Presentation to MS-HCI Program at Georgia Tech

Presenta(on
to
MS-‐HCI
Program
at
Georgia
Tech
(Redacted)

11.08.12

Mark
Badger,
User
Experience
Director
Roundarch
Isobar
mark.badger@isobar.com
@roundarchisobar

|

@mbadger

Property
of
Roundarch
Isobar.
Privileged
and
conﬁden:al.

Agenda
&
Topics

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Agenda
&
Topics
3:15PM
–
5:00PM

“ In
theory,
there
is
no
diﬀerence
between
theory
and
prac:ce.
...But
in
prac:ce,
there
is.”
—
Various*

Agenda
• Introduc:on
• UX
as
a
discipline,
in
theory
-‐ Methods
at
Roundarch
Isobar
• UX
as
a
discipline,
in
prac:ce
-‐ Case
Studies
• The
Future
of
User
Experience
• Q&A *This
quote
has
been
a_ributed
both
to
computer

scien:st
Jan
L.
A.
van
de
Snepscheut
and
to
Yogi
Berra.

3 Property
of
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and
conﬁden:al. www.roundarchisobar.com

Usability
of
Financial
Systems
WORLD
USABILITY
DAY
2012

4 Property
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and

Given that the theme of World Usability Day 2012 is Financial Systems, I thought I’d spend some time later talking about a couple
of financial services clients. It just so happens that over half of my clients in the past five years have been in the financial
industry: Old Mutual Asset Management, Fidelity Investments (recurring projects), The Hartford, Alico, TIAA-CREF and Mackenzie
Investments.

Introduc(ons

• Roundarch
Isobar
• Mark
Badger,
UXD

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Isobar.
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and
conﬁden:al.

So that you might have some insight into my point of view, I want to tell you a little bit about my company, Roundarch Isobar, and
myself. But knowing something about me and the company I work for matters for other reasons.
1. UX is increasing in importance and the agency/consultancy setting is just one of several contexts you’ll get to choose from.
2. As you know, UX discipline is increasingly a credentialed professional. This wasn’t the case when I was in school. Given that the
discipline is still evolving, you will continue to work with and report to folks whose background may not be in HCI.

Agency
Overview

Who
We
Are We are a modern agency of 3,000 creatives and creators with digital at its core.
Where
We
Are Located in Boston, Chicago, Denver, Detroit, New York, San Francisco, and 34 countries around the world.
What
We
Do Roundarch Isobar conceives, designs, and builds digital experiences for the world’s largest organizations.
We create integrated marketing campaigns, enterprise web applications, and digital products.

6 Property
of
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and

We
work
with
Global
2000
en((es
and
large
government
organiza(ons
SELECT
CLIENT
LIST

7 Property
of
Roundarch
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Privileged
and

Our
client
rela(onships
are
strategic
and
longstanding
SELECT
CLIENTS

10+ year relationship to develop one of the 7-year relationship with Avis.com, mobile
world’s largest enterprise portals applications, and optimization

Created a social listening platform and Design and build mobile and social
executed multiple marketing campaigns applications for HBO.com

5-year, $50M strategic relationship with
Designed, built, and launched over 5
Healthways to conceive, design, and build
digital properties
their digital offerings

Launched adidas’ award-winning Relaunch of JBL sites and creation of
miCoach training system several marketing campaigns

8 Property
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We
operate
seamlessly
across
bought,
owned,
and
earned
media

BOUGHT OWNED EARNED

Websites
Viral
Display Web
Apps
UGC
DIGITAL Social
Ads Digital
Products
Blogs
&
Comment
SEM Mobile
Apps
Fan
Pages
Social
Apps

TV
TRADITIONAL Outdoor Retail
Stores
PR/Inﬂuencer
Radio
MarkeLng

9 Property
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We
oﬀer
all
the
services
necessary
to
go
from
idea
to
execu(on
to
op(miza(on
OUR
SERVICES

Plan Design Build Market

We develop digital products and We design intuitive experiences We build highly scalable and We create, measure, and
communication strategies that that are a joy to use flexible technology solutions optimize digitally-centered
influence people and positively programs and campaigns
affect business results

Manage
We run large, complex, digitally-centered programs

10 Property
of
Roundarch
Isobar.
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and

We
oﬀer
all
the
services
necessary
to
go
from
idea
to
execu(on
to
op(miza(on
OUR
SERVICES

