User Experience view
of the Toledo Region
        Story

         Keith Instone
    keith2010@instone.org
About me
•   Bowling Green, BGSU, Computer science,
    Research

•   IBM > CIO > User experience (web focus)

    •   Her...
User experience? Huh?
• “All aspects of a product or service as
  perceived by users”
• “The sum of a series of interactio...
The assignment from
         Eric
• Do some UX thinking for TRS: baby step
• Target audience: Entrepreneurs
• Business goa...
Common user
        experience artifacts
•   User model, characteristics

•   Stories told from the users point of view (p...
Simple model (that is wrong) but can further the discussion about users & goals
                                       Edu...
Business goals for job
       creation
• Talent attraction: Convincing certain types
  of people to live here
• Talent ret...
User goals

• High quality of life
• Work life balance? (that “perfect state of
  balance”?)
• needs lots more help here...
Hey, it is all about story
     telling, right?*
•   (Attract) Joe, engineering wiz in Texas, is starting up an advanced e...
WWDD?
•   Dayton Patented. Originals wanted. - http://www.daytonoriginals.org/

•   Telling stories of creative thinkers, ...
My reaction
•   Seems like a start, in the right direction: Collecting
    the stories

•   I am missing the bigger pictur...
Basic usability / bug / label had
 an impact on my experience
Other Dayton pieces not connected
                                                                                 “Un-ori...
Possible next steps
•   Better “user model” - much better

•   Better scenarios for talent acquisition, retention, growth
...
Toledo Regional Story - User Experience
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Toledo Regional Story - User Experience

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First draft of some UX approaches to TRS work.

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Toledo Regional Story - User Experience

  1. 1. User Experience view of the Toledo Region Story Keith Instone keith2010@instone.org
  2. 2. About me • Bowling Green, BGSU, Computer science, Research • IBM > CIO > User experience (web focus) • Here to share my expertise • Hidden agenda: My kids have an option to live here when they grow up • Telecommute for a Globally Integrated Enterprise • I can do my job from anywhere I want
  3. 3. User experience? Huh? • “All aspects of a product or service as perceived by users” • “The sum of a series of interactions” (with technology, with people via technology) • Bottom-up: start with (web) user interface design, then broaden to total experience • Compare with TRS “brand” - Stories told in a market
  4. 4. The assignment from Eric • Do some UX thinking for TRS: baby step • Target audience: Entrepreneurs • Business goal: Job creation • Competition: Dayton, focus on “Dayton Originals”
  5. 5. Common user experience artifacts • User model, characteristics • Stories told from the users point of view (personas, scenarios) • Experience maps (across touch points) • User research reports • Ethnographic, observational • Usability tests • Designs • Evaluations and recommendations
  6. 6. Simple model (that is wrong) but can further the discussion about users & goals Educational system Local Local Reason for visit asset asset Tourists Things to do Local Local asset asset Contribute to Employment opportunities One criteria Meeting planners Main criteria Family Local Local Hotel rates asset asset Etc. Conference facilities Local Local Travel logistics asset asset Aspects of Etc. Quality of Life Residents Select a region based on Employ Create Entrepreneurs Companies Locate Site selectors
  7. 7. Business goals for job creation • Talent attraction: Convincing certain types of people to live here • Talent retention: Keeping certain types of people here • Talent growth: Helping people become the type of person we are targeting ★Target person = Entrepreneur
  8. 8. User goals • High quality of life • Work life balance? (that “perfect state of balance”?) • needs lots more help here...
  9. 9. Hey, it is all about story telling, right?* • (Attract) Joe, engineering wiz in Texas, is starting up an advanced energy company, looking for the best place to locate his company, willing to move his family to the right place... • (Retain) Mary, employed at HCR Manor Care, has some ideas for a new Internet start-up for the healthcare industry, wondering who else around here she can talk with about her ideas, ... • (Grow) Frank, new UT grad, has a dream is to start up a local company, but he is not sure how to get started... *That is, we can also use story telling from a user’s point of view to help us make the regional brand come to life
  10. 10. WWDD? • Dayton Patented. Originals wanted. - http://www.daytonoriginals.org/ • Telling stories of creative thinkers, does, achievers • What makes Dayton unique, its local assets (companies, products, people) • These testimonials help demonstrate the appeal Dayton offers for innovative people and businesses, while illustrating the contributions that "Dayton Originals" are making in our community today. • Brand: City as a place of imagination and innovation
  11. 11. My reaction • Seems like a start, in the right direction: Collecting the stories • I am missing the bigger picture: how to use these stories to satisfy specific user goals • Could not find enough to create / try out specific scenarios (easily) • Could not find any “Dayton Economic Development” connections to Dayton Originals yet
  12. 12. Basic usability / bug / label had an impact on my experience
  13. 13. Other Dayton pieces not connected “Un-original” - never mentions it on this page Mentions many qualities of the region, but “place of imagination and innovation” not any of them You cannot get to “Hometown heros” sounds like Originals Originals from here, tho but it is different 4 different sites, 4 different visual expressions of brands, none even close to “Dayton Originals” in story, style, words or images
  14. 14. Possible next steps • Better “user model” - much better • Better scenarios for talent acquisition, retention, growth • RGP and other experts who do this every day • Interviews with target audience (Ugly Data, Sdudi, etc.) on specifics of the regional brand story • “Play out” the scenarios more, document, present • Good activity for local agencies, gets them involved and starts them thinking about the application of the brand (plus, I do not have enough time to do it well) • What else?

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