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So what is

UX?
         1




             Annotation 1 User eXperience
COMMON SENSE, IA OR UX?
Imaging we are given...




            Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How
            Everything in the World is Organized into Hierarchies, Structures and Pecking Orders
                                                     Barbara Ann Kipfer, Random House NY 2000
COMMON SENSE DOES...




 Forks   Knives                                                   Spoons




                  Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How
                  Everything in the World is Organized into Hierarchies, Structures and Pecking Orders
                                                           Barbara Ann Kipfer, Random House NY 2000
INFORMATION ARCHITECTURE DOES...




  Forks       Knives                                                   Spoons




                       Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How
                       Everything in the World is Organized into Hierarchies, Structures and Pecking Orders
                                                                Barbara Ann Kipfer, Random House NY 2000
USER EXPERIENCE DOES...




            Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How
            Everything in the World is Organized into Hierarchies, Structures and Pecking Orders
                                                     Barbara Ann Kipfer, Random House NY 2000
But great User Experience asks:

“WHO SAID
THEY NEEDED US
TO LAY A TABLE?”
GREAT USER EXPERIENCE
IS EVERYONE’S RESPONSIBILITY .                                                                       *




  Designers   Developers                 Planners                            Creatives

  Account     Management                 Project                               Business
 Management   Consultants               Managers                               Analysts




UX’S ROLE IS TO ALIGN & ENSURE WE GET THERE,
BALANCING THE NEEDS OF THE BUSINESS
& TECHNOLOGY WITH THE NEEDS OF PEOPLE.
                            *In fact these days more and more of these people are producing the traditional
                                           outputs of UX – interaction designs, user flows, business logic etc
This is done                                                      Or what we
by using                                      User Centric
                                              Design Thinking         like to call
USER CENTRIC                                                          MAKING THINGS
DESIGN THINKING.                                                      BETTER, SOONER.
                                DESIRABILITY
                                  (Human)




              FEASIBILITY                              VIABILITY
              (Technology)                           (Organisation)




                           User Centred Design Solutions
                         are an overlap of these three lenses;
                   they need to be Desirable, Feasible, and Viable.
                                                                                 Source: IDEO
WHAT IS THE VALUE &
      BENEFIT OF UX?


FASTER WAY TO                 MORE SUCCESSFUL
A BETTER SOLUTION.            & EFFECTIVE WORK.



          GREATER PRODUCTIVITY
          & A WAY TO PUSH INNOVATION.
IT IS ABOUT AVOIDING THIS...




                      Source: xkcd http://xkcd.com/773
OR MORE SERIOUSLY THIS.
         What Tech Buyers want                       What Tech Marketers want to do
                                                                                        53%
         Support forums, discussion groups                             32%

                                                                       32%
            Virtual trade shows/conferences               16%

                                                                 25%
      Interactive or 3D demonstrations, RIAs                                                  60%

                                                             20%
               Open, public social networks                                                       64%

                                                         15%
                                       Blogs                                               56%

                           Video recordings        8%


                                                5%
                   Microblogs (Twitter, etc.)                                                 60%


        “During the next 12 months, which of the following emerging information sources do you
               believe you will use more to inform and validate your purchase decisions?”
                                       (multiple responses accepted)
      793 US and European business technology decision-makers at companies with 100 or more employees*
       “How do you expect your use of these digital tactics to change in your 2010 marketing mix?”
                     (percentage of respondents who plan to use more of each tactic)
                       50 B2B high-tech marketers at companies with 100 or more employees†
 *Source: North American And European B2B Social Technographics® Online Survey, Q1 2010
 †
  Source: Forrester Q1 2010 B2B Marketing Budgets And Tactics Online Survey With MarketingProfs
UX IS A COMBINATION OF SKILLSETS
USED TO TURN COMPLEXITY INTO SIMPLICITY.

      EXPERIENCE STRATEGY               INTERACTION DESIGN
      Ensuring the right content,          Designing dynamic
       service and functionality        experiences and journeys
           Design strategy                    Visual design
          Business strategy                  Storyboarding
           Brand strategy                     Wireframing
          Marketing strategy                   Prototyping
           Service design                   Designing for flow




         USER RESEARCH               INFORMATION ARCHITECTURE
      Understanding audiences           Structuring information for
       before, during and after         understanding and access
       Traditional market research          Information design
          Contextual research                    Taxonomy
               User testing                    Classification
                Analytics                         Analysis
          Ethno/Anthropology                      Ordering
...                                               ...J
                               e                                                      W
                             th                                                        T
                        to




                                                                                       Ex
              in




                                                                                         pe
                  ted
                                                STRATEGY




