This document provides an introduction to user experience (UX) and defines key terms and roles within the UX field. It begins by explaining that UX encompasses all aspects of a user's interaction with a company, its services, and products. It then defines UX design as a method for ideating solutions based on user needs. The document outlines many UX skills, processes, and tools such as user research, interaction design, and prototyping. It also defines common UX roles including UX designers, researchers, visual designers, and others. Finally, it discusses how UX can benefit marketing by helping to better understand users and identify opportunities through user research and competitive analysis.

1. FOR THE MARKETING PROFESSIONAL & BEYOND
I N T R O T O U X
LINDZ@MIVIBE .COM MIVIBE .COMLMACNEIL@INRYTHM.COM

2. SoWhatis

3. User
Experience
AS AN ACRONYM

4. What is UX?
“User experien ce" en compasses all
aspec ts of th e en d-user's intera c tion
with th e company, its ser vices, an d
its produc ts.
AS A NOUN PER THE ACCREDITED INVENTOR
- Don Norman: Co -foun der of th e Nielsen Norman Group (NN/g)
- UXPA : User Experien ce Professionals Association
- IXDA : Intera c ton Design ers Association

5. UX defined
“User experien ce" en compasses all
aspec ts of th e en d-user's intera c tion
with th e company, its ser vices, an d
its produc ts.

6. Achildsingerturnedmimicsingermademute.

7. Hardlife
lessons

8. Let’sgobackto2005
IMAGINE YOURSELF
• Your in your early to mid 20’s
• You haven’t been able to speak for a few days
• You need to find a insurance contracted ENT and book an appointment

9. Let’sgobackto
2005
IMAGINE YOURSELF
• Your in your early to mid 20’s
• You haven’t been able to speak for a
few days
• You need to find a insurance
contracted ENT and book an
appointment
Whatdoyoudo?

10. In2005youneedto
seeanENTandcan’t
talk.
YOUR OPTIONS ARE
• Get yourself to the office so you can ask
questions then book the appointment in person
• Get a friend or family member to call for you,
they ask the questions and book appointment
for you

11. So 23-ish me in 2005
• I’ve got the doctors appointment
• I’m checking in
• I’m seeing the doctor
• I’ll get a diagnosis
someday

12. So what does this have
to do with UX?

13. PX & LX & CX = UX
Patient
Experience
Learner
Experience
Customer
Experience
User
Experience

14. PX LX CX UX
Patient
Experience
Learner
Experience
Customer
Experience
User
Experience
User focus:
Medical care
consumers
Skill and service
consumers
All consumers All users
Business focus:
All consumer
touchpoint’s
between a
service provider
and consumer
Any educational
exercises or
methods intents
for students
All brand related
needs of an
organization
All areas of the
organization

15. So what is UX?

16. So what is UX?
It’s the experience of
your users
And all of the factors that make it up

17. Then what is UX Design?

18. So what is UX Design?
A method for ideating towards a
solution defined by a need

19. UXskills,
processes
andtools.
UX Leadership
UX Strategy
UX Architecture
Industrial Design
Digital accessibility
Physical factors
Product design
Service design
User research
Communication design
Experience copywriting
Information architecture
Experience design
Interaction design
Visual design
Motion design
Front-end development
Analytics
Ethnography
Market interviews
Split testing
Wire-framing
Prototyping
Visual patterns
Language systems
Interaction patterns
Motion patterns
Observation
User testing
Card sorting
Journey mapping
Diagramming
Process deconstruction
Surveys
Taxonomy creation

20. Ethnography
Observation
Service design
Physical factors
Communication design
Information architectureExperience copywritingSurveys
Process deconstruction
User testing
Language systems
Visual patternsPrototyping
Visual design
Taxonomy creation
Research
1930’s Air Core Fuman
Factors (UX) Mapping

21. FRONT END DEVELOPMENT(ER)
• Builds everything a user sees and interacts with on a
website or web based application. This includes
front-end features like fonts, sliders, drop-down
menus, and buttons, to the overall manner in which
web content like photos, videos, and articles are
displayed.
UX RESEARCH(ER)
• Designs, conducts, analyzes, and reports on user-
centered design research and usability testing for a
product, service or company.
• Identifies user needs and goals.
• Identifies tasks and conducts workflow modeling,
ethnography and persona development as well as
rapid iterative usability testing, and more formal, in-
depth testing.
VISUAL DESIGN(ER)
• Designs or finalizes the look of the interfaces to
better connect with and engage the users.
• Leverages developed patterns to ensure consistency.
• Crafts or finalizes product imagery for all supported
channels.
UXrolesdefined
INTERACTION AKA INTERACTIVE DESIGN(ER)
• Designs the direct or smaller details of how a product
or service feels during use.
• Refines or adjusts UI elements and product systems
or patterns as needed during development.

