UX AT Work: Experience Design Principles for an Agency World

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Colin Eagan, User Experience Manager at IFC Ironworks, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning on July 17th, 2013 at the VCU Brandcenter in Richmond.

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UX AT Work: Experience Design Principles for an Agency World

  1. 1. UXATWORKEXPERIENCE DESIGN PRINCIPLES FOR AN AGENCY WORLD by Colin Eagan for VCU Brandcenter | Ambidexterity Executive Education | July 2013
  2. 2. Colin Eagan | July 2013 | VCU Brandcenter Executive Education GETTING TO KNOW YOU. I’m a user experience designer and information architect in Washington, D.C. COLIN EAGANUSER EXPERIENCE DESIGNER | WASHINGTON, D.C. @colineags PLEASED TO MEET YOU. #ambidexterity
  3. 3. Colin Eagan | July 2013 | VCU Brandcenter Executive Education THINKING WITH BOTH SIDES OF THE BRAIN. My background combines experiences in both the digital agency and business consulting worlds -- a good paradigm for the creative / practical line that UX people walk.
  4. 4. Colin Eagan | July 2013 | VCU Brandcenter Executive Education EXHIBIT A.!Board game by Colin, circa 1989. Instructions indicate that every time a “six” is rolled the Dinosaur moves ahead. Players may escape Dinosaur’s wrath by spending a turn in the Caveman House (cave?). The game can be won presumably by obtaining a lot of gold and rubies, common currency of cave people.
  5. 5. Colin Eagan | July 2013 | VCU Brandcenter Executive Education AMBIDEXTERITY:IT’S A COMPLEX WORLD OUT THERE & THE FITTEST SURVIVE AMIDST CHANGE Change you say?
  6. 6. Colin Eagan | July 2013 | VCU Brandcenter Executive Education WEB STANDARDS TABLETS SMART PHONES RESPONSIVE DESIGN MOBILE FIRST CONTENT FIRST WEB EXPERIENCE MGMT. CUSTOMER EXPERIENCE MGMT. PERSONALIZATION BIG DATA REALITY MINING BUSINESS INTELLIGENCE GOOGLE GLASS
  7. 7. Colin Eagan | July 2013 | VCU Brandcenter Executive Education KEEP CALM AND CARRY ON. Readers browsing through the damaged library of Holland House in West London, wrecked by a bomb on 22 October 1940.
  8. 8. Colin Eagan | July 2013 | VCU Brandcenter Executive Education BUILDINGYOUR UXSURVIVALKIT In a shifting world, UX provides an important foundation based on user-digital interactions.
  9. 9. Colin Eagan | July 2013 | VCU Brandcenter Executive Education WAIT, BUT HOW CAN ONE DESIGN AN EXPERIENCE? One can’t, but you can design the conditions that allow an experience to take place.
  10. 10. Colin Eagan | July 2013 | VCU Brandcenter Executive Education TRADITIONAL ADVERTISING MODEL. The idea will always be the most important asset in marketing communications. But it use to be less complicated to translate that idea to the available channels, and you could predict how the user would interact with them. IDEA
  11. 11. Colin Eagan | July 2013 | VCU Brandcenter Executive Education DIGITAL WORLD = COMPLEXITY. It is now more difficult to get your idea across, since digital media are inherently more complex, more interactive, and more unpredictable. While the idea is still most important, the art of getting the idea out on digital channels has given rise to a whole new field of Experience Design. IDEA
  12. 12. Colin Eagan | July 2013 | VCU Brandcenter Executive Education THE ELEMENTS OF USER EXPERIENCE. This now well known diagram by Jesse James Garrett (30 March 2000) demonstrates the “basic duality of the web.” Originally conceived as a hypertextual information space, it have become a remote software interface. User Experience work spans all of these levels. JesseJamesGarrett(30March2000)
  13. 13. Colin Eagan | July 2013 | VCU Brandcenter Executive Education DEVELOPER = STRATEGIST ARCHITECT = INFORMATION ARCHITECT INTERIOR DESIGNER = ART DIRECTOR CONTRACTOR = DEVELOPER WHO DOES WHAT? Keeping track of all the different roles that touch UX is a challenge (and constantly changing). Here’s an over-simplified view of the landscape. IF UX WAS A STOCKPHOTO CONSTRUCTION BROCHURE...
  14. 14. Colin Eagan | July 2013 | VCU Brandcenter Executive Education
  15. 15. Colin Eagan | July 2013 | VCU Brandcenter Executive Education YES, BUT WHAT DO YOU DO EXACTLY?