                                                                                           rie
                                                  & UX
   killset integra




                                                                                              nce
                                                                                                  Team.
                                      Social Marketing             Innovation &
                                       & Community                  Prototyping


                                                           *

                              CREATIVE                   Digital          CREATIVE
                             & CONTENT                   Design
                                                                       TECHNOLOGY &
  s




                                                                       DEVELOPMENT
A




                                                                                           *Engagement Platforms.
What is UX?
“SO HOW DOES
  IT WORK?”
What is UX?
DESIGN.
                Making the solution.
                Creating concepts,
              deliverables, prototypes
                  & documentation
 If your
project
 needs
           CONSULTANCY.
              Offering a POV & Insight.
           Working out what needs to be
           done or how to improve things,
             from a user’s point of view
For design projects that consist
    of more than a simple banner or
      simple email to landing page
    involve UX as early as possible.

   UX CAN HELP: Research, facilitate
discussions and workshops, present and
debate with clients and develop the brief.

 IT COSTS MORE TO RECTIFY INCORRECT
DESIGNS OR CEMENTED THINKING LATER.
Good

          REMEMBER
         THE PROJECT
          TRIANGLE?
        YOU CAN HAVE

           2...
Cheap                  Fast
Timelines/Deadlines
                                 Budget
                                 Creative, innovation or brand opportunity
                                 Client relationship: Strength or opportunity
                                 Technical requirements




      FAST                   STANDARD                                         MAJOR
     TRACK.                   PROJECT.                                       PROJECT.
A known solution &      Discover & Collision                       Complex requirements,
understood users.    needed for optimal solution.               contingencies & third parties.

     2/3 days*            Around 7-14 days*                                  +1 month*

                                * Time needed will depend on the project and ways of working (e.g. Sprint).
                                                       These are rough estimates to allow you to ballpark.
What makes briefing UX different from briefing creative? Information.




     WHAT                           WHY                         WHEN
        Client                 Business context              Project Deadlines
        Users                  Project objectives                  Go live
       Concept                    User needs                      Lifespan




  We want to know more.
  Start with the context, timings and client so we can decide how best to deliver
   the solution. The more we know the faster we can begin iterating the answer.
What is UX?
Some elements are similar to the creative brief...

BRAND IDEA
This should describe the brand idea and any significant elements of the idea that could affect
the creative brief. This should be taken from the JWT Brand Idea Postcard. It is not an endline
that may already exist. Neither is it the campaign idea a brand may be employing. The UX
brief is inviting work that will manifest the brand behaviour inherent in the brand idea.



PROBLEM
This should describe the problem that this work is intended to address. This should reference
the business problem (such as losing market share or launching a new commerce channel)
but also be clear about the specific problem we are asking the work to solve. The task section
should link to this problem.
...some elements are a little different.
PARTICIPANTS & USER STORIES
Use Personas to supplement our core audience with motivations and behaviours typical of a
broad range users presented as identifiable individuals. They should be focused on user
needs – what do they want or need to get out of the experience, App, platform or website and
be written in the context of their need/visit and their attitude to the product/service. Their role
is to allow the development team to filter out any personal bias and to provide a basis for
user journeys. Personas can be combined with User Stories – As WHO I want WHAT, so that
WHY – to define the basis of content & functionality that can be implemented without
extensive Requirements Capture.
TASKS
This should identify and prioritise the specific tasks that we are looking to achieve with the
work. Tasks must link to the "Problem" section on the brief. There can be as many as are
necessary, but each must be a realistic and important part of the what we are trying to
achieve. The tasks should be specific about what we believe the work needs to do.



STIMULUS (OVP & ENGAGEMENT TERRITORIES)
If you are briefing a site or application you may need to frame the stimulus as an online value
proposition – if it is a larger and more complex site this OVP can be supported by
Engagement Territories. An OVP identifies the value or benefit to the user that will motivate
them to interact and even share their experience. Digital is often about “getting people to DO
things in a branded way, not what we say to them”, so Engagement Territories can be used to
explore the OVP in the form of themes that user needs coalesce around that can be brought to
life as content architecture and functionality in active & emotive ways.
FEATURES, JOURNEYS & THINGS WE CAN MAKE
Existing content and functionality that we wish to keep and new elements we wish to add.
User Journeys based on Personas and User Stories that define functional, navigational and
content requirements and outcomes. Core Features can be expressed as a Content
Architecture Strategy based on the OVP & Engagement Territories for more complex sites with
different user & content requirements.


ECOSYSTEM THINKING
The context. What are the traffic drivers? Is this part of a campaign or supporting a more
complex user journey? Where do people come from, where do they go?


