Interact London 2015: Amanda Neylon - Why UX is important for charities
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Video: https://www.youtube.com/watch?v=v0ZygzZfKLY&feature=youtu.be What do charities and UX have in common? We’re all about making things better for people. At Macmillan, we support, engage and represent our audiences – they tell us what matters to them and we provide services or influence policy makers to make it happen. We inspire people to be part of our team by fundraising, campaigning, volunteering, telling their story or spreading the word. We listen, respond and amplify across all of our digital channels. UX/UI gives us the tools to make everyone’s Macmillan digital experience relevant and easy, keeping our audiences at the heart of everything we do as we test, learn and iterate in digital projects as well as content strategy. I’ll be sharing examples of how we apply customer insight and user testing in digital developments and content strategy and showing you what this means now we are agile.
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Interact London 2015: Amanda Neylon - Why UX is important for charities
- 1. 1 Why UX is important for charities - making digital work for Macmillan Amanda Neylon Head of Digital 22nd October 2015
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- 5. Meet Amrik
- 6. Meet Amrik
- 7. 7
- 8. Personas
- 9. Test moving UX in house
- 10. Developing a new navigation The challenge: • Over 1,600 articles • Information Architecture clear but deep • Cancer type filter • Optimised for multi-channel
- 11. Collaborative exploration Editor: ‘What about synonyms?’ UX Designer: ‘What about cancer subtypes?’ Developer: ‘What about scrolling?’ UI Designer: ‘What about small tablets?’
- 12. “Oh, I can search? Didn’t see that” Guerrilla testing
- 13. “I can’t see the cancer types”
- 17. My Macmillan ‘Taking a bit too long’ Video link
- 18. Primary tasks (Involved) I need to: Have control of my information seeking Explore information to my own level Track my information Save my information Share my information with others
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- 22. So... • Bringing UX in-house works brilliantly for charities • Collaborate collaborate collaborate • Start small and iterate • And iterate again • The people are real – tell their stories and inspire them to tell yours
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Editor's Notes
- 3 years ago we didn’t really talk about UX in Macmillan – yes our agencies did wireframes and user testing and we thought we put our customers first but life is quite different now and I’m going to talk you though our journey.
- Macmillan – what we do It’s a huge task –we can’t meet the needs – be they medical, practical, emotional or financial – of all those people by ourselves...
- ...so we need to inspire millions of others to get involved – giving their money, their time, their experiences, their expertise and skills, plus their goodwill and commitment – in ways that suit them and at the right time.
- This is how we measure our success – against our 9 outcomes The things that people affected by cancer have told us they would like to be able to say about their cancer experience. ‘I’ statements - expressed as things that our audiences should be able to say – Macmillan, and all charities are user-centred by nature Over 50% of our support interactions now through digital channels – Our vision is to deliver a personalised digital experience to inform, support, connect and inspire.
- Meet Amrik ( ) 2.28 mins Amrik is why we do what we do and why it is so important that we get it right Amrik and his mum need to find the information they need when they need it and in the way that they want it. It must be easy to find as people are often anxious or distressed when they come to our website. It must feel relevant to them.
- Meet Amrik (https://www.youtube.com/watch?v=J7EjUlAVfLo) 2.28 mins Amrik is why we do what we do and why it is so important that we get it right Amrik and his mum need to find the information they need when they need it and in the way that they want it. It must be easy to find as people are often anxious or distressed when they come to our website. It must feel relevant to them.
- On some channels, it is easy to be relevant and personal for people like Amrick and his mum We love talking to people on social – listen, respond and amplify Gets our personality across. ------talk about example where we have responded to what someone needs-------- So How do we make other areas of digital feel as relevant and insight-led?
