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User Experience 101 - The Basics

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I’m teaching advertising and interactive agencies about UX and how to incorporate it into their process. It’s fun.

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User Experience 101 - The Basics

  1. 1. beautiful+usable experience design User Experience 101 The BasicsBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 1
  2. 2. AgendaWhat is GOOD, intuitive, easy, simple UX and how is it created, tested, andsold?• Introductions• What is User Experience? – Past – Present – Future• Why it matters• How it is delivered to clients• How to sell it• Q&ABEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 2
  3. 3. Introductions• Name & role• Lunch date• Pleasant / unpleasant websitesBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 3
  4. 4. What is User Experience?Also known as• UX• IA (Information Architecture)• UI (User Interface) Design• ED / XD (Experience Design)• HCI (Human Computer Interaction)• Human Factors Engineering• User-Centered Design• Interaction Design• UsabilityBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 4
  5. 5. What is User Experience? • Distinct pieces form overall brand impression • “User Interface” typically at widget, app, or page level – Checkout flows – Product pages – Home pages – Calendars – Transactions – Social Media features – Banner interactionsBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 5
  6. 6. What is User Experience?• Front-end design focus – Designing it• Research focus – Measuring it to learn how to best iterate on the design – Ethnographic or anthropological in nature• Both explore not just nuts-and-bolts, but meaning and psychology behind experience/design – Motivations, wants, needs, attitudesBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 6
  7. 7. How It All StartedBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 7
  8. 8. T-Shaped Professionals • Vertical + horizontal knowledge • Can talk the talk with any other discipline • Mix of analytical, conceptual/creative, visual design, communication skillshttp://blog.broadeep.com/2009/01/rise-of-service-industry-and-need-of-t.html http://www.fastcompany.com/magazine/95/design-strategy.htmlhttp://www.enterpriseinnovation.net/content/building-t-shape-leaders http://community.infragistics.com/pixel8/media/p/95683.aspx BEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 8
  9. 9. Today s User Experience Field• Still a baby, as interactive field grows• If Advertising is 100 years old, Web is 50, UX only half of that – Will take time to catch up and get fully socialized – Especially true now that anyone can build a websiteBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 9
  10. 10. Today s User Experience FieldNote: Inspired by Mad*Pow s description of Research-Inspired Design www.madpow.comBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 10
  11. 11. Today s User Experience FieldBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 11
  12. 12. The Future • UX will continue to grow and flourish - As a discipline and a client need - As more and more traditional media moves online - As long as companies care about customer experience, the psychology and motivations behind it, and how it affects their bottom line • Roles will continue to overlap Brand ExperienceBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 12
  13. 13. The Future• In the meantime, we ll continue to create more and more beautiful + usable experiences and explore new technologieswww.thewildernessdowntown.com www.snapshotsofprovence.comBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 13
  14. 14. Why Does UX Matter?1. How an experience feels seriously affects someone s likelihood to use it again – Important to study or consider emotional response to technology2. Especially in transactional and ecommerce experiences, ROI is clear-cut *3. For process and maintenance, much more expensive to design and develop without initial UX planning or insight $* See http://www.useit.com/alertbox/roi-first-study.html (2003); http://www.useit.com/alertbox/roi.html (2008); http://www.nngroup.com/reports/roi/BEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 14
  15. 15. Why Does UX Matter?Account management• Knowing business goals upfront• Help scoping projects• Brainstorm on initial ideasCreative• Multi-disciplinary brainstorming• Voice of the user (based on past experiences and ongoing research)• Starting point for conceptsBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 15
  16. 16. Why Does UX Matter?Brand planning• Collaboration on methodology• Facilitating crossover of online and offline insightsDevelopment / Technology• Knowing how and when to get Tech involved early on• Lessens on-the-spot and frequent changes from designers, account managers, clientsAnalytics• Partnership to get holistic picture of experienceBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 16
  17. 17. UX Process and DeliverablesBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 17
  18. 18. Selling UX• Impact on bottom line• Brand impression; the gut feel of using the site, banner, interface, ad, or other brand interaction point• Add digital twist to same reasons we sell brand planning and research into consumer behaviors and attitudes• Knowledge is power: informed decisions vs. best-guess from biased stakeholdersBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 18
  19. 19. Q&A Thank you!BEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 19
  20. 20. beautiful+usable experience design Appendix • UX Deliverable Samples • More on Beautiful+UsableBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 20
  21. 21. Deliverable Examples Competitive Reviews and Other Research FindingsAggregate Personality Scores Principled Fun Passionate Surprising Real Honest Tough Approachable Reliable Youthful BEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 21
  22. 22. Deliverable ExamplesPersonasBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 22
  23. 23. Deliverable ExamplesBrand Experience Flows and User FlowsBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 23
  24. 24. Deliverable ExamplesWireframes and SketchesBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 24
  25. 25. Deliverable ExamplesSite MapsBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 25
  26. 26. Deliverable ExamplesComps and WebsitesBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 26
  27. 27. Who is Beautiful+Usable?Beautiful+Usable is Becky Burd, a seasoned digital agency professional withover 15 years experience studying the human side of technology and howconsumers interact with brands. She is passionate about usability, digital brandresearch, and ecommerce, and works with agencies and corporations to helpthem navigate the challenge of creating stunning, intuitive, and profitableexperiences.BEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 27
  28. 28. Services• User experience (UX) design, including wireframes, site maps, user flows, personas, communication architectures, brand experience flows, and storyboards• Brand and consumer research studies, including focus groups, usability testing, brand attitudinal studies, listening labs, competitive reviews, ethnographic studies, online surveys, interviewing, and more• Creative direction• Digital marketing strategy• Usability evaluation• Web site analytics• eCommerce merchandising• Business requirements analysis• Functional specifications• iPhone and iPad application design• Social media marketing strategy• Educational workshopsBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 28
  29. 29. Brand Experience• Donna Karan and DKNY • Rue La La • Verizon• Marc Jacobs • David Yurman • Nokia• Juicy Couture • Bvlgari • MTV• St. John • Vichy • ESPN• Stride Rite • Timberland • NBC• Sunglass Hut • Adidas • CBS• PZI Jeans • Nowness • Variety• Saks Fifth Avenue • Eversave • Century21• Neiman Marcus • Dress For SuccessBEAUTIFUL + USABLE • 617.721.6166 • www.beautifulusable.com • becky@beautifulusable.com 29

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