HOW SHOULD WE APPROACH THIS?
Key considerations and organizing principles for the design and user experience of the site.
A philosophy of interaction design or experience inspired by our persona insight/needs and
business objectives (e.g. Useful, Usable & Delightful – in that order – meet the need for quick
information, enable easy comparisons & navigation and only then lead to more creative
brand experience.)
DISCOVERIES
Insights from existing site audits, Stakeholder interviews or analytics. The results of a
Competitor, Peer & Lateral Analysis. Are there insights from similar or unrelated sites or
applications? Observations or background info that can be used to inspire additional content
and functionality.



DELIVERABLES                                  WHERE IN THE WORLD
What documentation do we need to              What languages? What countries is the
produce? What are the client capabilities     work targeted at? What local or technical
and needs i.e. sketches versus                constraints are there?
high-fidelity wireframes?
TIMING                                       BUDGET
When is this work due? What are the          What is the production budget? What is
review points? When can we engage the        the development and creative budget?
client in the solution or initial ideas?


SOLUTION                                     APPROVALS –
MANDATORIES                                  INTERNAL & EXTERNAL
What must be included in the solution        Who is the real decision maker and what
(e.g. Content, messaging or functionality)   do they want? What is the client hierarchy
                                             and their sign-offs?


TECH ASSESSMENT                              THIRD PARTIES
What platforms, CMS or hosting               What other people are involved in
environment do we need to consider?          delivering this project? (e.g. external
What are the constraints? What tech do       suppliers or client internal teams) What is
we want to explore or exclude? Has Tech      our relationship?
been consulted/signed-off?
ATTACHED DOCUMENTS
What supporting material or background documentation
is there? Where is it stored on the server?

e.g.
Digital Strategy                                         LIKE A FULLY COMPLETED UX
Personas & User Stories
                                                         BRIEF* THESE DOCUMENTS
Brand Assessment & Moodboards
Competitor, Peer and Lateral Analysis                    ARE SOME OF THE POTENTIAL
UX & Content Audit                                       COLLABORATIVELY CREATED
Stakeholder Interviews                                   PRODUCTS OF THE DISCOVER
User Research and segmentations
High Level Creative Direction
                                                         & COLLISION PHASES OF THE
Client Org chart                                         UX PROCESS...
Project Complexity & Dependencies Diagram




                          *Just in case you were thinking “That’s a long brief, I hope I don’t have to fill it out”
worldmade
                            by




process
                     discover:
                     what can
                     we discover
                     from the world?




                                       collision:
                                       interaction
                                       creates
    make:
                                       ideas
    make things
    with a
    “go” mentality
Broad brush strokes at the start can cover a lot of ground as we go through divergent
and convergent phases of thought. Learn early and iteratively to succeed sooner.

         DISCOVER             COLLISION                           MAKE
        Start of Project                          Public Prototyping         Scale                Finish




        Job                Discovery Report      Creative                   From Prototypes
        Start              & Collision Session   Brief                      to Final Production


                                                                       Project Time Line           Key Sign-off
A COLLABORATIVE & ITERATIVE PROCESS. ALL SKILLSETS ARE INVOLVED THROUGHOUT,
BUT PEOPLE’S INVOLVEMENT & DELIVERABLES WEIGHTING CHANGES BY PHASE.

           DISCOVER        COLLISION                     MAKE


               PLANNING


                               UX                        UX




                                    CREATIVE/DESIGN


                                                      DEVELOPMENT



WE NEED TO PLAN RESOURCE ACCORDINGLY – IT IS NOT ABOUT PASSING WORK “OVER THE FENCE”.
WHAT HAPPENS WHEN A UX ARCHITECT IS NEW TO A STANDARD PROJECT?



                                DIGEST &           EXPLORE &
      BRIEF                       FIRST            RESEARCH
                                SKE TCHES         (ASK QUESTIONS)

                        DAY 1
                                                                     DAY 2



                                                                    ITERATE
                                                                    (SKE TCHES & IDEAS)
                      DAY 7

      DOCUMENT/
      PROTOT YPE                     DAY 6         DAY 3/4/5 (or more)
     (PRESENT WORK)

                                  ITERATE               MAKE
                                 (REFINE & GE T    (COLLABORATE ON
                                  AGREEMENT )     DESIGN SOLUTIONS)


                                                                                NB: NOT
                                                                               A SPRINT
DISCOVER                           COLLISION                                            MAKE
Start of Project                      Sketches                  Iterating                             Testing         Review &
 Site audits                                      Storyboards
                                                                                                                      Monitor
                                                                   Proof of concept
Competitor, Peer,                     Concept Models                                                   QA
 Lateral Analysis                                               Mood Boards

Listening audits
                      Personas

                    User Stories
                                                                                   Prototypes
Audience Research
                                                                Design Comps
Stakeholder Interviews         Digital Strategy