22. PRODUCT DESIGN(ER)
• Designs the experience of a singular product or
service.
• Leveraging design patterns and systems.
• Negotiating business and customer needs as
conflicts arise.
UX DESIGN(ER)
• Works to enhance customer satisfaction and loyalty
at a brand and product level.
• Creates and refines product systems and pattern
libraries.
• Threads business with ultimate user needs and
expectations to achieve the best possible forward
looking outcome.
SERVICE DESIGN(ER)
• Improving user and employee experiences to
optimize an organizations operations to better
support customer journeys
COMMUNICATION DESIGN(ER)
• Crafts emotional impact through story telling, copy
writing and graphic design
• Aides in connecting the who and whom or anyone
involved in product or solution work
UXrolesdefined

23. UX ARCHITECT
• Works on the overarching and all encompassing
structure and flow for most or all of an organizations
products and services.
• Maintains and uplifts design systems, pattern
libraries and supporting frameworks.
UX LEAD(ER)
• Oversees end to end function in projects and
products.
• Ensures user and human factors of each project and
conveys risks.
• Defines what is the best possible experience for a
consumer of the organization.
• May serve as communication lead from the design
teams to other teams and departments.
UX STRATEGY(IST)
• Devises the experience and human facets approaches
to achieve larger organizational and/or departmental
goals.
• Provides organization wide education and mentorship
around UX as a practice, skillset and mindset.
• Vanguards user behavior, digital expectations,
persuasions and communication techniques.
UXrolesdefined

24. UX COPYWRITER(ER)
• Crafts consumer facing messages that are consistent
with both the product or service promises and brand
of the company.
• Hones the forward facing messaging and language
expectations with other departments of the
organization.
HUMAN FACTORS DESIGN(ER)
• Works to decrease human errors.
• Researches applicable system ergonomics and works
with teams to ensure those factors are pulled into the
final products and solutions.
• Ensure the phycological needs, conditions,
expectations and intentions are all inline.
INDUSTRIAL DESIGN(ER)
• Devises the experience and human facets approaches
to achieve larger organizational and/or departmental
goals.
• Provides organization wide education and mentorship
around UX as a practice, skillset and mindset.
• Vanguards user behavior, digital expectations,
persuasions and communication techniques.
DIGITAL ACCESSIBILITY DESIGN(ER)
• Collaborates with the product design teams to
ensure that any and all applicable WCAG, A11Y and
Section 508 laws and rulings are covered.
UXrolesdefined

25. Product design
Service design
User research
Communication design
Information architecture
Experience design
Interaction design
Visual design
Motion design
Front-end development
Ethnography
Market interviews
Split testing
Product design
User research
Information architecture
Experience design
Interaction design
Visual design
Motion design
Wire-framing
Prototyping
Visual patterns
Interaction patterns
Motion patterns
Journey mapping
Diagramming
Process deconstruction
Wire-framing
Prototyping
Visual patterns
Language systems
Interaction patterns
Motion patterns
Observation
User testing
Card sorting
Journey mapping
Diagramming
Process deconstruction
Surveys
VARIANT 1 OF MANY
VARIANT 2 OF MANY
UXDesignskills

26. UX can be designed
architected and built.
GUESS WHAT

27. UXcanbe
designed
architected
andbuilt.
DEVELOPER
DESIGNER
ARCHITECT
ARCHITECTURE
Ensuring that every part is well
informed, all of the interconnected
pieces are covered.
DESIGN
Realizes what can be for that
product or solution.
DEVELOPMENT
The crafts people make it real.
SOLUTION CREATION

28. So why should I care
about UX?Ever heard of
Walt Disney

29. • Saw the consumers experience as a business
opportunity
• Proved that building for delight and
satisfaction was profitable
• Took informed risks based on UX factors
Walt Disney
THE FIRST UXER

30. UX
Business
Factor
The
Differentiator

31. Disney =
Great
Experience

32. Experience Focused
1. Quality
2. Detail
3. Customer

33. 1. Know your audience.
2. Wear your Guest’s shoes.
3. Organize the flow of people and
ideas.
4. Create a wienie (visual magnet).
5. Communicate with visual literacy.
Mickey’s Ten Commandments
6. Avoid overload – create turn ons
7. Tell one story at a time.
8. Avoid contradictions – maintain
identity.
9. For every ounce of treatment,
provide a ton of treat.
10. Keep it up! (maintain it).

