imc ux
DESCRIPTION
Presentation on User Experience Design for the University of Utah's Integrated Marketing Communication Certificate class on March 1, 2010.TRANSCRIPT
User Experience DesignU of U IMC Certificate ClassMarch 1, 2010
Experience Design
“The design of anythingindependent of medium or across mediawith human experience as an explicit outcomeand human engagement as an explicit goal”
- Jessie James Garrett, Adaptive Path
Digital Engagement Continuum
User Experience & IMC
The digital actualization of IMCis
User Experience Design (UX)
User Experience Happens...
UX happenswith or without
design consideration!
There is no “I” in Integrated
Uncoordinated elements of a web experience
visual design
copy/text
information/content
navigation
layout/content presentation
processes
animations
creative
marketing
business
information architecture/ interaction design
error messages
outside resource
music/sound
help
engineering
product VP’s assistant
interactions/system response
via Cindy Chastain
UX Challenges
• Isolated corporate silos
• Old school approaches
• web as print
• interruptive advertising
• “mediumism” = academic approach
• Powerless middle management
• Prohibitive culture
• Truly a multidisciplinary skill
Achieving Great UX
• Willing Management (Leadership vision)
• Open Culture (Fail Fast, Fail Often)
• Agile Business Model (Adaptability)
UX for Business
“Good design is good business”
- TJ Watson, founder of IBM
UX is Good Business
AppleElectronic ArtsGoogleJet BlueNetflixNikeProgressiveRIMTargetYahoo
UX: From 50,000 Feet
Service Continuum
The Process
Basic business we’re skimming:
• Research
• Analysis
• Strategy
• Branding
Elements of UXDeliverablesValues
via Peter Morvillevia Vinay Mohanty
UX Values
Useful If it's not useful, who cares if it's usable?
Usable Don't make me think!! ! (Steve Krug, who wrote the book)
Desirable Positive experiences build brand loyalty.
Accessible Available to all, regardless of disability.
Findable You can't use what you can't find.! ! (Peter Morville: The Age of Findability)
Credible Quality design builds trust.
via Morville & Mohanty
UX Equation
OptimalUser Experience
function
performance
ease of use
beauty
emotion
meaning
Tangible Intangible
via Cindy Chastain
UX: A Process
The User Focus
• Internal perception of your customer is usually not as close to reality as your company thinks; likely shaped by internal factors like formal accounting divisions
• Be a pusher: the term “User” is also associated with drug dealers! Internet behavior is addictive, so be on the supply side
Brand Messaging
Stakeholders Strategic Message
Internal: Board, Exec, Sales, etc. “Individual Message”
External: Vendors, Competition, Members “Individual Message”
Value Proposition
Context
Context: Personas
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User Stories(Use Cases)
Context: Matching User Behavior
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Context: Matching User Behavior
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Content Flow
Utilizing the Internet as a publishing platform, brands must realize that it is a fast moving STREAM and publish accordingly
photo via Flickr user alexwilkes
Usability
Design
Utility
==
=Interaction
DesignGraphic Design
Information Architecture
User Experience
Digital Design Deliverables
+
Usability
Design
Utility
==
= IA
IxD
Art
UX
Digital Design Deliverables
+ Flats
Wireframes
Outline
BrandingWebsite UX Design Process
IA
IxD
Art
UX
MessagingPersonasContent Strategy
Maintenance
User Testing/Research
Q/ATechnicalProduction
*based on work by Challis Hodge
Technology
Development Approaches
• Open Source vs Commercial
• Waterfall vs Agile
• Custom vs Frameworks vs Platforms
• User-Centered Design vs 37signals
Online MarketingIf you build it, they won’t necessarily come...
• SEO: Search Engine Optimization
• Advertising: Key Word, Display
• Analytics & Optimization
• Content Scheduling & Creation
• Promotions
• Email Campaigns
• Social Media: Monitoring & Engagement
Oh... about the iPad• This “magical” device will redefine
UX - Fullscreen Multitouch!• Success Factors
• Kills the “desktop/windows/folders” GUI metaphor
• Apps make the device an “appliance”• Expanded gesture vocabulary feels
natural• Smart “head” to other devices via docking• Integrated content delivery