Plan Design Build Market

strategy: brand, interactive, research: primary, secondary, architecture strategy creative: advertising, visual
multi-channel, social, content segmentation, persona design, experience design,
development, heuristics, and content creation, studio
Business planning: business competitive analysis software selection production
case, roadmap
requirements and specs: communications planning:
new product development content analysis and specs, technical design and build: innovation and insight, audience
functional requirements, content management, search, planning and social,
NOWlab™ functional specifications portals, front-end technology, programming and propagation,
mobile, internet-enabled devices, integrated platform, service
user experience design: social apps, web services, design
information architecture, security
taxonomy and meta data, optimization: analytics,
interaction design, mobile monitoring, SEO, landing pages,
MVT, search, media ROI analysis

Manage
account services | program management | AOR | hosting | outsourcing

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Mark
Badger,
UX/Crea(ve
Director
INTRODUCTIONS

72-‐81
draw
1982
program
1987
design
1995
web
1997
apps
2001
run
2004
ia/ux
2011
direct

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UX
as
a
Discipline
(in
theory)

• Cross-‐Discipline
Collabora:on
• Process
&
Ac:vi:es
• Sample
Deliverables
• Related
Fields
of
Knowledge

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of
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conﬁden:al.

Cross-‐Discipline
Collabora(on
UX
AS
A
DISCIPLINE
(IN
THEORY)

Account/PM Crea(ve UX Tech Analy(cs

14 Property
of
Roundarch
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and

I skimmed the MS-HCI curriculum here at Georgia Tech, and one can’t help but notice that it is inherently cross-discipline
(Interactive Computing; Literature, Media and Communication (LMC); and Psychology.) This is great, because the practice of
conceiving, designing, and building user experiences is inherently cross discipline too.

Cross-‐Discipline
Collabora(on
UX
AS
A
DISCIPLINE
(IN
THEORY)

Account/PM Crea(ve UX Tech Analy:cs

15 Property
of
Roundarch
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and

In the past, interactive marketing/design/what-have-you was often UX-led. There is still some merit to that approach, as long as
one considers the UX practice as starting with research and extending through delivery. But we deliver the best results when we
work in close collaboration with our visual design, copywriting, and technology partners. These disciplines represent the heart of
what we do for brands.

Cross-‐Discipline
Collabora(on
UX
AS
A
DISCIPLINE
(IN
THEORY)

Account/PM Crea(ve UX Tech Analy:cs

16 Property
of
Roundarch
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and

But we need folks to guide the process and other folks to tell us how we did and to help us improve.

UX
Hierarchy
at
Roundarch
Isobar
UX
AS
A
DISCIPLINE
(IN
THEORY)

UX
Director

Associate
UX
Director

UX
Lead

Senior
UX
Designer

UX
Designer

17 Property
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and

At Roundarch Isobar, the UX discipline is distinct from “Creative.” There are varying philosophies on this, driven in part by the
relatively imprecise nomenclature: everything we do is arguably “creative,” just as everything we do creates “user experiences.”
Regardless, the competencies that comprise the practice of UX are unique enough that a UX career path is relatively easy to
deﬁne.

Design
&
Build
Hierarchy
at
Roundarch
Isobar
UX
AS
A
DISCIPLINE
(IN
THEORY)

Technical
Director UX
Director Crea:ve
Director

Technical
Architect Associate
UX
Director Associate
Crea:ve
Director

Technical
Lead UX
Lead Art
Director

Senior
Developer Senior
UX
Designer Senior
Visual
Designer

Developer UX
Designer Visual
Designer

18 Property
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Roundarch
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At Roundarch Isobar, teams are brought together based on the particular needs of a project or account. We have peers at each
rung of the career ladder, and responsibility for project success is shared across the disciplines. There is still a close relationship
between Creative and UX, and some projects will have only a UXD or a CD, depending on that director’s background in each
discipline.