  16. 16. Colin Eagan | July 2013 | VCU Brandcenter Executive Education ANNOTATED WIREFRAMES PERSONAS DIGITAL ECOSYSTEM SITEMAPS PRIORITIZATION WORKSHOP COMPETITIVE ANALYSIS VIDEO JOURNALS USABILITY TESTING VISUAL COMPOSITIONS (COMPS) MOODBOARDS HTML / CSS REQUIREMENTS SPEC FOCUS GROUPS CARD SORTING STRATEGIC PLANNING OVERLAP (DIGITAL ONLY) THINGS UX PEOPLE DO JesseJamesGarrett(30March2000)
  17. 17. Colin Eagan | July 2013 | VCU Brandcenter Executive Education USER EXPERIENCE OFFERINGS. How we present the landscape at ICF Interactive.
  18. 18. Colin Eagan | July 2013 | VCU Brandcenter Executive Education UX SURVIVAL SKILL #1 INTERFACE USABILITY Humans are creatures of habit... even online (especially online). Understanding basic usability heuristics is an essential skill for experience designers.
  19. 19. Colin Eagan | July 2013 | VCU Brandcenter Executive Education “Consistency is one of the most powerful usability principles: when things always behave the same, users don’t have to worry about what will happen. Instead, they know what will happen based on earlier experience.” - Jakob Nielsen, NNG Group
  20. 20. Colin Eagan | July 2013 | VCU Brandcenter Executive Education
  21. 21. Colin Eagan | July 2013 | VCU Brandcenter Executive Education Classic Example -- “F” Pattern
  22. 22. Colin Eagan | July 2013 | VCU Brandcenter Executive Education
  23. 23. Colin Eagan | July 2013 | VCU Brandcenter Executive Education
  24. 24. Colin Eagan | July 2013 | VCU Brandcenter Executive Education Myth of “3-Clicks” vs. “Information Scent” A refrain frequently thrown around in web design has become “every piece of content should be three clicks away.” While minimizing the number of clicks is generally a best practice, it is often unrealistic on content-heavy sites to adhere to this number. Instead, research suggests that users follow an “information scent,” or a trail of clues that lead them to their goal. This scent is highly impacted by how intuitive users find the labels for navigation links and page links, as well as image links. Follow the Rule of 7 + or - 2 A best practice to follow when generating a site map is to make sure the number of items in any given group are equal to seven plus or minus two (ie 5-9). This should apply to the total number of items in the primary navigation, and secondary navigation (this is less critical for tertiary navigation, but still applicable). The theory has its roots in cognitive psychology studies dating back to the 1950s, and argues that this is the average number of objects held in short- term memory. While recent research has shifted the focus from memory to scanability, usability studies continue to suggest this is a useful threshold. Exceptions to this rule can be achieved in certain situations, such as mega menus with super-categorization. Thinking Beyond the Homepage A site’s Homepage is no longer the one-stop-shop destination that many organizations continue to view it as. According to Nielsen studies, when given a task without specifying a site on which to complete it, 89% of users will begin with a search engine (comparable to 88% in 2004). As a result of that search, only 25% land on the homepage, while 75% land on an interior page (up substantially from 40% / 60% in 2004). This suggests that lower level navigation, including local navigation and breadcrumbs, are increasingly important in terms of findability. MORE FUN ONES...
  25. 25. Colin Eagan | July 2013 | VCU Brandcenter Executive Education WIREFRAMES AND SITEMAPS. Backbone of information design.
  26. 26. Colin Eagan | July 2013 | VCU Brandcenter Executive Education USABILITY TESTING. Showing online and paper prototyping.
  27. 27. Colin Eagan | July 2013 | VCU Brandcenter Executive Education UX SURVIVAL SKILL #2 USER RESEARCH Focus Groups, Heuristic Analysis, Contextual Inquiry, Video Journals, Surveys and more!
