Communication is the key to effective user experience<br />Have the impact you deserve<br />
Some ground rules<br />Discussions are more fun than talks<br />Ask questions<br />Volunteer information<br />
A little bit about me<br />
User Experience<br />
A definition<br />"User experience" encompasses all aspects of the end-user's interaction with the company, its services, ...
My definition of User Experience<br />the creation of a digital design that is:<br />usable<br />useful<br />and engaging<...
How do we do that?<br />
A variety of skill sets / techniques / tools<br />User research<br />Ethnographic research<br />Field research<br />Direct...
A variety of skill sets / techniques / tools<br />UX makes the nebulous concrete<br />What’s missing?<br />
But first a few questions<br />
A few questions<br />Why did you chooseUser Experience?<br />
A few questions<br />How do you define success?<br />
A few questions<br />What are your frustrations?<br />
A few questions<br />Who decides?<br />and why?<br />What’s missing?<br />
The missing element<br />
Communication skills<br />“it is useless to be a creative, original thinker unless you can also sell what you create”<br /...
Excellent technical skills<br />Poor communication skills<br />Thoughts from a veteran<br />
Poor technical skills<br />Excellent communication skills<br />Thoughts from a veteran<br />
Excellent technical skills<br />Excellent communication skills<br />Thoughts from a veteran<br />An effective user experie...
A little bit about value<br />
Your work is valuable<br />To the user<br />To the client / project owner<br />To your company<br />To yourself<br />
Value to user<br />Have an experience that isuseful, <br />usable<br />andengaging<br />
Value to the client / project owner<br />Ensure they hit their targets<br />Accomplish their goals<br />Get their bonus<br...
Value to your company<br />Agency<br />Revenue<br />Keep customers happy<br />Awards / Case studies<br />Bring clarity / R...
Your work = revenue<br />Some assumptions<br /><ul><li>Average length of UX engagement
1 person = 4 weeks
Average day rates for UX
Freelance -- £250 - £600
Company -- £500 - £1500</li></li></ul><li>Your work = revenue<br />Freelance<br /><ul><li>£5,000 - 12,000</li></ul>Agency ...
Value to yourself<br />Pride<br />Portfolio<br />Your reputation and brand<br />
Brand: A definition<br />“A brand is the set of expectations, memories, stories and relationships that, taken together, ac...
A little bit about brand<br />The communication of the work IS your brand<br />The quality of the finish is representative...
our Work is our brand<br />
So...<br />Why do we destroy the value of the work with poorly communicated deliverables?<br />
Physician heal thyself<br />
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Robert Fein: Communication is the key to effective user experience

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An equal balance of creativity and analysis is to be found in great user experiences. Unfortunately, the best ones are often not selected because they have been poorly communicated. Robert explores the role and importance of design communication in being a more effective user experience professional.

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Robert Fein: Communication is the key to effective user experience

