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Design for your audience

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WordCamp Denver 2015. This talk covered how to use Stories, WordPress, and Experience Design to help you connect with your audience. There are some simple techniques that will help you connect the dots and create a better relationship with your audience.

Published in: Design
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Design for your audience

  1. 1. Using UX, Stories, and WordPress to connect with your audience. D E S I G N F O R Y O U R A U D I E N C E WA LT E R B R E A K E L L # w c d e n v e r @ w a l t e r b re a k e l l
  2. 2. WA LT E R B R E A K E L L • Creative Director/Art Director • UX Design and Strategy • Graphic and Web Designer • Commercials and Feature Films • College Teacher
  3. 3. W O R K
  4. 4. W O R K
  5. 5. I T I S T H E E X P E R I E N C E Y O U R C U S T O M E R H A S W H E N U S I N G Y O U R P R O D U C T O R S E R V I C E . U X = U S E R E X P E R I E N C E
  6. 6. D E S I G N F O R Y O U R A U D I E N C E | WA LT E R B R E A K E L L The more we understand our customers the easier it is to communicate or connect with them.
  7. 7. P E R S O N A U N D E R S TA N D Y O U R C U S T O M E R
  8. 8. P E R S O N A E X A M P L E
  9. 9. C U S T O M E R ’ S O B J E C T I V E W H A T A R E T H E Y T RY I N G T O D O W H E N T H E Y V I S I T Y O U R S I T E ?
  10. 10. C U S T O M E R C O N C E R N S W H A T I S S U E S , P R O B L E M S , O R C O N C E R N S D O T H E Y H A V E A C C O M P L I S H I N G T H E I R O B J E C T I V E ?
  11. 11. F I X T H E M !
  12. 12. H O W D O W E F I N D T H E C U S T O M E R ’ S O B J E C T I V E S A N D P R O B L E M S ?
  13. 13. A S K T H E M ! O B S E R VAT I O N | U S E R T E S T I N G
  14. 14. R U N A T E S T • Test at least 5 people • Test tasks or scenarios that mirror what the customer would do on the site. • Take notes, record the session. • Prioritize the issues. • Fix the most important issue/issues. • Test again. O V E R S I M P L I F I E D V E R S I O N
  15. 15. S T E V E K R U G • Don’t Make Me Think Revisited • Rocket Surgery Made Easy
  16. 16. A C T O N T H E T E S T R E S U LT S • They could not find what they were looking for… 
 Are your navigation labels clear? • What words did your customer use to describe content or areas of the site? Are you using the same words that they use? • When you feel good about the changes you made… TEST AGAIN!
  17. 17. Y O U R S T O R I E S S H O U L D H E L P Y O U R C U S T O M E R S W I T H T H E I R C O N C E R N S . S T O RY
  18. 18. T H E I R S T O R I E S W E R E F O C U S E D O N T H E I R P E R S P E C T I V E . C A S E S T U D Y: S E A D W E L L E R S
  19. 19. D E S I G N F O R Y O U R A U D I E N C E | WA LT E R B R E A K E L L After listening to the concerns and fears of their customers we told stories that addressed those fears and concerns.
  20. 20. W I L L I D I E ? ! I A M C L A U S T R O P H O B I C . ! W H AT H A P P E N S I F… C U S T O M E R C O N C E R N S
  21. 21. A D D R E S S T H E I R C O N C E R N S • Help them achieve their goals • Build Trust • Create Connection with Your Customers • Show them you are Listening • Show them you Care
  22. 22. – Y O U R C U S T O M E R “They Understand Me!”
  23. 23. W E F O C U S O N W H AT W E K N O W. D E S I G N E R S , D E V E L O P E R S
  24. 24. F O C U S O N L AY O U T, C O L O R , T Y P E , K E R N I N G , I M A G E S , E T C … D E S I G N E R T H I N K
  25. 25. D E S I G N F O R Y O U R A U D I E N C E | WA LT E R B R E A K E L L We need to look through the eyes of our customer. Design/Developer Thinking ≠ Customer Thinking
  26. 26. D E S I G N F O R Y O U R A U D I E N C E | WA LT E R B R E A K E L L WordPress allows us to focus on the important things… The Content, The Story, The Experience
  27. 27. D E S I G N A D D S VA L U E . B U T W H A T A B O U T D E S I G N ?
  28. 28. D E S I G N F O R Y O U R A U D I E N C E • Design to solve problems and support the content • Design for Readability • Design for Scan-ability • Is The Content Inviting? • Are the navigation and interactions clear?
  29. 29. – N I E L S E N N O R M A N G R O U P “On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.” ”
  30. 30. Which one do you want to read?
  31. 31. E S TA B L I S H E S A P L AT F O R M T O M A N A G E Y O U R C O N T E N T A N D C R E AT E C L E A R C O M M U N I C AT I O N S . W O R D P R E S S
  32. 32. U X + S T O RY + W O R D P R E S S = T O O L S T H AT W I L L H E L P Y O U D E S I G N F O R Y O U R A U D I E N C E . D E S I G N F O R Y O U R A U D I E N C E | WA LT E R B R E A K E L L
  33. 33. WA LT E R B R E A K E L L U X B O U L D E R w a l t e r b re a k e l l . c o m @ w a l t e r b re a k e l l

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