MUXL Conference 2017 - Lightning Talks

Lightning Talks
Mickela Perera
The Why and How of Mobile Accessibility
Chris Myhill
Five Steps for Mobile-Friendly Navigation
Iona Seligman
Design for Super Niche
John Pagonis
UX Design + Scrum
Angela Arnold
Transforming the Product Roadmap with Experience Metrics

The Why and How of
Mobile Accessibility
Mickela Perera
mickela@system-concepts.com
10 November 2017

What is digital accessibility and why
is it important?

What is ‘good UX’?
Making things
easy?

What is usability?
Making things
beautiful?

Some facts
Disability is common
Accessibility is ethical
Accessibility is a legal obligation
Accessibility makes financial sense
1
2
3
4

Disabilities and adaptive strategies

Disability impact
Motor Auditory Vision Cognitive

Tips for an accessible mobile
experience

Consider the content
E.B. White, “Stuart Little.”
107 words.
“In the loveliest town of all,
where the houses were white
and high and the elms trees
were green and higher than
the houses, where the front
yards were wide and pleasant
and the back yards were
bushy and worth finding out
about, where the streets
sloped down to the stream and
the stream flowed quietly
under the bridge, where the
lawns ended in orchards and
the orchards ended in fields
and the fields ended in
pastures and the pastures
climbed the hill and
disappeared over the top
toward the wonderful wide
sky, in this loveliest of all
towns Stuart stopped to get
a drink of sarsaparilla.”

mickela@system-concepts.com
020 7240 3388
www.system-concepts.com

@justuxdesign | justuxdesign.com 1
Five steps for
Mobile-friendly Navigation
By Chris Myhill

1 2 3 4
Steps for more mobile-friendly navigation.
5

THE SUPER AWESOME
MUSEUM
A totally made up and not
at all anonymised client.

1
Do your research.

Content Inventory
Tools used…

Quantitative
Research
Tools used…

Qualitative Research
Tools used…

Volunteering
Opportunities
Event Pages
Super Awesome Museum (tm)
About Us
Visiting the
Museum
Things to see
and do
Music events
The Museum
Shop
Learning
Resources
Support Us
Our History
Museum News
Main navigation
Getting Here
Contact
Information
Contact
Information
Event Pages
Event Pages
Event Pages Event Pages
Store Pages Volunteering
OpportunitiesEvent Pages
Teacher
Resources
Event Pages
Activity
Sheets
Make a
donation

2
Let go of the words.

Volunteering
Opportunities
Event Pages
About Us
Visiting the
Museum
Things to see
and do
Music events
The Museum
Shop
Learning
Resources
Support Us
Our History
Museum News
Main navigation
Getting Here
Contact
Information
Contact
Information
Event Pages
Event Pages
Teacher
Resources
Event Pages
Activity
Sheets
Make a
donation

Volunteering
Opportunities
Event Pages
About Visit Events Music Shop Learning Support Us
Our History
Museum News
Main navigation
Getting Here
Contact
Information
Contact
Information
Event Pages
Event Pages
Teacher
Resources
Event Pages
Activity
Sheets
Donate

3
Consolidate by grouping tasks.

Volunteering
Opportunities
Event Pages
About Visit Events Music Shop Learning Support Us
Our History
Museum News
Main navigation
Getting Here
Contact
Information
Contact
Information
Event Pages
Event Pages
Teacher
Resources
Event Pages
Activity
Sheets
Donate

Volunteering
Opportunities
Event Pages
About Visit What’s On Shop Learning Support Us
Our History
Museum News
Main navigation
Getting Here
Contact
Information
Contact
Information
Museum Event
Pages Event Pages
Event Pages Volunteering
Teacher
Resources
Event Pages
Activity
SheetsEvent Pages
Music Event
Pages
Donate

4
Prioritise important tasks

Volunteering
Opportunities
Event Pages
About Visit What’s On Shop Learning Support Us
Our History
Museum News
Main navigation
Getting Here
Contact
Information
Contact
Information
Museum Event
Pages Event Pages
Teacher
Resources
Event Pages
Activity
SheetsEvent Pages
Music Event
Pages
Donate