                                                                                  User Testing         Beta Testing




               User Journeys
                                                                              Functional Specs
                                 Site Maps
  KPIs/Objectives                                                                        Tech Specs
                         Content Strategy


          Taxonomy Cardsorts




Project                     Discovery Report                    UX/Design Brief                   Prototypes
Assessment                  & Collision Session                 & Team alignment                  & Final Documentation
                                                                                      UX Involvement Time Line         Key Sign-off
THE VALUE OF THE DISCOVER PHASE.
                                                                                                         Listening Audit
                                                          Brand Audits & Moodboards




Personas, User Stories
Personas User Stories
& Tech Usage insightss




                                                               A ‘phase of divergent thought’, where the project
                                                               team members keep their perspectives wide to allow
                                                               for a broad range of ideas and influences.

                                                               We are asking a question, posing a hypothesis or
                                                               exploring a problem based on an initial brief and then
                                                               analysing market data, trends and other information
                                                               sources to collaboratively develop our initial strategy
                                                               and first thoughts.
                         Competitor, Peer & Lateral Analysis
THE VALUE OF THE COLLISION PHASE.

IDEAS            AS MANY AS
from everyone.   POSSIBLE.
 Collaboratively iterating
A SOLUTION.
ALL UX DELIVERABLES MUST
      BE REVIEWED &
      SIGNED OFF* BEFORE
      LEAVING THE BUILDING.

ALL DESIGN WORK
MUST HAVE A UX
REVIEW BEFORE
LEAVING THE BUILDING.
       *By Digital Strategy Director/Head of UX
DELIVERABLES.
“UX, they’re the
 people that do
  wireframes.”
             - Anonymous
“Grrrr.”   - Anonymous*




                          *me
WHAT ARE WIREFRAMES?
 They are a visual representation of the content of a
 page or application state that is the culmination of
 user research, business objectives and ideation.
 A wireframe is a visualisation tool & process for
 presenting proposed functionality, structure and
 content of a web page, website or application.
 Best brought together in a sequence of pages to
 illustrate paths of navigation and interactions on the
 page, wireframes align the team on expected
 behaviour & functionality to explain how users will
 interact with a website or application as well as
 helping to define the main templates.
WIREFRAMES ARE NOT.
   • Mean’t for an external audience
     without an explanation of context
   • Mean’t to be the design of a page
   • To portray any graphical elements
   • To convey the branding

WIREFRAMES ARE NOT GOOD FOR.
   • Exploring multiple solutions rapidly
   • Defining dynamic interactions
   • Explaining to a non-technical client
   • Working on an iterative solution in a
     collaborative way – as designs evolve
     wireframes can be left behind leading to
     the need to revise documentation repeatedly
THE PROBLEM WITH WIREFRAMES.
We still spend too much time on them.




                                             Wireframes
     Project               Solution                                    User
   Assessment   Research
                           Ideation                                   Testing




                   Fig 1. RELATIVE TIME SPENT
                                      (not necessarily value added)
                                                                         Source: John Yesko
DELIVERABLES SHOULD DEPEND ON WHAT
WE ARE TRYING TO ACHIEVE.
    SKE TCH                                PROTOTYPE
    Evocative                              Didactic
     Suggest                               Describe
      Explore                              Refine
    Question                               Answer
    Propose                                Test
     Provoke                               Resolve
    Tentative                              Specific
Noncommittal                               Depiction
                WIREFRAMES?
                (Based on best solution)
                                                 Source: Bill Buxton
DELIVERABLES ALSO DEPEND ON TIMINGS,
PROJECT SCOPE & CLIENT.
                                                                                                   Production-ready
                                                                                                      prototype
                        When clients




                                                                                ST
                                                                               O
                       really engage




                                                                               C
                                                                           &
                                                  Image-mapped                                       Better at communicating




                                                                           E
                      Design Comps




                                                                          M
                                                  Design Comps                                       than documenting, good




                                                                       TI
                                                                                                        for user research

                                                                                     Graphically “skinned”
                                                                                          prototype
VISUAL FIDELITY




                                                                     Walkthrough Design
                                                                        Comp video

                                                                                     Interactive wireframe
                         Paper wireframe
                                                                                           prototype
                            prototype
                  Good for solving the problem,
                    but clients can struggle to
                   engage (& a wrong decision
                   here can cause issues later)


                          Wireframes                                  JUST BECAUSE WE
                                                                     CAN DO SOMETHING,
                                                                       DOESN’T MEAN
                     Page sketches                Image-mapped
                                                  Page sketches

                      Box page
                      diagrams
                                                                        WE SHOULD.

