Keeping It                             Real                             UX for Interactive Marketers                      ...
Session Overview   #ISpsych12 #RealUX             @AnnettePriestWednesday, October 3, 2012
Image: http://www.nasa.gov/mission_pages/herschel/multimedia/Source: http://allthingsd.com/20111206/android-market-now-on-...
Image: http://www.nasa.gov/mission_pages/herschel/multimedia/Source: http://allthingsd.com/20111206/android-market-now-on-...
Cognitive Bias                       Decision Making   Probability / Belief                             Social           M...
Wednesday, October 3, 2012
Wednesday, October 3, 2012
Wednesday, October 3, 2012
Wednesday, October 3, 2012
It’s complicated...   #ISpsych12 #RealUX              @AnnettePriestWednesday, October 3, 2012
Wednesday, October 3, 2012
Wednesday, October 3, 2012
Decision MakingWednesday, October 3, 2012
4 C’s                             Consumer              Cost                        Communication           ConvenienceWed...
4 P’s                              Product              Price                             Placement           PromotionWed...
Wednesday, October 3, 2012
Wednesday, October 3, 2012
Wednesday, October 3, 2012
UXWednesday, October 3, 2012
“Design is not a short-                             term fix. It’s a long term                             engagement that ...
Wednesday, October 3, 2012
Wednesday, October 3, 2012
Wednesday, October 3, 2012
In Search of:                             Clean Teeth and                              Fresh Breath   #ISpsych12 #RealUX  ...
#ISpsych12 #RealUX        @AnnettePriestWednesday, October 3, 2012
#ISpsych12 #RealUX        @AnnettePriestWednesday, October 3, 2012
#ISpsych12 #RealUX        @AnnettePriestWednesday, October 3, 2012
#ISpsych12 #RealUX        @AnnettePriestWednesday, October 3, 2012
#ISpsych12 #RealUX        @AnnettePriestWednesday, October 3, 2012
#ISpsych12 #RealUX        @AnnettePriestWednesday, October 3, 2012
#ISpsych12 #RealUX        @AnnettePriestWednesday, October 3, 2012
Wednesday, October 3, 2012
Wednesday, October 3, 2012
Reality CheckWednesday, October 3, 2012
Listening Labs                     Listening Labs are    open-ended, qualitative one-on-one                               ...
Wednesday, October 3, 2012
The Real WorldWednesday, October 3, 2012
The Real World                       SocialWednesday, October 3, 2012
Wednesday, October 3, 2012
What people likeWednesday, October 3, 2012
How often?Wednesday, October 3, 2012
ContentWednesday, October 3, 2012
ToneWednesday, October 3, 2012
The Real World                       MobileWednesday, October 3, 2012
Tablets     WA NTED:                           users                       ull site ensure         nks t o the f          ...
Wednesday, October 3, 2012
Wednesday, October 3, 2012
Wednesday, October 3, 2012
Stuff Users Say       “It didn’t have what I was looking for – it was limited.”“Just brought up a little paragraph and tha...
Stuff Users Say           “When it says     downloads on my phone I expect I have to have flash player and           stuff ...
Best Practices for Mobile UX                         • Anticipate needs based on context                         • Priorit...
When It Works         “This is more of what I expected, brought me to a mobile page that   loads quickly.”            “It’...
The Real World                        WebWednesday, October 3, 2012
What We Saw                    •        People are skeptical of marketing content from manufacturers. Expect the          ...
Wednesday, October 3, 2012
What We Saw                      Users need a reason WHY they should buy                       • ...written the way the wa...
What We Saw                      Communication is a problem                       • Too much jargon                       ...
What We Saw                      Better, easier comparisons are needed                       • Which family is right for y...
Wednesday, October 3, 2012
Wednesday, October 3, 2012
What Do You REALLY                     need to know about UX?Wednesday, October 3, 2012
Wednesday, October 3, 2012
Ask the Right Questions                                      Use the Right Tool for UX                                Ques...
Wednesday, October 3, 2012
Wednesday, October 3, 2012
Wednesday, October 3, 2012
#ISpsych12 #RealUX        @AnnettePriestWednesday, October 3, 2012
#ISpsych12 #RealUXWednesday, October 3, 2012
Wednesday, October 3, 2012
Thank You.                                   @AnnettePriest                                 #ISpsych12 #RealUX            ...
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Keeping It Real - UX for Interactive Marketers

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UX – Keeping it Real -- As a marketer, your work revolves around market segments, online performance and business results. Now get closer to your customers with this reality check about UX. Based on actual customer research, this presentation will help get you out of your cubicle and closer to your customers.