Volunteering
Opportunities
Event Pages
AboutVisit What’s On Shop Learning Support Us
Our History
Museum News
High priority
Getting Here
Contact
Information
Contact
Information
Museum Event
Pages Event Pages
Teacher
Resources
Event Pages
Activity
SheetsEvent Pages
Music Event
Pages
Donate
Lower priority

BEFORE AFTER
(Meanwhile, in the footer…)

5
Test it!

1 Do your research.
3
Let go of the words.2
Consolidate by grouping tasks.
4 Prioritise important tasks.
5 Test it!

@justuxdesign
Cheers!

Design for Super Niche
Prepared for: MUXL
Prepared by: Iona Seligman
04–11–2017
@ionaselig
@uxfetish

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MEMBERS
@ionaselig
@uxfetish
RECON - gay fetish profiles. Men, leather and more…
Start mastering your fetish evolution. Gay men into
leather, rubber, BDSM and kink.

@ionaselig
@uxfetish
A general sense of WHO they are
KPI - Measuring value
-Small changes and visible to
users
-Slicing and measuring
WHAT are the pain points in the current
ways they go about these tasks?
HOW do they solve them/get around them?
WHEN and WHY they might use Recon /
competitor service.
WHAT tasks must they complete to
accomplish their goals? Why?
5 W’S
Get to know users

In ethnographic research you might go
native, but blending in with Recon’s
users might be a little diﬃcult for me
especially when they might have
something else on their mind.

But fortunately Recon is a digital platform
so I can be an observer online.
…and get a fairly good appreciation of the
problem of guys who don’t read proﬁles.

STATS
34, Digital Marketeer
In a relationship but can play away
Been on Recon 6+ years, Sub, Standard User
Lives in UK city, Actively involved in Fetish Scene
Into Bondage, Rubber and Masters & Slaves
Favourite Brands:
BEHAVIOURS
Who is BondageGent?

STATS
On Recon daily to immerse himself in fetish and to keep in
touch with the community.
Uses Recon iOS app, doesn’t use many competitor apps
because they’re focused on hookups but he does use FetLife
and Scruﬀ because he ﬁnds events and groups on there.
Travels a fair amount for both business and leisure.
Meets a lot of people on Recon (including his partner) and
communicates with them on the MC.
He doesn’t move people into his “IRL” contacts until they’ve
met and even then he has his own naming / rating convention.
BEHAVIOURS
Why & When does BondageGent use Recon?

We have observed that the message centre
experience is dated, slow and diﬃcult to
navigate and isn’t chatty, which is resulting in
users moving to other communication platforms
to achieve their JTBD*.

I use a rival message service for…
Suggestions: Features to wants
I use the Recon MC to…
8
6 Importance (we
42
Reliable 12
Offlining 6
Fast 8
Unlimited Msg Storage 6
Real time 10
29
New Connections 4
Privacy / Discretion / Security 6
Deepen a Connection via personal chat13
Organise sex/to meet 6
location feature 5
Memory Bank/ Directory 8
44
Clear notifications / read receipts 11
Easy photo sending, no upload requirement28
Suggested flows/features 5
Tech
Communication/User Goals
UX / Design
47
Photo focussed 28
IM / chat focussed 20
Convenient 13
Fast Responses 8
SlickDesign 6
Chatty UX
Deepen
Connection
Personal
Know where
the convo’s at
REALTIME
CHATTY FEEL
Slick, Sexy,
ModernChatty
Consistent &
on brand
Consider data
Improve Speed
Offlining
Support sound
and video
Feature
requests
USER GOALS UX / DESIGN
TECHNOLOGY

I use a rival message service for…
Suggestions: Features to wants
I use the Recon MC to…
USER GOALS UX / DESIGN
TECHNOLOGY
REALTIME
CHATTY FEEL

