User experience (UX) matters - EventIt Learning Zone 2016

+44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
We specialise in user experience and service design.
Together we help companies large and small deliver better customer
experiences. We do this by concentrating on one thing: finding out what
works for your customers.
Problem solved.

What is User
experience?

User + Product = Experience
https://userexperiencerocks.wordpress.com/tag/ux-and-ui-bike/

What is user experience (a.k.a. UX)?
User experience encompasses all of the elements and points
that (consciously or unconsciously) influence how a person
perceives a company, its services and its products.
It includes everything we see, hear and do as well as our
emotional reactions.
Put simply:
UX is all about finding out what works best for
the people your business needs to reach,
engage and convert.

Why does it matter?

User Experience is about better outcomes
• Helping people achieve their goals
• Exploring and exploiting changing Human Behaviour
• Delivering the most value for the least effort
• Its about survival

Helping people achieve their goals
Courtesy of Antti T. Nissinen https://www.flickr.com/photos/veisto/

Helping people achieve their goals
http://www.quora.com/Whats-the-difference-between-UI-and-UX-design

Exploring and exploiting changing human behaviour
https://www.youtube.com/watch?v=2lXh2n0aPyw

Delivering the most value for the least effort
http://www.quora.com/Whats-the-difference-between-UI-and-UX-design

Survival
Eewei Chen, @ultraman

Source: YouTube.com/RadDan
Survival

Everything Changes

Source: Shutter Stock
People evolve

Feel Good, Be Comfortable, Less Effort
Source: The Simpsons
But what people want doesn’t

How can you use
UX?

User-centred design for events
Discover
DefineDesign
Test
Your Target
Audience
Take a user centered
approach to harnessing new
opportunities and solving
complex business problems.
Test ideas and balance your
business objectives with all
your customer needs.

1. Discover

Ask the right questions

• Who are we designing for?
• What is their purpose?
• What are their wants and needs?
• What are the problems and challenges
they face?
• How does our “solution” fit into their lives
and the jobs they need to get done?
• What are our constraints?
Understand

Generative Product & Market Research
Generative Product Research Generative Market Research
Questions
 How can we solve the problem?
 What form should this take?
 How important is the design?
 What’s the quickest solution?
 What is the minimum feature set?
 How should we prioritise?
Methods
 Solution interview
 Contextual inquiry/ethnography
 Demo pitch
 Consulting
 Competitor analysis and usability testing
Questions
 Who is our customer?
 What are their pains?
 What job needs to be done?
 Is our customer segment too broad?
 How do we find them?
Methods
 Customer discovery interviews
 Contextual inquiry/ethnography
 Data mining
 Focus groups*
 Surveys* (open ended)
* Not recommended

Evaluative Product/Market Research
Evaluative Product Research Evaluative Market Research
Questions
 Is this solution working?
 Are people using it?
 Which solution is better?
 How should we optimise this?
 What do people like / dislike?
 Why do they do that?
Methods
 Paper prototypes
 Clickable prototypes
 Usability
 Hallway
 Live
 Remote
 Functioning products
 Analytics
 Surveys*
o Net Promoter Score
o Product/Market Fit Survey
* Not recommended
Questions
 Are they really willing to pay?
 How much will they pay?
 How do we convince them to buy?
 How much will it cost to sell?
 Can we scale marketing?
Methods
 5 second tests
 Comprehension
 Conjoint Analysis
 Data mining/market research
 Surveys* (closed)
* Not recommended

2. Define

User types
Attendees Delegates Organisers
Sponsors Exhibitors Suppliers
Speakers Performers Partners

Proto-personas

Roadmap of desired attendee outcomes
Discover
Sign up
Provide
feedback
Share
Interact
with
organisers
Interact
with other
attendees
Share their
experience
with others
Attend
event
Pre-event During the day Post-event
Interact
Share
Enjoy
Continue
to network
Sign-
up/follow
Sign-up for
future
events

Participant experience map
• ‘This is the right conference for
me’
• ‘The right people will be there’
• ‘The speakers are interesting’
• ‘The topics are relevant to me'
• ‘I want to attend’
• The registration is easy
• ‘I will make the most of my day’
• The tools and information that I
have been given are
interesting and helpful’
• ‘I know this is a good use of my
time’
Pre-
conference
• ‘The right people are here’
• ‘I am discovering new things’
• ‘I am inspired to take my ideas
forwards’
• ‘I have made good connections’
• ‘I know what is happening at any
one moment’
• ‘I know where I am supposed to
be at any one moment’
• ‘I want to share the information
that I am gleaning’
• ‘Everything I need to make my
day easy is to hand’
During the
day
• ‘I can continue the
conversation’
• ‘I can easily share what I took
away from the day with others’
• ‘I can easily find the people that
I met’
• ‘I want to attend this event next
year’
• ‘I want to attend other events
from this organisation that are
relevant to me’
• ‘I will tell other people to attend
this event next year’
Post-
conference

Objectives and outcomes
Objectives Develop a brand reputation
as market leaders
Attend a high end event in
Scotland - not have to travel
far for quality
Showcase their products
and/or services
Develop the ‘must attend’
event in Scotland
Learn more about opportunities
in the market place
Learn more about the market
and potential customer needs
Develop a community and
a forum to continue these
conversations
Learn more about the
competition
Meet influential people and
people with purchasing power
Provide a great experience
at our events
Network and have a great day
out
Increase the perception of their
brand as market leaders or
disruptors
Outcomes Own the conversation
about X in Scotland
Enrich and develop my
networks to start conversation
Improved brand perception and
awareness
Generate profit and sign
ups for future events
(sponsorship and
attendees)
Benchmark my company
against competitors
Generate qualified leads
Participants Vendors/Sponsor
s
Your organisation

3. Design, test, implement

The event lifecycle
Pre-event During
the event
Post-
event
Consistent Experience

User experience principles
Clarity
Stakeholders will require clarity to understand what the event is and why they
should engage with it.
Relevance
Stakeholders must be able to immediately identify information and actions that are
relevant and specific to them.
Simplicity
We must continually strive to make it simpler for Stakeholders to use our channels,
apps and websites to interact with us as a business.
Transparency
We must ensure that the benefits, outcomes and usage of our event are shared
openly and honestly.
Reassurance
We must reassure Stakeholders that our mission and the event we’ve developed is
high quality and geared towards helping people achieve their aims.

Customer journey mapping

Explore
• Design something new
Exploit
• Use what is available

So many options….

Key to design for success
http://semanticstudios.com/user_experience_design/

Test, Test, TEST!!!

4. Measure and improve

Ask yourselves
• Did we get the outcome we want?
• If yes, what was the impact to the
business?
• If no, why wasn’t it right?
• What have we learnt?
• How might we do differently next
time?

How might we do
differently next time?

Achieve better outcomes
• Help people achieve their goals
• Explore and exploit changing Human Behaviour
• Deliver the most value for the least effort
• Survive and flourish

Problem solved.
0131 561 7300
esther@bordercrossingmedia.com
@EstherBCM @BCM_Tweets

User experience (UX) matters - EventIt Learning Zone 2016

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