Published on July 16, 2012
What is this UX thing?Presented by @Abby_the_ia
Agenda for MondayAnswer these questions:• What is user research?• What is information architecture (IA)?• What is content strategy?• What is interaction design (IXD)?• What is user experience (UX)?• What does “good” mean in this world?• What does the process look like to get to good?Assign some homework :)
Agenda for tuesdayCritique 0f homeworkQ + A about UX, IA, Careers etc
InformationArchitecture • Facilitates understanding • Orders meaning • Establishes truth • Creates clarity • Makes pictures of consensus 5
Content Strategy• Determines content requirements• Documents page level info hierarchy• Informs content creation by establishing content level goals• Shares content level audience insight 6
Interaction Design• Designs the pieces• Reﬁnes the ﬂow• Determines the edges and errors• Documents the solutions 7
User Research • Informs Strategy • Tests solutions • Compares performance • Measures success 8
User Experience isa result, not a toolHow users feel? How users act? effect you have Your return on investment 9
And we want theresult to be good 10
Good is Goal Based 11
Good is worked towards 12
Good is Measurable• User testing• Satisfaction Surveys• Usage Data/Analytics• Social Media Statistics• Sales data, even non digital equivalents• Qualitative metrics (sales force or customer service quotas)
Getting to Good 14
First You have to understand How people hear about your offering(s) How people explore your offering(s) What could detract How people Who else could from this person opt into your entice this person proceeding at this offering(s) at this point? point? How people use your offering the ﬁrst time How people use your offering over time
Then You have to Look forward1. Map facts How people hear about your offering(s)2. Map Questions3. Map Opportunity How people explore your offering(s) What could detract How people Who else could from this person opt into your entice this person proceeding at this offering(s) at this point? point? How people use your offering the ﬁrst time How people use your offering over time
And pick the right measuresIf you have a question about Examples to be looking at…If something is effective Completion ratesWhether something is ﬁndable Speed to ﬁndPeople’s Expectations Bounce Rates & Time on SiteSatisfaction Interviews, Surveys, Ask Sales and CSRsIs enough Information provided? Are people clicking to further information consistently?Are people using the path as designed? Click path data(Courtesy of Richard Dalton)
Example Questions Planning to measureAwareness: How do people ﬁnd out User interviews and Surveysabout us?Acquisition: Where will our loyal users Surveys, Analytics: Trafﬁc Sources for Repeat Usersbe coming from?Conversion: What is the average time on Analytics: Time on site compared to industry averages andsite for us? What is normal? for loyalty users vs single article usersAction: Will people interact with the Analytics: Click rates on items suggested on article pagescontent we suggest they interact with afterreading the entry article?Loyalty: How will loyalty users differ from Analytics: Compare variety of points across loyalty usersnew users? and single article usersOther: How should sharing work? What Surveys, Interviews, Analytics: Track social sharingdo people share? behavior to establish baselines for types of events
Based on what you know, get to know users• Talk to potential users• Talk to actual users (if you have them)• Talk to competitive users (no one said you couldn’t – unless they did, then don’t)• Spend time shadowing users in their real lives• Watch people using equivalent or similar things to what you are making• Use competitive things in the market• Social media listening• Blogs, customer reviews, forums… the internet is HUGE
Set some smart goalsq Speciﬁcq Measurableq Achievableq Relevantq Time bound
Establish your scope to meet those goals Scope = What we all agreed to do
Prioritize your scopeBusiness Prioritization: User Prioritization:ü Meets Competitive/Industry or ü Appropriate for my life Regulatory Bar ü Relevant to meü Meets Contractual Obligationü Availability of Resources or ü Within reach in price and Partners availabilityü Budget to ProduceWhat measurement is fair?• High: Must have and would consider holding launch until I get it• Medium: Is pretty essential but launch is priority over it• Low: Nice to have but not essential
Feature or Idea Brand (H,M,L) User (H,M,L) Phase Decision Cost/Hours to ProduceInsert Insert Insert Insert Insert• Allows for dual prioritization• Allows for phase designation outside of prioritization• Indicates cost/time per feature or idea (optional)
Define the IA 24
Work through thecontent strategy 25
Design The Interactions 26
Measure user reactions at anypoint along the way 27
Work with Creativesand Developers to build
Measure and React
#1 question:Who does what? 31
Most people in this world wear many hats Information Architecture As a result... In te r • UX has become a catch all word for people De ac sig tio n n working in these ﬁelds • Job titles tend to be confusing • Outsiders tend to not understand theCon ten difference between these things t St rat egy User Research 32
#2 question:How do I get started? 33
Move the trashcan Identify a problem in the world and solve it by paying attention to user needs If that sounds fun... you may be a UX person 34
Activity How people hear about your offering(s)• Break into teams of 3-5• Pick a Product* How people explore your• In Class: Develop a offering(s) Funnel listing: – Facts (What exists today) What could detract How people Who else could from this person opt into your entice this person – Questions + how to proceeding at this point? offering(s) at this point? measure – Opportunity How people use your offering the ﬁrst time★ Tomorrow you will present this to class.. How people use your offering YAY! over time 35
Homework1. Split up the “opportunities” identiﬁed within your team. Assure everyone agrees on its validity.2. Each student should sketch a picture or series of pictures to explain an opportunity to the class during presentation of their funnel
Thanks Abbycovert@gmail.com @ Abby_The_IA www.Abbytheia.com(slides will be up online later today)
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