  28. 28. Colin Eagan | July 2013 | VCU Brandcenter Executive Education Chaz “Social Media Lover” Age: 30 Hometown: New York, NY Hobbies: Volunteering at the animal shelter Favorite Color: Dark Grey Chaz is a potential customer for our home improvement company. He has four dogs and really enjoys sushi. He also likes cats, and will not rule out getting a fish. Chaz can often be seen at the super market purchasing sushi, since he enjoys it so much. He rents an apartment with his roommate Jerry, although Jerry hasn’t paid rent in over three months now. So its basically just Chaz paying the rent. Chaz is a Millenial who is interested in buying a house someday so he is really into home improvement. His main concerns are style and price. Chaz likes to go to home improvement stores to look around. He likes to buy tools as well as decorations. When it comes to his home, he is particular about how things look. He likes to go online to websites to see how much things costs before going to the store. His favorite website is Google. STUFF CHAZ DOES -Because he is young, Chaz really loves being on social networks - Because he is male, Chaz’s favorite part of DIY is buying tools Really Staged Photo Unhelpful categorization Irrelevant background info (aimed at appearing ‘personal.’) Assumptions Generalizations Bad Persona? God Awful. Personas sometimes get a bad rep because they are not properly executed. It is sometimes easy to assume that, because they are fictional, personas can just be “made up.” This results in documents that are at best vague and at worst misleading. HAVE YOU SUFFERED FROM BAD PERSONAS? Really?
  29. 29. Colin Eagan | July 2013 | VCU Brandcenter Executive Education MENTAL MODELING. by Indi Young
  30. 30. Colin Eagan | July 2013 | VCU Brandcenter Executive Education UX SURVIVAL SKILL #3 DIGITAL ECOSYSTEMS Understanding the big, big picture.
  31. 31. Colin Eagan | July 2013 | VCU Brandcenter Executive Education Credit: ICF Ironworks
  32. 32. Colin Eagan | July 2013 | VCU Brandcenter Executive Education UX SURVIVAL SKILL #4 CONTENT MANAGEMENT Open Source, Closed Source, Content, Search, Taxonomy, Requirements....
  33. 33. Colin Eagan | July 2013 | VCU Brandcenter Executive Education FRESH CONTENT. A Refrigerator of Penguin Classics.
  34. 34. Colin Eagan | July 2013 | VCU Brandcenter Executive Education Credit: ICF Ironworks for EDUCAUSE.edu
  35. 35. Colin Eagan | July 2013 | VCU Brandcenter Executive Education Credit: ICF Ironworks for EDUCAUSE.edu
  36. 36. Colin Eagan | July 2013 | VCU Brandcenter Executive Education Credit: ICF Ironworks for EDUCAUSE.edu
  37. 37. Colin Eagan | July 2013 | VCU Brandcenter Executive Education Speaking of Responsive Design... Some other trends that you should be aware of but we don’t really have time to go into here. -- Mobile is dead. Stop saying mobile. -- The idea of a web “page” is also at risk. Instead Blobs? Chunks? -- Adobe Flash is on its way out, replaced by techniques like HTML5. -- For increasing number of world’s population mobile is ONLY access. -- Flat design is now in... wait, actually now its long shadow design.
  38. 38. Colin Eagan | July 2013 | VCU Brandcenter Executive Education UX ADVANCED SKILLS SERVICE DESIGN Designing services is much different than designing products (hint: its about touchpoints).
  39. 39. Colin Eagan | July 2013 | VCU Brandcenter Executive Education SERVICE PROPOSITIONS Answer three main questions: Do people understand what the new service is or does? Do people see the value of it in their life? Do people understand how to use it? -- Andy Polaine
  40. 40. Colin Eagan | July 2013 | VCU Brandcenter Executive Education A SERVICE BLUEPRINT AND JOURNEY SUMMARY describes a particular user’s journey through the main service phases, or through a more detailed set of steps. It shows what is going on visually, and the text describes the experiences and interactions with the chosen touchpoints. Credit: Andy Polaine
  41. 41. Colin Eagan | July 2013 | VCU Brandcenter Executive Education SERVICE DIAGRAM. An example of the sort of visual audit that usually turns heads with executives. This map provides a concrete picture of each step that is required to complete a simple task, in this case installing a home router for an IP telephony company. Credit: Robert Fabricant 2013
  42. 42. Colin Eagan | July 2013 | VCU Brandcenter Executive Education Credit: Andy Polaine
  43. 43. Colin Eagan | July 2013 | VCU Brandcenter Executive Education UX ADVANCED SKILLS COGNITIVE SCIENCE We all want to build “enjoyable” experiences... but what does that really mean? And why is it so hard?