Sample
Deliverables

19 Property
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Roundarch
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Sample
Deliverables
UX
AS
A
DISCIPLINE
(IN
THEORY)

20 Property
of
Roundarch
Isobar.
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and

Sample
Deliverables
UX
AS
A
DISCIPLINE
(IN
THEORY)

Sketches
&
Whiteboards

21 Property
of
Roundarch
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and

Sample
Deliverables
UX
AS
A
DISCIPLINE
(IN
THEORY)

Lo-‐Fidelity
Wireframes Company Logo

22 Property
of
Roundarch
Isobar.
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and

Sample
Deliverables
UX
AS
A
DISCIPLINE
(IN
THEORY)

Detailed
IA

23 Property
of
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Isobar.
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and

Sample
Deliverables
UX
AS
A
DISCIPLINE
(IN
THEORY)

Annotated
Wireframes

24 Property
of
Roundarch
Isobar.
Privileged
and

Sample
Deliverables
UX
AS
A
DISCIPLINE
(IN
THEORY)

Visual
Comps

25 Property
of
Roundarch
Isobar.
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and

Related
Fields
of
Knowledge

Property
of
Roundarch
Isobar.
Privileged
and
conﬁden:al.

DISCOVERY ACTIVITIES
Related
Fields
of
Knowledge
UX
AS
A
DISCIPLINE
(IN
THEORY)

User
Research • Accessibility Related
Fields
• Heuris:c
Analysis • Localiza:on • Brand
Strategy
• Focus
Groups • Agile/Lean
Prac:ces • Visual
Design
• Contextual
Inquiry User
Behavior • Content
Strategy
• Cogni:ve
Modeling • Behavioral
Economics • Data
Visualiza:on
• Segmenta:on
and
• Game
Mechanics • Ac:va:on/SEM
User
Proﬁling • Cogni:ve
Biases • Copywri:ng
• Usability Media • Storytelling
&

UX
Competencies • Social
Media Narra:ve
Theory
• Interac:on
Design • Mul:-‐channel
Social
Skills
• IA
&
Info
Science plaqorms
and
devices
• Presen:ng
• Content
Modeling
• Augmented
Reality • Facilita:on
• Analy:cs
/
SEO • NUIs • Collabora:on

Property
of
Roundarch
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and

UX
as
a
Discipline
(in
prac:ce)

• Case
Study
I:
Financial
Services
–
B2B
• Case
Study
II:
Life
Sciences
–
B2B
• Case
Study
III:
Financial
Services
–
B2C
• Lessons
Learned

28 Property
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Again, since we are meeting on World Usability Day, I will note the different approaches we took with regard to user validation,
including the pros and cons.

Case
Study
I:
Financial
Services
–
B2B

29 Property
of
Roundarch
Isobar.
Privileged
and
conﬁden:al.

Case
Study
I:
Financial
Services
–
B2B
UX
AS
A
DISCIPLINE
(IN
PRACTICE)

Personas
&
Journeys

30 Property
of
Roundarch
Isobar.
Privileged
and

Case
Study
I:
Financial
Services
–
B2B
UX
AS
A
DISCIPLINE
(IN
PRACTICE)

JAD
Sessions

31 Property
of
Roundarch
Isobar.
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and

Case
Study
I:
Financial
Services
–
B2B
UX
AS
A
DISCIPLINE
(IN
PRACTICE)

Site
Nav Home Prices & Performance
! Defaults to Daily Fund Prices
Products & Services Market Insights Advisor Resources Investor Education About Us Search
! Defaults to Search Results

&
Info
Arch
Features Features Features Features Features Welcome to Mackenzie
• Login widget Features • Fund Filters • Current Issue of • Mackenzie Professional • Content from Mackenzie Features
• Fund Codes & Fees lin • Fund Filters • Dynamic Fund List Mackenzie Express • Featured Article Insight • Facets
• Dynamic Fund List • Content from • Marketing Materials Our Fund Managers • Segmented results
Multimedia Centre • Series & Commissions
Funds Services • Events Working with an Advisor ! Includes management companies
Daily Fund Prices Search Results
(Currently 12 pgs.)
Mutual Funds Group Plans Market Commentary Company Profiles
Historical Fund Prices Build Your Business ! Was "Advice Matters" Regulatory Documents
Fund Profiles Advisors (3 pgs.) Monthly Economic (Currently 24-25 pgs.) Manager Profiles
Retirement Planning
Fund Performance Perspectives Marketing Materials
! Should include fund facts as well ! Includes "Practice Management"
as links to prospectuses, MRFPs, Plan Sponsors (4 pgs.) and "Ideas in Action" ! Was "Retirement U" Executive Bios
financials, commentary, complete
Fund Distributions Manager Views Applications & Forms
fund holdings. Continuing Education Planning for Retirement
Plan Members (3 pgs.) Careers
(16 pgs.)
Fund Codes & Fees GIFs & Segregated Funds In the Media Search Help
Login About Us Mackenzie Institutional Order Materials Contact Us Français 中文 Search Mackenzie University
Additional Resources Benefits
(Currently 5-7 pgs.) Retiring Soon ! Incorporates MM Library help
Fund Profiles (22 pgs.)
GroupPlans Contacts FAQs
Mackenzie Professional
Corporate Funds
- Incl. Current Issue Retired Now (6 pgs.)
Guided Portfolio Service Current Openings
! Content can be rolled onto one page
(Currently 7 pgs.)
30 Second Reviews Planning Resources
Prices & Performance Products & Services
Prices & Performance Market Insights Advisor Resources Investor Education
Series T Funds About Us Future Openings
! 3-4 pages are advisor only

