The Art of Interaction

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In this visually stimulating presentation, EffectiveUI’s Leonard Souza explores the psychological forces behind user experience and interaction design.

Design Technology Business

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EffectiveUI's Ari Weissman, Lead Experience Architect, spoke at Denver Startup Week 2016. Discussion description: You’ve probably heard about user experience, design thinking, and a host of other terminology for following a human-centered approach to product design, but where do you start? If you’re thinking about working with a UX agency for the first time or tackling design on your own, this session is for you. EffectiveUI lead experience architect Ari Weissman will cover the key things you need to know: What UX is (and what it’s not) The UX design process Measuring and validating experience Points of frequent failure and how to avoid them

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Presented at Design Thinking for Banking and Financial Services 2015 Dennis Ganesh, mobile platform lead architect, TIAA-CREF Dan Saltzman, VP of design and user experience, EffectiveUI As financial services companies race to disrupt the marketplace in any way possible, wearables are an attractive investment opportunity (and for good reason). Wearables can create quite the quandary, though: rapid innovation is key in getting a digital product to market when it still has the ability to disrupt, but there’s tremendous risk in being first to market, only to deliver a product that fails to improve customer experience. So how do you innovate quickly enough to beat your competitors to market and deliver a delightful experience to your customers? In this session, EffectiveUI and TIAA-CREF explain the model they used together for rapid innovation and prototyping to deliver based on customer needs. We cover these topics: • Why did we do it? • How did we do it? • What did we create? • What were the critical elements for collaboration? • How can you generate a market-viable product idea and prototype it in one day?

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Presented at Total Customer Experience, February 2015, by: • Jordan Girman, group user experience director, EA • Shane Johnston, lead experience planner, EffectiveUI Personas and journey maps are becoming more commonplace these days, as companies realize the value of understanding their customers beyond their age, gender and income. Getting a clear picture of customers’ needs, goals, motivations and attitudes plays a critical role in designing products and solutions that resonate with your audience. But what happens after the project is complete and the personas are delivered? In many cases, they may live in posters on the wall, or in a PowerPoint presentation in a file. How do companies make sure that their investment in this important research actually serves its purpose? EA conducted a large ethnographic research project with user experience agency EffectiveUI, where 25 NHL and UFC gamers were observed playing their respective games and interviewed on expectations, perceptions and motivations. The result was a set of comprehensive persona profiles that clearly define EAs audiences for these specific games. Through the lens of EA’s experience, this session will cover how to embark on a persona project within a large corporate culture, as well as how to keep personas alive beyond the deliverable and make them prevalent within the organization.

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Presented at Engagement & Experience Expo 2014 by: • Gina Bhawalkar, assistant vice president of user experience and accessibility at Scottrade • Lys Maitland, senior user experience designer at EffectiveUI By nature, Scottrade, Inc., a leading investing services firm clearly focused on numbers, had ample data and information on its clients from a UX and marketing research standpoint. As the company worked to enhance its strategic vision for client experience and add new services and solutions, company leaders knew they needed to not only bring all of their customer research together, but also fill in some gaps to gain a deeper understanding and get a full picture of its audience – both current clients and potential clients they are looking to attract. Working in close collaboration with user experience agency EffectiveUI, Scottrade embarked on a comprehensive ethnographic study, interviewing 36 people in their own environments to uncover what trading and investing meant to their lives overall, how Scottrade fits into this, the tools they use, where they need guidance or help and how they feel along the way. Scottrade came away with a better understanding of its clients and what they needed beyond what the company’s segmentation models provided. Scottrade is now actively working to turn what they learned into action and tailoring its tools around its audiences. This session will provide the following tips to customer experience professionals who also want to really know their customers: • How to start the process of embarking on a large research project, including how to make sure stakeholders are on board • How to combine ethnographic research with quantitative research for the best understanding • How to bring participant stories from the research to life for team members who were not involved in the interviews • How to effectively socialize personas and journey maps throughout an organization • Using personas and journey maps to drive actual business decisions and initiatives • Taking the next step in monitoring and addressing the customer pain points uncovered in the journey mapping process

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