:
    12. 12. UserNeedsFirstly, we use research techniques to understandthe needs of our target user
    13. 13. BusinessNeedsThen we use some more science to understand theneeds of the business
    14. 14. UserNeedsBusinessNeedsFinally, we design and optimise a solution thataddresses both sets of needs
    15. 15. And everyone is happySource: http://i.dailymail.co.uk/i/pix/2012/11/09/article-2230287-15E854C6000005DC-489_634x422.jpg
    16. 16. CREATIVELY LEAD PROJECTS
    17. 17. Creatively lead projects are differentbecause they also need an ideaSource: http://weworkforcheese.com/wp-content/uploads/2010/06/lightbulb.jpg
    18. 18. An idea is the unique angle that makes apiece of marketing memorable, powerfulor effective
    19. 19. The best ideas also win awards, whichagencies very much likeSource: http://blog.matthewjsanto.com/?p=104
    20. 20. UserNeedsBusinessNeedsCreativeNeedsSo this introduces a third circle to the process
    21. 21. And often lots of noisy stakeholdersSource: http://www.taylorshold.com/wp-content/uploads/2012/01/don-draper.jpg
    22. 22. SO HOW IS THAT RELEVANT?
    23. 23. Creatively lead projects may sometimes appear „blonde‟ …“The blonde stereotype has two aspects: attractiveand desirable … [while] making little use ofintelligence” wikipediaSource: http://en.wikipedia.org/wiki/Blonde_stereotype
    24. 24. “in user experience ... utility is king” Peter MerholzSource: http://www.adaptivepath.com/ideas/the-pernicious-effects-of-advertising-and-marketing-agencies-trying-to-deli
    25. 25. While it‟s always important for experiencesto be usable, sometimes utility is not king.Sometimes it‟s more important for experiences to befun, informative or persuasive
    26. 26. And these experiences can‟t just be about the brand,or users are not going to hang around
    27. 27. Luckily, UX folk have the tools to help…
    28. 28. StrategistsUsersDevelopersDesignersProducersAccount ServiceCreativesClientsSource: http://halsteenson.files.wordpress.com/2012/01/swiss_army_knife.jpg
    29. 29. FIVE WAYS UX FOLK CAN MINIMISETHE PERNICIOUS EFFECT OF AGENCIESDELIVERING USER EXPERIENCE DESIGN
    30. 30. 1. We can act as a glue between the variousdisciplines of the project team
    31. 31. 2. We can adopt guerrilla style user testingtechniques to guide the project and reduceopinion-based decision making
    32. 32. 3. We can add value where it matters mostby choosing the right battles to fight
    33. 33. 4. We can reference comparative products,prototypes and design patterns to showstakeholders rather than just telling them
    34. 34. 5. We can question design decisions and besatisfied with the answers so long as theyare consistent with the project vision
    35. 35. Agencies are going to create userexperiences anyway, so it‟s better to havepeople onboard who are trying to minimisetheir pernicious effects, right?
    36. 36. THANKSthenaked-ia.com
    37. 37. I have used images in this presentation that I found on the internet. I think theymake the presentation better, but if I have made anyone upset, please let meknow and I will quickly remove them.Special thanks to Peter Merholz, your article wasn’t the “how to” guide I waslooking for, but it gave me a great creative direction for this presentation.

    ×