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Spotting icebergs in the dark - user experience insights.


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Measuring success and avoiding failure with real-time user experience insights. Using user and customer experience to measure the success of your projects and avoid disaster before it happens.

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Spotting icebergs in the dark - user experience insights.

  1. 1. Spotting Icebergs in the Dark<br />Measuring success and avoiding failure with real-time user experience insights<br />Brighton Digital Marketing Festival 08 Sep 2011<br />
  2. 2. Using user and customer experience to measure the success of your projects and avoid disaster.<br />
  3. 3. Who we are<br />Jason Buck<br />@jasonbuck<br />Simon Nixon<br />@neecouk<br />
  4. 4. ‘Satanic Mills’<br />Many businesses operate a traditional “Board knows best” process when approaching digital projects.<br />Image:<br />
  5. 5. “What would happen if we designed bridges like we design websites?”<br />DrJakob Nielsen, web usability ‘guru’<br />Image:<br />
  6. 6. What is UX?<br />(the complicated answer)<br />
  7. 7. Wireframe deliverables are just the tip<br />Prototypes save you money. <br />But wireframes aren’t inherently user-centered.<br />Image:<br />
  8. 8. User-Centered Design<br />Don’t work on assumptions: <br />“We don’t like their sound and guitar music is on the way out” Decca records rejecting The Beatles, 1962<br />Design for your customers, not for internal meetings: “Search all of your parks in all of your cities and you will not find a statue of a committee” David Ogilvy, advertiser<br />Technology is not the answer, only part of thesolution:<br />“… you gotta start with the customer experience a9nd work backwards to the technology” Steve Jobs, 19979<br />
  9. 9. ‘Useful, usable and desirable’ is what makes the difference between a product that succeeds and one that is consigned to history. <br />
  10. 10. User-Centred Design process and deliverables<br />
  11. 11. Speak to your audience and you’ll be amazed what you find out<br />Case study:<br />Toast on the Coast<br />Image:<br />
  12. 12. ‘Toast on the CoastA light-hearted speedy design project, conducted in 1 hour, with conference delegates<br />Number of interviews: 60 (50% audience sample)<br />Total number of people eating breakfast: 53<br />Favourite toast topping: Marmite<br />Anomalies: Marmite and avocado<br />Unexpected lack of jam<br />
  13. 13. Q: What is your favourite toast topping<br />
  14. 14. Persona, representing a ‘typical’ customer / user<br />
  15. 15. Page mock up, showing prioritised navigation and content types<br />
  16. 16. Summary of UX and UCD benefits<br /><ul><li>Accurate targeting of customers
  17. 17. Reduction of reputational risk
  18. 18. Lowering design and development costs
  19. 19. “Right first time”</li></ul>“For something this complicated, it’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” Bloomberg Businessweek<br />
  20. 20. How do you know this has worked?<br /><ul><li>User experience often ends at launch
  21. 21. Measure success by knowing what you’re goals are</li></li></ul><li>Explicit data<br /><ul><li>Anonymous users provide lots of ‘data’
  22. 22. Without understanding the users’ motivations and goals it’s hard to turn this data into information
  23. 23. Better to apply: Analytics, Profiles, Themes, Patterns, Multivariate testing</li></li></ul><li>Implicit data – ‘we are all individuals’<br /><ul><li>User profiles fuel patterns. Patterns change as we learn more about user behavior
  24. 24. Create customised rules based on the same tools as ‘Outlook’ rules wizard
  25. 25. Create content according to user profiles
  26. 26. Understanding user journeys, goals
  27. 27. Multivariate testing – presenting different versions of the same content to test which performs better</li></li></ul><li>Some CMS metrics providers<br />
  28. 28. Summary<br />Identify your users (customers)<br />Understand their needs<br />Help your organisation by helping your users<br />Plan, test, measure, improve<br />
  29. 29. Contact details:<br />Jason Buck<br />LongDog.<br />@jasonbuck<br />07804 851925<br /><br /><br />Simon Nixon<br />Aqueduct.<br />@neecouk<br />07970 798620<br /><br /><br />