creating value with uxbasis - copenhagen business school

brings you a presentation

Creating value with

2 | Presenting UXBASIS | 26.09.2010

What I will cover today

• My background, work and experience

• The Quiet Revolution• What it means for business

• The currency for change

• How we provide value to business

• We call this UXBASIS• Understanding business culture

• Business Intelligence

• Analysis

• Structure

• Interaction

• Sample

• Concluding thoughts


Hello Group is a Next Practice agency - characterised by a wide variety of well informed practitioners who are user focused. We go beyond a ‘best practice’ approach to creative

execution and are concerned not just with what works but what can work better.

Hello Group formed in 2006. 25 employees specialising in

UX, design and communication

flickr: Kofoed

http://www.hellogroup.com/


How did we get here?

The Quiet Revolution


The term social media (just like digital before it) is becoming a label to plaster on just about everything. It stops having any use as a term – it becomes meaningless. To many it is their reality, they do not think ‘what is this?’ They are using ‘digital’ technology or online social

networks to live their lives without a second thought.

flickr: jessicagarro

“ What is this technology?”


flickr: colodio

the ability to share information has reached an unprecedented level in terms of scale and speed

‘Youth’ drives innovation and change. They are early adopters, of course they always have been but the ability to tell others has reached an unprecedented level in terms of scale and speed. They listen to peers, just like we all do and this drives adoption of services or products. The watercooler has been replaced by Twitter. A twitter break replacing the smokers social chat.


We have plenty to work with, in a world of growing information


flickr: Hamadryades

“Value goes to those who know how to create, store, manipulate and use information…success has more to do with innovation, and the creation

of entirely new products, industries and very different kinds of jobs.”

Adam Hartung


Creating movements for commerce

It is not just about a Flip camera or the new Ford Fiesta (both successful products driven by Youth) Ford enjoyed 50,000 prospective leads in a very challenging market and at a time of economic uncertainty

Marketing is being redefined, the message can no longer be simply pushed but must appear where an audience is.


Creating movements for action


Creating movements for political change

Information is more freely available and faster than ever. This causes companies and governments to react in different ways (Egypt and Wikileaks). Change is challenging and

disruptive. It causes inconvenience and discomfort. It can be seen as good but somebody will always see it as a bad thing.


“ This revolution started online. This revolution started on Facebook.

This revolution started in June 2010 when hundreds of thousands of Egyptians started

collaborating with content. I've always said that if you want to liberate a society just give them

the Internet.”

Wael Ghonim

flickr: monasosh


With so many people having such a persuasive voice, opinion becomes as important as revenue for business. Trust matters for people and they ask for transparency.

Commerce is quicker and has less friction than ever before. The networked economy means that a business will feel dips faster.

flickr: Carbon Arc


Getting attention is harder than ever. Your customers are no longer in one place. To get information to them requires a strategy that is holistic and sustainable

All touch points need to be considered and those who must monitor the information require support and resources provided

"Digital reputation is now your reputation, whether you like it or not. It's now the truth

about you.”

Michael Fertik – Reputation.com

flickr: Fovea Centralis


Hello Group provides business value through:

Insights - Creativity - Strategic planning

We provide the information and data that leads to innovation from insights (design research) and creativity (IA, Interaction and visual design)

We also provide strategic planning for our clients to engage with their customers through the services they use (social networks and communities)


flickr: julianbleeker

User experience is more than usability

How things look (visual design) how they work (how usable, the interaction and development of functionality) and how the product answers the needs and wants of a user (aligned to the

business purpose) all are a part of the user experience.



We call it UXBASIS

UXBASIS is a way of practically applying techniques from a business perspective, while keeping true to the goals of the users.

UXBASIS is a process based on our experience of building digital solutions.


UXBASIS

A process A set of tools A communication aid enabling collaboration A pitch tool to gain buy in


UXBASIS

UXBASIS has 5 sectionsEach section holds several methods

Each section covers a particular user experience need



Understanding business culture

The work undertaken by us involves a degree of an organisational challenge (and sometimes change) for the client. Knowing the type of business culture is really valuable to us before we

start work. Knowing the expectations and likely obstacles give us a good understanding and also where the work may take the client.


Business Intelligence UXBASIS

Business focused information gathering

For this reason we always start any project with fact finding around the key decision makers; The market they operate in and the culture of their company

We identify the clients needs, clarify and finalise the brief and note the overall business goals


Competitor Analysis UXBASIS

• Gives a baseline of what works, and what does not, in the marketplace.

• Establishes best practices in competing products and unique selling points from competitors

• Matrix diagram can help describe pros and cons of competitors


Friendstream

Chat application

Mail application

Photo viewer

SMS application

Video Player

Media uploader

Status updater

Wifi locator

Calendar

Contact book

ScreenScraper

Sorting Application

Service Notification Consumption Communication Interaction Advantage to user Business Benefit

Viewing and clicking on contacts

Typing into application window

Takes user to app

Takes user to app

Typing into application window

Takes user to app

User bulk uploads images or videoTyping into application windowTyping into application window

Takes user to app

Managing contacts in application

Finding and sorting contacts in application

Seeing activity in their network at a glance ~

Contacting friends in a live way, through the pc *

Convenience seeing webmail through the desktop*Allows a user to view images instantly from the desktop ¤Allows a quicker way to contact to mobile than through a handset*

