A presentation to developers as part of the SharePoint for Web BootCamp, held at Microsoft in Johannesburg, Oct 2009.

1. The importance of UX

2. Who Am I? An (ex) html jockey & web designer A UX evangelist A customer A consumer A user

3. UX Sharepoint UX intranet web applications

4. Does this sound familiar? “It’s hard to use& ugly!” “I just don’t understand how to use this!” “The performance of this application sucks!” “Was this application designed for me or an engineer?”

5. The User’s experience is failing

7. ? Why?

8. WHAT IS Ux??

14. User Experience Makes the difference between being merely functional and actually improving the way business is done via software. User Experience is a CREATIVE part of Software Development.

15. “I thought it was just about making it pretty”

17. Questions about whether design is necessary or affordable are quite beside the point: design is inevitable. The alternative to good design is bad design, not no design at all. Douglas MartinBook Design: A Practical Introduction

19. Turns out, no

20. Turns out, no Design is about making business sense

21. WHY IT’S IMPORTANT

22. User Experience (if designed well) well) Differentiates a product or service Creates business opportunities Improves efficiency

23. It affects your bottom line $

24. UX differentiates

27. Creates business opportunity

28. Improves efficiency

29. Click Stream Analysis Before After Page Interactivity: high % of users left the page without even interacting. 0% 10% Link Analysis: Links distracted users from the registration process. 20% Click Density Analysis: Users frequently clicked the non-linked image 30% Field Analysis: Small % of users interacted with the form fields. 40% Scrolling Analysis: Over half of users did not even see the first form field. 50% Last Field Changed Analysis: High pct. of users who abandoned last changed the State field before leaving, indicating friction. 60% 70% The page was redesigned based on AO recommendations and resulted in a 50% increase in registration conversions

30. The proof is in the returns Stock performance of 63 “Design Oriented Companies” versus the S&P 500 over 1, 3 and 5 years Courtesy, Peer Research 2007, Fast Company, October 2007

31. A valuable investment “Every $1 invested in usability returns between $10 and $100” -- IBM, Cost-Justifying Ease of Use Investing 10% of a total project budget yields: Jakob Nielson, Return on Investment for Usability

32. Tales from the field A mid-western utility was able to cut average customer support call cost from ~$10 to less that $1.00 per incident as a result of redesigning their web presence A major eCommerce retailer saw a 45% increase in average order size as a result of redesigning their shopping experience The same retailer saw a 10% conversion increase as a result of better organizing product information Implementation / customization costs for an Enterprise Software Vendor were cut by 40% as a result of a better “out-of-the-box” experience Will Tschumy, Microsoft User Experience Evangelist

33. Just in case You need a bit more...

34. The cost to business of poor user experience and satisfaction is equivalent to $40,000 per person in lost business each year, based on one hour a day being spent sorting out software usability problems (Marketing Opinion Research International/MORI) Users will wait a maximum of 10 seconds for a software response before become distracted or losing interest (Constantine/Lockwood, 1999) 63% of Web projects overrun their budgetary estimates, with the top four reasons being usability problems More than 40% of ERP implementations show user adoption issues or lack significant ROI (AMR research) 57% of SAP customers don’t believe they’ve achieved a positive ROI from their project because of poor user acceptance (Nucleus Research) *Source: APO UX FY08

35. It affects your bottom line $

36. Our entire online existence is based on UX

37. Our entire online existence is based on UX (good or bad)

38. The User Experience Lifecycle How do users find you? Do they know what to do? Will they tell their friends? Do you make them feel good? Will they use you again?

39. Put a different way

40. Put a different wayAdvocacy is the key indicator of long term customer value and retention

41. How do I do it?

42. Maslow’s Hierarchy

43. A Design View of Maslow Courtesy of Rob Girling, Artefact Group

44. So if I’m desirable, I’m all set?

45. So if I’m desirable, I’m all set?Not exactly. There are other considerations…

46. So if I’m desirable, I’m all set?Not exactly. There are other considerations… Design is a process that balancesconflicting sets of constraints

47. What’s Viable? What’s Possible? What’s Desirable? For every problem, 3 Constraints Larry Keeley, Doblin Group, among others

49. How much can it cost?

50. Is there acceptable ROI/NPV?What’s Possible? What’s Desirable? For every problem, 3 Constraints Larry Keeley, Doblin Group, among others

