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UX101: Strategy, Structure, & Experience

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Talk given Oct 2018 for Albuquerque, NM's "Girl Develop It" group.

What is UX?: Explanation of the different aspects
of UX

Risks: What happens if we skip any of
these aspects of UX?

Fail Boat: What doing it wrong
looks like and how we can do it right

Published in: Design
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UX101: Strategy, Structure, & Experience

  1. 1. RS21 UX 101 STRATEGY, STRUCTURE, & EXPERIENCE Tuesday, October 19, 2018 Girl Develop ItCLIENT Code & ChillPROJECT
  2. 2. RS21 01 02 03 OBJECTIVES Define what we mean when we say UX. Give everyone an understanding of the important parts and purpose of the UX process so we can make the most intuitive and useful systems and services. What is UX? Explanation of the different aspects of UX Risks What happens if we skip any of these aspects of UX? Fail Boat “Boy Howdy!” – what doing it wrong looks like and how we can do it right AGENDA
  3. 3. RS21RS21 JESS DUVERNEAY DIRECTOR, UX/UI RS21 ALBUQUERQUE, NM
  4. 4. RS21RS21 17 – Michigan State University -BFA -Art Education 22 – Graduated, Teacher / Artist, Albuquerque 25 - Run Away from my Life 26 – University of Michigan – Master’s in Library Science 26 - Fine Art Library Manager 27 - Major change (Library à HCI) 28 – Graduated, Internship in Michigan 28 – NFL, Los Angeles 29 - Art Gallery, Albuquerque 29 – Freelance, Los Angeles 30 – The Understanding Group, Remote in Los Angeles 31 – Started World IA Day (WIAD) 33 - ½ year off 34 - IA Summit 2015 35 - One North Interactive, Chicago – Manager 37 – RS21, Albuquerque - Director
  5. 5. RS21RS21 Need ProductRequirements Design/ Architecture Engineering Development Test/ Validation House • 3 Bedroom • 2 Bath • Home Office • 1 Story Inspection
  6. 6. RS21
  7. 7. RS21RS21 “UX” = Strategy + Information Architecture + User Experience Design
  8. 8. RS21 Think of “UX” this way: Aspirational, Big Picture Concrete, Structure Complete, Interaction “We want to build a house” “We need bricks, and we need to stack the bricks intelligently, in the right order” “We have a house, we plaster the walls and make sure the doors are in the right spot” The “Why” The “What” The “How” Strategy IA UX Design
  9. 9. RS21 We ask and answer questions: What do we want this to do? Why? Who is this for? What are our constraints? What does success look like? How might this differentiate us from our peers? How is this related to other parts of our ecosystem? Based on what we know about our strategy, what pieces do we need? What specific language are we using? How are they organized? How will this structure meets the needs of the org? Of the people using it? Now that we have the pieces and and a sense of how they work together, how can we make this fricken awesome? How do we work with UI design and dev to make sure this is inspiring and do-able? Strategy IA UX Design
  10. 10. RS21 STRATEGY Definition May Look Like An abstract but clear and concise path forward for digital products or services. Supports business strategy and user needs. Deciding what places to make. The “Why” Stakeholder Alignment Market Research Competitive Analysis User Research Roadmap KPIs & Goals
  11. 11. RS21 STRATEGY LOOKS LIKE…
  12. 12. RS21 STRATEGY LOOKS LIKE…
  13. 13. RS21 INFORMATION ARCHITECTURE Definition May Look Like The “What” The creation of intentional structures that support the extension of strategy into digital and physical places. Making places made of information that allow meaning making, wayfinding, findability, and understanding. Taxonomy Sitemap Navigation & Wayfinding Wireframes Content Model Metadata & Labels
  14. 14. RS21 INFORMATION ARCHITECTURE LOOKS LIKE…
  15. 15. RS21 INFORMATION ARCHITECTURE LOOKS LIKE… Sample Sitemap Updated: April 4, 2017 0.1 (B) Site Search Results 0.3 (C) Contact Us [Form] 0.2 (?) Subscribe [Form] 0.4 Client Login RFP Form 0.0 (A) Home 2.1.1 (K) Content Node 2.0 (E) Our Thinking 2.1 (J) Topic Articles Blogs Whitepapers Contributed Articles Webinars Podcasts Events 4.0 (G) Join Our Team 4.1 (P) Campus Recruits 4.2 (P) Experienced Professionals 4.1.1. (P) Campus Recruit Detail 4.2.1. (P) Experienced Professional Detail 3.0 (F) Get to Know ORG NAME 3.1.1 (M) People Details 3.1 (L) People Landing Announcements Press Releases 3.2 (P) About Us Landing 3.4 (P) News Landing 3.3 (N) Locations Landing 3.3.1 (O) Location Details 3.2.1 (P) About Details 3.4.1 (I) Content Node 1.0 (D) What We Do BRANDED OFFERING 