user centered thinking in higher ed communications
TRANSCRIPT
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User-centered thinking in higher ed communications
Batu Sayici Melissa Zuroff
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Hello!
@batusayici
@MelissaZuroff
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Let’s talk about
• Using research and data to establish a user-centered strategy
• Determining the tools and team needed
• Recognizing and exploring how to approach potential challenges
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User-centered design Designing a product or service around how users want or need to use it, rather than forcing them to change their behavior to accommodate your product or service.
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Before
flickr.com/photos/remembertobreathe/14351037195
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Internally driven communication mimicking organizational structure and language!
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The problem?
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Now
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A user-centered design and content strategy reflecting students’:
1. mental model 2. priorities 3. language
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How to get therein 4 steps
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Get management support and sponsorship.
1
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Challenges you might face
• No budget/staff • Low awareness of benefits • Resistance to act • Organizational change
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Overcome the challenges
• Show, don’t just tell.
• Focus on projects that produce tangible results.
• Involve stakeholders throughout the process of planning, execution, analysis, and reporting.
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Make your argument.
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Emphasize what a user-centered
strategy enables
• More effectively meeting organizational objectives
• Better serving user needs
• Better accountability
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Some resources on getting leadership buy-in:
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Build the right team.
2
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Identify the right people and skill sets…
Visual Design UX Content Analyst
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…and foster their skills.
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Involve users (early) in the design process.
3
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Determineyour process.
InterviewsSocial Media
SurveysAnalytics
BrainstormingCard sorting
Surveys Analytics
Usability tests
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Use your data to find what’s not working.
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Understandcurrent experience
and pain points.
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Simplifytheir journey.
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Talk their language.Avoid jargon and
internal terminology.
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Check rough prototypes early.
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Test & iterateQuick and dirty is better than none.
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Here’s an example
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Tips for user tests
• Use social media and email to create a pool of participants.
• Offer desirable incentives.
• Run small tests often.
• Aim to make things better, not perfect.
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Some resources on testing:
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Measure and communicate results.
4
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3
3.25
3.5
3.75
4
easy to find easy to understand enjoyable
Before After
Results
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To be more user-centered…
Get management support and sponsorship.
Build the right team.
Involve users early in the design process.
Measure and communicate results.
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–Steve Krug
“When fixing problems, try to do the least you can do.”
But also…
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Questions?
@batusayici
@MelissaZuroff