                                                          FUNCTIONAL FIDELITY
                                                                                                  Source: Fred Beecher, Evantage Consulting
                                                                                                                “The Dimensions of Fidelity”
IT DOESN’T END WITH DELIVERABLES.
ALLOW TIME (& BUDGET) FOR
                            TESTING.
      Guerrilla or                                                                  Eyetracking or
 Corridor Testing                                                                   Lab etc.




              on Sketches, Concepts                     on final designs &
              & WIREFRAMES.                             BETA RELEASES.



 ESPECIALLY ON LARGE OR LONG LASTING PROJECTS...
...& PREPARE TO REFINE WHEN WE GO LIVE*
                                      *Despite implementing best practice and extensive testing, when
                                           a project goes live with real people in the real world you will
                                      always discover something new, unexpected and in need of a fix.
“So where
DO WE GO FROM HERE?”
Please bear with us. It is a journey.
                                                         6
                                                                 EMBEDDED
                                                                 UX is in the fabric of the organisation,
                                                                 not discussed separately.



                                             5
                                                   ENGAGED
                                                   UX is one of the core tenets of
                                                   the organisation strategy.




                                  4    COMMITTED
                                       UX is critical and executives are actively involved.




                     3       INVESTED
                             UX is very important and formalised programs emerge.




          2    INTERESTED
               UX is important but receives little funding.




1   UNRECOGNISED
    UX is “not important”.



                                                              Source: Planing your UX Strategy, Johnny Holland
ACC MANAGEMENT:
LIASON SUPPORT TO
BUILD UNDERSTANDING
& THE RELATIONSHIP
BETWEEN CLIENTS
& UX FUNCTION.




PLANNING:
DIGITAL STRATEGY,
REQUIREMENTS
CAPTURE & UX BRIEFS.
CREATIVE/DESIGN:
COLLABORATION &
PROTOTYPING.




PROJECT MANAGEMENT:
DIGITAL PROCESS
MANGAGEMENT,
SIGN-OFFS
& ENFORCEMENT.
Thank You.