1 BRANDED OFFERING 2 BRANDED OFFERING 3 BRANDED OFFERING 4 BRANDED OFFERING 5 BRANDED OFFERING (1.3) 1.3.3. (P) Details XXXXX Sub-Category 1 CATEGORY 1 CATEGORY 2 CATEGORY 3 CATEGORY 4 CATEGORY 5 CATEGORY 6 Sub-Category 1 Sub-Category 2 Sub-Category 3 Sub-Category 4 Sub-Category 5 Sub-Category 6 Sub-Category 2 Sub-Category 3 Sub-Category 4 Sub-Category 5 Sub-Category 6 Sub-Category 7 Sub-Category 8 Sub-Category 1 (BRANDED OFFERING 2) Sub-Category 3 Sub-Category 4 Sub-Category 5 Sub-Category 6 Sub-Category 7 Sub-Category 8 Sub-Category 9 Sub-Category 1 Sub-Category 2 Sub-Category 3 (XXXXX) (BRANDED OFFERING 4) Sub-Category 1 Sub-Category 2 Sub-Category 3 Sub-Category 4 Sub-Category 5 Sub-Category 6 CATEGORY 7 Sub-Category 1 Sub-Category 2 Sub-Category 3 Sub-Category 4 (BRANDED OFFERING 1) Sub-Category 1 Sub-Category 2 Sub-Category 3 Sub-Category 4 Sub-Category 5 (BRANDED OFFERING 4) SERVICES (1.1) 1.3.4. (K) Content Node 1.3.1. (H) Service & Industry 1.3.2 (J) Topic Page Templates Homepage (A) Global Nav Landing (D-G) Flexible Page Template (P) Login Page External Link Content Nodes (K) Affiliate Page (I) Services & Industry Detail (H) Topic Page (J) People Landing (L) People Detail (M) Location Detail (O) Contact (C)Search (B) Location Landing (N) News Landing (Q) Industry 1 Industry 2 Industry 3 Industry 4 INDUSTRIES (1.2) Industry 5 Industry 6 Industry 7 Industry 7 Industry 8 Industry 9 Sub-Industry 1 Sub-Industry 2 Sub-Industry 1 Sub-Industry 2 Sub-Industry 3 Sub-Industry 4 Sub-Industry 1 Sub-Industry 2 Sub-Industry 1 Sub-Industry 2 Sub-Industry 1 Sub-Industry 2 Sub-Industry 3 Sub-Industry 4 Sub-Industry 5 Sub-Industry 1 Sub-Industry 2 Sub-Industry 3 Sub-Industry 1 Sub-Industry 2 Sub-Industry 3 Sub-Industry 4 Sub-Industry 5 Sub-Industry 1 Sub-Industry 2 Sub-Industry 3 Sub-Industry 4 Sub-Industry 5 Sub-Industry 6 INDUSTRIES SUB INDUSTRIES
  16. 16. RS21 USER EXPEREINCE DESIGN Definition May Look Like Delightful interactions and meaningful experiences centered around user needs and expectations – making the places of information be the best that they can be in order to gain product or service traction. The “How” User Flows Personas Interactive Prototypes User Testing Cross Channel Touchpoint Map Interaction Design
  17. 17. RS21 USER EXPERIENCE DESIGN LOOKS LIKE… Image caption.
  18. 18. RS21 USER EXPERIENCE DESIGN LOOKS LIKE… Image caption.
  19. 19. RS21 WHAT TO EXPECT WHEN YOU EXPECT TO SKIP UX
  20. 20. RS21
  21. 21. RS21 If We Skip “X” Expect “Y”” Products that don’t address a business need Specific tactics deployed without the intended results Something that will not be valuable or have utility in the near future Wasted budget Products that don’t make sense & are hard to navigate Disorienting user experience, even though design and UI might seem fine (or even great) Issues with findability & scalability Difficulty creating great UX Complications & increased budget in build Products that don’t address user needs Low user adoption & opinion of the system Increased calls to support Poor Conversion Odd or lack of integration with the rest of the information environment Strategy IA UX Design
  22. 22. RS21
  23. 23. RS21 FAIL BOAT: BAD EXAMPLES
  24. 24. RS21 STRATEGY FAIL LOOKS LIKE… While accidentally hilarious, the Segway solves virtually no actual human issue.
  25. 25. RS21 INFORMATION ARCHITECTURE FAIL LOOKS LIKE…
  26. 26. RS21 INFORMATION ARCHITECTURE FAIL FEELS LIKE…
  27. 27. RS21 USER EXPERIENCE DESIGN FAIL LOOKS LIKE… ….that’s gonna cost extra.
  28. 28. RS21 USER EXPERIENCE DESIGN FAIL LOOKS LIKE…
  29. 29. RS21 USER EXPERIENCE DESIGN FAIL FEELS LIKE…
  30. 30. RS21RS21 “So, is UX the same as UI?”
  31. 31. RS21RS21 “So, is UX the same as UI?” NO.
  32. 32. RS21RS21 “So, is UX the same as UI?” NO.
  33. 33. RS21Credit: https://makedigitalgroup.com/2016/07/19/ux-ui-principles-to-live-by/
  34. 34. RS21 WHAT CAN YOU DO? • Know the difference between UX & UI, and how they are interconnected • Understand what happens if we skip important parts of UX • Work with the UX / UI to decide what activities need to be done early, and often • Realize that UX is a team sport – we are all responsible for making sure our products are intuitive. Ask questions, poke holes. • Evangelize for and educate clients about UX
  35. 35. RS21 BOOKS 35 Information Architecture - For the Web and Beyond, 4th Edition - Rosenfeld, Morville, Arango How to Make Sense of Any Mess - Covert Understanding Context - Hinton
  36. 36. RS21 THANK YOU! QUESTIONS? COMMENTS?

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