  44. 44. Colin Eagan | July 2013 | VCU Brandcenter Executive Education “Recent advances in the behavioral sciences have shed unprecedented light on how people make decisions, experience pain and pleasure, and recall their experiences.” -Thinking Fast and Slow, Daniel Kahneman - Design Enjoyable Experiences Now by John Dalton, July 10, 2012 “Understanding the Timing and intensity of pain is Critical. Reducing the overall agitation that customers experience is obviously beneficial. But leading firms will leverage new insights into human decision-making and memory to refocus efforts on “finishing strong.” DESIGNING ENJOYABLE EXPERIENCES
  45. 45. Colin Eagan | July 2013 | VCU Brandcenter Executive Education Why Is it so hard to build enjoyable experiences? ■ Businesses mistake offering abundant choices for creating enjoyment. Research shows that too much choice creates stress, self-doubt, and even despair — the polar opposites of pleasure. ■ Spreadsheets blind firms to understanding critical human factors. Home Depot laid off its most experienced sales staff. The result: Sales plummeted as customers struggled to find products and useful assistance ■ You don’t know what you don’t measure. Most firms simply don’t measure emotional engagement.
  46. 46. Colin Eagan | July 2013 | VCU Brandcenter Executive Education “When Bob Nardelli took over Home Depot, in 2000, he reduced the number of salespeople on the floor and turned many full-time jobs into part-time ones. In the process, he turned Home Depot stores into cavernous wastelands, with customers wandering around dejectedly trying to find an aproned employee, only to discover that he had no useful advice to offer. The company’s customer-service ratings plummeted, and its sales growth stalled.” Read more!http://www.newyorker.com/talk/financial/2012/03/26/120326ta_talk_surowiecki#ixzz230xzhkB6
  47. 47. Colin Eagan | July 2013 | VCU Brandcenter Executive Education If you’ve ever been to a movie and enjoyed 50 minutes of bliss only to have it all ruined because a baby started crying near the end, then you’re well aware of the fact that we are saddled with two conflicting selves EXPERIENCING SELF Automatic Mind: REMEMBERING SELF Reflective Mind: TWO CONFLICTING SELVES...
  48. 48. Colin Eagan | July 2013 | VCU Brandcenter Executive Education Automatic Mind: What we think customers use Reflective Mind: What they actually use
  49. 49. Colin Eagan | July 2013 | VCU Brandcenter Executive Education “The experiencing self does not have a voice. The remembering self is sometimes wrong, but it is the one that keeps score and governs what we learn from living.” “The ‘peak-end’ rule shows that a person’s memory of a painful experience can be reliably predicted by the average of the level of pain reported at the worst moment of the experience and the level of pain reported at the end. Remarkably, the research also shows that the duration of the pain had no effect on the individual’s evaluation of total pain.” --Source: Daniel Kahneman, Thinking, Fast and Slow, Farrar, Straus, and Giroux, 2011, p. 381.
  50. 50. Colin Eagan | July 2013 | VCU Brandcenter Executive Education EXAMPLE: USAA
  51. 51. Colin Eagan | July 2013 | VCU Brandcenter Executive Education 1.Begin at the End. Firms should get out their ecosystem maps immediately and start tagging endpoints in the customer’s journey. 2.Reimagine the scope of what drives an interaction. consider how customers’ goals may be influenced by their approach to an interface or physical location. 3.Monitor. Sensing that its parking arrangements might be damaging the overall client experience, Kaiser Permanente spent 30 days analyzing Twitter activity to gauge customer impressions. Sure enough, there was a significant amount of evident displeasure. WHAT TO DO...
  52. 52. Credit: Jared Spool
  53. 53. Credit: Jared Spool
  54. 54. Colin Eagan | July 2013 | VCU Brandcenter Executive Education UX ADVANCED SKILLS UX ENLIGHTENMENT! Ahh.
  55. 55. Colin Eagan | July 2013 | VCU Brandcenter Executive Education Credit: Colin Eagan
  56. 56. Colin Eagan | July 2013 | VCU Brandcenter Executive Education THE SYSTEM THE IDEA Original Slide Image Credit: Devdutt Pattanaik
  57. 57. Colin Eagan | July 2013 | VCU Brandcenter Executive Education IN BUSINESS CULTURE, UX IS THE NEW BLACK. July 16, 2013 “Most executives, regardless of their industry, now promote UX as key to their product strategy. That's a big change from only five years ago, when UX wasn't on anyone's radar outside the tech world.”
  58. 58. Colin Eagan | July 2013 | VCU Brandcenter Executive Education LOOKING AHEAD: CUSTOMER CENTRIC TO UX-CENTRIC July 16, 2013 “The gap is growing between traditional sales-and-marketing-driven behemoths with their "customer-centric" approach and the new breed of organizations like Square and Zipcar, who have a ‘UX-centric’ culture.”
  59. 59. Colin Eagan | July 2013 | VCU Brandcenter Executive Education THANKS. YOU ARE GREAT. Read more... colineagan.com fitandfinish.ironworks.com icfi.com @colineags #ambidexterity

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