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Polish IA Summit 2012 - Designing for everyone, everywhere, at anytime

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My presentation for the Polish IA Summit 2012 about designing for a broader user base, a bigger diversity in needs and device usage.

Abstract:

"Design for everyone and you design for no one” has been the universally acknowledged mantra shared with clients, colleagues and students when they ask “What about …?”. But does it still hold true?
Today the users we design for access the web from an ever increasing array of devices used everywhere and at any time. From the young to the old more people are online with each user expecting what they use to work for them, and them specifically. Their journeys are becoming less linear with multiple entry points and wished for onward journeys across devices, resulting in an endless list of ‘could be’ scenarios for us as designers. More than ever by targeting a specific audience, and specific scenarios, we’re shutting out or compromising the experience for the rest. But, is it actually possible to design for everyone and everywhere and if so, where do you start?
This case study based talk will cover the challenges and changes we are faced with today and based on principles from responsive design, dynamic publishing, contextual and timely content identify how to design for everyone and everywhere by defining:

- what designing for more diverse users and multiple devices means for us as designers and the clients we work with
- how it impacts the principles and methods we are used to working with
- what tools and deliverables we can use to address and define the complex landscape and requirements we are working within

Published in: Design, Technology
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Polish IA Summit 2012 - Designing for everyone, everywhere, at anytime

