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UX as a core competence - TYPO3 conference Asia 2012

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Presentation to the TYPO3 conference in Phnom Penh, Cambodia on Sat 18th Augst 2012.

Published in: Design, Technology, Business
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UX as a core competence - TYPO3 conference Asia 2012

  1. 1. UX as your (new) core competence Sam Ng @snowmansam
  2. 2. What’s coming up What exactly is UX? Why you should care Stories & examples How you get started(Methods + Methods)
  3. 3. 190 clients, 17 industriesTelecom / IT Not for profit Media / Publishing Retail / ConsumerGovernment Financial Services Education Insurance
  4. 4. 80% of work from 4 industriesTelecom / IT Not for profit Media / Publishing Retail / ConsumerGovernment Financial Services Education Insurance
  5. 5. What is user experience?
  6. 6. 10
  7. 7. It’s what you feel when youinteractwith something.
  8. 8. Advertising is theprice you pay forhaving anunremarkableproduct or service. - Jeff Bezos
  9. 9. Phone rage• Call 1, 5 mins: Got cut off.• Call 2, 10 mins: Operator told me I called the wrong number. Can’t you just transfer me?• Call 3, 10 mins: Rang the “right” number, but kept getting a ring tone instead of cheesy hold music. Wasn’t sure that I was getting anywhere, so hung up.• Call 4, 53 mins: This time I stayed on the line a lot longer, but eventually figured “this can’t be right” and I hung up.• Call 5, 15 mins: Decided to press 0 to talk to the operator. After 10 minutes on hold the operator told me she had to transfer me to the New Connections Department. I got through to an automated message telling me that the office was shut because its opening hours were from 7am – 9pm. I was ringing at 6pm. The system hung up on me.• Call 6, 5 mins: Phone system hung up on me.• Call 7, 5 mins: System hung up on me again.• Call 8, 4 mins: System hung up on me again.• Call 9, 60 mins: I waited for an hour on hold, and eventually got through to a nice, friendly guy, who easily set up the new connection. See – easy. 2 days, 9 calls, 167 mins
  10. 10. How do people feel when they interactwith what you’ve built?
  11. 11. So what? Why it matters
  12. 12. How to move upthe food chain.
  13. 13. UX money speakEvery $1 spent... ...returns between $10 and
  14. 14. It costs 100x more Cost of fixing changesto fix a problemonce it has gone liveDuring design After coding Once live Roger Pressman, Software Engineering: A Practitioner’s
  15. 15. The number of designalternatives reduceas time goes on Cost of fixing changes Number of possible design alternativesDuring design After coding Once live Roger Pressman, Software Engineering: A Practitioner’s
  16. 16. Most companies think inside-out... Source: http://blogs.harvardbusiness.org/merholz/2009/06/a-framework-for-building-custo.html
  17. 17. • “The primary reason we’ve made it so damn difficult for people to get stuff done is.... Ugly Systems”• – Tom Peters
  18. 18. World-class companies think outside-in
  19. 19. Zappos’ goal is to makesure every interactionresults in the customersaying,“That was the bestcustomer service I haveever had” 28
  20. 20. Zappos builds beautiful systems• You cant have world-class customer experience without world-class back-stage systems. 29
  21. 21. The results• Nearly 3% of the US population has ordered from Zappos• They have grown to a US$1B-a-year retailer in less than 10 years• They were bought in July 2009 by Amazon for just under $1B• 77% of revenue is from repeat customers. 30
  22. 22. Zappos is a service company that happens to sell shoes 31
  23. 23. Focus on design 33
  24. 24. Fanatical about emotional design• Design is part of Apples DNA• Their founder deeply cares about product design and innovation• Steve Jobs even had the marble for the floor at the New York Apple store shipped to California first so he could examine the veins! 34
  25. 25. Throw away 90% of the work• “Apple designers expect to design 10 different mockups of any new feature under consideration. And these are not just crappy mockups; they all represent different, but really good, implementations that are faithful to the product specifications• Then, by using specified criteria, they narrow these 10 ideas down to three options, which the team spends months further developing…• ...until they finally narrow down to the one final concept that truly represents their best work for production” 35
