Phoenix Design Week: User Journeys for Damn Good Digital Design

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Designing holistic digital experiences that delight our users and meet our organizational objectives isn't easy, but it's not impossible. User journeys can help.

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Phoenix Design Week: User Journeys for Damn Good Digital Design

  1. User journeys for DAMN GOOD digital design #PHXDW 2013 @rebekahcancino
  2. That’s me, in the back there! @rebekahcancino
  3. TACOS Sunshine Digital Cowboys Community
  4. We live in a cross-platform culture. People don’t think, “Is this task appropriate for this device?” We often use multiple devices, from start to finish, during a single task. #PHXDW @rebekahcancino
  5. CONTEXT.
  6. The mobile context!
  7. You keep using that word. I don’t think it means what you think it means.
  8. Don’t fall for it. “I love fiction. UFOs, unicorns, faith healing, the Mobile Web, the Mobile Context, psychics.” - Stephen Hay
  9. Surprise!
  10. Your context is not my context
  11. A mobile device may be someone’s only access to your site. People with lower incomes deserve equal access to the internet. #PHXDW @rebekahcancino
  12. “He found his last sports car on his phone. When he arrived at the dealership, he was ready to buy.”
  13. Why user journeys? User journeys are really people journeys.
  14. A Jared Spool story. "Search is only for the site’s content. The refund policy is not content." -  A Client
  15. Everything is content. “Content is what the user needs or wants right now.” - Jared Spool
  16. We have to think beyond breakpoints
  17. We have to plan from the smallest canvas-out
  18. Start at the beginning
  19. CONTEXT is not tied to devices
  20. CONTEXT is tied To people
  21. Every digital experience we design is for people. To design delightful experiences, we must let our users decide what works for them and their context. #PHXDW @rebekahcancino
  22. Journeys are also stories. “Everything is a story. Everything is about pacing.” - Danny Yount #PHXDW @rebekahcancino
  23. But they have to be true stories. “The shortest distance between a human and the truth is a story.” - Anthony DeMello #PHXDW @rebekahcancino
  24. Because, Science.
  25. user journeys 1 1 2 1 Define your purpose and goals 3 1 v 4 1 5 Consider their behavioral context Know your audience Map the their journey and attach to persona Iterate, test, refine, repeat!
  26. Why are you in business?
  27. Every journey has a destination
  28. Defining your purpose, values, style, and vision is the foundation for everything else. You can’t understand your users’ journeys without knowing why you exist and what you stand for. #PHXDW @rebekahcancino
  29. Where a person is going says a lot about their journey. The person on the journey does not decide what the destination is like, they choose it because of what it already is. #PHXDW @rebekahcancino
  30. PURPOSE VALUES Why you’re in business. It summarizes the difference you’re trying to make in the world and what drives you every day. The attitudes and beliefs at the core of your company. What’s truly important to your business, and should be reflected in all of your decisions and actions. STYLE VISION Traits representing your core characteristics and style of doing business. Used as a source of inspiration and guidance for branding, site design, messaging, and more. What the future will look like once your goals are achieved. It’s important for this to be clear so everyone is working towards a common goal.
  31. “We’re 80sTees.” “And our mission is to delight and amaze the kid in us all.”
  32. user journeys 1 1 2 1 Define your purpose and goals 3 1 v 4 1 5 Consider their behavioral context Know your audience Map their journey and attach to persona Iterate, test, refine, repeat!
  33. Take a look inside
  34. Personas should be grounded in research and elevated by empathy. They’re filters to help you to see through your users’ eyes. They speak to decision modes, preferences, concerns, motivations, and information needs. #PHXDW @rebekahcancino
  35. You are not your target audience. Beware of biases. Don’t assume you know what your users want and why they choose to do business with you. Ask them. #PHXDW @rebekahcancino