34. 1. Know your audience.
Identify the prime audience
for your attraction or show
before you begin.
Mickey’s Ten Commandments
2. Wear your Guest’s shoes.
Insist that your team members experience
your creation just the way Guests do it.
Walt insisted that his Imagineering teams
attend park rides and stand in queues
every two weeks so they never lose site of
feel of what the guest sees.

35. 3. Organize the flow of
people and ideas.
Make sure there is a logic
and sequence in your
stories, and in the way
Guests experience them.
Mickey’s Ten Commandments
4. Create a wienie (visual magnet).
Create visual targets that lead visitors clearly
and logically through your facility. The story
here is that as a kid, whenever Walt went to
an amusement park, the first thing he saw
was the wiener cart. And he was drawn to it
because he wanted a hot dog. The wienie for
Disney parks is the castle. People are just
drawn to it.

36. 5. Communicate with visual
literacy.
Make good use of all the non-
verbal ways of communication –
color, shape, form, texture.
Mickey’s Ten Commandments
6. Avoid overload – create turn ons
Resist the temptation to overload
your audience with too much
information and too many objects.

37. 7. Tell one story at a time.
Stick to the story line; good
stories are clear, logical, and
consistent.
Mickey’s Ten Commandments
8. Avoid contradictions – maintain
identity.
Details in design and content that
contradict one another confuse an
audience about your story or the
time period it takes place in.

38. 9. For every ounce of treatment,
provide a ton of treat.
In our business, Walt Disney said,
you can educate people – but
don’t tell them you’re doing it!
Make it fun!
Mickey’s Ten Commandments
10. Keep it up! (maintain it).
In a Disney park or resort,
everything must work! Poor
maintenance is poor show.

39. Th e f irst UXers
Walt and his board

40. What can UX do for
Marketing?
THAT SOUNDS COOL BUT

41. We can get you up and running

42. What can UX and Marketing
do better together?
OR REALLY

43. One of the best ways to gauge strategic product
moves, uncover a potential sub market or discover
products that are not meeting the needs of a user
segment.
together We can compare the user sets and
personas, their goals and missing needs to
identify areas of opportunities with greater ease
because we are seeing them as tangible solutions.
Marketresearch

44. Consumer Research
The investigation of the needs and opinions of consumers,
especially with regard to a particular product or service.
User Research
Understanding user behaviors, needs, and motivations
through observation techniques, task analysis, and other
feedback methodologies.
Thewho

45. Competitive Analysis
Identifying your competitors and evaluating their strategies
to determine their strengths and weaknesses relative to
those of your own product or service.
Competitive Analysis
Assessing competitor products or services to see how they
design for their users—potentially solving for similar user
needs.
Thecompetition

46. UX + Marketing
MAKING
ESSENTIAL

47. USER ADVOCACY
intentionally taking the time
to consider the opposition
CUSTOMER ACQUISITION
gaining new consumers through
precaution and education
The consumer is lead to expect
1. A level of quality and support
associated with the brand
2. A competitive advantage
within the product or service
offered
3. A value add or benefit
What the should receive
1. A product or solution equal or
above the quality of other
products or solutions offered
2. An offering that is better then
similar offerings from
competitors
3. That this offering meets my
need

48. • Age range or brackets
• Education
• Finical outlook
• Spending habits
• Trends
• Tech considerations
• Etc.
Amce: Demo Persona
FULLER DEMOGRAPHICS

49. • What they are better at
• What they aren’t
• Who there customers are
• Market share details
• Estimations of conversion rates
• Estimations of behaviors and interactions
• Etc.
Amce: Demo Competitor
FULLER DEMOGRAPHICS

50. &
WemakeaKickA$$team
• We can save prep time for other
departments
• We can decrease the risk of rework
on solutions
• We can increase efficiencies of teams
throughout an organization

51. Taxonomy

52. Taxonomy
Every industry, every company, most markets,
many user segments all have a uniqueness to
their language and nomenclature.
Together we can discover that and fold those
learnings back into all of our work.