Ask the Managers Funding Education (6 pgs.)
Currency Hedging Private Client Program My Career
Daily Fund Prices Funds Market Commentary Build Your Business Working with an Advisor (Currently 11 pgs.) to Mackenzie
Welcome ! Was "RESP Investing"
Strategy Lab Saved Jobs
Mutual Funds Dollar Cost Averaging
Historical Fund Prices Monthly Economic Continuing Education Retirement Planning ! 7-8 pages are Our Fund Managers
advisor only Planning for Life Events
Perspectives
GIFs & Segregated Funds
Archives Personal Info
Funding Education Service
Flexible Payout Tax & Estate Planning ! Was "Your Time of Life"
Fund Performance Mackenzie University Executive Bios
Manager Views (Currently 8 pgs.)
Corporate Class InfoMack - Calculators 20's (6 pgs.) Resume
Fund Distributions InfoMack (Calculators) Planning for Life Events Careers
In the Media Managed Assets ! 4-5 pages are advisor only (Currently 3-4 pgs.)
Series T Funds 30's (6 pgs.) Alerts
Fund Codes & Fees Series & Commissions Investment Guides
Symmetry Portfolios Mackenzie Charitable
Accounts Foundation Add Calculators to
Dollar Cost Averaging Your Website 40's (6 pgs.)
Marketing Material Resources
Symmetry One Portfolios IIPs (3 pgs.) Mackenzie Charitable
Flexible Payout Service Media Centre Foundation
Applications & Forms Applications & Forms ! 1 is advisor only 50's (6 pgs.)
Symmetry Portfolio Press Releases
Managed Assets Services RDSPs (6 pgs.) Mackenzie in
Order Materials Glossary Investment Guides
Media Contacts Login (triage page) the Community
Symmetry Portfolios Symmetry Investment RESPs (10 pgs.) ! Was "Investor Education"
Tools & Calculators
Account Access Managers AdvisorAccess Partner Charities
! 1 is advisor oriented Guide to Mackenzie
Services ! Defaults to AdvisorAccess Login
About AdvisorAccess Account !Access should be made
Perspectives
available as commentary related RRIFs (5 pgs.) Request Financial Support
Group Plans to the underlying funds. AdvisorAccess Login Glossary
Login to AdvisorAccess About InvestorAccess
RRSPs (5 pgs.) Legal Media Centre
Guided Portfolio Service About AdvisorAccess Tools & Calculators
Login to InvestorAccess
! Defaults to Legal Disclaimer
Private Client Program TFSAs (4 pgs.) Press Releases
Register
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Tax & Estate Planning Media Contacts
About Security
Privacy Policy
Accounts Key Resources About Us Legal & Privacy Conditions of Use
Email Safety
IPPs Daily Fund Prices About Mackenzie Independent Review and Online Fraud
Financial Reporting
Committee Report InvestorAccess
RDSPs
Legend Fund Performance Contact Us
Legal ! Defaults to InvestorAccess Login Our Mutual Fund
Fund Codes & Fees Careers
Privacy Policy
Contact Us Trading Policies Independent Review
RESPs Page Historical Fund Prices Press Releases InvestorAccess Login
Global Footer Committee Report
Email Safety and Online Fraud ! Defaults to Contact Information
RRIFs Applications & Forms Media Contacts Proxy Voting
External Link Proxy Voting About InvestorAccess
Regulatory Documents AdvisorAccess Contact Information MRFPs & Fund Financials
RRSPs Unclaimed Property Unclaimed Property
Grouping Financial Reporting InvestorAccess Register
FAQs Fund Facts
TFSAs Order Materials
Trade Matching
Breadcrumb Node Conditions of Use
Tools & Calculators Help Statement NI 24-101 Simplified Prospectus

