This document contains a presentation on strategic user experience given at a Canadian conference. It discusses key concepts in user experience including what user experience is, its various elements and components, why it is important, and challenges associated with developing a user experience strategy. User experience is defined as the experience a user has interacting with a system, influenced by the context of its use. It is not a process, the same as usability, or a fad. Developing an effective user experience strategy requires understanding user needs as well as business needs and goals. The biggest challenge is aligning these sometimes competing needs and priorities.

1. Strategic User Experience
Canadian Conference on Medical Education
Industry Presentation 2A
April 28th 2014 14:15 to 15:00

2. “What is UX?”
USER EXPERIENCE

3. © 2014 Longship Consulting Ltd. All rights reserved.© 2014 Longship Consulting Ltd. All rights reserved.
USER EXPERIENCE
First, what it isn’t.

4. © 2014 Longship Consulting Ltd. All rights reserved.© 2014 Longship Consulting Ltd. All rights reserved.
USER EXPERIENCE
1.UX is not a process.
(although User Centered Design (UCD)
is)

5. © 2014 Longship Consulting Ltd. All rights reserved.© 2014 Longship Consulting Ltd. All rights reserved.
USER EXPERIENCE
2. UX is not the same
as “Usability”
(although it influences UX)

6. © 2014 Longship Consulting Ltd. All rights reserved.© 2014 Longship Consulting Ltd. All rights reserved.
USER EXPERIENCE
3. UX is not a fad.
(although slapping “UX” on titles is)

7. © 2014 Longship Consulting Ltd. All rights reserved.© 2014 Longship Consulting Ltd. All rights reserved.
USER EXPERIENCE
User Experience
(UX) is:
the experience a user has
interacting with a system;
influenced by the context of its
use.

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SYSTEM
(product or
Service)
© 2014 Longship Consulting Ltd. All rights reserved.
USER EXPERIENCE
Context

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Virtual Physical
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USER EXPERIENCE
Websites
Applications
Software
Vehicles
Kiosks and
ATMs
Appliances and
Electronics

10. RealDecoy Inc. 10Magazine: Lean Back – Passive, “Tell me a story”

11. RealDecoy Inc. 11TV: Lean Back – Passive, “Tell me a story”

12. RealDecoy Inc. 12Web: Lean Forward – Active, “What can I do?”

13. The
Web
USER EXPERIENCE
Offices, Houses, Schools, Libraries, Internet Cafes.

14. The Web
The Web /
Apps
Apps
USER EXPERIENCE
Anywhere

15. USER EXPERIENCE
The Web
The Web
The
Web
The Web
The
Web
The
Web
The
Web
The
Web
The Web
Everywhere

16. “Who is your audience?”
UNDERSTANDING WEB AUDIENCES

17. They are
informavores
People want answers as quickly as possible.
They are active “Hunters” of information.
UNDERSTANDING WEB AUDIENCES

18. They are
task focussed
They have a single task in mind.
UNDERSTANDING WEB AUDIENCES

19. % of
visitors
interested
in a task
Most tasks have only a small minority
who are interested in them.
The majority of your visitors are
focused on 1-4 primary tasks
Tasks
0%
100%
50%
Read an Annual Report 0.017%Book a room 87%
User Needs
UNDERSTANDING WEB AUDIENCES

20. USER EXPERIENCE STRATEGY

21. USER EXPERIENCE STRATEGY

22. USER EXPERIENCE STRATEGY

23. They don’t read.
They scan.
Title
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Sed blandit tortor in tellus semper congue. Donec
porttitor pharetra sapien in adipiscing. Sed lacus urna,
pellentesque a fringilla non, mattis eu orci. Pellentesque
gravida, sem non elementum lacinia, ipsum tellus
ullamcorper est, ac rhoncus ante lectus quis dui. Fusce
ut magna et lectus aliquam placerat eget sed nisi. Nulla
odio nisl, ullamcorper id auctor et, luctus ac est. Proin id
massa lectus. Phasellus et turpis sit amet velit dictum
venenatis id id dolor. Donec pellentesque imperdiet
adipiscing. Nullam lacinia eros et nisl gravida
elementum mollis elit fringilla. Cras vulputate quam ut
mauris volutpat iaculis. Integer feugiat convallis
convallis. Nunc a ullamcorper orci. Praesent orci mi,
mattis in feugiat quis, placerat non elit. Etiam augue
nibh, iaculis nec porta vitae, posuere eget erat. Aenean
ullamcorper tellus et metus adipiscing accumsan. Nulla
facilisi. Nulla placerat augue nec erat posuere
bibendum. Pellentesque habitant morbi tristique
senectus et netus et malesuada fames ac turpis
egestas. Vestibulum laoreet gravida vestibulum. Nulla in
erat eget nulla feugiat pretium. In ac risus quis nisl
fermentum congue. Aliquam mauris lectus, pulvinar
vitae faucibus sed, gravida et mauris.
Title
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed blandit
tortor in tellus semper congue. Donec porttitor pharetra sapien in
adipiscing. Sed lacus urna, pellentesque a fringilla non, mattis eu orci.
• Pellentesque gravida, sem non elementum lacinia, ipsum tellus
ullamcorper est,
• Ac rhoncus ante lectus quis dui. Fusce ut magna et lectus
aliquam placerat eget sed nisi.
• Nulla odio nisl, ullamcorper id auctor et, luctus ac est.
Proin id massa lectus. Phasellus et turpis sit amet velit dictum
venenatis id id dolor.
Sub-head
Donec pellentesque imperdiet adipiscing. Nullam lacinia
eros et nisl gravida elementum mollis elit fringilla. Cras
vulputate quam ut mauris volutpat iaculis. Integer feugi-
at convallis convallis. Nunc a ullamcorper orci.
Praesent orci mi, mattis in feugiat quis, placerat non elit.
Subhead
Etiam augue nibh, iaculis nec porta vitae, posuere eget erat. Aenean
ullamcorper tellus et metus adipiscing accumsan. Nulla facilisi. Nulla
placerat augue nec erat posuere bibendum.
UNDERSTANDING WEB AUDIENCES

