Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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Introduction to User Experience Design

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Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

  1. 1. + Lynn Teo Creative Director, Experience Design SapientNitro NewYork Experience Design An introduction of concepts and methods
  2. 2. 2 + Experience Design – let’s start at the basics n  What does “experience” mean to you? n  When you think of the best experiences you’ve had, what makes them memorable? L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
  3. 3. 3 + Once-in-a-lifetime or past experiences L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
  4. 4. 4 + Experiences tied to quality & style L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
  5. 5. 5 + Experimentation and try-before-buy L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
  6. 6. 6 + Melding of virtual and real world L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
  7. 7. 7 + No-frills but efficient is an experience L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
  8. 8. 8 + What is Experience Design? n  Starts by uncovering the consumer’s journey and then identifies potential brand engagement touch points n  Recognizes and acknowledges consumer’s needs, wants, and emotions n  Is channel-agnostic n  Ultimately dovetails with business strategy L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
  9. 9. 9 + 3 Key Concepts in Experience Design L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design Audience Touchpoint Context
  10. 10. 10 + 3 Key Concepts in Experience Design L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design Audience Touchpoint Context •  Who is your consumer? •  Are they prospects or existing customers? •  What are their needs and objectives?
  11. 11. 11 + 3 Key Concepts in Experience Design L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design Audience Touchpoint Context •  What is the consumer’s journey? •  What are the strengths of each channel touchpoint •  Where are the handoffs?
  12. 12. 12 + 3 Key Concepts in Experience Design L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design Audience Touchpoint Context •  Are there any challenges in trying to engage with the consumer? •  What are the consumer’s priorities? •  What will they do next?
  13. 13. + Creating Integrated Campaigns
  14. 14. 14 + Audience n  Who are you speaking to? n  Are you trying to: n  Persuade n  Inform n  Entertain n  Influence n  Get the consumer to modify their behavior n  What should the message be? L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
  15. 15. 15 + Audience n  What research are you conducting to understand your consumer? n  Some methods to use n  Ethnography (or other Primary Research) n  Secondary Research n  Surveys n  Focus Groups L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
  16. 16. 16 + Audience L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
  17. 17. 17 + Touchpoint n  What channels are the consumers using? n  Is the mode of user behavior different at each channel? n  Are there patterns in the journey where n  Specific “channel pairs” occur? n  Tasks are commonly performed across a large % of your consumers? L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
  18. 18. 18 + Touchpoint n  How are you documenting the consumer’s journey? n  Some methods to use n  Taskflows n  Narratives n  Storyboards n  What are the unique opportunities offered by each channel? L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
  19. 19. 19 + Touchpoint L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
  20. 20. 20 + Context n  What is the consumer’s situation when they are interacting with each touchpoint? n  Things to look out for n  Triggers n  Pain points n  Environmental influences n  User priorities n  Distractions or points of disengagement L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
  21. 21. 21 + Context n  Are you creating campaigns that take into account the user’s context? n  Some considerations n  Search keywords used n  Point of entry to your message n  Personalization n  Tracking and monitoring the consumer’s behavior L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
  22. 22. 22 + Context L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design Ways to locate projects – for online users Ways to locate projects – for TV viewers
  23. 23. 23 + Context L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design DIY homepage – feature area for weekdays
  24. 24. 24 + Context L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design DIY homepage – feature area for weekends
  25. 25. + Thank you It was a pleasure to be here today! Lynn Teo lynnteo@yahoo.com www.linkedin.com/in/lynnteo

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