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Case
Study
I:
Financial
Services
–
B2B Company Logo
Welcome, Chris I About Us | Contact Us | Mackenzie Institutional | Order Materials | Français | 中文

UX
AS
A
DISCIPLINE
(IN
PRACTICE)
Search

Prices & Performance Products & Services Market Insights Advisor Resources Investor Education

Lo-‐Fidelity
Wireframes
Home > Search > Search Results

Search Results Search Again or Reﬁne your Results

&
Paper
Prototypes
foreign equity

Filter Your Results

Orderable Content Only All Results (73) Fund Documents (24) Marketing Material (19) Applications & Forms (5)

Displaying 1-10 of 73 matches. Sort by Relevance 1 | 2 | 3 | 4 | 5 | 6 | 7
Filter Your Results Filter Your Results Filter Your Results
By Topic
1. Mackenzie Ivy Foreign Equity Fund 31 Jul 2012
Orderable Content Only Orderable Content Only Orderable Content Only Products & Services (32) Suitable as a core global equity holding, with lower-volatility characteristics
Products & Services > Mutual Funds > Ivy Funds
Market Insights (15)

Advisor Resources (13)
2. Mackenzie Ivy Foreign Equity Fund - Annual Management Report 31 Mar 2012
By Topic By Topic By Topic Investor Education (8) Annual Management Report of Fund Performance for Year End Type: PDF (72k)
Products & Services > Mutual Funds > Ivy Funds Code: 611M03
About Mackenzie (5)
Products & Services (32) 3. Mackenzie Ivy Foreign Equity Class (Hedged) 31 Jul 2012
By Content Type By Content Type By Content Type
Superior risk-adjusted track record with growth/value style
Market Insights (15) Products & Services > Mutual Funds > Ivy Funds

Advisor Resources (13) Advisor Only Content (3) By File Type 4. Think global equity means dead money? 16 Aug 2012
By File Type Mackenzie Ivy Foreign Equity Fund - Investor One Pager Type: PDF (508k)
Investor Education (8) Applications / Forms (0) Products & Services > Mutual Funds > Ivy Funds Code: X1B234

About Mackenzie (5) Articles (0) PDFs (16) 5. Paul Musson declared Morningstar Foreign Equity Fund Manager of the 1 Dec 2011
Year at 2011 Morningstar® Canadian Investment Awards
Brochures (3) Presentations (2) About Mackenzie > Media Centre > Press Releases

By Content Type Buckslips (0) Tools/Calculators (1) 6. Mackenzie Ivy Foreign Equity Segregated Fund 31 Jul 2012
Quarterly update on Saxon family of funds as of 31 July 2012
Bulletins (0) Videos (0) Products & Services > GIF & Segregated Funds > Ivy Funds

By File Type Commentary / Udpates (3) 7. Some things in life just go great together Oct 2010
Mackenzie Cundill Value Fund and Mackenzie Ivy Foreign Equity
Event Materials (0) Investor Education > Investing 101

Fund Fact Sheets (4) 8. Mackenzie Ivy Foreign Equity - Fund Card: Features 20 Aug 2012
Performance with a smoother ride Type: PDF (250k)
Financials & MRFPs (4) Products & Services > Mutual Funds > Ivy Funds Code: MK7522

Manager Bio (2) 9. Mackenzie Founders Global Equity Class 31 Jul 2012
Investment exposure to two longstanding Mackenzie mutual funds
News / Press Releases (0) Products & Services > Mutual Funds

Prospectuses (4) 10. Looking for a way to invest outside of Canada? Jan 2012
Take a look at Mackenzie Ivy Foreign Equity Fund
Market Insight > Manager Commentary

Results per page: 10 1 | 2 | 3 | 4 | 5 | 6 | 7
By File Type

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Presentation to MS-HCI Program at Georgia Tech

Presentation to MS-HCI Program at Georgia Tech

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Presentation to MS-HCI Program at Georgia Tech