*Background on the disciplines involved
*Discussion of cognitive process
*Findings from real world UX research relevant to your marketing work

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Keeping It Real - UX for Interactive Marketers

  1. 1. Keeping It Real UX for Interactive Marketers Annette Priest #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
  2. 2. Session Overview #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
  3. 3. Image: http://www.nasa.gov/mission_pages/herschel/multimedia/Source: http://allthingsd.com/20111206/android-market-now-on-pace-with-apple-at-more-than-1-billion-downloads-a-month/?mod=obinsite pia15254.htmlWednesday, October 3, 2012
  4. 4. Image: http://www.nasa.gov/mission_pages/herschel/multimedia/Source: http://allthingsd.com/20111206/android-market-now-on-pace-with-apple-at-more-than-1-billion-downloads-a-month/?mod=obinsite pia15254.htmlWednesday, October 3, 2012
  5. 5. Cognitive Bias Decision Making Probability / Belief Social MemoryWednesday, October 3, 2012
  6. 6. Wednesday, October 3, 2012
  7. 7. Wednesday, October 3, 2012
  8. 8. Wednesday, October 3, 2012
  9. 9. Wednesday, October 3, 2012
  10. 10. It’s complicated... #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
  11. 11. Wednesday, October 3, 2012
  12. 12. Wednesday, October 3, 2012
  13. 13. Decision MakingWednesday, October 3, 2012
  14. 14. 4 C’s Consumer Cost Communication ConvenienceWednesday, October 3, 2012
  15. 15. 4 P’s Product Price Placement PromotionWednesday, October 3, 2012
  16. 16. Wednesday, October 3, 2012
  17. 17. Wednesday, October 3, 2012
  18. 18. Wednesday, October 3, 2012
  19. 19. UXWednesday, October 3, 2012
  20. 20. “Design is not a short- term fix. It’s a long term engagement that requires you to think about how design affects everything that touches the consumer -- from product to packaging to marketing to take home experience.” — Yves BeharWednesday, October 3, 2012
  21. 21. Wednesday, October 3, 2012
  22. 22. Wednesday, October 3, 2012
  23. 23. Wednesday, October 3, 2012
  24. 24. In Search of: Clean Teeth and Fresh Breath #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
  25. 25. #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
  26. 26. #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
  27. 27. #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
  28. 28. #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
  29. 29. #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
  30. 30. #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
  31. 31. #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
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  34. 34. Reality CheckWednesday, October 3, 2012
  35. 35. Listening Labs Listening Labs are  open-ended, qualitative one-on-one sessions that capture both strategic and tactical customer insights.  Theyre less structured than usability testing and are customer directed .  This is neutral, generative research - it provides empathy insight potentially use your products, but might not. This exercise is designed to and about people who might bring your closer to the actual customer experience.   Generative research is a reality check that helps teams produce better ideas, more on track with people’s real life situations. It works together with evaluative research like surveys, analytics and usability testing to keep risk, concealed opportunities, and wasted investment at bay.  It also helps us set priorities and strategy for UX and design.Wednesday, October 3, 2012
  36. 36. Wednesday, October 3, 2012
  37. 37. The Real WorldWednesday, October 3, 2012
  38. 38. The Real World SocialWednesday, October 3, 2012
  39. 39. Wednesday, October 3, 2012
  40. 40. What people likeWednesday, October 3, 2012
  41. 41. How often?Wednesday, October 3, 2012
  42. 42. ContentWednesday, October 3, 2012
  43. 43. ToneWednesday, October 3, 2012
  44. 44. The Real World MobileWednesday, October 3, 2012
  45. 45. Tablets WA NTED: users ull site ensure nks t o the f y need • Li at the can ge t to wh n size e of th e scree e advan tag es and video. • Tak - imag rich visuals state for real e screen n’t sk imp on • Do able t argets fo r clickWednesday, October 3, 2012
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  48. 48. Wednesday, October 3, 2012
  49. 49. Stuff Users Say “It didn’t have what I was looking for – it was limited.”“Just brought up a little paragraph and that was it.Not as good as on the computer.Less information.” “Easy to get there but not much to offer.” “There’s nothing to click on if I wanted to learn more about it, only ‘back’.” “I want to be able to find anything… and you can’t search so I can’t find what I’m interested in.” Source: Revel InsightWednesday, October 3, 2012
