2. UXStrategy
User Design Principles
2
๏ Choose the best format for the context of use
๏ Provide content for all levels of ability
๏ Design for each of the persona states - crisis, stability and self-reliant
๏ Reflect the identity and needs of clients, not the structure of FACS
๏ Reflect the range of needs for clients (across service boundaries)
๏ Provide clarity of eligibility and action to take
๏ Provide clear expectations and address fears
๏ Keep people informed https://www.gov.uk/service-manual
3. UXStrategy
User & Customer Experience
3
Business
Goals
User
Needs
Technological
Constraints
UX
UX & CX
It’s the sweet spot that
marries business and
customer needs with what is
technically possible
4. UXStrategy
Business needs analysis
4
User
Needs
Technological
Constraints
UX
Business
Goals
๏ Stakeholder interviews
๏ Defining what success looks like
๏ Requirements workshops
๏ Illustrate desired user flows
๏ Setting baselines
5. UXStrategy
User needs analysis
5
๏ Recruit and interview users
๏ Quantitive analysis of users
๏ Qualitative research of users
๏ Identify primary user needs
๏ Illustrate their journeys
๏ Testing our business offerings
User
Needs
Business
Goals
Technological
Constraints
UX
6. UXStrategy
Technical constraints analysis
6
๏ Analyse online traffic
๏ Information architecture
๏ Content audit
๏ User flow diagrams
๏ Iteration planning
User
Needs
Business
Goals
UX
Technological
Constraints
7. Discovery & Research
Understanding our customers
“Success is not delivering a feature, it is learning how to solve
a customer’s problem”
Eric Ries - The Lean Startup
7
11. UXStrategy
Engagement hierarchy for existing and new customers
๏ Are we answering needs?
๏ How can we exceed
their expectations?
๏ Will they recommend us
in future?
Innovative
Has personal significance
Desirable
Memorable aesthetic experience
Functional
Works as expected
Reliable
Stable and consistent
Accessible
Ease of use
Proficient
Works beyond expectation
Qualitative
Focussed on experiences
Quantifiable
Focussed on tasks & features
12. UXStrategy
Using Personas
A persona is not an actual user,
but a “hypothetical archetype” or
character who represents a group
of users to understand their
needs and problems.
13. UXStrategy
Why Personas?
๏ Personas help to answer very
specific questions
๏ They help us gain perspective
๏ They tell a story which is easily
remembered forever
๏ Predict outcomes
14. UXStrategy
Personas for the whole team
Personas are a tool that can be
used by anybody in developing a
product or service
Entrepreneurs
Designers
Producers Techies
Marketing
Stakeholders
15. UXStrategy
Personas for the planners
๏ Identifying customer types
๏ Defining problems and pain-points
๏ Understanding their motivations,
needs and goals
๏ Understanding attitudes and
comfort levels
๏ Identifying competing products
Marketing
Stakeholders
16. UXStrategy
Personas for designers, builders and producers
๏ Design for the customer
๏ Develop for the customer
๏ Focus on primary features
๏ Resolve disagreements
Designers
Producers Techies
17. Creating personas
If used improperly, as when personas are not based on first-hand
research, or based solely on market research (as opposed to
ethnographic research), then personas will impart an inaccurate
understanding of users and provide a false sense of security and
solidify assumptions.
17
18. UXStrategy
User interviews
Conversations about their lives
but allow flexible discussion to
guide insights on topics relating to
their experience and behaviour
around a product / service.
19. UXStrategy
Shadowing
Observation of their experience
with a service /product. Often we
can learn things that they might
never tell us. It can entail watching
someone over a course of time
or many people to find patterns.
21. UXStrategy
Keeping personas alive
21
๏ Assign a champion to
keep personas alive
๏ Present personas to
key departments
๏ Use role-playing and
Q&A with personas to
answer questions the
team has.
Personas can be kept alive within an organisation by laying some groundwork.
24. Information architecture
Once we have understood the primary and secondary users, we can
then craft a content strategy based on the user flows.
24
25. UXStrategy
Task modelling
ATask Model diagram can be
created to list tasks around a
person’s needs and behaviours to
dive deeper and discover what
they are trying to accomplish, and
then create solutions that match.
26. UXStrategy
Content based on customer needs
FindSearch
Browse latest
movies to watch
Search Google for
keywords: foxtel,
guide, movies,
australia
Movie evaluation
Userneeds
Personalisation Evaluation
Is it worth keeping
Foxtel?
Upgrade
Upgrade my
subscription
Personalisation Manage account
Edit user profiles
Browse popular
movies to watch
Is it age
appropriate?
Have we seen this
movie?
Am I on the right
website?
What user star
rating is it?
What movies have I
missed?
What reviews have
been written for it?
Movie exploration
When is this movie
showing?
Record this movie
Add this movie to
my watch list
I want to explore
other movies like
this
I want to explore
other channels
movie guides
I want to set a
reminder for when
this movie is on
Browse movies by
genre
What movies are on
later?
What movies are on
now?
I want to sort /
filter results by
channel, genre,
rating, recent,
popular
Search Foxtel
Movies for titles,
directors, actors
Is it worth
upgrading?
Share this movie
review / rating /
watch list
I want to know
what my friends are
watching
Rate / review this
movie
Make it easy for me
to choose what I
like
I want to know
what my friends
have rated &
reviewed
I want to know
when new movies
are out
Cancel my account
Manage user watch
lists
Downgrade my
subscription
Post-movieSearch and Find Movie evaluation Conversion AdminRetention
Movies watched
Foxtel Movies
Home
Remote recording Genre in navigation
A-Z Movie Guide
Foxtel Movie search
with auto-complete
Foxtel Movies
Home
Movies Guide
Recommendations
Faceted search
results
Hero carousel
"New" carousel
Age classification
Movies Guide
Reviews
Ratings
Watchlists
Reminders
Watchlist sharing
Rating & review
sharing
"Related" carousel
Cross channel
guides
Email subscription
Membership
rewards and prices
Online upgrade
Upgrade free trial
Reviews
Ratings
Rating & review
sharing
Watchlist
management
User Profile
management
Account
management
Online downgrade
26
28. UXStrategy
Card sorting defines content blocks and navigation in the IA
28
ATask Model diagram can be
created to list tasks around a
person’s needs and behaviours to
dive deeper and discover what
they are trying to accomplish, and
then create solutions that match.
Qantas Gemini Card UX
Card Sorting results
5
Open card-sorting dendrogram Similar
Qantas Gemini Card UX
Card Sorting results
Droga5
QFF0020-Qantas-Cash-UX-v12.graffle
Fri Mar 08 2013
Document
Creator
Modified5
Open card-sorting dendrogram Similarity Matrix
30. 30
User Testing & Validation
Once we have defined the business success and understood our customers,
we can then test our assumptions and outcomes of our research iteratively
within a production cycle.
35. UXStrategy
35
The 4 Pillars of Content Strategy
Substance identifies what content
is required to successfully
implement your core strategy,
including characteristics such as
messaging architecture, intended
audience(s), and voice and tone.
Structure focuses on how content
is prioritised, organised, and
accessed. Although structure can
include information architecture
(IA), it can focus more deeply on
the content itself.
Workflow
Core
strategy
Governance
Substance
Structure
Workflow explains how people
manage and maintain content on a
daily basis, including the roles,
tasks, and tools required
throughout the content lifecycle.
Governance describes the policies,
standards, and guidelines that
apply to content and its lifecycle, as
well as how an organisation will
sustain and evolve its content
strategy.
To create a cohesive network of
digital properties, which provides
customers with informative and
engaging content.