  26. 26. Design is infused throughout the customer journey - from the emotional language on their website, to the hipness of theirretail stores, to the joy of the out- of-the-box experience 36
  27. 27. The results• Q3 2012 posted $25 billion revenue and quarterly net profit of 8.8 billion.• Most valuable company in the world. 37
  28. 28. The bad news
  29. 29. Our attention is fracturing.In 2020, the amount of information on the web will double every 72 hours
  30. 30. We live in a multichannel world
  31. 31. The good news
  32. 32. Design is not just whatit looks like and feelslike. Design is how itworks. - Steve Jobs
  33. 33. Design isn’t just aboutmaking thingsbeautiful; it’s alsoabout making thingswork beautifully. - Roger Martin
  34. 34. To be in demand Get good at designing the experience across interactions and across channels(or be excellent in your channel of choice – eg. Web)
  35. 35. Customer experience frameworkEXPECTATION: INTERACTION: CUSTOMER + = EXPERIENCE:• What do users • What are users’ • Engaged? think about you? A Brand is aintentions? distinctive identity that differentiates a relevant , enduring and credible promise of valueFrustrated? •• What do they • What do users associated with a product, service or organization and want to do? do? indicates the source of that promise. • Confused?• How do they • What are they • Why? expect to be thinking? treated? • Do they succeed? Phone reps Email Marketing Retail branches Mail/catalog Advertising Web Kiosks Previous experiences Phone self-service Chat/instant messaging
  36. 36. Customer experience frameworkEXPECTATION: INTERACTION: CUSTOMER + = EXPERIENCE: • What are users’ A Brand is aintentions? distinctive identity that differentiates a relevant , enduring and credible promise of value Billions of $ • What do users associated with a product, service or organization and are spent do? indicates the source of that promise. here. • What are they  Very little is thinking? spent here. It’s the • Do they weakest link. succeed? Phone reps Email Marketing Retail branches Mail/catalog Advertising Web KiosksPrevious experiences Phone self-service Chat/instant messaging
  37. 37. 1. Who your users are2. Their goals3. Their characteristics4. Their context of use5. Existing usage
  38. 38. User centered design tools• Field studies• Persona development• Information architecture design• Interaction design• Usability testing• Heuristic review• Usability analytics• Paper prototyping
  39. 39.  TRUE OR FALSE? Focus groups are great.
  40. 40. More than 60% of consumersparticipating in an at-home test ofa new kitchen appliance indicated that they were “likely” or “very likely” to buy it in the next 3 months. 8 months later, only 12% had. - Gerald Zaltman
  41. 41. Field studiesLearning by observing people in action
  42. 42. Usability testingLearning by observing people in action
  43. 43. Usability testing• Representative users – Usually 5 per demographic• Representative tasks – 7 – 12 tasks – What, not how – Common, critical, new• One-on-one 60-90 minute sessions – Thinking aloud – Observing behaviour• Look for patterns of behaviour across participants
  44. 44. Example ofusability testing
  45. 45. Example of eye tracking
  46. 46. Why use personas?• People have an instinctive ability to generalize about real and fictional people – We can have detailed discussions about what Harry Potter, MacGyver, or Donald Trump will think or do – They won’t be 100% accurate, but it feels natural to think about people this way
  47. 47. Persona benefits• Determines what the product should do and how it should behave• Enables developers and designers to maintain focus• Allows common agreement on goals• Personas help create a shared language. They makes hypothetical arguments less hypothetical What if the user wants to The user will print this out? Daryl won’t definitely want to print won’t want to very often print it
  48. 48. Information architecture design
  49. 49. Paperprototyping
  50. 50. Wireframing
  51. 51. Heuristic review
  52. 52. Imagine if…
  53. 53. businesses spend as much on user experience as they do on advertising (or technology).
  54. 54. In conclusion
  55. 55. World-class organisations don’t compete onservice, products, technology or features. They compete on experience.
  56. 56. To succeed (even more) as a business, as an individual.Make user experienceyour core competence.
  57. 57. Get help sam@samng.com @snowmansam(Or say hi during the breaks)

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