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  • 1. So what is UX? 1 Annotation 1 User eXperience
  • 2. COMMON SENSE, IA OR UX? Imaging we are given... Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 3. COMMON SENSE DOES... Forks Knives Spoons Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 4. INFORMATION ARCHITECTURE DOES... Forks Knives Spoons Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 5. USER EXPERIENCE DOES... Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 6. But great User Experience asks: “WHO SAID THEY NEEDED US TO LAY A TABLE?”
  • 7. GREAT USER EXPERIENCE IS EVERYONE’S RESPONSIBILITY . * Designers Developers Planners Creatives Account Management Project Business Management Consultants Managers Analysts UX’S ROLE IS TO ALIGN & ENSURE WE GET THERE, BALANCING THE NEEDS OF THE BUSINESS & TECHNOLOGY WITH THE NEEDS OF PEOPLE. *In fact these days more and more of these people are producing the traditional outputs of UX – interaction designs, user flows, business logic etc
  • 8. This is done Or what we by using User Centric Design Thinking like to call USER CENTRIC MAKING THINGS DESIGN THINKING. BETTER, SOONER. DESIRABILITY (Human) FEASIBILITY VIABILITY (Technology) (Organisation) User Centred Design Solutions are an overlap of these three lenses; they need to be Desirable, Feasible, and Viable. Source: IDEO
  • 9. WHAT IS THE VALUE & BENEFIT OF UX? FASTER WAY TO MORE SUCCESSFUL A BETTER SOLUTION. & EFFECTIVE WORK. GREATER PRODUCTIVITY & A WAY TO PUSH INNOVATION.
  • 10. IT IS ABOUT AVOIDING THIS... Source: xkcd http://xkcd.com/773
  • 11. OR MORE SERIOUSLY THIS. What Tech Buyers want What Tech Marketers want to do 53% Support forums, discussion groups 32% 32% Virtual trade shows/conferences 16% 25% Interactive or 3D demonstrations, RIAs 60% 20% Open, public social networks 64% 15% Blogs 56% Video recordings 8% 5% Microblogs (Twitter, etc.) 60% “During the next 12 months, which of the following emerging information sources do you believe you will use more to inform and validate your purchase decisions?” (multiple responses accepted) 793 US and European business technology decision-makers at companies with 100 or more employees* “How do you expect your use of these digital tactics to change in your 2010 marketing mix?” (percentage of respondents who plan to use more of each tactic) 50 B2B high-tech marketers at companies with 100 or more employees† *Source: North American And European B2B Social Technographics® Online Survey, Q1 2010 † Source: Forrester Q1 2010 B2B Marketing Budgets And Tactics Online Survey With MarketingProfs
  • 12. UX IS A COMBINATION OF SKILLSETS USED TO TURN COMPLEXITY INTO SIMPLICITY. EXPERIENCE STRATEGY INTERACTION DESIGN Ensuring the right content, Designing dynamic service and functionality experiences and journeys Design strategy Visual design Business strategy Storyboarding Brand strategy Wireframing Marketing strategy Prototyping Service design Designing for flow USER RESEARCH INFORMATION ARCHITECTURE Understanding audiences Structuring information for before, during and after understanding and access Traditional market research Information design Contextual research Taxonomy User testing Classification Analytics Analysis Ethno/Anthropology Ordering
  • 13. ... ...J e W th T to Ex in pe ted STRATEGY rie & UX killset integra nce Team. Social Marketing Innovation & & Community Prototyping * CREATIVE Digital CREATIVE & CONTENT Design TECHNOLOGY & s DEVELOPMENT A *Engagement Platforms.
  • 15. “SO HOW DOES IT WORK?”
  • 17. DESIGN. Making the solution. Creating concepts, deliverables, prototypes & documentation If your project needs CONSULTANCY. Offering a POV & Insight. Working out what needs to be done or how to improve things, from a user’s point of view
  • 18. For design projects that consist of more than a simple banner or simple email to landing page involve UX as early as possible. UX CAN HELP: Research, facilitate discussions and workshops, present and debate with clients and develop the brief. IT COSTS MORE TO RECTIFY INCORRECT DESIGNS OR CEMENTED THINKING LATER.
  • 19. Good REMEMBER THE PROJECT TRIANGLE? YOU CAN HAVE 2... Cheap Fast
  • 20. Timelines/Deadlines Budget Creative, innovation or brand opportunity Client relationship: Strength or opportunity Technical requirements FAST STANDARD MAJOR TRACK. PROJECT. PROJECT. A known solution & Discover & Collision Complex requirements, understood users. needed for optimal solution. contingencies & third parties. 2/3 days* Around 7-14 days* +1 month* * Time needed will depend on the project and ways of working (e.g. Sprint). These are rough estimates to allow you to ballpark.
  • 21. What makes briefing UX different from briefing creative? Information. WHAT WHY WHEN Client Business context Project Deadlines Users Project objectives Go live Concept User needs Lifespan We want to know more. Start with the context, timings and client so we can decide how best to deliver the solution. The more we know the faster we can begin iterating the answer.
  • 23. Some elements are similar to the creative brief... BRAND IDEA This should describe the brand idea and any significant elements of the idea that could affect the creative brief. This should be taken from the JWT Brand Idea Postcard. It is not an endline that may already exist. Neither is it the campaign idea a brand may be employing. The UX brief is inviting work that will manifest the brand behaviour inherent in the brand idea. PROBLEM This should describe the problem that this work is intended to address. This should reference the business problem (such as losing market share or launching a new commerce channel) but also be clear about the specific problem we are asking the work to solve. The task section should link to this problem.