  1. Case study: Designing forEVERYONE, EVERYWHERE, AT ANY TIMEPolish IA Summit, Warsaw 2012 Anna Dahlström www.annadahlstrom.com annadahlstrom
  2. “ DESIGN FOR EVERYONE &YOU DESIGN FOR NO ONE “
  3. “ DESIGN FOR EVERYONE &YOU DESIGN FOR NO ONE “ Why
  4. “ DESIGN FOR EVERYONE &YOU DESIGN FOR NO ONE “ Why What
  5. “ DESIGN FOR EVERYONE &YOU DESIGN FOR NO ONE “ Why What How
  6. A bit of HISTORY 04 15 29 03 20 17
  7. 041529 June 2007032017
  8. 04 February 20041529032017
  9. 0415 July 200629032017
  10. 04152903 April 20102017
  11. 0415290320 April 201217
  12. 041529032017 May 2014
  13. 04 February 2004 | Facebook15 July 2006 | Twitter29 June 2007 | iPhone03 April 2010 | iPad20 April 2012 | IASW17 May 2014 | ?
  14. Here is WALLYhttp://www.findwaldo.com/fankit/graphics/
  15. Where is WALLY?http://www.findwaldo.com/fankit/graphics/
  16. Everyone back THENwww.guardian.co.uk/world/picture/2010/jun/01/eyewitness-world-record-wally
  17. Everyone TODAYwww.robotshop.com/blog/where-is-wall-e-1391
  18. Devices back THEN
  19. Devices TODAY
  20. Location back THEN
  21. Location TODAY
  22. Journeys back THEN
  23. Journeys TODAY
  24. Once upon a time...http://www.flickr.com/photos/excomedia/sets/72157622519563566/with/5233990438/
  25. Flat in VACANT POSSESSION
  26. A secret HATCH
  27. Unwanted WALLS
  28. Building works STARTED
  29. Building works STARTED
  30. Building works STARTED
  31. Then came the DUST
  32. And new LESSONS
  33. Completely new WORLDhttp://www.edexcel.com
  34. A million QUESTIONShttp://www.northgeorgia.edu
  35. With HIDDEN ANSWERShttp://www.northgeorgia.edu
  36. Based on ASSUMED KNOWLEDGEhttp://www.etsy.com/shop/kylespears?ref=top_trail
  37. Endless RESEARCH
  38. Unmet Expectationshttp://keithmansfield.co.uk/2008/08/29/gone-fishing/
  39. And Plan Bs ON THE GO
  40. It was PAINFULhttp://www.tekspertise.com/
  41. But, it could have been like this.
  42. 1. AUDIENCE | TAKING A CLOSER LOOK2. CONTENT | WHAT IS REALLY NEEDED3. DEVICES | HOW THEY ARE USED
  43. 1.” Everything starts with the user “ Steve jobs
  44. BROADER USER BASEhttp://jhonman.wordpress.com
  45. NEW & SAVVY USER NEW & “TELL ME WHAT I SAVVY RETURNING SHOULD CONSIDER?” RETURNING USERS EXPERT NEW & “NOT SURE WHICH BUT “A SPECIFIC NOVICE “WE WANT TO A THERMAL THERMAL BATH” “WHAT IS COMPARE A FEW” BATH” A BATH?” MORE DIVERSE NEEDShttp://jhonman.wordpress.com
  46. WELCOME! HOW CAN WE HELP GO SOMEWHERE ELSE. WE DON’T CARE ABOUT YOU Not catering means A COMPROMISED EXPERIENCEhttp://jhonman.wordpress.com
  47. 2. ” Serving up the same stalecontent to everyone is without a question no longer enough “ Said by Sam Quayle, Smashing Magazine
  48. ONE TO ONE EXPERIENCE
  49. THE DRINKS THE 5 COURSES ONLY GIRLS GROUP PRE-THEATRETHE STARTER & GROUPDESERT GROUPTHE BIRTHDAY TAKE AWAY PARTY COUPLE STRAIGHT TO MAINS GROUP WHO | WHERE | WHAT | HOW & WHERE NEXT?
  50. ACTUALLY, IT’S NOT PEOPLE LOVE THESE. BUT JUST ABOUT COCKTAILS WE ALSO NEED WINE WANT MORE BREADTH NOONE ORDERS THIS NOONE ORDERS THIS BEST SELLERS For each piece of contentBE CLEAR ON ITS IMPORTANCE & PURPOSE
  51. 3. ” Content needs to be choreographed to ensure the intended message is preservedon any device and at any width “ By @trentwalton
  52. USED FOR USED FOR SHOPPING SHOPPING USED FOR SHOPPING BEHAVIOUR ISN’T DETERMINED BY LOCATION OR DEVICEhttp://desktopwallpaper-s.com/19-Computers/-/Future/
  53. USED IN THE USED ON THE SOFA GOUSED ON THE TOILETPHYSICAL CONTEXT DOESN’T EQUAL TASK
  54. THE WEB THE WEB THE WEB THE WEB THE THE THE WEB WEB WEB THE WEB THE WEB Users have an expectation ofEQUAL & CONTINUOS EXPERIENCE
  55. What doesthis all mean ?
  56. “ DESIGN FOR EVERYONE &YOU DESIGN FOR NO ONE “
  57. DESIGN FOR EVERYONE ≠DESIGN FOR NO ONE
  58. 1. AUDIENCE | BROADENING OUR VIEW2. CONTENT | INSIGHT & PRIORITISING3. DEVICES | EQUAL EXPERIENCE
  59. Step 5 User needs Step 4 Step 6 UX lifecycle Business needs Step 3 Step 7 Key user journeys Competitor analysis Step 8Step 2 A few other stepsFormulating the vision incl. doing the sitemap Step 1 Step 9 Defining the target audience Wireframes
  60. Step 5 User needs Step 4 Step 6 UX lifecycle Business needs Step 3 Step 7 Key user journeys Competitor analysis Step 8Step 2 A few other stepsFormulating the vision incl. doing the sitemap Step 1 Step 9 Defining the target Wireframes audience
  61. 1. AUDIENCE | BROADENING OUR VIEW
  62. Who out of EVERYONE Where do I start? I have a vague idea I know what it should I know exactly & shouldnt have what I want
  63. Who out of EVERYONE Where do I start? I have a vague idea I know what it should I know exactly & shouldnt have what I want
  64. Who out of EVERYONE Where do I start? I have a vague idea I know what it should I know exactly & shouldnt have what I want
  65. 2. CONTENT | INSIGHT & PRIORITISING
  66. Everyone & their NEEDS Awareness Consideration Confirmation Purchase SupportWhere do I I have a vague I know what it I know exactlystart? idea should & shouldnt what I want have
  67. Everyone & their NEEDS BUSINESS NEEDS• Ensure users arent lost • Provide the user with a • Feature user reviews • Provide a store locator • FAQs that minimise the & converted on a comparison tool on the site number of customer competitors site services calls received Awareness Consideration Confirmation Purchase SupportWhere do I I have a vague I know what it I know exactlystart? idea should & shouldnt what I want have
  68. Everyone & their NEEDS USER NEEDS• Background information • Clear route into the • Reassurance that I • Effortless • Easy access to and help & advice on where to products they are after have made the right completion of in times of trouble start choice their order BUSINESS NEEDS• Ensure users arent lost • Provide the user with a • Feature user reviews • Provide a store locator • FAQs that minimise the & converted on a comparison tool on the site number of customer competitors site services calls received Awareness Consideration Confirmation Purchase SupportWhere do I I have a vague I know what it I know exactlystart? idea should & shouldnt what I want have
