The 7th slidedeck in the UX class where we apply UX thinking to campaign assignments.

1. Campaign UX
POP 517: User Experience

2. How to:
apply UX thinking to
campaign assignments

3. Why?
UX
=
understanding the way something
makes users feel
these feelings provoke users to action

4. Let’s see how this
works then

5. Lesson #1
Empathize with your users

6. Because people
remember how you
made them feel – not
what you gave them

8. Lesson #2
UX is holistic

9. The experience is not just the
product anymore. It is made up
of all touch-points of a larger
system, from the product to the
support to the way your neighbor
talks about it.
“
” Porter & Brewer

10. Lesson #3
Great Experiences are Simple

11. Simplicity is not about volume;
it’s about clarity
“
” Porter & Brewer

12. single core idea
clarity
consistency

13. campaign architecture

21. Finally, over to you after this one last
case study

23. Homework Assignment
Based on your new brief, please develop:
1. A campaign concept based on an insight about your target audience
2. Proposed campaign architecture
3. A key user journey
3. Proposed information architecture & feature set for the core digital
components (microsite and/or apps)
DELIVERY FORMAT:
Formal in-class presentation
CREATIVE NOTE:
You will take other classes that focus heavily on concepting. This
assignment is about taking a campaign concept and designing its user
experience, so don’t get hung up on having the best campaign idea.

24. Campaign UX Teams
Cassandra/Sean:
California Academy of Sciences - a famous museum located in San Francisco with popular
exhibits and permanent collections for children and adults alike. Brief: increase awareness
and engagement of AMNH's educational resources with local & national teachers.
Richard/Scott:
Hippytree - a nature inspired surf and outdoor apparel company dedicated to designing
products and graphics that embody the “Surf & Stone” lifestyle. Brief: increase brand
awareness and sales among young urban professionals and weekend warriors.
Laura/Rebecca:
Kiva - a non-profit organization that helps people in developing nations achieve their
financial, business and personal goals via micro-loans from users all over the world. Brief:
increase awareness and donations with Gen Y/millennials.

25. Campaign UX Teams
Jane/Kerim:
Billabong - A surfer and lifestyle manufacturer and retailer that came to be in 1973. One of the
leading surfboards that has seen a dip in popularity over recent years. Brief: increase brand
love and sales with its existing customer base.
Christianna/Phillip:
The Guardian - a premier news source describing itself as the world’s leading liberal voice.
Hard-hitting and intelligent journalism that pulls no punches. Broke the wikileaks story.
Brief: drive US millenials to theguardian.com so it becomes their primary news source.
Andrea/Helen/Vrasidas:
Yogi Tea - a line of organic teas sold at both specialty health food shops as well as major
retailers like WalMart. Brief: increase brand love and product sales during the low tea
drinking Summer season.