User Experience (UX) principles for marketing team as presented by Danny Bluestone at Marketing Week Live 2014 in London. The presentation touches on the importance of UX and how it has to be engrained into an organisation's culture as opposed to being a bolt-on.

1. !
FOR MARKETING TEAMS
UX
Part 1, June 2014
Marketing Week Live, London - A talk by Danny Bluestone, Cyber-Duck
principles

2. About Danny Bluestone
Founder and CEO
@danny_bluestone

3. WHAT UX REALLY IS

4. What is user experience (UX)?
User experience encompasses all aspects of the end
user’s interaction with the company, its services and its
products
Jakob Nielsen, Ph.D. and Principal at Nielsen Norman Group
“

5. What UX is not
It is not usability. A great user experience is
about making someone feel delighted.
Image: http://www.zdnet.com/father-of-the-ipod-sets-his-sights-on-the-venerable-smoke-detector-7000021578/

6. So what should UX accomplish?
A great product has meaning to the user,
it’s something they want to continually use.

7. THE POWER OF PERSUASION

8. Great UX is logically functional / useful

9. Great UX is very credible

10. Great UX is emotional

11. Is UX different to UI?
Image credit:

12. Design isn't about making it pretty
Image credit:
Design is a funny word. Some people think design
means how it looks. But of course, if you dig deeper, it’s
really how it works.
Steve Jobs, Apple
“

13. To summarise what user experience is
UX Usability
Visual design
Brand
Utility
System performance
Marketing
Accessibility

14. HOW UX SHOULD HAPPEN
(In your organisation)

15. Assemble an experienced team with a UX expert at
the heart of it.
How UX should happen

16. People expect your experience everywhere. Produce
your product or MVP with the future in mind.
How UX should happen

17. A great user experience is customer and data driven,
based on tangible research and content driven
How UX should happen

18. It is imperative that the design is content and goal
orientated around the audience’s needs
How UX should happen

19. The design should be iterative and start off as low
fidelity, yet sprinted with the technical team
How UX should happen

20. While iterating, make sure you present the design
twice a week and get plenty of critique
How UX should happen

21. Get your prototype tested frequently before any beta
release so that you verify your assumptions
How UX should happen

22. Similar to the technology, your marketing should be
developed within your product - not a bolt-on
How UX should happen

23. Your prototype is your functional and technical spec
and is an integral part of your ‘documentation’.
How UX should happen
Image credit:

24. OUR PROCESS

25. Our process - Higher level view
research
user
experience
development
lean project management
art
direction
on going
support
marketing

26. Our process - Initial research
research
requirements
gattering
stakeholder
interviews
technical
analysis
brand
strategy
business
objectives
persona
mapping
developmen
research
user
experience
development
lean project management
art
direction
on going
support
marketing

27. user
experience
usability
testing
sitemap
functional
specification
prototyping
wireframes
logic
flow
development
creative
design
Our process - UX research
user
experience
development
lean project management
art
direction
on going
support
marketing

28. Our process -
development
Q.A.
system
architecture
back-end
A.P.I
design
front-end
test-driven
development
research
user
experience
art
direction
research
user
experience
development
lean project management
art
direction
on going
support
marketing

29. Our process -
art
direction
brand
guidelines
storyboards
style
tiles
user
perience
development
on g
supp
marketing
tone of
voice
logo
concepts
research
user
experience
development
lean project management
art
direction
on going
support
marketing

30. Our process -
marketing
content
strategy
social
setup
setup
analytics
meta-tags
document
keywords
art
direction
development
research
user
experience
development
lean project management
art
direction
on going
support
marketing

31. Our process -
on going
support
feature
upgrades
marketing
big data
analysis
analytics
art
direction
marketing
research
user
experience
development
lean project management
art
direction
on going
support
marketing

32. !
1. User experience is not a bolt-on, it is the entire business model
2. User centred design (UCD) is a proven methodology for UX design
3. Constantly test iterations and features via usability / AB testing
!
Finally: Follow rules like the usability heuristics, the golden computing
principles and psychology principles like Fitts law, Hicks law, Gestalt
principles and Edward Tufte on design
Final tips
Thank you for your time: @danny_bluestone from @cyberduck_uk

33. Other rules and frameworks
The top three benefits of qualitative research in UX
https://econsultancy.com/blog/63487-the-top-three-benefits-of-qualitative-research-in-ux
UX: Psychology of great design – part 1
http://www.webdesignermag.co.uk/features/ux-psychology-of-great-design-part-1
Jakob Nielsen’s usability heuristics
http://www.nngroup.com/articles/ten-usability-heuristics
Bruce Tognazzini, First Principles of Interaction Design
http://www.asktog.com/basics/firstPrinciples.html
Edward Tufte, data design principles
http://uxdesign.smashingmagazine.com/2011/11/15/data-pixel-approach-improving-user-experience/
Gestalt principles of design
http://www.slideshare.net/gchristo94/gestalt-principles-of-design
!
!
Thank you for your time: @danny_bluestone from @cyberduck_uk