  50. 50. Stuff Users Say “When it says downloads on my phone I expect I have to have flash player and stuff like that” – iPhone user “Doesn’t work. I was curious, now I’m disappointed.” “I don’t want to “It’s telling me I can’t look at it because download that, my phone I don’t have Flash! only has so This is hard.” much “Pictures are too small space… when it comes up. Zooming in is difficult. I just and I have a lot of want to be able to pop up full screen.” pictures.” Source: Revel InsightWednesday, October 3, 2012
  51. 51. Best Practices for Mobile UX • Anticipate needs based on context • Prioritize - selectively include content • Reduce text entry • Size buttons for fingers and place them for thumbs • Provide space between links to make them more selectable with fingers • Prevent errors - keep opposing or critical functions away from each other • Avoid popups • Don’t lock people in - if your design isn’t responsive, then link to full site #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
  52. 52. When It Works “This is more of what I expected, brought me to a mobile page that loads quickly.” “It’s a lot less info they’re asking for than website, this is easier because they’re asking for less info.” “Definitely seems like someone has formatted this – nice. It’s very hard for navigation when not like that. It’s easy to read. Good.” #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
  53. 53. The Real World WebWednesday, October 3, 2012
  54. 54. What We Saw • People are skeptical of marketing content from manufacturers. Expect the manufacturer will only tell the good things about a product, not an accurate reflection of reality. • Mobile is for research and comparison. • They rely on user ratings and reviews from third party sources and realize that not all of those reviews may be accurate / true. • Users arrive at various pages within the site based on the search terms they enter into google. They dip into the site to get the information that they need and then move on to the next item. • Internal search needs improvement. • Several users ended up on shop page or product but couldn’t find a way to get to more information about the product. #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
  55. 55. Wednesday, October 3, 2012
  56. 56. What We Saw Users need a reason WHY they should buy • ...written the way the way a human being would speak to them • “How does it benefit me?” • Wants to feel good about decision #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
  57. 57. What We Saw Communication is a problem • Too much jargon • Labeling doesn’t match user expectations • Need plain language, conversational tone Visuals are critical • Users are driven by imagery • MUST have meaningful link between imagery and content #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
  58. 58. What We Saw Better, easier comparisons are needed • Which family is right for you? • Which product within the family is right for you? • Compare function - compare choices to each other • Avoid overwhelming with choice by limiting to low number and using extra care with layout #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
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  60. 60. Wednesday, October 3, 2012
  61. 61. What Do You REALLY need to know about UX?Wednesday, October 3, 2012
  62. 62. Wednesday, October 3, 2012
  63. 63. Ask the Right Questions Use the Right Tool for UX Questions to Ask Tool Timeframe Web Analytics WHERE are people clicking? (A/B Testing) Varies But WHY are they clicking where they’re clicking… What is visually engaging on this page? predictive Minutes to Where will people look on this page? eye tracking Hours Real People What are people aware of and not aware of? What 5-Second Test Days to Weeks How do people think about information? Card Sort Real People How should information be grouped or organized Days to Weeks Reverse Real People Where are people getting lost in navigation? Card Sort e Days to Weeks Need more info? Email annette@revelinsight.comWednesday, October 3, 2012
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  67. 67. #ISpsych12 #RealUX @AnnettePriestWednesday, October 3, 2012
  68. 68. #ISpsych12 #RealUXWednesday, October 3, 2012
  69. 69. Wednesday, October 3, 2012
  70. 70. Thank You. @AnnettePriest #ISpsych12 #RealUX annette@revelinsight.com facebook.com/RevelInsightWednesday, October 3, 2012

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