  1. 1. Communication is the key to effective user experience<br />Have the impact you deserve<br />
  2. 2. Some ground rules<br />Discussions are more fun than talks<br />Ask questions<br />Volunteer information<br />
  3. 3. A little bit about me<br />
  4. 4. User Experience<br />
  5. 5. A definition<br />"User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.<br />The design of the whole experience a person feels when using a Web site, both online and offline. Includes such online factors as ease of use and content, as well as such offline factors as fulfilment and customer service.<br />The creation of the architecture and interaction models that impact a user's perception of a device or system. The scope of the field is directed at affecting "all aspects of the user’s interaction with the product: how it is perceived, learned, and used." <br />User experience (UX) represents the perception left in someone’s mind following a series of interactions between people, devices, and events – or any combination thereof. <br />The design of an experience a person has when interacting with a specific design. This can range from a specific artefact, such as a cup, toy or website, up to larger, integrated experiences such as a museum or an airport. <br />
  6. 6. My definition of User Experience<br />the creation of a digital design that is:<br />usable<br />useful<br />and engaging<br />
  7. 7. How do we do that?<br />
  8. 8. A variety of skill sets / techniques / tools<br />User research<br />Ethnographic research<br />Field research<br />Directed interviews<br />User Requirements Gathering<br />Business requirements Gathering<br />Stakeholder management<br />Personas<br />User Journeys<br />Site maps<br />Process flows<br />Wireframes (Lo & Hi-fidelity)<br />Specifications<br />Prototypes<br />Content Strategy<br />Voice & tone guidelines<br />Content Management principles<br />Taxonomies<br />Content Matrices<br />Journey mapping <br />Free play user testing<br />Card sorting<br />Feature prioritisation activities<br />Guerrilla / informal user testing<br />Formal testing<br />Search log analysis<br />Web analytics analysis<br />….<br />
  9. 9. A variety of skill sets / techniques / tools<br />UX makes the nebulous concrete<br />What’s missing?<br />
  10. 10. But first a few questions<br />
  11. 11. A few questions<br />Why did you chooseUser Experience?<br />
  12. 12. A few questions<br />How do you define success?<br />
  13. 13. A few questions<br />What are your frustrations?<br />
  14. 14. A few questions<br />Who decides?<br />and why?<br />What’s missing?<br />
  15. 15. The missing element<br />
  16. 16. Communication skills<br />“it is useless to be a creative, original thinker unless you can also sell what you create”<br />-- David Ogilvy <br />
  17. 17. Excellent technical skills<br />Poor communication skills<br />Thoughts from a veteran<br />
  18. 18. Poor technical skills<br />Excellent communication skills<br />Thoughts from a veteran<br />
  19. 19. Excellent technical skills<br />Excellent communication skills<br />Thoughts from a veteran<br />An effective user experience<br />
  20. 20. A little bit about value<br />
  21. 21. Your work is valuable<br />To the user<br />To the client / project owner<br />To your company<br />To yourself<br />
  22. 22. Value to user<br />Have an experience that isuseful, <br />usable<br />andengaging<br />
  23. 23. Value to the client / project owner<br />Ensure they hit their targets<br />Accomplish their goals<br />Get their bonus<br />Get promoted<br />
  24. 24. Value to your company<br />Agency<br />Revenue<br />Keep customers happy<br />Awards / Case studies<br />Bring clarity / Reduce risk<br />Client-side<br />Increase revenue / Reduce costs<br />Keep stakeholders happy<br />Pay for your FTE<br />Bring clarity / Reduce risk<br />
  25. 25. Your work = revenue<br />Some assumptions<br /><ul><li>Average length of UX engagement
  26. 26. 1 person = 4 weeks
  27. 27. Average day rates for UX
  28. 28. Freelance -- £250 - £600
  29. 29. Company -- £500 - £1500</li></li></ul><li>Your work = revenue<br />Freelance<br /><ul><li>£5,000 - 12,000</li></ul>Agency / Client-side<br /><ul><li>£10,000 - £30,000</li></li></ul><li>Why is the range so broad?<br />Hard measures<br />Industry standard rates<br />Experience<br />Portfolio / Case studies<br />etc.<br />Soft measures<br />Brand<br />
  30. 30. Value to yourself<br />Pride<br />Portfolio<br />Your reputation and brand<br />
  31. 31. Brand: A definition<br />“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. <br />If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”<br />-- Seth Godin<br />
  32. 32. A little bit about brand<br />The communication of the work IS your brand<br />The quality of the finish is representative of the quality of the thinking<br />
  33. 33. our Work is our brand<br />
  34. 34. So...<br />Why do we destroy the value of the work with poorly communicated deliverables?<br />
  35. 35. Physician heal thyself<br />
  36. 36. Improve the value of your work<br />Know your user<br />Make it Useful<br />Make it Usable<br />Make it Engaging<br />
  37. 37. Thank you<br />Some facts about Robert<br />Work history<br />6 ½ years in the US high-tech industry client-side<br />US West, Intel, Trilogy, Convio<br />9 ½ years in the UK <br />Sapient, FullSix, DNA, LBI, Seren, Electronic Ink, GrandUnion<br />On a wide variety of use domains<br />Web(B2C, B2B, B2E), Device, Mobile, Consumer software, Enterprise software, client-server, IVR<br />On a wide variety of industries<br />Retail, Grocery, Consumer Electronics, Government, Energy, Telecom, Leisure, Construction, Financial services, Non-profit<br />Educational History<br />He studied for a PhD in Cognitive Psychology but got bored at the final hurdle and decided work was better – one of the best decisions of his life<br />He is a proud father to Georgina<br />Robert M. FeinDirector of User Experience <br />grandunion<br />m: +44 (0)7803 605 666<br />t: +44 (0)20 7908 0708f: +44 (0)20 7908 0701 <br />Moray House23-31 Great Titchfield StreetLondon, W1W 7PAwww.thegrandunion.com<br />Note: He is looking to hire a Mid-weight and a Junior UX<br />

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