DCWW Intro to User Experience July 9, 2013

hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843

Agenda:

1. Introductions 2. About Huge

3. Our process 4. Good & bad

usability 5. Case study

6. Questions

Introductions.

Amber Cartwright, User Experience Lead D.Anthony Verdin, User Experience Lead

About Huge.

Huge.

We help transform brands

and grow businesses.

We believe.

Great user experiences are

what drive business performance

and marketing.

AdAge A-List for 2012 Top ten agencies as ranked by AdAge, across all marketing disciplines.

Third-largest mobile agency According to AdAge for 2012.

Social media agency of the year 2011 and 2012 by OMMA / MediaPost.

Most innovative agency for 2012 by Digiday and One of Five for 2011 by Mashable.

Founded in 1999 Full-service digital agency within Interpublic Group

600 employees

How we’re structured.

Los Angeles.

Rio de Janeiro.

London.

Brooklyn. San Francisco.

Portland.

Washington, DC. Atlanta.

Our culture:

Make something you love.

Hire the best people.

Work on incredible projects.

Have fun.

newsweek  

Pizza Hut:

Strategic insight.

Creative/UX design.

Business analysis.

Project requirements.

Wireframing.

Project & account management.

Measurement & analytics.

Social & digital media.

SEO Optimization.

Front-end web & portal development.

Our process.

UX is at the core

of everything we do at Huge.

We all put the user first

regardless of department.

80+ interaction & product

designers globally.

We are:

strategists + designers + coders

Business & brand needs.

Audience needs.

Tech & Org Considerations.

Process overview.

1. Discover 2. Plan 3. Create & iterate

5. Measure & evolve

4. Implement

•  Stakeholder Interviews

•  Consumer Research & Insights

•  Brand & Content Audit

•  Competitive & Market

•  Landscape Analysis

•  Platform & Technology Assessment

•  Goal Prioritization

•  User Personas & Journeys

•  Creative Brief

•  Communications Strategy

•  Road Map

•  Asset Matrix

•  Measurement Plan

•  Creative Concepts

•  Campaign Architecture

•  Wireframes

•  Digital Experience Design

•  Prototyping & User Testing

•  Creative Assets

•  Style Guidelines

•  Functional Specs & Annotations

•  Development & Infrastructure set-up

•  Testing & Analytics

•  Implementation

•  Deployment Management

•  Tracking Analysis

•  Media optimization

•  Measurement of Success

•  Future Enhancements Plan & Research

It’s really all about collaboration.

Ideas, ideas, and more ideas.

A lot of companies

don’t realize their brand

is their online experience.

Here’s the best part:

In many cases, user goals

and business needs align.

I want to pay.

Why do you make it so hard

for me to give you

my money?

I need help but

I don’t feel like calling you

and waiting on hold forever.

Why can’t I just find

the answer myself?

I do business

with you all the time.

Why does it feel like you

don’t know me at all?

Good & bad

usability.

A good user experience is…

Good UX is:

1. Understandable

2. Actionable

3. Engaging

4. Efficient

Good UX is:

1. Understandable

2. Actionable

3. Engaging

4. Efficient

Good UX is:

1. Understandable

2. Actionable

3. Engaging

4. Efficient

Good UX is:

1. Understandable

2. Actionable

3. Engaging

4. Efficient

It’s easily learned.

Vine is a perfect example.

Vine is a perfect example.

A new behavior is learned after a

single use.

Porsche European delivery.

Understandable

Actionable

Engaging

Efficient

Actions are hard to find and navigate.

Understandable

Actionable

Engaging

Efficient

Nothing entices users to play with it.

Understandable

Actionable

Engaging

Efficient

It’s takes lots of time to figure out.

Understandable

Actionable

Engaging

Efficient

Physical-world experiences

can be judged against the

same criteria.

Santa Cruz utility boxes.

Understandable

Actionable

Engaging

Efficient

Illustrating the utility box’s use marks

a huge improvement.

Understandable

Actionable

Engaging

Efficient

Simplifying generally improves

communication to users.

But simple doesn’t mean it can’t be

complex, but streamlines needs.

A personal favorite.

Your turn.

Explore the space and find

objects that represent both good

and bad usability.

Send your pics to

goodbadux@gmail.com.

Case Study.

In order to better understand

some of the steps in our process,

we are going to dive deeper into

one site’s experience.

We are going to explore three steps of

our Discovery phase.

1.  Define business & user goals

2.  Feature prioritization

3.  Concept sketching

Our case study: freshdirect

User goals:

The goals and needs that people

have. This doesn’t necessarily need

to be tied to an online experience.

Our user might say…

“I’m a busy mom, I want buying groceries to be fast and convenient.” “Sales and discount are a priority for me.” “I won’t order vegetables without seeing them, but I will get my staples online.”

That translates to these user goals.

“I’m a busy mom, I want buying groceries to be fast and convenient.”

Make the experience simple and personalized. “Sales and discount are a priority for me.”

Keep offers prominent and available. “I won’t order vegetables without seeing them, but I will get my staples online.”

Make repeat buys easy.

Business goals:

Help boost the brand and

increase profitability.

The business might say…

“I want to get people to the products they want faster.” “I want people to think ‘freshdirect’ when they think groceries.” “I want our customers to order anytime & anywhere they want.”

This translates to these business goals.

“I want to get people to the products they want faster.”

Decrease the number of steps it takes to find a product on the site. “I want people to think ‘freshdirect’ when they think groceries.”

Increase brand awareness through marketing and elevated experiences. “I want our customers to order anytime & anywhere they want.”

Create a branded experience across devices.

Activity 1: Goals

Review the freshdirect site for 10

minutes in your groups. Define what

you think the three primary business

and user goals are from the site.

Review goals.

Next, let’s take a look at a single

page and assess it’s experience.

Is this page meeting your goals?

Is this page meeting your goals?

“Sales and discount are a priority for me.”

Are deals prominent enough?

Activity 2: Feature prioritization

With your user & biz goals in mind,

Take 10 minutes in your group to list

out the top 5 features on the page.

Review top 5 features.

Now let’s review one module on the

product page and redo it.

Now we’re going to sketch. Here are

some things to think about.

•  Bring your priorities to the front •  Remove features in the module

•  Add something new

•  Change the interaction

•  Change the language

•  Don’t worry about what the sketch looks like

Activity 3: Sketch

Again, keeping your goals as

priorities, take 15 minutes to sketch 2

other versions of this module

individually. Choose one favorite

from the group to present.

Review favorite sketch.

You have learned some of the basics

in UX today. We hope you had fun

and thanks!

Questions…

hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843