Download - What is this UX thing?
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
Information Architecture
5
• Facilitates understanding• Orders meaning• Establishes truth• Creates clarity• Makes pictures of consensus
Content Strategy
6
• Determines content requirements• Documents page level info hierarchy• Informs content creation by
establishing content level goals• Shares content level audience insight
Interaction Design
7
• Designs the pieces• Refines the flow• Determines the edges and errors• Documents the solutions
User Research
8
• Informs Strategy• Tests solutions• Compares performance• Measures success
User Experience is a result, not a tool
9
How users feel? How users act?
effect you have Your return on investment
And we want the result 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
How people hear about your offering(s)
How people opt into your
offering(s)
How people explore your offering(s)
How people use your offering the
first time
How people use your offering
over time
Who else could entice this person at this point?
What could detract from this person
proceeding at this point?
First You have to understand
How people hear about your offering(s)
How people opt into your
offering(s)
How people explore your offering(s)
How people use your offering the
first time
How people use your offering
over time
Who else could entice this person at this point?
What could detract from this person
proceeding at this point?
Then You have to Look forward
2. Map Questions
3. Map Opportunity
1. Map facts
And pick the right measures
If you have a question about Examples to be looking at…
If something is effective Completion rates
Whether something is findable Speed to find
People’s Expectations Bounce Rates & Time on Site
Satisfaction Interviews, Surveys, Ask Sales and CSRs
Is 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 measure
Awareness: How do people find out about us?
User interviews and Surveys
Acquisition: Where will our loyal users be coming from?
Surveys, Analytics: Traffic Sources for Repeat Users
Conversion: What is the average time on site for us? What is normal?
Analytics: Time on site compared to industry averages and for loyalty users vs single article users
Action: Will people interact with the content we suggest they interact with after reading the entry article?
Analytics: Click rates on items suggested on article pages
Loyalty: How will loyalty users differ from new users?
Analytics: Compare variety of points across loyalty users and single article users
Other: How should sharing work? What do people share?
Surveys, Interviews, Analytics: Track social sharing 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 goals
q Specificq Measurableq Achievableq Relevantq Time bound
Establish your scope to meet those goals
Scope = What we all agreed to do
Prioritize your scope
Business Prioritization:
ü Meets Competitive/Industry or Regulatory Bar
ü Meets Contractual Obligationü Availability of Resources or
Partnersü Budget to Produce
User Prioritization:
ü Appropriate for my lifeü Relevant to meü Within reach in price and
availability
What 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
• Allows for dual prioritization• Allows for phase designation outside of
prioritization• Indicates cost/time per feature or idea (optional)
Feature or Idea Brand (H,M,L) User (H,M,L) Phase Decision Cost/Hours to Produce
Insert Insert Insert Insert Insert
Define the IA
24
Work through the content strategy
25
Design The Interactions
26
Measure user reactions at any
point along the way
27
Document Solutions
Work with Creatives and Developers to build
Measure and React
#1 question: Who does what?
31
Most people in this world wear
many hats
32
InformationArchitecture
InteractionDesign
UserResearch
Content Strategy
As a result...
• UX has become a catch all word for people working in these fields
• Job titles tend to be confusing• Outsiders tend to not understand the
difference between these things
#2 question: How do I get
started?
33
Move the trashcan
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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
• Break into teams of 3-5• Pick a Product*• In Class: Develop a
Funnel listing:– Facts (What exists
today)– Questions + how to
measure– Opportunity
★ Tomorrow you will present this to class.. YAY!
35
How people hear about your offering(s)
How people opt into your
offering(s)
How people explore your offering(s)
How people use your offering the
first time
How people use your offering
over time
Who else could entice this person at this point?
What could detract from this person
proceeding at this point?
Activity
Homework
1. 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
@ Abby_The_IA
www.Abbytheia.com
(slides will be up online later today)