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World Usability Day 2014: Engagement (Master Deck)

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300 UX professionals Bloomberg, AppNexus, the NYC UXPA and the IxDA of New York City for World Usability Day 2014 on Thursday, November 13th. Our all-star team of UX rock stars shared their perspectives on engagement models in user experience.

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World Usability Day 2014: Engagement (Master Deck)

  1. 1. #wud2014 @IxDA_NYC @Bloomberg @NYCUXPA @AppNexus
  2. 2. #wud2014 @IxDA_NYC @Bloomberg @NYCUXPA @AppNexusThe Basics Network: AppNexusGuest Password: an234guest Don’t forget to put your phones on silent/vibrate!
  3. 3. #wud2014 @IxDA_NYC @Bloomberg @NYCUXPA @AppNexus ixdanyc.org @IxDA_NYC
  4. 4. #wud2014 @IxDA_NYC @Bloomberg @NYCUXPA @AppNexus nycuxpa.org @NYCUXPA
  5. 5. #wud2014 @IxDA_NYC @Bloomberg @NYCUXPA @AppNexus bit.ly/AN-UX @AppNexus
  6. 6. #wud2014 @IxDA_NYC @Bloomberg @NYCUXPA @AppNexus www.bloomberg.com/ux @Bloomberg
  7. 7. #wud2014 @IxDA_NYC @Bloomberg @NYCUXPA @AppNexusOUR SPEAKERS David Whittle –DifferentTypes of Engagement Lis Hubert –Engagement Through Content Strategy: A Story Chelsey Delaney –Engaging Users With Humor Design Karen Pascoe –Design of the B2B2C Experience Fahd Arshad –Success Stories in Engaging Stakeholders & SME’s
  8. 8. David Whittle, Director of User Research Engagement
  9. 9. What do we mean by engagement?
  10. 10. Why does it matter?
  11. 11. What are people engaged with?
  12. 12. Measure the right things.
  13. 13. Thank you! @mokus_ux
  14. 14. ENGAGEMENT THROUGH CONTENT STRATEGY A STORY LIS HUBERT @LISHUBERT ELISABETHHUBERT.COM
  15. 15. ENGAGEMENT THROUGH CONTENT STRATEGY A STORY LIS HUBERT @LISHUBERT ELISABETHHUBERT.COM
  16. 16. HELLO.
  17. 17. CONTENT STRATEGY ONE WAY TO ENGAGE PEOPLE
  18. 18. WHAT IF?
  19. 19. ONCE UPON A TIME…
  20. 20. “NO STORY LIVES UNLESS SOMEONE WANTS TO LISTEN.” ~ J.K. ROWLING
  21. 21. Give Thy Thoughts No Tongueby Josh McGinnon Flickr ENGAGEMENT
  22. 22. THANK YOU. LIS HUBERT @LISHUBERT ELISABETHHUBERT.COM
  23. 23. Chelsey Delaney Senior User Experience Consultant, Catalyst Group www.catalystnyc.com @chelsed Engaging Users With Humor Design
  24. 24. In this talk… World Usability Day, New York | Thurs., Nov. 13, 2014 I. What is it? II. Why use it? III. How does it work? IV. Three guidelines V. Success
  25. 25. What is it?
  26. 26. Humor World Usability Day, New York | Thurs., Nov. 13, 2014 “ … something unexpected, the truth of which is recognized.” -Aristotle
  27. 27. UX Design World Usability Day, New York | Thurs., Nov. 13, 2014 “ ‘User experience’ encompasses all aspects of the end-user’s interaction with the company, its services, and its products.” -Don Norman
  28. 28. Humor + UX Design World Usability Day, New York | Thurs., Nov. 13, 2014 “Designing something unexpected, the truth of which is recognized, within aspects of an end-user's interaction with a company, its services, and its products.”
  29. 29. Why use it?
  30. 30. Benefits of Humor Design World Usability Day, New York | Thurs., Nov. 13, 2014 1.A collaborative, productive process 2.An engaging, meaningful product 3.A digital experience that engages by way of the human experience
  31. 31. How does it work?
  32. 32. Well… World Usability Day, New York | Thurs., Nov. 13, 2014 You can incorporate humor design into your process AND your product.
  33. 33. First, the process A typical UX process World Usability Day, New York | Thurs., Nov. 13, 2014
  34. 34. First, the process A UX process with humor World Usability Day, New York | Thurs., Nov. 13, 2014
  35. 35. Then, the product World Usability Day, New York | Thurs., Nov. 13, 2014 -Use a combination of design principles and humor principles -Say what?
  36. 36. Three guidelines (for humorous, engaging products)
  37. 37. 1. Know your desired outcome. World Usability Day, New York | Thurs., Nov. 13, 2014 -It’s not about you (being funny). -Use humor only when it’s appropriate.
  38. 38. 2. Create a “comic frame”. World Usability Day, New York | Thurs., Nov. 13, 2014 -Humorous content needs humorous context. -Plan for sustainable humor, which yields higher engagement.
  39. 39. World Usability Day, New York | Thurs., Nov. 13, 2014