24. Satisfaction + Suffice
= Satisficed
maybe Probably
notNot
sure
Could
beDon’t
think
so
They will generally pick the first reasonable option.
UNDERSTANDING WEB AUDIENCES

25. They can leave
at any time.
The Back Button and Google are an easy option.
UNDERSTANDING WEB AUDIENCES

26. The simpler the site
The better for your users
Anything that detracts from Top Tasks hurts your site.
UNDERSTANDING WEB AUDIENCES

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Simple ≠
Good User Experience
UNDERSTANDING WEB AUDIENCES

30. © 2014 Longship Consulting Ltd. All rights reserved.
WHAT IS USER EXPERIENCE?

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WHAT IS USER EXPERIENCE?

32. “Where does UX come from?”
ELEMENTS OF USER EXPERIENCE

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ELEMENTS OF USER EXPERIENCE
User
Experience
DESIGNSTRUCTURE
CONTENT
NAVIGATION
INTERACTION
TECHNOLOGY
FUNCTION
MESSAGE
MARKETINGGOVERNANCE

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ELEMENTS OF USER EXPERIENCE
CONTENT
• Text
• Video
• Audio
• Graphics
(Infographics, Charts, etc.)

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ELEMENTS OF USER EXPERIENCE
STRUCTURE
• Sitemap
• Navigation
• Taxonomy

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COMPONENTS OF USER EXPERIENCE
DESIGN
• Layout
• Colours
• Typography
• Photography
• Illustrations
• Icons

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COMPONENTS OF USER EXPERIENCE
TECHNOLOGY
• Hosting
• Programming
• Content Management
Systems
• Code Libraries
• Domains

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COMPONENTS OF USER EXPERIENCE
GOVERNANCE
• Approvals
• Budgeting
• Prioritization
• Publishing Processes
• Resourcing
• Measurement

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COMPONENTS OF USER EXPERIENCE
MARKETING
• Search Engine
Optimization
• Search Engine Marketing
• Social Media
• Email
• Advertising

40. “Why is UX important?”
THE ROLE OF USER EXPERIENCE

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STRATEGY EXPLAINED
3 User Needs
3 Business Goals
Every web site has:

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USEREXPERIENCE
CREDIBILITY
ACQUISITION
• Appropriat
e
• Profession
al
• Functional
• Intuitive
• Accessible
• Efficient
• Satisfying
• Competitiv
e
• Relevant
USABILITY
CONVERSION
LOYALTY
ENGAGEMENT
© 2014 Longship Consulting Ltd. All rights reserved.
ROLE OF USER EXPERIENCE

43. “What is a UX strategy?”
UX STRATEGY EXPLAINED

44. “What is a strategy?”
STRATEGY EXPLAINED

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STRATEGY EXPLAINED
Strategy:
a high level plan
to achieve one or more goals
under conditions of uncertainty.

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STRATEGY EXPLAINED
Plan:
list of steps
with timing and resources,
used to achieve a goal.

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VISION
STRATEGY EXPLAINED
GOAL GOAL MISSION
STRATEGY (How?)
EXECUTION
(Doing)
Tactic TacticTactic Tactic
(Why?)
~ 25 years~ 5 years
(What?)

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WHAT IS A UX STRATEGY?
In order to be effective, goals must be SMART.
S
SPECIFIC
MEASURA
BLE
AATTAINAB
LE
R
RELEVANT
TTIME-
RELATED
M

49. “What is a UX strategy?”
UX STRATEGY EXPLAINED

50. © 2014 Longship Consulting Ltd. All rights reserved.
CONTENT
STRUCTURE
DESIGN
TECHNOLOGY
GOVERNANCE
MARKETING
UX STRATEGY EXPLAINED
CREDIBILITY
ACQUISITION
• Appropriat
e
• Profession
al
• Functional
• Intuitive
• Accessible
• Efficient
• Satisfying
• Competitiv
e
• Relevant
USABILITY
CONVERSION
LOYALTY
ENGAGEMENT

51. “What’s the biggest challenge
with UX?”
USER EXPERIENCE STRATEGY

52. © 2014 Longship Consulting Ltd. All rights reserved.
USER EXPERIENCE STRATEGY
BUSINESS
NEEDS
USER
NEEDS

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USER EXPERIENCE STRATEGY
BUSINESS
NEEDS
USER
NEEDS

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USER EXPERIENCE STRATEGY
POLITICAL
NEEDS
BUSINESS
NEEDS
USER
NEEDS

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Case in point: Carousels

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Of those 10,
only 1 will
click on a
slide past the
first slide.
10 will click
on your
carousel
Out of 1000
visitors:

59. Thank You!
Canadian Conference on Medical Education
Industry Presentation 2A
April 28th 2014 14:15 to 15:00