Mariah Hay- Confusing UX with UI can cost you

Subtitle Style 6Confusing UX and UI
Can Cost You
Presented by Mariah Hay

Users!
Recruitment
Engagement
Retention
Money
Reputation
Workarounds
Clients
Time

The maturity of UX in your organization
The difference between UX and UI
LESSON 1:
LESSON 2:
LESSON 3:
Where UX can benefit you most

LESSON 1:
LESSON 2:
LESSON 3:
What does UX mean to you?

What does user experience touch?
Service Product Interface

What does user experience touch?
UI = User Interface
Service Product Interface

Research, Strategy + Design
Looking Understanding Creating

Goals
Tasks
Needs
Desires
Pain-points
Workarounds

Identify
Needs
Re-Imagine
Current
Capabilities
Direct Future
Offerings

Interview Breakdowns
Interview Breakdown

Personas
Spread too thin between daily
tasks and workload of all
studies
Accustom to ciaos
Passionate about medicine
Tug and Pulled through out
trial by many different parties
Driven to succeed by finding
cures or improvements to
patients health
Overwhelmed
There has to be
a better way to leverage
technology to run a clinical trial
Love what they do
Liaison between patient and
other departments
Main point of contact and
communication between
many departments
Keeps track of all the
schedules and task within a
study
Imagines everyday all the
possible solutions that involve
technology to all the problems
they have.
Frustrated by non compliant
patients
Passionate about helping
others
apart of making a change in
medicine
Perform the same task
insufficiently over and over
Somethings are a waste of
time
Too many passwords
Always have to learn a
different technology for each
study
The research assistant job
will fade away as technology
betters manual process
Searches through a lot of
data to recruit patients
The recruiting process is the
most frustrating and time
consuming
Many programs such as Epic
are so unfriendly and hard to
use
Educators of
requimrnents to
patients
Everyday is different (+)
Comforters to patients when
they are nervous
Rewarding working to find
new methods to help patients
with their disease
Reward is when you are able
to recruit and meet goals
Coordinating with other
departments
Supervising patient schedules
Collection patient data
information
Follow Up
with patients regularly
Monitor patient data and
schedules
Reports information to
other deparments
Kathleen Lane
CLINICAL STUDY COORDINATOR
Back ground & Experience
Responsibilities & Concentration
Primary Tools & Systems
" If medicine could only find a way to duplicate me
so I can get everything done faster and help more
sick people. "
Data Management :
Communication Management:
Project Management :
Patient Management:
Medical industry is reluctant
to adopt digital advances but
they are not sure why
Human interaction of what
they do helps keep patients in
the program
Intimidated by new
technology
Exhausting getting trained on
new technology every study
Tired of all the paper work
Multitasking between many
functions
Learn something new
everyday
Gender : Female
Age : 43
Admin side has gone
electronic by trial side is still
very much PAPER.
Very old school
High levels such as Sponsor
and IRB don't care about
improvements on clinical trials.
Work in progress
Excited about unpredictability
Self Motivated to create
standards and keep trial
organized
Trapped by decisions that
they have no influence on
Believe that the higher levels
such as Sponsors and IRB do
not know what happens at the
trial level and especially do
not now the issues.
Organizer large
amounts of data/ information
Has to be very detailed
orientated
Independently function within
the trial and team they work in
Most staff members do have
their own routines and
processes
Challenged by something
new everyday
The biggest challenges are
recuitment/ enrollment/
retention
The public needs to be
educated about the benefits
of trails
Would love to go digital
Carrying around iPads instead
of stacks of papers would make
their job so much easier
Stress with juggling alot of
information and schedules
Happier/ easier patients are
moving towards email
There are regulations holding
back digital advancement
Adding digital tools would
help cut down on errors and
missed steps
Likes to quickly jot down
information fast
high low
Education :
Work Experience:
Lives: Baltimore, Maryland
Status : Married with
children
Under Grad - North Western University / Nursing
Enrolled in Masters - Washington University / DNP
(Advance Population Health)
Patient Management Tools
Paper Charts
Excel Sheets
Phone/ Email
Project Management Tools
Excel Sheets
Email
Calendar
Data Management Tools
Paper/Charts
EMR
CRF
Excel
Email
Research Nurse at North Western
Clinical Coordinator at Washington University
Clinical Nurse at Evanston Hospital, IL
Communication Management Tools
Phone
Email
Fax
Technology would help however they have not had the opportunity to use it. Some
say they are Intimidated but are open and optimistic of finding better ways.
SAY THINK
See and hear the benefits of new technologies not only in the medical field but in other
industries. Unsure why their industry has not advanced. They tend to accept that it
hasn't changed and assume no one cares or there is too many regulations.
DO
Study Coordinators wear many hats and juggle many tasks. They deal with the
management of time and data . Most of these processes are manual that exhaust not
only the Study Coordinator but also time, money, reoucrces.
FEEL
Study Coordinators love their job and love the challenges their line of work brings. The job
can be stressful and overwhelming at times but it is worth it by helping find solutions and
ways to manage diseases better which in return make a patients life more enjoyable.
No one uses the same
systems or tools

Journey Mapping
Journey
Pain Points
Additional Info Needs
Areas of opportunity

Useful Usable Desirable

UX is not UI!
Why are people so confused?