- UX gives us the tools to put our audiences at the centre of our project processes When we map our information and support user journeys and stories, we use a set of personas that group people by information seeking behaviours Amrik is ‘Involved’ – he is an information seeker who likes to be informed in order to take control of his experiences. It isn’t just about having the tools, but about using them effectively – what helped us most with this was…
- 1 - To trial moving UX in house. For our website redesign project we recruited a UX consultant to work as part of our internal team a couple of years ago This is where we started... Internal team developing wireframes, designs and front end code. Delivered to our build agency who are waterfall Using agile methodology such as taskboards, backlogs and daily stand ups. Immediate benefits – increased transparency and shared understanding. Cchallenges in working with our build agency, for example: Delivering the wireframes etc for the whole build right at the beginning Having very little flexibility once wireframes signed off. But nevertheless we were able to start testing UX techniques to see what worked for us
- One example of something we developed as part of our website redesign project using this team is the information and support navigation. Challenging because of… The volume of content The IA is clear, but content is quite deep – the navigation gives a quick route in We know that people look for their cancer type first, so included a cancer type selector that will filter the content The same content and structure need to work across device These are some examples of how we worked to find solutions…
- The first is working collaboratively from the beginning Project team working together from day 1. Bringing different perspectives and skillsets All of the team part of the creative process rather than being a recipient or stakeholder of it.
- The second is guerrilla testing to get quick feedback on how things were working We tested lots of options for combining the cancer type filter and the navigation. Our UX designer took them to the local cafe to try them out on people. This gave us instant feedback on whether it worked as expected and highlighted where there were issues. In this example we tested putting cancer types into navigation Outcome: Confusing and people didn’t see all of the functionality
- So we moved cancer types out of the navigation and into it’s own tab. Outcome: people didn’t see them – they only noticed the general information. We got to a version we were comfortable to go live with
- And then did more formal usability testing. This is the version of the navigation that we launched with Cancer type selector as the first tab Main navigation is the second one (breast cancer in this example) Working with an agency to make the testing and the recruitment independent people weren’t seeing the navigation tabs This is our current version Navigation not in tab but across top of page Cancer type selector in green to show it is different from the other navigation items. Outcome: initial stats show that usage is already increasing we’ll be user testing it again in December – and will continue testing, learning and making things better
- That really helped us understand UX and what it can do to us but we wanted to improve the model We now do a lot more technical project delivery with internal teams, especially on smaller projects. This makes build part of the cycle.
- This is an example of a project developed entirely in-house - work more iteratively and - continually add functionality to improve the experience. My Macmillan is our digital user account. We started with the vision to establish the framework and map the features The first release/MVP was save pages User feedback was good and budget and resource were approved for the next releases These included profile page, my history and localised recommendations. We’re now reviewing the vision based on what we’ve learned so far and planning how we’ll improve personalisation.
- We tested each release with users. Video shows what happened if we showed all the registration steps on the first screen. We changed this to go straight to step 1 And videos from user testing sessions helped the wider team understand users behaviour
- So Back to Amrik – our involved information seeker Getting the navigation right means Amrik can - Have control of his information seeking - Explore information to his own level My macmillan enables him to Track his information Save it and share it All of which makes him feel more in control and better equipped to face this horrible thing called cancer
- We can map this back to our 9 outcomes –this is why we are here And gives us a great way to share and explain what we’re doing digitally with internal stakeholders
- We share Amriks story on our website to help other people who are in the same situation feel less alone understand the support that is available to them Our approach of using real stories was very well recieved by users – emotions have a huge impact on users decsions
- And Amrik’s experience with Macmillan made him want to give back.... - Amrik has guest blogged on our online community. He took part in our isolation box at Paddington station. He tweets about Macmillan and encourages others to participate And to donate. This is how we inspire millions. Around 70% of our supporters have had a cancer experience – so the start of their journey really matters both for our audiences and for us.
- Bringing UX in house – both are all about the audiences and first experiences with us are often information seeking We can listen and respond like we do across other channels Collaborate – digital isn’t just about the digital team anymore, its part of everybodys job Start small – and iterate