  69. Everyone & their NEEDS KEY ENTRY POINTS• Search (to page) • Search (to page) • Bookmark • Home page • Search (to page)• Home page • Home page • Home page • Bookmark USER NEEDS• Background information • Clear route into the • Reassurance that I • Effortless • Easy access to and help & advice on where to products they are after have made the right completion of in times of trouble start choice their order BUSINESS NEEDS• Ensure users arent lost • Provide the user with a • Feature user reviews • Provide a store locator • FAQs that minimise the & converted on a comparison tool on the site number of customer competitors site services calls received Awareness Consideration Confirmation Purchase SupportWhere do I I have a vague I know what it I know exactlystart? idea should & shouldnt what I want have
  70. KEY DEVICES• Laptop • Laptop • iPad • Computer • Mobile• Mobile • iPad • Laptop KEY ENTRY POINTS KEY ENTRY POINTS• Search (to page) • Search (to page) • Bookmark • Home page • Search (to page)• Home page • Home page • Home page • Bookmark USER NEEDS• Background information • Clear route into the • Reassurance that I • Effortless • Easy access to and help & advice on where to products they are after have made the right completion of in times of trouble start choice their order BUSINESS NEEDS• Ensure users arent lost • Provide the user with a • Feature user reviews • Provide a store locator • FAQs that minimise the & converted on a comparison tool on the site number of customer competitors site services calls received Awareness Consideration Confirmation Purchase SupportWhere do I I have a vague I know what it I know exactlystart? idea should & shouldnt what I want have
  71. Action & Content PRIORITISATIONAction Content Explore Research Confirmation Buy Background Tools Related Buying Bathroom Related Browse Compare Copy url Add to basket Types of bath Our guarantee planner products Remove from Comparison Preview Filter Email Buying guides User reviews Delivery basket tool What to look 10 questions to PriceFind out more Search Read reviews Locate store Store locator for help you choose comparisons Find contact Find the right Alternative Customer View range Find related Share About our baths info bath accessory products support
  72. Action & Content PRIORITISATIONAction Content Explore Research Confirmation Buy Background Tools Related Buying Bathroom Related Browse Compare Copy url Add to basket Types of bath Our guarantee planner products Remove from Comparison Preview Filter Email Buying guides User reviews Delivery basket tool What to look 10 questions to PriceFind out more Search Read reviews Locate store Store locator for help you choose comparisons Find contact Find the right Alternative Customer View range Find related Share About our baths info bath accessory products support
  73. Action & Content PRIORITISATIONAction Content Explore Research Confirmation Buy Background Background Tools Related Buying Bathroom Related Browse Compare Copy url Add to basket Types of bath Types of bath Our guarantee planner products Remove from Comparison Preview Filter Email Buying guides Buying guides User reviews Delivery basket tool What to look What to look 10 questions to PriceFind out more Search Read reviews Locate store Store locator for for help you choose comparisons Find contact Find the right Alternative Customer View range Find related Share About our baths About our baths info bath accessory products support
  74. 3. DEVICES | EQUAL EXPERIENCE
  75. Page DESCRIPTIONSBaths Logo Header Individual product Logo HeaderThe purpose of this pagepage is to The purpose of this • educate the user Bath section intro Ad page is to Bath A intro on the types of • Provide an baths available Nav overview of the Nav • provide quick product access to specific • Present detailed baths information Ad • highlight offers & Types of baths Popular • Provide access to products Spec for bath A & popular products Store user reviews Store reviews locator locator Related products Tools Tools Footer Footer
  76. Behaviour ACROSS DEVICES Desktop/ Tablets Mobile 1 2 1 2 Header Logo Header Logo 3 4 5 Nav Bath section intro Ad 4 Bath 5 3 section Ad Nav intro 7 6 Related Types of baths 8 Store products locator 6 Types of baths 9 Tools 10 Footer 7 Related products 8 Store 9 Tools locator 10 Footer
  77. Wireframes & MODULE LIBRARIESDesktop/ Tablets Mobile 1 2 1 Module 4a Module 4b 2 Header Logo Header Logo 3 4 5 Nav Bath section intro Ad 4 Bath 5 3 section Ad Nav intro Module 6a Module 6b 7 6 Related Types of baths8 Store productslocator 6 Types of baths9 Tools 10 Footer 7 Related products 8 Store 9 Tools locator 10 Footer
  78. What about budgets, timelines,mobile apps & websites ?
  79. ” Todays popular devices are not tomorrows so building something which works onany device is better than building something which works on todays devices “ Combined wise words from @onextrapixel and @trentwalton
  80. Different WE NEED TO DESIGN FORdevices are here to THEM & IDENTIFY HOW BEST stay TO DESIGN FOR THEM
  81. THIS INCLUDES LOST Consider CUSTOMERS, BUILDING &alternative costs MAINTAINING MULTIPLE VERSIONS
  82. Take an MORE COLLABORATION &adaptiveapproach A FLEXIBLE TOOLBOX
  83. THERE SHOULD BE AN EQUALEducate & be persistent EXPERIENCE ACROSS ALL DEVICES
  84. ” Money spent developing a pretty but limited iPhone apponly benefits...the few, but money spent on the website UI would have benefitted everyone “ Said by Gary Marshall on ‘The app trap’ in .net Magaizine
  85. ” Everytime you redesign God kills a kitten “ Wisely said by @louisrosenfeld
  86. Thank you! QUESTIONS? annadahlstrom annadahlstrom www.annadahlstrom.comwww.flickr.com/photos/matterphotography/2739799786/

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