wtf is ux? upload
TRANSCRIPT
WTF is UX? And Why Your Career Depends On It
September, 2015 Joe Szabo, Vice President, User Experience
BBDO Canada
Joe Szabo User Experience Designer
2000 Copywriter
Zima banner ad circa 1994
WTF is UX?
1. what is UX? 2. how does it work? 3. what is the value of UX?
WTF is UX?
14 people, 42 data points
user-centric approach
“Explain/define UX. What it is, what it isn't, how valuable it is, how it applies to
various channels.”
innovations in communication design
1377 - the Jikji is printed using movable metal
1440 - Johannes Gutenberg introduces the printing press to the West
1883 - Benjamin Day designs the first form of communications to rely solely on advertising revenue
1959 - Bill Bernbach creates the Art Director / Copywriter model
art director + copywriter
1995 - The Internet Goes Mainstream
Google X Project Loom providing internet access to the world
The Evolution of Control
control the brands control the content control the people
UX researcher UX designer UI designer
visual designer content strategist
interaction designer front-end developer
user experience design roles
user experience designers are primarily concerned with how the
product “feels”
“ We should show users the 'Thank You' page once they have
finished signing up. ”
user interface (UI) designers are particular about how the product is laid out
“ The login and sign up links should be moved to the top right corner. ”
a visual design is known as a ‘pixel pusher’
“ The kerning is off and the button should be 1 pixel to the left! ”
UX researchers are the champions of user needs
“ From our research, a typical user... ”
interaction designers deal with what the interface does after a user touches it
“ The menu should ease-in from the left in 800ms ”
the internet is constantly evolving UX encompasses all interactions with a brand
there are many roles within UX UX designers don’t make things “digital”
UX is not just websites
key takeaways
“I would like to see how it (UX) can help shape/guide creative thinking for
campaigns rather than being brought in after the concept or tactics are
established.”
how does UX work?
UX supports the user journey
Omni-channel is not about designing “single experiences” It’s about supporting a connected, user journey across devices and phases of engagement
step 1: analysis & ideation
1. Stakeholder Interviews: Understand fully and completely the problem we are trying to solve.
2. Contextual Interviews: Understand what users need from your brands, when and why.
3. Personas: Group archetypes into like-minded individuals.
4. Ideas: How do we solve our client’s problem?
4 simple things
1. get EMPATHY (intent + motivation + context = behaviour ) 2. put your client’s business on a 360 degree engagement cycle 3. channel strategy and tactics that support users’ needs 4. prioritize the opportunities according to the value to the business, the user
and technical feasibility
involve UX designers sooner and upfront spend more time defining the problem
insist on multi-disciplinary teams be open to new process (clients are)
key takeaways
“Would love to see UX approach the consumer journey... How a consumer
sees a billboard then a TV spot, then a transit ad then a promoted tweet. Would
be cool to design campaigns using UX principles.”
“ Consumers are hacking the customer journey to work for
them how, when, where and why they need to accomplish their
tasks and goals.” Brian Solis
x
x
UX has become the journey
from connected device
to connected devicefrom one context
to another UX is the journey
customers are hacking their journey omni-channel is better than multi-channel
don’t think about a message think about the journey your customer is on think about how you can be relevant to her
key takeaways
“Continue to show enough value for UX in front of clients that they don't hesitate to
pay for it.”
what is the value of UX?
ROI
increased sales increased productivity
increase customer satisfaction & loyalty decreased training & support costs
decreased development time & costs decreased maintenance costs
brands
apple coca-cola
herman-miller IBM nike
procter & gamble starbucks
identify key variables for design ROI formulas can prove what UX is worth
the best brands in the world think design (it shows in the experience and the financial statement)
key takeaways
improving pictures doubled weekly revenue to $400 per week
the simple change from a star to a heart increased engagement by over 30%
look for patterns in your data put empathy in your design solution think outside of your comfort zone
simple changes can make a huge difference
key takeaways
“ No single competency is enabling us to elevate the ______ brand
more than our global leadership in mobile, digital, and loyalty. ”
let technology do whatever a user can do, so she doesn't have to
+ 20% of Starbucks total sales come from their mobile app
let technology do what the user can do keep mobile experiences simple
digital can deliver ridiculous revenues
key takeaways
technology can change an entire business model and how consumers feel about your brand
key takeaways
“ Is there one thing I can read to more fully understand your approach to user
experience?”
2 UX resources
1 book
1 movie: “design disruptors”
“ What can I do, as a creative, to help make a better UX experience? ”
Joe Szabo User Experience Designer
questions?