UX Designer Wanted
My client located in Gloucestershire seeks a confident Visual
Designer •3D modeling, After Effects, rendering and animation
•Strong working knowledge of HTML, CSS, Rails, JavaScript/JQuery,
ObjectiveC (iOS), C++ (Android) a plus"

Industrial Designer
“I care about physical usability”

Industrial Designer
Graphic Designers
“I care about information usability”

Industrial Designer
Graphic Designers
Animators
“I care about usability through storytelling”

Industrial Designer
Graphic Designers
Animators
“I care about usability through storytelling”
Developers
“I care about usability as function execution”

Industrial Designer
Screen Based Products
Graphic Designers
User Interfaces
Animators
Digital Animation
Developers
User Facing Platforms

Technology
Business Design
Functionality, Engineering,
Foundation, Objective, Backend,
Performance, Feasibility, Realistic,
Complex
Vision, Goals, Pragmatic,
Analysis, Demographic,
Stakeholders, Budget
Aesthetics, Creativity,
Abstraction, Subjective,
Experimental, Front End,
Visual, Explains, Clarifies
Effectiveness,
Interaction, Usability,
Elegance, Simplicity,
Product Driven
Efficiency, Logic,
Relevance, Concrete,
Goal Driven
User Advocacy,
Testing, Research,
Stories, Validity,
Reliability Brand
Equity, Company
Image, Style,
Marketing,
Advertising,
Consistency, Trust,
Communication,
Message
UX

LESSON 1:
LESSON 2:
LESSON 3:
Where is UX in your organization?

Scope
Strategy
Research
Design
Staffing

Scope
Strategy
Research
Design
Staffing
Outdated
Ad Hoc / Digital Only
Absent
Usability Testing
Wireframes
Generalist Contributors

Outdated
Absent
Usability Testing
Wireframes
Progressing
Multiple Digital
Touchpoints
Gather Requirements
Iterate Testing /
Ethno Research
Process: Sketch to
High Fidelity
Full Teams: Research,
IXD + Visual Design
Prototypes
Scope
Strategy
Research
Design
Staffing

Outdated
Absent
Usability Testing
Wireframes
Progressing
Multiple Digital
Touchpoints
Gather Requirements
Iterate Testing /
Ethno Research
Process: Sketch to
High Fidelity
Full Teams: Research,
IXD + Visual Design
Prototypes
Modern
End to End Digital
and Non-digital
Set Vision and Shape
Roadmap aligned to
firm strategies
Quant and Qual
Drive Hypothesis
Sets and governs
experience standards
Executive Leadership
plus centralized
strategy/governance
Scope
Strategy
Research
Design
Staffing

Scope Get UX
involved early
Go beyond
digital to
end-to-end UX
Connect UX
to firm
strategies

Scope
Process
Get UX
involved early
Go beyond
digital to
end-to-end UX
Connect UX
to firm
strategies
Research.
Period.
Embrace UX
Strategy
Less Talk,
More Make

Scope
Process
Staffing
Get UX
involved early
Go beyond
digital to
end-to-end UX
Connect UX
to firm
strategies
Research.
Period.
Embrace UX
Strategy
Less Talk,
More Make
Examine
Ratios
Staff research
as it’s own
role
Hire UX VPS

Scope
Process
Staffing
Get UX
involved early
Go beyond
digital to
end-to-end UX
Connect UX
to firm
strategies
Research.
Period.
Embrace UX
Strategy
Less Talk,
More Make
Examine
Ratios
Staff research
as it’s own
role
Hire UX VPS
Facilitate work
sessions
Parallel work
streams
Find the CX
council

Scope
Process
Staffing
Get UX
involved early
Go beyond
digital to
end-to-end UX
Connect UX
to firm
strategies
Research.
Period.
Embrace UX
Strategy
Less Talk,
More Make
Examine
Ratios
Staff research
as it’s own
role
Hire UX VPS
Facilitate work
sessions
Parallel work
streams
Find the CX
council
Track your
user exposure
hours
Get your
story straight
Fast testing
platforms

Facilitate work
sessions
Parallel work
streams
Find the CX
council
Track your
user exposure
hours
Get your
story straight
Fast testing
platforms
1:4 ratio Iterative research
Collect VP
success stories
Scope
Process
Staffing

LESSON 1:
LESSON 2:
LESSON 3:
Where do you see opportunity to add UX?

What types of products does your
UX team work on?
Web Mobile Desktop Employee
Tools
High Impact UX
Low Impact UX

UX team work on?
Tools
Services
Support
In Store/
Retail
Customer
Support
Print/
Packaging
High Impact UX
Low Impact UX

UX team work on?
Tools
Services
Support
In Store/
Retail
Customer
Support
Print/
Packaging
High Impact UX
Low Impact UX
Digital Divide

High Impact UX Low Impact UX
Digital Divide

End to End Journey Design
Channel
Specialized
Design
High Impact UX
Learning
Buying
Using
Servicing
Replacing

Thank you.
twitter @mariahhay
mariah.hay@universalmind.com

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