@ionaselig
@uxfetish
Experience Map: Organise a Group Meetup

@ionaselig
@uxfetish
25yrs old, French
In an open relationship (10months)
Versatile, more of a Dom
Accessibility consultant
Recon Use: 6 years
Got into fetish whilst at uni in Dundee
Stats Panel
• Uses Recon to set up 1:1 sessions. “I’m not really a social kinkster.”
• Goes on Recon every couple of days, unless he gets a message notification
and then he’ll go on almost as soon as he see’s it.
• Most of his hookups are one offs, good amount of repeats, some become
friends/friends with benefits but mostly not.
• Uses Scruff quite a bit too but hates their global reach; he gets inundated
with messages from users around the world which are no good to him.
• Guiding his partner into fetish, he’s not on Recon but more open to kink
and group play now.
• Only interested in guys with face pics up on their profiles.
1. Sex
2. Meet Up 1:1
3. Get their Number
4. Find some friends with benefits
Goals of Using Recon MC
1. Check Profiles, Respond to Messages
2. Chat for a few days
1. Gauge veracity
2. Security check
3. Get a sense of what they’re like
3. Arrange Meeting
Tasks on Recon MC
Knowing they’re both legit and interested
Persistent messages when he’s not interested
and not responding to them.
Blocking not nec but maybe hide profile.
When people have no face pictures
Wasting time - e.g. need pic upfront not days of
msging to get a pic and not be attracted to them.
Problems
Bears
Pups &
Handlers
Meet projectedrumour “I may well be a bit perverted, but in my book nothing really beats a good kisser.”
Who is projectedrumour?
PREMIUM
Bondage
Sports Gear
USERNAME OBSCURED?
NAME OBSCURED

@ionaselig
@uxfetish
To conclude
1. Think Outside the Box
2. Craft Meaningful personas
3. Go to strange places
4. Make friends with Marketing
5. Get used to Analytics
2
3
4
5
1

Transforming Prioritisation with
Experience Metrics
Ange Arnold - Principal UX at Which?
angela.arnold@which.co.uk

Consumer Champion for 60 years
Which?
Publishing
Reviews and
Advice Digital First
Serving people at
key moments
throughout their lives

To transform experiences we
need to transform
organisational thinking and
ways of working
Like many publishers, Digital
Transformation is challenging

Measures of success
1. Deliver responsive redesign on time
2. Increase Trafﬁc
3. Increase Conversion

Metrics vs Experience
More products & content
New paywall banners
Don’t clearly demonstrate the value of the service
Finding a recommendation difﬁcult
Trafﬁc
Conversion

• Fixed deadlines
• Demonstrating
impact
Metrics lead prioritisation
Time
Focus
Metrics
Experience
• High ambitions
• Big Ideas

Metrics
Experience
Levelling the playing ﬁeld
Time
Focus
“a metric you have the ability to impact; to
move the needle on. ”Improving the customer support experience. Gerry McGovern
http://gerrymcgovern.com/new-thinking/improving-customer-support-experience

What people want to do
“Focus on what really matters (the top tasks)
and defocus on what matters less (the tiny tasks).”What Really Matters: Focusing on Top Tasks. Gerry McGovern. April 2015
https://alistapart.com/article/what-really-matters-focusing-on-top-tasks

0%
25%
50%
75%
100%
1.Find
bestperform
ing
products
2.Read
pros
and
cons
40%
Success rate
4 Mins
Time on Task
Find best
performing products
(non members)
How quick and easy is it?

Prioritising tasks
• Numbers put in front of Leadership
• Agreed as a core product KPI
• Benchmarking every quarter

Demonstrate value
1. PACE:
• 1 sprint
2. IMPACT:
• Shortlist article present at the moment it’s needed
• Conversion rate on top 5 articles: +34%*
3. FOCUS:
• Evidence to improve journeys to an expert recommendation
4. ALIGNMENT:
• All departments working together to solve problem
*Average over period of 1 month, across 5 categor

Transforming thinking
• Improving experience improves organisational
metrics
• We don’t need big new features to transform
experience
• Shift from delivering templates to designing
journeys

Transforming ways of
working
• Experience metrics central to prioritisation
• Departments work together to solve the same
problems
• Starting small ensures we go big in the right areas

Ange Arnold - Principal UX at Which?
angela.arnold@which.co.uk
Thank you

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