User focused design


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User focused design

  1. 1. User-Focused Design
  2. 2. Introductions •Ashley Molloy, Director of Strategy •Josh Murack, Director of Client Services
  3. 3. Agenda •What is User-Focused Design? •Benefits •Understanding the User •Process •Tips •Takeaways •Questions
  4. 4. What is User-Focused Design? User-focused design is an iterative process of analyzing and determining the needs of the people who buy and use your product in order to meet their expectations, throughout the entire project. “It is only in the software and drug industries, that we refer to our customers as users"
  5. 5. Benefits •Identifying business and user needs from the start •Organizations that do not practice user- centered design: • Dissatisfied customers • Additional development schedules and costs
  6. 6. Research Define target Identify goals Explore use cases Test Understanding the User
  7. 7. Process - Research •Intake • Client information session • Review of available data •Validation • Primary research • Secondary research • • • •
  8. 8. Process – Define and Identify •Define the target audience, competition and the core user •Identify and understand the users’ goals and tasks •Develop personas around motivations, attitudes and behaviors
  9. 9. Meet Julia “The Fashionista”
  10. 10. Meet Dima “The Gift Giver”
  11. 11. Process – Use Cases •Evaluate the users needs, learn behaviors •Create proposed solutions •Solutions are tested by the users •Julia and Dima have different needs
  12. 12. Process – Test •This understanding should drive the features and experience with your site •As your site evolves, you should continue to assume these personas and test the experience is still solving their needs
  13. 13. Process - Note •It is essential to involve the whole team in this process •The best developers don't just make things work - they are actively involved in understanding the audience to build something fit for them
  14. 14. Overview of Tips 1: Present clear and logical navigation 2: Aid in product discovery 3: Be accessible on all devices 4: Continually test and optimize
  15. 15. 1- Present Clear and Logical Navigation
  16. 16. Goal •Allow users to travel easily through a website and accomplish their goals quickly • Shoppers: I know what I want • Lookers: I am exploring products I might want
  17. 17. Best Practices •Categorize products simply •Ensure your navigation is for lookers and shoppers • “I'm Just Looking” • Collections - Shop By Style • New arrivals - Sale • “I Know What I Want” • Search • Primary categories
  18. 18. Example
  19. 19. Tools •Information Architecture: Optimal Workshop – Optimal Sort
  20. 20. Tools •In-Page Analytics recently launched by Google Analytics to help businesses understand clickstreams
  21. 21. 2 – Aid in Product Discovery
  22. 22. Goal •Provide various methods of shopping that users are familiar with; written, visual and product-specific
  23. 23. Best Practices •Replicate the traditional buying experience •Use imagery to help classify and describe products •Use hero and CTA space to present products and promotions •Guide shoppers to desired products
  24. 24. Example
  25. 25. Example
  26. 26. • Kiosked, • Aheadworks Product Labels, http://ecommerce.ahe o-extensions/on- sale.html Tools
  27. 27. 3 – Be Accessible on all Devices
  28. 28. Goal •Ensure your website is flexible enough to present a rich browser-based experience, as well as a simple mobile experience.
  29. 29. Best Practices •Incorporate responsive design • Existing: Starting with a desktop experience and working backwards • New: Mobile first - Simplicity is key •Have a defined process • What are users likely to be doing on each device? What feature set makes sense? • Define and prioritize the most important user actions per device
  30. 30. Example
  31. 31. Example
  32. 32. Tool •UX Pin -
  33. 33. 4 – Continually Test and Optimize
  34. 34. Goal •Present the best experience to users through iteration and view every feature as a hypothesis to be proved by the users
  35. 35. Best Practices •Keep an open channel for users to give you feedback •Actively reach out to them for improvements
  36. 36. Example
  37. 37. Tool •Foresee •Morae
  38. 38. Challenges •User and business needs sometimes conflict •Varied user needs can cause complexity •Fast-paced nature of ecommerce creates new best practices continually
  39. 39. Takeaways 1: Present clear and logical navigation 2: Aid in product discovery 3: Be accessible on all devices 4: Continually test and optimize
  40. 40. Questions? •Ashley Molloy - •Josh Murack -