wtf is ux? upload

WTF is UX? And Why Your Career Depends On It

September, 2015 Joe Szabo, Vice President, User Experience

BBDO Canada

Joe Szabo User Experience Designer

2000 Copywriter

Zima banner ad circa 1994

zima.com circa 1994

GM.ca circa 2003

WTF is UX?

1. what is UX? 2. how does it work? 3. what is the value of UX?

WTF is UX?

14 people, 42 data points

user-centric approach

“Explain/define UX. What it is, what it isn't, how valuable it is, how it applies to

various channels.”

innovations in communication design

1377 - the Jikji is printed using movable metal

1440 - Johannes Gutenberg introduces the printing press to the West

1883 - Benjamin Day designs the first form of communications to rely solely on advertising revenue

1959 - Bill Bernbach creates the Art Director / Copywriter model

art director + copywriter

1995 - The Internet Goes Mainstream

Google X Project Loom providing internet access to the world

The Evolution of Control

control the brands control the content control the people

UX researcher UX designer UI designer

visual designer content strategist

interaction designer front-end developer

user experience design roles

user experience designers are primarily concerned with how the

product “feels”

“ We should show users the 'Thank You' page once they have

finished signing up. ”

user interface (UI) designers are particular about how the product is laid out

“ The login and sign up links should be moved to the top right corner. ”

a visual design is known as a ‘pixel pusher’

“ The kerning is off and the button should be 1 pixel to the left! ”

UX researchers are the champions of user needs

“ From our research, a typical user... ”

interaction designers deal with what the interface does after a user touches it

“ The menu should ease-in from the left in 800ms ”

the internet is constantly evolving UX encompasses all interactions with a brand

there are many roles within UX UX designers don’t make things “digital”

UX is not just websites

key takeaways

“I would like to see how it (UX) can help shape/guide creative thinking for

campaigns rather than being brought in after the concept or tactics are

established.”

how does UX work?

UX supports the user journey

Omni-channel is not about designing “single experiences” It’s about supporting a connected, user journey across devices and phases of engagement

step 1: analysis & ideation

1. Stakeholder Interviews: Understand fully and completely the problem we are trying to solve.

2. Contextual Interviews: Understand what users need from your brands, when and why.

3. Personas: Group archetypes into like-minded individuals.

4. Ideas: How do we solve our client’s problem?

4 simple things

1. get EMPATHY (intent + motivation + context = behaviour ) 2. put your client’s business on a 360 degree engagement cycle 3. channel strategy and tactics that support users’ needs 4. prioritize the opportunities according to the value to the business, the user

and technical feasibility

involve UX designers sooner and upfront spend more time defining the problem

insist on multi-disciplinary teams be open to new process (clients are)

key takeaways

“Would love to see UX approach the consumer journey... How a consumer

sees a billboard then a TV spot, then a transit ad then a promoted tweet. Would

be cool to design campaigns using UX principles.”

“ Consumers are hacking the customer journey to work for

them how, when, where and why they need to accomplish their

tasks and goals.” Brian Solis

x

x

UX has become the journey

from connected device

to connected devicefrom one context

to another UX is the journey

customers are hacking their journey omni-channel is better than multi-channel

don’t think about a message think about the journey your customer is on think about how you can be relevant to her

key takeaways

“Continue to show enough value for UX in front of clients that they don't hesitate to

pay for it.”

what is the value of UX?

ROI

increased sales increased productivity

increase customer satisfaction & loyalty decreased training & support costs

decreased development time & costs decreased maintenance costs

brands

apple coca-cola

herman-miller IBM nike

procter & gamble starbucks

identify key variables for design ROI formulas can prove what UX is worth

the best brands in the world think design (it shows in the experience and the financial statement)

key takeaways

improving pictures doubled weekly revenue to $400 per week

the simple change from a star to a heart increased engagement by over 30%

look for patterns in your data put empathy in your design solution think outside of your comfort zone

simple changes can make a huge difference

key takeaways

“ No single competency is enabling us to elevate the ______ brand

more than our global leadership in mobile, digital, and loyalty. ”

let technology do whatever a user can do, so she doesn't have to

+ 20% of Starbucks total sales come from their mobile app

let technology do what the user can do keep mobile experiences simple

digital can deliver ridiculous revenues

key takeaways

technology can change an entire business model and how consumers feel about your brand

key takeaways

“ Is there one thing I can read to more fully understand your approach to user

experience?”

2 UX resources

1 book

1 movie: “design disruptors”

“ What can I do, as a creative, to help make a better UX experience? ”

Joe Szabo User Experience Designer

questions?