  • 24. ...some elements are a little different. PARTICIPANTS & USER STORIES Use Personas to supplement our core audience with motivations and behaviours typical of a broad range users presented as identifiable individuals. They should be focused on user needs – what do they want or need to get out of the experience, App, platform or website and be written in the context of their need/visit and their attitude to the product/service. Their role is to allow the development team to filter out any personal bias and to provide a basis for user journeys. Personas can be combined with User Stories – As WHO I want WHAT, so that WHY – to define the basis of content & functionality that can be implemented without extensive Requirements Capture.
  • 25. TASKS This should identify and prioritise the specific tasks that we are looking to achieve with the work. Tasks must link to the "Problem" section on the brief. There can be as many as are necessary, but each must be a realistic and important part of the what we are trying to achieve. The tasks should be specific about what we believe the work needs to do. STIMULUS (OVP & ENGAGEMENT TERRITORIES) If you are briefing a site or application you may need to frame the stimulus as an online value proposition – if it is a larger and more complex site this OVP can be supported by Engagement Territories. An OVP identifies the value or benefit to the user that will motivate them to interact and even share their experience. Digital is often about “getting people to DO things in a branded way, not what we say to them”, so Engagement Territories can be used to explore the OVP in the form of themes that user needs coalesce around that can be brought to life as content architecture and functionality in active & emotive ways.
  • 26. FEATURES, JOURNEYS & THINGS WE CAN MAKE Existing content and functionality that we wish to keep and new elements we wish to add. User Journeys based on Personas and User Stories that define functional, navigational and content requirements and outcomes. Core Features can be expressed as a Content Architecture Strategy based on the OVP & Engagement Territories for more complex sites with different user & content requirements. ECOSYSTEM THINKING The context. What are the traffic drivers? Is this part of a campaign or supporting a more complex user journey? Where do people come from, where do they go? HOW SHOULD WE APPROACH THIS? Key considerations and organizing principles for the design and user experience of the site. A philosophy of interaction design or experience inspired by our persona insight/needs and business objectives (e.g. Useful, Usable & Delightful – in that order – meet the need for quick information, enable easy comparisons & navigation and only then lead to more creative brand experience.)
  • 27. DISCOVERIES Insights from existing site audits, Stakeholder interviews or analytics. The results of a Competitor, Peer & Lateral Analysis. Are there insights from similar or unrelated sites or applications? Observations or background info that can be used to inspire additional content and functionality. DELIVERABLES WHERE IN THE WORLD What documentation do we need to What languages? What countries is the produce? What are the client capabilities work targeted at? What local or technical and needs i.e. sketches versus constraints are there? high-fidelity wireframes?
  • 28. TIMING BUDGET When is this work due? What are the What is the production budget? What is review points? When can we engage the the development and creative budget? client in the solution or initial ideas? SOLUTION APPROVALS – MANDATORIES INTERNAL & EXTERNAL What must be included in the solution Who is the real decision maker and what (e.g. Content, messaging or functionality) do they want? What is the client hierarchy and their sign-offs? TECH ASSESSMENT THIRD PARTIES What platforms, CMS or hosting What other people are involved in environment do we need to consider? delivering this project? (e.g. external What are the constraints? What tech do suppliers or client internal teams) What is we want to explore or exclude? Has Tech our relationship? been consulted/signed-off?
  • 29. ATTACHED DOCUMENTS What supporting material or background documentation is there? Where is it stored on the server? e.g. Digital Strategy LIKE A FULLY COMPLETED UX Personas & User Stories BRIEF* THESE DOCUMENTS Brand Assessment & Moodboards Competitor, Peer and Lateral Analysis ARE SOME OF THE POTENTIAL UX & Content Audit COLLABORATIVELY CREATED Stakeholder Interviews PRODUCTS OF THE DISCOVER User Research and segmentations High Level Creative Direction & COLLISION PHASES OF THE Client Org chart UX PROCESS... Project Complexity & Dependencies Diagram *Just in case you were thinking “That’s a long brief, I hope I don’t have to fill it out”
  • 30. worldmade by process discover: what can we discover from the world? collision: interaction creates make: ideas make things with a “go” mentality
  • 31. Broad brush strokes at the start can cover a lot of ground as we go through divergent and convergent phases of thought. Learn early and iteratively to succeed sooner. DISCOVER COLLISION MAKE Start of Project Public Prototyping Scale Finish Job Discovery Report Creative From Prototypes Start & Collision Session Brief to Final Production Project Time Line Key Sign-off
  • 32. A COLLABORATIVE & ITERATIVE PROCESS. ALL SKILLSETS ARE INVOLVED THROUGHOUT, BUT PEOPLE’S INVOLVEMENT & DELIVERABLES WEIGHTING CHANGES BY PHASE. DISCOVER COLLISION MAKE PLANNING UX UX CREATIVE/DESIGN DEVELOPMENT WE NEED TO PLAN RESOURCE ACCORDINGLY – IT IS NOT ABOUT PASSING WORK “OVER THE FENCE”.