Loads player on the desktop and pulls in the video clip ¤

Allows user to load multiple files to an online service ¤Allows a user to communicate their status across many surfaces~

Alerts user of networks within range to use ~Share dates with friends ~

Allows management of contacts #

Allows a user to find specific people quickly #

* - Communication: speed and convenience (3)~ - Notification: location, confirmation and activity (4)¤ - Consumption: media and content (4)# - Administration: finding and sorting (2)

Aggregates contact’s information from sources

See your contact’s content on other surfaces ¤

Encourages interaction and increased use of the service

Ensures you keep the user in the Vodafone universe

Convenience aspect reflects well on Vodafone service

Helps in defining the holistic experienceGuarantees network usage through handsets - revenue

Helps create the eco-system of connectivity

Bulk upload functionality can be seen as a USPNotification service that inspires further user

Service connections

Promotes connectivity

More opportunities to connect with each other and use services

Reveals multiple areas and increases footprint in online space

Speed of search will distinguish product from the competition

Competitor Analysis UXBASIS


Analysis UXBASIS

User focused information gathering

The Analysis section involves:Identifying the user needs

Clarifying the end usersFocusing on content and structure


Personas UXBASIS

• In-depth descriptions of fictional characters• Focus is on identifying common traits with users• Aim is to cover user behavior, attitude, skills and goals

• Can later be used during testing to ensure appropriate recruitment


Persona example


Concept Model UXBASIS

• Provides an overview of possible product elements• Focus is the user wants/needs and the business goals• Aim is to create an overview map everyone can

understand

• Ideally created early and then edited throughout the process


Concept model example

The concept model is a necessary deliverable to all our projects as it outlines the needs and wants of the user base, alongside the business goals of what the application should satisfy.


Concept model example


Structure UXBASIS

Developing the information framework

Information gathered is used to develop the frameworkThe concept model helps to map out areas of information organisation that will be shown in the

wireframe or prototype


User Journeys UXBASIS

• User path to the goal in the product is defined• Focus is on user’s tasks, behavior and challenges• Aim is a tool from which the information structure

can be generated

• Useful with complex structures and multiple users



Wants to create profile on Refunite.org.

States a user needs an email address or

can create a quick code

New user logs in

Gets to homepage - sees a clear call to action to register

profile, clicks on button

Asked to supply information and told about security aspects. Tone of copy in encouraging and honest

Enters information into fields on the form. This can be a three step

process

Finally asks for an email address to send notifications of contact and to gain access to site. Privacy policy stated here and security warnings

Website asks user to supply a username and password to enable the user to access their personal area and

mailbox for the next time of usage

Email sent to inbox and system tells user to check their email immediately

User checks inbox, opens mail, clicks on link

Welcomed as a new user, inside the search area of the site. Explanatory text guides

them to the next stage of searching for a relative

Previews the profile, including a photo if added,

and now introduces the final stage for security – access

rights

Or the user has an opportunity to create an

access code by allowing the site to text the code to a

phone, using same technology as a mobile user

User checks phone, gets SMS

1

2 3

4

Uses code to access site (there is a new interface presented to users here if

they have chosen this path to gain entry)


Refugees United UXBASIS

Particularly useful with complex structures and multiple user types e.g. social networking or ecommerce. User journeys Shows user’s tasks, their modes of behavior

and any potential challenges that a user may discover when using the product.


Interaction UXBASIS

Creating the flow

Creating flow between pages or states in an applicationDevelop the layout and overall structure

Build product content templates


Wireframe

• Key pages are produced possibly based on earlier sketches

• Focus is on how the users navigates and completes tasks

• Aim is a tool that can be used to start the interface design

• Can be used in conjunction with a Think Aloud test

UXBASIS


Wireframe UXBASIS


Roskilde Blog


Sample UXBASIS

Testing the results

Verify design decisionsGet feedback for iterations

Ensure business goals are met


Eye Tracking

• Users are tested using hardware that tracks where they look

• Focus is on the users apparent interest in product elements

• Aim is useful information that helps optimizing the layout

• Eye tracking on visual designs only

UXBASIS


Concluding thoughts


We will start to see IAs appear in companies that you didn’t even think of as ‘digital’

flickr: Chris Hårvard Berge

The management of information, its structure and architecture of information ‘spaces’ will become a larger industry.


Some concluding thoughts

UCD as a philosophy (understanding who you are designing for) and UX as a discipline form the foundation for the best products and service design.

flickr: Worldofoddy


Some concluding thoughtsCoupled with engaging communication, marketing becomes inherent in a product and goes beyond normal messaging, connecting where the customer is.


Verifying content, and ensuring authenticity to those who view it, will make trust and transparency highly valuable qualities as misinformation is everywhere.

flickr: G A R N E T


Agility (the ability to respond to change), collaboration (integration between disciplines) andtalent acquisition will set companies (and organisations) apart

flickr: Fovea Centralis

Changing organisations and governments used to be a slow process, but the groundswell of ideas and speed of change is accelerating. Coping with this is not only a challenge but also will

be a defining moment in how to progress societies and businesses in the next few years.


Thank you

@jameskelway

Uxbasis.comHellogroup.com

Userpathways.com

http://www.twitter.com/jameskelway

http://www.twitter.com/jameskelway

http://www.uxbasis.com/

http://www.hellogroup.com/

http://www.userpathways.com/

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