53. Taxonomy

54. • Can decrease message creation time and effort
• Can improve adoption by decreasing learning curves
• Can make all messaging more relatable
Taxonomy

55. an d n ow for som ethin g completely different
We have a shared grandpa

57. ClaudeHopkins
THE FATHER OF MODERN MARKETING
• Redefined the fundamentals of marketing still used
today
• Transformed the toothpaste industry
• Invented the product construct of craving
• Reinvented the idea of consumer acquisition and
retention
• Challenged product convention

58. QUOTE FROM A
MASTER MARKETER
“The product itself should be it's own best
salesman. Not the product alone, but the
product plus a mental impression, and
atmosphere, which you place around it.”
ClaudeHopkins

59. UX is everyone's responsibility

60. UX is everyone's responsibility
EVERYONEFOR PRACTITIONERS
• UX becomes a state of mind
• Intentional and purposeful decisions
• We are improving the quality of life at
least for the moment
• UX is about the common sense things
often taken for granted
• Technologies impact good or bad
• Media’s impact good or bad
• To put people, lives, first

61. SOMETHING WE ALL NEED TO RELEARN
Failure isn’t a bad word

62. Failure is simply the
opportunity to begin again,
this time more intelligently.
Citation: Henr y Ford

63. Fail FAST
Fail LEAN
Fail FORWARD

64. Fail FAST
Fail LEAN
Fail FORWARD
As quickly as you can
through each hypothesis
As cheaply as you can while
staying true to your hypothesis
Have each failure build
towards the business goals
and user needs -
try to be balanced at least

65. Fail FAST Fail LEAN Fail FORWARD
How? With interaction design, user research, user testing, prototyping and wire framing
Test hypothesis
Didn’t work
Maybe this
Had
a issue
Need to sync up
Awesome, next

66. SO WHAT
Do we NEED UX?

67. Design without purpose is only
ornamentation.

69. Visit-to-lead conversions can be
400% higher on sites with a
“superior user experience”
Citation: Userzoom - Forrester

71. How HQ Trivia Became the Best
Worst Thing on the Internet
Citation: https: //www.ny tim es.com/2018/01/05/ar ts/h q- trivia-app -appointm ent-viewin g.html

72. They almost exclusively incorporated lessons from the entertainment
industry. Not other industries like commerce and product.

73. How HQ Trivia Became
the Best Worst Thing
on the Internet
Citation: https: //www.ny tim es.com/2018/01/05/ar ts/h q- trivia-app -appointm ent-viewin g.html
YEEEEEESSSSSSSS
They made it the best kind of failure since they flipped it into a learning
opportunity. Monopolizing on their learnings and acknowledging how bad
it not only was but could have been along with how they prevailed where
others haven’t.

74. They expanded their org to include the skills that were missing before
because now they have a much closer understanding as to what can be
lost and by extension what can be gained.
Most of those skill additions are in the UX space

75. YOU NEED UX FOR
Accessibility

76. WCAG Web Content Accessibility Guidelines

77. WCAG Web Content Accessibility Guidelines
WAI-ARIA
Web Standards for Accessible Rich
Internet Applications

78. 2 .4 Million American’s are Deaf-Blind
1 Billion Globaly need 1 or more assistive tools
Citation: Helen Keller National Center for Deaf-Blin d, World Health Organization
21 Million American’s over 40 with vision loss

79. Accessibility really means
equal access for ALL

80. UX guides delivering
equal access for ALL

81. th e en d is h ere ;)
To summarize

82. UX is about how users interact with the offerings
from your organization and by extension with
your organization itself
its the journey and
the destination

83. UX can be labeled or focused many different
ways by department, group and organization.
all of our labels can
be altered as needed

84. user interface
user experience design
UX
UXD
UI

85. UXshouldbedesignedand
architected.
ThefinalUXisbuilt.

86. UX is everyone's responsibility

87. Your solution or product
should be built for all.

88. I hope you are a UX ally
I UX

89. I h ope you foun d this h elpful an d
Thank You

90. Q & A