introducing the discipline of user experience design (uxd) to a traditional advertising agency
Post on 21-Oct-2014
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DESCRIPTION
This is a presentation given to an audience of account executives at a traditional advertising agency with the goals of introducing the discipline of user experience design and helping them understand how to "sell" experience design services through to clients.TRANSCRIPT
I n te rna l
UXD CAPABILITIES PRESENTATION FALL 2011
A G E N D A
• Answer the nagging question: What is a user experience designer (UXD)?
• Introduce the department & detail the benefits we can bring to your business
• Answer questions
UXD IS NOT LIMITED TO THE
CONFINES OF A COMPUTER.
IT DOESN’T EVEN NEED A SCREEN.
UXD IS ANY INTERACTION WITH
ANY PRODUCT, ANY ARTIFACT,
ANY SYSTEM.
BILL DEROUCHEY DIRECTOR OF INTERACTION DESIGN AT ZIBA DESIGN
AS AN AGENCY, WE DEVELOP
BOTH THE OPPORTUNITIES FOR
BRAND/CUSTOMER ENGAGEMENT
AND THE ENGAGEMENTS THEMSELVES.
ME YOUR FRIENDLY NEIGHBORHOOD UXD
AS UXDS WITHIN THE AGENCY,
WE TRY TO SHAPE THE INTERACTION
THAT COMES WITH EVERY ENGAGEMENT
SUCH THAT IT BENEFITS
THE BRAND AND ITS CUSTOMERS.
STILL ME YOUR FRIENDLY NEIGHBORHOOD UXD
D E F I N I N G U X D
WHAT SORT OF PERSON DOES THIS FOR A LIVING?
• Could have a professional background in:
! Journalism
! Library science
! Software or Web development
! Graphic design
! Industrial design
! Copywriting
! Psychology
• Could be:
! Right of out a Master’s program
! Making a lateral career move
D E F I N I N G U X D
WHAT ARE WE LIKE AS PEOPLE?
• Curious
• Empathetic
• Passionate
• Problem-solvers
• Big minds, big mouths
D E F I N I N G U X D
WHAT ARE WE LIKE TO WORK WITH?
• Sense of humor
• Love of the arcane
• Desire for the specific
• Ability/comfort/habit of asking teammates and clients, “Why?”
• Love to use words like “arcane”
TRUTH IS, NOT EVERYONE
HAS THE TOMATOES TO BE A UXD
CERTAINLY NOT ANYONE
AT HEINZ, CIRCA 2002
10 years ago, ketchup sales were flat
• Heinz and Hunt’s were desperate
• Forecasters predicted salsa would overtake ketchup as America’s favorite condiment
C A S E S T U D Y
UXD MIA
TYPICAL BRAND MANAGER RESPONSE:
SALES DOWN!
MUST THINK OUTSIDE BOX!
Had they asked their customers, the Users of their products, they would’ve found:
• People just wanted the ketchup they had in their fridge
• But they couldn’t get it out of the bottle
C A S E S T U D Y
UXD MIA
THERE WERE MANY TECHNIQUES
WITH VARYING DEGREES OF SUCCESS
IT WAS ALMOST
WORSE WHEN THE
PRODUCT ACTUALLY
DID WORK
In business since since 1869, it took Heinz 133 years to figure out:
• 25% of Users stuck a “knife in the bottle to start the ketchup flow”
• 15% of Users actually stored it upside down
C A S E S T U D Y
UXD MIA
VALVE HAD TO OPEN
EASILY WHEN SQUEEZED,
SHUT SECURELY WHEN
SQUEEZING STOPPED
GERBER WANTED IT FOR SIPPY CUPS.
SHAMPOO FOLKS WERE INTERESTED,
SO WAS NASA.
YEARS LATER,
SO WERE HEINZ AND HUNT’S.
“WATCHING HOW THEY HELD THE [PROTOTYPE] BOTTLE
WAS REALLY IMPORTANT BECAUSE WE WANTED
TO DESIGN A TRULY ERGONOMIC BOTTLE,”
EXPLAINED THE THE BRAND MANAGER.
“NOT JUST ONE THAT HAS SOME CURVES OR
LOOKS GOOD, BUT ONE THAT ACTUALLY
FIT THE HAND & HAD AN EASY GRIP.”
Heinz developed its upside-down ketchup bottle with the fancy valve only after asking customers what would make it easier to get the ketchup out
• It got more ketchup out of the bottle, but it also got it out of the bottle neatly
• Because people could now get more ketchup out of the bottle, the industry suspected that consumers would want… more ketchup!
• Along came bigger bottles with the cool new valve
C A S E S T U D Y
UXD MIA
WHERE WAS THE USER ADVOCATE
IN THE FIRST 100 YEARS OR SO
OF THEIR BUSINESS?
SO, WHAT’S IN IT
FOR ME?
ACCOUNT SERVICE
Background/Accomplishments
• 16 years of multichannel marketing experience including digital, broadcast, print, and experiential tactics
• Lauded creative director and copywriter; awards include Global, Rx Club, In-Awe, MM&M, and Web Marketing Association (WMA)
• Started a branding/engagement consultancy that helped to promote and integrate the user experience design discipline into traditional, integrated, and digital advertising agencies
• Consulted on process, roles, responsibilities, deliverables, presentation, execution, and measurement at some of the country’s top tier healthcare agencies
D E P A R T M E N T O V E R V I E W
RICHARD VERNE, Senior Director of User Experience
DIGITAL IDEAS ARE
COMPLEX TO PLAN FOR,
AND ONCE THEY ARE BUILT,
COST MORE TO CHANGE.
SO IF WE ARE DESIGNING
WITHOUT A BLUEPRINT,
WE’RE DOING IT WRONG.
ABBY COVERT DIRECTOR OF STRATEGIC PLANNING, USER EXPERIENCE AT DRAFTFCB
WTF! WIREFRAME THAT FIRST! HTTP://ABBYTHEIA.WORDPRESS.COM/2011/05/11/WTF-WIREFRAME-THAT-FIRST
THE BEST UXDS HAVE
A TOOLBOX OF OPTIONS,
PICKING & CHOOSING METHODS
THAT MAKE SENSE FOR
A PARTICULAR PROJECT.
DAN SAFFER FOUNDER AND PRINCIPAL AT KICKER STUDIO
Research
Content Audit, Inventory, & Strategy
Heuristic Evaluation
Online Competitive Analysis
Stakeholder Interviews
User Research (Interviews, Surveys, Ethnography)
Analysis
Keyword Research
Project Requirements Gathering (Business, User, Functional, & Technical)
Personas/Scenarios/Tasks Development
Web and/or CRM Metrics
D E P A R T M E N T O V E R V I E W
UXD TECHNIQUES
Design
Engagement Mapping
Information Architecture
Task Flows
Use Cases
User Flows
Wireframes
Testing
Prototyping
Usability Testing
Eye Tracking Studies
Quality Assurance (QA)
IN ORDER TO CREATE
A GREAT EXPERIENCE FOR USERS,
NOT JUST DESIGN SOMETHING
THAT WE’D LIKE TO USE,
WE NEED TO KEEP LISTENING
AND ITERATING.
IT DOESN’T HAVE TO BE A RIGID PROCESS,
BUT IT DOES NEED TO EXIST.
WHITNEY HESS INDEPENDENT UXD, WRITER, & CONSULTANT