  • 33. WHAT HAPPENS WHEN A UX ARCHITECT IS NEW TO A STANDARD PROJECT? DIGEST & EXPLORE & BRIEF FIRST RESEARCH SKE TCHES (ASK QUESTIONS) DAY 1 DAY 2 ITERATE (SKE TCHES & IDEAS) DAY 7 DOCUMENT/ PROTOT YPE DAY 6 DAY 3/4/5 (or more) (PRESENT WORK) ITERATE MAKE (REFINE & GE T (COLLABORATE ON AGREEMENT ) DESIGN SOLUTIONS) NB: NOT A SPRINT
  • 34. DISCOVER COLLISION MAKE Start of Project Sketches Iterating Testing Review & Site audits Storyboards Monitor Proof of concept Competitor, Peer, Concept Models QA Lateral Analysis Mood Boards Listening audits Personas User Stories Prototypes Audience Research Design Comps Stakeholder Interviews Digital Strategy User Testing Beta Testing User Journeys Functional Specs Site Maps KPIs/Objectives Tech Specs Content Strategy Taxonomy Cardsorts Project Discovery Report UX/Design Brief Prototypes Assessment & Collision Session & Team alignment & Final Documentation UX Involvement Time Line Key Sign-off
  • 35. THE VALUE OF THE DISCOVER PHASE. Listening Audit Brand Audits & Moodboards Personas, User Stories Personas User Stories & Tech Usage insightss A ‘phase of divergent thought’, where the project team members keep their perspectives wide to allow for a broad range of ideas and influences. We are asking a question, posing a hypothesis or exploring a problem based on an initial brief and then analysing market data, trends and other information sources to collaboratively develop our initial strategy and first thoughts. Competitor, Peer & Lateral Analysis
  • 36. THE VALUE OF THE COLLISION PHASE. IDEAS AS MANY AS from everyone. POSSIBLE. Collaboratively iterating A SOLUTION.
  • 37. ALL UX DELIVERABLES MUST BE REVIEWED & SIGNED OFF* BEFORE LEAVING THE BUILDING. ALL DESIGN WORK MUST HAVE A UX REVIEW BEFORE LEAVING THE BUILDING. *By Digital Strategy Director/Head of UX
  • 38. DELIVERABLES. “UX, they’re the people that do wireframes.” - Anonymous
  • 39. “Grrrr.” - Anonymous* *me
  • 40. WHAT ARE WIREFRAMES? They are a visual representation of the content of a page or application state that is the culmination of user research, business objectives and ideation. A wireframe is a visualisation tool & process for presenting proposed functionality, structure and content of a web page, website or application. Best brought together in a sequence of pages to illustrate paths of navigation and interactions on the page, wireframes align the team on expected behaviour & functionality to explain how users will interact with a website or application as well as helping to define the main templates.
  • 41. WIREFRAMES ARE NOT. • Mean’t for an external audience without an explanation of context • Mean’t to be the design of a page • To portray any graphical elements • To convey the branding WIREFRAMES ARE NOT GOOD FOR. • Exploring multiple solutions rapidly • Defining dynamic interactions • Explaining to a non-technical client • Working on an iterative solution in a collaborative way – as designs evolve wireframes can be left behind leading to the need to revise documentation repeatedly
  • 42. THE PROBLEM WITH WIREFRAMES. We still spend too much time on them. Wireframes Project Solution User Assessment Research Ideation Testing Fig 1. RELATIVE TIME SPENT (not necessarily value added) Source: John Yesko
  • 43. DELIVERABLES SHOULD DEPEND ON WHAT WE ARE TRYING TO ACHIEVE. SKE TCH PROTOTYPE Evocative Didactic Suggest Describe Explore Refine Question Answer Propose Test Provoke Resolve Tentative Specific Noncommittal Depiction WIREFRAMES? (Based on best solution) Source: Bill Buxton
  • 44. DELIVERABLES ALSO DEPEND ON TIMINGS, PROJECT SCOPE & CLIENT. Production-ready prototype When clients ST O really engage C & Image-mapped Better at communicating E Design Comps M Design Comps than documenting, good TI for user research Graphically “skinned” prototype VISUAL FIDELITY Walkthrough Design Comp video Interactive wireframe Paper wireframe prototype prototype Good for solving the problem, but clients can struggle to engage (& a wrong decision here can cause issues later) Wireframes JUST BECAUSE WE CAN DO SOMETHING, DOESN’T MEAN Page sketches Image-mapped Page sketches Box page diagrams WE SHOULD. FUNCTIONAL FIDELITY Source: Fred Beecher, Evantage Consulting “The Dimensions of Fidelity”
  • 45. IT DOESN’T END WITH DELIVERABLES. ALLOW TIME (& BUDGET) FOR TESTING. Guerrilla or Eyetracking or Corridor Testing Lab etc. on Sketches, Concepts on final designs & & WIREFRAMES. BETA RELEASES. ESPECIALLY ON LARGE OR LONG LASTING PROJECTS... ...& PREPARE TO REFINE WHEN WE GO LIVE* *Despite implementing best practice and extensive testing, when a project goes live with real people in the real world you will always discover something new, unexpected and in need of a fix.
  • 46. “So where DO WE GO FROM HERE?”
  • 47. Please bear with us. It is a journey. 6 EMBEDDED UX is in the fabric of the organisation, not discussed separately. 5 ENGAGED UX is one of the core tenets of the organisation strategy. 4 COMMITTED UX is critical and executives are actively involved. 3 INVESTED UX is very important and formalised programs emerge. 2 INTERESTED UX is important but receives little funding. 1 UNRECOGNISED UX is “not important”. Source: Planing your UX Strategy, Johnny Holland
  • 48. ACC MANAGEMENT: LIASON SUPPORT TO BUILD UNDERSTANDING & THE RELATIONSHIP BETWEEN CLIENTS & UX FUNCTION. PLANNING: DIGITAL STRATEGY, REQUIREMENTS CAPTURE & UX BRIEFS. CREATIVE/DESIGN: COLLABORATION & PROTOTYPING. PROJECT MANAGEMENT: DIGITAL PROCESS MANGAGEMENT, SIGN-OFFS & ENFORCEMENT.