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What is



    UX    in 10 slides
Introduction
                    User experience is the most important
                    part of a digital project; although it's not
                    really a 'part' … it's infused throughout.
               UX   Professionals devoting their careers to
                    understanding users and crafting
                    experiences that suit their needs are UX
                    professionals regardless of whether they
                    focus on copy, design, development, IA,
                    or strategy.

                    This is the story of a UX professional.
The Ask
                     One day, not too long ago, a guy came
                     in asking for a website and I was asked
                     to help figure out what he wants.
          I want a
          website    Stakeholder interviews were set up, and
                     I focused on finding out:

                     1. What behaviour he'd like from his
                        users.
                     2. Who he believes his users are
                     3. What are typical customer journeys
The Audience
               When stakeholder interviews were finished, I had
               a good grasp on who the client thought their
               users are, and what he wants them to do.

               My first task is to confirm his research/
               assumptions about his users.

               We don't have much time or money to do any
               in-depth user research, but I was able to classify
               users based on analytics and a quick focus
               group.

               Based on the research and analysis I was able
               to do, I was able to get team alignment on our
               primary persona as well as secondary personas.
The Competition
                  Now that I've segmented and defined
                  behaviours of the clients users, it's time
                  for me to dive into his competition.

                  It's easy to search out his competition
                  using Google; and relatively simple to set
                  up a brand monitoring system to find out
                  what people are saying about my client,
                  and his competition.

                  I conduct a competitive analysis and pull
                  out key conventions, and key
                  opportunities.
The Ecosystem
                Another important task is to define the
                universe we're going to be working in.

                Although the client has asked for a
                website, I need to figure out:
                 • What other digital properties exist
                 • What other communications exists
                 • What SEO/SEM activity is in place
                 • What social activity is in place

                Once these are mapped, user journeys
                can be aligned with the cross-channel
                ecosystem
The Content
              Now that the background work is done,
              the REAL work begins and the first thing
              our team needs to define is content.

              The creative team is engaged to come
              up with an over-arching concept. I work
              in tandem to evaluate currently available
              content and map it back to the different
              mental models associated with the
              personas.

              From this, I'm able to derive gaps and
              opportunities for new content.
The Information Architecture
                               Once a content strategy is pulled
                               together, I'm able to get started on the
                               information architecture.

                               I choose a 2-pronged approach to
                               categorization; an open card-sort and
                               tree testing.

                               The card sort reveals where cross-links
                               need to be incorporated, while the tree
                               test validates that the taxonomy I've
                               created stands-up.
The Interaction Design
                                  With an approved IA in hand, I'm able to
                                  get started with wireframes and the
                                  interaction design of the site.
             nt
      C onte                      I heavily rely on the background research
                                  to help define what navigation, layout,
                                  and interaction conventions I select to
                         De
                           sig
                                  utilize.
                              n

                                  I collaborate with the design and tech
                                  team to ensure I'm capturing all the
                                  appropriate functionality.
The Usability
                We've been given the budget to
                conduct both remote tests, as well as
                lab-tests.

                I spend a week writing the tests, two
                weeks conducting them, and a week
                analyzing the results from both sources.

                90% of the tasks were completed, and
                over-index on speed and recall. A few
                tweaks and the addition of a customer
                feedback mechanism and we're good!
The Design Consult
                                     Now that we have an approved design
                                     specification document, we move into visual
                                     design.




                Direction
                                     I'm asked to add my unique outlook to the trio
                                     of creative director, copy writer, and designer.
                            Design
          UX                         Throughout the design process, I'm able to
                                     provide input on visual design, and
                     Copy
                                     nomenclature decisions that are made.

                                     As the dev team makes the designs a reality,
                                     I'm able to stay involved and provide input with
                                     regards to interactions.
The Test
                                                             Once the site is launched, I'm able to work
                                                             with a business analyst to figure out what
                             ROI                             elements are working well, and which
     Visits
                  KPI
                                                Conversion   elements might require an update.

                                                             Through the ongoing process of multivariate
                                                             testing, I'm able to optimize conversion rate
                                                             from 20% at launch to 35% after 8 months.

                                                             Ongoing analysis of the metrics we have
              Abandonment            Drop-Off                access to, has provided us with an insight
                                                             that users need a mobile optimized version of
                            Bounce
                                                             the website. This could lead to future
                                                             opportunities.
In conclusion.

As a UX consultant, I'm able to focus on what's important to
the project & the client, rather than what my specific job
description is.

I encourage everyone on every team to approach their
portion of the project with the mindset of a UX professional.