  40. 40. World Usability Day, New York | Thurs., Nov. 13, 2014
  41. 41. World Usability Day, New York | Thurs., Nov. 13, 2014
  42. 42. 3. Contrast audience expectations. World Usability Day, New York | Thurs., Nov. 13, 2014 -Contrast is the key to design humor.
  43. 43. World Usability Day, New York | Thurs., Nov. 13, 2014
  44. 44. World Usability Day, New York | Thurs., Nov. 13, 2014
  45. 45. World Usability Day, New York | Thurs., Nov. 13, 2014
  46. 46. Success
  47. 47. Remember World Usability Day, New York | Thurs., Nov. 13, 2014 Designing for humor and for engagement is most successful when the design is: 1.Useful 2.Natural 3.Memorable
  48. 48. World Usability Day, New York | Thurs., Nov. 13, 2014
  49. 49. Chelsey Delaney Senior User Experience Consultant, Catalyst Group www.catalystnyc.com @chelsed Thank you!
  50. 50. Design of the B2B2C experienceKaren PascoeSVP User Experience, MasterCard
  51. 51. A word about APIs
  52. 52. Things you can do as a… B2C B2B
  53. 53. What is B2B2C?
  54. 54. Employees Customers, Developers, Partners Consumers
  55. 55. B2B2C solutions Journey(s)mapping Experience(s)Design Reference Designs Patterns & toolkit Adopt A Customer
  56. 56. Here’s some of our stuff…
  57. 57. And a few more…
  58. 58. Next frontiers Customer Experience Council Design Council Digital Vision ↓ The C-Suite conversation
  59. 59. Next frontiers Customer Experience Council Design Council Digital Vision ↓ The C-Suite conversationThank You :) (and yes, we’re hiring, but only if you like Legos)
  60. 60. Highly Confidential SUCCESS STORIES IN ENGAGING STAKEHOLDERS & SME’S Fahd Arshad World Usability Day 2014 Head of UX Design for Financial ProductsBloomberg LP
  61. 61. Highly Confidential 67 IMPACT QUALITY Why is Engagement Important?
  62. 62. Highly Confidential 68 Design Environment Product managers are Subject-Matter Experts (SMEs); Designers & Researchers are not. Stakeholder believesthey know the user. Stakeholders are not UX-aware.
  63. 63. Highly Confidential 1. Be Holmes, Sherlock Holmes
  64. 64. Highly Confidential 70 Provide Insights to SMEs during Interviews Elicit a “Morning coffee story”, probing on users’ context, needs, and motivations, not just the tasks. Record and sketch your interpretation of the narrative.
  65. 65. Highly Confidential
  66. 66. Highly Confidential
  67. 67. Highly Confidential 73 Interviews Drive Engagement Help stakeholders gain insights on what they already know, and recognize what they don’t know. Move them from “fix this” and “build that” to deeper analysis. This leads to innovative thinking.
  68. 68. Highly Confidential 2. Play Design “Moneyball”!
  69. 69. Highly Confidential 75 Go for the base hits, not the home run Get micro-ideas in front of stakeholders early Shows that you understand the problem You get early validation Keeps momentum
  70. 70. Highly Confidential
  71. 71. Sketch Examples
  72. 72. Highly Confidential 3. Redirect Criticism, Aikido-Style!
  73. 73. Highly Confidential 81 Leverage criticism into a conversation Treat stakeholders and SMEs like users –each criticism is an opportunity to learn. Repeat the cycle: on-the-fly interviews, synthesis, and micro- ideation. Engagement will continue to go up. Stakeholders and SME’s are not good at design critique. But design is infectious!
  74. 74. Highly Confidential 82 Thank you Organizers, Attendees, and Sponsors of World Usability Day 2014 Mark Safire, for the Moneyballmetaphor and being an invaluable sounding board Damian Haase, Nina Shih, and PardhaPylafor work samples Jeff Kim and Bloomberg Visual Design team for graphical design of slides
  75. 75. Highly Confidential #wud2014 @IxDA_NYC @Bloomberg @NYCUXPA @AppNexus Submit your questions live by: 1.Raise your hand! 2.Tweet @CoryLebson#wud2014
  76. 76. Highly Confidential #wud2014 @IxDA_NYC @Bloomberg @NYCUXPA @AppNexusThanksto the Volunteers! AkikoIkkai Antoinette Colaizzi ArunSriramineni Ashley Delose Carrie Nelson Georgia Gallavin Gloria Petron GuantingLi Iva Turgut KarinSteiner Laura Wang LigjaGill Maor Peter March Rachel Amo Riddhima Shelat Rodrigo Sanchez Ruth Neighbors Sarah Sopab Sylvia Lee
  77. 77. Highly Confidential #wud2014 @IxDA_NYC @Bloomberg @NYCUXPA @AppNexusThanks for coming out!

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