52. Within regulatory constraints?

53. Within business constraints?For every problem, 3 Constraints Larry Keeley, Doblin Group, among others

55. What are their needs?

56. What is their mental model?For every problem, 3 Constraints Larry Keeley, Doblin Group, among others

57. GUIDELINES

58. What does the UX pro Visual designer Usability designer motion designer do?

59. Robbie Ingebretsen “ Design Fundamentals for Developers” MIX09

60. UX Methodology Project Starts Use cases created IT + User / BA Prototyping IT Development of Services IT UI is created IT User Testing User / BA Project Complete

61. UX Methodology Project Starts Use cases created IT + User / BA Prototyping IT UI Polishing Development of Services UI Designer IT UI is created IT User Testing User / BA Project Complete

62. UX Methodology Project Starts Use cases created IT + User / BA Prototyping IT Development of Services IT + UX Professional + User/BA Development Of UX Development Of Software UX Professional + User/BA IT + UX Professional UI & Services Integrated IT User Testing User / BA Project Complete

63. UX Methodology Project Starts Use cases created IT + User / BA Prototyping IT Development of Services Development of Services IT + UX Professional + User/BA Development Of UX Development Of Software IT + UX Professional + User/BA UX Professional + User/BA IT + UX Professional UI & Services Integrated IT User Testing User / BA Project Complete

64. What users want Users don’t care about how the software is built. They want performance, convenience and results Unless it allows them to get their work/task done faster, they don’t want to learn a new/different way of doing something They want a responsive UI with visual clues as to ‘what next’. They don’t want to guess what to do (or hunt for it) As far as they’re concerned the experience is the product

65. Robbie Ingebretsen “ Design Fundamentals for Developers” MIX09

66. A few basic rules Make your application consistent Let users know what's going on Keep It simple and pretty Put the user in control Forgive the User

67. WEB 101

68. Banner Search Website Life use to be simple

69. Paid Search Organic Search Banner Games Widgets Video Mobile Social IP TV Email Website convert inform entertain assist connect But the consumer/user changed

70. Paid Search Organic Search Direct Mail Lead Gen Rating Sites Web site Banner Widgets Video Mobile Social Games IP TV Email Print TV Blogs Branch Call Centre convert inform entertain assist connect And integrated

71. What is Social Media and Web 2.0? Groundswell: A social trend in which people use technologies to get the things they need from each other instead of from companies. Web 2.0: A set of applications enabling efficient interaction among people, content, and data to collectively fostering new business practices and social structures. Social media: Blending Web 2.0 tactics into the marketing mix to engage with customer communities and draw value from social interaction. According to a 10/2008 Forrester report “3 in 4 US Online adults now use social tools to connect with each other.” Forrester Research

72. Social Media: What’s the fuss? 1. It’s enormous 2. Broadening demographic 3. Everyday routine

73. Impact of Social Influence MarketingTM Razorfish Digital Outlook Report 09: March 2009 – “Social Influence Measurement: What’s It Worth?”

74. UX Sharepoint UX intranet web applications

75. UX Sharepoint intranet web applications DocumentManagement Customer Information Applications Learning

76. UX Sharepoint intranet web DocumentManagement Customer Information Applications Learning

77. Similarities & differences INTRANET Taxonomy Document storage* Potentially large volumes of documents Traditionally narrow scope of content and little attention to how user accesses or finds info. WEB Navigation Customer information* Copy kept brief, to the point Traditionally rich in types of media and ways for user to access. Experience is key.

78. Similarities & differences – cont. INTRANET Brand low priority A designer and/or devs involved in UI No SEO Internal facing applications get low UI priority Social media, web 2.0, web 3.0 not yet part of every day use within corporate structure WEB Brand representation is everything Designers/IA/UX involved in UI Sites lives or dies by SEO rankings External applications get high UI priority Social media, web 2.0 etc key for reaching users and creating community around brand

79. Lastly INTRANET Accessibility low priority * WEB Accessiblity is becoming law *

88. IN CLOSING

89. UX = ROI (TIME & $) GOOD UX REQUIRES EMPATHY FROM BOTH DESIGNER & DEVELOPER A WEBSITE IS PRIMARILY A BRAND EXERCISE IN ALL THAT IT DOES (AND MORE THAN JUST A LOGO) WEB & INTRANET ARE CONVERGING WEBSITES CONTINUE TO EVOLVE, THE PLATFORM NEEDS TO BE AGILE

91. Acknowledgements Will Tschumy: Design Matters (Microsoft) Robbie Ingebretsen: Design Fundamentals for Developers (Pixel Lab) Michael Köster: Introduction to UX (Microsoft) Forrester Research: Groundswell Rob Girling: Artefact Group Larry Keely: Dablin Group