discovery – how engagement and ux research chart the course to success
TRANSCRIPT
DISCOVERY:how engagement and UX research chart the course to success.
About UsKalamuna makes the Internet for for mission-driven organizations driven to tinker, critique, and change the way things are. We specialize in design, strategy, user experience, and development.
What is Discovery?
VERY +DISCO
Kind of in the middle
0. lead qualification
1. estimate
2. discovery
3. re-estimate
4. implementation
5. support
devise a
and achieve
SYSTEM
CONSENSUS
Fragile?
Agile?
Wagile?
GOOD ENOUGH vs NOT ENOUGH
MVPsupport∞
DISCOVERY
implement
VERYDISCO
gold
implementMLP
Use the right tools for the job
1. collaborative docs
2. canonical stores
3. up to date priorities
4. instant feedback
Use the right tools for the job
EMAIL IS WHERE CREEPS SCOPE
Artifacts
IA DIAGRAMS
Getting on the same page
Analytics
Tell a story with numbers (& pictures)
■ mobile traffic patterns
■ browser trends
■ audience analysis
■ user flow
■ referrals
Events drive traffic
April 1, 2014 1,214 visitors April fool’s site goes viral
June 5, 2014 1,305 visitors Kalabox kickstarter launch
International traffic growth sometimes surprising
top countries - yearly visits for all sessions outside US
2012-13 2013-14 growth
India 21K 29.7K 41%
Canada 9.9K 13K 31.6%
Germany 9.1K 9.4K 3%
UK 6.8K 9.3K 37.5%
China 6.2K 6.4K 2.8%
Are you mobile last?
Homepage bounce rates over 9 months
User Research
Talk to humans.
Users will always surprise you.
Test: talk it out
Observe representative users performing tasks on the site while expressing their motivations. Wow.
Personae
What’s a “Persona?”
■ A fictional person representing users with similar needs
■ Created by synthesizing research findings
■ Drives design and development throughout project
What’s a “Persona?”
combine the most important
attributes of your users into as few
fleshed out characters as possible
Goal: Decide which web shop she’ll hire to create a website for a new university department.
Education Level / Comfort with Technology: Medium-Low
User Story 1: As the department head of a university, I want to know if Kalamuna is familiar with the unique processes involved in site-building for a university so that I can decide whether or not to hire them.
User Story 2: As the department head of a university, I want to know whether or not Kalamuna is a bunch of arrogant tech dudes so I can decide if me and my humble, earnest staff can work with them.
User Story 3: As the head of my university department, I want to review what quality Kalamuna has done for my university so that I can feel good about having them support or build my branded website.
2. Unis University, 45
About Unis:
Unis is the head of the new College Writing Programs at UC Berkeley. She is leading the website creation for her department. She is creative, left-leaning, well-read and practical.
User Stories
What’s a “User Story?”
as a presenter with questions still,
I want to complete my presentation,
so that I can hear your thoughts on discovery.
Style Tiles
Site Maps
Wireframes
hi-fi
grey box
KISS
Content Strategy
is messy, painful, and political
but saves lives
but they don’t kiss babies
WEBSITES DO IT ALL
THE END?
APOCALYPSEWEBSITE
STYLEGUIDE + PROTOTYPE
Prototype
content strategy in the browser…distributions for the win
GOALS
■ Designers and front-end developers should soar in their expressivity by focusing on their craft instead of struggling with CMS APIs and configurations.
■ Provide tangible assets for clients and agencies to drive design thinking as early as possible in the project lifecycle.
■ Provide a litmus test against style regressions during development.
Philosophy in ALPHA
github.com/kalamuna/kalastatic
Philosophy in ALPHA
Metropolitan Transportation Commission
www.kalamuna.com