If you're team needs help understanding how UX can be
incorporated into their skill-sets, or they need someone to
guide them, I encourage you to pass this presentation
around, read my blog, or ask me to come in and help.
Blog: http://thejordanrules.posterous.com/
Twitter: @thejordanrules (https://twitter.com/thejordanrules)

Images: all images for this presentation were obtained with permission from iStock Photo
(http://www.istockphoto.com/search/portfolio/697682/?facets={%2235%22:%22stick%20figure%22}
#943e221)

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What is UX, in 10 Slides

  • 1. What is UX in 10 slides
  • 2. Introduction User experience is the most important part of a digital project; although it's not really a 'part' … it's infused throughout. UX Professionals devoting their careers to understanding users and crafting experiences that suit their needs are UX professionals regardless of whether they focus on copy, design, development, IA, or strategy. This is the story of a UX professional.
  • 3. The Ask One day, not too long ago, a guy came in asking for a website and I was asked to help figure out what he wants. I want a website Stakeholder interviews were set up, and I focused on finding out: 1. What behaviour he'd like from his users. 2. Who he believes his users are 3. What are typical customer journeys
  • 4. The Audience When stakeholder interviews were finished, I had a good grasp on who the client thought their users are, and what he wants them to do. My first task is to confirm his research/ assumptions about his users. We don't have much time or money to do any in-depth user research, but I was able to classify users based on analytics and a quick focus group. Based on the research and analysis I was able to do, I was able to get team alignment on our primary persona as well as secondary personas.
  • 5. The Competition Now that I've segmented and defined behaviours of the clients users, it's time for me to dive into his competition. It's easy to search out his competition using Google; and relatively simple to set up a brand monitoring system to find out what people are saying about my client, and his competition. I conduct a competitive analysis and pull out key conventions, and key opportunities.
  • 6. The Ecosystem Another important task is to define the universe we're going to be working in. Although the client has asked for a website, I need to figure out: • What other digital properties exist • What other communications exists • What SEO/SEM activity is in place • What social activity is in place Once these are mapped, user journeys can be aligned with the cross-channel ecosystem
  • 7. The Content Now that the background work is done, the REAL work begins and the first thing our team needs to define is content. The creative team is engaged to come up with an over-arching concept. I work in tandem to evaluate currently available content and map it back to the different mental models associated with the personas. From this, I'm able to derive gaps and opportunities for new content.
  • 8. The Information Architecture Once a content strategy is pulled together, I'm able to get started on the information architecture. I choose a 2-pronged approach to categorization; an open card-sort and tree testing. The card sort reveals where cross-links need to be incorporated, while the tree test validates that the taxonomy I've created stands-up.
  • 9. The Interaction Design With an approved IA in hand, I'm able to get started with wireframes and the interaction design of the site. nt C onte I heavily rely on the background research to help define what navigation, layout, and interaction conventions I select to De sig utilize. n I collaborate with the design and tech team to ensure I'm capturing all the appropriate functionality.
  • 10. The Usability We've been given the budget to conduct both remote tests, as well as lab-tests. I spend a week writing the tests, two weeks conducting them, and a week analyzing the results from both sources. 90% of the tasks were completed, and over-index on speed and recall. A few tweaks and the addition of a customer feedback mechanism and we're good!
  • 11. The Design Consult Now that we have an approved design specification document, we move into visual design. Direction I'm asked to add my unique outlook to the trio of creative director, copy writer, and designer. Design UX Throughout the design process, I'm able to provide input on visual design, and Copy nomenclature decisions that are made. As the dev team makes the designs a reality, I'm able to stay involved and provide input with regards to interactions.
  • 12. The Test Once the site is launched, I'm able to work with a business analyst to figure out what ROI elements are working well, and which Visits KPI Conversion elements might require an update. Through the ongoing process of multivariate testing, I'm able to optimize conversion rate from 20% at launch to 35% after 8 months. Ongoing analysis of the metrics we have Abandonment Drop-Off access to, has provided us with an insight that users need a mobile optimized version of Bounce the website. This could lead to future opportunities.
  • 13. In conclusion. As a UX consultant, I'm able to focus on what's important to the project & the client, rather than what my specific job description is. I encourage everyone on every team to approach their portion of the project with the mindset of a UX professional. If you're team needs help understanding how UX can be incorporated into their skill-sets, or they need someone to guide them, I encourage you to pass this presentation around, read my blog, or ask me to come in and help.
  • 14. Blog: http://thejordanrules.posterous.com/ Twitter: @thejordanrules (https://twitter.com/thejordanrules) Images: all images for this presentation were obtained with permission from iStock Photo (http://www.istockphoto.com/search/portfolio/697682/?facets={%2235%22:%22stick%20figure%22} #943e221)