  36. Capture the richness of the human experience. Have conversations, follow a directed storytelling method, be curious, document everything. #PHXDW @rebekahcancino
  37. logical methodical competitive slow fast humanistic spontaneous emotional
  38. Do your homework. Qualitative research is only as good as the questions you ask and the skill level of the interviewer. Use quantitative research to gather clues and validate hunches, but be wary of making broad assumptions. #PHXDW @rebekahcancino
  39. user journeys 1 1 2 1 Define your purpose and goals 3 1 v 4 1 5 Consider their behavioral context Know your audience Map their journey and attach to persona Iterate, test, refine, repeat!
  40. Thinking. feeling. doing.
  41. Don’t be a heartless bastard. “The number one practical competency for success in life and work is empathy.” -  Peter Drucker #PHXDW @rebekahcancino
  42. Personal-behavioral context Cognitive Learning ability, education, cognitive assumptions learning Environmental factors, physical activity, habits, disabilities, sensory stimuli Physical doing Emotional feeling Psychological state, stress, desires, needs By Daniel Eizans
  43. Remember this guy?
  44. He’s got a behavioral context too.
  45. user journeys 1 1 2 1 Define your purpose and goals 3 1 v 4 1 5 Consider their behavioral context Know your audience Map their journey and attach to persona Iterate, test, refine, repeat!
  46. User flows, ftw.
  47. A deep dive into data can be delightful. Look for clues in your site metrics: ü Entry pages ü Exit pages ü Devices ü User flow ü Traffic sources #PHXDW @rebekahcancino
  48. Think it through together
  49. Good for grain, bad for user experiences
  50. Invite everyone to the party. The more skill sets and perspectives represented, the better. ü Marketing ü Sales ü Customer Service ü Development ü Executives, etc. #CSAUSA @rebekahcancino
  51. A puppy story
  52. Susan: the browsing buyer Susan isn’t on a mission to buy a new puppy, she’s just browsing the internet and having fun looking at cuddly little animals. She switches modes when she finds a pup on your doggy matchmaking site she just can’t live without.
  53. Susan: the browsing buyer As a new user, Susan comes to the site through: As a return user, Susan comes to the site through: •  •  •  •  •  •  •  •  Image Search Facebook/Pinterest Individual dog listings YouTube Direct visit Facebook/Pinterest Breed hub page Breed available notification email
  54. Susan: the browsing buyer .
  55. Adaptive Path knows what’s up.
  56. Susan: the browsing buyer In charting out Susan’s journey we discover: •  •  •  •  Potential points of friction Gaps in information Opportunities for microconversions What metrics we’ll use to continuously improve her experience •  Content prioritization •  And more!
  57. knowing
  58. These insights inform our considerations for small screens. •  COPE (Create once, publish everywhere) •  Interdigitation (Flexbox) •  Localized content •  CMS issues •  Metadata and markup •  And more!
  59. user journeys 1 1 2 1 Define your purpose and goals 3 1 v 4 1 5 Consider their behavioral context Know your audience Map their journey and attach to persona Iterate, test, refine, repeat!
  60. Look for patterns
  61. Good: Metrics are about measurement Better: Metrics are about learning
  62. Remember. There’s no such thing as a “golden rule” when it comes to measurement. #CSAUSA @rebekahcancino
  63. Ask questions You see a high amount of page views per visit with a relatively low avg. time on site, and you wonder: Are they having a hard time finding what they need? You formulate a hypothesis: Maybe our navigation is unclear? Which leads to an experiment: Let’s clarify the navigation nomenclature and see if there’s an improvement
  64. This story never ends
  65. Remember. The digital work we do is never final. This is an iterative process. Plan for constant improvement, adjustment, and learning. #PHXDW @rebekahcancino
  66. Don’t let your insight become an artifact. Find ways to keep the understanding you gained from charting user journeys alive as you iterate. Create accountability, buy-in, and a shared sense of ownership. #PHXDW @rebekahcancino
  67. Questions? Let’s talk, preferably with cocktails. #PHXDW @rebekahcancino

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